At Cronin Creative, we leverage the power of great design and strategically targeted branding to break through the din and deliver clarity to the lives of our clients, their companies and their customers. We are designers, writers, creatives, and very good listeners. We are a company on a mission. Cronin Creative. Clarity By Design™.
At Cronin Creative, we enjoy working with clients and companies at the various stages of their branding and marketing development. And we really love the process of developing a brand from the ground up. For me, designing the logo – creating the face of the brand – is the most exciting part of that process.
Effective logo design requires a special combination of research and inspiration. Getting to know and understand the client and their company is essential, but for the inspiration part, I’ll often turn to a favorite book.
I recently pulled “Logo Design Love” off my studio shelf. Written by internationally recognized designer, David Airey, the book offers a helpful array of visual examples, along with some good advice. His “seven ingredients” for effective logo design serves as a useful, back-to-basics recipe. While I learned all of this back in art school, revisiting this stuff can be instructive not only for the designer, but for the client as well.
1. Keep it simple. The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the requirements of iconic design.
2. Make it relevant. A logo must be appropriate for the business it identifies. For example, as much as you might want to use a witty design that makes everyone smile, that’s probably for the local crematorium.
When quality design and great copy come together to make a big impact, it’s almost like a song. Actually, it’s exactly like a song. And like a song, when it’s great, when it really works, it moves people. And moving people with your marketing is key to growing your brand and your bottom line.
The songwriter works with two entirely distinct forms – words and music – applying craft and inspiration to fuse the two into an entirely new, third thing – a song. How cool is that?
A similar alchemy occurs when quality design and highly distilled content come together. Great copy and great design should always complement each other. Like a song, if the two aren’t working in sync, the whole thing falls flat. But when they work together? They call that a hit.
“With everything we’ve worked on together, there is a signature, definable Cronin Creative look, and I really identify with it. I consider them a part of the team.” – Shannon Pollard, Partner, Armistead Arnold Pollard Real Estate Services, LLC
“We lean on Cronin Creative to step up quickly. Because they truly understand SESAC, they’re able to turn the work around in a very timely manner. That’s huge for us.” – Ellen Truley, Vice President, Corporate Communications, SESAC, Inc.
“No matter what the assignment might be, whether it’s a last-minute thing or a higher-end project, Cronin Creative meets the deadline and brings an uncommon freshness and energy to the task.” – Steve Horswill-Johnson, Executive Director of Communications & Brand Strategy, Discipleship Ministries, The United Methodist Church
“When it was time to do our television show, Karen Cronin and I had already done a lot of CD packaging and books and side projects together, so I knew that the set for the TV show was just a matter of turning the wheel in yet one more direction. We had one conversation, and I knew Cronin Creative had it covered. I’m spoiled.” – Marty Stuart
We collaborate with the best and brightest to provide our clients with true brand clarity through exceptional design.
We jumped at the chance to design the commemorative book for Alan Shuptrine: Appalachian Watercolors of the Serpentine Chain, an exhibition currently on view at the Tennessee State Museum. Shuptrine's nationally renowned watercolors and handcrafted frames pay tribute to the land and people found along the Appalachian Trail. Be sure to check out this amazing exhibit (and while you're there, pick up a copy of the Cronin Creative-designed book!)
With the tagline, "Life. Centered.," Cronin Creative's branding and marketing campaign showcased the upscale lifestyle and strategic location of this new apartment complex, located just outside of Nashville in Mt. Juliet, Tennessee.