Urbanis A Brand Standard Guideline and MFA Thesis Project
Written and designed by Anthony Stimola.
Urbanis
Brand Standards Guideline
© 2012 ANTHONY STIMOLA All rights reserved Printed and bound in the United States First Edition
No part of this book may be used or reproduced in any manner without written permission from the publisher, except in the context of reviews.
Errors or omissions will be corrected in subsequent editions. Library of Congress Cataloging-in-Publication Data
Project / MFA Thesis Semester / Fall 2012 Instructors / Phil Hamlett, Hunter Wimmer, Roland Young Content / Anthony Stimola Editor / Reggie Griner Photography / Anthony Stimola and Various Sources Printing / Graphic Imagery Binding / The Key Printing and Binding Text Stock / 100 lb. Couger Text Typeface / Universe LT Std
a company for the future
Every reasonable attempt has been made to identify owners of copyright.
Urbanis BRAND STANDARDS MANUAL / ANTHONY STIMOLA Includes bibliographic references and glossary.
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Contents Pronunciations
10
Philosophy
12
Mission
14
Terms
16
Preface
18
Urbanis
20
Logo
32
Color
52
Type
56
Image
62
Usage
70
Website
82
Products
92
Adverts
100
Research
104
Acknowledgements
118
contents
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Pronunciation
pronunciation
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Philosophy
Be the change you wish to see in the world.
our philosophy
Mahatma Gandhi
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Mission
Its Our Statement of Purpose and the Backbone of Our Brand
OUR MISSION
To provide the tools for our society to use its urban spaces more productively.
our mission
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Terms
1
A Selection of Words You Need to Know
2
3
URBAN
SURVIVALISM
TRANSITION MOVEMENT
An Urban area is characterized by higher
Survivalism is a movement of individuals or
The Transition Movement is a localized
population density and the vast human
groups who are actively preparing for future
grassroots network of communities that
features in comparison to areas surrounding
possible disruptions in local, regional, national,
are building a resilience in response
it. Urban areas may be cities, or suburbs.
or international social or political order.
to peak oil, climate decay, and economic instability. Community is paramount.
terms
4 AGRICULTURE The cultivation of animals, plants, fungi, and other life forms for food, fiber, biofuel and other products used to sustain life.
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Preface
The Concept Behind it All
WHAT IS PERMACULTURE? Permaculture design emphasizes patterns of landscape, function, and species assemblies. It asks the question, “Where does this element go? How can it be placed for the maximum benefit of the system?� To answer this question, the central concept of permaculture is maximizing useful connections between components and synergy of the final design. The focus of permaculture, therefore, is not on each separate element, but rather on the relationships created among elements by the way they are placed together; the whole becoming greater than the sum of its parts. Permaculture
preface
design therefore seeks to minimize waste, human labor, and energy input by building systems with maximal benefits between design elements to achieve a high level of synergy. Permaculture designs evolve over time by taking into account these relationships and elements and can become extremely complex systems that produce a high density of food and materials with minimal input. Permaculture draws on the application of ecological theory to analyze the characteristics of a farm, garden, or home site.
Each element of the design is carefully analyzed in terms of its needs, outputs, and properties. Design elements are then assembled in relation to one another so that the products of one element feed the needs of adj-acent elements. Such relationships are commonly organized in spatial patterns common in natural systems. Common permaculture practices include the use of polyculture agriculture, perennial plants, rainwater harvesting, as well as terraforming.
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Urbanis
be the change you wish to see in the world
Be the Change You Wish to See in the World
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be the change you wish to see in the world
The current marketplace for urban agriculture lacks a brand that addresses all aspects of agriculture for the urban environments. Urbanis fills that void in the marketplace and represents a brand that is equally applicable to individual, joint and community gardens, and farms. Urbanis’ objective includes facilitating the expansion of gardens to include a more permaculture approach by structuring the garden as a more natural ecosystem. This includes a range from a simple rooftop garden to a more complex community farm. We provide tools for every need. Urbanis is utilitarian in its purpose and also creates a platform for replicating Americs historical effort to encourage urban gardens in the form of �victory� gardens. This type of growth is not monetary but is more important as it is growth in the integrity of our country. It behooves us as a nation to look at the simple things we can do. In the case of both a single individual building their own urban food garden or a group of friends and families that want to start a group garden, they can take it a step further by creating a community agricultural garden. Community gardens not only provide food but also are a catalyst for rebuilding decaying neighborhoods by bringing cities back to life. In the wake of catastrophic storms such as Katrina and Sandy, communities have started to reclaim their urban spaces by using them in more productive ways by including green spaces. As a brand, Urbanis is the resource for establishing any size garden or urban farm.
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Urbanis is a comprehensive product line for the market place that includes gardens, animal husbandry and apiculture, while providing resources for working through applicable laws, codes and regulations. Urbanis is a base from which its users may build from.
system and Urbanis gives individuals the ability to simplify their garden and food experience. They will be closer to the source of their food and will be more involved in making choices for their personal needs.
Urbanis is not just another single shot brand. We recognize that users are embarking on a new venture and in many cases uncharted territory. In the future Urbanis will provide storefronts that can be center points for users to consult with knowledgable staff. It will be a location where information can be found and materials can be bought.
Urbanis does not need a cartoon character to represent it because it is recognizable on its own as a vital tool consistent with a nation of personal freedoms and prosperity. The look and the feel of the brand is a conscious choice to move away from the earth tone color palette and the organic letterforms that many brands tend to gravitate towards. Although those brands tend to be more localized small companies, we want to appeal to the one thing that all urban dwellers depend on every day, and that is structure. Structure is what keeps major cities vital since there is a level of comfort that accompanies a structured environment. Urbanis provides that sense of comfort because the brand will support the user and can be the foundation of this new venture.
Urbanis recognizes the continuing importance of the natural cycle and more over the importance of simply understanding the impact of weather on gardens and crops. Creating urban gardens does not impinge on the livelihood of the American farmer. Our country’s agricultural system has become a massive factory
This idea is reflected in a lot of the products that Urbanis provides. Many of our products exist to create a foundation for our customers to utilize and build upon. All of Urbanis’ products are manufactured in the United States, creating more jobs and further decreasing the need for more petroleum in order to import goods. As a brand we are very interested in building a stronger more self sufficient American. Looking at the things we can do to better our own lives as well as the lives of others is the core of our brand spirit. Be the change that you wish to see in the world. We aim to give our customers the tools they need in order to build a better future for our world.
be the change you wish to see in the world
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Urbanis
Be the Change You Wish to See in the World
Urban
be the change you wish to see in the world
Suburban
Rural
(above) Urbanis as a brand is not restricting itself to just urban and city environments. These are our primary audiences however Urbanis’ products are very much useful outside the center of any city. Looking at any major city center you can see that the there are no clear line between urban and suburban environments. We have provided a diagram to explain exactly how Urbanis’ sees itself in the midst of these geographic gradations.
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Urbanis
Be the Change You Wish to See in the World
the "–is" magnet Young modern adults who understand that our world is changing. This person believes that how we proceed into the future is in our hands. They put forth an effort to make changes in how they purchase and where they purchase their goods. In addition they have began to grow as much of their own food as possible.
Brand Personas
be the change you wish to see in the world
the "–ite" taker Much like most suburban and urban dwellers these individuals have allowed themselves to be caught up in the status symbols. They are only concerned with how they are perceived by their neighbors. However, this can be the key to getting them on board with changing their behaviors as consumers. They are by far not a lost cause.
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be the change you wish to see in the world
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Logo
visual guidelines
Visual Guidelines and the Rules for Brand Mark Use
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Logo
Urbanis believes that its brand mark sits at the core of the brand. It is our face to the world and we strongly believe in upholding our well defined appearance. The brand mark is one that has meaning as well as aesthetic importance.
A simple utilitarian nature is the core idea of the brand that was kept at the center of the branding process. We wanted to set our brand apart from the rest of the urban agriculture brands that fall into earth tones and organic, art nouveauo type. Our audience is the urban dweller. They trust structure.
visual guidelines
Visual Guidelines and the Rules for Brand Mark Use
Looking at the brand mark the shape conjures up images of both hope as well as a sence of structure. The process of building the mark took under concideration several factors; the use of the brand mark, the meaning of the brand mark and the possible impact of the mark. Urbanis has its reasons behind choosing to execute the mark as we have.
The most important aspect is giving the sense of structure. Our brand is providing the assets for our city center to evolve. The mark is to have an impact on the public. Much like the American Red Cross is seen as a sign of help as well as caution.
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Logo
Visual Guidelines and the Rules for Brand Mark Use
.25x
.5x
.5x
1x
The diagram above provides with a detail breakdown of the Urbanis logo mark. The logo mark is one of three exceptable marks that the brand uses. The logo mark may look simple however the math behind it is all done with a very strong purpose in mind.
visual guidelines
The logo mark as you can see is comprised of a series of circles as well as two rectangels on each side of the break. The width of the break is one quarter (x) and the width of each rectangle is just shy of one and a half (x). The entire logo mark is three times (x) high and three times (x) wide. Making the entire logo mark three (x) squared. This shape was chosen for its visual and mathmatical strength.
Urbanis Blue One
Urbanis Grey
CMYK 100 6 0 30
CMYK 0 0 0 25
RGB 0 125 175
RGB 191 191 191
Urbanis Blue Two
Urbanis Orange
CMYK 100 6 0 0
CMYK 0 60 100 0
RGB 0 165 230
RGB 255 102 0
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Logo
Visual Guidelines and the Rules for Brand Mark Use
Measurements for Secondary Brand Mark Lock up
visual guidelines
(below) The secondary Urbanis brand mark’s specs are provided. These are to be followed when sizing and setting up the mark for both large and small scale applications.
2x
4x
2x
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Logo
50%
Visual Guidelines and the Rules for Brand Mark Use
100%
Logo Mark Scale
visual guidelines
200%
400%
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Logo
50%
Visual Guidelines and the Rules for Brand Mark Use
100%
Word Mark Scale
visual guidelines
200%
400%
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Logo
50%
Visual Guidelines and the Rules for Brand Mark Use
100%
Brand Mark Scale
visual guidelines
200%
400%
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Logo
Visual Guidelines and the Rules for Brand Mark Use
Incorrect Logo and Word Mark Use
visual guidelines
Urbanis
Urbanis
Urbanis
Urbanis
Urbanis
Urbanis
Urbanis
(above) We have provided a strict breakdown of the improper uses of the Urbanis brand mark. The examples provided are a sampling of possible misuses, please refer to following pages for proper usage. Anything falling outside of the defined proper usage is ultimately incorrect and should not be done.
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Logo
Visual Guidelines and the Rules for Brand Mark Use
Incorrect Logo and Word Mark Use
visual guidelines
(below) We have provided a strict breakdown of the improper uses of the Urbanis logo and word mark. The examples provided are a sampling of possible misuses, please refer to following page for proper usage.
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Logo
Visual Guidelines and the Rules for Brand Mark Use
Correct Mark Use
visual guidelines
(left) Urbanis has provided alternative brand mark and work mark uses. Their usage is deemed acceptable when they are the best solution for a specific application such as large, oversized display; as well as small restricted display pieces.
(above) The lock up directly above is to be used with the letterhead and envelopes. It is a specific lock up meant to display all aspects of the brand mark and the brand philosophy. It is a strong introduction to the brand structure.
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Color
color guidelines
Guide Lines for Our Brand Colors Use
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Color
Guide Lines for Our Brand Colors Use
CMYK 100 6 0 30
CMYK 100 6 0 0
RGB 0 125 175
RGB 0 165 230
HEX 00A9B2
HEX 00F1FF
PMS 292C
PMS 549C
color guidelines
People respond to color and their response to color can have a large impact on how a brand is received by its audience. We did not want our brand to be seen as stuffy andone sided. The color choices made for the brand was decided on by their affect on the viewer. Urbanis wanted colors that embodied the brands ideals. We wants to be seen as brand that brings new life and can be seen as dependable. The two tones of blue were chosen because brands that use the color blue are seen as trustworthy, dependable, secure and responsible. While the color orange implies vitality, fun, playful and exuberance. Grey is seen as timeless sophistication, with noble value. Warm colors are associated with energy while cold colors are about calmness and security. This is how we wanted the public to see the brand.
CMYK 0 0 0 25
CMYK 0 60 100 0
RGB 191 191 191
RGB 255 102 0
HEX BFBFBF
HEX FF6600
PMS 406C
PMS 165C
CMYK
The Urbanis brand color orange may shfit in tone from RGB to CMYK. This is an issue that we have looked at and ok’d the use of a color. To the left is a swatch that can be used to check against to get the proper color.
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Type
typographic guidelines
Typographic Guidelines and the Brand Type Faces
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Type Universe LT Std Roman
Typographic Guidelines and the Brand Type Faces
A1
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Universe LT Std Light Condensed
A1
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typographic guidelines
Lorem ipsum dolor sit amet, consectetur
7pt (11pt leading, +10 tracking)
adipiscing elit. Vivamus vulputate, diam nec egestas iaculis, tellus tellus suscipit nisl, id dapibus neque urna vitae elit. Praesent dictum ante eu dui sollicitudin luctus hendrerit erat feugiat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus vulputate, diam nec egestas iaculis, tellus tellus suscipit nisl, id dapibus neque urna vitae elit. Praesent dictum ante eu dui sollicitudin luctus hendrerit erat feugiat.
8pt (12pt leading, +10 tracking)
lorem ipsum dolor sit amet
8pt (+10 tracking)
lorem ipsum dolor sit amet
15pt (18pt leading, +10 tracking)
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Type Universe LT Std Oblique
Typographic Guidelines and the Brand Type Faces
A1
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Universe LT Std Bold
A1
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typographic guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing
7pt (11pt leading, +10 tracking)
elit. Vivamus vulputate, diam nec egestas iaculis, tellus tellus suscipit nisl, id dapibus neque urna vitae elit. Praesent dictum ante eu dui sollicitudin luctus hendrerit erat feugiat.
Lorem
45pt (+10 tracking)
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Image
photographic guidelines
Photographic Guidelines and the Use of Brand Image Style
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Image
The primary images style of Urbanis is one that depicts the world of Urbanis. Showing the gardens that thrive through the use of our brand. The images should always show the juxtaposition of the urban landscape and the active agriculture. The color correction is a choice we made to keep the images reflecting their environment. The images should never depict unobstructed nature, unless it is in the midst of an urban center.
photographic guidelines
Photographic Guidelines and the Use of Brand Image Style
The secondary image style is black and white haftoned photography and to be used on packaging only. The concept behind this image style is to allow for the packagingâ&#x20AC;&#x2122;s simple and clean design aesthetic to remain so. The image shouldnâ&#x20AC;&#x2122;t detract or conjure any ideas other than its utilitarian purpose.
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Image
photographic guidelines
Photographic Guidelines and the Use of Brand Image Style
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Image
photographic guidelines
Photographic Guidelines and the Use of Brand Image Style
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Usage
application of the brand
Application of Brand Materials
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Usage Urbanis
Application of Brand Materials
Be The Change You Wish to See in The World
Urbanis Be The Change You Wish to See in The World
ANTHONY STIMOLA // CEO
Mr Jaskot
212.456.8902 anthonystimola@urbanis.com
Urbanis would like to welcome you as a new customer to our firm. We
URBANIS.COM know that you will be extremely Jim Draper // Head of Sales Mr Jaskot
satisfied with our line of products and
the service we provide to our customers.
+1 212 456 8902
Urbanis would like to welcome you as a new customer to our firm. We to purchase our merchandise on our regular open account know that you will be extremely satisfied with our line of products and terms. Our credit manager, Richard Cafaro, will be happy to discuss any the service we provide to our customers. aspect of our credit policy with you at your convenience.
jimdraper@knowurbanis.com You are invited KNOWURBANIS.COM
You are invited to purchase our merchandise on our regular open account I am enclosing our recent catalog and price list for your review. I believe terms. Our credit manager, Richard Cafaro, will be happy to discuss any that you will find our prices competitive and in keeping with industry aspect of our credit policy with you at your convenience. trends. During the year we offer our valued customers frequent discounts as an incentive and as a showing of our appreciation. I am enclosing our recent catalog and price list for your review. I believe that you will find our prices competitive and in keeping with industry I do hope you will afford us the opportunity to serve you in the near future. trends. During the year we offer our valued customers frequent discounts as an incentive and as a showing of our appreciation. I do hope you will afford us the opportunity to serve you in the near future. Anthony Stimola January 9 2012
Jim Draper January 9 2012
application of the brand
Urbanis
be the change you want to see in the world
Anthony Stimola // CEO +1 212 456 8901
anthonystimola@knowurbanis.com KNOWURBANIS.COM
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Usage
Application of Brand Materials
Be The Change You Wish to See in The World
Urbanis Corporate Headquaters 2450 3 rd Street San Francisco, CA 94107
Urbanis
Be The Change You Wish To See in The World
Corporate Headquaters 2450 3 rd Street San Francisco, CA 94107
application of the brand
Corporate Headquaters | 2450 3 rd Street | San Francisco, CA 94107
Be The Change You Wish to See in The World
.25"
Be The Change You Wish to See in The World
.25"
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Usage
application of the brand
Application of Brand Materials
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Usage
application of the brand
Application of Brand Materials
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Usage
application of the brand
Application of Brand Materials
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Website
information resource
Our Information Resource
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Website
Our Information Resource
Site Map Home
Articles
Article 1
Article 2
Resources
Article 3
Animal Husband.
Pacific N.West
Chicken & Fowl
Goats
information resource
Rabbits
Ducks
Blog
Gardening & Agri.
Apiculture (Bees)
Laws & Regs.
Planting Guide
Soil Health
Soil Type & Text.
S.West
Species
N. Central
Hive Structure
Midwest
Water Guide
S. Interior
Honey Production Pollination
Other Resources
Mid Atlantic
New England
Laws & Regs.
Legal Resources
Legal Forms
Ducks
As a result of my research for options for the brandâ&#x20AC;&#x2122;s extensions I chose a website as the most effective tool. A wesite is the easiest format to consistently reach our audience. There needs to be a platform for the brand to create a resource center for people to easily find the answers and insight that they need. The website is not just another information site, it needs to be a resource for people to continuously access over time. To implement that goal, I built a blog roll of articles that directly tie into the resource topics, creating a more personal experience. The objective is to encourage people to include the site on their daily bookmark registry. The audience will want to keep up to date with what is going on in the industry while maintaining a strong understanding of what they are doing in their own projects. The website embraces the brand ideal to be accessible by a full range of users, catering to the individual gardener, the mid-size or family size and the community garden structure. Urbanisâ&#x20AC;&#x2122; website is a site that can be perused by anyone. The site is a resource for everyone with an interest in urban agriculture. It ties into the local movements as well as national and global advances.
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Website Mobil Device
information resource
Our Information Resource
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Website Tablet
information resource
Our Information Resource
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Website Desktop
information resource
Our Information Resource
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Products
brand extensions
Our Brand Extensions The Packaging and Programs
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Products Urban Grazers
brand extensions
Our Brand Extensions The Packaging and Programs
Urban grazers can be a great asset for major city centers taht want to maintain large green spaces with out the use of herbiscides. Goats are inclined to eat everything but grass when they have the option, the space becomes manicured and the grass is allowed to fill in. Urban grazers are also a strong choice for companies with large properties and donâ&#x20AC;&#x2122;t want to the constant noise of mowers.
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Products
Our Brand Extensions The Packaging and Programs
Other Products
brand extensions
Urbanis also provides rain catching systems for a variety of sized operations. Allowing for the individual to utilize the collected water for irrigation and water for animals. In addition Urbanis provides bee hive boxes as well as the tools needed to maintain and harvest honey.
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Products Packaging
brand extensions
Our Brand Extensions The Packaging and Programs
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Adverts
advertising campaign
Our Advertising Campaign
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Adverts Poster Series
advertising campaign
Our Advertising Campaign
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Research
finding the right direction
Finding the Right Direction
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Research
Finding the Right Direction
Breakdown When I began working on Urbanis, I approached the project pessimistically, seeing only a dark, doom and gloom approach to urban-survivalism. My initial focus was on the reasons why a survivalist mentality was necessary in an urban environment. The options all pointed towards social collapse and the demise of our modern society. The first step was to look at what would cause such a collapse; natural disaster, the economy, or a failed infrastructure. At the time the oil crisis and peak oil became the attention grabbers that directed the project. For some time I soley researched peak oil and its effects on society. Throughout that time there was a consistent theme where nothing positive was evident and there was no silver lining that I could see. As I moved forward and had several meetings with Brain Singer (Altitude, Some Guy and Facebook), we discussed the concepts of guerilla advertising and shock campaigns. Brian also gave me great insight about how to analyze the information for this project and to look for the missing piece based upon his experience creating his idea for first aid boxes for the American Red Cross.
Kevin Feinstein (Feral Kevin) was another important influence for this project. It was on one of his Urban Foraging walks that I learned how a person can live off an urban landscape. A key element was to search for the locations of cleanest soil with the least amount of toxins, while looking at what one can eat to act as a detoxifier in order compensate for the toxins and maintain balance. For example, if the only available food was located at the bottom of a hill, where there is a higher concentration of toxin, then the counterbalance would be to also eat dandelion. It was highly enlightening to learn about the urban ecosystems. Meeting with Carl Bender (I Shot Him and Tomorrow Partners), as an advisor, opened another door for the growth of the project. Carl brought a far more positive and proactive viewpoint of the content. He suggested that I look at the approach rather than at the problem and thereby take a more proactive approach to the issues. After fleshing out a complete brand manual and brand guideline with Carl, I decided to abandon the doom and gloom focus and instead take a different and more positive approach. The idea shifted from what urban-survivalism meant to what survivalist tools are most important for survival â&#x20AC;&#x201C; food. Urban-agriculture and permaculture became the focal point of this project. Around the same time, by chance, I met with Richard Hansen (Indicate Design Groupe) and he had introduced me to the designer, Otl Aicher. This was an â&#x20AC;&#x153;ah haâ&#x20AC;? moment. I realized that a simple, clean and
finding the right direction
structured design should be the foundation for a brand bringing urban-agriculture to the urban dweller. The market place already contains a large number of small companies catering to individualized needs, as well as site resources for community building and information sharing. The missing piece was found. There was a need for an integrated brand that could fulfill the needs of the small as well as the large, provide goods, and be an information resource. Roland Young (Academy of Art University) was very helpful in working with me to refine the brand manual and the brand’s purpose. He brought a very unique viewpoint to push the brand’s voice to the public in a confident and purposeful manner.
During the same time period I had many conversations with friends and family, both in San Francisco and New York, who were involved in some manner with urban agriculture, farming and gardening. I noticed that companies such as Brooklyn Grunge and Eagle Street Farm in New York, both of which are at the forefront of urban agriculture, are actually more directed to their own farms rather than to providing tools and resources for others to do the same. The industry in general is moving towards companies that are creating small local urban farms aiming to sell their produce to local grocers, farmers’ markets, community supported agriculture (CSAs) and restaurants. The success and structure of Brooklyn Grunge and Eagle Street Farm helped me solidify my intent and help define where this project should land. Interviewing local members of the industry such as Bryon Waibel (Her Majesty’s Bee Keeping) helped me to research what this brand could do to fill the current void. I found that things like rain catching systems, urban grazers, animal husbandry, and apiculture (bee keeping) are all important pieces to the puzzle. Moving the brand to market includes providing these tools and resources to the public. It was through all this investigation, research and interviews that the project and ultimately the brand was able to solidify and become realized. Finding the right niche and filling the necessary voids mixed with finding the right design aesthetic allowed for an idea to grow into a tangible project. The project has grown legs and can now confidently walk into the market place and find its way to success.
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Research
Finding the Right Direction
Advisors Carl Bender
Roland Young
Kevin Feinstein
Bryon Waibel
Tomorrow Partners
Feral Kevin
finding the right direction
Academy of Art University
Her Majestyâ&#x20AC;&#x2122;s Bee Keeping
Brian Singer Altitude and Facebook
"Discomfort is the right direction."
Roland Young
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Research
Finding the Right Direction
Initial Brand Marks
finding the right direction
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Research
Finding the Right Direction
Initial Brand Manual
finding the right direction
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Research
Finding the Right Direction
Initial Materials
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Research
Finding the Right Direction
Sources WRITTEN SOURCES / BOOKS
DESIGN SOURCES / BOOKS
Marty Neumeir, The Brand Gap. Berkley, California:
viction:ary, Colour Mania. North Point, Hong
New Riders, 2006.
Kong: viction:workshop ltd., 2009.
Marty Neumeir, ZAG. Berkley, California: New
Die Gestalten Verlag GmbH & Co., Data Flow,
Riders, 2007.
Visualizing Information in Graphic Design. Berlin, Germany: Gestalten, 2010.
Paul Roberts, The End of Oil. New York, New York: Mariner Books, 2005.
ATTIK, NoiseFour. New York, New York: HarperCollins Publishers, 2001.
Chip Heath & Dan Heath, Made to Stick. New York, New York: Random House, 2008.
Museum für Gestaltung Zürich, Corporate Diversity, Swiss Graphic Design and Advertising
George Lakoff, Don’t Think of an Elephant. White
by Geigy 1940-1970. Baden, Switzerland: Lars
River Junction, Vermont: Chelsea Green Publishing
Müller Publishers, 2009.
Company, 2004. Angus Hyland and Steven Bateman, Symbol. Jenn & Ken Visocky O’ Grady, A Designer’s
London, United Kingdom: Laurence King
Research Manual. Glouster, Massachusetts:
Publishing Ltd., 2011.
Rockport Publishers, 2006. Markus Rathgeb, Otl Aicher. London, United Paul Arden, It’s Not How Good You Are, It’s How Good You Want To Be. New York, New York: Phaidon Press, 2003—2008. Plazm, 100 Habits of Successful Graphic Design. Gloucester, Massachusetts: Rockport Publishers, 2003.
finding the right direction
Kingdom: Phaidon Press, 2006.
DESIGN & INFORMATION SOURCES / DVDS Urbanized. directed by Gary Hustwit. 2010; Brooklyn, New York: Plexifilm, 2012. Objectified. directed by Gary Hustwit. 2007; Brooklyn, New York: Plexifilm, 2009. A Crude Awakening, The Oil Crash. directed by Basil Gelpke, Ray McCormack. 2006; docuramafilms. Zurich, Switzerland: Lava Productions, 2006. The End of Suburbia, Oil Depletion and The Collapse of The American Dream. directed by Gregory Greene. Canada: Electric Wallpaper, 2004. Escape from Suburbia, Beyond the American Dream. directed by Gregory Greene. Canada: Escape from Suburbia Inc., 2007. Collapse. directed by Chris Smith. 2007; Collapse Movie LLC. Orland Park, Illinois: MPI Media Group, 2010. The Power of Community, How Cuba Survived Peak Oil. directed by Faith Morgan. 2004; Yellow Springs, Ohio: The Community Solution, 2006.
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Acknowledgements A very special thanks to everyone that I have worked with over the past few years on this project. It has been a long hard process that has taken myself and others through an incredible learning process. Thanks to the friends and family that have been there to help me along the way; my mother and father for the moral support, Sophie for putting up with all the hard times and for pushing me to think beyond the obvious, Reggie for checking and editing my content, Johnny and Rachel Selman for pushing my buttons and asking the right questions, Mary Scott for being so flat out against the first direction, Phil Hamlett for pushing me to think, Hunter Wimmer for the insight and the guidance over the years, Roland Young for down right making me crazy only to laugh at me and tell me to trust myself, Carl Bender for the great conversations and insight into the thesis process, Richard Hansen for introducing me to Otl Aicher at the perfect time and giving me the inspiration to start from scratch because it was the right thing to do. Also thanks to: Alex Miranda, Zainab Rupawalla, Mike Anderson, Carleigh Kude, Adriana Stimola, Marco Centola, DD Cheung, and Ellen Supple.
acknowledgements
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