Crayola targets wannbe fashion designers!
My Virtual Fashion Show lets kids draw their own fashion designs and try them out on a virtual model.
Reebok introduces new ‘delta’ logo in quest for fitness market
How can OBI break out of aggressive and ugly advertising spiral?
The Big Idea
On different run down houses, OBI renovates an area the size of an advertising billboard.
The New York Times reported the death of Osama Bin Laden with two-tier headline of fifteen words.
On the other hand, the St. Petersburg Times chose a single word for its headline – DEAD – but printed it in letters that were five inches high.
Some words may be worth a thousand pictures.
Unique viewing angle and perfect color distribution.
The new curved OLED TV is only 4 millimeters thin.
How UPS, TNT and DPD advertised for DHL.
In developed countries, tablets and e-readers have become the solution to large, heavy textbooks. But for Philippine public school students, even the cheapest model is worth more than what their families make in an entire month.
The Big Idea
Smart, the Philippines’ largest telecom turned the oldest analog phones into a new kind of e-reader. And old text sim cards into a new brand of textbook.
Mother Teresa once said,
"If I look at the mass, I will never act. If I look at the one, I will."
Flower Council of Holland (an industry group that helps florists build their businesses) has installed 1,500 cute little red boxes that are modeled after emergency boxes — but contain single red roses.
"In case of love at first sight, break glass," the boxes say.
It’s a cute idea, and not as dangerous as it sounds.
The “glass” is actually cellophane. Agency: Kingsday.
The logo shapes used by big brands aren’t chosen by chance.
A powerful logo may look simple but there’s nothing simple about creating effective logo shapes.
There are some powerful psychological forces at work. We’ll take a look at how the informed use of shapes can be used to give your logo the desired resonance.
HOW HUMANS VIEW LOGO SHAPES
Our subconscious minds respond in different ways to different logo shapes. Straight lines, circles, curves and jagged edges all imply different meanings and so a skilled logo designer can use shape to infer particular qualities about the brand.
Think, for example, of the Nike Swoosh: the combination of curves ending in a sharp point offers a strong suggestion of movement.
Particular logo shapes send out particular messages:
– Circles, ovals and ellipses tend to project a positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity. Rings have an implication of marriage and partnership, suggesting stability and endurance. Curves on any sort tend to be viewed as feminine in nature.
– Straight edged logo shapes such as squares and triangles suggest stability in more practical terms and can also be used to imply balance. Straight lines and precise logo shapes also impart strength, professionalism and efficiency. However, and particularly if they are combined with colours like blue and grey, they may also appear cold and uninviting. Subverting them with off-kilter positioning or more dynamic colours can counter this problem and conjure up something more interesting.
– It has also been suggested that triangles have a good association with power, science, religion and law. These tend to be viewed as masculine attributes, so it’s no coincidence that triangles feature more prominently in the logos of companies whose products have a masculine bias.
– Our subconscious minds associate vertical lines with masculinity, strength and aggression, while horizontal lines suggest community, tranquillity and calm.
– The implications of shape also extend to the typeface chosen. Jagged, angular typefaces may appear as aggressive or dynamic; on the other hand, soft, rounded letters give a youthful appeal. Curved typefaces and cursive scripts tend to appeal more to women, while strong, bold lettering has a more masculine edge.
HOW TO APPLY LOGO SHAPE PSYCHOLOGY
Before you start designing a logo for your client, write down a list of values and attributes that the logo should convey. (This is one of the reasons you need to get to know your client and their business as well as you possibly can.) Ask your client to compile a list of corporate values or take a close look at their mission statement.
Once you have a feel for the message the logo needs to disseminate, you will be able to look at how to match this up with not only logo shapes, but also colours and typefaces as well.
Use these three elements in combination to your advantage: for example, if you pick a strong shape but find it too masculine, then introduce a colour or colours that will tone down the male aspect.
Once you understand the psychology behind logo shapes you will be able to use this knowledge to create powerful brands for your clients.