Some things are just screaming for an update… like the time share that I am in right now in Orlando.
It was new & “in” when Miami vice was having it’s inaugural years. The problem that this place faces is that it spent a TON of money on permanent fixtures that had a shelf life of less than 3 years. The developers didn’t really think through their design & development strategy very well. What really needed to happen BEFORE they built was to come up with a plan of how to update in the future without having to rip the whole thing back down the frame and start all over again.
You have probably noticed this design flaw in other places as well. You see it in restaurants and stores. You also see it in magazines & clothing lines. You also notice it in companies who build their identity around a very specific niche look and sell out to it so far that they can’t possibly adapt to the future.
So here are some good challenges for us all with design:
- How do we develop an unique market place identity that is pliable for the future and also stands apart now?
- What things must be kept as central in a corporate identity and what things are changeable?
- Are there foundations for building a ‘brand’ that can make it universal in natural?
Does your company stick to one style? How do you decide how to define your company? Is it important to have a distinct style?
Well this is what we call your brand. And yes it’s definitely important to be distinct and memorable. It’s what distinguishes you from your competition, it’s what tells your customers the quality of your product or service, and it’s what helps sell yourself. Your brand describes who you are as a company, your mantra. Coca-cola’s brand has stayed relatively the same since the creation of their logo in 1885. That shows a stable and dependable company, with a lasting quality that has survived a very long time. Customers appreciate this stability and have showed their appreciation through their continued business for years.
Now, how do I figure it all out? Every company is different and there is no set process on how to figure that out. However, some important things to think about: What is your vibe, is your company edgy and fun or corporate and professional? Who is your audience, college students or thirty year olds with families? How can you be different from your competition? Are you regional, national, international? These questions are vague and only intended to get the thinking process started but it’s important to be specific. Making decisions on the brand should take time and thought, nothing that can be done overnight.
At Factor 1, we look at other great logos for inspiration every time we design. It’s important to see what others have done in order to create something new and different. Great resources for logo and branding inspiration: Logo Pond Logo Design Love Logo of the Day
A great brand is:
- Different from the competition
- Not just trendy, but able to stand the test of time
- Descriptive, it needs to explain who you are
What are some of your favorite brands? What makes them great?