I was driving home the other day when I went through an intersection I have driven through hundreds of times in my life. On one particular corner I saw two new delivery vans with the name of a dry cleaner on the side. I recognized and realized they had a new logo, and an overall fresh visual. I was amazed. “They finally grew up” I thought to myself. Until that moment that dry cleaners had been the visual equivalent of background noise because I could not bring myself to look at the hideous single van parked on the corner that had vinyl lettering of all sizes and colors displaying the name, number, etc..
A BrandLift™ is more than an update to a corporate logo, color palette, or name. It is a new attitude, a rejuvenated set of principles and new focus on company values: A break in a paradigm. It is acknowledging how tolerant and malleable messaging needs to be without compromising identity. In today’s market this is proving to be a good idea. Here is an example of one of our most recent BrandLift projects.
When the Hearst Corporation announced on Feb. 26 that it would sell or close the San Francisco Chronicle if it couldn’t lay off significant numbers of employees, the question had to be asked: was this a negotiating ploy with the union or a yet another stake in an old paradigm?
I’m going to step out on [...]
Aesthethics play an important role in your logo, which is after all the manifestation of a brand. Logos are the visual representation of a company’s heart and mind. A logo needs to capture the public eye and imagination. It needs to make an indelible impression on every person who sees it.
Does a logo create value [...]
