With the Cold War and two opposite models of political economy, the new priority was to prove to the international community the viability and effectiveness of the socialist order and to demonstrate its benefits. The 1960s marked the beginning of the liberation from the ideological legacy of Stalinism. Following the motto “to catch up and surpass America”, the Soviet Union allowed a rapid growth of industrial progress.

Culture and the arts were also subject to this imperative and had to play the important role of ideological leverage, and design became part of the planning process. All companies were required to brand their products and packaging. At the turn of the 1960s and 1970s, the concept of corporate identity as a holistic system of visual identity took shape.