Aetna’s New Trendy Logo

Aetna has a new logo – the 12th logo in the company’s 157-year history. This is part of their new brand’s “passion for helping people make confident choices and celebrate the equity and tradition of the Aetna name.”

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Logos and brands

Our good friend (and former client, now retired) Anne Ritchey, gave us a very appropriate holiday gift – The Logo Board Game. Thanks Anne, for thinking of us in a big way!

The game is like a trivial pursuit. There are cards that ask questions in relation to brands we are often familiar with.

Although it is a board game, we had much fun with answering questions. Some relate to visuals and logos, some to taglines and branding. But mostly, it got us thinking and helped us build on our brand vocabulary.

We share some of the fun here with questions for you:

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The Power of Infographics

Knowledge is power. Conveying that knowledge with infographics (or “data viz” for data visualization) is a new way of seeing. An infographic neatly combines statistics and design to communicate multiple layers of information. Great for your presentations when a graphic can speak volumes. Highly effective when it’s important to illustrate information clearly and quickly. Ideal for communicating with your online audience. A visually pleasing and compelling infographic is likely to be shared on potentially buzz-generating social networks – expanding your reach.

Studies have proven that people retain about 10% of information conveyed orally. Since the majority of people are visual learners, it stands to reason that when information is also visually presented, retention rate increases to 50%. Infographics can help validate your argument.

For infographic success you need:

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Beer Brand Visual Identity Evolves

Heineken is not only a great consumer brand but a corporate overseer of more than 250 beer and cider brands. In this age of brand awareness Heineken has opted for brand differentiation. As a brewer, HEINEKEN is a brand. As a brand, Heineken is a world reknowned beer. They have chosen to differentiate the corporate visual identity from the product visual identity.

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Building an effective QR code campaign

What makes for a good QR code?

The most popular codes are ones that offer access to a discount or coupon or that allow people to learn more about a product or service.

Giveaways, discounts, free tickets, exclusive access all compel people to interact with and scan your code. Where you send them should provide them with a brand experience plus more. Give them something that is just a bit more special.

When used with a powerful call-to-action, compelling campaigns can offer:

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Where Customers Take Control of Branding

Put the brand in the hands of the users

SALT and The BMW Guggenheim Lab allow users to lend their own interpretations to their brands within boundaries they set up. At the core of both these organizations is collaboration and participation.

The theory behind this type of “non-logo” encourages community-building, interactivity, mutability and allows users to truly feel and be part of the experience. It’s like social networking for design. Mirroring the organizations they portray, anyone can play a part in the organizations interpretation.

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