I spend a lot of time looking at other people design work. It’s the nature of my job and something that helps to keep me current with design trends that are emerging. Over the last few months, something I’ve noticed with more frequency is the emergence of minimalist 3D animation paired with pastels that leans almost to abstraction. I have a feeling this is going to become a hot look over the next 18 months and will run the risk like so many other trends of jumping the shark as it gets picked up by every agency and marketing firm in the world. It looks cool now, and I’m really liking it, but that feeling may change if it becomes oversaturated the way the sketchbook look, the retro 80’s look, the ugly design look, the you name it you’ve seen to much of it looks did.
On July 20th, 1969 I was seven and a half years old and I still remember being glued to the TV as the first live broadcast from the lunar surface was beamed back to Earth. The family was downstairs in our family room/office. Walter Cronkite was giving the play by play and then they cut to a grainy picture of Neal Armstrong as he stepped off the ladder and spoke his now famous line. ” That’s one small step for man, one giant leap for mankind”.
I have always been a bit of a space nut. I think being born at the beginning of the space race helped solidify that in me. I’ve been fascinated with everything from the space flight itself to the amazing illustrations produced for NASA.
With this year marking the 50th anniversary of the first moon landing, I decided to break down and pick up a copy of the National Aeronautics and Space Administration Graphic Standards Manual. It’s been out for a few years and has been on my short list so I finally decided to pull the trigger and pick it up.
For a designer and self-professed space nerd, this is pure heaven. This is a few hundred pages of the design systems put in place by Richard Danne, Bruce Blackburn, and the staff at Danne & Blackburn in 1974.
This reissue is a modern spin on the original which was a series of bound documents designed to be distributed to internally and externally to coordinate the NASA brand for the world. The reissue book is all about faithfully reproducing what Danne & Blackburn while infusing history and additional details. Details like the anti-static foil sleeve that it arrives in.
The book is an authoritative reference compiled from scans of 35mm slides presented to NASA in 1974, normally shielded from those without clearance.
The manual covers everything from spaceship graphics to brochures, including specific details on how to type a letter using the NASA letterhead.
This is the ultimate “brand bible” for the formidable application of a graphic identity system in an otherworldly institution. The NASA Graphics Standard Manual is a meticulous facsimile of Danne & Blackburn’s 1974 re-branding of the agency. An authoritative reference compiled from scans of Danne’s own personal copy, the book also includes an introduction by Danne, alongside an extended essay on the culture of the agency by Christopher Bonanos.
I talk a lot about cohesive brand voice or cohesive visual voice across all touch points of a campaign. Many times I think I’m getting through to a client, and I’m not, so I end up looking up examples to show them. I usually track down digital and print components, static images, and PDF’s, then try and get them to wrap their head around how it also applies to video, motion graphics, audio, and all the other little bits and pieces that go into a full blown OMNI channel campaign. Sometimes it works, and sometimes it doesn’t. Today I found a great example that I think will help in the future.
The video below from DixonBaxi shows the campaign they have created to support Eurosport’s coverage of the Olympics for the next eight years. This is a huge project with hundreds of touchpoints that people will engage with. All of them need to have a look and feel that resonates the same way. From the editing of video all the way down to the static graphical content in print items. As you watch the video you will begin to see a very specific cadence that takes place in the way the clips are cut together. There is the establishment of a color pallet that gets picked up and used through out the campaign as well. About 15 seconds in they begin to hint at the graphics and animation, and then they roll out each component of the entire system showing how and where it will be used. From bus stop signs to tablet interfaces and everything in between. If you want to get a more in depth look, or just browse through the system at your own pace, they have it broken down on a really well-designed web page for you.
Most people think of branding as a logo. And most people think of a logo as visual identity. A logo is one component of your visual identity system which makes up one part of your brand. A great example of this is Weiden and Kennedy Sao Paulo new visual identity which is shown in the video below. They break down the inspiration for the logo design and then show how it is translated across a series of touch points as part of a larger identity system. No this doesn’t establish their branding. Branding is much larger than just a logo, visual identity system or editorial voice. Branding encompasses everything that establishes a relationship with a product, company, or service. The example in the video is one hell of an awesome logo and identity system though.