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It is a fact that the public and consumers' perception of a company's quality and presence is primarily based on how it effectively utilizes its corporate identity. This may be done through various media such as presentations, advertising, product or service branding, outdoor and vehicle signage, to name a few. Although most Fortune 1000 companies have some form of corporate branding guidelines, some are obviously lacking cohesion and consistency. For example, todays' market often allows partnerships and alliances where different companies are working together. A well designed logo should easily communicate and reinforce the brand identity of a particular enterprise while continuing to maintain a unique presence. All effective Logos should have a robust quality to be viewed in various media states, or simply put, versions to optimize a single color low resolution fax machine, a strong web visual, video/TV versions, or an effective large scale full color banner. Many of the designs here have that quality and even though it may not be shown (client budget may have been restricting) all these projects have or are staged to have a series of complimentary versions to take advantage of various new media avenues. While working as an Art Director with AT&T and Lucent Technologies I was given the added responsibility of deciding how the logos were used outside of the guidelines. In one such case, I needed to create a Lucent Logo for the United Artist film "A Thomas Crown Affair" where a 30 foot logo was displayed in the sail of a yacht. (no autographs, please). Actually it was fun to develop an affordable solution. A custom-made logo was created to optimize digital output on parachute material which was then sewn directly on the sail. |
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