Advertising

The Face of Max Shoes Customers

By Delphine Hirasuna | January 31, 2015

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Except for the fact that this print advertisement for Max Shoes calls to mind the American idiom “Put your foot in your mouth,” it is a clever way of putting a face on different shoe styles.

Created by Swiss ad agency Jung Von Matt/Limmat, based in Zurich, the tagline for the Max Shoes ad campaign reads, “You are what you wear.” The model’s wrist is dressed up like a neck collar to suggest the type of wardrobe that works well with that shoe style. It also suggests the personality of the wearer and the social occasions for which it may be suited, and it gives the prospective customer a facial identity. It says a lot in a single shot. The campaign was art directed by David Hanselmann with creative direction by Alexander Jaggy and photography by Mierswa & Kluska.
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Pop Culture

A Game Made for Graphic Designers

By Delphine Hirasuna | January 23, 2015January 27, 2015

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Years ago last century when I was communications manager at a forest products company, my boss used to call Kit Hinrichs “that gray designer” because he always managed to use 402 Gray in every job he designed for us. Then Kit outgrew his gray period and developed a fondness for 032 Red, which to him is the most wonderful red he’s ever seen. He didn’t use it on everything, but you knew he loved it. Now he is passionate about 123 Yellow. Never try to engage Kit in a discussion about using 035 Red instead of 032, or try to sneak it by him. He’ll know. The guy’s color perception is like a dog’s sense of hearing. Very keen and nuanced.

Brand Language

Porto’s Multiple Graphic Identities

By Delphine Hirasuna | January 22, 2015

When it came to designing a graphic identity for the city of Porto in Portugal, one visual symbol wasn’t enough. Porto-based design firm, White Studio, brainstormed what made Porto memorable and unique, and asked people on the street how they viewed the city. No two answers were alike. White Studio concluded, “We felt we needed to give each citizen their own Porto. We needed to show all of the cities that exist in this one territory….It became clear to us that Porto needed to be much more than a single icon, much more than a single logo. It needed complexity. It needed life. It needed stories. It needed personality.”

The designers also needed a way to create a single unified look that would serve as Porto’s one graphic identity. The answer came in the decorative blue ceramic tiles seen throughout the city for centuries. The line drawings and illustrations on the tiles depicted visual stories about Porto’s history, landmarks, and natural surroundings. That inspired White Studio to create 70 pictograms that represented Porto and its people. The pictograms were designed to fit on a grid that could be combined into a network of images or used individually. The logotype itself is a simple blue sans serif against a white background within a blue boxed border. The beauty of this visual system is that it allows elements to be changed out frequently and still be recognizable as Porto’s graphic identity. It works.
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Typography

Typography by the Homeless

By Delphine Hirasuna | January 14, 2015June 22, 2015

Sadly, the sight of a homeless person holding a hand-scrawled sign asking for spare change has become all too familiar in cities around the world. Barcelona-based Arrels Foundation and The Cyranos McCann ad agency found a novel way to respond to such handwritten appeals. They created Homelessfonts.org to market typefaces drawn by the homeless in Barcelona to businesses for use in advertising and packaging. In different workshops, volunteer design professionals led homeless participants through various typographic exercises, which were then scanned and converted into usable fonts. The fonts are being sold on the Homelessfonts.org website, and collected funds are being used by Arrels to offer shelter, food, and social and health care services to the indigent in Barcelona. Arrels reports that about 3,000 homeless are currently in Barcelona, 900 of whom actually live in the street. Type design is an unusual charitable fund-raising initiative, to say the least, but it has given Arrels the resources to care for nearly half of the homeless in Barcelona.

Advertising

Cupcakes for Grown-Ups

By Delphine Hirasuna | January 13, 2015

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When you think about it, a cupcake is just a tiny cup-size cake, but for decades, it was thought of as just a treat for children. Serving cupcakes at a wedding or formal reception, say, would be viewed as gauche. In the 21st century, however, cupcakes have come of age. They come in “mature” flavors like chai latte and cost about what a small cake would. Public perception of cupcakes is changing, and Petits Gateaux, a cupcake boutique in Canada, is repositioning cupcakes as an elegant, sophisticated dessert suitable for grand occasions. Montreal-based creative agency Pheromone developed this print ad campaign for Petits Gateaux, pairing cupcakes with romantic and celebratory moments.

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by Corporate Design Foundation

Month: January 2015