Direct marketing case studies

Published on Friday, March 20th, 2009 (0) Comments

Extreme headline for ‘Extreme Fitness’

In the fitness club world, competition is fierce. Direct Impact mailers prove over and over again to be the most effective way of attracting potential members. Extreme Fitness is one of the prime examples of this marketing practice and their monthly mailers bring over 90% of their new business.


There are two basic ways in wich most Gyms try to attract potential members. The first and most obvious one is is by offering reduced membership fees. The other way of getting attention are unusual direct mail pieces that are simply are hard to ignore.

In order to get the most out of our mailer, the offer was delivered in a quite unusual language.
‘30 days of smoking, drinking & swearing, free.’ is a line you would never expect to see on a fitness or a health club’s flyer. Of course there was a twist to that line, which was explained on the back of the mailer, (smoking through a personal exercise… drinking the right fluids… and swearing that Extreme Fitness is the best club…) etc.

An extreme idea for ‘Extreme Fitness’

Tyvek looks and feels like a soft cotton but is extremly strong and practically impossible to tear with bear hands.


Another unusual direct mail pieces that ‘Logo Design Made Easy’ developed for ‘Extreme Fitness’ was a piece of fabric known under the name ‘Tyvek’. The material looks and feels like a soft cotton but is extremly strong and practically impossible to tear with bear hands.

The headline directly printed on the ‘Tyvec’ encouraged recepients to tear the piece, suggesting that if they were able to do so, they wouldn’t need the Gym. Simple yet thought provoking idea that proved to challenged many.

Are your kids driving you to extreme?

In order to promote Extreme Fitness (a name that evokes visions of muscle-bound hulks) as a family-oriented facility, we introduced a kids’ campaign promoting activities available to families. The idea was to create mailer pieces that kids and busy moms could relate to.



Extreme Fitness exploits human weakness

During this membership drive, potential members were reminded that time was running out on a previously advertised offer. This was their last chance to take advantage of the special deal and start getting into shape.


Why a custom designed logo?

Published on Friday, March 20th, 2009 (0) Comments

In order to answer this question in a credible way we decided to rather show you why than tell you why. To make it clear that a custom-designed logo is the only acceptable option for any serious company we conducted a simple yet very convincing experiment. We decided to create a non-custom-designed logo for one of our existing clients, whom we already provided with a real custom-designed logo a couple of years ago. For this purpose we used an online ‘Do It Yourself’ template source. The process was quick and simple and it guaranteed a Non-custom logo design.

After entering the company‘s name in the ‘logo window’, multiple logo options popped up on the screen as if they were designed by some invisible magician’s hand with a speed of light. The end result was less impresive. Just a number of random and totally unrelated clipart icons appeared next to the name.

Custom designed logo

Here is the original ‘Global Golf’ logo as it was designed by ‘Logo Design Made Easy‘ in 2006.


Template-generated logos

And here are the online ‘Do It Yourself’ template versions, as per above described experiment, un-touched in their 100% original form.


We were completely baffled that neither of these logos was in any way related to the sport of golf, nor to the word ‘Global’. The chance of getting the same logo for a dental office and a landscaping company is very real. Just imagine two or three shops from an unrelated business trying to launch their stores on the same street. If they happened to get their logos designed by the same online source thay might have easily ended up with an identical icon.

This experiment is a solid proof that there is really only one choice available for a logo design and the question ‘why a custom designed logo’ doesn’t really need any further explenation.

If you want an average logo, you can get it done for free. Just follow the same process of using a ‘DIY’ online source. However, if you want a real logo, you will have to do a lot more research to find a serious design firm online. There are not many of them on internet and you certainly won’t find them on the first ‘Google’ page. Fortunattely there are exeptions and one of the exeptions is the site you’re on right now. Another site we encourage you to check is run by David Airey. The thinking behind his logo design process is similar to ours and we are not shy of promoting designers like him, even if we are competing for the same piece of business.

Design studies

Published on Thursday, March 19th, 2009 (0) Comments

Eco Graphic Design Contests

The Design Boom ‘Green Earth’ graphic artwork design competition had ‘Green’ as the first theme.


The participants illustrated modes of environmental protection to inspire us to respect and value nature and promote coexistence in a greener world.

I really love the King Kong poster which puts the famous film image into a new context. The giant ape isn’t kidnapping the woman; instead, he is rescuing her from mass a flooding due to global warming.

Rolling Stones Paper Board CD Case

When the most recent Rolling Stones compilation of hits is released as double CD, it will have a shocking effect on the existence of the Swedish company JakeBox, which developed the new innovative CD/DVD packaging with the same name.


Made of 100% paperboard the JakeBox holds the CD or DVD in place with an ingenious designed folded ”claw”. The claw releases the CD when the cover is opened and locks it again by closing the cover. The original concept was a pure handmade folded and erected packaging, with which the huge numbers music companies are used to release their albums never could be met, neither physically nor in terms of price as the manual stages of the production process made it infeasible to achieve large production runs.

In cooperation with Strand Grafiska and HJ Mek, JakeBox designed and constructed a machine with an output of 1.800 packs an hour, which allows JakeBox to enter the huge and profitable market of the entertainment industry and competing with the plastic box generally used to market CD’s and DVD’s.

The JakeBox is eco-friendly, weighs 70% less than the standard clear plastic box and doesn’t break if you drop it on the floor. The box can have a wide range of sizes and applications.
The Rolling Stones’ “Rolled Gold+” double CD, featured in a special package kit with two gold and black JakeBoxes in a slipcase printed by Strand Grafiska in Malmö. The graphic design is by Zip Design, London.

The JakeBox is an amazing and clever construction, a perfect solution for all the burned music CD’s you have laying around. If you want to construct one yourself to protect your downloaded CD´s go to where you will find the full scale drawings of a one CD and a double CD pack. But never forget, don’t market it, as the innovation is protected by patents.

Interactive Illustrations

These amazing interactive drawings by graphic design studio Macacolandia were done with pencils, a paintbrush and, no doubt, a digital design program such as Photoshop.


Nevertheless, many of these drawings look impressively dynamic and really engaging as each one seems to tell its own little story.

Qian Qian

In the design world, Qian Qian is one of China’s hottest experts. The designer / artist leverages multiple forms of media to create truly innovative design.


Qian Qian’s Bio:
Qian Qian (b. 1979) is a multi-faceted designer from China working in print, web, and motion. He graduated with a Masters degree in digital media design from the University of Edinburgh, UK, and now teaches graphic design at Missouri State University, USA. One of the ‘20 under 30 New Visual Artists’ of 2006 by Print magazine, he has worked with a wide range of clients, including Nike, Panasonic, Shiseido, Motorola, and British Council. His work has been published and exhibited internationally. In 2005, he conceived and co-curated Get It Louder, a tour design exhibition and event in China’s Shenzhen, Shanghai, and Beijing.

Reversible Doormat

This illusionary reversible doornmat can be read as saying “come in” from one direction or “go away” from another. Suck UK describes, “It’s got to be seen to be believed but from one side this really does read “Come In” and from the other “Go Away”. And when you have finished marvelling at this remarkable feat of graphic design you can wipe the mud from your boots too!!”


Creative Cover Art

These beautiful, unique and quirky book covers were designed under creative direction by Paul Buckley, but credit for The Penguin Classics Deluxe Edition has to be given to various designers whose works have been clustered together to create the commemorative art book.


The Penguin Classics Deluxe Edition, which was designed by several international cartoonists and illustrators, was so well received in the design world that it is currently running alongside six other finalist projects in the Brit Insurance Designs of the Year competition.

“It’s a great achievement by its creative director Paul Buckley in commissioning a highly skilled group of illustrators and cartoonists whose creative visions have produced some fantastic atmospheric yet very individual covers with high artistic flair and design integrity,” the judges said. elaborates on the entry, “The artwork was required to include the front and back cover as well as French flaps, which provided the graphic artists with a wraparound space where they were able to create an evocative atmosphere. These Classics Deluxe Editions connect a literary genre on the inside with a cartoon genre on the outside whilst also featuring the world-class notes and literary and educational extras that the Penguin Classics are known for.”

Some of the works can be seen in the gallery including work by Frank Miller, Julie Doucet and Dan Clowes.


Digitally Reconstructed Dictators

These incredible photo montages of the faces of evil dictators are the work of talented German graphic designer Hans Weishäupl. They were created without using a single piece of original picture material. The likenesses are amazing!


Weishäupl digitally reconstructed these 13 dictators by merging small elements from portraits Weishäupl took of people that are natives of the country each dictator respectively ruled over. 350 people in total were photographed for this project.

The “Faces of Evil” book is available now via the link below.
The portrait of Hitler is made up of 37 people. His nose belongs to an estate agent from Berlin, his upper lip is from a locksmiths in Dresden, and so on.

Death of Travel Guides?

We all get our information on the web these days, and with big-budgeted tourism boards providing free, information-rich resources (from brochures to maps) – does it signal the death of the traditional travel guides?


This newly released graphic-style guide from Singapore seems to understand that, and carves its niche from giving us insider, creatively written recommendations accompanied with fun and easily understandable graphics. And with its offbeat suggestions (just as the locals like it – there are no mention of public museums here), it is putting the fun and discovery back into traveling!

Offbeat Business Cards

As they say, first impressions count, so when you hand someone your business card, a well designed one is a must. However, a cleverly designed business card, not necessarily a shockingly different one, will stand you in good stead. The recipient will always remember it and might just keep it.


The full selection of 70 inspirational designs is from Fubiz : A daily dose of Inspiration. I have just selected four of the most innovative ones. Some are interactive like the perforated strip one or the downright honest scratch card. Another favourite is the lawn specialist’s card which is actually a seed envelope. One card shows a scorched edge. The graphic designer’s card with printed inch and centimetre scales on the edge will surely be one card that will be kept for it is a handy thing to have with you.

Origami-Inspired Drawings

Jonathan Puckey is currently developing a new type of drawing process which consists of tool-assisted Delaunay image vectorization using Scriptographer and Color Averaging by Jürg Lehni. He works from photographs and translates them into unique drawings which remind the viewer of origami or paper folding art. On his website is an animation which shows the transformation from photograph to a fully Delaunay rastered drawing. If you look closely, the Delaunay triangulation process has been used to create the illusions of triangles, prisms and pyramids in the picture.


Jonathan Puckey is an Amsterdam-based graphic designer.

Branding studies

Published on Thursday, March 19th, 2009 (0) Comments

Kung Fu fast food Branding

Kung Fu is a fast food restaurant chain in China that uses Bruce Lee as its mascot. That is one mascot you would not want to mess with.


There is Bruce Lee’s branding throughout the restaurant with his image on almost everything in the restaurant, from store walls to the rice bowls and chopsticks.

There are hundreds of Kung Fu restaurants, but their menu is nothing to write home about–it’s simple, healthy Chinese food like steamed meats and quick boiled vegetables.
One thing for sure, they’ve got the toughest mascot in the fast food world. Ronald McDonald, Jack, Burger King and the rest, wouldn’t stand a chance against Bruce Lee. He would kick their asses, eat their food, and stand there laughing at them. (fast food critic)


Anti-Branding Coffin Headphones

As a statement against our obsession with branding, designer Nick Ross came up with iCover. His motivation? “We don’t want to look like all the other sheep!”


We pay for the product, why do we have to be a walking advertisement for the brand?

The iCover discards this unnecessary branding of the distinct iPod earphones, replacing it with coffin covers symbolising the death of the imposed visual branding of the product.


Branding for Lovers

Ring Me, Until Death Do Us Part, Jesus Loves You, Apudne Tel Ve Me (Latin for “Your Place or Mine”)–these are just a few of the phrases that you can brand into your partner or dip in ink and stamp using your oxidised silver Ring Me ring. The designs, part of Ringleader’s ‘Love and Faith’ Collection, make a striking alternative to the traditional promise ring. The ‘Heartbreaker’ series also has the branding theme, with a bit more rock and roll–the heart shaped rings, available in gold with sapphires or black with ruby studs start at about £450.



Ugly Pizza

This has got be one of the most challenging packaging art directions ever. I mean, what direction do you go when the name of the pizza is UGLY?


Let’s start with the brand name. Ugly Pizza is a new product by Schwan Consumer Brands that embraces the healthy trend for natural, honest food.

The packaging for Ugly Pizza embraces the same notion and ditches fake advertising which we see on most food packagings and menus. For some reason, my burger never looks as good as it does on the menu. And those microwave dinners look much more enticing on the carton.

Ugly pizza goes for a true representation of what’s inside. And frankly, it’s a bit scary. I don’t know if the pizza looks like this inside. The cover looks as if some kids were having a food fight with the ingredients and they just landed there.

If any of you readers have tried this new product, please let us know your feedback. I like the concept of honest food, but maybe I wouldn’t mind being lied to a bit…


Canned Wine Cross-Branding

Travel guides advise tourists en route to Japan not to blow their nose or eat in public. Ice cream, however, is a notable exception that can be eaten anywhere–as well as eating on a train, where it is actually encouraged.


Now, drinking on Japanese trains is also encouraged–as long as it is wine from a can. Japan Rail East is offering the new wine in a can exclusively on limited express trains. Available in white or red, the wine comes from Monde Vineyard in Yamanashi Prefecture, Japan’s small wine-producing region.


Luxury Branding Of Cheap Cars

Hermes and Citreon 2CV may not seem a natural mix but OMG this is the most perfect car I have ever seen.


Hermes made over this 1989 Citreon 2CV6 Special for the Paris 2008 Auto Show – and I am totally and utterly in love with it. I love classic cars and this is just luxurious and totally full of character.

Check out the details in the images – luxurious, gorgeous and still a 2CV.

Motoring does not get any more interesting than this.
Via: selectism


Limited Edition Halloween Branding

When I am not dressing up or playing with fake blood, Halloween acts as the perfect excuse for me to consume a lot of junk food. With shock and gore being my area of expertise, I just had to write up the ten best limited editions Halloween food and rinks out there.

Jones Soda are the players in the field of themed beverages, and rightly have a massive cult following. Halloween transforms their soda into walking, talking viral brand campaigns.

Hershey’s Kisses have three different Halloween-inspired flavors: Candy Corn, Pumpkin Spice, and Candy Apple.

Halloween Oreo cookies come with orange filling, and only come out to play once a year.

Fiendish Fancies: I thought I was excited last week when I discovered Mr. Kipling was selling GIANT fondant fancies from Asda, but it has gotten even better. To capitalize on increased sales of ‘treat’ foods in the Halloween season, Premier foods will launch limited-edition Mr. Kipling Fiendish Fancies. Bring it on!

Snickers Dark is your average Snickers, but with dark chocolate for Halloween. YUM.

Dark Chocolate-Covered Peppermint Pattie Pumpkins, at leas that’s what I’m calling them, have orange in them.

Black Vodka is not strictly limited to October, but Halloween is the ideal occasion to be drinking this.

Pumpkin Ice Cream from Edy’s, a limited-edition frozen treat.

Krispy Kreme has delightfully wicked, pumpkin-shaped doughnuts. They are cut into the shape of a pumpkin, topped with creamy orange-colored icing and stamped with a jack-o-lantern face.

Jelly Belly Monster Mix looks delicious, my favorite offering being the Monster Mash Mix. They are jelly beans in Halloween colors: purple, orange and black.

Mini Babybel is launching exclusive themed cheese in time for Halloween.
Via: hersheys



Fun with branding

Published on Thursday, March 19th, 2009 (0) Comments

Branding is all about buzz

Buzz Marketing & Public Relations Inc., is known for its work on behalf of non-profit and cultural organizations, retailers, mass market manufacturers, publishers and broadcasters.


Johanna Hoffmann is an associate and a friend of ‘Logo Design Made Easy’. When she finally decided to start her own PR agency, Johanna hired us to develop a name and an identity package for her new company.

In order to create enough noise around Johanna’s new venture, we proposed to launch her new company under ‘Buzz Marketing & Public Relations Inc.’. Johanna was sold on the name and gave us a green light on the identity package. The mandate was to create an image associated with Johanna’s creativity and ability to develop innovative and highly effective methods for communicating new ideas and concepts to the broad market.


A press kit package was developed with a wind-up vibrating buzzer included to reinforce the company’s brand name. The package was delivered to various media groups, and was very well received.


Remember the hand buzzer? You wind it then hide it in your palm. When someone shakes your hand, he or she will jump as the buzzer vibrates and shakes.

Architecture doesn’t have to be conservative

North American architecture company’s have a reputation of being rather serious and conservative. Robbie Sane Architects Inc. (RSA) decided to give ‘Logo Design Made Easy’ a chance to develop an image that would separate the company from this conservative industry norm.

Creativity, precision and teamwork were the words RSA wished to visualy implement into their new corporate image.

The interplay of hands cradling string was our solution to this challenge. It represents the creativity required for great architectural design. The symbolism is used to depict the teamwork required for success and the precision and dedication needed.


Mailing tube with a sense of humour!

A company selling mailing tubes hired ‘Logo Design Made Easy’ to develop a name and create a brand for a product specifically developed for photographers and designers. This target group is known for their appreciation for uniqueness and style.

In order to attract the attention of this demanding recepient, ‘Logo Design Made Easy’ took an unusual approach in developing the name followed by an identity system.

Lenin’s Tube is an interplay on Lenin’s Tomb, which obviously is a very different kind of storage unit.


Series of posters was developed in the typical post-revolution style of the “Russian Golden Years” and a couple of bookmarks was added to the package as an additional propaganda tool in promotion of the product.

The clarity of choices

Published on Monday, March 16th, 2009 (0) Comments

The clarity of choices

FGI is Canada’s market leader in Employee Assistance Programs and a North American leader in Human Support Programs and Global Services. The assignment was to create a visual program that represent FGI’s core values and benefits. The new slogan “Choices for you and your employees just got clearer” had to be conveyed visually.


Since FGI’s reputation has been built on its four primary service areas (EAP, Disability Management Programs, Global Services, Residential and Community Services), we decided that the new company’s image should also be represented through its four Quality Service Cornerstones (Innovation, Flexibility, Expertise, and Effectiveness). This was achieved by using nature as a metaphor to represent FGI’s ability to sustain a harmonious balance among clients’ employees and to apply its expertise in solving problems. The “Close-up” technique used in the photographs reflects FGI’s detailed-oriented approach in all areas, and suggests the clarity of choices provided by the company.

Soothing design and stimulating photography

This elegant brochure was created by ‘Logo Design Made Easy’ to attract wealthy buyers to the new, upscale Lake Joe resort community. The emphasis was on promoting luxury and style in a remote setting.


The soothing design with lots of stimulating photographs is centered around the idea of selling luxurious real estate in the magnificent Muskoka region. Clublink members needed to be made aware of upcoming club functions and events. Various types of printed pieces were created to peak members interest and keep them informed of activities.

8 of Best Print Ads

Published on Monday, March 16th, 2009 (0) Comments

Paranoia Theftvertising

‘Unmask the Truth’ is a print campaign ad created by Lowe Adverting Agency for OKAMI which is, I guess, some sort of financial institution located in Thailand.

The strong and shocking images seem to imply that even underneath the most harmless-looking person, there is a potential thief.

The three different masks shown in the ads look like pleasant and perfectly innocent people, but underneath they reveal pretty mean and angry-looking folks wearing stereotypical black bank robber masks.



Sex sells

Sex sells. This isn’t new. And it’s certainly not hard to figure out why. The beverage industry is no exception. Here are 16 brands of drinks that use beautiful women to help sell their liquid goodness.



Children’s Charity SuperCars

Wiesmann, a remarkable manufacturer of exclusive and individual sports cars, shows that they have “a heart for children.” The 1000th handmade Wiesmann not only has a unique design marked with a ‘1000’, but 100% of the profit will also go toward German children’s charity, “Ein Herz für Kinder.”

I think this is a beautiful gesture, especially in the time of a global recession. The fantastic sports cars have been made in Germany for the last 20 years in Dülmen.
The German sports car manufacturer Wiesmann builds puristic sports cars in a classic design along with the most modern technology. Since 1988, individual sports cars have been hand-crafted right down to the finest detail, at the factory founded by the Friedhelm brothers and Martin Wiesmann. The high quality equipment is geared towards the personal requirements of the customer. Every Wiesmann roadster and GT is therefore genuinely unique and is like no other sports car when it comes to exclusive and individual enjoyment of driving. More than 750 roadster drivers and over 210 GT drivers worldwide experience this unique enjoyment. At the factory in Dülmen, Westphalia, as well as at 29 international distribution partners, the Wiesmann Roadster MF3, Wiesmann GT MF4 and Wiesmann GT MF5 models are available to try. (



Shockvertisement – French AIDS

These very graphic, extremely disturbing ads are actually part of a real life AIDS campaign in France.

The print advertisements consists of images of a man having sex with a giant, black scorpion, and a woman receiving oral sex from an enormous, hairy tarantula.

The ads created by TBWA Paris are disgusting, but that’s the intention of shockvertisements. They work on levels of unexpected, controversial imagery that is remembered, talked about, and evokes an emotional response.

Come on people, use a condom. One night’s fun is not worth it.



Paris Hilton in Nothing but Gold Paint – Rich Prosecco Ads

Paris Hilton has taken advertisements for her branded beverage, Rich Prosecco, to the next level of sexy in the new campaign in which she appears wearing nothing but gold paint.

Like a golden statue, the high profile socialite stretches her slender body upwards to the sky, nothing to cover her most intimate parts other than her own strategically placed arms and legs.

Her head is thrust back and her face tilted at the fierce rays of the sun in the Mojave Desert as if to worship the gold nature pours down on her.

The video ads, featured below, are more about highlighting the opulent life the heiress lives, full of VIP parties, beautiful people and the luxe life. However, these are older, and not part of her new campaign.

Though finding images and videos of the heiress in full nudity is no problem, Paris seems to take her new ad campaign seriously. Although she is using sex to sell her product, she isn’t doing it in a vulgar way. The really dirty stuff, it seems, is just to build her own brand, and not the products, like Rich Prosecco, that she endorses.



Sexy DIY Advertising Reveals the Truth Behind Chocolate

I’m tired of traditional advertising that insults my intelligence. Too often, ads are one-way messages from brands telling consumers what to purchase through overt campaigns that depend on boring stereotypes to inspire us to buy.

Most consumers listen to (and trust) product opinions from friends and family far more than any traditional ad developed by professionals. Savvy marketers are realizing the potential of a new (un)advertising model that highlights peer-to-peer recommendations and personal perceptions over rosy fantasies.

Communities are developing around consumer generated advertising, or do-it-yourself (DIY) “ad hacking” that look very promising as a way to share a brand story, without the message coming from the brand itself. Designers, photographers and other creative folks are pushing the advertising envelope online by featuring their own opinions, testimonials and reviews in fresh formats that threaten to blow the socks off the traditional advertising paradigm.

These are ads created by real people, featuring brand perceptions from real people, about products and services they actually use. These are the ads that resonate the loudest with consumers, and there are some powerful, creative examples of ad hacks from real consumers that highlight unique brand perceptions—shared by many.

According to Vancouver-based, 6 out of 10 women prefer chocolates to sex. Can this be true?

I think you’ll understand when you view this sexy consumer generated ad that transports a viewer right out of their comfort zone, and sheds a new light on an otherwise ubiquitous Valentine’s gift:

The concept is pretty simple. We wanted to make a connection between chocolate and romance, and chocolate as an aphrodisiac but without using people. By using the chocolates, the video is still racy, which we wanted, but not crude and still retains a “cuteness” about it. This video could work as an ad for a chocolate company (Purdy’s/Lindt), or even for a brand that sells “romantic” goods (Oh My/Kama Sutra). (commercial-archive)



Deceptive Luxury Ads

IWhat looks like an ad for an expensive and luxurious product is actually a call for help by the Greater Chicago Food Depository.

Created by the ever talented Leo Burnett ad agency, Chicago, the disguised ads made a point by showing basic food items such as soup, groceries, broccoli and a peanut-butter & jam sandwich being advertised as if it was the hottest new bag from LV or Prada.

The ads then inform the viewers that, “Food shouldn’t feel like a luxury” and proceed to ask for a donation to their foundation.

The ads were photographed by Liz Von Hoene with art direction by Stephanie Simpson and copy by Dave Derrick.



Using Fairytale Heroes to Promote Reading

This poignant campaign from the Literacy Foundation for the tenth anniversary of ‘The Gift of Reading’ shows fallen fairytale heroes. Cinderella, Peter Pan, Little Red Riding Hood, Sleeping Beauty, a dwarf, and Hansel (sans Gretel) are all in a hospital/assisted living center. Their drawn faces and empty stares are soulless and unnerving.

With a tag line “When you don’t read, imagination disappears,” the ads by Bleublancrouge channel the moment in ‘Peter Pan’ where Tinkerbell has been poisoned and can only be saved if people clap to show their belief in her.

Gaëtan Namouric, the executive vice president and creative director of Bleublancrouge, hammers home the campaign by emphasizing some of the more direct consequences of illiteracy as it pertains to the creative industry in the quote below.

For the print ad of Peter Pan, art director Frédéric Roux joined creative director Gaëtan Namouric. The television ad was directed by Jean-Michel Ravon with a team that included agency production coordinator Lisa Arduini, director of photography André Turpin, house production by La Fabrique d’Images, and post production by Buzz Images.
“Reading feeds our imaginations. When a child doesn’t have access to reading, that’s a child deprived of an imaginary world. This unbelievable injustice should mobilize a large number of industries in the field of culture, media, publishing and even ours, advertising. What would our future be if people couldn’t understand our messages? The mobilization behind The Gift of Reading® is also to take action to protect tomorrow’s creative; everyone in our industry should contribute. (coloribus)



World’s best logos

Published on Saturday, March 14th, 2009 (1) Comment


Are they really the best logos? Or we just got used to think they are?

Many logo experts will argue that the best logos are best because we all know and remember them so well, even without looking.

But do people remember certain logos better than others bacause they are superior?

We are subjects to a hundreds of thousands of different brands throughout our lives. Some of them we encounter every day and some others we only see once or twice in our life time. There are even brands out there from which it is hard to escape for a longer than a few hours. When you turn on your computer the Microsoft Windows logo or the Apple logo will be the first thing to appear on the screen. Everytime you start your car a round shaped VW symbol embossed on the steering wheel will remaind you of your vehicle’s brand and if you happened to live in a city, it wouldn’t be surprising if a huge Coca Cola sign was the first thing to see from your appartment window.

The question remains; do you remember those logos because they are better than others, or you remember them because you simply can’t get them out of your mind?

No matter what the answer, the reality is that these logos do whatever logos are supposed to do. They are not letting you forget or ignore the brands and products they represent.

Now, let’s take a look at some of the world’s famous logo designs and learn what principles and techniques were used to create them.

There are a four basic types of logos.

Iconic Logotypes

These are combinations of graphic elements and typographically arranged company names in a form of balanced units. Graphic elements are usually placed on top or to the side of the type. Once the brand reaches its full potential those symbols can be used as separated icons and become recognized brandmarks.



Companies like Nike or Apple have been enjoying such a superior brand recognition that they were able to drop their company names from their logos and still be recognized by their familiar symbols. This is an ultimate goal that each brand is trying to reach and a proof of superiority for those who already achieved it.



Word marks are types of logos that incorporate a company’s or brand’s name into a uniquely stylised font treatment. Some of the world’s best known brands are directly associated with their word marks.


Integrated Logotypes

Integrated logotypes are combinations of graphic elements and typography forming an unseparable unit. Typography and symbolisms directly compliment each other creating visually pleasing effects. Take a closer look on the Federal Express logo and focus your eyes on the white negative space formed between the letter ‘E’ and the letter ‘x’. You will discover a small white arrow, a detail that makes this logo a true masterpiece.

Why is logo important?

Published on Friday, March 13th, 2009 (0) Comments


It almost goes without saying that if you are a business owner, the logo representing your company should be right on top of your priority list. A good logo will help you draw attention, identify your brand and generate an emotional response. A unique logo will strengthen your company’s image and create a psychological advantage over competition.

There are two main objectives for a company’s logo. First, it should be visually attractive and eye-catching and second, it should deliver the right message. If your logo can balance the two you have a winner.

A strong brand expressed through a powerful logo can do more than simply help you stand out from competitors. It can help you break away entirely. Increasingly, we see winning companies transforming its lead into a full speed of brand driven “mind share momentum” that leaves runner-up in the dust. Retailers like Nike or Apple have been enjoying such superior brand recognition that they logos practically changed the way we see their products today. Most teenagers wouldn’t even look at an MP3 player if it didn’t have an apple symbol printed on its face. It seems like it is not as much about quality any more as it is about product’s personality that motivates people’s buying habits. Owning an Apple iPod is simply cool, and that is an ultimate success a brand can ever achieve.

When it comes to your needs, no matter if you are planning on building a strong and competitive brand or just trying to establish a corporate presence that will build trust and recognition, the importance of your future logo is undeniable.


Controlling your brand with a company’s logo

A consistent use of your company’s logo, whether it is your corporate identity, an advertisement or a packaging, will help you to strengthen your company’s image and create a psychological bond between your customer and your brand.

Because the corporate presence of your company speaks to a wide range of audiences (the financial community, existing and potential investors, existing and potential employees, clients, suppliers), a broad understanding of its role is essential. Each audience will concentrate on different aspects; each read into various details and make different assumptions about the future.‘Logo Design Made Easy‘ is sensitive to a brand’s multiple audiences and strategic significance as a multi-faceted communications.

A strong corporate presence (if managed well in the context of customer and profit-focused business design) can help a you to enjoy a superior financial performance and protect your market share. It will help you create a durable psychological bond between you and your customers, investors, and employees and it is the most effective form of strategic control available to your business.


Is a brochure the right marketing tool for your business?

Published on Tuesday, March 10th, 2009 (0) Comments


The world of marketing is changing rapidly, and despite the overwhelming growth of the internet, many businesses still find it highly effective to deliver their messages in print—through newspaper ads, pamphlets, brochures, direct mail flyers and other marketing materials.

While deciding if a brochure is the right marketing tool for your business it is more important to consider what will happen to it once it is designed and printed. Your top priority will be to ensure that your brochures are kept, read and responded to.

Most businesses use brochures to present their products or services to potential customers. To be truly effective, a brochure must be visually compelling, easy to read and contain useful information. Remember, your message is competing with thousands of others on a daily basis, so it is vital that it stand out and engage readers in a way that will generate a response.

Your brochure should clearly communicate your business objectives and present an image that is consistent with your product or service. For example, if your prospects will be spending a good deal of money with you, they will expect a high level of professionalism from your marketing materials. On the other hand, if you’re a non-profit organization, you will want to present materials which look budget-friendly and responsible.

Whatever your objectives are, we can help you create a brochure that is appropriate to your message and will be effective in helping you achieve your goals.

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