This morning, I received my regular e-shot from Design Taxi. The first article lead me to Upside Down, Left To Right: A Letterpress Film – a short film by Danny Cooke documenting the dying art of letterpress. It really struck a chord with me, as I am currently reading Simon Garfield’s book about fonts called ‘Just My Type’. The book is a fascinating journey through the history of type, full of wonderful insights and stories about fonts and their designers.
Both the book and the film have served to remind me of my love of type. In the days when I used to be ‘hands on’ with the design and artwork process, type was my thing. I would be the font of all knowledge when it came to typefaces (excuse the pun).
I still love type, of course, after all my chickens are named after fonts. My current flock are Helvetica, Futura, Perpetua and Verdana – all classics in their own way. And now, thanks to ‘Just My Type’ I know a bit more about them, and their designers, than I did before.
This week on our blog I thought I’d share a few thoughts on a new buzz word in marketing – the ‘Infographic’. On display is one we created for RAC. It’s a summary of stats from their award winning Report on Motoring done as a ‘Charticle’. Making data come alive like this is right on trend at the moment. It’s not just about pretty pictures either. Cool infographics make great sticky web content, attract Google searches and they encourage the sharing of factoids through social media. What would make a great infographic about your industry, market or product range?
For more inspiration in this field take a look at work of David McCandless and the original master Edward R Tufte.
Last year at a presentation I was giving on brands and branding a lady asked me what I considered to be the three most important characteristics of strong brand. I can’t remember exactly what I said at the time, but I can remember that my answer probably involved four factors rather than three.
The start of a new year is a classic time for organisations to take a fresh look at their brands and branding – for a quick health check, light refresh or perhaps the full rebrand workout.
If you are embarking on this process and looking for some simple critique criteria, these basic pointers may be a good place to start. So here they are, rationalised down to three essentials. And in a classic 3 C marketing format.
The three Cs of branding:
/ Is it relevant to the values and goals of your company?
/ Is it relevant to target audience?
/ Does it give instant reassurance and trust?
/ Is it in step with today’s world?
/ Does it encourage an emotional connection as well as a rational one?
/ Is it executed to a high standard across all applications?
/ Do your people understand your brand and its importance?
/ Is it easily recognisable – look and feel/tone of voice/behaviour?
/ Does it stand out?
/ Does it support your USPs?
/ Does it add value?