25. Dream team

Being a college student has its ups and downs. Yes, I occasionally have the time to spend with friends or pursue some leisure activities, and I can soak up as much information as four years and however many credits will allow me to. But I'm kind of short on cash. Always. Someday, when the bright sun that is my future career crests the horizon in a glorious dawn of opportunity and the money trees finally start growing, I'm going to buy a couple things. Hopefully I'll be able to have a space to work in that doesn't also house my bed, entire wardrobe, and every other worldly possession I own. Here are some things that I would really like.

• An IPS (In-Plane Switching) lcd monitor - A bit pricey, IPS panels have a much greater viewing angle than other monitors, allowing for an accurate view regardless of angle and they are also better at reproducing colors correctly. Believe it or not, the monitor you're currently using may not be showing you the truth when it comes to color. These monitors are pricey and would likely need to be adjusted using a color calibrator, but are a requirement when creating something that will be viewed across mediums. CNET reviews here.
• I don't have a specific desk in mind, but I need something much better than I have now. Ideally it would have space for two monitors, various input devices, and ample storage. Being able to adjust my space as I work on a project is a requirement and my the two tiny desks I have currently just don't fit the bill.
• A graphics tablet. While they're pricey, they greatly increase accuracy and productivity when working with the various applications of the Adobe Creative Suite. I currently have a small tablet and it's amazingly how much quicker some tasks can be finished compared to using a mouse. High end models allows all sorts of input and allow for programming buttons on the fly to evolve to your needs. The lovely online store Newegg sells them.
• If I'm going to be sitting for hours at a time, I'm going to need a chair. Not just any chair, an absolutely great chair. The Aeron, by Herman Miller is supposed to be the pinnacle of sitting technology.

Welcome to the future.

24. Choose your battles

I understand the need to deter the public from doing drugs; they can seriously mess peoples lives up. But I think that the approach taken needs to be considered. For a good message, one that has probably scared the living crap out of anyone who's viewed it, here's a video directed by the acclaimed Darren Aronofsky.

It's disturbing and frightening and hopefully rather effective. The video doesn't need to be glitzy or actually anything special, I doubt a director of such high quality was even need for a such a video. But the key thing is that it works by depicting an actual even that could happen.

Now here is something that is the complete opposite.

I'm not exactly sure whether the girl is supposed to be drunk, stoned out of her mind or on some random other drug. Regardless, the message could have had more meaning if it used different images. Personally I wouldn't want to be drawn on, but there are college kids who would think that their friends are genius for such a prank. It trivializes the dangers that can actually come from being passed out around strangers. Maybe the not-so-subtle hand of a director like Aronofsky is what the Above the Influence campaign needs.

23. Tugging on heart strings

People are emotional creatures, and sometimes it can be advantageous to exploit that or, in less terms that make me sound like less of a horrible person, create something with them. In Google's 2011 ad for their browser, Chrome, they tell an emotional story.

It's not a long story, or a complicated story, and no doubt it's a story that's been told before, but it just works so damn well. Instead of having the story narrated, it allows the viewer to read the words in their head, contextualizing the message, as if Sophie was their own, regardless of the fact we see her father on the screen. The music is fitting for the video, at once uplifting but also slightly dramatic. I also liked the fact that everything takes place in Chrome but still manages to feel alive by showing actual onscreen actions.

And obviously I'm not the only one that feels that this is a great commercial, it currently has over five million views with only 500 dislikes compared to the 21,000+ likes. 

Chrome is really awesome by the way, just saying.

22. Walking the line

As mentioned before with Calvin Klein, sometimes ads can go a bit too far. While C&K may cross boundaries with their saucy attempts to sell the clothing that is perpetually falling off of their models, other companies straddle the line between inappropriate and genius.

I can't help but think that all Calvin Klein ads
 are shot in a humid jungle somewhere.

But from what I've during my time glossing over ads in their various incarnations, it's often the implication of something considered inappropriate that people find memorable. There are many ads that receive negative attention because they try to sell sex in a manner that is just too blatant. Everyone understands that companies can hire attractive models in an attempt to sell their product with the alluring form of the human figure. A couple of the ads below may seem a bit crude, but they can take a second to figure out and understand the joke and our brains make a little connection between this attempt at wit and a product.

Even when an ad seems inappropriate it can still relay a relevant and completely correct message. Such as the older Imodium ad that plays on what could be a disgusting situation, or the very possible depiction of what could happen if a child were to see one of the horrors of the internet.

So, basically, ads should say something, not just be something.

21. The things around us

Those of us that are students of the advertising program at the University of Oregon and elsewhere may think of brand identity and the commercial communication more than others, but in my case I rarely think of the items that I use on a frequent basis. So I decided to take a look at the brands that I surround myself with and see what their true message is compared to my interpretation.

Logitech (G9 gaming mouse, G15 gaming keyboard, x-230 multimedia speakers.)

• I chose these products because I know that Logitech produces devices that are precise, can take a beating, and last for ages. Both the mouse and keyboard are somewhat customizable so I can make them fit my computer using needs, regardless of the scenario.
• Logitech considers its focus to be on style, innovation and quality personal peripherals. It's exactly those factors that influenced my decision to purchase their products.

It's been like a friend to me all these years.

Levi's

• I've worn several different brands of jean through the years, but really, none of them fit as well, or last as long, as a pair of Levi's. They're the perfect combination of quality construction and design that fit, plus they don't cost a ridiculous amount.
• Levi's values empathy, originality, integrity and courage. It's these values that result in new products that satisfy customers and allow for the company to remain a leader in the field. Having great employees and methods of running a brand result in a great product everyone can love.

Vans 

• The Vans that I wear never last that long, but honestly I don't mind. They're always comfortable, just as cheap as their competitors, and do a great job on a longboard or skateboard. Yes, they might normally have holes in them after a single year, but I know that trashing them is inevitable and that I'll always be able to find a new pair I like.
• Vans promotes uniqueness and involvement with the action sports lifestyle. It's their desire to provide what customers desired that made them so successful. Whatever unique qualities someone desires from a shoe, they're sure to find it.

20. Resources

Not everyone that goes into advertising is hoping to be majorly creative, but I hope to at least have some aspect of my career be so and I know that many other want to be art directors or graphic designers. During a visit to Powell's Books this weekend I wrote down a few titles that caught my eye and decided that it would make a great post to share. So here are a few books that might be worth checking out.

• Designing Brand Identiy by Alina Wheeler - Some reviewers say that this should be the Bible for those involved with brands and advertising. The book covers many elements of creating a successful brand identity, utilizing case studies, examples and illustrations to make the process come alive.
• Thinking With Type by Ellen Lupton - A book I've seen recommended over and over, thinking with type covers the theory of using type to visually communicate. While it's said that anyone familiar with type or already working in the field would find this a regurgitation of facts they already know, it's likely a good thing for a student to have close at hand.
• LOGO Design by Julius Widemann - For anyone interested in creating brand symbols, LOGO Design offers examples from around the world and in every category. Besides a seemingly endless sea of examples, the book also has case studies for seeing how logos are developed.
• The Elements of Typographic Styles  by Robert Bringhurst - I bought this a while back as it is the suggested book for those beginning to show an interest in typography. I may not have finished it, but the book is worth purchasing. It covers the history, terms and styles associated with type and the design elements that you'll need to use type in a successful manner. Another great thing is that Bringhurst is also a poet, which reflects in the book and makes it extremely easy to dive into.

Okay, I realize most of these are about type, but here's one more.

• The Encylopedia of Typefaces by Jasper, Berry & Johnson - Yes, it is just an extremely thick volume detailing a massive number of typefaces. But who doesn't want to have a quick and easy way to find an appropriate font? Plus, I could just look at all those letters for hours.

19. Consumer Abuse

Nope, the title of this post is not in reference to the act of abusing consumer but consumers abusing the power they have with a brand or product.

You don't need a suit to be a jerk.

The internet is amazing, I don't care what other people say, and it has given people the opportunity to be heard when they previously could not. Many websites, especially those that sell products to a large number of consumers, allows items to be reviewed for quality so potential customers know what they're getting into. 

Now, I know that with any system there is often a chance of abuse, and goofy or ridiculous reviews for products go back many years. But a recent trend has arisen, especially for movies and games, where the reviews are just completely ridiculous. The two best examples are those that have happened in the last couple of months with the games Mass Effect 3 and Diablo 3. Both games had some issues that could have been resolved had they been delayed or tested just a little more. Mass Effect 3 failed to allow players to import the face of the character they have spent countless hours beating the previous games with, and it also had an ending that left some players wanting more. Diablo 3 had, and likely still does, some connectivity issues related to digital rights management that requires a constant internet connection. Beside those flaws, the game's designs and gameplay were outstanding.

Apparently, having 95 percent of a game be outstanding is no longer enough. Reviews given by customers online score both games at a four out of possible ten points, far below a failing grade. It's understandable to knock a few points of for features that are lacking, but to mark the game a zero while still maintaining it was a fun experience is completely illogical. Potential players seeing these scores are likely to balk at the idea of purchasing a product that is seemingly hated, and this does not help fix the problem. I may not have the solution to the problem, but a method needs to be established for setting up a firm dialogue between developers and gamers.

Not actually the devil.

17. Reuse

The other day I read and article which described how brands need to better utilize social media in order to make a connection with their customers. An example was given comparing the promotion done for Stanfield's underwear by Toronto advertising agency John St. to that of the Flo character that appears in ads for automotive insurance company Progressive. Instead of integrating Flo with the Progressive Facebook page, the character has her own page with four million likes, which vastly outnumbers the Progressive page that only has forty thousand.

Proof you don't have to be likable to be popular.

According to the video about the work done by John St., Stanfield's was relatively unknown on the web as a brand. John St. decided to change this. As shown in the video the promotion involved a survivor of testicular cancer staying at home for 25 days to promote the brand and raise awareness of testicular cancer. While the idea itself may be great, another great aspect is that the guy was not given his own page. So now all of those people who decided to "like" the Facebook page for The Guy At Home In His Underwear promotion are fans of Standfield's now that the campaign has ended.

The bonus is that there wasn't any "like this to support cancer," likes truly equaled donations to a charity. Great Work.

16. Not that great

No matter how hard some try to avoid doing so, everyone eventually makes mistakes. And it goes without saying that even big names and those working for them are going to flub something, rare though it may be. So in an effort to learn from others failings I thought it may be a good idea to scour through the dusty remains of history to bring out some of the worst brand and marketing choices that have been made in recent history.

• Calvin and Klein. There are times that it almost seems that the main focal point of advertising for Calvin and Klein is the shock value of their ads. The two best, and notorious, examples are those that try to sell sex in a manner that just ends up pushing boundaries a little too far. The first ad was from 1995 and was shot in a style that was a bit too reminiscient of underage pornography. While the second, a print ad, showcased what appeared to be semi-clothed teens. Another "great" one from C&K is a ad appearing to depict a rape.

• While the ad for Carl's Jr. starring Paris Hilton may not be on every list of horrible ads, I included for the sheer number of times I've heard people say something about it when talking about commercials they hate. I believe that the reason most people dislike the ad is because Paris Hilton had already been grinding on their nerves, and the commercial doesn't even mention what it's for until the very last seconds of the spot.

• The idea of being able to turn anything you touch into Skittles at first sounds amazing, but it has its drawbacks. The Skittles Midas touch commercial explores this and, frankly, leaves me not wanting a candy I normally love. It's depressing and completely the opposite of the message that Skittles normally sends out.

These are only three examples, but from what I've seen of the worst ads, they depict the three biggest problems that make advertisements bad. 

1. Stepping out of bounds by using a concept that is inappropriate or shocking.
2. Not conveying a message that actually relates to the brand or product.
3. Using images that are the opposite of the qualities your brands possesses.

15. Evolution

As the times change so do the ideals of society in general. A brand has an obligation to make a connection with people using shared values and needs to stay current to do so. So how do the times change how a brand looks and is perceived? Well, why not find out by looking a couple different examples.

Kodak - Originally the logo was designed after the letters forming Eastman Kodak Company, the name when the company started out headed by George Eastman. It then evolved into a simpler Kodak, that only changed slightly through the years, keeping the red and yellow and changing from the older serif to clean, new sans-serif.

General Electric - In all reality, the GE logo has not changed in any significant way since 1900. The width of borders have changed and the fill color, but the shaped letters have remained mostly the same. The largest change was between in 1900 when the GE was encased and altered to be more understandable.

Mercedes - The three-pointed star at the heart of Mercedes-Benz is supposed to represent domination of land, sea, and air. While it has remained mostly present throughout the history of the company, the logo itself has changed and drawn inspiration from history. The current design of the triple-pointed star in a circle in supposed to represent the strength of the brand.

KFC - Kentucky Fried Chicken has always had the ever present face of Harland Sanders alongside its name. As the logo has been redesigned several times, the Colonel has become a happier, more welcoming image than in the past, adding an apron to his more cartoonish figure.

14. Letters and symbols

The design that goes into a brand is rather important and will obviously incorporate letters or symbols in the majority of cases. All font families have a specific look and feel that they communicate and their message can even change if changed from bold to italics. So what do certain typefaces communicate and how can they change a message received by a consumer?

• Dole has a simple design consisting of a red sans-serif with colors that seem fresh and a sunburst that relates to their product.

• The current Absolut Vodka design was created by TBWA and uses what appears to be a bold sans-serif while the rest of the copy is in dark cursive figures, which really draws the eye to "Absolut" which is color coded for flavor

• Adidas has a nice lowercase sans-serif in all black which ties the whole thing together. The triangle-like logo represents a mountain and the rugged, adventurous life that Adidas encourages.

• Campell's has a sloped sans-serif which has been a part of the long running tradition of soup that has established it as an icon everyone recognizes.

So it appears that it may be a bit more popular to currently use sans-serif fonts that call attention to their names. Older designs, such as cursive like figure or serif fonts seem to be related to products that have been around for a longer period of time and have history to their name.

13. A special treat

I was poking around the internet the other day and came upon a rather natural occurrence for those parts, namely a cat video. However, this cat video struck my fancy a bit more than usual as I discovered that it was created by the advertising firm John St., an agency located in Toronto, Ontario.

This may have been posted back in November and likely talked about by many of my classmates, but I'd still like to put my two cents in.

The thing I like most about this video is that John St. decided to not to have it star an actual cat in an attempt to exploit internet culture. The agency shows that they understand videos starring cats and other cute animals have a large following on the web, but at the same time this obsession with all things cat related is a bit absurd.

Not pictured: serious business.

Creating such a video allows the public to see what kind of people work at the agency and assures us that they're not just a group of robots churning out work for big accounts. Having the video seem like a serious reveal of a new business method is entertaining without the dull non-humor of lolcats or the bubbly cuteness of most cat videos.

A++ Would watch again.