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EDITORS AT GDUSA

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2024 cliches can be tiresome. My candidate for most overused: “Is the juice worth the squeeze?” Second place is any phrase with the word “Weaponization” in it. And given the election matchup foisted on us, an honorable mention goes to the ever popular “choice between the lesser of two evils.”

But even the most annoying cliche can be revealing and here is an example — “Two things can be true at the same time” — that I am leaning upon to help make sense of a seeming inconsistency in our June 2024 edition: first, online design is showing dazzling exponential growth and carrying our GDUSA Digital Design Awards along with it while, second, GDUSA readers participating in our 61st annual print survey adamantly and obdurately assert their belief in the power — and the future — of print.

This year’s digital design showcase is the story of a medium’s sheer potency to reach, engage and communicate. Our awards competition, formerly known as ‘web design,’ was broadened last year to include not only websites, but also social media and email marketing, digital ads and publications, video and animation, UX and UI design, and more. Thousands of entries were receive this year — more than twice that of two years ago — and only a select handful are featured today. The trajectory is steep but no credit to us. Rather, it reflects the fact that digital communication, and those who create and produce it, are in a virtuous cycle: burgeoning demand, richer tools, more stable technologies and infrastructure, and an increasingly sophisticated appreciation for how sound graphic design principals contribute to ultimate success.

Meanwhile, our traditional print and paper reader survey has a somewhat different story to tell. Reduced to its essence, the poll finds that print remains crucial in how professional graphic designers earn a living — fully 96% work in print as part of their mix and 62% of projects have a print component. And it reaffirms that print and paper remain relevant because they have classic strengths and inherent qualities that can forge a human connection and an intimacy often missing from modern life. The message: print has authenticity and impact because it feels real and present.

In the face of these editorial features running in tandem — and the possibly conflicting tales they tell — I find comfort in the “two things can be true” mantra. And I am reminded of a few wise utterances captured by our poll. One such comment: “In marketing and advertising, all channels are additive; they do not replace each other.” A second: “When it comes to media decisions and creative solutions that work, the design mind thinks about ‘AND’ rather than ‘OR’.” And yet a third: “We are at a point where digital and print are synchronizing.” Possible future cliches, but right now they feel fresh and meaningful.

Reading The Tea Leaves

Though I haven’t left much room, I would be remiss not to note Bill Gardner’s annual LogoLounge trend report or his graciousness in allowing us to publish it for the 22nd straight year. The incomparable Mr. Gardner is heading toward half a million logos compiled and reviewed through LogoLounge.com, an endless source of information and inspiration. More than ever, he commands attention with a sweeping overview of the past year’s logo designs — the context and culture from which they arise — the patterns he gleans — and the sagacity he shares along the way. The changing role ofthe logo? The impact of AI and technology? The rise of stickers? The softening of edges? The meaning of ‘Corner Chop’ and ‘Pixel Drop’? The answers are all here and more.

And, yes, the juice is worth the squeeze. — GK

GDUSA - Graphic Design USA Volume 61 / No. 3 June 2024 Kaye Publishing Corporation (ISSN0274-7499/USPS227020). Published 6 times a year with combined issues in January/February, March/April, May/June, July/August, September/October, November/December. Executive, editorial and advertising offices at 594 Dean Street, Office 22, Brooklyn NY 11238. www.gdusa.com. SUBSCRIPTION: Domestic, $72 one year. International, $140 one year. Periodicals postage paid at New York NY and additional mailing office. POSTMASTER: Send address changes to GDUSAGraphic Design USA, PO Box 3072, Langhorne PA 19047. Permit #224.

8 Fresh

Elmwood’s nonsensical new branding for Skittles; Design Army mobilizes new campaign and film for Hong Kong Ballet; mochi ice cream maker celebrates Asian heritage and family values with help from Chase; professional Padel sports league presents passionate pickleball alternative; Sister Mary captures spirit of Samizdat for current events journal; Molson masterbrand unifies diverse brews and, perhaps, a nation; Pearlfisher positions baker as a ‘dough brainer’; and more.

18 61st Print Design Survey

For the 61st year, GDUSA polled our readers on benchmark questions regarding print design, paper specification and print buying. Over the years, the role of graphic designers — and print itself — has evolved, and our polls are one way to take stock of that that evolution. One thing has not changed: creative professionals understand and appreciated the inherent qualities print and paper to touch, to engage, to forge a human connection. Paper maker extraordinaire, Billerud, is, once again, the exclusive sponsor.

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2024 Logo Trends Report

The incomparable Bill Gardner has compiled and reviewed more than 400,000 logos via LogoLounge.com over more than two decades. More than ever, Mr. Gardner commands attention with a sweeping overview of the past year’s logo designs — the context and culture from which they arise — the patterns he gleans — and the wisdom he so artfully imparts along the journey. And if 2024 trends like ‘Corner Chop’ and ‘Pixel Drop’ whet your appetite, you ain’t seen nothing yet.

44 The Digital Design Awards

Our 24th American Digital Design Awards™ saw a record-breaking number of entries — by far — leading to a highly selective showcase of winners. The contest formerly known as ‘web design’ has been expanded to better reflect and amplify the power of design to enhance online and interactive experiences – for websites, yes, but also social media, email marketing, digital ads, interactive and interface design, video and animation. It adds up to a virtuous cycle: more demand, bigger audiences, richer tools, better technology, the elevation of sound design principals. Robert Half, the first and largest talent solutions firm, is the exclusive sponsor.

104 Ad Index

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Message From The Sponsors

BILLERUD

Billerud is exclusive sponsor of our 61st annual Print Design Survey. Billerud provides paper and packaging materials that challenge conventional packaging for a sustainable future. It is a world leading company in high-performing paper and packaging materials made from virgin fiber; passionately committed to sustainability, quality, and customer value. The company has nine production units in Sweden, USA, and Finland with around 6,100 employees in over 13 countries and customers in over 100 countries. Billerud is listed on Nasdaq Stockholm. In the United States, Billerud operates out of a regional head office in Miamisburg OH, two mills in Michigan’s Upper Peninsula, and a converting facility in Wisconsin. A leading supplier of high-quality graphic and label papers, packaging materials, and market pulp, at Billerud “we build brands and business results for our customers.” This edition of GDUSA is printed on Influence® Gloss, 60 lb. text from Billerud. Influence® is a high-quality coated No. 3 web paper. To learn more, please contact your Billerud graphic papers sales professional or visit billerud.com.

Robert Half

Robert Half is exclusive sponsor of the 2024 American Digital Design Awards.™ As the world’s first and largest specialized talent solutions firm, Robert Half connects top graphic designers and other creative and marketing professionals with leading companies. Looking for your next role or project? We help skilled designers and creatives find great opportunities that match their skills, interests, and work style. Looking to hire on a contract or permanent basis? We have design professionals with the creative vision you need to implement key projects – onsite or remote. We are proud to be named to the Fortune® Most Admired Companies™, PEOPLE magazine’s 2023 PEOPLE Companies that Care® and a Forbes’ World’s Best Employer. Contact us to learn how we can help you to find skilled talent or make your next career move at roberthalf.com

About The Cover

Design Army created an integrated marketing campaign and soon-to-be classic dance film for the Hong Kong Ballet’s 45th anniversary season. Story is featured in this edition’s Fresh.