by Paul Tepperman | Jan 6, 2012
Corporate and product guidelines have been in place for a long time. But guidelines can be used for other purposes as well. Take the case of one of our clients — Z Corporation (now part of 3D Systems). Z Corporation produces 3D printers that build three-dimensional...
by Paul Tepperman | Nov 18, 2010
While visiting family recently, I brought up the story about the new Gap logo debacle. (In case you haven’t heard, the Gap recently presented a new logo on their website that was, to be kind, very poorly received. In a failed attempt to recover from this, Gap...
by Paul Tepperman | Jul 20, 2009
A short time ago, I noticed that a number of well-known companies and products had new logos, including Stop & Shop, Kraft Foods, Cheer detergent, Sysco, QuickChek, and Wal-Mart (note: I’m having a hard time deciding whether or not to include the hyphen when...
by Carroll Ray | Apr 20, 2009
The term “I like…” should be banned from the business of branding. It’s fine to use the word in our personal lives — to like pizza, or to like a particular song, or like blue more than green. But when evaluating a brand design or a corporate...
by Paul Tepperman | Apr 14, 2009
Food companies, more so than any other industry, have used people’s names and incorporate portraits into their logos, perhaps because a person conjures up an image of home cooking instead of the reality of food being processed in giant stainless steel vats....
