This is directional signage at its best. These are also type as art that takes a mundane and visually unappealing setting and makes it into an experience that is functional and cool. I have seen similar type treatments but these take the cake.
Click “Continue Reading” to see more images of the carpark.
Continue Reading Add comment August 4th, 2008 Matt Benner
I had a conversation with an interactive person today and it got me thinking about our own firm and branding/marketing in general. Propel Creative lives more in the wholistic brand world, defining the look, feel and tone for the entire organization or product line. We help companies define and build their brands.
I hear quite often, from interactive focused people, that web based communications will take over. This is noticable. We in fact, convince people do do emails (26 emails for one client) over snail mail quite often, but I do not look at interactive as the end all be all. There are many other touch points with your brand. Projects that we are working on now will all have an sizable online component but you can not build a brand with only that. At some point a physical interaction, be it a package on a store self oractual human contact, with your brand will occur. You need to develope your brand identity to work on and off-line. If your audience is seeing you online or in a store your brand needs to be defined and properly represented.
I see interactive communications as one more tool for you to get your brand story out into the world, one that is tied to the people in your company and your customers.
Add comment August 1st, 2008 Matt Benner
We had lunch with one of our clients today. Nothing out of the ordinary except for the brand experience that we had. We went to the new second location for a bakery that started in the Highlands/Morningside quite a few years back. Those of you in Atlanta need to hit up Alon’s.
I have been to the first location many times and love it for both the food and for the experience of just going there. They have the incredible baked goods, sandwiches, wines and everything to go with them.
The new location is across from the Perimeter Mall and I had heard that it was phenomenal from people that had not been to the original. Needless to say I was optimistic with a hint of skepticism about it, then I walked into an example of brand extension done well. The store itself is way bigger, has a cafe and more of a “store” but still has the feel of the Highlands location. The whole experience was remarkably the same, from the friendly and knowledgeable people to the same to top notch food.
This proves that they have the brand foundation down and are growing-the hardest and most important part. I would like to take a crack at redoing the graphic presentation, but the brand experience is nailed down.
Add comment July 17th, 2008 Matt Benner
This art popped up on our building a few weeks ago. We left on a Friday with bare walls and arrived Monday to this. I am amazed at the talent and the speed with which these artists create this stuff, it is not small. Our office is in an area overrun with murals and tags-the community ”billboard” is the bridge at the bottom of the hill. I think it‘s awesome so I thought I would share. Click “Continue Reading’ to see them…
Continue Reading Add comment July 17th, 2008 Matt Benner
There have been a slew of pretty major brand identity changes and introductions lately. The branding world has been buzzing about the new Wallmart logo, some for and some against. It has been lively, I fall on the “good overall” side of things. The mark itself is pretty generic but the change in look and feel is a good thing in my opinion.
To be upfront, I always hated the heavy all caps with the star hyphen. The new direction is friendlier and looks more “big box” contemporary. To start, the color scheme is warmer and not as dark as before, another plus. The old font was just plain heavy-handed, the new is lighter and legible with a modern look about it. Over all this is a good thing that goes along with what they have been trying to do with the interiors.
The second logo introduction that caught my eye was SABMiller plc and Molson Coors joint venture called Miller Coors. The logo is simple; it is not overly glossy or shadowed but concept driven. It is good design that started with the idea and was then executed with out the Pshop filter crutch. Not surprising being that it came from Michael Bierut and his team at Pentagram. The beer glass is amazing and sums up what the corporate entity does and starts the brand conversation quickly.
Add comment July 16th, 2008 Matt Benner
A short time ago the crew here at Propel Creative had the opportunity to encounter the Wraith firsthand. I had seen pictures of this machine that went against convention and is absolutely unique in a world of sameness. You see and hear a lot about custom bikes but they all tend to look the same, just slight variations on the theme. This production bike (be it a small run each year) however looks and truly is different. It takes from the past for its inspiration and the present for its technology in a way that is completely modern and completely capable. It is built to perform and to me it is awe inspiring.
Matt Chambers, the founder of Confederate Motor company, spoke at a PDMA event and brought his wares. His speech was amazing for every designer (from industrial to graphic) and product developers alike. He talked about design being pure, having the attitude of is creator (brand!), and focusing on performing the purpose of which it it meant.
He spoke a lot about the “American” brand and how much of what we produce or design does not live up to it. He is building bikes that are meant to perform and be startling in every aspect. In other words, to be as awesome as the country they come from and the people that made them. A big and lofty goal but he is doing it, as we all should be.
The USA is not mediocre. What we do should not be either.
Add comment May 12th, 2008 Matt Benner
I was just reminded of a design travesty. I was at a light in the midst of Atlanta traffic and saw a Fuelman sign. Up until recently I loved to see them, now however I am disappointed.
The sign used to have this magnificent fuel pump man on a red background. It was retro because it really was that old. It was distinctive and cool. Something that you do not see copied over and over again. The man was perfect for a fleet fuel card.
A while ago they got rid of him. A sad day made worse by what replaced him, a simple drawing of a seventies gas pump. What a let down, even for my wife. Sure it may look more modern, but it does not have the distinctiveness or personality of Fuelman. The company’s name is even Fuelman and I think they blew it-even a year or two after the fact. I had heard a lot of people comment on the happy guy on the sign and was surprised at how many people immediately knew were you could find one, that is how cool the Fuelman was. Maybe we should take stab at bringing him back.
Add comment May 3rd, 2008 Matt Benner
Starbucks did this a week or two ago, but I had my first run in with it the other day. They are using their original logo again. Part of the get back to being Starbucks initiative they have going, as they seem to have lost their way and diluted the brand.
I don’t consume coffee, and the coffee cups I do see usually are from the hip joints around our office. However, I was at the mall and on top of a trash can, good place, was a new Starbucks cup. It looked and felt like like what it was but seemed off. Honestly, it took a third look for me to see the difference-the old school logo.
I looked twice then three times because it was ugly and thought what is wrong with that? I understand that they are making a statement, but is this the right thing to do for an aready in trouble brand? I personally don’t think so. It is confusing and most people have no idea what that mark is, or where it came from. I think that they are missing the boat, the founder is back in the drivers seat but this is not he way to show it. Start where the problems are in your brand and work on them at the foundation level, it will help the buying public believe you when you roll out a new cup, not an old logo on a new cup. A cup that you can get on every other street corner in any town, city or mall you may happen to travel to.
Question is how do they stop becoming McDonald’s? Who is now in their space.
Check the new cup out at their site, hopefully the current (or most recent) logo will stay.
Add comment April 28th, 2008 Matt Benner
We had a meeting today presenting some design work to a large group of people. I was impressed how quickly everyone moved past the “I like” stage to objectively looking at the pieces and thinking about who they were intended for. There was a strong sense of needing to communicate properly to people that do not know the ins and outs or the jargon of the sector. We were even asked point blank to make sure that we run everything by a sampling of the target audience to make sure that it was understood properly and well.
The commitment to understand the audience seen here is crucial to the success of any communication program, be it branding or sales. It puts the onus on our creative work and brand polishing skills as well. One thing that we have going for us is that we do not have a specific industry focus. We craft communications that go to different audiences mixes and demographics all of the time-we take the jargon and simply communicate what we are selling or communicating in terms anyone can relate to.
This reminds me of hearing an analysis of the Mac-PC ads that Apple have been running for well more than a year. A research group looked at the demographics and personality traits of Mac users and the characters in the ads. It is scary how the sample they used matched the Mac guy. In the interview, on NPR, the researcher said that they nailed the persona too well and risked pushing people that did not fit the mold away. Interesting, as Macintosh sales are up significantly. Talking directly to your audience at work here? Maybe. Our client focusing on their audience today is a good thing if you look at the Apple ads and targeting seen in them.
These issues take time and effort to understand. Knowing the competitive landscape and having a solid marketing plan with defined target audiences helps hone marketing and brand messaging that work. Apple, BMW, Target, Echo are a few brands that, off the top of my head, do it extremely well.
Add comment April 25th, 2008 Matt Benner
Yeah, someone called me that recently. I thought it was funny because I am. I was looking through the logos that we have produced over the past few years when I remembered that comment. I have always loved letter forms and have been drawing my own letters since high school. A lot of the logo marks that we do at Propel Creative have type that is altered or almost completely re-drawn to fit our needs, give some personality and make it distinctive. The added bonus of doing this is you have a font the matches the logo type.
This got me thinking about other examples of great type that I have seen lately, and the preponderance of badly set type as well. But lets focus on the good, here are a few links to logo types that immediately came to mind…
The Free Library
The London Symphony Orchestra
Curiouspictures
Paste Magazine
Add comment April 23rd, 2008 Matt Benner