Bigeye, an audience-focused, creative-driven, full-service advertising agency, has unveiled a newly redesigned website with an accompanying campaign, #TheBigeyeLens, to showcase its unparalleled expertise of consumer insights.
“After two decades of success, we’ve learned a lot about creating unforgettable brand experiences that drive connections,” said President Justin Ramb. “Our new website showcases how we’re uniquely positioned to completely understand the customer’s changing needs and produce the results our clients trust us to deliver.”
Bigeye launches, scales, and grows revolutionary brands that break the status quo. Its award-winning teams have expertise in the full spectrum of marketing and advertising disciplines, including research, strategy, and campaign management and optimization. Its creative work includes everything from advanced digital campaign creation and video production to environmental design and outdoor media.
“The future is driven by vision. We combine insight, hindsight, and foresight to inform all of our decisions,” said VP of Insights Adrian Tennant. “Research is at the heart of everything we do. Without audience personas, qualitative and quantitative research studies, and other forms of consumer research, we would miss opportunities to help our clients reach their target audiences.”
Bigeye’s four core service lines are Audience, Branding, Creative & Production, and Media & Analytics, with a focus on innovative Consumer brands. As an insights-driven agency, each project begins with detailed consumer research to architect strategies that yield tangible results.
“Our creative strategy enables the leading companies we work with to cut through the noise and make powerful, profitable connections with their target market,” said Seth Segura, VP of Creative.
“This new chapter will allow us to continue creating customer experiences that help bring brands all over the world to new heights.”
In addition to the redesigned website, Bigeye will publish a series of new blog posts exploring the future of consumer behavior, as well as new episodes of their weekly podcast IN CLEAR FOCUS on the same topic. This Fall, Bigeye will also release a proprietary research report on the changing retail industry.
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Bigeye is an audience-focused, creative-driven, full-service advertising agency that crafts deeply compelling brand experiences and the strategies that ensure they reach the right people, in the right place, at the right time. The Bigeye team of strategists, account managers, creative directors, copywriters, designers, programmers, and operations professionals works closely with clients to better understand the needs of their consumers and deliver measurable results.
Podcasts have exploded in popularity. In turn, almost every content marketing agency has explored the power of this audio-only format to engage audiences. As a next step, imagine combining an audio podcast with the conversational ability of a traditional social site, like Twitter. Enter: Clubhouse, the social media wunderkind that everyone is either talking about or copying.
That’s how a Clubhouse marketing agency might describe this new and increasingly visible social app. Find out how Clubhouse works, some ways to use it for marketing, and what the future of interactive audio might offer.
How Does Clubhouse Work?
Clubhouse app users can choose from a selection of rooms to enter. Some examples of influencers who run Clubhouse rooms include philanthropists, entertainers, venture capitalists, and perhaps unsurprisingly, digital marketers. Entering the room automatically turns on audio, and visitors can “raise their hands” to ask for the moderator’s permission to speak.
Clubhouse’s exclusivity partly explains its mystique. While anybody can download the app, potential users must register a username and wait for an invitation to activate it. This controlled growth limits the app’s current user base; however, it also gives users a chance to gain access to even the most popular influencers.
According to Digiday, a few million people use Clubhouse at least once each week. That may pale when compared to the billions of logins to Facebook each day. At the same time, Clubhouse’s enjoys a very concentrated population of influencers, which offers businesses a fantastic way to make connections.
How to Benefit From Clubhouse Advertising and Marketing
Right now, Clubhouse does not offer any program for paid social advertising. It’s based upon networking and content marketing. On the other hand, businesses and individuals do have an opportunity to earn money from the app. Just a few examples include paid room memberships, sponsorships, and of course, marketing brands.
Of course, businesses could advertise their rooms on other platforms; however, since not everybody has a Clubhouse invitation, targeting can present a challenge. Instead, consider these examples of best practices for getting established on Clubhouse:
Organically develop an engaged community: Start by developing a profile that can motivate the right users to follow it. Engage in relevant conversations for visibility. Marketers new to Clubhouse may want to begin by networking with influencers who complement their own message. Compare this to getting established on any other social site by gaining the attention of influencers and their audiences.
Consider creating a room to solicit feedback: Whether it’s a new business idea or an established part of daily operations, try creating a room to ask for feedback. Very often, other entrepreneurs will stop by to offer opinions, and this provides a great networking opportunity for everybody involved. Also, don’t overlook the chance to provide feedback to others to gain attention.
Use Clubhouse to make company announcements: Connect an audience even more with a brand by using the site as a way to release your own audio press releases and bulletins. Clubhouse can work particularly well as a place to announce upcoming launches and even to ask for pre-launch feedback.
Instead of just using Clubhouse as a platform to network and promote new products or services, also consider it a potential source of finance connections. Since it’s grown quite popular with venture capitalist, Clubhouse can provide the perfect place to gain an investor’s notice. Even if all investors won’t offer to write checks, most will provide feedback that can help improve pitches and products.
Finally, is waiting for an invitation presenting an obstacle to getting started with Clubhouse? Putting out a call for one on LinkedIn or Twitter can yield positive results.
Forecasting the Future for Clubhouse
If nothing else, Clubhouse has already introduced a new digital media in the form of a social network based upon interactive audio. It combines some of the best features of social sites and podcasts. As an example, it’s interactive, and unlike with live video, nobody needs to fix their hair.
On the other hand, larger social networks have already begun to respond with their own versions. As an example, Twitter’s beta testing Audio Spaces. They want to give users a place to gather for live, spoken conversations. Also, Twitter already has some features that Clubhouse lacks, including transcriptions, reactions, and a report feature.
While Clubhouse’s premise appears promising, they may fade into obscurity or remain a niche platform if established social networks can deliver a similar environment with important upgrades.
Current Alternatives to Clubhouse
Since Clubhouse still has limited membership, not all brands will not find their target audience there. Others may feel the platform just doesn’t conform to their marketing style. Sadly, some entrepreneurs might even still be waiting for their invite.
In any case, it’s always prudent to explore some other alternative social networking platforms:
Discord: People probably mostly associate Discord with chat servers; however, it also offers video and audio chat capabilities. That means a business could turn a Discord audio channel into something very similar to a Clubhouse room.
Riffr: This platform lets users upload short podcast recordings, so that part isn’t live. However, Riffr also has social networking features, so both listeners and content producers can follow and interact with each other.
Traditional podcasts: At first, people might think of podcasts as more like one-way broadcasts. At the same time, it’s possible to receive voice, text, or video calls from the audience or guests, so in that way, they can be interactive.
Webinar: A webinar functions something like a podcast with the addition of video. Also similar, it first seems like a one-way medium. At the same time, it’s possible to accept chats and calls from participants, so a webinar can provide an interactive experience.
Is Clubhouse Marketing Worth Pursuing?
Clubhouse offers businesses a chance to interact with a relatively small but influential group. Some examples of Clubhouse participants include Oprah, Elon Musk, and Chris Rock. Less well known, but possibly just as important, venture capitalists hang out on Clubhouse to monitor trends and sometimes, find new ventures to fund.
If networking with powerful influencers, business funders, and other ambitious peers can offer benefits, good content marketers should find plenty of fertile ground to network and spread their message.
At the same time, Clubhouse has only existed for a couple of years and lacks the established brand, features, and membership of either the largest social sites or the most competitive alternatives. While investing effort into Clubhouse may offer opportunities, it’s also probably prudent to explore similar opportunities offered by other platforms.
To engage the notoriously short attention span of internet users, even older brands have recently introduced modern, streamlined versions of earlier logos. Flat logo design refers to the popular trend of using two-dimensional, two-color branding images that don’t contain realistic images, shading, and other enhancements. They’re meant to appeal to contemporary consumers and easily transfer to various media, packaging, and products.
Certainly, many new or established brands can benefit from cleaner and more practical graphics. On the other hand, it’s easy to find examples of companies taking minimalism too far. This results in colors and graphics that closely resemble other products or brands or fail to reinforce the company’s image in other ways.
Find out more about the benefits of flat logo designs and hopefully, how to avoid some common pitfalls.
Why have brands turn to flat logo design?
The image in this section compares Apple’s original logo with the current one. Actually, there’s a lot to like about Apple’s original logo. It tells an entire story about Isaac Newton getting hit on the head by an apple and noticing gravity. It probably strikes most contemporary people as nostalgic and almost like something to expect on a craft beer or wine label.
That image probably represented the budding startup well at the time. In those days, Apple may have told their branding agency that they wanted the logo to send a message that they had better ideas, genius designers, and high standards of craftsmanship. No doubt, the original logo communicated a lot of information. It’s also obviously the opposite of a flat design.
These days, Apple wants to portray a somewhat different image to an evolving marketplace. Even though the original graphic tells a story, it contains so many details and graphical enhancements that it looks even more old-fashioned than it even is. Today, Apple strives to position themselves as the cutting-edge tech company for smart and savvy customers. Since they’ve established their brand so well by this time, they don’t need to use their logo to tell so much of their story.
Besides, Apple can now enjoy the benefits of a minimalist design that they can easily use as a package label, product logo, or cell phone icon. Most of all, few people remember that old, nostalgic Apple label, but almost everybody recognizes their current brand image. This design change worked, though it’s fair to say that the old one looks sort of cool.
Do contemporary, flat logo designs always work well?
Creative Bloq nailed the problem with today’s minimalist logo design trend. In theory, flat designs should reduce cognitive load by displaying a simple image to represent a brand. However, so many of these new graphics rely on similar shapes and color schemes that it might actually take more mental effort than ever before to tell them apart. In that way, they can actually increase cognitive load.
New vs. Old Product Logo Comparisons
For instance, look at the comparison of Google’s previous icons on the top row and the current versions on the bottom row. As just one example, it’s fair to argue that the top mail icon more clearly tells typical Gmail users that this image offers a portal to their email inbox than the stylized “M” below it.
Plenty of users say the same thing about the document and video image comparisons. In fact, the images on the bottom row tend to look so much alike that it takes more thought to tell them apart than it did before. For a company that prides itself on its focus on usability, the icon redesign doesn’t appear to achieve its set goal. It’s so stylized that it fails to communicate well.
Brand Logo Comparisons
Possibly even worse than giving users minor problems with distinguishing between products from the same company, some brands have begun to mimic each other so closely that they’ve grown way too hard to distinguish.
The logo for a UK bank called Monzo has a stylized M, and sometimes they use only the M without the bank name below it. Refer back up to Google’s new email icon to see how similar the graphics would look as app icons on a smartphone or labels on a box. They’re different, but they would still be easy to mistake for each other because of the closely matched font style and colors.
Examples of Successful Logo Redesigns
Some clever logo designers have introduced graphic redesigns that both creative agencies and customers appreciate. As examples, consider the good choices made by Burger King and Adobe.
Burger King’s New Logo
As one winning example, look at Burger King’s redesign. Notice that the current logo on the right side of the image actually looks more like an earlier graphic than the more stylized version that immediately proceeded it.
For one thing, Burger King reverted away from the stylized and perhaps unclear image of a hamburger bun. For another, they removed the blue crescent to simplify their color scheme and reduce the amount of details. According to Lisa Smith, a creative director at Burger King’s logo design agency, they wanted to pay homage to the company’s history but produce a more refined version of it.
Perhaps less obvious, they also hoped that taking away the blue crescent would help symbolize the brand’s removal of artificial colors and ingredients from their recipes. Either way, the new logo should not confuse anybody who wants to find a burger from the established fast food chain, and nobody would think Burger King looks like McDonald’s.
Adobe’s Logo Redesign
Adobe also removed one color in their transition from an old to a new logo. According to the Adobe Blog, the company wanted to make their new design more functional across a range of different surfaces and product types.
Besides their brand logo, they also introduced new product logos with stylized images of two- and three-letter mnemonics to help customers easily find the products they want. As an example, Ps stands for Adobe Photoshop, and PsC stands for Adobe Photoshop Camera.
With a focus on usability and attention to choosing colors for accessibility, they made graphical changes that not only should enhance their brand but also improve functionality.
How an Experienced Branding Agency Approaches Logo Design
For logo design or even redesign, it takes more than just a typical graphic design agency. It takes a good branding agency that’s willing to understand the company’s audience, message, and even its history. While prudent designers will pay attention to trends, they never want to produce work that’s so trendy that it mimics other players or loses its purpose in the process.
With that in mind, business logo designers should always adhere to these best practices:
Conduct brand discovery and market research first: As in the case of Burger King and to some degree, even Apple, the best logos can look very contemporary without sacrificing a nod to the past. Also, invest in enough research to ensure the audience will respond well to the new logos. It’s better to hear this kind of criticism from a focus group than to see it on Twitter.
Note current trends without blindly following them: Changing a logo carries some risk, especially for a business that already has significant brand and logo recognition. Flat and minimalist designs offer plenty of benefits; however, don’t sacrifice functionality and uniqueness.
Avoid out-of-the-box typography and color pallettes: Very often, even simple typography customization can help avoid accidental similarities between one brand and another. For instance, choosing either different colors or another font could have kept the Monzo logo from looking quite so much like Gmail’s.
Shy away from image clichés: Sure, the new Apple logo looks a lot like the old graphics for Apple Records, but thankfully, most Apple buyers probably aren’t old enough to remember the old Beatles label. Anyway, Apple got away with it, but using common shapes, like globes, light bulbs, or apples, risks confusion and can even appear stale. If it’s necessary to use a common or generic shape, try to customize it in a unique way.
Avoid making logos too abstract: In Google’s effort to simplify icons, they took away the instant recognition of what the images represented.
Strive for simplicity: Complex logos may present problems when displayed on different devices or surfaces. That’s also why sticking with two colors makes logo designs more practical for a variety of applications. Using just one or two colors can also open up the possibility of reproducing it in monochrome if the need arises, say for stationary or business cards.
Develop responsive logos: Logos shown as icons for apps, emblems on products and packaging, and advertisements on TV or computers will need to scale to various sizes. If it’s not possible to design one responsive logo, consider creating variations for different applications.
Develop brand guidelines: Finally, businesses should protect the investment they make in developing and promoting their brands by publishing guidelines that specify how to use the logo. Some guideline considerations might include permitted and prohibited uses, fonts, colors, and padding.
Developing a Logo that will Last for Generations
Businesses invest a lot in creating a brand identity, and a logo represents a visual cue or reminder of that. While brands may have good reasons to develop new logos or redevelop old ones, no business wants to do that very often. Nobody can say for sure if today’s graphics will look dated in 20 or 30 years; however, it’s helpful to look back on logos from the past to see how well they stood the test of time.
As a branding firm in Florida, Bigeye has helped established branding and designed innovative logos for dozens of growing and established organizations. Take a look at the online portfolio to find a graphic design agency that builds brands.
Once very rare and now more common, DTC companies can still deepen their connection to customers with sustainable packaging design.
Warc, a marketing insights platform company, says that direct-to-consumer businesses have generated plenty of market disruption in the past few years. These DTC brands rapidly evolved from startups and gained significant market shares from established competitors.
Mostly, DTC companies accomplished this quick ascent by aligning their businesses to the needs and behaviors of today’s customers. Typical strategies included eCommerce marketing, heavy reliance on data, and a strong design- and customer-oriented focus. They attracted customers by offering what their marketed wanted in a convenient, reliable, and authentic way.
Market growth history and predictions should encourage DTC brands. At the same time, they need to keep up with current trends in order to avoid losing out to future market disruptions. These may come from new companies or even rapidly evolving traditional competitors.
Coca-Cola is even making strides toward sustainable packaging. Announced in February 2021, they are launching a new bottle size for the first time in a decade that is made of 100% recycled plastic material. This is part of their several-year initiative to reduce its plastic waste.
The rise and rapid saturation of DTC brands
Recent studies have reported that 33 percent of American consumers intend to spend at least 40 percent of their shopping dollars buying directly from companies within five years. Still, as market share for DTC businesses increases, so does competition.
Well-known companies directly sell everything from mattresses, furniture, and electronics warranties to pants, shoes, and shavers. At the same time, consumers now know that they have more DTC brands to choose from. For instance, established, older companies have adapted at least parts of the DTC business model.
For some examples:
Amazon now has its own private labels, like Amazon Basics, that compete with other sellers on the largest retail platform.
Business that first gained prominence with brick-and-mortar retail stores, like Walmart, have increasingly moved online. They also sell their own store brands.
In order to keep growing in a rapidly saturated market, DTC businesses need to demonstrate not just their competitive advantage over legacy businesses but also each other.
Some attractive aspects of DTC marketing may include better pricing because of cutting out the middleman, the convenience of online ordering, and the trust instilled by great customer service. Honestly, some companies don’t have that much room to improve with current services and tech. As an example, when it comes to service, technology, and even shipping, it’s hard to beat Amazon.
The best DTC product packaging companies have an edge
Because it’s often the first physical contact that customers may have with the company, a good packaging design agency would argue that clients should find out how they they might establish a competitive advantage with appealing and sustainable packaging design.
Sustainable DTC packaging
As reported by Forbes, Southern Cross University managed a study of ecological concerns and the actions people would take to preserve the environment. This broad study included adults of all ages.
Consider these highlights of the study results:
Interest in the environment: Not only did an overwhelming majority of respondents, 93 percent, report at least a general concern about the environment, 77 percent reported an interest in learning about more ways to live sustainably.
Already taking eco-friendly steps: Even more, most of the study participants supported their answers by already taking at least some measures, like recycling, using reusable bags for shopping, and avoiding single-use plastics.
Since customers often opt for DTC brands because of convenience, why not make it convenient for customers to support their sustainable lifestyle?
Some companies center their entire business model around sustainability and back that up with their packaging. As an example, Shopify highlighted the way that Misfits ships “ugly” produce directly to customers. In this case, ugly means produce that’s perfectly edible and tasty but doesn’t conform to the uniform sizes and shapes generally seen in grocery stores. Just by marketing this produce, the company says it helps reduce food waste and greenhouse gas emissions.
To take this mission one step further, Misfits also ships their produce in 100-percent recyclable cartons. They’re also testing paper-based insulation and use compostable, plant-based bags instead of plastic. Mission not only promotes sustainable products but also sustainable packaging.
How to use package design services to create sustainable packaging
Make certain the product packaging design services definition of sustainable aligns with the brand. For instance, sustainable packaging definitions may include everything from material sourcing to where the package and packing materials will end up after they’re discarded.
Work on right-sizing packaging. Late-night comedians joke about ordering small products, only to get them in a large box with lots of wasteful padding. To avoid that sort of attention and save on shipping, become a shipping minimalist.
Look for eco-friendly alternatives to common shipping products. As an example, consider replacing loose filling with cardboard inserts. If companies can ship their product in an envelope, perhaps they should not use a box.
Mostly, do some homework, ask questions, and try to keep an open mind. Obviously, brands won’t want to sacrifice shipping quality for sustainability. However, some great solutions can protect products, save money both on packing materials and shipping, and appeal better to eco-conscious consumers.
Consider multi-use DTC packaging
Some products might rely upon less-sustainable containers. A few brands and packaging designers have demonstrated their resourcefulness by making the containers reusable, so consumers won’t even want to discard them. In other words, once customers have used up or unpacked the product, they still have a handy container.
This idea isn’t really new for anybody old enough to remember when parents bought Welch’s jelly, so their kids could reuse the Flintstones jars as drinking glasses. And who hasn’t seen an old cookie tin filled with buttons, loose coins, or other knick-knacks? During the Great Depression, flour mills printed their cloth sacks with nice designs, so resourceful seamstresses could use the fabric to make clothes.
For some modern and creative examples:
A company called Herbal Water sends its products in packs of four inside wooden cartons. After consuming the original product, customers can reuse the packaging to store other cans and bottles.
Maude Paquette-Boulva packages its honey in a beeswax container that transforms into a candle once the honey’s gone.
Varvara Komarova uses plastic packaging for its snacks. However, each snack comes in a geometric shape that interlocks with other packages, so kids can collect building blocks.
One product packaging design agency, Karin Hilgenkamp, created packaging for DSLR cameras that doubles as instruction books. Once the customers remove the camera and accessories, they can fold the package into a handy manual to help them use their camera.
Really, good DTC packaging designers can come up with endless possibilities for running with the old jelly-glass idea. And as with the jelly glasses, sometimes the packaging can create an even more memorable experience than the products do. Go ahead and ask a Baby Boomer. They probably don’t remember the jelly that much, but they do remember the Flintstones glasses.
If a brand has very specific needs and cannot come up with a creative idea for reusable or sustainable packaging, they still can find another appealing solution. As an example, the RePack System encourages customers to send their packaging back to the company.
The plastic envelopes come with a reshipping label, plus customers get rewarded with a voucher for their next purchase. This encourages both sustainable practices and customer loyalty.
Learn more about the impact of DTC packaging on consumers and brands
DTC brands have increased their market share by embracing their customers. They reacted to changing behaviors and requirements. Appealing and sustainable packaging design will only contribute to this effort and create a competitive advantage that may not require a huge investment.
Indeed, smarter packaging often saves brands money by cutting shipping costs. In any case, brands can use their packaging to market an additional benefit. In turn, they will attract new customers and retain their loyal ones. Mostly, appeal doesn’t just mean that packages look good. It also means that packages will appeal to customer’s values and sensibilities.
The president of Pacific Packaging Components, Brandon Frank, further discussed the impact of DTC product packaging with BigEye, a DTC marketing agency. He mentioned that in this era of social media unboxing videos, packaging has evolved into an essential part of the customer experience.
Learn more about the potential impact of innovative packaging and hear about more great examples that Mr. Frank’s company has already developed in this free podcast, “Creating Sustainable DTC Packaging.”
Advantages of hiring a video production company over DIY iPhone marketing videos include effectiveness, creative input, and even cost and time savings.
The IPR College of Creative Arts recognized that plenty of videographers produce relatively high-quality films with nothing more than their iPhone camera. Still, they pointed out that just a few issues of using a cellphone to create videos include storage limitations, potential lighting problems, and difficulties with post-production editing.
Most of all, the DIY approach to creating marketing videos can actually cost more in lost time and the chance of not creating the most effective products. Companies that want to represent themselves well should consider working with an experienced video production company.
Important benefits of working with a video production company
Most of all, creating professional and effective videos involves a lot of work and craftsmanship. An investment in a video production company can ensure videos communicate the right message and do a good job representing a brand. It’s important to consider these important benefits of working with a video advertising company on marketing video production:
Production values: Producing high-quality, engaging videos requires an investment in equipment and editing software. Perhaps most important, it also takes experience and training.
Creative ideas: Since a video marketing agency has experience working with other companies, they’re likely to contribute new ideas, or at least, objective input. Having other sets of eyes and ears on the project will probably yield more polished results.
Marketing talent: A video advertising company will help ensure that the video speaks to the market audience in a professional and engaging way. They know how to assess an audience. Just as critical, they know what works and what doesn’t work so well.
Efficiency: Any marketers trying to produce their own first videos will spend plenty of time trying to get everything right. A good video production company will already have an efficient process in place, and this avoids wasting time or money.
Dependability: The professional videographers know how to set up shooting locations and hire talent. They’ll take care of everything and make certain the project gets completed by the promised deadline.
How to hire a video advertising company
Of course, all video marketing agencies won’t have the same capabilities. These suggestions can help ensure the chosen company can meet expectations.
Look at their most recent marketing video products
Most video marketing agencies will post some demos to their business website. At the same time, lots of these agencies don’t update these demo videos frequently. They’re likely to also have social media pages, and as active marketers themselves, they should keep these updated. If not, send a quick message to ask for links to recent samples.
Find out if the video marketing agency specializes in certain niches or markets
In particular, look for video production companies that have samples for similar businesses. Some of these agencies specialize in certain niches and may have particular experience with closely related markets. The don’t necessarily need experience with a company exactly like a particular client’s business. At the same time, a video production company that specializes in live music events might not be the best fit for a dog food supplier.
Ask for ideas about video marketing
Asking prospective agencies if they have any ideas about an organization’s video marketing can serve multiple purposes. Obviously, input from professional video agencies can provide valuable information. In the early stages before making a commitment, sharing ideas will mostly serve to help understand how the agency would approach a particular market. Perhaps most important, it should start a conversation that should demonstrate that the company is interested in the client’s business and willing to work as a partner.
Preparing for that first conversation with a video marketing agency
It’s most important to begin with a good understanding the objectives that the project should help satisfy. These should support overall business goals and might include increasing brand awareness, attracting new customers, or even retaining existing ones. Even better, propose some solid metrics to help measure the project’s effectiveness to ensure everybody’s operating under the same assumptions.
Clients shouldn’t need to have planned every detail of their video campaign before meeting with a video production company. In fact, companies hire these agencies to develop, create, and perfect the product.
Why hire a video production company?
Very small businesses might start out by producing their own videos with an iPhone or other simple equipment. Still, the end product from professional video agencies can multiply returns on investment in terms of expertise, savings, and the effectiveness of the final product.
When thinking about how to make a logo that actually works, one of the most obvious answers is to take notes from the pros. The most expensive logo created in the last decade was gasoline giant British Petroleum’s – also known as BP – logo refresh in 2008. The company partnered with a marketing agency (read: paid them $211 million) to create a new logo in a highly saturated, mature market. The goal was to design something that symbolized the potential of gasoline, BP’s emphasis on green technology, and that helped them stand out from their major competitors such as Exxon and Chevron. The results transformed BP’s traditional green and yellow shield into a starburst, with an updated modern font. Seems simple, right? So why was this fresh design worth $211 million, and how can you make a logo that charges your brand with the same effect? We’re glad you asked.
Why are logos worth so much to your organization?
BP isn’t the only company that has invested heavily in logo design. Up and coming organizations or companies trying to refresh their image, such as Pepsi or Accenture, have been known to spend over a million dollars on logo designs as well. Yet, some of the most well known logos, such as Google and Twitter, were designed for less than $15. So, do you need to spend a million to make a million from your logo? We’re going to let you in on a secret: the answer is no. Highly recognizable companies such as Coca-Cola and Nike went through the same logo design process that we recommend to our clients, and now include their logos on their accounting financial statements as “goodwill” assets that are routinely represented in the billions – that’s a b – of dollars because they are so valuable.
The trick is realizing that it isn’t how much you spend on a logo, but how effective it is and how well it complements your brand, that makes a logo valuable. Logos are, quite literally, the face of your company, so they become your most valuable hook when catching your customers’ eyes. BP, Coca-Cola, Google, and Twitter all have easily identifiable logos — so recognizable, in fact, that many consumers can identify these brands with simply their colors alone. If you ask your local Orlando marketing agency representatives how to design a logo that is worth millions, the answer is simply to make sure it’s something people will remember. Logos become an asset to your brand when they trigger continuous, top of mind cognizance about your product or are so recognizable in your category that your customers always think of you before your competition.
How to make a logo that works for your brand.
There is no exact “How to Make a Logo That Works” guide (although we wish there was), but there are a few tried and tested rules that can guide your logo design toward success. Taking a page out of Google’s playbook: logo creation doesn’t need to be expensive, but it does need to be effective, which is why we recommend partnering with a local Orlando marketing agency to craft something that will speak to your target audience and adhere to design best practices.
1. Avoid cliches:
We know it can be tempting to use that ultra trendy free font you keep seeing around town, or purchase stock images from the web for your logo because they’re “in” right now, but don’t. Choose a symbol, an image, or font type that is uniquely you. If you are able to find the main image for your logo on Google, your customers will be able to find it too. Certain imagery – such as the infinity symbol, foliage, clasped hands, and globes – may seem like they speak to your brand in a meaningful way, but are so common and overused in the general marketplace that your logo has no chance of hitting that $211 million mark.
2. Typography can be a logo:
Also realize that sometimes a picture isn’t worth a thousand words. We don’t say this often, but you don’t always need an image for your logo. Custom fonts and artistic lettering can be a logo in and of itself. If you’re unsure how to make a logo that will resonate with your customers, the best place to start is often your company name. A marketing agency can help mock up a variety of lettering treatments that capture the tone and vibe of your brand. A clean, text-based logo will help your customers focus on who you are or the services you offer without leaning on cliche images or rolling the dice with abstract artwork a la Nike’s signature swoosh.
3. Keep it simple:
The most important thing you can do when creating a logo is to keep it simple. Once you create a design, do the “three second test.” Show your logo to a few friends or colleagues for three seconds, then ask them what they remember about the logo and how it makes them feel. If your logo is too complicated, they may have trouble answering that question clearly, so use their responses to guide any tweaks, simplification, or updates to your design. Color, type face, and images all play a part in crafting the perfect first impression, so don’t be afraid to try a few variations until you discover what works.
No matter what image or font you choose to represent your company, your logo should be something you love. Remember, your logo often serves as the cornerstone of your brand and can be the starting point for your brand and design guidelines or creative expression. It is a jumping off point for your other marketing initiatives, so don’t rush this critical part of the brand building process. Working with client partners like you has helped us learn how to make a logo that works. Visit us here to learn more about our past experiences building a brand around innovative logo design. Will your name and logo become the next Google or Nike? We want to help you find out.
Branding includes logos, but a brand image is an emotional response to images, text, company decisions, and the overall customer experience.
Your brand is what other people say about you when you’re not in the room. – Jeff Bezos
When average people consider brands, they might first visualize company logos. For some business logo examples, it’s hard to think about McDonald’s without picturing the golden arches or Coca-Cola without the red-and-white text graphic on every can.
Consumers do associate logos with businesses. In that way, graphics contribute to branding. Still, from the perspective of a brand design agency, the logo and other graphics make up a small but important component of the overall brand image and not a consumer’s entire impression of a company.
What is a brand image?
Consumers don’t just identify brands with logos. Instead, they associate companies with their experiences and even the emotions those experiences might have evoked. For instance, people might remember the golden arches, but they also might associate McDonald’s with fast service and consistent products.
In some cases, they may also consider things they’ve read about company practices. As highlighted on CNN a couple of years ago, McDonald’s has made an effort to use more sustainable packaging in order to help reduce waste and protect the environment. That improvement in packaging can help improve their brand image as much as or more than the logos they print upon their cartons or wrappers.
In any case, large and successful companies do spend quite a lot on branding — and that’s not just for logos. For some examples, Website Builder collated some recent statistics about brand spending from well-known companies:
In 2018, Netflix dedicated $1.8 billion for branding.
Coca-Cola typically spends almost $4 billion each year.
Amazon’s branding budget for 2018 topped $10 billion.
How much do logos and graphics matter for brand images?
Even though a brand image consists of much more than logos, color schemes, and other graphical elements, people certainly do associate these visual elements with companies and products. According to a study conducted by Harvard Business Review, good logos can help differentiate brands, pique interest, convey information, and of course, reinforce brand recognition.
While any marketer can think of exceptions, HBR found that the most effective logos tended to convey some information about the company. Their study included over 170 test logos for startups, and mostly, descriptive logos tended to make the survey subjects express more willingness to buy from that brand. Since these companies were still developing their businesses, the logo was the only experience that the subjects had with them.
Since most people aren’t familiar with the startups yet, HBR used these big-name business logo examples to illustrate the kinds of descriptive logos that worked very well:
The Burger King logo clearly has the restaurant’s name sandwiched between the bottom and top of the bun.
Animal Planet has a stylized elephant over the network’s name.
Some people can argue that McDonald’s non-descriptive logo represents a bigger chain than Burger King’s descriptive one. Still, HBR’s research found that descriptive logos tended to influence brand perception in a favorable way. Also, the golden arches reflect the same symbol seen outside of every McDonald’s, so it’s still fairly easy to associate the logo with physical restaurants and the company in general.
As a major exception to preferring descriptive logos, their research suggested companies should avoid anything with potentially negative connotations. As an example, descriptive logos for exterminators should consider leaving out images of the pests that the business might target. They believe these kinds of images tended to evoke negative responses because people tended to associate them with bad experiences.
How can a brand design agency help develop a brand image?
Beyond logos, brands also establish and reinforce their image with ads, press releases, and business decisions that make the news. Companies might also have signs, websites, advertisements, and plenty of other uses for text and graphical design elements. Multi-channel creative work should always complement the brand image the company hopes to convey by projecting a consistent tone and voice. While a logo design agency will help create the right graphics, a brand design agency will ensure that customers view the entire picture in a positive light.
Learn how a motion graphics company can help your business improve brand recognition, engage a target audience, and attract more customers.
Motion graphics refers to the synergistic application of concepts from both graphic design and animation. This kind of content gives businesses a great way to simplify concepts, enforce their brand identity, and engage audiences. Find out how working with a motion graphics company can help any business tell its story better.
Why do motion graphics work?
Most people refer to motion design as a type of animation. In today’s competitive marketing environment, people get bombarded by so much information that companies can have a tough time engaging and communicating with their audience with just text, static images, or even more traditional video.
As a kind of animation, motion graphics can incorporate moving or still graphics, sound, and text. Most of all, they can rapidly generate a submersive storyline, which can take on the feel of a documentary, lesson, comedy, or even a video game. They can entertain, explain, and educate — and sometimes do all three.
According to OpenGeeksLab, working with a video animation services company can provide a business with many marketing benefits:
Audience recall: Motion graphics make it easier to recall statistics, complex ideas, and even emotions. Studies have demonstrated that people can remember 95 percent of the information presented in a video but only about 10 percent of what they read in text.
Engagement: People spend more time on pages with videos than pages with only text and/or graphics. Again, motion graphics aren’t just good marketing — they’re actually good.
Brand enhancement: Good motion graphic design will incorporate both visual and textual elements of a company’s brand image. For instance, the content might incorporate the brand’s logo, mission, and personality.
Viral potential: Social media users have proven more inclined to share videos than only graphics or text. They’re also more likely to comment or hit the like button. Motion graphics give businesses a chance to expand their reach.
SEO value: Web pages with video and text have a greater chance to hit the first page in Google and other search engines. This can attract more organic traffic and improve brand recognition.
Good ROI: Animation drives traffic three times better than other kinds of content. For the benefits they can enjoy, most businesses find working with a corporate video production company cost effective.
A motion graphics company can also provide a good ROI because they’re generally open to repurposing. For instance, animation production companies may produce one longer video for a website. After that, they can also cut parts of the product into quick, 30-second promos for social media or pull out static images for infographics. This kind of content stacking can help make efficient use of marketing budgets.
Examples of good motion graphics design
As with most visual mediums, people generally have an easier time understanding high-quality work by seeing examples than by reading explanations. Look at a couple of effective motion graphics videos that can help illustrate the potential of this medium.
Anatomy of a Computer Virus: A dangerous virus threatened public services and society at large. Created for a TV show, this motion graphics video explained a very complex topic in a very digestible and interesting way. It distilled the work of a team of experts into an engaging presentation that average people can understand.
Varpet: Varpet used motion graphics to create an explainer video that also served as marketing content. In just about one minute, the good-humored motion graphics explained exactly why somebody would need the company’s mobile app, its benefits over other solutions, and the couple of simple steps required to use it.
How to find the right motion graphics company
As with any other type of content producers, good animation production companies should post examples of their video animation services. Find out if their style looks like a fit for the company culture. Just as important, make certain they want to devote the time to learn about your business, brand image, and goals. While the best motion graphics can stand on their own merits as good content, they also need to reflect your company’s mission and overall message.
Three ways the best CPG marketing agency can design packaging to reduce waste, improve brand reputation, and drive attention and sales.
Of course, a CPG marketing agency frequently has to help promote products that people might think of as fairly interchangeable. Choosing between some jars of mayo, bottles of ketchup, or boxes of laundry detergent might not seem like a big decision for most consumers. Thus, people may tend to choose the brand they’ve always bought or maybe, what’s on sale. Find out how a good CPG advertising agency can make products stand out on the shelves, so customers will consider them anything but ordinary.
Three Ways a CPG marketing agency can differentiate products
First, it might help to work with a consumer package goods design agency. Besides having experience with developing outstanding packaging, these professionals can provide a different perspective to help come up with novel solutions that are sometimes easy to overlook by people who manage these products every day. Consider three tested suggestions that packaging professionals might offer.
1. Make packaging more useful
Making packaging more useful can provide a great way to differentiate a product from competitors. As just one example, Heinz simply flipped their bottle upside down in 2002, so it could rest on the lid instead of the base. Of course, most people find thick, rich ketchup challenging to get out of a typical bottle, especially when the container’s almost empty.
After 170 years of producing ketchup, the company — or their packaging design agency — came up with the genius idea of flipping the bottle to let gravity lend some assistance. Apparently, this change caught the eye of consumers. According to CNN Money, sales increased by six percent in a year when overall ketchup sales only rose by two percent.
2. Ensure customers know how to use the product to its best advantage
Is there something different about using a product that customers should know? Obviously, if consumers know how to make the best use of their purchase, they’re likely to return for more. As an example, Trader Joe’s sells a spice blend called, “Everything But the Elote.” Elote means corn in English, and the word suggests boiled, roasted, or steamed corn prepared in a particular way. Some people have figured out on their own that this blend can also spice up popcorn, all sorts of green vegetables, dips, French fries, and lots of other kinds of food.
If Trader Joe’s would include these tips on their packaging, they might sell even more of this popular product. Besides promoting the versatility of a product, marketers might also consider including directions to get the best results for its primary use. Not only will these suggestions help entice customers, they’ll also ensure customer satisfaction and repeat sales.
3. Consider seasonal packaging
Consumers tend to spend a bit more during certain times of the year, and a seasonally themed package can help get them to add certain kinds of products to their shopping cart.
According to Brand Experience: Packaging, shoppers tend to loosen up their pocketbooks at these times, ranked in order of how much spending increases:
Back-to-school, especially back-to-college
As an example, let’s say Mom loves coffee. Loved ones may be more likely to add a bag or jar of coffee to a gift basket if it has attractive, themed packaging. Even better, add in a nice “World’s Greatest Mom” mug to provide extra value that can justify a higher price.
Touches like this can also encourage retailers to include the products in a special display that will give them more visibility. For online sales, it gives distributors a chance to tag the product with seasonal keywords.
Think about product and package size
Sometimes, companies think that offering a jumbo package for a cheaper price will encourage sales. With perishable products, this can backfire. For example, pet owners may not care to buy 30 pounds of dog food for their seven-pound Maltese. They would rather pay somewhat more for a smaller package to avoid the waste of having to dispose of stale products.
Also, some companies tend to package relatively large things in oversized packaging. Too much packaging wastes materials, generates excessive shipping charges, and may even annoy purchasers. These days, consumers have grown more concerned about the environment and frugality. To promote the best brand image, a why a CPG advertising agency may advise their clients to right-size packages in order to save money and appeal to buyers.
Choose colors to create a quick, emotional impression
The University of California at Irvine published a fascinating paper on the ability of colors to effect human emotional responses. Nature may have coded some of this response in people’s genes, as humanity evolved to associate certain colors with their natural environment. Beyond that, people have their own specific responses to various color schemes, based upon culture or even personality.
As an example, many Americans might associate red and green with holidays. People don’t tend to react just to one color either. Instead, contrasting colors, image clarity, and even shades can make a big difference. Also, sometimes colors can even go out of style for a time. For instance, the 70s favored more earthy shades; however, brighter colors took over in the 80s.
The importance of packaging for product differentiation
Businesses invest a lot in developing their products. The right packaging can reduce costs, promote a positive brand image, and of course, increase sales. In contrast, poor packaging can waste money, hurts reputations, and turn off buyers.
Retail packaging design sets expectations and even evokes emotions. Learn how to create a good first impression and making the unboxing experience special.
Marketers know that consumers often will judge books by their covers. Of course, it’s not just books but the retail packaging design for almost any kind of product. Colors, shapes, and other design elements do more than make a first impression. They might even impact the customer’s psychological state. Even beyond any words on the box, you can utilize your packaging to tell shoppers a lot about your brand. That’s why many businesses go so far as to hire an experienced packaging design agency to design custom product packaging that will help them stand out among their competition.
What to consider for custom product packaging design
Direct Packaging Solutions, one packaging design agency, touched upon two ways that package design can affect the customer experience:
First impressions: Consumer research has found that packaging can change customer expectations for a product. As an example, MacBook has a reputation for having one of the top package designs on Amazon and other online venues. Owners mentioned how much they appreciated the way their Apple packaging displayed and protected their laptops and accessories. They enjoyed the unboxing process and liked the box so much that they didn’t want to discard it.
Emotions: Several aspects of the packaging can actually evoke specific emotions. For instance, many food brands use red because it can stimulate appetite, and yellow tends to communicate happiness and competence. Even shape might matter. As an example, one beer company developed a bottle with a thicker neck and more angular shape to look more masculine and appeal to men.
Of course, you can also use your consistent style of packaging to reinforce your brand. When people think of Tiffany, they tend to visualize the blue boxes. Likewise, it’s hard to think of Coca-Cola without picturing the iconic red can.
Packaging can also communicate something about your company’s purpose. For instance today’s customers like to see recyclable or reusable packaging. Amazon should know quite a bit about packaging, and they have gone out of their way to promote their program to reduce packaging waste.
Tips for top packaging design on Amazon and other eCommerce sites
For selling online, you need to make certain that your package doesn’t just look good in person. A full-sized and thumbnail photo also has to entice clicks. For that, you need clean, clear, and uncluttered graphics and fonts. Even so, it helps to give your packaging a unique, distinctive look to attract attention.
You might even use your packaging to solve a problem and make your product more functional. For instance, what could be a better example of a common packaged good than ketchup? Heinz got a lot of press for coming up with the genius idea of giving their bottles a wide top, so they could be packaged and stored upside-down.
For years, customers had complained that they had to struggle to get the last bit of ketchup out of the bottle, and the new design used gravity to solve a 150-year-old problem. According to CNN, they increased sales by six percent in a year when their overall industry only rose by two percent. Businesses can profit by making their customer’s lives easier, and sometimes, packaging can help.
How to start designing outstanding packages
As with any aspect of marketing, you should understand your target market. For instance, CBD packaging might reflect health and nature, but boxes for luxury goods should communicate a sense of indulgence and style. Experienced product packaging companies can make certain your packaging reflects well on your company in both appearance and function.