I have been considering adding an Apple Pencil/iPad Pro combination to my graphic tool set for awhile and I finally broke down and did it. What pushed me over the edge on the tablet is the redemption of time that a single mobile screen gives me. Drawing, digital painting, comping, calendar, Feedly, Olive tree, Evernote, email, text, etc come at me all in one interface. Long term, I would like to break the habit of writing things on bits of paper and shoving them in my pockets only to be retrieved later in a sodden mass from the washing machine as I wonder what relationship I just laundered to oblivion.
Deadlines. They are never just another day at the office. Just when you think you’ve planned far enough ahead, bluffed and cajoled to get things in on time, something gets added to the pile. It is then that one of my mantras seems extremely useful. “Sell all thou hast, and buy Photoshop.”
The story goes like this. My friend is a warm, decent, friendly guy who has suffered the ravages of age like we all do. He was the newly minted president of a large organization. As the figurehead an announcement and some photography was in order.
Now, I am usually happy to see him, but when he “dropped by” the office and the boss scheduled an impromptu, (zero planning) photo shoot, I was a bit panicked. Clearly he wasn’t any happier than I … “I only have 5 minutes” he growled.
Portrait photography should be handled by a pro. A photographer’s fees are well worth it as he/she can really do wonders with pose, light, etc. However, when your boss says “get a photo” you do it. I got him to relax and laugh, got the exposure right, outdoor morning light from behind him with a flash fill to take care of the shadows, blur the shrubbery background…yada yada.
The pressure continued to ratchet. “Let’s announce this position in the next issue” (the magazine was within hours of the deadline). IT WAS A GOOD PHOTO of an upper-middle-aged white guy. What I needed though, was a visual image of the warm, affable guy he is. Seriously, he’s funny, intelligent, has great instincts and insights … but age creates a lot of distractions. So I pulled out the magic art director’s shoe horn and went to work.
Success in these situations depends a bit on skill and a bit on judgement. You want the person to look better than they do, but you don’t want anybody to easily see what you did. It’s rather like makeup…when it’s done right, the face is what you see, not the makeup.
I blew up the high-resolution photo and I moved the lapels of his coat (cut and clone) to hide his middle aged spread. Then, I cropped enough of the photo so that the really incriminating evidence went away. His smile has the normal number of teeth that are a bit crooked, one eye doesn’t open like the other, etc etc, so I just generally did the sort of touchups that make a photograph a bit more pleasing without removing the character of the person in the photograph.
I knew that I had a success a couple of weeks later when a staffer from his new organization’s in-house magazine called me with a question. “Hey Bob, can we use your photograph? We just can’t seem to get a good photo of this guy and yours looks great.”
I laughed and for the sake of full disclosure I then walked them through what I had done in the photograph. Before my explanation, they didn’t see it and neither did their new president.
- In most cases, it is better to make the ask before you make changes even if it is just the off-hand remark during the shoot, “I’ll touch this up and make you look great.”
- ALWAYS be honest about what you’ve done and care for the feelings/permissions of the person involved…(hence the photo isn’t here for your enjoyment).
And if you are a beginning art director, sell all thou hast, and buy Photoshop.
When you use a brand character, that brand character should be the personality of your company plus perhaps some feelings or attractions that you want to project. These feelings/images may be a bit nuanced to be in the written version of your brand promise. This may be a great opportunity to say “hire cartoonist!”
Some people are ready to count brand characters out because they are “old-fashioned.” Actually they are very old as far as advertising goes. If you are willing for a bit of a stretch, the use of icons and idols as talismans of power go back much further than that.
But that doesn’t mean that icons or characters have lost their usefulness. Brand characters have stood the test of time and are just as useful and powerful today as when they were first introduced. The Michelin tire man and the Maytag repairman are absolutely fantastic in connecting the personality and promise of their respective company, its product and the desires of their customer.
This notion of connecting the personality/promise of a company with their product surfaced when I was asked to help make a bowling shirt. The Scott County Kentucky bowling team won the 2012 state championship. Needless to say, folks in Scott County thought there should be something commemorative, and they approached a local company to create a shirt.
The school’s logo is the cardinal and it is incredibly close in looks to the University of Louisville Cardinal mascot. Mascots are great, especially in terms of establishing on ongoing brand personality. If that mascot is repeatedly associated with positive experiences, the mascot becomes iconic for that set of memories. Reinforced long enough, the familiar becomes the historic and can even move on to veneration. Scott county has a long, and well loved sports tradition.
My job was to associate that tradition (a personality actually) with an emerging sport that had done extremely well for it’s first year out. My thought was that two things were important, (1) a fresh take on typical bowling ephemera (2) a connection with the school’s logo, (and hence their tradition), without being seen as “redoing the logo.”
Rather than repeat the kitsch solution of bowling ball through bowling pins I pushed the concept of connecting a well-established logo with the emerging sport of bowling at Scott County High. The snarling look on Scott County’s cardinal was the brand personality I brought across. The notion of aggressive as a visual adjective morphed into a bowling ball face
The inspiration for this solution came from another standing tradition. Artists have been wrapping faces and other designs around custom-painted bowling balls for some time, so it wasn’t too much of a stretch to source this as an idea. As I worked with the concept, it occurred to me that the crest of the cardinal could simply be the motion lines.
Somebody will point out that the type came from one of the more ubiquitous elements of the bowling genre, beer. I will stipulate to two things. First, I don’t want to encourage under-aged drinking. Second, its hard to go wrong in a bowling design to pick a font with “brew” or “beer” as part of its title. For me, its a tasteful use of a well understood type style that evokes the feeling of bowling without being salacious.
When is it a business advantage to think of using a fictional portrayal of something? The advantage is that it creates a visual portrayal of a company or product’s character. A company’s personality is somewhat intangible and an illustration can help. Other times, a reference to the brand’s history or a specific visual identity that is attractive to the audience in question can also be helpful.
So if the boss screams “Hire cartoonist now!” how do we get it right?
Obviously, it has to be appropriate. A cartoon of a drooling doctor with a chain saw isn’t selling plastic surgery any time soon. However if you are putting on a haunted house, bring on Doc Saw!
It should avoid ongepotchket (too much complication) but take advantage of commonalities. For example, not all doctors wear stethoscopes, but one hanging around the neck of a character forces recognition as a doctor. The difficulty with using the stethoscope is that EVERY cartoon doctor has one so the device tends to disappear in the clutter. If you compete in a crowded field your customer’s eyes are already glazed over with similarity.
A creative example
My friends at Leading Results compete in the area of online marketing and needed to differentiate themselves. Part of their solution was the use of a brand character.
The original rendering of Roco (Leading Result’s content monster) was creative and well executed by another artist and serves his purpose well. More importantly, Roco clearly connected Leading Results’ attention to content as a core value within the brand character.
The assignment for Amazingly Creative was to keep Roco as Roco, but put Roco in different poses and activities to illustrate the key points that Leading Results would be making in other print and web materials. The turnaround time was accelerated due to various factors and Amazingly Creative was happy to comply.
The challenge in any such assignment is that activity equals mobility and all of the attendant issues. The original Roco is well concepted and executed, but the feet don’t look as capable as the hands. Thinking through hands and feet, posture and grip, stance and dynamic motion requires creativity and a healthy dose of “what if?”
However, you have to stay close enough to the original character that (he, she, it??) is recognizable and ultimately you have to ask, does it really look like (Roco in this case) is really surfing? Mining? Teaching?
If this has piqued your interest, contact me. Send me a creative brief and I will send you a rough draft, no obligation. The only caveat is that you can’t use the rough in any publication internal or external. If we decide to move ahead with an engagement, we can always formalize the agreement.
Every discipline has its language, a verbal shorthand to pack paragraphs of meaning into single terms relevant to the specialty. Those terms speed communications but can lead to banal statements if the definitions aren’t kept sharp. This post seeks to reel in some bad habits that have cropped up in my life and the lives of others. In particular I’m feeling bad about some of the verbal flair, the hip-shot opinions and quick assessments that lack substance. If you don’t suffer from any such problem, congratulations. I am truly proud of you.
Too often, rather than say what we mean, we use terms that sound a bit more important, a splash more encompassing. For instance, if you can’t decide on the pictures and type that are going in the next web ad, you don’t say:
“I can’t decide on the pictures and type that are going in the next web ad.”
Instead, we use the more important sounding:
“I am still processing through the branding implications”
or “I don’t think that we’ve settled the verbal cues that will truly create a brand connection.”
I’ll save the problem of posturing for another post, but maybe we could make a little progress on this one term, branding. If you use “brand” as a synonym for design, layout, logo, type or color (or some combination like that) I question your use of the term.
Well “So WHAT?” you may ask. Yes, we are all a tad insecure and I should be understanding and if you’re not guilty of this, AWESOME! But at the risk of being pedantic, I want to say, “words have meaning.”
Too often I’ve caught myself using ill defined words….exercising a vague hope in fairy dust I suppose. This fairy dust attempts (since I’m using terms with no definition) to make people nod their heads, rub their chins and consider me a sage.
My biggest fear is that the improper use of “brand” or “branding” is actually worse than posturing as it leads to an improper understanding of WHY we do WHAT we do. Those of us in the graphic arts community tell our customers that they need to “differentiate” or stand out as “unique.” We pass on the common knowledge that the marketplace is crowded – massively crowded with products, choices, features and all the clutter of advertising and logos that go with it.
Then we sell them a logo, a redesign or a website and they JOIN THE CLUTTER. They may look sharper, BUT they don’t think differently, they don’t act differently and that all but guarantees little change in their visibility to customers.
So what is branding? I haven’t found a better definition than Ted Matthews’:
“Brand is what people think of you, it’s everything. It’s every touchpoint that anyone ever has with your business. And when the Brand is this important, it can’t be delegated away, but must be owned by the CEO – the only person in the organization with the clout to make sure that employees are delivering the Brand at each and every point of contact.” — Matthews, Ted (2011-04-10). Brand: It Ain’t the Logo* (*It’s what people think of you) (Kindle Locations 172-174).Ted Matthew’s book is important for several reasons, not the least of which is this nifty quote. (If you don’t have a good sense of brand, I thoroughly recommend it. His company website is http://www.instinctbrandequity.com/).
I may not be able to get you to stop thinking (and speaking) of “brand” as a logo, type and some colors. However, could I at least encourage you to start thinking and speaking of your brand as “every touchpoint that anyone ever has with your business.” Design can be part of the clutter of our modern world or part of building an intelligent, multi-faceted strategy to influence “what people think of you.”
One methodology helps dilute people’s attention and the other enforces your uniqueness at every point of presence.
Diversified Printers in Southern California sells the manufacturing capabilities and capacity that can propel smaller printers to a whole new market share. As part of a business development process in concert with Black Canyon Consulting, we created a campaign that re-branded the company, introduced a new brand character and expressed the new face of the company through a direct mail and web campaign.
As with the roll-out of any brand campaign, there was also an identity package and a set of mailers.
Wearing the iconic printer’s hat of folded paper he has muscles like a horse. Powerful enough to juggle entire rolls of paper, (4000 pounds each) we modeled him to talk about Diversified’s core competency, web printing. The rebranding of the company was around Diversified’s incredible ability to work with smaller printers who didn’t have the necessary equipment to take on big accounts and large print runs. The core of the branding effort was the brand promise that smaller print companies could sell massive print run capabilities, (and make a profit) because of the efficiencies of Diversified’s capacity.
The owners of Diversified were thrilled with the character because he represented “old school” strength and capability. They are, at their core, printers. Size can be intimidating and the “old school” affect of the drawing helps by evoking a sense of comfortable and familiar.
Brand characters are great at giving an expression to the core of your brand promise. If this sound like something you would like, contact us.
GO InterNational took the plunge to move from an outdated web site to one that allows staff members to update pictures and text from anywhere in the world.
Their chief desire was to create a place that explains the vision of personal and congregational participation in the great commission. Offering a “virtual” participation to the congregations of mission team members is an opportunity to increase local church awareness while team members from their church “GO” on short term missions.
Another huge benefit was the potential (with only a small learning curve) for staff to maintain the professional look of their site for years to come. A clean, understandable interface has reduced the frustration of seeing their site degrade from the original design due to user inexperience.
What a delight to work with the folks at The Pretty Plate. I never cease to be amazed at the creativity that people bring to life and business. The core idea of The Pretty Plate was the notion of, “we rent unique.” For the discerning customer who wants to spend no more than they would at a big box hobby store, The Pretty Plate offers delightful table decor and vintage props ranging from the romantic to the whimsical. Through the use of mix match, vintage and other special elements they create a personalized, unique, and unforgettable atmosphere!
As we talked I was afraid that if I brought up “Paper or plastic?” it would be like asking “Boring or dull?” So instead, I asked:
- “So, you don’t think you have to have your Mother’s wedding shower?”
- You don’t…in fact Mom probably wants this to be your wedding not hers.
- You believe that a person’s wedding can be truly unique and personal? But wouldn’t that create a wedding that would break the bank?”
- Yes, it can be very unique and personal. Rental fees keep prices as low as possible, and our stock items make dreams comes true.
- “Then reasonably priced parties don’t have to be ‘cookie-cutter-predictable?’”
- Only if you let them. Take action! We’ll help you plan event decor as special as you are.
All I can say is “AMERICA ROCKS.” Doesn’t matter who is in or running for the White House, the people of america are going to find a way to make a living.
Wyse Innovations, LLC approached me for an evaluation of their current branding. The firm is a multi-faceted consulting firm offering strategic risk analytics. Through deep experience in the field, as well as a set of objective tools they offer a strategy of mitigating risk through careful research and planning.
The strategy designed into the Wyse Innovations logotype and tagline is to portray clearly the customer benefit of balancing, not eliminating, risk. The brand name is balanced two ways. Wyse carries half of the balance by use of a bold and larger sized type, but with the use of a secondary color. The word innovations carries the second half of the balance, by using the dominant color but in a reduced font size. This juxtaposition creates a positive visual dynamic.
Undergirding the entire width of the logotype is the tagline that indicates the mission of the firm to help the client avoid unnecessary risk through the use of “strategic risk analytics.” The use of the red triangle in the bottom part of the presentation highlights the danger of risk, and is in an unbalanced position. Flanking risk as modifiers are the company’s two primary strengths, strategy and analysis.
I used to build things that flew, engines of gas, steam and noise
I sang loud, danced, drew pictures
The breakfast at the Highway 29 Cafe was almost a religious experience
In those days, there was time to sit on a hillside in Japan in the rain
just to watch a spider fix her web
The windblown hair of a woman could stop the stars in the sky, and my heart
In short, I was alive
Over time, I don’t know where or when,
I got in the habit of doing more, doing it faster…
“good enough” became my favorite lie.
Suppose I could blame it on the demands of others, but it was really me
I stopped caring,
I stopped loving,
I began to despise
and make excuses
I did those things and I repent
By the grace of God I will remember that family, friends and associates are neither angels nor demons, just people who should be forgiven and loved
I can’t change yesterday and I don’t have tomorrow,
so today is my only chance to
- ruin my wife’s shoes by walking her home in the rain,
- waste money on dates and dinners
- lose too many hours over truly great coffee and steak and beer
- obsess over the needs of others
And finally, by the power of God’s indwelling presence I promise to linger over daily marvels, infuse my life with wonder and my work with diligence so that once again I might truly live.