The product used to be called NutsOnline and its packaging identity was totally generic and forgettable. So, when the New Jersey-based online retailer secured the domain name “Nuts.com,” it set out to change its image by hiring a powerhouse team to design a new logo and packaging. The result is an identity that looks like it was created by precocious third-graders – but in a good way. The letters were hand-drawn by Pentagram partner Michael Bierut and digitized by type designer Jeremy Mickel. Illustrator Christoph Niemann made line-drawings of the gang of playful nuts. The effect is fresh and charming, and unconventionally nutty. As breezily executed as this design looks, it takes skill to make it appear spontaneous and carefree and not amateurish and crudely done. A closer looks shows there is a hierarchy to the information on the box and an organization to the design. Even the see-through nut personalities give consumers a glimpse of the product inside. This is sophisticated design made to look naïve.
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This January type fonts earned long overdue recognition as “designed objects” when the renowned Museum of Modern Art in New York City acquired 23 digital typefaces for its Architecture and Design Collection. Except for its acquisition of Helvetica, this is the first time typefaces made it into MoMA’s permanent collection.
This quiz is to see if you can name the 23 faces inducted into the MoMA permanent collection — and three more classic faces we added just to round out the alphabet. To help you along, we included a clue alongside the font letter, and can tell you that the type designers chosen for the MoMA collection are Wim Crouwel, Matthew Carter, Erik Spiekermann, Zuzana Licko, Jeffery Keedy, Erik van Blokland, Just van Rossum, Barry Deck, P. Scott Makela, Jonathan Hoefler, Neville Brody, Jonathan Barnbrook, Tobias Frere-Jones, and Albert-Jan Pool. Good luck! (Answers on next page.)
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Complex technological concepts can be intimidating and daunting to most people, which is why this animated diagram is so appealing. Directed and produced by Buck/Antfood for the NYTimes.com, the video uses simple geometric shapes and a soft palette of colors to explain how the turbine-free wind power technology proposed by Dr. Francis Moon of Cornell University works. In just one minute and three seconds, it explains the problem, solution and advantages of turbine-free wind power. The more traditional way of telling the story may have been through photographs of wind farms, industrial shots of real turbines, disturbing images of maimed birds, graphs of wind velocity in urban areas, a detailed explanation of how the mechanism produces power through a grid of pads that attach to piezoelectric materials, yada yada. Instead, this animation tells a seamless story in a cinematic way.