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Animated logos create a subtle ‘look at me’ shout out

September 29, 2016 by Klaus Uhlig
Designing your company logo is not a task that can be taken lightly. After all, it is a reflection of your company’s identity and strategic direction and needs to speak to your target market.

But, it also needs to stand out in the crowded marketplace  especially in the digital space. A moving, or animated, logo can do just that.

Before jumping to conclusions about what an animated logo looks like, know that it is not the crass GIFs of the early days of the Internet. Those were busy, loud, in-your-face concepts. And when they did their thing, they were often clunky because the digital bandwidth of that time couldn’t properly support the animation.

Those days are gone. Moving logos today are small, subtle touches that say ‘hey, look at me!’ And that little shout out is what grabs the viewer’s attention and helps to differentiate your website, and your business, from your competitors.

Check this one out: Yondr Studio specializes in pen and ink illustrations as well as hand lettering and branding. Their logo — a pen and ink drawing of the sun shining over a mountain — comes to life as the sun rises over the mountains. The sophistication of this logo is not only attractive but also memorable. It is simple and polished and quickly gets to the point, reinforcing the company’s brand.

Here’s another subtle example of one created earlier this year. MergeCo helps business owners buy, sell or raise funds. The butterfly logo underpins its transition before transaction approach and the gentle flap of its wings represents a business owner’s new-found freedom.

A moving logo isn’t the right answer for every company. A construction contractor, for example, should probably stick to showcasing its strong and solid foundation rather than showing off its moving parts. But a long-haul trucking company may want to use their logo to highlight how they’re always on the move.

The key to remember when creating a moving logo is that it is not an after-thought to the creative direction and logo development process but an extension of it. And a savvy designer with the right skill set is needed to pull the entire logo creation concept together.

Integrate traditional marketing into your digital media strategy

September 08, 2016 by Klaus Uhlig

Last month, the World Wide Web celebrated its 25th birthday. And in just a quarter of a century, it has completely changed how we view, consume and share information.

And of course, it turned the world of marketing on its head.

Digital marketing encompasses everything from websites, social media mentions, YouTube videos, banner ads, Google Ad words, e-newsletters and blogs, just to name a few. Its purpose is to have people find and develop a rapport with a brand. And, digital marketing gives businesses the ability to easily communicate with its customers to gain valuable consumer feedback.

But as exciting as the digital world is, the recent CASL* law puts limits on a business’s ability to use mailing lists to digitally reach out to its customers. And, like anything that is done to excess, sometimes too much means the intended audience simply tunes out.

So, as the Internet marches towards its next milestone birthday, there is resurgence in traditional print marketing as savvy businesses recognize the importance of remaining active in both digital and traditional spaces. Direct mail, for example, is once again growing as marketers are discovering that the same consumers who tune out their digital efforts open letters that are personally addressed. Why? Because getting an
actual letter is such a rarity these days that it commands attention.

One form of marketing doesn’t need to replace the other; they need to work in tandem. And both require different skills and expertise. Your digital marketing agency may create a stellar online presence for your business, but what kind of ROI are they getting you on your print materials? Do they have the expertise to leverage the traditional channels? Most don’t. We see more clients and agencies turning to traditional print design professionals to fill that channel.

Because digital marketing is useless at a trade show, for example, when you need a take-away that leaves a lasting impression. A simple one-page printout won’t leave the impression you’re hoping for. Just as your business needs an expert in the digital marketing space, it also needs one in the traditional modes of communication to create the personal approach that effectively expands your business’s exposure and reach.


* Canada’s Anti-Spam Legislation