Lemieux Design

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Brand Thinking

Posted on: February 13th, 2017 by alemieux No Comments

NY Trip

1. The Trump Building on Wall Street. 2. A view looking down Wall Street. The NY Stock Exchange is on the left of the Church building. 3. The residence of president George Washington, before there was a White House. 4. The boardroom at the NY Stock Exchange where the team met for the first time. 5. A view inside the NY Stock Exchange. 6. Below the flag is a balcony where they ring the bell to start the trading day. No trading starts until the bell is rung. 7. The live set of SQUAWK ON THE STREET. 8. The boards at the NY Stock Exchange. 9. The ringing of the bell to start trading. 10. The South Tower reflection pool. The names of the deceased are carved and illuminated around the outside. The water cascades down endlessly. 11. A view from the Observation deck on the Freedom Tower of Lower Manhattan. 12. The altar at Our Lady of Victory church near my hotel.

I had an opportunity last week to meet with other designers from my company in New York to talk about and kick the tires on a new brand direction. The company did some research and found that their current brand wasn’t reflective of how the users perceived the company. As anyone in brand knows, moving in a radical direction for a big company can be risky. When Tropicana made a big change to their orange juice packaging, their sales dropped dramatically and they were forced to revert to the old design. Other branding endeavors ended in fiascos, like the London Olympics. The challenge of setting standards and visually identifying the company’s values and appeal to its target audience is rigorous.

A core team set out to define a framework for the new brand initiative and shared that with a group of stakeholders who reacted positively to the direction the team set out on. We got to test that direction by applying those assets to everyday corporate assets – PowerPoint and email templates, website and UI/UX elements, event graphics, and video assets. Through discovery and adaptation, each working group found problems and solutions to working with the new brand assets.

What amazed me is the process, strategy and thinking that has to go into a brand. First, overall, what kind of image or idea that a brand should convey to its clients and to the public. The imagery, colors and graphics that are created can create a tone. Think of Apple’s branding and logo. Their approach is minimalistic, with vivid imagery and finely tuned typography. Even without their logo, their ads and billboards have a sense about them that unequivocally says Apple. That idea is captivating and most companies are scrambling to attain something that’s on par, if not better.

Apple Ad

Advertisement from Apple, Inc. Even without the logo, the typography and imagery tell that it is from Apple

The second thing that stood out to me is that a brand can’t be strict and unchangeable. If it’s so tight, it gets stuffy and difficult to work with. A brand that is nimble and flexible can afford itself multiple applications and still sustain its overall look and appeal. Nike has a variety of applications in the sports world – from running to soccer and xtreme sports. Yet their logo, quality fabrics, graphical treatments still represent a recognizable brand.

Nike Ad

As long as the logo is represented, this ad from Nike uses powerful imagery and effective typography to adhere to its brand.

There are so many considerations that go into a brand and its usage. Our working groups brought questions back to the core team about color when it’s presented on screen, for example. One of the chose colors in the palette didn’t end up working in presentations. We also had questions about graphics interfering with the logo positioning. We collaborated on possible solutions and it was energizing! We focused on a goal of getting the brand to work in a variety of situations. It was exciting!

Creative Suite (5.5) (6) (Enter version number here)

Posted on: March 26th, 2011 by alemieux

So recently Adobe announced at the end of their 1st quarter, that the next version of the Creative Suite will be rolled out in April (April 11) ref: InDesing Secrets. Of course, they are being tight-lipped about it and no one’s certain if this will be a minimal upgrade or something more substantial, since it doesn’t fall into line with their normal production cycle (ref: InDesign Secrets).

CS?

CS What?

PC magazine recently ran an article about it in January talking about:

…a new tool, dubbed Helium, that will enable designers to create content using HTML5 and CSS3

– emphasis added.

Seems odd that they would have to add a tool for HTML5 and CSS3 when Dreamweaver already does all of that. I’m sure that’s not what they are talking about though. Since HTML5 came out, there really isn’t a good toolset out there for working with the Canvas object or to create CSS3-based animations with a tool, other than just hand coding it (correct me if I’m wrong).

I’m pretty happy with CS5, but it’s still buggy and I do experience limited, yet frustrating, crashes and odd behaviors. At the most, we can hope for more bug fixes mixed in with some extra web trickery in all of the applications. I’m personally hoping for better font performance in Flash. Since Adobe prides itself on it’s own font technologies and has a good footing with them in Illustrator and InDesign, it’s so different in Flash. The inclusion of TLF (Text Layout Framework) in CS5 was supposed to be the answer to so many issues, but it falls short when it comes to actually using it with Actionscript.

I’d also love to see improvements in the 3D filter in Illustrator. There’s so much potential to really boost that part of the application to develop rich product renderings and such, but the interface is pretty limited. Live Trace, while a good tool for refined images, really needs an overhaul too.

I’m sure on the InDesign side, we’ll see more of the features that Quark has been rolling into it’s latest release, with advanced ways to publish to portable devices of various kinds.

Of course, we’ll probably have to shell out a few hundred dollars more and it will probably come in different packages, but it’s something to look forward to. What are you hoping for?

CS3 30-Day Trial Available!

Posted on: May 10th, 2007 by alemieux

http://www.adobe.com/special/try_buy/trial_availability.html

CS3 30-day Trials now available!

Posted on: May 10th, 2007 by alemieux

http://www.adobe.com/special/try_buy/trial_availability.html

InDesign CS3 Preview

Posted on: March 27th, 2007 by alemieux

InDesignSecrets.com has posted a video preview of InDesign CS3. Click Videocast on the navigation bar.

Creative Suite 3

Posted on: March 27th, 2007 by alemieux

Terry White has a special Preview Podcast of Creative Suite 3 in action. He showcases the 3-D controls in the Extended version of Photoshop, The Live Color option in Illustrator, and the Place multiple in Bridge to InDesign. If you’ve seen the Photoshop CS3 Beta, all of the apps are taking on the interface features.

Don’t forget to watch the intro at 3 pm today.