From the course: Graphic Design Foundations: Ideas, Concepts, and Form

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Fused metaphors: Examples

Fused metaphors: Examples

From the course: Graphic Design Foundations: Ideas, Concepts, and Form

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Fused metaphors: Examples

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- Of course, the concept of a fused metaphor can become a little more complex when a client's brand is introduced into the equation. I can merge oranges and snow to communicate Los Angeles in winter, but what about merging a product or an idea? Suppose you were asked to design a monthly cover for an in-house Pepsi-Cola newsletter. Ivan Chermayeff and Tom Geismar faced the same challenge 12 times a year. Each month required a communication of Pepsi and that time of year. A solution for December and Christmas combines a classic bottle carrier with Christmas ornaments in Pepsi logo colors. Another genius example takes November and Thanksgiving and provides us with not a scene of a family eating with bottles of Pepsi, but the tools needed for Thanksgiving dinner, a carving knife, sharpener, fork, and of course, bottle opener for the Pepsi. When UCLA asked me to design a poster to communicate summer and Los Angeles, I…

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