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For the second time in as many months, the Web site we launched in
December for Young Electric Sign Company was again recognized in a
juried competition. Additionally, the brand identity we created for
Kendal Homes was also selected by the Salt Lake Chapter of the AIGA, the
professional association for design, for the 2007 One Hundred Show. Held
at the Rose Wagner Center on April 19th, the event awards the state’s
100 best entries of graphic design, advertising and digital media
produced last year.
We've been helping the State of Utah Division of Juvenile Justice Services prepare an annual report
on the division's services for many years. For the 2006 report, we
designed it in the form of a document prepared specifically for state
legislators in the recently completed session. The brochure gives
helpful information in understanding the accomplishments and services
the agency provides.
On April 20 the modern8 gallery
opened an exhibit of the portrait photography of Michael Schoenfeld together
with paintings by Joel Jarrard. The exhibit will continue through June 8.
/ Until the TRAX construction project is completed, parking in front of
our office will continue to be tricky. If visiting, we suggest parking on
600 West, the nearest cross street, or alternately, in the newly constructed
parking lot behind our office, also accessed from 600 West. / Our office, down the street from
Gateway, has room available for shared office space with all the
equipment, connections and conveniences in place. Please
email or call 801-355-9541 to make an appointment to take a look around.
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One of the defining characteristics of modern8, and how we differentiate
our business from that of our competitors is our inclusion of strategic,
as well as creative services to achieve a shared goal. In this monthly
column I often provide insights into brand strategy. And yet most of the
staff at modern8, myself included, are graphic designers by
training—artists, if you will.
Recently the current graphic design profession has had its own identity
crisis. The AIGA has dropped the meaning behind its initials. Founded in
1914 as the American Institute of Graphic Arts, the organization is now
simply four letters and the phrase, "the professional association for
design." The shift recognizes that for many members in the
organization, calling oneself a graphic designer may be too limiting.
When I was in high school the profession was called commercial art, a
term rarely heard today. And yet the art we produce is not art for art's
sake. Our art is the means to an end, and that end is commercial in
nature. Art is the vehicle that makes our creative deliverables more
distinctive and more memorable. Art carries the message in such a way
that it becomes more effective in influencing its audience.
Smart designers today are creating solutions to communication problems
that incorporate both science and art. Left and right brain. Strategy
and design. But art is where the true magic lies. That's what you'll
remember. That's where the emotional connection is made. However in
today's over-communicated society, art alone is not enough.
— Randall Smith
The Outdoor division of Young Electric Sign Company is distinctly
different from the custom sign services that make up the bulk of the 87
year-old company's products and services. YESCO Outdoor is essentially
selling advertising space where availability and location are prime
concerns and advertising agencies are generally the target audience. We
created a brochure with an attached pocket that provides sales
representatives a tool to present company information together with a
custom proposal in the pocket.
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801.355.9541
561 West 200 South
Salt Lake City, Utah 84101
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modern8 Corporation.
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