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March Madness: When Even the Floor is Branded

March 15, 2017

There’s one branded element that may hold the title as the most watched and most overlooked branding of the entire event – the actual floors on which the games are played. Yes, March Madness branding is so all-encompassing that even the very playing surfaces are incorporated into the overall brand profile and given a high level of attention to ensure they are both brand compliant but also provide their own unique addition to the visual branding.

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Becoming a Tradition-Synonymous Brand

November 22, 2016

Over the years, brands have attached themselves to and eventually become synonymous with a holiday tradition. They’ve reached outside of their usual consumer audience and established brand equity with a portion of the marketplace with little to no brand knowledge outside of the name association. In doing so, they did something no advertising or marketing campaign could do – they became connected to tradition.

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Oh The Places Your Logo Will Go: Unexpected Mediums that Must be Considered in Visual Branding

November 03, 2016

When working through the visual branding process, especially in logo design, there are a few obvious places the logo will need to be displayed, such as office signage, business cards and websites/social media platforms. But it’s not enough to simply perform in the usual logo locations – in today’s increasingly diverse mediums in which logos will be deployed, logos must perform as they are needed, no matter the new and unexpected places they might be found.

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Age is Just a Number: 5 Ways Established Brands Can Stay Young

October 17, 2016

There are few things worse for a company’s image than to be seen as one that believes they can connect with today’s consumers, despite overwhelming evidence to the contrary. So how do you ensure that your brand takes the right path to stay relevant and modern? Here are five ways that established brands can prove that age is just a number…

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The Big Transition: What to Do with Your Brand Following a Merger or Acquisition

October 13, 2016

Far too often a brand strategy is overlooked in the M&A process, or brought to the table too late to have an impact in anything except final implementation. Whenever it happens, it is important to develop a communication plan that addresses both internal and external audiences. This plan should break down the individual audiences in detail and outline what they should know and when, including the appropriate verbal and visual brand implementation for each instance.

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Iconic Logo Timeline Shows There’s No One Way to Evolve

September 27, 2016

Logo evolution is a natural part of the branding process. In fact, the evolution of the overall brand is common, and often necessary, in order to keep up with the latest advancements in the marketplace and ever-changing consumer mindset. But how a logo “should” evolve is still up for debate.

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Function or Feeling – How Will You Position Your Brand?

September 22, 2016

Successful brands have purpose. They have pre-determined areas of differentiation and a target audience. They have a brand position. With this sense of direction, they can focus their branding efforts in the same direction, allowing for the full effectiveness to shine through. When creating your positioning strategy, there are two main aspects to use as starting points – function or feeling. But which one’s right for your brand?

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