Social media has changed the way brands interact with consumers. As our relationships with brands increasingly reflect our personal ones, trust, more than ever, is key for sustained loyalty.

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There’s no doubt that with any creative endeavor, inspiration serves as an important aspect of the concepting phase. Good design doesn’t exist in a vacuum and great ideas do not just appear out of nothing. We tend to pull sources of inspiration from all around us; the places we go, the people we meet and the media we consume. Whether on a conscious level or subliminally, our surroundings have a creative influence on the work we do.

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By now I’m sure most of us are familiar with the growing trend of artificial intelligence creative platforms. Whether it be image generators like Lensa or Dall-E or writing generators like ChatGPT, AI technology is coming into the mainstream and it’s creating a lot of controversy, especially in creative fields like art and design. Aside from science fiction ideas of an AI controlled dystopian society, there are very real concerns with artificial intelligence replacing jobs in creative fields.

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I’m sure this is not the first time you’ve heard about the importance of good Search Engine Optimization (SEO) for your brand’s digital presence. According to media company Fleishman-Hillard, 89% of customers begin their purchasing process via search engine. No matter the industry, if someone is looking to hire a vendor for architecture, construction, design or to purchase a new product, their journey most likely begins with a need and that iconic, minimalist Google page.

User Experience (UX)is carefully researched design decisions that guide a user to quickly and easily get what they need. In a similar manner, search engine results work the same way. So how can these informed design principles be used to optimize your brand’s search engine results?

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How much thought have you put into what your potential customers experience when visiting your website? Is the design of your current site attracting and keeping your target audience engaged? Whatever industry you’re in, whether it’s architecture, construction, law, cannabis, healthcare, or food and beverage, your website is often your first point of interaction with new customers and clients. It’s that first impression of your brand, but more importantly, it clearly communicates what you do, why it’s important and how you’re different from the competition; at least it should. A good User Experience strategy will guide the user through your brands’ digital experience.

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In the years since cannabis was legalized here in Colorado, we’ve seen a major change in the way the substance is perceived. Long gone are the misconceptions peddled by anti-drug ads and the stereotype of the idiotic deadbeat stoner portrayed in popular culture. The legitimization has opened up a new market of products like gummies, drops and other forms of edibles that are more approachable and familiar. In addition to these new products, packaging for the actual flower itself is reflecting this shift while the branding moves away from stereotypical marijuana imagery commonly associated with the negative stigma around the substance. This approachability is opening up cannabis use to a whole new demographic and good design is part of the reason for this shift. 

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Creating or revamping a brand goes well beyond logo design. Before elements like color, shape or typography are even considered there is a lot of strategy and discovery that’s involved. It’s a “get ta know ya” kind of process, but in the process you get to know yourself a little better too. 

Clarity in your brand’s mission, values, personality, competition and–perhaps most importantly–differentiation are key to your success. It’s important to know who you are, what you do, who you do it for and how you do it differently from your competitors. A clear and powerful positioning should serve as much as a rudder for your brand, as it should for your business. It’s the voice and soul of your company—resonating across audiences, raising awareness, defining your customer, and galvanizing stakeholders and the broader public. This is where brand strategy comes in.

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A lot of psychology goes into the concepts behind brand logo designs. A successful brand mark conveys a multitude of information to your audience in seconds. It tells them who you are, what you do and why you’re different from the others in your industry. While a strong concept is the foundation of great brand and logo design, every detail in the execution is crucial to success. Everything from typography, color, shape and space are taken into account to instantly communicate the overall look and feel of your brand.. Did we say typography?! Yes, the font you use matters.

Typography utilizes these design elements to evoke emotions and convey identity. The audience can know just what you’re about based on the typography used. The inclusion or exclusion of serifs, weight of the font, contrast and geometry all lend to create meaning behind the letter forms. Let’s take a look at some well known logos and dissect the designers choice in typography.

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I’m sure at this point most people are familiar with the arrow hidden between the “E” and the “X” in the FedEx logo. In fact, a lot of the most famous and recognizable logo designs have some sort of hidden symbolism embedded in them. Symbolism is an important part of creating a logo concept. Whether it’s direct or indirect, incorporating symbols can communicate your brand to customers in an instant. Here’s a few examples of some of our favorite famous logo designs and the hidden symbolism behind the concept.

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As we’ve mentioned before, a brand goes well beyond the logo and your website is a very important element in your overall brand’s identity system. Most likely your website is one of the first interactions potential customers have with your brand. Making a good first impression is important to your brands success and good consistency across your entire identity system is key to creating brand loyalty.

So when’s the last time you evaluated your website? If it’s been a while, here’s a few signs you’re ready for a website redesign.

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