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GDUSA Newsletter

NOVEMBER 2013

 
A NEW EXPERIENCE LONG OVERDUE

The Society for Environmental Graphic Design is now the Society for Experiential Graphic Design. The change to the descriptor and mission seems logical – and long overdue. It acknowledges the role of experience, new media, and technology in the future of design as well as the confusion wrought once the sustainability movement co-opted the term “environmental graphics” several years ago. Explains past president Peter Dixon, now at Prophet: “While it is still graphic communication that holds all of the practitioners in this field together, it is the creation of experiences that sets our members apart from print communication or website designers.” Patrick Gallagher of Gallagher & Associates, also a past president, notes: “The impact of new media will totally transform the definition of environmental design in the next few years.”

— Gordon Kaye, editorial@gdusa.com

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NOT YOUR DAD’S YELLOW PAGES

People have been letting their fingers do the walking since 1886, when the first Yellow Pages was invented. But, of course, the world has changed. Enter YP, “the new way to do” – or, the Yellow Pages reinvented for a new audience. Anticipating the decline of its print business, and recognizing the need to make a dramatic move into digital and mobile channels, YP has focused its vision. With brand strategy and identity created by Interbrand NY and a ubiquitous advertising campaign by BarrettSF, YP is targeting a specific group – “doers” – to use its app and website. The logo moves away from the app-inspired jewel, explains an Interbrand official, to a custom-crafted YP configuration underlined with a simple yellow bar. The gestures of the “doer” inspired the design team: underlines, checkmarks, circles, highlights – the yellow line becomes a visual shorthand for efficiency and task completion. The positioning evokes this state of mind: clear, quick, communication and celebrating the act of getting things done. YP is reportedly poised for more mobile ad revenue than Twitter in 2013.  SEE MORE >

   

 

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THERE IS AN ‘I’ IN UNIFY

Siemens has changed its name to ‘Unify’. Ottawa-based McMillan is responsible for the rebranding, which featues a logo with white letters – except for the letter “I” which is depicted in yellow and green hues as though light is being emitted. According to McMillan officials, the logo vibrant, single “I” is intended to represent the concept of unification – many into one – with the emission symbolizing the power of collective energy, optimism and focus. The logo sits on a charcoal background. The rebrand seems as much for internal as external consumption: Unify spent a small fortune in a reveal – and a vision statement – before employees in nearly 60 different offices in 33 countries. READ MORE >

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AMERICAN PACKAGE DESIGN AWARDS
PACKAGING, POP AND THE INSTORE EXPERIENCE

For half a century, GDUSA has been presenting competitions to focus attention on areas of growth and opportunity for graphic designers, and to emphasize the value that graphic design brings to business and society.

Our package design competition is the fastest growing for a simple reason: in a world of fragmented audiences, eroding loyalty and global competition, package design is increasingly the difference maker in purchasing decisions.

We celebrate well-designed graphics, of course, but more importantly the power of design to advance the brand promise and forge an emotional link with the buyer at the moment of truth.  LEARN MORE >

 

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GARMENT CENTER IS REALLY ‘IN’

New York City’s Fashion Center has a new nickname and identity – the Garment District Alliance. Previously known as the Fashion Center Improvement District – what? – the Alliance worked with brand identity and design firm The Brand Union on the project. The designers created the logo based on the streets that form the district – where Eighth Avenue, Seventh Avenue, Broadway and Sixth Avenue shape the word “IN.” The logo will appear on banners, signs, uniforms, website and marketing materials. “If this sounds familiar,” observes TBU Worldwide Creative Director Wally Krantz, “it’s because the area has been known as the Garment District for most of its existence ... After much deliberation, The Brand Union and the Garment District Alliance decided to stick with the historic name as one of the last remaining authentic New York City neighborhoods – many neighborhood names are marketing tools and let’s face it, New Yorkers see right through it.” READ MORE >


MASCULINE PERSONALITY FOR CIDER

For its first extension outside beer, Spring Design Partners were tapped to “overcome the feminine percepton of cider.” The firm’s solution: leverage Molson’s manly Canadian beer equities including bold type, deep rich colors, and textured illustrations that convey confidence and cue flavor. Secondary packaging uses the same bold type, and reinforces the message with a “100% Canadian Apples” claim. LEARN MORE >

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EVOLVING FASHION INSPIRES LOGO

As the design sensibility of a fashion designer evolves over time, the brand they established at the start of their career may no longer reflect their work. Michelle Smith, whose logo for the 2001 launch of her label Milly bore little relation to clothes she designs today, she turned to Natasha Jen and her team at Pentagram to “captures the label’s contemporary attitude.” Smith’s designs juxtapose clean, classic silhouettes with bold colors, vibrant patterns and luxurious textures and fabrics.  SEE MORE >

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POTTY TALK: BOYS WILL BE BOYS

Denver graphic designer Gavin Levy of Creative Instinct, Inc., has collaborated with wife Susan Levy, an experienced educator and consultant, to develop a new type of flashcards that might keep their son – and, by extension, all young boys – interested in learning their “ABCs.” The theme: potty talk. All the flashcards are based on that revelation… “D” is for “Dinosaurs” and “Doo-doo&lrquo;. etc. Mr. Levy art directed the cards, set them up in a flash card framework, and designed the packaging and collateral materials. Mrs. Levy launched a Kickstarter project to help fund the endeavor and now she is working on marketing and more products.  SEE MORE >

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BOOK DESIGN BECOMES RED-HOT

Ray Bradbury’s Fahrenheit 451 is a novel about a dystopian future where books are outlawed and firemen burn any house that contains them. As part of her schooling at The Austin Creative Department, Elizabeth Perez designed this book cover to enhance Bradbury’s message and it has gone viral. She writes: “I wanted to spread the book-burning message to the book itself. The book’s spine is screen-printed with a matchbook striking paper surface, so the book itself can be burned.” The design has reached one million views online and “it’s been tremendously inspiring to see something that is not a cat video or a silly GIF get popular online. I’m so proud that something I put my sweat and tears into received recognition. This experience has been extremely motivating for me, and I hope I can create more work in the future that is as impactful and inspiring to others.” Creative Director is Will Chau of GSD&M. LEARN MORE >


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SURE HAS INFINITE STAYING POWER

Since SURE deodorant was first introduced as a unisex product back in 1973 – remember their jingle: Raise Your Hand if You’re Sure? – the competitive set has gotten tough. Now owned by Idelle Labs, the brand is refocused to appeal to women with the promise of “Lasts All Day.” Beardwood&Co. developed the identity, as well as structural and graphic packaging, to rekindle brand awareness and shelf impact. “We began by focusing on the brand benefit: powerful antiperspirant/deodorant protection that a consumer doesn’t have to smell, feel or think about,” says Ryan Lynch, Managing Partner, Beardwood&Co. The Beardwood design team, led by Partner/Creative Director, Sarah Williams, created a logo and infinity symbol that signifies effectiveness, with a highly legible typeface whose dark color pops off the white package structure. MORE INFO >


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MORE THAN JUST A GAME

At the Global Gaming Expo, IGT recently unveiled a revitalized brand to casinos and the gaming community. Landor Associates worked closely with the client, a leader in casino gaming, on its rebranding program, which included a brand positioning, identity, integrated activation plan, and promotional campaign executed in print, online, and trade show advertising. The strategy and subsequent ad campaign, “The best ideas come out of the blue,” focuses on a younger demographic, interested in gaming in casinos and online.  LEARN MORE >


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CAPITAL DECISION FOR JACOB TYLER

San Diego-based branding design firm Jacob Tyler Creative Group has opened a Washington D.C.-area office with the acquisition of Chinn Creative. Michael Chinn assumes the role of Managing Director to serve the client base in the region as well as growing interest by East Coast companies for its services. “We’ve had some terrific response to our process-oriented brand development approach by many organizations within Maryland, Washington D.C. and Virginia, so the launch makes perfect business sense,” says Les Kollegian, CEO of Jacob Tyler Creative Group. “Getting someone of Michael’s caliber to lead this office was also a big plus. Chinn’s past client experience includes work with CapitalOne, Discovery Communications, Easton Sports, ESPN, Habitat for Humanity, National Geographic, NASA and NPR. Current Jacob Tyler clients include NuVasive, Sony, iTan Soundcast, Downtown San Diego Partnership, JBS, Bridgepoint Education and Four Seasons Hotel and Resorts. Shown here: the team in Mad Men mode. LEARN MORE >


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BEHIND THE ART AT HARVARD YARD

The Harvard Art Museums has launched a digital edition of its Index magazine that puts readers behind the scenes at the museums with stories about the collections, activities, and history of the museums. Index was designed by Creative Director Steven Waldron and Senior Graphic Designer Zak Jensen at the Harvard Art Museums, with web development by Your Majesty.  LEARN MORE >

 
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Take Five! Career Tips From The Creative Group

WHAT WILL YOU EARN IN 2014?

There could be a little more green in your wallet soon ‒ if you have the skills hiring managers are looking for. According to The Creative Group’s newly released 2014 Salary Guide, average starting salaries for creative professionals are projected to rise 3.3 percent in the coming year. Following are in-demand positions that are expected to see even bigger gains in 2014:

1. ART DIRECTOR (5+ years) ‒ 3.9% increase to range of $70,750-$102,000 annually

2. CREATIVE DIRECTOR (8+ years) ‒ 5.0% increase to range of $102,500-$177,500 annually

3. GAME DESIGNER ‒ 5.2% increase to range of $62,750-$98,250 annually

4. MOBILE DESIGNER ‒ 6.3% increase to range of $66,000-$103,000 annually

5. UX DESIGNER ‒ 7.5% increase to range of $78,000-$120,000 annually

To download a free copy of the 2014 Salary Guide or calculate local salary ranges using our online salary calculator, visit The Creative Group Salary Center.

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. Visit the Salary Center at  SEE MORE >

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