Paul Bailey’s Post

Brand Strategy Director at Halo (Cert B Corps)

'the new discipline of corporate identity consultancy used Helvetica like a high-pressure hose, blasting away the preceding decades of cursive scripts, pictorial logos, excitable exclamation marks and general typographical chaos, and leaving in its place a world of cool, factual understatement.' 1960s America or current trends (I know the current ones aren't all Helvetica)? Great article from Guardian News & Media and great spot from @OHnoTypeCo https://lnkd.in/gSCjq-b

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joanna burbridge

Unikatowy branding dla firm i produktów • Design Expert • Brand Expert • Educator • GRAYHOUSE Creative Community Funder

No wonder - helvetica is ever green & classic! In this visual chaos & noise which strike us in multi media simplicity is a power! Helvetica is simple - simple is strong!

Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)

Due to the popularity of this post, I've written about it in Design Week. Special thanks to Tim Milne Craig Dimond Lee Davies Shaughn McGurk (twice) Emily Penny and Mark Smith for the insightful comments (I hope you don't mind me quoting you). https://www.designweek.co.uk/issues/26-february-4-march-2018/is-logo-still-most-important-part-brand-image/

2 Reactions

Ryan Serle

Graphic Designer @ National Flexible

The industry is always moving and recycling old styles, there will be a time that these logo will revert back to a similar version of themselves.

Lee Davies

Founder at Design by Play

And yet the majority we see of those brands us not those word mark (none of which are Helvetica) but their distilled visual signifier/icon. A G, 'A', signal and cursive P as an app icon on a mobile device. I've never seen that Pinterest 'logo' anywhere. Word mark basically becoming sanitised and obsolete. Could be another way of looking at it. 🤔

1 Reaction

Christina Wood

Creative Manager at High Low Metro Studios

Helvetica, where calligraphy goes to die.

1 Reaction

Rainer Kramm

Strategic designer and business architect - Increasing time's value by inventing new ideas and solutions while relying on fundamentals

Marketers finaly understand that the logo is just a reminder not a stoey teller. It is so you are reminded what emotions relate to what brand not that the logo should reflect the emotions themself

1 Reaction

Benjamin Brown

Co-Founder at Reset

Pete Beeney

Mark Guatieri

Lead Creative of Brand51 Graphic Design

Love the simplicity and clean look of design work now. Great post Paul Bailey

1 Reaction

Gav Penn

Design styles all come full circle eventually. The revised versions are clean which is nice, but Im sure the twee iconography will eventually become popular again.

2 Reactions

Amy Lansdell

Global Channel Marketing Manager, Blancco

In a world of banner ads, pop ups, give us your email to every shop/website/counter even bank and with a logo being put in your face at every turn, just general bombardment of brands and marketing everywhere you look quite literally all day everyday maybe it sticks with us more when a design is simple and understated... it's more intriguing. It' easy on the eye, you don't try to dismiss it, its simple and noticeable and there's not 'baffle' maybe our brains are now immune to cleaver logo's we dismiss adverts and marketing all the time. Something simple might just be the thing to get to us? Just food for thought, love the post :)

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Paul Bailey

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Paul Bailey

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Paul Bailey

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Thought I would reshare this bit of 'light research' on the role of colour in distinctive assets for brands. It is a couple of years old now, but hopefully still useful. https://lnkd.in/d5v2Hmsi

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Paul Bailey

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For me, Guinness is the brand of which the distinctive brand asset is best used – white on top of black. From these surfboards to the recent film showing the Guinness Foot Pints, they seem to find a never-ending supply of relevant ways to bring their brand assets to life. https://lnkd.in/eN5gd7K8
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Paul Bailey

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Paul Bailey

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Here at Halo we make great use of Share of Search. Whether B2B or B2C clients, we use it for brand tracking and competitive set trends, amongst other things. In this article, brand strategist Ellinor Valtersson introduces us to Share of Search, and why it is valuable to businesses. With reference to its two founders – James Hankins and Les Binet – have a read and let us know what you think. #shareofsearch #competitiveset #market #research

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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If you’re defining your brands audience, you don’t want to get granular or hyper-targeted. You want to hit as many potential category buyers as possible. That is how brands grow.

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Paul Bailey

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Paul Bailey

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Paul Bailey

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This reminds me of the Polo snow stamp. Which is a good thing :) https://lnkd.in/eSneKv-z

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