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CH A R L ES SPENCER A N DERSON


CONTENTS

PA RT ON E

Design Basics

p.15

principles elements

PA RT T WO

Color

p.20

HUe sAtUr AtiOn

PA RT TH R E E

Pattern

p.25

mOVement

PA RT FOU R

Charles Spencer Anderson

p.30

PA RT FI V E

Design Basics

p.45

123 DesiGn GUiDe


Bonehead Known for his use of imagery and commercial art from the 40’s and

50’s, Charles Spencer Anderson coined the name “bonehead” for his retro revitalization style. Recycled, retro, pastiche, nostalgic, whatever you want to call it , Charles Spencer Anderson had been able to innovate and captivate audiences with imagery and style that is more than seventy years old. Charles Anderson attended the Minneapolis College of Art and Design and quickly started working his way up the design ladder. Some of his early success came while at Duff y Design Group where he was a Senior Designer. Eventually, Anderson was awarded the Art Director’s position where he leaded many successful campaigns such as Classico tomato sauce, bringing the feel of the nostalgia of the 1940’s back into the supermarkets and into the shopping experience. Reintroducing the mason jar to consumers and connecting home cooking with Classico’s prepared sauces. The use of historical style was perfect for subconsciously sending specific codes that are deliberately triggered a response from the consumer. His work with Ralph Lauren was another notable project making Charles Spencer Anderson a prominent figure in the design world since the mid 1980’s. Anderson has always been interested in art history and design. So he took his old memories and brought them into his work. He likes to think of his approach as destroying or ripping up the old nostalgic images instead of embracing them. Anderson is all about the approach to design rather than a “style.” While Anderson utilizes historical artifacts as raw material, he takes what is there and makes it better, ensuring that the design stands on its own.


In 1989, Anderson started his own self named design firm and has handled clients such as French Paper Company, Williams-Sonoma, Paramount Pictures, Urban Outfitters, Japanese Monster, Best Buy, Coca-Cola, and many more. CSA Design specializes in logo design, packaging, product design, poster design, publications, advertising and interactive design. One of the Anderson’s longest partnerships is with French Paper, a then small family owned and operated custom paper mill. After over 15 years of working together, Charles Spencer Anderson was able to take this company to the top of its category through his design efforts. Anderson has also been a pioneer in the field of stock imagery and has successfully compiled over a million stock images that can be purchased for limited use. CSA Images, is a collection of over a million images available for purchase. With multiple collections of images, CSA Images is said to be “one of the most highly awarded stock image resources in the world.” CSA Images is the only stock art and photography resource ever to be included in the Smithsonian Institution’s Cooper-Hewitt National Design Museum Triennial. Anderson still gets requests from companies and corporation such as billabong asking for custom designs. He says it is more profitable to create custom designs for clients than selling his stock images. He puts his primary focus on being unique and original and notes that is what the industry is missing. The image collection is categorized by plastock, which is a catalog of plastic toys, snapstock, printstock, archive and mod art. Along with images, CSA has a collection of 21 fonts that start at $39. Images also start at $39 for limited use and can go into the thousands of dollars.


Links to Pop Ink and French Paper are also listed on the home page due to Charles Spencer Anderson’s early involvement and his contributions to the success of both companies. Charles Spencer Anderson successfully revitalized and continues to capture the spirit of the 40’s and 50’s. He pays tribute to as well as pokes fun at the period while branding, communicating, marketing and advertises with the images of that time period. While celebrating that era, Charles Spencer Anderson still breaks ground in product design, logo design, packaging design and more. With his firm having 20 years of experience and continued success in the fast moving field of design, Charles Spencer Anderson had been able to innovate and captivate audiences with imagery that is more than seventy years old.


INDEX

A abbreviations acronyms,

198

A.D.. B.C., B.C.E.,

198

absolute measurements in cascading style sheets,

289

defined,

293

in typography,

21-14

B backgrounds effect on typography,

75-76

output resulution,

284

base alignment defined, of virgule,

295 204



Publication Design