Logo, graphic, icon, logotype, typogram, logoform, imagecall it what you will, a logo by any other name is the group of letters and/or symbols used in a consistent and unique way to identify a company. It is the most prominent and stable element of marketing, and should be planned carefully to fully reflect your brand. Understanding the key aspects of a logo will help in developing a durable, on target identity.
Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Despite significant expenditure of time and money, marketing tactics may not produce the desired gains.
The business of stock photography has drastically changed over the last few years. Ten years ago, selecting photographs for your brochure or newsletter meant spending hours pouring over stock photography catalogs and ordering photo research to find the exact image. When the order came in a giant overnight package, designers would spread transparencies out on the light table, squinting through a magnifying loop to check every detail.
The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is that the color you are seeing in your sleep, your prospects might just be beginning to recognize, and if done well, associate with you.
How is branding different than marketing?
Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy. The leaves are the tactics, reaching in various directions and changing with the seasons, the trunk is the marketing strategy, connecting the brand and the tactics. In this way, brand is positioned as the basis for any marketing initiative.
Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.
Among the many things that have changed in design, the instant gratification of adding a new font to my system is among my favorites. Gone are the days when type was selected from a book and an order placed with a typesetter. Now, computer users are able, and required, to download, install, and maintain hundreds of fonts. Problems arise when different users - clients, designers, printers, and colleagues - share files. Each user must have the same fonts (and version) to ensure that the file will be displayed and reproduced properly.
In a world already full of acronyms and codes, who would have thought that something as simple as color could join in the confusion? Knowing the different color models and how they are used is not only helpful in getting the visual results you want it is critical to staying on budget.
The digital camera has made it easy for anyone to take many of their own photos. It is a great resource for capturing events, and award presentations, new staff, speakers and conferences -- great additions to newsletters, web sites and more.
iEntry 10th Anniversary
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