With the dark days of the Charlotte Bobcats behind them, the NBA franchise in Charlotte, North Carolina (my home state) returned to being called the Charlotte Hornets in 2014. The franchise, along with the NBA and Jordan Brand, created a new brand identity for the Hornets. Within that identity, they created a new logo system pyramid.
What is a Brand Ambassador?
A brand ambassador is someone who, through their words and actions, is a living testimony to the greatness of your brand. They are your allies in the world. Whether they are on your payroll or are just satisfied patrons, they are crucial in spreading the good word about what your brand does.
You are never suppose to judge a book by its cover, but we do it all the time. As humans, with what we choose to cover our bodies can say a lot about us. If you are seen frequently wearing a certain brand, it is assumed you are loyal to that brand of clothing. Wearing apparel with your alma mater’s logo shows your pride in the school you graduated from. Fans of sports teams frequently are seen rocking team hats, shirts, jerseys, etc. You are a living, walking, breathing billboard for whatever brand you choose to showcase with your clothing choices. So, this must be taken into consideration when designing the insignia of your brand as well as the overall identity.
Last week, I talked about my love of logos that utilize negative space. This week, I want to take you through my process of creating one. Creating such a logo requires planning ahead of time. As always, you’ll want to start in your sketchbook.
Make the most of your time by doing the following:
I’ve talked about simple looking logos making lasting impressions. A way to make a great impression visually is to understand and utilize the power of negative space.
Before any contract is signed, any design program is opened, any dollar sign is seen, a conversation must take place between a designer/design firm and the potential client. You must have a love of these deep conversations because they are where relationships are established and much is learned.
Currently showcased in my portfolio is a visual brand identity project known as HOTEL REIGN. The project taught me, as each one does, just how involved and all-inclusive the term “brand” really is.
When I am approached to create a visual identity for a brand, I must first research the market it resides in. Each market, each type of business, comes with its own challenges, goals, and requirements. The hotel and hospitality market is particularly interesting to me because of the service and experience it provides for people. Hotels across the country invest a lot in their visual brand. The reasoning behind their investment speaks to the essence of “branding” itself. You can apply these general concepts/goals to your creative work, regardless of area of focus.
Adobe Photoshop is one of the most powerful tools in the arsenal known as the Adobe Creative Cloud. It was the first Adobe program I ever used and I still use it a lot for various projects. The more I used it, the more I learn how to maximize my efficiency in the program. If you want to do your best job in Photoshop (or any design program) with minimal frustrations, do as much prep as possible.
Fundraising is a necessary practice for band programs across the country, especially those that see their budgets dwindling. Programs that see success in fundraising translate the interest they have gained from performances into donations. Investing in brand building and communication is the best way to reach potential donors. If you want to fundraise with any success in 2016 and beyond, you need to invest in your logo(s), visual brand identity, social media, and overall communication strategy. Capitalizing on the power of your brand and communicating with clarity maximizes the effect of your effort.
For second year in a row, I participated in #The100DayProject with Elle Luna & The Great Discontent. The project simply involves choosing an action you will perform for 100 days and sharing it each day on your Instagram. Last year, I made 100 logos for fictional places in TV, movies, literature, etc. This year, I embarked on the ambitious plan to produce daily Instagram videos (1 minute – once I got the update on my phone) giving insights about my craft and my process. Some videos were logo case studies. Some were tips on social media, Illustrator, and Photoshop. Others focused on my thoughts on the importance of branding, design, and creativity.