LONO Creative

Examples Of How A Bad Typeface Can Ruin Your Brand

Thu, 16 May 2013 05:01:52 -0400

We get a few businesses totally perplexed as to why we stare openmouthed, with our hands clasped over our heads when we see their chosen font to represent their brand.

In today’s business climate, a lot of companies are realising the value of carving out a brand personality to help bring out their key differentiator amongst their competitive market.

That’s great, we say – we give a double thumbs up to businesses that want to appear approachable, friendly and even look like an enjoyable company to work for. However, some businesses have selected fonts that are way too far in this direction, and need to be pulled back about a thousand miles – (haven’t these businesses heard the term, less is more?)

Brands need to carefully consider their font choices. You may like a particular typeface that looks creative or imaginative, but consider the messages it sends when it’s used in your copy to advertise your business and services. Ask yourself, ‘what are the subliminal messages of this font?’ and ‘what overall image am I getting from this advertisement?’

You see, each typeface has a unique personality, and it’s imperative that the personality of your chosen typeface matches the essence of your business. And if your selected font doesn’t? Then conflicting messages will appear to the reader, which is distracting. Fonts are highly powerful features in branding; one badly chosen typeface and your whole brand identity could be severely damaged.

The majority of these examples are made up, but the idea is based on actual signs or advertisements we’ve come across over the years. From dentistry and law firms to accountancy corporations and businesses from the leisure industry, we show samples of fonts used in the wrong category and ask you if you would take their brand seriously?

The accountancy company may have wanted to appear relaxed and approachable, but they’ve ended up looking informal and unprofessional. Whereas the law firm’s ad is frankly laughable really.

With the flaws in the font on the cosmetic dentistry ad, we’re left wondering if there will be cracks in our teeth as well once our appointments over. And the ad for the masseuse doesn’t feel very relaxing, does it?

The angular style of the typeface to advertise this B&B doesn’t convince us that we’ll get a good night’s sleep, and the font used for the catering company doesn’t exactly scream gourmet food!

No… never.

A Resources Infographic for the 2013 Virgin London Marathon

Fri, 19 Apr 2013 10:26:00 -0400

As The Virgin London Marathon is on this weekend, we’ve created an infographic that represents the amount of resources available to runners. From the number of Marshalls and medical support to preparation materials and drinks, we provide a breakdown of this year’s supplies.

Storm Thorgerson, Pink Floyd Album Designer Dies

Fri, 19 Apr 2013 05:25:27 -0400

Pink Floyd album designer and graphic-genius Storm Thorgerson has died aged 69.

The artist was a childhood friend of the founding members of the band and produced a series of unique and alluring graphic design creations.

Pink Floyd guitarist and vocalist Dave Gilmour said the artwork Thorgerson had created for the band had been ‘an inseparable part of our work’.

He was one of the industry’s most recognisable artists and also created designs for the albums of Led Zeppelin, Peter Gabriel and Muse.

His distinctive graphic design style was evident on the cover’s of Atom Heart Mother, Wish You Were Here, Animals and The Dark Side Of The Moon.

In 2009, speaking of the design for The Dark Side Of The Moon, Thorgerson stated ‘It’s a nice but simple idea. Refracting light through a prism is a common feature in nature, as in a rainbow. I would like to claim it, but unfortunately it’s not mine!’

To pay homage to the designer, we take a look back at some of his most memorable creations.

Atom Heart Mother

Wish You Were Here

Aimnals

The Dark Side Of The Moon

Photo

Tue, 16 Apr 2013 05:01:24 -0400

A fake ad created in under 60 seconds, which promotes army recruitment!

Tue, 16 Apr 2013 04:19:52 -0400

Long live direct mail! Why your digital marketing strategy is failing to build loyal customers

Mon, 15 Apr 2013 06:51:10 -0400

In a rapidly growing digital world, we discuss why traditional forms of marketing are still an integral feature of the marketing mix.

Everyone’s loving the digital side of marketing these days. We get that it’s exciting because it’s new and innovative for businesses and has the potential to reach masses of audiences anywhere from Taunton to Timbuktu, but direct mail has much more potential to make a real strong connection with your consumer – (that’s if your mailer is a unique concept, designed well and resonates with your target audience) and marketers are forever bombarded with the message that it’s about the quality of supporters for your brand, (in regards to engagement), and not the quantity. Of course, digital is still an integral feature of the marketing mix, but we explain why traditional marketing methods such as direct mail shouldn’t be scrapped, why it’s still works to help boost your business and how to deliver a memorable campaign.

Why Direct Mail Is Still Important For Marketing

How many emails do you trawl through each day sending to the trash folder because they’re designed hideously and are brimming with tedious content? We suspect you get interrupted for about at least ten minutes each day by irrelevant emails. However, receiving direct mail doesn’t seem to pester you as much, does it? In fact, on the contrary, it’s quite exciting to receive mail from an unknown source if it’s designed creatively.

How Direct Mail Can Engage Your Target Audience

Mail that’s designed in unique packaging, so that it stands out is how you’re going to catch someone’s eye and intrigue them to read what you’ve got to say.

Also, the tactile nature of direct mail makes your campaign more memorable than some fleeting digital newsletter. It’s widely known that we scan content online, plus it’s so easy to click the junk folder if we read something that hasn’t grabbed our attention within two seconds. Holding mail in our hands encourages us to take the time to analyse the package and read the messages.

Your direct mail could include luxurious print techniques with gold finishes to convey the premium nature of your company whilst featuring a key message that resonates with your consumers. Or it may be colourful and interactive with bold typography to convey the artistic nature of your business. Direct mail can still be linked to digital – you can include your Twitter account, web link or any other contact details to another digital platform.

Direct mail campaigns can be personal and exciting, which can strengthen the connection between your business and your consumer, and can also further establish your brand identity, which can help to differentiate your business from your competitors and help you stand out. Ultimately, direct mail has the ability to make people feel valued, which can give your brand massive brownie points!

Step By Step Guide On How To Create A Memorable Direct Mail Campaign

Plan who you want to target
Consider what their pain points are or what challenges they’re facing
Consider the ways in which your business provides a solution to their issues
Think of three key messages you want to promote about your brand
Consider how you want your target audience to perceive your brand – You may want to appear corporate or artistic? Or perhaps you want to have a stylish look and feel with a provocative edge?
Think about the calendar – What days are coming up that you could use to promote your business that would coincide with your mailer?
Call LONO Creative for an awesome idea on how to encapsulate all your findings… come on, we can’t reveal everything! ;o)

KITKAT unveils posters made from white KitKat chocolate bars

Tue, 09 Apr 2013 09:29:05 -0400

What if Don Draper & his team worked in 2013? Mad Men tools in the 21st century

Mon, 08 Apr 2013 06:48:04 -0400

Poster design for bike shop gives bicycles human personas...

Mon, 08 Apr 2013 06:45:28 -0400

‘Underpantones’ - Underwear for designers!

Mon, 08 Apr 2013 06:41:35 -0400

PANTONE-inspired underwear.

Embroidered typography designed for Hong Kong airport’s food court.

Mon, 08 Apr 2013 06:39:00 -0400

Vanilla Coke comes back to the UK in a refreshed packaging design

Mon, 08 Apr 2013 06:34:00 -0400

Vanilla Coke’s new bottle design.

Vanilla Coke’s new can packaging design.

Introducing... Helveticat!

Thu, 04 Apr 2013 05:00:03 -0400

The purr-fect feline font! A typeface that uses a cat’s tail to form letters.

Graphic Designer Of The Year

Wed, 03 Apr 2013 11:41:04 -0400

We’re convinced… ;o)

maybeitsgreat: Personal Collateral By Nychuk, Canada

Mon, 25 Mar 2013 13:02:05 -0400

maybeitsgreat:

Personal Collateral By Nychuk, Canada

imjustcreative: (via Aston Martin Celebrates 100 Years With...

Mon, 25 Mar 2013 12:35:22 -0400

imjustcreative:

(via Aston Martin Celebrates 100 Years With Special Logo)

Why Dated Advertising Is Rotten And How To Determine Its Expiration Date

Mon, 25 Mar 2013 12:28:00 -0400

Having a stressful day? Then why not reward yourself with the pleasure of smooth smoking….

Yep, you read the right. That’s a tagline some agency created for a cigarette brand back in the day.

These days the only ads you see for cigarettes are the ones encouraging smokers to kick their unhealthy habit.

This (extreme) example shows that our culture is continuously changing, and to adapt to changing climates, brands need to regularly update their advertisements to keep abreast with the times in order to connect with their consumers.

Another example, (but less extreme) is Coca-Cola.

The soft drink giant has come a long way with their advertising – they’ve recently made changes to their adverts in order to target different consumers and send out different brand messages. For instance, their new TV ads are all about tackling obesity – this is because the UK soft drinks industry is currently fighting accusations that it contributes to obesity problems.

One of Coca-Cola’s core messages now is to encourage people to do more physical exercise. Since coming under fire, the soft drinks brand has acted fast and updated their brand messages and thus advertising to ensure they avoid a brand crisis.

Advertising needs to wholly reflect the core messages and values of your brand, but it’s also imperative that it ties in with topical discussions in society and addresses your consumers needs – that’s the secret to an engaging advertisement.

Still not convinced? Just take a look at these dated advertisements from the following famous brands below, compared to their more current adverts – Just imagine the controversy it would cause if the dated ads were placed in our society again today!

Why not give us a call today so we can identify the challenges your brand is currently facing and our ideas on how we can visually combat these issues.

There would be outrage if Kellogg’s released this cereal ad today.

There’s a stark contrast between cigarette ads from the past and the present.

It’s hard to believe that Heinz once released extremely sexists advertisements.

There would be severe uproar if soft drink ads targeted children today!

Coca-cola – the perfect accompaniment to calorie-laden food yet also promoted by health services?

Coca-Cola ads are now tackling obesity accusations.

Totally. Speechless.

The Top 10 UK Consumer Superbrands of 2013

Tue, 26 Feb 2013 11:15:00 -0500

The 2013 Top UK Consumer Superbrands are in! Following the announcement from the Superbrands site, the team at LONO congratulate Swiss watchmaker Rolex for retaining its place at the number one spot. Check out the other winning brands that are included in the top ten in an illustrative chart we designed above.

Brand Crisis! How Companies Have Acted During Horsemeat Scandal

Tue, 26 Feb 2013 11:12:56 -0500

As the horsemeat scandal continues to unfold, it’s certain that consumer faith in the integrity of supermarket’s food has been shattered. We’ve taken a look at the various activities brands have taken in a bid to regain customer loyalty and also the brands who have used the horsemeat scandal to their advantage. We’ve included a rough guide on how to overcome a brand crisis too. How would you tackle the horsemeat scandal if your brand was embroiled in the crisis?

Tesco took out a full-page ad in UK national newspapers to apologise for selling beef burgers that contained horsemeat.

Iceland launched an ad campaign insisting on the quality of its food.

Virgin Media issued a spoof apology for promising films starring cows but instead showing horses.

Mini created a new print advert for its Mini John Cooper Works Roadster using the horsemeat scandal to catch reader’s attention.

The beleaguered gaming shop Game, has taken time out from dealing with the aftermath of administration to run an ad making fun of the horsemeat scandal.

HOW TO ACT IF YOUR BRAND FACES AN ABRUPT CRISIS

If your company faces a brand crisis, then the second you realise our reputation is under attack you need to act immediately. The main objective is to drum out your number one message and from there on you should be monitoring how people are responding to this.

Don’t, under any circumstances, ignore your haters. You need to respond to them and deliver consistent communication.

Lastly, you need a good relationship with journalists, as they’re the ones who have the power to influence. They’ll be able to help you and show their support to a wide audience.

Wham, Bam, Thank You Tate Modern! Full-Scale Of Roy Lichtenstein’s Work Gets Exhibited

Tue, 26 Feb 2013 11:03:09 -0500

Tate Modern in London will be presenting the first full-scale retrospective of Roy Lichtenstein’s work this Thursday, but don’t count on Lichtenstein’s crying comic woman to be the centre of attention at the show. There’s a lot of other great artwork being presented as well.

A prolific career spanning 20 years, Lichtenstein is undeniably famed for his dated gendered stereotypes presented in comic book narrative. However, his love for satire is evident amongst his other, less well-known pieces of art.

Interestingly, in the Black and White section of the exhibition, Lichtenstein abandons his typical use of bright colours and has taken images from advertising and changed them to monochrome duplicates, which result in the ads loosing all power to persuade. Consequently this hints at the notion that Lichtenstein believes that influential advertising and branding is down to use of design, imagery and colour.

The Ring’ 1962

Lichtenstein’s comic book art is obviously a big feature in the show, but there’s also an Art About Art room that displays his homage to the Masters, which shows his work engaging with other ranges of art movements. (For example impressionism, futurism and surrealism, as well as specific pieces.)

Finally the exhibition ends with a calming display of mid-1990’s Chinese landscape works, which is a good antidote to the drama you’re presented with in the previous rooms.

Roy Lichtenstein is one of the most conspicuous artists of the 20^th century; His 60’s tongue-in-cheek approach to art is still appreciated by people today and he remains a key influencer in the industry of art and design. He also made it ok for adults to frame and hang images of Donald Duck and Mickey Mouse in their homes; that’s why we love him!