Branding is particularly powerful in the soft drink industry. Just the names alone conjure up images of logos and color schemes: Dr Pepper, 7UP, Sprite, Gatorade, Pepsi, Fanta, Mountain Dew and of course, the grandaddy of them all, Coca-Cola. No wonder beverage companies take rebranding efforts very seriously. Yet one soft drink company tossed the traditional rules of rebranding and emerged with what would become a wildly successful refresh.
Logos are everywhere. They’re on the websites we visit, in the movies we watch, on the TV commercials we skip past and on the cars we drive. The Amazon arrow, the Starbucks siren, the Shell shell — any way we turn, there’s a logo waiting to catch the eye and say, often without any words, that the brand behind it stands ready to provide exceptional goods or services.
Because the human brain remembers visuals better than words, a logo — the visual embodiment of a brand — is one of the most important marketing tools in any business’s toolkit. In the blink of an eye, an effective logo tells customers who you are, inspires confidence in your products or services, engenders goodwill toward your brand and entices customers to make contact with you.
The goal of an effective business logo is simple: To represent a brand in an easy-to-understand, instantly recognizable way.
Logo designers are constantly challenged to meet those standards while devising memorable and unique visual portrayals of a brand. When in search of inspiration for the perfect logo, how much attention should small business owners and logo designers give to trends?
To give context and consideration to the top logo trends shaping 2017, we caught up with Cono Fusco, the Creative Director for Deluxe Logo Design.
If you’re a food or beverage vendor strategizing for the coming year of commerce, now is a good time to think about which trade shows to attend.
In these days of rapid-fire technology growth and the spiraling of e-commerce, it’s more important than ever to stay on top of your industry developments. Missed trade shows mean missed opportunities to network with vendors, weigh your competition, expand your inventory, learn about new trends and innovations, and/or gain a fresh perspective on best practices.
Biting the bullet and registering for a trade show is something many retailers put off because of the expense, the necessity of travel planning and the inconvenience of having to set aside regular work responsibilities.
If you’re one of the procrastinators, however, you may want to reconsider your priorities. Skipping your industry’s most prominent trade shows may mean you’re missing golden opportunities to network with vendors, weigh your competition, expand your inventory, learn about new trends and innovations, and gain a fresh perspective on best practices.
Such events can give you an up-close-and-personal qualitative view of what’s going on in the real world — a view that often transcends quantitative number crunching and market research. In fact, surveys show 66 percent of all trade show attendees are motivated by the chance to increase their personal knowledge.
Lisa Ellen Downs had the fashion expertise, the quaint small-town location and the willingness to go the extra mile to help clients plan for their special events.
What she didn’t have for her Wabash, Indiana, bridal and formalwear salon was the big-city panache needed to attract clients from outside the immediate area. That was before Deluxe stepped in with a comprehensive rebranding program featuring a more compelling website design, elegant new signage, eye-catching new collateral and effective new mail and social media marketing campaigns.
It’s just a simple image and a couple of words, right? So why should your company logo design be such a big deal?
Your smile. Your handshake. Your clothes. Whether it be in a personal or professional setting, these are all elements that help make a positive first impression.
The same applies in business. From the look of your storefront or office space, to the condition of your company vehicles, to the greeting your receptionist offers, to your logo, it all makes a difference in how you are perceived during those first crucial few seconds. Together, those elements answer one very important question:
Four years have passed since Harry and Judy Kilmer bought the Old Kettle Saloon in Wabash, Indiana. Now, due to a $500,000 Main Street makeover (part of Deluxe’s Small Business Revolution) the couple is following their dream: adding kitchen facilities so accomplished Chef Harry can cook up and serve all his favorite recipes.
Red and green are the go-to color combination when you want to deck the halls. But would the pairing work for your business’s logo?
To understand how color functions in branding, we’ve been examining different pairs of colors — first, orange and black, then yellow and brown. In part three of our logo series, we’ll explore the power of red and green.