starbucks

i have to admit, i can't get enough of starbucks.


the coffee & espresso aren't bad, the new cake pops are delicious (the pink one is the best), and their cafes are well-designed and cozy. i also like the fact that they avoid commercial and advertising venues for their marketing and branding, yet are still the most successful coffee shop chain in the usa. instead of obnoxious ads and other inyourface marketing tactics, starbucks used social media venues to communicate their rebrand and overnight, their stores were stocked with their limited time only coffee, snazzy new mugs, and new cups emblazoned with the new siren logo.


when starbucks redesigned their brand, i was elated. i love simplicity, and this new logo is pared down. if you look at the progression of logos, this trend is apparent. the logo has become almost what i would call elegant.


this logo also gives starbucks some leg room. without the word "coffee," the logo suddenly becomes international. starbucks has been opening stores worldwide already-i was able to order a vanilla bean frappuccino in buenos aires, argentina- and this logo will only drive starbucks more into the international market. 


there have also been rumors (starbucks' ceo howard schultz vaguely references it in the clip below) that the company is expanding beyond coffee and tea. i've heard whispers that they may even begin serving alcohol! i haven't decided quite how i feel about this, but if anyone can market it successfully, it is undoubtably starbucks. 


i certainly wouldn't mind cozying up in one of those  cushiony chairs with a glass of pinot noir.

photos & video clip courtesy of starbucks

2012 olympics

the olympics are a big deal.


the entire world watches, they only occur every four years (winter olympics excluded), and cities pay billions of dollars just preparing to host them. naturally, you'd like your country to have the most bad ass logo to slap on every uniform, banner, jersey, megaphone, commercial, swim cap--you name it. who doesn't love team spirit?


let's take a look at previous olympic logos:

photo courtesy of wikipedia

not bad beijing. the asian text, the drawing-very representative of chinese culture. love the bold red.

photo courtesy of mediabistro.com

personally, nyc is my favorite. madrid's, though classic, leaves something to be desired, moscow's is a bit boring, and i'm not sure what the rainbow is in london's (the tube lines? the thames?). i liked paris' initially, but i'm not sure what a heart has to do with the olympics. we're competing with other countries, not dating them.

and so, london is chosen for the 2012 olympics. and this is what they come up with:

photo courtesy of wikipedia

WHAT.

i actually had to read up (thank you wikipedia) to determine what this logo is supposed to symbolize. if london thinks that their logo obviously signifies "2012," they are mistaken. at first glance, this looks like modern art. i even threw out the idea that it might be a liberal interpretation of a portion of the western european continent. and though i am a huge fan of bright colors, i don't believe that sea foam green has ever been associated with the olympics in any way. and how does this relate to london? will this logo resonate with london's residents? i can't say for sure, but my guess is probably not.

moving on to my favorite country logo so far: canada has recently had a make over...

(all canada photos courtesy of fastcodesign.com)

 this is an olympic logo. canadians capitalized on the maple leaf, a symbol that always inspires great pride in their citizens. in the first logo, they've incorporated the classic colors of the rings to represent the olympics as a whole, and then continued to simplify until only the red maple leaf is left (third example). while the first is almost overwhelming (and let's face it, not very practical) the third is both simple and pragmatic. a modern interpretation of a classic- my favorite.

for more information on the canadian olympic logo and an inspirational interview with the designer, click here.

j crew

i haven't always been a fan of j crew.


however, i've noticed j crew has ditched its stifled prep for a style i define as 'edgy classic.' timeless pieces with thoughtful (and sometimes trendy) details that are polished enough for the office while being stylish enough for happy hour. perhaps its just the company's way of following the (now mainstream) 'hipster' trends, but the new j crew has caught my eye.


considering that most of my 20-something friends' wardrobes  (particularly business wardrobes) boast the j crew label, i'd say the company has done a pretty bang up job of marketing and branding themselves toward their target market. j crew knows what i want, before i want it.


it turns out, j crew can attribute much of its success to its current creative director, jenna lyons (the weekly emails, jenna's picks? ...ah, it all makes sense now). she's been with the company for 20+ years, originally hired as an assistant (!). it is jenna who has mastered this sought-after look of classic elegance paired with distinct personality.


i must admit, i had no idea who jenna was, nor did i do any research on j crew until i received the spring 2011 catalog. the models were wearing this mesmerizing shade of coral-red lipstick--and it looked amazing on all of them. the shade is nars' heat wave, and it boasts suitability for all skin tones. predictably, jenna was responsible for the seemingly minute style decision that defines the spring collection and emphasizes this 'fresh classic' ideal that has become j crew's brand. 


in short, effective branding is absolute. what at first glance may seem like a trivial design detail--a simple shade of lipstick--may define a brand far more than its supposedly significant branding and advertising counterparts. j crew has seamlessly and comprehensively communicated its brand to its market- even down to the shade of lipstick.

Photos courtesy of EnVogueMundo

thedieline.com

one of my favorite resources for design and branding ideas is thedieline.com, a packaging design site.


i kid you not when i say i have been lost in this site for hours. not only do they showcase well-known agency work (dupuis, product ventures, sterling brands) but also student work. packaging is such a crucial part of a company's brand and it's fascinating to see how brands have changed (or not changed) over the course of time. often times, packaging design defines a brand. what would tiffany's be without the turquoise box?


the site also features packaging designs from around the world; discovering how cultural differences manifest themselves in something as simple as packaging design is really fascinating. 


if you're pursuing a career in packaging design, the site also has an abundance of resources, such as job advice from professionals, industry news, and even job listings.


for those of you that are wondering, 'what is a dieline, and what does it have to do with packaging?' here is your answer (courtesy of wikipedia):


A dieline is used in graphic design as a placeholder for assisting in the proper layout of a document that will be diecut as part of the finishing process. It is usually placed into the graphic's computer file as a separate layer for sizing and orientation purposes. A dieline is usually not printed on the final piece but is used to determine correct layout.

photo courtesy of thedieline.com

the beginning

a creative mind in a corporate job.


i'm anneliese. my hope is that this blog allows me to explore what i love--design and branding--and allows me to share my enthusiasm with readers.


photography, architecture, graphic design, art, fashion, interior design--i love it all, and hope to touch on each of these topics here.


because i come from a business background, i also am fascinated by the intersection of design and business--namely, marketing and branding.


i know there are more creative minds in corporate jobs out there--populating your spreadsheets and powerpoint templates---i hope this blog will serve as a creative escape for you and inspire you to pursue what you love. 


here we go.