GDUSA Newsletter

FEBRUARY 2012

THREE PILLARS

The response to our current magazine has been extraordinary. If you haven’t seen it, we cover the three pillars of the creative community. We start with our annual “People To Watch” roundup, spotlighting people representive of the deep and talented professional design community. Then we introduce you to a group of exciting students ready to make their mark. Finally, we present our annual designer-friendly companies and institutions directory, a look at the rare organizations who understand, embrace and serve the marketplace. If you missed these features, find the print publication or visit our website or – here’s some news – it will all soon be available as a free App – another way we’ll deliver content to, for and about you.
 
— Gordon Kaye   editorial@gdusa.com

Graphic Design News

JCP GOES FAIR AND SQUARE

A year after unveiling a new logo, JCPenney is at it again. The latest logo retains the square from its predecessor, but changes the typeface and turns it blue. A larger square with a red outline has been added to evoke a flag, to reflect that JCPenney is an American brand, and to underscore a simple new pricing strategy of lower everyday prices which has been dubbed “Fair and Square Pricing.” The mark is part of an a “reimagining” of the company by CEO Ron Johnson (shown here). JCPenney worked with Mother New York and with Peterson Milla Hooks (PMH) of Minneapolis on its relaunch. Mother isalso responsible for a new ad campaign while PMH is perhaps best known for helping transforming the Target brand from a dowdy discounter into the iconic brand it is today. Other changes planned include new store signage and presentation, a 96-page monthly print publication, and the addition of Ellen DeGeneres as spokesperson.

LANDOR FIRM’S 1ST FEMALE CEO

The venerable Landor Associates, founded in 1941 and a leading brand and design firm, has named their first female CEO. Mary Zalla was previously president of the firm, to which he was promoted into in August 2011. She reports to Craig Branigan, CEO of the B to D Group within WPP. While president of the firm, Zalla has worked to develop and implement a new vision, led a global strategic planning process, and continued to successfully lead the Chicago and Cincinnati offices, of which she was also managing director. “Mary is perfect for the role of CEO,” said Branigan. “She has a rare combination of business acumen and creative sensitivity. She leads as well as inspires. She is tough while being sensitive. She has high standards and appreciates great work. She has the confidence of our largest as well as our smallest clients. She is energetic, creative and fun.” Zalla continues to be based out of the Cincinnati office; her remit will expand to oversee and build the entire business on a global scale, implement the vision, diversify the offerings, and continue to grow key client relationships.

FONT IS EXPRESSION OF HOPE

Members of creative agency LBi Syrup partnered with Foundation Rwanda, a charity dedicating to the survivors of the 1994 genocide in that troubled country, to create an original typeface as part of a fundraising campaign “Color Rwanda with Hope.” The typeface was designed by LBi Syrup from inspirational drawings and words created by Rwandan children the team encountered during their travels to the African nation. The font expresses the hope and optimism captured through the drawings and feelings displayed by the children during the visit. Using mixed media elements, including the typeface, a coloring book, kid’s artwork, and a documentary, the project uses the universal language of imagery to humanize the cause and raise awareness. Proceeds help provide secondary education for the 20,000 ostracized children born of rape during the genocide. LBi Syrup is a communications agency based in New York and Stockholm.
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The Bridgeman Buzz

With the approach of the 100th anniversary of the Titanic tragedy, Bridgeman now represents a unique collection of photographs which represent the sole visual chronicle of the Titanic’s passage from Southampton to Ireland. Images include the anchor being raised for the last time and the last known shot of the ship as she headed out to sea.
 
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SAHRE PROJECT A MONSTER

Rock band They Might Be Giants announced their 2012 tour with this dramatic music video set to the track “When Will You Die?” The video follows the creation of an 18' paper and wood replica of the monster truck hearse that graces the cover of Join Us, the band’s latest album. Graphic designer and illustrator Paul Sahre was commissioned to design the original cover. But the project grew to encompass all the band’s collateral including the CD and LP design, digital art for iTunes, booklets, posters, t-shirts, advertising, and a downloadable PDF with instructions for building a tabletop version of the hearse on the cover. And then the project grew again, this time calling for production of a life-size version of the vehicle –made of paper and cardboard – whose four month long construction process became the subject of the video.
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WD PARTNERS FOUND WAYFIND

WD Partners is a customer experience expert for global food and retail brands providing strategy, graphic design, branding, implementation, architecture and engineering services for retailers at the store level. The Dublin OH-based firm has launched Wayfind, a quarterly E-Magazine, featuring experts, trends, research, and insights. Graphic designer on project is Shanin Brooks, with copy by Gregor Gilliom, web development by Christopher Brunner, and project management by Amanda Snyder.

PACKAGING IS RIGHT ON TARGET

Panasonic’s line of feminine power hand-held personal tools have returned, triumphantly, to Target stores in a newly redesigned packaging by The Goldstein Group. The line had recently been dropped by Target after a new buyer found its pink packaging to be out of date – very pink and very 80s. To regain entry, Panasonic was asked to present a contemporary packaging system. The solution came from Terri Goldstein, who focused on appealing to independent young female consumers by integrating several visual trends from the fashion and beauty industries; by changing the name of the line to “Close Curves;” and by developing a trade dress that matches Target’s clean and minimal aesthetic.

Take Five! Career Tips

Costs for a family vacation, wedding anniversary dinner and pet food are items you'd expect to see on personal credit card statements. Astonishingly, they've also appeared on employee expense reports, according to a survey by Robert Half, our parent company. Following are five more questionable items that respondents revealed:

Cosmetic surgery
 
Lottery tickets
 
A speeding ticket
 
A day at the spa
 
A golf trip for the employee and his three friends
 
Key takeaway for employers: Establish clear written guidelines on what can and cannot be included in expense reports. While you might not be able to cover every base, as these examples show, a thorough policy may be able to eliminate the extremes.