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REDESIGN THE BRAND & The Funny Money

November 18, 2010 - Art Supplies

The US economy,still under trial and tribulation, is looking to its mandarins of finance and economics to turn the corner on the mortgage crisis and overall crisis of confidence.  Global and domestic confidence in the US dollar is approaching a new crisis point, and talk is in the air for reducing America’s credit rating.  If the US economy was a company, what would we do? The answer some are vaunting is a rebranding of the venerable U.S. currency.

The American Dollar has not truly been redesigned since about the 1930s. The Dollar ReDe$ign Project is your opportunity to theoretically ‘change’ that. Yes, technically there are many limitations and complications when it comes to bank note design, but if the Swiss can do it on a regular basis, why can’t we North Americans too?The Dollar Redesign Project

The American Dollar has not truly been redesigned since about the 1930s. The Dollar ReDe$ign Project is your opportunity to theoretically ‘change’ that. Yes, technically there are many limitations and complications when it comes to bank note design, but if the Swiss can do it on a regular basis, why can’t we North Americans too?The Dollar Redesign Project

That’s exactly what Richard Smith proposes on his blog that we do with our currency, which is almost universally lamented as being bland and, well, way too green,which, maybe-not-so-coincidentally, is not always, or universally considered a good color for marketing. The Dollar ReDe$ign project is dedicated to “bring[ing] about change for everyone. We want to rebrand the US Dollar, rebuild financial confidence and revive our failing economy.”

---To our eye the Dowling Duncan design hits the perfect balance between looking artistic and authoritative. We also appreciate how the bill’s different sizes are helpful to the visually impaired, the bright colors make the notes easy to distinguish and the vertical orientation allows one to easily see what bills one has in one’s wallet.---

---To our eye the Dowling Duncan design hits the perfect balance between looking artistic and authoritative. We also appreciate how the bill’s different sizes are helpful to the visually impaired, the bright colors make the notes easy to distinguish and the vertical orientation allows one to easily see what bills one has in one’s wallet.---

In much the same way the art market, especially the fine art market has taken to re-branding in a major way these past several years, and the results are positive for consumers as the products seem to offer better value while enhancing the aesthetic appeal through re-branding. Daler-Rowney has taken its System 3D acrylic paint and put it into plastic squeeze tubes of 150 ml. instead of traditional tubes of 200ml. The retail price has dropped from $11 to $6 retail and the quality seems to be identical. The display is much nicer and it looks like they have found a way to make heavy-bodied acrylic appear a bit more sexy to the customer.

Ken Bromley:It has excellent lightfastness, durability and covering power and is outstanding value for money. It is great for creating motion and adding volume to paintings and is ideal for texture effects and impasto techniques, retaining brush marks.

Ken Bromley:It has excellent lightfastness, durability and covering power and is outstanding value for money. It is great for creating motion and adding volume to paintings and is ideal for texture effects and impasto techniques, retaining brush marks.

A little higher up on the food chain is “Amsterdam Expert” from Canson-Talens. It was previously known as Rembrandt acrylic. To the best of my knowledge the Dutch Master had no idea what acrylic paint was, and evidently this kernal of wisdom was caught in an updraft to the president’s office and a major re-branding was done last year. It is now known as Amsterdam Expert Acrylic. However, the packaging was confused with Amsterdam Standard Acrylic which is a glorified student brand and the sales of  the new expert line were below expectations. Canson then dropped regular Amsterdam in 75ml –after stores had loaded up on it– claiming it costs too much to jam it into the tubes, and now concentrate on only Expert in 75 ml size.

75ml and 120 ml.

75ml and 120 ml.

To boot, Canson gave an extra 50% off the cost price this late autumn and another 20% in Dec-Jan. All this means they are willing to suck back less profit to pay for the awful launch of the product, and for the consumer they are getting an awesome price on premium quality paint that was meant to go to war with Golden and Liquitex.

-Dave

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