A look at the art movements of the 20th century lists everything from Art Deco, Cubism and Dada to Surrealism, Op Art and Pop Art, but it often skips over the one movement that embodied the youth culture of the mid-century – the psychedelic images of the 1960s and 1970s. Perhaps no one influenced that period more than John Van Hamersveld, the southern California surfer-cum-designer whose “Endless Summer” movie poster became emblematic of the sun-drenched surfer culture. Van Hamersveld, who recalls being paid $150 for the poster, took a photograph of the film’s opening scene and converted it into sunset silhouettes by reducing each color to a single tone and giving each shape a single, hard edge. Van Hamersveld went on to design more than 300 record album covers for virtually every major rock star in the ‘60s. For aging baby boomers, Van Hamersveld illustrations are as much a symbol of the times as Beatles tunes, protest marches, acid-trips and love beads. Van Hamersveld’s iconic images are presented in his latest book, “John Van Hamersveld: 50 Years of Graphic Design,” released in June.
In the UK, CBS Outdoor has been trying to convince advertisers to think outdoors in the city by running an in-house branding campaign on buses, trains and the London Underground. Called “Outdoor by Name, Urban by Nature,” the strategic ad series features animals and birds made up of silhouettes of familiar regional landmarks in the UK. The ad running in London, for example, depicts Big Ben, the Tower Bridge, Wembley Stadium and other urban icons. Citing data from ONS and TGI surveys, CBS Outdoor says that “87% of urban respondents have seen Outdoor advertising in the last week.” This is nearly double the number of city dwellers who are exposed to ads via newspapers and radio.
There’s nothing superfluous in the branding and packaging of Good Food, the frozen food line made in Monterrey, Mexico. Designed by Face in Mexico, the graphics are minimal and clean. Sans-serif logotype. Silhouettes to show whether it contains beef, chicken or pork. A few descriptive words – “tasty,” “spicy,” “quick.” Simple and bold, the packaging graphics don’t over-promise, but just give shoppers the impression that what they’ll get is good, honest, undisguised flavors.
Morrisons, one of the largest supermarket chains in the UK, recently unveiled its rebranded entry-level “value” line, now bearing the name “M Savers.” The work was done by brand design agency Coley Porter Bell as part of a strategic assessment aimed at transforming Morrisons’ own label into a more coherent brand. With some 17,000 products and their variants in Morrisons’ own brand, positioning different tiers and categories of products was a daunting task.
Morrisons’ entry-level value line presented its own unique challenges. Stephen Bell, creative director at Coley Porter Bell, said that the term “value” had a negative meaning to some consumers. “Value ranges tend to be somewhat utilitarian, using template designs and basic corporate colors. Research shows that consumers are often ashamed to be seen with them. But with the economy stalled for the foreseeable future, value ranges will be competing on more than just price. We wondered why shouldn’t entry-level products have some charm and engagement?”