The Price of Entry

This is an excerpt from an awesome interview/discussion between smashLAB's Eric Karjaluoto and Blair Enns, founder of Win Without Pitching.

Eric: Every industry has its clichés. Tell me about the blunders that most creative companies unwittingly make that limit them.

Blair: Thinking that they can fake deep expertise across an impractically wide area. Thinking that they are in the service business. Thinking that they cannot let an opportunity pass them by. Thinking that they can win business by compromising their principles then somehow fixing it later. Thinking that their firm is somehow exempt from the laws of supply and demand economics. Thinking that they’re not really in it for the money.

Eric: Are there any marketing catch-phrases and terms used by designers that you’d like to see bombed to Oblivion?

Blair: I hate the word ‘branding’ as a claim of expertise. An expert is someone who has a deeper knowledge of the subject than others trading in the area. I wonder if there’s even such thing as a branding expert. There are just too many people in it and very, very few that have meaningful knowledge that others do not. A designer claiming expertise in branding is like a fish claiming expertise in swimming. It’s not expertise; it’s the price of entry.

Exactly. Some really nice insight and wisdom in this piece - continue reading here if you agree and want to learn more or here if you already know it all...

That's Right,

HMK

Thanks to Blair Enns, founder of the Win Without Pitching movement and a business development adviser to marketing communication agencies and Eric Karjaluoto from smashLab.

MassArt Redesign

My Alma Matter, MassArt, the 135-year-old institution in Boston has the proud distinction of being both the first and only independent public college of art in the United States, and the first art school to grant a degree.

Working with brand consultancy Minelli, Inc., MassArt, engaged in an eighteen-month-long planning and assessment process that resulted in a strategic marketing plan that aimed to raise the institution's profile, and one of the key elements to achieve this would be its identity. MassArt assembled a committee of faculty, staff, students, foundation directors, and trustees to oversee the project, who selected Moth Design — which features four MassArt alumni — out of seven design firms that responded to requests for proposal. With a new institution name, Massachusetts College of Art and Design (formally established in October of 2007), and a clear sense of renewal, MassArt established objectives for the new identity:

To present MassArt consistently and with confidence.

To represent a level of skill, quality, and creativity appropriate for a leading college of art and design.

To establish a visual signature that is distinct and recognizable as Massachusetts College of Art and Design.

To retain the significant brand equity in "MassArt" while firmly establishing the college's new formal name.

To reflect the energy and spirit of the individuals that comprise MassArt's diverse community.

This is actually the 4th logo for MassArt since my days back in the late 80's. Nice job!

That's Right,

HMK

Thanks to the smart folks at: Under Consideration.

Rossingnol Rebrand

It's really nice to see a refreshing back to basics logo redesign. I for one totally love the big, classic script R. Very Nice!

I'm really digging the simplistic and easy to read 2 color design, sans all the trendy gradients, shadows and bevels. Not really sure about the tag line though, seems long.

This is from the Rossignol press release:

"Embracing the power and familiarity of the classic "R" (born in 1965), the new logo presents a strong, simple message: "This is made by Rossignol." We want to emphasize that Rossignol's products are made by people committed to perfection, and who have a deep understanding of the mountain lifestyle and environment. The "R" represents a unification of purpose, of direction and of reason."

As an old school skier I must say that I'm kinda missing the rooster though...

There's more good stuff in regard to logos and rebranding from the smart folks at Under Consideration over at their Brand New section.

That's Right,

HMK