You’ve probably heard what I have to say about Microsoft. In fact you’re probably bored of me mentioning problems with Internet Explorer, Word and Frontpage. Despite their dysfunctional software we still use them day in and day out and there’s no arguing that they’ve made an impact on the way we work.

They introduced Office to our world which has become the industry standard all in one business tool. 20 years on their releasing the latest version, Office 2010 with a new look.

Microsoft design has never been trend setting. Their logos, packaging and websites are always pretty standard, clean cut but nothing exceptional unlike its adversaries and colleagues such as Apple or HP.

The logo for Office XP set the brand 10 years ago symbolizing 4 pieces to a puzzle, each section in a different colour representing the office apps (word, powerpoint, excel and Outlook) as well as keeping with the windows theme. It had a slight playfulness to it which was nice but also a little cheap.

The new logo was a big improvement. Cleaner, dynamic, and modern with a small step away from the puzzle pieces. Tying into the new web tools built into office, the logo represented a new facelift that the suite went through but overall it still wasn’t mind blowing. Alongside were new icons which were nice, functional although a little cryptic in some cases.

The 2010 logo shows another step forward in the building of a brand. Moving full circle from the puzzle it’s now a dynamic unified representation of the office suite rather then one that’s separated by shape and colour. The whole design has been meshed into one symbol intended to reflect a suite
that works on multiple levels. Arrows moving from space to space (app to app) creates an energetic and streamlined approach, symbolising a cohesive func
tionality but is it an improvement?

Yes it is but is it mind blowing? Not really. It’s a nice logo and again a step in the right direction but just not there yet. Its layed out well but a small clash is still present between the font style and new icon. Throwing out the old colour scheme was a brave and admired step and the new orange which replaces it is modern and vibrant but is it a bit too orange?

Where MS take a step forward with the logo they also take a huge step back with a new icon set. More cryptic then ever we have an array of colours and letters to remember. Inconsistent typography and a mixed style of buttons. Gradient upon gradient creates mess whilst colourful yet confusing sums it up.

The ideas behind the new identity are strong. A unified, userfriendly and modern approach for the suite but overall in terms of design it’s just pretty generic and quite possibly “unprofessional.”

3/5

Marketing a coaching business is not the easiest of tasks. Do you target the public or the corporates? Its a regular and common problem NLP coaches face and one that was solved visually with Infinity Associates. Having worked for corporations and starting up an array of businesses themselves, Chris & Adria Bannocks combined their creative yet disciplined skillsets for their new venture, Infinity Associates.

Chris and Adria wanted to develop an idea that they’d already put into place (Acuminous LTD), an early phase of an NLP and lifecoaching company which needed a new lease of life, a visual rebrand to match the new strategy behind the business. Based on a modern approach to training, coaching and personal development, it’s a a higher class of service, one which was original, professional yet appealed to both corporate and personal customers with a dynamic twist.

We began with the corporate identity in which Acuminous changed to Infinity Associates and then just to Infinity. Exploring ideas and themes we concluded whether the new company would have a dynamic and techy look or a warmer more friendlier approach.

After many revisions and concepts we designed the new logo along with a subrand to package a particular offering from Infinity, “Brainslim.” Following the logo we developed a matching website with modern functionality such as podcasts, downloads and blogs, all tied up into a CMS to control by the client.
The idea was to make a site which was useful to clients by offering them free advice on personal development. Within 6 weeks Conceptstore helped rebrand Acuminous into www.Inifnityassociates.co.uk.

Is it the brand that creates the design or the design that creates a brand ???

Its a tough one!
My thoughts are that the brand creates the design. Its the source and inspiration for a design project that creates the final piece BUT….

What if the final piece is no good! Does that mean that the brand is no good?

Sometimes its the final design piece alone that creates the premise of a future brand.

Many say that the brand doesn’t matter, its the design that sells it! Did you buy an MP3 player because of its brand, use and features or an ipod because the way it looks?

I myself have had jobs were the design really formed the brand. Others where the brand just spoiled the design.

Design is a communication of the brand. No matter how credible or great your business really is, a poor misguided visual representation can lead to doom. We all have to sell ourselves and thats what design does best, it sells.

Selling based purely on good looks though can also lead to doom. Its important to follow up your attractive presentation with real hard and honest truth. The visual brand must come alive into the real world and become a real brand, a trusted one and an excellent one.

When done properly its the brand that creates the design but like most pairings in life the brand is nothing without the design. Why? Because no one will ever know it existed?

If you live outisde of the UK then you’ll know that its difficult finding student residency in the UK.

Student residence is a new service managed by Sunita who wanted to utilise her network of student houses and make it easier for them to find the perfect housing in the UK.

Conceptstore developed the brand, identity hosting and content managed web site including live vacancies for Student-residence.com

Professional design is an investment into your business and like any other investment its intended to make you a return.

Sure it maybe a risk but your self employed, you’ve already taken one of the biggest risks of your life. We thought that would be the only risk we take but guess what, it was only the first of many in order to succeed.

Heres a real life example.
For the past year, every one on one meeting I’ve attended, I’ve taken with me a corporate brochure professionally designed by myself and digitally printed by one of my suppliers. Its high end stuff, A3 folded to A4, 300gsm + matt laminate.

I leave this with the client and after they give it a brief once over they add it to their quote request. “How much for a batch of these as well?”

Businesses that see design as integral don’t need to compete on price.

It that case think past my example to your business. What would a professional logo, website and corporate materials do for you? An image of trust and quality helps to bring in and secure deals. It builds a relationship with the potential client before you’ve even met them.

“Never judge a book by its cover” yet “first impressions are the biggest”.

Turnover growth is more likely for businesses that increase their investment in design.

The point I’m making is if you make the investment, be it a calculated risk, you will reap the rewards. It doesn’t have to be expensive, you can start off small and see the results for yourself.

Rapidly growing businesses are twice as likely as the UK average to have increased investment in design.

Facts taken from the design council.