In the annals of Corporate Identity Manuals, the most interesting of the many that go down in design history is for David’s Lemonade. “Unity, clarity and consistency, as defined and explained in this manual are essential to this program,” notes David. “Proper implementation can result in an extremely powerful marketing tool for our corporation.” This is the ID system and brand recognition all good business persons long for. A propriety font, a logo to make you pucker, an inde

Editor’s Note: This project is the Reader’s Choice GRAND PRIZE WINNER as well as the Best of Region for the South in PRINT’s 2018 Regional Design Awards. See all of the winners here, and don’t forget to enter the 2019 Regional Design Awards. The opportunity to set the tone for a statewide celebration—Alabama’s Bicentennial—was beautifully brought to life by Tatum Design. They sought to create a brand identity campaign that would help fellow Alabamians connect with their state

Words by: Anne Swan, Executive Creative Director, Siegel+Gale The pace of innovation, with its ceaseless introduction of new products, services, channels and markets, has radically altered how we approach design. Visual identity development was once thorough, deliberate and based on the premise that a brand’s identity should be enduring. However, the social media imperative—to interact with customers in real time—and declining marketing budgets have shortened timelines and re

By: Sagi Haviv | May 14, 2015 In 2015, Print is celebrating 75 years. Enter your work into the Regional Design Annual today for a chance to be spotlighted in the pages of our milestone annual issue. In this blog series, Sagi Haviv discusses principles of identity design as they manifest in trademarks created by his firm, Chermayeff & Geismar & Haviv. Recently a big international bank came to us asking that we design a symbol for them, as Tom Geismar had done many years before

“At the heart of branding is the promise that is made by the organization to the audience. The brand promise tells the audiences who you are, what you believe in, and what unique value you provide.” – Dave Holston from Brand Strategy Development, a HOW Design University Online Course Dave Holston, author of The Strategic Designer and an instructor for HOW Design University’s Online Course Brand Strategy Development, perfectly addresses why brand building is so critical for a

If you’re remotely familiar with Canadian Club Whiskey’s legacy of ups and downs, than you’ve probably heard about the brand’s renaissance of sorts with their “Dad’s First” Campaign in 2008. Serendipitously-timed, the first ad of the series hit just one month before the premiere episode of the now acclaimed Mad Men television series aired. And there he was, Don Draper, sipping the classic Canadian Club Manhattan from his smoky glass. (Talk about a timely brand boost.) But the