You can view the entire book by clicking on the pdf link below.

SLC Book pdf

So what does this have to do with you? If you are seeking to build your business, improve or alter your messaging or just getting started— you are going to need strong and innovative marketing and creative thinking in your tool kit.  But here’s the rub. There is no measuring stick for creativity. There is no hourly rate put on the design process. It would be virtually impossible to clock in and out every time I thought about a client as once I’m on the job, I think about your product or service all the time. A creative person is inspired by everything and often will find applications for it to a client’s marketing or design. Let them do it and you will be more than pleased with what that creativity can do for your bottom line. Apple is a shiny example of that. Their marketing is brilliant. Their packaging is dead on. It feels like Christmas when you buy anything from Apple.

So the message here is this. Innovative design and marketing can and does improve your bottom line. Period. Stop concerning yourself over how much time it took to develop a logo or brand system, and start asking yourself does this design do what I need it to do? Is it helping my image or telling my message? Is it speaking to the right audience? If your answer is no, then you need to find yourself an inspired creative who can help you with this and let them. It will be worth it.

Milton Glaser, designer

What is a Logo.

I am often asked what I think the purpose of a logo is or in other words, what is its job description. My answer is always the same. It’s an emotional trigger. It is the most boiled down essence of a business. It’s there to either remind you of the expereince you have had with a business or service, whether your experience is limited to your ad in a phonebook or a full blown marketing campaign.

More importantly, I continue, is what the logo’s job IS NOT. It’s not there to give your potential customer the low down on everything you do. It’s not there to fulfill the role of a capabilities brochure or website or advertisement. In fact, the more you put into your logo, the more confusing the message often is.

A logo is the entry point to the brand message.

“While brand speaks to the mind and heart, brand identity is tangible and appeals to the senses. Brand identity is the visual and verbal expression of a brand. It begins with a brand name and brand mark and builds exponentially into a matrix of tools and communications.

Brand identity is a tool that is powerful and ubiquitous. It is the shortest, fastest form of communication available. It is an asset that needs to be managed, nourished, invested in, and leveraged. Done well, brand identity is the consistent reminder of the meaning of the brand.” Alina Wheeler, Designing Brand Identity

On Building a Logo.

It used to be that once a logo was created, you left it alone. It stayed true to itself for years, never failing in its unflinching ability to remain ageless. We now live in a different world. People are fickle and easily swayed. We have access to loads of information, loads of brands and ways to buy them. What we think is cool one day is not necessarily so the next. I believe that a logo today needs to live and breathe. By that, I don’t mean that you change it up all the time just for fun. You allow it to be flexible and adaptable when necessary while staying true to its core essence. But one thing that has not changed about logos, or at least strong logos, is that it absolutely must be a functional design.

The basic rules for judging this functionality are:

· Does it succeed in one color as well as multiple colors?

· Can you shrink it and maintain clarity or blow it up large without degradation in quality?

· Can you embroider, screen print or give it some other treatment successfully?

· Can you give the logo to someone for use on a poster without any issues due to filters that do not translate from one file format to another?

As my daughters and I contemplated what color to paint their little vintage bathroom, I brought pink to the party. They loved the idea. Now we’re in beautiful azalea pink towels and a petal pink wall- keeping with the flower theme. And you know, it’s great. You look good in the morning when pink surrounds you.

In the spirit of renewed optimism, I recommend you go out and pink yourself somehow. You know you want to.

We’re doing our best to keep Durango on the map for graphic design! Our featured logo:

As importantly, I continue, is what the logo’s job IS NOT. It’s not there to give your potential customer the low down on everything you do. It’s not there to fulfill the role of a capabilities brochure or website or advertisement. In fact, the more you put into your logo, the more confusing the message often is. Keep it clean, keep it simple, keep it functional. It has to do a lot of work for your business.

A logo is the point of entry to the brand. I think someone famous by the name of Milton Glaser wrote that.

After Creative Conspiracy, I began the mental search for a new identity. How do you re-brand yourself? Never an easy task, especially when you have been one thing for over 12 years. I can do it for others, but its always challenging to do this for yourself.

I wanted a name that was short and simple. A name that represented reflection and clarity in business. A name that was in constant motion and was just sort of clean. A pool of ideas, a pool of creativity, a community, fun. It just felt right.

So much of branding is the experience you have with a particular business. If the experience is positive, the brand feels more positive and secure. If the experience is negative, so will the brand. We pride ourselves on our customers experiences with us. We try to make the process of self-branding a good one and one that helps you grow as a business. It can be transformative and is always in constant motion. pool.