RE-BRANDING CHANGES EVERYTHING

Last year I took an online course on how to market online. One assignment was to design a logo, and create a brand guide. I already had a logo used for years and I had added 
"The Time for Change has Come" because that is what I wanted to instil in my target market. 
But when you have a chance  to do something different and really upgrade to something modern, you begin to look at what works these days. 

PROFILES ARE ROUND
The first thing I did was create something round.  Profiles are round, including avatars or pictures. I also loved the idea of black rather than white for backgrounds for the colors I work with, which is ALL of them!  The entire spectrum has been what I have to use, teach, and integrate because in merchandising and display, and changing trends, colors are always evolving.  So I design my new logo in a circle. 

FIRST IMPRESSIONS
In merchandising and display FIRST impressions are what is focused on the most. And that is usually a store window.  I always say, "100% go by" and then ask you, "what % of those are you attracting?" Even in a mall that is all inside each store has a window, or a front area with displays designed to catch your attention and make you stop and browse (which is what giraffes do!) Many times the SALE or DISCOUNT signs are what stop shoppers looking for a bargain or end of season discount.  BUT most windows are commonly in buildings. They don't stand alone. So I created a graphic, all angles, that represents stores in shopping districts and a window with products in it.  

COLOR COUNTS
In all my consulting, instructing, and public speaking I will talk about color being first in terms of what we are attracted to. I use that phrase, "Group and Space based on color, pattern, style. Size and shape are less relevant.  It's over everything and it doesn't seem to matter what the product is.  In my experience, from an emerald ring in a jewellers showcase, to the green car in the showroom, or the green lawnmower, the color of an object cannot be ignored. It has to belong in a space that gives it the importance it needs without competing with other colors of other products.  So I used a row, acting as a roof, covering and over all in a full spectrum of colors. 

THE NEUTRALS
When you are using a lot of colors, you need to have a neutral for them to sit in without competing. I chose the black for the background, even though I do have a white background version for when I need it.  My symbol for the buildings, or the shopping district is gold.  And good retail stores are gold when they are working optimally.  Gold became my neutral as a striking contrast to the black. I also made a cold border around the logo, the symbol of a gold ring that represents covenant and commitment of the relationship of retail owners to their businesses.  For some, who are small and independent, they will tell you, "We are married to our businesses." 

The other thing is that this logo presents a nigh time viewing, the night life of shopping, especially in winter, around Christmas and New Years when the days are long and dark brings out the cheerfulness and warmth of shops and sidewalks lit up.  When retail shops are sprinkles with restaurants and cozy coffee shops to stop in or meet at, shopping is made all the more fun and community minded. So I am happy with the overall look. 

WHAT DOES IT CHANGE?
Well, when your old logo actually spells your name that says what you do, is anyone going to figure out your new logo that's all symbolic?  No. That's where marketing comes in. And in my course it was decided that I would have to use my new logo more often and intentionally on ALL my products and service information.  

That forces me to redesign everything that goes into print, digitally or in hard copy AND the name also has to be somewhere on all the materials to make the connection... so YES... it changes everything. But I am getting used to it and it have given me a feeling of stepping into the days we work in, even though it's kind of dragging the old stuff along with it.  And that's okay.  That's who I am, after four decades of doing merchandising and display, working with the most wonderful clients, and in front of eager audiences at seminars, breakthroughs, and corporate conferences.  YOU can't be bringing that much content and experience along without it being visible and explaining the past in order to present the present.