Most marketing professionals would agree — there isn’t anything much more important than your brand because it’s your face to the outside world. As far as what you need to know to help shape and maintain your brand, Landor, the brand strategy firm responsible for creating the image for a number of our clients, including Procter & Gamble and John Deere, provides a look at current trends in branding with a series of articles and videos, including gamification, brand purpose, Asian luxury, packaging, data, China and design.
I think that the following five are the most relevant for the balance of this year and into 2014.
Photo Credit: Landor Associates
Gamification is poised to be as important this year as social and mobile were in the past, according to Jason Bice, Landor’s senior manager of verbal branding. “Gamification could be considered the third component of a new ‘holy trinity’ of digital marketing,” Bice says. The question that all small-business owners must ask is: How do I turn a virtual achievement in a real one?
Find out the answer and more about Bice’s take on Gamification here.
Wikipedia describes graphic design as “…a creative process—most often involving a client and a designer and usually completed in conjunction with producers of form (i.e., printers, sign makers, etc.)—undertaken in order to convey a specific message (or messages) to a targeted audience”. That simple description fits, until you realize how much more graphic design influences our lives. Design surrounds us to the point that it’s often overlooked. The only place where you might not see graphic design would be on the final pitch to the summit of K2, but even in such a wild desolate landscape, there’s that Patagonia or North Face logo emblazoned on the front your climbing partner’s jacket. As Debbie Millman, brand consultant and president of Design Sterling Brands, states: “We use graphic design to pay our bills, to get married, we use graphic design to get divorced. We use graphic design in every single aspect of human life…”
Here at KRT, we use graphic design in all aspects of our marketing solutions for our clients – from simple online marketing to product logos to multi-page corporate brochures. The final design is a result of carefully understanding the message to be conveyed, and creatively communicating it to be informative and impactful.
This “PBS Off Book” presentation looks into the world of graphic design and how it affects the world around us. Let us know how we can help to make your message, services or products more impactful.
Logos are everywhere. From the moment we wake-up to the time we turn off the lights to head off to bed, you‘ll probably be exposed to hundreds of brand logos throughout the day. One blogger recorded seeing 33 logos in the first 33 minutes after waking up: http://www.logodesignlove.com/33-logos-in-33-minutes Just sitting here at my desk, I counted 12 brands on various products. The competition for brand recognition is fierce! There are a lot of factors that can make one logo standout over another. A simple but unique design, free of noise and clutter, is usually the best solution. It also needs to convey what the brand is all about. Of course, trying to achieve those goals is difficult. The great American graphic designer Paul Rand once said: “Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated”.
I recently came across this cute video posted by logo designer Adam Ladd. He showed his five-year old daughter various brand marks to get her reaction and commentary. It’s surprising how many she correctly identified. Even from a young age, we begin to associate images with a company or product. It’s hard to say whether her reactions were a result of good design or product exposure – probably both. How many logos do you think you’re exposed to in one day? What makes one logo more memorable over another?