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We like to look back at this time of year and review the highlights of the past 12 months. At the
beginning of the year, we named and designed the logo and website for the State Construction Registry.
Relationships were the theme for the Yescozette, the periodical we create for Young Electric Sign
Company. We produced the identity and substantial marketing materials for Owell Precast, a supplier
to the construction industry. We also launched our own new HTML website in May, contrasting with our
previous Flash-based site.
The annual report we designed for NIC won the LACP Vision Award.
Randall Smith, modern8 principal was featured in an interview in the May/June issue of Adnews
magazine.
In September we designed the viewbook for Neumont University, the Salt Lake computer
science school. Spread amongst the major tasks were consulting projects, pocket folders, brochures,
ads and business cards.
Artists with a unique point of view and an interest in gallery exhibitions are encouraged to contact
modern8 for potential representation. / Our office, just down the street from Gateway, has room available for shared office space, with all the equipment,
connections and conveniences in place. You can view photos of the office online.
Please email or call 801-355-9541 to make an appointment to take a look around.
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Some logos are little more than typesetting. And that’s OK. If you don’t have enough money to
engage a designer, just pick your favorite typeface and stick with it. Typographic consistency creates
brand identity. But be careful what typeface you choose. The mind works on a sub-conscious level,
interpreting and processing the visual environment in a manner that may never reach deliberate expression.
The three representations of the word above are semantically identical (no matter which political party
you belong to). And yet each suggests slightly different interpretations — from no-nonsense, to
satirical, to pompous. As brand consultant Marc Gobe says, “By the time we’re fifteen years
old, we have been significantly acculturated by the world around us to interpret these relatively subtle
typographical nuances of meaning. No classroom formally trains us in making these qualitative evaluations
of lettering, but somehow the information is stored in our minds anyway.”
The manner in which typestyles convey a message is an important visual element of branding. It is a kind
of science that can be used for real strategic advantage. We chose a roman serif typestyle for Dr. Rand
Bennett’s logo, which reflects a professional, refined image appropriate for an orthodontist, and a
robust, sans-serif wood type for the identity of Furst Construction Company. Viewers decode these kinds of
typographic messages subliminally and extract subtle nuances that would otherwise demand lengthy explanation.
— Randall Smith, modern8 Principal
Drop in on December 16, 6:00 – 9:00 PM for the official debut of the new art gallery at modern8 with
an exhibition of three artists. Paul Heath displays silk-screen prints and paintings of cherished pop
objects and remembered images. Patrick Wilkey explores reoccurring ideas behind myths, legends and
religions in prints from graphite and watercolor originals. Randall Smith shows a series of photographs
that combine the almost abstract color patterns of rusted cars with retro automobile typography. You can find more information about the modern8 Gallery by clicking here.
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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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