Effective Simplicity

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.” -Paul Rand

I chose to open with that quote because it encapsulates the principles I use for my design aesthetic. Specifically, it reflects how I go about logo development, which Mr. Rand had no equal.

I tell every logo client that my goal is to drill down the design to its simplest form. Brand strength does not come by crafting complexity for the sake of complexity.  Taking that approach often leads to a convoluted end result, and the mark loses its effectiveness.

It’s understandable that some try to “over explain” in a logo.  There’s a tendency to believe that this defining mark offers a one-time-shot to describe your business product or services.

However, there are other tools that can do THAT job much better. Consider videos, ads, websites and collateral materials to articulate your entire story. It takes all of these pieces properly coming together to create a brand experience. The logo’s job, however, is to be the gateway…the trigger… It is the forefront of this total identity.

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Paul Rand was a master at effective simplicity.  All the above logos are easily recognized, and you will probably call up images, feelings, etc just by seeing the mark. Alone, the logo by itself spells out nothing more than a name. However, they symbolize the business’s greater meaning – and they do so in clean, simple terms.

Just Need to Write

mom-memorial-blog-finalThere’s a life narrative that emerges from every person’s journey. It starts at our birth as a story seedling, sprouts through the soils of early childhood, then rises higher and higher as we traverse our legacy path.

Over time, its growth is nurtured by those who walk alongside us – family, friends, colleagues, brief acquaintances. Each encounter, all actions, every success and failure pen the greater meaning of this personal tale. It’s written exclusively for us, is individual by every definition, and impossible to plagiarize.

These past few days, I’ve been flipping through the pages of my mother’s life narrative. I’ve stumbled upon settings so far-reaching and accounts so vibrant, I’ve found myself lost in the plot at times.

Of course, it’s comprised of lines about jewelry making, writing, Italian cooking, opera, literature, community involvement, intellect, fashion, integrity, compassion, friendship, and deep-rooted love of family. But even more, there’s an over-arching theme that carries through right up until her passing on Jan. 2, 2017. It’s a message ingrained in the fibers of every page.

As Marita Therese Bon crafted her final paragraph with the thoughtfulness of a great wordsmith, she told us:

“There are things in life that will happen, they will be important, and they need to be written down. Sometimes, you just need to write.”

Mom shared many, many wonderful insights with us in her closing earthly sentences. This lesson, however, resonated most with me. Maybe it’s because I cherish the art of writing. Maybe it’s because she introduced me to – and taught me how – to harness that skill. Or maybe it has nothing to do with me, and everything to do with her.

See, mom appreciated the power of words. She knew that woven together in certain order, they could inspire and compel action. She also understood that messages without sincerity provide very little value to anyone.

So she listened to others. She related to their stories and experienced their emotions. She did so without judgment, offering up unconditional interest to learn more. Her friends and family knew that Marty was there to hear – and feel – their words. Rarely did we read her, rather she read us.

When she would sit to write a piece, her best prose came in the form of retelling other people’s stories with unequivocal accuracy. She painted the landscapes, called-up the main characters and drew-on the experiences of that moment. Her accounts epitomized “show, don’t tell,” and her consideration of audience was undeniable.

That’s what Marita brought to life. She was a master in human empathy as much as a gifted storyteller. So it’s only fitting we step back to the place where it all started.

Coming into focus is a prominent scene, one lifted from Marita’s childhood in the suburbs of Pittsburgh Pa. It’s the late 1950s, and Lincoln Avenue seems to run straight through yesteryear’s horizon. An industrial spring sky hangs low with a layer of smog, the product of some distant steel mill cloud factory. Brick row houses and craftsman-style cottages line up side-by-side, veiled in faint brown soot.

A young girl sits at the front stoop to one of the homes. She’s wearing a white sailor dress that draws to a bow at the collar, knee-highs, and two pink barrettes to hold back her curly-brown hair. She loves her parents, siblings, God, and is just discovering her adoration for classic literature. Oh, and she’s a writer.

In the notebook of her mind, she’s dreaming…jotting down something important – always important. She’s an author of imaginary novels. It’s clear to passersby that she’s brimming with artistic purpose and ambition, however right now, she’s happy being the little girl with dazzling thoughts.

From the kitchen, her mother Antoinette calls out to her. Marita. Marita. It’s time for Sunday dinner. The sound of her name drifts into the outside world, rising higher and higher towards the heavens. She quickly jumps up, brushes herself off and heads inside.

She does not realize yet, but her beautiful life narrative is just beginning.

Marita T. (Sciullo) Bon
Oct. 3, 1949 to Jan. 2, 2017

Branding a Conference

The Bon’s Eye team recently attended the Carolinas Healthcare Public Relations & Marketing Society (CHPRMS) Annual Conference in beautiful Charleston, SC. Not only did we proudly sponsor the conference, we had the honor of creating and then bringing its brand to life. From sketching logo concepts to a promotional video, it was a joy to see all of these pieces come together. Here’s a behind-the-scenes look at how we did it!

Step One: Visual Identity

The conference theme was ‘crossing the bridge from volume to value’ and Charleston’s iconic Arthur Ravenel Jr. bridge seemed perfectly fitting. From our Art Director’s scribbles on the white board came these concepts:

concepts

Then, logo drafts:

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And the final:

chprms-2016-logo


Style Guide

With more than one designer developing this brand, a light style guide was necessary for consistency. A color palette and image / texture style was established so that all pieces, whether web or print, would have the same look and feel.

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Print Agenda

The conference was a three day event with multiple speakers and presentations happening at any given time. A clean, easy-to-navigate layout was necessary to keep the printed agenda organized.

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Website

A mobile-friendly conference website was an absolute must as attendees needed the option to check the daily / hourly agenda on their phones. We kept the design bold and clean and even featured local restaurant, sightseeing and shopping suggestions.

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Short Promotional Video

We had visited Charleston for a CHPRMS Connect event in August and as always, Steve R and Marlena had their cameras ready. We captured plenty of authentic, local footage and when combined with a script written by Steve B and David, we ended up with a nice, short promo video.

The end result was a cohesive, bright and clean conference brand. Thank you, CHPRMS, for the opportunity!

Story is Real

If you live in the American South, you probably know John Boy and Billy.

They’re comedic radio show hosts based in Charlotte, NC, with a flair for the absurd. Their daily morning show includes a variety of hilarious and often campy sketches that speak, as Shakespeare might say, to audiences “high, middle and low.”

So it was I drove into the parking deck near work the other day, and a radio skit unfolded wherein a sort of moderator – think sportscaster – was imagined sitting in front of a TV trying to narrate the direction and theme of a certain commercial of a well-known brand.

With the commercial’s upbeat soundtrack in the background, he announced there was a girl walking with a cup of coffee. The girl walked up to a group of friends, and they took a selfie. The moderator inferred this must mean a smart phone commercial.

Then the girl went to her car, putting her cup in the car’s cup holder and revving the engine. A car commercial, he thought. Nope.

Then the girl went for a laptop in her briefcase. He announced he felt that it might be an Apple commercial.

Finally, the girl with the coffee, the group selfie, the car/cup holder/engine revving, and the laptop runs through a field of wheat.

woman-coffee-copy

At this point, the moderator is laughing so hard he can hardly get the next word out, and so are John Boy and Billy. I’m laughing so hard I start snorting. Clearly this brand commercial has gone off the rails – the moderator confesses he has no idea what the commercial is selling or how the images now unfolding before him connect.

At Bon’s Eye, unfortunately, we encounter a lot of this. Stories advertising a product or service that go nowhere. You see, no matter what you’re selling, human beings are hard-wired (and much more persuaded by) brand stories that have a relative beginning and end, where a challenge is overcome and the main character is transformed.

Stories like these sell products or services because viewers can empathize and see themselves reflected. Stories like these – with discernable mind, body and voice – create brand devotees.

Stories like these are what we do best.

Dave   

    David Frederiksen, Creative Director