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Hidden Messages In Logos

My hat goes off to the creative folks that design logos. Capturing the essence of a brand and providing a long lasting, meaningful link between the product and the consumer is no easy feat. But being able to add hidden messages in logos is a true art!   It begs the question, are their hidden…

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TYPOGRAPHY SERIES: Hyphenation 101

Have you ever heard of an en-dash or an em-dash before? Didn’t think so… Don’t worry it’s simple and I’m going to teach you a few tricks so you can have perfect hyphenation in your work and impress those writer snobs. Lets start with a little history. The en-dash is the width of an uppercase…

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UV inks Reduce VOCs

Mindshape recently had the pleasure of an onsite demonstration of the first UV ink press (Komori G40 H-UV). The benefit of UV inks is that they have lower environmental impact, they don’t use solvents and also produce lower emissions (Zero VOC) than conventional inks. These inks are dry as soon as the sheet comes off the…

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The Visual Mind

I was reminded this weekend of how powerful visual context is in influencing our emotions and behaviour. If you’re looking for visual overload try any amusement park, wow, they have it figured out. We decided to take the family to Canada’s Wonderland for a fun – visually stimulating day. Having two young boys, it was…

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Are You Living Your Brand Promise?

‘We all march to the same beat’, define your brand promise and build an organizational culture that is meticulously measured against this promise. So why do so many companies get it wrong and very few get it right? As I observe this divide, I see a common misstep in the marching orders that come from…

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When Brands Reach Utopia

Many have commented on the Starbucks brand refresh, not to be mistaken for a new brand design, more a simplification of the iconic Siren logo that has become synonymous with gourmet coffee the world over. Having worked on hundreds of brand identity designs in my career I can say from experience, trying to rationalize the…

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Measurement no Longer Social Media’s Achilles’ heel?

Measuring sentiment and conversation has come a long way since the first tweet or status update. Technologies have been developed by organizations, such as, Sysomos and Radiant 6, which systematically measure business intelligence. But is measuring sentiment even possible? The answer is yes and no. Social media is built on sentiment (positive, negative or indifferent)…

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