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?  

How Graphic Design Helps Small Businesses

Small business is likely the corner stone of our marketplace. With the population wanting more options than the big business stores and shopping local being a hip alternative, small businesses have been given the chance to succeed in an otherwise barren wasteland. But when these small businesses start to struggle, the creative budget is nearly the first to go, other than the morning office donut selection. With an already slim budget to brand and identify their company, the cut further makes graphic design a nonexistent part of their business.

So how does graphic design really help these small businesses ti succeed and why should the budget be cut elsewhere?

To start, FIRST IMPRESSION, the key to the success in a small business is that they can distinguish themselves for the competition. The best option here is to make sure that you have a responsive website for your customer, as well as a attractive and appealing storefront so that your customers aren't scared away. I can't tell you how many times I have drove away from a store just by looking at the signage, logo, ads, and outside of the storefront. Putting money into you signage and website will help you get way more customers in the long run.

YOUR IDENTITY TELLS YOUR STORY. This is 100% true. From the logo that you have, to the visual communication plan that you implement, your companies story and their beliefs all combine to create these design elements. If you are just using a clipart logo that you thought will be fine for a while, think again. The story, thought, and beliefs that are imbedded into your logo and identity all will help you attract more customer, keep the customers that you have, and make you more of a threat and competition to your competitors because it'll make them think that you have a bigger plan for your small business.

If you are starting a small business or are considering cutting your creative budget for your business, think again. Your companies image is going to be developed by a good designer into a masterpiece if you let it. Don't let finances hinder your ability to develop into a strong, more unified brand.

Branding a Memorial: A World Trade Center's Branding Case Study

Just over a week ago marked the 15th anniversary of the 9/11 terrorist attacks. Starting only a few years ago, New York City has undergone a world changing construction and rebranding effort to create the new World Trade Center. This construction effort will consist of five new skyscrapers (1, 2, 3, 4 and 5 WTC), the National September 11 Memorial & Museum at the World Trade Center, the World Trade Center Transportation Hub, 550,000 square feet of retail space at Westfield World Trade Center, and a performing arts center. 

Recently the impossible challenge of creating the branding identity of WTC fell upon the shoes of Landor Associates, a world famous San Fransisco based design agency. Thanks to the support of NYC, the World Trade Center committee, and a $3.57 million branding and signage contract, Landor found a solution to the problem.

You may look at this logo and think that it is just some stacked bars, something that a 2 year old can do. Although they may have been able to construct it, they couldn't put the amount of symbolism, thought, and detail into such a simplified logo. Some of the included symbolic parts of this design represent The tridents that were a design element of the base of the Twin Towers, The two light beams that were created as a tribute, The below-ground reach of the two reflecting pools, and representing all 5 new buildings as their own individual bars while creating one unified design. Landor's creative design could have just been a simple word mark, but they created a design that reflects the energy of the entire district; respecting its past while staying focused on the future.

This incredible feat is just a single example of how a logo can be more than a logo. Once the construction is complete, it will be exciting to see what Landor can come up with to unify their inspiring logo with the finalizing of the identity, signage, and advertising. 

Death of the Designer is the Death of the World

Look around you, design is everywhere. From the logos of your favorite companies, to the advertisements they use to market, and even the website that they use to spread their message.

 

When you look at the designer, you may think they are just another artistic hipster who spends there time drinking endless cups of coffee and making pretty pictures on a mac. But this isn't necessarily true (other than the coffee part). The designer is more than just that, the designer is key and with the death of the designer means the death of the world.


The designer is the brain and the body of a brand. Think of Nike for example. Without the swoosh, the color scheme, the typography, or the design of the merchandise what would the brand be. It would primarily be a Bowerman and Knight selling blank shoes that no one would ever know about because there isn't an marketing, any identity, or any reason to look twice at the non existing product and company. Without the designer, our market would be hopeless. All of our advertisements would be infomercials, all of our websites would be Wordpress template designed, all of our logos would be clipart, and all of our brands would be sad and depressing.

Sooner or later you will need the designer. If you think of it, the marketing creates interest in the brand and the design communicates the brand. So the next time you think that the designer is just a front, just a poor excuse or a waste of money, think again.