Alexander Haldemann

Academic; Executive / Brand Design / United States / MetaDesign

References and New Discoveries: Alexander Haldemann’s Book List

Some of the books I selected had an influence on me professionally. Other books were formative for me personally—either books I read growing up (and now share with my children), or books that have moved me as an adult. What they have in common is that they were all lying around piled on top of the books on the shelves, which suggests they are either important to me and I reference them often, or new discoveries, or both. They also trace my international journey from Switzerland to San Francisco. Next stop: Australia.

1 book
Bruno Munari

Speak Italian: The Fine Art of the Gesture is a book that describes what you can’t learn about Italian in the dictionary. This book is important to me because I grew up on the border of Switzerland and Italy next to Lago Maggiore, a lake that is shared by both countries. Italian is my second language, but I learned very quickly that, when it comes to understanding Italian, gestures are extremely important in communicating and telling stories. This insight has carried over into my work: brands, much like languages, are multi-sensory. To truly understand both people and brands, you have to go deeper than the surface and look at them from a different perspective.

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