Pentagram partner, Michael Bierut, highlights the do's and don'ts of graphic design while recalling his personal client experiences at the DESIGN INDABA Conference in 2015. This talk was a well-rounded discussion of design and clientele relations in the professional atmosphere. Goes in-depth on his team's process: how to attacking projects from multiple angles, listening to clients and not focusing on first ideas, using simple shapes and movement, and looking at environment for inspiration. All really strong advice which resulted in some clean, unique, and smart designs. Michael puts a strong emphasis on the why a client would want to change their logo and/or branding. He focuses on historical references, modernizing and adapting old logos and designs to become relevant in today's market.
Michael Bierut had some really smart designs which were not only visually appealing, but also cost effective. His re-branding of Nuts.com focused on characterizing three generations of family, and having a unique packaging strategy and design...which ultimately costs the owners no additional costs on packaging and became more recyclable. His re-branding of Saks Fifth Avenue, he said, "No one want's a new logo, they want someone else's logo or their old logo." Using an older logo, refining it, and using grids to create a new modern art aesthetic that can be used throughout the Saks Fifth Ave. brand. What I thought was extremely clever was his team's New York Times design, where they thought of the environmental impact which resulted a solid typeface that was visual from street view, but would not block the New York skyline view while standing inside the building.
There are simple solutions to complex problems. This talk really brought light to the options a designer can have for a multitude of different clients. From a religious church to museums, a designer can have a huge impact in the real world.
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