Yes We Can: The Remix Part Deux

Well, it appears that brand “recycling” goes beyond the verbal and into the realm of design rip-offs!  If you haven’t seen this one, it’s a doozy!  Click the photo to follow the link to the full story…

Politics and Branding: The connection.

The 2008 US presidential race captured attention like no other political event in recent memory.  In the simplest of terms, the race pitted a War Hero against a Cosmopolitan Intellectual and each candidate presented a very different image to the public.  Designers, in particular, took notice of the visual communication strategies used by the campaigns.

On the one hand, the McCain-Palin campaign portrayed a more traditional personal brand – one of strength and patriotism, using bold text and the classic icon of a star as a central them of their graphic identity.  In contrast, Obama-Biden sought to emphasize the future with a more ethereal color scheme and a sense of forward-looking dimension within the official logo.

Watching the campaign, I found myself wondering how and whether good design and a strong brand identity truly impact voters’ decisions.

 Good design is inherently attractive.

A candidate wielding a well-crafted graphic identity should conceivably be able to use visual cues to direct our attention to the key points of his or her campaign message.

The greatest challenge to politicians lies in communicating with an increasingly consumerist public that is constantly bombarded with advertising and attention-grabbing headline news.  It is in this arena that thoughtful design can make the greatest impact, enabling politicians to distill complex issues into easily understood graphics and succinct messaging.

The exceptional quality of the Obama campaign’s graphic identity illustrated this point.  The themes of Hope and Change, and an optimistic focus on the future were clearly expressed in the official logo and all of its grassroots derivatives.  The Obama brand was, and is, a strong one that inspired supporters to connect to campaign messages in a very personal way.

What does this tell us about brand communication?

When establishing a brand identity, it is important to understand that visual imagery communicates to an audience in a way that words cannot.  Color, form, typography…each of these graphic elements elicits a response from your audience that allows individuals to connect with your brand.  If you communicate the basic strengths of who you are, the public will discover how you fit into their lives.

Consumers, like voters, respond favorably when provided the opportunity to evaluate options and make an informed decision.  In order to be a responsible steward of your brand, you must be confident in what it stands for and consistent in expressing it in all of its forms.  Trust the work you put into establishing your brand and put your best self forward.

LEARN MORE: 

• Video describing the Obama logo design process -at VSA Partners, Inc.
• Obama Logo Options that didn’t make the cut – at LogoDesignLove
• Designers on McCain campaign font selection -  The New York Times

Brand in Hand: Business Card Design

Back in the old’n days, people met each other in person at cocktail parties and something called ‘mixers’.  These face-to-face encounters were the moments where business relationships began, involving a delightful exchange of verbal pleasantries, warm smiles, and the occasional inflation of one’s talents.  Back then, there were no such things as “social media” or “online networks.”

Twitter was something birds did in trees, and LinkedIn was something felons found themselves.

Today, we have many, many (many) options for connecting with fellow professionals and potential friends.  At times, it seems that there is really no need to leave the house as one is perfectly able to grow a business and personal network through the pixelated world at our fingertips.  But, in spite of this, there is still something to be said for the first impressions of a firm handshake and a look in the eye when meeting someone new.  Perhaps this is the reason that business cards continue to be the loci for creative design and strong brand communication.

The graphics of your card can convey a sense of sophistication or whimsy; cutting-edge technology or old-world permanence.  And with a thoughtful choice of paper stock weight and texture, the feel of the card in-hand can elicit a sense of well-considered design as it works in tandem with the overall aesthetic.  This 2 x 3.5 in. billboard serves as a tactile reminder of your brand.  Whether you are starting your own company or simply looking to create a good ol’ fashioned calling card, take the time to consider your brand and the impression you want to make.

QUICK TIPS:

• PURPOSE – Are you a designer who wants to show your creative skills…or an accountant who wants to convey a sense of staid order…?
• MESSAGE - Write down some thoughts about what you want your card to say about you and/or your business.
• RESEARCH – Collect some cards that you like.  What is it that appeals to you?
• COLOR – Are there certain colors that you feel convey the impressions you are trying to make?
• TEXTURE – Is your brand slick and glossy, or weighty and rough?  Modern or old school?  Take a trip to your local print shop to see and touch the variety of stock available.
• PRINTING – Once you are ready for printing, your print shop will provide a proof for your review.  Ask them beforehand if they will let you try out a couple of different paper options.  Different papers will often result in color variations.  You want to know what you’ll be getting.
• HELP! – If the idea of getting a business card together still completely freaks you out, ask for help.  Most designers are more than willling to let you know what they think, so seek their advice or hire one on.  It will be well worth it for you and your brand!

INSPIRATION:

• Business cards on Flickr
• The Design Cubicle presents the card designs of 50 Graphic Designers
• Dzineblog’s list of 36 Beautiful Business Cards
• …And a special treat for the unemployed…