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As in-house designers, we often become immersed in our companies, causing us to lose perspective on our assignments and, more insidiously, on appropriate behaviors and ethics. Learn to identify if you’ve fallen prey to “brand blindness” and adopted the company culture wholesale, and use your creativity to improve the culture instead.

The works of Tomoko Miho—posters, books, catalogs, logos, showrooms and architectural signage—all share an internal breadth that comes from the exacting relationship between space and substance, imagery and information, and concept and details. She has designed for a long list of clients, including Herman Miller; the Museum of Modern Art, New York; the National Endowment for the Arts; the Isamu Noguchi Foundation, Inc.; and Neiman Marcus. In recognition of her designs and commitment to modernity, through a lifelong pursuit to remain curious, lucid, and relevant, she was awarded an AIGA Medal in 1993.

JetBlue was recognized for reimagining the air-travel experience and building its revered brand from a people-centered, value-driven, design-based approach. Corporate Leadership Awards committee chair Connie Birdsall comments on the awardees and the nominating process. David Rockwell presents the award to JetBlue, accepted by its chief commercial officer, Robin Hayes.

During his 30 years as partner and principal of Chermayeff & Geismar, Steff Geissbuhler designed a vast array of memorable and imaginative posters, and some of the most defining corporate-identity programs of the latter part of the 20th century. His most notable work includes a poster in which a massive silhouetted Godzilla and King Kong hold paws as they amble into the sunset, a bittersweet signifier for peace between Japan and the United States, and the logotypes for NBC (the peacock) and Time Warner (the conflation of an eye and ear). In 2005, he was awarded an AIGA Medal.

Steve Frykholm (2010 AIGA Medalist) is recognized for establishing the highest standards of corporate design through his work shaping the visual identity and sensibility of American design innovation company Herman Miller for more than 40 years.

Over the span of his 44-year career, Lester Beall studied the dynamic visual form of the European avant-garde, synthesized parts into his own aesthetic and formed graphic design applications for business and industry that were appropriate, bold, comprehensive, and imaginative. He proved to American business that the graphic designer was a professional that could creatively solve problems and at the same time deal with pragmatic issues such as marketing and budgets. In 1992, he was awarded an AIGA Medal.

Kit Hinrichs is an expert in corporate communications, an avid collector, and a 2004 AIGA Medalist. For most of his professional life he has been fascinated by the multitudinous ways in which the American people have graphically interpreted red and white stripes and a blue field with white stars, and his 3,000-piece-strong collection of American flags and American flag memorabilia has formed the basis of several exhibitions and books.