A good logo transcends time and a variety of media, allowing a brand to imbed itself in a community — whether your community is defined as local, regional, national or global.
Watching how global brands transcend their own iconic brands to target core audiences can help you learn to expand your own brand.
Take Nike’s latest NYC campaign:
“Painting” said Pooh, “is like humming in color”
Handing someone a generic business card or marketing piece tells them your company is . . . well, generic.
Offering well-thought-out marketing materials (from business cards to website banners) tells your audience you are excited about and proud of what you do, and want to share what you know. It doesn’t matter whether you are a financial planner or a tattoo artist, utilizing color or black-and-white — how you “paint the picture” of your business creates your visual brand.
You become memorable.
Choosing color to represent your business is much more than picking your favorite color. Different colors evoke different subliminal psychological responses. That’s why hospitals traditionally don’t use orange, yet Home Depot does.
What message does your business “hum”?
Designer Identifies The PANTONE Colors Of Superheroes
It’s always a good thing to identify a distinct color palette for your unique brand . . . albeit “super” in its own way!
Israel-based designer Gidi Vigo identifies the RGB make up of Iron Man, Captain America . . . (et al)
When Typography Meets a Needle, a Thread and a Book
I have a life-long love of typography, books and fiber art, so when I ran across this story that combines ALL THREE into this one-of-a-kind handmade book, I was quite excited!
Poland-based artist Iwona Przybyla threaded string through sheets of paper to create a book that ‘pops-up’ letters of the alphabet.
The typography book, entitled ‘Kąt 90 stopni (90 degrees)‘, showcases the 26 letters of the English alphabet — each intricately sewn with light and dark blue string so that when the book opens at 90-degrees at any page, a 3D letter appears.
What’s YOUR Type?
Does this font make me “look big”?
Ever since Typography Class in college (yes, we spent an entire year analyzing and “designing” new fonts), the language of fonts and their subliminal messaging continues to fascinate me. Choosing the right fonts — whether for your logo, your annual report or your next book cover — sets the tone for how your business is perceived.
Traditionally, financial services have always been known to use a SERIF font from the Times Roman family to emote trust, stability, authority (as in the ING example) — but even that has changed over the years in an effort to be portrayed as less “stodgy” and more “current” (as in the US Bank example).
UPGRADING YOUR LOGO THROUGH THE USE OF COLOR AND ONE SIMPLE, MEMORABLE ICON . . .
Quite often, when a national brand’s primary logo is in black and white, they reserve the option to show that same logo in whatever color-of-the-moment suits a particular campaign.
Finding ways to expand your brand throughout every consumer touch-point serves to reinforce brand recognition and establish brand loyalty.
Your Logo is Your Signature.
Your brand is not your logo.
Your logo is not your brand . . . yet a well designed logo is a fundamental component of a successful brand identity — the signature of your business.
Every now-and-then I hear, “I don’t need a logo, I use my signature”. But THAT IS THE POINT. Your signature IS your logo — AND your logo is your signature. If it looks KA-KA, and you can’t read it, then your message is, “Look at me . . . my business is KA-KA”. If you are willing to put your name on your product/ service, then why not let it be memorable — in a good way?
Choosing the right logo designer is vital. Just about everyone claims that they can design a logo, but it takes experience, insight and creativity to design the RIGHT logo.
A well-designed Logo will:
- Be simple, easy-to-read, yet memorable
- Communicate your brand positioning statement
- Distinguish your company from your competition
- Evoke the essence of what you do/sell
- Look good on business cards as well as billboards
- Look appropriate in black and white as well as color
- Look good in print, digital and promo applications
- Define your business through the use of fonts and color
DESIGN THINKING . . . What is That?
BY MARK DZIERSK
The methodology commonly referred to as “Design Thinking” is a proven and repeatable problem-solving protocol that any business or profession can employ to achieve extraordinary results.
Although Design is most often used to describe an object or end result, Design in its most effective form is a process, an action, a verb not a noun. A protocol for solving problems and discovering new opportunities. Techniques and tools differ and their effectiveness are arguable but the core of the process stays the same. It’s taken years of slogging through Design = high style to bring us full circle to the simple truth about design thinking. That it is a most powerful tool and when used effectively, can be the foundation for driving a brand or business forward.
Basically, Design Thinking consists of four key elements.
Read more here . . .
Design Matters — especially if your business matters to you.
As we welcome 2012, and look back over 2011, we notice a trend in the types of projects that consistently come our way. With that in mind, we have renamed our e-news, “Design Matters,” where we will continue to share monthly “tips, trends and tales,” as they pertain to our three primary lines of business:
- DESIGN FOR BUSINESS. More than great graphic design, we help our clients create a great identity with strategic design concepts — from custom logos, to business marketing materials, to web-based graphics. With over 25 years experience (each) in working for for Fortune 100 and Fortune Top-10 corporations, we bring a global perspective with a micro-level insight to help their clients “Define, Design & Deliver” their message to their consumer.
- DESIGN FOR PUBLISHING. Great book design is more than ink on paper. We work with authors and publicists across the country to help design books that sell. As a certified Professional Author Consultant, Cathy serves as Publishing Project Manager, helping authors navigate the self-publishing process — from creating connections with ghost-writers and editors, through cover and interior design, through printing, marketing and promotion.
- DESIGN FOR LIFE. Planting Seeds of Positive Perspective at UPSIdaisy.com, this “one-time-hobby” website grew by leaps and bounds in 2011, and our custom designs were printed on a variety of products and shipped all around the world. Our messages of hope, inspiration and humor touched households in the US, Great Britain, Australia, Canada, the Solomon Islands, Italy, Portugal, Ireland and more!