74 FD2S
“I always try to keep my designs as simple as possible,” says Michael McDaniel of design firm fd2s, who believes that to be comprehensible, even
the most complicated systems “should be composed of a collection of simple
devices.” His poster for the fd2s Wear Your Costume To Work Day
exemplifies this strategy, making use of familiar holiday icons to create a
message that’s both familiar and creative.
The costume day, when local grade-school students visit fd2s to
gather treats, is a familiar and highly anticipated annual tradition
at the Austin studio, so only a limited amount of text was needed
to create an effective message. The font is simple and unobtrusive,
keeping the overall design uncluttered—appropriate attributes
for a firm with a strong portfolio in environmental design.
As McDaniel points out, “A poster is not a vehicle for fine prose.”
With its orange hue, cut-out visage and bold “31,” the design seems
to speak—or maybe cackle—for itself, ensuring that goblins and
ghouls will know exactly where to gather when it’s time to trick-or-
treat. And if you were curious who wore the winning costume,
it was McDaniel himself, dressed as the Big Bad Wolf, grandmother’s
nightcap and all. by Lauren J. Grundhofer
fd2s | Designer, Art Director: Michael McDaniel | Client: fd2s | Contact: www.fd2s.com
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