Whether you are a work-at-home sole proprietor or a Fortune 500 company, you’re going to have to give some major consideration to the concept of “branding”. I know it seems like everybody is talking about branding these days, but that’s because it’s a crucial part of growing a business, and it’s also easy to get wrong. Branding is, very simply, a company’s identity. This identity is a combination of a company’s core mission, message philosophy and personality and the logo is conveys these qualities on the physical manifestations of a business. One of the greatest challenges in branding can be the formation of a logo, creating an icon which visually encapsulates the spirit of a business is no easy task. Nor should it be taken lightly or rushed.
Creating the Logo
Creating a brand concept and designing a logo is as essential to a business’s growth and development as signing articles of incorporation. Without creating this foundation at the outset, valuable time and launch impact can be lost if you have to back track to create consistency later. Put ample time and resources into developing a logo early on and create something you love, because it will be with you, and everywhere, for the life of your business. Everything your company does reflects your brand, and one of the most important aspects of successful branding, is creating a kind of consistency that translates in multiple mediums. Colors, images and language will need to remain the same across various platforms, so versatility is a huge asset for a logo.
It’s important to develop a logo which is going to be attractive on both a large and a small scale. While a logo may include a tag line or a motto that gives your brand a “voice” it may be smart to develop an image that works with or without the slogan. In general it’s also wise to maintain a focus on the business’s name. Because if the name gets lost, having the most aesthetically beautiful design or the most brilliant catch phrase won’t mean a thing, because no one will remember who it belongs to.
The use of certain colors, images and lines can actually evoke specific emotions. It’s important to be mindful of the impact these elements can have on the psyche before implementing them. Is the brand fast –paced, energetic and upbeat? Or would you rather evoke a calmer, more peaceful feeling through your use of color and imagery? These are important questions to consider when even choosing the most basic aspects of a logo. Remember, the ultimate goal is to create a striking image that will immediately become synonymous with your name in the minds of customers.
Using It
- On Paper
Once you’ve got a great logo design, the next step is getting it in print. A company’s logo should go on pretty much everything a business puts out. From the labels on a product to business cards; the first place a logo has to work is on paper. In general, the logo will not be the “star” of the document. That means it should look good small, as in on business cards and the return address of envelopes. In most cases the logo should be ever present and yet not dominating the landscape. Every printed item should bear this insignia as a matter of consistency, ownership and pride.
-On Signage
At some point most brands will need to consider signage. Whether it is for the outside of a building or for a booth at a trade show or conference, most business will need to think about the bigger picture for their logo. Just like a logo should work on a minuscule scale it should also withstand being blown up. Banners and signage are important not just to attracting customers into a store or booth but for creating a channel to promote the brand name. Logo banners can be used for advertising or for recognizing sponsorship of community events. Also consider designing posters or signs which might have more mass appeal than just a business name and logo. Creating artwork that people would want to display in their homes or offices, bearing a non-invasive logo of course, is challenging but can be a very effective branding campaign.
-On Products
Logo products are a highly popular and effective way to disperse your logo to potential customers. In conference situations, the booth with the coolest free stuff is usually swamped. I mean, who doesn’t want one of those nifty-looking multi-colored back massagers? It’s important to make sure the logo fits well on these products in terms of size, color and shape. A distorted logo could result in a distorted message. Be sure that the choice of product supports both the brand message and the logo itself. But using promotional items can be a highly effective way to help you stay at the forefront of someone’s mind every time they use your branded pencil or tote bag. These items can also be a strong element of branding if used to take a stance on issues. For example, promotional stress balls or pedometers support good health as well as your business. Using logo products well can help spread your brand name bring in new customers.
-Online
A Website is almost pre-requisite for any burgeoning business in this generation. Most consumers are apt to assume you are online and may be frustrated or discouraged by a lack of an online presence. Building and marketing a website is in itself worthy of an entire department. But as it relates to logo and branding it’s not much different than paper or products. Color, text and images should all remain consistent as a business crosses form the real-world into a cyber one. It’s important that the logo remains prominent and relatively unchanged, even if adjustments need to be made for visual quality. The colors associated with a brand should be reflected throughout the site and verbiage should reflect the brands tone and personality. It’s also important to claim a company name in social media outlets, as before you know it customers will be looking for you in those venues, and making it easy for them to find you will help you develop a much stronger brand following.
Who Are You?
Just remember, a brand goes far beyond just the development of a logo; a brand encompasses the entire essence of a business and their products or services. A logo is simply the representation of those core values. Even the word’s best logo design can’t make up for a brand without substance. Establish a clear vision, purpose and mission first and everything else will follow.
Todd is a writer for Quality Logo Products a company specializing in the creation of unique logo items. He has spent several years as a writer and studying the complex world of marketing.
May 10
17
Create Logos for Events
Events Need Logos
Illustrative image logos are business logos which clearly display all that your business provides at a glance. Graphic art logos affix a graphic, commonly an abstract of what a company does. Font-based logos remain a typographic type that is a symbol of your business. Note the usage of the text line “The quick brown fox jumps over the lazy dog”. It is a phrase that utilizes every letter in the alphabet and provides a great way to view all characters in a font family.
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May 10
5
Catalog Location Photo Shoots
2. A location shooting can take place in a foreign country as well as a local park. This brisk autumn walk was captured by Sharon Schuster.
Fashion catalog shots done on location can add an entire dimension of entertainment to the visual appeal and personality of a book. The entertainment element becomes important to catalogers as consumers place higher expectations on these “wish books.” With the appearance and acceptance of “special logs” (special interest catalogs of narrow appeal and subject matter); and “magalogs” (catalogs containing a high content of editorial matter and general advertising which combine a catalog concept with that of a magazine) interesting backgrounds may be considered necessary in achieving the desired positioning of these books. Any shooting done outside of a studio is a location shoot, whether it takes place in the apartment of a friend, or in an elegant restaurant. A location shooting can be as exotic as a trek in the Himalayas or as accessible as a local park.
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Backgrounds and Backdrop Catalog Design Planning
1. Photography can play on the sense of touch as well as the sense of sight. Here, Denes Petoe uses a collage of fabrics and textures to counterpoint the suppleness of beautifully grained leather
Backgrounds and backdrops need to be carefully thought out and chosen. Color and texture should be used considerately and psychologically. Props and accessories need to be logically planned and strategically placed. The products must be well composed within the frame of the designated space allocation. Lighting should be dramatic, defining and well placed.
These are all creative and artistic judgment calls that are imperative in accomplishing effective catalog photography, but they should be directed by common sense and by sound marketing principles. Given its proper respect and creative guidance, in order to stop action and movement.
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May 10
4
Catalogs Focus on Product
1. Seth Roth gives added dimension to house wares through the use of consumer considerate photography. The presentation is clear, understandable and visually pleasing
One of the most exciting opportunities presented through the medium of photography for catalogers is FOCUS… the ability to literally and figuratively focus attention on merchandise. In any catalog shot, the product should be the star.
Not the background, not the models, not the props and accessories, but the items being offered for sale. Everything else is there to sustain, support, explain or enhance.
The lens of the camera should be regarded as the eye of the consumer. Once the creative team accepts this point of view, it becomes easier to interpret the products through the medium. Thinking about photographic depictions from the customer’s perspective is a way of ensuring that a “considerate” marketing presentation is being utilized. It involves knowing your customer’s likes and dislikes as well as you know your products,and striving to present the merchandise in a way that will be pleasing to the consumer.
2.Without a doubt, the merchandise is the star. But a cluster of soft pillows helps to “humanize” the fashion in this Rosemary Howard photograph
Addressing their needs, in a thoughtful and visually courteous manner. This consumer perspective is more a mind set than a technique, requiring discipline and self-training from the art director and the photographer. Considerate marketing adds a dimension to catalog photography beyond just showing products to their best advantage. It contributes the little touches that better explain an item; the use of a hand to “scale” a product for size; the decision to show something in the background that makes an item more relatable or perhaps more “humanized.”
Consumer considerate photography means depictions that are clear, understandable, pleasing, use-illustrated and believable. In short, it means catalog photography that is thoughtfully presented. This kind of product focus should be planned for up-front, from design concept and layout. Notations regarding specific depictions can be made on the layouts in the form of explanations for the photographer and stylist. A “layout qualification” meeting should be held prior to shooting, and would include the art director, stylist, photographer and photographer’s assistant.
3. Tabletop shooting is the fastest and most economical type of catalog photography. The background sweep and overhead lighting help the photographer to maintain a consistency in his shots.
The purpose of this meeting is to go over each spread in order to communicate the desired effects of the photography. It is a planning meeting for the entire catalog shoot, and will help to avoid any surprises on the set (like the need for specific props, or the degree of complication of a required set.) The checkpoint for ensuring that the photograph of a given product will meet the consumer- considerate marketing objective is the viewing of the set from behind the camera. At this stage, the art director should make the final decisions regarding the photo graphic interpretation of the merchandise. A Polaroid shot of the on-camera set will reassure both the photographer and the art director that the lighting technique highlights the item and defines detail.
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May 10
4
Catalogs…A Photographic Medium
The environment of the mailbox (the catalog’s distribution channel) is a highly competitive one. More often than not, several catalogs will arrive at the same time, with each catalog demanding the consumer’s attention.The presentation of the catalog has to establish positioning and credibility with the prospective customers.
It is the “voice” that speaks to the readers and invites them to browse through the pages and to consider this catalog over another. The creative combination of all of the visual elements of the medium results in the look and communicated personality of an individual catalog. The visual elements consist of design, typography, photography, use of color, and quality reproduction (separations and printing.)
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May 10
3
Types of Catalog Shootings
There are four basic kinds of catalog photography required for this specialized one-on-one
The possibilities of a studio stilllife are limitless. Here a satin draped torso become pwerful enough to showcase a treasure trove of accessories and jewels. Photographed by Lynn Sugarman
marketing channel.
They are:
- Studio still life’s (table top shots
- Location fashion shots
- Studio fashion shootings
- Location still life’s. Each has its built-in advantages and disadvantages.
Each type of shooting can deliver remarkable catalog sales results. The choice of which types of shootings are right for your catalog should be determined by the types and categories of merchandise represented, by your production budget, and of course, by the audience you are trying to reach STUDIO STILL LIFES.
The most popular type of catalog shoot, especially for hard goods including gift and decor items (as well as business to business products) is a studio setting. Usually referred to in the industry as a table top shooting, this kind of photography is executed in a studio under controlled lighting.
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May 10
2
Make the Product Star
How to Make Your Products Stand Out
1. Concentrating on important features of a product can create surprising results. Here, the primitive appeal of a luxurious living room is brought into prominence by the look of an African plain. Photographed by Amo.zeen for Spiegel.
It is also a good way to check the composition (or arrangement of the subject within the space) for maximum display potential. Polaroid shots taken prior to the exposures of reproduction film can be utilized to scrutinize the set for all details, i.e. checking angle, clarity of lighting, product definition, contrast, composition, and accompanying props.
Photography provides an opportunity to make a visual request for attention. Products can be presented with impact and with creative flair. Spotlighting the merchandise in a pleasant setting accomplishes the kind of focus needed in order to communicate instantly that the items offered are important.
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Apr 10
30
Catalog Shooting Types
Studio fashion shooting gives the photographer more control in lighting. Here, dramatic contrasts of shadow and light help James Caulfield create the proper mood.
Wallpapers and wall fabrics, carpeting, painted wooden surfaces, mirrors and river rocks are just a few examples of available backgrounds. Contrasts in texture are usually desirable.
If a product is basically smooth in surface finish, a roughly textured backdrop can add dimension to the photographic depiction. Conversely, a highly textured piece of merchandise may be shown to its best advantage on a slick, reflective or smooth background. Economically, studio still lifes (or table top shots) work very well for catalogers. In the controlled environment of studio locale, where you don’t have to worry about “weather permit” or changing lighting conditions, more shots can be planned and accomplished per day.
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Nov 09
1
How Branding and Design Work
Company Branding
You can consider branding as a warm up to what a business is about in the eyes of its clients and prospects. When you think about branding your company, it should be one of the first marketing techniques implemented in the eye to the viewing public. The reason I say branding should be in the forefront is because it permits the general public to identify your company (or idea) by a visual reference, making it a simple task to remember. The next step is creating your logo. I recommend using a professional for your company logo. Your logo is the intellectual impression viewers have when they think of you and what you stand for.
Reproduce your Businesss Image Logo Immediately
Create company cards and support material right away. A complicated logo will make your design logo difficult to reproduce and maintain, keep it simple.Traditionally most memorable designed company logos and are the most simple. Its a good idea to have your graphic designer and printer of choice work together. Graphic Design with your Logo.
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