Good branding starts with a solid logo. View NSMC's branding gallery to see more.
Put Your "X" on the Line
It’s remarkable how easily your other communications take shape when you’ve got a solid brand in place.
With a solid, cohesive brand in place, you don’t have to belabor the development process each time you want to create a new promotional piece. Your logo should be in place. Your organization’s colors, fonts and styles should be predetermined. The “voice” should be a given. Even the graphic aesthetics and photography should be in-hand prior to creating a new piece.
When your branded elements have been appropriately considered, refined and implemented, the perception of your organization and offerings is enhanced. You can sustain your branding approach for many years without having to re-think your visual identity - and that’s the big idea.
Figure it out once - your logo, your fonts, your colors, your voice...the “stuff” that makes your organization look/feel/taste/sound different - and go about your business.
Identity Crisis
For many businesses and non-profits, it begins by looking at the quality of the logo. Even big organizations suffer from mismanaged, outdated or clunky brand marks.
Slow down. Back up. Gain perspective.
Does your logo "as is" have the stamina and finesse to carry your organization to the next stage of growth? If not, let's take some time to refine it and get it right.
Pole Position
In many situations where we work on logo development, we're also asked to help out with creating a "tagline." A tagline is not a motto, nor is it an ad campaign slogan. And it isn't on a monthly rotation schedule.
A tagline is a short, clarifying statement, often used in conjunction with the logo, which helps position or clarify your organization in the mind of the consumer. It is especially helpful for a business or non-profit whose name does reflect its offerings.
Color Correction
Coke = red. The same red every time. How does this happen? And why is it so important?
Your organization's colors are an essential piece of your branding strategy. If you have not taken time to nail down your Pantone colors (a.k.a. PMS colors), you're creating a patchwork quilt of brand expressions, each a shade or degree away from the intended identity.
Your company colors should be identified and meaningful. There’s a psychology of colors that actually makes sense for your industry. Are you taking advantage of this simple opportunity to favorably position your brand for success?
Oh, yeah. Added benefit: by nailing down your Pantone colors you make it easier to communicate expectations to your sign maker, printer, “web guy” and logo/apparel company. Because nobody likes to see their green turn teal, their red turn pink, or their black turn brown.