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Logos are more important than most people realize.
If you're looking to build a strong brand in the eyes of your customers, you have to deliver a quality product or service, provide excellent customer service, and you need to build your visual brand. Logos are among the most valuable graphic design projects on the face of the earth. Done well, they resonate with customers and help build powerful relationships. They can help a brand grow to millions or even billions of dollars in value.
If you think of a big powerful brand (IBM, Coca-Cola, Pepsi, Toyota, VW etc.) you can probably immediately visualize the famous logo that represents it. What's so interesting about them is that logos are ridiculously hard to do well. Why? They combine elements of visual communication, symbolism, typography, design, and marketing communications. They must work well on huge billboards, web sites, packaging, business cards, t-shirts, coffee cups, and more. They must work in color, greyscale, and monochrome.
It's hard to quantify why a good logo is so good. It must convey meaning and at the same time be simple. It must be visually appealing and support what the brand is trying to say. It must accomplish all this in a handful of shapes, lines and colors. For really big firms, a logo has to work globally. That means it can't offend foreign cultures or, often, it can't rely on the English language. And it has to work in a tiny little space.
Big companies will spend big money on them because a good logo is worth so much. CreativeBits interviewed Rob Janoff, the person who created one of mankind's most recognizable and valuable logos - the logo of Apple Computer. Link to article
Yellow Pages: Doorstops or Indispensible Resource?
I don't know about you, but the Yellow Pages have been made obsolete in my home. In fact, as soon as they arrive, we put them right in recycling. Admittedly, we're a very digital family. Still, I have to wonder what Yellow Page use looks like on a national level in our digital times.
I met with a Yellow pages ad representative recently to discuss an ad for a client of mine. She tells me that business remains really good for her. She cited some examples of ads which pulled very large numbers. They will set up unique phone numbers (at a fee) to track ad response rates, and they offer some google adwords services, too. While that sounds good, I think these steps are probably "too little, too late" with the tidal wave of changes that was swept over the business.
For the yellow pages tracking and adwords tools to work, people have to want to use the printed book in the first place.. I have to believe that the Yellow Pages are becoming dinosaurs, like the local printed newspapers. When it comes to demographics - just ask a teenager if they've used the yellow pages lately, and you'll likely get a blank stare. I'd bet the vast majority of yellow pagers users are middle aged and older. Even when we order a pizza, we go online for information, menus, and coupons rather than the phone book.
It's time to rethink where you can put your limited budget to it's highest and best use. Contact us for a professional review.