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As Tiffany Meyers observes in her overview of the 100 winners, one can’t peg 2009 as the year of any specific color or typographic convention. But the winning projects are reflective of today’s increasingly diverse design discipline. In fact, one has to wonder if there is any longer such a thing as a design discipline—in light of today’s fast-changing and even amorphous practice, the word discipline seems a little out of place.
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DESIGN 100: Logos | Identities | Stationery Systems (cont'd) |
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59 IMAGEHAUS
“‘Get your ass moving’ just sounded right—harsh, but right,” says Jamie
Paul, designer of this funny, forward logo for The Firm, a Minneapolis-based
workout studio. The Firm strives to be different and surprising, in a
you-never-knew-you-could-do-that sense. The brand created for the studio
does the same, communicating a kind of tough-love scenario. The instructors
at The Firm push hard, but in a friendly way—a rigorous and
congenial approach that led to the development of the logo.“‘Kicks my ass
and I love it’ summarizes the personality of our client,” says Jay Miller,
creative director at IMAGEHAUS, also local to Minneapolis. The Haus,
as it is known, collaborated with The Firm to develop a new brand strategy
to be used in an ongoing promotional campaign. “While it was not
appropriate as a logo for the entire brand,” notes Miller, “it kicks ass as a
promotional piece.” by Aaron Tucker
IMAGEHAUS | Art Director: Jay Miller | Designer: Jamie Paul | Client: The Firm | Contact: www.imagehaus.net |
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