PR Packing and Social Media Influencing

Graphic Design: A New History by Stephen J. Eskilson is successful in covering many important milestones in regard to the history of graphic design. The textbook does an excellent job of covering important graphic designs through to the present day and with each new edition that is released more contemporary works begin to be added.

Throughout the textbook, Eskilson makes note of iconic logos and branding strategies such as Pentagram by Cooper Hewitt created in 2014. Branding and product design have become an important aspect of our daily lives. Everywhere we look graphic design is present; from magazines to billboards to a cereal box on the shelf.

An area of graphic design that I think is missing from the textbook is PR packaging and the whole idea of social media influencing. As of recent, being a social media influencer has become a normal career choice for many young adults. Social media has given individuals the platform to broadcast their thoughts and opinions on a global scale (Solis & Breakenridge 2012). Within the influencer world, PR packages and sponsored content has become a part of the job description.

Many corporation’s public relations teams have recognized that social media allows individuals to create a trusting relationship with consumers (Solis & Breakenridge 2012). PR packages can contain a single product or an entire line of products from a specific company and they have become popular in the makeup and fashion industry. These packages are sent to influencers by brands and companies as a way for their product to be promoted on social media in exchange for them receiving the product for free. PR packages are often very extravagant and require an entire design team to be developed.

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COSRX Balancium Comfort Cermide EARTH CREAM Press Kit January 2019

In the example above, the design team developed the concept of the PR package to resemble a suitcase. The product being named Earth Cream, the company wanted to create a concept that would resemble travel as the product itself relates to space travel. This COSRX PR package consists of a holographic suitcase product package and a boarding pass as an added touch to tie the entire concept together.

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Halo Top x ColourPop Cosmetics July 2019

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Premier Press 2018

PR packaging and social media influencing should be included in our textbook because digital and social media platforms have become a primary source of how we communicate and inspire one another. Through the idea of the PR package, designers have been given a new forum to display their artistic ability in the real world. PR packaging has given designers the opportunity to be as extreme and over the top as they want because the more visually interesting the product is displayed the more social media influencers will want to promote and share the product and packaging. If PR packing and the idea of social media influencing were included in our textbook, I think that it would create a more complete and accurate history of graphic design because it will incorporate graphic design that we see regularly through social media and its influencers.

 

Works Cited

Behance. “EARTH CREAM Press Kit.” Behance, www.behance.net/gallery/74570893/EARTH-CREAM-Press-Kit?tracking_source=for_you_activity.

“Halo Top x ColourPop.” ColourPop, colourpop.com/collections/halo-top-x-colourpop.

“Nike Equality Influencer Marketing Kit.” Premier Press, www.premierpress.com/project/nike-equality-influencer-marketing-kit/.

Solis, Brian, and Deirdre Breakenridge. Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. FT Press, 2012.

The Evolution of the Starbucks Logo

The Starbucks logo is one that everyone encounters regularly in their day to day lives. It seems like there is a Starbucks store on every corner and its logo is almost always presented in front of the store and has become one of the most recognizable in all parts of the world. 
In 1971, Jerry Baldwin, Gordon Bowker, and Zev Siegel opened the original Starbucks after taking a trip to California where they visited Peet’s Coffee and Tea (Seaford, Culp, & Brooks 2012). They hoped to bring the dark-roast flavoured coffee they loved to Seattle, Washington by opening their first store in the Pike Place Market which is known for being frequently visited by both locals and tourists. When deciding on what to name their company, the three partners were at a disagreement. They eventually decided on the name Starbucks which was derived from the word “Starbo” from the name of a Mt. Rainier mining camp in the 1930s (Seaford, Culp, & Brooks 2012).

unnamedTerry Heckler, 1971-1987

The original Starbucks logo was based on a 15th-century wood carving of a two-tailed siren or mermaid. In this version of the logo, the siren has a crown on top of her head, her chest is exposed, and she holds the ends of her two tails. The brown and white wood carving inspired logo is encompassed with the words “Starbucks”, “coffee”, “tea”, and “spices”.

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Howard Schultz, 1986-1987

In 1986, Howard Schultz director of marketing and operations pitched the idea of creating a new coffee experience known today as the “Starbucks experience”. After a trip to Italy, he saw the potential of Starbucks to be like Italian espresso cafes where the baristas knew the regular customers’ names and personal history. This idea was originally rejected by the company because they wanted to be the “best developed in selling fine, dark- roasted, whole-bean coffees” and not in the restaurant business (Seaford, Culp, & Brooks 2012). This resulted in Schultz creating Il Giornale which focused on selling espresso and espresso-based drinks. The logo for Il Giornale is the inspiration for the logo of Starbucks as we see it today. In 1987 the Starbucks founders sold the company which resulted in Schultz buying all the stores and creating the Starbucks brand and experience as we know it today.

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Starbucks in-house design team and Lippincott, 1992-2011

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2011-Present

The Starbucks logo as we know it today has become a graphic icon in the world today. The 1992 redesign was done by the Starbucks in-house design team and Lippincott. The redesign adapts the iconic Starbucks green colour which is commonly associated with growth and peace emphasizing the company’s mission to “inspire and nurture the human spirit” (2019). This redesign saw an update in the position of the mermaid, text, and font. 

The most recent redesign of the Starbucks logo, done in 2011, completely abandoned the black colour and text. This redesign goes to show that even without the words “Starbucks” the logo has become iconic to the point where just by seeing it in our everyday lives we are able to know the coffee giant.

 

 

 

Works Cited

“Brand Stories: The Evolution of the Starbucks Brand.” Works Design Group, 31 May 2019, www.worksdesigngroup.com/brand-redesign-evolution-starbucks/.

Seaford, Bryan C, et al. STARBUCKS: MAINTAINING A CLEAR POSITION, vol. 18, no. 3, 3 Nov. 2012, pp. 39–57. Journal of the International Academy for Case Studies, https://s3.amazonaws.com/academia.edu.documents/44323472/Case_study_-_STP_-_Stabucks_maintaining_a_clear_position.pdf?response-content-disposition=inline; filename=STARBUCKS_MAINTAINING_A_CLEAR_POSITION.pdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAIWOWYYGZ2Y53UL3A/20200213/us-east-1/s3/aws4_request&X-Amz-Date=20200213T155524Z&X-Amz-Expires=3600&X-Amz-SignedHeaders=host&X-Amz-Signature=1a2c7203a01de6babcddae33b653ecf74fee1c3ee83c6f7731ee4d460424c2f6.