branding

I was asked to set in at Parsons School of Visual Art and Design in NYC.

 

The school had an energetic vibe. The class discussions revolved around the importance of difference with logo design, website design and brand development. The student brought a naive viewpoint and interjected some interesting thoughts and they could understand the conversation well. The conversation about logo design, website design and development revolved around a set of ideas... All clients have a unique fingerprint, a unique story. Finding what is different with each clients', logo design, website design and brand is the key. Different is good. Different is what gets images, and ideas noticed. Have you ever heard of the same thing, the ordinary, being noteworthy? Have you ever heard someone say, "The logo design was so memorable because it blended into the crowd?" You never will either. Different is what defines one idea from another, one logo from another, one website from another. Different is what makes anything memorable. Different alone will not effect a real change for any business. The key to marketing is finding the white space, defining what a business does best and finding its own unique place in the marketplace. Then defining it in a relevant and engaging way, as in logo design, website design and branding. The young minds full of innocence and excitement and expensive fashions was invigorating and fun to see. I was even impressed with the uniqueness and artistry of some of the students work. Even the simple assignment of a self portrait using a grid seemed to truly inspire some of the students.

 

Thank You to, School of Visual Arts | Eugene Lang College in New York City

StudentDesignA

Self portrait illustration made of typography.

StudentDesignA2

Self portrait illustration made of typography close up.

StudentDesignA3

Self portrait signature made of unique typography.

StudentDesignB

Self portrait illustration with surprising color.

StudentDesignC

Self portrait illustration using dots.Self portrait illustration using dots close up.

StudentDesignC2

Self portrait illustration using dots.Self portrait illustration using dots close up.

Published in different is good

We developed Vornado's Brand Promise, a new strategic brand identity and retail packaging identity that changed Vornado's future. The solution came in radical simplicity and a revolutionary anti-branding information architecture. We even re-named all of Vornado's products the same name for each product category and developed a new universal tagline for each product category. Crazy simple. Insanely simple. All the air circulator products are now called 'Whole Room Air Circulator" which is the brands "unique relevant benefit". This also allowed us to position Vornado and the original--leaving the competition to imitator status. Plus, we made the package design communication ultra clear by fully explaining what an air circulator is and what it means relative to a fan with the tagline, The tagline reads, "The fan that circulates all the air." Now Vornado's brand and brand packaging is differentiated from competitors and clearly positions Vornado as the definitive category leader and innovator. It's so simple and so clear it dominates the retail shelf. Until this new brand packaging Vornado failed for years to gain space on Target's lucrative retail shelves. 

 

With this new packaging, they not only got on the shelves but, according to Mark Zarich Director of Sales at Vornado the buyer actually said, "The packaging was the best in category." The brand packaging is selling so well Vornado has doubled their SKU's. 

 

The package is built as a sequential graphic design structure with each panel leading to the other building one concept on the previous. The graphic blue strip on the front right edge with the cut out arrow encourages turning the package to the blue panel which explains how Vornado circulates all the air. The graphic green strip with the cut out arrow on the blue panel encourages turning the package to the green panel which explains how whole room air circulation saves energy and money and makes a room more comfortable. The graphic black strip with the cut out arrow on the green panel encourages turning the package to the black panel which list benefits. The front panel states and explains Vornado's "unique relevant benefit" while all the other panels support that assertion. It was all developed out of the 'Brand Promise" and that's what we mean when we say strategic graphic design. What we developed with and for Vornado was, "Intelligent. Superior engineering. Innovation". From this we created the new brand packaging identity which Target said was the best packaging in the category and it got Vornado on Target shelves for the first time in their long history. Relatively the same products just different brand strategy and packaging. We didn't just say they were "Intelligent. Superior engineering. Innovation" but we designed an intelligent and innovative package and branding that showed superior engineering. The contextual approach, brand strategy, logo and graphic design embody the brand promise. 

 

Insight Design Communications is a breakthrough brand design studio with extensive experience in brand packaging. Client: Vornado. Work: Logo Design, Brand Promise, Brand Strategy and Architecture, Brand Guide or Corporate Identity Brand Manual, Brand Packaging for all categories; Wholeroom Air Circulator, Wholeroom Heaters, Wholeroom Humidifiers, Wholeroom Personal Air Circulators or Fans and Wholeroom Air Purifiers. Brand Product Brochure and Brand Story Brochure and Vornado Trade Show Graphic Design. 

 

This logo design and brand identity will be visible throughout the United States and in cities like Kansas City, Kansas, Wichita, Kansas, Dallas, Texas, Oklahoma City, Oklahoma, Denver, Colorado, New York, New York, Los Angeles, California, and Europe and Asia. 

 

We didn't just say they were "Intelligent. Superior engineering. Innovation" but we designed an intelligent and innovative package that showed superior engineering. We even re-named the products and came up with the new tagline. All the products are called 'Whole Room Air Circulator" which is their "unique relevant benefit". But what does that mean to the average consumer? The tagline "The fan that circulates all the air." explains it in one line. The package is designed sequentially, each panel leading to the other. The graphic blue strip on the front right edge with the cut out arrow encourages turning the package to the blue panel which explains how Vornado circulates all the air. The graphic green strip with the cut out arrow on the blue panel encourages turning the package to the green panel which explains how whole room air circulation saves energy and money and makes a room more comfortable. The graphic black strip with the cut out arrow on the green panel encourages turning the package to the black panel which list benefits. The front panel states and explains Vornado's "unique relevant benefit" while all the other panels support that assertion. It was all developed out of the 'Brand Promise".

Published in brand + web