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PUCK BRANDED AS CULINARY ARTIST
MINNEAPOLIS MN
Duffy & Partners has been tapped to revitalise the brand identity for chef Wolfgang Puck and his food, beverage and cookware products sold worldwide. The new look, which will debut this Spring on a variety of Wolfgang Puck consumer products, incorporates the artistic spirit of the world renowned chef with a fresh, natural palette. “The intent is to position Wolfgang Puck as the Picasso of the culinary world,” said Joe Duffy, chairman and principal of Duffy & Partners. “We saw this as an opportunity to exemplify Chef Puck as the core of the brand experience,” he said. The rebranding includes new packaging for coffee, frozen foods, and other foodstuffs and cookware. The brand language illustrates the consumer’s desire for quality and trust in a product, even incorporating words-to-live-by from Chef Puck himself. Contact: www.duffy.com

BRAVING A NEW LOOK
EL SEGUNDO CA
Creative agency David&Goliath has done work for Kia Motors, Bacardi, Universal Studios - and now for itself. An overhaul of the logo, their positioning and their website is complete and the El Segundo CA-based firm says it’s ready to face the world with the challenger spirit its name evokes. “We are David&Goliath and We Believe in Being Brave” is the credo for the firm’s self-promotional initiative. “When you’re in the business of taking on Goliath marketing challenges you need to be Brave,” comments Executive Creative Director Colin Jeffery, who alongside Chief Creative Officer David Angelo led the rebranding. Contact: www.dng.com

BOOK TAKES AIM AT ADC’s YOUNG GUNS
NEW YORK NY
Young Guns 6 and The Undiscovered Letter - a new two-volume set is gearing up for release by Chronicle Books. Filled with creative inspiration, the first volume Young Guns 6 is a compilation of the visual media and design chosen by the Art Directors Club through their annual design challenge to benefit lettera27, a not-for-profit group in Milan dedicated to eradicating illiteracy around the world. The Art Directors Club announced the 50 young professionals to claim the Young Guns 6 title in September. With an elastic closure and back pocket, the new book bears the hallmark of a classic Moleskine notebook. The accompanying volume, The Undiscovered Letter, is a Moleskine cahier filled with images that envision the 27th letter of the alphabet. The books are scheduled for publication this May. Contact: www.chroniclebooks.com

PROGRAM LIGHTS DESIGN FIRE
NEW YORK NY
Worldstudio, together with the Adobe Foundation’s signature program Adobe Youth Voices, launches Design Ignites Change. The program encourages high school and college students to use the power of design to address social issues in their local communities through public design projects. So far, 17 colleges and universities are engaged in responses to such pressing issues as racism, economic inequality and climate change. Advisors to the project include Marc Alt, Marc Alt and Partners, John Beilenberg of Project M, Elan Cole of Johnson & Johnson, Steven Heller, School of Visual Arts and Debbie Millman, Sterling Brands. The Design Ignites Change website showcases students’ process and project results and in the spirit of recognizing good work, projects submitted this year will be considered for selection in an Awards Program to be judged by leading designers. Design Ignites Change is a joint project developed by Worldstudio and Adobe Youth Voices with support from AIGA, Citizen Scholar, Cooper-Hewitt, National Design Museum, Core 77, Design Observer, Frog Design, GDUSA and Williams and House. Contact: www.designigniteschange.org

TURNING THE PAGE FOR US LIBRARY
WASHINGTON DC
The Library of Congress, the largest library in the world and the oldest federal institution in the United States, tapped design firm Chermayeff & Geismar to create a new logo. The library, founded in 1800, contains a copy of all printed materials registered in the nation; it determines what is copyrighted and what isn’t; and it’s where Senators and Supreme Court justices do their research. Over the years, the institution has employed numerous graphic images, generally focusing on the building itself. For the new logo, the goal was to express both the historical nature and the relevance of the library today. Sagi Haviv, partner at the firm, struck a balance - a bold modern form depicting a book as a waving flag. “The logo was the perfect fit,” says partner and project leader Tom Geismar. “After all, who can claim the American flag more than the national library.” The Library of Congress is slated to have use of the symbol in full swing this summer. The legendary design firm has credibility in this area, having designed the U.S. Bicentennial symbol, the Ellis Island and Statue of Liberty museums, and the Star Spangled Banner Exhibit. Contact: www.cgstudionyc.com

SWEET MIX OF PAST AND PRESENT
SAN FRANCISCO CA
TCHO, whose name is an amalgam of Technology + Chocolate, is the venture of former space shuttle technician Timothy Childs and veteran chocolatier Karl Bittong, with support by Louis Rossetto, founder of Wired Magazine and the web pioneer. To meld the spirit of past and present, Edenspiekermann selected a color palette that ties the product to the Aztec culture which so prized the cacao bean, while choosing a font that alludes to TCHO’s origins in the digital era as well as a graphical connection to modernism. Creative credits go to Susanna Dulkinys and Erik Spiekermann, who developed the corporate look, packaging and website. The package recently won Gold for Best Packaging in the 2009 Academy of Chocolate Awards in London. Contact: www.edenspiekermann.com