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Fresh

Equinox Rebrand An Exercise in Simplicity

Equinox Rebrand An Exercise in Simplicity

new york ny

The Partners New York worked with Equinox, the luxury fitness club brand, to develop a fresh identity that, says design agency Creative Director Nick Clark, “strips the brand back to its roots.” As part of the process, the designers eliminated an orbiting swoosh that dominated the original logo, and created a cleaner, simpler, bolder and more luxurious logotype rendered in black and white. Similarly, they employed a thin sans serif type on black backgrounds (and over ripped clients) for marketing and collateral materials, resulting in a clean, sophisticated and contemporary feel. Key decisionmakers at the client include Senior Vice President of Marketing, Carlos Becil and Creative Director, Elizabeth Nolan. Comments Nolan: “The Partners has done a great job holding onto our roots, while giving the brand a refresh for the next stage of our journey as a business.” An advertising campaign, out of Wieden + Kennedy, is rolling out now and utilizes the refreshed identity.
www.the-partners.com/client#equinox

Capsule Orchestrates Escape from Clichés

Capsule Orchestrates Escape from Clichés

minneapolis mn

The Minnesota Orchestra tapped Capsule to develop an identity that would help it expand beyond the current audience to broaden engagement, grow revenue, diversify its presence in the community, and become more “events-driven.” The design firm decided early on to avoid the typical cliched symbols of music, but rather to focus on metaphors of rhythm and sequencing. The finished design solution incorporates the best known architectural component of Orchestra Hall – the cubes – elements that are essential to the acoustic quality and vibrant sound created within the hall. The cubes are arranged in a circle pattern forming a letter “O” monogram. The circularity, say Capsule officials, “represents inclusivity, celebration and a more open environment that encircles the crowd with music.” The Orchestra was founded in 1903.
capsule.us/work/minnesota-orchestra/

Ogilvy Opts for Old School Illusions

Ogilvy Opts for Old School Illusions

New York NY

A new print advertising campaign by Ogilvy & Mather New York used old school optical illusions to bring Coca-Cola’s PlantBottle to life. The bottle is made of fully recyclable PET plastic partially produced from plants. The graphics adopt the brand’s iconic red and white color scheme, and use negative space, minimalist imagery, and other old time-y illustrative tricks to create surprising optical illusions. The ads emphasize a plants-make-us-happy theme punctuated by the message that the bottle is “up to 30% made from plants.” Ogilvy officials say that the campaign “communicates a complex environmental message in a simple, human and emotional way.” Design Director is Lucas Camargo. Additional creative credits include Chief Creative Director Calle Sjoenell, Executive Creative Director Corinna Falusi, Art Directors Anti-Anti, Lukas Lund, Andreas Hoff and Carl Versfeld, and Producer Jessica Fiore.
www.coca-colacompany.com/plantbottle-technology

On the Waterfront

On the Waterfront

brooklyn NY

The biggest transformation of New York City in the past decade has been the reclamation and rejuvenation of its waterfront. A jewel in that crown is Brooklyn Bridge Park, a 1.5 mile stretch of sustainable waterfront along the East River and one of the city’s newest public spaces. To help publicize the opening of a new section of the park, and to otherwise enhance the visitor experience, digital design agency Kettle has created a website that complements the physical park. Inspired by the park design, the site features large images of the city only available in the park. A simple tile system presents the breadth of the offerings in a digestible way, and the tiles are arranged to resemble the river in a nod to the waterfront location. In addition, the site acts as a digital tour guide, making history, attractions and other information accessible through an interactive map and a blog. Kettle has executed projects for, among others, Amex, YouTube, McGraw Hill, New Museum, Sephora, and Sesame Street.
www.brooklynbridgepark.org

Heroic Effort for Diversity

Heroic Effort for Diversity

new york ny

BBDO NY and Marvel Comics have teamed to create “Heroes Welcome,” a new Avengers comic book that coincides with Marvel’s 75th anniversary, and is available in its entirety online. Written by Eisner Award-winner Brian Michael Bendis and illustrated by artist Mark Brooks, the comic “tells the story of what can happen when people of different backgrounds, talents and abilities come together and champion one another.” The ad agency and its Diversity Council, along with Marvel, partnered with the Police Athletic League to share the comic book with children citywide via interactive educational sessions, which sometimes feature surprise “live” visits from the characters. At Marvel, art credits include: Penciler Mark Brooks, Inkers Mark Brooks, Jaime Mendoza and Carlos Cuevas, Colorist John Rauch, Letterer Joe Sabino, Cover Artists Mark Brooks and John Rauch, and CCO Joe Quesada. At BBDO NY, credits go to: President & CEO John Osborn, CCO Worldwide David Lubars, Chairman Diversity Council Douglass Alligood, and Director Tactile Production & Creative Engineering JD Michaels.
www.youtube.com/watch?v=pQaAGZWWLok

Wordmark States the Facts

Wordmark States the Facts

new york ny

A new wordmark representing the Penguin and Random House merger clearly but subtly states the strength and stability of what is now the world’s largest publisher of consumer books. Set in the typeface Shift Light, which evokes a typewriter font, the mark is said to “underscore the importance of the written word to the company’s culture and work.” It will sit next to each of the 250 imprints encompassed by the merger such as Knopf, DK, Crown, Fodor’s, Puffin and Vintage Books. Michael Bierut, who headed the project for Pentagram, notes that the logotype may also appear on its own, framed by two rules that “bookend” the mark, while the orange accent is a subtle reference to Penguin’s brand heritage. Pentagram reportedly tried to develop a mark that incorporated the image of a house and the famous penguin icon but, rather than pleasing everyone, the “mashup” managed to displease most.
new.pentagram.com/2014/06/new-work-penguin-random-house

A New Kind of Design Festival

A New Kind of Design Festival

raleigh nc

What’s next for design? Hear it from a gathering of thinkers, makers, and storytellers who are shaping change at the Hopscotch Design Festival 2014. Scheduled for September 3-4 at multiple downtown venues in the burgeoning creative and tech center that is Raleigh NC, the event is a collaboration between the acclaimed Hopscotch Music Festival and the New Kind design firm. Matthew Munoz, Chief Design Officer at New Kind comments: “For the past five years the music festival has been such a success in identifying and promoting fresh, groundbreaking music in the industry, and that’s what we intend to do with the Hopscotch Design Festival. The intent is to establish an annual design event that is looking at, and sharing, what’s fresh, what’s next, and who’s doing it.” The schedule includes workshops and speakers representing graphic and user experience design, urban planning, technology, architecture, music, food, film. Initial presenters include: Harper Reed, CTO for the Obama for America campaign and current CEO of Modest; Sarah Miller Caldicott, great grandniece of Thomas Edison and an expert in applying Edison’s innovation methods to modern organizations; Doug Powell, Design Education Program Director at IBM in Austin; Elle Luna, the San Francisco-based designer and painter who has worked with IDEO, Mailbox, and Uber; Brian Singer, a Communication Design team manager at Facebook; Alexander Isley, one of America’s most influential graphic designers, and Annie Atkins, Lead Graphic Designer on Wes Anderson’s The Grand Budapest Hotel.
www.hopscotchdesignfest.com

Identity Captures ‘Off Kilter’ Intensity

Identity Captures ‘Off Kilter’ Intensity

los angeles ca

When sister production companies Lucky 21 and Directorz united under the moniker Lucky 21 – with a new headquarters in Los Angeles – they turned to BLOK to develop an original identity. BLOK’s hands-on strategic discovery process led by Marta Cutler and Vanessa Eckstein revealed “a wonderfully spirited brand character ‒ full of humor and fiercely passionate” as well as company tenets best described as “obsessed, fixated, and down the road and slightly left of the beaten path.” The visual identity solution, including type, pattern, material and language choices, is helping establish a strong brand personality. The final result, says Eckstein, “balances the client’s off-kilter intensity with a contemporary boldness while always allowing the brand’s playful voice to shine.” Lucky 21 EP Anita Olan worked closely with the design firm on the project.
www.behance.net/blokdesign

Hitting a Celebratory Note

Hitting a Celebratory Note

cohoes ny

Since 1892, the Strathmore name and thistle trademark have been synonymous with the finest American made papers. Now, Mohawk is celebrating its historic fine paper brand with the launch of Strathmore Notes, a new line of fine paper journals. Inspired by the flora of Scotland’s Strathmore Valley, company founder Horace Moses adopted both the name and the valley’s natural icon – the thistle – as symbols of quality for his papers. In that spirit, Strathmore Notes highlight the beauty of Strathmore-legacy paper grades and mine the outstanding graphic work produced on it over the decades. The journals are available in three paper styles – Strathmore Pure Cotton Paper, Strathmore Watermark Laid Paper, and Strathmore Premium Smooth Paper – and each features a felt-textured Grandee Charcoal Gray cover, with a colorful, hand sewn spine and matching embossed thistle. The project was spearheaded by Chris Harrold, VP Business Development/Creative Director at Mohawk, who says it is “equal parts tribute to the Strathmore legacy and a celebration of superb American craftsmanship. These journals were designed to be ‘paper-rich’ from felt-finished cover to felt-finished cover.” Harrold worked with Jennifer Wilkerson of Aurora Design on the project, and they spent hours exploring boxes full of what Wilkerson calls “jaw-dropping treasures including design, illustration and typography by the masters of the 20th century.” She notes that “we used the journals as a way of marrying some of this historic graphic treasure trove with Marian Bantjes’ modern interpretation of the thistle and several printing techniques. Each journal features multiple types of paper, hand stitching, blind embossing, foil stamping, digitally printed outer wraps, custom envelopes and an unusually folded wrap that creates a pocket ... As you can imagine it was a huge production project with countless details and we did it all in about four months.” The journals are available in three sizes and each is made with the purest ingredients in Mohawk’s family-owned paper mill in upstate New York. They are individually packaged in beautiful, brightly colored wraps featuring designs depicting the thistle, complete with a selection of four customizable bookplates borrowed the historic Strathmore archive. They are available for purchase at mohawkconnects.com, at moo.com and select retail locations.
mohawkconnects.com

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