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Graphic Design Solutions
3rd Edition
By Robin Landa
WADSWORTH '1 ? CENGAGE Learning.
Australia Brazil .Japan . Korea Mexico Singapore Spain . United Kingdom United States
Table of Contents
Foreword ix
Preface xi
Article: Graphic Design Timeline by Steven Brower TL-I
Historical Image Timeline (1893-present) TL-3
Part I: Fundamentals
Chapter I: Introduction 3
Defining Graphic Design 4
The Graphic Design Profession 4
The Nature and Impact of Visual Communication 15
The Field of Visual Communication 17
Collaboration 17
Why Design Matters 17
Ethics in Visual Communication 18
Visual Communicatton Professionals' Knowledge and Education 2 0
Summary 21
Article: From Start to F~nish by Dave Mason 22
Chapter 2: Overview of Graphic Design 25
Graphic Design Solution Components 26
Strategy 26
Concept 29
Design 31
Production 34
Execution 36
Critique Guidelines 37
The Project 37
Assessing Your Process 37
Summary 4 0
Article: Designing for Print by Christopher J. Navetta 42
Chapter 3: Fundamentals of Graphic Design 45
Formal Elements of Design 46
Line 46
Shape 47
Value 48
Color 48
Texture 5 0
Format 52
Principles of Design 52
Balance 52
Emphasis 53
Rhythm 55
Unity 55
Manipulation of Graphic Space 5 9
Positive and Negative Space 59
Illusion 61
Summary 63
Article: Color Design Basics by Rose Gonnella 64
vi Graphic Design Solutions
Part 11: Applications
Chapter 4: Typography 73
Letterforms: Form and Structure 74
,4omenclature 74
Typographic Measurement 77
Spatial Measurement 78
Basic Type Specifications 8 0
Classifications of Type 8 0
The Principles of Design Applied to Typography 8 2
Emphasis 8 2
Rhythm 83
Alignment 83
Unity 83
Spacing 85
Illusion of Spatial Depth 86
Designing with Type 8 6
Form 88
Direct Message 8 9
Secondary Meaning 9 0
Graphic Impact 91
Type and Visuals 93
Type and Expression 9 4
Summary 9 4
Chapter 5: Layout 103
Defining Layout 104
I Layout Goals 104
Considering the Format 109 I
The Grid 112
Summary 116
Article: Formation Architecture or How I Learned to Love the Grid by Steven Brower 123
Chapter 6: Logos/Symbols/ Pictograms 129
Logos 130
Types of Logos 130
Visual ldentity 136
Stationery and Letterhead 138
Choosing a Font for a Logo 143
Depiction of the Logo 144
Logo Design Points 144
Symbols 145
Nomenclature 146
Pictograms 150
Summary 153
Start To Finish: Designing a Logo 154
Chapter 7: Visual ldentity and Branding 161
Visual Identity 162
Background 163
Unity with Variety in a Visual ldentity 163
Brands and Branding 170
Differentiation 172
Summary 173
Start To Finish: Designing a Business Card 176
Table of Contents vii
Chapter 8: Posters 183
The Purpose of Posters 184
A Little Hhtory 184
Posters as Art Objects 185
Posters as Expressions of Individuality 185
The Challenge of Poster Design 188
Integration of Concept with Visual Elements 193
Article: Working Design Tips from Michele Kalthoff and Dawnmar~e McDermid 197
Interpretation of Posters 198
Summary 202
Chapter 9: Book Jackets and Magazine Covers 207
The Purpose of Covers 208
Design Considerations 208
Use of Type and Image 209
Front, Back, and Spine 216
Designing for a Series 216
Summary 223
Start To Finish: Designing a Book Cover 224
Chapter 10: Packaging Design 229
Packaging Design 230
Relevance and Emotional Connections 231
Audio/Compact Disc Packaging 240
Materials, Eng~neering, and the Design Concept 242
Shopping Bags 248
Summary 250
Chapter 11: Advertising 255
The Purpose and Value of Advertising 256
Types of Ads 256
Commercial Advertising 257
Public Service Advertising 257
Cause Advertising 258
Audience, Clients, and the Creative Team 258
The Creative Team 259
The Creative Brief 259
Elements of an Ad 261
Copy-driven vs. Visual-driven 261
Components of an Ad 262
Functional vs. Emotional Benefits 262
Developing Ad Ideas 265
The Ad Campaign 278
Creative Approaches 280
Television Commercials 286
Summary 289
Article: The Thing with Two Brains: Teaming with (or Thinking Llke) a Copywriter to Produce Great Work by David Nehamkin 290
Chapter 12: Unconventional Advertising 297
Unconventional Advertising Formats 298
Reasons for Unconventional Advertising 301
Cynical Public 301
Technological Intervention 304
Appeal of Small Budgets 304
Increased Viewer Participation 304
Pros and Cons of Advertising 307
Summary 309
viii Graphic Design Solutions
Part Ill: Careers
Chapter 13: Annual Reports 313
Purpose of an Annual Report 314
I Components 315
Developing a Theme 317
Coordinating the Visual Elements 319
Summary 322
Chapter 14: Web Design 325
Web Design-the Big Picture 326
Web Site Development 327
Navigation Systems 328
Elements of Design 329
Employing Basic Principles of Design 330
Layout Organization 330
Visual Hierarchy 331
Unity 331
Color 331
Style 331
Approach to Promotional Sites 332
Pqints to Consider 337
Summary 338
Article: Designing for Interactive Mediums by Nick Law 340
Chapter 15: The Portfolio and Job Search 345
A Generalized Graphic Design Portfolio 347
An Advertising Portfolio 348
Advertising Portfolio Contents Organization 348
Mini-Portfolios 349
Self-promotionals 349
Advice from Graphic Design Professors 351
Portfolio: Your Talent in a Bottle by Alan Robbins 351
Tips on the Most Important Things for a Portfolio by Martin Holloway 351
A Quality Portfolio by Rose Gonnelia 352
The Career Search Process 352
Information Gathering 352
lnternships 353
Networking 354
The Interview Process 354
Preparing Your Portfolio 354
At the lnterview 354
Summary 356
Student Solutions Showcase 357
Adam C. Rogers 357
Christopher J. Navetta 367
Rianne Lozano 375
Sanghee Jeon 377
Glossary of Terms 381
Selected Bibliography 387
Subject lndex 391
Agencies, Clients, Creative Professionals, and Studios lndex 397
viii Graphic Design Solutions
Part Ill: Careers
Chapter 13: Annual Reports 313
Purpose of an Annual Report 314
I Components 315
Developing a Theme 317
Coordinating the Visual Elements 319
Summary 322
Chapter 14: Web Design 325
Web Design-the Big Picture 326
Web Site Development 327
Navigation Systems 328
Elements of Design 329
Employing Basic Principles of Design 330
Layout Organization 330
Visual Hierarchy 331
Unity 331
Color 331
Style 331
Approach to Promotional Sites 332
Pqints to Consider 337
Summary 338
Article: Designing for Interactive Mediums by Nick Law 340
Chapter 15: The Portfolio and Job Search 345
A Generalized Graphic Design Portfolio 347
An Advertising Portfolio 348
Advertising Portfolio Contents Organization 348
Mini-Portfolios 349
Self-promotionals 349
Advice from Graphic Design Professors 351
Portfolio: Your Talent in a Bottle by Alan Robbins 351
Tips on the Most Important Things for a Portfolio by Martin Holloway 351
A Quality Portfolio by Rose Gonnelia 352
The Career Search Process 352
Information Gathering 352
lnternships 353
Networking 354
The Interview Process 354
Preparing Your Portfolio 354
At the lnterview 354
Summary 356
Student Solutions Showcase 357
Adam C. Rogers 357
Christopher J. Navetta 367
Rianne Lozano 375
Sanghee Jeon 377
Glossary of Terms 381
Selected Bibliography 387
Subject lndex 391
Agencies, Clients, Creative Professionals, and Studios lndex 397
392 Graphic Design Solutions
color additive primary colors, 49 appropriateness in design solutions, 50 CMYK (cyan, magenta, yellow, black), 49
as a communication tool, 64-65 elements of
hue, 48
saturation, 49 value, 48
in file preparation, 34-35
Pantone Matching System (PMS), 49-50 RGB (red, green, blue), 49
spot color, 49 subtractive primary colors, 49 of text, 90
in web design, 331 combination mark, 130, 134-1 37 composition, 56
comps (comprehensives), 34 computer software, 34-35,43 concept, 29-3 1
content, 328 continuity, 56
correspondence, 56 counter, 75
counterform, 89 craftsmanship, 36 creative brief
in advertising, 259-261
sample of, 27, 260 creative professionals, names of contributors. See the
Agencies, Clients, Creative Professionals, and Studios
Index creative team, 259
critique guidelines, 37-40 cropping, 30
D descender, 75 design brief, 26 design concept, 29-30, 328 display type, 78
E editorial design, 8
electronic files preparation, 34-35 emotional benefits of ads, 262
emphasis, 53-55,82, 104-107 environmental design, 10
ethics AIGA (American Institute of Graphic Arts) ethical
standards, 20 government regulations and watchdog groups, 18-19
IABC (International Association of Business
Communicators) code of ethics, 19-20 in visual communication, 18-20
execution, 36-37
F "First Things First" manifesto, 18
flow (movement), 59 focal point, 53, 104-105 formal elements of design
color, 48-50
format, 52 line, 46-47
shape, 47 texture, 50-52
value, 48
format, 52, 109 functional benefits of ads, 262
Subject Index 393
G government regulations and watchdog groups, 18-19 graphic design
areas of specialization, 4-15 defined, 4
knowledge and education, 20 style, 31-32 two-dimensional design, 46-63 uses, 17-18
graphic design solutions components
concept, 29-3 1 design, 3 1-34
execution, 36-37 production, 34-35
strategy, 26-29 critique guidelines, 37-40 defined, 4
idea process, 22-23, 30 objectives statement, 28
steps to solving problems, 32-34 graphic design timeline
1 8 9 0 ~ , TL-3 1 9 0 0 ~ , TL-4
1 9 2 0 ~ , TL-5 1 9 3 0 ~ , TL-6
1 9 4 0 ~ , TL-7 1950s, TL-8 to TL-9
1 9 6 0 ~ , TL-10 to TL-11 1970s, TL-12 to TL-13
1980s, TL-14 to TL-16 1990s, TL-17 to TL-20
2000 to Present, TL-21 to TL-24 overview, TL-1 to TL-2
graphic space
illusion of spatial depth, 61-63, 86-88, 198-200
manipulation of, 59 positive and negative space, 59-60, 86
graphic standards manual, 138, 163
grid
in books and magazines, 112-1 16, 123-124 defined, 56
in posters, 195
in web design, 329-330
H headline, 261 high contrast, 48
home page, 330 hue, 48
I identity design, 5
identity standards manual, 138 illusion of spatial depth
defined, 61-63
in posters, 198-200 using type, 86-88
information architecture, 328
information design, 5
interview process, 354-356
J jobs. See careers in graphic design
K kerning, 79
L layout design
considering the format, 109 definition and goals, 104
grid formats, 112-1 16, 123-124 principles of design applied
balance, 108-109 emphasis, 104-107
unity, 107-108 for web sites, 330-331
leading, 79 letterforms, 74-78, 89, 172
lettering, 74 lettermark, 130-133
letterspacing, 78 line, 46-47 line direction, 46
line quality, 47 line spacing, 79
line type (attributes), 46 linear, 47
links (hyperlinks), 328-329
394 Graphic Design Solutions
logo design choosing a font, 143-144 depiction choices, 144
design points, 144-145 example-start to finish, 154-155
identity standards manual, 138 stationery and letterhead, 13 8-143 types of logos
combination mark, 130, 134-137
lettermark, 130-133
symbol mark, 130, 133-134 wordmark (logotype), 130-13 1
visual identity, 136-1 3 8 logotype, 130-131 low contrast, 48
lowercase letters, 76
M media, types of, 259 mini-portfolios, 349
mock-up (dummy), 34
N navigation system, 328 networking, 354
0 objectives statement, 28
P packaging design
audiolCD packaging, 240-247 design considerations, 231-236
different types of, 236-239 materials concerns, 230-23 1
objectives, 243 purposes of, 23 1 shopping bags, 248-250
Pantone Matching System (PMS), 49-50
papers
for stationery, 143 tips on, 36
parity products, 256
pattern, 52 perspective, 61 pictograms (pictographs), 150-153 picture plane, 61 PMS (Pantone Matching System), 49-50
portfolios advertising portfolio, 348-349 advice from graphic design professionals, 351-352 components, 346
generalized graphic design portfolio, 347-348
presentation cases, 346-347 student solutions showcase, 357-380
positive and negative space, 59-60, 86
posters the attraction and uses of, 184-188 concepts and visual elements, 193-196
design challenges and objectives, 188-192, 202 history, 184-185
interpretation of, 198-202 presentation, 36
principles of design
balance, 52-53 emphasis, 53-55, 82
rhythm, 55, 83 unity, 55-59, 83-84
printing process, 34-35,4243
production, 34-35 promotional design, 5-8
PSA (public service advertising), 257 public service advertising (PSAs), 257
publication design, 8
R rCsumC, 346, 350
RGB (red, green, blue), 49
rhythm, 55, 83 Roman type, 80 roughs, 33
Subject Index 395
S sans serif, 81 saturation, 49
scale, 61, 198-200 script, 81
self-promotionals (self-promos), 349 semiotics, 146 serifs, 76
shape, 47 shopping bag design, 248-250 sign, 146
sign-off, 261 source book (idea book), 40
splash page, 330
spot color, 49 stationery and letterhead, 138-143 storyboards, 286 strategy
in advertising, 262 in design solutions, 26-29
determining objectives, 28-29 studios, names of contributors. See the Agencies, Clients,
Creative Professionals, and Studios Index
style, 32 subtractive primary colors, 49
symbol mark, 130,133-134 symbols, 145-149
symmetry, 53
T tactile textures, 50-51
tagline, 261 television commercials, 286-289
templates, 216,278, 330 text type, 78
texture, 50-52 thumbnail sketches, 33
tips from designers
general advice, 197 portfolio content, 351-352
type design and lettering, 98-99 working with a copywriter, 290-291
working with printers, 42-43 trompe l'oeil, 61-62, 195
two-dimensional design
formal elements of design, 46-52 manipulation of graphic space, 59-63 principles of design, 52-59
type alignment, 83 type design and lettering. See also typography
classifications of type, 80-82
defined, 10 ease of readability, 89-90 form of type, 88-89 graphic impact of type, 91-92
for logos, 143-144 primary message of type, 89-90
secondary message of type, 90-91 terms, 74-78
tips from designers, 98-99 and visuals, 93-94
type family, 75
type font, 75 type style, 75
typeface, 74, 89
T P O ~ ~ ~ P ~ Y principles of design applied
alignment, 83 emphasis, 82 illusion of spatial depth, 86-88
positive and negative space, 86 rhythm, 83
spacing, 85-86 unity, 83-84
spatial measurements, 78-80
type measurements, 77-78
type specifications, 80
U unconventional advertising, 298-301, 304-307 unity, 55-59, 107-108 uppercase letters (capitals), 76
396 Graphic Design Solutions
v value, 48 value contrast, 48 viral marketing, 15 visual communication
collaboration of talents with clients, 17 with printers, 42-43 on web sites, 326-327, 340-341 working with a copywriter, 290-291
ethics, 18-20
the nature and impact of, 15-1 8 places of employment, 17
visual elements, 3 1, 261 visual hierarchy, 53-55, 105-107, 331 visual identity
background, 163
components, 162 criteria, 166 defined, 136-138, 162 unity with variety examples, 163-1 70, 176-177
visual textures, 50-5 1 visual weight, 52 volume, 61
W way-finding systems, 150 web design
advertising on web sites, 332-334 collaboration of talents, 326-327, 340-341
color, 331 considerations and objectives, 336-338 design applications and formats, 327
design elements, 329-330 layout design, 330-331 principles of design, 330
purpose and value of, 326 site development
content, 328 information architecture, 328
key steps, 327 links (hyperlinks), 328-329
navigation system, 328 style, 331 unity, 33 1
visual hierarchy, 33 1 webisodes, 15
word spacing, 79 wordmark (logotype), 130-1 3 1
Agencies, Clients, Creative Professionals, and Studios Index
3M Dental, 268 55DSL, 273,274 601 Design, 151
A A. Or Ltd., 119 A.G. Ferrari, 173-174 AARP, 87 AARP Creative Group, 87 ABC Television Network, 12 Absolute Vodka, 10 Academy of Design and Technology,
McIntosh College, 59 ACER Aspire, 236 Adkins, Doug, 265 Advertising Council, The, xi, TL-7 AERIAL, 236 Aetna Life and Casualty, TL-13 Aicher, Otl, 163 AIGA (American Institute of Graphic
Arts), TL-12, 5, 17, 19, 20, 26, 59, 62, 94, 96, 112, 153
Aikin, Mark, 298 Aitken, Neil, 279 Alamah, 147 Alden-Roberts, Melanie, 87 Alexander Isley Inc., 94, 98, 137, 191 Alfie, Sebastian, 280 Allen, Chris, 58 Allen, Jennifer, 333 American Express Travel Related
Services, Co. Inc., 115 American Museum of Natural History,
239 American Museum of the Moving
Image, 137 American Standard, 15 AMMI, 136-137 Amsterdam City Council, 109 Anchor Books, 41,210 Andersen, Holle, 134 Anderson, Denise M., 40, 64,
162-163,176,224,238,241,315, 368
Anderson, Geri, 232 Anderson, Jack, 5, 135, 139,232 Andrew & Company, 135 Anne Klein, 238 Antoine, Roy, 281 Anxiety Disorders Association of
AmericaIGCI Group, 6 Aparicio, Nicolas, 232-233,239 Apple Computer Inc., 148,255,275
Apriori, 268 Arambu, Jeanette, 96 Arian, Lowe, Travis & Gusick
Advertising, 269 Aris Isotoner, 240-241 Aron, Arri, 276 Art Directors Association of Iowa, 195 Art Directors Club of New Jersey, 201,
369-370,372 Art Directors Club, The (ADC), 336,
338 Art Directors Club of Denver, 109-110 Art Institute of California, 38 Asari, David, 51 Astuy, Enrique, 271,275 Atlantic Recording Company, 246 Austria, Jerome, 332, 333 Authors & Artists Group, 47 Avia Group International, 60 Ayers, Alan, 229,243
B Bailey, Craig, 29, 148, 318 Baker, Dave, 150,152 Baker Group, The, 152 Balkind, Aubrey, 117 Barbarian Group, 107 Barker, Adam, 282 Barneys New York, 231 Barrett, Chris, 274 Barrett, Ron, 122 Barrett, Susanna, 112 Barrie, Bob, 259,269 Barry, Jenny, 23 1 Bartle Bogle Hegarty (BBH), TL-14,
285 Barzley, Des, 281 Bass, Saul, 163 Bates Not Just Film, 283 Bates Palace, The, 282 Bates, David, 5 Battaglia, Jean-Luc, 274 Bautista, Steve, 273 Beall, Lester, TL-6, 163 Bearden, Romare, 186 Beisch, Leigh, 233 Bell, Dave, 187, 274 Bellport Restaurant, The, 92-93 Benjamin, Jeff, l 07 Bennett, Chuck, 93 Bentley-Mila, Rebecca, 257 Berberich, Brad, 232 Bergaman, David, 283
Bernhardt Fudyrna Design Group, 131 Bernhardt, Craig, 131 Bernstein, Dennis, 39, 87 Bicycling West, Inc., 51 Bierut, Michael, TL-13, 164 Birch Lane Press, 217 Birkey, Ann, 151 Bisse, 274 Bluefly.com, 304 Blumenthal, Adam, 332,338 BMP DDB, 265 BMW Group, 330 Bocchino, Ed, 329, 332 Bochen, Darci, 55 Boezem, Lineke van den, 109 Bogusky, Alex, TL-23,106-107,183,
192,299 Bohanan, Jennifer L., 238 Bonney, Jo, 21 8-219 Booker, Margaret, 64 Borchert, Gui, 333 Borsodi, Bela, 313, 322 Brainard, Kevin, 194 Brana, Carlos, 280 Brecque, Eric La, 58 Brennan, Tracy, 97 Brodovitch, Alexey, TL-6 Brooklyn Academy of Music, "New
Music America" Festival, 191 Brooks, Sharrie, TL-19 Brossier, Veronique, 333 Brower, Janna, 370 Brower, Kati Beddow, 39 Brower, Steven, xii, TL-1, TL-18,
TL-24, 10, 39, 84, 105, 113, 115, 122-124,200-201,207,209-211, 213,217,219,221-222,369-370, 3 72
Brown, Cheryl, 332,338 Brown, James, 287 Brown, Schuyler, 233 Browne, Kelvin, 85 Burdett, Mark, 45, 53 Burg, Donald, 135 Burlington Industries, 240 Burlison, Bryan, 27 Burnham, Pat, 259 Bustamante, Gerald, 51 Butler, Pat, 64 Byrne, David, 243,245 Byzewski, Michael, 48
398 Graphic Design Solutions
C Cabbe @Artists Studio, 187 Cahan & Associates, 3 18-3 19 Cahan, Bill, 3 1 8-3 19 Calcao, Tony, 106 Calderon, Jenny, 238 Caldwell, Bonnie, 94-95 California College of Arts & Crafts,
54, 189 California Fluid Milk Processor
Advisory Board, TL-18 California Grapeseed Co., TL-20 Calkins, Mike, 139 Calle, Jenn, 176 Canalini, Lori, 282 Cancer Care, Inc., 55 Capital Records, 244 Carangelo, Tracey, 325,337 Carbone Smolan Associates, 219-220 Cardon, Steve, 257,276 Carducci, Rob, 276 Carmichael Lynch, 15,285 Carter, Rob, 97 Cartman, Joseph, 325,337 Cavalletti, Mauro, 338 Cawley, Tim, 278 CCAC Institute, 18 8-1 89 CE Software, 84-86 CHA CHA Beauty Parlor and Haircut
Lounge, 55 Chan, Amos, 231 Chandon Estates, 239 Chantry, Art, TL-18 Charles Duncan, 337 Charlotte.com, 258 Chast, Roz, 45,53 Chee, Lia, 186 Cheeseman, Len, 283 Chermayeff & Geismar Inc., TL-10,
59, 60, 62, 98, 163 Chermayeff, Ivan, TL-12, 62 Chestnut Park, 61 ChiatIDay, 266 Children's Hospital at Dartmouth, 145 Ching, Donna, 169 Chiquita, 172-1 73 Choi, Seung il, 136 Chwast, Seymour, TL-16, 10 Citadel Press, 221 Clancy, Paul, 267 Clay, Langdon, 222 Clerici, Cristina, 274 Cleveland Clinic Foundation, The, 3 17 Coleman Company Inc., The, 284 CompuSoluciones, 161, 168, 171 Concrete Design Communications Inc.,
5 7 CondC Nast Publications, 97 Conlon, Peggy, 21 Connelly, Rosemary, 140 Conqueror Fine Papers, 110 Consejo Publicitario Argentino, 280
Contemporary Illustrators Gallery, 52 Cook and Shanosky, TL-12 Cook, Dave, 266 Cook, Vince, 277 Coolwijk, Bas, 283 Copeland, Alan, 135 Copyhouse, 7 Cordoso, Joana, 369 Corrales, Erwing, 369 Country Matters, 53-54 Cox, Tony, 265 Coyote Loco Restaurant and Cantina,
4 8 Crewdson, Gregory, 207,213 Crispin Porter + Bogusky, TL-23, 183,
191-192,275,299 Curtis, Hal, 273 Curtis, Hillman, 328 Cuyler, Joel, 198
D D&AD, 17,19 Daffy's, 276 Daley, Kevin, 278 Dalton, Katha, 149 Danne & Blackburn Inc., 164 Danne, Richard, 163-164 Day, Ben, 97 Day, Lorraine, 117 Deck, Barry, TL-16 Dellano, Lori, 369 Delvico, Bates, 271, 275 Dentsu Advertising, 268 Design Management Associates
(DMA), 40,163,176,224,238, 240-241,315
Design Photography, Inc., 121 Design Quarterly 11 0, 61, 62 Design Studio at Kean University, The,
6,18,41,369-370,372 Designframe Incorporated, 168,
248-249 DeVito, Sal, 276 Dexter USA, 273 DeYoung, Bryan, 276 DeZitter, Harry, 273 Diabolical Liberties, TL-22, 297-298,
300-301,307-308 Dibildox, Marilu, 161, 171 Diener, Ruth, 1 17 Diesel SPA, 187 DiMassimo Brand Advertising, 135 Dinetz, Bob, 319 Discovery Channel, The, 281 DMA (Design Management
Associates), 40, 163, 176, 224, 238, 240-241,3 15
DMB & B, 277 Dolan, Doug, 110 Dombrow, Paula, 268 DonovanIGreen, 23 1 Dorian, Guy, 370
Dorian, Ian, 369-370, 372 double entendre, 135 Doublespace, 152,247 Dow Jones & Co. Inc., 116 Doyle Dane Bernbach (DDB), TL-8,
TL-9, TL-10, TL-14,270 Dr. Patty's Skincare Products, 15 Drenttel Doyle, 8 Drew, Ned, 213-214 Drysdale, Chris, 95 Dublin Productions, 259 Dublin, Rick, 269 Duncan, Charles, 325
E El Paso Chile Co., 46 Electrical Digest, 131 Electrolux Vacuum Cleaner, 271 Egolf, Karen, 174 Ema Design Inc., 13, 98, 110 Ema, Thomas Courtenay, 13,98,
109-110 Emigre magazine, 116-1 17 Eng, Davie, 332 Ernstberger, Matthias, 223, 313, 322 EverFresh Juice Co., 269 Evertsen, Marcel, 288 Expeditors International of
Washington, Inc., 87
F Fahey, Richard, 209 Fallon McElligott, 259, 269 Favour, Heidi, 232 Fechtor, Steve, 277 Felton, Giles, 332, 339 Ferguson, Scott, 277 Fernandez, David, 271 Fernandez, Fernando, 280 Fernandez, Juan-Carlos, 161, 171 Fetrow, Mike, 265 Fiat Auto China, 28 Fili, Louise, TL-20, 46, 56, 63,
195-196,216 Firewerks >> Advertising + Design,
261 Firmenich, 132-133 Flanagan, Bob, 90 Floating Company, 229, 243 Fluitt, Cindy, 286 Follis DeVito Verdi, 276 Food Bank of Alaska, 147-148 Foote Cone & Belding, 165 Forbes, Colin, 169 Ford, Diana, 147,148 Fornwald, Mike, 269 Fortis Fortis & Associates, 282 Fox River Paper Co. LLC, 36 Fox Rock Books, 222 Frailey, Stephen, 319-320 Frankfurt Balkind Partners, 84 Frankfurt Gips Balkind, 117
Agencies, Clients, Creative Professionals, and Studios Index 399
Franklin Stoorza, 284 Fredrickson, Mark, 284 Freecountry Apparel, 41 Freehold Radiology, 132-1 33 French Fries, 86-87 Fresh Graphic Design, 7, 8 8, 11 1, 11 9,
166 Froelich, Janet, 198 Fry, Kim, 105 Fryer, Natlie, 282
G Gall, John, TL-24, 16, 29, 41, 82,
209-210,212-215 Game Development Essentials, 366 Games, Abram, TL-7,40 Gams, Nathan, 59 Garbutt, Matthew, 282 Garcia, Art, 233 Garden City, 282 Gee + Chung Design, 146 Geiger, Petra, 54 Geismar, Tom, 60, 98 Geissbuhler, Steff, 59 Genco, Chuck, 325,337 General Magic, 3 19 General Mills, 3, 9 George Tscherny, Inc., 147, 196 Gerald Reis & Company, 51 Gericke, Michael, 169 Gervits, Mikhail, 333 Getty Images, 41,211, 361 GGT Advertising, 283 Gibbs, Mike, 259 Giro, 93 Gish, Jim, 224 Glaser, Milton, TL-10, TL-11, TL-21,
108,198-199,201,247 Global-Dining, Inc., 131 Goldfarb, Amy, 21 1 Goldfarb, Jessica, 112 Goldfarb, Roz, 112 Gonnella, Rose, 64, 144, 338, 349,
3 52 Goodby, Jeffre~, 286 Goodby, Silverstein & Partners,
TL-18,286 Goodcity, 332-333 Goodman, Barbara, 38 Graphic Artists Guild Foundation, 150 Graphic Design USA 12, 61-62 Grapus, TL-13 Grashow, James, 46 Gray, Keith, 279 Green Giant@, 3 , 9 Green, Nancye, 231 Grefe, Ric, 112 Greg Lesh6 Photography, 162-163 Greiman, April, xiii, TL-12, TL-15,
147,149 Grey Advertising, 11
Gronde, Patrick van der, 287,288 Grubich, Frank E. E., 142 Grubman Photography, 105 Grubman, Steve, 105,114 Gusick, Gary, 269 Guzman, 268
H Hall, Barnaby, TL-24,222 Halper, Matthew, 331 Halvarsson, Henrik, 187 HAM I AM, 232-233 Hammerquist & Halverson, 139 Hans Brinker Budget Hotel, The,
278-279 Harding, C. B., 60 Hardy, Chips, 281 Hardy, Jim, 173 Harley-Davidson of Dallas, 27 Harp and Company, 4 7 4 8 , 1 4 5 Harp, Douglas G., 48, 145 Harper's Bazaar, TL-6 Harvey, Dan, 332 Hass, Derek, 28 1 Hassink, Jacqueline, 288 Havlicek, Karel, 261 Hayden, Melissa, 210 Hayson, Amy, 58 Hearn, Tim, 283 Heartport, 3 18 Hedjuk, John, l 1 0 Heller, Steven, 21 Helmac Products Corporation,
232-233 Helton, Linda, 250 Heumann, Andreas, 265 Heuter, Karen, 187 Hinrichs, Kit, 54, 167 Holdeman, Bruce, 151 Holloway, Martin, 75-79, 81, 94-95,
98,131,144,147-148,351 Hopfer, Jeff, 260 Hornall Anderson Design Works, 5,
134-135,139,149,231-232 Hotel Hankyu International, 168-169 Houghton Mifflin Company, The,
219-220 House of Blues, 108, 191, 193 Howland, Gerard, 229,243 Hoyingen-Huene, TL-6 Hsaio, Christina, 131 Hsu, Andy, 325,332,337 Huffman, Mary, 114 Hughes, Dion, 266 Humane Society of Utah, 257 Hunt Adkins, 262,265 Hunter, Kent, 84, 117 Hush Puppies ShoesNolverine,
258-259,269
I IBM Corporation, xii, TL-8, TL-15,
TL-16,267-268 Ideograma, 137-138,140-141,147,
161,168,171 IKEA, 304,306-307 Ilic, Mirko, 201 Ilse, 129, 134 International Design Center of New
York, 163-164 International Typeface Corporation,
238 Intradesign, 169 Ishimura, Hiroko, 333 Isley, Alexander, 98, 191 Iverson, Nathan J., 325, 337
J J. W. Tumbles, 140 Jackrabbit, 134-135 Jahn, Jeff, 261 James, John, 329 Janson, Edith, 287-288 Jenkinson, Mark, 84 Jennifer Sterling Design, TL-20, 8, 10,
47,56,58-59,142 Jeon, Sanghee, 376-378 John Wiley & Sons, Inc., 211, 361 Johnson, Celia, 232 Johnson, J. Stewart, 202 Jones, John, 329,338 Jongh, Matthijs de, 109 Jung, Richard, 232
K K2, 5 Kadin, Michael, 267 Kahler, Deonne, 56 Kahrs, John, 198 Kalthoff, Michele, 90, 134, 197, 321 Kalyanapu, Patrick, 329 Karlsson, Hjalti, 229, 243-246 Karmarama, 297,301 Katona, Diti, 5 7 Katz, Arnold, 217 Kay, Woody, 273,278 Kaye, Michael Ian, 211 Kazhdan, Naum, 39 Kean University of New Jersey, 6, 64,
144, 197, 201, 331, 338, 347, 349, 357
Keenan, Julie, 232 Keller, Andrew, TL-23, 106-107,299 Kellogg Company, The, TL-8,232 Kern, Mathias, 246 Kerstetter, Bob, 284 Kessels, Erik, TL-22, 109, 279 KesselsKramer, TL-22, 103, 109, 129,
134,187,273-274,278-279, 287-288
Kiger, Kris, 329
400 Graphic Design Solutions
Kiil, John, 239 Kingslien, Liz, 6, 41, 154 Kinkead, John, 257 Kirkland, Douglas, 188 kirshenbaum bond + partners,
335-336 Klein Bicycles, 112, 114 Klotnia, John, 136 Knipfer, Billie, 333 Knowlton, Alexander, 191 Kolkowski, Prisca, 13 Kouwenberg, Jacqueline, 287 Kozmo.com, 134-135 Kramer, Johan, TL-22,109 Kuan, Anni, 245 Kubek, Christian, 332 Kucynda, Timmy, 106 Kunsthaus BregenzIPublic Art Fund,
223 KXTX Channel 39,86
L La Comunidad in Miami, 33 LaBounty, James, 23 Lachina, Tim, 121, 317 Laksmi, Anastasia, 233 Lam, Natalie, 338 Lampi, Joe, 259 Landa, Robin, xvii, 64,211, 224, 289,
361,368 Landor Associates, Branding
Consultants and Designers Worldwide, 173-174,232-233,239, 331
LaPlaca, Daniel, 329 Laughing Dog Creative, 140, 142 Lauren Rutten Photography, 176-177 Lavrisha, Marko, 56, 58 LavrishaILa Brecque, 58 Lavy, Brian, 120, 317 Law, Nick, 332, 338, 340 Lear, Mike, 299 Learning Curve International, 134 Learoyd, Richard, 223 Lee Ann, Personal Chef, 137 Lee, Pamela, 23 Leffel, Ryan, 332 Lehmann, Christopher, 232,239 Lehrer, Warren, 39, 87 Leimer Cross Design Corporation, 87,
315-316 Leo Burnett, 28 Leonard Monahan Lubars & Kelly,
267 LeshC, Greg, 163,241 Levenson, Robert, TL-14 Lever Bros. Ltd., 271 Levi Strauss & Co., 29, 163, 165 Levi's Jeans, 28 Lewis, Peter B., 320
LFM Design, 15,41 Lieber Brewster Design, Inc., 55 Lieberath, Frederik, 112 Liska + Associates, Inc., 105, 109, 112,
114,134,173,175,334-335 Liska, Steve, 105, 112, 114, 134 Littell, Mary, 18 8 Little, Brown and Company, 211, 214,
217,218 Lizart Digital Design, 6, 41, 154 Lizotte, Teresa, 73,95 Llarena, Carlos Gomez de, 333 Lluvia de ideas, 136, 138 Loft, 168-169 Lofthouse, Alan, 28 1 Long, Margaret, 232 Louie, Ron, 73, 95 Louise Fili Ltd., TL-20,46, 56, 63,
196,216 Lowe Worldwide, Inc., 272 LS Collection, The, 166, 168 Luaka BopIWarner Brothers Music
Inc., 245 Luba Lukova Studio, TL-20,25,
32-33,52 Lubalin, Herb, TL-11 Lubars, David, 267 Ludwig, Anja, 329 Lukova, Luba, ix, TL-20,25,31-33,
52,201 Lupinacci, Ernest, 268 Lurpak Butter, 283 Lyons, John, 262
M Maggiano's Bakery, 13 Magleby, McRay, 169 Main, Larry, 41 Malloy, Brandon, 332 Malone, Dave, 150, 152 Marcel Evertsen, 287 Marketforce, 282 Marks, David, 190 Marks, Jason, 325, 333, 337 Markus, Daniel, 161, 171 Martin Holloway Graphic Design,
75-79, 81,95,131,148 MartinNVilliams Inc., 261,268,270,
284 Maryland Cookies, 300 Mason, Dave, 22-23 Mastandrea Design, 168-169 Mastandrea, MaryAnne, 169 Matey, Lifeboat, 283 Mathes, George, 332 Matsumoto Incorporated, 18 Matsumoto, Takaaki, 18 Matter, Herbert, 198-199 Max, Sonja, 5 Mazer, Carl, 233
Mazur, Lisa, 73, 95,239 McCabe, John, 282 McDermid, Dawnmarie, 6, 137, 197 McDonough, John, l74 McElligott, Tom, 260 McGlynn, Katherine, TL-24 MCI Communications, 84 McLaughlin, Frank, 136 Meggs, Philip B., 28, 97 Mella, Jane, 73, 95, 239 Menchin, Scott, 210 Menza, Laura Ferguson, 15,41,241,
368 Merkin, Ari, 183, 192 Mesa Grill, 94 MetLife, 133 Metro Tarten, 298 Miami Rescue Mission, 191 Michael Mabry Design, 165 Mike Quon Design Office, 99 Mike Tesi Photography, xvii Miller, Sylvia, 369 Milton Bradley, 238 Milton Glaser, Inc., 110 MINI division of BMW of North
America, LLC, TL-23 Mission Mall, 188, 190 Mitchell Advertising, 268 Mitchell, Bob, 268 MN Motorcycle Safety Center, 270 Mobil Corporation, TL-10 Modern Dog Design Co., TL-21,108,
191,193 Moe, Erik, 286 Moehler, Michelle, 121, 320 Moffett, Lori, 329 Molla, Jose, 33 Monmouth County Park System, 321 mop modern organic products, 173,
175 Morales, Juan-Carlos, 107 Morgan, Scott, 11 7 Morla Design, TL-19,29,54, 96, 148,
189 Morla, Jennifer, TL-19,29, 54, 94, 96,
147-148,189 Morris, Kat, TL-23 Morrow, David, 325,337 Morton-Hoyt, Debra, 21 1 MR, 136, 137 Mulkey, Kent, 190 Muller + Company, 62, 85-86, 188,
190,236 Muller, John, 62, 190 Muller-Brockman, TL-10 Murphy, James, 58 Murphy, Kevin, 229,243 Muzak, 168,170 Myers, Astrid, 222
Agencies, Clients, Creative Professionals, and Studios Index 401
N Nagel, Lynne, 7, 173 National Aeronautics and Space
Administration, 163-164 National Aquarium, Baltimore, The,
60 National Center for Family Literacy,
264 National Conference of Christians and
Jews, The, 148 National Fluid Milk Processor
Promotion Board, 272 National Network, The, 132 Natko, Shawn, 325, 337 Nature Company, The, 51 Navetta, Christopher J., 42, 367-375 Nehamkin, David, 290 Neri, Claudia, 61 Nesnadny + Schwartz, 116, 120-121,
315,317,319-320 Nesnadny, Joyce, 120-121,320 Network CPR, 90 New Jersey Department of Higher
Education, 148 New York State Lottery, 11,286 New York Times Magazine, The, 198 New York Times, The, 39, 332 Nike Basketball, 336-337 Nike Lab, 332-333 Nishi, Jana, 149 Nitro, 132-133 Nordstrom, 231-232 Northrop, Ronny, TL-23 Northwest Strategies, 148 Novak, Jeannie, 366 NYNEX Yellow Pages, 266
0 O'Keefe, Michael, 330, 332 Ogilvy & Mather, 115 Ogilvy & Mather London Ltd., 271 Oh, Veronica, 198 Olsen, Jarl, 269 Olson, Christian, 338 Olympus, 305 Oola Corporation, 168, 172 Oquirrh Park Fitness Center, 150, 152 Ori, S., 369-370, 372 Orlando Pardo, 267 Ostilly, Seymon, 268 Ostlie, Cathy, 261 OUN Design Corporation and Dentsu
Inc., 169 Out Front Minnesota, 261 Over, Maria, 332
P Pace Downtown Theater, 33 Pagano Schenck & Kay Inc., 273,278 Page's Day Spa & Salon, 154 Palatini, Richard, 374 Panos, Joy, 142
Parker, John, 283 Partnership for a Drug-Free America,
282 Passavia, Lee, 332 Penn State College of Agriculture, 11 1 Penn State Theater, 60 Penner, Victor John, 23 Penris, Rob, 279 Pentagram, xii, TL-17, 12, 54, 58, 73,
95,136,166-170,172,195,200, 238,239
PepsiCo Inc., 262 Perkins, Mark, 233 Phernettor, Ross, 261 Piccirillo, Charles, TL-14 Pirtle, Woody, TL-13, 136, 195 Pizza Hut, 286 Planet Design Company, 39,48, 55,
118,258,263,273,334 Plungees, 137 Pocketcard, 136-137 Polgat Jeans, 11 1 Poppelaars, Herman, 109 Port Blakely Mill Company, 150-151 Powel, Tom, 223 Powell, Kerrie, 58 Print magazine, 84,112-1 13, 115,
122-124,207-208,213,376 Progressive Corporation, The,
319-320 Promtone B.V., 229,243 Public Theater, New York, NY, 73,
94-95 Publicis, 257, 276, 290 Purvis, Charles, 117 Push Pin Studios, TL-10, TL-16 Pylypczak, John, 57
Q QlOl, 57 Quaker Oats Company, The, 136,137 Quan, Edwin, 329,338 Quon, Mike, 99
R RIGA, 325,329,332-333,337-338,
340 Rand, Paul, TL-6, TL-8,62-63,163 Ratliff, Tommie, 139 Rauter, Peter, 271 Raye, Robynne, TL-21,191,193 REAAL Insurances. 288-289 Red Flannel, 14, 90, 132-134, 197,
321 Redding, Lindsey, 282 Reddy, Mark, 265 Redzinak, Jim, 14,132-134,321 Reens, Richard, 27,260 Regnier, Michael, 62 Reis, Gerald, 51 Renegade Marketing Group, 304-305 Renner, Paul, 286
Restaurante Brasil, 131 Rhodes, Peggy, 85 Richards Group, The, 27,260 Richardson or Richardson, 14,
139-140 Richardson, Clark, 233 Richardson, Forrest, 14, 140 Richardson, Valerie, 14 Riefler, Julie, 23 1 Rios, Ricardo, 1'61,171 Ripsaw, 285 Rizco Design, 6, 41, 135, 137, 197 Rizzi, Keith, 6, 41, 135, 137 Rizzoli International Publications, Inc.,
110 Robbins, Alan, 4, 6, 18,41,351 Robinson, Barry, 54 Rockey Company, The, 151 Rockwood, Scott, 95 Rodriguez, George, 369 Rogers, Adam C., 21 1, 357-366 Rohr, Dixon, 332 Rollerblade, 273 Romanoski, Mark, 370 Rosso, Andrea, 274 Rouse Company, The, 250 Rozema, Krista, 274, 287-288 Rozner, Evelyn, 149 Rushworth, John, 58 Rusinak, Patricia, 369 Rutten, Lauren, 176
S Safety Zone, The, 150, 152 Sage, Kim, 131 Sagmeister Inc., TL-19, 198, 223,229,
243-246,313,322 Sagmeister, Rudolf, 223 Sagmeister, Stefan, TL-19, 191, 198,
223,229,243-247,313,322 Sainato, Vinny, 188 Saito, Kathy, i 3 5 Saks Fifth Avenue, 233-235 Samata, Greg, 7, 173, 333 SamataMason, 7,22-23, 173, 333 San Francisco Performances, 47 San Francisco Zoo, 167 Sanders, Timothy Greenfield, TL-19 Sandro, 333 Sandstrom Design, 60 Sandstrom, Steven, 60 Sandy Alexander, Inc., 36,196 Saunders, Red, 223 Scandinavian Channel, 7 Scher, Paula, TL-17, 73, 94-95, 172,
200,238-239 Schierlitz, Tom, 244-246 Schlechtriem, Nina, 332, 338 Schlesinger, Kathryn, 176 Schmitt, Erik, 167 School of Visual Arts (SVA), TL-21,
199
Agencies, Clients, Creative Professionals, and Studios Index 403
W W. W. Norton, 21 1 Wade, Kevin, 48,55, 118 Wagner, Linda E., 145 Wakely, David, 167 Walker Art Center, xvi, TL-6 Waller, Carry, 332 Warner Brothers Records, TL-19,247 Warner Jazz, 246 Warner, Ted, 329 Warren, Greg, 232 Washer, Jason, 369 Weidenbacher, Kevin, 92 Weinstein, Corey, 47 Weir, Denise, 149 Weiss, Marty, 268 Weiss, Stagliano + Partners Inc., 268 Weller, Dean, 97 Wener, Andrea, 105 Westvaco Corporation, xiv, TL-8,
TL-9 Whisnand, Tyler, 274, 279 White, Rebecca, 261 Whiteru, Ufoma, 329 Whitten, Nat, 268 Williams & Rockwood, 95 Williams, Clay, 93 Witebel, Ron, 283 Worcester Art Museum, 116, 120 World Society for the Protection of
Animals, 278 Worldcare, 116, 121 Wright, Bill, 106, 299
X X2 Design, 150
Y Yang, August, 325,333,337 Yoshimoto, Yuji, 245 Yoshimura, Makiko, TL-24 Young, Bryan De, 257 Young, John, 92
z Zumtobel AG, 313,322