VISUAL BRANDING
Expanding Beyond Your Logo
If you’re lucky enough to be in the right place at the right time, you might see rare magical sights — baby turtles scuttling toward water, glowing lagoons, or a shimmering sky. But when and where do you need to be to catch these natural wonders? Sea Turtles Hatching in Hawaii On Oahu’s North Shore, head to Turtle Beach, which gets its name from the many turtles that nest along its shores. During late spring and summer, the waves subside, allowing turtles to crawl onto the beach to lay their eggs. Baby turtles hatch at night and make their way to the water by the light of the moon. If you do head to the beach at night to see this spectacle, don’t use white light, as it can disrupt the turtles’ progress (that means no flash photography). Eco tip: Look, but don’t touch! It’s illegal to touch a sea turtle in Hawaii. Bioluminescent Plankton in Jamaica Imagine looking out at the water as the sky gets dark and seeing it turn a bright, glowing blue. That’s the sight you might be treated to at Luminous Lagoon in Jamaica, where dinoflagellates, microscopic organisms in the water, lend their glow to the lagoon. These tiny organisms thrive in areas where salt water and fresh water meet, making the lagoon in springtime an ideal place to see them. Eco tip: To ensure this magical sight will remain for years to come, always go with a “pack it in, pack it out” mentality. Take all of your belongings with you when you leave and be respectful of the One of the most elusive natural wonders, the aurora borealis, can only be seen on dark nights in the most northern parts of the world. That makes Sweden and its Scandinavian neighbors a great place to see the phenomenon. From December through April, you’ll have your best chance of seeing the northern lights. Sightings are dependent on solar activity, so it’s impossible to predict the exact timing and location, but they’re easier to see during the longer, darker nights of winter and early spring. Eco tip: Book your trip through a responsible travel company, such as those that practice a fair-trade policy. beautiful environment that is yours to enjoy. Northern Lights in Scandinavia
When you think of visual brands, an iconic logo might pop into your mind. But logos are only the beginning of visual branding. While a strong logo is a terrific start, there are many other aspects that you should dedicate your time and money to. Here are a couple of tips you can follow to ensure successful visual branding. THE LOGO Start with your logo. You want your customers to notice you, and one way to do that is with a simple yet eye-catching logo. It’s usually the first interaction someone has with your company, so make it memorable. However, it’s important not to let your logo carry everything else. Saul Bass, logo designer for United Airlines and the Girl Scouts of the USA, states, “Logos are a great extension of the internal realities of a company.” A logo is representative and gives your customers something easy to remember, but it doesn’t encapsulate your whole business. THEMES When you make promotional materials or certain merchandise, such as business cards or gift cards, the design should relate to your company. This doesn’t mean you should slap the logo on every item. The theme or design that you chose to represent in your logo should be present in your merchandise and promotional media. Keep the same color schemes and style for everything, but vary the imagery and design. This helps associate the product with your company without printing the same thing over and over. When your visual brands match, it creates a bridge to your company. CONSISTENCY When your theme is inconsistent, you create mistrust between you and your customers. A changing logo or style will create a sense of uneasiness or suspicion that your company might not be authentic or reputable. Any visual element that you design to represent your company should remain the same. If it’s unavoidable, change it as minimally as possible. Consistency in visual branding builds trust and helps customers recognize you. Incorporating visual branding beyond your logo will bring more positive recognition to your company. Follow these tips to create great visual branding.
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