Lippincott, worldwide branding firm, was assigned to redesign TELUS branding. At this time, the image of the company was old-fashioned, slow-moving, and governmental, which were not intended of TELUS. Lippincott was called for to innovate those old images. Moreover, their goal was to be seen as open, accessible, responsive, dynamic, trusted, and uniquely Albertan. TELUS’s new corporate identity was used in all signs, uniforms, vehicles, and advertising materials to communicate its unified image and that huge exposure improved its awareness. TELUS was just recognized by 10% of Alberta residents in 1996. However, with Lippincott’s efforts the reorganization increased up to 60% within just 6 weeks.

 The fundamental element of creating corporate identity is a logo, which tells many things. The typeface of the TELIS logo is Neue Helvetica that provides modern and forward looking. It is colored in green and blue most of the time. Those are both cool colors in which shows the company’s trustfulness. Furthermore, both of colors are representing richness of natural environment in Alberta. The logo are used often as it is, however, sometimes a short line follows right after. The Slogan “the future is friendly” is used in their TV commercial as well as in other media, which is fairly easy to read and remember, also the slogan tells us their main goal: friendliness.

Now, let’s look at the commercial. In 1999, TAXI Canada Inc., an advertisement and design firm in Toronto, started this series of advertisement using vibrantly colored animals on white background with light weighted blue text. Many kind of animals appeared since then. Started with red-eyed tree flog leaping free of a jar. TELUS continued this campaign for 9 years and that proves how influential the campaign is. They’ve appointed many kind of animals such as: lizard, hippopotamus, parrot, chameleon, peacock, piglet, turtle, lady bug, flamingo, tropical fish, and so on. All works are consistently renewed in prints and web advertisements. Practically, it is everywhere. For example, on the local busses, inside of malls, and on their working van. The advertisements are exposed to numerals of people. The colorful animals and white backland is already became identity of TELUS.

There is one more identical element for TELUS, colors. They use their logo colors, blue and green, constantly in every related objects. Interior of retail shop show that distinctly. The pictures above are TELUS Mobility’s flagship store. It is located in stylish urban venue in Toronto. Clean and sophisticated atmosphere is created with vibrant hues and transparent materials to attract shoppers. Shoppers can try out the mobile phone at the white bar counter along the perimeter wall in privacy. Moreover, there are sofa and lounge table inside of the store where customer can await comfortably. These facts are creating inviting and friendly image of the company. Fine photograph of flower is printed on wall hugely, which is another signature of TELUS. Combining nature source and artificial materials like acrylic is very like TELUS advertisement campaign so people can tell that store is TELUS immediately.

 TELUS is very active with social events. They have supported many sports events such as TELUS World Ski & Snowboard Festival in Whistler, BC and they also sponsored the construction of Telus Park at Big White Ski Resort in Kelowna as well as Big White and Lake Louise Mountain Resort in Banff in 2007. Since, winter sports are so common in Canada supporting these sports give people positive image and relationship into their daily life. In addition to that TELUS also sponsors a minor league baseball stadium in Edmonton, and Crankwoex mountain bike festival. Furthermore, they also donate over $8 million to each Science World in Vancouver, Calgary Science Centre and Odyssium in Edmonton. All of them are now renamed as TELUS World of Science.

Lippincott and TAXI were very successful to communicate their company image through their logo and advertisements that appears in products, services, posters, TV commercials and every other media of advertising, and corporate culture. TELUS succeeded to have concrete image for the company as well as their products and service they provide.

 

The next photo is an advertisement of DKNY, a famous clothing bland in the Soho area. Even, it is a huge image it was hard to recognize that it as typography, but once I noticed it gave me a huge impact and stayed in my mind. The letters are really bold to creates the space of painting in the typeface. The painting is a beautiful monotone site of NYC, which indicates the mood of NY and how the brand strongly relates to the city. These typographies are common in calmness, but both of them gave me strong impressions to me; moreover, they are representative of people who are quiet but who are maintaining the city.

 

 Coffee is made from beans. The first step of making coffee is to roast the beans. Next, the beans are crushed by a coffee mill. After that, there are several different ways of brewing coffee, using the roasted and crushed beans. The most common and basic method used in Japan is drip brewing. In this method the hot water is poured over the crushed beans and the force of gravity to pull the hot water through the filter paper to remove the chunks from coffee. This is very easy method that doesn’t require any special technique or machine. Another popular coffee is the so-called instant coffee. All need to do to make an instant coffee is to pour hot water over the magical powder. These easy methods have made coffee available in most of home, and they made it even possible to drink in a hotel room.

 There are several other methods of brewing coffee, but these methods rather need special equipment. Vacuum coffee (know as “siphon coffee” in Japan) is a method that requires special machine, and uses the air pressure to pull the coffee through the filter. Since vacuum coffee is brewed under higher pressure than usual drip coffee, it is said that coffee can be made stronger in this way. Some coffee fans and local coffee shops use this method. Another well-known method is espresso. Espresso is made by a special machine, which called an espresso machine. Espresso is made under high pressure (9atoms), and so, the brewing can be done in a very shot time – less than 30 seconds. Under such a high pressure, espresso can be made stronger than vacuum coffee. Espresso is the most popular method to brew coffee in Europe for years. Recently it has becoming very popular in Japan too. Many new coffee shop chains, like the Starbucks Coffee, provide espresso and have rapidly spread over the country.

Methods of brewing are not the only variations of coffee drinks. Coffee is sometime drunk black, witch means without adding, but often it is drunk after adjusting its taste by adding various ingredients. The most common would be sugar, milk, and cream, Café latte and café au lait are made by adding milk into coffee or espresso, and they are often drunk at tea-time. Steamed milk is probably the most favored addition to coffee in many coffee shops. Cinnamon is sometimes added by favor. Overall, many special flavored syrups, such as vanilla, maple, hazelnut and so on are provided by coffee shops. Of course, drip coffee with cream is the best match for morning toasts; wile a strong espresso will do after fatty food.

 Coffee is the most loved drink throughout the world. One of the reasons can be its variation. Everybody can brew and drink coffee very easily with some simple tools, almost anywhere, and even every day. Coffee lovers can drink their own favorite coffee by using their own equipment. People who don’t those can go to a coffee shop and drink ¬a cup. There are so many ways to adjust the taste of coffee in order to make it suit the situation. Frappuccino can be a snack itself, and strong black coffee e will “sharpen up”. Coffee can be drunk daily and also at special days, and in every aspect of human lives. A little kid will like a super-sweet coffee with plenty of mile. Older men will drink a cup of double espresso. Coffee is for everybody, from young to old, and for every occasion, from morning to night. And that is probably the reason why coffee has been loved for centuries and centuries.

 

 

 Kenna’s works are characterized by their attractive composition and beautiful prints. Most of his work are taken in night using technique of exposure. As he said “Nothing is ever the same twice because everything is always gone forever.”. However, it is not just abou his technique that makes great pictures. He also said “In my photograph I try to be senstive and responsive to whoever or whatever I meet.”The ability to bring out its beauty inside of the motif is what makes his photos special.

 This photograph is from a famous project named “Impossible to forgrt”. In this project he took pictures of Nazi camps. He captured and expressed an unusual and dark atmosphere. Moreover, his style is suited well to shoe such a place in photos. Looking at the photo, the very high wall and the barbed wire give us the feeling that it is impossible to escape and people felt being surrounded with this wall. Michael Kenna creates photos that convey the atmosphere of places.