These days, passionate brand advocates are hard won and easily lost. One of my favorite brands is learning this lesson right now.
For writers, designers, or anyone in a creative field, notebooks are your place to record inspiration and craft ideas. I’m rarely without one. My notebook collecting has bordered on the obsessive—and many of my notebooks are made by Moleskine.
Moleskine notebooks have long been a favorite tool for designers. I can’t imagine an audience that is more important and influential to their brand strategy. Which is why I was so disappointed to see Moleskine launch a contest to crowdsource a logo project.
Continue reading “Betrayed by the brand: How Moleskine made enemies of the people who loved it most”
Branding is about articulating the clearest, truest expression of who you are. For most brands, that expression is summed up in the logo identity.
If you’re a new company, a new logo is a chance to introduce yourself to the world and make a good first impression. But when your logo and brand are already in the marketplace, it presents a different challenge. What do you want your brand to say about you? And is that the message your logo is sending your audience today?
The fantastic book “Recycling & Redesigning Logos” by Michael Hodgson is all about redefinition–when your logo no longer represents who you are or who you want to be. Hodgson is the principal and creative director of Ph.D, a design firm in Santa Monica, Calif.
Continue reading “When it’s time for change: Recycling and Redesigning Logos”
Mixtape is the traditional term. Today we call them playlists because there’s no more tape. Mix CD just never felt right.
But whether mixtape or playlist, the idea is the same. You’re choosing songs from one context, placing them in another, and arranging them carefully to create an intended effect.
If you do your job right, not only will individual songs speak to the listener, but the entire playlist as a whole. It will create a single cohesive idea, a story that begins in one place then takes you to another–each song creating a bridge to the next.
Continue reading “Mixtape as metaphor for creativity”