GDF – S2 – 2011

Conduct research / Evaluate the nature of design in a specific industry context

How Green is green?

by mishydee

by Michelle Davies

It all started with the toilet rolls. I saw that cute TV ad with the wittle doggie going up to kiss his wittle orangutan friend and how they weren’t going to cut down the forests and kill all the orangutans, and after I had smiled at the cuteness of it all, I got a bit cross.


Kleenex Cottonelle Ad

They were stating how green they were by using a sustainable source for toilet roll but they are still wrapping the rolls in plastic. So how green are they really?

So I thought I would look at these products that like to use “green” to sell their products and compare their eco-friendliness. The good companies that focus on everything green, to those companies that like to “roll” with green popularity and dabble in its marketability.

I’ll pick through the supermarket shelves, find the targets to check out and report on how they stack up in environmental greenness, using my own rating scale.


Peeling back the packaging

by mishydee


Michelle Davies

There are some very creative methods of using the freshness of fruit to help sell products – whether they are made from fruit or not.

Above are some of the creative packaging solutions for selling juice.

Top left is packaging by Japanese designer Naoto Fukasawa. Designed to look like the fruit they come from, there is little to no text or other elements to distract from the fruit. He simulated the look, feel and texture of the fruit flavour contained within.

While I love the coconut water in the shell (top right), I think it really only works if the shell is able to be used from the manufacture of the water and is in effect using 100 per cent of the material. Also there may be shipping issues if trying to export the shells to other countries – quarantine or pest/disease issues.

I do love the shaped juice boxes, I can imagine that kids and adults would love them and think they would sell well just for their design value. The work is from Australian design student Yunyeen Yong. Impressive for project work!

The bottled water is beautiful and makes me want to drink it NOW. Simple design but so effective. It looks refreshing and appealing. It was designed by Pemberton and Whitefoord for Fresh and Easy sparkling mineral water.

Unfortunately only a concept, this Quick Fruits packaging is by designer Marcel Buerkle, but looks so delicious I wanted to include it.

Above is notepaper designed to look like fruit. Designed by Masashi Tentaku, a tree twig is used as the stem of the notepad and is sold with netting to create the realistic fruit look. The only downside is that you would not want to ruin such a beautiful design by using them!

Below them are the Kleenex summer range of tissues. The juicy fruit slices illustrations were created by Los Angeles-based illustrator Hiroko Sanders. While tissues arguably have nothing to do with fruit, they do look great and are far more fun than normal tissue boxes.


Package Design Website

Fukasawa fruit juices and other lovely packaging

Unusual creative packaging

Interesting Blog

Golden Section Graphics

by mishydee

Michelle Davies

Above: September 11 – In the four attacks, a total of 2996 people lost their lives, including 19 terrorists. This infographics give an insight into the knowledge that was gained over the last ten years about these events.

Golden Section Graphics was founded in January 2007 by Jan Schwochow, who has more than 20 years of experience as infographics artist, designer and journalist. He was head of department and the art director of the infographics department at Stern magazine, and art director for information graphics in the graphic development of the publisher Milchstraße. He also established the infographic department for the Agency Kircher Burkhardt in Berlin, which he led for  two years. He has been honored 28 times at the Malofiej Awards in Spain, the annual international infographics awards. In Germany he has won five awards, including a silver medal of the ADC and the first prize at the dpa Infographics Award 2008.

Above: About the German forests

The infographics by Jan Schwochow and his team also enjoy great popularity in corporate publishing. A total of 22 winners of the Best of Corporate Publishing Awards include information graphics created by him at Kircher Burkhardt and Golden Section Graphics. Jan Schwochow is a member of the Art Directors Club Germany e.V. and the Society for News Design.

The agency  specialises in the  transfer and designing of information, using designers, technical writers,  journalists, graphics artists, illlustrator and programmers.

Above: Ingraphics is a visual magazine full on infographics. The magazine is published twice a year and is produced by Golden Section Graphics.

The agency writes: “It is the duty of infographics to depict circumstances that are difficult to understand in a way that the viewer can easily get a clear picture of complex structures, spacial connections, stages of a process, developments, effects and contexts.”

The company covers an extensive range of works – Charts and diagrams, graphs, maps, illustrations, 3D visualisations, 3D animation, interactive applications, corporate infographics and style guides, PR infographics, orientation systems, user manuals, eLearning,  data visualisation, apps and interface design, classic graphics and web design, editorial work, consulting.

Below: A large infographic for the politics section of German weekly newspaper Die ZEIT. On the upper part of the page it shows news topics that were hyped and shock topics on the lower part. In the middle, there’s a timeline from beginning of 2010 until March of 2011 where all topics meet.

I  like the company’s ability to get a lot of information into a form that makes you want to read it, and enjoy reading it. A lot of their work is in German, but the visual component makes it easier to understand the information even if you can’t read the words. The Infographics magazine looks very interesting and would be great to get a copy of. Can see that growing in popularity.


Cool Infographics Blog

Infographics Magazine

Golden Section Graphics

Visual Journalism – Malofiej Awards


by mishydee

McDonald’s was established in California during the 1940s by two brothers, who applied assembly line techniques to food production and expanded to four restaurants by 1953.

Taking note of the brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonald’s System.

Renamed the McDonald’s Corporation in 1960, Kroc focused his marketing effort on the family meal and children, spending heavily on television advertising which promoted the smiling clown face of its child-friendly brand mascot, Ronald McDonald who made his first TV appearance in 1966. Today, the McDonald’s franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 100 countries each day.

The restaurant first used a chef character named Speedee for it’s signage. Then in 1953, one of the original founders, Dick McDonald designed the pair of yellow arches on both sides of their new outlet in Phoenix, Arizona. When the arches were viewed from an angle they looked like the letter M. In 1962, Speedee was replaced with the new arched logo, designed by Jim Schindler (McDonald’s head of engineering and design). In 1968 the name McDonald’s was adjoined with the McDonald’s logo. By the 1980s the name was also being placed below the arches.

The relatively new McCafe has included the golden arches and contains the ‘Mc’-prefix to tie to the brand. McCafe is spreading fast enough to perform as a direct competitor of Starbucks. McCafé is a concept created by McDonald’s Australia, starting with Melbourne in 1993.


‘i’m lovin’ it’ was an international branding campaign created by Heye & Partner, based in Germany. The campaign was launched in 2003 worldwide.  In 2006, McDonald’s introduced its “Forever Young” brand by redesigning all of their restaurants, the first major redesign since the 1970s. The design includes the traditional McDonald’s yellow and red colors, but the red is muted to terra cotta, the yellow was turned golden for a more “sunny” look, and olive and sage green were also added. To warm up their look, the restaurants have less plastic and more brick and wood, with modern hanging lights to produce a softer glow.
In early 2008, McDonald’s underwent the first phase of their new image and slogan: ‘What we’re made of.’ This was to promote how McDonald’s products are made. In September 2008, McDonald’s introduced new packaging with new, inspirational messages, the “i’m lovin it” slogan.


Competitor Kentucky Fried Chicken has also stayed true to its history, tweaking its original. But keeping the colonel as part of the branding. The company abbreviated to KFC in 1997. In April 2007, KFC unveiled their current logo in which the Colonel shed his white suit jacket for a red cook’s apron. The new logo includes bolder colors and a more well-defined visage of the late Kentucky Fried Chicken founder, who will keep his classic black bow tie, glasses and goatee. The logo is changing for only the fourth time in 50 years, and for the first time in nearly a decade. The smiling Colonel is featured against a red background that matches his red apron, with the KFC brand name in black thick lettering under his chin.

Hamburger rivals, Burger King also made some changes to its identity, but always kept a burger as its base. Burger King changed hands several times over the years starting as Insta-Burger King in 1953. At its inception it used a king sitting on a burger. Then in 1969 when it became a corporate identity it changed to just the  bun halves around the name. In 1994, Burger King modernized its first logo by using a smoother font with rounded edges. By 1999, the company again updated the logo that is a stylized version of the “bun halves” logo. The new logo featuring a blue swirl gives the Burger King logo a circular appearance making it look more contemporary.


McDonald’s Logo Mania

McDonald’s history and rebranding

Famous Logos

Fonts on Famous Logos

One man’s plan to save newspapers

by mishydee


by Michelle Davies

Alan Jacobson, President and CEO of the Virginian-based company Brass Tacks Designs, has a set of rules he believes can help newspapers compete against the onslaught of the internet.

Brass Tacks Designs focuses on editorial, classified and online redesign and has produced redesigns on newspapers around the world. Theses are Alan’s rules on saving newspapers.
1. Get real about the Internet: “The Internet …provides everyone with a powerful publishing technology. Freedom of the press no longer belongs to those who own one.”

2. Tie journalists’ pay to circulation: “Make it a pocketbook issue for the producers.”

3. Ignore loyal readers: “It’s pointless to chase after loyal readers because you can’t sell any more papers to them. Focus your attention on pass-along readers and single-copy purchasers.”

4. Stop printing news stories: ”All news should be on your paper’s site. The newspaper is for stories that provide meaning about the news.”

5. Feed the cash cow: ”It’s time to invest in people, paper, products, promotion and production.”

6. Drop the price: “Advertisers will pay even higher rates as long as they get results.”

7. Solve the online revenue riddle: “We need to start with a clean sheet of paper and design webpages that provide an attractive environment for advertising.”

8. Promote as if success depends upon it: “Because it does. People who aren’t reading the paper aren’t seeing in-paper promotion.”

9. Work together: This is no time for infighting between editorial, advertising, marketing and production. Editorial needs to trade section front space with advertising for better space inside. But take an active role in the design of these ads.


Brass Tacks design

Redesign and get return on your investment

What designers should be doing

Interactive Tour