Hasta La Ideas

Rushing water, DNA helices, stop-motion footage of a city at night. Put ‘em together and what have you got? A generic brand video. Royalty-free stock footage purveyor Dissolve.com seized upon the formula outlined by Kendra Eash in a recent piece for McSweeney’s Internet Tendency and brought it to life in this amusing short, made entirely with stock footage and narrated with an avuncular twang by Dallas McClain.

New Career Opportunities Daily: The best jobs in media.

It’s been almost four decades since Saul Bass whipped up the jaunty Avery logo, its leaning red triangle of paperclips a beacon on many a binder, label, and even the collection of Hermès knockoff totes rolled out under the “Martha Stewart Home Office with Avery” brand. But change is afoot, and the new parent company of the office and consumer products division of Avery Dennison is looking to place a giant divider between the primarily business-to-business company Avery Dennison and the consumer products brand now known simply as Avery. Enter Chermayeff & Geismar & Haviv, who were challenged to create a new visual identity for Avery. It had to be distinctive and modern while retaining the brand’s recognition in the marketplace and (d’oh!) work within Avery’s existing package design, which was to remain unchanged—all as the ghost of Bass peered over their shoulders and whispered strong opinions about the capital “R”. Their solution? Keep the off-kilter red square, and move it behind a redrawn Avery wordmark.

New Career Opportunities Daily: The best jobs in media.

Seeing as web trends are even more capricious than the weather patterns we’ve been experiencing here in NYC, the backlash to Squarespace Logo has tapered off by now, but seeing as it launched just two weeks ago, the democratic logo design tool is still worth considering as symptom of how we define design today.

Somehow, I doubt that Squarespace encountered such unanimous antipathy when it debuted as a user-friendly website-building tool, ten years ago; after all, the dog-eat-dog CMS game has come a long way in the past decade, and I’ve only heard good things about their flagship product. But graphic design, including but not limited to branding/identity/visual communication/etc., is another story. Co.Design rounded up the pithy rejoinders—a few more have trickled in on the de rigueur data exhaust Tumblr—and garnered a slew of comments, as did the Wired post, so I’ll concede that someone else has probably already made this point.

Having only dabbled in front-end development and graphic design in my day, I won’t pretend to be an expert in either domain. But as a knowledge worker who spends most of my day tending to an at-times fickle CMS, regularly troubleshooting various glitches as they inevitably arise, I know all too well that an intuitive backend is a bridge between the ‘dirty work’ of coding/scripting and public-facing content.*

Contrary to its name, ‘web design’ is not design in the same way that graphic design is—a subtle distinction, perhaps, but a critical one. Web design is largely dictated by best practices, at least when it comes to creating a functional, navigable container for content. Which is not to say that web design is not creative, but rather that the hard constraints of HTML/CSS/etc. (not to mention browser/OS compatibility) are precisely why CMS’s and templates make sense: Just tweak the font size and column width, add a social media widget, and you’re good to go. “Just another WordPress site,” as the saying goes.

Logos, on the other hand, are meant to express an identity—the very heart and soul of a company—in a painstakingly-kerned font and/or ideographic vector illustration. Graphic design is a creative endeavor; as such, it is more than a matter of simply dragging and dropping elements or picking your favorite color. Think about it: Websites hew to a half-dozen standard layouts, where details such as fonts and colors evoke a general look and feel but rarely, if ever, denote a specific brand—which is why you look to the top left corner or center of the page for a logo.

(more…)