Stop slapping your logo on everything

As an identity designer, it goes without saying that I'm a true logo lover. But one thing I can't stand, and this is the branding part of my business, is seeing how little thought businesses often put into their environments. Your office space is one of the best ways to non-verbally communicate your brand, what it stands for, what it means. And you can do this is so many creative ways. One being your office signage. Countless times I've come into offices, and sure enough, behind the front desk, is a giant logo. Blown up larger than life. But your company is more than just a logo. So let's think about it. In new ways. How can you still convey your business without that giant logo? Take a look around. That's a good place to start. Look at the different materials out there, from glass to woods, metals to plastics. Are you a green company? Don't use plastic for your signage. It conveys a mixed message. Think about pulling an element from your logo into your signage the same way you would with your social media icon. Look. Stop. Engage with what surrounds you and connects. Need some inspiration? Check out some of these ideas.

A giant industrial metal snowflake is what's on our front door.

This is why no one "likes" you

Don't take it personally. It's just personal. And what I mean is that not everyone is going to "like" your facebook page. And there can be a number of reasons.

As someone who works with a number of clients in health and wellness, and that extends to therapists, psychologists, and social workers, many realize that despite what seems like everyone sharing a little to much information on social media, there are some things that are best kept private.

While this hasn't stopped anyone from having an online presence, designed for clients to better understand their services, make appointments, or check hours and insurance policies, it has stopped them from reaching out to far.

So what is to far? Perhaps it's a facebook page. Many therapists know that there is a confidentiality issue (as well as legal issues) and that their clients don't want to advertise that they are seeing a therapist. Or that their kids are having difficulties in school or in social situations. Or that they're on a diet. Or in a support group.

It's a fine line that needs to be watched. As someone who understands marketing, I tell my clients it's never a one size fits all. There are so many different channels out there, and ways to connect. Finding the one that works best for you, and your clients, is a matter of knowing that sometimes you don't want to be friends with the people whose care you are under. That it's about the relationship offline that really counts.

the comfort in cliches: and why designers can't stand them

I cringe every time I see it: the photo of two people shaking hands on a corporate brochure. A bad illustration of hands on a massage therapist's business cards. A woman in white on the beach for a feminine hygiene product.

I know you've seen them. They're part of our culture. That's what makes them a cliche. Which, by definition is an idea that's been overused and betrays lack of original thought. See the full definition here.

I have clients ask for them all the time. And I do my best to steer them away. (Download this link on 75 image cliches. You'll probably find many of them very familiar.) I find that most people are torn: They want to be original and stand out, and at the same time, look to what others are doing almost as a form of permission.

But if you're a creative, you cringe. Because our job is to be original. To not follow what everyone else is doing. But it takes guts. And it can be scary. But think of the payoff: What if everyone was looking at you as the leader, instead of being the one that follows.

The space we're in

I've worked in cubes before. And a converted garage. An open loft, closed loft, and shared offices. I've co-worked, leased and coffee shopped. I've done the office space that was so amazing, you forget that people work there once you get passed the entrance.

That's the thing about space. It's different for every business. Every individual. No one lives in the exact same house, or drives the same car, but when it comes to where we work, often times we're in an environment not of our particular taste.

Part of branding is helping to create a space that reflects the company. Working with interior designers and architects, we partner together to create an environment that crafts non-verbal cues about what the company is about. Have you seen the google offices? They look like a playground. Then there's the corporate offices. Some designed to create awe and sophistication.  Others, let's face it, to intimidate. Law offices often go the traditional route. Hospitals seem to be getting better. Realizing that all white, while reflecting a "clean" feeling, feels sterile and does nothing for lifting the spirits.

So take a moment and look around you. What kind of space are you in? Does it connect to you? Is it an accurate reflection of the company you are in? Is it comfortable, or cold? It's a physical feeling we get from inanimate objects. What do you think others feel (or think) when they come to your space? Because the space we're in, tells a lot about where we are.

winter office signage

The Ghost Chair

Conference Room

Desk

Inspiration

Tools of the trade

Same name. Same product.

I've been vocal to my clients about domain names. No matter what, I tell them, don't buy a .biz or .net as your main address. Maybe in a few years, the trend for .com will shift, but we're not there yet.
It's second nature for us to look for a website with a .com, and if you're on a mac, you don't even need to type it in. It defaults to that address.

Case in point, I recently picked up some hand made soy candles. They're the best smelling things ever, and were reasonably priced. So today, I googled the name on the packaging. Which sent me to a company that also made the same product. Same name. Only difference was, I knew this wasn't the company. I recognized a different logo. (even the packaging had similar elements.) And while a designer would notice the difference, I don't think most people pay that close attention. To many similarities that it would have been easy to have gone to the competitor without realizing the mistake. The difference was the company I wanted had a .biz address.

Yes, it's getting more difficult to get the domain you want. Which means we as creatives need to be even more creative. But part of naming a business, a product, or service, and extending that marketing out to the public means being strategic. And thinking of all avenues that can be touched. Because you never want to send a potential client directly to your competitor. Let's make it easy. Even if that means taking a different path. In the end, you still want them to get there.

A support group for partners of designers

I'm feeling a little bad for my husband. Over the weekend we hung some shelves. And if we were a "regular" couple, it wouldn't be a big deal. But I'm a designer. And while my focus is on communication design, it doesn't stop there. Design seeps into every aspect of my life. And for some of us, it's a way of life. I can't go to the Shedd Aquarium and not be inspired by the color palettes of the Jellies. Or go for a walk and take pictures of the trees. I'm drawn to colors found in nature, but also textures, patterns, and shapes. Which leads me back to the shelves. They needed to be hung just so, with the objects placed in collections of 3s. Displayed with intention. Cluttered and organized is unacceptable. Because for some of us, it's the details in the details. We see things a certain way. Does it make it right? Maybe not always. But it does keep things interesting. And the shelves hung perfectly.

Devauling your brand

I admit it, I love the Gap. Most people are surprised that I shop there so much, but for basics, quality and price, they're great. So great that I actually have a Gap charge. Usually I hate those things, but they do have extra deals for us regulars. The thing is, they offer so many specials, that it's bordering on obnoxious. How many times do they send an email out that says "Last change to save 30%". Last chance until....tomorrow. When they do something else. So the other day I went into a store (unusual since I prefer to shop online.) And went to buy a pair of shorts. Yes, I know it's not short weather, but they are cute, and I know by the time it's warm enough to wear them, they'll be out or carrying fall merchandise. The thing is, the sale was over. So I said, forget it. And sure enough, a couple of days later, I got another email with the same offer. And bought them online.

So am I writing this to tell you that I like to save money? Who doesn't? The issue is, that I've been conditioned by that company that everything is always going to be less. Sure, I know they mark the prices up to mark them down, but I can't imagine paying full retail anymore. The value of that brand isn't there. They've reduced themselves in my eyes.

And it's not just them. The Groupons, wedeals, and other daily sites that show the original value of a product or service, then 90% off, I have to wonder a few things: 1. Were they so overpriced to begin with or 2: Are they going out of business, and this is their last chance to get an influx of new clients or they're desperate for the cash. Either way, I think it's a lesson that needs to be learned. Because once you start to put a lower value on what you offer, it's hard to change perception.

Boundaries

I'm on Linkedin. And I'm a little torn with the social media site lately. While I try to keep all my connections professional, I find some spillage from my person life. And then there's the endorsements. Please don't endorse me if you've never worked directly with me. Even if you know me, and like me, it's not helping. And then there's the issue of previous bosses. Do they want me to endorse their skills? And my graduate professors, who I've never worked with directly but admire quite a bit. What's happening now with social media? I find that despite having a business page on facebook, that I'm getting tagged personally when it comes to work. Then potential clients are contacting me through facebook at all hours. Then there's texting. I'm getting texts from clients instead of calls and emails. All this interaction lately is making me reconsider something I did 8 years ago: I got rid of my land-line. Now I'm thinking of getting one for my office. How are you dealing with the 24/7 cycle of accessibility? Tips welcome.

You don't need to speak the language to know what it's saying

I just returned from a trip in Mexico. 7 years without a vacation is to long. And while I am proud to say I didn't check email, (which was hard the first day, and got easier and easier) I didn't completely disconnect. I couldn't help but notice the incredible design everywhere I looked. Especially the use of mixed materials in their signage. I snapped this photo the signage in front of a restaurant. I love the mix of the natural wood and metal. And the material reinforces the logo with the tree in the mark itself. The space itself had a simple, airy, and rustic feel. How elegantly beautiful.