Keeping one step ahead of the pack [Management Branding]

Michael Wolff has been one of the most influential and controversial brand designers in the engineering and technology sector. He tells E& E&T how he´s managed to keep all his branding irons in the fire. He created new identities for both Audi and Volkswagen. He came up with 3i´s name, and played a pivotal role in the original stages of the greening of BP. He´s come up with designs for Sky, BT, Citigroup, the tailfin for BA, Orange, as well as the first high-speed train in Spain. In short, Michael Wolff is an icon in the world of industrial identity, branding and design.