This book brings together the work of leading theorist, Theo van
Leeuwen, on typography, colour, texture, sound and movement, and
shows how they are used to communicate identity, both corporate and
individual. The book provides a detailed approach to analysing the
key elements of multimodal style, and shows how these can be
applied to a wide range of domains, including typography, product
design, architecture, and animation films. Combining sociological
insights into contemporary forms of identity with multimodal
approaches to analysing how these identities are expressed, the
text is richly illustrated with examples from fashion, the built
environment, logos, modern art and more. With sample analyses, this
user-friendly text provides clear methods for analysis and creative
strategies for the practice of multimodal communication. Providing
an invaluable toolkit to analysing the key elements of multimodal
design and the way they work together, this book is essential
reading for students, teachers and researchers in the field of
multimodal communication, whether in communication studies,
linguistics, design studies, media studies or the arts.
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