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What’s in a name? Branding, Rebranding and Brand Refresh

Your name and logo are, generally speaking, the first things people see and associate with your business. But they are only a small part of a Brand.

Branding is the process of creating a visual identity (logo, images, graphics, color palette) and a written identity (tag line, body copy, messaging, marketing catch words, language) that should be memorable or identifiable to the public. Branding is your company’s public “face,” or how it is seen, judged and considered. Because of this, it is important to incorporate your company’s goals, culture and other main message into the branding. Your brand should encompass who your company is and what sets you apart from your competition.

Rebranding can be seen as creating an entirely new identity for your business. Sometimes change is necessary, and this is a great way to reinvent yourself. This process generally incorporates a completely new design and messaging to alleviate any disconnect that has developed over time. Although this process is often used by companies experiencing public relations issues, that is not always the case. Ownership changes. Audience changes. Times change. A company sets a new course. Whatever the reason, Rebranding is a great option for brands looking to start a new chapter.

A Brand Refresh is different from Rebranding in that it updates a brand that is already successful, and takes it up a notch by refining it. You maintain visual connection to the previous design, while creating one that is more representative of your present messaging. This can mean simply changing colors, refining the logo, adding messaging or tightening the overall visual face.

No matter if you are looking for Branding, Rebranding or a Brand Refresh, HGD has qualified designers and writers to assist you at any point in the process. Whether you are still trying to piece together the perfect name that is vibrant and sentimental, deciding on a color scheme, or refining your current logo, we are here for you!

Selecting the Right Stock Photography

Sometimes a budget is large enough to include room for in-house or commissioned photography, but other times it’s not. You know what we at HGD say to that… no problem.

We are lucky enough to live in the digital age, where thousands of talented artists from around the world shoot and upload photography that depicts anything and everything imaginable, from the general (father walking daughter down aisle) to the specific (young girl riding bike in the sunshine while smiling). There are many different websites that host and sell these images with varying quality and pricing. Upon looking through these websites, it can be easy to get overwhelmed by the magnitude of options.

Here are some tips for picking the right stock photography for you and your campaign.

  1. Know Your Brand
    • This may seem like an obvious sentiment, but it’s extremely important to remember. When selecting images for print or online materials, it’s imperative that you convey a look and feel that correlates with the brand that you’ve already established. Are you homey or corporate? Soft pastels or bold prints? Photography furthers your brand, and shouldn’t contradict what your audience has come to expect from you.
  2. Know Your Message
    • We all know the cliché… a picture is worth a thousand words; well what do you want yours to say? As soon as you make the decision to put an image out to your audience, they will be reading into what you’re trying to say with it. Think about how the image you’re selecting can be interpreted.
  3. Know Your Destination
    • Where will your image be used? Will it be the cover of your catalog or the visual component of a blog post? Knowing where your image will be used helps determine several different components of selection. First, vividness or colorfulness. If an image is being used to purely attract attention or create a mood, then it has more freedom to be more “full of life,” but if it is part of your website’s banner or will have text behind it, that needs to be considered. Second, this determines the alignment of your images. When using text or other visual components on top of your selected image, it’s generally preferred to have ones that won’t disrupt the text so that the audience won’t get distracted by the image.

Need help selecting the right photography for the job? HGD is here to assist you no matter what step of the process you may be in.

Art Lounge on 101: A New Endeavor

“To succeed, you have to believe in something with such a passion that it becomes a reality.” —Anita Roddick, Founder of “The Body Shop”

 

We all have passion projects… Whether it’s our whole business or an individual campaign that we’ve personally spearheaded, we all have something that we’re so excited about that working on it doesn’t feel like work.

For me, one such project is Art Lounge on 101. This project combines two of the things that I’m most passionate about: creative expression and community. I’ve partnered with fellow businesswoman Cindy Blumkin, owner of Art & Soul in Encinitas, to create a place for locals to create, teach and explore their creative side.

Currently, Cindy and I are in the process of building the brand. It’s fun (and sometimes overwhelming) to be both the client and the creator this time around. We are developing a brand and messaging that conveys that we are not only a place that invites artists of every level to learn, but teachers to teach as well. This project is constantly reminding me how important messaging and content really are. Cindy and I are working with the whole HGD team to make sure that all of our goals come across in our branding and collateral in a concise and consistent manner. It’s important to have a team you trust when developing a brand.

I’ll be posting more in the coming months as our brand, collateral, website and more start to materialize and take fuller shape. I’m excited to share this new brand—a true extension of myself—with the you and the world.

—Nancy Walter, Hula Girl Design Founder