Grape balloon

Great design makes me notice the fairground sign, great advertising makes me want to go to the fair.

Design and advertising is a marriage of two crafts. One can’t exist without the other when trying to get an idea across. You could have the best idea in the world, however if this is poorly executed no one will see the idea for what it is. And the reverse, a bad idea brilliantly designed will get the wrong idea seen by everyone. Reduce, reduce, reduce So it is very important to think about everything. ‘KISS’ – Keep It Simple Stupid, is what was drummed into me at art school. Great design is a process, a process of thought and reduction. Just like a great tasting gravy comes from a pot full of vegetables. The end result of a creative process is the reduction of idea after idea until the idea can’t be any clearer and you’ve reached perfection. Be authentic Essentially the job of Creative agencies is to be thoughtful down to the smallest detail. If we’re creating typography for a poster then we need to explain why we’ve chosen the typeface. If we’re selling a vintage car will the font be from the same era? If so what were the printing methods of that time and how can …

Nike Logo

Making marks and making your mark

Cast your mind back to your youth and those days sat in school classes. We all spent years gruelling through calligraphy lessons in a trance-like state of wavy c’s and join-y o’s, as our eyes hypnotically followed our teacher’s hand. We were, of course, learning how to communicate by making our very first marks onto paper. These individual marks each adopted a slightly different style, perhaps representing a slither of our personality. Those marks enabled us to communicate something to someone, in the clearest and most professional manner (if we were doing it correctly). That something could be our feelings; whether we’re scribbling in ANGER or jotting in silent awe. It’s a tool to represent ourselves, however we choose to use it. Sadly this all seems rather in vain when we get a job, ditch fountain pens for biros and revert back to the same sloppy non-joined up writing we adopted in First School. Consider the mark you’re making Logos are not dissimilar. They are merely another type of mark, a form of expression. So why isn’t this mark so often given the same, if not, greater importance? After all it’s the embodiment of an entire company’s identity, reduced to …