As renowned for its creative branding as it is for its premium vodka, Absolut continually tops itself with fantastic new visual expressions. In this case, the Swedish vodka-maker, owned by French company, Pernod Ricard, teamed with Swedish ad agency, Family Business, to give new meaning to the term “limited edition.” The idea was not just to make each Absolut bottle seem unique, but to actually be unique. To do that, Absolut had to reconfigure its bottling production line to recreate artwork with splash guns, 38 colors, and 51 patterns. A complex computerized algorithms program orchestrated these elements in a randomized fashion so that no two bottles were decorated alike. In fact, Absolut estimates that it would take 94 quintrillion bottles before two identical designs resulted. The company is not producing that many, but it did individually number each of the four million bottles in its limited edition line, which it appropriately named “Absolut Unique.”
Rob Forbes, founder of Design Within Reach, has founded another company – Public Bikes. To introduce consumers to his new venture, Forbes recruited 27 world-renowned designers and illustrators to create art posters around the concept of “public.” All of these posters are being gathered into a book called “Public Works,” sold as individual posters, and shown in exhibitions slated for San Francisco, Los Angeles and New York City.
Forbes, an avid biker, urban dweller and environmentalist, explains the impetus for his Public Works project was to bring greater attention to the critical issues of public space, access and livability of cities. “In recent decades, our cities have been evolving from manufacturing and industrial centers into cultural hubs,” Forbes says. “The 20th century movement that encouraged people to leave cities for the suburbs has now been reversed. For the first time in our history the majority of the world’s population lives in cities, and this trend appears irreversible….People choose cities for what they offer: connections with people, ideas, stimulation, opportunity, creativity, and diversity. Our public spaces should facilitate these connections, not stifle them.… We believe that more of our urban streets and sidewalks should be reclaimed for walking and bicycling, and that our public spaces should be developed for better human interaction and conversation.”
A logo is widely considered the most important visual expression of retail brands, corporations and institutions. The symbol is a graphic “stand-in” for the entity, communicating its personality and values through a unique and memorable combination of colors, shapes and typography. The latest episode of PBS’s Off Book web series explores “The Art of Logo Design,” with designers Stephen Heller, Sagi Haviv of Chermayeff & Geismar, Kelli Anderson, and Gerard Huerta commenting on the role of logos today.