The Armstrong design standards were substantial in comparison to the usual ambitions set for corporate design guidelines, designed to be front-and-center in the organization upon its launch. The guide is structured into core elements: brandmark, typography, colours, a proportion and grid system, photography, and illustration. Following this are templates and example designs. Navigational markers and pagination had to be developed so that loose pages can be added in the future. The binding would also have to facilitate this, so a four-ring binder was chosen, and was custom-designed with silver foil stamping. The paper and binder was selected for lower environmental impact. The design standards brought a greater presence of the importance of design in the organization, setting a substantial baseline for future projects. Since its publication, the organization of core design elements have been combined in a variety of ways that frequently distinguishes Armstrong design from competitors in branding, industrial design, trade shows, digital and print marketing.
Neal Halverson RGD
March 26, 2014
630 Kingston Rd.
416 710 4573
Areas of SpecialtyBranding, Corporate Communications, Web Design
Other CapabilitiesBook Design, Digital Marketing, Illustration, Information Design, Packaging, Signage/Wayfinding, Typography
Why am I an RGD?I am with three important organizations: the Systemic Design Association and the Strategic Foresight and Innovation Alumni for my work in strategy, design thinking and foresight, and the RGD for design. These organizations are important to me for a variety of reasons: learning, practicing, mentorship, to be challenged, to get interesting work, and make connections.
What is my most memorable RGD moment?I'm just starting to get involved in RGD to a significant degree, so these stories will have to come later!
Why am I a designer?Because I'm interested in art, business, stories, typography, history, and host of lots of other things, design is the calling for me. Architecture can bring these things together as well, but I'm intrigued in how design and business strategy can come together. I have a passion for learning and working in design which began in high school and has taken me through Sheridan College, a Bachelor of Design from York, post-university education at Ryerson, a Masters in Design at OCAD, and my professional career. I'm interested in how at its best, design can make a positive strategic contribution to all organizations.
Why should you hire me?The combination of passionate and skilled work in design and a new focus on strategic thinking for organizations is a major asset. Experience in marketing, clear and effective writing, and excellent presentations, means I can supply the vision and leadership for a variety of projects. I believe the extraordinary experiences in particular that I have enjoyed in Strategic Foresight and Innovation at OCAD has prepared me realize a new future of amazing work with a great team.
Where do I see myself in 5 years?Director of Design on a board is a good goal, as something that is new and different compared to the usual route of creative director at a design or advertising agency. It seems like it's the best way to make sure that design is taken seriously and is put into daily practice in an organization.