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Appleton U360 Concept
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Created: 06/17/09
Last Edited: 06/17/09
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Appleton U360 Concept
I was asked by The Thorburn Group to lend a hand in concepting for Appleton Coated’s new design competition named U360. Conceptually, the competition attempts to take into account more than just the final piece when judging. By looking at pieces as a whole we can understand more about them and the decisions that the team made while producing it. Print media is not the same beast it used to be, and in today’s world if you’re going to go through the expense and process of printing something, it better be worth its weight in cover stock. This is where U360 comes in, celebrating the use of print to elevate a concpet. In a world where email blasts are the new direct mail, print can find a new role as an important communicative piece instead of an expected execution.
The mark for the new campaign centers around the existing Utopia logo designed by The Thorburn Group. The logo is constructed by extruding the U into a 3D space while removing the actual U. The eye still reads this form as a U, however what you’re actually seeing is the sides of the shape. With this in mind I formed a new logo with a circle encompassing the U to symbolize completeness. This was then rendered in the same way the logo is rendered creating a powerful shape. The 360 type was then added to complete the mark, though not before rounding off the left side of the 3 to finish off the circle form.
Curiously enough, these forms created a set of parenthesis that we could then use to get across core concepts of the campaign. These words in combination with the parenthesis add a secondary language and execution to the concept, furthering its application possibilities.
Included was an idea for a giveaway shirt that would contain a mailable entry form for the competition. All in all I think this is a great example of how you can build off of the equity of one mark to create a campaign that inherently links your company with the initiative. The new mark provides flexibility in usage and expression, and provides the groundwork for a wide array of executions. To submit work for U360, please apply here, remembering that all submissions must be printed all, or in part, on Utopia and/or Curious Collection papers.
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