A distinctive, modern-looking R logo is replacing the University’s current logotype. With its intersecting blend of greens and its unique folds, the new logo speaks to the ideas of diversity and community, important components of what the University stands for. “In the not-too-distant future, people will see the R and know immediately that it’s us,” said Roosevelt University President Chuck Middleton.
— Press Release

Along with the new logo is a refreshed seal. It has an emblematic torch that is a nod to their history and tradition. The seal is much more simplified, which I really like because seals are often over done and busy. But the focus here is really on the torch with the founding date and Eleanor Roosevelt’s quote “Dedicated to the Enlightenment of the Human Spirit.”

The brand is significantly more modern and sophisticated from it’s predecessor. Following in the footsteps of Phoenix University who populated the billboards with their “I am Phoenix” campaign, Roosevelt University’s branding and dynamic website is well targeted, dynamic and a nice compliment to the new logo design. The new home page has a rotating student gallery with stories and photos complimented with vibrant color and fun type to illustrate life on campus.

Other branding efforts is this great signage that are downtown:

Armed with a new logo, seal and website, I think that the future of Roosevelt University is looking bright. The new contemporary look will certainly get noticed and their equity will continue to rise. And hopefully other colleges and universities will recognize the value of re-branding and increased marketing efforts, and will call us when they are ready.

I have mixed feelings about this. The designer part of me thinks that it is inappropriate and offensive what Greenpeace is doing. Who are they to release the logo file to the general public, just for them to butcher it? But then the other part of me, thinks that the brand is all but dead, there is no way that if they survive as a company, that they will actually keep the same brand identity. This logo contest is a demonstration of people protesting what is going on, it is a creative way for them to express their frustration and disappointment with BP’s handling of things. Every day there is news of either more setbacks or other equally depressing news that an entire ecosystem is slowly being destroyed due to negligence and greed. I don’t know whether all of their PR people have quit or just have no idea how to handle this, but the lack of sincerity and apology is distressing. And their CEO certainly isn’t helping matters either.

We live in a digital age, where news spreads in less then 140 characters. People have jumped onto the virtual protest bandwagon and are using digital media in new and savvy ways. Let this be a lesson in corporate responsibility, that if you let bad things happen, people may very well take your brand into their own hands.

The holding company for the new entity will be named United Continental Holdings, Inc. and the name of the airline will be United Airlines. The marketing brand will be a combination of the brands of both companies. Aircraft will have the Continental livery, logo and colors with the United name, and the announcement campaign slogan will be “Let’s Fly Together.” The new company’s corporate and operational headquarters will be in Chicago and it will maintain a significant presence in Houston, which will be the combined company’s largest hub. Additionally, the CEO will maintain offices in both Chicago and Houston.
— Press Release

When looking at the long-running brands for each of the airlines, I have always thought that United has done a pretty stellar job. This is partly due to the fact that United is based here in Chicago, and flying in and out of O’Hare, it is hard to miss the impressive over-haul of the United terminal and the branding throughout. Overall, the United logo is cleaner and more modern while the Continental logo looks outdated and heavy. The now long running illustrative ad campaign that United launched a few years back was imaginative and ahead of it’s time. It made companies re-think using illustration in their ad campaigns and branding. And let’s be honest, has Continental done anything memorable in the past decade? In an odd twist, both companies worked with graphic design great Saul Bass to help create their logos. He created the original tulip icon and identity for United and he also created the 1968 jet stream logo for Continental Airlines.

As far as the idea of taking the best from both logos,  I think that the decision to use the Continental icon with the United name in the Contintental typeface was a poor one. If anything, it should have been the other way around. If it’s keeping the name of United Airlines, wouldn’t it have made more sense to continue with the United branding and keep the brand equity intact? I can only hope that in the future, this logo and brand will be reconsidered and re-branded, they have nowhere else to go but up.

Here is a compilation of 10 things that I have learned in the past 10 years:

1. Find a good mentor. This is especially important for young designers, because though they may be filled with a lot of knowledge, there is a lot of wisdom and grace involved with working with clients, managing a project, taking criticism and re-working a concept. None of which are taught in school.

2. Form follows function. This statement has always been open to argument. But when it comes to doing branding work for a client, specifically here at Blue Daring, the end goal is to create a design solution that fulfills the client’s strategic goals, not just look good. This solution is usually driven by a marketing strategy or strategic planning session. Without knowing what the client wants, there is nothing to design, it would be like placing the proverbial cart before the horse.

3. Triple check your work. Get in the habit early on of re-reading an email before sending it, reviewing files with a fine tooth comb before releasing to print, and making sure links are working before sending to a client. The devil is in the details, and at some point in every designer’s career, you will likely screw up.

4. Burnout happens to everyone. To think creatively all the time is taxing. Sometimes a project can drag on forever, clients can be difficult or you just get into a rut. Sometimes simply putting on the headphones and listening to some music or going for a walk can be mind clearing. Having another creative outlet other then designing is essential for re-igniting the passion that made you choose the creative path in the first place.

5. Learn the business side to creativity. This is helpful on so many different levels from reading a statement of work to pitching a new client. It is important to have a basic understanding of how businesses run and make money. This understanding sharpens your business acumen which can be a valuable addition to your company. It also helps you to understand strategy which is the driving force behind your design work.

6. Read design blogs. Blogs can be wonderful resources for creative professionals – there are tutorials, talks by well known designers, and interesting perspectives on all things design.

7. Beware of working with friends. It may sound like a good idea to work with a friend on a project, but tread very carefully when working with someone you know. There is always a chance that working together could wreck havoc on your friendship. There are a lot of variables to a project, starting with getting honest feedback. A good rule of thumb is to go by one degree of separation, which brings the risk factor down significantly. And if you do decide to go down this path, having a clear idea of what they want and what they should expect with a agreed upon time line makes for a solid start.

8. Do something different. Inspiration can be found in the strangest of places. A change in scenery allows you to think differently. Getting out of your comfort zone can be difficult but most of the time I have found it to be tremendously rewarding and kick myself for not doing it more often.

9. Learn how to present your work. In whatever field your in, the skill to eloquently present your work with both sound reason and great detail is invaluable. It’s tricky because design is something that takes hours to work out and there are a lot of mouse clicks that need to be accounted for. The phrase “because it looks good” never, I repeat never, goes over well. Clients want reasons and rationale for why something looks the way it does, they usually don’t have as active a right side of the brain as you do. Learn to articulate, it is an essential skill to grow.

10. Be professional at all times. I think that creative professionals get a bad rep and are often portrayed as jeans-wearing, coffee-drinking slackers who can only be found on their iPhones and MacBook pros, which certainly is not the case. Have an understanding of dressing appropriately, speaking in meetings, and communicating with clients and co-workers. Know your boundaries and follow accordingly.

I will be the first to admit that I am a work in progress and feel like I am always learning and trying to improve. I am curious what the next ten years will bring. I can only hope that I will still be doing work that I enjoy so much.

What I thought was fascinating about this film was that it felt like a visual trivia game, where the viewer is watching and simultaneously guessing what all of the companies’ brands are. A brief synopsis: Police (Michelin men) chase an armed criminal (Ronald McDonald) in the cityscape of Los Angeles. During the chase, mascots from dozens of other companies (ie. Pringles, Pillsbury, Mr. Clean) make up the conversational characters as dozens of logos and brand icons literally fly by. There is a lot of subtle humor in it and it moves fast. So fast in fact, you want to watch it again.

After watching the movie, I felt conflicted. I loved it because it was well done and unexpected. I found the landscape of logos overwhelming, which I would guess is the point. As a designer, I loved seeing all the logos and can appreciate the talent and energy that went into creating them, but at the same time, at what point do we reach a brand saturation point? Is the world that designers are helping to create, becoming unnecessarily obtrusive to our everyday life? Let me know what you think, I would like to hear your thoughts.

We are in the business of communications and strategy and every day we work hard for our clients. We always try to give them great service, because we know that good customer service translates into good relationships. If we are a pleasure to work with, clients will remember this and want to work with us again and will hopefully also recommend us to others.

Here are some ways to play well with your clients:

1. Establish clear communication early: Communication is going to make or break your relationship. For any project, it is important to have clear expectations of the outcome of the project so that both you and your client are on the same page. Figure out what is the preferred method of communication with your client, whether it is by phone, email or face-to-face and keep the communication constant and fluid so that there are no questionable gaps of time. Establish a good rapport with your client and get to know them. This can spark future conversations and connections to them which is always value added.

2. Listen: Asking questions and listening to what your client needs, wants, and expects is key. Translating these into captured meeting notes and goals for the project is an effective way to show to your client that you are listening. Don’t be afraid to make sure that what was noted is what they meant or ask for any kind of clarification. It is in the client’s best interest that you have a clear understanding of everything.

3. Delivery: It is our job to know what is expected and also our goal to exceed expectations by delivering great work in a professional and timely manner. Presentation of work should always include your logo and branding, and a thoughtful explanation of the concept and process. It is a nice building block to help the client understand where you are coming from instead of expecting them to understand everything.

4. Feedback: Clients feedback varies, sometimes you hit the mark and other times you don’t. In this case, you need to bounce back and not let it bring you down. Talk with your client, accept any criticism they may have and if need be go back to the drawing board with them and try to brainstorm new ideas. Chances are the collaboration will yield a better solution overall. Showing that you are flexible and nimble makes the process less frustrating on both of you

5. Follow up: Sending a thoughtful email or note after meeting someone or finishing a project. It is a good way to stick in people’s minds for future work.

I thought it would be an interesting exercise to take a look at some of the best picture nominees of this year and see how their movie posters stack up against one another with a rating system that I started while writing this.

Starting with this year’s Oscar winner for Best Picture: The Hurt Locker

The first thing that struck me with this poster is the starkness of it, there is something kind of beautiful about the barren grey background. This is offset by the heavy red lettering of the movie title. I have been noticing a trend of moving the credits that have traditionally been at the bottom of a poster and integrating it more with the overall design. If I had not seen the movie, I would have no idea what the person in the poster was doing nor would I have understood the term “hurt locker.” But I do get the gist that it is a war movie, and that war is indeed unpleasant. Rating 3.5/5

I saw marketing for this movie everywhere and had absolutely no idea what it was for. It looked like an ad for a video game or an animated movie. After seeing it, it was neither, but think that even though the main image is graphically well done, the poster did not relate well to the movie. Rating 2/5

In a word, masculine. What man doesn’t want to see the good guys fighting the bad guys led by Brad Pitt with some beautiful women in the background holding guns? The design has a bit of a 40’s look to it but with a modern twist to it. And it wouldn’t be a Tarantino movie without some blood which is aptly captured with the background strip of red. I thought overall it was very well done and gave a pretty good idea as to what to expect. Rating 4/5

This poster was hands down the best of the bunch. I thought that the illustration was amazing and captured the essence of what the movie was about. I liked the boldness of the red dress contrasting with the blackness of the figure’s skin and white clothing. My favorite part was the cleverly used Precious necklace which is a reference to urban living (made famous by Sex and the City). There really is nothing that I don’t like about this.  Rating 5/5

After initially seeing the trailer and movie posters for this I had absolutely no interest in seeing it. But I did go and will be the first to admit that it was amazing. And I wish I could say as much for the poster. I think what bothers me the most is the typography, the papyrus font is one of the most reviled fonts by designers. Part of this has to do with the fact that it is the go-to font for most restaurants and it tries to be more than what it is, a mediocre default decorative font. If James Cameron is going to drop $300 million, is it too much to ask that he either purchase a much less overused font or have one made specially for this? The poster is a close up of a blue female face with a slightly come hither look, with “From the Director of Titanic” being the only other text, not terribly engaging nor interesting. Maybe it is the cropping that bothers me. Rating 1/5

And if you haven’t had enough movie posters yet, here is a very humorous tongue and cheek look at this years nominees posters.

The 2010 logo is simple, colorful and representative of the history and culture of the country. For centuries, the Inuit people of Canada’s Arctic stacked rock in human form to create the inukshuk, a stone landmark that provided direction for food and navigation. Over time, the inukshuk has become a symbol of hope and friendship, an expression of hospitality that welcomes people with open arms every day. This inukshuk tradition was transformed to create the iconography of the 2010 Olympic logo, the contemporary interpretation of the stone formation is paired with clean san serif typography. There is a nice choice of using all lowercase letters which compliments the stout and boxy shape of the icon.

What I think I like the most of this brand is the color palette. The choice of the acidic green and cerulean blue were brilliant, the colors really stand out on the wintery white slopes of Vancouver. The color blue represents water in its many forms (ocean, lakes, ice, snow), while the green represents the growth of vegetation and natural resources of the area. These colors bring to life the dynamic illustrations, which are representative of each sport. They are sleek and have a modern superhero feel to them. With each one of them, you can feel the action of the event and can see the power and spirit of the athlete in beautiful detail. The background of each of these is surrounded by swirling waves that include detailed aspect of both the environment and canadian culture.

I am already looking to see what will be done with the branding of the 2012 London Summer Olympics. They are off to an interesting start with the logo, we will see what happens with the rest of the brand.

So what makes a good client? According to Bierut, the profile of what makes a great client is brains, passion, trust and courage.

Brains refer to working with intelligent clients, who not only value the services we are providing, but also possess big picture thinking and understanding. It is not our job to educate the client on the intricacies of what we do per say; but it is to our responsibility to learn as much as we can about their company and transfer that knowledge into the strategy and creative.

Next up is passion. Working with clients that are passionate is a joy. Their passion brings an increased energy to the project and their enthusiasm makes the collaboration more communicative and engaging. This makes for better work and hopefully future work.

The third thing is trust. What is meant by this is that the client inherently trusts us and the processes that we follow to distill information and create solutions. Trust means following recommendations that may not always have a quantifiable outcome. A good client will be open to ideas and believe we have their best interests at heart. They will trust that our ideas are based on expertise and experience.

The last thing is courage. Courage to get approvals when needed and also stand by the work that is executed. The client is not always the decision maker which sometimes makes for a disjointed approval process. A client with courage will communicate clearly with all parties so the concepts and deliverables are understood and decisions are made thoughtfully and nimbly.

When all is said and done, good clients lead to good work which will in turn lead to more good work. And the opposite holds true as well, bad clients lead to more bad clients. Bad clients take up a lot of time and energy; time and energy that could be spent on good clients – our favorites.

All of this caught my attention because I am a graduate of MSU and am familiar with the Spartan brand. While I was in school, MSU had gone through a similar change in identity and iconogaphy without any fuss. I can’t help but wonder if this protest is because people truly dislike the logo or if the social networking bandwagon is at it again. Let us not forget that MSU is the 8th largest public university in the nation with an enrollment of 47,000. With that many people and the endless number of alumni and sports fans, it doesn’t take much to get people riled up. Does anyone remember what happen when MSU lost to Duke in the Final Four in 1999? Hello riot. Maybe this logo backlash is just another example of the mob mentality taking over just a bit.

This is not to say that standing up to bad design is not necessary… Look at what happened to Tropicana and IKEA. But when looking at the Spartan refresh my overall thought is that it could have been significantly worse. The changes are pretty subtle. The new icon is little bit more chunky but tougher and more warrior-like. You’d think sports fans would be pleased. As far as university sports logos go, this icon is pretty refined. It is without the usual bevel and emboss, heavy drop shadow, and thick outline.

According to a memo: “This logo is just a single element of a new comprehensive brand and graphic identity project undertaken by the Department of Athletics. They will be unveiling all elements of the new program in April. The new logo, and the other elements in the program, are the result of a two-year collaboration between MSU Athletics and a team of top designers from Nike.”

I predict that this will reach a fever pitch shortly and the new logo will still be quietly released as planned in April. I think that if people were to get behind something it should be about more fundamental things, like the rising cost of education at public universities, the overall quality of education, and allocation of school funds to diverse student endeavors. For example, maybe if more money was allocated to their art school, they would not need “top designers from Nike” and would instead use their internal resources and student talent and/or alumni for their creative and marketing endeavors.