When It Comes to Your Logo and Brand, Trust in Yourself and Ask A Stranger
Huh?
Let me explain. We have a client now, Advanced Combustion Technologies, Inc. When we were hired to redesign their logo, web site, direct mail and sales collateral the client had a very solid idea of what their core business was. According to them, they designed and developed combustion systems for power plants. Now, in our current environment of ... well... environmental awareness... this idea had a slightly negative spin. This was reinforced by a logo that was slightly different on all marketing pieces, and a red and black color scheme that the client told us reflected their "red and black/fire and coal" target market. They were wondering why they were having trouble breaking into new markets.
After some discussion with their marketing team and senior management, and some research of our own, we found a key piece of information. ACT doesn't just develop components for power plants. They develop systems that help power plants reduce emissions by 85%.
Wow.
You don't get a bit of marketing information like that every day. To their credit, this information was in their marketing materials, but it was buried in poor presentation, harsh red and black colors, and only to be found somewhere under product specs.
We helped ACT develop an image that more accurately reflects what they do, their colors are now green and grey. Their new logo is a combination of technology and airflow, and all of their materials reflect this new look. To quote the client, "response to our new look has been amazing."
So, when developing your logo, look inside to the people who know the business, and look outside, to people who don't. Partner them up so that you can utilize both sets of strengths, and you're sure to get a logo that will really help you communicate.
Let me explain. We have a client now, Advanced Combustion Technologies, Inc. When we were hired to redesign their logo, web site, direct mail and sales collateral the client had a very solid idea of what their core business was. According to them, they designed and developed combustion systems for power plants. Now, in our current environment of ... well... environmental awareness... this idea had a slightly negative spin. This was reinforced by a logo that was slightly different on all marketing pieces, and a red and black color scheme that the client told us reflected their "red and black/fire and coal" target market. They were wondering why they were having trouble breaking into new markets.
After some discussion with their marketing team and senior management, and some research of our own, we found a key piece of information. ACT doesn't just develop components for power plants. They develop systems that help power plants reduce emissions by 85%.
Wow.
You don't get a bit of marketing information like that every day. To their credit, this information was in their marketing materials, but it was buried in poor presentation, harsh red and black colors, and only to be found somewhere under product specs.
We helped ACT develop an image that more accurately reflects what they do, their colors are now green and grey. Their new logo is a combination of technology and airflow, and all of their materials reflect this new look. To quote the client, "response to our new look has been amazing."
So, when developing your logo, look inside to the people who know the business, and look outside, to people who don't. Partner them up so that you can utilize both sets of strengths, and you're sure to get a logo that will really help you communicate.
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posted by bill schick design at 1:41 PM
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