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GDUSA Newsletter MARCH 2012

BURNING CASH

When I was younger, so much younger, than today ... we had a website consultant who advised me to “burn cash” to “capture eyeballs.” We might have no income to show for it, but we’d eventually “monetize the traffic.” Somewhere, somehow, someday. After the year of insane spending, it hit me: the consultant was just a geek with lots of buzzwords, little life experience, and no understanding of how business really works. (Hey, perfect for the Obama cabinet!) Turns out, except for the occasional miracle, you build an online presence the same way as any venture – 1% inspiration, 99% perspiration, and some semblance of accountability. Ten sweaty years later, we have a popular website, well-read enewsletters, and effective eblasts to complement the magazine. This month, we continue our online expansion with a free iPad App. Despite app-mania, I am restrained. Our app will be successful if and when it has value to you. Please take a look and give us your feedback when you can. Just don’t tell me to burn cash.
 
— Gordon Kaye   editorial@gdusa.com

blurb

Graphic Design News

windows8

SCHER LOGO LOWERS THE FLAG

Paula Scher has lowered the flag and brought back the window. As Microsoft prepares for the critical launch of Windows 8, the sweeping update of its operating system, the identity takes the familiar Windows logo back to its roots. Designed by Pentagram’s Scher, the ubiquitous four-color flag symbol is reimagined as a modern, monochromatic, geometric shape. According to those in a position to know, at an early meeting Scher asked: “Your name is Windows. Why are you a flag?” The answer: the brand started as a window, but over the years, as computing systems grew powerful and graphics complex, it evolved. The Scher solution is intended to return the logo to its roots as a metaphor for seeing into screens and systems, and a new way to view technology. In a post on his blog, Sam Moreau, Microsoft’s Principal Director of User Experience for Windows, says: “’Windows’ really is a beautiful metaphor for computing and with the new logo we wanted to celebrate the idea of a window, in perspective.”

MOM

DUFFY LOVES HIS MOM (BRANDS)

Duffy & Partners has rebranded Malt-O-Meal as MOM Brands. Duffy created a new “motherbrand” identity, including corporate identity and brand architecture, an iconography system, brand new website look and overall feel and business materials. The company, among the largest family-owned cereal companies, in the country. Though well-known for Malt-O-Meal hot cereal, the company now offers more than 70 different products through ten individual brands – with cold cereal being their biggest sellers at the moment. Thus the decision to broaden the branding away from just one product.
SEE CASE STUDY >

mandarin

MIDWEST ROOTS INFORM BRAND

Minneapolis-based Zeus Jones has brought a Midwest sensibility the new Mandarin Coriander fragrance line from Thymes. Head of creative/design at Zeus Jones, Brad Surcey, explains: “Thymes is a company rooted in the Midwest – it’s a part of their heritage. That’s why we decided to look to the textures and images of our region when designing the Mandarin Coriander fragrance line. Our goal was to match the fresh, clean feeling of spring with the nostalgia of a warm afternoon in the kitchen. We worked closely with the Thymes team, drawing inspiration from vintage patterns, authentic packaging forms and hobnail glass.”
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DEVER E-PUB NAVIGATES ALZHEIMERS

Dever Designs and the National Institute on Aging have collaborated for the eighth consecutive year to produce the Institute’s e-publication: 2010 Progress Report on Alzheimer’s Disease. The agency is part of the National Institutes of Health. The Laurel MD design firm created an interactive document that utilizes web-like navigation, word clouds, and vibrant color to guide the reader through a wealth of information. Links to additional animation and video content provide a rich user experience. The design is also reflected in the accompanying digipak case and CD label. The complete package was sent to select personnel at Department of Health and Human Services as well as members of Congress.

dever

New KidStock Collection From Blend

PARENTS ENGAGES MILLENNIAL MOMS

With the February issue, Parents magazine unveiled a redesign. The makeover marks “a strengthened focus on a more authentic view of parenthood to engage today’s design-savvy millennial moms.” The redesign features stronger visuals, including the covers, which are intended to be warmer and more emotional. This includes more natural photography, a more sophisiticated color palette, and hand-crafted design elements for a touch of whimsy. “Our readers tell us that they curl up with the magazine – in print or on the tablet–after the kids are in bed,” says Editor-in-Chief Dana Points. “Our new design honors the intimacy of that relationship, while our content continues to be an open invitation to our 15 million readers to join the ongoing conversation happening about parenthood via Facebook, Twitter and Parents.com.”
READ MORE >

gdusa ipad app NEW GDUSA APP
FOR THE IPAD!
 
FREE DOWNLOAD HERE >

cohen

AIGA’S NEWLY MINTED MEDALISTS

AIGA is awarding four design visionaries with the prestigious AIGA Medal: Elaine Lustig Cohen (shown here), Ralph Caplan, Armin Hofmann and Robert Vogele. Each will be presented with the Medal at “Bright Lights: The AIGA Awards” on April 19 in New York. The celebration benefits the AIGA Design Archives and Worldstudio AIGA Scholarships for underprivileged design and art students. Of the upcoming event, Co-chair Su Matthews of Lippincott says: “Bright Lights is going to be a memorable night of video premieres, cocktails and mingling to celebrate the legendary designers who shaped our profession.” Adds Co-chair D.J. Stout of Pentagram: “Anyone who loves design is welcome, and tickets start at just $200. We hope to see a lot of new faces this year!” The newly minted Medalists join a legacy of distinguished designers – including Steve Frykholm, Milton Glaser, John Maeda, Jennifer Morla, and Paul Rand– who have been honored for lifetime achievement and contributions to the field.
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RIZCO INITIATIVE GIVES BACK

Every year, Rizco Design sponsors an initiative called “Project Give Back,” where one not-for-profit is offered volunteered design and branding experience for a project over the course of one year.The 2011 – 2012 recipient of the “Project Give Back” grant is the Oxalosis and Hyperoxaluria Foundation (OHF). As part of this year’s design grant, Rizco’s team will be challenged to help the OHF increase awareness and encourage funding that supports lifesaving research for Oxalosis PH, a rare, genetic liver and kidney disease. The OHF is committed to the emerging needs of patients throughout the world. Keith Rizzi, partner at the New Jersey-based firm, says “Rizco Design is inspired by the strength and courage of patients, families, and volunteers, and we are extremely enthusiastic about OHF's project and eager to see it succeed.”
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TWO TWELVE IS THIRTY TWO

Two Twelve, one of the nation’s leading wayfinding and information design firms, is celebrating its thirty second anniversary in business. “The journey,” says principal David Gibson, began in 1980 at 212 York Street in New Haven, the old Zeta Psi fraternity house where Yale’s graduate program in Graphic Design was then housed. We began small, just three designers, three desks and a few tools. Sylvia Harris, Juanita Dugdale and I had big ideas and big dreams for a design business built around public information design. In the 32 years since, we have grown and changed. In the mid-1990’s, when Sylvia and Juanita left Two Twelve to pursue independent activities, our Yale friend Ann Harakawa joined the firm as a partner and brought new ideas and energy to the business. We are now a company of 30 people with a core of four design teams.This year we also remember sadly and fondly our co-founder Sylvia who died so suddenly and unexpectedly last summer. She was such a bright light and an inspiration to all of us, and her spirit lives on in our service-oriented mission and passion for design.”
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GDUSA’S INHOUSE AWARDS...
Competition is open for entries. It’s the premier showcase for outstanding work by inhouse designers at companies and other institutions.

cudas

BIG RIVER SENDS FEET ON VACATION

Cudas, a family-owned footwear company, has been making and selling casual footwear for almost 20 years. Cudas’ lines include sandals, flip-flops and aquatic shoes. To modernize and reinvigorate its voice, look and feel, they hired Richmond VA design firm Big River to help them refine and amplify their brand. The result? A look and feel infused with a sense of playfulness. A new logo features the Cudas “crown of toes” which sets a cozy, whimsical and relaxed tone as the hallmark for the brand. The tagline, “When you feet are on vacation, so are you,” reinforces the casual, laid-back tone.

IMAGE EXPO RETURNS TO CHICAGO

Visual Connections (formerly Picturehouse Marketing US) is returning to Chicago on April 26 for a one-day image expo at the Cultural Center. The expo is an opportunity for image buyers, researchers, designers, art directors, and other users of images and footage to discover new sources of imagery, gain valuable insights into the business of licensing imagery, and network with peers. The day will start with a mixed-panel seminar at 10 am to discuss and answer questions on a wide range of topics, from copyright and orphan works to choosing the right licensing model. Then the exhibit floor will open from noon to 6 pm. As always with the welcoming hosts of Visual Connections, complimentary food and drinks will be served throughout the day, including beer and wine from 4:30pm. Entry to the expo is free, but restricted to professional image buyers.
REGISTER NOW >

FREE INFO AND SAMPLES FROM GDUSA

Take Five! Career Tips

DO YOUR ONLINE PROFILES PACK A PUNCH?

Costs for a family Regardless of which social media sites you use for business, staying active is essential. Nearly three in 10 executives surveyed by The Creative Group said not keeping content fresh is the most common mistake creatives make in their professional online profiles. Following are five ideas to help you maintain a polished and engaging presence:
 
1. Don’t Play The Name Game. It’s best to stick to your first and last name and select a similar vanity URL that supports your personal brand, versus an unusual alias or nickname.
 
2. Choose Your Interests Wisely. No matter how talented you are, a profile that goes into too much personal detail (like all the reality TV shows you like), particularly if those details are unflattering, will work against you.
 
3. Share Quality Content. You can increase the likelihood others will see your posts by sharing rich content (like photos and videos) as well as information that will elicit comments, likes and shares.
 
4. Proof Your Posts. Always review your status updates and comments before hitting “Enter.” Posts strewn with typos or text shorthand detract from your credibility.
 
5. Be A Regular. In addition to pushing out interesting content, engage with your online contacts consistently. By commenting on and sharing others’ posts, you'll build a stronger sense of community.

The Creative Group specializes in placing a range of highly skilled interactive, design and marketing professionals with a variety of firms. For more information, please visit creativegroup.com. Connect with The Creative Group at facebook.com/thecreativegroup or twitter.com/creativegroup.