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Re-Design to Re-Define

August 11th, 2011

In a market where companies are always in search of ways to outsmart the competition, giving your collateral and identity an overhaul is a great way to reinvent yourself.  Not merely an aesthetic process, the decision to re-design anything from a single piece to an entire identity offers a laundry list of benefits, not the least of which is to help a company refocus both its internal and external vision and how it is represented in the market.

But, with a busier-than-ever pace in the business world, why would an enterprise choose to undertake such a process in the first place?   What real purpose does re-designing a company’s identity, web site or collateral serve?  While the answer to that question can be a very personal one for each company, there are some that are more obvious, one of the most common being the addition of a new product or service that prompts design of a new sales or promotional piece.

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What a Brand IS – And IS NOT

August 4th, 2011

With terms like branding, brand identity, corporate identity and a host of other terms related to corporate brand building finding their way into the jargon of nearly every businessperson on the planet, there’s bound to be some confusion about what it all means.

Many people equate a “brand” with its logo, which is a common misconception. A logo is not the brand in and of itself, but a graphic representation of what the brand stands for – a sort of visual shorthand for a complex message.

In short, a brand is the emotional connection you have with a company or its products. It’s the expectation that you have of high quality, a good price or exceptional customer service when you see a company’s name or logo, watch their advertisements or read their promotional materials. A clear example of this connection with a brand is automaker Mercedes-Benz. When you see one of their vehicles, watch one of their ads or enter their showroom, you immediately connect their name and products with quality engineering and luxury. THAT is the definition of branding.

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BOOST Designs New Logo for KnowMoney.ca

April 30th, 2011

Logo design and corporate identity / branding projects have always been some of our favorite types of work to take on. There’s something about distilling a concept down to its bare essence and being able to represent that visually that is exciting and challenging.

We were approached by a new financial education blog, KnowMoney.ca, to design a logo to represent their site. The site is intended to help the average person gain knowledge about money and financial matters so they can make better choices and build a solid financial future.

KnowMoney.ca financial education blog logo design - Vancouver, BC

Our approach to the logo was to use a visual concept that was familiar in a mainstream way, while at the same time being approachable and fun. In other words, we wanted to avoid stuffy at all costs.

The final logo depicts a piggy bank-style icon with the site name set in all lowercase type. The result is a fun, memorable logo that gets the concept across quickly and effectively.










BOOST Project Chosen by Design Edge Canada for Re-Logo

November 10th, 2008

Though we’re a little late in posting about it (busy busy!), we’re pretty excited to note that we were contacted a couple of months ago by Design Edge Canada’s editor, Ann Meredith Brown. She was looking for a project to feature in the Re-Logo section of the magazine and asked if we had a good before/after identity project we could share with the magazine’s readers. No problem there – we often work on projects where we’re charged to re-design the logo of an existing business as the company grows and evolves.

Westcoast Actuaries Logo Re-Design

After considering a number of relevant projects, we chose to submit our re-design of the Westcoast Actuaries logo because we felt it was a strong example of how dramatically a re-designed identity can impact the perception of a company.

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