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GET INTO ISSUE 254 JUNE 2016 Digital Edition printed in the UK
ANIMATION Pro techniques and advice to make your illustrations move
DEAL WITH BRAndING BACKLASH
How DesignStudio’s Premier League rebrand rode the wave of social media controversy
Rebrand A DESIGN COLLEGE
How NB’s flexible Ravensbourne identity attracts forward-thinking design students
WEL CO M E
JUNE 2016
Editor’s letter From tongue-in-cheek comparisons to Simpsons characters engaging in fellatio (London 2012) to very public accusations of plagiarism (Tokyo 2020, and more recently Paris 2024), it’s fair to say that Olympics branding – much like the Games themselves – truly captures the world’s attention. Likewise, international football events present a rolling roster of vast branding projects open to public scrutiny – in Europe, every two years the baton is passed between UEFA and FIFA, and that’s without considering all the other major continental tournaments. It can be a mixed bag of kudos and criticism for the agencies tasked with branding these global sporting events, and with Euro 2016 and the Rio Olympics on the horizon we explore the complex process involved, and what we can all learn from it, in an extended special report. It doesn’t even have to be international sport to get social media buzzing. Following its much-debated Airbnb work, DesignStudio’s rebrand of the English Premier League has also attracted more than its fair share of controversy – and in our regular video documentary, the agency shares its advice for dealing with such branding backlash. Elsewhere our rather future-themed Insight section tackles topical issues such as the role of chatbots in branding, invites designers to engage in some digital squatting, and asks how print can adapt for a new generation. It’s a thoroughly packed issue, so enjoy it!
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nick carson editor
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Featuring
ilovedust
With a 27-strong team and counting across its studios in Brighton, Southsea and London, ilovedust partners with the world’s top brands to create inspiring, innovative and award-winning design, illustration, branding and experiential design. The studio was also responsible for our typographical cover. www.ilovedust.com
James Doherty
Multi-disciplinary director, animator and designer James is passionate about shortform visual storytelling, and produces commercials and films for Irish agency Piranha Bar. Computer Arts first introduced him to the world of design, so he was delighted to create this issue’s Design Matters piece (page 3). www.greeble.tv
KATH TUDBAll
Hired by renowned design consultancy johnson banks shortly after graduating from Central Saint Martins, Kath spent 15 years working on award-winning work across the studio’s portfolio. In our New Ventures slot on page 14, she discusses her recent move to The Partners as a design director. www.the-partners.com
Cora James
Whether it’s commercial shoots for magazines or fine art photography for galleries, Cora’s practice focuses on the ‘everyday’ and what remains unseen. Originally from London, now based in Edinburgh, she returned from a project in Cuba in time to shoot George Douglas for this issue’s Q&A. www.corajames.co.uk
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Erik Spiekermann
Internationally renowned designer, typographer and type designer Erik is the co-founder of multidisciplinary design consultancy MetaDesign, United Designers Network and Edenspiekermann. He shares his passion for traditional type techniques in our Icon slot on page 98. www.spiekermann.com
M EET T H E T E AM
June 2016
Meet the team Future Publishing Ltd, QUAY HOUSE, THE AMBURY, BATH BA1 1UA Phone 01225 442 244 Fax 01225 732 275 Email hello@computerarts.co.uk Web computerarts.creativebloq.com
Editorial
Nick Carson editor nick.carson@futurenet.com Jo Gulliver Art editor jo.gulliver@futurenet.com Julia Sagar ACTING OPERATIONS editor julia.sagar@futurenet.com PETER GRAY VIDEO producer peter.gray@futurenet.com
Creative Bloq
Dan Oliver Global editor-in-chief dan.oliver@futurenet.com Craig Stewart Managing Editor craig.stewart@futurenet.com Kerrie Hughes CoNTENT MANAGER kerrie.hughes@futurenet.com
SASHA MCGREGOR Ad manager sasha.mcgregor@futurenet.com CHRIS MITCHELL MATT BAILEY George Lucas Account directors chris.mitchell@futurenet.com matt.bailey@futurenet.com george.lucas@futurenet.com
jo gulliver
Art editor Jo visited Amsterdam, and spent several hours at the Keukenhof Gardens – she prefers to call it a giant garden centre. She also sampled the local Jenever, and soaked up some culture at the Van Gogh Museum.
Production & DISTRIBUTION VivIENNE CALVERT Production controller Mark Constance Production manager
Printing: William Gibbons & Sons Ltd Finishing partner: Celloglas Distribution: Seymour Distribution, 2 East Poultry Avenue, London EC1A 9PT. Tel: 0207 429 4000 Overseas distribution: Seymour International
julia sagar
ACTING OPERATIONS editor When Julia hasn’t been haphazardly digging holes in her garden to locate a public sewer, she’s been busy trying to remember her production skills for Computer Arts and preparing for freelance life.
Circulation
JULIETTE WINYARD Trade marketing manager: 07551 150 984
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charlotte lloyd-williams Campaign manager charlotte.lloyd-williams@futurenet.com UK readers: 0844 848 2852 Overseas readers: +44 (0)1604 251045 Online enquiries: myfavouritemagazines.co.uk computerarts@myfavouritemagazines.co.uk
Contributors
Licensing
Want to work for Future? Visit www.futurenet.com/jobs
editor Nick didn’t complete on the sale of his new house as planned, as the seller pulled out without warning – but found another, even better one within a week! Everything crossed for second-time lucky...
Advertising
DOM carter STAFF WRITER dominic.carter@futurenet.com
Andre Anderson, Zaneta Antosik, Tom Dennis, James Doherty, Franklintill, ilovedust, Cora James, Jenna Law, Michael Lester, Tom May, Freddie Öst, Jacky Sheridan, Erik Spikermann, Jim Thacker, Garrick Webster, Anne Wollenberg, Tom Woolley, Klasien
Nick Carson
PeteR GrAy
Video producer After a visit to DesignStudio (who created the new visual identity for the Premier League), Pete decided to come out of early retirement and get back on the football pitch. His body was not ready for it!
Matt Ellis Senior licensing and syndication manager matt.ellis@futurenet.com Tel: +44 (0)1225 442244 Fax: +44 (0)1225 732275
MANAGEMENT
Nial Ferguson Content director, Media Joe McEvoy Managing director, Magazines MATT PIERCE Head of content & marketing, Photography, Creative & Design, Games RODNEY DIVE Group art director, Photography, Creative & Design, Games
Next issue on sale 24 June 2016
Future is an award-winning international media group and leading digital business. We reach more than 49 million international consumers a month and create world-class content and advertising solutions for passionate consumers online, on tablet and smartphone, and in print. Chief executive Zillah Byng-Thorne Non-executive chairman Peter Allen Chief financial officer Penny Ladkin-Brand Tel +44 (0)207 042 4000 (London) Tel +44 (0)1225 442 244 (Bath)
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typefaces
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June 2016
ISSUE 25 4 June 20 16
10
Culture
Trends: Nike rethinks motion by experimenting with materials and the concept of natural movement
13
P laces: Freelance designer, art director and animator Jason Drew takes a stroll around Brighton
14 People: After 15 years at johnson banks, Kath Tudball discusses joining The Partners 16
vents: We bring you the latest design trends from E D&AD Festival and D&AD Awards judging week
Insight
20 Can chatbots build brands? Chat assistants may prove lucrative, argues Wolff Olins’ Jenna Law Design-By-Committee: How can designers 22 take control when multiple stakeholders are involved? 24
Showcase
quat the virtual space: Klasien van de S Zandschulp prepares for a powerful virtual revolution
Our pick of the best new graphic design, illustration and motion graphics 28
26 we need to reinvent print: Andre Anderson campaigns to rethink print for a digital generation
D iary 2 V id e o ins ig h t Diary 1
designstudio
Project diaries
NB’s flexible branding for Ravensbourne, Zim&Zou’s papercrafted household items for The Washington Post and Art & Graft’s explosive title sequence for AMVBBDO 82
D iary 3
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No stranger to controversy, the brand consultancy throws open its doors to talk disruptive design and branding in the age of social media 76
C O N TE N TS
June 2016
Find out what’s happening, and where, with our extensive guide to the UK’s best design graduate shows 70
Sp eci a l r ep or t
Global sporting events
With Euro 2016 and the Rio Olympic Games fast approaching, we ask: what does it take to brand a global sporting event – and what can designers learn from these projects? 40
SUBSCRIBE AND SAVE UP TO 47% Three great ways to subscribe to the world’s best design mag: Print Digital Both See page 38 Or join Computer Arts Pro See page 53
•
I n d u str y Issu es
Get into animation Want to add animation to your skill set? We sit down with some motion masters in different fields to find out how they upgraded their talents 62
IN CON VERSATION
George Douglas
We named him ‘one to watch’ when he graduated last year. One year on, we find out how his collage-based artworks have graced international brands 54
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CULTUR E Tren d s
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W E L O VE ...
MATERIALS IN MOTION Sports brands are increasingly pushing boundaries in material technology: Nike’s latest exhibition at Milan Design Week experiments with everything from sand to Velcro s technology gives rise to material innovations, designers can radically rethink the way they approach design research, prototyping and ultimately, final products. Nike recently applied its material experimentation to the concept of natural movement with The Nature of Motion, an exhibition for Milan Design Week 2016. The show features a series of prototypes that explore an athlete’s movement through footwear. Nike designers started from Flyknit uppers to create a collection that reinvents materials and innovates on the shoe’s use. The materials are diverse, some found and some custom-made – but all inspire new shapes and
A
interactions with the Flyknit. One particular sculptural design is influenced by the sensation of running on the beach, with kinetic sand bags acting as a cushioning sole for impact protection. Another experiment features a vibrating tooling system within the shoe’s platform, to enhance an athlete’s muscle recovery while running. Some experiments are more playful, like one that has an adjustable sole made from Velcro hair rollers. Nike at Milan Design Week: news.nike.com/milano-2016 Each month, our Trends section is curated by experienced creative consultancy FranklinTill www.franklintill.com
CULTUR E T rend s
Ju ne 2016
D E S I G N ED FOR LI FE
Soft focus Will Holmes’ limited edition cushions for Evermade combine two simple, bold looks to transform a room in seconds ondon-based company Evermade works with up-and-coming designers to create fresh and vibrant prints, stationery and homeware, often in limited runs. Illustrator Will Holmes’ striking monochrome cushions are screenprinted on pure cotton, and only 100 will ever be made. “The process involved converting the digital designs into physical screens,” says Cara Bray of Evermade. “Next, the designs are hand-pulled onto the fabric, then they’re cut and sewn onto it.” Each cushion is double-sided, giving a choice of two different looks that can rapidly change the feel of a room. “It’s exactly what we were trying to achieve,” adds Bray. “Will’s designs are modern, striking and versatile, and easily add interest to any space.”
l
Stripe cushion www.evermade.com £35 (cover only) £40 (cover with inner)
Stay one step ahead with our barometer of visual cool
M ainstream
Black and white paint applied with bold splatters for a monochrome pattern across packaging and product.
STILL FRESH
For a light-hearted vibe, private parts are the latest inspiration for playful minimalist patterning.
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E merging
Creatives are hijacking the visual language and logos of corporate brands and repurposing them for new uses.
Illustration: Michael Lester www.michaelwilliamlester.com
T R E N D ING