Branding posts

Sports branding used to be about differentiating two opposing teams on a field; it used to be about an umpire or referee quickly identifying the team to award points to, or to penalize; it used to be a world in which the identity of a team could be summed up in the color of their socks.

But with The Bluebirds changing their colors to red, Spain’s Olympic team  kit designed by Russian outfitters Bosco Sport, and Nike’s support for the ever changing ‘uniforms’ of the Oregan Ducks, it’s clear that sports branding means as much to big business as...

For most brands, recognition is everything. Occasionally you’ll encounter a company that seeks to create a air of exclusivity by shunning popular appeal, but for the large part companies need you to spot them immediately.

Brand recognition isn’t about making a good first impression, it’s about up-selling; creating a way, once trust and even pleasure has been established by an initial sale (or in some cases just an advert), for the consumer to make a repeat purchase.

Brand recognition is even more important to companies that rely on impulse buys. Think of the last time you...

A logo is an essential part of your company brand. It works together with elements such as your website, collateral, brand promise, and marketing efforts to set the tone for your company as a whole in the public arena. And while this sounds simple enough, many logos tend to overshoot or fall...

Companies spend thousands on logos and branding aimed at putting a positive gloss over their products. But what if the downsides couldn’t be hidden in the small print or conveniently omitted, and had to be up front in the branding?

Viktor Hertz, a designer from Uppsala in Sweden, has decided to follow this idea through. He’s produced a wry collection of what he calls ‘Honest Logos‘.

In all fairness one bite of a burger won’t...

Most web design and/or development projects have some history behind them. Sometimes you have to re-design or re-develop a company’s existing website to update it and add new functionality. In most cases, there is some history to the website; its business goals have been identified, research has been carried out, and you are able to look back on historical data such as analytics to aid in making decisions throughout the design and development process. You’re able to identify the improvements that need to be made.

But what happens in the rare case that client company has no website? They have never even thought about having a website in the past. This is totally new territory...

While Generation Y may be too young to remember, there was a time in the 70s and 80s when the coolest gadgetry was inevitably “Made in Japan” — especially a series of 35 mm SLR cameras that set the industry standard.

When the design consultancy group Antrepo analyzed the logos and typography of these vintage cameras, they were struck by the line-based logos and extended-outline fonts that designers utilized for the majority of these products. The switch to the “less-bold” typefaces presumably cut down on production costs.

So, like any good creative, the team at Antrepo asked “what if….”...

Fonts can become synonymous with brands. Picture, for example, “Yahoo”, “Disney”, or the masthead for “The New York Times”; in each case, the brand and the typeface are virtually interchangeable. With this in mind, a team of designers isn’t just rebranding a company — they’re rebranding a city.

In the 1940s, Chattanooga, Tennessee was hopping, thanks to its railroad and industrial plants. In fact, the Glenn Miller Orchestra’s big band number “The Chattanooga Choo Choo” and a movie by the same name feature the city in all its progressive glory.

Sadly, like many great places, this promising hub lost its mojo, and became known as one of the filthiest cities in America just two decades later. Fast-forward to today,...

There was a time, not so long ago, when flying was considered a glamorous experience, something people aspire to do, a rite of passage, something you had to do before you die.

The American Airlines brand has taken an active role in helping to shape this image since the company’s formation back in 1930, when it was know as American Airways. Popular belief had it, that in those golden days, working for the company was a privilege of a very few, having the American Airlines logo stamped on your uniform would make you feel on top of the world, especially for pilots, whom above all, were treated by the...

If a company’s branding materials should seek to leave a mark, then Austrian design studio Bureau Rabensteiner has more than met the challenge with a recent client project.

Using thermo-sensitive black ink, these visionary creatives have fashioned a dynamic stationery set for Vienna-based photo rep and producer Natalie Daniels. The black varnish color fades at body temperature, so whenever an item is handled, an image is produced. Pulling a card from your wallet leaves finger prints. Pressing a postcard up to your mouth leaves a lip mark.

Perhaps the cleverest piece in the...

One of the most challenging briefs any designer can take on is to design for a cross-cultural organization that needs to appeal to disparate groups from diverse backgrounds.

As designers we’re frequently reliant on communication through an informally agreed symbolism: green is a healthy color; slab-serifs are masculine. Except that when dealing with global audiences the message can be skewed, leaving organizations to run parallel branding; throughout the world the red cross is known for supplying medical aid in warzones, except where the red crescent...

An apple with a bite out of it is instantly recognizable — but delivering a logo with such iconic potential is more complicated than simply going from A to B. In fact, the road to a killer logo is often times a windy path.

Take a look at this great infographic outline of the logo process, courtesy of Guru Corporation. At the outset, the job is investigative; with detective hats on, the creative team researches, asks questions, analyzes the target audience, scrutinizes competitors, and brainstorms. The process then moves from factual to conceptual, with creative inspiration coming from any number of sources until it finds its way to paper. Enter...