Archive | November, 2011

Under the Swooshtika

One might be forgiven for thinking that the recent past was some kind of Golden Age of corporate identity design. What with the dot-coms and other New Economy companies springing up by their techno-optimistic thousands, many a young designer was handed a rich, once-in-a-career opportunity to limn a new company’s graphic identity from Square One. […]

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Trademarks: A Brief Introduction

Your brand is a property and in this era of cut-throat competition and ever-increasing brands, one has to protect their property. Since you have put so much effort in expanding your business, developing customer relationships and establishing a brand, it is imperative that you save your hard work with a trademark. What is a Trademark? […]

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Identity Imperatives for the Information Age

Definitions Image The way a company is perceived Identity The way a company really is Identity Expression How a company communicates its identity Imperative #1—Rule breaking The business environment, in which corporate identities are being created and communicated, is undergoing unprecedented change. We must aggressively question all that we know about identity, and be prepared […]

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Business Cards: First Impressions Are Important

Your business card is as important as any of your other promotional material that is used to sell your services, promote your image and make a lasting impression on a prospect. Avoid the pitfall of putting little effort and planning into your business card. Your business card — as well as your promotional material — […]

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Choosing Appropriate Fonts for Your Design Projects

There are no right or wrong typefaces – there are only effective and ineffective ones. If you’ve ever had to squint or “work” to read something, you’ve probably been the victim of an inappropriate font. Just as people tend to form an opinion by your appearance, the first impression of type is also important. If […]

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How the Turtle Got a Trademark (and you can too!)

Last year, while working on branding my second business, I decided to get a registered trademark for the business name. Why would a micro business want or need a trademark? Well, this business operates virtually and at times, internationally – well outside the jurisdiction of a county DBA certificate. The long term plan is to […]

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Printing Color Models in Desktop Publishing

There are two basic models used in DTP (Desk Top Publishing) software for specifying color. They are called spot color and process color. Spot color is a way of specifying that one or more pre-mixed ink colors be used on a printed piece. Each spot color is a different ink on the press. Process color […]

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Shades of Success: Importance of Colors in Branding

Color. It is to our eyes what music is to our ears. Those of us blessed with vision can barely imagine a world without color. Colors evoke feelings, and stand to represent ideas, and so, in web design, as in all things designed, knowledgeable and appropriate use of color is critical. There are many issues […]

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The Future of ‘Brand’ Design

When Andy Warhol turned a tin of Campbell’s soup into a global icon, it was a coming out for brands – a sudden realization that these familiar everyday products had created their own myths that were far greater than the items they represented or the price on their labels. More recently, corporate identity seems to […]

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Why Names Matter

Company A is two weeks away from filing an IPO when it discovers that it has the rights to its domain name as an URL but can’t trademark it. The IPO is put on hold as the lawyers begin negotiating furiously with the owner of the trademark name. He starts the bargaining at a quarter […]

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