Synergist

Smile for Nike

noreply@blogger.com (Synergist) — Wed, 27 May 2009 19:05:00 +0000

The classic Nike logo smiles, somewhat like the new Pepsi logo. What would happen if they had used it upside down? A smile always gets positive attention, but turn it upside down? It is a subliminal no-no.

Vintage Attention Grabbing Advertising

noreply@blogger.com (Synergist) — Wed, 27 May 2009 18:58:00 +0000

Gene Gable of CreativePro.com writes often about vintage advertising in Scanning Around with Gene. This week his article is titled: Holy Word Balloons, Batman! This ad is an attention-grabber!

More on Eyetracking

noreply@blogger.com (Synergist) — Wed, 27 May 2009 18:53:00 +0000

Great blog, 3 Hot Marketing Tips from Heat Map Analysis

Once again ... the age-old tried and true rules of advertising prove valid.

Issue#1: People scan but do not read.
Solution #1: Use short sentences, bullet points and bold text.

Issue #2: Images get a lot of attention.
Solution #2: Use images effectively.
(With a goal in mind. What do we want people do next?)

Issue #3: People rarely scroll.
Solution #3: Put important content above the fold. (In websites they are referring to the virtual fold.)

In any marketing effort, we need to help move our audience through a piece visually with a goal in mind.

Heatmapping is still pretty interesting and for those who want to learn more...this site will provide the service of eyetracking for your website.

20 Corporate Brand Logo Evolution

noreply@blogger.com (Synergist) — Thu, 21 May 2009 15:23:00 +0000

This site tell the stories of the visual and conceptual transitions of 20 corporate brand logos.

I particularly like number 1, the Apple evolution.

Don’t miss Volkswagen, number 11. Company history ties the German automaker with Adolf Hitler (1933).

Regional Winner of Doodle 4 Google

noreply@blogger.com (Synergist) — Thu, 21 May 2009 12:56:00 +0000

Thanks for voting!
Grace Para, of Landenberg, PA, was the Region 3 winner in the K-3 group.

Find the national winner and 3 finalists here.

Eye Tracking III

noreply@blogger.com (Synergist) — Wed, 20 May 2009 12:13:00 +0000

We did an enewsletter on the first Eye tracking study done for websites a few years ago... some may recall.

Eye tracking studies have revealed valuable information about how people read and interact with websites.

Read more on Eyetrack III, the recently published summary of eye tracking results for news sites.

See a visual map of home page priority zones... and a very good summary of the study.

Interestingly enough....
As we know, these age old tricks hold true for print as well.
Graphics can be useful for conveying information that is difficult to communicate in pure text.
Short paragraphs encourage reading.
Your headline must grab attention in less than 1 second. Get to the point fast!
People notice ads placed close to popular content.

Not much new here!
Human behavior in the visual world, that’s all.

Outsmart the Fox

noreply@blogger.com (Synergist) — Tue, 19 May 2009 11:04:00 +0000

Mozilla Corporation has offered up an initial revised draft rendering of its existing ‘fox around a globe’ logo for user consideration and said it will continue adding further revisions every 24 hours or so.

Maybe they want to adapt the Google model where the fox wears something unique new each day? A hat, coat, gloves, sunglasses. This could make things on Firefox fun!

More Pop In The Pop Needed!

noreply@blogger.com (Synergist) — Sun, 17 May 2009 19:26:00 +0000

Pepsi’s new brand logo exudes happiness with its smiling image and creates optimism–consistent with their “I Can” campaign.

Introduced widely in North America, Pepsi is slowly and cautiously integrating the new brand globally while they continue using two brand identities for “the next year or two.”

The look is clear and clean with Apple simplicity. Its new typeface uses circular letters which work well with the happy smile icon. But it appears a bit flat and could use some dimension.

Pepsi logo needs more pop in the pop.

Interestingly, the distinctive Pepsi wave has remained almost unchanged for 75 years.

Google 4 Doodle Competition

noreply@blogger.com (Synergist) — Wed, 13 May 2009 12:26:00 +0000

Vote!

Until May 18th you have the opportunity of voting for the best google doodle in each of four grade groups.

Locally (region 3) for us, we have Grace Para, of Landenberg, PA, as a candidate in the K-3 group. Her doodle is so well developed for someone so young. Be sure to go see these wonderful doodles.

Kudos to Google for sharing and helping to create design stardom for little people–our up and coming graphic designers!

Winners will be announced on May 20th with their logos appearing on Google home page May 21st.

Vote here

What Drives These Brand Names?

noreply@blogger.com (Synergist) — Tue, 05 May 2009 13:05:00 +0000

It’s all in the juxtaposition of letters!

Camry, a car from Toyota is an anagram of my car.

Elantra, a car from Hyundai is an anagram of A rental.

Civic, a car from Honda is a palindrome.

A Toyota is a palindrome.

Kraft Looks Crafty!

noreply@blogger.com (Synergist) — Tue, 05 May 2009 12:39:00 +0000

Kraft-branded products now sport a new corporate logo! It smiles! It’s bursting with flavor! And it uses the slogan, “Make Today Delicious”. Colorful, flavorful, fun, happy. It says it all. With its softer organic shapes, it fits the products. Well, sort of....

Walmart’s One Word Now!

noreply@blogger.com (Synergist) — Wed, 09 Jul 2008 19:10:00 +0000

Walmart’s new logo will debut this fall.

This is Walmart’s attempt at going head to head with their nemesis and king of branding, Target. It looks to me like the new spin on the Walmart logo is attempting to be catchy and trendy, simple yet very powerful, like Target’s red bull’s eye.

Walmart’s yellow asterisk seems weak in comparison and lacks the impact that can be created with color. They will have trouble with that color yellow disappearing. It is not strong enough to hold up to the task of carrying a visual brand. Not without support.

Maybe Walmart is trying to make a statement with the asterisk but somehow it just doesn’t come off. Environmentally friendly? Energy? Windmill? Nuclear? Happy?

For a more detailed timeline of Wal-Mart’s logo go to http://walmartstores.com/AboutUs/8412.aspx

1962-1964

1964-1981

1968-1981

1981-1992

1992-2008

A review of your logo design

noreply@blogger.com (Synergist) — Wed, 25 Jun 2008 17:54:00 +0000

Is it simple?
Does your logo work visually in black and white as well as color?

Is it readable?
Is it legible in all sizes? Will it work well at a very small size, in newsprint and on a billboard?

Is it adaptable to all graphic media?

Does it reflect your business?
Is it meaningful?
Logo design is the process of synthesizing the ideas you convey to your designer about your company and having the designer come back with an effective visual representation of those concepts.

Exercise 1:
Can you answer these questions?
What is your company all about?
What are your goals for your company?
Where do you want to be in 5 years, 10 years?
How would you like your company to be perceived by your customers?
Let’s look where you’re headed, not where you’ve been.

Exercise 2:
Relax your mind. For a moment, let your thoughts flow freely.
How do you see your company?
How do your customers see your company?
Are you using ”power words“ to describe this?

Does it differentiate you from your competitors?
Is it distinctive and unique?

Is it memorable?
Does it stimulate recall? Does it facilitate recognition?

Does it attract attention? The brain is easily led with many good visual cues.

Does the color evoke emotion by communicating certain attributes?

Finally, some last notes....
Trust in the process.
Put together a group of people who you would like to have input on the logo design. The group should be relatively small, depending on the size of your company. Be sure all the ideas and concepts are conveyed to the designer before design begins.

A good way to add costs to a design project is by adding a decisionmaker at the backend of the process. If you want this persons ”buy-in“ or input, then it’s best to involve them from the beginning. This way the designer will be able to synthesize all the information put forth by all the decisionmakers. A sure sign of success.

When all ideas are put forth in a physical location (or conference call). All and any conflicting perceptions/opinions about the company should be considered and thought through. It is important everyone is thinking cohesively and in agreement on the critical points before moving forward. Often internal strife can hold up the process but it can be a good thing in helping to find the best solution for all.

If you choose to send your logo around to outsiders, you are sure to get conflicting opinions. Everyone has an opinion and everyone is entitled to one. But the design process will be most efficient if this or any process is in place.

Keep in mind...
Design is not a commodity.
Look at design as the creative process that it is. Give your designer the vital information needed and some big picture concepts. If the designer is good, they will ask the right questions and they will LISTEN to your input, parameters, likes and dislikes. Designers should never design in a vacumn. If you think they arent listening, they probably arent. Find another designer.

Developing your brand.
The logo is not your brand. It is just part of your brand. Albeit, a very important part and a central figure in the branding process. But brands are built on more than logos. Every contact with your customer contributes to creating your brand. Sight, sound, sense, smell and sometimes taste.

Just for fun:
Logo quiz
http://money.aol.com/special/company-logos-brand-awareness

Advertising Slogan Quiz
http://money.aol.com/special/advertising-slogans

TALK about big ticket items!

noreply@blogger.com (Synergist) — Sat, 26 Jan 2008 15:35:00 +0000

The TED Conference (Technology, Entertainment, Design), held in Monterey, California, is a coveted event with creative people.

The annual event brings together the world's most fascinating thinkers and doers, who are challenged to give the talk of their lives (in 18 minutes). I have been listening to the TED Talks online since 2004. Jennifer Lin, a 14-year-old protegy musician, known for her remarkable ability to improvise, took 5 notes from an audience chosen member (who happened to be Goldie Hawn). From those random 5 notes within less than 30 seconds she created and went on to play the most beautiful piano composition you could imagine. Hear, see her here. Go to minute 16, if you just want to hear this part of her presentation.

Going to the TED website and listening to excerpts is a treat. You can sign up for the TED enewsletter which will send a weekly synopsis of what new talks have been added. These are much more thought-provoking than watching T.V.

The tickets to this coveted event are sold out years in advance. The last I looked one ticket was 10,000 dollars, that is, if you got there 2 years ago to purchase it. A ticket has gone up on eBay this week that includes a few additional perks such as lunch with Meg Ryan. TED 2008, "The Big Questions" will be held Feb 27-March 1. Fascinating in itself! Last I looked, this ticket was up around 35,000 dollars!

Trends Now

noreply@blogger.com (Synergist) — Fri, 18 Jan 2008 13:32:00 +0000

Todays Trends - Excerpts from Graphic Design USA e-newsletter

Faith Popcorn's BrainReserve foresees a turbulent global market searching for a new mental and spiritual anchor...
"Our mindset is characterized by the Current DissedTrust. People continue to reject the "establishment" (government, commerce, religion, etc.) because they expect it to lie, cheat and abuse employees, communities and the environment. There will be rich rewards for any institution that can reach the bar of trust; but most will find that measure simply too high to attain." Visit Faith Popcorn's TrendBank, visit www.faithpopcorn.com

How this translates for us? We need to focus on building trust which has been a reoccurring theme since e-enterprise began. Building trust on the web can be accomplished by keeping this goal in focus.

Surveys show that users look for sites that offer convenience, ease of use, good prices and great product selection.

How do we communicate that we offer all those things and provide a trusted place to do business?

Studies have found that trustworthiness is built on a combination of six factors:

1. Consistent use of the brand

2. Fast, easy, effective navigation and architecture

3. Fulfillment, which refers to how orders are processed and includes information on how to return items if a problem occurs

4. Design, visual presentation

5. Use of up-to-date technology; and seals of approval from security-guaranteeing firms, such as credit card companies and encryption and security providers

Branding trivia I can’t resist to share

noreply@blogger.com (Synergist) — Tue, 18 Dec 2007 17:45:00 +0000

Pepsi’s “Come Alive With Pepsi!” slogan (1963-1967) was interpreted in China as “Pepsi brings your ancestors back from the grave.”

When KFC first translated its advertising slogan “finger lickin' good” into Chinese, it came out as “eat your fingers off.”

Colgate faced a significant obstacle marketing toothpaste in Spanish speaking countries. Colgate translates into the command “go hang yourself.”

Over 275 different PEZ heads have been designed, with some 48 models on the market at any one time. The most popular dispensers of all-time are the Mickey Mouse and Santa Claus models.

In 2005, Scion spent the fewest in media dollars for each new vehicle sold at $284. Toyota was $422. and Lexus was $875. Compare those numbers to some of GM’s cars and you see the power of strong branding. Buick was $751., Saturn was $1012. and Saab $2,116.

Links

noreply@blogger.com (Synergist) — Fri, 14 Dec 2007 12:28:00 +0000

I have added some fun links here that should spark your creative side. There are many well executed flash sites that help you become an instant artist by their shear ingenuity. Then there are some that are just pure fun in other ways. All meant to spark the creative side in all of us.

We can all tap into that creative energy. Often, people tell me they are not creative and that is their belief so it remains true. But I believe we are all born with that creative ability. Some of us stronger than others. Some don’t realize they are using it. Let yourself go! See how much fun you can have and play a bit. Exercise your creative brain. You don’t have to be Leonardo da Vinci. Just allow yourself to enjoy.

For my many word-loving friends, freerice.com is a winner! But be careful... it is addicting.
And some of these links are just for pure viewing enjoyment.

New York

noreply@blogger.com (Synergist) — Sat, 08 Dec 2007 16:38:00 +0000

The annual NYC holiday trip included the Fifth Avenue Apple store where we were told by street security the sales at this store in October neared $700,000 a day and current holiday shopping sales per day are double that!

I have always wanted to visit this store. Just the store. Because it’s special to me. Call me crazy! I enjoy it’s unusual architecture, watching many people enjoying the apple brand experience and the main reason, it is the MECCA for a long-time Mac user like me.

This photo gallery shows the store in its finest.

I am amazed at the Mac phenomenon and proud of it, as if I helped birth its success. Being a Mac user for almost 20 years allows me the honor. Us Mac users have been through trials and tribulations over the years but have remained devoted. It warms my heart to view many people willing to wait on line to get in to this store. This truly is a phenomenon.

e-News or Blog?

noreply@blogger.com (Synergist) — Sun, 04 Nov 2007 19:12:00 +0000

5 months and no e-News.
I thought the summer off would be nice and a good time to gather ideas for new Synergists. But the time passed too quickly and I remained uninspired. In the process of searching for inspiration, I decided that this communication might just be better and more fun as a blog, so here we are.

So tell me what would inspire you?
The past e-News items have been mostly about branding. And always about visually communicating.