Sign Post

The Nashville chapter of the American Institute of Graphic Artists (AIGA) held an event this week titled “Culture + Typography.” The cool graphic the AIGA created to promote the event featured a photo collage of vintage signs from around the Nashville area. It really got me thinking about the great city I’ve called home for the past 25 years. It also prompted a deeper look at these signs – some vintage-beautiful, some tacky-beautiful – that have for so long dotted our urban landscape. Gathered together on the page, they bring back a flood of memories and myriad references.

In our role as designers, we work to provide clients with branding solutions that bring clarity to their message and speak eloquently to their target customers. The resulting design might be understated and elegant, funny and irreverent, or something completely off the wall and unexpected. The important thing is that the design helps to create a truly authentic, enduring relationship with the customer. In their day, those vintage signs did just that.

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The Fun Part

“If you’re not having fun, you’re doing it wrong.”

I’ve heard the above quote attributed to both Groucho Marx and to Cowboy Jack Clement, and the lives of those two quirky, wickedly creative personalities are proof enough of the truth behind the words.

As a company charged with creating and energizing powerful brands, we’re very serious about the work we do every day. But not too serious. Experience has taught us that a humorless workplace produces predictable, mediocre results, and, probably like you, that’s not what we’re aiming for.

TED talker Shawn Achor, author of “The Happiness Advantage,” calls it “positive psychology.” The accepted paradigm goes like this: we work hard to be as successful as possible, and finally, at the end of that long, hard struggle, it’s hello happiness. Unfortunately, that success is somehow always just out of reach. According to Achor, when we turn that theory upside down and start with happiness, good things happen.

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Five Diverse Advantages Of Diversity

Our word for today is “diversity.” As it relates to business, the word generally refers to a roster of employees more reflective of the world we live in, a balanced mix of colors, genders, ethnicities, and sexual orientations. The theory is that this kind of eclectic mix brings a broad, real-life perspective to the proceedings, and we couldn’t agree more. However, we should be careful to remember that, especially in the workplace, diversity has many meanings.

Diversity is anti-boring – That’s right. Diversity keeps things interesting. We hear a lot about the importance of finding that special niche for your business. While aiming your offerings to one particular industry can be of help in establishing your expertise, it can also quickly become tedious and unexciting. As a creative enterprise, we find that a diverse roster of clients keeps things fresh and keeps us (and our clients) engaged and excited.

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Let Me Be Perfectly Clear

Here at Cronin Creative, we take our tagline, “Clarity by Design,” very seriously. Especially these days, when so much of the information we receive is designed to divide, distract and confuse, clarity and simplicity have become valuable commodities.

Checking our trusty thesaurus, we see that a common synonym for “clarity” is “transparency.” In a recent blog, Toronto-based market researcher Andrew Grenville stresses the importance of straight-ahead clarity and transparency in all of today’s marketing and branding endeavors.

“In the age of the empowered customer, transparency is an essential attribute of any robust brand,” Grenville says. “In fact, without transparency, you’re not a brand. You’re a commodity.”

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How Memorable Is Your Logo?

Here at Cronin Creative, we know the importance of clearly stating a marketing message, whether it’s through a visual image or the written word. People are overwhelmed by the amount of marketing and advertising that they must process every day, so simplicity and clarity are key when targeting today’s customers.

Your logo is the visual cornerstone of your brand. It’s front-and-center on your website, all of your marketing materials, your signage, etc. It is the face of your brand. But how memorable is your logo?

According to a recent study conducted by the folks at Signs.com, your logo may not be as robust and effective as you think. The study asked 150 participants to draw ten iconic logos from memory. The results are revealing and, in some cases, really funny. The study concluded that the most memorable part of any logo is the color. Interestingly, in their drawings, many people produced renderings of older, long-discarded logos, rather than a corporation’s shiny new mark.

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