Before designing a visual brand, it is essential to determine the desired voice, whether aggressive, soft, gritty, funky, etc. It is also imperative to research competitors and those organizations that may be in a similar space.
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Visual Brand Demolition. Think First.
Building a highly visible and unique visual brand identity is not Rocket Surgery. With thoughtful, unselfish planning and execution, an organization's visual brand identity will soon reach a wider audience, communicate more clearly and increase sales.
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The original SciCoh logotype (2009)
SciCoh: Branding a Youth Sports Team
Over the past seven years, the board has worked with me in establishing a SciCoh Sharks Brand demonstrated through a website, email campaigns, fundraising materials and apparel. It always gives me a warm feeling when I walk around town and see a young person wearing a SciCoh sweatshirt, T-shirt, baseball hat, or fleece beanie.
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Imagery: C-, Typography: D-, Overall appeal: F
Kasich's visual identity, nearly as sophisticated as the Cleveland Browns
As a visual communicator, I strongly support evolved design standards. Governor Kasich, should you make it all of the way to Pennsylvania Avenue, I would leap at the opportunity to fill the Secretary of Design position within your cabinet.
Read More3 Random Observations from Last Week.
Random Observation #1
Restoration Hardware and their 12 pounds of catalog
There are most likely hundreds of UPS drivers nursing sore backs, thanks to Restoration Hardware and their heavily shrink-wrapped package of (9) catalogs–weighing in at a ghastly 12 pounds, per household. I am guessing that the Sears Wish Book of yesteryear was merely a postal David, compared to this direct-mail Goliath.
Maryland's State flag. Top of the fluttering heap.
Random Observation #2
From a visual branding standpoint, Maryland’s State flag has reached the apex of the 50 candidates. The striking design has the application flexibility build into its soul.
Jeeps
Cleats
Planes
Uniforms
Random Observation #3
As a newly minted member of the Dollar Shave Club–where each month (or 2) you receive an environmentally friendly package of razor blades–that drastically undercut the gigantically priced Gillettes and Schicks of the facial follicle world. As an add-on, I recently included a 3 oz. tube of Dr. Carver’s Shave Butter with my order. Great stuff! It has been over 50 years since my cheeks have felt so smooth.
According to the Homeland Security website, “You are allowed to bring one small bag of liquids, aerosols, gels, creams and pastes through the checkpoint. These are limited to 3.4 ounces or less per container.”
For some reason, while being scanned and probed at Baltimore/Washington International Thurgood Marshall Airport (which proudly flies the Maryland State flag), my tube of Dr. Carver’s was confiscated by TSA authorities, who claimed that it was 6.0 ounces–or 2.6 ounces over the legal limit. I might have questioned decision but was anxious to catch my New England-bound flight and wasn’t up to spilling my guts regarding any other potential TSA over sites–that would eventually make their way to my permanent record
Simple mathematical error by the TSA official?
Perhaps.
However, I am thinking that Dollar Shave Club may be suffering the effects of a conspiracy orchestrated by shaving’s “Big 2”. I promise to keep you posted. –Doug.