Off Book : Type

October 13, 2011 § Leave a comment

Type is everywhere. Every print publication, website, movie, advertisement and public message involves the creation or selection of a fitting typeface. Online, a rich and artistic typographical culture exists, where typefaces are created and graphic design seeps in to every image.

In episode 2 of Off Book, typeface designers Jonathan Hoefler and Tobias Frere-Jones outline the importance of selecting the right font to convey a particular feeling. Graphic designer Paula Scher talks about building identity in messaging, while Eddie Opara uses texture to create reaction. Infographic designers Julia Vakser and Deroy Peraza map complicated data sets into digestible imagery, mixing color, graphics and type.

The Brand Pattern

October 3, 2011 § Leave a comment

Obey Pattern

 Branding Is About Creating Patterns, Not Repeating Messages

A brand pattern is more than how a brand looks. It is the coherence and consistency between how the brand acts, looks, and responds over time. Brands are temporal — their past, present, and future is available in one URL. This kind of interface demands iterative management. The limited elements of traditional brand strategy, such as brand bibles, guidelines, values, and promises were not designed to accommodate this. So we must begin to create the tools that will make a brand perform.

A pattern needs to bridge the totality of what a brand can be — it must be the master plan to create strategic consistency — as well as the micro plan to create a single, relevant tactic.

It must encompass systems (which are expansive and multiple) and narratives (which are reductive and singular). By doing so, brands are given room to unfold and grow iteratively without the need for radical change.

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Beware the Amateur

April 30, 2011 § Leave a comment

Snippet from “The Creative Professional’s Guide to Money: How to think about it. How to talk about it. How to manage it.” By Illise Benun

Beware the Amateur

Morgan Spurlock: The greatest TED Talk ever sold

April 28, 2011 § Leave a comment

Embrace fear, embrace risk.

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