Intro:
Welcome to our latest installment of Brand of Brothers! My name is Doug Berger, and I will be your host through this branding journey. Thank you for tuning in.
In this episode, I am excited to share with you the latest in brand refreshes, a history lesson, wisdom nuggets and so much more! Let's get branding!
Brand Updates:
Let's talk about our latest favorite brand refresh: Kraft Heinz. You've probably seen it by now, and quite possibly didn’t realize it. But, just in case, you can see it for yourself in our Instagram feed or on our website brandshowlive.com.
On a scale of resounding success to epic failure: Was is the good? the bad? or the ugly?
Let's start with some general thoughts:
So, JKR absolutely killed it. They managed to unify incredibly distinctive elements from its logo and keystone shape to the color palette and typefaces.
I give it a rating of “Please Pass The Heinz”
Why? You might ask. I'll tell you.
Every single touch point of the brand has personality that isn’t over the top. Simultaneously, it has moments of elegance and sophistication. It is a brilliantly accessibly brand language that exudes thoughtful cohesiveness.
And, of course, since we are all averse to change, how can it be improved? It does meander a bit from product to product. While I enjoy the differentiation, if you’re going to create a formula, stick to it. When you’re going to break the rules, be consistent about how you are going to break them.
All-in-all, the tone is and presentation is lovely. It’s a family of close relatives and distant cousins that can all get along well at their next reunion.
And, that's all I have to say about that.
Favorite Fonts:
So, Is it an oldie but goodie or something fresh from the typographic oven?
Well, The latest fave is Decimal from Hoefler & Company.
According to their website, Decimal is inspired by how wristwatches once shared a distinctive form of lettering. You can actually watch how it was made in the Netflix original series Abstract: The art of design Season 2. Episode 6. I highly recommend checking it out.
I even wrote a little haiku review for you. So, here goes nothing!
Sure to make you smile.
Big or small—any style.
Truly Versatile.
From old watch dials
these distinctive styles transcend
forms celebrate time
That was fun. Thank you for indulging me. And, of course you can see it for yourself on our instagram or website—brandshowlive.com, as well as on the foundry's site, which you can find in the comments.
Logo History Lesson:
Way back in the 1900's, before Adobe Illustrator or even the Mac—or even before we re-appropriated the term branding from ranchers—there were the true pioneers of modern graphic design.
And, today's logo history lesson is about UPS designed by none other than —wait. This one is actually quite complicated. Even though we don't really refer to it as the original UPS logo, the first iteration was created in 1916 by the founder of UPS. But, 20 years later, they removed the eagle, likely to avoid competing with the USPS logo. No. Not really, that didn't happen until 1970. Anyhow, the version of the logo, as we know it today, was originated in 1961 by Paul Rand, who was an exceptionally prolific designer, and creator of logos for a wide array of companies, including IBM and abc. If you're not familiar, look him up.
Anyhow, in 2003, branding agency powerhouse FutureBrand reimagined the logo. The three-dimensional effect was removed in 2014, in favor a simpler, flattened appearance.
As always, you can check out our Instagram feed @brandshow.live to see what we're talking about.
But, for now, picture it:
The most recent incarnation of the logo from 2014 is a simple shield that is rounded at the top, with straight edges that taper to a sharp point. Contained within the top arc is a slight swoosh of gold that blends with the same colored stroke that edges its way around the shield. The remaining background is a dark, chocolatey brown, with lowercase letterforms "ups" displayed in a customized sans-serif typeface created by FutureBrand in 2003.
Sounds like a pretty cool logo, right?
Do I like it? Well, it IS a classic. It still has a nod to Paul Rand. But, it has a contemporary vibe that gels with the history of the brand.
I think I'm definitely better with it, now that it's not superfluously 3-dimensional. However, I miss seeing the Paul Rand version. It just had more character. It was more personable. And, it told you what the company did in a supremely simple fashion.
Alright. And, moving on.
Wisdom Nuggets:
Now, it's time to talk about something that may or may not have happened in our careers, and what we learned from it.
So, The toxic client, right? Everybody experiences what could be described as a toxic client.
My first years as a designer saw plenty that could be lumped into this category. Generally, these were practitioners of wanting cheep, fast AND good.
But, especially focused on being cheap without sacrificing quality or expediency.
As I gained experience, I learned the service we provide has value beyond time. The Graphic Artists Guild made this especially clear for me with materials like their Handbook on Pricing and Ethical Guidelines.
So, as time went on these so-called toxic clients transitioned from looking for a cheap logo to being proponents of scope creep. This is a classic situation where they will know what they want when they see it.
So, classic. I mean, we're talking excessive iterations or complete pivots.
Pivots Great. Now, all I can think of is that scene from Friends.
Anyhow. I consider myself super-lucky that none of these so-called toxic clients have been particularly abusive. Though, it has happened.
And, the appropriate thing to do—always—is to diplomatically and compassionately tell them to fuck right off, right. No! No! No! I’m kidding.
First off, before you begin any creative partnership, it is critically important there be a contract that describes the terms. Assuming it is not an open-ended contract like a subscription or a retainer, it should clearly and plainly state how many concepts and iterations are included. If a customer reaches the end of that scope, it's absolutely imperative to be open, honest and candid by letting them know prior to the last round they approaching the end of the agreed terms. Simply ask them how they wish to proceed.
The next consideration is to figure out how to make certain you are properly compensated, while making the client feel as though they aren't being cheated.
Again, this is what contracts are for. But, more importantly, don't let the contract be the reason a relationship goes sour. Iterative fees can and should be included in the agreement, so this doesn’t become a sticking point later.
Above all else, let these experiences become opportunities. Opportunities to learn. Opportunities to help. And, opportunities to become better.
Close:
Well, that takes us to the end of this installment, and I certainly hope you enjoyed this episode of Brand of Brothers. Thanks again for tuning in.
This episode was written, edited and hosted by me, Doug Berger. I produced it with my professional partner in crime, Simon Jacobsohn.
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Thanks again for making it this far in the show. Until next time, branding wishes and marketing dreams.