George Bernard Shaw once said, professionals in almost every discipline, foster a language designed to speak only with one another and keep the rest of us out. The design profession, unfortunately, is not an outlier.
After many decades, we have determined that by actively engaging with our clients in the process of designing anything and everything the results are almost always better, certainly more satisfying and longer lasting.
We will never know or fully appreciate the businesses of our clients in the ways that they do. That is our disadvantage and our advantage.
What we know is how to identify and translate the core elements of an organization’s culture, character and values into the language and imagery that will connect them with those they wish to serve.
This is designed to identify and prioritize the most influential audiences to the sale of a new reintroduced product or service. The system will also suggest which communication devices will best assist and support that sales effort at each stage of the communication continuum.
Prioritized Audiences : Each audience designation (moving from top to bottom) identifies and prioritizes the most influential group at a particular stage in the communication process. These audience examples will change from message to message, from product to product.
Communication Stages : Each stage (moving from left to right) records the process of human communication from awareness to understanding to implementation. They acknowledge the emotional transition from the conceptual to the particular, from the intangible to the tangible in a diagrammatical form. While the majority of these stages are constant because the process of understanding is constant, the implementation stages will vary from message to message and from product to product.
Communication Vehicles : Each stage identifies the most effective methods of communication materials or technique to communicate a particular message, to a particular audience group, at a particular communication stage. The mix of techniques will vary from message to message and from product to product.
Trademark Categories: Applications
Each application category presents unique and appropriate characteristics that will support and enhance the clients communication goals and objectives.
Word Mark Applications: Shorter complete names that could stand alone with a unique presentation of it’s individual letters without becoming too complicated
Monogram Applications: Organizations whose names no longer reflect the current company’s business or entities with longer and/or complicated names
Pictogram Applications: When an organization’s essential nature or purpose can be reduced or synthesized to a familiar visual object or figure across language and cultures
Symbolic Applications: For applications when the essential nature of the organization is so complex or the diversity of its products and services are so expansive as to warrant a non-literal image, that could be emotionally or conceptual driven
Typographic Applications: Most effect when used for organizations with substantial brand equity who what to expand or update their current trademark without jeopardizing familiarity.
Trademark Category: Chronology
Each chronological category is expressed over time from the Classical to the Next generation.
Word Mark: Individual letterforms are reshaped and manipulated to create distinctive and unique letters groups
Monogram: Organizations whose names no longer reflect the current company’s business or entities with longer and/or complicated names
Pictogram: A stylized or graphicly simplified version of a naturally occurring or identifiable object, a derivation of a familiar element
Symbolic: An interesting and/or aesthetically pleasing arrangement of non-objective graphic elements designed to elicit an emotional connection
Typographic: The combination of both the “word or monogram” and “pictogram or symbolic” categories
This process is designed to visually connect a principle organization to those with which they have a business, financial or professional relationship. Connection Branding positions each organization, providing a strategic and competitive advantage with their individual audiences and/or customers.