Black Swan
There were two very different posters done for this movie. The above is the one released stateside. It is a straight-on shot of a red-eyed Natalie Portman in full black swan regalia with an enigmatic Mona Lisa smile set against a highly contrasting white background. The contrast is interesting, maybe representing being in the spotlight or the innocence of ballet. Or maybe it’s just a juxtaposition of color used to emphasize the heavy make-up and sinister expression. Either way, it’s a good representation of the movie. Rating 4/5

In addition, there was a second set of limited edition, art deco-inspired posters released internationally. (The film wasn’t released outside of the U.S. until after the new year). There were a total of four posters in this series, all of which I think were beautifully done and a testament to the power of good design. They are simple but well executed with a three-color palette of black, red and cream, interesting typography and clever illustrative use of negative space that captures different aspects of the movie. Rating 5/5

The Fighter
This poster was one of my least favorites. With such a powerful title and two big name movie stars, it wasted so much potential. The photography of Mark Wahlberg and Christian Bale leaning against the ropes of a ring looking slightly pensive and uninterested is underwhelming. If a picture is worth a thousand words, there is only one that comes to mind, boring. The photography could have been far more interesting and dynamic. The same goes for the typography. With a two word title like this, it could have been more creatively executed with something more bold and unique. The whole look is too safe, uninspiring and lacking a fighting spirit. Rating: 1/5

Inception
The poster for this interesting and mind-bending movie was well-done. It does a good job of capturing the look and feel of the movie with the foreboding use of the grays and blues. The movie title is creatively executed so that it is mimicking the other buildings. This movie had multiple posters, but this one was by far my favorite. It represents the movie well, is smart and well executed. Rating: 5/5

127 Hours
This poster does a great job showcasing the spirit of adventure and creating a visual tension for the  protagonist. Caught precariously between two rock formations, its as if to say he is between “a rock and a hard place.” (Which from my understanding is an underlying theme to of movie.) The photography is well chosen with the gorgeous colors of the sunset as a backdrop. I liked the fact that there was tagline of  “Every Second Counts;” it is a nice addition. Rating: 4/5

The King’s Speech
This poster leaves a lot to be desired. The three main characters are shown, but the fact that they are looking in different directions eliminates any connection between them. The choice of photography is questionable and unflattering. Since the story is based on royalty, they should look far more dignified and refined. I also don’t understand the clouds in the background. Something denoting the war might have been a better choice considering the film is set during war time. I think that this poster lacks any real thoughtfulness or creativity. It looks like a period-piece poster template from the mid-90′s. Rating: 1/5

The Social Network
The “Facebook” movie poster is interesting. The type over the face of the main character makes it look much more like a book cover then a movie poster. The statement is provocative and is a good tease to the movie’s theme. The type over the face may also serve as a visual metaphor for the main character taking up an endeavor that completely overtakes him, for better or worse. The Facebook-branded sidebar on the right of the poster, however, is unnecessary and out of place. If the poster was trying to emulate a Facebook page that would have been a good solution but combining the two different themes certainly doesn’t work. Rating: 2.5/5

The Kids Are All Right
This poster is all right. The type being front and center is nice and the color palette is smart. The blue and yellow go nicely together and provide an overall cheery outlook.  The photo shows the family from the movie gathered around a meal smiling and laughing. This is slightly misleading since the theme of the movie is centered around the “alternative family.” This photo does not really capture that and I can’t help but wonder if that is because they didn’t want to emphasize the sensitive topic of same-sex parents. I think I would have rather seen an illustrated solution for this poster. It could have been a more creative and clever way to explain the premise of two lesbian parents and their children who go looking for their biological dad. Rating: 3/5

Toy Story 3
The Toy Story brand is very well established. For its third installment, the poster is fantastic. It includes all of the toys that are included in the movie with our heroes, Buzz and Woody atop holding the number 3. Visually there is a lot to take in reminding me of one of those arcade games that is a filled with toys and has a mechanical “claw” to pick them up. Overall it is a fun and colorful poster for a beloved movie franchise. Rating: 4/5

True Grit
The poster is a straightforward typographical solution. The Western theme is clear with the bold use of type and yellowed paper. The bleeding bullet hole is an interesting element, foretelling gun play. The movie type could have gone on the top and the actors’ names could have been smaller and possibly depicted through daguerreotype photography that was common at that time. Overall, it’s a good poster, but it could have been better. Rating: 3/5

Winter’s Bone
This independent movie has a very mainstream feel to its poster. The overall mood is dark and serious. The premise of the movie is that the main character is looking for her dad, and I think that is shown well here. She certainly looks like she is in search of something. Overall, I think that the poster is well done. I especially like the silhouette lining of trees as it does a great job of breaking up the space into an interesting v-shape.  Rating: 4/5

2011 Oscar Winner of the Best Movie Poster goes to: Black Swan for their illustrated poster series

The logo
A company’s brand should be a strategic and aesthetic extension of the logo, not the other way around. Gap’s refreshed logo looked an awful like the branding that was launched for their premium jeans line. Which to be honest looks a little bit too much like the American Apparel branding. This was done by their advertising agency, Laird + Partners, who does big name fashion ad campaigns. Should you allow your ad agency to do your identity work? Should you replace your iconic logo with a typeface from your recent ad campaign? Probably not. Advertising lasts for a few seasons and then it is onto the next concept, the same does not apply to a company’s logo. A logo’s purpose is to anchor a brand so that it is can be given the latitude to try different concepts from season to season. It should never be updated to match the current advertising.

The launch
Who launches a logo by simply replacing it on their website? Where was the Gap’s PR department? More importantly, where was the launch plan? In hindsight, their lack of launch speaks volumes of their energy and excitement for their new logo. With even minimal press, it could have helped the Gap tremendously to explain the new brand, instead the complete silence opened it up to speculation which had a snowball effect as people blogged and tweeted, and the comments piled up on their Facebook page.

The response
The Gap’s response to the outcry was unexpected to say the very least. Instead of standing solidly behind their new logo (for even a day), they basically shrugged their shoulders, rolled over and invited the masses to crowdsource their logo. They managed to offend the entire design community while also becoming the butt of their own joke, as the response was met with joyful mockery and satirical “logos.”  All logos are subjective, everyone is entitled to their opinion, but at the end of the day, it’s the Gap’s responsibility to take ownership of their work and say we did this, we own it and it’s here to stay–not acquiesce a the first hint of disapproval.

Lessons learned
So after all is said and done, the lessons learned are that you should choose a company that specializes in branding not in fashion advertising. Advertising and branding are two very different beasts with very different thoughts and strategies behind them. They should be handled accordingly, not conveniently. The re-brand should be strategically planned and well executed, it should not be an exercise in trendy typography. When it comes to launching a new brand, announce it, let people know and manage their expectations. Don’t quietly slip it into your website hoping to go unnoticed. Post launch (and announcement) stand by your decision and your brand, don’t be bullied by blogs and Facebook comments. The time and energy that it took to come to the point of launch should be well spent and well thought out, not a flash in the pan that was voted out as a failure.

The silver lining in all of this, is that the Gap has restored it’s old logo to the place where it belongs. Long live the blue box.

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.

Judging from most political campaign logos out there, my guess is that they are done by someone who “dabbles” in design and/or knows how to use Photoshop. Campaign materials is something they do on the side. But what value do amateur materials bring to an overall campaign? The campaign brand is something that needs to have strategy and a marketing plan behind it; it’s not just a logo. The way you choose the people that do your design and branding should be viewed the same way you hire the rest of your campaign staff. You will likely hire an intelligent staff of people with experience and expertise in areas that help you build a strong and smart campaign that will get you elected. The same should be said for the people that create your brand, they should have experience and expertise in design and branding. That expertise will translate into a unique, smart and noticeable campaign that will help you win. Case it point…Obama.

1. Illustrations: Illustration use will remain a constant, as the DIY trend remains strong in book, t-shirt, website, and poster design. I think part of the reason why illustration use has increased is because there is something unique and one of a kind about it. Illustration adds a burst of creative energy to a design and adds a friendliness that stock photography sorely lacks. There is personality and in alot of instances, fun! When was the last time a stock photo made you smile? Perhaps the trend of illustration may be a reaction to the over-use of stock photography. I have seen multiple campaigns where I have seen and/or used the same photo that was featured.

2. Bolder Colors: Muted colors are being slowly replaced with a richer more vibrant color palette. There are more logos that feature 4-6 colors eschewing from the usual 2-color logo rule of thumb. It’s a  great way to add more dimension and energy to an identity.

3. Vintage Design: The resurgence of vintage design continues to grow, from the trend of returning to original packaging to seeing simpler designs with a kitchy twist. Perhaps this can be traced to the rise of Mad Men or maybe because there is something very simple and reassuring about vintage design. Maybe it is partly due to the backlash from the overuse of bevel and embossing, drop shadowing and 3-d rendering; vintage design is a welcome change, it is fun, colorful and uncomplicated.

4. Web Fonts: There will surely be a more mainstream way to embed fonts in a site or an increased number of fonts that are “web-safe.” A designer can only work with Arial and Georgia for so long.

5. Mobile Devices/Smart Phones: The technology is still changing and innovating, phones are getting faster and more robust. Application graphics and integration of graphics, user interfaces, and interactivity is ever growing as is the need for them to be well designed and user friendly. Will all businesses have a proper mobile site? Will iPhones be able to see Flash sites? Will major cities get city-wide wifi? Will the new Google phone be a major contender against the iPhone? Will people be able to use only touchscreens and the physical keyboard will go by the wayside?

6. Larger fonts: I see it more and more, exaggerated and BIG fonts. When in the right hands they can add to the balance, composition and interest or it could also turn into a big hot mess. Either way, I think this trend is here to stay for awhile.

7. Colored and Textured Backgrounds: Color is the new white. For the past decade, website design has equated whiteness with clean design. There are more and more sites that are experimenting with color, texture and gradients. For the most part they are smaller personal sites, but there is always a trickle up effect that will spread to more businesses as they see the landscape change. There has also been a sea change in the way people are designing sites. I am seeing more designers and creative minded people producing fun and intresting personal/portfolio site designs that will hopefully make people re-think how they see web design.

8. Refreshing Change: Companies are recognizing that a refresh and rebrand is necessary to keep market share in adverse economic climates. Many big companies such as Walmart, Aol, MSN, Pfizer and Hertz took the leap. Some with positive outcomes and others where the jury is still out. Either way, people are talking and conversation is a good thing.

9. The Attack of the Footer: Footers seem to be increasing their real estate on websites. You can take a look here and here. I think it makes sense to be able to see the entire site map of a site so easily. And as a bonus, it gives designers another element to think about. A win win for all.

Creativity is all about re-arranging, re-inventing and re-thinking. Changing your perspective or seeing something new can help revitalize you and help you to work it out. At my fingertips, I have a fabulous city that is filled with films, bookstores, theaters, museums and music. I flex my design muscles by reading design blogs and magazines, following designers on twitter, and continually looking at sites to see what others are up to and talking about. There are also design groups and events to go to. Meeting and getting to know other designers is beneficial for many reasons, if not only to share nerdy design references.

I count myself lucky to be a creative professional. I love nothing more then having a great brainstorm session or coming up with a solid design solution. You get a runners high off of it, the creative endorphins kick in and you marvel at how fortunate you are to design for a living.