"A print based investigation into branding & promo with a focus on limited colour pallets."
- Printing methods and mass production, look at costs of ink and paper, has it impacted on the way designers use colour? litho versus digital?
- Print finishes - foils, embossing, spot varnish/colours etc.
- Methods of promotion, effective formats, no colour promotion?
- High concept identity design, effective use of colour, 1 colour logos versus CMYK, complex spot colour logos, minimalist design
- Colour trends within graphic design. Fluorescents, calm/relaxing, black and white.
- Problems re-producing inks digitally, what can print do that digital can't.
Interesting recent article at Creative Review about Starbuck's recent logo re-design. Reducing the identity down to 1 colour and the design no longer having the name in the logo.
Interesting reading about the new logo at their website:
"From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.
The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed – points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.
The result is an evolved logo that celebrates the Siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world."
The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed – points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.
The result is an evolved logo that celebrates the Siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world."
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