In addition to the work we do that you'd expect from a brand communication firm, things like websites, sales materials, presentation design, and logos, another service that we provide is naming. We've helped develop dozens of names since 2000 for brands, companies and products. Over the years we've learned a few things about how to develop names. Here are 5 things we've learned that makes the process successful.
Graphic Design USA has recently published its 50 year history of the annual People to Watch. Looking back over more than five decades, we recognize many friends, colleagues and heroes from design. As you peruse the list, you will find several undisputed historical giants including Saul Bass, Ivan Chermayeff, Lou Dorfsman, Milton Glaser, George Lois, Massimo Vignelli. You will also find many more legends, near legends, and legends-to-be. In the 50 year history of the series, Marc Stress is the only Syracuse area designer to be included on the list.
Great branding is important if you want to see your company succeed and make a strong impression with buyers. But, while most businesses understand that elements like logos, visuals, and taglines are all key ingredients for brand, they may neglect something that’s just as important to the process: having a plan for expanding that brand in the future.
Regardless of where your company is right now – whether you’re a fresh new startup or an established industry leader – your brand is going to evolve and develop over time, just like the rest of your organization. If you don’t have a certain amount of flexibility and adaptability in your strategy, then your brand is going to become outdated, and will eventually have to be replaced (instead of being upgraded).
Let’s look at some of the ways you can build a more flexible and adaptable brand…
We've completed a number of trademark programs for our client companies and organizations during 2015. We selected 15 trademarks to feature in our Behance portfolio.
The one constant thing we deal with as a design firm, is continual change. What worked or mattered a decade ago hardly seems relevant now, and new apps, ideas, and technologies are changing the ways we design for the web, and business, on an almost monthly basis. In 2010, the iPad was launched and created dozens of industries around this one device. Today we can’t imagine a world without mobile computing.
This is all a big way of saying that change comes quickly on the backs of technology, and it’s not always easy to predict where we are going. Still, some trends can be spotted ahead of time. In fact, those tend to be the biggest and most significant, so it makes sense for us to protect ourselves (and our client companies) from the future when it’s obvious what’s on the horizon.
With that in mind, here are four areas we’re watching where web design and marketing will change in 2016, so that you can start preparing with us now: