2012 Logo Trends

Every year LogoLounge, an online logo database of almost 175,000 logos, releases an annual Trends report. And, you guessed it, the 2012 Logo Trends report is now out! As a designer, I love reading about the noted trends and seeing the examples. But, I think this information can be very interesting to everyone, including business owners who may want to stay on top of some of the latest design trends. Plus, it's fun when you start to recognize these trends being used in logos and design that you come across.

While it's always fun and educational to view the Logo Trends Report, please keep in mind that these are not the end-all, be-all for logos. Just because it's considered a trend, doesn't necessarily make it a good logo for your company.  Good logo design doesn't follow a trend simply to follow the trend. Good logo design is a mark that truly represents your business visually, that can work well on multiple platforms, both in color and black and white, and that can transcend trends (afterall, your logo needs to last a long time…you don't want it to look outdated just a few years down the road).

OK, with that disclaimer being stated, please check out the full report of LogoLounge's 2012 Logo Trends here.

My favorites are Icon Clusters and Anaglyphs (though some of these may not translate easily to one color and/or black and white). Which are your favorites?

ICON CLUSTERS:

 

ANAGLYPHS:

Logo 2.0!

Woo-Hoo! Our logo redesign for Aaron Haslinger Photography is featured in "Logo 2.0." The inspirational design publication showcases 283 Logo Makeovers, showing the before and after, along with the Design Strategy behind each project, written in the designer’s own words. The eBook, by David E. Carter, is available (along with many other design books!) through Bright Books. (pick up your copy today!)

 

Here's the description and thought-process behind this logo re-design:

Aaron Haslinger is a photographer in the Baltimore/Metro DC area who specializes in weddings, but also does lifestyle and business photography. His original logo, an all-text composition, did not represent his outgoing, personable and creative style. 

Aaron requested we did not use any specific graphics or illustrations, but opted to focus more on his name. So, we melded Aaron's initials, playing with the negative space to create a point of interest. Per Aaron's request, we utilized a bright, vibrant color palette that would appeal to both his primary audience —brides between ages 25-35—as well as his secondary audience, which included both genders and a broader age range. The new look works well in both color and black and white, and the sans serif font choice gives a smooth, contemporary and professional feel.

In conclusion, the new logo mark serves as a better visual representation of Aaron Haslinger himself, as well as his photography business, than his previous logo did.

Do you have a logo that needs a redesign? (insert shameless plug here) Give us a call—we'd love to help! Feel free to visit the Kalico website for additional samples of our logo work!

Sharing Scher :: Finding A Creative Outlet

 It's not everyday we get to meet our hero. But, last week, Jen, our junior designer (pictured left), got to attend a presentation and meet one of hers! Here is a recap of her experience:

This past week I had the distinct pleasure of meeting one of my design heroes–Paula Scher. Now, I'm certain that most of you are probably unfamiliar with the name “Paula Scher”. However, if I were to name… Truvia, Bausch and Lomb, Target, Swatch, Tiffany and Co, or Citi Bank; surely some images would come to mind. Well, Scher is responsible for those brand images! That’s why I'm proud to admit that I’ve been stalking her since I was a lowly graphic design student. That being said, you can see why I was so excited to meet her. (For a second time I might add. But that’s a whole other story.)

During her presentation, Paula let us in on a little secret. She had become bored with design. BORED?! Often times I find myself frustrated with the same problem. However, until recently I honestly thought it was just a lack of my own creativity and that it made me a mediocre designer. Paula shared with us that her personal solution to this common obstacle was to find an outlet. Her outlet is painting. Why is an outlet so important? We all need time to re-charge the juices that make us best at what we do.

So what’s my creative outlet? Well, my outlet is actually not so creative. I use my free time to let my brain soak up the subconscious inspiration. I love to just be with my friends and socialize. One of my favorite things to do is “Play House.” Nothing makes me happier than to have guests over for a nice home-cooked meal or even just to be a hostess and have people in my home.  Kim (my boss for those of you who don’t know her) has a creative outlet too. She is part of an adult modern dance company–Equinox Dance. And dances and performs for several hours each weekend.

So what's your creative outlet? I'm sure you have one. It can be anything. It doesn't have to be creative. It's just something that is yours, that makes you feel relaxed and happy. Something no one can judge because it's for no one to judge. It is the key on your chain that “unlocks something inside and lets the intuitive unconscious side of you do its work”. –Paula Scher

Can I Get 25 Hours in a Day!?

Last week I attended a Women's Business Lunch through the Frederick County Chamber of Commerce. (and yes, if you've noticed from my last few posts—I've been getting around the town lately. I'm workin' it, baby! I'm enjoying meeting new people and businesses!) OK, so back to my story…

At the recent business lunch one key thing most of us wanted help with was better time management and increased productivity. Who doesn't want that, right?  I'm always searching for ways to better my time management skills—I hate that feeling of being so overwhelmed you don't even know where to start, it's the worst. SO, I was very interested to hear the advice of other successful businesswomen. Here's a few ideas I liked and will try to implement in my everyday tasks (business OR personal):

• For email productivity, one women suggests the "FAD" technique. A way to quickly sort through your email: F-file it, A-act on it, D-delete it. It seems simple enough, right?

• Create a work log to track all the large tasks you've completed. A few women did this and said that after reading through the tasks they actually had completed, they felt a great sense of accomplishment. It's a way to focus on the positive, celebrate the tasks you've completed instead of stressing about the ones you didn't.

• Throw in the towel! As women, we tend to want to do things on our own and have a hard time asking for help. One women's advice was to basically to get over ourselves and know when to ask for help. If someone in your business is better at a certain task than you are—ask them for help, so you can focus on the tasks that you are best at. It's more productive for everyone that way.

• Get the "ick" out of the way. Set an hour each day (preferably towards the beginning of the day) to take care of the tasks you don't want to do. You know, the ones you keep putting off but are still weighing on your mind because they need to get done. 

• Don't be so reactive. Work on distinguishing the things that need to be address immediately versus the ones that can wait. Don't immediate react to something, especially if you're already in the middle of another task.

• And last, but certainly not least: Learn to say "No". Along with most women, I constantly struggle with this one!

So, what do you do that helps you with your time management and/or productivity skills? Have you tried any of the suggestions above? How did they work for you?

Marketing to the Universe and Beyond…

In my last post, I mentioned the recent AAF Greater Frederick roundtable session on Guerrilla Marketing that I attended. (which was awesome, thanks to presenter, Whitney Hahn of Digital Bard!). Not only did I learn 7 Great Guerrilla Marketing Tactics, but I also learned a different way to think about who I market to.

Most likely you've already determined who your target market is. And your self promotions are probably created with this target in mind. That's great. BUT, the Guerrilla Marketing approach makes you think differently about where to direct the bulk of your marketing efforts. Here's the breakdown in a nutshell:

 

1. 10% of your marketing should go out to the universe. This includes your website, twitter accounts, facebook, etc. It's your marketing that everyone can see.

2. 30% of your marketing should go to your target audience. This can include self promotional mailers, advertisements in a certain publications, etc. This is the marketing that is directed with a specific target in mind.

3. And, 60% of your marketing should go to your existing clients! After all, if you've done your job right, delivered your product or service, and met or exceeded their expectations, they'll be your best bet for repeated business and/or referrals. Don't forget about them! This can include eNewsletters, referral rewards programs, thank you notes, self promotional gifts, or even a simple phone call.

So, what can you do right now to start marketing to your existing clients? We'd love to hear your ideas, input or suggestions that have worked for you!

The Guerrilla in the Room: 7 Key Guerrilla Marketing Tactics

Last week I enjoyed a business roundtable discussion through the AAF-Greater Frederick discussing Guerrilla Marketing tactics. First, huge thanks to presenter, and certified Guerrilla Marketing Coach, Whitney Hahn of Digital Bard as well as to the event sponsor, Flying Dog Brewery!

If you're unfamiliar with the topic, according to their official website Guerrilla Marketing is a "body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money." Basically it trains you to think outside the box with your marketing efforts, to think with your creativity, not your wallet. As a small business owner, it is very eye-opening and helpful!

The presentation started with 7 Key Aspects of Guerrilla Marketing. I've outlined for you below and hope they'll help you with your ongoing marketing:

1. Set Goals. Make the goal specific, including a designated time frame and quantifiable outcome.
2. Identify Your Target Audience: Again, the more specific the better. (This doesn't necessarily mean the only audience you will do work with, it means who you will target your marketing to)
3. Define Your Benefits: Know the different between a feature vs. a benefit. It's not what you make what you use to make it, it's why and how does that benefit your client. Always try to see it from the client's perspective.
4. Decide Your Niche: Your niche is partly your targeted audience, and partly how you go about doing what you do. It's your audience AND your process.
5. Use Your Weapons: Guerrilla Marketing identifies several low-cost or no-cost marketing weapons ranging from something as simple as your email signature and/or your voicemail message to more complex things such as your corporate brochure or where a QR code directs to.
6. Identity: This is your entire corporate culture. Who you are, not how you want to be. It's who you are when no one is looking.
8. Set Your Budget: Always be sure to set a budget for yourself. This will keep you from over-spending as well as under-spending. (Under spending means you will be less likely to reach your goals).

If you're interested in learning more about Guerrilla Marketing, feel free to visit their official site at www.gmarketing.com or, contact Whitney Hahn for marketing coaching seminars. Do you have any additional marketing tactics that work for you and your business?

Solving the Mystery of Who Won It…

This past weekend was award season! Yes, we got to watch Hollywood's elite at The Oscars (complete with J-Lo's possible "costume malfunction" and Angelina Jolie's leg). But, more importantly, in my hometown, we celebrated our local ADDY Awards, the American Advertising Federation's awards competition celebrating the best in advertising and design. As president of my local organization, the AAFGF, I couldn't have been happier with the success of our local awards gala, and was thrilled to celebrate the creative and talented advertising community in our region!

This year's ADDY theme was Clue, with an old Hollywood Glam feel to it (yes, I even tried to dress the part, white gloves and all!). The decor and location was amazing, as were the many professional and student entries on display. Despite being extremely nervous (as in practically shaking, people!) about having to start the night off with a welcome speech as well as give an award presentation, the overall night was extremely fun and exciting.

And, best yet, Kalico Design walked away with a Silver ADDY award for our cover designs for Find It Frederick Magazine! We love working with Find It and are thrilled with the accolade! 

Congratulations to all of the Frederick-area ADDY winners. We sure are lucky to be in business in an area so rich with creative talent, and so blessed with such supportive colleagues!

(Event photos to come soon!)