David Airey, graphic designer

Identity Designed

David Airey — Mon, 30 Aug 2010 14:53:29 +0000

It’s something I’ve been thinking about for a while, and as such, I’ve just launched Identity Designed — a showcase and forum for those involved in the design of brand identities.

There are five case studies to read, with plenty more lined-up:

If you like what you see, grab the RSS feed, or get updates via email.

Obligatory Twitter and Facebook pages:

I do hope you enjoy.

Published on David Airey, graphic designer

Dayfold’s Little Black Book

David Airey — Thu, 26 Aug 2010 16:34:16 +0000

Dayfold‘s Little Black Book is a useful print guide for designers and print buyers.

Excellent promotional tool. Handy, too.

In case you missed it from the inside-cover (above), Dayfold recommends the following:

For uncoated stocks, a maximum of 50% C, M & Y with 100% K
For coated stocks, a maximum of 60% C, M & Y with 100% K

Visit the Dayfold Print website and blog.

More UK print company recommendations here.

Published on David Airey, graphic designer

Proverbially speaking

David Airey — Tue, 17 Aug 2010 12:29:29 +0000

Chinese proverbs might not relate directly to the design profession, but with a little translation, it’s easy to see how designers can heed the advice.

“Better a diamond with a flaw than a pebble without.”

Even when lacking in execution, design with a solid idea will be infinitely more memorable than a bland design that’s polished to perfection.

“Be on a horse when you go in search of a better one.”

If you’re in search of a better job, you’re more likely to find one when already in employment.

“A hasty man drinks his tea with a fork.”

Don’t rush through a project thinking the next one that comes along will be better. Every project you undertake can be your best yet. It’s up to you to make it so.

“A young doctor makes a full graveyard.”

Equally, a young designer will make more mistakes than an experienced one. It’s normal.

“A fall into a ditch makes you wiser.”

Olympic medalists don’t win every time, renowned authors rarely win the Booker Prize, and Oscar winners are unlikely to repeat the success. Similarly, designers can’t always produce award-winning work, and when the outcome isn’t as good as you hoped, there’ll still be important lessons learned along the way.

“A bad word whispered will echo a hundred miles.”

Rather than vent about a client, remember that you’re the expert, and the client is likely to be unaware of how the design process works. It’s up to you to keep the project running smoothly.

“Happy people never count hours as they pass.”

If you find yourself in design employment, counting down the hours until the end of the day, you’re either in the wrong profession, working for an idiot, or need to become self-employed.

“A bird does not sing because it has an answer. It sings because it has a song.”

Just as you must hear a song before making a judgment, don’t rule-out a design idea before it’s been fully explored. Express your ideas in a studio meeting or when brainstorming, even if you’re unsure about the effectiveness. It’s rare when anyone’s first thought is the idea that’s chosen.

“A book holds a house of gold.”

No matter how long you’ve been in the profession, there’s always something new to learn. Design books are an incredible source of knowledge.

“A day of sorrow is longer than a month of joy.”

That’s how it might seem on a day when things go wrong, but remember, you’re doing a job you love. The vast majority can’t say the same.

“A wise man makes his own decisions, an ignorant man follows public opinion.”

If you’re asked to produce a design based upon current trends, explain to your client why trends should be left to the fashion industry, and why great design is timeless.

“Cheap things are not good, good things are not cheap.”

Designers have a tendency to undersell themselves. Value your skills. You’ve spent a great deal of time building them.

“Customers are jade; merchandise is grass.”

Without clients, we’re designing for ourselves. Treat your clients with respect, because they can be your best salespeople.

“Don’t build a new ship out of old wood.”

You might have a stockpile of unused design concepts, but every new client should be afforded the new ideas they’re paying for.

“Don’t stand by the water and long for fish; go home and weave a net.”

The ideal client won’t jump into your lap. Launch a blog. Freshen-up your portfolio. Get out there and market yourself.

“Everyone speaks well of the bridge which carries him over.”

Regardless of experience, if you’re asked for design advice, don’t ignore the question.

“Forget the favours you have given; remember those received.”

Don’t do it because you expect something in return. Do it because it’s who you want to be.

“Govern yourself and you can govern the world.”

No matter how busy you are with client work, leave some time for you. It won’t do anyone any good if you’re too burned-out for work. Reward yourself after a successful project.

“She who asks is a fool for five minutes, but she who does not remains a fool forever.”

It’s easy to spot designers with passion — they’re the ones asking questions.

“He who hurries cannot walk with dignity.”

Project deadlines (or live-lines) are good for motivation, but if the outcome isn’t right, don’t force it. Better to spend one more week on a design that will last a lifetime, than spend a week less and live with mediocrity.

“One step at a time is good walking.”

As tempting as it may be to jump straight onto your computer, don’t underestimate the value of research, brainstorming, and sketching, when it comes to a complete design process.

“Make happy those who are near, and those who are far will come.”

Concentrate on the clients you have, rather than those you wish to attract, because doing a good job for a good client will lead to more of the same.

I’ve always been a sucker for a good proverb. Remembering them for use in everyday situations is another thing entirely. Are there any additions that appeal to you?

——

Update:
Authentic and nicely-translated Chinese proverbs and philosophies (via @jzy).

——

Published on David Airey, graphic designer

I wish I’d known that

David Airey — Tue, 10 Aug 2010 12:48:53 +0000

What advice would you give a design graduate? Chris Arnold, founder of Creative Orchestra and former creative director at Saatchi & Saatchi, offers his pearls of wisdom.

——

It’s tough. Very tough. And there is a truth in the fact that only the toughest survive. The lazy ones fail. You need to be proactive, no-one is going to call you. You have to make your own opportunities, make your own destiny. Your success is in your hands. As is your failure. But here are a few tips. Most are based on the very basics of marketing. Many are common sense. Sometimes you just have to think like a creative director (CD) and then you’d wake up to what motivates them.

Never send out blanket ‘Dear Sir’ emails. Total waste of time. Personalise all communications and do your homework. Know about them and their company and work. Quality is better then quantity.
Do something that will get a CD (or senior) to really want to see you. They are time short so can’t see many grads. Like any good design or advertising, it’s all about impact. They are looking for the ones that stand out.
You are not God, yet. Never tell them how great you are, “hot talent,” you aren’t. Not yet. You are fresh but green and making claims you are great makes you look arrogant and deluded. They already have great people working there, so why will they hire you? Mainly because you are cheap, work hard, and have potential.
Be different. So many books are all the same. Colleges turn-out sausage factory students with the same work. Blame the bean counters in Whitehall. Bin it. Start afresh and make the work yours. It should reflect your values, approach and style, not your tutors. Be employed for who you are, not who the college wanted you to be.
Work hard. Really hard. You’ve been in cotton wool land for three years doing no real work with no real pressure by our standards. This is the real world. You need to work harder, faster, and all-hours. And never use Facebook at work. Friends, socialising, all comes second.
Forget money. If you land a job, great. Most will spend months, maybe years doing unpaid or poorly-paid placements. It’s not the money but the work that really matters. Get a job in a bar or pizza joint. You’ll need it.
It’s not just about the work but about people. You need to engage future employees, be nice, listen, be humble, take advice. Never argue or be arrogant (as an employee the boss’s word is king). You need them more than they need you — the pool of talent for employees is very big. Make them like you. We want nice people with potential talent. Once you’ve seen someone, try and keep the connection going, come back, build a relationship.
Think of yourself as a brand. You need to be remembered. What will they remember you for? What defines you? If you have it in you, do something that defines you. Invent something, develop a unique skill, get noticed for something — it creates a talking point.
Action. Try and get a second interview. Ask to come back when you’ve renewed your folio. Ask about work experience. Ask for honest feedback or how you could make the grade to get a job there.
Remember, it’s a very subjective world and some will love your folio, some will hate it. The better it is, the more polar the response. If everyone just likes it then it’s average.

Chris Arnold
Founder & CD, Creative Orchestra
(Former CD Saatchi & Saatchi, Draft, STH, Feel, Alliance…)

——

These tips were originally left on the Creative Review blog, republished here with permission.

Chris is author of Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy. Available to buy here:

More help for design graduates from Lee Newham with these CV tips and design interview tips.

Other past posts here that you might find of use: what graphic design schools are lacking, and self-employment advice for designers.

Image courtesy of Thinkstock

Published on David Airey, graphic designer

From logos to identity

David Airey — Sun, 01 Aug 2010 14:01:25 +0000

I’ve been thinking about it for a while — selling my second blog Logo Design Love.

Although logos can be hugely creative on their own, they’re rarely used in isolation (if at all), but a visual identity system, with the logo (or brandmark) playing an important role, creates an entire atmosphere around a brand, and when done right, can build customer relationships, increase sales, maximise profits.

Although there’s no rush to sell, I’d like to launch a new blog — one with a clear emphasis on “identity.” That’s when the fun of finding an available domain comes into play. I was thinking about something like Thoughts on Identity or Identity Designed (the domains are reserved just in case). Any ideas?

I’ve never sold a website before, and could do with a little advice.

An auction site’s a possibility, but Ian made a point worth considering — should I sell to the right person, or the one with the most money? And then, if I don’t use an auction, how do I set a value?

This is all assuming there’ll be enough interest.

Published on David Airey, graphic designer

Qualities to achieve in identity standards

David Airey — Fri, 30 Jul 2010 13:17:10 +0000

Some worthwhile qualities designer Jerry Kuyper tries to achieve when creating identity standards.

Strategic
Focus on why it is important and what the company is trying to achieve, not just how to do it.

Visual
Demonstrations are often more effective than lengthy text.

Easy-to-understand
Develop content that is engaging and avoid unnecessary jargon.

Short
20 pages of useful information may be more effective than 50 pages. Don’t include filler, such as unnecessary information on how to create a business card, when templates are more effective.

Respectful
Understand who will be using the standards and don’t insult their intelligence.

Balanced
Identify the appropriate balance between structure and flexibility. Too much flexibility results in complete chaos, too much structure results in lifeless communications.

Digital
For interim standards, create pdf files that can viewed online, emailed or downloaded and printed the standards can eventually be established as an online identity resource. Most printed sets of guidelines are expensive, become outdated and out of print. (GE printed up 2,000 copies of their 400 page standards in 1987, none were available after the first year)

Scalable
Digital files that can be expanded or revised help to establish that identity management isn’t a static or one time event.

Good advice.

The qualities were originally published on Tony Spaeth’s excellent Identityworks. I recommend a visit for numerous examples of guidelines and standards manuals. A few more links here.

I lifted the colour variations image at the top from one of my favourite guideline manuals — Christopher Doyle Identity Guidelines 2008 (the link downloads a PDF file approximately 1MB in size). Doyle was worthy winner of a yellow pencil at the 2009 D&AD Awards for his efforts.

Published on David Airey, graphic designer

What if: Sydenham

David Airey — Mon, 26 Jul 2010 11:12:12 +0000

what if: sydenham

The idea’s simple.

Take a photo of a run-down or unused shop-front where you live.
Give it a digital refurb.
Present to shop owner, potential developers, or local council.

From the what if? website:

“If one shop, business, bench or sign is improved due to the work we are showing in here, then we will consider it a success.”

(before) Craft Shoe Repairs

(after) Billings Quality Fishmonger & Butcher

(before) Sydenham cinema

(after) Sydenham Picture Palace

It’s a lot better than doing nothing, one way to improve your local neighbourhood, and something I plan to do for my hometown Bangor.

what if: sydenham, designed by Good People.

Great idea.

——

Update:

“I did the same thing for a local park with an idea to improve it. The local council listened and gave us funding. We now have an outdoor gym, outdoor classroom, community garden, updated adventure playground and people are using it again.”
— LEE NEWHAM, GOOD PEOPLE

——

Excerpt image courtesy of Thinkstock.

Published on David Airey, graphic designer

Recommended UK commercial printers

David Airey — Tue, 20 Jul 2010 14:24:39 +0000

Finding a reliable commercial printer can take some time. Here’s a head start — UK print companies recommended by a few of the UK’s top (and friendliest) designers and design studios.

(Updated with reader favourites.)

View UK commerical printers in a larger map

Click the blue pins in the map above for company info, or read on and see who recommended who.

Recommendations from Helen Jones of The Partners.

Orchid Print
London — 020 8986 8969

Screaming Colour
London — 020 7549 3400

Beacon Press
Uckfield, East Sussex — 01825 768611

Recommendation from Katie Morgan of 300million.

Gavin Martin Associates
London — 020 7729 0091
“Not only do they provide an excellent, consultative service, but they also have a great resource called the ‘Print Lounge’ where you can go and browse through all the print they have done — a fantastic source of inspiration.”

Recommendations from Steven Willis, creative director at B&W Studio.

Harrogate Print
Harrogate, North Yorkshire — 01423 523449

Teamprint
Littleborough, Lancashire — 01706 370092
“Simon at Team helped us out when we first established B&W Studio nearly six years ago. We still enjoy a great relationship with them today and they’re always up to the task whatever ridiculous specification or timeframe we throw at them. Their quality and attention to detail is exceptional.”

Recommendations from Blair Thomson, creative director at Believe In.

Generation Press
Brighton — 01273 857449
“Proper printers who understand print and know no boundaries. Attention to detail at every level. The designer’s printer. Tip-top environmental credentials.”

Kingfisher Print
Totnes, Devon — 01803 867087
“Local printers with great value and a high-quality service. These guys know their stuff and print some great work.”

Recommendation from Paul Ellerker, director at Branch.

Wellington Press
London — 020 8558 9290
“They’re really responsive, competitively priced, and generally very nice people.”

Recommendations from David Hyde of Studio Hyde.

Dayfold Print
Verwood, Dorset — 01202 812203
“For high-quality printing from a company that specialises in working with and for designers.”

Chromatec
Fleet, Hampshire — 01252 851911
“For good, general commercial print.”

Park lane Press
Corsham, Wiltshire — 01225 815010
“For high-quality environmental (waterless) printing.”

Indigo Press
Southampton, Hampshire — 0800 652 7299
“For ‘package price’ print (good for stationery).”

Imagewise
Eastleigh, Hampshire — 02380 650151
“For digital printing.”

Recommendation from Tom Lancaster, creative director at Stylo Design.

Dayfold Print
Verwood, Dorset — 01202 812203
“They’ve been super reliable and produce quality results.”

A second thumbs-up for Dayfold.

Recommendations from Lee Newham of Good People.

Beacon Press
Uckfield, East Sussex — 01825 768611
“They are eco-friendly, recycle the water they use, are FSC certified and are brilliant digital printers. A very high quality of print and they are carbon neutral. Highly recommended.”

A second thumbs-up for Beacon Press.

Hot Metal Press
Barnsley, South Yorkshire — 01226 740498
“They print hot metal as the name suggests, they are incredibly helpful and good at what they do. They are also very reasonable.”

Recommendations from Jamie Wieck of Airside.

Principal Colour
Paddock Wood, Kent — 01892 835005
“I can’t recommend them highly enough. They are competitive, inventive, and above all recognise that what they produce ultimately impacts the environment.”

Calverts Co-operative
London — 020 7739 1474
“The quality of their work is legendary, so they tend to be a tad more expensive than other printers — but remember — you get what you pay for.”

Jigsaw Colour Printers
London — 020 7394 2799
“Jigsaw are excellent at handling massive quantities of print work and are set up to take on your biggest projects without batting an eye lid.”

Updates from the comment thread

Recommendation from Alan Anderson of Blue Tube Design.

Minprint Ltd
Belfast, Northern Ireland — 028 90705205
“Always a high standard of work, accurate and competitively priced.”

Recommendation from Simon Hutchings of Visualise Graphics.

Wincanton Print
Wincanton, Somerset — 01963 33643
“They’re a wealth of knowledge, great value and offer a superb service — highly recommended.”

Recommendation from James Greenfield of Proud Creative.

Push Print
London — 020 7231 1166
“Great print and quality service.”

Generation Press
Brighton — 01273 857449

A second vouch for Generation Press.

Recommendation from Steve Bell of Zavial Design.

Remous
Sherborne, Dorset — 01963 250920
“We’ve been using Remous for seven years. High quality and reliable.”

Recommendation from Andrew Kelsall.

RCS
Retford, Notts — 0800 328 5064
“Not only do they have all the latest printing technology, they also have a smashing print catalogue that is reprinted and updated every year. If you go to their site, you can get a free copy if you’re in the design trade.”

Recommendations from Ebi Atawodi.

ist printing
Beith, Ayrshire — 01505 500 000
“I’ve just done some foil blocking with Ian. Very cheerful/friendly and a great quality printer.”

Copytech Digital Print Solutions
Tunbridge Wells, Kent — 01892 538280
“Highly recommended, especially for short run bespoke work.”

Recommendation from Chris Skelton of What Creative.

Team Impression
Leeds — 0113 272 4800
“Amazing service. Top quality.”

Recommendation from Simon C Page.

Ripe Digital
Corsham, Wiltshire — 01225 815033
“Highly recommended.”

Recommendations from Morag Malloy of Fission Creative.

CCB
Glasgow — 0141 891 4700

Hay Nisbet Press
Glasgow — 0141 959 3325

J Thompson Colour Printers
Glasgow — 0141 429 1094

Recommendations from Rebecca Owen of Nathaniel Lichfield and Partners.

Face Creative Services
London — 020 7713 9797

Pearl Print Management
London — 020 8875 9160

Additional print resources

Here’s a print resource I’ve featured before, Lovely as a Tree. Worth a second mention.

“It’s a fantastic resource that collects together the finest printers and paper in one place, but it’s killer application is that it rates everything by how environmentally friendly it is. Airside is committed to creating eco-friendly design and this website plays a significant role in allowing the studio to achieve this.”
— JAMIE WIECK, AIRSIDE

And here are a few money-saving questions to ask your printer.

Your help

If you have any additional UK printer recommendations, or if you can endorse the printers above, please leave details in the comment thread or send me an email. It’d be great to get some recommendations for companies in Scotland, Wales, and across the Irish Sea.

Post image credit.

Published on David Airey, graphic designer

Ten principles for good design

David Airey — Fri, 16 Jul 2010 13:26:55 +0000

606 universal shelving system, 1960, manufacturer: Vitsœ, design by Dieter Rams.

1. Good design is innovative.
2. Good design makes a product useful.
3. Good design is aesthetic.
4. Good design makes a product understandable.
5. Good design is unobtrusive.
6. Good design is honest.
7. Good design is long-lasting.
8. Good design is thorough down to the last detail.
9. Good design is environmentally friendly.
10. Good design is as little design as possible.

— Dieter Rams (1985)

Read a ten-part series based on Dieter Rams’ ten principles for good design. The Inksie brand asked writers and illustrators to contribute to the project. Each writer wrote on one of Rams’ principles; each illustrator reacted to a writer’s essay.

— Interview with Dieter Rams on designboom.
— Dieter Rams on Wikipedia.
— Dieter Rams on the Design Museum.

Published on David Airey, graphic designer

AIGA panel on spec work

David Airey — Tue, 13 Jul 2010 12:53:06 +0000

The above video is from an AIGA Metro North event titled reSPECt, “A civilized dialog between advocates and opponents of speculative branding and design work.”

The video can also be viewed here on Vimeo.

Moderated by New York State Supreme Court Justice Colleen D. Duffy, the panel included:

Ric Grefé, Executive Director, AIGA
Brendán Murphy, Senior Partner, Lippincott
Jerry Kathman, President & CEO, LPK
John Gleason, Founder & President, A Better View

Some of the questions raised include:

Haven’t other professions been similarly squeezed? For instance, accountants and lawyers package and sell their time. Are they going through these spec issues? If not, why? Is it because of certification? Should there be a design certification? Is it because designers allow it to happen by undervaluing their skills. Is it through necessity, with too many designers competing for less work?

One thing’s for sure, how you brand yourself as a designer plays a huge role in your success. Are you just another “crank a logo out for £50″ production worker, or are you a brand identity specialist providing immeasurably more value to your clients?

As John Gleason asks in the panel discussion, “Are you a BMW or a Hyundai?”

It’s a shame AIGA President Debbie Millman wasn’t a speaker. Here’s her take on spec work.

David Airey, graphic designer

Identity Designed

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Dayfold’s Little Black Book

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Proverbially speaking

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I wish I’d known that

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From logos to identity

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Qualities to achieve in identity standards

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What if: Sydenham

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Recommended UK commercial printers

Updates from the comment thread

Additional print resources

Your help

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Ten principles for good design

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AIGA panel on spec work

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