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GDUSA Newsletter

JUNE 2013
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LOVE WHAT YOU DO BUT BILL FOR IT

In the May newsletter, we mentioned a blogpost by Eric Karjaluoto of smashLAB in which he admitted having trouble billing appropriately for design work, primarily because he finds it hard to treat something so enjoyable and yet intangible as a business. His advice: bill ruthlessly. This item resonated with many of you. A particularly evocative response came from LoAnn Wegh, LoAnn’s Marketing Inc. in Dickinson ND: “Wow! It’s like you were talking directly to me. I’ve been in business for nearly 20 years and recently have been faced with difficult decisions due to my inability to bill … You are right on when you say we enjoy our work! … I often accept a job and find myself so involved and thinking of better ways to do it that I spend way more hours than originally approved. Ultimately, I wind up discounting and a vicious cycle begins again.” Like Eric, LoAnn is experienced and accomplished: she was 2011 North Dakota Small Businessperson of the Year. Clearly, the concern is widespread. The first step in recovery, as they say, is admitting you have a problem.

Questions and Comments to editorial@gdusa.com.

Graphic Design News

Spotify Ditches Quirky

SPOTIFY DITCHES QUIRKY
Spotify, the subscription music streaming service, has redesigned its logo to give it less bounce and more gravity. “Our old logo used a playful, bubbly font,” says Christian Wilsson, the creative lead on the project. “The new design intends to show we’re taking ourselves a bit more seriously.” The latest version is neater, uses cleaner lettering, and has a discreet icon. Andreas Holmström, a designer who worked on the logo revision, recently told the Gizmodo blog that the new mark is executed in “a medium Gotham that's been tweaked with rounded corners and we changed the dot on top of the ‘i’ with a circle instead of a square.” The company is aggressively trying to expand its domestic and international presence, and believes that simpler, consistent branding will help underscore the message.
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New Logo But Old Controversy

NEW LOGO BUT OLD CONTROVERSY
Proctor & Gamble has tweaked its logo, returning to the moon symbol reminiscent of the one that caused grief over the years. Designed by Landor Associates, the new version sticks with the familiar letters “P&G” in a serif font. But it now encloses them in a blue circle with a crescent moon in lighter blue on the left side. The moon, says the Landor team, reflects P&G’s unique ability through its numerous products to touch the lives of consumers throughout the phases of their day, their lives, and across generations. Starting in the 1850s, the Cincinnati-based consumer goods giant’s logo consisted of the man in the moon and 13 stars; in the late 1980s P&G was plagued by persistent rumors that the moon and stars logo had occult connotations, so the company eventually moved to a simple logotype mark.
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Mall Of America Is The Star

MALL OF AMERICA IS THE STAR
Now twenty years old, the nation’s largest shopping and entertainment center, is thoughtfully using design to convey its wide range of offerings. Mall of America partnered with Duffy & Partners, the high-end Minneapolis design firm, to develop a new image. The creative process recognized the equity found in the star of the original logo, and transformed it into more dynamic star made of vibrant colored ribbons. When animated, the flowing ribbons streak across the screen to create the star shape. These ribbons, also a nod to the ribbons of the retired Mall of America logo, are said to represent the Mall’s constant change - the tagline of the logo is “Always New” - as well as representing the literal act of gift-giving.
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DORITOS GRAPHICS GO GLOBAL
To help Doritos harmonize their global brand, Hornall Anderson traveled from its Seattle base to cities across the world. The brand identity firm wanted to see how Doritos was shopped and discover the key to finding an emotional connection with teens and young adults - Doritos’ demographic core. “The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role,” says Ali Whitely, Hornall Anderson UK Creative Director. “We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel. The new identity and package design brings to life the emotional equities of the brand and what it means to the consumer.” Colors, photography, logo and the proportions of the graphic elements were all designed to create an integrated and globally deployable visual translation of the brand and its purpose: “Ignite You.”
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Doritos Graphics Go Global
H and Fj Grant Helps Sustain History

H&FJ GRANT HELPS SUSTAIN HISTORY

Hamilton Woodtype and Printing Museum has received a $10,000 sustainability grant from Hoefler & Frere-Jones, award-winning creators of original typefaces with historical roots. H&FJ recognized Hamilton for their unique role in safeguarding and celebrating wood types, a vital part of visual culture, and our national heritage. Located near their former home in Two Rivers WI, the new museum offers more than twice the space and will allow the museum to expand their pressroom and teaching capabilities.
 
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GDUSA’S 50TH ANNIVERSARY GRAPHIC DESIGN AWARDS IS OPEN FOR ENTRIES!

FORMS AND INFO >

Scher Wins National Honors

SCHER WINS NATIONAL HONORS
First launched in 2000 as a project of the White House Millennium Coucil, the National Design Awards were established to promote design as a vital humanistic tool for shaping the world. The program is organized by the Smithsonian’s Cooper-Hewitt National Design Museum. The 2013 Communication Design winner is Paula Scher of Pentagram in New York. Known for her reimagining of typography as a communicative medium, she has developed identity and branding systems, environmental graphics, packaging and publication designs for a broad range of clients, including Bloomberg, Citibank and Microsoft. Other National Design Award winners represented design disciplines ranging from Architectural Design to Fashion Design to Interior Design to Landscape Design.
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GDUSA’S 50TH ANNIVERSARY GRAPHIC DESIGN AWARDS IS OPEN FOR ENTRIES!

FORMS AND INFO >

Design Provides A Fresh Breeze

DESIGN PROVIDES A FRESH BREEZE
SeaPak frozen seafood, the number one brand of specialty shrimp in the U.S., asked Smith Design to strengthen and modernize the brand identity and package design across the entire portfolio. The client wanted a restaging of all packaging to bring its coastal inspired flavors to life, strengthen branding, and improve shopability and findabillity. “Our efforts focused on building strong emotional and appetite appeal,” said Jenna Smith, a Partner at Smith Design. “ A “taste of the coast” theme evokes a relaxing beach vacation complete with wooden picnic table, and conveys the smell and feel of the ocean air. A fresh breeze opens the sail on the Seapak logo. Daryl Miller is Director of Marketing, Seafood for the Rich Products Corporation’s Consumer Brands Division.
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Lit Up In Aubergine

LIT UP IN AUBERGINE
Prophet has launched a brand refresh for Novant Health, a 450-location network of healthcare facilities, by uniting its 400+ local brands and identities into a consistent umbrella brand across four states, and update that will manifest in new signage and visual changes at all locations. The new logo is an aubergine and charcoal N: with an H in the negative space surrounding the colon.
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Creative Cloud Forming

CREATIVE CLOUD FORMING
Adobe Systems has acquired privately held Ideacodes, a leading creative consultancy based in San Francisco. The design firm specializes in the design and user experience of smart applications, digital projects and networked communities. Co-founders of Ideacodes Emily Chang (shown above) and Max Kiesler, say they are “thrilled” to join Adobe at a time when Creative Cloud, a membership-based service that provides users with access to Adobe creative desktop applications, is taking form. Each holes the title of Creative Director of Creative Cloud.
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Reinventing Millertime

REINVENTING MILLERTIME
The sleek design of the new Miller Lite bottle provides a contoured shape that is a modern interpretation of the brand’s legendary long neck. Developed by designers from 4sight inc., the new bottle features a convenient grip, while helping Miller Lite stand out among the brown bottle sameness of other light beers. To support the new bottle, two new tv commericals focus on the bottle design. The product launch is also suppored by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.
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EDUCATORS ENROLL PROVERB
To help with Boston Public School’s awareness capaign for the Arts Expansion Initiative, brand-building agency Proverb produced the “i Create” campign. The objective is to promote the importance of visual and media arts, dance, music and theater can play in the life of students and an urban school system. Creative credits: Daren Bascome, Managing Director; Christine Needham, Managing Partner, Jose Cintron, Art Director, and Sophie Hauser, Graphic Designer.
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Educators Enroll Proverb

MOSCATO STYLES FIRST 50 YEARS
Gerald Moscato, a well-known calligrapher and lettering stylist, has released a new eBook of his work, entitled The First 50 Years: A Compendium of Calligraphy, Lettering & Graphic Design. Moscato notes that his first interactions with GDUSA decades ago involved his type and design work at Zipatone, where he was a designer and where he developed Chic. There are several Zipatone samples in the book, which has already been adopted by design schools.
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Moscato Styles First 50 Years

Take Five! Career Tips From The Creative Group

MONEY TALKS

Ever tempted to say to hiring managers, “Show me the money!”? It may just work. More than half (63 percent) of executives surveyed by The Creative Group said they are willing to negotiate compensation. Here are five common salary negotiation mistakes and how to avoid them:

1. Showing up unprepared. Enter negotiations with a solid understanding of current salary trends for your position and location. Review compensation sources, such as The Creative Group 2013 Salary Guide, to ensure you have realistic expectations.

2. Playing games. Tactics like misleading a prospective employer about your current salary or other job offers in an effort to obtain higher pay almost always backfire. It’s better to be honest about your situation.

3. Making it all about you. Don’t base your request for a larger starting salary on the fact that you want a new car; you’ll make a much more compelling argument by talking about the value you can bring to the organization.

4. Viewing money as the only object. A generous benefits package or opportunities to learn and grow with the company may compensate for a lower starting salary. Remember to look at the full picture when evaluating a job offer.

5. Drawing a line in the sand. Giving ultimatums too early in the process may cause negotiations to fall apart. Instead, look for common ground and avoid taking an adversarial stance.

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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