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6 0 TH AN N IV E R SARY

COMMUNICATION ARTS INTERACTIVE ANNUAL 25

Communication Arts at 60 Pioneers Student Showcase Exhibit

March/April 2019 Twenty-Four Dollars commarts.com

TIMELINE

The following 24 pages provide a brief, 60-year overview of the evolution of creativity in visual communications and its relationship to society, culture and technology. First created 20 years ago for our 40th anniversary, this timeline was expanded for our 50th anniversary, and now again for our 60th.

We’ve included projects and campaigns that have been noted as influential by our competition judges, other published sources or individual creatives. Work from the most recent years was chosen solely from our Annuals due to the absence of corroborative sources. Space constraints limited our coverage to work from the United States and Canada, and the positioning of work is approximate; exact dates are often difficult to ascertain due to a lack of public documentation, conflicting dates found in multiple sources and project durations that span more than a year.

Our selection is not intended as a comprehensive history; it is, of course, open to debate as you will certainly cite different projects as having an influence on your own career as a creative professional.

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graphic design & advertising

YEARS

1960 International Paper logo: Lester Beall

Saul Bass designs title sequence and directs shower scene for Alfred Hitchcock’s film Psycho

Communication Arts first issue

Parisian Bakery identity: Marget Larsen

NASA “meatball” logo (revived in 1992): James Modarelli

Litton annual report: Robert Miles Runyan & Associates VW Beetle print campaign begins: Doyle Dane Bernbach

Exodus film logotype: Saul Bass & Associates

Westinghouse logo: Paul Rand

Monet exhibition poster: Norm Gollin

Eagle Shirtmakers print ad: Weiner & Gossage

Hunt Foods print ad: Young & Rubicam

“Around the world” ad for IBM: Benton & Bowles

politics & culture

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1959

Xerox photocopying machine

Kennedy and Nixon debate on television

Cuba: Castro takes power

U2 spy plane shot down

France: de Gaulle becomes president Hawaii becomes 50th state

Ornette Coleman releases Free Jazz US nuclear sub circumnavigates Earth underwater

George Grosz dies Frank Lloyd Wright dies Barbie introduced IBM 401 computer

Robert Noyce creates planar integrated circuit, allowing commercial development

John F. Kennedy elected president

1963

1962

1961

Commemorative postage stamp for the centennial of the Emancipation Proclamation: Georg Olden

United Parcel Service logo: Paul Rand

Burlington Industries annual report: George Tscherny Eros magazine: Herb Lubalin, art director

Hillside Press logo: Keith Bright Holiday magazine: Frank Zachary, art director

Levy’s Bread print ad: Doyle Dane Bernbach CBS Television Network print ad: Lou Dorfsman/Al Amato

Show magazine: Henry Wolf, art director

Wolfschmidt vodka print ad: Papert, Koenig, Lois

American Broadcasting Company trademark: Paul Rand

Chun King TV commercial: BBDO, agency; Freberg Ltd., production company

Helvetica (Linotype), a reinterpretation of existing Grotesks by Edouard Hoffmann and Max Miedinger in 1957, becomes one of the most widely specified typeface families in the US during the ’60s and ’70s. Redesigned and expanded as Neue Helvetica in 1983

Newton Minow, FCC chairman, lambastes TV as a “vast wasteland,” calls for more federal regulation; the same day, Hubert Humphrey calls TV “the greatest single achievement in communication that anybody or any area of the world has ever known” First manned space flight, Yuri Gagarin orbits Earth Thalidomide birth defects

T. Eaton Co. Ltd. print ad: Jack Parker, art director National Broadcasting Company ad: Chermayeff & Geismar, designers; McCann-Erickson, agency

Alan Shepard first American in space

Campbell’s Soup Cans: Andy Warhol

Amnesty International formed

Seattle World’s Fair: Man in the Space Age

Berlin Wall constructed

Cuban Missile Crisis

Ernest Hemingway kills himself

John Glenn becomes first American to orbit Earth

Assassination of Dominican Republic president Rafael Trujillo Molina MIT develops first timesharing computer

Avis Rent a Car ad campaign: Doyle Dane Bernbach Roper poll shows 36% of Americans favor TV as an information source vs. 24% for print John F. Kennedy assassinated, Lyndon B. Johnson becomes president Édith Piaf dies

The Jetsons Marilyn Monroe dies

Anthony Burgess’s novel A Clockwork Orange

Martin Luther King Jr. gives “I Have a Dream” speech First interracial network commercial: Wisk detergent

Army-Navy football game: first instant replay in television sports Digital Equipment Corporation introduces first minicomputer

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INTERACTIVE ANNUAL 25: WEBSITES/MICROSITES

Cowboy “Cowboy removes any roadblocks to ride by implementing low-impact test ride sessions, live chat and a play-by-play of how the bike operates.”

—Megan Meeker cowboy.com

Overview: When European electric bike startup Cowboy came to Ueno with only a name and a bike prototype, the full-service digital agency worked closely with the startup for three months, building its brand from the ground up. Ueno also created a marketing and e-commerce website, as well as a mobile app that unlocks key features of the bike.

• Ueno’s team of five designers and developers in the United States and Iceland collaborated closely with Cowboy’s three Brusselsbased cofounders.

• The new brand and website launched in April 2018.

• Shortly after launching, Cowboy raised a round of $3 million in seed funding from multiple investors.

Jamie Aguilo, writer Romain Briaux, 3-D designer Marco Coppeto/Arnar Ólafsson/Kwok Yin Mak, designers David Navarro, creative director Cowboy, developer Ueno (New York, NY), project design and development Tanguy Goretti/Adrien Roose/Karim Slaoui, Cowboy, clients 116

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“An artful balance of color, type and photography blurs the line between entertainment and information, keeping you intrigued from beginning to end.”—Pablo Vio

Comments by Elizabeth Donovan, marketing director, Ueno: What do you think are the project’s core features? “As the foundation for its digital presence and beyond, Ueno created an unexpectedly playful visual identity for Cowboy, avoiding any Wild West references, except for a subtle nod to a cowboy’s spur in the logo. It all comes together on the product section of Cowboy’s new website—a detailed and immersive experience through the bike’s features with bold typography, strong colors, fun photography, subtle animations and crisp messaging.”

What was the thinking behind the navigation structure?

“Using a clean and easy layout, the navigation focuses on the product and its features and details. Photography and animations take up the most prominent areas of the screen, spiced up with copy, user interface elements and the brand color, magenta, for specific callouts and calls to action that immerse users in the Cowboy e-bike universe.”

Is the audience you were targeting a particularly difficult one to reach? “E-bikes are the future of urban cycling, but they are a lot more expensive than standard bikes, and some users have the misconception that they’re like motorbikes. We had to build a bridge to these users to make e-bikes approachable and explain the advantages of going electric.”

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INTERACTIVE ANNUAL 25: ENVIRONMENTAL

Vallea Lumina “Light and its manipulation is a technique that has often been at the forefront of photography but severely lacking in the world of installations. Moment Factory is making some wonderful work and pushing our senses in the process.” —Michael Kern

Overview: How do you add to the enchantment of an already mind-blowing landscape? This was the challenge that Moment Factory tackled while crafting a storytelling experience between Cougar and Rainbow Mountains near Whistler, British Columbia.

Adding a layer of mystery and enchantment to the mountains’ natural beauty, the multimedia entertainment studio created Vallea Lumina, a night walk brought to life with video projections, lighting, sound and special effects. Along an accessible 4,590-foot pathway, visitors follow clues left by two hikers toward a secret valley filled with wonders.

• Moment Factory developed this evening experience in collaboration with The Adventure Group Whistler, complementing its lineup of outdoor entertainment activities.

• More than 2,500 Instagram posts have used the hashtag #ValleaLumina.

• The project took six months to produce.

Moment Factory (Montréal, Canada), project design and development The Adventure Group Whistler, client 154

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“The entire outdoor excursion is a digital Easter egg, unexpectedly discovering the next hidden message or secret feature.” —Megan Meeker

Comments by Moment Factory: Did you meet with any out-of-the-ordinary obstacles during development? “The physical path that leads visitors from Cougar Mountain to Rainbow Mountain and back was explored, walked, evaluated and created by our technical team, The Adventure Group Whistler and JoyRide, experts in mountain bike trail building.

The path was built with the utmost respect for the environment and to ensure the best path into which to integrate our scenographic elements.”

What was the most challenging aspect of the project?

“Using technology outdoors is challenging, from making sure the installation can withstand all weather conditions to making sure the technology is hidden. Multimedia is seamlessly integrated in the surroundings—not only to respect the environment, but also to be as unobtrusive as possible so day visitors are not bothered by the equipment. Our methods for installing equipment have been recommended by professional arborists to ensure that the longterm health of the flora is protected.”

How did this project compare with others you’ve worked on in the past? “Every Lumina night walk experience we create is unique and adapted to the location in which we work. Vallea Lumina is the eighth Lumina night walk in our series. Other Lumina night walk experiences are in Québec, Ontario, Japan and Singapore. Moment Factory has worked on more than 400 multimedia experiences over the years; each project is different by its nature or by its creative endeavor.”

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FRESH COLE WILSON

This photographer serves up a visual buffet on his website. Click on “Sport,” for instance, to see soccer players and the blur of cyclists streaking past. “YUMMY” leads to chefs and richly plated meals. And sections titled “Faces,” “More Faces” and “Even More Faces” show that everyone from writer Ta-Nehisi Coates to Kermit the Frog has been at the receiving end of Cole Wilson’s gaze. “I’m a bit of a ‘yes’ person,” he says, with a comprehensive portfolio to show for it. An art school dropout and a former bicycle mechanic, Wilson began working for himself when he moved to New York City.

He’s now based in Brooklyn, with a client list that includes the New York Times and Reebok. “Soccer is a bit of an obsession for me, and for the last few years, I’ve been trying to push my work in that direction,” he says. “Food and beverage photography, along with my soccer and athletic work, seem to be two markets for me to try branching out to in a commercial sense.” colecwilson.com

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