The Logo Development Process: New England Breeze Case Study

If you’ve never worked with a professional graphic designer, you may have no idea what goes into designing a logo. Even if you have worked with a designer, you’re probably curious about what goes on behind the scenes of developing a high-quality logo for a small business owner. Below is an outline of the typical process that we take at Visible Logic for the design and development of a logo. We’ll be using New England Breeze, LLC as our case study. Project Summary Create a logo for a new business—New England Breeze. The company sells and installs wind turbines and solar panels for business and residential customers. The owner wanted to make sure both energy sources —solar and wind—were obvious in the logo, especially because the name of the business only suggested wind. The logo should be one-color so that it is easily applicable on a variety of items and economical to print. The target market is individuals interested in […]

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Branding on the Social Web

I spent Tuesday at The Big Conference here in Portland, Maine. The main theme was using social media, social networking, social web—or whatever you want to call it—to build your business. As a graphic designer, I work to build brand identities and branding systems: The visual identification of a company and its brand. And this topic was mostly absent from the day’s lectures. But in fact, branding and social media are very entwined. Fewer places to build brand identity In the channels of social media, many of the typical “look and feel” touch points cannot be used. Your friends and followers may be receiving your updates as text messages, or within the pre-branded space of something like Facebook. In fact, the branding space of Twitter is the reverse of traditional brand identity. If your follower logs onto twitter.com to get their updates, they are reading your messages in their own personally branded environment. The only time they see your branded […]

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Are Branding and SEO at Odds?

Several items have crossed my virtual desktop recently that had me wondering: “When did branding and SEO become opposing goals for a web site redesign?” For example, I recently read Hub Spot’s materials on Web site redesigns. I also listened to a podcast by SEO Rockstars called Branding versus SEO on Corporate Websites which used the Target web site as a case study. Both of these presentations seem to suggest that branding and SEO (Search Engine Optimization) were at odds with one another, and that SEO should be of primary importance. Let’s start with what we all agree on: You should build a web site so that search engines can easily find you. This means use of key words in content, titles and tags. Key content should be searchable. Which means it should not be embedded in graphic files or within a flash presentation. Content matters. You need to have lots of fresh and inviting content. Don’t redesign without good […]

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What is Branding?

Branding is a very popular and even over-used term in the business and marketing sectors. It can mean different things depending on who is talking/writing and who is listening/reading. Some phrases I’ve heard to define branding A brand is a promise. This is a phrase I see quite often, and it’s honestly always a bit vague and confusing to me. I guess that is sort of the point: this message is that your brand is not tangible. However, I would argue there are clearly tangible parts to a brand. These are parts can be called your brand identity and include your logo, your trademarked designs and services, your corporate look and feel, among others. You don’t build your brand, your customers do. This is another sentiment that stresses that all of brand building is not within your control. However, I think this is a bit extreme, as you do have some control. And businesses should make every effort to grow […]

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