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GDUSA Newsletter

MARCH 2014

 
HUNGRY FOR DESIGN

Our editors have long contended that there is a growing appetite for graphic design in American commerce and culture. But we do not mean it literally. Turns out, when the entries poured in for our 2014 Package Design awards, I accidently ate one of the submissions – some crispy chips seasoned with sea salt. The packaging was crisp, too, and when we realized it never received a well-deserved award, the investigation led back to me. I wish it was the first time I had so transgressed, but I once consumed a stunning gingerbread house sent by a renowned designer for a holiday-themed story. In my apology, I wrote that I had misreported and mangled stories, but never before eaten one. Now, our immensely popular Inhouse Design Awards is open. I promise not to snack on any entries. But why not use the digital entry option, just to be safe?

— Gordon Kaye,
gdusa.com/contests/aida14/enter/

 
 

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BARBIE STANDS UNAPOLOGETIC

Ever since Barbie burst on the scene, she has been a topic of conversation and controversy regarding women’s bodies and their role in society. At it again, the Mattel “doll that started it all” is the controversial star of an editorial feature shot by photographer Walter Iooss Jr. for a playful advertorial in Sports Illustrated’s annual (sexualized) swimsuit issue. Along with the editorial spread, Mattel and Sports Illustrated are collaborating on an advertorial component around Barbie’s new “#unapologetic” campaign which celebrates Barbie’s role in society. A Mattel spokesperson says: “Unapologetic is a rallying cry to embrace who you are and to never have to apologize for it.” The partnership also includes a cover wrap on 1,000 copies of the magazine, video clips, and a live beach-themed event. SEE MORE >


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REEBOK DELTA LEADS SHIFT TO FITNESS

Reebok has unveiled a new brand symbol. The delta, contends the company, is not a logo but a symbol of change and of a way of life – which coincides with the company’s “singular focus on fitness.” Reebok has traditionally been strong in the area of fitness, and less so than its competitors in team sports. Of the new logo, the Reebok CMO Matt O’Toole states: “Through the millennia, the delta has been a symbol of change and transformation. The Reebok Delta has three distinct parts each representing the changes – physical, mental and social – that occur when people push themselves beyond their perceived limits and embrace an active and challenging life...” Earlier this month, Venables Bell & Partners became the company’s lead ad agency.  WATCH >


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VSA STEERS TRUCK REBRAND

Ever feel like you've been “hit by a Mack Truck?” The popular phrase reflects the extent to which Mack Trucks are a cultural icon, a symbol of toughness and strength since WWI. VSA Partners recently embarked upon a comprehensive brand strategy and brand revitalization program, pulling together potent parts of the identity – including the bulldog and the wordmark – to create a coherent message centered around an authentic purpose and promise. The campaign includes a global rebrand, logo and tagline, signage, collateral, branding guidelines, trade show materials, an ad campaign, and a website coming next month.  READ MORE >

   

 

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DESIGN GETS TO ROOT OF MATTER

Brand agency CBX has given TERRA® root vegetable chips a brand refresh. The new look puts a modern spin on the traditional black bag with dramatic food photography and a clean architectural structure. Beyond the stylistic changes, the package refresh also highlights the real root vegetables in each blend through the use of icons at the bottom of every bag. The vegetable chips are made from a diverse set of root vegetables #8210; including taro, kabocha squash, parsnip and beets #8210; in a variety of colors and blends. “The root vegetables that go into TERRA® set it apart from ordinary chips,” says Sam Garfinkel, Sr. Brand Manager of TERRA Chips. “Our packaging refresh puts these vegetables center stage on every bag to remind consumers of the unique taste experience.”  SEE MORE >


DESIGNING A SHARED VISION

Marine Lane has designed the cover for No Labels: A Shared Vision for a Stronger America. The book is edited by Senator Joe Manchin and former Governor/Ambassador/Presidential Candidate Jon Huntsman. The design is intended to conveys the No Labels organization’s bipartisan approach to fixing the country’s politics. The design wraps around to the back cover, where Bill Clinton and Newt Gingrich praisefully blurb the book. The cover design debuted on MSNBC’s Morning Joe and the print version was released shortly after. Marine Lane is an independent boutique design studio founded in 2013. The firm’s style, says Creative Director Megan Flood, is to juxtapose elements – vintage and modern or bold and approachable – to create a unique and unexpected result.  SEE MORE >

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designing-a-shared-vision

 

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BRIDGEMAN STUDIO
A NEW ONLINE PLATFORM FOR TODAY’S CREATIVE CONTENT

Bridgeman Art Library, a leading rights-managed specialist in licensing art, photography and footage, announces the launch of Bridgeman Studio, a new online platform for contemporary artists, photographers, illustrators and graphic artists.

Studio will assemble the best established and emerging talent in one place, providing easy access to today’s most creative content for image licensing. Interested in learning more? Visit the Bridgeman Studio website.

VISIT THE STUDIO >

 

PENTAGRAM SAYS BOULDER IS BETTER

The University of Colorado Boulder has unveiled a new visual strategy created by Pentagram’s Austin office. The designers were tasked with the challenge of developing design that would distinguish CU-Boulder from the other three campuses in the University of Colorado system. Pentagram landed on the tagline “Be Boulder,” a simple declaration with an obvious double meaning. Credits to DJ Stout, Kristen Keiser and Stu Taylor at the design firm, and Frances Draper, Michael T. Campbell and Jon Leslie at the University.  SEE MORE >

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pentagram-says-boulder-is-better


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LAUGHING AT LAND-BASED PROTEIN

Long John Silver’s is calling on customers to “Think Fish” in new ads that contrast imagery of wild-caught fish with videos of pigs wading in their own mud and cows with their movement constrained on farms. The quality-focused ads will appear on national cable TV and kick off a wider branding effort in 2014 that will include a new menu rollout, operations improvements, and a new restaurant design prototype. CMO Charles St. Clair said the ads, while poking fun at how land-based proteins are sourced, are more about encouraging more seafood consumption. Louisville KY-based Creative Alliance is agency for the 1,250 store franchise.  SEE MORE >


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ESSENTIAL SHAPES DRIVE LOGO

Fiat and Chrysler required a new corporate identity representative of the merged organization. Created by RobilantAssociati, the use of an acronym is said to create a transition from the past, without severing the roots, while at the same time reflecting the global scope of the group’s activities. The three letters in the logo are grouped in a geometric configuration inspired by the essential shapes used in automobile design. SEE MORE >

   

 

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csa-designs-for-wellness

CSA DESIGNS FOR WELLNESS

In answer to a culture consumed with “wellness” and how its achieved, real estate developer Delos established a medically backed, measurable standard for hospitality spaces. Launched with Stay Well at the MGM Grand Resort and Casino in Las Vegas, the program includes a distinct logo, corresponding color palette, photography and refined typography. Applied to a hotel’s in room amenity guides and the Stay Well website, the brand experience introduces and educates guests on how their room enhances their health, based on themes like “rest,” “nourish” and “refresh.” Carbone Smolan Agency is credited with designing the visual identity. SEE MORE >


60 IS THE NEW ... LINGERIE MODEL

Jacky O’Shaughnessy is a new face of American Apparel’s line of lingerie. Her portrait is accompanied with the tagline: “Sexy has no expiration date.” States the clothing company on its Facebook page: “In [Jacky’s] case, this is most certainly true – she’s 6-feet-tall and has some of the most gorgeous white hair we’ve ever seen...” O’Shaughnessy has modeled for the company before, albeit in less revealing garb, as part of its mission to break down age, gender, race and ethnic barriers. And she is said to be one of several emerging “senior supermodels.” SEE MORE >

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DUFFY CONNECTS FIRE AND ICE

After 20 years, it was time to update the Sub-Zero identity to reflect products innovations and company growth. The update also presented an opportunity to make a better visual connection to Sub-Zero’s Wolf line of ovens, whose identity was originally designed by Duffy & Partners in 2001. The solution: a brand identity that links Wolf and Sub-Zero; a Sub-Zero snow flake represents cold, while a Wolf flame symbolizes heat. Says Founder & Creative Director Joe Duffy: “Following the lead of some of the best industrial and product designers in our country, our team was honored to continue the partnership. Inspired by their design values, we revitalized the Sub-Zero identity to better reflect just how far this brand has come. Now Sub-Zero and Wolf enjoy their shared kinship while today’s kitchens celebrate good design from the inside out.”  SEE MORE >

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4OVER EXPANDS FOCUS ON PACKAGING WITH BOXES, LABELS, POP AND MORE

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4over is expanding its focus to packaging. Among the types of products and options that are being offered: Paperboard Boxes, Premium Full Color Labels & Stickers, and a broad range of Promotional/Point-of-Sale materials. Shown here: a selection of the broad variety of 4over premium quality boxes, composed of durable bright white stocks and finishes. 4over has over 400,000 square feet of top-of-the-line production facilities, housing sophisticated hardware. Operations made bullet-proof both by streamlined fulfillment systems and redundancy of equipment. And their “people-oriented” operation is able to consistently deliver “a golden trifecta.”
 
SEE MORE >

 

SMART AND SUAVE SOLUTION

Smith Design has redesigned the Suave Kids label of shampoos, conditioners, and sprays, contemporizes the brand, connecting with a broader age range of kids, and expressing the core of Suave Kids – unabashed fun. According to Jenna Smith, partner on the project, the refreshed brand identity and package design approach features the development of 11 unique and ownable “Fruit Mashup” character illustrations, as well as a clear vision for segmenting sub-lines. “The redesign breaths new life into the brand and successfully leads, not follows category players,” she added. Smith Design has offices in New Jersey and California. SEE MORE >

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NOT FOR THE FAINT OF HEART

If any more proof is needed that designers are versatile as well as creative, one needs only check out Barry Barnes. Owner and principal of Trained Eye Graphics, Barnes is also author and illustrator of Zombie Circus, described as a “children’s books for adults.” Barnes takes the reader from the cemeteries of New Orleans to a theater in New York City. The writing is sad, loving and dark, and the art is, as William Stout writes in his introduction, “a bounty of illustrations that conjure up the lurid imagery of good old-fashioned carnie tent art.” As the book states, only partly tongue-in-cheek: “A registered nurse will be standing by for all our faint of heart patrons.” LEARN MORE >

 

FREE IDEAS E-ZINE FOR GRAPHIC DESIGNERS AND BRAND OWNERS

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A special offer for GDUSA readers: sIgn up for the free BE BRILLIANT e-zine from ECKART. The company is the world’s leading manufacturer of metallic and special effect pigments used in all types of printing inks, and the free e-zine is edited for graphic designers and brand owners. Also, visit ECKARTS special designers website for more ideas and a showcase of successful projects. Simply put, ECKART is reaching out to the graphic design community because designers are the influencers in what makes brands stand out and become successful, creative vision drives branding success, and both Eckart and GDUSA recognize and appreciate that value.
 
FREE E-ZINE >
DESIGNER WEBSITE >

 

GREEN DREAM EXHIBIT SET

Susan Newman, founder of the Frogs Are Green website and head of the SNDI design firm, has organized the “Green Dream” International Children’s Earth Day Exhibition. Newman is partnering with The Distillery Gallery and Artspace in Jersey City NJ to exhibit 100s of artworks received from children around the world. There will be scheduled events, speakers, musicians, and more – especially during Earth Day celebrations. The dates: April 4-27. GDUSA Readers can become a “Green Dream” sponsor via a new Indiegogo Campaign in partnership with SVA.  LEARN MORE >

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JAUNTY SAUL BASS FEEL RETAINED

It's been almost four decades since Saul Bass created the jaunty Avery logo, its leaning red triangle of paperclips a beacon on many a binder, label, and other products. WIth the new parent company of the office and consumer products division of Avery Dennison looking to place a divider between the primarily business-to-business company Avery Dennison and the consumer products brand now known simply as Avery. Enter Chermayeff & Geismar & Haviv, who were challenged to create a new visual identity for Avery. With the ghost of Bass peering over their shoulders, the designers kept the off-kilter red square, and moved it behind a redrawn Avery wordmark. SEE MORE >

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MILLER ZELL STILL EVOLVING AT 50

Well-known retail design and implementation firm, Miller Zell is celebrating a half century of leadership in store design, as well as retail signage and fixtures. Founded in 1964 by Sandy Miller as a printing firm focused on point-of-sale promotions and fulfillment, the company evolved into offering comprehensive store design services aimed at improving the customer experience. The client roster has included Belk, Sears, Zayre, Holiday Inn, Chevrolet, Coca-Cola and more, but it is its close relationship since the early 1990s Walmart “that changed our business,” notes current President Cindy Williams.  LEARN MORE >

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BERTHOLD WEB FONTS ON TYPEKIT

Designers can now purchase web licensing for their favorite Berthold fonts and use them on Typekit alongside your library subscription. The License fee is a onetime perpetual cost. This allows creatives to license typefaces from the legendary foundry such as Akzidenz-Grotesk, AG Book, Akzidenz-Grotesk Next, Barmeno, Block, City, Corporate ASE, Delta, Formata and Imago, and host them on Typekit. Berthold offcials note that “the fact that you can view exactly the Typekit rendering of all Berthold Web Fonts is a big plus.”  READ MORE >


siegel-gale-amplifies-netgear

SIEGEL+GALE AMPLIFIES NETGEAR

Global strategic branding firm Siegel+Gale has unveiled a refreshed brand identity for global networking company, NETGEAR. To express the brand’s new direction, Siegel+Gale optimized the existing logo and developed a visual identity system that seeks to add depth and dimension for the online, B2B, direct and retail channels. The firm also helped to launch the brand internally through workshops, messaging and design guidelines, templates and a signage system offices around the globe. SEE MORE >


agency-helps-detroit-comeback

AGENCY HELPS DETROIT COMEBACK

Lowe Campbell Ewald, a full service, fully integrated advertising and marketing communications agency, has officially opened the doors to its new office headquarters in downtown Detroit. More than 500 employees are moving to the new space located in the original J.L. Hudson Co warehouse at Ford Field. The relocation helps the beleaguered local economy and also marks Lowe Campbell Ewald’s comeback to Detroit – it was founded there in 1911.The agency recently won a bunch of new business – including the Detroit Lions. LEARN MORE >

 
take-five  

Take Five! Career Tips From The Creative Group

MAKE REMOTE WORKING WORK FOR YOU

According to a recent survey by TCG, one-third of advertising and marketing executives said the percentage of creative staff working remotely is higher than three years ago. If you telecommute, consider these five productivity tips:

1. Start Strong. Get ready for the day as if you were heading to the office (i.e., shower, get dressed, eat breakfast). This will help you transition from personal to professional.

2. Force Yourself To Be Disciplined. Stay on track by creating a prioritized daily to-do list, establishing interim goals for big projects and then holding yourself accountable for meeting each self-imposed deadline.

3. Keep In Close Contact. Be accessible during core business hours and provide regular status updates to your boss and colleagues. Make a point of being in the office when group activities are scheduled, if possible.

4. Mitigate Misunderstandings. Avoid problems by taking sensitive or complicated conversations offline. It’s better to pick up the phone or save the discussion for an in-person meeting if the subject matter can wait.

5. Stick Closely To A Set Schedule. By starting and stopping around the same time each day, you’ll keep your job from bleeding into what’s supposed to be your downtime.

For more telecommuting tips, visit the TCG Blog.

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

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