• Creative Myth #4: Branding and Logos are the Same Thing

    On: July 13, 2017
    In: Branding, Marketing, News
    Views: 1031

    These two words are often misused and misunderstood. Branding is about the elevation of a company, product or service from being a commodity to being distinct and recognized through identity, marketing, advertising and most importantly, client experiences. There are many competing products, services and organizations, but branding creates that crucial distinction from the competition.

    Logos by themselves are a graphic icon and/or typographic mark that identifies and represents a product, service or company. Logos are part of brand identity which is the visual part of branding that includes advertisements, signs, uniforms, packaging and many other collateral materials.

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  • Psychology of Color in Logo Design

    On: August 22, 2013
    In: Design
    Views: 4968

    As a designer, I am often faced with the dilemma of which colors to use in my designs. I don’t want to use or not use a color strictly because I have a certain like or dislike for it… I want to choose a color that will help get a message across, that will help brand my client.

    Color conveys meaning to us whether we are aware of it or not. Sometimes color can hold certain meanings for us based on our personal taste, but most often color holds meanings based on how they are viewed and portrayed within our culture. For example, in the United States, black is the color most often associated with death and mourning whereas in India, the color that represents death is white.

    Color is important in all aspects of design, but the place where it is most important is in logo design. A company’s logo is most often the first thing the consumer faces when introduced to a brand… it’s the first imipression and you want it to be a good one. Here are some helpful tips for choosing the right colors for your next logo…

    • Passion, Energy, Danger, Aggression, Stimulates Appetite

    Innovation, Modern Thinking, Youth, Fun, Approachability

    Sunny, Warm, Friendly, Stimulates Appetite
    • Negative: cowardice, warning

    • Natural, Ethical, Growth, Freshness, Finance

    Professionalism, Seriousness, Integrity, Authority, Success

    Royalty, Luxury, Wisdom, Dignity, Wealth

    Fun, Flirty, Feminine

    Power, Sophistication
    Negative: villainy, death

    Purity, Simplicity, Naivete

    Masculine, Rural, Outdoors

    Kristen Oaxaca, Graphic Designer

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  • Yahoo! Launches 30 Days of Change

    On: August 11, 2013
    In: Design
    Views: 993

    Yahoo! has had a renewed sense of purpose and progress and after a year of evolving their brand (included new products for weather, email, photo sharing, and more), they have decided to extend this new spirit of change to their logo.

    On August 7th, Yahoo! kicked off what they are calling 30 Days of Change. In an effort to build up to their exciting new logo reveal in September, Yahoo! is displaying a logo variation on their homepage each day for 30 days. Yahoo! says, “It’s our way of having some fun while honoring the legacy of our present logo.”


    The new logo, which will be revealed on September 5th, will keep Yahoo!’s famous color purple as well as its iconic exclamation point. To check out the logo variations as the brand leads of to it’s big reveal, visit the Yahoo Tumblr site and see what you think!

    Kristen Oaxaca, Graphic Designer

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  • Sublimimal Messaging or Smart Design?

    On: July 25, 2013
    In: Design
    Views: 1152

    We see hundreds of logos every single day, but many times we just see them and don’t really look at them. When people breeze past logos, they often miss the beauty of the design and can even miss a hidden message that the designer worked so hard to encorporate.

    Here is a list of 10 logos (some you may recognize) that have hidden messages. Perhaps it’s sublimanal messaging from the company or maybe just smart design by the designer. I’ll let you decide…Logo_Kisses

    Hershey’s Kiss: Just type? Look again… can you find the hidden kiss?



    Baskin Robbins: You’ve probably seen this one before, but can you find their 31 flavors?




    Fed Ex: Again, another popular one. The arrow is the hidden object in this logo.




    Bronx Zoo: Giraffes and birds… cute logo. Wait, is that a city skyline?




    Vaio: You may have to be a technology guru for this one. The “VA” represents an analog waveform and the “IO” is a nod to binary code.




    Washington State University: Go Cougars! On second thought… those are the initials WSU.




    Wendy’s: A hot topic of conversation after the recent redesign. Do you believe her collar really says, “MOM”?




    Eighty 20: Another techie logo. The company name is spelle out in binary code: 1010000 (80) is the top line and 0010100 (20) is the bottom.




    Spartan Golf Club: It took me a second, but I finally found the double image. Do you see the golfer? How about the spartan?




    El Tour de France: Perhaps my favorite hidden message because it was the hardest to find… you’ll love it too once you find the cyclist!

    Kristen Oaxaca, Graphic Designer

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  • The Great Gatsby: The Creative Process

    On: June 13, 2013
    In: Design
    Views: 2743

    I’ve heard about the movie and have even awed over the intense previews, but I never stopped to think about the creativity behind The Great Gatsby typography. Until that is, I found a case study from its creator online… then I was intrigued!

    The creator of The Great Gatsby typography is Like Minded Studio, a Sydney based design studio. They collaborated with Baz Luhrmann, director of the film, to create what they describe as a, “bespoke Deco styled logo reflective of the roaring ’20s and Fitzgerald’s masterpiece.”

    In addition to designing the logo for the movie, the Like Minded Studio team created an entire display typeface that went along with their design. They even went as far as creating a system so that letters alternate between striped and solid when typed in words.

    Below are some of the creative team’s first ideas that eventually helped develop the amazing typeface that is The Great Gatsby logo. I enjoy and find it inspiring to see the creative process of other designers… especially when the outcome is as impressive as this one.

    Gatsby01 Gatsby02 Gatsby03 Gatsby04 Gatsby06 Gatsby05

    Kristen Oaxaca, Graphic Designer

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