Posts from the ‘Logos and Identity Design’ Category
Despite the convenience of cell phones and GPS location devices, there’s nothing better than that old fashioned signaling device called “a sign” to point us to the front door. It identifies. It beckons. It builds anticipation about what’s behind the door long before you step onto the premises.
Collection at the Falls. A retail store & art gallery.
When Interior Designer Shanna Robinson Neims embarked on opening her new retail store – Collection at the Falls – situated right along I-5, the busiest road in the State of Washington, she knew immediately the important role a sign would play in attracting customers. Everyday thousands of people (approximately 240,000) would be zooming 60 miles per hour right by her store. Knowing that they probably would not have time to read the small print on a sign she wanted to convey the unique, eclectic mix of items she was selling in an overall impression — An impression that begged for further investigation.
Because Shanna is a designer she was able to articulate in broad strokes the impression she wanted the sign to make, and she came to our meeting with loose sketches in hand. We needed to build customer anticipation about the experience of shopping at her lifestyle oriented store / art gallery. To do this the sign might include a mix of new, old, handcrafted, unique, formal, Parisian, European, artful clothing, furnishing, jewelry, organic glamor, plants and perhaps a touch of whimsey. Antlers, or something that looked like them would figure prominently, and maybe a crown would be cool too, or perhaps a nest and a bird. Yes, all of that in one sign!
We put our heads together and came up with a sign design that we feel creatively meets the challenging objectives she set.
Collection at the Falls is located at 4800 Capitol Blvd SE suite D, Tumwater, Washington 98512 – Bing Map
Below are Shanna’s loose conceptual sketches, a font she initially favored, and the before and after pictures of her store. Note how much more the store stands out than the previous tenant’s business, due to the sign and the way she furbished the exterior.
Often when clients come to us they have already determined what they do and don’t like about their existing logo. As a photographer Sue Burnett of Memories Forever Photography had determined that she needed her logo to function as a subtle watermark on photos, and that it needed to be simpler than what she was currently using. She liked the flowing descender and ascender of the initial f, so we gave her new logo more panache. Since camera lenses are round we chose to integrate the initials into a circle rather than a rectangle. The resulting mark can stand alone or be paired with the full company name depending on the application.
Sometimes there are excellent reasons not to change. Subtle face-lifts are common among big brand companies who update their logo every 5 years, more or less. Corporations who have made huge investments in their brand and are profiting from loyal, repeat customers don’t want to risk abruptly altering their image and getting lost on the shelf.
Sometimes a business is basically happy with their “look”, but recognize that it is outdated. They may be concerned that their competition is looking more contemporary then them. These companies are good candidates for a design make-over.
Design make-overs are a good choice when after carefully analyzing the effectiveness of the current logo no compelling reason can be found to change it. If however, a company’s current identity design isn’t making a clear connection with it’s intended audience it’s time to rethink, regroup, and start anew.