The new face of the Barnes

Sitting in the small Philadelphia suburb of Merion, PA, now closed for relocation, lies the world-renown stockpile of impressionist, post-impressionist, and modernist masterpieces, formally collected through the Barnes Foundation. Amassed by the late Dr. Albert Barnes, he began the collection with earnings in professional holdings from antiseptic development in the early 1900s. Twenty-two years later, he established the Barnes Foundation with the mission to “promote the advancement of education and the appreciation of the fine arts.” Being somewhat of a recluse from the art company in Philadelphia, I say recluse in the most neutral way possible…fierce combatant of the entitled, establishment of the big city is another way to cut it, the collection caused quite a stir over the past decade, with debate over what to do with the priceless collection after the good Doctor’s death in 1951, chronicled thoroughly in the documentary The Art of the Steal (4 stars on the Steve Semanchik video rating system).

After much heated debate, political positioning, and more legal-eeze than dots on a Seurat painting, the collection is to be move to a brand new facility in the heart of down town Philadelphia, caddy-corner to the Philadelphia Museum of Art. Along with this new facility, the foundation also updated their identity with materials created by, the always impressive, Abbott Miller and Pentagram. The new logo mimics the symmetrical layout of paintings within the collection’s various installations. Just as the space merges everyday objects such as furniture and knick-knacks with impressionist masterpieces, type, space, color, and alignment are balanced in the new logo to create an experience much like seeing the collection in person. Working alongside the foundation, planners, architects, and builders, Pentagram was also able to assist in wayfinding efforts, environmental design, and other key museum pieces to create a truly cohesive experience.

The new Barnes identity is a good representation of the exhibit experience. It’s balanced and structured, but still shows variety and character, with differentiations in space and shape. The positive and negative spaces created by the reversed out type reinforce the notion of individual works hung in a gallery, each one painstakingly arranged to best utilize the arrangement. The bright orange offers a bold, modern outlook, much like that of its inspiration, Matisse’s Joy of Life. My overall opinion is that Pentagram did a great job, but what, was every graphic designer in Philadelphia busy during this rebranding? A lot of the fluff from city officials during the debates on the collection’s move, was that this collection made Philadelphia an art destination like no other on earth. Couldn’t the same be applied to the design, the environment and the web. In essence, get your own art-controversy NYC…

Endnote: I first heard of the Barnes Foundation through the aforementioned documentary and I instantly gravitated toward Dr. Barnes. He seemed grizzled, spiteful, and somewhat stubborn, much like I see myself getting once I hit that ripe old age. But at the same time, he knew what he wanted, and how to get it, as well as being an AMAZING judge of talent. He bought, now priceless, impressionist art, while the Establishment was calling it garbage. He stood by his conventions, and didn’t let anyone push him around. I was saddened when I heard the collection would be moving…

A New Captain on Deck

If you’ve been watching ESPN, TBS or a few other networks lately, you may have noticed the new TV commercials for popular rum runner, Captain Morgan. The new ads feature an updated Captain Morgan navigating quirky situations, with the new slogan ‘ To Life, Love and Loot.’ It seems this new campaign, administered by Captain Morgan’s parent company, Daigeo, is setting the liquor as a more premiere brand. With other top shelf beverages, such as Guinness, Crown Royal, Johnnie Walker, and Tanqueray on the payroll, it’s easy to see why ‘the Captain’ needed a facelift.

In past ad campaigns the literal Captain Morgan was either not present, or a more cartoony iteration of the character, which played into the less sophisticated, more party atmosphere of the beverage. An overnight sensation, the campaign grew on the back of the Captain’s easily replicated pose of raising one leg atop a rum barrel (even though most replicants use imaginary ones). ‘Got a Little Captain in You’ became the rallying cry for those making this pose in ridiculous situations. It gained so much popularity that the NFL instituted a ban on the impression due to the frequency of its use during touchdown celebrations.

With new marketing efforts, the partying Captain has evolved into a suave, debonair man-about-town … think of the Dos Equis ‘Most Interesting Man on Earth’, but for hard liquor … and he’s a pirate. Calm and level-headed, this liquor leader diffuses the most chaotic of situations, in the most respectful of manner. Pending bombardment by British naval fleet? Solved with somersault dive from the deck, so picture-perfect that a French judge would have a hard time not holding up the 10 card.

“Our consumers continue to evolve and expand their interests, we recognized that Captain Morgan himself needed to evolve with them,” Brand Director, Tom Herbst. While the Captain may have dialed back his party-hardy lifestyle, his escapades still land him with realistic decisions and situations, much like Captain Morgan consumers. “Each spot showcases a new side of the Captain and reinforces … that even today, they can live like the Captain lived.”

In order to bring to life the 17th Century Pirateer, Daigeo utilized the creative minds at international super-group, and NY Cosmos supporters, Anomaly. They also called upon Academy Award-winning Director, Tom Hooper, The King’s Speech, to craft the briny deep atmosphere of the first commercial spot.

The new Captain identity illustrates a maturity of the brand, and, though I don’t drink it, (we had some rough years, and went through an ugly divorce) I’m really happy with their direction. With anything pirate themed, it’s easy to fall into cliche traps, especially when you’re dealing in alcohol. The more refined persona tailors itself to a more refined consumer (one looking for a drink, rather than one looking to get wasted), and aligns itself with other Daigeo brands.

Here’s to you Captain Morgan, I salute you, sir.

Endnote: While we are on the topic pirate themed alcohols, I’d like to jump ship (pardon the pun) to one of Captain Morgan’s smaller-scale competitors. I heard of Kraken Black Spiced Rum in a Comm Arts Design annual, and if you’re a fan of consumer packaging, then I recommend picking up a bottle, even if you’re not a fan of spiced rum.

Key Components:
•  finger-rings on the bottle, always a selling point for Steve Semanchik, and
•   a spectacular illustration of the mythic Krakken on the label.

Visual USA

With yesterday being the 4th of July, I find it hard not to have a post about something patriotic, or at least about the Greatest Country on Earth. I didn’t, however, want to wax-poetic about one thing in particular, when there’s so many things that stick out in my mind as being wholly Americana. Instead I put together a series of some of my favorite images and artworks, that would fill my 4th of July montage.

All the members of TS would like to thank the past, present and future members of the United States Armed Forces … you are truly Triple Strength.

Endnote: (Above) Cover art for Bruce Springsteen – Born in the USA. RIP The Big Man, Clarence Clemons