Hello, design and marketing aficionados! This is your friendly neighborhood creative director, Mike Matamala, coming at you with an exhilarating crossover of comic book lore and professional wisdom. As a lifelong fan of comic book giants like Marvel and DC, I’ve often found a treasure trove of inspiration within their pages that has directly influenced my work. So, fasten your utility belts and prepare for a journey through the comic book universe as we delve into the lessons it holds for marketing and design. The Art of Storytelling in Comics When we think of comic books, often the first things that come to mind are the epic tales spun by the likes of Marvel and DC. These stories have gripped readers for generations, thanks to their immersive storytelling. We've cheered as Spider-Man swung through the skyscrapers of New York, empathized with Batman's crusade against crime in Gotham, and marveled at Wonder Woman's compassionate strength. These stories work because they engage our emotions—they make us care. Similarly, in marketing and design, we aim to create compelling narratives that tug at our audience's heartstrings. It’s not about merely selling a product or a service; it’s about presenting a narrative that inspires, resonates, and motivates action. Marvel, DC, and Visual Storytelling The visual appeal of comic books is undeniably striking. The stylized artwork of Jack Kirby in the Marvel Universe or the gritty realism of Frank Miller's Batman in DC creates immersive worlds that leap off the page. As designers, we can draw inspiration from this. The choice of color, the design elements, the typography—all these can be used to create an emotional connection, to tell a story that aligns with our brand narrative. Character Development and Branding: Lessons from Marvel and DC Marvel and DC have given us some of the most iconic characters in pop culture. Think about the depth of Tony Stark's transformation into Iron Man, or the resilience of Superman as Clark Kent, the alien trying to fit into human society. These characters are more than their superpowers or costumes—they are their values, their struggles, their evolution. Branding, in essence, follows the same principle. It goes beyond a sleek logo or a catchy tagline. A brand needs a persona, a voice. It needs to be more than just a business—it needs to be a character that your audience can relate to and root for. Evolving with the Audience: The Marvel and DC Way Both Marvel and DC have stood the test of time, continually adapting their narratives to reflect societal changes and audience preferences. They have tackled pressing social issues, explored a plethora of genres, and reinvented characters to stay culturally relevant. This ability to evolve is an invaluable lesson for any business. We must be willing to adapt, innovate, and shift our strategies, keeping our brand invigorated and aligned with our audience's changing needs. Multichannel Storytelling in the Comic Universe Our favorite superheroes no longer reside only within the pages of comic books—they've transcended into movies, TV series, video games, and merchandise. This is a testament to the power of multichannel storytelling. As marketers, we should strive to weave our brand narrative across multiple platforms. Every blog post, social media campaign, or website design should add a new layer to our brand story, creating a comprehensive and cohesive narrative. Navigating the realms of marketing and design can often feel like stepping into a superhero's shoes, filled with challenges, victories, and transformations. The colorful and dynamic universe of comic books, particularly the iconic worlds of Marvel and DC, offers invaluable lessons for us. It teaches us the art of compelling storytelling, the power of visual engagement, the necessity of deep and evolving character (or brand) development, and the importance of a consistent narrative across multiple platforms.
As we take inspiration from these graphic narratives, we realize that our 'superpower' in marketing and design lies in our ability to craft a captivating story, create a memorable visual journey, and continuously adapt to resonate with our audience. It encourages us to view our work not just as a business necessity, but as an opportunity to inspire, to ignite imagination, and to make a lasting impact. So, let's channel our inner Stan Lee or Jack Kirby and get ready to create some marketing and design magic. Remember, with great power comes great responsibility. Let's use our powers wisely and continue to create worlds where our brands can truly soar! Until our next adventure, stay creative!
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As a comic book fan and graphic designer, Stan Lee has been a major inspiration to me both personally and professionally. His imaginative storytelling and character development has impacted the comic book industry in countless ways, and has pushed me to think outside the box in my own creative work. Whenever I'm working on a new comic or design project, I often find myself asking, "What would Stan Lee do?" His bold approach to creativity has encouraged me to take risks and never settle for anything less than the best. In short, Stan Lee's contributions to the world of comics and design will always be a source of inspiration for me. I've always been fascinated by the way Stan Lee approached character development. He had a way of creating characters that were relatable and flawed, yet still heroic and aspirational. His characters were fully realized individuals with unique personalities and backgrounds, and he was able to infuse them with a sense of humor and humanity that made them more than just one-dimensional superheroes. This approach has had a major impact on my own comic book work, as I strive to create characters that are complex, relatable, and engaging to readers. I've learned from Stan Lee that a great character can be the foundation of an amazing story, and that developing those characters takes time, effort, and a willingness to explore different angles and possibilities. In my professional graphic design work, Stan Lee's influence is equally profound. One of the things that stands out to me about Stan Lee's work is his ability to create characters that are instantly recognizable and memorable. Whether it's Spider-Man's red and blue suit, or the Hulk's green skin and ripped purple pants, his characters have an iconic look and feel that has become synonymous with the Marvel brand. This has taught me the importance of creating strong visual branding in my own design work, and has encouraged me to think creatively about how to make my designs stand out and make an impact. We celebrate the birthday of the legendary Stan Lee who would have turned 100 years old on December 28, 2022. Stan Lee wasn't just a writer of superheroes, he was one himself! He gave life to some of the most iconic characters and teams in comic book history like the Fantastic Four, Spider-Man, the Avengers, and the X-Men. He was instrumental in shaping Marvel Comics into what it is today. To honor the legacy of this comic book legend, we've designed a special t-shirt that pays homage to his incredible contributions to the world of superheroes. Wear it proudly and let everyone know that you're a true believer in the power of comic books and the impact that Stan Lee had on the genre. Excelsior! How to Make Your Brand Stand Out in a Digital World In today's digital age, having a logo that stands out is crucial for any business's branding efforts. As a creative director, I recommend keeping the logo design simple, adaptable, and scalable, with a strong color palette and typography. Consistency, uniqueness, and the ability to tell a brand's story are also important factors to consider. By focusing on these elements, businesses can create a logo that effectively represents their brand and helps them stand out in the crowded digital space. As a creative director, I have seen numerous businesses struggle to create logos that make a lasting impact in the digital age. In today's world, where businesses are vying for the attention of their target audience on various digital platforms, a logo that stands out and is easily recognizable is crucial. So, what makes a logo stand out in the digital age? Here are a few key factors:
In conclusion, a logo is a critical element of any brand's visual identity. A logo that stands out in the digital age is simple, flexible, consistent, scalable, unique, and tells a story. By considering these factors, businesses can create a logo that effectively represents their brand and helps them stand out in the crowded digital space. Typography is all about the way that words look when they are written down. For print, that means thinking about things like the size of the words, the spacing between them, and the style of the letters. We want to make sure that the words are easy to read and look nice on the page. For digital applications, we have to think about how the words look on a screen. We need to make sure that they are big enough to read, and that they are clear and easy to see even on a small screen. Both for print and digital, we need to choose the right kind of letters and fonts to use, so that the words look good and make sense. We want to make sure that the words are easy to understand, and that they match the overall style of the project. So, in short, typography is all about making words look nice and easy to read, whether they are on paper or on a screen. In today's digital age, typography plays a critical role in creating effective communication. The right font, size, and spacing can make all the difference in how your message is received by your audience. From websites and social media to print materials, typography can transform your brand and message and set you apart from your competition. This post explores the power of typography and provides insights on how to use it effectively to communicate your message and achieve your business goals. Whether you're a designer, marketer, or business owner, this post will provide you with valuable tips and strategies to help you make the most of typography in your communication efforts. Below are some common frequently asked Question san basic terms of Typography. What are the best Typefaces to use for Print & Digital work? There are many typefaces to choose from, and the best ones to use depend on the specific project and its goals. However, I can give you some general guidelines for choosing typefaces for print and digital work: For print work, it's important to choose typefaces that are easy to read and that look good on the page. Serif typefaces (like Times New Roman) are often used in printed materials because they are easy to read in longer passages of text. Sans-serif typefaces (like Arial or Helvetica) can also work well for printed materials, particularly for headings or short sections of text. For digital work, it's important to choose typefaces that are easy to read on a screen. Sans-serif typefaces tend to work well in digital applications because they are easier to read at smaller sizes. Some good choices for digital typefaces include Arial, Verdana, and Open Sans. It's also important to consider the overall style and tone of the project when choosing typefaces. For example, a modern or minimalist project may benefit from a clean, simple sans-serif typeface, while a more traditional project may benefit from a classic serif typeface. Ultimately, the best typeface for a project will depend on a variety of factors, including the audience, the project goals, and the overall design. What about Social Media? When it comes to choosing fonts for social media, there are a few things to keep in mind. First, you want to make sure that the font is legible and easy to read, even on smaller screens. Second, you want to choose a font that fits the overall style and tone of your brand or social media account. Finally, you may want to consider using a font that is widely available across different platforms and devices. Here are some fonts that are popular for social media:
Remember, the best font for your social media posts will depend on your specific needs and goals. Experiment with different fonts and styles to find what works best for your brand or social media account. Anatomy of a Typeface Here are some of the different parts that make up a typeface:
Typography is important for several reasons. First, it ensures that text is easy to read and understand by using appropriate font size, spacing, and alignment. This is especially important for people with visual impairments. Second, typography greatly affects the overall look and feel of a design. It can create a sense of harmony and balance, and help convey the intended mood or tone of the content. Third, typography can be used to communicate information beyond just the words on the page. It can indicate emphasis, create hierarchy, and help guide the reader through the content. Finally, typography plays a key role in branding and can help establish a consistent visual identity. In short, understanding typography is essential for effective and successful visual communication, whether it's for digital or print applications. What are some programs that leverage Typography? There are several programs that are commonly used for typography. Here are a few of the most popular ones:
Ultimately, the best program for typography will depend on your specific needs and preferences. For professional print design, InDesign is often the go-to choice, while Illustrator is great for vector-based typography work. For basic typography needs, Word or Google Docs can suffice. How important is Typography, really? Typography can be used to communicate powerful messages and ideas, and can be a key element in creating effective campaigns for social change. Typography can influence social change in several ways. First, it can be used to create a sense of urgency or importance around a particular issue. The use of bold or large typography, for example, can grab people's attention and make them more likely to pay attention to a message. Typography can also be used to create a sense of unity and community around a particular cause. Consistent use of typography across multiple platforms, such as social media, print media, and websites, can help create a cohesive and recognizable visual identity for a movement or campaign. Typography can also be used to challenge social norms and stereotypes. The choice of typography can subvert expectations and challenge traditional ideas, making people rethink their assumptions and beliefs. Overall, typography can be a powerful tool for social change. By using typography effectively, designers and activists can create messages that inspire action, challenge social norms, and bring attention to important issues. Good typography theory is a set of principles and best practices that help designers create effective and visually appealing typography. It involves key elements such as legibility, hierarchy, contrast, alignment, consistency, and context. Typography that is legible and easy to read is essential, and appropriate font sizes, line spacing, and letter spacing should be selected. Hierarchy is used to guide the reader's eye, while contrast creates visual interest and hierarchy. Alignment creates order and organization, while consistency helps create a cohesive visual identity. Context is also important, and the medium and audience should be considered. By applying these principles, designers can create typography that is both effective and visually appealing, ensuring that their message is communicated clearly and engagingly
5 Easy Steps for Creating Awesome Designs in 2023! To create good designs in 2023, it is important to understand the purpose and audience for the design, which will help you tailor your design to meet their needs. User experience should be a top priority, ensuring that your design is easy to use, intuitive, and aesthetically pleasing. Responsive design is also crucial to account for the increasing use of mobile devices, and accessibility should be incorporated to make your work inclusive to everyone. Finally, it is important to stay updated with the latest design trends and technologies, which will help you create modern and effective designs that meet the needs of today's digital landscape.
We understand the importance of understanding the purpose and audience before starting any design work. Knowing who you're designing for and why will help you create a design that's not only visually appealing but also effective in meeting the needs of your intended audience. Prioritizing user experience (UX) is also crucial in any design work. Ensuring that the design is intuitive, easy to use, and aesthetically pleasing is the key to creating a successful design. User testing is also essential to get feedback and make improvements.
In 2023, responsive design is a must for any design work. With the increasing use of mobile devices, it's important to create designs that are optimized for different screen sizes and devices. Testing your designs on various devices will help ensure that they look good and function properly on different devices. Incorporating accessibility in your design work is also important to make your work inclusive and accessible to everyone. This includes making sure the design is readable, easy to navigate, and has appropriate color contrast for those with visual impairments. It's crucial to stay up-to-date with the latest design trends and technologies to ensure your work is relevant and effective. This includes learning new design tools and techniques, and staying informed about design trends and industry best practices. Being on top of the latest design developments can help you create innovative and creative designs that stand out from the rest. Recently we had an opportunity to design a cover for an annual report. In case you didn't know, annual reports gives a run down about the financial success (or failure) of an organization and other business information. Needless to say it's an important document. Using a new tagline, Ionis Pharmaceuticals wanted a new look for their 2020 report. We documented some of our design process. Design Basics | Layout thumbnail sketches Thumbnails The best ideas start with a sketch. Thumbnails are mini sketches that express initial layouts. It is a great way to get ideas on paper and see what composition & layouts look like before putting a lot of work into them. You can disregard ideas that do not work. This technique is great for prototyping. Some designers feel more comfortable using software like Adobe Fresco on the IPad but nothing beats the feel of ink on the texture of paper. Software | Adobe In-Design The King of Layout This is the shop standard for us. Adobe In-Design provides us with the ability to design and prototype quickly. It combines assets from Adobe Photoshop & Adobe Illustrator in a way that allows for ultimate creativity. Adobe In-Design gives you ultimate control of typography. We breakdown software into image manipulation, primarily done in Adobe Photoshop, Adobe Illustration for vector artwork and In-Design combines everything in a delicious recipe. Assets | Gathering Resources Copy, Logos, Typography, Photography Where does it start, where do you start? The client should provide you assets and design specification details. The client should give you the text they want appeared on the cover, their logo and the size of the piece you are designing, in our instance it was letter size, 8.5" x 11". If they want specific photography the client will provide it as well. If they don't have a library, sourcing photography from an agency is extremely important. You need to have the rights to use the photo or illustration you want to use for the design. You can not pull images from Instagram or Google and use it. Resources we use are Shutterstock.com, Envato.com & GettyImages.com. These websites allow you to use the images with rights but there is a cost associated with it. You don't own the photos, it's almost renting them for a specific project. Fonts Like photos, you need to have the rights to use fonts/ typefaces. We use Adobe Fonts, it gives you unlimited use and it integrates into The Adobe Creative Suite extremely well. Another resource we like are Google Fonts. You can source fonts in other ways but you have to be cautious when there are free fonts. They seem really cool and great but they may not work and may be trojan horses for viruses. Now that you have all the moving pieces, it's time to design. Below is the design progress. DESIGN TIMERound 1 | Initial design comps using the same design elements with different photography. Design Round 1 This was our initial design concepts. Pioneering new markets makes you think of the future, the future of hope and care. The future of innovations and new medicines. The first design shows a patient with ALS, look up into the sky. The second photo shows a mother with her child. The third is a child exploring the unknown with wondrous curiosity. The feedback was they wanted to use more patients that use their medicines and more variations on design. Initially they wanted to keep the same design language they used in the prior year. Round 2 | Design variations, using different elements and layouts. Design Round 2 Based on the last feed back, we accessed their photo library and designed new concepts. The first design show movement adding a modern flow design element. Lighting up the photography, layout two breaks up the background with the foreground using the a strong branded color swatch. We use a modern background texture to encoke energy and the future. Concept three grounds us with a tender moment with a dad and his son playing in the waves. A pop of color is used to divide the family, separating them from the background and giving them more life. The final design is a family portrait with a hexagonal pattern showing technology connecting science and humanity. Round 3 | These were the final 2 versions. Design Round 3 We nailed it. With some of the adjustments to the typography and graphic elements. Below is their final choice. Final Cover The Final Design Recap | Planning
Key Takeaways Planning is key for any design process. Planning out your layouts, preparing your assets before you design will make the the process go more smoothly. Knowing where to source your design assets is extremely important. I have seen a designer go completely go through the design process, get the project approved but they didn't get the get the correct copyrights for the main photo they used resulting in delaying the process and requiring another approval cycle. There are definitely more steps involved in designing but this was a light overview of the process. Our team specializes in design, mixing typography and photography. If you need help sourcing assets or need help with a project, drop us a line and we can collaborate or work on a project together. It's 11:30 PM, you're on the 15th edit of the branding deck, and the marketing team has a presentation in the morning. You get a text message saying, "Can you rework the photo in part A, section 3? The photo was in the design presentation deck throughout 15 revisions, and they want the photo edited at zero hours! Arrrgggghhhh, you yell... in your head... quietly... because everyone in the house is asleep, and you quietly put on your thinking cap and get back to work. Sound all too familiar? We have been in the creative & marketing world for over 20 years, and our Creative Director Mike Matamala, has seen it all. He shares one of the most frustrating but necessary parts of the creative process, the REWORK! Rework creates division from the vision. As designers, we are problem solvers, not artists but using our creative tools and techniques to guide the narrative. At times in my career, I've had to compromise the vision to get approval. It gets tricky, especially when there is an approval committee. Usually, it's with a board of directors, and everyone has an opinion; the finance guy/gal doesn't get it but has a lot to say. Here are some techniques I use to help overcome some of the challenges when working with clients or if you're an in-house designer:
Make yourself feel better I designed a shirt out of encouragement and as a reminder that as you rework the problem, it may get a little fuzzy due to seesawing, up and down, back and around due to revisions. I was working with an amazing copywriter, and she was developing the language and the concept for a new branding theme. It was going to run for the year, and she was in the thick of it in a not-so-good day. She sounded defeated. I texted her, Rework is the Death of Creativity, and so, the shirt was born! It is a reminder that Rework is the Death of Creativity, and if you remember the first bullet point from the list above, "They HIRED you for a particular set of skills, your vision, and ideas," you can take back control of your sanity and creative direction. Working in the creative world, the number of revisions that come in can drive you insane. Even when you follow the creative brief with precision as a German engineer. Designed out of blood, sweat, and tears poured on a project, this is a war cry for any content creator! And if you ever feel defeated, discouraged, and burned out, take time to create and design something for yourself. This shirt is the first time I designed something for myself in an extremely long time. I have to admit, it did help me feel better! |