Otto Lucien Anton "Tony" Spaeth', Jr. February 6, 1934 - January 13, 2021 – born in Saint Louis, Missouri – was a corporate identity planner, consultant, critic and teacher. His work developed the premise that ''institutional branding systems'' are best understood as tools of ''leadership'' – tools to establish directional clarity, motivate performance, and affect structural change as well as to revitalize market presence: '

Early years

During his childhood, Spaeth's parents took in Anthony Bailey (then himself a child) as a war refugee; Bailey has since told the story of their shared childhood years in the books ''America, Lost & Found'' and ''England, First & Last''.

Later work

From a base in Rye, New York, since 1990 Spaeth has provided identity planning and creative counsel to scores of clients in diverse categories. He is credited with such corporate brands as

Dow Jones Dow Jones is a combination of the names of business partners Charles Dow and Edward Jones. Dow Jones & Company Dow, Jones and Charles Bergstresser founded Dow Jones & Company in 1882. That company eventually became a subsidiary of News Corp, and ...

Eastman Chemical Eastman Chemical Company is an American company primarily involved in the chemical industry. Once a subsidiary of Kodak, today it is an independent global specialty materials company that produces a broad range of advanced materials, chemicals and ...

, Celera Genomics,

Flowserve The Flowserve Corporation is an American multinational corporation and one of the largest suppliers of industrial and environmental machinery such as pumps, valves, end face mechanical seals, automation, and services to the power, oil, gas, che ...

Commonfund Based in Connecticut, Commonfund is an American asset management firm founded in 1971 with a seed grant from the Ford Foundation. As a private nonprofit organization, the firm manages customized investment programs for endowments, foundations, pub ...

FIRST First or 1st is the ordinal form of the number one (#1). First or 1st may also refer to: *World record, specifically the first instance of a particular achievement Arts and media Music * 1$T, American rapper, singer-songwriter, DJ, and rec ...

Robotics and

Outward Bound USA Outward Bound USA (OBUSA) is a non-profit organization providing experiential education in the United States through a network of regional schools, especially in wilderness settings. Outward Bound counts among its desired outcomes the development o ...

. Since 1998, on his website ''Identityworks.com - a service of Tony Spaeth / Identity'' (now discontinued), Spaeth reviewed noteworthy new identities of strategic or creative interest, with appropriate credit to chief executives and designers alike. The site also provided a variety of analytic and planning tools for branding and design students worldwide, and contained ''Identity Forum'', where a global panel of leading thinkers and practitioners addressed identity issues. Spaeth's annual rebrandings overview in The Conference Board Review magazine provided a significant record covering more than two decades of Corporate Identity change: ' '

External links

Identity Forum

Corporate Brand Matrix

Princeton Project 55

Partners of '63

References

{{DEFAULTSORT:Spaeth, Tony Brand management Market researchers 1934 births Harvard Business School alumni Princeton University School of Architecture alumni Living people