Branding Tampa Bay

Tampa Bay, known for its sunshine, beaches, and palm trees seemed to fall short compared to Orlando, Miami, and Fort Lauderdale. But in 2013, Tampa Bay underwent a huge rebranding project to try to stand out and become bold. Spark Branding, a branding agency in Tampa, took up the challenge to create an logo and identity system to fit the culture, history, and destination of Tampa Bay. 

Before and After

Rebranding Launch Video

Obviously, pretty much any logo would be a huge step up compared to the old Visit Tampa Bay logo. Spark sought to create a logo that takes inspiration from the history, architecture, culture and attitude of Tampa Bay. For example, The key hole represents the window space of the UT Minarets. The keys are meant to represent the major handing the key to the pirates of Gasparilla. Even the color scheme choice links back to Tampa Bay, featuring a Bay blue color, an Ebor yellow, and the charcoal grey/black of the Gasparilla ship hull.

Elements of the Logo

With every great branding identity, the goal is to create an identity that is an extension of the logo itself. The end goal is to create an identity system that is recognizable even if the audience doesn’t see the logo. Spark sought to create an identity that uses bold, angular qualities to create a graphic language unique to Tampa Bay. They wanted to create a bold system that showcased Tampa as a youthful, fun, and adventurous city that is meant to be explored.

Brand Guidelines

This rebranding identity is a modern identity one that should be able to last the test of time. It represents both what we want people to think about Tampa Bay and the people who live there.

Have you seen this logo before? What do you think of the logo and the symbolic meaning attached to it? 

Read further at http://spark.us/work/visit-tampa-bay/ or http://visittampabay.com

Controversy of Minimalism

Minimalism has taken way to become one of the most explored and controversial design trends over the last decade, but especially in the last 2-3 years. When you look into the true, minimalist logos, most people feel that they aren't worth the money or that it takes no skill to create that word mark or geometric she symbol, But this is definitely not true. Lets start by looking at an example of the new mastercard logo and branding that was just released a little while ago.

 

Before & After

Logo Construction

Brand Materials

Mastercard held one of the worlds most recognizable logos. With its iconic red and yellow intersecting circles, the brand was well established. MasterCard decided to rebrand themselves, seeking to create an evolution of the brand identity to "emphasize simplicity, connectivity and seamlessness". Who better to go to then Pentagram, a worldwide and iconic design agency. Pentagram came up with this logo, a simplified version of Mastercard's original logo, but with an increased emphasis on the interlocking circles to symbolize connectivity, inclusiveness, and accessibility. This evolution of the iconic logo is meant to be used across the full suite of Mastercard products and services, but is optimized for use in digital contexts, which is significant since this digital route is the one that Mastercard is utilizing.

Brand Evolution

Examples of the logo in use

Another iconic rebrand, again designed by Pentagram is the Windows logo and branding. The Windows logo utilizes the idea of the four color logo with the geometric shapes to create this window symbol, eliminating the flag-like symbol that was in play since its 1992. Currently Windows is using the logo with the four-color option as well, but still holds the principles of minimalism within its logo and branding.

Now you have seen two iconic logos, rebranded in this minimalist style. What do you think of them? Are they as strong, or even stronger, than the logos before them? Logos are meant to tell you story, reflect your brand culture and message. Do you think it is still possible to spread you message in these overly simplified ways?

Discover more information, logos, and further case studies on Pentagram's website. 

Branding NHL's Winter Classic

With all of the branding trends that are currently rotating around the design world, probably one of the most hit or miss styles is branding the classics. The idea of designing in a similar style to what was being used 50 to 100 years ago can be a very unique and timeless concept for your brand. With designers like Aaron Draplin, the vintage trend has grown substantially.

The NHL has utilized this trend back in 2008 when they released their NHL Winter Classic, an iconic January 1st event that gives fans the historical outdoor, pond hockey experience. When the NHL's Internal Design Agency designed the Winter Classic, they wanted to reflect this idea with the style of the Original Six teams when the NHL started in 1942. This is what they came up with.

As you can see here, the NHL thought of everything when they were developing this branding identity. From the vintage uniforms to the logos, the tickets to the web and social media images, this one unified design can help to fully communicate the style and history of the NHL, while providing the fans and players with a visually appealing and in my opinion awesome branding strategy.

What do you guys think of the Winter Classic branding? Does it work or should they have stayed with their normal, modernism NHL style? 

Care to read more? HOW Design provided an in-depth look into this branding effort.

A Look into Brand Guidelines

When you are starting to build your brand, one of the most important things to create is a consistent visual identity. In order to make sure that your brand's look is consistent, a style guide or a brand manual is essential. These guides can range anywhere from a simple one page spread to a full brand bible book. Once the brand manual is designed, anyone can clearly establish your brands look and feel and implement that into further work. But what is necessary in include in your brand guide?

One of the key things to include is your brand overview. This includes your mission and vision, tagline, personality and your history. Next it is essential to include your logo. Everything from your usage, placement, versions, unacceptable applications and modifications should be included so that whoever is reading it. Other parts that should be included in your brands typography, colors for print and web, all imagery used (icons, symbols, stock and/or custom photography, graphics, and illustrations), your brands voice (the writing style used by your company), and finish with visual examples of work to help to establish a baseline for future designs.

Lets look at some famous and great examples of brand guidelines:

Nike Pro Services

Bing

Fandango

American Red Cross

Skype-Click to View the Whole Guide

ESPN

Every main brand has a brand guideline. As I said, it is so essential to include when you are having your brand's identity created. Even if you are a small business, the usefulness is endless. Most small businesses go from one designer to another due to financial resources, but the inclusion of the brand guideline will help the new designer to consistently design to your brand.

What do you think? Do you think the brand guideline is essential?