Posts written during 'July 2012'
Check out all of the posts written during 'July 2012' below. If you still can't find what you are looking for, try searching using the form at the right upper corner of the page.
Equator receives two Pro Packaging Notables at the Core 77 Awards
23/07/12
Last week, we were very pleased to learn that Equator Design had received not one, but two Professional Packaging Notables at the inaugural Core 77 Awards.
Our first came for our packaging re-brand of Cretors Popcorn and our second came for the re-brand of Hi I'm SKINNY, both designed by Equator Chicago for G. H. Cretors. A big well done to all of those involved. The winning designs can be seen below and the other winners at the Core 77 Awards can be seen by clicking here.
"Equator's enthusiasm for our project was contagious and their creativity inspiring. They managed to take our 125 year old family story and transform it into a relevant brand, capturing our consumer at first glance." - Phyllis Cretors, President/CEO.
"Our second project with Equator and it was just as successful as the the first!" - Phyllis Cretors, President/CEO
Ben Lavender, UK office
Photoshop Disasters
17/07/12
In the early '90s, the graphic design industry began a revolutionary relationship with computers.
Those of us who remember that archaic world before computers, when digital meant using our fingers and the latest high-tech gadget was a new Agfa stat camera have witnessed the exponential dizzying speed in which design is being implemented. Naturally this follows the pace of our current world where decades-long changes are compressed to monthly, daily or even hourly occurrences.
We have created a world where we now fast forward to the next hip thing, rewind to find something we lazily don't bother put to memory and instantly form a previously unheld position with a matter of a few mouse clicks - it's good from time to time to step back and see where all this has gotten us.
In our own little designers corner of the world, the godly power to define beauty and stretch the bounds of physics through photo manipulation is in our hands. We can now create man in our own image! However, the rush to quickly complete our godly tasks often results in overlooked visual mistakes and the constant reminder that we are not gods contrary to how some view their Photoshop skills. We still have to rules to follow and there are watchful eyes making sure we do. What follows is a fun and comical look at the subsequent folly of self-deification.
There's even a website dedicated to keeping us honest... and humble!: www.psdisasters.com
Proper lighting is difficult when working with a giant...
Disappointing reflection
Which is his bigger problem... shopping for shoes or trousers?
Jeff Tischer, US office
Seeing is Be-living
05/07/12
Over the course of history, many great innovations have been made in the field of photography as we have steadily perfected the art of freezing time. Dreamers like Joseph Niepce and Louis Daguerre used their respective camera obscura and daguerreotype processes to produce some of our first great steps into the medium in 1826 and 1839:
1877 brought us the first photograph sequence to capture motion, bringing on the early explorations of modern day cinematography:
But one of the next biggest steps came in 1880 when George Eastman began commercial production of gelatin dry plates, leading to the advent of the Eastman-Kodak Company. Just a short eight years later, the first Kodak camera was released to the public with the marketing slogan, “You press the button, we do the rest.” It made photography accessible to the masses, and opened up a new world of opportunities.
Since then, we have seen cameras capable of more and more amazing things come onto the market. They have been used to document war, politics, fashion, pop culture and beyond. Photography has developed into a key component to advertising and design, yet, we have also seen it become effortlessly user friendly with point and shoot models that fit in our pockets. Today, even smaller devices are planted right in our personal phones. So what innovations will come next?
Maybe this: Lytro Light Field technology. The Lytro is the small, strange looking little camera you see below:
It utilizes a touch screen interface and presents the notion of living pictures... living, because after you take a photo, you are able to heavily manipulate it. With Lytro, it is actually possible to shift the focus of an existing image with the flick of a finger. Never before was it possible to select the perspective or depth of a photo in post-production.
This is achieved through their Light Field technology, which in layman’s terms means that it works by utilizing a different kind of sensor than a traditional camera. It records the light with a light field sensor, called a microlens array, which captures the color, intensity and direction of light rays. Lytro then analyzes the light and converts it to data, which when used in conjunction with their software, allows an image to be processed in multiple ways, without another click of the shutter. Take the photos below featured on the Lytro website (www.lytro.com). There, you can see for yourself how the focus can be shifted from the girl in the foreground to the guy in the background—or anything else in the frame you choose. The company is also working on a software update that will allow the angle of a picture to be adjusted after the shot is taken.
Now, the Lytro is far from perfect. In fact, at this stage in the game, I would not urge anyone to rush out and buy it. Their models range from $399-$499, and this price seems to be a bit steep considering the camera lacks in resolution and features a very small screen. The physical design of the camera also seems a bit odd, and looks as if it would feel awkward in your hand. A more traditional camera body would make it much more appealing in my opinion. Another downside is that it has to be used with their software, as opposed to a well-known editing tool like Photoshop or Aperture. At present, their software is only compatible with Mac, but a Windows-friendly version is on the horizon. Lastly, there is no flash feature included on the Lytro, so shooting in low light would prove rather difficult.
As of this moment, the Lytro seems to be more of a fun toy, capable of producing image quality on par with some lower priced alternatives on the market. However, if harnessed correctly, this technology could revolutionize the field. Imagine if it were transplanted not only into the hands of consumers, but incorporated into the most sophisticated DSLR and Medium Format cameras used in the industry today. It has the potential to be a game changer and this day is probably not that far off.
Kaitlin Fencl, US office