It is hard to say what will happen to the penguin logo when Penguin Books and Random House complete their merger, announced in October, but I can’t imagine that the pudgy little bird won’t survive. Founded in the UK in 1935 to bring well-designed quality paperbacks to the market, Penguin Books made the flightless bird its trademark from the start. The first penguin was drawn by designer Edward Young, with Gill Sans specified for the typeface, and covers showing three bands of color used to organize titles by genre – orange for fiction, dark blue for biographies, etc. Typographer Jan Tschichold modified the logo in 1946 and redesigned some 500 Penguin books and also wrote a four-page design manifesto, “Penguin Composition Rules.” In 2003, Pentagram’s Angus Hyland tweaked the penguin logo some more.
Is it possible to brand a thrift store stocked with donated goods and make it a look like a place where you’d want to shop? Goodwill in San Francisco is doing just that by giving its in-store signage, website and fleet of trucks a complete makeover.
IKEA is redefining retail catalogs by making theirs come alive. On July 31, the Swedish ready-to-assemble home furnishings giant will begin sending their 2013 edition, so keep your smartphone handy. Interspersed throughout the catalog are augmented reality codes that you can access by downloading a free IKEA catalog app onto your Android or iPhone. Look for the smartphone icons on the page and hold your phone about eight inches above the image to activate the digital layer.
Created by McCann agency with Metaio technology, the app-friendly catalog takes you beyond the printed page and launches interactive content – three-dimensional products, video stories about the product designers, an x-ray look behind a cabinet door, etc. It’s a digital magazine and shopping advisor that piggybacks on paper. For IKEA, the largest portion of their marketing budget goes toward the catalog, of which they print 211 million copies translated into some 20 languages. Enabling access to digital content is like expanding the number of pages without adding pages. Unlike websites where you have to find a way to make consumers visit your site first, the printed catalog puts the marketing piece in the consumers’ hands and then encourages them to linger longer, read deeper and return to the catalog repeatedly to discover what else is there.
How do you convey to designers and publishing customers that you have a stock photo/illustration for any and every subject, medium and use? In the case of Getty Images, it has more than 38 million stock images in its database to choose from. The question isn’t if Getty has the right image, it’s how you want to tell the story. This 60-second marketing video by Brazilian ad agency AlmapBBDO zips through 873 stills from Getty’s archives piecing together a universal tale of life, from first love to old age. Each frame is up for a fleeting nanosecond – kind of like life itself.
German magician Simon Pierro reviews the iPad iOS, demonstrating feats through sleight-of-hand and digital illusions. Aside from the fact that Pierro is an awesome performance artist, you have to admire his code-writing genius. He had to have spent hours designing apps and editing video and then working out split-second timing to have the image on the screen materialize seamlessly as a real object in hand. It used to be that magicians worked with smoke and mirrors, now the act is man and machine. Although this is entertainment masquerading as product demo, it is a clever sales pitch for iPad engineering – color clarity, speed, multi-screen patterns, instantaneous rotation of images so they can enter screen right and exit screen left or the other way around. At a trade show, Pierro’s act is sure to stop passersby in their tracks, and leave people marveling not only over what a great magician can do, but the iPad too.