Culture of design.

Designers were in a constant positioning and repositioning of themselves in response to these changing conditions, but also increasingly pushed them towards a more complex relationship with the culture of consumption.
Brand identity.
Design became industrial art, applied art, to express a greater practical and professional complexity.
American designers calling themselves industrial designers from the 1920s helped re-establish the use for the word.
DESIGN= achievements of individuals
aesthetics and ideology of modernity
via specific objects.