FOR THE FIRST TIME IN A LONG TIME
I am skeptical – make that cynical – about
official economic statistics and expert economic predictions. In this painfully
polarized political moment, they are mere fodder to promote an agenda or a policy.
And they are skewed to the experience of Wall Street rather than the reality of Main
Street. Any talk of “recovery” or “turnaround” during the
past couple of years has rung hollow as I met with so many real people who report
only a continued slog. Given my general skepticism – make that
cynicism – perhaps I have some credibility when I tell you there is finally
a change in the air. Virtually every designer and manufacturer and service provider
I meet volunteers a similar story: things are moving, things are firming up, things
are happening, things are getting better. It is a grassroots measure of confidence
and, for the first time in a long time, I believe.
— Gordon Kaye, firstname.lastname@example.org.
Graphic Design News
STAYING A NOTCH ABOVE
Stanley Black & Decker has debuted a new identity for its Stanley branded businesses and products. Developed in partnership with Lippincott, the visual identity reflects the brand’s 170-year heritage while signaling a transformation into a diverse and modern brand.
The new logo is more dynamic; it frees the Stanley name from its holding shape, yet maintains the “notch” concept with an angular cut to the letter ‘N’ in the center of the word. The resulting shape is an upward arrow-like triangle that speaks directly to this concept of “action.” Finally, the logo maintains
the signature Stanley yellow and black palette that is synonymous with the brand.
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DEL MONTE GROWS IDENTITY
Del Monte, the canned fruits and vegetables giant, is rolling out new packaging and a revised logo, both designed by San Francisco-based PhillippeBecker.
The design studio’s strategy: simplify and amplify. More specifically, Del Monte’s iconic shield has been simplified by removing extra rules and drop shadows and better defining the leaf shape above the name.
Meanwhile, the brand message is amplified by bringing the “Garden Quality” promise to the logo. The new Del Monte blackletter is a more consumer-friendly version than previous ones, softening the hard edges of most characters but retaining its original feel.
The shape of the tomato is nearly untouched.
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SELLING REDNECK WISDOM
With more than 8 million viewers an episode, Duck Dynasty, a top-ranked A&E reality show, owes its rating success to a colorful cast of characters. Parham Santana is helping to extend the popular brand’s reach by figuring out how to bring these big personalities to the shelves of major retailers like Walmart. The mission was to create a system of assets for the show that allows licensees to easily develop on-brand merchandise. These tools include everything from product inspiration to logos, typography and placement prints.
The key to it all: focus on the redneck wisdom and laid-back lifestyle depicted on the show. Parnham Santana idenitified key quotes for use on t-shirts and other merchandise, including, “All of my stories are 95% truthful” and “I promise but I ain’t signing no contract.” Walmart is rolling out Duck Dynasty products to 13 departments.
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NEW LOGO IS COMPLETED TASK
The design team at TaskRabbit, led by Nazir Agah, wanted to simplify the company symbol. Not only had their b2b product, TaskRabbit for Business, experienced rapid growth, but they’d also seen an increase in users accessing their product via mobile devices. The old rabbit posed some technical barriers, including readability at small sizes, so the team decided to redefine the principle meaning behind TaskRabbit evoking a greater impression of professionalism while sustaining
a friendly and familiar demeanor. First, the design team refreshed the color palette and typeface options, then assembled a library of iconography to replace the human characters and illustrations. Finally, they tackled the logo itself to make the identity more energetic and reliable. And they dubbed the rabbit Hazel.
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CHICAGO EVENT IS PLACE FOR CREATIVE AND MARKETING PROS
PRINT 13 – a major event for graphic communications coming September 8-12 to Chicago's McCormick Place – is adapting to the future by bring the latest new and integrated solutions for print, online and mobile. At The Marketing Pavilion during the event, marketers, creatives, and service providers will mingle, collaborate on solutions, and share feedback and ideas on ways to make best informed buying decisions, improve ROI, and learn the latest tactics and tools for executing innovative campaigns.
The Marketing Pavilion is sponsored by the Chicago American Marketing Association and a related Marketing Theater is sponsored by Canvas Magazine. Digital media, marketing, branding, and more are on the agenda. Says event organizer Ralph Nappi of GASC: “For marketing and creative professionals PRINT 13 is a ‘must attend’ event.
Along with The Marketing Pavilion there will be presentations and demonstrations on prepress/software/workflow and design, exhibits featuring the latest in marketing and creative technologies,
The Marketing Theater, and specific marketing and creative seminar tracks.” In addition, a prepress/software workflow and design area will provide designers and creatives with the latest information on document layout/graphic design, computer-to-plate, drawing/illustration, color management, fonts and font management, scanning, digital proofing, and workflow.
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REACHING FOR GWEATNESS
For the first time in 20 years, Gwaltney has redesigned its logo and packaging for its line of hot dogs, bologna, lunch and breakfast meats.
In addition to a more modern look, the family-founded firm now pays tribute to its longevity by adding the founding year of “1870” to the logo lock-up. Design North of Racine WI – celebrating its own 50th anniversary – collaborated closely
with the Gwaltny marketing team to plan the rebranding and launching the “Gweatness of Gwaltney” marketing campaign to reconnect with its loyal customer base.
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SEARCH FOR A MOTOROLA IDENTITY
In 2012 Google purchased Motorola Mobility and, recently, a new logo for the acquisition was spotted on the footer of Techweek’s site, a conference presented by Motorola. Later, another iteration of the logo appeared with no announcement or design credit.
Though no formal announcement or design credits have been released, the apparent intent of the change is for Google to mark its territory. The former red button “M” logo has been replaced with a fresh take on the monogram more in the Google zeitgeist.
Not surprisingly, the nomenclature has also changed to “Motorola: A Google Company.”
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EVERYONE LOVES A PARADE
In an effort to reach younger readers, the 72 year old PARADE magazine is introducing a new logo, as well as a series of design changes online and for mobile devices. Only 20 percent of Sunday print readers are 18 to 34 years, and the percentage of readers who visit newspaper websites but don’t read the Sunday paper is on a steady trend upward.
A clean new website focuses on entertainment, food, health/living and beauty with content from the print product, as well as stories exclusive to the web. The new, retro logo, reminiscent of Parade in the 1950s, seeks to capture a spirit of optimism.
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COCONUT WATER IS KIDSPROPRIATE
The children’s beverage aisle is saturated with sugary drinks packaged with bright colors. When Vita Coco, the best-selling coconut water in the US, decided to extended its line to kid’s drinks, it tapped Moxie TM to bring a different energy to the category.
Among other things, the designers added a sign, similar to one found on a beachfront restaurant, hanging off the bottom of the existing brandmark with the word “Kids” etched in a custom font. A tropical beach scene plays out with palm trees and coconut illustrations with real fruit photography to communicate taste. Tammy Vaserstein, creative, principal,
Moxie™, notes that original, flavor-specific animals highlight the whimsical nature of the product.
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DESIGNERS GET DECKED OUT
Skate deck art has been the face of the skate world since the beginning, and it was the inspiration behind an installation currently housed on the second floor of BFG Communications headquarters in Hilton Head SC. Created entirely by inhouse staff, the project began with BFG designers receiving a board, and given the skate culture, no rules. Senior
Art Director Jeff Smith took a jigsaw to his board to create “Bullz Eye,” while VP Scott Seymour found inspiration among his children’s favorite toys. A former Marine, Art Director Richard Vetter tapped his military background to create a skate deck that looks like its been through war.
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IDEAWORK CHECKS IN
When Gansevoort Hotel Group felt the need for a new website to better express its boutique design and service, they chose IdeaWork Studios to do the job. The Gansevoort properties each had disparate web presences, making it challenging for consumers to interact with the brand as a whole. IdeaWork’s primary objective was unification. The
design firm wanted to highlight the imagery of the properties, to tell the stories visually. The Gansevoort experience is now translated to the web user via a lively singular presence.
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