The District - Interview

1.     What makes a successful identity?

Thought, hard work, a bit of magic, perseverence and the odd
metaphorical (or in some cases actual) bloodied nose. That is what
'makes' a successful identity, the characteristics of a successful
identity are creating something that transcends fashion, challenges
people, and forms an emotional connection with people, that sounds
awful, but you get my point. I compare a good identity with a good
record, the ones that have lasting power are they ones you don't like
the first time you hear/ see them. 

 2.     Can you list any clichés in identity design?

Contrived post rationaling, over rationalising or simply no
rationalising at all. 

 3. What are your most admired logos/identities and why?

Flying logo for Gatwick Express (Hedger Mitchell Stark). A beautiful twist.
Kaffe Coffee shop (Felix Lobelius). Fit for purpose.
Apple. An obvious choice, but awesome.
Channel 4 (Lambie-Nairn and the developments and sub-brands since).
The flexibility and the way it has grown is just brilliant.

May get a different response on a different day.

Film Festival - Popcorn

Popcorn has a big relevance to cinema. I plan to use this link in my film festival brief and create a popcorn box. Here are some examples, all have similar traits such as as tapered base, made from card, di-cut stylistic openings and colourful prints.

Film Festival / yearbook Inspiration

Here are examples of the style of design I am trying to achieve in my film festival brief, the use of bold type, strong colour and overlaying the two with image creates a strong visual style I feel suits the film festival. Also this style would work well on the yearbook cover to provide a strong, design focused view of the course.

Yearbook - Layouts

Here are a few selected examples of innovative layout techniques, taken from the book 'Graphis - Annual Reports 2009'.

Eagleclean -by The Partners

Eagle Clean is a small London cleaning company which needed an identity that would engage prospective clients such as offices, restaurants, bars and clubs in a particularly uninspiring sector. The Partners used Eagle Clean's rubber gloves to develop a playful graphic device on signage and uniforms. The logo comes to life online as the gloves clean the screen, making it spotless to the viewer.

CONTEXT - Outcomes

Here is a plan of what i intend to produce, the outcomes are relevant to my three chapters.

Craig Oldham

Craig Oldham's work for D&AD uses comparison through language to communicate an effective brand identity. The repetition of these word comparisons when placed in relative environments builds up the identity and links them all together. D&AD's bold yellow on black colour scheme also helps to make the identity stand-out.

Context book mock-up

I have created a mock-up of my context book, titled; Innovative Identities.
To fit in with the subject of identity, i have created a logo for the book and branded it throughout.

Method Inc - Questionnaire

I have recieved a reply to the questionnaire I sent out last week.
None other that Dean Crutchfield, creative director of Method London!
Excellent, Thank You Dean.
See below:

Thank you Patrick. Here are some thoughts:

1.     What makes a successful identity?

Successful brands are stories told well, but they’re tough to have a

monopoly on. Misconduct by big brand names and shifting consumer

behavior has changed the perceived value exchange between brands and

consumers. Therefore, a successful identity should play a key role in

creating brands that are more magnanimous, malleable and functional.

2.     Can you list any clichés in identity design?

Design used to be about control and it no longer is about control.

This has created many opportunities to hold different conversations

with the consumer with new methods of approach that enable customers

to better connect with brands.

To optimize this new conversation, brands and their identities need to

relinquish a degree of power and control to the consumer by adopting

narrative based brand strategies that can be multi-faceted and impact

across multiple platforms to engage consumers.

3. What are your most admired logos/identities and why?

McDonald's - It's beautful

2012 - it's ugly and category busting

Product Red - it's a unique solution to partner brand strategy

Chase Bank logo - has stood the test of time

US Postal Services - sadly undervalued

UPS - original Paul Rand logo (NOT THE NEW ONE!)

Lucent - the coffee stain/kiss mark was breakthrough

There's loads, but that's a few. Cheers, Dean

--

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Dean Crutchfield

Chief Engagement Officer

+1 646 825 5222 T

+1 917 239 3303 C

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Method Inc.

San Francisco, London, New York

www.method.com

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Spin

Patricia Finegan, Owner of Spin has created some very impressive identity work.

Here are a selection of my favourites.

Method Inc

Method are a design consultancy based in San Francisco, New York and London.

They have some particularly impressive brand identity work, with a wide range of applications.