By Stella Gianotto >>

RENOWNED tennis star Andre Agassi once said: “Image is everything”. That is especially true when it comes to a business logo.

As the cornerstone of any brand, a logo can effectively express a brand’s essence that’s more easily digested than a written explanation of your products or services.

As a branding expert I’ve established over 3,000 logos in my career and I’ve learned a few things about how to create an impactful logo that will help express your brand and stand out. Here are my top 10 tips to consider when designing yours: 

1. Avoid designing a logo that is too similar to another brand’s.

Once a brand has become established it starts to become recognised by the general public. If you choose (or copy) a logo design that’s too similar to another brand, your market presence may be forgotten or overlooked … as your logo is mistaken for someone else’s and, worse still, they win the business!


2. Select an appropriate and legible font
A font is just as important as the design of a logo. The font should incorporate the same feel as the business. Whether it is modern, edgy, timeless, or a sophisticated italic, it must match the overall appearance and personality of the brand or company.


3. Don’t forget about the business’s target audience
A logo design should be developed to appeal to your target audience. Your logo is used as a visual tool to aesthetically draw the attention of your target audience and communicate your brand’s message. Unless your Mum or the kid studying design next door is your target market, don’t rely too heavily on their opinion.


4. Don’t use cliché trends
Dots, swooshes, straight lines, 3D shapes; these clichés have been so overused in a logo design that they are instantly disregarded. Don’t try to ‘spruce up’ a logo with these ineffective additions either, as it will cheapen your brand.


5. Don’t rely solely on colour
Having a logo that doesn’t reproduce in black and white is a hugely common problem – even the Commonwealth Bank’s logo, when not in colour, transpires to a black square! So make sure you check that your logo’s important features work well in colour and black and white.


6. Choosing a logo that will quickly become dated
Be cautious of logos that look out of date or follow a trend that’s happening right now. A good logo design grows with the business and can withstand time as long as the business does. Don’t choose a logo that is representative of a certain decade, era or trend, or you’ll risk making your products and services seem outdated, along with your logo. 


7. Avoid vanilla
Simplicity is important, but too much is boring and sterile. A ‘vanilla’ logo design isn’t memorable and won’t speak to your target audience. Your logo must incorporate just the right amount of personality to avoid being boring and overlooked.


8. But simplicity is best
Too many styles, elements or ideas joined in the one logo design could lead to a misinterpretation of your business. A logo is designed for quick recognition and brand loyalty – too much going on will defeat this. 


9. Pay attention to space
A busy logo design with everything in it doesn’t appeal to customers. A poor logo design is difficult to decipher, especially when letters are included. The logo must be clear and crisp to resonate with your target audience at first glance. Stick with an odd number of graphic elements, one, three or five elements work well.


10. Always remember the purpose of a logo
It’s not a picture stolen from the internet; it’s not clip art, or a written explanation of your brand. A logo design should be an impactful and a succinct design that can be used to represent your business for many years to come.

 

About the author

Brand For Brands founder Stella Gianotto specialises in branding and is passionate about making branding accessible and understandable for her clients and for industry audiences. A series of industry awards and presence has led to her contributing to several books: Marketing Brands Made Easy, Social Media Marketing: Write Up Your Tweet and Well Spun: Big PR and Social Media Ideas for Small Business.

www.brandforbrands.com/stella-gianotto

GRAND PLAZA has created a three-day hair and beauty experiential event as a brand statement that innovates the way shopping centres can help build the small business sector.

Branded as the ‘New Year, New You’ Hair and Beauty Expo, for three days at Grand Plaza there will be special pricing, special events, complimentary treatment sessions and special prizes on offer to attract visitors from way beyond the centre’s usual catchment area. 

The expo is being presented to regular customers and visitors alike as a rare opportunity to ‘rest and unwind’ with special value treatments and products at Grand Plaza, located south of Brisbane at Browns Plains, Logan City.

The prize list and special event agenda is impressive (see below), with the Grand Plaza offering the chance for attendees to win a $1,000 voucher to spend at the centre.

Grand Plaza stores such as Napoleon Perdis, Hairhouse Warehouse, Priceline and Grand Plaza Skin and Beauty are on board for the ‘New Year, ‘New You’ Expo with exclusive giveaways, discounts and competitions, according to Grand Plaza centre manager Martine Coorey.

She said there was also an opportunity to try complimentary skincare, hair and beauty services and throughout the expo and The Beach House Bar and Grill would “also be serving up ‘mocktails’ to keep hydrated”.

 “Life is busy, but at Grand Plaza we believe everyone should take a little time for themselves, especially as we settle in to the new year,” Ms Coorey said.

“Customers can meet the experts who can provide advice on braids, lashes and skincare. It really is an opportunity to spoil yourself and try before you buy,” she said.

Bookings for complimentary consultations and treatments are essential, Ms Coorey said, and details were available through the website. The event runs from 4pm-7pm on February 7, 10am-1pm on February 8 and 10am-1pm on February 9. 

https://www.grandplaza.com.au/whats-on/hair-and-beauty-expo

 

GRAND PLAZA BUSINESSES OFFERING

HAIR AND BEAUTY EXPO SPECIAL EVENTS:

  • Napoleon Perdis is offering makeup and eyeshadow tips, as well as lipstick touch ups. Plus, visitors to the counter on the day go in the draw to win a private makeup lesson for themselves and five friends.
  • Grand Plaza Skin and Beauty is offering UltraSono Facial Treatments for pigmentation, dehydration, loss of elasticity, wrinkles, acne and sensitive skin.
  • Hairhouse Warehouse is offering a complimentary curling and hair straightening service, as well as a range of sample products for visitors to take home.
  • Salon Express is offering complimentary braiding and consultations with the team from Salon express at their braid bar and consult lab. 
  • Terry White Chemmart is offering sessions on what skincare and beauty products are right for individuals. There are educational sessions on how the La Roche Posay line range is “revolutionising skin care”. 
  • Priceline Pharmacy has courses in how to apply temporary lashes with ease with the guidance of a Priceline Lash Technician.
  • Australian Skin Clinics is offering a complimentary skin analysis and cleanse. Guests can also chat to the team about the exclusive Balense range. Plus, book a series of three high performance Microdermabrasion treatments on the day at a greatly reduced price.
  • Laser Clinics Australia is teaching visitors “everything you need to know about laser hair removal, skin treatments and cosmetic injectables” with a complimentary consultation and half price offers on first treatments.
  • Beach House Bar and Grill is offering its signature Ginger Spark Mocktail and a complimentary “drink on us” for a future visit.
  • Vintage Loves Flowers, specialising in “making your flower and decor dreams come to life” will be showcasing and treating attendees to a complimentary gift on its Thursday and Saturday sessions (not available on Friday).

#ends

By Andrew Nicholson >>

CONTRARY to what many may think, Disney is not always the happiest place on Earth.

That fact was highlighted again recently, when reports surfaced that a petition accusing the famous film studio of ‘colonialism and robbery’ had circulated and attracted more than 42,000 signatures.

The allegation surrounds the use of the phrase ‘hakuna matata’ which means ‘no worries’ in Swahili, which Disney has sought to register as a trade mark in the US. 

The mark is a famous catchphrase from the movie The Lion King which was released in 1994.

In fact, Disney first registered the mark in 1994 without any great fanfare, but the matter has again come to light now that a trailer for its live action remake of the film was released in November 2018.

Interestingly, the trade mark is only registered in relation to a fairly limited class of goods – namely T-shirts, so that Disney does not have exclusive or monopoly rights which extend beyond the use of the phrase on T-shirts.

At the time of writing, there is no similar trade mark applied for in Australia. As a result, Disney does not have any registered trade mark rights in Australia. Having the mark registered in the US doesn’t assist in the enforcement of rights in other countries.

The complaint follows a developing trend in 2018 of complaints over the use of native or indigenous language as a trade mark.

In October we commented on the battle over ‘bula’, where Florida-based Ross Kashtan trade marked the common Fijian greeting for his bar Bula on the Beach, sparking heated online debate and the circulation of a petition seeking to protect the word.

Fiji's Attorney-General said that his government was “shocked and outraged” and described the use of the bula trade mark as a “blatant case of heritage-hijacking”.

Earlier in the year, we saw a similar dispute arise out of the Gold Coast Commonwealth Games, where the mascot’s name ‘Borobi’ was adopted from the indigenous Yugambeh language – translated into English to mean koala.

In what might come as a blow to those who are petitioning Disney to cease use of ‘hakuna matata’, the decision in the Borobi case found that the Commonwealth Games Corporation's use of the word did not breach the Trade Marks Act 1995 (Cth).

TAKE OUTS

I wonder whether some other well know phrases or marks may also come under closer scrutiny, as many well-known phrases from movies and music rely on foreign or indigenous words. 

Some examples which spring to mind in relation to films include ‘Hasta la vista, baby’ from Terminator 2: Judgement Day, and ‘Carpe diem’ from Dead Poets Society.

From the world of music, we also have ‘Que Será, Será’ by Doris Day, and ‘Achtung Baby’ by U2, to name just a couple.

These examples are indicative of a growing trend.

They highlight the need to take care and to obtain proper upfront advice when selecting trade marks, as well as the need to undertake appropriately informed due diligence and background enquiries to ensure that problems don’t arise.

www.mullinslawyers.com.au

Andrew Nicholson is an intellectual property law specialist and a partner at Mullins Lawyers in Brisbane. Mullins Lawyers is a foundation Industry Expert partner with Queensland Leaders, the organisation fostering the next generation of leading Queensland-based companies.

ends

AUSTRALIANS trust the ABC most and distrust Facebook the most, a new Roy Morgan media survey has revealed.

Conducted in May by Roy Morgan, the MEDIA Net Trust Survey showed that while Facebook – and social media organisations generally – is deeply distrusted in Australia, the ABC is by far the nation’s most trusted media organisation. 

Half of all Australians (47 percent) distrust social media, compared to only 9 percent who distrust the ABC. After the ABC, SBS is Australia’s second most trusted media brand. Fairfax comes in third as the only other media brand with a positive NTS.

According to Roy Morgan CEO Michele Levine, trust is now firmly on corporate Australia’s agenda,

“But distrust is the critical measure everyone’s ignoring,” Ms Levine said.

“The absence of the voices of distrust should be alarming every CEO and company director.

“Distrust is where our deepest fears, pain, and betrayal surface – the shock of discovering we were foolish to trust too much.

“And nowhere is that sense of betrayal more profound than in our media brands.

“When we subtract distrust from trust to achieve a Net Trust Score or NTS, we reveal a minus NTS for the Australian media industry,” she said.

“The banking industry has an NTS of minus 18 percent, compared to the media industry with an NTS of minus 7 percent. So, while media industry is less toxic than banks, it is still in negative territory.

Media category Net Trust Scores (distrust score subtracted from trust score) assessed by Roy Morgan are:

Social media     minus 42%

Television         minus 16%

Newspapers      minus 13%

Internet             minus 7%

Magazines        minus 4%

Radio               minus 2%

SBS is also Australia’s most trusted commercial television network with an NTS of plus 5 percent – well ahead of the other three commercial networks, all with an NTS of between minus-6 and minus 10 percent.

“Australians told us that their trust of the ABC is driven by its lack of bias and impartiality, quality journalism and ethics,” Ms Levine said. “While their distrust of Facebook and social media is driven by fake news, manipulated truth, false statistics and fake audience measurement.”

According to survey respondents, their top five drivers of distrust in commercial television were: False news and fake news; bias; news is sensationalised and there is a focus on controversial stories; pushing commercial or political agendas; and too much advertising.

Ms Levine said distrust mattered to media organisations because it negatively affected the bottom line.

“Distrust triggers audience churn, distrust kills audience engagement,” Ms Levine said. “Distrust kills advertiser spend, distrust is the tipping point for reputational damage, and distrust is the bellwether for an unsustainable future.”

www.roymorgan.com

ends

NEW RESEARCH by software group TechSmith shows how increasing visual communication could unlock $6.527 billion in productivity and boost Australia’s Gross Domestic Product (GDP) substantially.

According to the TechSmith report, Australian businesses could experience significant financial and productivity gains by including more visual content — such as screenshots, screencasts, images, and video — in communication with employees. 

TechSmith commissioned the Centre for Economics and Business Research to examine TechSmith’s own scientific research and productivity data, along with research into how people spend their time at work, to assess the impact of better use of visual communication in the workplace.

The Centre for Economics and Business Research report for TechSmith found that, in Australia, businesses stood to gain up to $6.527 billion in productivity. It is an astonishing figure that is verified by breaking down the impacts of better visual communication on an individual basis.

The research found that using visual content in workplace communications could unlock about seven extra minutes a day for every affected employee.

The average boost in GDP, if businesses were to use more visual communication, was estimated at 0.52 percent — or more than $167 billion annually across the six geographic regions studied, including Australia.

TechSmith CEO Wendy Hamilton said she was not surprised that visual content helped people perform.

“We’ve always known that visuals are essential to the effectiveness of communication, and therefore are essential to instruct and inspire,” Ms Hamilton said.

“The essential findings of this study are, first, that visuals matter even more than most assume and, second, there is an urgency for leaders to adapt as employee demographics change.” 

Ms Hamilton said Australia had a lot to gain if businesses were to increase their use of effective visuals. Australia could see a 0.55 percent boost to its economy – the second highest hike of any geographic region studied –  due to Australia’s combination of long working hours and a high proportion of communicating workers.

The TechSmith research also revealed the value of using more visual content in workplace communications to individual businesses.

For example, Australian businesses could save $1,384.70 per worker per year, based on average annual hours and GDP per hour.

In an eight-hour day, communicating with employees using effective visuals, such as videos and screenshots over plain-text email, the research found this could save each affected employee six minutes and 43 seconds.  Over a 40-hour week, that equates to 33 minutes and 36 seconds.

TechSmith is a company uniquely placed to provide such insights. Founded in 1987, TechSmith Corporation provides practical business and academic software products that change and improve how people communicate and collaborate.

TechSmith’s economic modelling was conducted by the Centre for Economics and Business Research in March 2018 and combines TechSmith scientific data and publicly-available data across Australia, Canada, France, the UK, the US and the DACH region, combining Germany, Austria and Switzerland, to quantify the impact of visual communication on business productivity.

EXTRA >> Download the full report

www.cebr.com

www.techsmith.com

ends

AUGMENTED reality and voice assistants are likely to positively shape the future of retail, according to PayPal’s latest mCommerce Index: Trends Report.

It is a trend being called ‘retailtainment’ according to PayPal Australia director of customer engagement, Elaine Herlihy, who believes Australian retailers should no longer view their mobile offering as simply a transactional storefront, but also as an enjoyable and entertaining experience for their customers

The report’s findings show how combining elements of the real world with digital information, augmented reality (AR) and voice assistants have already evolved mobile shopping from a convenient experience to a form of entertainment. 

“The data shows that simply having an online offering is no longer enough for retailers,” Ms Herlihy said. “Australians are demanding mobile-first experiences and are gravitating towards mobile shopping experiences that are fun and engaging.

“Reading and writing reviews, product research and sharing images of virtual try-ons is an enjoyable pastime for many Australians, particularly with younger shoppers.”

The Trends Report discovered that two-thirds (67%) of Australians ‘digital window shop’ for fun on their mobiles, with 77 percent of those making impulse purchases when they do. All up, 88 percent of Australians say they worry about whether items might fit or be suitable when shopping online or on mobile.

Australians are also largely – about 44 percent – more likely to buy online if they could virtually ‘try before they buy’ using AR on their mobile phones, the report found.

Yet, only 5 percent of Australian businesses currently offer an AR experience and one in three (32%) are currently developing or intend to develop an augmented reality experience.

So far, it is estimated one in five mobile shoppers have used a voice assistant for retail enquiries.

The popularity of ‘shopping for fun’ is particularly prevalent among younger generations, with 69 percent of Generation Z respondents (22 years and under) engaging in mobile shopping as a leisure activity – making it as popular as watching television (69%) and more than twice as popular as watching or playing sport (31% and 27% respectively) for this cohort.

While Australians may be embracing mobile shopping, a number of barriers persist as counterpoints to its convenience and ease-of-use. Almost nine in 10 Australians (88%) say they are concerned about not being able to identify the correct size of an item, and 82 percent said that even if the size was correct, they were unsure of whether the item will look good on them or in their home.

IN PRACTICE

Ethan Nyholm, CEO of Australian-owned premium technology and fashion accessories brand STM Goods, said the AR experience on the company’s native app had increased both customer engagement and sales. He said it allowed the brand “to communicate key value points while providing a functional, yet enjoyable experience”.

“Enabling customers to virtually try on our products through our AR experience has allowed us to communicate key value points while engaging customers at all levels of our distribution chain,” Mr Nyholm said.

“Since integrating AR, we have seen an uplift in both customer engagement and in sales, and we attribute this to giving customers the opportunity to explore our products and truly appreciate the thought that goes into their design.”

Australians cite fashion (62%), furniture and homewares (47%) and accessories (36%) as the product categories they are most interested in shopping through an AR experience.

The PayPal-sponsored research was conducted by ACA Research. It consisted of a five minute online survey of 1,012 Australian smartphone users aged 18 and older, exploring adoption, usage and sentiment towards mobile and social commerce. In addition, ACA Research conducted a five minute online survey of 404 business decision makers within Australian small and medium business-to-consumer (B2C)  retailers and merchants who sold or took orders online, exploring their attitudes and behaviours around mobile and social commerce.

www.paypal.com

www.stmgoods.com.au

ends

AUSTRALIAN business leaders, Claire Hatton and Greta Thomas, are helping women to boost innovation and become pioneers in their fields – through their own innovative podcasts.

Sydney-based board directors and leadership and innovation advisors themselves, through their Don’t Stop Us Now! podcast series of interviews Hatton and Thomas, are on a mission to increase the number of women who become leaders. 

Key innovative female leaders recognised by Google, Fast Company and the World Economic Forum are featured in the new podcast series that shares extraordinary career stories and advice, with the aim of inspiring other women to take action. 

Don’t Stop Us Now! shares authentic stories and practical advice from pioneering and innovative women from around the globe. The interviews reveal the real person behind the success story, their doubts, fears and tough times and how they overcame them.

“The world desperately needs more women playing key roles in shaping our future businesses, tech and society,” Ms Thomsas said.

“Innovations underway today are going to accelerate the pace and scale of change at a rate we believe people are underestimating.  For example, when it comes to AI (artificial intelligence), I want to do everything I can to avoid bias being consciously or unconsciously programmed into the key decision support tools we’ll all be affected by in the future, whether that’s in our court or medical systems, to name just two.”

According to Ms Hatton, there are still too few female role models “and way too many unsung female heroes”.

“How can we expect young women to step up without providing and celebrating the role models we already know exist?” Ms Hatton said.

“For example, only 21 percent of quotes in the news media are from women (according to the Women For Media Report 2016) – despite the fact there are multitudes of perfectly qualified women to whom one could turn. Our podcast aims to help change this reality.”

Don’t Stop Us Now! is available on iTunes and popular podcasting platforms and it includes an ever-growing, impressive array of guests.

Among those featured are Silicon Valley’s Courtney Hohne, the chief storyteller for X-The Moonshot Factory, Google’s elite innovation lab, and Tina Sharkey, San Francisco based serial entrepreneur and co-founder and CEO of Brandless, one of Fast Company’s Most Innovative Companies 2018. 

Also featured is Audette Exel, a Forbes Hero of Philanthropy proving investment bankers have a heart, and Rachel Botsman, author and thought leader whose TED talks have been viewed more than four million times.

Kate Vale, employee number one at Google Australia and New Zealand NZ, and at Spotify Australia, is also on the program. Coming soon, Ms Thomas said, are Rebekah Campbell, serial Australian entrepreneur and founder and CEO of Zambesi; and Heidi Hackemer, vice president pf the Chan Zuckerberg Initiative.

The Hatton-Thomas podcasts also feature ‘How to’ episodes which explore common career issues and evidence-based tools to tackle these challenges.

Don’t Stop Us Now! is an initiative of next-generation leadership development company, Full Potential Labs.

Claire Hatton is CEO and co-founder of Full Potential Labs and has more than 25 years global business experience, most recently on Google Australia’s country leadership team. Ms Hatton sits on the board of ASX listed 3P Learning, a global EdTech company delivering innovative maths and literacy online learning solutions to 5.5 million children from kindergarten to year 12. A professionally accredited coach with a passion for neuroscience, she coaches, advises and builds leadership capability for some of the world’s most innovative companies.

Greta Thomas is also a board advisor and non-executive director,  as well as co-founder of Full Potential Labs. She has also helped launch and build numerous different ventures including several in the fintech space.

Ms Thomas is an expert contributor to Sheryl Sandberg’s Lean In organisation in Silicon Valley. Her executive career spanned a variety of roles from award-winning McKinsey management consultant to launching eBay in Australia as CMO. She was also part of the leadership team at Sydney Opera House and helped establish entertainer Bono’s international high-profile business-for-purpose, (PRODUCT) RED in the US and Europe. Ms Thomas was named one of 50 Women to Watch by Advance and has served on the boards of an ASX-listed financial services business, a major retail business and now advises the board of Credit Union Australia. 

www.DontStopUsNow.co

ends

Contact Us

 

PO Box 2144
MANSFIELD QLD 4122