If you haven’t noticed already, Adobe has come up with a new look for CS3. Instead of every application made up of different elements — butterflies, feathers, and flowers — there are a series of unified icons that are designed under a single visual domain. The look is simplistic yet it has a unique style. I found that the design direction that Adobe took pertaining to CS3 was beautiful and unchallenging in identifying each application. It is a bold design statement that logically fulfills several defensible purposes.
The redesign of CS3 has been launched only a short while ago; however, Adobe is redesigning Photoshop. In my opinion, the new logo is a little too unappealing and overdone. It seems as though sustaining the brand equity of Adobe has gone down the drain. Photoshop has been used by designers, architects, film and video professionals, photographers and students to have control over content and colour…With its new look, it suggests indecision and lack of focus.
The blue glassy texture of the bubble seems focused for consumer flair and makes me think a little less of Photoshop as a professional program. It does not speak to me what Photoshop really is. Photoshop is now targeting toward the average consumer, so perhaps that's who Adobe needs to be marketing to with the new logo. I think I'd be much untroubled with something along the refreshing, professional icons of the adobe logo.
Photoshop's New Look
Do you think design is more important or brand?
As a university student, we use USB to save our homework and datas. There are lots of design of the usb port: such as wood surrounding, or some rectangler shape, but none of them are attractive.
Yesterday when I read the magazine I knew Swarovski have a new collection of necklace designs which combine with usb port in it. The product is attractive for female customers but i think for a necklace would be a little bit too short for pluging in a usb into the computer. Also if you open it many times maybe the attechment will get lose eventually. Therefore personally i would not buy that product.
I saw this funny little man on a website week before. The first time I saw it I didn't really sure what is it use for, but I love the cutie design for the face and lighting. Afterward I realize it is a usbport and it has many faces to choose. I believe this funny little man will give me happiness during my boring study.
Brand name product is not always a good design; a good design might not be under a famous brand!
Old vs. New Kodak Logo
Recently I’ve been looking at digital cameras and I noticed that Kodak has a new logo. Actually the new logo was introduced earlier last year, but I never realized it because I don’t use traditional film anymore. Also, now whenever I look at digital cameras I mainly check out Canon, Nikon, and Sony. In my mind, I associate Kodak with conventional photographs, and the first image that pops in my head is the little yellow boxes of film. Although Kodak has started to make its way into the digital market, I still don’t connect it with cutting-edge digital technology.
The Kodak brand has been tied with conventional photographic film since it was introduced in 1885, and changing its image is proving to be a challenge. Furthermore, numerous other photography brands have a broader, more digital-friendly reputation.
Kodak’s new look moves its name out of the traditional yellow-box logo in favour of a simpler more contemporary design. The new logo also features a new typeface with more streamlined rounded letters. I think Kodak is taking a step in the right direction in trying to change people’s perception through its logo. What do you think of the new look? Does it successfully move the brand into a new era?
The Not-So Mini "mini"
you automatically assume it's a small and nimble
cooper.. but not anymore.. as Mini has introduced
its older brother, the Clubman
Yes, thats correct, its basically a longer, slightly wider
version of the Mini Cooper. The Clubman is designed
for those who want a cooper, but need extra cargo
and seating space for their family.
The Mini in the automobile industry has made its name
loud and clear, but personally, I feel that Mini is trying
too hard to open up their consumer demographic as
the Clubman loses the "mini-ness". The Clubman
is still a coupe, still a hatchback, still considered as a
small car... but it'snot mini.
UPS LOGO
UPS redesigned its logo in 2003, replacing the classic UPS logo designed by Paul Rand in 1961, who also designed the well-known IBM logo. The most significant change in the new UPS logo was the removal of the bow-tied gift packaging design, and turning the logo into a brown and golden 3D looking shield. The chosen brown colour only applies to the logo, but is used throughout the corporate identity, from the exterior colour of the truck, to its employee uniforms, company websites. The redesign of their logo was to establish a new corporate identity, that UPS not only delivers packages, but also provides various supply chain services. As their slogan says: “Synchronizing the World of Commerce.” When you send your laptop for repair through UPS, the guy in the brown suit is actually the one that does the repair.
Which logo do you prefer? The old or the new?
My M&M's
In what appears to be an attempt to boost sales and consumer interest M&M's is now customizing their candy. Step #1 Choose your colour anything from teal to silver to black is fair game. Step #2 ad your message. Anything from 'Ur hot' to 'Good Luck' to 'Peace' is acceptable. Now for those who like to combine business with pleasure there is a step #3. Add your logo.
Who needs business cards just give the potential client a bag of personalized candy. Who wouldnt look twice at something written on their M&Ms.
The idea of designing or personalizing candy seems to be a growing trend. Smarties is doing something along a similar line with their box designing competition. It's a great way to restore interest into the brand and the product. By designing their own candy the consumer feels like the product is unique to them. Anything with a personalized twist suddenly feels like it was made for you and your attatchment to it is strengthened.
As long as the classic M&M's stick around I'll welcome the custom ones anyday. Im thinking they may even be an option for a leave behind for interviews. It's not everyday you can eat a person's business card.
JORDAN VS SHAQ - Appropiation in Branding
I've been a sport fan for my whole life, and therefore, i've been exposed to the sport brands my whole life. When the Chicago bulls and M Jordan were winning, i was there, and of course i wanted some Jordan shoes; the jordan logo became really iconic and nike even created its nike air based on him. A couple of years later, Shaq was the star, and the shaq's were on the market right away. Now, how much appropiation from one logo to the next one could be taken even when is from the same company and same sport?? Should they be different, or because they are targeting potencially the same audience should be similar?
In my opinion, i belive that nike was marketing both logos as different brands, consequently the later one (shaq's) should be totally different to identify it as unique, not as a copy, which seems second hand and cheap.
Wife of The Sex Pistols?
I have been born into a world where I’ve had the pleasure and burden of having to wear glasses. Most people do, but I’ve never taken the brand of my spectacles seriously. The other day, I was having a coffee at an infamous Second Cup patio reading the newspaper. Out of nowhere, a young lady nearly knocked my off my seat. “OH MY GOD LOOK AT YOUR GLASSES!” is what I heard belted out beside me. I found that rather funny since I was wearing them. Of course I was looking at them. I inquired about her epiphany and she said she was a huge fan of Vivienne Westwood. What the hell was this girl talking about? I took off my glasses and had a good look at the brand name. There it was- Vivienne Westwood. After listening to her babble about costumes and The Sex Pistols and a whole bunch of other nonsense, I became curious. I looked up this lady, discovered that she is some incredibly well known designer that was married to the manager of The Sex Pistols. Her work is hard to locate here in T.O but popular in the U.K. She was actually very worthy of note and if anyone is interested, don’t hesitate to have a look at her work for some inspiration. Who knew that an eccentric lady at a coffee shop would open up a unique door to brands?
I-Shoes, I-Jeans, I-Buckle~! When will it end?!
I was surfing one day online when I came across this thread about this new product called the tune-buckle otherwise known to most as the I-Buckle. Immediately it made me think “why on earth do we need this!?” Although this product is not part of apple, it struck to me how many other companies and businesses such as Tune Buckle, Levis, and Nike make the dough from leeching off of this powerful brand. In my opinion Apple is “over doing it” with the products they are coming out with: I-Pod, I-Shuffle, I-Nano, I-Phone, I-Touch... well you get the point. The funny thing is people buy into it knowing that their “I-product” is not complete without another product that carries the SAME features but this time with an “additional” feature! The sickening part of it is that this vicious cycle of producing these excessive products will never end. Weather its apple or some other business leeching off on the “I-theme”, the world will be slowly consumed with I-products NOoooooooooooo!!
http://www.tunebuckle.com/store.htm
http://www.apple.com/ipod/nike/
http://www.ap.levi.com/redwire/high/homepage.htm
Happy Birthday
HAPPY BIRTHDAY
It may not be recent news (Oct 2004) But, I was surprised to learn that a Chinese company has apparently registered a "Happy Birthday" brand. This means the phrase can no longer be used on a range of products in about 25 countries across the world as it is now this company's trademark. The countries that the company Fufeng acquired a right over the phrase include the US, Japan and the European Union members.
Fufeng is a major toy manufacturer with more than $5 million annual export turnover. The company markets about 70 products including toys, dresses, shoes and hats. Faced by the increasingly fierce competition in the world toy market, the company realised the importance of branding its products and registered the "well-known and pleasant phrase" .
Personally I feel there are some things that should be left to the public domain. This reminds me of the guy who tried to patent the wheel . . . except these guys are getting away with it.
GIMME COLOUR
www.smarties.ca
If you haven’t noticed already, Nestle’s Smarties has come up with a new campaign called ‘Gimme Colour’ which is a design contest where the best 10 will be chosen and sold nationally. When I first spotted their ad I automatically thought of similar CGC (Consumer Generated Content) strategies from brands like Nike and Adidas. However I do think it’s a smart move for Smarties which has a larger audience and demographic vs. per say the fashion industry. The contest is very liberal in which anyone can participate despite gender age and so forth - the catch is of course, you have to buy a pack of smarties to enter the pin number online. In terms of helping their brand, it really compliments their ‘fun’ identity, and focuses on consumer interaction diverting from their true tried and tested - “Do you eat the red ones last?” This campaign is fully taking advantage of consumer participation through media and web-based branding.
http://www.designedgecanada.com/newsarchives/2007/200707.html
I did come across an article on the website Design Edge Canada that criticized this CGC strategy for Smarties. Critics have felt it was an insult towards the profession of graphic design and branding because they feel that the strategy and thought process that goes into a successful brand has now become a layover for ‘anyone’ to work on with a click of a button.
Quote: “Their suggestion that a tool allows the operator to become a designer suggests that all we really need to do is to give everybody in the world a copy of InDesign, Photoshop and Illustrator and they are designers,” says McNeill, based in Halifax. “Or perhaps if we were to just give everyone a cheque book they could become marketers. Or everyone a pen, they can become writers.”
They also mention that it could hurt the brand than do much help.
Personally I feel that this campaign is perfect for Smarties. The brand strategy allows consumers to interact and (re)gain a sense of personal connection with this veteran brand…and what can be more thrilling than to have a chance for your design to be sold nationally. Nestle decided to give it a try for Smarties, and despite its perfect rectangular packaging and already successful brand identity, I don’t think any other brand (candy) could have been cool enough for ‘Gimme Colour’.
The Ultimate Gift?
As we were growing up, we hear murmurs from young adult women refer to something as the “ultimate gift”. So what is this ultimate gift? I have asked many female friends and their response was a wedding ring, so I asked what’s secondary to a wedding ring? Eight out of Ten ladies say a piece from the renowned Tiffany & Co.
I’ve recently received such an extravagant gift from a couple of friends for my birthday. Shocked and amazed when being presented the little blue bag. I reached down into the bag and slowly pulled out the little blue box. Boy, it was little but, who knows what could be inside, as Tiffany creates so many great things that the old saying "big things comes in little packages" holds true where Tiffany is concerned.
As the little blue box slowly emerges out of the bag, I slowly I slipped off the ribbon, opened the box and I was met with a little piece of cotton, cut perfectly square. Dare I pick up the cotton? I hesitated for a couple of seconds still shocked from the idea of how 2 college students can afford to give such a gift while supporting themselves. A silver pendent and chain was revealed beneath the cotton square.
You see, the point of sharing this story is because Tiffany is NOT about what's inside, it's all about "anticipation" of what "could be" inside. I believe this is how they market themselves (to both genders) and not through quality/design because if you analyze the workmanship or design of the jewelry you can see it is WAY overpriced for what it’s really worth. But in the end, I think it’s a smart strategy to brand its products to those who have more money than they should have because it seems society has conformed to Tiffany as the “ultimate gift”.
*these bottle show the comparison between the new bottles and the old, they are for the American brand of Nestle Water, Arrowhead.*
Buying water. It seems like a like a weird commodity to buy, but with all the recent health scares in the past year, society has come accustomed to purchasing a commodity that we really can get for free. And now that everybody is buying water, we all have our favourite brand.
My personal water of choice is one you can get at most convenience stores, and you can purchase in bulk at bulk stores like Costco, and Sam's Club. Nestle Water is the water I've been buying for years now; of all the brands I find the taste to be pure and clean. A bit about the company, their sales aver 9.6 billion annually, and within their brand there are 72 various types of water, and names. Some examples of these are Nestle Pure Life, Nestle Vera, Perrier, Vittal, Arrowhead, and many more.
Nestle in the recent years have used a bottle much like most of their competitors, however recently changed the shape of the bottle. With a 19% market I was wondering why would they change the shape, to a curvier more unique bottle, when customers are used to a more traditional bottle. I thought about this a lot as a customer, and as an advertising student, the only explanation I could think of was one that would make their brand more visible. Consumers when drinking Nestle water used to hole the bottle covering the logo and tag, however with the innovative bottle shape when picked up nine times out of ten (tested with a random group) users pick the bottle up with their hand in the indent, leaving the logo and tag completely visible.
I'm quite proud that this brand was able to see this opportunity that was being wasted by so many other brands. They thought outside of the box, and used a wasted space to advertise themselves.
Country Style; the old the new or neither?
I remember a few months back, noticing a sudden change in most country style coffee shops. A new, modernized logo appeared. Even the menu and the inside of the shop was redesigned. It was now not only a "country style" coffee shop, but a deli as well.And although in some ways the logo was beter than the previous, it no longer portrayed that country style. Moreover it seemed to pretend to be something it was not. Perhaps if the changes were introduced gradually or if some of the old style and feeling was maintained, it would be a great solution. Now, im not so sure.
Why Branding?
Branding?
Really?
Are you going to be one of those guys who are like, “Yeah, when I was a youth I was in a punk rock band. Now I sell sh-t to people who really should be spending more time with their families, and less time working, but can't because they have to buy this sh-t that I sell, because I'm just so f-cking good at selling it.”?
If you are, you suck.
Sellout.
----------------------------------------
In the past, whenever I expressed my interest in branding to friends and family I was often met with surprise, and once with contempt. I have few brand loyalties, am ignorant to many brands, and I’m not a very good consumer. (I once wore a single pair of sneakers for almost six years before buying a new pair. See below.) So naturally, when I told folks of my branding interests, I was often asked why?
I have to admit that I do have a love/hate relationship with the idea of branding. There exists the side of me that thinks it irresponsible to help companies and corporations position themselves to, ultimately, sell more products. Yes, I acknowledge that there are many products out there that are necessary, helpful, responsible, etc., but I also acknowledge that there are so many more products out there that aren’t. Is it possible to work in branding and not be one of the ‘bad guys?’ This is where my reservations lie.
Moral compass aside, the part of me that loves branding loves pretty much everything about it. I find it to be an extremely difficult avenue of design. It is one that involves, I believe: the largest research component, the most developed and thorough process, the greatest range of design challenges (think of all those brand touchpoints!), and the most critical minds. These are the reasons I love branding. Incidentally, I also get a kick out of designing logotypes and marks.
My enthusiasm for branding currently surpasses my reservations. This is why I choose to study branding.
What about you? Why branding?
The legendary sneaker
I am looking at the shoes I'm wearing right now. It is a Converse All-Star. I wear this everyday but not when I am playing basketball (Although the original intention of the shoe is for playing basketball). I was wondering what makes people wear this old styled shoe. All-Star no longer serves the purpose of a shoe as a performance enhancer, we have better shoes for sports. However, it has now become a fashion icon. What amazes me is the transition of the brand All-Star (specifically Chuck Talyer series sneakers). The shift of its’ function from a basketball shoes to an everyday sneaker is notable evolution of the Converse All-Star. The brand is a grand fashion statement and a lifestyle brand. They are more purposeful and meaningful than just being a commodity because they exist in culture on all levels. A true relevancy to their audience, that is the reason why Converse All-Star is still a bestseller.
Many of the traditional sporting shoe brands such as Adidas, Puma, Nike, Vans, and Converse have grown into categories that exceed what their original brand offered. Additional brand values such as Adidas’ disco-like apparel and fashion accessories were offered, while Nike organizes community events in parks and stores. Converse's website hosts a section titled "Lifestyle" that allows users to design their own shoes, and an online gallery space to upload films and images that capture the true meaning of the lifestyle attributes of Converse.
Apple computers work... almost
When I first saw an Apple computer with the shiny logo, I was amazed at how elegant the PowerPC with the apple and multiple colours. So after they changed the logo to a slick slivery Apple and I was sold, I wanted one of the machines for myself and all the peripherals that came with it! I stopped believing they were selling me a computer, rather the things that came from Apple had become fashion accessories and the look itself represented a lifestyle I wanted to have.
Changing the logo to what it is now only enforces the professional and lifestyle feeling of the company and how when they say when Apple's "just work" we believe them. I say this because I walked into the Apple store the other day and everything was open to touch, and I noticed more things like televisions using Apple products, and people talking and using their products. But I believe the company had produced an image of superiority that Apple itself is hard to live up to. Everyone expects Apple to be perfect and once it's not, the company gets chastised for it. My friends brand new computer had broken within the first day of his purchase, and since that day he's been anti-Apple since that day. Again having a reputation of superior quality, having a hiccup in that short amount of time essentially ruins the brand itself.
Will Smith couldn't sell me on Miami... but CPB could.
Not to mention, Slim Jim. http://www.shaa.com/
I feel like I could be right at home with these people. Their campaigns scream rampant drug use and binge drinking and hint just a bit at small niche pornography use. And it works. They manage to toggle between slick, quirky, b-list and smart. Most times, I feel as though they're making ad's just for themselves... like they have inside jokes around the office that they end up getting paid for. I respect CPB because they reject the formula. You don't see them threatening people, or replacing basic needs with brands. You don't see them talking to the consumer as though they've got an I.Q score between 80 and 100. I wish more advertising was like this.
MTV: The brand that stays the same by constantly changing
[Random Facts: Founded by Warner Communications and American Express in 1981 and purchased by Viacom in 1985. According to Interbrand, it is also the world's most valuable individual media brand and it placed 50th in Business Week's top 100 global brand rankings.]
MTV is often considered to have begun as a voice for youth culture that slowly evolved, grew in influence, and subsequently became a manufacturer of youth culture. In knowing its co-founders (as well as present owner) its hard to see MTV as having been anything more than a manufacturer, packager and distributor of youth culture; a gigantic advertising program. A clever brand with so much appeal to youth it can sell music and lifestyle.
And hotdamn is it ever working. MTV has stayed relevant throughout two generations (X&Y) and continues to be just as youth relevant and influential today as it ever was. The brand is fascinating because it has very much remained the same since its creation but at the same time it has changed to keep up with current trends. It maintains its identity (logo, concern with youth music and lifestyle) but never loses "cool", relevance or trendiness. The MTV logo has not changed AT ALL since 1981 ... at all. You already know it but here it is:
This was the working logo in 1981, it remains their logo in 2007 and it has been the same every step of the way. The only exception to this is that on occassion they'll throw a pattern into the "M". I've been very in awe of MTV's brand for a long time because it maintains its image on a global scale, there' an MTV Canada, MTV UK, MTV Europe, MTV Latin America, MTV India, MTV Asia, and MTV Japan, etc.; and its (so far) timeless, maintaining its trendy, hip identity through changing trends while never having to alter its logo or concept.
TatAD
Ever dreamed about making big money by leasing out your body to advertisers? I sure never did and I never really thought that there would be people willing to do it! Lease Your Body.com apparently will pay "BIG$$$" if you (the participant) sign up and wear temporary tattoos that advertise logos, slogans, and other jazz provided by the advertiser (companies). Personally it makes my stomach turn thinking of kid walking around with a permanent tattoo, which is optional on the site, of the Nike tick or the Mac Apple on their forehead because it may become the “thing” to just do it! I guess as designers we're always looking for ways to bring out our clients identity from the clutter of advertisements we constantly see all around us. I wonder how long until the moon becomes a giant Pepsi Logo? So where is that fine red line where it says we've gone too far?
My Faves
I'm not quite sure how well Telus Mobility is doing right now, but I'm sure most of us have noticed thier whole "cute animal" advertising campaign is fantastic and has been with us for years. The most recent commercial they have put out has finally encouraged us to filter that long lists of contacts we have on our cell phones to just a selected few...the ones we actually communicate with. I do find it quite effective for them to communicate the act of speaking with only visuals (having used bubbles underwater to show conversation) accompanied by a simple, yet catchy song. I find it ironic that no other fish in the commercial seems to want to share the plan. Rogers has also followed suit by introducing their My5 plan. However, this is not new, because I've heard this idea first in the United States and it seems to have made it's way to Canada. I've also heard from others that it could be a hassle to change your favourite numbers. I'm wondering how phone companies benefit from this, because your contacts can also belong on another network. Does calling fewer numbers more frequently save them money?
Quiznos vs Subway
I’ve been having this ongoing inner struggle over whether Quiznos or Subway can provide me with the optimal sub. I’ve always been a committed Subway goer, but decided I should give Quiznos a shot. I must say my first experience was delightful — the service was up to par, it wasn’t too busy and the sub itself was delicious. But just adjusting to the different way they do things at Quiznos (like not having the garnishing counter right in front of you) was enough to send me back to Subway. However, I was willing to give Quiznos another chance, and this time the service was rushed and the restaurant was packed, so we had to wait in a 5-10 minute line. This goes for my most recent visit as well. I find it unfortunate because I want to like Quiznos, because their subs are great, but I just can’t seem to let go of my tried and true Subway. I have been eating Subway for years and have gotten so used to the way they create their subs and have become accustomed to their many locations which has become quite the convenience. Subway seems to be everywhere I look. Maybe I just don’t like change, or maybe Subway really is a better fit for me rather than the over-rated Quiznos. I wonder how likely it is for people to let go of a brand they’ve been using forever for a newer possibly more revised brand?
Sony: Entertainment Like No Other
Every so often I check out adsoftheworld.com -
My favourite site to view ads of all medias from around the globe.
Most recently, I stumbled upon Sony's new commerical promoting their Blu Ray technology.
In the past, we have seen Sony take tremendous risk at creating ads that appeal to aspects of the human senses such as their previous Color Like No Other campaign. A first commerical portrayed thousands of brightly colored balls that were launched down San Francisco sidestreets.
Or you may have seen their commercial where dynamite was used to explode bursts of color from a European apartment building many feet into the air, accompanied by an energetic classic piece.
Some, if not all of you, probably remember one of the two. If not- look it up. It's worth the 2 minutes of your time.
This new ad for Sony Blu-Ray tech, is a tremendous extension of the Sony image claiming to have achieved Color Like No Other branching to encompass something greater.
At a budget of $100 Million, on location in Hungary, the commerical is shot in the complete dark, with no natural sunlight, only using blue lasers encompassing scenes of drums, cymbals, wolves, gladiators, etc.
Sony has perfected the art of sound with visual stimualtion as with each raindrop that hits each symbol a sound like no other is unleashed. The art direction heavy piece accompanied by the intriguing piano based music selection, lends a feeling to the consumer that Sony is not interested in the gimmicks but rather the experience - the true beauty and essence of picture and sound, coming together to deliver the ultimate viewing experience, delivering the image that Sony is indeed Entertainment Like No Other.
Watch the commercial & judge for yourself.
Do you think Sony has been successful in attaining the brand image of delivering Entertainment Like No Other?
CTV's Fall Lineup
Stop Touching My iPod
Apple Computers has recently released the iPodtouch the stint predecessor of the iPhone. Maybe it's just me but I get the feeling Apple is hinting at something? It's almost as if Apple is saying, "Here you go Canada, something to keep you occupid until we feel like giving you the real thing!" The truth is even if you wanted to get your hands on an iPhone you couldn't find a single provider to use the "smudge screen" phone on. There are other options, you could go online and purchase an "unlocked" (for those who don't know, unlocked phones can be used with any service provider that offers a SIM card)iPhone, that is if you could afford the 300% mark-up price! Though I'm not here to promote such activity, I couldn't begin to understand why Apple would exclude Canadains from the release of the "smudge phone" it's simply bad business.
For me the impulse shopping opportunity to buy an iPhone has passed. Being sour about the hold back on the iPhone I'll just settle for a Samsung.
It ain't over 'til the fat lady Samsung.
What is going on, dear Samsung? I'm crestfallen that this brand is being driven into the ground when it's actually not a bad product (I had a Samsung phone that was caught in the rain, and after mear hours, was in perfect working order again.) They are piggy-backing design (LG Chocolate, iphone and a bastardized form of the razor knock off's.) and are backing it up with a campaign even my mother would consider lack-luster. I know it's easier to point the finger and offer criticisizms than to find amazing work... but when you're toting your book around looking for critiques, it's hard not to resent the people mashing up your own work when they're churning out garbage like this... and getting paid for it. Bad idea (so bad, I'm not even sure what it is.) and bad execution. Samsung, you are the new Magnovox and even Candice Bergen can't help you.
Coca Cola's "New Old" Look...
