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News

LEED

CSA Provides Stamp of Approval

New York NY

Carbone Smolan Agency (CSA) has created the graphic identity for SPE Certified, a food certification and consulting program that brings scientists, nutritionists and chefs together to create healthy restaurant meals. To earn the seal, the meals must be sourced, prepared and enhanced according to specified guidelines. The goal is for the program to become the “food industry equivalent of the architecture world’s LEED Certification.” CSA developed all the branding and design, including a stamp of approval that identifies dishes that meet SPE’s health standards, plaques for restaurants, and icons on menus. SPE Certified’s founder is chef Emmanuel Verstraeten of the Rouge Tomate restaurant group.
carbonesmolan.com

       
nuts.com

Bierut Gets A Little Nutty

Newark NJ

Michael Bierut led the team at Pentagram in creating a new brand identity for Nuts.com. It’s an online retailer of every kind of nut, from peanuts, pistachios, pecans and pine nuts, to cashews, almonds and filberts, in salted, unsalted and organic varieties. Graphics translate the family-run company’s irreverent tone of voice into packaging with handrawn lettering and playful nut mascots drawn by Christopher Niemann. Founded by “Poppy” Sol Braverman in 1929 as the Newark Nut Company, the family-owned business has grown from a local market stand on Newark NJ’s Mulberry Street into a site that sells over 2,000 items and has annual sales of over $20 million. The new identity was prompted by the company’s finally being able to secure the Nuts.com URL.
www.pentagram.com

       
Carmichael Lynch

Agency Adopts Post-Digital Identity

Minneapolis MN

Carmichael Lynch, a venerated shop that has developed many a brand, has launched its own new brand identity, including a new website, logo and fully reimagined workspace in downtown Minneapolis. The Carmichael Lynch logo mark was the starting point for getting the agency updated for the post-digital 21st century as well as the future to come. Conceptually, the idea was to transform the identity from one associated with nostalgia to one that bravely embarks on a new aesthetic journey with the agency. Bright colors were adopted over muted predecessors and new patterns are infusing the walls with a sense of motion and spontaneity. The website revamp showcases all of the agency’s work. Carmichael Lynch is part of Interpublic.
www.carmichaellynch.com/identity

       
Kelloggs

Brand Refresh Is Good Start

Battle Creek MI

Kellogg’s is serving up something to remind consumers about the importance of a great breakfast to start the day: a major brand overhaul. The scope of the identity refresh includes updated logo, clarifying the brand’s mission, incorporating the ‘masterbrand’ into all marketing campaigns, consolidating 42 company websites into one, and issuing a new tagline, ‘Let’s Make Today Great.’” The client worked with Interbrand on what the 106-year-old company referred to internally as “Project Signature,” while creative agency Leo Burnett and digital agency VML helped execute the brand strategy and identity system. Explains Chief Marketing Office Mark Baynes: “One (goal) was to drive absolute clarity and alignment around the purpose of the Kellogg’s brand and what it stood for, and the second was to align and create a fresh identity system for the Kellogg’s brand that accompanied all our executions around the world.”
www.kelloggs.com

       
Pearlfisher Little Bird

Brand Mixes Traditional and Quirky

London UK

Pearlfisher has created the tone of voice and identity for Little Bird. It’s a new brand for babies and young children from fashion designer Jools Oliver in partnership with long time UK retailer Mothercare. Reflecting the collaboration, the brand is rooted in heritage and nostalgia mixed with a modern quirky twist. The identity is an iconic symbol for motherhood and the design brings to life the name through a little bird icon. The mark works as a double visual identity, with the heart icon becoming apparent after that of the bird ‒ representing freedom, curiosity and connection. The rainbow is a nod to vintage, looking back to the 70’s, while the neon is a link to the modern feel of the brand. The identity is being applied to a range of clothes, packaging and brand collateral. Sarah Butler, Deputy Creative Director at Pearlfisher, described the solution as “emotive, characterful and individual.” Jools herself comments, “My mother dressed me in Mothercare as I have done with my own four children, so designing this collection has been a dream come true.”
www.pearlfisher.com

       
Updating Goofus and Gallant

Updating Goofus and Gallant

Redding CT

Remember Highlights? Hidden pictures, Goofus and Gallant, the “fun with a purpose” tagline. Over 65 years, the magazine for children had established a reputation for traditional values, and for being advocates for children and children’s education. To help Highlights extend the brand into other media and age groups, the Alexander Isley firm created a printed “brand bible,” an updatable document that outlines the brand strategy, architecture, standards, and resources for team and partner use. A centerpiece of the bible is an introductory comic book, presenting in a nutshell the overall Highlights brand approach, key characters, and core values.
www.alexanderisley.com

       
Graphics Match Modernist Design

Graphics Match Modernist Design

New York NY

Poulin + Morris has developed a comprehensive environmental graphics and wayfinding sign program for Conrad New York, a sixteen-story location in Lower Manhattan's Battery Park City overlooking the Hudson River. Inspired by the Conrad’s modernist design and luxury positioning, the firm created an exterior and interior sign program fabricated to complement the hotel’s architecture by Kohn Pedersen Fox. The main exterior identification signs are fabricated in stainless steel ‒ when remotely illuminated, their dramatic, sculptural quality complements the highly reflective and transparent entrance to the hotel. The interior signs are fabricated primarily in glass and stainless steel, materials used throughout the hotel’s interior architecture.
(Photography: Deborah Kushma)
www.poulinmorris.com

       
Distilling The Elements Of Design

Distilling The Elements Of Design

Lenox MA

The entrepreneurial Berkshire Mountain Distillers develops and produces handcrafted spirits from its distillery in the Berkshire Mountains of western Massachusetts. It has been described as “the perfect mix of creativity, local agriculture and industry.” Since its inception, Studio Two of nearby Lenox MA has been providing brand development, package design, print collateral, corporate identity, and web design services. Studio Two Design Director Heather Rose developed the fundamental elements of the brand, and worked with federal licensing authorities to assure compliance with the strict laws regarding packaging and marketing of alcoholic beverages. The foundation building blocks of the brand ‒ including logo, packaging, color palette, message, typography and photography ‒ have been used consistently to raise the distiller’s profile. Kevin Sprague is Creative Director at the design firm.
www.studiotwo.com

       
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