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Calvin Klein rebranding: who’s next by Natalie Antiuk of @designcontests

May 28, 2018 by Guest Post Leave a Comment

by Natalie Antiuk

In today’s business world, rebranding has become a significant part of running a successful enterprise. If well-thought and researched, rebranding assists in attracting new clients to the current business, as well as keeping all the clients interested. One of the recent successful examples of a rebranding campaign is the strategy followed by a world-famous brand Calvin Klein.

The rebranding campaign provided by Calvin Klein started with the company’s creative logo redesign. Proclaimed as a “returning to the spirit of being original”, the logo’s upgrading is only the first crucial step of the whole campaign. Except for changing its logo, the company’s CEO has announced a range of next steps Calvin Klein is going to take up. The redesign campaign is believed to promote the brand’s recognition and sales: it was gladly percepted by the brand’s followers. Therefore, here comes the question of what other companies can adopt Calvin Klein’s idea of rebranding.

Band of Outsiders

It’s highly possible that soon we’re going to hear about this brand’s first rebranding steps. Firstly, because of the speed the brand is developing with. Being aimed at the men audience nowadays, the brand needs to change its advertising strategy and the way it presents itself. Judging from the fact how much it has changed since 2016, these steps can be taken really soon.

Uber

For now, Uber is the only existing on-demand startup that has been developing rapidly and is presented now not only in the US but also in half of the world’s countries. In each country, Uber has a different attitude towards its clients. This attitude is standardized according to the country’s mentality and needs. Therefore, a rebranding campaign is going to be launched really soon: Uber needs to catch up with all these elements it provides.

Tesco

It used to be Britain’s largest supermarket chain that overcame its competitors and was strongly adored by its clients. However, now the situation has changed which means the company’s shares have decreased significantly. If the company doesn’t conduct a total reboot as soon as possible, it can lose even more. Because of the fraud charges in 2016, the company has lost its clients’ trust, so it’s high time they launched some changes. Tesco needs to show its clients that it has completely purified, is open-minded and strong: this is the only way for the company’s survival.

Ford

The company has entered the strategic alliance with Uber in order to strengthen its positions on the US market. However, a single alliance wasn’t quite enough. In order to get higher benefits from the company’s operations, it needs to add something new and daring into its marketing strategy. People are no longer surprised with those highly creative ads provided by Ford which is why the company needs to think of something new in terms of a rebranding to multiple its profit.

McAfee

This company’s rebranding is no longer a secret. The company is going to take up some extremely daring steps in order to boost its profit. Taking into consideration the fact that Internet companies have been experiencing the highest competition possible, McAfee is ready to face the difficulties while changing the brand: this way, a new creative logo along with the new strategy will help the company to stay on the top.

As you see, lots of companies can be expected to go for a rebranding campaign in 2018, mostly because they are willing to overcome the competitors that are on their marketing niches. Calvin Klein was only the first successful large change in 2018 but certainly not the last one.

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Natalie Antiuk works for DesignContest, a marketplace that conducts web design services of the highest quality. She is keen on web design combined with its usage in launching startups and marketplaces.

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What Entrepreneurs Need to Know About Changing Their Business Logo by @DeborahSweeney

February 7, 2017 by Deborah Sweeney Leave a Comment

by Deborah Sweeney | Featured Contributor

If you’re currently rebranding your company, the one area you’re likely questioning whether or not to change is your existing business logo. Redesigning a company logo is a bigger undertaking than it looks. A fresh logo can breathe life into a brand and usher it into a modern era, broadening its appeal with consumers. However, logos are also representative of your business. They make up a big piece of your brand identity. If you venture too far outside of the box, you risk confusing, even alienating, customers and muddling your message. And if the new logo is too far out of left field for anyone to embrace, you might even wind up switching back to your previous design.

Much like changing the name of a business or drafting up a new mission statement, it’s important that a logo redesign is done with careful thought and consideration. Here’s what you need to know in order to get started.

First, decide if you need to change it at all.

It’s not uncommon for an entrepreneur to feel restless with their aesthetic, especially when surrounded by so many creative ideas from other entrepreneurs. However, your decision to change a logo shouldn’t be based on keeping up with the Joneses. If a considerable amount of time has passed and your design looks obviously outdated, talk it over with your team. Determine if they think it’s worth it to invest in an update. Share any ideas you have for a revamp and encourage their thoughts on what they’re looking for too. After all, a logo change is a huge decision and everyone on your team should be in favor of it.

On the flip side, if you’ve only been in business for a few months and want to refresh your logo because you’re bored with it, think it over and decide if the change in branding is worth it in the long run. If you think it is, consider your audience and your message when shaping a new design.

File a trademark application to register the new logo.

Remember when you conducted a search and filed a trademark application with the U.S. Patent and Trademark Office to register and protect your first logo? This is your friendly reminder that your new logo will not be covered under the existing mark. You’ll need to conduct a search to ensure your mark is unique and file a brand-new application for the updated mark. As a quick pro tip, it’s a good idea use a “TM” until the mark is fully registered. This gives people notice that you are claiming ownership to the logo while undergoing the trademark registration process.

Even though there’s a bit of paperwork and time involved in registering a trademark, there are plenty of benefits for getting it done. Your logo’s new identity will be protected in connection with the goods and/or services you offer, helping to identify your offerings in the marketplace. And hey, since you’re technically going to be “new” on account of your logo makeover, it’s a good thing to quickly regain recognition!

From print to digital, update all marketing materials.

Think about everything within your small business that uses your logo. Now, update it. Your new logo should be reflected in all print and digital marketing materials associated with your business in order to build that brand. A few items to check off your print checklist include stationery materials like business cards, packaging, employee communication materials, invoices and checks, business licenses and certificates of incorporation, to name a few.

On the digital side of things, make sure that your site has an updated logo, you have switched out your email signature, and your brand’s social media handles and pages are revised to reflect the change.

Keep your customers in the loop before the rebranding actually happens.

You may also want to alert your customer base about the change in advance especially if you run a fairly large business. Even if it’s a subtle rebrand, it’s still something different from what individuals have come to expect from you. Keep everyone in the loop by creating a strategy for your announcement.

Decide on the platform that you want to share the news on, whether it’s a newsletter, social media post, or formal press release. Your announcement should include the expected date that the new logo will be live, what influenced the decision to rebrand and how this change will affect your customer base for the better. Encourage fans to drop you a line about what they like or don’t like about the new logo too, so they know that you’re listening and appreciate their opinions.

Keep your bottom line, and message, in mind.

Ultimately, choosing to redesign your logo should be about more than switching to a cool new look. If you truly believe a new logo will have a substantial return on investment or can share its message in a much more authentic, meaningful way, then it’s worth making the change. When you tap into how the logo redesign reinforces the mission and values of your business and how the change will carry your brand into the future, then you’ve made a substantial update that you can be proud to stick by for years to come.

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Deborah Sweeney – Legal Expert, CEO, MyCorporation.com – Calabasas, CA

As CEO of MyCorporation Business Services, Inc. (MyCorporation.com), Deborah Sweeney is an advocate for protecting personal and business assets for business owners and entrepreneurs. With her experience in the fields of corporate and intellectual property law, Deborah has evolved from lawyer to business owner. She has extensive experience in the start-up and entrepreneurial industry as she has been involved in the formation of hundreds of thousands of businesses for MyCorporation.com’s customers.

Ms. Sweeney received her JD & MBA degrees from Pepperdine University. She is active in the community and loves working with students and aspiring entrepreneurs. She serves on the Board of Regents at California Lutheran University and is a founding member of Partners of Pepperdine. Deborah has served as an adjunct professor at the University of West Los Angeles and San Fernando School of Law in the areas of corporate and intellectual property law. Ms. Sweeney is also well-recognized for her written work online as a contributing writer with top business and entrepreneurial blogging sites. She is a regular contributor on Forbes, American Express, Social Media Today, and BlogHer among many others.

In her ‘free’ time, Deborah enjoys spending time with her husband and two sons, Benjamin (8) and Christopher (6). Deborah believes in the importance of family and credits the entrepreneurial business model for giving her the flexibility to enjoy both a career and motherhood. Follow her on Twitter @deborahsweeney and @mycorporation.

Deborah Sweeney

Deborah Sweeney is the CEO of MyCorporation.com which provides online legal filing services for entrepreneurs and businesses, startup bundles that include corporation and LLC formation, registered agent services, DBAs, and trademark and copyright filing services. You can find MyCorporation on Twitter at @MyCorporation.

www.mycorporation.com

Four simple steps to create a basic and recognizable brand by @sarahmarielau

June 23, 2016 by Guest Post Leave a Comment

by Sarah Marie Lau

Starting a business means a hell lot of work upfront. It means you have to take huge decisions and small ones too. You put so much thought and energy and love in finding a perfect and unique name, choosing the right domain name and so on.
Now, some of you may not be able to hire a designer for a unique branding, right now. I prepared some easy tips to get you started. – I know that sounds weird, especially hearing this from a graphic designer – hello don´t you want to earn some money? – Yes off course I do. BUT my main goal is to do awesome design works which makes your business stand out – which I can do best, when you are ready and prepared.

Always be simple and consistent.

You have to make some easy decisions for your fonts, colors and imagery and follow them religiously. Shure you can change them later in the progress, but I would suggest to only do this in a complete new brand launch.

Start training your visual awareness.

Collect screenshots, Images from Logos, Typography, Designs and Layouts you love. Start a Pinterest board to collect all those inspirations

1. Your Logo

Choose a Font you find appealing – and simply write out your business name.

Use that as your logo. So now you have a simple Logo – which looks always professional because you used straight design principles. For an Icon you can use your first two Letters in the same font. So it stays recognizable.

2. Readable Fonts

Choose 2 strong contrasting fonts and the appropriate font size.

One for your Headlines. One for your Body copy. Use the same font but with a different font style, for example italic or light for side notes and links etc.

Never ever mix and match more than 3 Fonts and stay consistent. Stick to those decisions and don´t try to switch without a specific and conscious design decision taken.

In the future I´ll prepare another post on how you can pair fonts.

3. Yummy Color

Choose a simple color pallet.

For example: you love turquoise and it aligns perfectly with your ICA´s feelings (Yes – ain´t that awesome?) –Use it as your signature color. Use shades of the same turquoise and choose one more contrasting color for example a golden yellow. Voila – you just created a color pallet.

Use only one bold bright color as your statement color. You can use it for a header background , your headlines, your buttons and your Links.

Choose a second color – the more flashy you want it- the more contrast you need to add. See our example: Turquoise is a sister of Blue – Blue´s Contrasting color is orange.

So when turquoise is your main color use orange or a olden yellow for little accents.

4. Desirable Imagery

Use a picture language which fits your ICA´s desires.

When you´re a nutritionist – use delicious, yummy mouthwatering pretty pictures. Custom made Imagery is awesome because nobody else will going to use it and with a good photographer you can develop your very own unique corporate picture language.

For the meantime here are a few low budget tricks:

Choose wisely: Invest a few dollars on a few images and use those over and over again. Look for the different forms of licensing and choose only the license you are going to use.

Collaborate with a Instagram Photographer and ask if you could use a specific image and link back on their account in return.

-> Yes do ask them it is illegal and it´ll get way more expensive if you don´t follow the laws.

Invest in re-usable Templates, for your Social Media Accounts and your Opt-In Offers.

Your Future Progress
– Train your visual awareness and save your favorites in your Pinterest inspiration board
– Prepare your Content
– Find and invest in a designer you trust

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Hi, I´m Sarah Marie Lau, I create beautiful and easy to use interactive design concepts for creative agencies and entrepreneurs.

I can: Make your website persuasive. Create “big picture” branding concepts that help your business stand out. Conceptualize and design winning pitch concepts and presentations. Design a book full of yummy recipes….Or whatever it is you’ve wanted to create forever, but haven’t done because you get stuck every time you think, “How will I make it look nice and professional?”

Consider yourself unstuck.

I believe in design quality and a close collaboration with my clients. I’ve worked with some of Europe’s most innovative, experimental branding and interactive marketing and design agencies. I think outside what everyone else is doing, and come up with concepts you won’t see coming and going.

I grew up in a really small town in Germany called Rutesheim. Munich, where I live now, is the “Big City” for me. I’ve always been surrounded by design. My mother and my aunt were Fashion designers, my grand dad was an engineer and my dad was a programmer and technology geek. I grew up sketching and crafting during all my free time. (I still do. I love learning new skills, like photography, interior design, fashion design, and interactive art. Or binge watch Ted talks and other weird science stuff.) As a kid, I wanted to be an inventor and solve the world’s problems — like water pollution.

I didn’t get far with that, but I do solve problems every day for businesses and entrepreneurs like you:
People who need to stand out in order to make it. Who want to spend their time doing what they do best, and leave the tech and the visuals to someone who can make them beautiful.

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Why You Should Be Protecting your Logo with a Trademark Today by @deborahsweeney

April 2, 2015 by Deborah Sweeney 1 Comment

by Deborah Sweeney

They say a picture is worth a thousand words. A logo, then, can tell your customers more about your business than your name, or even the “About Us” section on your website, could ever tell them. Think about your favorite brands: Nike’s swoosh, Target’s bull’s-eye, and Wendy’s freckled cheeks. When we think about these businesses, the first images our brains conjure up are the logos that come with the brands. With so much riding on your company’s logo, it’s important to keep it protected- ensuring that no other company can claim it as their own.

But first things first, what exactly is a trademark? A trademark is used to protect your business’s logo, designs, symbols, phrases, or name so that competitors can’t use the same or extremely similar marks that you do. A trademark is your property. By registering a trademark, you have exclusive rights to use it, and no one else can infringe upon that right. With proper use and enforcement, trademarks will enforce the individuality of your business for an unlimited amount of time.

So why do you need one?

Don’t confuse your customers.

As mentioned above, a trademark makes your logo your legal property keeping other people from using it. Imagine creating a great logo for your business. You’ve been in business for about a year, and the community is really starting to get to know and love your business, largely thanks to the use of your logo. Then a new small business pops up in the same industry, who happened to create a very similar logo. If your logo is not protected, not only will your customers be confused, but if that company were to ever receive any bad press, it could easily be mistaken for yours. Avoid all of this from the beginning, and trademark your logo! Just remember that there’s some leeway when registering trademarks in different states. So Amy’s Bakery in California and Amy’s Bakery in Idaho can both be registered as “Amy’s Bakery” as long as the two have different fonts, color, or use different images. Though, one mark cannot tarnish another or bring about any sort of confusion.

Establishing your brand is important.

Look at the magnitude of the Nike brand. When you think Nike, you think of healthy, active, hard-working, driven people working to better themselves through activity. This concept of activity and hard work correlates strongly with the brand’s logo: the swoosh. Even the logo looks active; like it’s in motion.

When you decide on the logo for your small business, you are dictating the emotion and vibe that will be associated with your business throughout its entire life. The first step to creating a killer brand is a killer logo.

It’s not a difficult process.

The process can be a long one, but is not overly complex. You have to apply to the USPTO (the United States Patent and Trademark Office) and wait about a month for the office to examine your mark and identify any problems with the registration. After the initial month and examination, what you’ve submit enters a 30 day waiting period where upon other people are allowed to challenge your right to register. After this waiting period, the trademark is yours. So besides the application process, it mostly amounts to a whole lot of waiting. Or, if you want to simplify the process even more, lots of small business owners choose to file their trademark through a filing service. These services will prepare the paperwork for you, verify that the mark is unique and not already registered, and carry out all necessary transactions with the USPTO on your behalf.

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Deborah Sweeney – Legal Expert, CEO, MyCorporation.com – Calabasas, CA

Deborah Sweeney

www.mycorporation.com

Does Your Etsy Shop Need a Trademark, Patent, or Copyright? by @deborahsweeney

April 7, 2014 by Deborah Sweeney 6 Comments

by Deborah Sweeney | Featured Contributor

You’d be hard pressed to meet an entrepreneurially-minded woman who doesn’t consider Etsy to be an incredible haven for business. 88% of all Etsy sellers are women, according to the site’s November 2013 progress report, and 74% of sellers consider their Etsy shop to be a legitimate small business. And, because so many owners see their Etsy shop as a legitimate business, one of the most common questions they have is whether they need to protect their intellectual property with a trademark, patent, or copyright. I always recommend new small business owners err on the side of caution when it comes to IP protection, so if you are thinking about registering a mark or filing a patent but aren’t sure where to start, ask yourself the following questions.

Do you need to protect your logo or branding?

Then you should register a trademark. Now, you have the rights to a mark the minute you start using a unique logo, word, phrase, symbol, design, or any sort of branding, to distinguish yourself from your competitors. Technically, you don’t have to register a mark in order to claim it. However, if you don’t register a trademark with the USPTO, you may find it a difficult to enforce your rights to that mark, especially if the infringing party is outside of your home state. Etsy is a huge site, with international sellers and domestic shops from all fifty states. If your business is picking up, it would be a smart move to trademark your logo or branding before someone steals it so you can enforce your right to your brand.

Do you need to protect your design or art?

Etsy shops abound with paintings, sculptures, and custom jewelry, but all of this unique work is in danger of being stolen if the creator doesn’t register a copyright. Just like with a trademark, the creator of any unique, creative piece of work has automatic copyright protection for it. However, if someone infringes on that copyright, it can be difficult to litigate without having registered the work’s copyright. Copyright registration is pretty straightforward – you just file a form along with a clear rendition of the work being registered. Keep in mind though that you cannot legally protect an infringing product – a necklace with a Golden Snitch on it is awesome, but someone else already owns the rights to that design – and the item being registered has to show some minimal degree of creativity.

Do you need to protect something you created?

Most Etsy shops probably won’t need to venture beyond a trademark and/or copyright. However, if your store is selling something that you invented, or you created an innovative new design for a functional item, you could consider filing for a patent. There are two main types of patent – utility patents and design patents. Utility patents effectively protect new and useful inventions, while a design patent protects the unique, aesthetic appearance of an object. If a new piece of jewelry you designed isn’t necessarily creative, but is still aesthetically unique, a design patent can protect it. Etsy’s blog actually has an excellent post on the patent process for one shop owner’s flower pot/reed diffuser.

Intellectual property law is complicated, but I cannot stress how important IP protection is. There are plenty of horror stories of Etsy shops, eBay sellers, and other online businesses finding their designs and products ripped off and sold cheaper. Your Etsy shop is a business, so you need to protect it and your brand. If you use a unique logo, or sell your own, creative work, and expect to expand, make sure to file to protect or register your intellectual property as soon as possible – the last thing you want is for someone else to profit from your hard work.

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Deborah Sweeney – Legal Expert, CEO, MyCorporation.com – Calabasas, CA

Deborah Sweeney

www.mycorporation.com

Dos and Don’ts of Designing Logos by @bekdavis

August 26, 2013 by Bek Davis 1 Comment

Bek Davis | Featured Contributor

If you are a graphic or web designer, part of your job is going to be to design logos. Logos are perfect for branding and may be used on your client’s website, blog, promotional materials, social media sites, business cards and more. This is why it is essential that you get it right. The logo is what is going to help businesses stand out from their competitors, so it should be simple yet memorable. Here are some dos and don’ts for designing logos.

FUN & ORIGINAL: Logo Design by Bek Davis

Dos

Keep it simple – By trying to make a complicated logo, you are making the job harder for you and it makes it more difficult to duplicate. If you focus on a simple design, it is more recognizable, therefore more effective for the business owner. This is perfect for online and offline use of a logo.
Make it versatile – Design a logo so that it can be duplicated in multiple mediums and sizes. Find a logo design that doesn’t only work in a single size, as it is going to be used for different avenues, such as print, online, brochures, business cards, ads and video.
Choose a single element – There should be one word or symbol that stands out in the logo. This is what first attracts people to the logo. Find the focus word or element and enhance it to make it pop. This may be through making a different size, color or style than the rest of the logo.

Don’ts

Duplicate competitor designs – Since you see so many logos on any given day, it’s easy to design a logo too similar to their competitor. Go for a unique look so that it doesn’t look like any other logo you have seen.
Go trendy – It is tempting to go with a design or image that is currently popular, such as arrows, birds or infinity symbols – but are these timeless? If you go with a trendy image for the logo, it may not be as effective a few years from now. So try to make it as timeless as you can.
Fail to research – Don’t start designing a logo without doing adequate research. You need to research logos that are effective for the client’s industry and field. Which companies have the most effective and eye-catching logos? Don’t duplicate them, but use it as a starting off point.
Use clipart – Never use clipart for logos. Clipart isn’t unique or original, and you want the logo to be 100 percent unique. Instead, use your own illustrations and designs for the logo.

SIMPLE & ELEGANT: Logo Design by Bek Davis

If you follow these unofficial rules for designing logos, your client will be happy and their business will soar because of it. Branding is important with so much competition in any given field, and the logo is the first step to a multitude of possibilities.

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Bek Davis – Graphic Design + Branding Superstar – Nashville, TN

Meet Bek from Nashville, Tennessee! Bek has taken the idea of working from home and turned it into art form – literally!

As a trained chef, Bek was able to indulge her need to be creative while assembling unique and tempting new dishes for her clients. But, when her first child was born in 2000, she and her husband decided that it would be best for Bek to become a stay-at-home mom.

While she loved being home with her daughter, Bek quickly realized that she missed having that creative outlet. She also wanted a way to continue to contribute to her family’s income. The solution? Build a business! While her daughter slept, Bek taught herself website design. What began as a new adventure in creativity, grew into a leading stay-at-home mom based website design company. Today, Bek Davis Web & Graphic Designs has grown to include many other experts in web design, graphic design, business branding, and brand marketing.

Connect with Bek Davis

Twitter:  @bekdavis
Facebook:  bekdavisdesigns
Google+:  100618204973961727765
LinkedIN:  bekdavis
Pinterest:  bekdavis73

Bek Davis

bekdavis.com