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	<title>designfarm &#124; The Fourth Wall &#187; 24/7</title>
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	<link>http://www.thedesignfarm.com/blog</link>
	<description>The Fourth Wall</description>
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		<title>Sweatin&#8217; the Small Stuff</title>
		<link>http://www.thedesignfarm.com/blog/2010/03/18/sweatin-the-small-stuff/</link>
		<comments>http://www.thedesignfarm.com/blog/2010/03/18/sweatin-the-small-stuff/#comments</comments>
		<pubDate>Thu, 18 Mar 2010 15:01:27 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=217</guid>
		<description><![CDATA[My commute to work is short. Very short. About 1/2 mile in my car, a total of maybe 8 longish blocks with loads of hills. Yes, I should be walking but I&#8217;m always shlepping WAY too much stuff. Yes, I should reduce the amount of stuff in my life. Yes, I live/work in The People&#8217;s [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-218" title="smallstuff" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff.jpg" alt="smallstuff" width="470" height="344" /></p>
<p>My commute to work is short. <em>Very</em> short. About 1/2 mile in my car, a total of maybe 8 longish blocks with loads of hills. Yes, I <em>should</em> be walking but I&#8217;m always shlepping WAY too much stuff. Yes, I <em>should</em> reduce the amount of stuff in my life. Yes, I live/work in The People&#8217;s Republic of Takoma Park making all of this driving and stuff-shlepping very ironic, but that&#8217;s not the subject of this post.</p>
<p>I&#8217;m also a morning person, and at this time of day, well-caffeinated and hyper alert, I&#8217;m bound to find myself thinking hard about something, noticing things I might not otherwise, or having a wild creative idea or two or three. Pardon the pun, but today I was STOPPED in my tracks by the above image. Such a <em>simple</em> problem, thought I, a STOP sign cocked to an angle. Yet it looks so <em>incredibly</em> wrong; the entire landscape suddenly taking on a crooked through-the-looking-glass kind of feel.</p>
<p><img class="alignleft size-full wp-image-219" title="smallstuff2" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff2.jpg" alt="smallstuff2" width="470" height="362" /></p>
<p>Knowing you might not quite believe me, I shot an image of the Stop sign on the opposing corner of this 4-way. <em>See?</em> We are restored to balance again. <em>But what does this mean?</em> Is one of these Stop signs <em>right</em> and the other <em>wrong</em>? If so, <em>why</em>? What if I<em> like </em>a jaunty Stop sign.<em>.. it is Takoma Park, after all!</em> And the fact is, arguments could potentially be made for the effectiveness of either. One sign <em>fits our expectations</em>, but doesn&#8217;t the other really make us <em>notice</em> even more and isn&#8217;t that the point of a Stop sign? The whole scenario got me thinking about design, of course. About how the smallest decisions can add up to a very large impact on the viewer. Don&#8217;t get me wrong&#8230; designers sweat the big stuff too. I love to sink my design teeth into a conceptual problem, a messaging problem, or even a tough layout challenge. But I honestly get just as much pleasure from sweating the small stuff.</p>
<p><img class="alignleft size-full wp-image-220" title="smallstuff3" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff3.jpg" alt="smallstuff3" width="470" height="357" /></p>
<p>Font choices are arguably not at all a small aspect of design, but suppose we&#8217;ve made a (very good, imho) decision to use Helvetica on a city&#8217;s street signage. It&#8217;s a nice start. But within that font family there are oh so many choices. Medium, bold, light and black. Condensed, regular, italic. And now with these fancy schmancy computers we can even do MORE things to the type, squishing it, drop-shadowing, outlining. WHEEEEEEEE&#8230; so many choices! Above is the signage at an intersection I probably pass 50 times a week.</p>
<p><img class="alignleft size-full wp-image-221" title="smallstuff4" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff4.jpg" alt="smallstuff4" width="470" height="294" /></p>
<p>Remarkably, this intersection shows not only a plethora of type choices (weight, kern) but also editorial choices. Av? Ave.? Yes, I know&#8230; I&#8217;m sweatin&#8217; the small stuff here.</p>
<p><img class="alignleft size-full wp-image-222" title="smallstuff5" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff5.jpg" alt="smallstuff5" width="470" height="327" /></p>
<p><em>Is one typography solution better than the other?</em> Arguments could be made for both. If I had to choose, I believe the older sign, Tulip Av, is superior to the newer sign for Holly Ave. Tulip is kerned better (more on kerning later), fills the space better, and is simply more <em>readable</em>&#8230; the main design criterion here. Holly is too tightly kerned, is difficult to read, and although Ave. is more <em>correct</em>, the period seems fussy and unnecessary.</p>
<p><img class="alignleft size-full wp-image-223" title="smallstuff6" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff6.jpg" alt="smallstuff6" width="470" height="357" /></p>
<p>On the very next block over, Holly gets a type treatment that is all together different from the earlier version. Oh my, what to think about this?? The font size and choice is much better. Still tightly kerned, but this time there&#8217;s a reason&#8230; our designer has generously provided MUCH more information on this sign. Not only Ave with an E and no period, but the block number, 7300. I could write an essay on all of this, but I&#8217;ll spare you. Just noticing it is really enough for now, don&#8217;t you think?</p>
<p><img class="alignleft size-full wp-image-224" title="smallstuff7" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff7.jpg" alt="smallstuff7" width="470" height="303" /></p>
<p>So&#8230; what <em>should</em> the typographic standard be for consistent, readable street signage in Takoma Park? Above is the most egregious of the decisions made. Here, the word Dogwood has been horizontally scaled (that&#8217;s <em>squished</em> to you lay people), so that the block number information would fit! <em>Consistent with its companion at the intersection?</em> Yes. <em>Hideous, and wrong, wrong, wrong?</em> Yes, yes and yes!! No self-respecting designer EVER uses this feature of his/her software. <em>Why?</em> Because the design of fonts is one of the most careful, specific, and beautifully architectural things known to <span style="text-decoration: line-through;">man</span> woman. And b/c that&#8217;s why<span style="text-decoration: line-through;"> god </span>type designers invented <em>condensed</em> versions.</p>
<p><img class="alignleft size-full wp-image-225" title="smallstuff8" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff8.jpg" alt="smallstuff8" width="470" height="358" /></p>
<p><em>Now, what is this thing called kerning?</em> Kern is the <em>space</em> between letters of a word. Yes, the empty space. And it matters <em>greatly</em> with regard to both readability and aesthetic. Above, Barclay has a very <em>open</em> kern; compare this to Holly in the previous images. <em>Which is more desirable?</em></p>
<p><img class="alignleft size-full wp-image-226" title="smallstuff9" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/03/smallstuff9.jpg" alt="smallstuff9" width="470" height="335" /></p>
<p><em>Sigh.</em> I love kerning. I love worrying and fretting over something so infinitesimal, something so obscure, yet so important to effective communication. The only thing I might love a little more than the <em>act</em> of kerning is my KERN sweatshirt, designed by <strong>Veer</strong> (just ask my family how sick they are of seeing me in this thing at home). Not only is the Kern sweatshirt a lovely reminder of a cherished aspect of my profession, but ingeniously&#8230; and humorously, it allows for an instant demonstration of the meaning of kern. <em>Unzip</em>&#8230; open kern&#8230; <em>zip</em>&#8230; close kern. Get it? <a href="http://www.veer.com/products/merchdetail.aspx?image=VPR0001260" target="_blank"><strong>Get it!</strong></a></p>
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		<title>Fonts that Rock</title>
		<link>http://www.thedesignfarm.com/blog/2010/01/20/rock-roll-font/</link>
		<comments>http://www.thedesignfarm.com/blog/2010/01/20/rock-roll-font/#comments</comments>
		<pubDate>Wed, 20 Jan 2010 22:03:05 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=205</guid>
		<description><![CDATA[What&#8217;s better than a leering, sugar-coated, petrified heart candy on Valentine&#8217;s Day? How about a FREE FONT designed by none other than Kelley Deal! Yep, ya read that right&#8230; Breeder, identical twin sister of Kim, crafter, and all around super cool girl has designed Saltwater and it&#8217;s yours for the downloading. I actually discovered it [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignnone size-full wp-image-206" title="bemineDFblog" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/01/bemineDFblog.jpg" alt="bemineDFblog" width="470" height="345" /></p>
<p><em>What&#8217;s better than a leering, sugar-coated, petrified heart candy on Valentine&#8217;s Day?</em> How about a <strong>FREE</strong> <strong>FONT</strong> designed by none other than <strong>Kelley Deal</strong>! Yep, ya read that right&#8230; <a href="http://www.post-gazette.com/pg/09232/992017-388.stm"><strong>Breeder</strong></a>, identical twin sister of Kim, crafter, and all around super cool girl has designed <a href="http://www.kelleydeal.net"><strong>Saltwater</strong></a> and it&#8217;s yours for the downloading. I actually discovered it for use in an embroidery project I started last weekend&#8230; I love the weird emotional aspects of it. Is it crying saltwater tears? Reminscent of the omnipresent emigre font, <a href="http://www.fontshop.com/fonts/downloads/emigre/remedy/" target="_blank"><strong>Remedy</strong></a>, it has an edgier appeal&#8230; wobbly, and a little psychotic.</p>
<p><img class="alignnone size-full wp-image-207" title="painangerblog" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/01/painangerblog.jpg" alt="painangerblog" width="470" height="430" /></p>
<p>It&#8217;s working out well for the embroidery; I&#8217;ll post pics when that&#8217;s a little further along. Like in 2011 or something. I&#8217;m not so fast at getting these projects done, you know? In the meantime, you can also enjoy Saltwater on the <a href="http://www.so-charmed.com"><strong>So Charmed</strong></a> home page, along with another shot of this piece of candy that has been sitting on my desk for two years.</p>
<p><img class="alignnone size-full wp-image-208" title="kelleyblog" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2010/01/kelleyblog.jpg" alt="kelleyblog" width="470" height="334" /></p>
<p>And, just what has your favorite Breeder and mine been up to? Knitting, felting and writing a <strong><a href="http://www.amazon.com/Bags-That-Rock-Knitting-Kelley/dp/1600591582/ref=sr_1_1?ie=UTF8&amp;s=books&amp;qid=1252979768&amp;sr=8-1" target="_blank">how-to book</a></strong>. You can also buy her very lovely scarves on her <a href="http://www.kelleydeal.net" target="_blank"><strong>web site</strong></a> but be warned, they sell out super fast. GO Kelley!</p>
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		<title>DESIGN MATTERS [by Molly] #2</title>
		<link>http://www.thedesignfarm.com/blog/2009/03/28/design-matters-by-molly-2/</link>
		<comments>http://www.thedesignfarm.com/blog/2009/03/28/design-matters-by-molly-2/#comments</comments>
		<pubDate>Sat, 28 Mar 2009 19:49:02 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Our House]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=184</guid>
		<description><![CDATA[Mom says: A few posts ago, I ranted on about the fantastic and enduring design of Converse Chuck Taylor Allstar sneakers. Here&#8217;s Molly, to talk about hers. My mom LOVES her artistic chucks, but not nearly as much as I do! I am saving money to buy a new custom-made pair. The amazing thing about [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-185" title="mollychucks" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2009/03/mollychucks.jpg" alt="" width="470" height="386" /></p>
<p><em>Mom says:</em> A few posts ago, I ranted on about the fantastic and enduring design of Converse Chuck Taylor Allstar sneakers. Here&#8217;s Molly, to talk about hers.</p>
<p>My mom LOVES her artistic chucks, but not nearly as much as I do! I am saving money to buy a new custom-made pair. The amazing thing about the <strong><a href="http://www.converse.com" target="_blank">Converse</a></strong> web site is that you can design your own personal pair however you like.</p>
<p>Pictured above: These happen to be my favorite pair of Chucks right now because I customized them with mismatched shoe laces. And also they&#8217;re orange!</p>
<p><em>Mom says:</em> It&#8217;s really cool when successful companies turn their customers into design partners&#8230; and it&#8217;s super smart marketing in today&#8217;s I-gotta-be-me world.</p>
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		<title>DESIGN MATTERS [by Molly] #1</title>
		<link>http://www.thedesignfarm.com/blog/2009/03/28/design-matters-by-molly/</link>
		<comments>http://www.thedesignfarm.com/blog/2009/03/28/design-matters-by-molly/#comments</comments>
		<pubDate>Sat, 28 Mar 2009 19:29:39 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Our House]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=178</guid>
		<description><![CDATA[Using a laptop for most of my work at designfarm, means that my projects travel home with me and this invites more opportunities to share what I do as a professional designer with my family. My daughter, Molly  (age 11), has become particularly interested and engaged in all things design-related; discussing logos and book cover [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-181" title="molly11" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2009/03/molly11.jpg" alt="" width="470" height="353" /></p>
<p>Using a laptop for most of my work at <a href="http://thedesignfarm.com"><strong>designfarm</strong></a>, means that my projects travel home with me and this invites more opportunities to share what I do as a professional designer with my family. My daughter, Molly  (age 11), has become particularly interested and engaged in all things design-related; discussing logos and book cover design with me when we get home from work and school and even (gasp) talking about being a designer.</p>
<p>For now, Molly mainly needs to concentrate on being a sixth grader&#8211;grappling with linear functions, French vocabulary and science projects, among a zillion other things&#8211;but the kid just can&#8217;t help paying attention to and thinking about design.</p>
<p>So I&#8217;d like to introduce a regular column (when Molly&#8217;s homework is done!) where she can share her ideas about design&#8230; the good, the not so good, and the sublime. Take it away MOLLY!</p>
<p><img class="alignleft size-full wp-image-183" title="molly3" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2009/03/molly3.jpg" alt="" width="470" height="371" /></p>
<p><em>A table of contents is used to find any item/chapter in a book, right?</em> I can barely call this a table of contents. It was created sloppily and messily, I could hardly find what I needed, when I needed it!  If you can find anything in it in under 5 minutes that&#8217;s amazing!</p>
<p><em>Mom says:</em> This is a kind of trendy/hipster treatment for a TOC, but what good is trendy if it doesn&#8217;t work? This is a classic example of form NOT following function.</p>
<p><img class="alignleft size-full wp-image-182" title="molly21" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2009/03/molly21.jpg" alt="" width="470" height="403" /></p>
<p>This took awhile to figure out the words. It&#8217;s not readable and is poorly designed! Complaint 1; the &#8220;N&#8221; isn&#8217;t understandable. Complaint 2; the &#8220;G&#8221; looks out of order and sloppy. This doesn&#8217;t work because as an advertisement you would want people to buy from you, but if your ad isn&#8217;t readable then no one will know what or why you&#8217;re selling that item.</p>
<p><em>Mom says:</em> This isn&#8217;t a new concept (people as letter forms) but I&#8217;ve seen it done much more effectively. Perhaps this falls into the &#8220;too much of a good thing&#8221; category. One word built out of human characters would be plenty. Three words becomes&#8230; difficult. There&#8217;s also possibly a problem of scale. If this were a billboard you&#8217;d have a better chance at reading the words from a great distance. <em>But who reads a magazine from more than a foot away?</em></p>
<p>Molly and I hope you enjoy this column. If you are a school-age kid who thinks about design, drop us an email, we&#8217;ll write back!</p>
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		<title>A Shiny Bright Season</title>
		<link>http://www.thedesignfarm.com/blog/2008/12/17/a-shiny-bright-season/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/12/17/a-shiny-bright-season/#comments</comments>
		<pubDate>Wed, 17 Dec 2008 15:04:10 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=158</guid>
		<description><![CDATA[More of a &#8220;Festivus for the Rest of Us&#8221; kind of gal, even an old Scrooge like me can appreciate certain things about the holiday season, one of which is the over-the-top glittering lights display of Hampden. What? You don&#8217;t know Hampden? Hon, let me en-lighten you (heh heh). Located in Baltimore, MD, the neighborhood [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-159" title="hampden1" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden1.jpg" alt="" width="470" height="353" /></p>
<p>More of a &#8220;<a href="http://en.wikipedia.org/wiki/Festivus" target="_blank"><strong>Festivus</strong></a> for the Rest of Us&#8221; kind of gal, even an old Scrooge like me can appreciate certain things about the holiday season, one of which is the over-the-top glittering lights display of <a href="http://www.livebaltimore.com/nb/list/hmpdn/" target="_blank"><strong>Hampden</strong></a>.<em> What?</em> You don&#8217;t know Hampden? <em>Hon, let me en-lighten you (heh heh)</em>.</p>
<p><a href="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden4.jpg"><img class="alignleft size-full wp-image-164" title="hampden2" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden2.jpg" alt="" width="470" height="501" /></a></p>
<p>Located in Baltimore, MD, the neighborhood first came into being in 1802 as a cluster of houses built for workers who manned the newly erected flour and cotton mills along the Jones Falls Stream Valley.</p>
<p><a href="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden3.jpg"><img class="alignleft size-full wp-image-161" title="hampden3" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden3.jpg" alt="" width="470" height="353" /></a></p>
<p>The small-town atmosphere still has a distinct blue-collar vibe, but has also been gentrified, becoming a highly desirable address for artists and other Bohemian types. 36th Avenue (known by locals simply as <em>th&#8217;Avenue</em>) now boasts trendy boutiques (<a href="http://www.mapetiteshoe.com/home.html" target="_blank"><strong>Ma Petit Shoe</strong></a> sells fabulous shoes AND fancy chocolates&#8230; <em>what more can a girl ask for?</em>) and eateries sprinkled between funky thrift- and bonafide junk-stores.</p>
<p><img class="alignleft size-full wp-image-165" title="hampden4" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden4.jpg" alt="" width="470" height="500" /></p>
<p>Also famous for a certain type of big-hair <strong>B&#8217;More Girl</strong> (think <a href="http://www.dreamlandnews.com/" target="_blank"><strong>John Waters</strong></a>&#8230; and drag queen/actor <strong>Divine</strong> as Edna Turnblad in the <em>original</em> 1988 film, <a href="http://en.wikipedia.org/wiki/Hairspray_(1988_film)" target="_blank"><em><strong>Hairspray</strong></em></a>), she who addresses everyone as &#8220;Hon,&#8221; Hampden hosts <a href="http://www.honfest.net/" target="_blank"><strong>HonFest</strong></a> every summer, a festival of beehive &#8216;do&#8217;s and all things retro-tacky.</p>
<p><img class="alignleft size-full wp-image-166" title="hampden5" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/12/hampden5.jpg" alt="" width="470" height="500" /></p>
<p>This time of year, head a couple of blocks over to 34th Avenue to see a neighborhood that takes its Christmas lighting VERY seriously. With everything from hubcap-decorated trees to lights strung back and forth <em>across the street</em>, this is a seasonal must-experience. Arrive just after dark to beat the crowds, and see if you can get a table at <a href="http://www.cafehon.com/" target="_blank"><strong>Cafe Hon</strong></a> afterwards for a bite to eat, making sure to save room for an enormous piece of coconut cake or the best bread pudding ever.</p>
<p><em>See you down th&#8217;Avenue, hon! </em>And, happy hols to you and yours from Jodi-hon, a big-haired B&#8217;more Girl.<em><br />
</em></p>
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		<title>Let&#8217;s Go on a Field Trip!</title>
		<link>http://www.thedesignfarm.com/blog/2008/11/20/lets-go-on-a-field-trip/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/11/20/lets-go-on-a-field-trip/#comments</comments>
		<pubDate>Fri, 21 Nov 2008 03:15:43 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Farmer's Market]]></category>
		<category><![CDATA[Our House]]></category>
		<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=145</guid>
		<description><![CDATA[No, not to some futuristic alien-infested location straight outta your favorite sci-fi novel&#8230; in fact, we&#8217;re going to take a trip into the Past, the Present, and the Future. Simultaneously. Without a time machine! Designers have dubbed this adventure The Press Inspection, and with increasing rarity in our cost-conscious, hyper-paced profession, I relish these opportunities [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-150" title="press5" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press5.jpg" alt="" width="470" height="290" /></p>
<p>No, not to some futuristic alien-infested location straight outta your favorite sci-fi novel&#8230; in fact, we&#8217;re going to take a trip into the Past, the Present, and the Future. <em>Simultaneously.</em> <em>Without a time machine! </em>Designers have dubbed this adventure <em>The Press Inspection</em>, and with increasing rarity in our cost-conscious, hyper-paced profession, I relish these opportunities to visit favorite local print shops where good old-fashioned American industrial manufacturing<em> </em>meets frighteningly cutting-edge digital technology.<em> The alienesque photo above?</em> We&#8217;ll get to that in a minute. Or two. But first: <em>How did we end up here on a gray day in November?</em></p>
<p><img class="alignleft size-full wp-image-156" title="press11" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press11.jpg" alt="" width="470" height="339" /></p>
<p>Today&#8217;s field trip actually begins on the other side of the world in a small children&#8217;s residential school called <a href="http://www.yeminorde.org" target="_blank"><strong>Yemin Orde Youth Village</strong></a>, near Haifa, Israel. Founded in 1953 to accommodate Holocaust orphans during the great immigration waves of the fifties, today the 77-acre campus is home to more than 500 children from war-torn and otherwise devastated countries around the world.</p>
<p><img class="alignleft size-full wp-image-154" title="press9" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press9.jpg" alt="" width="470" height="294" /></p>
<p>Crossing the ocean quickly to Washington, DC, a small office in an apartment building on Connecticut Avenue, we find one of <a href="http://thedesignfarm.com" target="_blank"><strong>designfarm</strong></a>&#8216;s longterm clients, <a href="http://www.yeminorde.org/friends.index.html" target="_blank"><strong>Friends of Yemin Orde</strong></a>. The American-based fundraising arm of the Israeli youth village, FYO financially supports the programs, the children, and the graduates of the school, as well as other disenfranchised youth who are served by outreach programs.</p>
<p><img class="alignleft size-full wp-image-146" title="press1" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press1.jpg" alt="" width="470" height="353" /></p>
<p>Next stop, a small unassuming brick building facade in Baltimore, Maryland, home of one of <a href="http://www.whitmore.com/" target="_blank"><strong>The Whitmore Group</strong></a>&#8216;s printing plants, <a href="http://schneidereith.com/conversation_html/schneidereith.html" target="_blank"><strong>Schneidereith &amp; Sons</strong></a> <em>(fine printing since 1849, 5 generations of printers)</em>. This will all come together, you&#8217;ll see.</p>
<p><img class="alignleft size-full wp-image-157" title="press12" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press12.jpg" alt="" width="470" height="353" /></p>
<p>Entering the building, the acrid but weirdly pleasant and somehow comforting smell of printer&#8217;s ink threatens to potentially knock you out&#8230; until your senses adjust. And as soon as you get past the front office, you know that as a designer you are about to enter another world all together, far from your  groovy little office with its <em>cheap-&amp;-chic</em> <a href="http://www.ikea.com" target="_blank"><strong>Ikea</strong></a> furnishings and an <a href="http://ww.apple.com" target="_blank"><strong>Apple</strong></a> computer or two; a world with a rich century-hopping history AND incredibly up-to-the-minute digital technologies. This is where <span style="text-decoration: line-through;">the rubber meets the road</span> the ink hits the paper. Yet, it&#8217;s so ultra-sparkling clean you could eat off the floor.</p>
<p><img class="alignleft size-full wp-image-147" title="press2" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press2.jpg" alt="" width="470" height="353" /></p>
<p>Just down that long shiny hallway and slightly to the left, is housed one of the most monstrous printing presses you&#8217;ve ever seen. The <strong><a href="http://www.heidelberg.com">Heidleberg</a> Speedmaster</strong> XL-105-41 (at a prices topping 3 <em>million</em> dollars, you may want to buy one used <strong><a href="http://www.pressxchange.com/main.cfm?CMP=KNC-GOOGLE&amp;test=2&amp;ct=yes&amp;vid=6386921&amp;reason=" target="_blank">here</a></strong>) is <em>just that</em>&#8230; a fiercely <em>speedy</em> piece of German engineering, which when fully revved up will put 18,000 6-color impressions of your project onto paper <em>per hour.</em> A run of 750 pocket folders for <strong>Friends of Yemin Orde</strong> (two sides!) is completed in about half an hour. <em>And I get to watch! </em></p>
<p><img class="alignleft size-full wp-image-151" title="press6" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press6.jpg" alt="" width="470" height="353" /></p>
<p>In fact I am invited to climb aboard the beast (<em>I stupidly ask: Do I need a hard hat?</em> Because I&#8217;ve always wanted to wear one&#8230;) where I am able to witness&#8211;close up and personal&#8211;the fact that despite the amazing computer technologies running this badboy&#8230; it&#8217;s still a lot of beautifully messy gloppy wet inks being laid down with perfection onto luscious bright white paper. The image at the top of this post shows the front end of the press where said paper begins its ridiculously fast journey.</p>
<p><img class="alignleft size-full wp-image-152" title="press7" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press7.jpg" alt="" width="470" height="363" /></p>
<p>The real reason I am there of course, is NOT to climb around the equipment squealing with genuine excitement and taking photos so I can write another endless (but <em>fascinating</em>, right?) blog post. It&#8217;s so I can do the job I am paid for by my client, the aforementioned <em>press inspection</em>.</p>
<p><img class="alignleft size-full wp-image-153" title="press8" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press8.jpg" alt="" width="470" height="353" /></p>
<p>We will look through a magnifying glass called a <em>loop</em>, refer to our <a href="http://id.pantone.com/pages/pantone/index.aspx"><strong>Pantone</strong></a> color guides, check our <em>ink draw downs</em> (for this project, we had ink specially mixed and tested because we wanted something we just couldn&#8217;t <em>exactly</em> find amongst Pantone&#8217;s 6000 choices)&#8230; all to make absolutely certain that the end product is drop-dead gorgeous and will perfectly support our client as they approach donors for millions of dollars on behalf of the children of Yemin Orde (we call this full-circle).</p>
<p><em>But wait, there&#8217;s more</em>.</p>
<p><img class="alignleft size-full wp-image-149" title="press4" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press4.jpg" alt="" width="470" height="299" /></p>
<p>While I&#8217;m at Schneidereith &amp; Sons, &#8220;on press&#8221; as we say, I am treated to a few other eye-popping lessons in modern printing. Lying around the Epson Digital Press (a machine 1/10th the size of that Heidleberg but pretty impressive in its own right) are sheets from another of our projects. At right, <strong>designfarm</strong>&#8216;s post-move updated business cards, along with former business partner, computer consulting experts <a href="http://www.maclaboratory.com" target="_blank"><strong>MacLab</strong></a>&#8216;s promotional folder inserts&#8230; looking so&#8230; well, Warholian.</p>
<p>Left, is a lovely water color painting. <em>Do printers paint too??</em> Maybe. But this in fact is <em>not</em> a painting. It&#8217;s a high-end digital <em>reproduction</em>, output on archival canvas. A legal fake! Whoa! <em>How&#8217;d they do that?</em></p>
<p><img class="alignleft size-full wp-image-148" title="press3" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/11/press3.jpg" alt="" width="470" height="299" /></p>
<p>Turns out, <strong>The Whitmore Group</strong> has been doing a lot of that lately. Pictured left, the beautiful Hasselblad H3D 39-Megapixel Medium Format Digital camera (German engineering <em>again</em>, and with a price tag of $32,000 this ain&#8217;t no Powershot, ok?) with which ancient works of fine art are photographed, including many important corporate and government portraits, in order to create amazingly authentic reproductions on archival canvas. (Memo to self: <em>If graphic design career tanks, think forgery, ebay, &amp;tc. JUST KIDDING!</em>).</p>
<p>Pictured right, Whitmore&#8217;s digital reproduction of a painting of <a href="http://millercenter.org/academic/americanpresident/roosevelt/essays/cabinet/430" target="_blank"><strong>Paul Morton</strong></a>, <em>Secretary of the Navy,</em> 1904-1905 with whom my rep, one Joseph Wagner, shares a certain uncanny bald-guy-with-bushy-moustache resemblance. Joe, and his moustache, have been in the industry for 30+ years. Talk about <em>expertise</em>. And in case you don&#8217; t know, printing experts are truly an endangered species of sorts. Which is why we value the partnership with the few and the proud, like Mr. Wagner. And his moustache.</p>
<p>Not to get all sentimental or anything, but there is a definite price&#8211;and I&#8217;m not talking just monetary&#8211;to all of these present and futuristic advances in what was once a vibrant outgrowth of industrial-revolution America. If you are of a certain age (who me?), as you are escorted through the pristine plant, you remember a time when instead of the muted hum of enormous and enormously <em>sophisticated</em> machines, there was a constant deafening noise&#8230; and there were people (wearing ear plugs). Lots and lots and lots of people. Whole huge shifts worth of apprentice and master pressmen, plate-makers and strippers (NOT <em>THAT</em> KIND)&#8230; to name a few of the profession&#8217;s occupational casualties. So although this blogging queen loves watching technology march on, I acknowledge that there <em>are</em> losses. And it does make me sad.</p>
<p>But let&#8217;s end on a cheery note. Thank <em>goodness</em> we can still smell that ink in the air. Because baby, when that goes, I am SO outta here.</p>
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		<title>Chucks Rock</title>
		<link>http://www.thedesignfarm.com/blog/2008/10/29/chucks-rock/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/10/29/chucks-rock/#comments</comments>
		<pubDate>Wed, 29 Oct 2008 21:14:51 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Farmer's Market]]></category>
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		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=136</guid>
		<description><![CDATA[File this post under Great design never goes out of style, but more importantly, under How a seemingly unrelated object from the world we live in makes its way into our professional design lives. A perfect example of how cultural phenomena in sports, fashion, music and yes, even graphic design, can converge in an effective [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-138" title="redchucks" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/redchucks.jpg" alt="" width="470" height="353" /></p>
<p>File this post under <em>Great design never goes out of style</em>, but more importantly, under <em>How a seemingly unrelated object from the world we live in makes its way into our professional design lives.</em> A perfect example of how cultural phenomena in sports, fashion, music and yes, even <a href="http://www.thedesignfarm.com/portfolio.php"><strong>graphic design</strong></a>, can converge in an effective and meaningful way.</p>
<p>But first, some back story. <em>Waaaay</em> back.</p>
<p>The <a href="http://www.sneakerhead.com/manufacture-converse.html" target="_blank"><strong>history</strong></a> of the shoe pictured above (<a href="http://www.thedesignfarm.com/farmers.php" target="_blank"><strong>my</strong></a> red hightops) is a history of 20th century America; too long to document in this post.</p>
<p><img class="alignleft size-full wp-image-141" title="chuckbook" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/chuckbook.jpg" alt="" width="150" height="228" /></p>
<p>Briefly, <a href="http://www.converse.com" target="_blank"><strong>Converse</strong></a> rubber-soled All-Stars basketball shoe was first produced in 1917 and quickly made famous by the brand&#8217;s namesake, Hoosier player <a href="http://www.iupress.indiana.edu/catalog/product_info.php?products_id=22790" target="_blank"><strong>Charles Taylor</strong></a> who became the shoe&#8217;s best salesman/evangelist. Other highlights on the shoe&#8217;s resumé include: <strong>1939</strong> | The fist NCAA championship basketball tournament was held. Both teams wore Converse All Stars, <strong>1950&#8242;s</strong> | The shoe becomes popular with rockabilly fans and other music subculture types, <strong>1970&#8242;s</strong> | The Ramones popularize the shoe for punk rockers and teenage girls wear them in high school hallways all over America (back then mine cost under $20 and my daughter Molly age 10 just bought <em>her</em> first pair), <strong>1990&#8242;s</strong> | Another music-related resurgence of the retro style within Seattle&#8217;s grunge culture and, <strong>2000&#8242;s</strong> | Spotted on fashion models, hipsters, in music videos, and all over the streets of most major cities worldwide. <em>You just can&#8217;t keep this shoe down!</em></p>
<p><img class="alignleft size-full wp-image-139" title="ramones" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ramones.jpg" alt="" width="470" height="470" /></p>
<p><img class="alignleft size-full wp-image-144" title="fol-brochure-cov300" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/fol-brochure-cov300.jpg" alt="" width="300" height="456" /></p>
<p>So. When we located the image pictured left for a <strong>Friends of the Library </strong>membership development brochure design, I rewrote the publication&#8217;s title in order to employ the image most effectively. As can happen, the combination of a great image and a great headline is often too tempting to resist. This became the winning comp in the series.</p>
<p>I&#8217;m happy to announce that the brochure delivered yesterday and they are gorgeous. From the client: <em>&#8220;Our brochures are phenomenal, and I mean phenomenal! </em>From me: <em>YAY!!!! </em>And,<em> HOW FUN!</em></p>
<p><img class="alignleft size-full wp-image-142" title="jodiblackchucks" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/jodiblackchucks.jpg" alt="" width="470" height="383" /></p>
<p>While I may always favor some version of the classic black and white&#8230;</p>
<p><img class="alignnone size-full wp-image-143" title="unicornchucks" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/unicornchucks.jpg" alt="" width="470" height="369" /></p>
<p>I will also occasionally fall hard for something as utterly silly as those pictured above. I love &#8216;em but something tells me that glittery unicorns is not quite what hoops-star Charles Taylor had in mind back in 1917. <em>Do you have a favorite pair of Chucks?</em> Send us a photo and we&#8217;ll do a recap of this post.</p>
<p><em>Want to join the club?</em> Visit<strong> </strong><a href="http://www.zappos.com" target="_blank"><strong>zappos.com</strong></a> to find pages and pages of styles in many fabrics, colors, and prints, including collaborations with major designers such as <strong>Ed Hardy</strong> and <strong>John Varvatos</strong>. Jodi&#8217;s shopping tip for you women out there&#8230; raid the kids department for $AVING$.</p>
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		<title>Play Ball!</title>
		<link>http://www.thedesignfarm.com/blog/2008/10/28/play-ball/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/10/28/play-ball/#comments</comments>
		<pubDate>Tue, 28 Oct 2008 18:41:13 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Uncategorized]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=133</guid>
		<description><![CDATA[It remains to be seen which team is going to win the World Series, an agonizing game-suspension pause-button was pushed last night due to pounding rain. Still, with 3 wins to Tampa Bay&#8217;s single success, as of this writing the Phillies stand poised to take home the prize. If you&#8217;ve been reading this blog, you [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-135" title="phillies" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/phillies.jpg" alt="" width="470" height="420" /></p>
<p>It remains to be seen which team is going to win the World Series, an agonizing game-suspension pause-button was pushed last night due to pounding rain. Still, with 3 wins to Tampa Bay&#8217;s single success, as of this writing the Phillies stand poised to take home the prize.</p>
<p>If you&#8217;ve been reading this blog, you know that my BF is a sports spectating freakazoid. And, of the big three professional games, baseball is his number one love (hoops coming in second with football a not unenthusiastic third. <em>Pity me, dear readers.</em>). Yet, because he&#8217;s the wonderfully strange guy that he is, it&#8217;s not just sweat &#8216;n numbers as they say. His <span style="text-decoration: line-through;">addiction</span> passion also includes history, uniforms, stadium ephemera, the whole gosh darn <em>gontseh megilleh</em> (that&#8217;s <a href="http://en.wikipedia.org/wiki/Yiddish_language" target="_blank"><strong>yiddish</strong></a> for &#8220;big deal&#8221;).</p>
<p>I&#8217;ve blogged about <a href="http://www.uniwatchblog.com" target="_blank"><strong>UniWatch</strong></a> in the past, the blog that covers &#8220;the obsessive study of athletics aesthetics.&#8221; For a great rant that dovetails the BF&#8217;s sports mania with my typography nerdism, check out today&#8217;s UniWatch post re: the Phillies logo. Pictured above, the actual logo on top, a proposed redesign below. Read the details <a href="http://www.uniwatchblog.com" target="_blank"><strong>here</strong></a>.</p>
<p><img class="alignleft size-full wp-image-134" title="tampa" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/tampa.jpg" alt="" width="470" height="212" /></p>
<p>Now, fair is fair and I don&#8217;t want to get in trouble with the BF. So, because we are rooting for Tampa Bay at our house <em>(Why? Because the Phillies kicked the Mets outta the playoffs the last two years, don&#8217;t you know anything??)</em>, I must give their logo equal blog. To the left, the Rays&#8217; actual logo; to the right their cap insignia. For more info about why a major league (literally) professional corporation with a high-profile national/international presence would want to have two distinct and mostly unrelated brands (neither of which is particularly well-designed)&#8230; I can&#8217;t answer that. You&#8217;ll have to go digging around UniWatch to solve this particular athletic aesthetic mystery. Or ask the BF next time you see him. He probably knows.</p>
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		<title>A Rose is a Rose is a Rose</title>
		<link>http://www.thedesignfarm.com/blog/2008/10/22/a-rose-is-a-rose-is-a-rose/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/10/22/a-rose-is-a-rose-is-a-rose/#comments</comments>
		<pubDate>Wed, 22 Oct 2008 16:01:29 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
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		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=123</guid>
		<description><![CDATA[With all of this blogging lately about color it&#8217;s time for me to introduce you to one of the designer&#8217;s most primary and useful tools-of-the-trade, and explain why clients too should consider owning at least a portion of the Pantone guides to color. First, a few general lessons about color. Did you know that color [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-130" title="ptone7" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone7.jpg" alt="" width="470" height="353" /></p>
<p>With all of this blogging lately about color it&#8217;s time for me to introduce you to one of the designer&#8217;s most primary and useful tools-of-the-trade, and explain why clients too should consider owning at least a portion of the Pantone guides to color.</p>
<p>First, a few general lessons about color. <em>Did you know that color is not really absolute?</em> We all think we know what we&#8217;re talking about when we say &#8220;red,&#8221; but beyond the fact that there are zillions of <em>hues</em> of red, our eyes might see (and our brains might perceive) these hues differently. Some of this is physiological and psychological, to be sure, but even simple and absolute things like <em>lighting</em> (which can be cool or warm), <em>context</em> (ie, what color <em>surrounds</em> the red?) and <em>material</em> or <em>substrate</em> (is the color printed on shiny coated paper, being viewed on a computer, a piece of fabric?)&#8230; will have a PROFOUND affect on our perception of that color.</p>
<p>This complex and tricky situation&#8211;essentially, <em>controlling color perception</em> among those who are concerned with it&#8211;is <a href="http://www.pantone.com" target="_blank"><strong>Pantone</strong></a>&#8216;s <em>raison d&#8217;etre</em>. In every professional creative field, from specifying color for graphic design, such as brochures, Web sites, etc., to fashion and interiors, Pantone provides a <em>printed set of standards</em> that help us discuss and actually perceive color in a more consistent way. So that maybe, <a href="http://en.wikipedia.org/wiki/Rose_is_a_rose_is_a_rose_is_a_rose"><strong><em>une rose est</em> <em>une rose est une rose.</em></strong></a></p>
<p><img class="alignleft size-full wp-image-131" title="ptone8" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone8.jpg" alt="" width="470" height="283" /></p>
<p>In today&#8217;s cost-conscious, digital world, we designers are producing fewer and fewer color proofs of our work for clients, saving time and money, and opting instead to email pdf&#8217;s that for viewing on monitors. Monitors, which are variously calibrated and reproduce color in a special and different way (<strong>RGB, or Red, Green, Blue</strong>) is a subject for a whole <em>other</em> post. For now, just trust me&#8230; your monitor is <em>not</em> a safe way to view color for print.</p>
<p>Along with proofing by pdf, we are also buying and managing far less printing on behalf of our clients; clients are opting to navigate this hugely complicated terrain on their own in an effort to keep costs internal. For all of these reasons, please <em>(please, please)</em> consider buying the <a href="http://www.pantone.com" target="_blank"><strong>Pantone Color Bridge</strong></a> Set. At $179, it&#8217;s not cheap, but will save you piles of money on ibuprofen alone. It may also save you thousands of dollars in print materials that turn out differently than you expected because you viewed a pdf of your company brochure on your monitor. Let&#8217;s dig in to this, shall we? I suggest a cup of coffee.</p>
<p>Ok, ready? I know that you are!</p>
<p><img class="alignleft size-full wp-image-124" title="ptone" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone.jpg" alt="" width="470" height="353" /></p>
<p>Pictured above is a complete set of Pantone guides that we bought in 2000, admittedly <em>lightyears</em> ago in terms of our industry. This set probably should have been replaced because of color fading alone, but having kept ours undercover they remain in like-new condition. For most clients, the entire set of these (over $500) is <em>way</em> more than you&#8217;ll need, but if your company can afford it, I&#8217;d recommend the whole shebang (the CURRENT set, not the slightly outdated one we own). Explanations of these tools follow.</p>
<p><img class="alignleft size-full wp-image-125" title="ptone2" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone2.jpg" alt="" width="470" height="328" /></p>
<p>The 3 guides above represent the complete <strong>Pantone Matching System</strong>, commonly referred to as <strong>PMS</strong>. Your organization probably has corporate PMS colors and possibly even an expanded palette of same&#8230; part of the graphic standards (along with fonts or templates perhaps) developed by a professional designer (we hope) to keep your materials consistent and cohesive among outside and inhouse designers alike.</p>
<p><strong>PMS colors are PRE-MIXED INK FORMULAS</strong>. Think of paint that you buy for your walls or home&#8230; these colors are professionally mixed in controlled environments, and when specified for your brochure, can be counted upon to be relatively absolute. The books above fan out to show you the full range of these available SOLID colors, printed on uncoated, coated (shiny), and matte (coated, but dull) papers. <em>Why? </em>Because these substrates <em>profoundly change</em> the way many PMS formulas will appear. You can see this illustrated below; I have the three books open to the same page. The difference between uncoated and coated (either shiny or matte) is particularly apparent.</p>
<p><img class="alignleft size-full wp-image-127" title="ptone4" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone4.jpg" alt="" width="470" height="353" /></p>
<p>The reason to own this set of books is so that you and your designers can discuss PMS colors, and even paper specifications to some extent, while viewing these things in the same context (remembering again that the colors will shift in sunlight, warm or cool fluorescents, etc&#8230;). So when we say: <em>We are thinking about PMS 265 for your logo</em>&#8230; you can look that up in your book and say: <em>Oh, I like that very much!</em></p>
<p>Remember, we can NOT show you what a PMS color will look like by printing on our sophisticated studio inkjet printers. These printers use <strong>CMYK</strong> to print color, not premixed inks. If the studio inkjets used the actual PMS inks, we&#8217;d have thousands and thousands of cartridges (one for each of those 6,000 colors!) residing here in the studio. Obviously not feasible. Let&#8217;s explain further.</p>
<p><img class="alignleft size-full wp-image-126" title="ptone3" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone3.jpg" alt="" width="470" height="353" /></p>
<p>Pictured above, the <strong>Pantone Process Coated</strong> and <strong>Uncoated</strong> <em>(same substrate issue)</em> and the <strong>Solid to Process</strong> guides. Let&#8217;s tackle process first and then the whole solid-to-process conversion ordeal (about which, there is some shocking news! A virtual cliffhanger if you will).</p>
<p><img class="alignleft size-full wp-image-132" title="ptone9" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone9.jpg" alt="" width="200" height="200" /></p>
<p><strong>Process</strong> refers to printing in <strong>CMYK</strong>, which stands for <strong>Cyan</strong> (blue), <strong>Magenta</strong> (hot pink), <strong>Yellow</strong> (yellow) and Key (<strong>Black</strong>). This is the printing process used for <em>all materials that contain color photos</em>; essentially a pattern of dots in varying percentages of all or some of these FOUR COLORS will make up every hue seen on the printed piece. To the naked eye, the dots blend smoothly together, looking under a magnifying glass or &#8220;loop&#8221; will show you the pattern of dots.</p>
<p>Sometimes, process printing is combined with Pantone printing&#8230; a company may have a budget for a 5 (instead of 4) color job, so that their corporate color (PMS 265) remains absolute. But, if budget doesn&#8217;t allow for the addition of this 5th color, we will be converting your PMS color to its CMYK equivalent. And that&#8217;s where things get tricky.</p>
<p>The first two books pictured above show you JUST a selection of CMYK process colors. Because the combinations are close to infinite, even the thousands of builds shown can be frustratingly limited for us. Still, if we stick to one of these, we can talk to our printers and our clients in the same absolute color language.</p>
<p>The last book, <strong>solid to process</strong>, shows the conversions from <strong>Pantone or PMS</strong> to <strong>CMYK</strong>, side by side. In the photo below, the PMS or PREMIXED pantone color is in the bottom row. In the top row is Pantone&#8217;s best effort at replicating that color in CMYK process. <em>Or is it? </em>READ ON, my friends.<em> </em>And, prepare to be shocked.<em><br />
</em></p>
<p><img class="alignleft size-full wp-image-128" title="ptone5" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone5.jpg" alt="" width="470" height="253" /></p>
<p>In what can only be called hugely scandalous, <strong>Pantone has CHANGED the CMYK builds</strong>, unbeknownst to me until the very morning of this writing. Let me say that again&#8230; <strong>Pantone has CHANGED the CMYK builds!!! </strong>A client, having just this week taken my advice to purchase the <strong>NEW Pantone Bridge</strong> guides, pointed this out while we were discussing colors. <em>And boy, was my face RED!</em> PMS 032 Red, for those in the know.</p>
<p>So, if you own the Solid to Process book, THROW IT AWAY and purchase the Bridge, pictured below. If you own nothing at all, purchase the Bridge, pictured below. Mine is on order!</p>
<p><img class="alignleft size-full wp-image-129" title="ptone6" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/ptone6.jpg" alt="" width="253" height="217" /></p>
<p>Here&#8217;s what you&#8217;ll get and really, it is all a non-designer needs: The same presentation format as the Solid to Process guide, but (heretofor unpublished) on BOTH <em>coated</em> AND <em>uncoated</em> paper. And, most importantly, with <strong>Pantone&#8217;s revised, updated, new and improved conversions that promise to be a closer match between PMS and Process. </strong><em>Whoooohooooooo!</em><strong><br />
</strong></p>
<p><em>Get it?</em> If not, don&#8217;t worry&#8230; this is the stuff of big headaches, for sure. Just go back to the beginning of this endless (but hopefully not pointless) post and read all of this again. Or <a href="http://thedesignfarm.com"><strong>call</strong></a> me, I&#8217;ll try to help. Because an educated client really makes the best partner for brilliant design and printing results.</p>
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		<title>A Palette for the Season</title>
		<link>http://www.thedesignfarm.com/blog/2008/10/09/a-palette-for-the-season/</link>
		<comments>http://www.thedesignfarm.com/blog/2008/10/09/a-palette-for-the-season/#comments</comments>
		<pubDate>Thu, 09 Oct 2008 19:55:10 +0000</pubDate>
		<dc:creator>Jodi</dc:creator>
				<category><![CDATA[24/7]]></category>
		<category><![CDATA[Farmer's Market]]></category>

		<guid isPermaLink="false">http://www.thedesignfarm.com/blog/?p=113</guid>
		<description><![CDATA[Sometimes color enters my life in waves; the colors of the natural and manmade environments, colors I&#8217;m wearing, and the colors that work their way into designfarm&#8217;s projects. It&#8217;s fall here in the Mid-Atlantic region and although our trees and gardens still show lots of green, the olivine shades feel older &#8212; perhaps more sophisticated [...]]]></description>
			<content:encoded><![CDATA[<p><img class="alignleft size-full wp-image-122" title="fol-brochure1b" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/fol-brochure1b.jpg" alt="" width="470" height="239" /></p>
<p>Sometimes color enters my life in waves; the colors of the natural and manmade environments, colors I&#8217;m wearing, and the colors that work their way into <a title="http://www.thedesignfarm.com" href="http://www.thedesignfarm.com" target="_blank"><strong>designfarm&#8217;s</strong></a> projects. It&#8217;s fall here in the Mid-Atlantic region and although our trees and gardens still show lots of green, the olivine shades feel older &#8212; perhaps more sophisticated &#8212; than the saturated new-birth greens of spring. Leaves are turning orange, red, and yellow. The sunlight is warm and really does (despite the seemingly trite nature of this sentiment) cast a golden glow. Gray shadows are long, the sky is clear and blue.</p>
<p>The brochure above (3-panels pictured flat), designed for <a href="http://www.folmc.org/" target="_blank"><strong>Friends of the Library</strong></a>, Montgomery County unconsciously brought just these colors into a print context.</p>
<p><img class="alignnone size-full wp-image-114" title="marryme" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/marryme.jpg" alt="" width="470" height="298" /></p>
<p>A pair of <strong><a href="http://www.so-charmed.com" target="_blank">earrings</a></strong> I designed for a client&#8217;s fall wedding a year ago reflect the same delicious tones.</p>
<p><img class="alignleft size-full wp-image-118" title="visarts-yellow" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/visarts-yellow.gif" alt="" width="470" height="239" /></p>
<p><img class="alignleft size-full wp-image-117" title="visarts-orange" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/visarts-orange.gif" alt="" width="470" height="239" /></p>
<p>A new logo for <a href="http://www.visartscenter.org/" target="_blank"><strong>VisArts</strong></a> was presented in gray + yellow/green. Other solutions featured gray + orange. The client chose orange as the second color. <em>Which do you respond to?</em></p>
<p><img class="alignleft size-full wp-image-116" title="blueears" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/blueears.jpg" alt="" width="470" height="289" /></p>
<p>My favorite addition to a more obvious fall palette are certain shades of blue. Offering, like the sky at this time of year, a crisp counterpoint to all of that lush warmth. Earrings above purchased last weekend.</p>
<p><img class="alignleft size-full wp-image-121" title="christo-diorama2" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/christo-diorama2.jpg" alt="" width="470" height="326" /></p>
<p>All of these colors &#8212; blue, gray, orange, yellow &#8212; came together in the branding for an exhibit at <a href="http://www.phillipscollection.org/" target="_blank"><strong>The Phillips Collection.</strong></a> Watch the DC Metro for the diorama pictured above.</p>
<p><img class="alignleft size-full wp-image-120" title="scarf" src="http://www.thedesignfarm.com/blog/wp-content/uploads/2008/10/scarf.jpg" alt="" width="470" height="485" /></p>
<p>This time of year always finds me knitting. It&#8217;s probably a nesting urge, but also satisfies my ever-present need to have busy hands that are <em>making</em> things. Most of the yarn I use is handspun; sometimes using wool collected from the artisan&#8217;s own sheep. I love watching the colors interact and since my skills don&#8217;t go much beyond easy-peasy scarves, I favor fussy, textural yarns with lots of thicks and thins. This skein, purchased from <a href="http://www.etsy.com/shop.php?user_id=5369700" target="_blank"><strong>Folktale Fibers</strong></a>, came with pom-poms attached.</p>
<p><em>What&#8217;s your palette this season? </em>Once you start noticing, it will suddenly appear everywhere you look.</p>
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