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PUBLISHERS NOTE: BRANDING BARACK AND SARAH
— Gordon Kaye LETTER TO THE PUBLISHER: REACHING OUTYour “Publishers Note” in the October 21 GDUSA Enewsletter struck a chord — design IS too important for designers to keep it to themselves. We’ve had that thought on our minds in Las Vegas as well, and so earlier this year we started an effort to reach out beyond the design community. The new AIGA Las Vegas Business and Community Outreach Board brings together business professionals in graphic design, communications, convention events and exhibits, casino gaming, city government and academia to be a catalyst for outreach to the greater Las Vegas business community. We have already hosted two events. Our first was a roundtable on green initiatives, with partner ARC Paper featuring Derek Smith, a renowned guest speaker on environmental issues related to business. Then earlier this month, we worked with a number of business partners — including the Asian Chamber of Commerce, City of Las Vegas Cultural Affairs and Freeman Exhibit Services — to host graphic designer Bennett Peji for a “China Design Expedition” presentation. We exceeded our expectations with an audience of approximately 100 people representing a broad spectrum of business, academic and cultural interests. The Board is also the first-ever branding partner for the 7th annual Vegas Valley Book Festival, to be held November 6-8, raising awareness of AIGA Las Vegas among the public and other sponsors including Target, Barnes & Noble and National Endowment for the Arts. All that in the few months since we held our first meeting in late June! In 2009, we plan to develop a “Good Design is Good Business” Conference. In short, our group is all about connecting graphic design to the “outside world.” Especially during these tough economic times, it is imperative to bridge the divide between ourselves and our communities. We’re optimistic that this model will enable us to make great strides toward stronger working relationships across boundaries, raise awareness of the design community, and at the same time, make significant contributions to our community. — Victor Rodriguez, eurie creative, Las Vegas NV, and Business and Community Outreach Board Director GRAPHIC DESIGN NEWSIs Google Making Us Stupid? Redefining Luxury Landor Cleans Up
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According to the 2008 Presidential ImagePower Survey by Landor
Associates and Penn, Schoen & Berland, Obama is associated
with BMW, Target, and Google, while McCain is aligned with Ford,
Walmart, and AOL. The poll of likely voters sheds light, says the
study, on various aspects of the nominees’ identities by
associating them with familiar brands across categories. Generally,
Obama is perceived as charming, approachable, compassionate,
intelligent and unifying, while McCain is seen as strong, reliable
and respected. On the veep side, Biden is respected, strong, and
reliable, while Palin’s attributes include trustworthy,
“shares my values,” approachable and — perhaps
most galling to Palin haters — she is also seen as unifying
and credible, two qualities shared with Obama. “The study
suggests that both campaigns have effectively co-branded to broaden
and balance their appeal,” says Mary Ellen Dugan, executive
director at Landor. “Likely voters associated Obama and Palin
with similar positive key attributes, despite the strong surface
distinctions between the two candidates. Likewise, Biden and McCain
are both aligned with similar brands despite their deep policy
disagreements.” A few interesting tidbits: The three men in
the race are identified with McDonald’s in the fast food
category, while Palin is a Wendy’s; Obama and Palin are
associated with People magazine while Biden and McCain are seen as
Business Week types; Obama is a Mac, the others are PCs; and all
four candidates are identified with Starbucks in the coffee category.
Is Porn Adultery? Why Do President’s Lie? These are just a few of the
questions being posed by The Atlantic in a thought-provoking ad campaign
from Euro RSCG New York. The integrated campaign, which includes a documentary,
online and print advertising, a new microsite, public relations, events,
ambient executions and wild postings on menu boards, on grocery store shelves
and more, invites consumers to “Think. Again.” about a variety of
topics that affect their everyday lives. Why now? Explains Jose Cabaco, Chief
Creative Officer, North America, at a time when consumers have created an
entire vernacular of abbreviated text speak (LOL, BTW, etc.) and we have come
to rely on Google and Wikipedia for virtually all important information, the
people behind The Atlantic feel that it is time to make people think deeply
again.
Wash your hands with soap and water and stay healthy. That’s
the straightforward message Landor Associates sought to convey with
brand visuals supporting the first annual Global Handwashing Day.
Landor’s Cincinnati office developed the dentity. “There
was no attempt to overanalyze the design; simply communicate hand
washing and appeal to kids and adults,” said Richard Westendorf,
Executive Creative Director. “Whenever people encountered
these characters they smiled. They’re just happy little guys
that want you to wash your hands. And they do it in a modern, somewhat
naive way,” he said. A website, print and promotional materials,
and more are on the agenda.
TAKE
Johnston Duffy created and continues to maintain the brand
WONDERBOY, an exclusive boys clothing line that spruces up the
often lackluster boyswear options with western shirts, skinny
jeans, jackets and graphic tees. The Philadelphia PA graphic
design firm helped grow the small independent manufacturer into
a noted label carried in retailers such as Barneys, FAO Schwartz
and Zappos, and featured in magazines including Cookie, Vogue
Bambini and Lucky. The latest work culminates in the Fall/Winter
2008 catalog. Martin Duffy is design director of the firm.
Okanagan Spring Brewery tapped Subplot Design to overhaul the
brand identity for the Vancouver, BC’s most widely distributed
craft beer. The logomark, retail packaging and all collateral
materials were redesigned. Says Bryce Zurowski, Okanagan Spring’s
VP Western Region: “They gave us a platform that informs
everything we do, and has already become the lynchpin to brief
advertising creatives, outside suppliers and internal staff”
on the brand. The new branding is crystallized with a tagline
“know your beer.” Subplot’s work extends to all
on-premise items, including taphandles, pint glasses, coasters
and signage.
The promotional staff at GDUSA are direct mail nuts, believing
in the power of direct response to communicate. We stick, stuff,
fold, paste and clip many a day away. A few weeks ago, we
discovered a new source of color paper clips from Jam Paper
& Envelope, family owned and operated for over 50 years.
So taken are we by these clips, especially the Jumbo ones,
that they have been declared “The Official Color Paper
Clip of Graphic Design USA.” And we know clips.
BigBad has launched a new web site for the MIT Alumni Association. In
its first two weeks, page views for the new site, rebranded as the Institute
Connection, soared more than 23 percent. Boston-based BigBad says the goal of
the site is to unfold experientially for the user, allowing explortion via
interactivity, much the same way a technologist might poke and prod
at a new device to understand how it works. The \home page launches the
exploratory experience and myriad moving parts requiring user
interaction. Each element is designed to draw the user deeper into
the site. There are more than 120,000 MIT alumni worldwide.
designlab.inc of St. Louis MO has produced a commemorative book for
Washington University, chronicling nearly a century of social work
education at the university. The 176-page book What We Believe: A History
of the George Warren Brown School of Social Work: 1909-2007 begins with a
look at poverty and early social work education in the Gateway City and
concludes with a snapshot of more recent accomplishments with a look toward
the school’s future. Each chapter is color coded for easy navigation.
Agfa Graphics has announced that 25 additional customers in North America
have received the Agfa GreenWorks™ Environmental Recognition Award. The
exclusive program recognizes and supports environmental efforts in the
graphic communications industry. Of special interest to graphic designers
and other print buyers, GreenWorks printers are exceptionally proactive in
their efforts to minimize their ecological footprints while maintaining
the highest quality standards of professional print. Printing companies
become part of Agfa’s GreenWorks program through a nomination and
review process by an outside agency. As part of their GreenWorks benefits,
Agfa customers receive promotional materials and assistance to further
publicize their environmental accomplishments to print buyers and
specifiers. Says Susan Wittner, marketing director, Agfa Graphics, North
America: “GreenWorks is devoted to helping Agfa customers maximize
the results of all their own green initiatives. The program identifies
those print professionals who have willingly and successfully adopted
greener policies and have become environmental leaders.”