Simple design idea for corporate marketing
May 4, 2008 – 1:58 pm
I was asked to come up with a visual to portray a corporate bank’s image. This was one of the largest banks in the world, one that prided itself on coming up with intelligent solutions and, whilst it wanted to evoke reliability and gravity, it also wanted to be known as innovative.
The tag line for the campaign had already been decided upon: “Expert in ideas”. Great, I thought, my mind clouded with Photoshop filters and Illustrator effects. I got to work…
Half way through I got bored of the extravagant imagery and vibrant colours and I suddenly realised that I had got something really good! I also realised that what I had served as a metaphor for my experiencein design and marketing which could be distilled down to two rules.
- Keep it simple! Easy to say, not so easy to convince people to do.
- Give them something they need to take a second look at. For example, a neat typographical trick like the one above; “expert in” is in “ideas”. Get it?
I wish I could use this as a tag line for my business. This is what I should be – an expert in ideas – if I want to be successful in this field.
I’ll give it a try now.
6 Responses to “Simple design idea for corporate marketing”
I am a huge fan of simple and elegant typography, and this logo/slogan is really nice. Your post mentioned that a logo like that would force visitors to take a second look, and I definitely took a second and a third and a fourth before I even read your post. The image is very clean and simple, but powerful. Really good job!
By Exhibit Booths on May 5, 2008
Thank you, Exhibit Booths, for your comment. That was exactly the reaction I’d hoped for and it is so encouraging receiving messages such as yours. Thanks again!
By Rob Cubbon on May 6, 2008
Very cool—I like the “blunt” serifs in the font you’ve chosen (what font is that, btw?). Unfortunately, many folks (who aren’t designers) aren’t brave enough to brand their companies with such simple, thoughtful designs (Hehe, it’s a pity we can’t send our customers to design school—we get taught to simplify and deconstruct, but we spend our careers slapping on extra bells and whistles). Although, I think cultural issues have a lot to do with it—I know a German guy whose logo is a circle, with a smaller circle inside it (kind of like a reversed bulls-eye); that kind of logo would probably never fly with a US company, for example (then again, it might if it’s red, white & blue—with a drop shadow… LOL)
By ND on May 6, 2008
Thank you for your input, ND. The font is Aachen bold – my favourite slab serif. You’re very right that people (myself included) get caught in the trap of wanting to add and add and add when sometimes simplicity really sells.
By Rob Cubbon on May 8, 2008
I really like what you did. I have never seen anything like this before. Took some creativity that is for sure. Sounds like you have a good design business if banks are contacting you. Is it because of this blog?
-Paul
By Sports collectibles on May 9, 2008
Thanks, Paul. This particular job wasn’t as a result of this website. But I have many fantastic, high-end and valued clients that are!
By Rob Cubbon on May 10, 2008