Some priceless info from a branding guru. Mr. Joe Duffy will be presenting on August 26th here. A little expensive, but should be worth the cost of admission...

Good info for anyone out there in the business of branding. Entrepreneurs, designers etc etc...

I LOVE PRINT design. That being said having a creative solution to a design problem does not always mean that print is the answer. Fast Co. said it best with this video. The video keeps you watching and engaged, all while getting the info you need from an annual report. That is tough to do, as annual reports can be dry and repetitive. I am not an Argos stock holder and it kept my attention...

Kudos and congrats to Argos for having the vision and open-mind to see this through. It says a lot about your brand and strategy. If they are willing to push the boundries with their annual report, you could assume they are doing great things with their own business.

 "Life's tough... it's even tougher when you're stupid." - John Wayne

Well put Mr. Wayne.

It is a tough world out there, and the branding world is no exception. This last week proved that for both Seattle's Best Coffee (Starbucks) and United Airlines (also Continental). I am not sure where to start myself, as I am sure there were some very intelligent people working on these projects, and I am certain they had their reasons for the final design direction. I still don't know what those reasons are....

I will start with public outlash. Neither solution has been welcomed by the public as viable and smart options. A feeling of neglect has been shown by both consumer bases.

In the case of Starbuck's Seattle Best redesign, one article is comparing it to the disasterous Tropicana redesign, which we all remember was pulled from the shelves after mass chaos and almost an end to the world as we know it... People are having reactions to the logo as a cereal bowl full of tears, or a blood bank logo. The fact that it is very generic and has a liquid drop with the color red does not strengthen their case. Their argument for an adaptable brand with several needs for their logo, is no excuse. I guess they have never seen the simple solutions to an identity program... Nike, Apple, At&t, Coca Cola, Unilever and so on. All original with their own story and vision. Circles and tear drops with sterile type is not a logo, it's a cop-out...

Each design problem has it's own unique circumstances and individual path they can take. In the case of United, I would choose for United to swallow Continental whole and merge everything under the United name and identity, OR just keep them separate as a strategic partnership. Their solution of merging names and logos has compromise and corporate buy-out written all over it, without much vision for the emerging brand and it's impact on the consumers. They took decades of emotion, reputation and direction and dropped it from about 30,000 feet.

That said, it would be ignorant for me to pretend like I know the ins and outs of each brand and their vision, while sitting on the sidelines. No doubt Seattle's Best needed an update and that the merger of United and Continental is HUGE! I always appreciated how Adidas purchased Reebok, but kept them as separate entities with a parent holding company. No doubt the Continental brand holds a lot of value and good emotional content, but in this case so did United... For Seattle's Best, maybe they could at least change the red to brown and give some sort of hint as to what they offer, as cheap and obvious as that may be...

Someone got paid the BIG bucks for these solutions, so maybe they know something the rest of us don't. I wish they would reveal what that something is...

This just in.... Australia votes to ban all logos and graphics on cigarette packaging. The packages will be white and have a large warning label with small type spelling out the brand of cigarettes. Damn, those photos they use are outright gruesome. It would take a lot to look at one of those lungs on the package and still buy some cigs. That's an addiction...

With all political views aside and whether this is right or wrong, let's review the facts.

-Australia's government see smoking as a danger to their citizens, and a burden financially. 

-Australia chooses to penalize the tobacco companies with the most crippling fines they can come up with.

-The crippling fine that is chosen is to enact a complete void of all branding for tabacco companies.

Branding is a tool in which differentiates products and services. It creates emotions around a company. Think of a red and white cigarette box, think of Joe Camel, the Marlboro Man, COOL and so on... The images that flood your mind are non-stop. I don't smoke, have never bought cigarettes, and have not ever consciously even looked at a tobacco ad, and even I know these brands. I can't imagine the emotions that these brands evoke in cigarette consumers. It's a powerful tool, consciously and subconsciously.

While we are on the topic of the power of branding, I would not be willing to design for a product that I did not believe in. Design is that powerful, and if I knew my work was  contributing to the sales of a bad product or service.... no thanks. The thought of conniving brainstorm meetings, and the "strategy" that goes into selling products like cigarettes makes me twitch. Now without getting all self-indulgent and self-gratifying, design has a job, and that is to sell. It doesn't have to be a product or even a service. It sells dreams and ideas to the masses. Many times it has effects far past the initial targeted goal. It will be interesting where this leads Australia and their intent on crushing the tobacco industry.

Branding sells. Australia is not OK with tabacco companies 'selling' their products to it's citizens. Cigarettes have gone generic down under, and virtually killed their image. Now it's a battle of past brand campaigns and what company name will sell their products.

Read the full story here.

Logorama is the short film that just won an Oscar. Now, I could care less about the Oscars, the award or even the film/storyline. I don't watch award shows and still am not sure how/why they choose the winners. Look at it as logos and more logos and all the brands that are represented. You can see the short film here, or go on itunes to buy your own copy.

Case & point. Brands and logos make the world go round. If you watch this film notice the different feeling you get when you see each of the logos. Each logo brings a certain vibe and emotion depending on your background, childhood and social views. THAT is the power of BRAND! It all starts with a great logo that has the crucial elements. From there it is time to build a brand that allows for emotional reaction to the logo whenever it is seen. The brand is ALL the ingredients that it takes to create the emotions from that one little icon, logo or word-mark. Don't underestimate the power of brand. We have all fallen victim to buying something we didn't need, and sometimes didn't really want. It was the charisma of the brand that sold us the product or service... You can see the full film here or you an buy your own copy at the itunes store.

Design is about ideas and execution. There has been design since the beginning of time. The wheel, the pulley, the lever etc. All have an essential idea and proper execution. They solved problems.

Things haven't changed it's just that clutter has been added. With the invention of the computer so many forget the most important step. The human element. There has to be an idea for any design to be successful. After all, if you are trying to make a point, or sell a product, there is always a reason for why we design. The computer is a beautiful and powerful tool and has helped push the borders of design to areas and places never before fathomable. Without it, there probably is a good chance I would not be writing this article and you, for sure, would not have the means to read it. BUT...

A computer cannot think, create emotions or calculate the human element. We are more than pixel pushers. We design movements, create awareness and pique emotions. We must establish ourselves as top thinkers and thought provokers. Keep creating posters, logos, ads and all other graphic designs and visual communications. But do it with an idea, the process and the end result in mind. Does it make your brand stronger? Does it break barriers and create a vernacular that is understandable to your market?

I read a great tidbit on Dexigner today. It's about time Designers take the reigns and initiative on brand design and marketing. Clients and Designers alike need to realize that we are in the business of ideas and brand building. Design and graphics are essential steps that need to be taken to build a successful idea and brand. Check out the article here.

So it has been WAY too long since a brandaid post has been created. For that, I am sorry. I am not sorry however for the amount of work that Newbaric has been blessed with this year. Thank God, and thank you.

I finally have something worthy to post here, and it is short and sweet.

A huge key to myself understanding the world of branding just a little better has been to look at the masters. It doesn't hurt that my pops is a master guru, and that I have been brainwashed since birth on market strategy and branding. Every time we went out for "quality father-son time," it was trips to 76 Fastbreaks or Starbucks to see the unveiling of the latest store. I was a kid, I thought it was fun, and it was. But it was also my dad's way of working on the weekends, and bringing me along with. I wouldn't trade those times for anything. I plan on doing the same with my kids. Suckers.

Another great inspiration has come from Marty Neumeier and his books: "The Brand Gap", "ZAG", and "The Designful Company". He has worked with the world's best, and his resume spans the Great Wall. If you don't feel like reading, hire Newbaric. That's what we are here for.

So I was doing my usual Yahoo check to see what's new in the world, and there it was. The featured story was all about logos, branding and some of the more successful attempts at creating a logo. 

CNN Money did the write up, and they had some industry heavy weights put in their 2 cents about the whole "branding" process...  

Branding is a tricky thing. You want to give it a lot of thought, but don't over think it... make sense? Some of the worst logos are from, what appears to be, design by committee. Too many people, with too many opinions, about things that just don't matter. Ask yourself about your own favorite, or most memorable logos. Do they seem over thought, or over worked? Probably not. Nike, Coke, Apple, UPS, AT&T, IBM, FedEx, Google... all iconic, all simple and all memorable.

It is about that  "Ah-ha" moment, where you capture everything you want in to the least complicated icon possible. Branding is about taking your image, product, story, who you are and what you want to be, and condensing it into a tic-tac of a logo. Now that's fresh... 

Even the Coca Colas of the world have to maintain their branding edge. This is an article from UNDERCONSIDERATION.com and Armin Vit. The image above was taken from BRANDNEW. They always keep things straight over there. Good article and great insight into a serious heavyweight battle between Pepsi and Coca Cola. I am a Coke guy myself. Great taste, far superior design and logo, no bad aftertaste (that is, for the drink and the logo)...

I got to this link from Quipsologies and those clever people at UnderConsideration. Here is the original link for this story.

Now not everyone has gone over the edge and etched their favorite logos into their flesh, but I am sure there is a certain correlation that all of these icons share. They have all spent more then a few bucks and a couple minutes on their brand.

The Apple logo I get, kinda. But Windows? That is when you know your branding is working. You have convinced someone to tattoo themselves with an icon that represents instability and second-best ;) I am not sure who would get any of these put into their permanent collection of body art. Wordpress? Firefox? WENDY'S? Coke??? Search Engines??? When you are passionate about a search engine (Yahoo, Google etc.) you know you have hit the branding apex. You have branded nothing. Kudos.

You can try and relay the power of branding to the world and to your clients, but sometimes they just need to experience it for themselves. Branding is such a sub-conscience thing, that many times you are not aware you are buying into it. That is until the branding changes in such a drastic way.

That was the case for Tropicana, and as the great Harry Carry would say, "Holy Cow". Their consumers let them know that they were not pleased with the change! Tropicana made the top 10 dumbest moments in business for 2009... so far. Fortune magazine listed the TOP 10 in an article that you can read here. The following is an excerpt from that article: 

Tropicana's Botched Redesign

Tropicana drinkers, it turns out, are as passionate about packaging as they are about pulp. That's why they rebelled when parent company PepsiCo and consultancy Arnell overhauled the juice line's packaging in January as part of a $35 million branding campaign called "Squeeze."

Tropicana fans said the simplicity of the new design reminded them of store-brand generics. And who wants to be mistaken for a generic consumer?

Within a month, the public's flogging by e-mail, phone, and blogs forced PepsiCo to bring back the old straw-in-an-orange cartons. Other parts of the campaign remain, but PepsiCo will probably think twice before it tries updating this icon again.

To not recognize the power of branding cost PepsiCo a lot of $$$. To not know your own brand, and the value of the orange with the straw, not only cost them in the stores, but also in the cost of the redesign and packaging. 

Don't mess with a good thing.

Banksy has created a growing legend around his ideas. Sure, the graphics are phenomenal and the mystery of who Banksy is adds to the buzz, but it would all be meaningless without the ideas behind the work.

If you agree with the content or not is irrelevant. The work is powerful, provocative and simple. The simplicity of his graphic stencils is what allows his ideas to come through so loud and clear. Without the idea, it would just be more street art. He sets himself apart from the crowd with his ideas. These concepts have gotten him global exposure, books and art shows. It's clearly not about him. It can't be, as no one knows who he really is. 

Million dollar marketing budgets, slick websites and celebrity endorsements will never take the place of a great idea. He has recieved all the attention and coverage that any corporation would love to have, all for the price of his own ideas.

So it's been awhile since the last post. I am sorry that I have neglected your branding needs as of late. It has been a great and busy last few months at Newbaric. Things are only getting busier, so I figured I would take this minute to create a new BrandAid post.

I had been putting off renewing my AIGA membership for a little while. I know, shame on me right? Well for those that don't know, AIGA is THE Graphic Design association for all things design. I have been really analyzing my brand and company and seeing what works for me and what falls a bit short. Is AIGA worth the membership?

I encourage everyone, as a way of brand awareness and self-education, to join their particular professional group that best represents them. They usually provide some great resources, good ways to connect and a certain level of expectations for being a member. Although dues may not be a fortune (AIGA is $295), it still begs the questions, "can this money be used more wisely?" As you can already imagine, I  decided it was worth the plunge, again. Every time I make this decision it comes down to "what is important for my company and the design profession?"

As a designer, I wish there was a mandatory certification process to become a designer. There are too many hacks in our profession that take client's money all day long and produce visual disasters. Before everyone gets all crazy, yeah you, the certification doesn't have to be in the form of formal schooling. I chose the design school route, good for me. I know a lot of people that did not do the school route and are fantastic designers. They schooled themselves. But there has to be an appreciation for good design and what has come before and what the possibilities are to take design to another level. Otherwise, be a desktop publisher. Stop the indifference. 

If keeping my status as an AIGA member current means there is a possibility that some day designers will be held accountable, I am all in. There are things I would like to see them do different. I want there to be standards for the design industry, there should be more awareness that AIGA is THE organization that all clients should look to for a reputable designer. If people know that being an AIGA designer means the same thing as finding an "Insured" electrician, or and "ASE" Mechanic or a "PHD" doctor, then we might find see a whole new era of design and accountability. They could use a fresh update to their stale logo too. After all it is representing everything design...?

I think supporting your appropriate organization not only establishes your commitment to your profession, but also your clients. 

I am thinking of posting next time about the importance of giving back. That might mean mentoring young professionals donating time to non-profits or what have you. Stay tuned...

So I just got back from the townhall meeting with Senator John McCain and Governor hopeful, Meg Whitman. It was a phenomenal chance to see a great American like Senator McCain and to learn a bit more about Meg Whitman and her hopes of becoming California's new governor.

Whether you voted for McCain or not, there is no doubting his love for his country and having the United States of America in his best interest.

Regardless of your political stance, this next election for California could make or break the state. As an entrepreneur I have a vested interest in where the next governor plans on taking our state. It is a great state, that has been taken hostage by Sacramento and the special interests, just like our country.

I have always been politically aware and involved, but have taken a deeper appreciation for American politics in the last couple years, as many have. As a designer, I am intrigued by the recent "design" phenomenon that assisted in Obama's victory. There is no question that the 'O' icon, the "Hope" poster and all the "cool" stickers and tees aided in getting President Obama his votes. Pop culture craves hype, and a lot of that design and marketing surrounding the campaign created just that. It will be interesting to see how the Republican candidates respond to this new era of technology and guerilla marketing.

I look forward to learning more about Mrs. Whitman and what she has to offer the state of California. She is a brilliant lady that can bring a lot to our state and country. I wish her the best of luck in her campaign. Read up on her credentials here.

We all need to get involved so we can make an informed vote, no matter how you vote. It is crucial to our future.

A new team has been added to the MLS. The philidelphia Union has taken it's entire inspiration from the history of the USA. The best logos and identities have a story and this logo goes the distance. 

Good typography, simple and iconic, relevant colors and a strong foundation. Pretty in depth, especially in the world of sports logos. 

Sometimes you just want a reason to smile. I hope everyone can find something everyday to smile about.

Regardless of where you are in life, what is going on in the world or what the current circumstances are. Try and smile. Life is too short to worry about the small stuff, "and it's all small stuff."

I don't know why I wrote this post. I just don't feel like all that there is to building a brand is work related. It is the intangibles that make the world go round. 

The video above should help in your new endeavor of smiling. 

Task for the week: smile 

So, in case you have been in a hole for the last quarter century, this guy goes by the name of Shawn Stussy. Or better known as just "Stussy". 

This photo was apparently taken in 1981 in Shawn's first shaping room in Laguna. I got this image off of his personal site. I thought it appropriate to write up a Brandaid post in Stussy's honor for multiple reasons. He is a personal inspiration to me as a designer, entrepreneur, and surfer. He has found a way to make his passion his way of life and career, and that is something we can all aspire to.

From surfboard shaper to designer to global icon, Stussy has done it with flare. Deciding what he wants and going after it. A lot of things complicate getting to where you want to be and it shouldn't. The style that Shawn had in getting to where he is, seems to be that straight forward approach we all would like to follow. Not to be confused with effort. Building a brand like Stussy took time, effort and a lot of work, I am sure. If you were to read his bio on his homepage, it would seem like it all came together while pursuing the dream. I don't know Mr. Stussy and am making these assumptions based off of his words on his site.

Take note: You don't have time to say "I will live my dream tomorrow." Do it now and don't look back. Who knows where you will be in a quarter century if you attacked life like Mr. Stussy. Brands flourish when the person at the helm has a zest for life and their passion.

This is true love for design and what you do. You can feel their genuine love for the work they produce.

"Find a job you love, and you will never work a day in your life." -Confucius

Kudos.

We all get so wrapped up in whatever it is we do (design, marketing, sales, teaching etc etc...) that we forget about the outside world and it's priceless power to inspire.

I personally lose that focus, constantly reading about design, studying design and critiquing design, completely forgetting that nothing original will come out of that. Of course, knowledge is necessary for success, but sometimes it requires a fresh approach. Read a book, travel and engulf yourself in something completely out of your realm. Only then will fresh and original ideas start to flow. You never know where the next great idea will come from, but I can almost guarantee it will not be from in front of the computer.

Try something you have not done before. Walk a different route, choose a different book or travel somewhere new. Report back with your new perspective! :) 

Not much I can say about this post. Brilliant. It's amazing what happens when you let creativity run it's course. I would have loved to have been there, wouldn't you?

It does not get much better than this for guerilla marketing. I am not going to try and explain why, just watch...