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Archive for the ‘Logos’ Category

JCPenny Redesigns Logo and Marketing Strategy Yet Again

Tuesday, January 31st, 2012

Less than a year ago, JCPenny (excuse me, that’s lowercase jcpenny now!) rebranded, using the winner of a contest for the logo design. Apparently that didn’t work out so well for the retailer, because tomorrow, jcpenny will be rolling out yet another re-branding effort. Who would have thought that holding a contest for a re-branding wouldn’t be as effective as hiring an experienced branding professional??! I’m shocked, I tell you.

So now, jcpenny has rolled out another branding effort, with a new logo design, along with a “simplified” pricing strategy (that, frankly, still sounds rather complicated to me). (more…)

Tags: commercials
Posted in Branding, Corporate Identity, Logos, marketing | No Comments »

Logo Design for Dummies – and Thieves

Tuesday, August 16th, 2011

In the past few years, there has been a proliferation of DIY logo sites. Pay a fee, choose an icon from a library, add your business name in a font you like, and presto – a logo for your company! No annoying designer asking questions about your business and your clients, taking (in your mind) a long time to come up with options, charging (in your mind) an outrageous fee. What could be easier or more cost effective than doing it yourself?

Before you check these sites out, let me tell you a little more about the business practices of LogoGarden, one of these DIY sites, where, for $79, it’s literally a steal to get a logo.

(more…)

Tags: branding, copyright, Corporate Identity, fraud, logo design, Logos
Posted in Corporate Identity, Logos | 3 Comments »

I Love You Just The Way You Are or, When NOT to Rebrand

Wednesday, January 19th, 2011

In my previous post, I highlighted five signs it may be time to rebrand your business. However, there are times when staying the course might be the best course of all.

When might a brand makeover NOT be advisable?

You have recently rebranded, but now you don’t like it or don’t think it’s working fast enough.
Branding is a long-term investment of time and money. You need time for your message and brand to stick. Rebranding frequently only confuses your customers. And, remember, it’s less important that you personally like it than it clicks with your customers! The best thing to do is to do it right the first time, but some busnesses don’t because…
You can’t afford it.
Make sure you have the resources in time and money to invest (branding is not a cost) in the future of your business before you start. If you can’t do it right, don’t do it at all, or wait until you can afford it.
Strong recognition for your brand already exists.
The GAP – just the most recent example of a business “fixing” something that wasn’t broken, to their own detriment and ridicule. People form emotional attachments to a visual brand, so you have to be careful not to mess with that.
New management, but no changes.
It may be tempting for new management to put their mark on an organization, but if there’s no change in how a company does business or what it offers, it makes no sense to rebrand.
Internal issues.
If your company’s issues are not market-related, then rebranding cannot fix what ails you. Postpone rebranding until internal problems are solved and you have a stronger business to present to your customers.

Tags: branding, logo design, Logos, marketing
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Eight Steps to the Best Logo for Your Business

Thursday, November 4th, 2010

I’ve been asked by clients if logo design ideas come to me in a “flash of inspiration.” I wish! But like most other jobs, design is 10% inspiration and 90% perspiration. The process of designing a logo requires logical steps of listening, research, development, feedback and refinement to achieve the best results.

DEFINING THE CHALLENGE & UNDERSTANDING THE GOAL
Answers to questions like, Who is your target audience?, How does your company differ from the competition?, What words would you use to describe your ideal logo?, What other types of logos appeal to you?, help designers and clients get on the same page regarding what is expected of the new identity.
RESEARCH
Armed with this information from the client meeting, looking into what competitors are doing and getting a better feel for their market is the next step. This helps to understand what might and might not be appropriate for the overall message and feel that the successful logo will need to convey.
INSPIRATION
Here’s where the 10% happens! Often, after fact-gathering, designers “let it be” for a few days. Brainstorming, changing environment, asking Why?, and What if? help look at the logo challenge in new and different ways. It’s hard to be creative and critical at the same time, so the good, bad, and ugly are all included. Only when many concepts have been worked up do we proceed to…
REFINEMENT
This is when a critical eye is used, refining some ideas and rejecting others, going off on a tangent with another, and taking the viable sketches and translate them to a digital format. We present at least three different design approaches to the client for their initial feedback. All initial concepts presented are black-and-white, concentrating at this point on the form of the logo. A successful logo needs to work well in black-and-white as well as color.
CLIENT REVIEW & FEEDBACK
Client feedback should be implemented early and often in the design process. Collaborating with the client assures designing a logo that best represents them and their company.
REFINEMENT REDUX
After a client’s initial feedback, it’s back to the drawing board! Changes based on the feedback, possibly including a new approach as a result of reviewing the initial ideas, are all incorporated for the next client review.
ADDING COLOR
Once the final logo design has been agreed on, color palettes are developed for the logo. Again, it’s important to understand the client’s audience and industry in choosing appropriate colors for their identity. A client meeting is held to review the color concepts, and further color refinements are made if needed.
CLIENT FILES
Hooray…we have a winner and now it’s time to deliver the appropriate file formats to the client. These are what you should expect to receive from a designer: an EPS file of the logo in black-and-white and color, suitable for any reproduction use; a JPG and/or GIF file that is suitable for web use; a TIFF file (higher-quality than a JPG) and can be used in Microsoft Office programs. We also include a Logo Standards Guidelines, outlining the best practices for using the new logo in different situations.

Tags: branding, Corporate Identity, design, logo design, Logos
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The Democrats Unveil New Logo & Slogan. What Do You Think?!

Tuesday, September 21st, 2010

The Democrats have apparently spared no expense or resources to create a new logo and slogan. (Note to the literal-minded: I’m joking!) In this video, Real Times’ Bill Maher shows he’s not partisan as he takes the logo to task and offers some alternate slogans that the Democrats might want to consider.

And on another front, The Atlantic accuses the Democrats of plagiarizing the logo from a small Ohio-based pizza chain. Change that matters, indeed!

Tags: branding, Corporate Identity, logo design, Logos
Posted in Corporate Identity, Creativity, design, Logos | Comments Off

Are You Having An Identity Crisis?

Monday, March 15th, 2010

How important do you think it is to have a logo for your business? Sure, mega-international companies like Nike and Apple have instantly recognizable identities, but what are the benefits of a custom designed logo for a small to medium-sized organization with a much smaller budget?

Dressed for Success

In fact, a well-designed logo may be even more important for them! It gives a competitive advantage to a smaller business seeking to make a favorable first impression in a crowded marketplace. An effective, consistently used logo identifies the business’ core competency and personality. It reflects the organization’s professionalism, quality and pride. It says who they are when they’re not physically in front of their customers. It makes a favorable first impression on new customers and reinforces the organization’s qualities for existing customers.

Studies show that most people remember visuals better than things they read or hear. If someone forgets the name of a business, their memory can be jogged by the graphic representation of the organization-it’s logo! You can think of a logo as a unique abbreviation representing a business.

The Price of Fame

But what about the cost of a custom-designed logo? An identity designed by a professional designer can cost what seems like a lot of money, but when all the other expenses of starting up and running a business are considered, the money spent on a well-designed logo is a wise long-term investment. A logo is a once-in-a-business-lifetime expense. Amortized over the life of your business, you can see what a reasonable cost it really is, especially for the return you get on having a unique and memorable business identity.

A professionally-designed logo will work in more practical ways as well, such as being legible across a variety of reproduction like business cards, merchandise, web site, display graphics, etc. A logo designer should provide a Style Guide for the logo’s proper use, as well as a variety of appropriate logo file formats.

Tags: branding, Corporate Identity, logo design
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Boston Ballet Re-Branding Creates a “Nutcracker” Buzz

Monday, December 21st, 2009

The Boston Ballet

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!”

Wishing everyone a happy holiday season!

Tags: Advertising, Boston Ballet, branding, Creativity, design, marketing, Nutcracker Ballet
Posted in Advertising, Corporate Identity, Creativity, design, Logos, marketing, Web Design | Comments Off

KISSing for Good Logo Design?

Tuesday, November 17th, 2009

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?

Tags: branding, design, Logos
Posted in Corporate Identity, design, Logos, Small Business | Comments Off

Fresh-Baked, Half-Baked or Leftover Logos? Which Do You Want for Your Business?

Tuesday, October 6th, 2009

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?

Tags: branding, costs, Creativity, design, Logos, pricing
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