On The Move (Down Two Floors To Be Exact)

Location, location, location. We certainly love ours. Having our offices overlooking Union Square certainly has us spoiled with a plethora of lunch activities from gallery visits to shopping excursions.

And about our location…we’re excited to announce our move, though it won’t be far. The Gauger Team will be temporarily moving office spaces: from Suite 701 on the 7th Floor to Suite 500 on the 5th Floor, due to renovations of 360 Post. Details on the exact date of the move will be provided soon.

To our clients and friends, we look forward to having you come visit us in our new spot!


What do 19 ad agency executives and The Windy City have in common?

The Intermarket Agency Network, a national network of independent marketing communications firms, of which Gauger + Associates is a long-time member, had its semi-annual meeting at the Hotel Monaco in Chicago, May 7-10. It was a forum for sharing ideas, best practices and the latest information to help clients succeed in an ever-changing environment of new marketing media and techniques.

Along with sharing success stories, the agency principles, representing 19 US markets, enjoyed a bit of Chicago culture- favorites included a performance by The Second City ensemble and a cruise down the Chicago River surrounded by the City’s architectural masterpieces. Photos include the Willis Tower, Merchandise Mart, Lake Point Tower, Trump Tower and Marina City.

Where are the typography police when you need them?

Downtown San Francisco is beginning to look a lot like Christmas in July, as many of the major thoroughfares are being colored bright red and green. The City has been busy spending money on all sorts of public works projects under the watchful eye of Mayor Lee.

Presently, it is hard to navigate the streets without running into a construction project or two, or maybe three- many of which are not designed to make the physical infrastructure work better, but rather to transform behavior. The City’s war against the personal auto continues to gain momentum. Just this week I witnessed a brigade of city workers laminating rolls of brilliant red vinyl down one side of O’Farrell Street, while a small militia of police captured motorists driving up Geary, handing out tickets for being in the forbidden red zone. One assumes this mass enforcement effort will help fund the colorful pavement while discouraging San Franciscans from obstructing public transit or driving at all.


New brilliant red transit lanes on Geary

The green bike lanes and red transit corridors seem to many a good idea but, like a bad haircut, the execution is a bit rough around the edges. As a designer, I am hypersensitive to environmental graphics and believe our visual world should be filled with beautiful colors, rich textures and elegant typography. I love the visual energy of the urban environment, however, our municipal authorities fall short in their use of typography. The white type stenciled across the brilliant red lanes displays a blatant disregard for kerning, the proper respect for letter-forms and conformity to a consistent baseline. These are basic terms any student of typographic design learns early. Good typography typically goes unnoticed, but aids in easing readability, visual balance and maintaining general order in the Universe. The question is “Y”, as in ONL  Y, do these gigantic letters, which discourage auto tires from treading across the bright red paving, illustrate a huge typographical faux pas. If our beautiful City is going to make such strong visual statement, it would benefit from greater sensitivity to the aesthetics of its environmental graphics and policing the use of typography.