Visual Branding

Teaching an Old Dog New Tricks – Why Branding Isn’t Just for New Businesses

March 30, 2017

in Addison Whitney, Brand Strategy, Branding, Rebranding, Verbal Branding, Visual Branding

Just because you’re an older organization that came to fruition before strategic brand building was commonplace doesn’t mean you’ve missed the boat. If your brand needs a refresh or a restart, don’t feel as if the latest and greatest branding techniques are only left to the upstarts and newcomers. Let’s explore three reasons why branding is important for the established organizations in the business world.

How We Answer the Question: “Why Branding?”

March 28, 2017

Creating and growing any business is a process that can take large amounts of time and energy to achieve – that’s a given. So why not spend some of that time and energy to create something that will work for you even after it is launched? It’s a question we hear all of the time – “why do I need to create a brand? Why branding?” To me, the best way to answer this question is with a new question “What is branding?”

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.

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

November 03, 2016

by Matthew Harris

in Addison Whitney, Design, Logo Design, Visual Branding

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.

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.

When Less is More in Logo Design and Visual Branding

September 14, 2016

As brands and logos have evolved over the last several years, it’s become evident that simplicity and minimalistic design is a key new direction for modern brand marketing. Even the most iconic brands and logos are following the mindset of “less is more” when it comes to their designs. From less detailed images to geometrically-inspired outlines, brands are embracing a clutter less existence.

A Cup of Sugar and Branding Advice – Two Things You Can Get From Your Neighborhood

September 07, 2016

by Matthew Harris

in Branding, Verbal Branding, Visual Branding

What if I told you that organizations and products across the marketplace could take branding advice from a collection of neighborhoods in Nashville? In line with a recent trend in demographic identity, the residents are beginning to attach their neighborhood with their own personal brand. In doing so, they have hit a sweet spot in branding, achieving two foundational achievements in building a successful brand.

Looking toward the Branding Future with an Eye on the Past

May 03, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Rebranding, Visual Branding

It’s a common misconception that a “rebrand” automatically means a brand new start – that when a rebrand occurs, the slate must be wiped clean and all subsequent branding elements must possess totally original characteristics. In fact, the best rebrands take the opposite approach. They take the time beforehand to identify and research what brand aspects of the previous iteration carry the most weight and provide the most benefit, then find ways to incorporate or pay homage to these aspects in the new brand.

The Science of Logo Design: How Much Can a Logo Impact A Brand?

April 21, 2016

by Guest Blogger

in Logo Design, Visual Branding

While certain luxury or niche brands may embrace the concept of exclusivity, where does that leave companies and organizations that pride themselves on being open, helpful and friendly? The idea of forgoing a logo isn’t realistic, particularly when standing out in a crowded marketplace is a basic requirement for success. Is it possible to convey both competence and warmth in a logo? Unity and inclusion? Strength and kindness?

Why You Should Never Close the Story on Your Brand

February 26, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding, Visual Branding

“A great brand is a story that’s never completely told.” A great brand is one who never really reaches the end of their story – they are an ongoing manuscript, adding new pages as the world around them moves forward.

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