Blog Archives

Tag Archives: Design

The History of Typography – An Animated Short

 “Typography is the craft of endowing human language with a durable visual form.”

- Robert Bringhurst, Canadian typographer and author of "The Elements of Typographic Style."

 

An animated short on the history of fonts and typography.
Created by Ben Barrett-Forrest
© Forrest Media - 2013

The legacy of Massimo Vignelli: a great master, a great friend. (By Armando Milani)

The world of design has lost a timeless icon. A bold spirit with a profound, abiding commitment to elegance and simplicity. Massimo Vignelli, known for his work on brands such as American Airlines, Bloomingdale's, IBM, the New York Metro System and many others, passed away at the age of 83. Esteemed designer, Armando Milani, shares a heartfelt memoir on his colleague and friend with More Than Branding. 

Vignelli and Milani oversee a project during a workshop at the Altos de Chavón School of Design.

Vignelli and Milani oversee a project during a workshop at The Altos de Chavón School of Design. (2006)

Massimo Vignelli has flown away with his charge of creativity, passion and dignity. I will always remember him as an extremely professional designer, a perfectionist with a big heart. He believed in timeless design, refusing any ephemeral fashion. He used so say to his students "if you design it right, it will last forever". He was like a lighthouse fighting the darkness of ignorance and bad taste.

Massimo succeeded in adapting his work to the needs of his clients, and with great coherence he never betrayed the principles of his minimalist design, always finding a subtle equilibrium between form and contents. His approach was to articulate a basic geometry in all his projects, translating it into visual pleasure, making the intangible tangible.

Massimo introduced the aesthetics of European Modernism to American graphic design. He was link to the rationalism of Mies van der Rohe, influencing the way we look at things by starting from a rational position, and choosing every solution for a precise reason. With basic grids, only six typefaces and primary colors he was able to invent different solutions for every problem, and they were always elegant and appropriate.

Among his more renowned works of graphic design, I recall the posters for the Piccolo Teatro di Milano, the logos for Bloomingdale’s and American Airlines, the image for Knoll Furniture, the map for the New York City Subway, and the graphics program for the United States National Park.

As a product and interior designer, among other projects Massimo designed the Divano Saratoga, the interior of St. Peter’s Church in New York, the Heller line of plastic ware.  His book "Canon" was widely distributed around the world.

But this is just a small list of his endless and fantastic creative productions.

When working on projects of my own, I would often wonder what Massimo would have thought about a particular idea, and from time to time I would send him my designs and ask for his advice. Massimo was always very generous with his time, and always replied with various suggestions or appreciations. When criticizing a project he was direct, logic and persuasive. His thoughts and ideas were always coherent, and his advice invaluable.

Massimo was a master of self-promotion, he knew how to sell and persuade a client, helped greatly by his wife Lella. On one occasion, I recall a competition for a corporate identity that he was participating in, along with two other important design studios in New York. When he presented his work he told the client "we are all very good, you could choose between us with your eyes closed… but if you open them, you will choose us."

He used to say that we designers should behave like doctors, suggesting to our clients to do what they need, not to do what they want.

Massimo was a tireless organizer, always pondering over new projects. I remember various AGI meetings where he was president, such as in Amsterdam, Amalfi, and Tokyo. Through his humor, enthusiasm, and distinctive elegance he communicated an international and an Italian flavor. Massimo was an Italian that held the image of Italy high around the entire world.

He used to say that he would like to design the corporate identity for the Vatican, keeping the logo, but redesigning all the rest. It was interesting to note the contrast between his sparkling personality and sense of humor and the meticulous strictness of his design.

I had the opportunity to teach with Massimo at various workshops and seminars around the world and I always appreciated the methodology, discipline and passion for design that he was able to communicate to his students. Roger Remington, director of the Vignelli Center in Rochester, said "as we move forward at the Vignelli Center for Design Studies, our task is to extend his legacy of excellence in everything we accomplish.”

Massimo and Lella Vignelli, Roger Remington and Milani among others at the Moulin des Trois Arcs, Provence.

Massimo and Lella Vignelli, Roger Remington and Milani among others at the Moulin des Trois Arcs, Provence.

Collaborating with Massimo for so many years has been a privilege and a great pleasure. He was a grand master of design and a real friend, I will miss him very much and for me he will always be by our side. He wrote a book about his work "Vignelli from the A to the Z" but for us his Z will be endless.

- Armando Milani

Watch Vignelli's recent interview on More Than Branding.

Photo credits: The Altos de Chavón School of Design and Armando Milani.

Special thanks to Armando Milani for his beautiful words.

A look back: The Campaigns that rocked Cannes in 2013

Cannes Lions Festival

In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity." 

Here's a review of the campaigns that rocked the 2013 Cannes Lions:

Channel 4 - "Meet the Superhumans"

Agency: 4 Creative London | Country: UK

Awards and categories: Grand Prix in Film Craft | Gold in Film


Procter & Gamble - "Proud Sponsor of Moms"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Gold in Media | Gold in Titanium and Integrated Content


Intel - "The Beauty Inside"

Agency: Pereira & O'Dell | Country: USA

Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)


Nike - "Find your Greatness"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Titanium in Titanium & Integrated


Google + Hangouts - "Same Sex Marriages"

Agency: Ogilvy | Country: France

Awards and categories: Gold in PR


Dove - "Camera Shy"

Agency: Ogilvy + Mather, London | Country: UK

Awards and categories: Gold in Film


Samsung Life Insurance - "The Bridge of Life"

Agency: Cheil Worldwide | Country: South Korea

Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated


Leica - "Soul"

Agency: Saatchi & Saatchi | Country: Brazil

Awards and categories: Gold in Film Craft (Cinematography)


Coca-Cola - "Share a Coke"

Agency: Leo Burnett Chicago | Country: USA / India / Pakistan

Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year


Getty Images - "Life Cuts"

Agency: AlmapBBDO | Country: Brazil

Awards and categories: Gold in Film Craft (Editing)


Dove - "Sketches"

Agency: Ogilvy Brazil | Country: Brazil

Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated


Metro - "Dumb Ways to Die"

Agency: McCann Melbourne | Country: Australia

Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated


This post is part of the Road to Cannes Series.

Brazilian brands get ready to hit the field for this year’s World Cup

Brazil World Cup

The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?

The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)

Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.

World Cup logo

The branding of the 2014 World Cup consists in a random junction of elements without much planning.

Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.

1. Brazilian pride

The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage  patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.

2. Keeping an eye on FIFA Partners

Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population. 

 3. Joining in

Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.

Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and  tight-knit contact with the audience. 

Coca-Cola World Cup FIFA

 4. Adding value

Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.

The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.

 Brazil World Cup

Follow Giovanna Lettieri at EsttudioG.