Laura Secord was established in 1913 by Frank P. O’Conor. The company kept growing, adding stores, and became such a success that it was bought several times by different food giants. Laura Secord finally came back home to Canada when it was purchased by Quebec businessmen Jean and Jacques Leclerc in 2010.

This is one brand I have always remembered because of its “handwritten” logotype. It’s that kind of “personal touch” that really works as a brand identity-specially when it comes to something like chocolates. The Laura Secord brand has gone through costmetic changes over the years. Without a doubt, the stores have had facelifts, packaging has evolved with times, new products have been added (ice cream!) but the logo has remained fairly consistent. And the gift boxes can always be counted on as a special treat.

Laura Secord is celebrating one hundred years in business in 2013. Make sure you visit their website to read about the real Laura and her story, and learn about some Canadian history too. And who knows, maybe this post will inspire you to head out and get yourself some delicious treats!

Loreto Cheyne
loreto@loladesign.ca

When it comes to brochures, we are definitely in a transition stage. Even five years ago, many businesses felt they needed to have an official company brochure. These days, it’s one of the items I design least often. Today, the traditional 2-fold brochure (8.5″ x 11″ with 2 scored folds opening up to 3 “panels”) has a lot stacked against it:

• They are still expensive to design and print-regardless of how far digital printing has come (or prices come down)
• Few people invest in writing  compelling, to-the-point copy-which results in a dry, boring piece few want to read
• Many businesses have cut back severely on their print marketing, rendering the use (and appeal) of brochures to a minimum
• Our attention spans have decreased dramatically-and no one wants to read about XYZ company any longer than they have to
• Many businesses now prefer all that “company stuff” available on their website instead of in print

But if you have to continue to market your business, and you have to get your information out, what do you do? Are there any viable options between no paper trail and a traditional brochure?

Yes there are. Luckily for us, digital printing does have many uses. The most important is that now we are able to print-on-demand, meaning that gone are the days when the lowest amount you could order was 1000. If you need 250, get 250. If you need 10 000, then go to the offset press!

What are some options these days?

• You can have a 4″ x 9″ postcard-style brochure. Depending on the nature of your business, and  your needs, you may or may not need to print both sides
• Another option is a large postcard-8.5″ x 5.5″ (half of a regular sized sheet)
• It might be that you need to reformat everything and create a full sized sell sheet – usually 11″ x 17″ folded to 8.5″ x 11″ or…
• You may need to reformat to create a one-page sell sheet: 8.5″ x 11″
• You may simply want a size that suits YOU and your content-in which case your print rep or local print house is your best resource.

The bottom line is that you shouldn’t think that you are limited to what used to work in the past; it’s key to put yourself in the public’s shoes and ask yourself: “Is this person going to WANT to read about my company history/mission statement/my process/pages of testimonials/my commitment to excellence, etc.?” The reality is that today’s brochures are far briefer than their cousins from years ago. Back then people wrote quite a bit of text to “support” their position. Today our attention spans and actual free time are far less, so the lengthy paragraphs are taking a serious backseat. Your brochure should answer the question “what’s in it for me” and be very clear about the benefits of  working with you.

Brochures have grown up quite a bit, and they look more polished and sophisticated (and different) than before. But most importantly, they should be designed to suit YOU and YOUR needs. Whatever those needs are, make sure it works for you, and that you have relevant content and information that will be useful.

Loreto Cheyne
loreto@loladesign.ca

The deciding factor in whether you need this item or that one, is whether it still makes sense for your business today. Let’s look at three examples:

1) Traditional stationery: letterhead, envelope, business card.
To be honest, a large number of business owners no longer use this package. Most people now have a digital masthead that they can use as they need. If this applies to you, do not let your designer talk you into buying letterhead and envelopes beacause THEY think you should. If you need them, great. Order away. If you still have the letterhead you printed five years ago-then you probably don’t need more!

2) Three-panel brochures (2 folds)
Back in the day, every business had one. These days, few people want to read everything about your business. So it might make more sense to design a pared-down, condensed version of your brochure, with just key points (ex. 4” x 9”).  Some businesses need them: sales trainers, consultants, and insurance agents may need the extra space to explain courses, policies, etc. But a florist or a virtual assistant probably does not. Keep in mind you can now print only the quantities you need thanks to digital printing. Beyond that, if an odd size means you will stand out, that options are also worth considering.

3) Tradeshow or display graphics
If tradeshows and special events are a key component of your marketing plan, then the supporting graphics are also a priority. If you attend a fair number of conferences, tradeshows, and special events, this is the time to assess what condition your display graphics are in. Are they frayed, worn out, or faded by the sun? Are they visibly dated, and perhaps saying “ten years ago”? On the other hand, it’s possible you’ve been getting by with a vinyl banner (gromet type) attached to your table. Is this getting the results you want? Is it portraying you as the successful business you are? Because it might be time to upgrade to the next level up, depending on your audience and the type of shows where you exhibit. If you’ve been getting by without any type of backdrop or banner to showcase your business it’s time to start doing someting about it.

Here’s a blast from the past: do you remember those quaint foamcore “display units” sold at the office supply store (picture on left). Well, you are past being able to use that and hold your head up high. You need to step up and get a nice one, one that says “twentyfirst century.” That homemade touch is no longer appreciated by today’s savvy consumer. Today there are many options (and price points) available when it comes to tradeshow graphics.

So what shape are your marketing materials in? If you’ve discovered it’s time to redesign and upgrade some items, I’m just a call or email away.

Loreto Cheyne
loreto@loladesign.ca

April 21 to 27 marks National Volunteer Week in Canada. I strongly believe in being a volunteer and giving back to the community. I have been volunteering at one organization or another since I was about 21. Today I volunteer at the Canadian Federation of Humane Societies (CFHS). I have been volunteering there for about 2 years, and I think this is the most rewarding and fulfilling volunteer experience I’ve had so far. For one thing, I volunteer my graphic design skills, which is not easy to do the majority of the time; I also work with people that are not only easy to work with and value my efforts-but they are incredibly fun, funny, nice people. But most importantly, I am able to directly give to the cause that is dearest to my heart: animal welfare.

Through my work at CFHS, I’ve had the opportunity to work on amazing projects that have let me grow as a designer and be more creative than before. It is a rare treat to be in a position where I get to dictate the way a final product looks-and my creativity is welcomed and encouraged at the same time.

One of the latest projects I’ve worked on is an invitation to the April 22 Choose Adoption/j’adopte stamp unveiling. This event is an initiative by the Canadian Federation of Humane Societies (CFHS) and  Canada Post to design and launch a stamp series encouraging Canadians to adopt pets from shelters and SPCAs. CFHS and the Ottawa Humane Society were partners in this great event, where we had the chance to see the new stamps for the first time, as well as hear from key animal welfare supporters. We were all very pleased that Mrs. Laureen Harper, a long-standing animal welfare supporter, was able to attend.

So while my part in this event was small, I feel like I’ve been part of something much bigger, which helps the animals I care about and lets me be creative. And that gives me a great deal of satisfaction.

If you’ve never volunteered before, I urge you to try it. There’s so many organizations in Ottawa that really need volunteers-you are sure to find one that gives you back as much as you give them. Give it a try!

Loreto Cheyne
loreto@loladesign.ca

Trade show give-aways are a perfect illustration of how you can market your business.

Make the most of your budget. Choose something that works for your business, something people will use, and don’t be afraid to stand out from the crowd.

Pens, mugs, and key chains are only a few examples of what’s been popular in the past, they still work but they’re old news and boring.

Here are some new and hot ideas, and these are only a few examples, there’s so much more to choose from.

• stylus combo pens and bracelets
• LED flashlights
• cell phone skins
• theft-guard sleeves
• mini tool kits and tape measures
• seeded paper products
• cell phone and computer screen cleaners
• golf accessories
• automotive accessories
• stress relievers
• roll-up water bottles
• first aid kits
• luggage tags
• eco-friendly totes and lunch bags

Remember, you get what you pay for, and cheap is not the best solution. Spark interest and exude awesomeness.

Be sure to leave enough time for production, and be prepared to pay a premium if you require last-minute service, when strings can be pulled. Normal production time can be 2-3 weeks, including time to approve and revise your artwork proofs. If you don’t already have a logo and artwork is required, this process could take longer.

Here’s an idea for your leftovers. Something small can be a low-cost mailing to clients to remind them about your services, and to approach prospective clients in a more innovative way than you may have done in the past.

Great promotions start with a great product and an imprint with impact!

Bright Future Developments – BFD Inc. is a promotional products distributor in Ottawa, trusted by clients since 1990, for execution of your order and delivery of the final product, outstanding customer service, and industry experience. From general promotional items such as pens, tote bags, and portfolios, to clothing, conference and event give-aways, awards, and corporate gifts. With access to a variety of suppliers and hundreds of products, you’ll find what you’re looking for to put your logo or message on.

Melanie Murphy
Owner, BFD Inc.
Phone: 613-727-1990
www.bfdinc.com

To begin, the logo had to be professional and modern, yet classy and friendly. During our consultations, Ariadni and I discussed her Mediterranean heritage, which played a significant role in the design process. Everything-from the word “kyma” to the colours chosen, were used for specific reasons.

The result is a logo that both Ariadni and I are extremely happy with. Quite often, clients are happy to let their designer “get on with it” and do what they will. In this case a collaboration is certainly the way to describe the process. Clients should never be afraid to ask questions and request specific things; just know that when you do, we will ask you why you want to use a particular image…and we will dig until the reasons are clear and make sense.

This was a joyful experience that allowed me to create a beautiful logo for a wonderful client.

Loreto Cheyne
loreto@loladesign.ca

BUDGET
Budget is king when it comes to tradeshow success. First, there’s the time investment: you may have to spend anywhere from two days to seven away from work to “work the show.” It’s likely you will need to have someone else to help you (either staff or a willing spouse) which means they need to be paid as well. And then there’s the fees themselves. The National Women’s Show, for example, costs $1450 for a 10′ x 10′ booth space.

Once that’s dealt with, you have to tackle the booth graphics themselves. Your marketing budget will take a big hit on this one. The tradeshow wall below (Weatherwall, left) costs approximately $2000 to design and produce.  So if you are feeling nostalgic, and think that quaint foamcore display backdrop “will do” (below, right, at least 8 years old and looking homemade!) you’d better think again.

The DESIGN of your booth/banner should be done (hopefully) two months in advance. Do not leave it til the last minute; that’s how mistakes happen and suppliers are forced to increase their prices to meet your rushed deadlines.

Beyond that, you then have to consider the marketing collateral you will need on hand to give to booth visitors. This is not the time to be thrifty and save some money by printing items at home. This is the time to shine, when everyone at the show will be putting on their best to generate good buzz and interest. You can’t afford to do less. Again, your budget will have to allow for some printing (more details below).

PRINTED MARKETING COLLATERAL
Before you rush off to design and print expensive brochures, consider whether you really will need them. Is that 3-fold brochure really going to be read? Remember people get a ton of stuff at shows, and this may just end up in their recycling box. Instead, consider whether a postcard-style brochure might work. You may need single-sided, 8.5″ x 11″ information sheets. Or, if you sell big-ticket items, this is the time to bring those glossy, multiple-page sell sheets with photos and full colour throughout.

When it comes to your marketing collateral, consider carefully the impact you want to make on visitors. Do you need to inform them? Do you need to show them photos of your product? Do you need to provide specific product/service information? Those considerations should drive what you print and bring to the show. Keep it simple; it might make more sense to bring a few items rather than bombard people with every print marketing item you ever owned.

PROMOTIONAL ITEMS
Have you ever been to a tradeshow where exhibitors use the table as a litterbox for promotional items? The worst part is that some of them make absolutely no sense…they simply put out any item thinking they need to have something for people to take. They don’t. Give them something they will use and will want. I can hear you say: “Yes! I have pens, keychains and magnets! I’m all set!” Newsflash: so does everyone else. By now, pens, mugs and keychains are so cliché they no longer matter. Spend some time thinking about an item that’s really relevant to your business and will strike a chord with your audience. Years ago, before composting became “fashionable,” a realtor was handing out brown “Bags to Earth” with her name printed on them. Everyone else was giving out pens. Take some time, and talk with a promotional items expert to come up with a clever giveaway that will make people remember you-AND will get used. Otherwise it’s money wasted.

And with those tips in mind, I wish you luck at your next tradeshow. If you haven’t yet had your tradeshow graphics designed-I’m just a phone call or email away!

Loreto Cheyne
loreto@loladesign.ca

The Smiths
Perhaps one of the most influential bands of the 80′s, the Smiths weren’t just about the mood and style; they were gratly influential in affecting design of the time. They began to use a grittier style of photography with close ups & tight crops, as well as modern, minimal typography. As with others of this genre, the cover art didn’t have a lot of frills or extras.

Depeche Mode & New Order
These are two bands that embraced a minimal, bare-bones approach to design with incredibly strong  use of type. This resulted in very stark, sophisticated design (for the time). Much loved by the new-wave fans of the 80′s, their album covers were often black and white, and either used very limited photography or graphics. Their style was in marked contrast to previous designs from bands like Journey, who used original (and ornate), very colourful artwork.

The Sex Pistols
Ok, so this one goes back to the late 70′s. But it can’t be denied that the Sex Pistols didn’t just revolutionize popular music-they began a decidedly creative, more colourful & un-pretty approach to design of album covers.

Skinny Puppy
Hailing from Vancouver, this band spearheaded the industrial music movement in Canada. While this particular genre may be a bit hard for most to take, their use of typography became quite typical and associated with an industrial style. Their use of techno fonts and distorted, barely-recognizable photos was fairly typical of that hard music style.

U2
U2 is arguably one of the most loved and influential bands of the X generation. U2 started out with great photography and even stronger use of type, and over time created some iconic LP-and later CD-covers. Bet you own either one of these!

Talking Heads
Talking Heads weren’t just creative geniuses when it came to music. The design of their albums marked another shift, with bands getting more involved with the design of their album covers. And they were getting more creative. Some of their cover art is decidedly “experimental”, and their different take on typography makes for an overall unique experience.

And there you have it. If you own some of these-you are lucky! And I hope this post has given you a different point of view on the design of CD’s and LP’s.

Happy March Break

Loreto Cheyne
loreto@loladesign.ca

Beware of photos
Nothing can date you quicker than a photo. If your appearance changes drastically (and quickly) you will have to plan on updating your photo. How many of us have seen business cards with photos that are all too similar to Peg Bundy of Married with Children? It goes without saying that “photo” here refers to a professional headshot. That cute shot of you in a cornfield with a tank top on, the wind in your face, and a zit on your cheek does not belong on your business card.

How relevant is that photo you love?
Ok, so the topics of photos isn’t going to end quite yet. Let’s say there’s a fabulous photo you love, by a professional photographer. It may be a fabulous work of art, but ask yourself: how relevant is this photo to my business? If you are a chiropractor who loves fishing, for instance, what is the point of using the back of the card for that amazing photo of the giant salmon you caught last year?

Outdated information
So you no longer use fax machines. No problem. Just make sure it’s no longer on your business card. And if you have a new cell phone, make sure you update that number, as well as your toll-free number, etc. The same applies if you have changed your name or title. It should all be current-and relevant.

Scribbling things out
Without a doubt, at some point most of us have to write something on the back of a card. But if you are habitually scribbling in your new address, or a phone number, or anything else, bite the bullet and update your cards.

Flimsy, whisper-thin cards
If your cards were printed on cheap, flimsy, whisper-thin stock, don’t delay any further. Get some proper cards printed on good stock. A flick of the wrist should never rip your card in half!

And those are some of the business cards blunders we should all try to avoid. If you’re not sure whether your card is “all that it could be” please email me and we’ll chat.

Loreto Cheyne
loreto@loladesign.ca

Yes, even in this digital age, a business card is still the most common marketing tool most business owners carry-from CEO’s to housepainters.

Why do you still need a business card? Andwhat role does it play in the 21st century?
For starters, it’s still the easiest method of passing your contact information on to someone you’ve met. It also serves to create a positive first impression. And it’s still a reflection of your professionalism.

What items SHOULD be on a business cards these days?
Today’s business card should provide relevant information that’s brief and to the point. You should include only the contact information you want to and will use; for instance, if your company no longer uses fax machines-get rid of the fax number. I was once given a business card and I called the number on it. The woman finally answered the phone and surprised, said “why did you call this number?” Feeling foolish,  I said, “because that’s the number on the card you gave me.” It’s not rocket science;  If you  do business virtually, or clients do not come to your office, why list your address then? Instead, consider including a (very) brief list of your key services.

Your business card is a very valuable piece of real estate; it has the potential to make a great impression or literally put you “at the bottom of the pile.”  Make sure that it works for you:

• Do you want to increase traffic to your blog? then add a QR code that guides people to it.
• Do you want phone inquiries? then add a phone number in a large, bold font, and is easily seen.
• Are you looking to prequalify prospects? then add a thought-provoking question that will lead them to call you.
• Is video a big part of your marketing plan? Then include the URL to your YouTube site with a brief invitation to visit.
• A strong call to action/question can prompt people to contact you.
• Do you provide a unique, visual product? then include a great photograph!
• It should be obvious, but your current, updated logo should be there. Prominently.

Whatever action you wish people to take, your business card can help you do that. It’s not just a place to include your address and phone number. Ask yourself what action you want people to take when they receive your card. And then check (with an objective eye) whether your business card is helping you project the right image.

Loreto Cheyne
loreto@loladesign.ca