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GDUSA Newsletter

DECEMBER 2013

 
VANISHING MIDDLE OR RISING TIDE?

Income inequality and a vanishing middle class are hot button political issues. As we conclude our 50th year, I’ve been re-reading the results of our anniversary reader survey — and found that many of you feel the middle is also disappearing in the design business: EITHER you are talented, famous or lucky enough to do high-end work OR you are squeezed into selling cheap to compete with hacks and pricechoppers. Others see a rosier picture: greater appreciation of design by business and society, leading to a rising tide that lifts all boats. To which of these dueling metaphors do you subscribe? We’ll explore the dichotomy in GDUSA magazine in 2014. Meanwhile, to make sure you keep your job until the New Year, read The Creative Group’s wise and witty “Ho Ho Oh No” holiday party advice below.

— Gordon Kaye, editorial@gdusa.com

    APDA

 

identity inspired by culture

IDENTITY INSPIRED BY CULTURE

In partnership with Interbrand, Spain’s Iberia Airlines has introduced a new brand identity. The new graphics make more prominent use of the colors of the Spanish flag, especially the color red, which is perceived as a symbol of vitality, expressiveness, Spanish artistry and culture. A new symbol has also been added which is reminiscent of the company’s initials and code letters, but streamlined to suggest dynamism and agility and, say Interbrand officials, was “rendered with ultimate attention to the importance of digital requirements.” Vehicles, uniforms, offices, the inflight magazine, and terminals will all get a makeover. SEE MORE >

identity inspired by culture

   

 

sweet spot for equal package

SWEET SPOT FOR EQUAL PACKAGE

Equal, a leading zero calorie sweetener that has been around for more than 30 years, has a new look. Created by design studio DuPuis, the zero-calorie sweetener branding sports a new logo and packaging design. The updated logo keeps the brand’s signature blue background, but features “Equal” written in white flowing lowercase script. The new packaging is also intended to allow consumers to more easily identify the various Equal products by color and type of sweetener. While all three offerings are grounded in a dark blue backdrop, each has a distinguishing color, and the classic white coffee cup is replaced with a colored mug that matches the type of sweetener and underscores the brand's primary usage. States Cheryl Gill, director, North America marketing, Merisant US: “The new logo is familiar yet contemporary and conveys indulgent sweet gratification and the brand's zero calorie promise.”Graphidea Design is credited with extending the look across all SKUs. READ MORE >

 

american_package_design_awards

AMERICAN PACKAGE DESIGN AWARDS

For half a century, GDUSA has been presenting competitions that focus attention on areas of growth and opportunity for graphic designers. The package design competition is the fastest growing for a simple reason: in today’s marketplace, package design is increasingly the difference maker in purchasing decisions.
 
Please note: If the project you are entering is printed on a Neenah paper grade, in whole or part, your entry fee is waived!
 
LEARN MORE OR ENTER NOW >

 

LAW FIRM REFUSES TO SETTLE

Recognizing that the legal industry is changing, venerable Global 100 law firm Nixon Peabody LLP tasked Wolff Olins with a mission: to clarify what its value is and to bring that value to life with a new brand identity. The visual expression of the brand promise — to look ahead, foresee obstacles, smooth the way and help clients grow — is embodied in a new logo, website, environmental graphics, collateral and infographics. READ MORE >

law firm refuses to settle

law firm refuses to settle


GRAPHICS UNIFY HESCHEL SCHOOL

A comprehensive environmental graphics and wayfinding program by Poulin + Morris has added color and unity to the recently opened Abraham Joshua Heschel School on Manhattan’s West Side. The 8-story, 145,000 square foot building unites the campus and makes room for a growing student body — the school presents an integrated education of general and Jewish studies. The building, in turn, is united by the graphics program which features a color coding system to differentiate each floor, a modular sign panel system for all public information requirements, regulatory signs for health, safety and related matters, and an exterior and interior donor recognition program which appears complete but has flexibility to add new donors as well. LEARN MORE >

graphics unify heschel school

graphics unify heschel school

   

 

logo helps vanity fair turn 100

LOGO HELPS VANITY FAIR TURN 100

A new logo was the centerpiece of Vanity Fair’s 100th anniversary commemorative issue, which also included a cover featuring Kate Upton photographed by Annie Leibovitz which mimicked the initial cover of the magazine as well as a special collection of essays about the past ten decades edited by Graydon Carter. Creative credits go Christian Schwartz, who drew the logo, and design firm firm Commercial Type, which is a joint venture between Schwartz and Paul Barnes. The mark is said to refer to the magazine’s historical logotypes and to the new VF Dido typeface designed by Schwartz and Barnes for the magazine earlier this year. LEARN MORE >


print booklets with web fonts

PRINT BOOKLETS WITH WEB FONTS

Adobe Systems chose Chen Design Associates to reach out to print-centric designers who could benefit from Adobe products that repurpose or extend print design into websites and iPad apps. Chen created two companion guides which present an unusual approach — print booklets set entirely with web fonts. Everything from the colorful vellum covers to interior visuals to copy aims to encourage print designers to try Adobe MUSE or Adobe’s Digital Publishing Suite. SEE MORE >


a project pregnant with meaning

A PROJECT PREGNANT WITH MEANING

A Brooklyn start-up marketing a special water formulated for pregnant women has tapped Proverb as its first brand building agency. According to the founders, Bump Water is a delivery system for folic acid and other prenatal vitamins that pregnant women need. Proverb created Bump Water and Bump Sparkle identities, as well as the messaging and the website. In addition, the Boston-based firm was also involved in naming the brand and flavor descriptions. Proverb is based in Boston; past and current client roster includes Museum of Fine Arts Boston, Hotel Veritas, Taza Chocolate, and Formaggio Kitchen. LEARN MORE >

 

functionfox year end sale

FUNCTIONFOX YEAR END SALE

Looking for an easier way to manage time and projects? TimeFox is the leading software for graphic design firms to track time, update projects and pull valuable reports.

SAY YES TO THE YEAR END SALE FOR GDUSA READERS!

Use code: YES2013.GD to buy 3 months and get 3 months free. Start the New Year off right by setting yourself up for success.

LEARN MORE OR BUY NOW >

 

MOZART AS CLASSIC POP ICON

The larger-than-life personality of Wolfgang Amadeus Mozart took over the streets of New York City, as well as the airwaves of WQXR classical music station, in an integrated campaign from creative agency eyeball. The campaign to promote November, an annual tradition, as the “Month of MozArt” pulled out all of the stops using traditional ads, street art, social media, and humor to make classical music more accessible. The effort was led by eyeball’s Chief Creative Officer Limore Shur and its Executive Creative Director Alex Moulton. SEE MORE >

mozart as classic pop icon

   

metadesign has a creative burst

METADESIGN HAS A CREATIVE BURST

Thinknear, a geolocation app and advertising platform, was recently purchased by Telenav. The new owners enlisted MetaDesign to help differentiate the service while, at the same time, communicating its association with the parent brand. MetaDesign developed a new identity and supporting design system for Thinknear to communicate the brand’s targeting expertise, while showing its connection to the Telenav portfolio. To develop a strong brand association, the identity was treated as a graphical representation of the Thinknear brand name. Stan Zienka, MetaDesign Creative Director, explains that “the icon is comprised of an idea ‘burst’ enclosed by the recognizable navigation drop pin. The visual system utilizes a point-of-view imagery style with latitude and longitude lines to express the level of precision that Thinknear’s platform is capable of delivering.” Telenav is a pioneer in mobile location services.  SEE MORE >

 
take-five  

Take Five! Career Tips From The Creative Group

HO HO ‘UH OH’

Heading to an office holiday party? While company events are for socializing, they’re still business functions and it’s important to act appropriately. Following are five tips for putting your best foot forward:

1. Consider Your “Plus One” Carefully. When a celebration is for employees only, it’s a definite faux pas to bring a date.

2. Ditch The Santa Suit. It’s OK to be festive, but don’t wear anything too outrageous or revealing. Find out what the dress code is and keep to it.

3. Stick To Your Limit. If alcohol is served, drink in moderation and don’t pressure others who choose to abstain.

4. Avoid Sharing TMI. It’s natural to let your guard down during casual get-togethers, but there’s no reason to start divulging secrets. Keep the conversation upbeat and avoid cringe-worthy topics.

5. Don’t Play Paparazzi. It’s fun to take photos at group events, but refrain from posting embarrassing pictures of your coworkers on social media. If you want to share photos, get permission from your work team first.

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. Visit the Salary Center at thecreativegroup.com/marketing-salaries.

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