4 New Miles Design Logo Designs Featured in Logo Lounge Master Series

Our copies of the Logo Lounge Master Series books arrived this week. We were surprised to see that we actually had four logos selected for this edition, as originally we were only told there would be three of our recent brand identity designs included in their inaugural Master Library Series book.

The official title of the book is Master Library - 3000 INITIAL & CREST LOGOS.

The book itself is really well done, complete with silver gilded page edges - it almost looks like a bible. Check it out at your local bookstore.

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What are Your Brand's Affordances?

I took a course my senior year in college titled 'Making Meaning and The Design of Everyday Objects'. A typical session consisted of about 20 students of various majors working through the form and functionality of objects.

The first thing we would do is arrange our desks in a circle and place an object in the center. For 90 minutes we would work through a process that required us to remove all previous perception in order to observe it from an objective point of view -- relying on form to explain function. By recognizing the affordances as a whole and as individual parts, the object began communicating -- and quite often the intended function wasn't the only message it was communicating.

What would happen If we placed your brand in the center of the circle?

What are your affordances? You, your co-workers, the product, the service, mission-vision-values, visual identity, etc. (No, your brand is not just your logo)

What do these affordances communicate effectively?
What do they communicate intentionally? Unintentionally?
Do certain affordances distract rather than support the function?

By the time our 90 minutes were up, we had suggested a dozen possible uses for the object other than its intended function. Sure, spending ninety minutes with a neti pot can be tedious - but I'll never look at one without seeing its potential. Your brand may not be as limited as you think. It might take some additional time recognizing your brand's affordances to discover its full potential.

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The true identity of your brand

I recently had the privilege of presenting an activity at a local networking event for the Keystone at the Crossing Rainmakers meeting. The activity revolved around the concept of identity and how taking time to learn more about someone at a networking event could positively impact your business. And while my presentation at Rainmakers was specific to that event, here's a slightly edited version of my presentation for this context:

The top grossing movie of 2008 is all about identity. The Dark Knight. If you haven't seen it yet, it's the latest installment in the Batman series. One of my favorite scenes finds Batman's true identity, Bruce Wayne, off to dinner at a swanky restaurant. He's been rejected by his longtime girlfriend, Rachel, who is one of the few people in the world who knows his secret identity is Batman. Of course, it just so happens that Rachel is out at that same swanky restaurant with her new boyfriend—the City's District Attorney, Harvey Dent.

As Bruce Wayne walks into the room with his Russian Ballet girlfriend on his arm, he pretends at first not to see them, but then he's "surprised" and feigns a smile to greet the new couple. Rachel is annoyed at first but responds as cordially as possible. "Bruce... this is Harvey Dent." Harvey doesn't seem to feel the tension and smiles back at Bruce, "Rachel has told me everything about you." To which Bruce replies, "I certainly hope not."

Identity can be a complex thing. Like yours, there are many elements to my identity. I'm a business owner. I'm a father. A husband. A brother. A son. An artist. A writer. And some things I don't care to share in public. Some people know me very well... others don't know me at all.

What about your identity? What makes you who you are? Are you more than a sales person? More than a business owner? Who is it that most people think you are? And who are you REALLY?

I don’t know for sure, but I’m willing to bet you’re somewhat like me… you want your public identity to be more than your life roles. More than "just a salesperson." More than "that tall guy who wears jeans." There are some things that you want to be known for, and there are other things that you would just as soon keep to yourself.

Now what if I flipped that and asked, "What is the true identity of your company?" Your brand identity is one of the most valuable assets that your business owns. Is your "true identity" crystal clear to your customers? Most importantly, has the public perception of your brand kept pace with how your company has grown? Do we see your brand like you do? Our company specializes in positioning high-end services and premium products. We help companies clearly define who they are, what they do, and why consumers should care.

Our goal is clarity in how the public perceives your brand. When your brand "walks" into a swanky restaurant and encounters your next potential customer, what is it they will say about you?

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