I join in with the craziness of fall. Actually, I join in on the craziness of most things because I’ll use any excuse to have a theme, celebrate something or decorate for something! However, fall is food for my creative soul. It seems like a new start each year where I find myself experiencing the most creative growth. I guess that is part of the beauty of living in the PNW. I can crack my office window and hear the rain, light a yummy smelling candle and pick a Pandora station and just like I’m off in my own world and my creativity becomes an addiction. So bring on the pumpkin everything, and a few stormy days and stay tuned for fun projects to come to light!
This brand in the making is a result of good collaboration between client and designer. My client had so many good thoughts swirling through her mind about how she wanted her brand to come together, specifically her logo. As a brand designer, I am aware that too many ideas can also be harmful. It is often responsible for stopping progress in its tracks! I was able to lead her through all her thoughts competing and changing in her mind through our process and funnel them down into the simple form unveiling a strong mark perfectly suited for her growing business.
My client started out by sending me pictures of her ranch and wanted to pull elements she loved about her home to wrap up into a logo. The leading ideas were a tree on her property, her sweet dog that holds her heart and her love for bees which is also a driver of her business. We agreed to incorporate all of those things into her brand to build the story but not the logo.
This logo is a nod to the tree on her property and the reference to bees shapes the tree. Getting down to this clear and focused logo took some work that has paid off. This is a beautiful logo that scales well to the smallest of size to the largest of size. It can be easily reversed in color, support several color versions and apply to a wide assortment of offerings within her business. You can also see that because we were able to keep this simpler in shape, it applies so well to special finishes like the emboss picture above, die cuts and more!
Way to go, Just Right Ranch! I can’t wait to see this brand take root.
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Have you ever struggled to know if a campaign has worked for you? Do you struggle to figure out where your clients come from? These are important things to know and define for your business. Here are a few ways you can track your marketing efforts:
- Google Analytics: Make sure it is installed properly so you are able to track links that you put out into the world and then be able to review their success.
- Direct Mail: Use a unique URL that you ask recipients to visit to learn more or get special offer. Track that URL to see how many people followed your call to action.
- Location Based Brochures: Use a specific phone number on the brochure that is only listed on that specific brochure offering, track those calls.
- Offer Codes: Vary your special offer codes in order to track where the most uses are coming from to help better plan future campaigns.
- Ask! Sometimes the hardest thing to do is simply ask where they heard about you, your business or your service. After you ask, you might find you can follow up with a referring outlet and thank them for their word of mouth and offer continued incentives for referrals.
Where you are putting your effort, make sure to put your attention into making sure you can track it.
All designers have their creative process they go through as they create projects, especially logos. There are many similarities among the design processes and I’m going to give you a deeper look at mine. My logo design services includes 3 concept directions for client review. There are far more than 3 concepts behind the curtain. Part of my job for you is to drill it down and present 3 solid directions for review.
Sometimes my client will have a vivid idea of what they want to their logo to look like. Take North Oregon Coast Electric for example. He provided me with a sketch of an idea and asked me to translate his idea for him. Gladly, however, I’ll also provide comparative concepts along with tweak his idea to allow it to be a strong logo that will translate to print and web well.
Here you will see his provided idea. He wanted a sunset graphic behind the text and an image of the a geographic icon recognizable to his area. I never like to interrupt text with a floating illustration behind it so you’ll see in my concept translation that I applied a sunset color treatment to the emphasis word “Electric” along with some color in the tree graphic.
I always recommend to simplify and to allow a logo to be a clear and quick read for maximum impact. For that reason, this was my favorite concept. However, through some discussion regarding the concepts, the direction the business needs to head, the clients they serve, it was decided including the local landmark held value that was necessary to include.
Here is the final logo direction in use on his business cards:
Collaboration is key to getting a great brand off the ground and in front of your target market. Send me an email to discuss your logo needs. Give your business a chance to be represented with a brightly branded logo and reap the benefits.
With my family’s recent move, I was handed a beautiful box with a belly band and inside was our beautiful keys on a sweet key chain. All one cares about in the huge hurdles of moving is getting those tiny little keys. This was our first time buying a brand new house so it was the first time getting a gift like that. It made me realize that no matter new or old, a house is huge gift and I wondered why every key before wasn’t presented this way. I may have been swayed by my love for package design but I don’t think my feeling was far off. I posted that picture on my personal social media feeds. What a great marketing opportunity with little investment and big pay off. Previously, I’ve been handed a key or picked it up in a plain white envelope.
Brands really gain momentum when you can make people feel and good feelings and get excited about something. Think about your delivery to your clients if you are handing over something tangible, why not brand it? I’ve got all these ideas circulating in my head now about custom boxes for realtors, special cards that have the key inside, a beautiful hang tag tied to the key with a red bow…pair some great design with your name and logo for an under the radar approach and free marketing, when your client potentially does the same as I did and posts a picture to social media. I’m looking for a realtor who wants to create some custom key packing, email me if you are interested!
- You are not able to use save images you find on the internet at your leisure, you’ll need to purchase stock art to avoid copyright infringement.
- Make sure your logo works in black and white to ensure it will be able to display across several mediums and scale in size properly.
- Comic Sans font is frowned upon in the design community 🙂
- If you lay all your pieces out in front of you, they should all have the same feeling for brand consistency.