Brandchannel has a new debate out that I found pretty interesting. The question is: “Are 3-D logos revolutionizing or ruining logo design?” My answer: Neither. Here’s more on what I had to say. I could have written a thesis on this but unfortunately you’re only allowed so many characters:

This is an interesting debate, but I don’t think there’s a right and wrong answer-And I certainly don’t think 3-D logos are ruining logo design. That said I think there is something to be said for taking the simple approach when considering a brand mark. Obviously as designers we are looking to communicate something specific when we set out to design an identity, so we have to make sure that the message isn’t lost in the complexity of a design. Unfortunately, turning a design into 3-D often adds another layer resulting in that loss of simplicity.

What I have seen a lot of lately are brand marks that aren’t “3-D,” but that do have some sort of dimensionality. This can even be seen in some of the most noticeable brand marks such as BMW, Apple, BP and even Nike. These logos are 2-D designs, but they all feel as though they aren’t flat. These logos have subtle changes that give them dimension, but they all START as a 2-D mark. Also as many other respondents noted, 3-D designs fall flat when reproduced in certain mediums. A true test of a mark is to start with a black and white version. If it holds up in black and white, the mark does its job.

The bottom line: Designs created in 2-D can be adapted to have dimension; however, a logo designed in 3-D is generally a failure in 2-D. I’m a proponent of simple, clean 2-D designs. If we find out that 3-D is out of style in a few years (which I think it will be), there are going to be a lot of brands with 3-D logos on the hunt for a branding + identity firm!

What’s your take?

Garret Ohm
http://www.orange-element.com

Sarah is awesome. She sent me a link yesterday that I thought was pretty cool, so I wanted to pass it along to you so that you brand lovers can check it out:

http://www.underconsideration.com/brandnew/

Brand New is a great blog that I am sure to add to my Google Reader. It’s mainly about something that I’ve written about in the past–refreshing a company’s visual brand. The best part is that it’s a great collection of old vs. new identity examples, many from major corporate brands but also some from local and regional brands as well.

Here’s one of my favorite examples - pretty shocking departure, and I actually like it. I think Ford needs a brand refresh to change my perception of the brand! If you read the post at Brand New about it, you quickly learn that it was an April Fool’s joke. Too bad….

Garret Ohm
www.orange-element.com

Thanks to Wendy at our research & information partner Scherer Cybrarian for passing along this link: www.makemylogobiggercream.com. Oh, and if you haven’t signed up for their Research Redux 3-minute newsletter, you probably should! It’s a great read!

Makemylogobiggercream.com is a site that makes light of the fact that one of the more common knee-jerk reactions to creative concepts by clients is “my logo is too small.” Their fear is that a consumer is going to glance at the ad and not see the logo of the company that has produced the ad. To that I say, they are grossly missing the point. Allow me to explain…

The point of an ad is to communicate. But not just the company’s logo, because after all, who doesn’t have one? Instead, our goal with an ad is to drive home a message–it might be a general brand awareness message or a more specific ad message that touts a feature or service. Either way, the message comes first.

The hope is the ad quickly captures their attention with a strong visual and copy and begin to persuade them that the company offers something that they want. Once we have their attention and only THEN, will the consumer naturally look for the place they can go purchase this product or service–it’s usually at the bottom right of an ad. An oversize logo pointless and actually a bit conceited…

What I like about this site is that although it is clearly done in a humorous manner, it makes a very clear point as to why it’s so important to hire a talented group of creative professionals to communicate your brand. Otherwise, you end up with starbursts, puppies, no white space, florescent colors and a massive logo in the bottom right hand corner of your ad–and research suggests that consumers are too smart to be fooled by these tactics. I’m a true believer in this.

So if you’re looking for a Baltimore-based design + brand communications firm that supplies Make My Logo Bigger Cream, we’re probably not a great fit for you. But if you’re looking for one that considers the psyche of the consumer as they create marketing materials, Orange Element can certainly help you! Give us a shout: garret [at] orange-element [dot] com.

Garret Ohm
www.orange-element.com

Nearly a year ago, The US Department of Energy asked us to create a Myspace Page for their Solar Decathlon competition. In addition, we also volunteered at the event and further realized what an important cause we were working for. Shortly after the competition, we also created a Myspace Page for the Department of Energy’s Hydrogen Program and their H2IQ initiative. Have you seen them? Well, they will soon undergo some updates, so be on the lookout for some changes! Feel free to poke around on both pages, as there are a wealth of links, videos, photos, podcasts, PDFs, and much much more to educate you on renewable energy. Bookmark away–and pass the links along to your friends!

http://www.myspace.com/solardecathlon07

http://www.myspace.com/h2iq

Hi all,

Here at Orange Element, we work hard to make sure our clients’ brands are as strong as possible each and every day. But that job becomes even easier if the company’s business model is an amazing one. That’s why as marketing director, I strive each and every day to reach out to and do business with companies and organizations we admire, like our newest client that I cannot yet mention publicly (wait for it).

Last week on Twitter (are you following me yet?), I overheard a Twitter conversation in which Sarah Krueger, otherwise known as @HookEmSarah, remarked on a comment overheard in a JetBlue strategy meeting. I had to share it with you, because I think it is important to remember that brands can only be as good as the companies they represent.

The Twitter post read:

“@HookEmSarah Presenting a communication audit on @JetBlue. Strategy? Be awesome and they will come.”

Brilliant. The idea of pairing a great concept with a desirable visual brand is exactly what we’ve been focused on achieving. It reinforces my strategy of creating a “dream client” list within our firm and reaching out to these companies in hopes of doing their design + communications work. Doing this ensures that while we don’t necessarily win a new client every day, when we do it’s one that we can truly be proud of.

Happy Monday.

Garret Ohm
www.orange-element.com

Interbrand, under the guise of Brandchannel just released its annual Brandjunkie awards, so I wanted to pass them along. There really weren’t that many surprises this year, which is similar to years past, but I really enjoyed that they asked some odd/random questions this year like: “What brand, if sent back 100 years, would have the biggest impact on the course of history? How?”

I’ll cut to the chase and post the Brandchannel Brandjunkie awards results HERE, but a few of my favorite observations:

+ If survey respondants could chose any brand to rebrand they chose the USA (Oh man!), Microsoft, Ford, Pepsi and Coca-Cola.
+ 8.6% of survey respondants (Brandjunkies!)said there is no brand that they could not live without.
+ Honda, despite not aiming any marketing at the “green” space (at least in the US) was the 4th most green brand!

And enjoy this bit of analysis about which brands readers would like to sit next to at dinner:

“Brandjunkies are also, well, economical-but at least honestly so. Many chose to bring brands that would pay the bill, from American Express to Oprah. Our readers also seem to enjoy plenty of booze with their dinner, as these brands made the guest list: Absolut, Bacardi, Black Label, Budweiser, Ciroc Vodka, Dom Perignon, Guinness, Heineken, Jack Daniel’s, Johnnie Walker, Kaapzight Wine, Laurent-Perrier, Moët, Mont Blanc, Smirnoff, and Tanqueray. Cheers!”

Me? I’d choose THIS sweet brand!

Garret Ohm
www.orange-element.com