We have been lucky enough to follow Leo Burnett Art Director Djordje Joksimovic for a day around legendary Agency Leo Burnett. Leo Burnett created iconic symbols of American-branded products. It was his creation of the Marlboro Man, the Jolly Green Giant, and Tony the Tiger that would make his small mid-western company one of the largest, most sought-after agencies in the world. The Marlboro Man and the Jolly Green Giant are said to be two of three most recognised characters in the world (with Ronald McDonald).
To maintain a curious eye about the world, to look and attempt to decode the terrain around you is what separates a great designer from a mere ‘good’ one. That, at least, is what my old university professor once told me, and it seemed like a sage morsel of wisdom at the time. Still does. The world is awash with things to decode and contextualise, so, to take just one of them, and with our heads cocked quizzically to the side, let’s look at neon signs. Dazzling yet ubiquitous, and produced in a range of typographic and illustrative styles, neon has been utilized by advertisers for decades. It’s time for a fresh appraisal. (left) Image © Marc Weinreich.