Recently I was asked to review the existing web site of a potential client. It was built using a free site template from a major business software provider, and it had all the tell-tale signs…generic graphics and an unsophisticated layout, a restrictive and bland content area…in other words, it could have been any site for any company and was completely unmemorable.
Worst of all, the site had no search engine visibility! Because of the numerous search engine optimization faux pas I discovered in the coding, I was not at all surprised by the business owner’s complaint that no one could find them on the web. Web site templates can be based on outdated code and standards and not built for web accessibility, W3C compliance or cross-browser compatibility.
Further investigation into the “free” website service revealed that users are locked into hosting on the software company’s servers only, e-mail is extra, and should a site grow to more than 5 pages, then additional costs begin to add up dramatically. The bottom line is, the benefits of the free website were skewed toward the software company and not the small business.
In contrast, a custom-designed web site is designed and built around a business’ particular brand and it’s personality, taking into account the purpose and audience of the site. It provides a company with the unique visual appeal that their customers want to see and will respond to. A custom site offers flexibility to incorporate the functionality that the business will need to keep their site growing, useful and productive for years to come. When site issues arise, a client can call their web designer for support. How responsive do you think support for a free site will be, and what are the chances you will speak to the same person every time you call?
Recently, this software company has been running TV ads touting the benefits of using their free site design tools over hiring a professional, alluding that web site designers are unreliable, over-priced and slow. I imagine there are such designers out there, the same as in every industry, but I know there are many more who will do a wonderful job for you at a fair price and in a timely manner. My blog entry on “How To Hire the Right Designer for You” will give you tips on how to hire wisely.
Even for small sites, custom web site design is really the best option. A cookie-cutter site will never make a business stand out from its competitors. If a site looks generic and cheap, then so does the business it represents.
The headline in the Boston Globe on December 19 said it all: “’Nutcracker’ Boom Means Crunch Time for Patrons”. The article by Geoff Edgers goes on to explain that sales are booming for the Boston Ballet’s Christmas classic “The Nutcracker.” So much so that in five years, the Ballet has gone from being evicted by the Wang Theatre for not being profitable enough to seeing scalpers charge double for now-scarce tickets in their new venue at the Boston Opera House. And while I don’t condone scalping, what business wouldn’t want their product or service to have the kind of perceived value that would inspire people to pay MORE?
So to what does the Boston Ballet credit this dramatic turn-around? According to the article, they cite their new branding campaign by Korn Design, including a new web design and targeted advertising. Artistic director Mikko Nissinen, describes the Ballet’s previous brand as a stogy, corporate look that made him think, “What are we, a dancing bank?” Their new visual identity, unveiled earlier this year, is vibrant and geared toward attracting people to become more involved with the Boston Ballet’s programs, studios and community out-reach.
And it seems to be working! While the Boston Ballet is a high-profile example of what a proper re-branding can do, the fact is this approach will work for any business large or small. Expertly executed, branding or re-branding can move your business forward even when the economy is not.It’s a wise investment for the long-term growth of business. And if you don’t believe me, just try to buy tickets this holiday season to “The Nutcracker!”
I know I’ve talked and tweeted about the recent American Express ads ad nauseum…I love the images, I love the soundtrack, I even love seeing people stop whatever they’re doing to watch when they hear Bach´s Cello Suite No. 1 in G Major, I. Prelude begin. (Thanks to takingcredit.com for that tidbit of information). Or my nephew calling, “Mom, your favorite commercial is on!” when he sees it. Do you get the feeling I like these commercials a lot?
What is it about these particular commercials that captures peoples’ attention? I think it is the way they engage the viewer and listener…you find yourself actively looking for the frowning or smiling image- quickly!- before they move on to the next. The music is a perfect fit to the rhythm of the ads. I find myself looking for smiley and frowny faces during the course of my day.
In the age where folks TiVo programs and in other ways filter out commercials, this is one (of admittedly very few) I’d be sorry to have missed. Are there other ads that you feel strongly about- good or bad?
You’re probably familiar with the K.I.S.S. Principle…Keep It Simple Stupid. Simplicity is an important design consideration when it comes to logos, too. The most successful logos are simple, memorable, timeless, versatile and appropriate.
Simple. When a logo is simple, it is an “easy read” and adaptable. Think of the Nike swoosh or McDonald’s. Besides the fact that there are millions of marketing dollars promoting their identity, the logos are still unique and effective.
Memorable. An effective logo needs to be memorable. Simple logos are highly memorable as well as very efficient in conveying the message that the client wants to get across. No one wants to work hard at deciphering what a logo is trying to say!
Timeless. Leave fashion trends to your wardrobe. A logo should be timeless—just as effective in 10 or 20 years as it is the day it was conceived. This is the public face of your business and if it looks dated in a few years…well, then, so will your company.
Versatile. One reason I design all logos first in black-and-white is because it needs to be just as effective in it’s simplest form as it does in a full-color brochure. Very complicated logos, or logos overly dependent on color to make them work, lose clarity when they are reproduced in one-color. A logo also should look just as good on a business card as it would on a billboard.
Appropriate. A logo should be appropriate for its intended purposes, i.e.; an undertaker’s logo wouldn’t use neon colors or a casual or childish font. It is also not critical that the logo actually show what a business does or sells. Apple Computer’s logo doesn’t show a computer…Toyota’s logo doesn’t show a car. A logo is for identification and when used consistently will become shorthand for the business.
Paul Rand, the iconic logo designer, said that, “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate.”
Are there other principles of good logo design that you think are important?
I shared this particularly productive networking experience I had last week with Ilise Benum from Marketing Mentor, a presenter at the Creative Freelancer Conference which I attended in August…you can read about it here on the Creative Freelancer blog. It just goes to show you never know when or where a networking opportunity may break out!
You may have noticed web sites that offer CHEAP! logos for your business, or a logo designed in only two hours. Often for less than the price of lunch, they claim to provide you with a “custom-designed” identity or offer you a choice from the submissions of dozens of designers.
However, if you think about this for more than a few seconds it should be apparent that creating a unique logo with no input from and little or no information about a business is an oxymoron at it’s best. Designing an effective identity for a company involves discovery, research, collaboration between designer and client, and the ability to interpret all of this into a workable creative solution that is uniquely representative of a company. When you remove this crucial interaction from the process, you also remove any hope that the final identity will stand out as the recognizable logo of one business and that business alone. There will be little meaningful flow of ideas between client and designer to create an identity that represents your company better…simply take it or leave it.
And that’s just the beginning. There’s no guarantee that the use of a logo from these sites won’t infringe on intellectual property rights—a company won’t be able to confidently trademark their own logo. There is the possibility that clip art may be used as part or all of the logo, and therefore may show up in other places for far different purposes than to represent the business. There is little protection that an available logo won’t be bought by someone else or altered so slightly for resale that the difference is negligible. Exclusive rights offered for logos will add considerably to the initial cost, and still won’t prevent a slight alteration to a purchased logo design so that it can be offered for sale again!
I received an email recently from one such service with the enticement to sell my “unused” logos for extra money on their site, i.e.; logos I’ve created for my clients that didn’t make the final cut. Leftovers being represented as unique logos to buyers?? I design identities carefully for each of my clients, and while every concept developed cannot be “the one,” they’re definitely weren’t designed with just any old business in mind. I honestly would not even know how to go about designing a generic logo…there is just so much a designer needs to know about the objectives and goals…culture and personality of the business, and the greater understanding that goes with the interchange between company and designer as the identity develops.
A logo is much more than just a pretty picture…it is the visual representation of a business—the face it presents to it’s clients consistently every day in many ways. Being true to that requires so much more than a few dollars, a few minutes on-line and the click of a mouse to fulfill. Isn’t your business worth more than that?
I am so looking forward to attending this year’s Creative Freelancer’s Conference in San Diego!
I attended last year’s inaugural conference with a bit of trepidation. Who else would be there? Even though I learned who the presenters would be (professionals like Ilise Benum and Peleg Top from Marketing Mentors) and what topics would be discussed, would they really be helpful to someone like myself who had been in business for 25 years? Would I make friends or would everyone keep to themselves and feel “competitive”?
I’m more than happy to say that my fears were unfounded. There were almost 200 attendees, and everyone was so friendly and supportive, eager to share their experiences, and unafraid to talk about their mistakes. I attended every seminar, roundtable and informal conversations I could, because it turns out you CAN teach an old dog new tricks! I returned from the conference energized, with new ideas and renewed passion for what I do. (And a fair amount of swag, to boot!)
So I have high hopes for this year’s conference and I’m sure I won’t be disappointed. I’m looking forward to seeing people from last year and making new friends, too! I’m confident that I’ll bring home more new insights and ideas on running my business, with the result that I will be better able to serve my clients and help their businesses grow.
Happy Left-Handers Day! And remember, if the left side of the brain controls the right side of the body, then only left-handed people are in their right minds…
This is so cool…Spoonflower, a company in NC, allows users to print their own designs on fabric for a pretty reasonable price (considering you’re getting your very own custom-designed fabric). Just upload a file of your very own design, and they will print as much as you want on a variety of different cloth weights and finishes, using non-toxic pigment inks. They also have a “Fabric of the Week” contest, and the winners’ designed are offered for sale as a limited-edition fabric on their Etsy site.
What would you use your own customed designed cloth for???
The North Carolina Legislature has recently approved the design by JS Graphics, Inc. for a specialty license plate benefiting the North Carolina Horse Council. This plate will be offered to equestrian enthusiasts throughout North Carolina, with the proceeds providing programs for:
Scholarships for students majoring in equine subjects
Grants to non-profit horse associations
Education for horse care, trail building and maintenance, land management, and show management
Keeping members abreast of issues, both within the state as well as nationally, which may affect the horse industry
Educating the non-horse owning public about the horse and its importance in the North Carolina economy
Encouraging the development of equine-related tourism
Maintaining trails throughout the state and working with land managers to ensure access to those trails
Providing support to horse rescue and emergency response teams
Pre-sales of these specialty plate are now being accepted, so if you know anyone in North Carolina who would like to show their support for the NCHC, please have them visit here to begin the application process.
Jody Shyllberg, principal of JS Graphics, Inc., specializes in helping businesses look good to their clients and prospects through custom crafted logos and web sites.
This is so cool…
The North Carolina Legislature has recently approved the design by 
