Congrats to our Design Team!
Cited for excellence in logo and trademark design, five Addison Whitney logos have been honored as winners of the American Graphic Design & Advertising 27 Award.
The innovative design behind the winning logos-Alerian Capital Management, SteelPath, Carnival Cruise Lines' RedFrog Pub and ThirstyFrog Red and BYB Brand's Simmer relaxation drink-captured the eyes and votes of judges, allowing Addison Whitney to add to its growing list of 2011 design awards.
"We are thrilled to be recognized in the American Graphic Design & Advertising 27 Awards for our work with Carnival, Alerian, SteelPath and BYB Brands," said Senior Graphic Designer Nick Irwin. "Each project presented a unique opportunity to develop identities for various companies with an array of attributes. With the collaborative support of both great clients and savvy designers, these projects netted successful results."
American Graphic Design & Advertising presents annual awards to showcase the best graphic design and advertising in the Unites States. Work is judged on concept originality, skills and presentation involved in the execution and how effective the work is.
Here are their award winning logos:
Insperity | What it Means to Their CEO
You may recall the posts in March about the Insperity launch. We did our best to sum up our engagement with the Administaff/ Insperity team, but it is a lot more exciting to hear about the transition directly from Insperity Chairman of the Board and CEO Paul Sarvadi. (He also happens to be one of the founders.) Take a look at the video below.
Introducing Insperity
......................................................................................................................................................................
For those of you who have been following our recent tweases (Twitter teases) noted by our hashtag #AW3095, you already know the news. For everyone else, it’s our pleasure to introduce Insperity, formerly Administaff.
Addison Whitney has been working with the Insperity team since February 2009 and is so proud of its team’s hard work throughout the process, and especially at the launch some members of our team were lucky enough to attend.
We are excited to begin our Insperity series to highlight the key steps from throughout our more than two year relationship with the Insperity team. Throughout each post we will give you some insight into things we learned or just fun facts from each phase.
Here are some headlines to get you excited and coming back for a double dip of Brand Salsa.
- Market Research – gathering key insights from current and future customers
- Brand Strategy – who are we and what to do with all of these offerings and brands
- Verbal Branding – farewell Administaff, hello Insperity
- Visual Branding – Insperity’s new look and feel
- Brand Rollout – dancing in the streets of Houston
- What Makes a Great Project Team – we’ll tell you because we worked with a fantastic one at Insperity
Stay tuned!
Starbucks Did What?!
Caffeine addicts across the world are in uproar over Starbucks' announcement this week that its logo would be changing to celebrate its 40th anniversary in March and the company’s larger focus.
On Starbucks’ site you can read comments from people upset over the change and even suggesting alternative designs. Interestingly, Starbucks partners (also known as employees) are posting positive comments and are expressing excitement for the change. Commenter Simplycatlin, a partner, says “You guys love the experience not the name and not the green lady...” Bingo.
A brand is so much more than a logo. (Repeat this phrase five times.) It’s about the emotional experience people have with your brand; the unique place your brand holds in people’s hearts and minds.
Maybe all the uproar is not really about the logo, it’s about the fear that people’s favorite brand may be changing and moving away from coffee and its delicious pumpkin cream cheese muffins. Maybe Starbucks brand fans are worried that this “third place” they’ve come to love escaping to could change. Of course, maybe they really just don’t like the new logo.
What do you think – is it the logo or is it more than that causing the controversy?
Please note: This blog entry was not biased in any way by my long-time respect for their brand and my adoration for Howard Schultz, who I affectionately refer to as Howard, like I’ve known him for years.
Be a Light to the Village
For our December Helping Hands event, AW chose to sponsor the Christmas Village Toy Store at the request of one of our visual designers. It is a suggestion that many AW employees embraced, as the excitement of children at Christmas far outweighs our own as adults.
The inspiration came in 2006 for The Christmas Village Toy Store, a collaborative effort among several area churches that is designed to empower and develop at-risk urban communities in Charlotte. The store itself preserves and promotes joy and dignity at Christmas by engaging a free market system, allowing shoppers to pay a discounted price for desired items rather than be forced to accept “charity.”
Both those who donate toys or volunteer their time and shoppers who purchase toys contribute to store profits that are reinvested into the local community through educational grants and scholarships. Because of this, even the shoppers at the Toy Store are “paying it forward” into their own communities.
Addison Whitney was able to donate several boxes and bags full of toys for children ranging in age from infant to teenager. There were dolls, mp3 players, blocks, books, bath accessories and much more. In addition to donating toys, several employees, along with their friends or spouses, volunteered their time to helping the Toy Store prepare and run the shopping events. We were represented as toy pricers and parking lot attendants.
We would like to say thank you to Warehouse 242 and the other Charlotte-area churches who are part of the Christmas Village Toy Store for allowing us the opportunity to give to such an amazing organization. We look forward to being part of the initiative in the future, whether as individuals or as a company.
Know & Love
......................................................................................................................................................................
Is there any Christmas character more iconic than Santa Claus? The belly o’ jelly, the tress-dressed face and the bright red suit with snowy fur all wrap up to create the jolliest man we know.
While you can buy Coke anytime and almost anywhere, my favorite holiday brand is Santa himself. We can thank Coca-Cola for Mr. Claus as we know and love him today. In 1931, artist Haddon Sundblom introduced us, via The Saturday Evening Post, to who has become our quintessential image of St. Nick.
Coke’s website explains, "For inspiration, Sundblom turned to Clement Clark Moore's 1822 poem "A Visit from St. Nicholas" (commonly called "'Twas the Night Before Christmas"). Moore's description of St. Nick led to an image of Santa that was warm, friendly, pleasantly plump and human. For the next 33 years, Sundblom painted portraits of Santa that helped to create the modern image of Santa -- an interpretation that today lives on in the minds of people of all ages, all over the world.”
So this year, instead of leaving milk out with your cookies this Friday night, you might leave a bottle of Coca-Cola. Santa is sure to appreciate the caffeine kick; he’s got a lot of houses to hit, you know.
You can read all about Santa’s image and other Coke lore on Coca-Cola's website.
Merry Christmas, y'all!
Brand Equity to the Highest Bidder
These days, everything old seems new again: Disney has resurrected Tron from 1982, and Hello Kitty is just hitting her stride at 35 years old. It may seem like a great time to dig up and polish off a few forgotten brands.
On December 8, Brands USA Holdings will auction approximately 150 “priceless” and forgotten brand names for those who might want to cash in on the latest nostalgia trend. Names like Handi-Wrap, General Instrument, Lucky Whip and Meister Brau will be up for grabs to the highest bidder.
With awareness as the first building block of brand equity, it might seem like brand resurrection would provide an immediate head start in the market. As tempting as it may seem to claim the identity of an abandoned trademark, investors should beware that the residual value of the brand is also its risk.
Abandoned, orphaned or zombie trademarks live in a legal gray zone, as explained in the article The Zombie Trademark: A Windfall and A Pitfall, in the law journal of the International Trademark Association. But consumers of Brand 2.0 would most certainly be confused and disappointed if they are allowed to think that the original product is back on shelves. As with any relationship, I would recommend honesty. Telling consumers that you are recycling another company’s brand is a much better strategy than trying to backpedal from consumers who feel duped.
It's Back
......................................................................................................................................................................
Did you hear that noise earlier last week? It was the sound of millions of Americans rejoicing. Why? The McRib is back, of course.
Considering there’s a McDonald’s on every corner, it’s interesting how McDonald’s has been able to make a pork sandwich so exclusive. Thousands wait for sightings each year on the McRib locator website. Facebook groups beg for its return. Well folks, prayers have been answered because 2010 is the magical year when all U.S. McDonald’s are carrying the sandwich (for a limited time of course).
I think the last McRib I had was in 1996, but something about the McRib is exciting each year. And not just for me, remember Jack Osbourne’s excitement (video is bleeped but probably NSFW)?
This year, McDonald’s McRib ad campaign highlights the love and passion people have for the sandwich as opposed to focusing on the exclusivity alone. Yep, love and passion for a pork sandwich.
Have you had a McRib sandwich yet?
Just Say Mo
Breast cancer has the pink ribbon, heart disease has the red ribbon and prostate cancer has…the mustache? In effort to raise awareness—and money—for the fight against prostate cancer, men around the world will grow mustaches throughout the month of November Movember.
The Movember (sometimes referred to as No Shave November) rules are as follows: start Movember 1st clean-shaven and then grow a mustache (Mo’s, in Australia) for the entire month. According to the Movember website, the mustache is the ribbon for men’s health. Participants can raise awareness and funds for cancers that affect men by sacrificing their faces.
Started by a group of friends in 2003 in Melbourne, Australia, the movement has evolved and expanded to become a world-wide effort that raises millions of dollars for organizations such as Livestrong and the Prostate Cancer Foundation.
New York Yankee Nick Swisher is growing one, even the Flip Camera is sporting a ‘stache. No word on Tom Selleck, although suffice it to say he serves as inspiration to “Mo Bros” everywhere.
While Movember generates a lot of buzz and is certainly a fun way to raise awareness for men’s health, it’s tough to predict if the mustache will ever achieve the recognition level of the pink ribbon. For now, all I can do is hope to spot a Yosemite Sam-esque mustache sometime this month.
The Big "O"
......................................................................................................................................................................
Picture this. It's been 69 days since the accident. TV viewers are waiting patiently to see the first rescued miner’s face. He reaches the surface. The rescue capsule is opened. Audiences worldwide look to see his expression and can’t escape the “O.”
If you’ve missed the story on the Chile Miners rescue, check out the details here. This story and the facts about the rescue are remarkable, but what’s really fascinating from a brander’s perspective is the opportunity that Oakley took to illustrated product placement at its finest.
After being underground for such an unimaginably long period of time, the miners needed protection from ultraviolet light when they reached the surface. Conveniently, a Chilean journalist recommended Oakley to the Chilean private health insurer, and the rest is history.
Oakley donated 35 pairs of sunglasses (listed for $180 each on Oakley’s website) to the Chile miners. As a result of their strategic generosity, CNBC reported that the company has received $41 million in equivalent advertising time through the news media coverage of the rescue... Talk about a return on investment.
Oakley has hit gold for their brand image. It’s a win-win. To consumers, the brand comes off as charitable for donating and dependable for being a brand that Chile officials trusted to fully protect the miners. For Oakley, the amount of exposure and revenue from this perfectly positioned helping hand effort will be immeasurable.
Contributed by: Ashley Hollingsworth