Post Archive
A crucial step in building strong brands is creating a strong alignment between the visual and verbal elements of the brand. The brand imagery, color palette, icons, typeface, and brand voice must all work in concert to create a solid foundation for the brand....
Does your company need a brand guide? The short answer is yes. Brand guidelines are essential for establishing and maintaining consistency across all of your brand communications and touchpoints. Everyone involved in brand building, from designers to CEOs, will be...
Marketing and design teams approach creative assignments differently, which can make harmony a challenge. Marketing approaches the project as if talking to a group. Designers approach the project as if talking to one person. The goal for both is to fulfill the brand...
Two words that you never want to hear come out of the mouths of your employees when representing your brand: “Close enough.” I’ve heard it—and seen it—countless times when working with individuals at companies that have, or should have, strict brand standards. While...
Brand consistency helps strengthen brand identity, which in turn builds trust with clients and customers. An important part of making sure that your brand is consistent is creating a uniform color environment. To achieve this, your brand should have defined print and...
The Urban Dictionary defines 'bastard' as: "something that is of irregular, inferior, or dubious origin." I can't think of a better word to describe the recent product of an internal campaign for a large corporation. The team I was working with wanted to bastardize...
We often receive rather interesting requests to develop something out of the ordinary, though, and no matter how unusual or extreme the project, the client's first concern is typically to ensure that we stay on brand. Can an ice sculpture be on brand? How about an...
It’s rare to find a company whose marcomm department and sales department work together as effectively as they could. As with most relationships, there is plenty of blame to go around—thanks mostly to misunderstandings and an endless string of unmet needs. You’ve...
Branding is often one of the few factors that can distinguish one product or service from another. Companies and organizations spend considerable resources to develop and nurture their brands, but in many cases, it's a face shown only to the outside world. What a...
The Best of Brand Awards. The Community Champion Awards. The Finance Awards. The Award of Excellence. All these (and more) are now familiar names inside Thomson Reuters, thanks to Cleveland Design's spearheaded initiative to create a unified and sustainable online...
