Graphic Design News

MIXING HERITAGE WITH WHIMSY

In 1917, Earl Mitchell invented this between meal snack for local coal miners. Though sales remained brisk over the years — current VP of Marketing Tory Johnston calls it “a comfort food and a trusted brand that people grew up with and look to fondly” — the company saw a chance to increase market share by revitalizing the packaging. The Goldstein Group, which specializes in the rebranding of heritage brands, updated the look by emphasizing the brand’s authentic Americana image. With blue and white packaging, like Moonpie’s traditional dress, rampant in the snackfood world, the designers used a darker shade of blue than the competition, and incorporated light-blue swirls to enhance the depth of the graphics and represent the fluffiness of marshmallow. Similarly, changes to the brandmark, including moonlight stars and a wavy type treatment – as well as a digital illustration for the hero shot – all work together, says Terri Goldstein, to give rise to “a sense of whimsical indulgence.”

CLEARWATER CARDS PUT ON SHOW

This colorful project, art directed by William Sykes of Communications Design and printed by AllPakTrojan, serves as a powerful demonstration of the capabilities of Clearwater Paper’s Ancora C2S and Candesce CIS grades. The entertaining boxed set of cards are being provided to the company’s salespeople to share with designers, converters and printers to show how the paperboards perform at the highest reproduction standards. The visual theme of “Americana” ties together all the images, while “Reflections” is both title and the unifying copy theme. The concept: to encourage an emotional connection by evoking widely shared American experiences. Printing specs and short reference points appear on the back of each image so the cards become educational as well as fun. Creative and printing techniques were selected and executed to impress a sophisticated audience of designers and printers – to show rather than just tell. All calipers are represented as are multiple techniques: fine-screen stochastic printing, foil, emboss, die-cutting, metallic inks, fluorescent inks, special textures as well as regular strike through varnishes, halftone and full coverage UV coatings. Plans are to add cards on a quarterly basis. Communications Design is based in Sacramento CA; AllPakTrojan in Renton WA.

LOGO READS THE INNER CHILD

New York agency Mother has helped Reading Is Fundamental rejuvenate its branding and help modernize the organization, which provides millions of free books and literary resources to kids in underserved communities. Described as more than a logo redesign, Mother has created a new visual language for RIF that is charged with color, art, and energy. The rebrand revolves around an approachable book-shaped logo that serves as a flexible design device. Indeed, the shape sometimes appears with simple type designed by Mother, sometimes with a set of amusing characters sitting on top, and sometimes filled with art (as shown here). Artwork is by Steven Harrington, Mark Giglio, Todd St. John, Dan Stiles, and Elena Xausa. According to agency art director Christian Cervantes, the new identity seeks to create “an emotional connection to the brand, so in creating the identity we wanted it to appeal to their inner child...”
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MAGNIFICENT 7 IN HALL OF FAME

This year’s selection in the Advertising Hall of Fame – the 63rd annual induction – includes what experts are calling the “magnificent seven.” They include Rick Boyko, Ogilvy & Mather North America; VCU Brandcenter’s O. Burtch Drake; Leo-Arthur Kelmenson, formerly of FCB and Bozell Jacobs Kenyon & Eckhardt; Wieden+Kennedy co-founder David Kennedy; A.G. Lafley, former head of P&G; Johnathan A. Rodgers, former head of TV One; and Tere A. Zubizarreta who founded Zubi Advertising. “This year’s inductees will be joining an eminent group of 209 advertising giants. The Hall of Fame has always represented the best in the advertising industry, and we are pleased to welcome the newest members who are assuming their rightful place in the Hall,” said Marc Pritchard, Global Marketing and Brand Building Officer, P&G and vice chairman of the Advertising Hall of Fame. For the third year in a row, a corporation will be inducted into the Hall of Fame. The 2012 corporate honoree: Coca-Cola. The Advertising Hall of Fame is administered by the American Advertising Federation.

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BEST DESIGNED MAGAZINES NAMED

The American Society of Magazine Editors (ASME) has announced the finalists for the 2012 National Magazine Awards. Known as the Ellies – for the Alexander Calder stabile “Elephant” trophy — the National Magazine Awards will be presented on Thursday, May 3, at the New York Marriott Marquis. The finalists include 52 titles in 20 categories. Twenty-six magazines received multiple nominations, led by New York and The New Yorker, both with six. In the Design category, the finalists are: Bloomberg Businessweek, GQ, Interview, New York, and Wired. In the related category of Feature Photography, the following were named as finalists: National Geographic, The New York Times Magazine, Time, Vogue, and W.
 
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COFFEE BREWING AS ART

Parisi Coffee has debuted an innovative design for its in-store coffee packaging. The new packaging – which uses vibrant colors on a white background – was created to highlight a new brand and logo as well as Parisi’s commitment to support local arts programs in its hometown of Kansas City. The designs feature three arts community organizations on the back of each bag. Says Scott Presnell, Director of Marketing: “We are proud to demonstrate our longtime partnership with the arts and by showcasing arts organizations on our packaging we are doing something that is distinctive and exemplifies not only our brand but helps build the brands of our arts partners in the community,” The package draws the parallel that selecting, roasting and brewing coffee is an art.
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IMAGE EXPO RETURNS TO CHICAGO

Visual Connections (formerly Picturehouse Marketing US) returns to Chicago on April 26 for a one-day image expo and Q&A session at the beautiful Cultural Center. This is a unique opportunity for image buyers, researchers, designers, art directors, and other users of images and footage to discover new sources of imagery, gain valuable insights into the business of licensing imagery, and network with peers. The day will start with a mixed-panel Q&A session at 10am to discuss and answer questions on all aspects of sourcing, licensing and using imagery. Eminent copyright attorney Bill McGrath will be on the panel to answer questions on copyright, fair use, orphan works and releases. The exhibit floor, open from noon to 6 pm, brings together a wide range of image suppliers from the US and Europe, and buyer-focused organizations. Complimentary lunch will be served from noon, and light refreshments through the rest of the day, including beer and wine from 4:30 pm. The ASPP and renowned portrait photographer Robert E. Potter III will be offering visitors free professional photo portraits, ideal for LinkedIn profiles and resumés. There will also be a drawing for valuable prizes, including a revolutionary Lytro Light Field camera and a Wacom Intuos5 Pen Tablet. Entry to the Expo and Q&A session is free, but restricted to professional image buyers. GDUSA readers count, as always.
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