You would never see Apple doing this

Windows launched a cross promotional campaign with Burger King in Japan to promote its Windows 7 operating system: http://ping.fm/730lT

This campaign is not only disgusting on so many different levels, it is offensive to Windows users or any computer user for that matter.

Is this really how Microsoft views its customers?

©2009 \\ COSMIC \\

A delicious new look

Cosmic's very own Sean Collier was featured in the Bermuda Sun for his rebranding work for H20 Café.

Read about it HERE.

©2009 \\ COSMIC \\

Trust and Design

There is quite a bit of doom and gloom about the economy at the moment. Rightfully so. The truth of the matter is that a lot of people are freaked out. That doesn't mean they aren't spending money. It means they will spend money with the companies they trust.

How have you built trust into your company? Does your business card look trustworthy? If you designed it yourself and printed them at online to save a couple of bucks, probably not. Does your organization have uniforms or a dress code? If it doesn't you may want to consider getting one. Uniformity builds trust.

Trust takes time and money, but those who focus on building trust into every facet of their brand will foster during an economic downturn. How can it not? And, when things improve you will have an established following that already trusts you.


©2009 David Scott | Cosmic: Advertising & Design

Evan Brownstein

Evan Brownstein isn't just a writer. He's a story teller. He doesn't write about products. He writes the story behind those products. He writes about brands. Evan's writing goes beyond simple benefits and features. He is someone who can capture the essence of a company and deliver it to your audience and he lives in my backyard.

Yesterday, I had the honor to meet Evan and learn about what he does. He has told the story behind brands such as American Express, Friskies and Claritin. If you are interested in having him tell your story, contact me and I'll put you in touch.

©2008 David Scott | Cosmic: Graphic Design & Branding

Premier Smoke Letterhead Design

Here's a fun little project we just wrapped up. This letterhead design for a local cigar distributor features custom smoke illustration and calligraphy that mimics the swirl of cigar smoke.

©2008 David Scott | Cosmic: Graphic Design & Branding

Tool Cards

Many will argue that the best business card designs are blank on the back, so others can take notes. Chuck Green at Graphic Define discusses a graphic design solution that uses a creative twist. One can use the back side to turn your business card into a tool card. The example here shows a business card for a guitar intructor with guitar chords on the back.

You can see more here.

©2007 David Scott | Cosmic: Graphic Design & Branding

Make My Logo Bigger

Sean sent this amusing video to me: Make My Logo Bigger Cream

I haven't had a request to make a logo bigger in quite some time. Perhaps that has something to do with the value my clients of today place on a well designed piece versus the ego trip of having a huge logo. I'm sure there's some sort of sports car analogy I could make here and I won't.

CORPORATE STANDARDS

The question is what makes the client want to have their logo so big in the first place? Having a set of corporate design standards or graphic standards in place eliminates this question.

Corporate design standards does three things.

1. It creates a consistency. When your brand has a uniform appearance in all aspects of your marketing, there is nothing left to question in your customer's mind. They get used to seeing it the same way over and over creating top of mind awareness.

2. It makes your job and our job simple. Knowing where to put the logo, how big to make it and what the layout is going to look like ahead of time eliminates time spent on how to design an ad or brochure.

3. It provides a foundation. A corporate design standards manual serves as a guideline for designers, marketing executives and printshops to use so that everyone involved with a company's brand development are all on the same page. It outlines everything about the visual look of a company—how the logo is used, corporate colors, typeface, imagery, layouts. It's all defined so that no one questions what they are supposed to do.

Defining your brand based on the marketplace is what works. Defining your brand based on your own personal tastes doesn't work.

©2007 David Scott | Cosmic: Graphic Design

Sioux City SUX

I came across this article about the Sioux City Gateway Airport.

I think it is great the aitport officials decided to embrace the SUX moniker and launch a campaign to make it work for them. It is somewhat reminiscent of French Connection's FCUK campaign. Although not quite as racy.

I personally think the design could have been pushed further, but the point is that this is a great example of turning a negative situation into a brand building opportunity. I didn't even know Sioux City had an airport before I read this. And, now there's something trendy about owning a "Fly SUX" t-shirt.

©2007 David Scott | Cosmic

Business Networking

Here in St. Pete, business networking is the buzz word of the day and if you don't belong to a business networking group, well you just won't succeed. At least, that's what I'm told, anyway. It really is amazing at how many of these groups there are around here. There's BNI, NPI, Free Networking International, Le Tip and Business Builders just to name a few.

I joined a small group called Local Business Networking (LBN). The group meets every Wednesday at 7:25am in the community room of Perkins restaurant and they seemed to take a liking to me so much that they made me secretary, which basically means I take attendance. The group is really a great group. There's a good deal of comraderie and everyone has a fun time at the meetings and it's an awesome group if you are a small business owner like a plumber, termite specialist, you sell Mary Kay or are even a massage therapist. It is not, however, for the professional graphic designer.

While I respect what groups like my LBN group does for small businesses, most of the members can't justify the costs associated with professional graphic design services. Especially when they can do it themselves using Microsoft Word! In other words, these groups are loaded with people that are overly concerned with cutting costs instead of taking steps to enhance their professional image. I've heard this referred to as steping over dollars to pick up pennies. If you play your cards right, what you put into your company you'll get back tenfold. Likewise, if you spend little you get little back.

Generating a powerful brand for your company does take time and money. It also builds confidence and morale. Can you see that a confident and high energy sales team wouldn't have to work so hard to get business? Graphic design is critcal to developing a strong corporate image that is backed by inspiring people. In the long run, the money is always well spent.

©2007 David Scott | Cosmic

Tuscan Dairy Farms Unveils New Logo and Packaging

Tuscan® Dairy Farms announces a new, contemporary logo and packaging for their fluid white and flavored milk products in quart, half-gallon and gallon sizes. The updated logo gives the familiar Tuscan cow a modern make-over, combined with a fresh green background and places emphasis on the dairy's history by adding the date, 1918.

In support of the packaging re-launch, Tuscan Dairy Farms will also run a new television, radio, and digital campaign in the New York market beginning in April. The campaign features a Tuscan gallon of milk on the commuter rail showing off his hip, new label.

We had the challenge of communicating a trusted, 89-year brand while creating packaging that is modern and fresh. The new logo as well as a bright color palette across the full line has been well received with our core customers.
“The new logo and package redesign balances a vibrant, urban aesthetic while conveying the freshness and purity of Tuscan's line of dairy products,” stated Derek Archambault, Marketing Manager, Tuscan Dairy Farms. “We had the challenge of communicating a trusted, 89-year brand while creating packaging that is modern and fresh. The new logo as well as a bright color palette across the full line has been well received with our core customers.”

“Since 1918, Tuscan Dairy Farms has been the local milk brand for families in the New York City metropolitan area, Northern New Jersey and Long Island. We are proud to deliver the highest quality products in our newly updated packaging this spring,” said Brian Kornfiend, General Manager, Tuscan Dairy Farms. “We believe our new packaging accurately reflects regional dairy farming in a relevant way that will resonate with our urban customer base.”

The dairy plans to roll out new packaging beginning with their fluid milk products including whole, 2%, 1% low fat, fat free milk and flavored milk in quarts, half-gallons and gallons. In addition, the dairy will update the entire family of products throughout 2007 to include the complete line of beverages, cultured dairy products and flavored milks.

Beginning in 1918, Tuscan Dairy Farms has a rich history of delivering the highest quality dairy products including fluid milk, cream, half and half, flavored milk, juices, and cultured dairy products. A long-time leader of advances and innovations in the local dairy industry, Tuscan services the New York City metro market, including the five boroughs, Long Island, Westchester and Dutchess counties as well as Northern and central New Jersey. Its central processing facility is located in Burlington, New Jersey, and distribution centers are located throughout the greater New York city area. For more information, and a complete list of products and retailers, visit www.tuscandairy.com.

Source:Press Release

©2007 David Scott | Cosmic

Wally Olins

Wally Olins is one of the first individuals to work inside the corporate identity field. He's worked with many leading organizations such as Volkswagen, Portugal Department of Tourism and Renault and turned their brands into corporate powerhouses. He is currently partner and co-founder of Saffron Brand Consultants a leading branding and identity consultancy with offices in London and Madrid.

He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal for his contribution to design and marketing. In 2003, he received a D&AD (Britain’s industry group for the design field) President’s Award for his outstanding contribution to design.

Today, he is a visiting professor at the Saïd Business School at Oxford, Lancaster University and Copenhagen Business School, and holds seminars on branding and communication issues around the world.

©2007 David Scott | Cosmic