A proper brand name: one that conveys your identity, is easily remembered, and is useful to the potential customer; can bring great things to your branding campaign. But what do you really need to know before naming the brand that you’ve put blood, sweat, and tears to build? Our Brand Image Consultants would like to [...]
Category > Brand Identity
Digital Logo Design: Tips for Success
In a follow-up to one of our recent articles, 8 Tips for Logo Design Success, we would like to share a few additional tips and best practices in logo design: Logo Design in the Digital Era. What does it take for brands to succeed in designing a logo that is effective both in print and [...]
Logo Design: 8 Tips for Logo Success
If you have been tasked with the development of a logo or the improvement of existing logo, you know that coming up with a memorable and compelling logo can lead to sleepless nights and an increased coffee budget. There are multiple considerations you need to make when designing a logo, but if you can follow [...]
The New American: A Rebranding Case Study
Behind the successful merger between American Airlines and US Airways, was a successful rebranding program, with the two brands following their now-combined vision of “Building the New American.”
Naming Mergers and Acquisitions
One of the highest profile brand naming scenarios is a corporate acquisition or merger of corporations. In a merger of equals, which brand name should be used? Recently, such a scenario took place in our own backyard. Naperville-based OfficeMax merging with Boca Raton-based Office Depot.
3 Branding Considerations For Social Media
The prevalence of social media has implications for one of your biggest marketing decisions: branding. Brand identity is all visual (and verbal) elements of your brand, including name (trademarks), logo, messaging, graphic themes (including color), taglines and messages, and standards or guidelines. Proper social media branding requires a consistent brand identity, both visual and experience.
Do I Need To Rebrand? | Rebranding 101
We get a lot of inquiries from companies looking to rebrand. Many times, the client doesn’t even know what they want, but they know what they don’t want, and that is their current brand. We’ve taken some great points from David Brier and expanded them to give you 17 questions that every rebrand needs to [...]
Bad Corporate Branding: Mondelez, Ingredion, AbbVie
Renaming or rebranding of large, established, successful corporations is often the result of a merger, or restructuring. In 2012 and 2013, it happens that three such corporate rebrandings occurred in my own backyard, Chicago, with less that spectacular results: Mondelez, Ingredion and AbbVie.�
Generic Trademarks: What They Mean For A Brand
When you have a cold, what do you reach for to blow your nose? How about when you accidently cut yourself? Most people would answer Kleenex (instead of tissue) and Band-Aid (instead of adhesive bandage). Often used interchangeably, these terms actually represent the brand names rather than the products themselves. Other well-known examples include Jet [...]
Top 15 Logo Trends of 2013
When it comes to branding, there are a series of elements that are crucial to your brand’s survival. Once you name your brand (see 10 Steps to Effective Business or Product Naming) the next thing to tackle will be your logo. This is the visual representation of your brand and the elements you choose- color, shape, [...]