unforgettable brand

5 Ways To Build An Unforgettable Brand!

Every impression of your brand has value!
65% of us are visual learners. This makes a strong visual brand an integral part of building an unforgettable brand.

The goal is always to stimulate recall, instill recognition and become memorable in the mind of your audience. If they view your visual brand consistently and repeatedly, you are empowering them to make a connection with your business easily. This is simply because the more we see something, the better our recall of it is.

A strong visual brand begins with these 5 basics: your logo, fonts, colors, usage and images.

Your logo is not your brand in its entirety. It is a visual representation of your brand. A strong visual is distinctive, simple, readable at all sizes and meaningful. Maintaining your logo’s integrity helps establish the recognition it deserves.

Fonts lend a distinctive personality and should reflect your brand values. Use no more than 2 fonts that pair well and complement who you are. The right fonts will ensure your message is readable and legible.

Color creates your brand’s tone. Choose colors appropriate for your brand and use them distinctly to guide your audience visually in conveying your message.

Guidelines for consistent usage should be established to help maintain visual brand integrity. This may include elements such as guides for maintaining ample white space around your logo which will help draw attention visually. Studies show that consistency in visual touchpoints (website, social media, store, marketing, service, support, etc) builds brand.

Visual content is more interactive, engaging and gets your message across quickly. Create high-quality, compelling and visually consistent images for your brand.

Control your brand by building it consistently and empower it to become unforgettable in our crowded world of brands.


Why Your Brand Needs A Design Style Guide?

How To Create A Great Logo

Branding … Good And Bad


Keys To Building A Strong Visual Brand

3 Keys To Building A Strong Visual Brand

How do you build a strong visual brand? In one word … consistency.

Why build a strong visual brand? Because every impression of your visual brand has value! When your customer views your visual brand consistently and repeatedly it builds recognition and memorability in their mind. Customers make a connection with your company more quickly and easily. This is simply because the more we see something, the better our recall of it is. It’s subliminal so most times we are unaware it’s happening.

If you want to build a strong visual brand, you can start with your three most important visual assets….
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The Irony of Yahoo’s New Logo!

The new logo was created by Yahoo’s in-house brand design group and product designers. It was not part of the “30 Days of Change” campaign, according to Ad Age.

So, the “30 Days of Change” was really just an exercise with no intention of using one of the 30 featured choices. They had already decided on the chosen logo.

CEO Marissa Mayer’s blog post reveals, “Over the subsequent weeks, we’ve worked on various applications and treatments of the logo.” Huh?  She goes on to mention, “We knew we wanted a logo that reflected Yahoo — whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.”

A bit too involved for a CEO, but again, read more
Results are a CEO-centric logo.

Cotter Visual Synergist

Do Logo Redesigns Always Reflect Change?

Yahoo is running a “30 Days of Change” new logo campaign. Each day in August they showcased a new design on their website, leading up to the unveiling of a new logo on September 5th. At first I thought this was meant to garner positive attention, hype and to just get people excited. Why not engage Yahoo users and ask for their votes? Sounds like a novel idea. Or why not allow other designers the opportunity of submitting their version? Yahoo has online polling asking visitors to rate each of the new Yahoo logos vs. the old one but, interestingly enough, most versions are not as well liked as the original logo.

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AIG Logo Gets A Refresh

AIG (American International Group, Inc.) has a “refreshed” logo.

“Our new logo reflects a rebuilt and forward looking AIG – contemporary, dynamic, transparent, and revitalized,” said CEO Robert H. Benmosche, in a press release.
All that in this new visual icon?

Yes. The new design uses a brighter color and a sans serif font lending a trendy, friendly look. I am surprised they didnt use all lower case letters which is also one of the most popular current trends.

Some may recall The Gap’s new logo launch a short time back. It created so much negative backlash that the company back-pedaled to the old logo.

Simple, yes. Effective, no. This minimal change will hardly differentiate AIG in a sea of brands.

Which poses the question: are they trying to create buzz around something without really making a change?

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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Steelers Logo

A bit of logo trivia in honor of the Pittsburgh Steelers and the big game. You Steelers fans probably know this already.

The Steelers logo is based on the Steelmark logo belonging to the American Iron and Steel Institute (AISI). Created by U.S. Steel Corp.

The diamonds on the Steelers’ helmets are hypocycloids. Who knew?

Apparently, there are two meanings behind the yellow, orange, and blue.

The logo originated from U.S. Steel, who interpreted the colors as meaning: yellow lightens your work, orange brightens your leisure, and blue widens your world. But the official meaning adopted by the Steelers is that yellow represents coal, orange is iron ore, and blue is scrap metal—the three elements used to make steel.

The Steelers are the only NFL team to wear their logo on only one side of their helmets – the right side. This was supposed to be so they could try out the look of the logo on an all-gold helmet.

In 1962 the team finished 9-5 and became the winningest team in franchise history at the time. They went on to finish second in the Eastern Conference and qualified for the Playoff Bowl. In an effort to do something momentous for their first postseason game, they changed the color of their helmets from gold to black. This color change highlighted the logo better.

Because of the interest generated by having the logo on only one side of their helmets and because of their team’s new success, the Steelers decided to leave it that way permanently.

Today’s helmet reflects the way the logo was originally applied and it has never been changed.

Rock Solid Branding

Prudential’s “Logo Evolution” of The Rock® is a perfect example of the simplifying of a logo. What began as a detailed illustration in 1870 has now evolved to its most simplistic form, displaying more of a symbolic visual icon. As mentioned in the last post, simplicity is one of the keys to a great logo. And great logos gain recognition.

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The Green Logo BP Hides Behind

From “British Petroleum” to “Beyond Petroleum”, BP spent hundreds of millions of dollars in 2000 promoting their new brand and tagline. The question now is, are they 100 percent committed to their brand?

Greenpeace UK is holding a BP rebranding contest. They speak for many who watch as BP hides behind their “nice green logo”.  

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