Sequel - Fall 2007 - (Page 21) eRIC WHIte, Rare Method Creative Director BRIAn MCdOnOuGH, Rare Method Senior Designer Just wondering, what happens to be your favorite shade of green lately? Hmmm That’s like asking a writer what is their favorite word, a chef their favorite flavor or Cookie Monster his favorite cookie. I choose them all. Like Eric, do you also have local ties? “Heck yes!” West Jordan. You will likely be doing most of the actual design for the family of logos the UVU image committee has commissioned. How do you feel about the assignment? There are high expectations with a project of this magnitude. This is the chance to do something that will stand the test of time, and I love a good design challenge. Identity work at this level, and with such a diverse group of decision makers, is definitely going to be a challenge as well as an opportunity. Back to shades of green … let’s try shades of Crayola crayons: magic mint green, asparagus, lime, shamrock, tropical rain forest? They all taste the same to me. Not even a clue about the new shade of green for Utah Valley University? Like I said, they all taste the same. Okay, pick one: broccoli, Granny Smith apples, Spinach or pears? I’ll take, cookie dough ice cream. Definitely cookie dough. Forget the green. Do you abide by a profound professional philosophy? Yes. Keep it simple. SEQUEL YOUR WAY FEEDBACK Send comments to the writer at melynda.burt@uvsc.edu 1 What interested you in submitting a proposal to assist UVSC in its logo and image transition to university status? The move to university status only comes once to an academic institution. For us, this is a chance to help create a lasting legacy. What is so rare about Rare Method? We don’t cut corners. We fiercely guard our creative reputation, and that means pushing ourselves until we’ve created something great – something that we love and the client loves. 2 Is it true you are a local boy? It’s true. I grew up in Provo and graduated from Timpview High School. In fact, my first real job was washing dishes at the Rusty Nail Restaurant when I was 14. What is the connection between Rare Method and V Chocolates? Personally, I like dark chocolate. The more bitter, the mo’ betta! Give me a dark chocolate truffle and I’m a happy man. Roll that truffle in straight cocoa, and I’m in heaven. I love good chocolate, so I didn’t need any extra motivation to seize the opportunity to name V Chocolates and create its logo and packaging. Our goal was to package the chocolates so well, customers would want to keep the box long after the chocolates were gone. Today, V Chocolates are nationally distributed in some very high-end stores and catalogs. How will you know when you’ve “landed” the right image for UVU? 3 ABOVE: DESIGNS FROM RARE METHOD THAT YOU MIGHT RECOGNIZE: 1| UTAH BLAZE CORPORATE IDENTITY, INCLUDING COLORS, LOGO AND VISUAL BRANDING, 2| MURRAY CITY RE-BRAND, INCLUDING LOGO, SECONDARY SYMBOLS, POLICE CAR WRAPS & MORE, 3| V CHOCOLATES BRAND, INCLUDING PACKAGING, LOGO, WEB SITE, ETC. Whatever we design will have to look and feel like UVU wants to look and feel. The Image Committee will have a lot to say about our work as they narrow choices and identify two main directions. We’ll do research and testing to see which direction resonates best with students, faculty, alumni, donors, community, etc., and we’ll have data to back up our final direction. It’s impossible to please everybody, but we’ll do our best and most professional work. utah valley state college alumni magazine FA L L 2 0 0 7 21 http://vchocolates.com
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