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article in usaweekend/marketing


From: Sears, Ellen (ESears_at_TeacherArtExchange)
Date: Tue Jul 22 2003 - 05:26:23 PDT

There was an article in the recent USA Weekend on creating the new Betty
Crocker mix boxes - I only scanned... but there was a part about having 100
spoon sketches to find the right one -

Chicago's Lipson Alport Glass & Associates,
                         the company's brand design and marketing
                         consulting firm for 25 years, brainstormed
                         new sketches for 800 consumers to review.
                         LAGA made more than 100 versions of
                         Betty's red spoon logo alone, while
                         handwriting analysts pored over dozens of
                         her "signatures."


 The red box border was created for
                         uniformity, but the wavy band evokes the stirring of

Well they devoted a year on working on the design - and $1,000,000 - I am
saving it to use with my classes (either as 'you think I make you sketch a
lot - 100 Spoons!!! " - or "see the thought process and power that goes into
visual impact")

Anyway - just passing along. Guess my summer is winding down - I am posting
to Getty -