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GDUSA Newsletter

FEBRUARY 2013
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SOMETIMES YOU COME UP WITH ZIPPO

I like thinking and writing about branding. It’s at the intersection of design, marketing, psychology, culture and sales. So I especially enjoyed a new survey by branding firm Parham Santana which identifies the best and worst brand extensions of 2012. The “bests” are easy to fathom. For example, the Duracell Power Mat Wireless Charger and NyQuil’s ZzzQuil Sleep Aid. No explanation needed. The “worsts” generally try too hard — Dr. Pepper meat marinade or Smith & Wesson clothing. First of the worst in the poll is Zippo The Woman perfume which comes in a container that looks like the famous Zippo lighter. I would like to meet the person who thought women might like to smell like lighter fluid or douse themselves with a liquid that comes out of such a device. It’s so wrong on so many levels that I change my mind. I would not like to meet that person.

— Gordon Kaye, editorial@gdusa.com

Graphic Design News

BRIGHT LIGHTS SHINE ON EIGHT

BRIGHT LIGHTS SHINE ON EIGHT
John Bielenberg. Stefan Sagmeister. Lucille Tenazas. Wolfgang Weingart. William Drenttel and Jessica Helfand. Jonathan Hoefler and Tobias Frere-Jones (shown here). This spring, AIGA will recognize these eight with the coveted AIGA Medal, awarded for exceptional achievements, services or other contributions to the field of design and visual communication. The presentations will be made on April 19 in New York at “Bright Lights” a celebration that benefits the AIGA Design Archives, a public online collection of excellence in design, and Worldstudio AIGA Scholarships for underprivileged design and art students. Chaired by DJ Stout, partner at Pentagram, “Bright Lights” perennially brings together hundreds of design enthusiasts and professionals to celebrate design excellence.
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GLASER. RAND. BASS. VIGNELLI. LOIS. SEE GDUSA’s 50TH ANNIVERSARY SURVEY.

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BILLBOARD CHARTS TURN B AND W

BILLBOARD CHARTS TURN B&W
The 60-ish Billboard magazine masthead – evoking spinning records and mod colors – has given way to a simpler and more serious look. And the information heavy charts of the mustic industry magazine have been reorganized to make them an easier read. Behind the changes is Pentagram partner Michael Bierut, whose team helped create the new identity and editorial format. The cover logo is entirely in lower-case type, redrawn to emphasize the basic geometry of the word, and the accents of color have been eliminated for the print version. (A color version will still be used for marketing and website materials.) The editorial layout has also been reorganized and restructured. A major part of this effort was remaking the magazine’s famous charts to be more easily understood; they now appear at a larger scale and across more pages, and are printed in “the high-impact black and white of the original Billboard charts.” LEARN MORE >

BILLBOARD CHARTS TURN B AND W

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MOXIE AND THE ANGEL OF MERCY

MOXIE AND THE ANGEL OF MERCY
And they say God is dead. Nightlife enthusiasts who are also health conscious drinkers can now ask for a can of Mercy that, quite simply, protects against hangovers. Moxie TM, a New York-based brand design and development firm, has helped relaunch the brand with revitalized positioning and graphics that convey the drink’s purpose and benefits. Central to the renewed positioning was to communicate Mercy’s core benefits — that consumers gain a worry-free night and productive day ahead thanks to the non-alcoholic, caffeine-free, antioxidant and vitamin supplement. Explains Tammy Vaserstein, Creative Principal at Moxie TM: “The overall goal of bolstering shelf presence and informing consumers at retail is reflected in the more prominent ‘angel of Mercy’ icon, the modern styling of the design, and the concise, on-point taglines.”
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BONNIE SIEGLER SPELT BKLYN RONG
Since 1896, Brooklyn Public Library has provided the people of the borough with free and open access to information for education, recreation and reference. But with profound changes happening in society, the Library has embarked on a new strategic plan to remain relevant and fulfill its mission. This includes a lively new logo and identity designed by Brooklyn’s own Eight and a Half. (Bonnie Siegler founded the studio and its name refers back to her original firm, Number 17, when she partnered with Emily Oberman.) The logo has been well-received but raised a certain amount of controversy because it is shortens the “Brooklyn” name to the colloquial “BKLYN” – a blasphemy that is acceptable elsewhere, say detractors, but not in connection with a library.
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BONNIE SIEGLER SPELT BKLYN RONG

EVOLVE AT THE UN-CONFERENCE

‘EVOLVE’ AT THE UN-CONFERENCE
Consultant Emily Cohen, along with fellow design practitioner Sheri L. Koetting, and research-driven educator, Jennifer Rittner, will lead a new “unconference” for the creative community. Evolve is described as “an intensive 2-day business symposium providing seasoned design firm principals the tools they need to break through tough challenges and take their businesses to the next level.” Rather than a traditional conference, the event ‒ March 21-22 in NYC — is designed as participatory and results-driven. The goal is for attendees to walk away with a custom tailored action plan for positioning, new business, and organizational improvement, as well as knowledge, insights, connections they need to achieve greater success.
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CORE77

CORE77 DESIGN AWARDS
Recognizing excellence in all areas of design enterprise, the Core77 Design Awards celebrates the richness of the design profession and its practitioners. Core77 Design Awards presents 17 categories, providing designers, researchers and writers a unique opportunity to communicate the intent, rigor and passion behind their efforts. From client work to self-initiated projects, entrepreneurial to pro-bono engagements, Core77 embraces a wide range of enterprise: commercial, cultural, social, environmental and intellectual. Dedicated jury teams around the world will determine the top professional and student entries in each category. Both the professional and student winners of each category will receive the C77DA trophy, and all honorees will be published in the Awards Gallery, across the Core77 online network and in the awards publication. The deadline for entries is March 15, so register now to get started on your entry today.

FIGHT POVERTY: ONE THING WE AGREE ON

FIGHT POVERTY: ONE THING WE AGREE ON

Whether you’re liberal or conservative, a dog person or cat lover, a Yankees or Red Sox fan, you’re invited to take part in a multimedia contest that brings opposites together to change the world. ONE, a global advocacy group that fights extreme poverty and preventable disease, and iStockphoto, a major source for user-generated imagery and multimedia, are partnering with Zooppa to launch a competition to raise awareness of the plight of the world’s poorest citizens. The contest runs through February 26, and challenges for creative minds to develop a video or print piece that showcases rivals uniting to fight issues such as poverty, famine and disease. Entrants are encouraged to think outside the box and submit in-your-face, edgy, fun and/or funny briefs. ENTER >

PRESS PRUNES BACK THE IVY

PRESS PRUNES BACK THE IVY
Harvard University Press has turned in its ivy-encircled, shield-shaped insignia for a simplified look in a digital age. It’s part of a broad movement among publishers – who have transitioned to delivering books in digital form but still use complex logos that no longer work on apps, digital devices and web browsers. The academic publisher, one of the more important imprints in the world, asked Chermayeff & Geismar for a new identity that better reflects the demands of the times. Partner Sagi Haviv’s solution: six equal crimson rectangles that form an abstract “H” which can also be seen as books on a shelf, windows, or a modern tablet, and is said to be simple enough to work in traditional applications as well. “Striking a balance along the continuum between the traditional and the modern was a high priority for us in designing this mark,” says Haviv. LEARN MORE >

PUSHING IT TO THE BREAKING POINT

PUSHING IT TO THE BREAKING POINT
Parham Santana has declared the Best and Worst Brand Extensions of 2012. Over 11,000 respondents participated in the first annual online poll, done in conjunction with Adweek, where they were asked to pick their top three from a list of 10 best and worst identified by Parham Santana. According to John Parham, who heads the branding firm: “A successful and lasting brand extension franchise must have three things: a logical fit with the parent brand; leverage for competitive advantage, and; opportunity to enhance the brand and produce sales.” The Best Brand Extensions of 2012 are: (1) Nestlé Crunch Girl Scout Cookie Candy Bars, (2) Duracell PowerMat Wireless Charger, (3) ZzzQuil Sleep Aid from NyQuil. The Worst Brand Extensions are: (1) Zippo the Woman Perfume, (2) Eva Longoria’s SHe Steakhouse, (3) Paula Deen Kids Furniture. Adds Parham: “The losers, seem to be either operating without a strategic perspective or are stretching what we would call the ‘extendable equity’ — what you 'own' in the consumer’s mind — to the breaking point.”
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FREE STUFF FROM COMPANIES NOTED IN GDUSA MAGAZINE

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Take Five! Career Tips From The Creative Group

REIGNITING PASSION FOR YOUR JOB

If you’ve been asked to put in longer hours, take on additional projects or keep up with new business demands, there’s a good chance you may have lost that loving feeling for your job. Following are five tips for restoring enthusiasm for your work:

1. Appreciate What You Have. Instead of focusing on what you don’t have (a higher salary, for example), consider what you do have, like a great manager, challenging assignments or a flexible schedule.

2. Learn Something New. Expand your area of expertise by taking on tasks outside your typical realm of responsibility. New challenges can reignite interest in your position or alert you to areas where you have a hidden passion.

3. Find The Significance In Your Work. When you’re focused on the minutiae of your day-to-day job, it’s easy to forget about the big picture. Reminding yourself of your larger contributions can increase your sense of personal satisfaction.

4. Always Do Your Best. Taking pride in the quality of your work can help build enthusiasm for your job ‒ and being known as someone who always produces top-notch work can enhance your professional reputation, too.

5. Take A Break. It’s hard to be passionate about anything if you’re burned out. So get away from the office on occasion, if possible.

The Creative Group specializes in placing a range of highly skilled interactive, design and marketing professionals with a variety of firms. For more information, please visit creativegroup.com. Connect with The Creative Group at facebook.com/thecreativegroup or twitter.com/creativegroup

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