ramp creative+design matters

Face Value Quiz

Michael — Fri, 06 Nov 2009 13:57:37 PST

Face up to the challenge

Ramp has finally reached it's seventh anniversary, and to celebrate, we've decided to step up the challenge for those who love logos as much as we do. The Face Value Quiz is open to everyone. You can team up with collegues, family and friends to finish your quiz answers, but Rampereenos are not available for hints!

They've Got A Spell On You

Rachel — Fri, 30 Oct 2009 00:49:00 PDT

Target's brand identity follows a series of visual indicators (design guidellines) that signal our brains and make the emotional connection.

Why do people buy (or vote with their dollar)? There's many factors, but overall people because of the promise of something better. It's the promise of true change (Obama), impressing others (luxury brands), building wealth (Charles Schwab), saving money (WalMart), saving their soul (religion), or saving the planet (Toyota Prius or Whole Foods). Marketing guru Seth Godin says that people buy lottery tickets for the "thrill of possibility, the chance for recognition, the chemical high of anticipation." People buy hope. And most purchases are purely emotional. The whole self-help book industry is fueled on this human instinct.

Good Design Sells Dogs

Rachel — Thu, 08 Oct 2009 23:12:12 PDT

The doggy truck: Let's Be FrankApparently, gourmet food trucks are part of the emerging eating trend here in LA. They seem to be popping up in all the major U.S. cities as well. Is it the recession which makes people want to drive around to find low-cost high-end fare meals prepared from a truck? Or perhaps the ubiquity of corporate franchises have people pining for street vendors? Food trucks in LA are easily spotted all over high-traffic walking areas in Hollywood, the beaches and tourist areas.

Heavy Additions

Ramp — Mon, 21 Sep 2009 22:15:37 PDT

Yes, they are backwards. We just received our Graphis Gold Awards in from last year's award books: Logo Design 7, Letterhead 7 and Annual Reports 07/08. They are our latest weighty but mesmerizingly shiny addition to the award desk. No acceptance speech necessary.

Good Design Caught Cross-Branding

Ramp — Mon, 14 Sep 2009 14:55:33 PDT

Christian LaCroix Haute Collection and Prêt-à-Porter bottle

Many companies nowadays are taking advantage of the value that lies in their brand equity and using cross-branding to increase sales in the down economy. Cross-branding is what happens when a company who is known in one market reaches beyond their industry into multiple platforms or products to reinforce their brand.

The Juridiction of Annual Report Design

Ramp — Tue, 11 Aug 2009 14:48:42 PDT

Michael's contribution in discovering design excellence and awarding 28 platinum and gold awards to hundreds of international annual report entries has been announced and published.

Why Details Make The Difference

Michael — Mon, 27 Jul 2009 11:50:00 PDT

Logo mania covers our walls

When we take on a logo project, we're asked quite often why the design process is such a long one. The answer is: because the details make the difference. A line, spacing, and weight can ultimately make or break a logomark. The process is to visually capture the essence of a company's personality into visual form through rounds of refining a rough idea into a masterpiece. And that takes time.

Lifestyle Branding: Selling Illusion or Reality?

Rachel — Wed, 22 Jul 2009 00:00:00 PDT

Ko'a Kea Hotel & Resort's amenity-plush room

Last week, Michael and I stopped in at Art Center College of Design to give our yearly presentation on hospitality design. The name of the game in the hospitality industry is increasing brand loyalty for travellers. The development of a strong brand is one of the most profitable approaches in marketing for the lodging and food service sectors.

Create Customer Love

Rachel — Tue, 14 Jul 2009 17:29:18 PDT

Distant Encounters of the Direct Mail Kind

I get postcards all the time from new cafés, salons and dog walking services popping up around downtown LA that say "we're open!" Really? So what? Are you talking to me? Just because you're are open for business, doesn't mean business will come to you. Those companies focus only on themselves and miss the opportunity to create a relationship with the reader. They must be pretty lonely.

Selling The Lifestyle

Ramp — Mon, 18 May 2009 09:00:23 PDT

Part of the comprehenisve naming and branding package we did for Ko'a Kea Hotel & Resort

Over the last five years of branding for hotels and restaurants, we've learned that successfully designing for the hospitality market is not about making the property or food look good, but rather it's all about selling a lifestyle.

Ramped Up Round Up: Food Packaging

Ramp — Wed, 08 Apr 2009 13:26:04 PDT

Before and after designs around our industry that are worth taking a second look at.

Real Butter Makes A Difference

Rachel — Sun, 29 Mar 2009 22:33:54 PDT

Our morning breakfast

Like most late Sunday mornings, we have German pancakes for breakfast. And like most Sunday mornings, Michael takes pride in making them. The crepe-like pastries are baked light, come out puffy and have a hint of sweet and savory flavors due to the use of butter in the pan, a squeeze of lemon and a sprinkle of powdered sugar. Today we were fresh out of unsalted butter (I forgot to buy some), so he used margarine. On the plate they looked a little more lumpy, but didn't seem different than normal, until I tasted it. Not so moist, and not flavorful. That's odd–how a slight change in one minor ingredient (two tablespoons of butter to grease the pan) could've changed the form, texture and taste of the dish. I guess those teeny tiny details are important and they really can make a difference.

Design Darwinism

Rachel — Mon, 09 Feb 2009 22:48:09 PST

CrowdSPRING makes design hunting open season.

In this crazy economic storm, the design industry happens to be splitting in two. The winds happen to be pushing the design community in two different directions. The practice of design is changing for the worse, and for the better. It has been suffering separation anxiety for all of us ever since the personal computer first came to town. And when mass technology first hit our industry, the practice instantly became commoditized, at first.

Will Think For Food

Rachel — Fri, 30 Jan 2009 16:50:07 PST

Cole's P.E. Buffet promoThere's a couple of new restaurants in our neighborhood, and this being downtown Los Angeles, there always seems to be something popping up regularly. What I mean by that is that downtown LA is going through a revival right now, and although there is a great need for street-level retail, there is also a lot of competition to be the best–which keeps it interesting for us who work and live here. The two new eateries I'm speaking of particularly are Blu LA Café and Cole's Pacific Electric Buffet.

Blu LA Café is a new little restaurant on the bottom level of the Pacific Electric building that features upscale food with a Southern flair, wine and pastries. The decor is mostly blue and modern with wood and brick accents (it's more IKEA and less DWR). Its where you'd go for a glass of wine for a LAMILL coffee and a quiet moment with your laptop or a book.

Soul Plane

Rachel — Sat, 24 Jan 2009 16:49:06 PST

You’ve probably heard of Jack Trout’s best-selling book Differentiate Or Die, it's one of my favorite reads. Trout says that “it's commoditization that's becoming the real brand-killer.” Well, we couldn’t agree more. Many prospective clients start off their requests to us with “we want to be different,” but end up showing us the visuals of other companies on what they want in their campaigns. Wanting to be different and actually BEING different are not the same. Being different takes guts. It’s a risk, and in business, the only path to real reward.

My case in point: airline companies. I love to travel, but for me the fun doesn’t start until I get off the plane at my destination. Air travel has become a commodity. The airlines have all cut prices, service and amenities, and the complaints have gone up too. Nothing about the flight experience is that different between the airlines, except a couple of hundred dollars, and maybe the logo on the napkin below the free beverage on your tray table. Passengers are NOT happy.