Quirky ‘Zine masthead

Via Contemporist.com. Photos by CI&A Photography.

Consistency within a brand takes a great deal of effort, especially when it’s representing an individual that is often characterized as an indecisive perfectionist.

Next up, getting the Typecaste identity finished and launching the website. Although I’m optimistic, I also know that working for myself is more difficult than the most demanding client.

I find it intriguing that a reality show supposedly searching for “America’s Top Graphic Designer” has little concern for how it represents itself visually and yet expects to attract the aforementioned top designer. The identity is, at best, sophomoric, with a weak concept and definitely not an “out-of-the-box” execution.

For an industry that prides itself on allowing for clear, simple communication, the website does not provide a complete picture of the competition itself. For example, who are the sponsors and why would the winner want to work for them? How much of the $50,000 is cash vs. prizes?

Cheryle R. Reynolds, the founder and producer, is not even a registered member of the American Institute of Graphic Artists (AIGA), the largest professional association for graphic designers in the United States. Her 20 years of experience in the industry have definitely not instructed her where to find the best designers, as primary and “cutting edge” design centers like Chicago, Minneapolis, Seattle and San Francisco are not included in the audition locations.

The most compelling concern is that “America’s Top Graphic Designers” already have amazing careers and would in no way submit themselves to any kind of farcical and inaccurate depiction of their treasured profession. The mere idea of this show is offensive and will only demean and dilute the value of excellent graphic design.

I think there’s enough promise for Marua that I’ll be including a couple weights and an italic. These additions are probably a few months away, but plan on it.