Ahh blogging. Back again! It’s about time too! I like blogging when I have the time to do so, and I think it has been a long enough span in between blogs that you have most likely gotten through all 3 of my prior blogs. I say likely, but if you still need more time, I completely understand, those things are loooooooooong. I guess I realized how long they were turning out when I wrote them, but I felt it was necessary information in order to fully describe the processes used to create the photoshop effects that I was demonstrating. But in the end, I guess tutorials tend to be better when it’s in the form of a video, so if anyone has any interest in how things in photoshop are done, I am all for it, just let me know what you want to see and I’ll just create a video and post it on our Motivators TV Blog.
In the mean time I figured I could use this art zone section to talk about the art of promotional products. After all, what would promotional products be without your message or logo? So speaking of logos, I noticed a few months ago that a well known grocery store in our area has recently changed their logo and thus their branding. Your branding / logo is important to your company because it gives people an initial impression of your company or service. Many logos generally try to somehow describe what your company does, or what to expect from your service. This is not always the case and it is not a rule, in fact it can be argued that the most important element of a logo is how memorable it is. This is the idea of branding. If people recognize and remember your logo, you are already helping your company out. I think that an ideal logo is unique, eye-catching and conceptual. But in the promotional products industry we have to think about another important element in logos; the element of printability. I would say that since my start in this industry, I now look at every logo from not only a design point of view, but from the promotional products point of view and ask myself ‘how well will that print on a corporate gift or holiday giveaway?’
Of course imprint method and the item you are printing on has plenty to do with that question, but nonetheless it is something that I and probably many of my co-workers think about when looking at a logo. It seems like both of these Stop & Shop logos would print fairly well with most imprint methods. As for the logos themselves, the original definitely plays off of the store name more than the new one by using red and green colored circles to represent traffic lights, coinciding with the ‘stop’ element of the company name. However you wouldn’t really know what you are shopping for just from looking at the logo. The new one reminds me of slices of fruit, though it focuses less on the actual name of the store. Sometimes this is a tough decision to make, but in the end the newer version certainly has a more modern feel to it, and this was the concept that they were going for, as the Stop & Shop chain released this new logo as a part of their commitment to creating the ‘grocery store of the future’ where many new features involving the use of technology to create a more efficient shopping experience will be appearing in Stop & Shop stores in the forthcoming year. The newer logo also converts to one color better than the original. Ideally companies would love to use all of the colors when printing their logo, but budget restraints as well as practicality can commonly force a company to use a one color imprint. The new design would not lose its concept as much as the old one because the color of the circles in the original design are crucial to the concept of the logo.