My name is LARRY VINCENT. I'm a writer, speaker, photographer and lovable nerd based in Los Angeles. When I'm not writing here about things that inspire me, I look after The Brand Studio at United Talent Agency.
There are many things I like about Stephen Coles’ recent book; the bright, clean design and the accessible structure allowing you to dip in and out; but most of all, it’s the lack of fluff or filler. The content has been carefully honed to focus on the important details, which is in fact what the book is all about: the details of each typeface.
In highlighting and comparing the features that give each typeface its character, anyone exploring this subject can begin to make informed choices between similar typeface options.
The pithy descriptions describe each typeface’s origin and advise what makes each appropriate for certain scenarios and where it might fail. These are occasionally laced with a subtle humour that keeps the tone of the book warm.
The great balance of written and visual explanation means the book works well as a quick reference but has a seductive way of drawing you in to read more and examine further.
What happened was that Wal Mart came up to the folks at Master Lock and said, “We can make this same product in China for dirt-cheap. Either cut your price by 30% or we won’t give you shelf space.” Monday’s AIGA Los Angeles event at the A+D Museum ‘Master Lock and the Battle Against Myopia’ was a study of a company in crisis that found relevance through selling a brand over a commodity.
Scott Williams, tonight’s speaker, is a brand consultant whose work deals within industries where creatives are not the top dogs, and where designers have to consistently prove a return on investment. Master Lock had a product with no customer loyalty because their strategy had only been to produce padlocks. Consumers didn’t care if they bought a Master Lock or their next cheapest rival. Unlike other companies that found themselves in a similar crisis, they decided to build that loyalty.
These posters represent some of the best thinking in branding. A visual identity should provide only a cue, be it an artifact, a plot point, or a character trait. We just need the simple cue to let our imagination do the rest of the work. In fact, research has shown that we enjoy graphic identity more when our brain is engaged piecing together the story from the cue.
What if a bicycle’s tires had ink on them? What kind of pattern would they make? What if we applied this inspiration to a series of notebooks. Check them out along with a video on how they make them at Postalco.
When my daughter Jordan was diagnosed with a rare brain tumor in 2003, our whole family began a journey that has led us through many unexpected twists and turns. I write about this ongoing adventure and the girl that is my muse here.