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GDUSA Newsletter

SEPTEMBER 2013

 
THE TYPEWRITER HUT

My daughter Sasha, comedy writer/actress/editor/tutor/waitress, recently likened RadioShack to a fictional chain called “The Typewriter Hut.” It skewers the retrograde name as only satire can. As the purveyor of a product, our print magazine, that some say is going the way of the buggy whip, I empathize with RadioShack’s new owners, who are revamping the instore graphics and logo to help revive the 4,300 location chain and make good on a multi-million dollar bet. (You can see a bit of their efforts below and lots more in a nice Brandchannel story published last month.) Empathy alone justifies our desire for RadioShack to survive, but I also have an ulterior motive. I am one of the few people left on earth who exercises with an old-fashion transistor radio in my ear. (Young people often stop and stare and ask “what’s that, Mister?”). Not surprisingly, RadioShack is the only place where I can still stock up on those radios. Old-school.

— Gordon Kaye, editorial@gdusa.com

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YAHOO! LOGO NEW BUT FAMILIAR

Yahoo’s new logo features a new sans-serif typeface created for the redesign, which was led by an inhouse brand design group. The new symbol remains purple, though slightly darker and with some beveling to evoke embossing, and features the signature exclamation point. After rolling out 30 days worth of possible versions – and driving tremendous traffic to its site – Yahoo posted the final decision first on its Tumblr account. Says Bob Stohrer, Senior Vice President of Brand Creative: “We wanted something that represented the sophistication and elegance of Yahoo! today, while still bringing forward the hallmarks of the brand that people have come to love.” Adds Chief Marketing Officer Kathy Savitt: “We also want to preserve the character that is unique to Yahoo! ‒ fun, vibrant, and welcoming ‒ so we’ll be keeping the color purple, our iconic exclamation point and of course the famous yodel. After all, some things never go out of style.” SEE MORE >


GETTING BIG BUT STAYING COOL

Refinery29 was founded in 2005 to provide a highly curated take on all things cool in New York City. Fast-forward and Refinery29 is growing up and going global, with 120 employees and one of Inc.’s fastest growing companies. According to the Wolff Olins blog: “The mark itself is an evolution ‒ an unexpected but magnetic mix of lines, curves, and alignment that caught our eyes from day one and over time came into its own, much like the brand it represents” Overall, the new logo addresses a key challenge ‒ how to stay cool while getting big.  SEE MORE >

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BRANDING FOR HOPE. SWEET!

Each year, Terri Goldstein and The Goldstein Group “give back” by providing one cause-related branding project free of charge to a worthy non-profit. This year, they tackled a challenge for The Hope Gel Project, whose team concocted a whey protein-dominant formula that provides children in need with sufficient nutrients for a day without requiring preparation or refrigeration. The problem: children would not eat the unfamiliar orange-colored meal. The solution: put a little fun, color and playfulness into the packaging. Hope Gel partner Dr. Jeffrey Miller says: “The impact was immediate. The kids had been treating our product like we had handed them Brussels sprouts. Now they are enjoying the gel as if we had given them candy.” READ MORE >


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STERLING RAISES THE STANDARD

New York-based Sterling Brands has introduced a new logo, identity and package design for American Standard Brands. The client is a major manufacturer of faucets, fixtures, sinks, tubs and other bath and kitchen items. The new positioning – “Raising The Standard” – is supported by a visual language that assumes a clean, warm and minimal tone. The new identity centers on an updated version of the wordmark, updated with a dynamic handlettered script in a “sunny shade of marigold yellow.” Says Sterling Brands’ Creative Director Kim Berlin: “We opted to celebrate the original identity, while infusing it within a certain modernity and ‘evidence of hand’ that would prompt it to connect meaningfully with our targets.” Lettering was done by Holly Dickens. SEE MORE >

 

THE BRIDGEMAN BUZZ:
FANTASY AND FAIRYTALES

The fantasy & fairy tale trend in TV, film, design and popular culture shows no signs of slowing down. Bridgeman offers some surreal inspiration with this selection of images. Need more creative inspiration? Check out Bridgeman's Creative Concepts for designers.
 
SURREAL INSPIRATION >
 
BRIDGEMAN’S CREATIVE CONCEPTS >

       

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ENGINEERING A STRIKING ANNUAL

For decades, the Annual Report of the National Action Council for Minorities in Engineering (NACME) has served as a centerpiece of its fundraising and outreach efforts. Leading the creation of these reports is Ludlow6, a New York-based design firm that has worked with NACME for more than two decades. For the 2012 Annual Report, the twentieth report that Ludlow6 has produced for NACME, Ludlow6 creative director Jim Wawrzewski worked with the organization to showcase a new minority in engineering: the American engineer. “The country itself is falling behind the rest of the world in engineering education and numbers of engineers,” he says. “Instead of focusing solely on ethnicity, we profiled NACME’s minority scholars in the context of American engineers and their key role in innovation and increasing America’s global competitiveness.” In addition, Ludlow6 translated the research into infographics that served as anchor points for the report. Engaging photography, an updated color palette of optimistic blue, green, and orange, and QR codes also added new energy to the Annual. LEARN MORE >


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RADIOSHACK WANTS TO PLAY

Can a new logo and radically revamped stores ‒ the concept is self-described “interactive technology playground” ‒ revive the spirits and reverse the deep losses at RadioShack? The Fort Worth TX-based chain is opening several concept stores in New York, New Jersey and Texas. Each features newly configured displays that spotlight hot brands such as Apple and Samsung, while wall graphics carry calls to action such as “Rock It” and “Create It.” A new logo simplifies the RadioShack text, placing it in lowercase in white against a rectangular dark background next to the off-center red “R” in a circle. Lastly, a new tagline, “RadioShack: Let’s Play,” is being promoted across social media. READ MORE >


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REDESIGN BUT NOT RE-SIZED

At 62, Jet Magazine has undergone its first redesign: brighter colors, larger photos, more infographics. But what won’t change, says Desiree Rogers, CEO of Johnson Publishing, is Jet’s “unusual size (5¼ x 7¼) inches. That’s one think our focus group kept repeating was ‘don’t change the size.’” READ MORE >

   

 

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MEDICAL PRACTICE GETS A LEG UP

Atlantic Orthopaedic Specialists is a 23-physician group dedicated to providing the highest level of orthopaedic care in the Hampton Roads area and beyond. Over the past year, the OEA team ‒ O’Brien et. al. Advertising of Virginia Beach VA ‒ has implemented a comprehensive rebrand, focusing on building a greater awareness of the practice. This includes a website (the layout is structured around seven icons that specifically identify each of their sub-specialties); signed posters unique to each sub-specialty displayed in each of the six AOS locations; and, most recently. the video department completed an all-encompassing video which highlights the experience and strengths of the AOS team. SEE MORE >


HAVIV LENDS HELP TO WOMEN’S BANK

The Women’s World Banking logo was an abbreviated WWB underneath a rising sun. It was lost in the bevy of sun logos and did not position the brand well with its global partners – some of the world’s leading lending institutions. Chermayeff & Geismar & Haviv created a new brand that suggests an opening flower or a coin and purse, and spells out the entire name for clarity. LEARN MORE >

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GLM BRANDING REFLECTS EXPANSION

Reflecting an expansion beyond tradeshows to include consumer events and online resources, GLM has enhanced its corporate branding that is best summed up by a new tag line: “Global Lifestyle Markets.” Comments Charles McCurdy, Chairman and CEO: “GLM’s new branding and positioning initiative speaks to the scope of our business, vision and capabilities, and highlights the lifestyle theme of our products.” GLM also has re-launched its corporate website. Designed by UK-based Jason West Associates, Ltd., the website features a prominent GLM logo, new color palette, enhanced navigation and imagery. The logo depicts “GLM” in white Opificio font within a blue-gray (Pantone 5477) square. GDUSA readers know GLM well for producing shows such as SURTEX and the National Stationery Show. LEARN MORE >

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VISUAL MEDIA EXPO RETURNS TO NYC

Visual Connections New York returns on October 23 to the Altman Building in Chelsea, Manhattan. The annual education and networking event is for buyers and researchers of creative and editorial photography, footage and illustration. The one-day program offers the opportunity to learn about sourcing, licensing and using imagery; discover new sources of stock media; meet the people behind the images; learn about the latest trends and pick up tips; network with peers; and enjoy a free lunch, beer or glass of wine. This year’s event has a special focus on footage, with an afternoon program of discussions, organized by ACSIL, an organization representing leading footage agencies. FREE REGISTRATION >

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Take Five! Career Tips From The Creative Group

TRADITIONAL RESUMES STILL RULE

When crafting their resumes, creative professionals may want to get back to the basics. Seven in 10 advertising and marketing executives surveyed by The Creative Group said they prefer to receive traditional resumes, like Word documents or PDFs, from candidates applying for creative roles at their company. Here are five tips for putting together a stellar resume:

1. Tailor The Content. Customize your document so it speaks directly to a potential employer’s needs, playing up the skills, attributes and professional experience most relevant to the specific role you are applying for.

2. Cut To The Chase. Don’t muddle your message by cluttering your resume with extraneous personal information such as hobbies and interests that have little or no relevance to your professional pursuits.

3. Consider The User Experience. Using excessive embellishments, like too many fonts and colors, will only make it harder for employers to find your key attributes.

4. Stick To The Facts. Most companies conduct reference or background checks, while others do skills testing. Stretching the truth about dates of employment, job titles or software proficiencies isn’t worth the risk.

5. Take It For A 60-Second Test. Ask a friend or family member to review your resume and summarize its key points for you. Make sure the most valuable information is being conveyed.

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

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