Now blogging on my site

I’ve just finished building my site so I’ll be blogging there from now on.

Visit www.vanjacanzek.com to read my posts.

 

Alicia Gramsbergen – MBFF – Day Four – HIGHLY COMMENDED – Telstra Next G Network Australian Fashion Graduate of the Year 2009

Ashley Jae – MBFF – Day Four – Telstra Next G Network Australian Fashion Graduate of the Year 2009

Amy Badikovich – MBFF – Day Four – Telstra Next G Network Australian Fashion Graduate of the Year 2009

Soeli Pedrozo – MBFF – Day Four – WINNER – Telstra Next G Network Australian Fashion Graduate of the Year 2009

When to update your visual branding

According to Wikipedia “The Visual Brand Language is branding terminology for a unique “alphabet” of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company’s values and personality through compelling imagery and design style. This “alphabet”, properly designed, results in an emotional connection between the brand and the consumer.”

So when do you take the leap and update your visual branding? On one hand the relationship of brand and consumer is a fickle one, any major changes might distance the consumer from their preferred brand. On the other hand your market segment is growing up, growing old, learning and evolving.  It is precisely for this reason that you must update your visual branding to suit your modern, technologically able, intelligent consumer base.

Let’s take Apple as an example. Their original logo from 1971 had a complete redesign five years later, in 1976. The move was towards a modern, streamline emblem which showed the organisation as progressive and modern.

Apple first logo - 1971 - 1976

Apple logo - 1976

Significant changes like this one are often required, especially if the original logo was designed before the company found its niche or developed a loyal customer base. First logos are often designed in-house or on a limited budget in which case once the organisation becomes successful an opportunity presents itself to polish the design.

In other cases there have been significant technological advances (think design software and printing processes) which allow the creation of dynamic components.

In Apple’s case this is evident in their 2001 updated stylised logo. The concept of the 1976 logo remains the same however it has received a modern treatment, mirroring advancements in Apple’s technologies and product catalogue.

Apple logo - 2001 - 2007

From this point it is easy to update the branding in minor ways in order to remain relevant to your target market. Not many consumers noticed the shift from Apple’s 2001 – 2007 logo to the one used today due to the fact the changes were (almost) insignificant (visually speaking only – in regards to their  brand equity these changes are extremely valuable).

Apple logo - current

————————————————

So when is the right time to update your visual branding? Possibly when:

1. You don’t remember the name of the designer who created your logo or the name of your last (successful) advertising campaign
2. You can’t open the original logo format as it is no longer supported by contemporary software
3. Design students (or your consumers) refer to your logo / branding as ‘old school’
4. You find the receipt for your website / logo design and it’s from 1999

Jokes aside, the time to update your brand language is the time your consumers no longer feel connected to your brand, when your branding doesn’t match the changes in the lives of your market segment and when the changes made by your competitors make you look dated.

Diesel is a perfect example of this. The differences between their 1997 advertising campaign and their 2007 ‘Global Warming ready’ campaign are significant. They clearly demonstrate the growth within the Diesel camp in regards to visual communication and at the same time they illustrate how much Diesel has in fact grown up. In 1997 they are all about shock value, garish and crass, where in 2007 they present a social commentary based around Global Warming – reflecting the thoughts and moods of their consumer. Here is where advertising / marketing / promotion solidifies a vital ” emotional connection between the brand and the consumer.”

Diesel circa 1997

Early Diesel ad - circa 1997

Early Diesel ad - circa 1997

—————————————-

Diesel 2007

Diesel 2007 ad campaign - "Global Warming Ready"

Diesel 2007 ad campaign - "Global Warming Ready"

Diesel 2007 ad campaign - "Global Warming Ready"

Diesel 2007 ad campaign - "Global Warming Ready"

Sportsgirl Superstylist competition

Entries close 28 August 09, for terms and conditions visit http://sportsgirl.com.au/blog/post/2009/7/search-for-a-sportsgirl-superstylist-1/style-me

New Arrivals at Bona Drag

http://www.bonadrag.com

Serious sparkle at TALULAH

I just received word from Style Palace that they have added new items to the store. You can’t imagine my excitement when I saw this wicked sequin cape from TALULAH – I just about fell of my chair. WOW WOW!

I can just see myself waking up from my beauty sleep, sliding on a pair of Maribu kitten heels and draping myself in this sequin waterfall, shimmying on down to the terrace for a breakfast of croissants and eclairs… Ah yes that’s the life.

Check out Style Palace here http://www.stylepalace.com.au/.

TALULAH - I Heart Rock n Roll Long Sequin Cape

TALULAH - I Heart Rock n Roll Long Sequin Cape

For old times’ sake

I just came across this gorgeous pic of my friend Simona Antonovic. She was my best friend when I lived in Croatia and I haven’t seen her since 1998. We actually lost touch for a very long time and only reconnected a couple of years ago over the net.

I remember her as my confidante and my rock through my weird teenage years, and here she is a vision! How lovely does she look!

She is a respected make up artist in Croatia and has travelled the world with her craft. Her work is displayed on her website http://www.simonantonovic.com/

Simona you are a gem, I hope we sit down over a wine sometime soon.

x

Simona Antonovic