April 25, 2017
I recently completed a wonderful logo rebranding for Nature Trust British Columbia.
Nature Trust British Columbia is a leading land conservation organization based in BC. They acquire ecologically significant land through purchase, donation, covenant and lease. They care for this land in order to protect the natural diversity of wildlife and plants, and their critical habitats.
The icon is an interpretive image from nature of a Douglas Fir seed.
Not only was this a great project to work on, but an important one too, as the preservation of the environment is more important now than ever.
April 28, 2017
Design impacts stock market performance
Companies recognised as effective users of design strongly outperform their peers on the stock market.
That is the key finding of a ground-breaking study which has tracked a total of 166 design-led companies over ten years of UK share price activity.
A group of 63 companies, grouped into a 'Design Portfolio' for their consistent showing in various design award schemes, outperformed both the FTSE All Share and FTSE 100 indices by around 200% between 1994 and 2003, the study reveals.
The group maintained its lead during the long bull market period from 1995 to 2000, but also in the subsequent bear market, which lasted until 2003. A further Emerging Portfolio of 103 companies, whose awards performance approaches that of the Design Portfolio, enjoyed a similar level of out-performance.
May 18, 2017
Bad kerning, and what is it?
In typography, kerning refers to the spacing between consecutive letters in printed material or the process of adjusting said spacing. Examples of bad kerning include text that adds so much spa ce between letters of one word that it appears to be two words, or by including so little space between letters that they run together: "A" and "V" might have their slanting sides overlap, or "r" and "n" together might look like an "m". (This latter case has resulted in the slang term "kerning" for this type of kerning.)
Bad kerning is a sign of sloppy work from the graphic designer. It can make the client look unprofessional, incur extra cost to repair the problem, and potentially can cause an embarrassing moment that can ruin their reputation.
As you can see in the sample below, the text reads ad "SA" "VINGS".
July 19, 2017
How to identify good design in six steps.
A reader asked a question that really resonated with me. She started by saying that design is subjective and then wondered if someone could ever devise a list of principles that could define gooddesign. So, I thought, "Why not give it a try?", and here it goes.
September 22, 2017
March 02, 2018
From time-to-time I'll look at current branding of a company and do a small case study. This has to do more with keeping my freelance graphic design work fresh and current than anything else. If you're not familiar with MEC or Mountain Equipment Co-op, they are the go-to place for all your outdoor needs, and I don't know why they haven't used their name to their advantage. The "Mecca" term just seems like a logical fit for them.
March 22, 2018
The importance of good design can change perceptions.
Good graphic design plays an important role in changing perceptions of a product or service. Take Solaris driving school as an example, where the old design gives an impression of nervousness, unprofessionalism, and is hard to read because SOLARIS actually reads "OLARIS".
My study and proposal of the redesign of the vehicle graphics gives a sense of calmness and professionalism, and is easy to read whether the car is parked or in use. There is a sense of calmness knowing the instructor and student feels at ease with each other, and the feeling of calm and safety on the road knowing other drivers on the street feel at ease knowing the training car will not cause an accident.
Doing good for the community.
Recently I volunteered to help out and to build a brand or voice for Shauna Sylvester who is running for mayor of Vancouver. The power of good branding and graphic design can make a huge difference on perceptions and attitudes and make change for the better in the community. Branding included designing display banners, a podium sign, social media tiles, and a website.
April 20, 2018
The importance of a brand style guide.
A well-developed style guide is an essential tool for establishing brand identity. A brand style guide (also known as a brand book or brand guide) acts as a key document that helps content creators communicate a consistent message to your audience, so it's a great asset for creating consistent, on-brand content.
Working with Glotman • Simpson we required a detailed style guide to support marketing initiatives by ensuring that all messaging is relevant and related to their brand’s goals. Referencing a brand style guide ensures that content distinguishes a brand from its competitors, and is cohesive. This cohesion is important because it helps establish a strong brand voice that resonates with the audience, which is essential for building brand awareness. Over time, that awareness and consistency build trust.
April 23, 2018
The principals of brand intimacy.
Most marketers and business leaders generally agree that brand can be a key asset, helping facilitate demand, encourage growth, ensure consistency of users and create advantage. While the world around us has changed dramatically, and impacted how we consume, buy and sell, approaches to marketing and brand building have largely stagnated. Most feature models, structures and thinking from decades ago that tend to focus on the importance of rational, hierarchal-based thinking and create constructs designed to mimic a deliberate decision-making process.
We now know more about how the human brain processes information and triggers our behaviors than ever before, for example, we know that the majority of the decisions we make are based on emotion and instinct, not rational thought and measured consideration. It’s been revealed that our decisions are the result of less deliberate, linear, and controlled processes than many of us realize.
What this suggests is that, in order to impact and affect decision making, you have to appeal and connect to people’s emotions. Playing to rational considerations is not a compelling motivator. Human beings react intuitively to everything they perceive and base their responses on those reactions rather quickly. Within the first second of seeing something, hearing something or meeting another person, impressions are made and actions are born. Intuitions come first. This suggests that the prevailing traditional models, constructs and methodologies that we have used for decades to drive our marketing and communications efforts outweigh the importance of rational thinking and are not as effective as they could be.