Back to the Drawing Board!

It's the first project of the semester, and it's a biggie...

Transitioning from 313 to 323, it will be vital to stay on top of deadlines and work towards building depth in your projects. Whereas the projects in 313 often deal with one central challenge (creating zoo signage, for instance), the production in 323 will be made up of many small components.

Take a look at this piece -- notice how many elements are created, and how they are used throughout the design. This is what packaging is all about...

Think about how this will relate to YOUR project. You will start
with a logo, then build an entire brand.

Here is a small piece from a recent Print Magazine:

Now take a look at the "Crayola" brand through history.

What has stayed the same? What has changed?

What will you retain? What will you bring back?

What will you abandon?

* * * * * * * *

Marketing Notes:

We talked about the "voice" of KFC a few weeks back, so how about the continual evolution of the logo?

How about these changes:

Also... the official rebrand of the postal service by Grand Army

Official:

Unofficial...

(Original)

(2005)

(Similar Marks)

Even More:

Typical corporate concept accompanying
this sort of change:

“Our new logo and tagline are an outward symbol that signifies how we have listened to our customer,” said Aitken. “She wants to create memories, enjoy and be inspired by her creative activities and spend more meaningful time with her children. She is looking for a place that pushes her imagination, allows for self-expression and personal enrichment through innovation and new, creative products. And Michaels is the place Where Creativity Happens.”

Here's the concept described in a recent AP News article:

Danish Modern furniture. Flat-screen TVs. Free Wi-Fi.

You want fries with that?

A McDonald’s in midtown Manhattan became the first in the U.S. this fall to undergo a sleek, European-style makeover similar to what McDonald’s has done at thousands of outlets around in France and the United Kingdom.

The eatery is outfitted with outlets for plugging in laptops, upholstered vinyl chairs instead of Fiberglas seats bolted to the floor, subdued lighting and employees whose all-black uniforms suggest a hip boutique.

“It’s like a lounge,” said Kimberly Burgess, one of many patrons who did a double take after entering the newly renovated restaurant in Manhattan’s Chelsea section. “It’s so different from all the other McDonald’s. It’s beautiful.”

Franchise owner Paul Hendel said customers have settled down in a restaurant not known for patrons lingering over lunch.

“We’re becoming a more relevant type of restaurant for the younger crowd,” he said. “They don’t feel rushed. They’re reading the newspaper, relaxed.”

McDonald’s Corp. spokeswoman Danya Proud said that thousands of the chain’s 14,000 restaurants have been updated over the last few years.

Proud said the redesign was intended “to give our customers more of a reason to make McDonald’s a destination.”

“People are using our restaurants differently today than they did five, 10, 20 years ago,” she said. “People are multitasking, doing more on a given day. … You want to be able to open your laptop, log on and get some work done while you’re eating.”

And what about closer to home?