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Brawny just went big on bulk. The Georgia-Pacific paper towel brand introduced a new logo set in a thicker font and breathed new life into its lumberjack mascot, the Brawny Manall as part of a shift to stand out on store shelves and launch a new product, three-ply paper towels. “We weren’t just evolving a visual identity,” Amanda Earley, Georgia-Pacific’s brand director for Brawny, tells Fast Company. “We were launching a new product, shifting our full lineup, and repositioning the brand in culture, all while protecting what made Brawny special in the first place.” Bringing all this to market at the same time was a challenge, Earley says, but necessary to achieve the company’s overall goals: to grow household penetration, drive category growth, and convert the brand’s entire portfolio from two-ply to three. From top: The previous iteration, and the new one [Images: Georgia-Pacific] A bolder Brawny logo The logo is one part of that. “We modernized the logo to make it bolder, more confident, and unmistakably Brawny,” Earley says. The typographic beef up was also a strategic decision to “signal product superiority at shelf, reinforce brand strength, and help us stand apart in a space that often feels like a sea of sameness,” she says. Companies like Amazon, OpenAI, and Walmart have all recently made their logos bigger and bolder, but for Brawny, doing so was an imperative because of its brand promise. A paper towel brand that calls itself the strongest can’t be set in a skinny font, especially after announcing plans to increase the ply of its products by 50%. So the company made a few changes to indicate its new weight class. Its logo uses flat, bold, black-and-white letterforms, removing the red shadowing of the previous version. It’s also now set on a firm horizontal instead of a slant. The logo type is sans serif, except for the letters B and A, which have serifs that extend like eaves on a rest stop or ranger station icon. A bulked-up Brawny Man Introduced in the 1970s, the Brawny Man has undergone multiple makeovers over the years and worn his facial hair in various waysthe brand even had Brawny women as part of a 2016 campaign. In this newest iteration, the Brawny Man appears on packaging in the form of an illustration of a handsome, hunky outdoorsy type suitable for casting on The Bachelorette wearing his signature red-and-black plaid shirt. He appears oversize in new commercials, like Brawny’s own Paul Bunyanand he’s eager to help clean up messes, whether they happen to be in the aftermath of a 40th birthday party or at a treehouse sleepover full of superstitious tween girls. [Image: Georgia-Pacific] Too often brand mascots “live frozen in time,” says Jaime Robinson, cofounder and chief creative officer at Joan Creative, which helped develop packaging and worked on the Brawny Mans refresh. “When you have such legendary brand IP like the Brawny Man, you want to approach it thoughtfully but bravely,” Robinson says. It was all about striking the right balance between familiarity and modernity, according to Holly Karlsson, creative director at Bulletproof, the agency that worked on Brawny’s visual identity and packaging design. And by “retaining his rugged dependability while evolving his personality to feel more authentic, warm, and human,” she says, Bulletproof hoped to do just that. The new Brawny Man is a gentle giant with a bold logo to match.
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E-Commerce
Like other famous structures of similar dimensions, the 48-story Transamerica Pyramid, a revolutionary 70s modernist skyscraper and San Francisco icon, has a bit of history buried beneath its ground floor. [Photo: Nils Huenerfuerst/Unsplash] A recently unearthed time capsule, buried in 1974 and discovered during a recent round of renovations, offers a picture of San Francisco’s past. The site of the structurethen a parking lotwas initially part of the original shoreline of the city that reeked of historical significance, from the citys growth as a shipping and banking capital. The capsule even contains a recipe for Pisco Punch, a cocktail that was invented at the nearby Bank Exchange Saloon, site of the citys original stock exchange. [Photo: courtesy SHVO] Part of an exhibit in the building lobby opening May 18, the time capsules contents are timeless: pictures of the buildings steel frame beginning to stretch skyward, or vintage news clippings and images of the city after its last 60s flowering. But within the cylindrical steel capsule, which looks a bit like a large propane tank, theres also a narrative about building in America, and how thats radically changed in the last 50 years. [Photo: courtesy SHVO] The battle over the permitting and construction of the Transamerica Pyramid in San Francisco from 1969 to 1972 offers a flashback to a different time in development, real estate, and construction. The tower was proposed and built in just three years, a sprint compared to the time it takes today to build a signature part of a city skyline. Construction alone for the One World Trade in New York City took eight years; the Comcast Tech Center in Philadelphia, which had issues with cracks in some of the steel frame, took five years; and the St. Regis in Chicago took four years. An analysis of high-rise buildings by Construction Physics found building speeds decreased significantly over the past century, in many cases extending the time it takes to finish by roughly 50%. [Photo: courtesy SHVO] Buildings are more complex and require more permitting today, including complicated environmental review processes. This time-consuming process of development has led to backlash against what opponents call stifling building regulations. It has also led to more engagement from architects around code reform issues including elevator rules and exit stairs, and the formation of the abundance agenda, a center-left push by pundits like Ezra Klein to get the nation building fast again. The pace of the approval and the construction here is unbelievable, says developer Michael Shvo, who paid $650 million to acquire the Transamerica Pyramid in 2020, at the depths of the COVID office freeze.. The Mayor was very determined to get this thing approved, and Transamerica was very determined to get a building built, and with all the controversy, once they got the green light, they ran as fast as possible. They built it in two years, we couldnt do that today. [Photo: courtesy SHVO] A more humane debate Transaerica was then a massive business conglomerate with interests in banking, financial services, and insurance. According to former public relations staffer John Krizek, who worked for Transamerica during the pyramids construction and ultimately created the time capsule, the back-and-forth between protestors and developers at the time was more humane, more respectable, and more amusing. The conversation around the Transamerica Pyramid was, at the time, a larger debate about images, architecture, and aesthetics. The tower was not just a unique shape, but would tower above the skyline. It was to be the citys tallest building, and wouldnt be surpassed until 2018s Salesforce Tower. [Photo: courtesy SHVO] Artists and community members protested the building for aesthetic reasons, and general distrust of large corporations. Posters passed around the city at the time proclaimed San Francisco Gets the Shaft or Artists Against the Icicle. The citys then planning director called the pyramid, designed by architect William Pereira, inhumane. [Photo: courtesy SHVO] During early street protests in front of the companys office, Transamerica execs sent secretaries to bring ice tea to the protestors lining up outside. During another protest, Krizek and his colleagues printed up fake fortune cookies at a nearby Chinatown bakery, frantically stuffing messages like TransamericaNot a square outfit or People who protest pyramid seek Che-ops publicity. Krizek recalled that the company was determined to break ground in December 1969. The building plan was announced in January of that year, and there was a tax break worth approximately $750,000 expiring at the end of December. Since Krizek and his coworkers knew that as soon as the company was given approval to build, there would be an appeal, they planned to move fast and break ground before paperwork was filed. To head off any challenges, they staged a tractor and truck near the site and sent someone to pick up the approval during the midday lunch break; they were able to get a time-stamped photo of someone digging at site while those opposing the project saw their appeal delayed as staffer enjoyed their lunch. The emotions around this building, Ive never seen this for any other building in the world, says Shvo. The debates today are more practical; this structure will block my view or cast a shadow. You cant say that about this building, it was a pyramid designed to let the light down to the street level. It didnt block views, the only thing people could complain about was this idea of the Manhattanization of San Francisco. Originally, Pereiras design was meant for a new building for ABC in New York City. The network passed on the project, deeming the design too futuristic, and went with another architects vision. Today, the Transamerica Pyramid stands as an icon in San Francisco, with 80% of the space leased in a challenging office market. The building ABC picked instead? Its since been demolished.
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E-Commerce
Students are still setting fire to their Chromebooks for TikTokand now they’re facing the consequences. Fast Company first reported on the #ChromebookChallenge trend last week, following a series of school evacuations caused by students igniting laptop fires. The fires are started by inserting items such as pencils, paper clips, and pushpins into the charging ports of school-issued Chromebooks. This can cause the battery to overheat, potentially sparking a fire or explosion that releases toxic fumes. The #ChromebookChallenge reportedly began in Connecticut and has since spread rapidly. Newington High School was the first to evacuate students on May 1 after a laptop caught fire and the fire department was called. Since then, two students at Southington High School were arrested in connection with a separate laptop fire on May 7. The teens were charged with reckless burning, reckless endangerment, criminal mischief, and second-degree breach of peace. On May 8, a Plainville middle school student was hospitalized for smoke inhalation and is now facing criminal charges for deliberately causing the incident. That same day, Belleville High School in New Jersey was evacuated after a laptop fire started outside a classroom. Responding officers and firefighters found a charred Chromebook just outside the building. A 15-year-old student has since been charged with arson and criminal mischief. The trend has spread westward: As of late last week, Denver Public Schools had received 30 reports of students attempting to ignite their laptops, according to Axios. The Colorado Springs Fire Department has reported at least 16 similar incidents. With no sign of the trend slowing, schools across the countryincluding in California, Colorado, Michigan, Minnesota, North Carolina, Pennsylvania, New Jersey, Rhode Island, Wisconsin, and Washingtonhave issued warnings about the reckless challenge. Parents and guardians are also being urged to talk to their children about fire safety and the dangers of blindly following social media trends. A TikTok spokesperson tells Fast Company that it takes down content that violates the platforms Dangerous Activities and Challenges policy. The company is currently working closely with the National PTA to fund programs in high schools about online safety and civility. In addition, searching for the term Chromebook challenge on TikTok brings up a safety warning: “Some online challenges can be dangerous, disturbing, or even fabricated,” it reads. “Learn how to recognize harmful challenges so you can protect your health and well-being.” However, the trend is still circulating under other hashtags, such as #ChromebookDurabilityTest and #FStudent. Many of these videos go viral, garnering thousands of views and comments from fellow students and baffled adults. The clips often feature a sound bite from fitness podcaster Ben Azoulay: The F students are inventors, Azoulay says. Theyre so creative that they couldnt sit in class. Now theyre sitting in jail cells.
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E-Commerce
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