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A Simple Rule About Brands
I was reading an email from HARO's Peter Shankman recently, and he wrote something I thought was worth passing along because it very closely echoes what we preach here at The Sutter Group. Here's what Peter wrote:
"Simple rule: Your brand is more than just your logo or website. It's the core, the essence, the soul of your company and it's the main story you want to tell to the world. You have to know what that brand story is so that you can communicate it to the world with your logo, your website, your business card, your [physical environment]--EVERYTHING. Branding does not have to be a months-long engagement that costs tens of thousands of dollars. If people think about brand the right way and stay true to that story across everything, their marketing investments will yield great, targeted results."
Amen. If your brand development and marketing firm is telling you that they can create a brand for you, they're misguided. Truthfully, YOU create the brand, and as your marketing partner we work with you to uncover and enhance that story and tell people about it. Need some help with this process? We're glad to help! Give us a shout HERE.
And if you haven't signed up for Peter's service, go do it now. You'll be glad you did.
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TSG Brings Bioscience Brand To Life
We’re happy to be finishing up a new integrated marketing communications exercise for ReGenX, a Washington, DC-based bioscience startup. ReGenX is a biologics company focused on the development of gene therapy as a platform for advancing human health. (Read more about biologics HERE)
The company produces a type of proprietary viral vector, which is a microscopic tool that molecular biologists use to transfer different kinds of genetic material into cells. This transfer allows for advances in biotherapeautics, drug discovery, vaccines, target identification and target validation. These are all REALLY important things for fighting disease.
Our goal for ReGenX was two-fold: First, we wanted to clearly establish ReGenX as a reputable player in the cellular biology space. We accomplished this by crafting a brand identity that established credibility and clearly spoke to the company’s purpose and service offerings, in addition to linking the company to technological developments from the University of Pennsylvania and a team of well-respected scientific advisors.
We also wanted to create a range of consistent, polished marketing materials that makes it easy for cellular biologists to understand ReGenX’s product offerings and provide a clear path to purchase. One of the key tools we created was http://www.regenxbio.com. Clean design, simple navigation and well-organized content converge to allow users to easily find their desired information and the integration of a NetSuite enabled form allows them to easily request a quote. 
We’re extremely proud of the work we’ve done for ReGenX and look forward to continuing to support them. Interested in finding out how we can help you craft a new brand from scratch or reenergize an existing brand? We’d love to talk.
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Alliance Futbol Club Logo Design
Our creative director, John Cassella, is a soccer fanatic. He also runs a heck of a creative department. That’s why his teammates on the Alliance Futbol Club in Virginia called on us recently to develop the logo for their team.
While we love the range of work we do for our clients, it’s always fun to take on special projects like this that involve our own personal hobbies and passions. Have a look at the logo below and I’ll post an update when the uniforms come in:
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Logo Design In 2009
As a general rule, when we’re creating logos and brand identities, we strive to create something that has a long shelf life and doesn’t quickly date itself - to do this it’s important for us to have a healthy knowledge of the latest logo design trends. Our goal is to always stay ahead of the curve to maximize innovation and longevity.
I ran across a great article recently that compiled a list of some emerging trends in logo design in 2009 and I thought I’d pass it along for inspiration. Some of the trends listed included: Psychadelic pop backgrounds, origami, tactile logos, arabesque, classic modernism, pictograms, 80’s geometry lesson, typographic logos, street art and puzzle patterns.
Here are some examples that I thought were on the cutting edge and that really resonated with me:
If you think it might be time to take a fresh look at your logo design or entire brand identity, please give us a call, email, comment, Tweet, Facebook message or even drop on in! We’d love to help give new life to your visual brand.
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Cartype
We just wanted to take a moment pass along another cool site aimed at folks that love automobiles and have an interest in brands and design. If that describes you, you’ll love Cartype. Cartype bills itself as a “museum of car typography” but it’s really more of a museum of all automotive design.
Curious to know about the history of the Ronn Motor Company? They’ve got you covered. Want to see what the hood ornament looked like on an old-school Maybach? No sweat, seek and ye shall find. They’ve even compiled an archive of car cut-away images and gauge clusters…you know, just in case you ever wondered what the gauge cluster looked like in the Land Rover LRX concept vehicle:
They also keep up a pretty good automotive blog that’s worth a visit or an addition to your RSS aggregator.
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