GRAPHIC DESIGN ENEWSLETTER / JANUARY 13, 2009
IN THIS ISSUE:
Publishers Note: More Graphic Designers
Project Spotlight: Obama Inauguration Invite
Graphics News: Armani Exchange, Burger King
Take Five Career Tips: Change(s) You Can Believe In
More News: Tic Tacs, Jump The Shark
Now On GDUSA: Award Winners Gallery
PUBLISHERS NOTE: 270,000 AND COUNTING
When I first started writing for GDUSA the late 1970s, few in the broader society were aware of what a graphic designer was or did. If you said “commercial artist” perhaps you caught a glimmer of recognition. These days, it feels as though everyone you meet is a graphic designer, is related to a graphic designer, has worked with a graphic designer, recently read a newspaper story about a graphic designer, or wants to be a graphic designer. Turns out the numbers match the feeling. As reported in the recently released Bureau of Labor Statistics Occupational Outlook, the graphic design field is projected to grow robustly through the middle of the decade. The number of (employed) graphic designers will rise by almost 10 percent from 2006 (when the study began) to 2016. Bringing the total, for good or ill, to an astonishing 270,000. The Labor Department’s Outlook foresees a less optimistic future for related graphic arts categories. Topping the list of endangered species are prepress professionals and bookbinders, both groups expected to decline by 21 percent.
— Gordon Kaye
PROJECT SPOTLIGHT: ONE IN A MILLION
Didn’t get an invite to the Inauguration? Don’t blame
Precise Continental, the Brooklyn, New York printer and engraver. The
shop has produced one million gold-and-black engraved invitations for
the inauguration of President-elect Barack Obama. According to Jim
Donnelly, owner of Precise Continental, his company was selected by
Emmett Beliveau, executive director of the Presidential Inaugural
Committee, for several reasons: it’s a union shop, it uses
recycled paper, and it is certified by the Forest Stewardship
Council. Ellen Van Zandt, also of Precise Continental, notes that
the project involved three impressions per invitation, a full black
text plate and a gold impression with a second hit on the gold with a
hand crafted, multi level embossing plate, as well as a cover letter
and envelope. All were engraved and/or printed on Neenah Paper’s
Classic Crest Recycled 100 Natural White. States John O’Donnell,
president of Neenah Paper, surely speaking for everyone involved:
“We are proud to be included in such an historic occasion.”
More on various aspects of this project in the upcoming January GDUSA
Green Enewsletter and in the February GDUSA magazine.
GRAPHIC DESIGN NEWS
Dressing Up A Logo
Italian fashion label Armani Exchange retained
design firm Chermayeff & Geismar to upgrade its logo and graphic
look. As successful and recognizable as Armani Exchange’s brand
identity has been since its launch in 1991, the logo’s visual
strength on labels, marketing materials and in advertising was too
light and often hard to see. Lead designer Sagi Haviv’s updated
logo concept solves this problem with a simple flip of color. The firm
also redrew the A and X to make the thick diagonal strokes parallel
and to accentuate the contrast between thick and thin. Haviv, by the
way, is the famous firm’s newest — and youngest-ever —
partner.
http://www.chermayeffandgeismar.com
National Design Policy
This November, leaders representing the major U.S. professional
design organizations, design education accreditation organizations, and
Federal government design assembled in Washinton DC, to develop a blueprint
for a national design policy. The group concluded the Summit with the
proposal of several immediate action steps: reestablishing an American
Design Council to represent all U.S. design fields; developing an American
version of the British government’s reviews on the contribution of
creative industries to the British economy; inviting captains of industry
to testify as to the power of design; and encouraging the Nationnal
Endowment for the Arts to propose a U.S. National Design Assembly and
Federal Design Improvement Program, similar to the activities that
revitalized federal design standards in the 1970s.
http://www.aiga.org
Scent of A Man
Burger King launched a new brand of perfume over the
holidays called Flame by BK. The message: “The Whopper sandwich
is America’s favorite burger. Flame by BK captures the essence of
that love and gives it to you. Behold the scent of seduction, with a
hint of flame-broiled meat.” The advertising agency is Crispin
Porter + Bogusky, which has introduced numerous viral and specialty
efforts for the franchise. The fragrance reportedly sold out over the
holidays, and was seen at 300-400 percent markups on eBay.
Feeling Better
72 percent of small businesses in North America’s creative services
sector expect revenues to grow or remain stable despite the economic
downturn. This according to a new survey of creative business executives
by FunctionFox. Among the optimistic findings: a solid majority expect to
maintain or increase staff size and more than one-third see strong
positioning as their greatest opportunity in 2009. Strategies include a
focus on new leads and clients, micro-targeted marketing, getting leaner
and cleaner, and providing clients with new solutions using web technologies.
Football Shield
The United Football League, a new professional outdoor American-style
football league, kicks off with a brand identity created by Landor
Associates. The UFL, say investors, was created to meet the needs of
football fans in major markets currently underserved by professional
football. Committed to bringing fans closer to the game the league
promises to provide them with easy, entertaining, 24/7 access to the
organization through various forms of new media, including video on
demand, fantasy football chat, interactive gaming, forums and blogs. The
visual identity takes the form of a shield; it is complemented by a bold
typeface and graphic style.
TAKE FIVE! CAREER TIPS
FROM THE CREATIVE GROUP:
CHANGE(S) YOU CAN BELIEVE IN
It’s official… the U.S. is in a recession. For some people, that means having to look harder for work. But those who stay in their jobs may have to do things differently, too. Following are five changes designers can expect during troubled times:
1. New Priorities. Firms may be re-evaluating their programs and focusing on initiatives that will generate immediate revenue. Be flexible when you’re asked to take on new projects, and work with your manager to identify initiatives that are closest to the bottomline.
2. Internal Moves. Many companies may be filling open roles internally instead of hiring, so this could be a good time to put feelers out if you’re interested in a different sort of position within your firm.
3. Added Responsibility. Designers may be asked to take on additional tasks as companies becoming leaner. Be willing to learn new skills and put old ones into use. Also, identify tasks that can be delegated or put on hold as your duties expand.
4. More Reporting. Managers performing cost/benefits analyses of specific programs may request more detailed reports on the time and expense associated with your projects. Carefully track expenditures and monitor how your time is allocated so you don’t have to scramble to provide this type of information.
5. Pared Down Perks. Firms looking for ways to reduce budgets may cut down on pricey “extras.” For example, this year’s holiday party may be a potluck versus a lavish spread. Accept that sacrifices are being made, and try to maintain a positive disposition.
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.
MORE GRAPHIC DESIGN NEWS
Chill Pill
Tic Tac is shaking things up with a sugar-free extension called Chill. New
packaging includes a sliding front panel, though the brand’s iconic flip-top
remains. Tom Lamb, group account director at Merkley + Partners, said the mint is
aimed at harried consumers between ages 25 and 45. A television ad, featuring the
animated mints dancing in 3-D, helps underscore the theme, while an online component
offers four free “chill” songs for download.
http://www.tictacplaychill.com
Beware The Shark
Poor client balance, a fairly common problem with many creative service
firms, can ruin a design firm. Joven Orozco, head of Joven Orozco Design, identifies
a dangerous client as a “Shark.” Sharks provide large amounts of revenue
and, if for any reason the Shark goes away, your company’s cash flow can be
seriously eaten up by overhead costs. Any client that accounts for over 25 percent
of your total revenue should be labeled as a Shark. Even if you work with
different divisions of a company, argues the ever-provocative Orozco, the
aggregate should still be under 25%. The ideal client: the “Big Fish,”
who accounts for up to 20 percent of total revenue, but won’t destroy you
if it swims away.
http://jovenville.blogspot.com/
What’s in a Name?
In a decision that was part art, part science, Erie County Medical Center and
Kaleida Health systems combined to become Great Lakes Health System of Western
New York. And to help them, they called in ECMC’s longtime ad agency, Stand
Advertising. Stand’s president, Janet Stanek, wanted to create a name that
the people of Western NY could own. “People see the Great Lakes as both
pleasant and calm, and also powerful,” she said. “Those are good
attributes for healthcare.”
Email Over Facebook
A recent Epsilon survey demonstrated that clients responsible for the
highest traditional revenues — big corporate marketers — prefer
more proven tools than Facebook or MySpace. Despite the popularity of social
networks, marketing dollars have not followed millions of users. In a survey
conducted by GfK Roper Public Relations and Media, a majority of the participating
180 chief marketing executives said they had low current interest in social
networking and word-of-mouth sites (or in incorporating those functions into
their own sites). The execs indicate a preference for email, internet forums,
podcasts and webcasts as marketing venues.
NOW ON GDUSA.COM: AWARD WINNERS GALLERY
The winning projects showcased in our 300-page American Graphic Design Awards
Annual (Nov/Dec 2008) are now also posted on our (exceedingly) popular website,
too. You can search for winning pieces by Category (e.g., Annual Report) or by
Alphabetical By Design Firm/Organization. Assuming all goes well, winners of all
future GDUSA competitions appearing in our publication will also appear on the
site. Come take a look!
http://www.gdusa.com/issue_2008/12_dec/