Smile. Resistance is futile.

I sit here now looking down at my chest and see the word Smile emblazoned across it. It is faded now as the T-shirt makes up one of a limited amount I packed in my backpack to take on my trip to New Zealand, where I still am 2 years later. I still love it though, particularly when I forget I am wearing it and get a big smile from a random stranger in the street :)The T-shirt is made by Howies and is made of organic cotton... Hooray! Howies started trading in 1995, a part time business selling politically minded biking T shirts. The business grew in an ad hock hap hazard way always driven by obvious passion for mountain biking and the natural environment. Highly creative engaging design sits at the heart of Howies and has helped to define and carve their vision and in some cases inspired their business. The telegraph recently sited Howies as 6th on a "survivability index" which looks at businesses likely to weather the recession storm. So how did a small company started in a flat become so well loved? From that same article:

Howies has attempted to build a brand that sells an idea as much as it does clothes, Rupert Eastell, head of retail at BDO Stoy Hayward, said. “Howies, in particular, is creating something the customer comes back to time and time again. It is creating a community and is much cleverer about the bits around the edges than competitors.” he said.

The community that Hayward speaks of is key to a small brand's success, arguably any brands success. By using political slogans on their T-shirts which act as a brand beacon they give a voice to a community, and you can be part of it just by wearing one of them. The slogans are slightly subversive but not militant, always executed with wry humour of a British or maybe Welsh brand, they are accessible. They give the wearer a sense that they are part of something a bit 'underground', and you don't need to be into mountain biking or skating to be in the club. The designs do not follow strict visual brand guidelines and although there are many visual similarities in the branding they are more made into a family by the tone and spirit they adopt. You might argue that the logo itself is indistinct and lacks personality, but it is more a mark that says things should be simply put, no spin. It also acts as a blank canvas allowing a certain freedom in applications that other more 'visually distinctive' brand marks may not allow. Take for instance the Point Of Sale units designed by Carter Wong A brilliant piece of branding born out of solid guiding brand principles.

Sloganed T shirts are of course not the only product Howies sell, they pedal (excuse the pun) far more classic leisure items, that have a timeless quality about them. Like Patagonia their business ethics are based on truly sustainable principles concerning both the environment and the people that work for them. There is a naive quality that comes from Howies, adding to the sense that we are all in it together and that everything is far from perfect but with an intellectual optimism, we will endure, harmonise and more importantly enjoy.

Do good brands v Brands that do good

In times of economic doom and gloom it is an easy call to lighten the mood by linking your brand to a good cause. Cause related branding such as buy red is on the increase. While there is no doubt that they do some good by raising awareness for a cause providing cash donations. I can't help but think that ultimately this is a selfish act. For example, for every sale of the red ipod, Apple donates just $10. The good association and boost in sales is worth a bit more surely. Also how deeply to consumers engage with these causes? There is a danger that they are merely fashion statements, another band to wear around your wrist. Easing social conscience but not affecting radical changes in opinion or action. In short they stand for a shallow way to do good.

On the other hand we have brands that do good. Brands that are inspired by a desire to generate profit to help people and the environment. Of course there are charitable brands, and they have the most sincere of approaches and powerful brands. It makes me wonder why anyone would buy an alternative to products such as suncream produced by the cancer society or pet food from the RSPCA (something I'd like to design).

There is another type of brand that does good. Brands like Patagonia and Frank water use business as a means to wholy support a cause. As a result they have a single minded powerful brand which communicates to consumers in a heart felt engaging way. Frank water exists because they "help fund clean water projects" water for water, as simple as that. Wouldn't it be great if all brands were as focussed and inspiring, and consumer choices as proactive.

Why Inside Out ?

As you can see I have changed my blog title from Odd One Out to Inside Out. This is not a shift in attitude or direction just a better expression of the values I am honing for my company. Odd One Out was representative of me, and the way I feel about myself as a designer and a general throw back to the feeling that I feel well, a little like the odd one out! Inside out is more reflective of my approach to design. Take what is on the inside of a brand/company and slap it right on out there plain as day for all the world to see. Great design is only as great as the company behind it. Clear and heart felt brand values create strong briefs, which in turn generates great design.

A brand like Patagonia...

Patagonia are a California based outdoor equipment manufacturer. On the surface of it, a not hugely exciting or world changing proposition. Wrong, this company is as progressive as they come. It's founding member Yvon Chouinard could be considered an environmental entrepreneur. He established his company to 'use business to inspire solutions to the environmental crisis.' He found his passion in climbing when he was a young man. It was Chouinard's chrome-molybdenum steel pitons that first gave him the taste for environmental business. He sold them to other climbers out the back of his car to fund his prolonged climbing adventures. He established Patagonia in 1965 and by 1970 they were the largest supplier of climbing hardware in the U.S. Today they produce climbing gear and clothing along with surfing and general outdoor equipment. All items are born out of the principle of creating items that cause 'least harm to the environment'. He describes it as 'clean' equipment. Clean in terms of the design and manufacture process and the way that the items interact in the environment.

So being as Yvon Chouinard and Patagonia are one of my heroes of business, I want to asses whether or not I feel that they communicate what they are about effectively. Words and phrases on their website like clean, environmental activist, real difference, freedom, respect, support, bare footed, organic, slow growing, risk, soul, reflection, functional and friends all bring resonance to their brand values. Overall I would surmise that they are a progressive company who are about commitment to the wild world. Commitment to wild spaces and people in equal measure. They underline these values in their company tag line, "committed to the core". Because they are committed to the wild world they strive to protect it so it may be enjoyed by future generations. So do they walk their talk? To evaluate this effectively we need ask only one question. Is every aspect of the company inspired by and true to their core values? As a checklist we look to three key areas:

Product - Is what you sell a true product of your core set of values?

Operations - Is the way that you run your business truly reflective of your core values?

Communications - Are you communicating your core values effectively to others?

Product and Operations: This is best summed up by Patagonia (obviously!) in their 'Environmentalism: What we do', section of their website

"Our definition of quality includes a mandate for building products and working with processes that cause the least harm to the environment. We evaluate raw materials, invest in innovative technologies, rigorously police our waste and use a portion of our sales to support groups working to make a real difference. We acknowledge that the wild world we love best is disappearing. That is why those of us who work here share a strong commitment to protecting undomesticated lands and waters. We believe in using business to inspire solutions to the environmental crisis"

So if we assume that this statement is true, and I don't see anything to suspect the contrary, their product and processes truly reflect their values of commitment. Commitment, on their own part, to the cause of protecting the wild planet. Also a commitment to spreading the word of environmentalism to others. You buy a Patagonia product and you truly buy into a way of life and a mental attitude as well as a bloomin great rucksack.

So in my opinion, does Patagonia effectively communicate their commitment to wild spaces? They definitely do, by what they say; They admit they are not yet perfect (100% sustainable) in their product and manufacturing processes, but express a deep commitment to improving them. They are committed to the people that work for them by offering liberal amounts of compassion and inspiration. They are committed to the cause of effecting change through business and so have a raison d'etre.

Do their values translate visually? Their human and environmental policies shine out like a lighthouse. Active wear made by a committed company for similarly committed individuals out there in wild spaces doing what they love. The website is illustrated with images of people doing extreme activities. They have ambassadors for their products, hardcore individuals who have gone above and beyond the barriers that would have had us lesser mortals running for cover. They are images that show people with a level of commitment necessary to achieve great things.

Patagonia through its verbal and visual communications sets itself up as a 'committed leader' which in turn inspires dedicated followers. This is in contrast to a company like Timberland who have adopted the role of 'guardian' - We take care of it, so you don't have to. When you buy a Timberland product you do so to support their responsible processes, it's a more one way relationship. A brand like Nike on the other hand has adopted the role of the 'motivator', they give strength to their followers to be the best they can be.

The Brand Mark:
Does the Patagonia logo simply and confidently communicate their commitment to the wild world? The brand's namesake Patagonia, has many truly wild spaces. It is also under threat from a lot of environmental concerns that echo the woes of our planet. In the logo we see a foreboding set of black mountains that do speak of wild spaces and the risk one takes when venturing into them. But that sky, that dawn, it is inviting and exciting. It has a true optimism about it, just like the company. It talks about the commitment to creating a brighter tomorrow. in its styling it is reminiscent of South American textile design, so giving it a back to nature authentic feel.

The font chosen for the Patagonia brand name is classic but a little left field. It looks in congruent with the mountain silhouette behind it. The mountains themselves are badly drawn with a thick heavy key line that forgets the dawn of more enlightened brushes in Illustrator. You might say that the logo itself could do with a refresh, a bit of love and respect paid to it. You could also argue that it's slightly clunky appearance is representative of the raw aspects of nature and a slightly devil may care attitude, setting it apart from the multitude of slick big corporate logos. Overall I would conclude that Patagonia fulfils its aim of inspiring people though action and effectively communicates their commitment to wild spaces. I would say though, that some of the styling in the logo is a bit tired and could do with just a bit of attention to gently coax it into the 21st century and the brighter - with Patagonia's and its followers' help - future beyond.

Which design company?

A quick UK only google of design companies reveals a selection of 71,800,000 entries. Granted some of these are directories and other related sites and the like but an awful lot are companies. If I narrow my search to brand design companies the list gets slightly shorter but is still 309,000. So I ask myself, what makes one design company distinct from another? If, as a trade we are selling brands, it makes sense that we too should have strong unique selling points and stand out from the crowd.

Could it be that we are all a little bit worried about placing our stake too firmly in the ground. Design is a chamelon art, ever changing to suit the specific needs of our clients and in turn their customers. Few design companies talk about what is important to them, they pedal their clients work and talk about creativity and strategic thinking but fail to articulate what they see as the role of design, what it means to them and how they make it work. These core values are the things that make one company different to the next.

There are a good proprtion of companies that offer indistinct products. This could be a combination of not really understanding there own values or by desparately not wanting to put anyone off and so being all things to all people. This comes across as confusing at best and bland at worst. These companies are a bit like a badly designed 'own brand' option, and as such will always compete on price.

When we consider the better design companies, the ones that have a strong brand. I would say that they fall into 4 camps.

The first being the 'look at me' agencies those that believe that the world revolves around design and more specifically their company. They talk a lot about the glittering design awards they have won. If you are in it for the money, this is your agency. They only represent a small proportion, perhaps 10%. They come across as being arrogant in thier approach and promise 'big returns on your investment' for them it is all about the money.

The second are the 'Big safe pair of hands'. They believe in strong partnerships, working closely with their clients to produce design that is socially acceptable. To them design is a way to gain respect, love and popularity. They appeal to the majority of people, especially a lot of the big multi nationals.

The Third are 'simply fabulous darling' their exuberance for design gushes forth in bucket loads. They love design and are most anxious to produce stunning work that other designers will love too. They want to set themselves apart from others.These companies are the next biggest proportion of design companies. For them if it is beautiful it is successful. Like the 'look at me' types they like awards but for different reasons. For these companies, challenging the norm is key, and there designs will often fly against convention.

The Fourth is a rarer brand of design company the 'what ifs'. The most strategic of all the design agencies; Big on intellect, not in the least bit ideallistic. They are pragmatic in their approach but still challenge convention. They use a lot of genuine (not just for the waffle) strategic thinking and intellect to solve design problems. The brief is the best measure of a design solution's effectiveness. That and those that buy it.

To my mind, if design is about pleasing people, you need a big safe pair of hands. If it's all about the profit margins, head for the 'look and me's. If you want to be the cool kid at school you need to be 'simply fabulous darling'. If you are prepared to keep the ego out of it and want effective design based on intellect, you should ask... 'what if'

Montana Wines

Montana are the goliath of New Zealand wines. They are the country's biggest producer and exporter. As I am currently in New Zealand and drinking a fair bit of the stuff, (well it would be rude and uncultural not to). I was wondering if the design on their bottles and other public literature matches the values I can surmise from their website. If we take a look at the site we see that there is a strong natural theme in the imagery used. On there front page they state their mission "we work hard to deftly coax out all the nuances that nature offers us, so that the truly vibrant taste of Montana wines can shine through".The power of nature plus the craft of the wine maker equals great wine... sounds simple but is very powerful. This to some degree is suggested on the website but it would seem in a rather superficial way. The shots of the vines are somewhat generic, how exactly do you "coax out nuances of nature" and what are they? We learn more when the different branded varieties are described. "The cool, sunny climate, rugged topography and geologically young soils combine to produce some of the world’s most distinctive wine" Still the explanations are vague and do not bring the relationship of winemaker and nature to life. And if we weren't sure about the quality of the wine there is good lengthy description of the production methods, full of tradition and care. A good proportion of the site is given over to the promotion of New Zealand and it's attraction to the tourist. So mixed messages coming from the site. How do the bottles measure up to that core statement.



The logo is somewhat monolithic in its execution. The mountains pictured are foreboding rather than inviting. They say little of the nuances of nature that produce the vibrant wine inside. Come to that there is little to communicate the vibrancy of the product inside. I would judge that this wine was dependable and of good quality but vibrant? I don't think so.


In short I think that Montana is suffering somewhat of an identity crisis. The mantle of being NZ's biggest wine, seems to weigh heavy on its shoulders. There is not enough vibrancy inspired through nature and it looks like the craftsman has been replaced by a big shiny metal machine.



To further confuse the matter their new series of premium quality wines move further away from the nature and craft message. The idea behind this range is simple and powerful. The wines are reflective of the area they come from, representative of the different natural elements that their geography provides. They are crafted by artisans.The letters on this series although visually striking communicate little of this. I like their simplicity and the idea of a simple logo that represents the different areas but couldn't that work harder?







These coffees by Robert Harris sucessfully communicate that they are created by craftsmen inspired by and in tune with nature. And to boot they have a strong New Zealand identity and a vibrant appeal.

Chasing design awards

I was recently asked by another designer what design awards I had received for my work. I told him that I had just one from the DBA. Part of me of course wished I could wow him with my long list of accolades. I think it is natural that everyone wants to be rewarded for their efforts, to be told they did a good job and to be held in high regard by their peers, but is a design award the best way to do it? When most awards are given, they are not furnished with a brief, don't congratulate the marketeer or even the product that goes with it, just the design. Aesthetics and originality should of course be key objectives of a designer but they should almost be taken for granted when being considered for a design award. Does the design effectively communicate what is at the heart of the brand that it is promoting? That should be the first question. An award should be given to the whole package, of which design is a part of rather than being judged as a complete article. In that way we might just stop a little bit of the egoism that goes with design and concentrate on getting back to doing what we should be. That is working with companies to succesfully communicate their brand.