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Playing with your brand

It’s been said that a strong visual identity is a key building block of great brand but it’s not often that the identity comes to life as actual building blocks. So when Fidoodle created a limited edition set of Planet Kid branded blocks we were blown away!

The true value of partners

Without partners, many of a designer’s ideas would remain just that – unfulfilled ideas.

Over the past 6 months, Projektor has been working with Switchback Cyclery to help bring their brand to life. Located in the Riverside neighbourhood, just east of downtown Toronto, Switchback is a bike store a founded on a strong social purpose – providing “street” people a hand up by offering them meaningful employment through the store and getting Torontonians out of their cars and onto a bike.

It was apparent though, that this venture would only succeed if people heard and more importantly, talked about it. As a start up with limited funds for marketing, Switchback needed to find ways of getting their name out in an efficient yet visually engaging and dynamic way. So we made a decision to produce a limited run of high quality cycling fashions – not really for sale but in order to create living, mobile billboards for the brand.

Applied Arts magazine cover featuring a bottle with octopus tentacles wrapped around it

Looking back on a year of uninvited rebrands

An opinion column I wrote has just been published in the May/June issue of Applied Arts Magazine. I felt compelled to write after reading Fast Company’s ridiculous year-end article on the best branding of 2012 that claimed that 2012 “was the year of the unofficial, uninvited, branding campaign.”

In the column I make the case that branding projects undertaken without permission or client involvement may end up looking pretty but that they serve no real strategic or business value.  As a design profession, we talk all the time about “strategic process” and work very hard to taken seriously by businesses. But then at the same time, as creative professionals, we get all excited and lavish attention on these made-up projects. We need to make up our minds what is really important to us.

Seeing Double

While riding the streetcar recently, I noticed two ads placed side-by-side that looked as though they were from the same organization. Education en langue francaise en Ontario and Le Centre francophone de Toronto both had prominently used their logos – stylized human figures holding their arms – as a focal point of their ads. Upon closer inspection and a quick internet search, I found out that the former group was set up by the Ontario government to provide information and encourage enrollment in French language schools in the province, the latter is a not-for-profit organization that assist francophone’s who come to live in Toronto. Two different organizations, two different mandates, two different target audiences… two very similar brand identities.

Logos in the age of the app

An article recently I wrote on how digital media is changing the way we need to approach the development of logos has just been published in the December issue of Design Edge Magazine.

In it I talk about how rise of mobile digital devices, such as smartphones, are changing the way we view and interact with logos. It looks to provide a framework to assist organizations in answering the question: is my logo ready for the age of the app?

Ironically the article is only available through the print version of the magazine. However a PDF file of the article can be downloaded by clicking on the following link – DE_app_age.

Send me a sign

Unique storefronts and their signs have always fascinated me. I have always thought that signs did far more than just convey information. They provide you with an idea of what you would find inside – from the store’s aesthetic to its shopping experience. These storefronts often reflect a moment in time, capturing the cultural and visual trends of their day. In a society where we are constantly and continually changing and updating how things look these signs are one of the great ways to capture where we’ve been and how we perceived things at the time.