KEEP CALM THINK BRANDING

2011 www.keepcalmstudio.com

AND

Heres to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. Theyre not fond of rules. And they have no respect for the status quo.
This interactive publication features work and designers who have inspired and informed my Final Major Project. Many thanks to the people who contributed to the interviews.

You can quote them, disagree with them, glorify or vilify them. About the only thing you cant do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. - Steve Jobs (1955-2011)

Contents

Chapter 1: Introduction 1.1 What is branding? 1.2 What is identity? 1.3 What is a logo? 1.4 What is promotion? Case Study: Skoda Chapter 2: Logo 2.1 Characteristics 2.2 Type 2.3 Image 2.4 Colour 2.5 Colour in Context Case Study: Volkswagen Chapter 3: Print 3.1 The Partners 3.2 Pentagram Chapter 4: On Screen 4.1 Dixon Baxi 4.2 ITV 4.3 ITV2 4.4 Channel 4 4.5 Channel 4 Type 4.6 Tron Legacy 4.7 BBC2 Ident 4.8 Hello Charlie

4 5 6 7 10 14 18 19 20 21 22 26 28 36 38 39 40 41 42 43 46

Chapter 5: Interviews 5.1 Mark Gouldie 5.2 Jack Cook 5.3 Luke Colson 5.4 Cheng Sheng Bibliography

50 53 54 56 58

Chapter 1

Introduction

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
-Jeff Bezos, CEO, Amazon.com

A brand name is more than a word. It is the beginning of a conversation.

- Lexicon

1.1

What Is Branding?

1.2

What Is Identity?

Anything can be branded, a product, a business, even people. A brand can be described as a corporate image. .

A brand isnt just about colours and a logo, it is the portrayal of this corporate image also shows what the company stands for. The Apple building in New York, USA. Apple is a humanist brand, that really connects with its customers. It is a company that supports good causes, and builds an emotional connection between product and consumer - this connection makes the customers feel part of the brand. A designer helps to create the foundation of a brand but what truly forms it is the company and its target audience. Once a trust is established between a consumer and a company, brand loyalty begins to form. This is the repeated purchase from the same company instead of buying into another brand, for example purchasing Heinz beans every week instead of Branston or supermarket own brands. Other influences that effect brand loyalty are customer satisfaction and perceived value. Customers can be rewarded for their loyalty to a brand. Virgin Atlantic rewards its customers with air miles to spend on other trips. Mobile phone companies offer a varying rewards for renewing contracts with the same company or purchasing add-ons.

Identity is a set of visual devices, that usually conform to a set of strict guidelines. The guidelines usually detail an approved colour palette, fonts and layouts.

The purpose of the identity is to ensure the visual is consistent, in Coca Cola logo in Thai. order to be recognisable. A perfect example is the above image, this is the Coca Cola logo in Thai. This is recognisable as the identity is so well known across the world, the colour scheme and positioning are the same, its just the logo that has been adapted to suit the language. There is a large range of devices that make up the visual idenity such as: - Logo - Stationery - business cards, letter heads, envelopes. - Signage - interior, exterior. - Marketing collateral - flyers, brochures, website, posters. - Products. - Packaging. - Uniform/Apparel. - Events. - Anything visual that may represent the company.

FACT The word brand comes from the Norse or Germanic root meaning burn.

A brand name that is known internationally for innovation, quality and a sense of fun this is what we have always aspired to with Virgin. - Richard Branson.

1.3

What Is A Logo?

1.4

What Is Promotion?

A logo is a mark, image or symbol that idenitfies and represents a company in a simplistic form.

Promotion is the way in which a company goes about publicising its services and products, in order to increase awareness and sales.

It is a much quicker, visual form of identifying a company, for example, when the logo on the right is used with or without the text, we Adidas logo. instantly know that its Adidas. The success of a logo depends on the recognisability - this heavily relies on the logo needing to be memorable. Below are some examples of successful logos.

Promotions may be in the form of free Free Coca-Cola community event in Australia. samples, events, coupons etc. They usually have some form of incentive to urge the potential customer, rather than a straight forward advertisement. For example, free coffee samples in a busy city centre to promote a new type of coffee, which wouldnt have the same effect in a magazine advertisement. Below are examples of giveaway promotional items:

McDonalds logo from 1986-2006.

The Audi logo reflects the merger of 4 car companies in 1932.

The Smirnoff logo takes inspiration from the Russian Coat of Arms.

Above: Jack Daniels promotional t-shirt. Right: Perfume sample.

FACT The 3 stripes in the Adidas logo represent a mountain and the challenges we face.

FACT In March 2012, Amazon sold 1million giftcards in 17 hours selling them for half price.

Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.
- Edwin Artzt, CEO, Proctor and Gamble

The three key rules of marketing are brand recognition, brand recognition, brand recognition.
- Anon

Case Study: Skoda

Sometimes companies need to reposition themselves. This case study illustrates why a company might need to do this and how to overcome such a situation.

Volkswagen joined Skoda in 2001. In 2004 the Octavia was launched, backed up by Volkswagen. In a year only around 6,000 cars were sold despite strong reviews. In the UK, there was a high brand awareness of Skoda - for the wrong reasons, the cars were seen as unfashionable. Skoda played on this for the next product launch using the tagline, The Fabia is a car so good that you wont believe its a Skoda. The campaign spread across posters, television, and direct mailers. By the end of 2000, around 11,000 Fabias were sold, and there was even a report of an increase in sales of the Octavia. We needed to move away from being a cheap brand to being a value-formoney brand. At the same time, we badly needed to find our own positioning within the group, rather than just trading on being part of the VW Group. Otherwise, we might just as well have re-branded ourselves as VW, with very little reason for existence. - VW Marketing Manager for Skoda. Chapter 2 10 Logo

Simplicity is the ultimate form of sophistication.

A person without imagination is like a teabag without hot water.

- Leonardo da Vinci

- Alan Fletcher

2.1

Characteristics

2.1

Characteristics

There are certain characteristics that can really aid the success of a logo, no matter what it is representing.

The first is memorable, a logo is the simplest representation of the product, service or thing. Burger King is a memorable logo, what aids this is the image looking similar to a burger, and its simplistic, bold style.

The next major feature is simplicity. The London Underground logo is widely recognised and it is probably down to its minimal design. 2 simple shapes, and a clear sans serif font, and thats it. Another feature is shown by the Ccca Cola logo. This logo is timeless. It hasnt changed since the first day it was designed, and it still looks as good.
Burger King logo.

London Underground logo.

Another important characteristic of a successful logo is appropriateness. The Toys R Us logo. funky informal lettering and bright colours of the Toys R Us logo makes it suitable for the target audience, and represents the values and attitude of the company itself. The use of the R as opposed to are adds to the feeling of the young, friendly vibe that is conveyed through the logo and branding, even down to the mascot, Geoffrey Giraffe.

WWF logo.

Coca Cola logo.

The final characteristic is versatility. The WWF logo is incredibly versatile due to its vector design, in one colour, and it works as well in portrait and landscape formats.
FACT The WWF logo was designed by the founder chairman, Sir Peter Scott in 1961.

FACT The Coca Cola logo is the same now as it was in 1853.

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A logo derives its meaning and usefulness from the quality of that which it symbolizes.

A great trademark is appropriate, dynamic, distinctive, memorable and unique.

- Paul Rand.

Primo Angeli.

2.2

Type

2.3

Image

Some logos do not use imagery and comprise of type only. Readability and legibility are vital.

Some logos do not use type and are purely image based. Others may be mainly image based but occasionally combined with type.
Fed Ex logo. Nike logo.

The Fed Ex logo is simple and has a corporate feel to it. The logo is clear, concise and features a hidden element - an arrow made up of the counter in the E and X. The arrow pointing to the right is to symbolise forward thinking and the logo has been used since 1994.

Amazon.com logo.

The Nike logo is a very minimalist design made up of the famous swoosh. It is sometimes used with the word Nike for example on t-shirts. The Mercedes Benz logo is made up of a three pointed star to signify the usage of its motors on land, sea and air.
Mercedes-Benz logo. Apple logo.

Pandora logo.

The Amazon.com logo is another logo heavily based on type with the exception of the arrow pointing from the a to z to represent the range of products that can be found on the website. The arrow also looks a bit like a smile! Now with the Pandora logo, this has a totally different feel to it. The strong capital letters in black give it a strong, classic feel, and the small crown on the O gives a sense of femininity and royalty.
FACT The Coca Cola logo is the same now as it was in 1853.

The Apple logo has the bite (or byte even!) to show its an apple and not a tomato, designed in 1976 it is one of the most widely recognised logos in the world today. The first design of the Apple logo was illustration based and showed Isaac Newton sitting under a tree with an apple hanging above his head. This complicated design lasted around a year before being replaced with the current one.
FACT Steve Jobs insisted the Apple logo should be in colour to humanise the company.

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2.4

Colour

2.5

Colour in Context

An important element to logo design is colour as it can make or break a successful design.

Passion, anger, strength.

Fun, warmth, happy.

This page shows how different colour combinations can be used in logo design.

We have preconceived ideas about what colours mean due to the way in which we are socialised. This varies throughtout different cultures. For example, in China yellow can be a symbol of royalty however in Egypt it can be a sign of mourning.

Positive, annoying, bright.

Fresh, healthy, energy.

Cool, authority, calm.

The Visa logo is an example of how colours opposite each other on the colour wheel work together. The warmness of the orange breaks down the harshness of the bold navy type.

Visa logo - complementary colour scheme.

Proud, spiritual, royal.

Time is also a factor Classic, sad, serious. that effects colour, a long time ago, it wasnt common to see a man Purity, contemporary. in a pink shirt, but in the last 10 years it is more common to see this. Along with the colour psychology there is the colour theory, this shows how colours can work when grouped together for example, analogous colours - which are next to each other on the colour wheel, and can work really well.
FACT The name and colour purple comes from the mucus of a tropical sea snail.

The colour scheme of BP works well, it is a BP logo - analagous colour Red Bull logo - analagous mystery as to why the scheme. colour scheme. colour combination was chosen but the initials represent the companies values - better people, big picture, beyond petroleum. The KTM logo colour scheme is eye-catching and gives the sense of danger, suitable for the company and its customers.

FACT The Nike swoosh was designed in 1971 by Carolyn Davidson and is still in use today.

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2.6

Case Study: Volkswagen

The Volkswagen logo has evolved over time. Volkswagen means Peoples Car in German.

The first logo was designed by a Porsche employee named Franz Xavier Reimspiess during an office logo design competition. Before World War 2, there was a slight adjustment made, and this stuck for a while. The 1946 seemed to lose the squares on the outside which are thought to have been from the Nazi flag.
Current Volkswagen logo.

The current logo isnt hugely different from the 1946, the main change has been the colours, from black and white to blue and grey. Also the logo has a more three dimensional element, which gives it a lot more impact, and gives the logo a corporate feel.
FACT In 1938, Hitler made a Volkswagen factory which was funded by German government.

Chapter 3

Print

22

Graphic Design is all about making other designers feel like idiots because that idea wasnt theirs.
- Frank Chimero.

Designers are meant to be loved, not understood.

Fabien Barral.

3.1

The Partners

3.1

The Partners

The Partners are an award winning agenc for design, innovation and brand strategy.

With offices in Singapore, London and New York, they have a strong reputation, with awards to support their innovative work such as the Creative Review Annual 2012.

Jaguar logo - Click to play.

They did the rebrand for Jaguar creating an even sleeker design, making the design more three dimensional. The identity will be applied to a large range of Wolf Theiss microsite. deliverables from F1 vehicle livery to subtle luxury advertising. It is a beauitful piece of design. The Partners came up with a Seriously Local campaign to inform of their experience across 12 countries. The campaign consisted of print and online advertising, accompanied by a microsite.
FACT The Partners retained their position at the top of the UK Design Week Creative Survey.

WWF logo.

Coca Cola logo.

FACT The client list for The Partners includes the likes of BBC and Vodafone.

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3.2

Pentagram

3.2

Pentagram

Pentagram are an award winning multi-disciplinary firm with offices in London, New York, Austin and Berlin.

The House of Cards campaign is designed to raise awareness of the House of Cards logo. housing insecurity facing millions of families in the UK. Following the success of the campaign Leo Burnett developed the idea of inviting 53 artists to design a set of playing cards. Leo Burnett approached Pentagram with the brief to create an identity for the campaign and event, House of Cards logo. an exhibition catalogue and a limited-edition box of A5 playing cards. Domenic Lippa and designer Jeremy Kunze developed a logotype that played on the idea of the rearranged letters and a symbol of a H that combined pictograms of the suits from the cards and a pictogram of a house. All invitations, catalogue and cards were designed with radius corners to reflect the playing cards.

Patterns were printed in various colours and varnishes to give all the items a sense of desirability and quality.

FACT Other artists involved with this are Damien Hirst and designer Kyle Cooper.

FACT The original artwork was displayed in an exhibition at Haunch of Venison, London.

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Design is not just what it looks like. Design is how it works.

If you cant explain it simply, you dont know it well enough.

- Steve Jobs.

Albert Einstein,

Chapter 4 32

On Screen

When you advertise fire extinguishers, open with the fire.

A product can be quickly outdated, but a successful brand is timeless.

- David Ogilvy.

Stephen King.

4.1

Dixon Baxi

4.1

Dixon Baxi

Dixon Baxi work with some of the worlds largest names across print, TV, advertising and digital.

Their work seeks to inspire and engage with their diverse audiences around the globe. MTV needed a refresh to bring about some British identity. Dixon Baxi approached with the concept that nothing is as it seems.

One of the quirky designs in the refresh.

There were around 60 idents filmed to suit the different channels in the MTV package. The A montage of some of the idents - Click to play. deliverables included idents and a graphics system for bumpers, promos and menus. The design was really quirky and a little bit strange, but it worked. From 2008.

WWF logo.

Coca Cola logo.

Stills from the MTV promos and idents.

FACT There were no colour guidelines so it could be as eclectic as the music!

FACT The original MTV logo was designed in 1981 by Manhattan Design.

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4.2

ITV

4.3

ITV2

ITV is TV is the largest commercial television network in the UK. It operates a family of channels including ITV1 and delivers content across multiple platforms.

ITV2 is the young and funky channel. Its about entertaining the younger audiences with must-watch TV. This is reflected in the design of the logo.
Current ITV2 Ident - Click to play.

Thankfully, our brands perk you up like a nice strong cup of tea. They make people sit-up and take notice. They give us a point of difference and an identity our audience can instantly recognise. And, a bit like Earl Grey, Darjeeling and (not to everyones taste) Lapsang Souchong, our channels appeal to different kinds of people. brand.itv.com (Right: ITV logos)
FACT ITV is set to reveal its new rebrand Autumn 2012.

The ITV2 green is the only colour for the logo, no other colour should be used, it is Pantone 376C/U. There are 2 versions of the ITV@ logo, one for use on dark backgrounds (see opposite), and another version for use on lighter backgrounds. The idents are bright and funky but have been used for a long time now Current ITV2 Ident - Click to play. and are definitely feeling dated. Not much is given away, but the ITV rebrand may see a brand new set of ITV2 idents, hopefully keeping with the vibrant, fluid style.

FACT Where the ITV2 logo is used as a DOG, it is at 70% opacity to reduce screen burn.

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4.4

Channel 4

4.5

Channel 4 Type

Channel 4 has always been about transformation and movement. The current brand uses cutting edge technology to push the brand where its never been before.

In big rebrands for big names its not uncommon for the company to have a bespoke typeface made. This sets the design out from the rest and gives it an exclusivity.

The logo is continuously changing, whether its on-air or off-air to suit its surroundings. This represent the values of Channel 4 it is challenging, innovative and distinctive.

1982 logo.

Current logo.

Channel 4 marked the arrival of 2005 with the launch of a striking new brand identity, complete with custom-built corporate typeface. Matt Rudd was behind the design of the new logo, he commented on Fontsmiths challenge, The font needed to be distinctive enough to be truly ownable by Channel 4. He continued, It needed to impress a young, culturally aware, savvy audience.

Headline font.

The brand can only have a positive impact if it is used in the correct way, there are strict guidelines that must be One of the iconic Channel 4 idents through the streets of Tokyo (2004). followed when using the logo on or off air, to ensure consistency. The Channel 4 idents see the logo revealed slowly over the duration of the motion graphic, as the elements move together to briefly form the logo.
FACT Martin Lambie-Nairn is the man behind the original Channel 4 logo.

The font in context.

FACT Fontsmith designed the bespoke typeface for Channel 4.

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4.6

Tron Legacy

4.7

BBC2 Ident

For Disneys TRON: Legacy, Bradley Munkowitz, better known as GMUNK, was the lead animated graphics artist. The design is very futuristic, and the blue neon looks great on black.
Tron logo.

Red Bee Media designed the 2011 Christmas ident on BBC2. Nothing is too challenging for Red Bee no matter what screen, no matter what platform, Red Bee Media can make those crucial connections.

Munkowitz assembled and led a team of GFX all-stars who conceived, designed and animated approximately 10 minutes of UI sequences and holograms at Digital Domain for director Joseph Kosinski and visual effects supervisor Eric Barba.
FACT It took 2 years and 10 companies to create the 1,565 visual effects shots of Tron.

We set out to create a seasonal brand identity that would build an immersive Christmas world, signifying everything that is wonderful about BBC Two: creativity, imagination, wit, substance and pleasure.
FACT The idents were well received and featured in several publications like Campaign.

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Make clever simple and simple clever.

Designers are meant to be loved, not to be understood.

- Raphael Mahon.

- Fabien Barral.

4.8

Hello Charlie

Hello Charlie are a studio renowned for its distinct and engaging creative solutions.

Their work has a very polished, colourful and refined feel to it.
Disney Nature Ident - Click to play.

Big Brother opening titles 2010. FACT Hello Charlie have done did live screens for Coldplay while on tour in 2009 and 2010.

Chapter 5

Interviews

46

Good decisions come from experience. Experience comes from making bad decisions.

Be yourself. Everyone else is taken. Oscar Wilde

- Mark Twain.

- Oscar Wilde.

5.1

Interview with Mark Gouldie

5.1

Interview with Mark Gouldie

Mark Gouldie is the head of Graphic Design at ITV and has been for six years. He was kind enough to answer some questions for me about how he got to where he is now.
ITV Studios Main logo.

How have you got to where you are at now did you go to university, and if so what did you study? Like most people who go into the arts of one kind or another, this was something that started when I was a child, Id say about ten years old. Drawing was one of the few things that I was any good at and this became my focus. I wanted to go to Art College from an early age although I didnt actually know what they were, Id just heard the name and they sounded cool. My mother took me to some summer shows and they seemed like fun places, so from then on, my mind was set.

What was your first Graphic Design job? My first experience of working in a professional environment was during my summer break at college prior to leaving the following summer. It was in a small design agency called Design Point, which was print focussed M&S packaging, that sort of thing. Although it was good experience, it made me realise that this was not what I wanted to do for the rest of my life. When I went back to college for my final year, I decided to steer my career in a different direction. My course, although very good was completely print focussed, however I decided that I wanted to veer towards a career in television, a choice made partly out of desperation at the time, and partly because I had seen some inspiring work from the industry, notably the Channel 4 branding. I had to ask the college if I could steer my focus in this direction, and with a bit of assistance from a designer called Hayden Young at the BBC, they let me do it thank goodness! I graduated in 1987 with a 2:1 which I was pretty pleased with considering my degree show was half made up of storyboards. My first proper job was working for LWT as a graphic artist, the most junior position you could get in those days.

Motion Graphics is where my expertise lies.

Who would you say has influenced you the most throughout your career? Apart from my lifelong hero David Bowie, who has always had an indirect on me, my main influence as far as inspiring me in my career is Martin LambieNairn. He opened my degree show and I have worked with him on several occasions since. He really is the godfather of TV design in this country and a lovely chap too. What is your area of expertise within Graphic Design? Its obvious to say but as television is the field I work in, motion graphics is where my expertise lies. However, having done a primarily print focussed...

The main problem was that Marks school knew nothing about art college resulting in him missing the application for that year leaving him to do a few menial jobs for a year.
A dose of the real world for one year was not such a bad thing. It gave me the focus and determination to get stuck in. I did a 2 year BTEC followed by a 3 year degree course, both in Graphic Design. I was actually at college for 5 years in total, which I guess, is quite a long time these days. Both courses were at Canterbury College of Art.

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5.1

Interview with Mark Gouldie

5.2

Interview with Jack Cook

... design course, I always assess work in this way, design first and then how it moves. I think that these days too much emphasis is put onto the animation side, without nailing the core design first. I also oversee a team of print designers within ITV so its a fairly broad spectrum of work that I cover. Lastly, more time is being devoted to branding these days, not only our channel brands, but some of our more major show brands as well. How did you get into working for ITV? One of the people who came to my degree show was a designer called John Tribe. He actually noticed someone elses work on my course, a girl who wanted to be an illustrator, who had no interest in television. He invited her up for a chat and luckily she dragged me along with her. Once Id spoken to John, he remembered me when a vacancy came up a couple of months later. I was interviewed and thankfully offered the job. How many years have you been Head of Graphic Design? Ive been head for six years following a major restructure of the marketing department. I was interviewed by four rather intimidating figures at the time, them sitting on one side of a large board room table, me on the other. I had to give a presentation and it was the most nerve racking thing Ive ever had to do. My mouth completely dried up at one point so I was taking a drink of water between every sentence. Id drunk a huge bottle of water by the end of it, so when it came to the questions, all I could think about was going to the loo. Luckily, they offered me the position but I still get nervous when doing presentations, although I try not to drink too much. I hope these answers are useful to you Gemma but feel free to contact me if you require anything else. Thanks, Mark.

Jack Cook is an ex Leeds College of Art student, he graduated from the BA (Hons) Graphic Design course in 2010 and currently lives in Dubai.

What did you do after LCA? After uni I worked for a sports company, Kukri Sports doing their marketing and product design. Then I decided to go travelling around South East Asia for a few months. I am currently living in Dubai building sets for TV and Film for a new company and build their website. They have just got me to re-brand the company and build their website. Its not really a design position (other than the one off rebrand) but I am hoping it will help my CV when I come back to the UK and try to find work in the TV/Film Industry. Can you tell me about the running you did in London? I did some running for a couple of production companies in London whilst I was at Uni, on summer and half term breaks and did plan to go down south after LCA. I would definitely go back to it though, its hard work, but pretty much the only way into the industry, plus you get to see every aspect of a production so you can decide properly where you want to place yourself later on. I hope that helps, Jack.

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5.3

Interview with Luke Colson

6.3

Interview with Luke Colso5

Luke Colson is the head of The Mill in London. They have an impressive client list such as Pepsi, Budweiser, Mazda and Nike to compliment their outstanding work.

animation, Nuke Compositing and FCP editing. I am also responsible for Sales I have been working in Soho in this industry for 15 years now and it really helps to know so many people and know what companies/agencies, industry knowledge and research is key. That just comes with time though I think. Any advice for my showreel? It should be original, surprising and refined. If you have one or two incredible projects, youll get noticed more than if you have 8 that are all under-stated. When emailing prospective employees assume they are too busy to read more than 3 lines! Brevity is the key. Hope that helps, Good luck with everything. Luke Colson.

Where did you study at? UWE for Uni Graphic Design and Media Studies. BA (Hons) (Chelsea Art School for Foundation). I started my degree at Camberwell and moved. What did you do after university? Finished Uni and started as a runnerbest thing to do. Find some companies you like and apply as a runner. Basically making tea and getting lunches and dinners for clients and staff. While running you will see how the company works, who does what, what sort of pressure people are under doing their different jobs etc. Really good. Expect to run for up to 12 months! How did you end up at The Mill? I wanted to go into Producing and Project Management so went from Running into Scheduling. I worked at Soho Images booking in film negatives to be graded. From there I went into Sound Design production (7 years) and then came full circle and worked at 2 companies as Head of Production for more Design and Graphics companies, using both my Sound Design knowledge and my knowledge of Graphics to win and run projects. 3 and a half years ago I got talking to The Mill and things just felt right. They wanted a Design and Motion Graphics department and I was a Director at a company that did just that. I now head up Design, Motion Graphics and 2D 54

5.4

Interview with Cheng Sheng

Cheng Sheng was a student at Leeds College of Art on the BA (Hons) Graphic Design course, he graduated in 2010.

Do you have any advice on putting a showreel together? My advice would be to expand on your work as much as possible in your third year so you can have enough work to put together for a reel. I understand being on the course youre on it can be a little difficult to specialise in motion design/ animation, but to have that background in Graphic Design really does help you progress as a professional. How did you get on with Not To Scale, and do you have any tips about finding work? Not To Scale are a nice bunch, drop them a nice email with some of your work and see what happens, so you should try other studios too, there are lots of good studios here in London, I wish I did more placements and internships when I was in uni, and its a very good way of getting your foot in the door. Good luck with everything! Thankyou for your kind words on my old work, and feel free to share some of your work! CS

Good design goes to heaven; bad design goes everywhere.

- Mieke Gerritzen.

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Bibliography of Written Content

www.bizcommunity.com/Quotes/196/13.html www.designwashere.com/80-inspiring-quotes-about-design www.justcreative.com www.redbeemedia.com www.gmunk.com The Fundamentals of Creative Design by Ambrose & Harris What Is Branding by Matthew Healey Profile: Pentagram Design by Rick Poynor Interviews with: Mark Gouldie - ITV Luke Colson - The Mill Cheng Sheng - Ex LCA Jack Cook - Ex LCA Bibliography of Visual Content

www.hellocharlie.co.uk www.channel4.com www.itv.com www.dixonbaxi.com www.the-partners.com www.pentagram.com http://www.dastank.com/Volkswagen-Logo-History.htm Google Images