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PUBLISHER'S NOTE: CIVIC PRIDE
There was a time, in the 1960s, when two-thirds of Graphic Design USA’s circulation was located in the
Boston-New York-Philadelphia corridor, reflecting the New York-centric dominance of graphic design in that
era. Throw in some Chicagoans and Californians, and you had it more or less covered. As demographics changed
over the next couple of decades so, too, did the spread of world-class design to places like Minnesota and
Miami, San Francisco and Seattle, Dallas and Denver, Cleveland and Kansas City, Charlotte and St. Louis
— I can keep alliterating but you get the point. In this expansive period, covering the mid-1970s
to mid-1990s, one byproduct was the fierce civic pride of designers in city after city as they found their
voice, their style and their influence on the national stage. Look at us! they would exclaim in a healthy
celebration of self-confidence. In the 21st century, that sense of localism has diminished as the world
becomes flat, technology isolates designers from their physical communities, and designers have become
too cool for hometown cheerleading in an age of irony. I miss the bravado. Much to my pleasure, Jerry
Kathman, who heads LPK in Cincinnati, provided a blast from the past while promoting the Design
Management Institute’s Brand/Design 20 conference in his hometown. He states: “Cincinnati
is a city of brands and brand builders. The world’s largest consumer goods company, Procter &
Gamble, the world’s largest department store, Macy’s, and the world's largest supermarket
chain, Kroger, are all headquartered in Cincinnati. In fact, brand management was invented in Cincinnati
when Neil McElroy of Procter & Gamble penned his famous memo that changed marketing worldwide
forever. Today, Cincinnati’s advanced brand design consultancies — The Cincinnati Brand
Design Alliance — are a vital part of the city’s creative class. Come to Cincinnati!” Anyone
else feeling those old stirrings? If so, you have a platform right here.
— Gordon Kaye
GRAPHIC DESIGN NEWS
Up Close And Personal
A year in the making, this PredatOR Prey card deck of spineless creatures is the first of a three part program to
encourage people to learn more about the Boston Harbor Islands and their biodiversity. The deck is the outgrowth
of an ambitious inventory being conducted by Harvard University and the Boston Harbor Islands Partnership to
identify all species within the national park area — beginning with the “microwilderness,” i.e.,
insects and other invertebrates. The cards, distributed in public schools and sold to the general public, invite young
and old to play a guessing and matching game, to marvel at the natural world, and to take an interest in the Islands.
The primary challenge, says Caryl Hull of Hull Creative Group in Brookline MA, was to take a subject like insects,
inherently grotesque to some and invisible to others, and create something that becomes a catalyst for curiosity,
learning and action. The solution: raise drama and suspense with the game while depicting the insects up close,
personal and in bold colors. The project also included the name and logo. Says Hull: “This is a prime example
of ‘design’ being the interpretive medium, the magic that makes information resonate, excite and
engage.” Parties involved in the project, in addition to Hull Creative Group, are the Boston Harbor Islands,
BEAN, Harvard University Department of Entomology, Island Alliance and the Starbucks Foundation.
www.hullcreative.com
Have That In Chinese?
What is a “Chinese” style of sportswear? The latest challenge for Nike and Adidas is to figure that
one out. In efforts to woo China’s consumers, Nike and Adidas are promoting sneakers and apparel with
designs incorporating Chinese elements, a departure from the mostly Western-influenced styles they have marketed
in the past. They are betting the Olympic Games in Beijing this summer will be a bonanza for sportswear. At an
Adidas fashion show recently, costumed Peking Opera performers provided a backdrop for models showing uniforms
for Olympic staff and volunteers, featuring polo shirts decorated with ancient Chinese swirling cloud patterns. Adidas
has spent more than $80 million to become an official partner, and will outfit China's medal winners for the podium in
styles said to reflect Chinese art and culture. Nike’s entries include the Nike Air Jordan 1 XQ China edition, with
dragon-inspired patterns and red silk accents, and a line of retro sneakers with chunky red soles and decorated with
yellow Chinese characters that commemorate China’s first modern day Olympic participation in 1984. Nike
has also introduced sportswear with a new slogan in Chinese that translates roughly as “Human Rights Are
Overrated!” We made that last one up.
Think Bigger
This year’s theme for the Association of Professional Design Firms (APDF) annual meeting is “Think
Bigger” in New Orleans. The keynote speaker is Larry Keeley, a recognized visionary on the topic of strategic
innovation and president of Doblin Inc. Renowned economist Jeff Dietrich, from the Institute for Trend Research, will
provide insights on today’s economy, and Winnie Hart, president and creative director of the H Agency, based
in New Orleans and Houston will address disaster planning. New this year is “Business Issues Roundtables”
— a chance for attendees to bring real-world business challenges to a forum of peers. Finally, APDF is partnering
with Hands On New Orleans to support a volunteer event specifically targeted to our attendees. May 15 to 18 are
the dates.
www.apdf.org
Rich Media
Anne Rich, Packaging Graphics Director, recently celebrated her 25th anniversary as an employee at Directions, the
Neenah WI-based branding, marketing and packaging design agency. When Rich joined the agency as a graphic artist
in 1983, Directions employed about 15 people. “I was one of a half-dozen artists on staff,” said Rich.
“We were located in a little building that now is a day care center.” Today the agency has 72 full-time
employees and recently completed a major expansion and renovation of its offices. Directions, which celebrated its 50th
anniversary in 2005, is among the oldest and largest full-service advertising agencies in Wisconsin. “Anne’s
contributions have played an instrumental role in our agency’s ability to grow and prosper,” said Kristine
Sexton, Directions’ owner and president.
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MORE NEWS
Shades of Blue
The Jones Group of Atlanta GA has rivitalized the corporate logo of Cox Communications, the third largest cable provider
in the U.S. The assignment included creating a brand architecture that addresses the diverse needs of three business units
— Cox Residential, Cox Business and Cox Media. “Our objective was to create and present one clear, strategic
brand across all business units for competitive success,” said Vicky Jones, president of The Jones Group. “The
program enabled Cox to significantly reduce brand fragmentation, unify the look and feel of a growing product portfolio
and provide a distinctive position in the market.” The existing logo was modified with a dimensional treatment
featuring wavelike shapes signifying movement and energy. It employs three shades of blue — each representing
an individual business unit. The program also ends the practice of differentiating the three divisions with wordmarks.
Meet Me In St. Louis
Washington University of St. Louis MO has launched a new Modern Graphic History Library. The library is dedicated to
acquiring and preserving distinguished works of modern illustration and pictorial graphic culture while also promoting
sustained academic consideration of those materials. The collection includes artists’ working materials, sketches
and finished artworks — from book, magazine and advertising illustration to graphic novels, comics, poster design,
information design and animation. The catalyst was a substantial commitment of artwork and materials from the family
of Al Parker, a St. Louis native alumnus best known for his groundbreaking post-war illustrations for women’s
magazines such as Ladies’ Home Journal, Good Housekeeping, McCall’s and Cosmopolitan. It also draws on
a wealth of existing holdings, including collections of children’s literature, comics and pulps, periodical illustration,
19th and 20th century political illustration and materials relating to graphic design and the history of printing.
Hope and Change
The call for entries is now available for Sappi’s 2008 Ideas that Matter grant program. The initiative provides funding
to designers for unique print-based campaigns promoting social, environmental and humanitarian causes. A supporting
brochure campaign focuses on the impact designers have to instill change in society. The thought-provoking brochures
address issues like domestic violence, addiction and homelessness. “This year we are encouraging designers to use
their creativity and unique abilities to submit work that has a direct impact beyond the design world,” said Cheryl
Shepard, Director of Interactive Marketing for Sappi Fine Paper North America. Joe Isaak, Senior Consultant, Sales and
Marketing, adds that the campaign “challenges the designers to realize the struggles — and the possibilities
of hope and change in the work they create...” Since its inception in 1999, the program has awarded over $1 million
each year in grants.
www.sappi.com/ideasthatmatter
Synergy Conference
Cincinnati OH is the place, and June 11-13 the time, for the Design Management Institute’s Brand/Design 20
conference. Dubbed Synergy, the program is intended to inspire professionals to better assess how they can make more
effective design contributions to their organizations. The premise: design, brand, and business are a powerful combination,
representing the entire customer experience, and together they make the promise, set the expectations, affect every
experience. Amy Brusselback, Global Design Director, P&G and Jerry Kathman, CEO, LPK, are conference co-chairs. Speakers
include: Michael Moore, Senior Interior Design Manager, Marriott Hotels; Rosaline Yin, Director, Brand and Graphic Design,
Kodak; and Stanley Hainsworth, Vice President Global Creative, Starbucks Coffee Company.
www.dmi.org
TAKE FIVE!
CAREER TIPS FROM THE CREATIVE GROUP:
BULLET PROOF YOUR CAREER
If recent economic news has you feeling insecure about your job prospects, now is a good time to
take action. Following are five suggestions that can help you increase your marketability:
1. Update your book. Set aside a few hours to review your portfolio and add any recent
projects. Be sure to include information about the results of each piece.
2. Revamp your resume. It’s always wise to have a resume prepared. Whether
you’re applying for a promotion within your own firm or must launch an instant job hunt, you’ll feel
better if you have a stellar resume by your side.
3. Learn something new. Digital skills can increase your marketability, as can taking a
public speaking or copywriting class.
4. Volunteer. Offering pro bono services is an excellent way to make connections while
adding new dimension to your portfolio.
5. Reach out. Networking web sites such as Linked In and design:related allow you to
meet new people from the comfort of your couch.
The Creative Group is a specialized staffing service placing creative, advertising, marketing and web
professionals on a project basis. Find more information at
www.creativegroup.com.
TRENDSPOTTING
This Is No Game
In-game advertising vendor Massive Inc. extended its partnership with Electronic Arts to deliver ads within several
popular sports games through 2010. The multi-year deal features famous sports titles published by Electronic Arts,
such as Madden NFL, Need for Speed and Tiger Woods PGA Tour. The Microsoft-owned company will continue to
deliver live ad placements within these titles, allowing advertisers to swap out messaging frequently and initiate media
buys on the fly. The company will also place ads within any new titles EA produces during the duration of the deal.
Comments Jay Sampson, Massive’s North American Sales Director, developing an ongoing ad relationship with a
major publisher like EA is important to help legitimize the in-game ad industry. “Marketers can have assurance
that our programs are consistent and persistent,” he said. “They can better plan to buy this medium
— it’s the notion of predictable programming... It’s all part of the industry’s maturation.
Postal Hikes
The Postal Regulatory Commission has proposed a postal rate hike for periodicals — the first mandated to be tied
to the Consumer Price Index. Going into effect on May 12, periodicals rates will increase on average between 2.7 and 2.9
percent for almost all Periodicals. Under the Postal Accountability and Enhancement Act, the Postal Service may
“bank” the difference between the CPI cap and the implemented price changes, if the price changes are lower
than the CPI. Also under the new law, the Postal Service has flexibility to vary rates within classes as long as the class
average is CPI-limited. However, Straus says that the increases within the Periodicals class this time, at least, are very
nearly across the board, with extremely small variations among different publications.
Doing It Outdoors
Out of home advertising industry revenue grew 7.0% in 2007, accounting for $7.3 billion in total spending. “Out
of home was one of the strongest performing media segments last year, growing at a pace higher than the overall ad
industry,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America. Among
the categories of advertisers, Communications grew the fastest, followed by Automotive, Auto Accessories & Equipment,
then Insurance & Real Estate, and Public Transportation. Other robust gainers were Hotels and Restaurants.
SPECIAL EVENT: PANTONE SEMINAR FOR COLOR FREAKS
Pantone and X-Rite’s popular color seminar “Color Control Freak ’08” continues to draw
graphic designers from around the country. Controlling color from inspiration to production is a dark path for many
designers. But Color Control Freak ’08 sheds a practical light on the subject. It provides useful, easy-to-understand
recommendations for the color crazed and the color dazed. This year’s seminar tour includes a special bonus discussion
on emerging color trends, the psychology of color, and Blue Iris, the 2008 Color of the Year from Pantone. Learn what new
colors and color palettes are driving the design world today. Pantone’s new Goe System highlights the discussion on
controlling spot colors in a design. Discover how the Goe System works and how it can be used to accurately reproduce
designs across multiple media.
Everyone who attends Color Control Freak ’08 will receive a comprehensive workbook that’s an excellent
reference tool back on the job. It also includes valuable gifts, discounts, and information on the products and services used
during the seminar.
Sponsored by Pantone, HP, Eizo Displays, and X-Rite, the one-day interactive seminar gives graphic designers the color
knowledge they need to capture, create, communicate, and control color from inspiration to production. Color Control Freak
’08 stops in April include visits to Dallas (April 8), San Diego (April 15), D.C. (April 15), Los Angeles (April 29), and
New York (April 29). For more information and registration, visit...
www.xrite.com/colorcontrol08/
IN CASE YOU MISSED IT: GDUSA WEB DESIGN REPORT
Part 1 of our special web design reader survey can only be seen online. The report is available at...
http://www.gdusa.com/eblasts/080325_photos/msg2.html
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