National Design Awards
Professionally, it has been a red carpet year for Matthew Carter, the quintessential and prolific typeface designer who recently received a MacArthur Foundation fellowship. As announced by Bill Moggridge, Director of the Smithsonian's Cooper-Hewitt National Design Museum, Carter will now be recognized with the 2011 National Design Award for lifetime achievement. The top graphic design award goes Rick Valicenti, who receives the Communication Design Award for his "leading presence in design as practitioner, educator and mentor" dating back to the 1980s. In 1988, he founded Thirst, a Chicago-based design collaborative and, in 2006, Valicenti received the AIGAMedal. Finalists in the Communication Design category were Hoefler & Frere-Jones, which has designed some of the world's most famous fonts, including Gotham and Hoefler Text, and Project Projects, a graphic design studio which emphasizes projects in art and architecture. The awards themselves were first launched at the White House in 2000 as a project of theWhite HouseMillennium Council, established to promote excellence and innovation in design. As is traditional, First Lady Michelle Obama serves as the Honorary Patron. A gala is planned in New York City during National Design Week, October 15-23; the entire week, sponsored by Target, aims to promote a better understanding of the role that design plays in all aspects of daily life.
Nike FREE Celebrates Fun
SAN FRANCISCO CA
Hybrid Design has developed a broad retail and print advertising campaign for Nike FREE, building on some 15 years of creative collaboration with the footwear company. Launched this spring, the campaign is geared to healthy, active women aged 18 to 25, and high school-aged athletes, with the message centering on an upbeat celebration of the individual who chooses to work out using multi-faceted Nike Free technology. The campaign captures athletes in an approachable manner having a good time being active and, explains Hybrid Creative Director Dora Drimalas, it was a conscious decision to capture the athletes having fun. Since Nike wanted the advertising to closely tie in with the retail, Hybrid created the entire experience from retail and environmental graphics to custom fixtures, window displays and print ads. In addition to Drimalas, the San Francisco-based team included Design Director Caleb Kozlowski and Designer Sumila Mehta.
New Buzz for Honeydrop
NEW YORK NY
Honeydrop, a natural brewed tea and juice sweetened solely with honey, turned to Monday Collective to help it stand out from other natural beverages on supermarket shelves. The NYbased brand design partnership came up with a custom designed glass bottle to give Honeydrop a more natural, premium feel; a clear label that lets consumers see what's inside; a redesigned bee icon to have more character and resemble real honey; a back-of-pack with simple icons that make ingredients easier to identify; and "from the bee to the bottle" copy to underscore the real honey message. The packaging hits shelves nationwide this month.
MSG Sports Historic Moments
NEW YORK NY
Poulin + Morris has wrapped up a comprehensive environmental graphics program for MSG Media, a business segment of Madison Square Garden - legendary home to seven New York sports teams including the Rangers and the Knicks. To enhance the interior architecture of MSG Media's renovated corporate offices, the design firm created memorable icons to reinforce MSG Media's history. Bright colors, bold headline typography and large-scale photographic imagery of iconic monuments in MSG Media's broadcast history are key features, as is a series of wall murals divided into vertical planes with varying scales creating an optical illusion of a moving image that envelops viewers in such memorable moments as Mark Messier and the Rangers winning the Stanley Cup to the infamous Muhammad Ali and Joe Frasier boxing match. Layered, multiscale typographic quotes further commemorate MSG moments.
Amazon Campus Looks Like Amazon
Amazon.com is consolidating its offices and bringing 20,000-plus employees together in one new campus in the heart of Seattle's South Lake Union. To guide and inform all those people, the company asked Michael Courtney Design to develop an environmental graphics program, which includes a master plan for the wayfinding, interior graphics and retail standards. "We were charged with infusing the personality of Amazon into the environmental graphics and we developed a brand vocabulary to help Amazon 'look like Amazon'," explains Michael Courtney. He says the company still sees itself as a startup and the project design guidelines included key words such as quirky, scrappy, edgy and urban, rather than corporate. The interior wayfinding takes its cues fromAmazon's website search tree. The design firm also created large murals celebrating things uniquely Amazon, including the first book sold and the famous dog-friendly culture.
Lippincott Doodles Design Program
Lippincott has created a new brand strategy and identity for Viking, Office Depot's brand for small and medium businesses in Europe. The overhaul began with a new identity and visual system, centering on a more personal approach to customers and the offices where they work, be it out of the house or in their own homes, as is increasingly the case. So the theme of "office pulse" came to life, positioning Viking as being there to help people get the most out of their offices and the time spent there. The spirit is captured by the use of doodles, an activity often associated with office life. The doodles appear across the customer experiences, on packaging and marketing materials, with a particular emphasis on the catalog and online experience. The new identity launched this spring with a mailing of more than 30 million new catalogs for customers in the UK and Ireland, followed by Germany and other key European markets. The look is also featured on a broad television campaign, the first for Viking.