Take the mask off.

 

There’s usually more to a logo than meets the eye. And we’re going to help reveal the meaning on some of the best designed and most well thought out logos out there. Each logo below has a hidden message. Enjoy the up-close-and-personal look at these world-renowned logos.

 

 

FedEx-Express

Most people probably already know about the hidden arrow in the FedEx logo, but did you know that when FedEx was presented with the logo, the agency chose not to tell the FedEx executives it was there. Luckily, one of the spotted it and it was chosen as the winning logo. Go figure.

 

 

logo_amazon

Amazon’s logo actually has two meaning to it, not only does the logo have a great smile, but the arrow points from A to Z. highlighting the fact that Amazon carries a wide variety of products. And the smile is just not for a happy logo, but represents their great customer service.

 

 

baskin-robbins-logo

Baskin Robbins’ hidden feature isn’t actually all that hidden. The pink parts of the BR in the middle make out the number of flavors they have. And if you don’t know, it’s 31. That’s a pretty impressive amount of flavors.

 

 

goodwill-logo

Goodwill’s logo may look like a Lego head, but it’s more than that. It is actually a big G. Which the g is taken from the Goodwill text at the bottom of the logo.

 

 

LSO-Logo-1024x682

The London Symphony Orchestra logo might be one amazing organic-looking brush stroke, but it is so much more. Not only does the line spell out LSO, but it also looks like an orchestra conductor. You might have to look at it for a few. Start from the outside and work your way in.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Research first. Post second.

Anyone who writes social media was reminded of a good rule yesterday when DiGiorno Pizza used a hashtag that they shouldn’t have. And that rule is do your research before using a hashtag that may seem good for your brand, but turns out it isn’t.  Here is the tweet in question:

Screen Shot 2014-09-10 at 2.30.04 PM

 

 

 

 

If you are not aware, the #WhyIStayed hashtag is used for domestic-violence victims to speak out and tell their stories, not for pizza companies to promote pizza. It’s unfortunate that the person who posted it did not research before posting. The person that posted the now infamous tweet spent the next few hours apologizing on Twitter to people that were offended.

So, what’s your take. Honest mistake or just a brand going too far?

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

You are what you spec.

To borrow (and rephrase) a standard question from a famous interviewer, if you were a typeface, which typeface would you be? AcrobatAnt challenged its art directors to set their own names in a typeface that reflects who they are and their point of view, then let other office colleagues try to match the art director with the typeface. Here are our results, a mix of surprising and expected. What typeface are you?

AA-140507_Designer_Danny

Danny Sadler
Franklin Gothic Condensed

AcrobatAnt’s creative director chose this traditional font because he can subtly kern certain characters to make them flow together better. He likes its tall X height (the torso of the letters, the middle ground above the descenders and below the ascenders). Casual. Readable. Just a good, classic face. A foundation face that’s powerful and carries its weight. Good for invitations, too.

AA-140507_Designer_Dell

Dell Chambers
Da Streets

He’s an illustrator and painter, so you can guess what kind of typeface Dell would choose: a brush font. There’s nothing demure about this one. Edgy. Fun. Aggressive. With some “pow” to it. He says it fits his personality. For the record, he didn’t fool anyone in the office. Dell tied with one other art director for getting the most correct votes matching him with his typeface.

AA-140507_Designer_Chance

Chance Walentiny
Sloop

Chances likes plenty of things about this classically elegant script typeface. See the way the H thins out? Chance especially likes how each character has little details and nuances that make a big difference.

AA-140507_Designer_Cayla

Cayla Spears
Eyes Wide Open

Cayla must’ve made her typeface choice while looking in a mirror. She picked one that’s girly, but just sort of girly, not too girly. Not too elegant, either. Hers is a down-to-earth option that’s easy enough and thick enough to kern. Most of all, she picked it because it looks like real handwriting.

AA-140507_Designer_Bryan

Bryan Cooper
Flemish Script

You think you know an art director, but no one in the office matched Bryan to the font he picked. To him, though, it made perfect sense. His fine art often focuses on the historical, Victorian and ornate. He loves antiques and collects old photography. And with this particular typeface, the thick and thin elements aren’t too exaggerated, making it a nice, easy script to read. Great for monogramming, too, as a fellow art director pointed out.

AA-140507_Designer_Jinni

Jinni Giltner
Mohave

Jinni goes for the tall, dramatic and condensed type. Her choice is available in regular and bold. Caps only, no lower case, so her headlines are shouting all the time. She likes this newer approach to clean and simple. Nothing crazy. And she likes that the G doesn’t mess with the spacing, as it so often does.

AA-140507_Designer_Will

Will Skaggs
Steelfish

It’s simple enough. Not the least bit obnoxious. Will’s pick catches your eye, but doesn’t have even one letter that’s hard to work with. It’s agreeable, has a good weight and looks good kerned, too. There are no other variations, but it works as is. Everyone likes Steelfish. (Nerd alert: If this typeface looks familiar, it’s because it’s used for the end credits of The Big Bang Theory.)

 

Take our quiz to find out what typeface you should be here.

Download our case study, Fonts Deconstructed, here.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Who is this Bryan Cooper and how does he know so much about logo design?

The cogs and wheels in his mind just turn differently. He’s an illustrator, so he sees things from an artistic point of view. He may have invented the term “illustography,” the process he uses to mix illustration, photography and multiple media. To Bryan, colors have numbers and letters have value (cogs and wheels again). And he’s been doing logos since he started the “Three Stooges Club” in second grade. As a professional designer, Bryan has won a ton of awards and has had more than 40 of his logos published in the LogoLounge book series. Most recently, he picked up three Graphex 45 awards for hospital logos for a rehab center, lung program and cardio academy. “I love simplifying the personality of something (person, company, idea, etc.) and putting it in a perfect, little visual package,” he said. Most of all, he’s a great teacher. He put together this slide presentation to show others how to use the process that has made him AcrobatAnt’s official logo guru.

 
AcrobatAnt Marketing & Advertising AcrobatAnt.com 1336 East 15th Street Tulsa, OK 74120 918-938-7912

Ever since thinking outside-the-box became so inside-the-box, we just did away with the box and got an oval.

AA-140602_Blog

Who’d ever guess that one of the Top 5 Pollstar entertainment venues on the planet is right here in Tulsa? The BOK Center. Prior to the food venues, we have worked with the BOK Center to create some outstanding ads for trade publications, but this new project took our partnership to new heights. Our project was to take their existing concession stands and transform them into irresistible food havens for arena visitors. Thankfully, we have some amazing wordsmiths and designers that bring fresh ideas to life.

This resulted in Graphex 45 award-winning concession stands with fantastic food. And also some earned media in the Tulsa World and other news outlets.

“The concession stand remodeling project was so important to us because we know it will vastly improve the customer experience for guests who attend BOK Center events,” said Sarah Haertl, SMG Regional Director of Marketing, BOK Center. “We enjoy every aspect of working with the Ants. Their enthusiasm for our project and their level of commitment to our satisfaction made this project an enjoyable experience.”

How does it feel working with your agency? Gratifying?

Check out more of our work:

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

 

UPDATE:

We’ve just learned that our “Bring out Your Inner Rock Star” ad won the Best Trade Pub Ad at the Second Annual SMG Marketing Awards held at the Mercedes-Benz Superdome in New Orleans. More than 70 SMG marketers from over 49 venues across the U.S. and Puerto Rico voted on the ad produced by Amy Smith. We are excited to be able to showcase our talent on behalf of clients like the BOK Center.

AA-140602_blog_Rockstar

What’s holding back your brand? Use spring cleaning to make it more efficient.

Make your brand more effecient

Maybe the better question is, “What’s keeping your brand from being more productive?” Oh, now we have your attention! Think about it: Are you still using some processes, ideas and standards that are obsolete or getting in the way of your making progress? Consider these suggestions for updating your approach:

  • Email instead of snail mail? Text instead of email?
  • Text to confirm an appointment rather than call
  • Determine three ways to eliminate paper and go digital
  • Use an iPad to visually present your ideas when pitching business
  • Make sure your website is compatible for mobile devices
  • Offer forms online

These ideas are just to get you started.

Now think of 10 other ways your brand can be more efficient and ultimately more productive.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Your brand spring cleaning: out with the obstacles; in with the more-effective.

Out with obstacles; in with the more effective

As the tidying up of your brand continues, the next step is to let go of anything keeping you from moving forward. That can be something as simple as using old collateral like brochures or business cards, even though they don’t feature your newest logo; or refreshing your website/digital presence.

We understand not wanting to waste paid-for pieces, but distributing outdated materials (printed or digital) can be costly—blocking customers from seeing the new vision you have for your business.

Here’s an even better question: How do you know when it’s time for a switch? Take this short quiz:

  1. Are you differentiating yourself from the competition?
  2. Do you look different from the rest?
  3. Are there too many colors in your color palette?
  4. Are you using too many fonts?
  5. Are your employees trained to be ambassadors for your brand?

And finally, watch for Step 5, our last installation, coming soon.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Clean up your act this spring: Create a brand standard document.

Create a Brand Standard Document

You may have one idea of how your brand should look. The person working next to you may have another. And the individual on the other side of you may see the brand completely differently. Creating a brand standard document does two things:

  • Spells out to your internal audience the Dos and Don’ts of representing your brand
  • Makes sure your external audience sees and hears a consistent message from your company

When developing a brand standard guide, be sure to include:

  • Approved fonts
  • Approved PMS and hex colors
  • Online guidelines for translating the brand into the digital space
  • Logo placement and guidelines
  • Specs for printed signs, banners, collateral
  • Templates for stationery kits
  • Email formats, including fonts and signatures
  • Presentation templates
  • Brand tone; sample copy and sample imagery
  • Approved manifesto
  • Approved creative brief

This document becomes your brand’s rule book. Following these guidelines gives your brand a consistent look that your audience can spot immediately. You know a Coke bottle is a Coke bottle before you see the name. A brand standard document can give your brand that same instant recognition.

Coming soon: Step 4—Obstacles.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Spring cleaning is a great time to declutter your asset library.

Declutter Your Brand's Asset Library

You know how “stuff” piles up? Stacks up? Collects? Before you know it, you’ve amassed more things than you need and can’t find the ones you do. This happens at home and with your brand, too.

Now is the ideal time to go through all that clutter to figure out what needs to stay, what needs refinement and what can be tossed. Ask yourself, do I need this/these:

  • Photos
  • Artwork
  • Infographics
  • Mission statement
  • Who we are copy
  • Elevator pitch
  • Talking points
  • Promotional materials
  • Customer service practices
  • Policies
  • Presentations

These items (and more) make up your asset library. It’s important for them to be current and consistent. Make sure they’re on message and on target with your brand.

Think of your asset library as your tool box. Finding the right tool for the job—easily and in a timely manner—can save you time and make you more efficient.

Keep your eye out: AcrobatAnt will post Step 3 soon.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

Is your brand clean this spring?

Your brand could use some spring cleaning, too.

Any huge project can be overwhelming—whether it refers to your house or your brand. But when you break down the process into simple steps, progress is easier to make. In this first of five posts, AcrobatAnt can help you spruce up your brand image.

First, you need to define your brand’s goals and objectives. Goals are your general, big-picture intentions; objectives are the results that come from achieving those goals.

For instance, if your goal is to grow your business, your objectives will define the specific categories, demographics and percentages for that growth.

Ask yourself these five questions about your goals/objectives:

  • Do they translate to all departments; am I taking an integrated approach?
  • Will we have to stretch beyond current limits to reach them?
  • Do they represent a consensus; is everyone on board?
  • Are they achievable?
  • Most important, are my goals measurable?

Once you have the answers, you’re ready to move on. Keep watching our blog for Step 2, which we’ll post in the next few days.

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912