Branding and Naming [ infographic ]

Denese EakinsDenese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.

What’s Happening with Modern Logo Design Trends

The current time is a fantastic time in the history of modern logo design trends. High-end illustration programs and experienced designers are pushing the envelope for corporate branding.

There’s no doubt that branding is crucial to business success. The world’s most famous companies all have instantly-identifiable brand elements. Powerful images help consumers make strong associations with products. The best logos “sum up” the corporate vision perfectly

In the present time, logos are always changing to meet new needs. Trends change monthly, but everything from minimalist themes through cartoon style branding is available. Most designers look for a way to incorporate the company’s mission into a synthetic glyph.

A robust visual representation for a brand is one that’s recognizable and conveys at least some sort of meaning. The symbolism doesn’t have to be intense, but anything that helps people remember the company is always useful.

Tech companies lead the way with logos with reductionist glyphs that cut straight to the point. Think of the “tweeting bird” icon for Twitter.

Minimalist Logo Designs Remain Popular

If you think about minimalism for logo designs, it makes a lot of sense. The less ornate the image, the smaller the chance of making a mistake. Precise artwork adds a stronger emphasis to branding and is often the result of extensive experience.

Take the Road Most Travelled

Logos are design elements that can easily go awry, when ‘thinking outside of the box’ and taking a design direction that is unsual. In fact, taking the safe bet and sticking with industry-popular colors, fonts, and messaging has a strong correlation with success.

Geometric Designs are Always an Option

Geometric shapes are a logo option for any business. It’s essential to research the final creation, especially if you’re hoping for an all-original finished product. These shapes are well-traveled territory for graphic designers, for the simple reason they are building blocks for polished logos.

Building a final presentation for a branding element means coordinating the tagline, logo, graphics, and font into a cohesive composition. The company has to be happy with the work and it’s worth testing it with end users. The whole process may be a bit time-consuming, but utilizing the correct design elements are essential. Do it right the first time and the investment in quality graphics will yield a significant return.

Typography to the Rescue

Since fonts dominate logos, typographic designs are a reasonable choice. There are many fonts available these days and making a new one can be an option with some designers.

Some of the most famous logos of all time are typographic and the trend has been gaining recently.

Forget the Colors

Black and white logos are elegant and striking. Black lettering on white backgrounds is one of the most straightforward graphics to read. For clarity, few other options offer the same wallop.

A distinct advantage for this color scheme is that it matches well with just about everything else. Blending and mixing and matching your current branding elements is more convenient. For companies considering plugging a new logo into an existing network of digital assets, a black and white logo is an option.

Stack Letters for Maximum Impact

If you have an unusual configuration of letters in your corporate identity, you may consider letter-stacking for your logo. This technique is an excellent way to add styling in a subtle and sophisticated manner. The best way to see if you like this look is by experimenting.

Stack a few different fonts and go from there. You’ll know when you hit upon a theme that’s usable and crisp. Modern logos are almost always appealing and few methods are more stylish than this one.

Your brand should have room to evolve. That’s why there’s no reason to tie too much literal meaning in your art. For example, incorporating the year “2018” into your design will present a problem for you soon enough! Be wary of overly-trendy ideas because they may not be hot tomorrow.

Convey your core values and mission. The imagery you select will need to get the point across clearly to potential and current customers and partners. The better you present that idea, the more likely they’ll respond favorably. Missing the mark could have disastrous consequences.

Be precise to avoid confusion. There are laws against being too similar to someone else’s logo. These rules exist because similar logos and graphics confuse consumers to no end! Being on-target is not always easy, but it’s still worth it because the opposite causes significant problems.

Logo design is another form of communication. That’s why there’s no need to go off on a tangent. Your logo serves as a central representation of all your other marketing assets. As such, it has a central role in your organization, so you should choose it carefully.

Armed with fresh knowledge and a plan, assembling the final pieces for a fantastic logo should not be a problem. The power is in your hands to create a compelling, lasting image that is an accurate reflection of your organization’s goals and experience.

What is the Difference Between Branding and Marketing?

Denese EakinsDenese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.

What You Need to Know About Logos, Trademarks, and Intellectual Property

Your logo is an essential aspect of your company identity. Not only does it serve to help differentiate your products and services from competitors, but it also helps you create brand recognition with your customers and potential clients.

For this reason, one of the most common questions that people have is whether or not logos are trademarked or copyrighted. By legal definition, the answer should be relatively straightforward. To get a better understanding, let’s cover some of the basics about Copyright and Trademarks.

What Is a Copyright?

Copyright is a legal framework that protects creative works of expression. The work has to meet minimum requirements to get certified for copyright protection. Another aspect of Copyright law is they expire, so Copyright protection doesn’t last forever. While assets are under Copyright protection, the original artist – or the Copyright holder, as the case may be, holds all rights for distribution, use, and associated royalties.

Unauthorized use or publication of copyright material entitles the copyright holder to take action against the violation, by asking for a removal of the infringement. On video platforms, something as simple as recording copyright protected background music can result in an infraction which entitles the holder to claim the video and collect any revenues generated from the recording.

Copyrights are transferable, so this intellectual property holds value. Especially in the case of famous artists and musicians. A couple of examples of transferred copyright material that have been particularly valuable after the original artist passed away include that of Elvis Presley, Kurt Cobain, Michael Jackson, and Prince. While their work was invaluable while they were alive, their estate became even more profitable after their passing.

While you and your business may not be a massive pop star, there is still a lesson to be learned from having the proper groundwork laid. Copyrights and other types of IP (intellectual property) protection help you build equity in your company. If the day ever came when you wanted to exit the business, these assets can get transferred legally in the case of a sale. The new owner of the copyrighted material then holds the rights to collect any revenues or income produced from the creative work.

What Is a Trademark?

A trademark safeguards company names, taglines, slogans, and images associated with the business or entity in which they represent. Famous examples of trademarked characters and brands you’re likely to be familiar with include Marvel Comics, Sherwin-Williams, iPhone, Android, Charlie Brown, and a million of your other favorite brands and products.

A trademark offers more comprehensive protection than copyright. A Copyright doesn’t include references to brand names, color schemes, typefaces, and designs. A mark covers these aspects of IP ownership. However, a trademark also has some limitations because it does not protect the owner against almost all unlicensed use or copy that falls outside of fair use. Trademark protection only addresses the unauthorized use of the mark that could confuse the entity who owns the intellectual property.

Trademark law permits for the use of similar names in business. However, the companies must operate in different categories.

Examples of similar trademark names include Ace Hardware and Ace Bandage. While both company names contain the word “Ace;” Ace Hardware sells home goods, consumer products, and hardware. Ace Bandages are health care products people use when they have injured themselves. Hence, there are no infringements. Consumers are clear that these products and services are not the same. There is no getting the two confused.

Are Logos Trademarked or Copyrighted?

In the case of logos, this is an area of IP law that must respect the mandates of both Copyright and Trademark requirements. Things can get complicated. If a logo includes too many elements that look similar to a product or company that holds a trademark or copyright, the trademark or copyright holder has to defend their intellectual property or risk losing their rights to the IP.

As you can imagine, this alone is a convincing argument for protecting against potentially losing the Intellectual Property.

Logos are a powerful asset in every company’s marketing toolbox. They are used to help connect with people and establish brand clarity and recognition in the consumer market.

Because copyright laws don’t protect the name, the design, and the colors of a logo, most straightforward logos are not considered creative enough to qualify for a copyright. However, logos and other brand entity identifiers that are more intricate or elaborate may be eligible to register their marks for copyright.

Tips to Avoid Logo Infringements

If you are starting a branding campaign for your business or organization, here are some tips to help you avoid trademark and copyright conflicts.

Find Inspiration – There is entirely nothing wrong with finding inspiration from the work of others. Don’t be afraid to seek out ideas and styles that appeal to you. Just don’t copy!

Explore The Public Domain – One of the safest places to take harbor from IP concerns is by working with materials contained within the public domain. Creative works found within Public Domain have no exclusive intellectual property rights. Any previous rights to the content expired were forfeited, waived expressly, or are inapplicable.

Speak With A Design Professional – Another way to assure that your logo and other branding elements don’t conflict with the copyrighted or trademarked material is by working with a design professional. A design professional understands all of the technical details of creating a one-of-a-kind design to reflect your brand or company. Further, they have access to a vast library of creatives in which to build something unique to their client’s requirements. The best designers are happy to take feedback and get ideas from their clients to spark their creative prowess. By working together with an expert who understands the concepts and images you wish to convey, you can get your message on track from the beginning.

Start the Conversation

Need a Trademark and Copyright compliant logo for your company or organization? Get in touch with the experts at Colleen Eakins Design to start the conversation today.

 

Using Colors in Graphic Design

Whether you are establishing a brand or updating one, don’t overlook the importance of using colors in graphic design to represent your organization.

Color theory and psychology date back to Egyptian times. Their observations and findings were that colors could affect people’s moods. In modern society, these same principles remain true.

By using colors in graphic design, you are setting the tone and building the foundation for your entire brand. Colors are subjective. Influences such as culture, other associations with the color, personal preferences, and additional factors impact how people perceive your brand just based on color!

Don’t forget, that hues and saturations can awaken distinct responses – either negative, positive, or neutral. Ideally, you want to choose a color that resonates with your product or service offering, audience, or customer base.

An Overview of What Colors Represent

Primary colors include red, blue, and yellow. When primary colors get combined, they create secondary colors. Secondary colors include orange; a combination of red and yellow; purple, a combination of red and blue; and green, a combination of blue and yellow.

Selecting a color that embodies your product or service plays a critical role in establishing your brand identity. Here are a few thoughts to consider when choosing the colors that represent your organization.

Subtle colors are more calming than harder colors on the spectrum. These softer colors, including purple, violet, and green, tend to not be as visible to people. Pastels and faded colors are harder to focus on, giving them a calming effect. Additionally, these soft shades and hues are believed to help boost concentration.

Hard colors, including orange, red, and yellow stand out, have higher visibility and make objects look more substantial and closer. They create a sense of excitability and responsiveness from a consumer standpoint.

The most calming color is blue. Additionally, blue is a color that helps build trust and loyalty. Blue is a preferred color for brands including Facebook, Twitter, Lowe’s, Skype, and Ford. From a color psychology standpoint, blue is said to be helpful for suppressing the appetite.

Pink stimulates the appetite. Further, it evokes femininity, the female gender, sensitivity, romance, and sweetness. Favorite brands that use the color pink include Barbie, Pink, Taco Bell, and Cosmopolitan.

Red, when used in restaurants, encourages patrons to eat more, eat quicker, and leave promptly. For these reasons, it should come as no surprise that the color red commonly gets used by fast food chains and other eateries as core parts of their branding elements. Further, when the color red gets used in casinos and bars, patrons tend to lose track of time.

Other common associations with the color red include sultriness, heat, confidence, and ambition.

Top brands that use the color red in their graphic design and branding elements include Walgreens, Coca-Cola, McDonald’s, KFC, Del Taco, Baja Fresh, Virgin Brands, and more.

The color yellow is cheerful. Not surprisingly, it is also the most visible and recognizable color. (Think about traffic signs!) Yellow is ideal for grabbing attention, projecting urgency, as well as spreading optimism and hope. Leading companies and brands that use yellow in their graphic design and branding elements include BestBuy, Subway, Sonic, IKEA, and Snapchat.

Orange is a color that conveys feelings of warmth, freedom, and optimism. Brands that use the color orange in their graphic design and branding campaigns include Blogger, Mastercard, The Home Depot, Firefox, Harley-Davidson, and Amazon. In marketing, the color orange is sometimes used to make expensive items appear less expensive, so could be worth considering if you’re offering a higher-end product or service to your client base.

Green is a color that represents growth, prosperity, generosity, and clarity. Other associations include health, positivity, and balance. If your product or service caters to wealthier clients, forest or other darker shades of green help you appeal to this target audience. Companies and organizations that implement the color green into their brand include BP, John Deere, Starbucks, Whole Foods, Holiday Inn, and Monster Energy Drinks.

If you want to project an air of luxury, respectability, and individuality, consider using purple as a significant element in your branding. Brands that use the color purple include Yahoo, Cadbury, Hallmark, Curves, and Aussie Haircare Products. All of these established brands have carved out a niche in their target demographic group.

White, inevitably, plays a role in graphic design. Whether it is serving as a backdrop for your website pages, white is integral in all clean, crisp, and fresh graphic design and branding elements.

On the opposite side of the spectrum, but equally important in graphic design, is the color black. Black often gets associated with sophistication, elegance, and simplicity. Brands that use black as a core component in their logos and other aspects of their graphic design include Coach, Chanel, Gucci, and Michael Kors.

It should come as no surprise that using black on white is the clearest and most comfortable for most people to read, printed on paper, or viewed using a monitor or handheld device. Since readability issues should always get considered during the design process, never overlook how keeping it simple can help move your brand ahead, just using clarity.

Don’t Be Afraid to Ask for Advice

If you are starting your business, the chances are good that you have a million details that need to get addressed! It’s OK to admit that you aren’t an expert in every aspect of your business model. If branding and graphic design isn’t your expertise, seeking the advice of professionals who specialize in this industry is a smart idea.

Additionally, we can assist established brands and organizations with all aspects of rebranding and enhancements to existing branded assets, including websites, graphic designs, printed materials, and other digital assets.

All you need to do is bring your concepts and let the team turn your vision into a reality. It’s that easy! Start the conversation by contacting the experts at Colleen Eakins Design today!