Hi there, everyone. Today, I'd like to provide a list of questions to walk through to know if your logo is right for you and your brand. I call it the "Logo Test". The strongest logos tell simple stories. —Sol Sender Q1 Is it appropriate to the brand? Q2 Is it appropriate for the target audience? Q3 Is it committing any logo crimes? e.b. Overusing gradients, relying on color for legibility, infringing on copyrighted materials, falling within a common logo cliche? Q4 Do the co

Info source: Creative Strategy & the Business of Design by Douglas Davis Hello there. Today I'd like to briefly discuss what I learned (and you will learn too, shortly) about an important brand strategy tool: The brand ladder. Creativity takes courage. —Henri Matisse Here are the steps of this ladder: First, you start with the features (or attributes of a brand) that express the tangible aspects of what a brand is. Second, you add the corresponding benefits to the target cons

Info source: Creative Strategy & the Business of Design by Douglas Davis Hi there. Today I'd like to briefly discuss another left-brained side of design strategy called "segmentation". Good design encourages a viewer to want to learn more. —Alexander Isley Segmentation/segmenting refers to dividing your target into groups based on specific characteristics. Some of the specific characteristics are: Demographics Target's life stage Psychographics (the study of a target's intere

Info source: Creative Strategy & the Business of Design by Douglas Davis Hi there. This time around I'd love to briefly discuss the left-brained side of design strategy known in many circles as "insight". While art is a personal expression of ones ideas, design/advertising is an art with a commercial purpose. In order to give yourself a fighting chance as a designer, you'll need not only sound execution but also sound strategy. This is where insight is key. Insight is the in