Coolest Map Ever

Coolest Map Ever Is a Squeezable Ball Instead of Paper

No folding necessary, no Wi-Fi signal needed. All you need to do to reveal the teeny labeled street grid on this egg-shaped rubber map is to squeeze the sucker hard.

Annnnnd squish! Designer Dénes Sátor cleverly refers to the squashing of what he’s dubbed the Egg Map as “manual zooming” (ha!), and it works: The map balloons out legibly, the how-to-get-from-Point-A-to-Point-B problem is solved, and you’ve just relieved a little stress after fondling this squishy little oddity.

Coke Kiss the past

 

MASHUP COKE: KISS THE PAST HELLO

Coca-Cola is pulling all the stops to celebrate 100 years of its iconic glass bottle design.

They have released a series of videos paying tribute to the bottle, all shot in a different style.

But they have also asked more than 130 artists, designers and illustrators from 15 countries to reinterpret Coke’s vintage images under the brief of: Optimism. A1. Red|White|Black.

You can check out the reinterpretations posted so far over on Instagram or Pinterest 

 

"share a coke" campaign

by Font for You

The “Share a Coke” campaign has been annoying me for weeks, but it wasn’t until a few days ago that I was able to pinpoint exactly what was irritating me.

At first I thought it was the idea in general. I complained to my typophiles in crime, Cody & Jess. The whole thing is so random. What are the chances you actually get a Coke that makes sense?

They argued that the chance of getting something that did make sense, made you want to share it via all your social networks even more. Hell, Jess and her friend Lauren shared pictures of “Share a Coke with Lauren” and “Share a Coke with Jess” months ago from across the pond (the campaign started overseas before it came to the US a few weeks ago).


So, ugh. They were right.

While the two of them got the campaign, Jess and Cody shared in my annoyance about it; something was off. We suggested a few different ideas before it hit us: the custom typeface Coke had commissioned to match their logo had been right in front of us all along, but we were too distracted by the campaign itself to notice how much we didn’t like it.

It’s no surprise Coke chose to expand their logo into a typeface. Lettering is making a comeback. These days we hear a heck of a lot about typography in terms of the web, but there are a whole slew of designers reviving lettering styles once considered old fashioned. Just check out Sign Painters or walk past one of the 5 million coffee shops in Brooklyn (all hand lettered errrthang).

Coke’s typeface, called You, was designed by Ian Brignell of Toronto for the launch of the “Share a Coke” campaign in Australia sometime in 2012. If you look at Brignell’s other work, you can tell he’s a stellar lettering artist. The guy is kind of a superstar—lettering for everything from Chapstick to Crown Royal.

You by Ian Brignell.

Okay, so let’s talk about the nitty-gritty. Is You designed according to its source material (the Coke logo)? Yes. Technically, this is a job well done.

The problem then? The Coke logo is not a typeface. It’s a logo.

Each letter in You isn’t so bad on its own. It’s when the letters begin to make words that the trouble arises. Things go awry when Coke can putanything on a bottle in their sacred logo lettering. Behold, “vos anus.”

Missing tittle over the i. “Vos amis” becomes “vos anus.” Whoops.

The fact that this says “vos anus” (instead of the intended vos amis) isn’t even the issue. Look at the m and the i next to each other. They’re not typographically pleasant. It feels like “m” is kicking “i” to the curb.

Check out the Coke Logo on it’s own. We love this logo. We always have. It references the classic “Coca-Cola” logo but also ties in modern typographic influences.

And see how much better “Co” and “ke” fits together in the Diet Coke logo? Instead of “k” bumping “e” to the side, they form a ligature. And #tgod for that, because without the ligatures, this logo wouldn’t be so great. The lack of ligatures is what we get with You,making it a flop.

If you live in the tri-state area, you probably remember the “You’re on (diet) Coke” ads. Who are we kidding? Of course you remember them. Super ballsy on Coke’s end. You know what else? They used a secondary typeface. Revolutionary, I know. But hey, look how good this looks.

It’s a simple sans-serif. Is it a really vanilla typographic choice? Yes, but it looks nice and its notYou, which had already been designed and could have been used instead. Coke should have used something similar for “Share a Coke.”

All the complaining about You aside, the “Share a Coke” campaign works. Back when Jess and Cody were explaining it’s brilliance, I insisted I’d never take a picture of a stupid Coke can.

Today, I stopped at The Meat Hook with David. We ordered two Diet Cokes with our sandwiches. His: “Share a Coke with a Go-Getter.” Mine: “Share a Coke with your BFF.” I took a photo and now I’m writing this. You win Coke, even if your typeface doesn’t. Well played.

Don’t f**k up your online marketing strategy by creating a silo

By Danyl Bosomworth

Integrating online marketing into marketing communications is the key to success & longevity

The head of the world’s largest PR firm, Edelman, declared recently that the marketing industry has its business backward. That marketing has a “short-term and broken model”.  And, he’s saying, it doesn’t have to be this way. Where brands could originally only reach and stimulate consumers through advertising or promotional marketing, we’re seeing brands such as American Express, Coke, Red Bull and Dove all creating content rich stories, integrated into much wider campaigns, to enable connections in consumer news feeds.

Annoyingly Edelman is pointing to “marketing” but referencing the advertising model specifically, but the point is still great if viewed in a wider context.

“I see the emergence of a new paradigm, which is ‘communications marketing’ instead of ‘marketing communications.’”

Richard Edelman, CEO, Edelman
Of course Edelman is encouraging a PR or journalistic mindset of ‘communications’ vs ‘marketing’. If we cut the jargon, this is a PR guru’s take on what’s now well established thinking for ‘new’ or permission based marketing as described by Seth Godin et al. What we’re saying from my perspective is ‘relationship marketing’ vs ‘promotional marketing’. And how long has the idea of one to one marketing been around? Since 1996, that’s a long time.

Here’s another practitioner guru stressing that we should avoid limiting our thinkinking and plans to digital and putting it in a silo. In this article Marc Mathieu says: “People think too much about digital marketing“.

“We need to start thinking about marketing in a digital world, a world gone digital. We think too much about digital marketing, which is applying thinking we have learnt to marketing digitally.”

Marc Mathieu, SVP Marketing, Unilever
What does it all mean for you?

No matter the jargon, thought leader or angle we approach it from – what I feel we can understand is that: A lack of a coherent, customer (or consumer) centred is the death of successful online marketing (or PR, or whatever angle you approach it from). Creating poorly integrated online marketing strategies or plans can cause further problems

We can break this down further by way of understanding the problem in order we design the right solutions – and more importantly, not f**k up our marketing strategy.

Digitally-led – As Marc Mathieu states in the quote above, we’re digitally led only because it’s where our consumer is more reachable, more of the time, offering us a means to connect. And, in online marketing, content is the means to connect if we get the distribution right. Since consumers are now spending so much of their time online a digital transformation strategy is needed as we explain in our new guide. But this must be integrated with marketing communications as a whole.
Audience – everything starts with the content consumer. How poor is most advertising targeting today? Very. It remains at best demographically led, maybe target group led: HR manager, baby-boomer, teenager. But a baby boomer in Yorkshire is a large part of the population, from a 55 year old CEO to a 50 year old part-time yoga instructor. Their beliefs and motivations are very different and no basis for effective marketing – think of them as representative personas who require more detailed descriptions. Answering this is the first, and most important cornerstone to strategic planning.
Brand as vehicle – “Brand” is an often misused term, fail to get this right at your expense for online marketing. Your brand essence / DNA / one thing / reason why / two words – are the means to to great clarity around your content, in any and every format. If you don’t know what your brands stand for then your audience certainly won’t. Do your ‘two words’ (we call these our single organising principle) reflect your consumer’s experience of your brand? Acid test this with looking at search terms of traffic hitting your site aside from brand name. Do you want those associated?
Communications marketing – creating content once and broadcasting it everywhere is not content marketing. It’s more likely sales or product promotion in a different guise. Yet, if you (a) know your audience for, (b) know your brand and (c) know where your promoting the content then it’s far from create once and broadcast? Focussing on micro content is the answer, recognising that each platform you promote content within, there are many, is different and akin to their own countries with different beliefs, rules and language. Great Gary Vaynerchuck interview here about the micro-content revolution and content for communications and relationship building.
Content must serve – serve don’t sell by applying the science of small wins – essentially answering one question, providing one tip or addressing one issue per piece of content. You also have the option of improving someone’s day by using entertainment or humour as well. Or a combination. Our content marketing matrix aims to visualise this quickly and easily. Incidently, Edleman’s key to communications marketing provides an additional and interesting check-list:
“Rational and built for consumption.” (Useful to the reader)

“Emotional and built for sharing.” (Of human interest)

“Supported by data and insight.” (Factually sound)

Objectives – clearly and logically detail exactly how digital marketing activity will tie back to core business objectives. Why are you bothering. Developing digital objectives is usually a 4 step process that involves interpreting a core business goal (usually revenue), then broad marketing goals that if achieved, will undoubtedly lead to generation of revenue. We then those for the digital space and come up with 3 to 5 objectives based on the broad marketing goal set. Usually there’ll be too many objectives so using a Kill Keep Combine method for prioriting right down to what will matter for the next quarter – rather than a long list of objectives for the whole year – is a great method.
Media & Distribution – BuzzFeed VP of Agency Strategy Jonathan Perelman once said, “Content is king, distribution is queen, and she wears the pants.” So how you intend to get your amazing stuff in front of the right people, at the right time requires that you think channels before tactics – with mobile and apps stealing time, social changing (will Facebook even look like it does today in 3 years – unlikely!) – it’s not about deep diving into tactics. How will you blend paid, owned and earned media and create touch-points with your audience that make sense? See our Buzzfeed case study for more.From a personal experience in SMEs with limited resources I’d usually recommend starting with (or cutting down to) 3 to 5. Trying to do too much, on too many platforms can spread you or your team too thin – killing effectiveness.
With 67% of the search market, Google remains king from an ever-important search perspective, and as search and discover tools like Knowledge Graph suggest, it’s getting increasingly more sophisticated at not only returning the richest query results, but also anticipating what someone will want to see next. Forget those one dimensional old practises about “how to rank for [xxxx]” – it’s time take a much broader view of consumer journeys.

Integration & measurement – Of course, any plan requires masses of context. (1) Without adequate integration with the rest of the picture, digital is lost at sea as a stand alone domain of marketing, it forgets the consumer. (2) Similarly the KPI selection to measure effectiveness must be specific to the goals, objectives, channels and tactics in play, altering the dashboard to reflect what matters at that moment is good sense. Prioritise and focus on the handful that will kill or grow the result. There’s so much change today that a tight handle on a smaller data-set is much more empowering to be able to manage and pivot activities as needed.
What say you? Any advice for keeping a firm handle on your strategy?

Defining Design - Paul Rand

Paul Rand: Defining design
“Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” — Paul Rand.
I thought I’d share this with you for 2 reasons:
It’s a great definition from a legend of design.
It may introduce some of you to Rand’s work.
I hope you find it useful.
NB: As well as designing the ABC, IBM and UPS logos, Paul Rand was also the man Steve Jobs turned to, for the branding at NeXT — the computer company he started when he left Apple.

HEFMA Conference 2014

 2014 HefmA National Conference Programme Announced! 14th - 16th May 2014, Brighton

2014 HefmA National Conference Programme Announced!
14th - 16th May 2014,
Brighton

This year’s annual conference promises to deliver two extremely valuable and informative days and great networking opportunities with colleagues from the industry.
The 2014 Conference looks to our overseas neighbours and the worldwide family of health estate and facilities professionals to gain an edge from their knowledge and approach to some of those familiar problems and seek out mutual benefits.