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Outdoor Branding

Outdoor Branding

Finding Your Voice: Using Typography for Brand Awareness Reader at­ten­tion is a valu­able re­source, and typography is a tool that helps con­serve that re­source.   Great typography is more than just picking a font that works and typing your message. Typography becomes the voice of your brand. It should be an expressive way to define yourself, attract attention, and create a sense of clarity in a positioning statement.   An easy format to understand the importance of typography is a resume. Think of the difference between what comic sans and times new roman say about your level professionalism.  It would be clear to a person making hiring decisions what they type of person they were dealing with just by looking at the chosen typeface (and hopefully that comic sans tragedy quickly makes its way to the recycling bin).   As stated earlier, typography can be the “voice” of your brand. It’s important for businesses to use similar (if not the same) typefaces throughout all of their written media in order to take advantage of this voice. Possibly the most notable example of this is Coca-Cola Classic. Even just reading the name brings to mind the beautifully scripted white lettering and the bright red that has become synonymous with the brand. You trust it to be the same great soda you’ve always had and the classically hand-lettered script evokes that sense of trust, tradition, and Americana. Often they don’t even have to write the name of the brand as in the new “Share a Coke Campaign” where even when replaced with a series of different names, it’s still clear that...
The Power of Outdoor Advertising

The Power of Outdoor Advertising

Even in our rapidly advancing world, outdoor advertising is one of the easiest and most cost-effective ways to get thousands of impressions from a single ad. Billboards, banners, portable signs, and other displays allow you to make contact with your target market day after day as they repeatedly travel the same routes. Through strategic placement, design, and messaging, outdoor advertising can subtly impact consumers without even requiring their full engagement. The best outdoor campaigns reinforce simple brand images and messaging through repeated viewings.   Think of the way you drive to work every day. If you live in a metropolitan area you may see 10-20 outdoor ads such as billboards or portable signs on your way into the office every day. Whether or not you notice every single advertisement as you pass by, the ads are still making an impression in your brain. Drive by the same banner enough times and the brand becomes familiar and recognizable. You will naturally begin to associate the brand with certain messaging and imagery, and this very often will make you more likely to choose that product in the future.   Now think of a billboard, banner or portable sign that DID stick out to you. What made it different? Was it an outlandish design in your skyline? A short, clever message that gave you a chuckle in traffic? When trying to stand out in this larger-than life format, outdoor advertising is more likely to be noticed by consumers than any other medium. It can’t be fast-forwarded, skipped, and most likely you can’t leave the room when it appears. Not only that, some...