There have been quite a few branding stories in the news recently, notably about the redesign of logos and other branding for Pepsi, Tropicana, and SciFi/SyFy. Perhaps the most intriguing thing about these stories was the public’s strident emotional reaction to them — and the often overlooked power of a strong logo. A few weeks ago we discussed what a logo adds to the branding of a city — and how that relates to economic development — with our designer, Deirdre Spencer. This week, along a similar theme, we explore the importance of logos in corporate branding.
Just as a strong logo is the cornerstone of a city’s visual identity, it is also the centerpiece of any strong corporate brand. A logo is often the first impression a potential customer gets of your business: it should communicate in an instant the essence of your service or product. This small, single visual element will work hard for your brand, reiterating your core message each time it is seen on a Web site, on a business card, on storefront signage, on a billboard. With a strong logo, you build trust and loyalty with customers old and new.
Here’s a few we at Placemaking Group designed, 601 City Center and Availigent …
Shorenstein Corporation turned to Placemaking Group to create the identity for the new 601 City Center, which will be the largest office building in the East Bay designed to achieve LEEDS Gold Certification. As a green building, it also demonstrates the company’s strong commitment to environmentally sound and sustainable practices. We designed a logo that not only communicates the location of the newest addition to Oakland’s skyline, but also, like the building it represents, is professional, fresh, and modern.
Following the launch of the new logo and accompanying website, the groundbreaking of 601 City Center was covered by several prominent media outlets including the San Francisco Business Times, the Contra Costa Times, and The San Francisco Chronicle, as well as on radio and TV.
Availigent, a leading provider of enterprise software that offers data protection, wanted to target an executive level audience of decision-makers who look for products that ensure success, protect the state of their operation. Placemaking Group was asked to develop a new identity using strong colors that conveyed protection and professionalism; a company on the leading edge, offering smart, quick, and innovative expertise. The branding and the new look, coupled with our PR campaign, resulted in:
• Coverage by top-tier IT, general business and investor-centered news outlets.
• Recognition by key industry analysts.
• A dramatic increase in Web site visits and telephone inquiries.
