December 21, 2007
Marketing trends in 2008
NEW YORK — Advertising Age recently released a list of trends to look out for in 2008. These include the Innovation and Creativity Rule: “Targeting consumers using unconventional methods in creative places will be the gold standard for outstanding creative. Marketers won’t run away from traditional media but will leverage technology and new media to accentuate message delivery to consumers and customers. There is no turning back – and creativity will rule.”

The Power of Strategic Alignment: brand messages that are fully integrated and synchronized across all media platforms will thrive. To do this successfully, strong leadership is required. “CMOs will ensure organizations are strategically aligned. Lead agencies will be appointed to make sure all supporting agencies carry out the same brand message.”

Are you a “Renaissance Marketer”? According to Ad Age, there is a new type of marketing professional emerging. This individual will have exceptional observation skills and a holistic view of the world. They will be “part humanist, part psychologist, part anthropologist and part technologist.” As a result, cookie-cutter marketing is on its way out.

Other micro trends to watch out for: the working retired, car-buying soccer moms, family dads, home-buying single women and lefties. Contact: adage.com

December 11, 2007
Pantone selects a moody blue for 2008
CARLSTADT, N.J. — Colour expert Pantone Inc. is expecting a blue outlook, pronouncing Blue Iris (Pantone 18-3943) as its colour of the year for 2008.

Pantone's 2008 colour of the year, Blue Iris

Citing the calming and mystical qualities derived from its combined blue and purple character, Pantone describes the hue as both mysterious and exciting.

“From a colour forecasting perspective, we have chosen Blue Iris as the color of the year, as it best represents colour direction in 2008 for fashion, cosmetics and home products,” says Leatrice Eiseman, executive director of the Pantone Color Institute.

“As a reflection of the times, Blue Iris brings together the dependable aspect of blue, underscored by a strong, soul-searching purple cast,” continues Eiseman. “Emotionally, it is anchoring and meditative with a touch of magic. Look for it artfully combined with deeper plums, red-brown, yellow-greens, grapes and grays.”

Blue Iris follows on the heels of last year’s Pantone colour of choice, a bold red hue named Chili Pepper (Pantone 19-1557). Contact:www.pantone.com

— Simon Yau

Belladonna gives the gift of inspiration
TORONTO—Just in time for the holidays, local design firm Belladonna Communications has released its new book project, Canadian Greatness. The book includes the personal mantras of 28 inspiring Canadian personalities who are shaping the image of Canada in business, culture, philanthropy, politics, sports and the arts. Craig Kielburger, George Stroumboulopoulos, Leslie Roberts, Karen Kain, Jeanne Beker and Albert Schultz are just a few of the notables who share their words of wisdom.

The project’s concept centres around the notion that “each Canadian has dreams and desires and the ability to transform them through design and discipline to achieve their own greatness and sharing inspirations will encourage further positive action,” according to Belladonna’s release.

Belladonna will distribute the book to any individual, free of charge, upon proof of a minimum $25 donation to a charity of that individual’s choice. Contact: www.belladonnacom.com

December 10, 2007
National Post redesigns website
TORONTO —The National Post won 38 international design awards from the Society of Newspaper Design this year, the result of a thorough redesign that debuted this past September.

Now nearly three months later, its online equivalent is attempting to follow suit as Nationalpost.com has relaunched to feature a design and visual aesthetic that matches its well-received newspaper counterpart.

“The new Nationalpost.com promises to deliver fast, reliable information like no other news site in Canada,” says Jonathan Harris, director of online and executive editor of the National Post, in a released statement. “We’ve redesigned the site from top to bottom to help our readers find the news that matters to them – fast.”

Matthew Warland, design director for the Nationalpost.com explains that readability and art were two of the main focuses of the redesign.

Selecting a body font was one of the most important decisions for Warland and his team, and they eventually settled on Georgia, making the site one of the few Canadian news organizations that use a serif font for its main copy. The look is distinctive, as is the font’s default size (large).

“I think the whole idea about san serifs being more readable online is kind of a myth,” explains Warland, who says at the large size it just didn’t make a difference. “Also,” he adds, “the serif font kind of links it back to the paper.”

Other noticeable differences include the integration of more images, bright colours and the signature vertical flag from the print vehicle integrated into the online blogs.

“It was a huge priority to get more and better art onto the website,” says Warland. In certain sections of the website he decided to feature graphics and images across the entire width of the content.

“It’s funny,” muses the web designer. “With a newspaper you have access to such great art and photographs that are constantly made available for print, and in some online news organizations they don’t seem to be able to take advantage of that.” Contact: www.nationalpost.com

— Simon Yau

Introducing Vancouver 2010's new Olympic mascots
VANCOUVER, BC—When Vicki Wong learned her designs had been selected as the mascots for the 2010 Winter Olympics, her reaction was surprisingly restrained.

The Vancouver 2010 mascots are based on Canadian folklore

“It was all a big secret,” recalls the local graphic designer. “[I was] quietly jumping up and down in my kitchen.”

Wong, along with Los Angeles-based Michael Murphy, started Meomi Design nearly five years ago. They have created and illustrated whimsical critters for everything from corporate logos to their very own line of children’s books, The Octonauts.

But the Olympics, Wong concedes, represents “a different scale of audience.”

Fortunately, Meomi’s diverse portfolio may have played an important role in its success.

“I think part of the reason we were chosen for this project is because of our experience working with and adapting our characters for a broad range of mediums and merchandise,” says Wong. “We've written books, animated characters, worked on toys, accessories and clothing, so coming up with characters that are versatile and adaptable is on par with work we've done in the past.”

Meomi’s winning characters were inspired by themes drawn from regional and Canadian folklore. 

Miga is a sea bear inspired by the legends of the Pacific Northwest First Nations – an orca whale that transforms into a bear upon arriving on land. Quatchi is a sasquatch (sometimes referred to as Bigfoot), and rounding out the trio is Sumi, an animal spirit who wears the hat of the orca whale, flies with the wings of the mighty thunderbird and runs on the furry legs of the black bear.

“I spent many hours pouring over books on masks and costumes, aboriginal stories,
legends and local animal field guides,” explained Wong, who credits both Canada’s multiculturalism (in particular the CBC and the Knowledge Network), and children’s characters worldwide for shaping Meomi’s distinctive style. Contact: www.vancouver2010.com/mascot/en; www.meomi.com

— Simon Yau