Branding
Pepsi Packaging
This is not new news but I held off on an opinion about the new Pepsi packaging design to see how they rolled it out and integrated the new look with their marketing. My initial reaction to the design was negative as with most people. But sometimes good design grows on you and takes on a life you didn’t expect. Would the new packaging be a flop or pure genius? Well, personally, I think the pure genius category is out. It looks like the logo of a knock off brand – close but not quite right. After seeing commercials and looking at displays, I like it less now than before. From a “does-it-work” standpoint for their brand continuity, and marketing goals, I can’t imagine that it does except to create a lot of “what-were-they-thinking” buzz. The variations on the so-called “smile” are confusing and the overall look seems to distance them from any previous brand identity and equity they banked. I’m predicting a short shelf life for this “un-logo”.
This video kind of amuses me. I guess they figured it might improve if they kept it in motion.
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Find more videos like this on AdGabber
Pepsi Unveils Packaging to ‘Digital and Social Media Influencers’ – AdGabber.
Logo Design Resources
Wow! The title below speaks for itself. I’ve only just begun to go through this list.
Logo Of The Day
If you frequent graphic design blogs, you no doubt have heard of Jeff Fisher or Jacob Cass. Both award-winning designers with informative and inspirational blogs for the professional graphic designer. Well they’ve done it again with this cool site: Logo Of The Day – Logo Design Inspiration – Daily!. Take a look and maybe you’ll want to add it to your blog roll as I did.
Inspirational Corporate Identity Design
Best of Business Stationary, Letterhead & Business Cards : Inspirational Corporate Identity Design
The link sort of speaks for itself. Lots of inspiration here and thanks to Graphic Design Blog & Graphics News Blog for the compilation.
Blast From the Past
I’m always heartened to see logos I designed years ago still in use and viable. I received a sales flyer in the mail the other day with this logo prominently displayed on an ad and some coupons. I’m not pleased just because I designed it, but because the classic look still pleases me aesthetically, works well with their business, and has stood the test of time. This one was designed by me in 1985 (yeah, I’m that old). It wouldn’t win any design awards but its “design that works” supporting a reputable local brand. I’m happy this one is hanging in there and that this local family business and brand has survived these past 23 years.
Start Clean, Sta-Clean
Thats the slogan of a small local pool cleaning business I recently designed this logo for. Its also a good axiom for design. There aren’t enough smart, clean, brand identities with good visual impact in the small local business sector. While working on assignments for large companies is cool and profitable, its always fun to bring a little more graphic sophistication to a traditionally image-poor segment of the business world.
Old South Meets New Technology
If you know anything about South Carolina you know that you can find the Palmetto Tree symbol literally everywhere. It’s on our state flag after all, and is one of the most recognizable symbols in the US. Its no surprise then that thousands of businesses in the state use the word “Palmetto” in their name. So I must confess to being a bit disappointed when a client we were assigned to do a whole range of graphic work for set out to rename their business “Palmetto Technology Group”. No cool, technically savvy, forward looking, 21st century name for these guys. But now that we’ve done that work, which included a logo, brochure, event promotion and web site, I think they might have made a good choice, despite the common place nature of the name. The “Palmetto” name is deeply embedded in South Carolina culture. The streets of Charleston, for example, are lined with the iconic tree and it has an interesting historical story attached to it. The word “Palmetto” exudes “Old South” hospitality and tradition. What better way to bring an element of stability and comfort to the minefield of technology services. Most of this client’s customers will know little or nothing about the services he provides but will need them performed with expertise and excellence just the same. Attempting to establish confidence and comfort through a popular, traditional name may turn out to be a decent corporate identity strategy for a technology business based in the good old south.
This is the logo and brochure cover design I recently did for them and The Beacon Company, their marketing firm.
Forget Branding and Create Something Powerful!
While waiting in a checkout line the other day I thumbed through a grilling recipe book that was stocked there at the registers. I wouldn’t have reached for it except for one thing – it had the Kingsford logo emblazoned on the front in all its glory.
I am an avid griller. Not one of those gas pretenders mind you but a true charcoal connoisseur. Yep, I’m the guy that watches those Barbecue Championships on the food network. No gas grills in site. Charcoal just tastes better (ha, I mean food grilled over charcoal tastes better). Kingsford makes the best charcoal … period. Pretty much all of their marketing claims are true. It lights easier and faster, burns hotter and more evenly. I have proven their claims to myself through painful experience. They are the market leader for good reason. Kingsford didn’t create a great brand, they created a great product.
Powerful or leading brands usually have these simple characteristics in common. 1) A fantastic product or service that has withstood the test of time and competition to become one of the top choices in its market. 2) An uncompromising dedication by the company to keep that product the best possible product for its customers and retain a loyal customer base. 3) A simple, recognizable identity that is consistently managed across product labeling, collateral, advertising and anywhere else it appears; The graphics that sum up that product experience when someone sees it.
Branding is a much used term today and it has come to mean many things but the term itself is irrelevant. The components are everything. You don’t have to be a big company. You can be a powerful brand in a small, local or niche market but if you are not aiming at those 3 components you probably don’t have much. My advice? Forget branding altogether. Instead, set out to create a fantastic, consistent and highly identifiable product or service. The brand will take care of itself and chances are it will become a powerful one. If a brand doesn’t mean something great to your customers then it doesn’t mean much.
