GRAPHIC DESIGN ENEWSLETTER / JUNE 10, 2008
IN THIS ISSUE:
Publishers Note: Sex & The City
Spotlight Project: Bottling The Olympic Spirit
Graphic News: Frank Baseman, Breyers, Jet Blue
HP Special Promotion
More News: Cosmetics, Kosher, Cleanliness
Take Five Career Tips: Stop Talking
Housekeeping: American Graphic Design Awards
With the Beijing Olympic Games on the horizon, Coca-Cola has invited artists from
around the globe to jointly depict what the occasion means to them. The result of
this artistic bridging of cultures is a new “WE8” series of eight highly
stylized, aluminum contour bottle designs by several of China’s leading visual
artists. And for each limited edition bottle design — inspired by themes of
Olympic spirit from the “Coke Side of Life” brand campaign — a
popular recording artist from another country has composed a companion song.
Beginning this month, the art-and-music creations are available for DRM free
download for all devices. Coke’s overall Olympic-related campaign centers
on “the Olympic spirit of positivity in daily life.” Says Kevin
Tressler, director, Worldwide Sports and Entertainment Marketing: “This
venture is about celebrating the creative possibilities when artists from around
the world come together, and sharing them in a way that touches everyone, especially
youth.” Shown here is “Active Optimism” by Chen Shaohua.
Frank Baseman, principal of Baseman Design Associates and Associate Professor of
Graphic Design Communication at Philadelphia University, will receive the 2008 AIGA
Philadelphia Fellow Award. Date and place? June 26 at Cescaphe Ballroom in Philadelphia.
Baseman has been working in the graphic design industry for more than twenty years;
past posts have included art director at Philadelphia Magazine, as well as senior
designer/art director with Walter Bernard and Milton Glaser, and the Berhardt Fudyma
Design Group in New York. A native of Philadelphia, he earned a BA in Graphic Design
from Penn State and an MFA from the Tyler School of Art. He has been an important
leader in the AIGA at the local and national levels. Comments Kelly Holohan,
President, AIGA Philadelphia, “Frank has dedicated himself to our profession,
his students and the community.”
New packaging for Unilever’s entire Breyers Ice Cream franchise has been
introduced at market, including its All Natural, Double Churn, Overload, CarbSmart
and co-branded items with Oreo, Reese’s, Snickers, etc. The redesign, which
involves about 100 SKUs, was handled by Smith Design, the New Jersey/California
brand design firm. “The brand strategy called for unifying what had previously
been a fragmented look between the many Breyers’ sub-brands,” said
Jenna Smith, who managed the project. All Natural is strongly reinforced and the
company name and leaf brand mark are prominently displayed. “As a basis for
the redesign, it was important to reassert the equity and heritage of Breyers’
pure ingredients and its all-natural positioning,” she said. The refreshed
look features inviting “flavor cues” on each package such as bits of
chocolate and raspberries, cinnamon sticks and caramel.
Design agency Bombastic has developed an inflight identity package for the low
fare carrier’s new premium movie channels. The project, “JetBlue
Features,” involved naming, identity design and customizable, animated
inflight presentation packages by Bombastic to showcase JetBlue’s first-run,
pay-per-view movie offerings from six major Hollywood studios. “We were
inspired by JetBlue's brand strength and idea of ‘we don't fly, we jet,
’ which evokes a sense of entertainment and joy of travel,” says
Creative Director Jamie Slomski. “Our goal was to create an enduring
aesthetic that would resonate as contemporary and timeless and be inviting to
viewers for years to come.”
The Jones Group, Atlanta-based marketing and design firm, has completed branding work
for 29 Cosmetics. The client is Lydia Mondavi, a fifth-generation Atlanta native, now
living in Napa Valley CA, whose product line is named for the colors and palettes of
the world of wine, as well as the areas in and around the famous wine country. In
addition to the brand identity, the design firm developed product labels and packaging,
as well as a buyers’ book for retailers. Vicky Jones says that, for the logo,
“we took our inspiration from Highway 29, the main artery that runs the length
of premiere wine country in Napa Valley. We strived to define a proprietary font that
has an organic feel, which is a nod to the grapevine.”
TBWA\TEQUILA\Singapore won the regional Photolibrary account late last year, and the first
campaign of three print ads — funny and edgy content that shows, for example, a woman
in a bikini repetitively placed in dozens of surprising settings — was launched by
December to promote royalty free images to the creative community itself. Since then, that
campaign has won metal at several regional and international award shows including The
Spikes, One Show and Clio. Glenn Parker, Chief Executive Officer of Photolibrary, a leading
international stock provider, commented: “It’s fantastic that our work has
been honored this way... We see this as the first of many marketing activities by
TBWA\TEQUILA to promote our brand not just in Asia, but also globally.” According
to Parker, the next campaign will be interactive-led with a strong viral component and is
due to be release in the next few months.
The Orthodox Union logo, the letter U inside the letter O, is one of the most famous
symbols in America, ranking up there with the Good Housekeeping Seal of Approval. Not only
does it adorn 400,000 products certified as kosher by the OU, but in another form, it
appears on OU publications, letterheads and publicity material. Now, some 80 years after
the symbol was established to be placed on a small number of kosher certified Heinz canned
goods, an additional new logo has been designed to reflect the reality that the
organization does more than certify food products but works in many areas of Jewish life,
such as youth services and community life. Graphic artist Josef Tocker designed the new
logo; Gerald M. Schreck chairs the OU Communications and Marketing Commission and David
Olivestone is National Director of Planning and Communications.
The Principle design firm recently helped the Texas Children’s Hospital launch a
campaign to increase hand hygiene compliance. Utilizing the prefix of the word HYgiene,
Principle put a twist on the well-known phrase “High-5.” All children want
to give a HY5 or get a HY5, and this universal expression can be interjected during
physician-patient dialogue. The campaign included posters, stickers, pins for healthcare
workers and signage at Purell dispensers. The design firm is a collaboration between
designers Allyson Lack and Pamela Zuccker.
TAKE