Brand design sweeps its way into famed New York museum

Jason Saunders, the creative director at Auckland-based graphic design company Everything Design, has caught the attention of the folks at the Museum of Modern Art (MOMA) in New York. A piece of his “modernist design” work is to be featured as part of an upcoming exhibition titled ‘Standard Deviations: Prototypes, Archetypes, and Families in Contemporary Design.’

The MOMA exhibition looks at how, since the 1980s, designers have injected “chromosomes” of unique identity into objects produced on an industrial scale.

The piece of Saunders’ work to be featured comes in the form of a very pink street sweeper, which comes as part of place brand work he did for the city of Salford in his native UK.

The aim of the Salford brand is to challenge people’s preconceptions of Salford, reflecting a spirit of self-confidence and optimism through a strong, modern and forward-looking visual treatment.

“I certainly did have the desire to create a unique identity and attitude for the City of Salford,” says Saunders. “The Salford brand embraces all the various partners and stakeholders working to improve the image of the city, from the city council and local strategic partnerships, to major players in the city such as The Lowry Hotel and Salford University.”

Saunders says the Salford brand is something New Zealanders might want to take a closer look at.

“It’s not at all about the logo or an expensive ad campaign, but how the brand could help guide and shape the attitudes and perceptions of all of Salford’s stakeholders.”

Having spent the best part of 20 years working in the design business, Saunders has also worked on destination branding projects for Liverpool. He moved to New Zealand in 2005 and formed Everything Design one year ago with John Varcoe.

The MOMA exhibition opens next week on 2 March.

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