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Defining the Problem
Mini’s Mark is a non-profit organization that aims to prevent childhood obesity through speaking engagements, an interactive website and a series of chidren’s books called Mini and Me. Mini and Me follows the adventures of an overweight dog named Mini and his owner, Madison as they learn about being active and eating right. Mini’s Mark partners with schools, day-care centers, libraries, hospitals and parents to promote a healthly lifestyle and positive body image for children. Since Mini’s Mark is a start-up organization it was important to create a visual identity that would be flexible enough to not only withstand the company’s growth but be flexible enough for future, unseen applications. It was important to the owners that Mini’s image would be represented as a prominent part of the logo design, especially since the Mini and Me books were such a success prior to the launch of the non-profit.
Early in the research process, I realized just how broad of an appeal the logo needed to have. The logo needed to be buttoned down and serious enough for investors and grant committees, while also appealing to parents and children who interact with the brand.
Exploring the Solutions
I began by creating a word mindmap of the key characteristics of Mini’s Mark — health, youth, education and dogs.
Then I explored a visual mindmap by sketching 100 logos, evaluating the rough ideas and honing in on a few concepts to develop into black and white comps.
Ideas to explore further
Creating the Form
After several rounds of refining the sketches, I presented a first look at four concepts in black & white.
Version 1 incorporates the logo mark of Mini into the overall shape of a logo reminiscent of the Caldecotte Medal associated with award winning children’s story books in addition to creating an emblem that is easily recognizable for future publications. The two points of healthy living are represented by the ball and apple.
Version 2 is a much more corporate feel while still incorporating the fun personality of Mini. The custom type mirrors the rounded shape of the dog with the arm of the “k” doubling as the tail.
Version 3 provides a solid corporate feel that appeals to the more conservative nature of grant committees and investors while allowing the monogram to be a bold stamp to everything the brand touches. Mini is much more stylized in this version with his body forming the monogram. The custom type mirror’s the shape of the dog monogram.
Version 4 is another version of the Mini monogram approach with the two m’s creating the shape of a sitting dog while framing the shape of a heart to represent the health of the brand’s core message. The custom type is round and playful like Mini. Overall the logo speaks to corporate sensibility with a separate mark and type treatment while the playfulness of the shapes appeal to the core audience of kids and parents.
Mixing the Color Palette
The client fell in love version 1 that featured Mini large while incorporating the health icons. After a few minor explorations of type, we began exploring color. Early in the development process the client mentioned that Mini needed to be brown to relate back to the book. I presented 3 options that pulled color predominantly from the book while exploring a couple of variations of brown for Mini.
Finalizing the Solution
The pink and chocolate color scheme won in the end, and it provided a great base for the full brand color palette which includes yellow, blue and green.
Applying the Identity
The logo style guide provides a glimpse into how the logo and brand color palette can be used.
To find out more information about Mini’s Mark or purchase a copy of Mini and Me please visit miniandme.com.
For more examples of logo and visual identity design work check out the Creative Squall site.
Shortening or abbreviating your brand name has become a growing trend over the last few years. While it may seem like an excellent way to add a fresh take on your branding, it may not necessarily make sense from a strategic perspective.
What’s in a name?
While it’s not unheard of for a company to change its name, it is rare that its for the right reason. Your target market is much more tolerant of visual identity, messaging and even product focus changes. A name change however is often a game changer, and not the kind you’re anticipating.
Initial Reactions
The biggest trend over the last couple of years has been the need to abbreviate or use initials for brand names. This can be attributed to the rise of social media platforms like twitter with character length caps, and the continued popularity of texting and messaging shorthand. O.co, JCP, and even KFC are all recent examples of companies making the switch. KFC tapped into a nickname the market was already using while allowing them to de-emphasize the “Fried” aspect of their name. On the other hand, Overstock.com learned that you can’t nickname yourself without backlash when they tried to adopt the O.co moniker last year. In fact, months after pushing out the name with new marketing materials, including the naming of O.co Coliseum, the company backed off of the name stating that the market just wasn’t ready for the change. Without careful research into your audience’s attitude about the name, you may end up losing them all together. Just like parents adopting the same vernacular as their teens, you’ll sound like a poseur.
Short Shelf Life
Times and markets change. It’s inevitable, and you may very well find yourself in a position that makes your name seem obsolete. The truth is, if your brand has had success over the years, your name no longer has a literal meaning, so why change it. It represents a feeling, or ideally a lifestyle. Founded in 1921, Radio Shack originally sold equipment for ham radio, and the name is the term for a small, wooden structure that housed a ship’s radio equipment. Realizing that they sell electronics, and not so much radio equipment, in 2009 they began marketing themselves as The Shack. The market reacted negatively, and The Shack quickly became Radio Shack once again.
Similarly in 2009, Pizza Hut briefly changed its name to The Hut to reflect the new focus on pasta offerings. While the marketing of the new name came and went, there is still a store front with “The Hut” sign near my office that demonstrates the confidence they had in making that move. Have confidence in your original name, even if it is representative of what you do or sell, and remember that your name is just a label for the feelings your market associates with your brand.
The hard truth about your name is that your audience controls it. They will pronounce it as they see fit, and more importantly, they will create nicknames for your company. Forcing a new name on your customers won’t bring you any more success than cramming bad products down their throats.
To learn more about common mistakes in naming, be sure to check out “That’s My Name. Don’t Wear It Out.”
Like this:
When it comes to business, return on investment is the driving force behind almost any expenditure whether that be hiring a marketing assistant, purchasing new laptops for your sales team or hiring a design firm to create your next direct marketing campaign. While it’s easy to create metrics that measure the effectiveness of your latest email campaign, how do you measure the value of logo design?
For starters, logo and visual identity design rarely provide immediate results that are quantifiable. As an integral part of your brand a logo should last at least 5-10 years, and as such it helps to measure the success of your logo according to the four common traits of every successful logo — differentiation, flexibility, simplicity and memorability.
Fly Your Freak Flag
First and foremost, your logo must be differentiated. I don’t recommend being different just to be shocking, but in order to be a leader you do need to lead. Having a logo that looks similar to another company, or worse, your competitor will leave your target audience confused about who you are. I can’t tell you how many times I’ve gone to either OfficeMax of OfficeDepot, and not known which one I’m in. Aside from the names being too close, both logos cram the words together in a similar font, and the store interiors are nearly identical. I was happy when Staples opened in my area, because I don’t get them confused with the other two. It’s risky to be different, but not nearly as risky as being the same.
Stretch Your Brand Muscle
Every logo should work in black and white, at the size of a spitwad as well as the size of a billboard. By building this flexibility into your logo from the beginning you’ll be ensuring a healthier life span, and ease of use. It’s not uncommon to realize a couple of years after your slick, gloss logo premieres on your new website that you may want to embroider the logo on hats or employee shirts. How do you run a gradient or recreate that nice glossy highlight on your logo in thread? Keep your design limber, and you’ll have less injuries in future application.
Trim the Visual Fat
Just to clarify simple doesn’t mean it was just thrown together in a few minutes. It means stripping out the unnecessary shapes. The simpler your logo design the more flexible it is, and you’ll see an increase in memorability as well. Start by removing details of your logo mark. Determine what isn’t needed to support the silhouette, or help legibility. Keep subtracting shapes until your logo becomes unrecognizable, and then take a step back from there. Save the intricate illustrative work for your marketing materials where it’s more appropriate.
Leave an Impression
Brand adoption is dependent upon how memorable your whole brand experience is. At the center of your brand is your visual identity and logo design. Your customers should easily recall the look of your identity just by mentioning the company name or even the product category. Our brain doesn’t store data in large chunks, so simplicity and differentiation should help drive recall. After years of successful implementation brands like Target and more recently Starbucks are able to rely solely on their logo mark as a identifier. The less memorable your logo design the harder your marketing materials will have to work to constantly remind consumers of who you are. You don’t want that, and you’re customers don’t want that.
Judge your logo against these four criteria, and you’re on the right track to having a successful brand life cycle. Aesthetics, and whether you like or dislike your logo design are irrelevant to your ROI. When designed to incorporate differentiation, flexibility, simplicity and memorability an aesthetically pleasing design should be a natural byproduct.
To learn more about some common mistakes in logo design check out our article “Eight Reasons Why Your Logo Hates You.”
Defining the Problem
The print division of Premier Election Solutions was planning to spin off as an independent printer with a focus on variable data and mail automation. At the start of the project, the department handled ballot printing for the election systems sold by Premier, and had a strong presence in handling variable data within the small niche. The stakeholders named the new company Spectrum Printing, and I was approached to develop a logo, stationery system and basic logo usage guide. Spectrum is one of the most common names for a printing company which I discovered during the research phase. Changing the name wasn’t an option. Developing a logo and visual identity system that differentiated them from the spectrum of Spectrums became my focus.
Exploring the Solutions
I began by sketching 100 logos, evaluating the rough ideas and honing in on a few concepts to develop tighter sketches and type studies.
Ideas to explore further
Tight pencil concepts to be cleaned up
Creating the Form
After several rounds of refining the sketches, I presented a first look at three concepts in black & white.
Version 1 references a printed halftone pattern with a sleek, digital mark that doubles as a monogram for Spectrum. The connectivity of the individual dots and the hexagonal shape imply precision and science. The logo mark could become an icon used as a design element, pattern or even a photographic mask across the brand portfolio.
Version 2 is a nod to the old world craftsmanship associated with offset and even letterpress printing. The crest shape mimics shop signs of years past while the custom type adds a modern, digital edge to the overall feel. A printer’s loop placed on a halftone pattern within the crest references the attention to detail of Spectrum Printing.
Version 3 plays directly off the name Spectrum in that the shapes at the bottom merge to create the whole shape of the monogram. In addition, the monogram pays tribute to the rollers of traditional printing.
Mixing the Color Palette
The client zeroed in on the craftsmanship approach of version 2, and we took an opportunity to modify the crest shape to take on the appearance of an open envelope, allowing the logo to touch on both print and mail automation. The color studies focus on playing up the name Spectrum while grounding the color palette in the printing space. I presented a few options to push the palette outside of the expected cyan, magenta, yellow and black.
Finalizing the Solution
Ultimately, it was determined that keeping the CMYK reference outweighed the chance to own a unique palette in the space, though I was able to shift the colors slightly from the expected use, particularly with the yellow.
Applying the Identity
The stationery application brings the whole brand to life with the mark creating a nice patterned element, and business cards in four separate color schemes to keep the stationery fresh.
For more examples of logo and visual identity design work check out the Creative Squall site.
Milton Glaser, the creator of the “I love New York logo” once said, “The logo is the point of entry for the brand.” With that in mind, every element of your logo needs to be treated with respect and understanding, in order for it to work in harmony with every piece of branded communication you produce and create a memorable connection with your audience. Here are a few common mistakes that can lead to discord—or worse cause your logo to resent you:
1. Your logotype and logomark have creative differences
A well-designed logo will exude a warm fuzzy feeling that the logomark (the graphic or symbolic element) and logotype (type treatment) were, in fact, created at the same time by the same designer. However, it’s not uncommon for logos to undergo a “Frankencomp” effect. That is, “I really like the type from version three, but I’d like to combine it with the mark from version one.” If this is the case, it’s important to take the time to bring the two ideas to mutual ground without losing the integrity of either element. Otherwise, the fallout can be pretty ugly.
2. Your logomark has some serious burnout
A common misconception is that the symbol you choose for your logo should show exactly what you do. While it’s great if a creative solution arrives that does just this, most companies will not have a simple, all-in-one solution that sums up their products and services. An effective logo won’t have to work itself to death to be simple, bold, and iconic—instead, it should easily allow you and your customers to apply meaning, while creating flexibility in your brand. It helps to think of a logo as a stamp or seal that provides a look and feel for your brand and nothing more. Give your logomark a break, and save the complicated imagery and messaging for your Web site or brochure. Think about it: Nike doesn’t sell swooshes, nor does Starbucks sell mermaids.
3. Your logo can see The Matrix
Not every logo needs to appear in 3-D. As a matter of fact, most of them shouldn’t. Your logo should function at a very basic level—black-and-white and the size of a spitwad. While it’s okay to add some flair to your logo for the Web, it’s important to realize that you’ll need to be able to reproduce it in a wide range of sizes and applications from billboards to key chains. After all, the embroidered logo on your company shirt can’t reflect the cool transparency or lighting effects that your Web site can. Unfortunately, the number of logos lost in the space-time continuum has been an increasing trend for the last few years. (See also number 6.)
4. Your logotype feels like everyone & everything is copying it
While it’s acceptable to put your company name in a standard format and font, your logotype should have its own distinct identity. Thus, materials like letterhead, memos, or a print campaign should not be set in the exact same font as the logotype. Pick a typeface that complements the logo, but doesn’t steal the spotlight. After all, your logo is the hero of your visual branding—but it won’t work so well if you keep shining the bat-light beacon in its eye.
5. Your logo feels like someone might have slipped it something
Unless you’re selling flashbacks to the ‘60s or Technicolor dreamcoats, you should limit the colors of your logo. A good rule of thumb is to only use one or two colors. Not only will this help create a uniform color palette, it also saves on printing costs while improving the color consistency of your final pieces. Finally, you shouldn’t feel like your logo has to have color. Many successful logos are used only in black-and-white. For instance, Jack Daniel’s and Calvin Klein require no prismatic embellishments.
6. Your logo is tired of keeping up with the in-crowd
First it was grunge with lots of texture and now it’s Web 2.0 with high-gloss and reflections. Logos shouldn’t follow trends, especially since your logo should last 10 years or more—and most fads move from hip to tragic in the blink of an eye. When designing and selecting a logo, skip the hype—follow the laws of form and function to develop a true icon. Why be a follower when you can be a leader? (Side note: Web 2.0 refers to the functionality of your site, not a look. Asking for a Web 2.0 look is the equivalent of asking to make something taste “more purple.”)
7. Your logo doesn’t need you to play matchmaker
This may come as a shock, but a logo doesn’t always need a mark. Logotype alone can represent your brand, and it’s not that uncommon—think FedEx or IBM. If your logotype is strong enough to stand on its own, don’t force it into an arranged marriage. Seriously, it’s ok to be a little unconventional sometimes.
8. Your logo doesn’t need your approval
A common mistake is designing a logo that you “like.” That’s great if you’re the target market. However, nine times out of 10 you aren’t. Always put yourself in your customers’ shoes and be aware of what they’re looking for in your brand. A logo that speaks to your consumers will perform much better than the detailed illustration of your childhood pet immortalized in a logomark. Your logo is like a teenager—it wants the approval of it’s peers and friends—not its un-cool parents.
Pay attention to the needs of your logo—and it will return the favor by getting your brand the attention that you want.
Like what you see feel free to email me at tad@creativesquall.com and don’t forget to become a fan on Facebook.
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