From swish to smile.
The swish inspired by the Nike “swoosh” has been a visual element used in logos for about 20 years now, and it seems it has finally seen its day. Make way for the rise of the “happy and friendly” smile!

And then a frown can turn it upside down.
What happens when we turn [...]

Are you using easily identifiable visual communications that connect uniquely and quickly back to your company? Are you paying attention to the way your visual brand is used across mediums? Do your website, Twitter account and Facebook profile use the same overall visual features so viewers know it is your company they are experiencing?
How can [...]

Color attracts attention.
There is no doubt about it, the eye always looks at the most vibrant element in the space. A good logo not only needs to be simple… it also needs the effective use of color. This doesn’t mean you need a large variation of color. It just means the color needs to be [...]

Can you think of a brand that uses more than three of your senses?
Well, this past weekend we shared in a momentous occasion and stayed at the W Hotel Hoboken where we experienced the W brand.
“W”himsy and “W”onderlust
Central to the W brand are three core values – flirty, insider, escape. Employees are supposed to provide, [...]

A new Google logo design modification and a new search results page design launches on Wednesday, May 12.
The new logo integrates brighter colors and simplifies the visual while retaining the playfulness of the original logo.

Improving on an existing visual brand that works, adds value. I like the fact that Google has retained the original look [...]

Pantone, the global authority on color and provider of professional color standards for the design industries, proclaims the color of the year for 2010.
Drumroll please….
PANTONE® 15-5519 Turquoise

The company says that Pantone 15-5519, which is turquoise, conjures thoughts of a tropical paradise “while offering a sense of protection and healing.”
Happy New Year!

Owning the color green today means environmentally-friendly.
And the latest to hop on the green bandwagon is McDonald’s. In Europe only, they are changing their traditional red backdrop for a deep hunter green — a more eco-friendly image.
About 100 German McDonald’s restaurants will use the green backdrop by the end of 2009. Some franchises in Great [...]

Hertz launched their first re-branding effort in 20 years last week on the web.

What does this mean? A new logo, uniforms, signage, ads, marketing materials and much more. The rental-car company is trying to convey that they are “more friendly.” They are replacing their old tagline, “Let Hertz Put You in the Driver’s Seat,” with [...]

Your brand colors allow instant recognition and distinction for your company. Staying within a custom color palette used repeatedly and consistently will help instill your brand.

Above, example of a color palette designed for Axela’s brand identity.
Good use of color is very powerful and has many functions in the world of visual communications. Although color is [...]

Microsoft has developed a new logo to visually brand its soon-to-open retail stores. Once again, a reminder of the perpetual competition between Microsoft and Apple.
I am not sure this new logo is consistent with Microsoft’s overall visual brand and logo. It is consistent with their brand colors, but other than that, people may have difficulty [...]