your business, your logo

What's in a symbol?

Past conversations with clients or prospects as well as a few recent articles about the process of logo creation have me thinking today. You start a business, and you need an identity. Or, you feel the identity of your business does not correctly define your business or is not creating the impact you had hoped for. The first step in creating a business identity is the logo - the symbol that will bring associations of your business to the thoughts of clients and prospects. Often, small businesses cannot afford to pay much, or do not see the value in paying much, for a logo. Why does it cost so much for a designer to put together a logo - can't they just put something together quick and charge less? They are supposed to be creative, after all.

If your thought process leads you to cheaper is better, it is not impossible to come up with a logo for your business. However, take a step back and consider this: if you are providing a quality service or product, do your quality thresholds require a certain amount of time to achieve? And do you want to be paid for, and profit from, your work? Do you want material that speaks to the quality you produce? If the answers are, "yes", you can better understand the time and processes a designer takes to deliver this small, but important and effective symbol of your business to you.

Once you have your logo, everything else can grow and flow from there. Your identity material (cards, letterhead, envelopes), marketing material (brochures, folders, postcards, sell sheets, rack cards), and social media logo treatment (Facebook, Twitter, LinkedIn, Google+) will all be based on the functionality and appearance of your logo. So you can see where that logo is the most important step in the development of your brand. Yet so often, it is given short thrift, little thought, minimal effort, and few resources.

Your logo, the symbol of your business, is the seed of all your business growth. It will likely be the first thing that prospects see about your company, before they meet you, before they even get a look at what that symbol represents. Logos are an important visual representation of your business. While everyone brings their interpretation to the logo, logos can enhance a first impression. Logos can build loyalty and establish a brand identity. Many hours of strategic thought may go into the creation of a logo. Or a logo can spring from a more personal preference, as the apple is said to have been for Steve Jobs. (Even so, think of everything the apple connotes - it packs a powerful wallop for such a simple symbol.)

Logos should be functional. They should work well anywhere. They should be easy to reproduce. They should be a distinct representation of your company and reproduce well in black and white. Logos that are less "trendy" have the ability to remain "current" with minimal changes over the course of decades.

There are three basic types of logos. The first two may be easier to pull off less expensively than the last. The first is a font-based logo - IBM, for example, or Sullivan & Sons plumbing. There are choices within this choice that may enlarge the scope of the logo project - what font to use? Something more classic? More modern? Conservative? Playful? Serif? Non-serif? Does my color choice enhance or detract from my message?

The second type of logo is an illustration - set apart, or integrated more closely with your business name. There are generic designed symbols available, e.g. a house for a realtor, a pen for a writer, a hammer for a carpenter. Here, there are questions about the art work. Is it available for commercial license? How many other realtors, or writers, or carpenters have that exact same logo? How does that logo differentiate you from all other competition in your profession? Custom designed illustrations can set you apart from the competition, but will cost more as they are being uniquely created for you.

The third basic type is an abstract, custom created symbol. The Nike symbol requires communication of underlying associations with the symbol. Apple is rather an abstract symbol for a computer, iPod, or iPhone. The ReMax balloon is an abstract, but eye-catching logo for a real estate business. Again, symbol, font, color choices all play into the design of a custom logo.

The bottom line is, whatever your budget, whatever your preference for logo type, you should work with a designer to produce the best symbol possible for your business. Your business is unique, and your logo should reflect that. You should look toward your designer for creative ideas and suggestions, but you should also be part of the process and provide insightful information about your company, after all, you know it best.

For a look at the design process in action, check out this online article via Imprint on Paul Rand + Steve Jobs, a peek at the process that designer Paul Rand followed when he created a logo for NeXT, Steve's second act. Also an interesting article on design is this question about the NASA design - do you prefer the "worm" or a "meatball"? I have to say, while I am not a vegetarian, in this case at least, I am not a fan of the meatball.
0 Comments

rally for ally bike run

Rally for Ally Bike Run: VROOM, VROOM.

rally for ally bike logo
The second fundraiser for the Alexandra Smith Foundation, a motorcycle ride through Walpole and adjacent towns, was held June 26th. Everyone had a great time, and we raised more money to help provide extra care services for Ally Smith, who suffered a Traumatic Brain Injury (TBI) in December. Since this event was so different from the first Rally for Ally, the event planners wanted a different logo. So I came up with the Rally for Ally bike.

I knew immediately that I wanted to incorporate the event title in the bike, and it wasn't too long before I thought of giving the text a 60's feel—a photo of Ally at an outdoor concert inspired that idea. I found "Keep on Truckin'" at Dafont. I purchased a commercial copy for about $20, but it is free on Dafont for personal use.

It's one thing to know what you want, and another to actually get the effect you want. I had no experience drawing motorcycles. Initially I thought of tracing motorcycle photos in Illustrator but in some cases, I felt like I lost important detail. So, using a photo as a guide, I began with the tires and body, contorting the text into the shape I needed. I decided to give the tires a little spin and to alter them so they were not perfectly round and stagnant. Decisions had to be made on what detail to leave in and what detail to take out. The handlebars were the trickiest part; my first efforts looked like a scooter. Initially, the plan was to keep the logo in two colors (red and orange and red and slate blue were initial options) but we decided to go full color. A few little curly cues in the back for exhaust added a little flair.

ally_bike_half
Once the logo was set, I reformatted the flyer, poster, and collection can layouts from the first event and carried the bike run theme throughout. We updated the website with the logo and created an easy registration mechanism through PayPal. Printing donations helped us get the flyers, signage, and other collateral into the community. Initially we planned to go with two-color print on shirts, but we got a break on tee-shirt printing too, so decided to go with full color and the logo was optimized for the tees. We promoted the event through various biking websites and event pages.

Event day was beautiful. About 200 bikers showed up for the ride at the Walpole VFW. Food donations allowed us to provide coffee, pastries, and fruit before the ride and a delicious barbecue afterwards. A few local bands provided entertainment. I had a lot of fun taking photos that day, as did other photog enthusiasts! Pictures of the ride are up on Ally's site and there are also plenty of photos on Ally's Facebook page, Ally's Road to Recovery.

ally_moto_banner
0 Comments

the alexandra smith foundation

On December 28, 2010, the lives of my friends were changed in an instant.

Their daughter, Alexandra (Ally) Smith suffered a Traumatic Brain Injury (TBI) in a two-car collision. As of February 9, Ally remains in a coma, but has fought through surgeries and medical issues and is currently at Spaulding Rehabilitation Hospital in Boston undergoing extensive therapy. Happily, family, friends, and community have rushed in to provide support in so many ways: a shoulder to lean on, lodging near Beth Israel where Ally was first taken, food delivered to the hospital, hot meals delivered to the family, financial support, volunteer support for fundraising, and so much more. It was clear from the beginning that we should do our best to provide financial support to help pay for the daunting medical and care costs that come with TBI. So, The Alexandra Smith Foundation to support Ally Smith was established.

Rally for Ally postcard
This will not be a blog about running the gamut of emotions, circling back and forth between sadness, disbelief, hope, and celebrating milestones large and small. This is about using your ability to help where you can. Fortunately, with my background in communications, design, writing, and fundraising, I was able to help provide the foundation with design materials needed to make a start. My advice to give to anyone in such a situation would be: whatever your design capabilities and software skills, try to keep your communications clean, to the point, easy to read, and consistent.

First, we needed a logo. Ally, an assistant at Tufts Veterinary Emergency Treatment had dreams of being a veterinarian; she has always loved working with animals, has ridden horses for many years competitively and for fun, and is caretaker for a number of dogs and horses in the area. Horses? Dogs? I knew I wanted a reference to her love of animals. I started a few rough sketches. Eh. She is also known for her easy-going nature, and her smile. "Ally's smile" was mentioned by nearly everyone who came to visit at Beth Israel. I chose a well-known non-serif typeface - Myriad Pro, and I gave a small nod to her love of animals with a paw print over the "i" in "smith". I wanted her name to stand out and be easily recognized through the community. I nestled "the" at the top, and used a curved line, representative of her great big smile to tie in her name with "foundation." I was pretty sure the main color would be red. I did experiment with green, Ally's favorite color, but red is a color that commands attention, and I knew we needed to draw that attention to the situation.

Flyer for Rally for Ally
I tabled the idea of letterhead and other identity material for the time being, and moved right on to development of the website. A Facebook Page, Ally's Road to Recovery, was already established, and growing (1,039 supporters to date), so it made sense to be able to quickly bring that community to a website. Ally's boyfriend, Bobby locked up a domain name for us and prepared information for the press, some of which we used for the text of the website. Using Real Mac's RapidWeaver, I chose a new theme, SNo3, from seyDesign as my starter template. I loved the ability to add a slideshow at the top of the page, but kept the slideshow just to the home page and opted just for one picture on each of the other pages. I had a few photos to work with, supplied by Ally's sister Vanessa. I gave them a quick brush up in Photoshop and formatted them before loading them in. Some of the pages still need a bit of work, but we managed to get enough information in there for a good start and the site launched on January 17, 2011.

Rally for Ally logo
In the meantime, I was drawn into the Team Ally meetings regarding a quick first fundraiser. That's where I met Dave Thornton, who happened to be the brother of a fellow Rotarian. Dave is an idea guy. Lots and lots of ideas. That snowballed into a logo for the "Rally for Ally" (coined by Dave) fundraiser to be held on February 12th at Finnegan's Wake, and posters, and flyers, and can wrappers, and labels, and postcards. I began with the logo. "Can we have that today?" I had to work fast. I wanted to come up with something that incorporated more of a feel for Ally's love of horses, so I designed a rope brush in Illustrator, used Myriad Pro again, but tweaked the edges of the letters, and stuck to the same color. Then I turned my attention to the poster and flyer, the can wrappers, the wine labels, logos for tee-shirts and banners, trying to keep it fast and consistent. Thanks to Dave Luongo and Bay State Envelope for the printing services and for making it all look fantastic!

We expect the Rally for Ally on February 12th to be a great time for a great cause, to help a young lady who has touched so many lives in her 23 years. We continue to pray for her full recovery.
0 Comments

al and cal realty group

identity material

Al & Cal Realty Group wanted a new, cohesive updated brand image.

The best place to start is by asking questions and creating a look that meets each clients' needs. We began by talking about their business and clientele, their approach, and their future plans. In this case, it was important to keep the Keller Williams logo visible and prominent. There were some guidelines to follow with KW, but Al and Cal also recognized the need to develop their own team identity. The color scheme was built on the Keller Williams red, and an accompanying blue was chosen.


After some discussion, the first step was to develop their logo using their Realty Group name - Al and Cal. A few different looks were developed incorporating different parts of a home. The final logo is a result of playing with the idea of using their names as a foundation and walls of a house. The "l" in "cal" was extended up through the roof to provide the look and feel of a chimney. Their website can be added below to give more height to the home, or the "house" can also function as an arrow, pointing up towards important information, or, down the road, a series of taglines. The logo was also designed with Facebook, Twitter, Linked In and other social media in mind.

Once the logo was developed, I played with a few different looks for letterhead, cards, and envelope. Their logo was placed on the right on both the letterhead and envelope to take advantage of the way we read - left to right - giving that a bit of a "final say." With the initial identity materials in the final stages, their image can now be incorporated in all their marketing material.
0 Comments

golf tournament marketing

fore the girls

Now that the weather’s warming up (for the moment anyway), I thought I’d share some material done during the winter months in preparation for a golf tournament this coming June.

golf girl
A redesign of a school golf tournament, Fore the Girls! was called for. The look that was sought was more of a “fun” look and there was a call for four color. My goal was to add these elements without detracting too much from the initial brand that golfers had become familiar with over the previous eight years.

The initial logo also featured a girl golfer and to fit the scheme, I colorized the original black and white line art. The girl was later rejected, but I colorized stock black and white artwork to create colorful tees, bags, and tufts of grass. A funky Tekton font also added to a more fun feel to the material.
brochure frontbrochure back

Shown above are both sides of the letter fold brochure.
letterhead

Shown at right is the letterhead.

This was a small, fun job for a good cause. It was a great opportunity to do design work that gave me breathing room from writing projects and more demanding design projects, and a nice chance to create a comprehensive look and carry that over various marketing materials.
0 Comments