Name Dropping

Recently Starbucks, the infamous coffee house brand, decided to drop it’s name from their logo. It got me thinking, at what point does a company or a marketing and advertising department decide that the company is so recognizable and the brand mark is so strong they can drop the name all together? And what companies have successfully accomplished this name dropping?

Turns out that it isn’t because the company is elitist or that the brand managers just arbitrarily make this decision. There are good reasons and a lot of research goes into making and executing such a change. For the most part the company is recognized internationally or is headed in that direction. The biggest reason however is that the company is expanding into new markets with regards to products and services and wants the general public to recognize them for more than how they got their start. Starbucks for example sells tea and is expanding into wine as well. Another reason companies go nameless is they want the experience with the brand to be more personal and less about what they sell. Apple is a good example, the word alone can make you think of the ripe red fruit and not the uber cool tech products synonymous with the symbol.

In the end, with any logo change whether it be dropping the name or changing the design, it is always done in the name of evolution.

Here are a few companies who have dropped he name over the years.

Target – Biggest thing to note here…no name anywhere on their website!

Side note: The auto industry is one of the largest markets where virtually all companies can be recognized by a symbol. This is possible because of product design and integrating the brand into the product.

Now try your hand at guessing the brand behind the nameless logos!


JPD Book of the Month: Best Photoshop for Photographers Book Hands Down

There are so many fantastic books and reference materials out there that graphic designers use on a daily basis for guidance, education, and inspiration. So many in fact that Jean Peterson Design decided to introduce the JPD Book of the Month blog post. Once a month a JPD Creative will blog about one of their favorite books. Much like a book club, our goal is to reveal what inspires us and to spark discussions about these books and others that you the reader might suggest to us.

JPD Creative, Lisa Gorham, introduces the first JPD Book of the Month pick...

The first JPD Book of the Month pick was a tough decision, but in the end I went with my first choice. As a huge Photoshop junkie, I chose The Adobe Photoshop CS5 Book for Digital Photographers a MUST for Photoshop users. Recently we upgraded to Creative Suite 5 (CS5) so I have yet to upgrade my CS3 copy of this book but after writing this blog, it has encouraged the purchase. Among others staple references, you'll find this guide on my desk at ALL times for the following reasons:
  • Clean layout and design
  • Simplistic instructions for Photoshop users of all levels
  • The often-referenced tips and tricks are separated out into logical chapters
  • Considering the nature of the guide, it is of course a full-color publication
  • White space!!
A Photoshop book this fantastic could have come from only one source, Scott Kelby. Kelby is editor and publisher of Photoshop User Magazine, editor-in-chief of Layers Magazine, president of NAPP - National Association of Photoshop Professionals, and founder of KelbyTraining.com. Clearly Kelby is a master when it comes to this Adobe product.

According to KelbyTrianing.com, this guide is the #1 bestselling Photoshop book in the world and the updated CS5 edition includes:
  • How to color correct any photo in just three clicks with the included gray card.
  • How to master CS5's new Content-Aware Fill.
  • Processing High Dynamic Range (HDR) images using CS5's new Merge to HDR Pro.
  • How to take advantage of all the new Camera Raw features to process RAW images
    like a pro.
  • A special bonus chapter with Kelby's own Photoshop CS5 workflow.
  • Plus, shortcuts, workarounds, "insider" tricks, and killer tips to send your productivity through the roof!
I have suggested this book to many of my peers and suggest it to you if it isn't already in your arsenal. The best price for a new copy that I have found is on Amazon for $34.64, or for Kindle users, $14.39.

Happy Photoshop-ing!


I Have a Dream...

This is my small list of graphic designer dreams. I have a dream...

The logo will not be made larger.

All Pantone charts will be united as one.

All photography will not be stock.

That all browsers will be created equal.

Contact information will not be put in web banner ads.

Google will not use my private information against me.

I will not have to recreate someone’s bad design (logo, ad or otherwise).

Apple will outsell the PC.

Microsoft Publisher will be rendered obsolete.

Sponsor logos will not be included on all collateral.

The reply email will be read in its entirety before responding.

Of image resolution harmony.

Microsoft Word & Powerpoint will not be used as design programs.

I will not have to “try it centered.”

I will be the art director.

On a personal note, I have a dream that I will complete the Ironhorse Bicycle Classic in May and maybe meet Lance Armstrong if he is there (wishful thinking).


Stiff Competition

It’s that time of the year again…competition season! Here at JPD we’ve been going through ALL of our work from the past year to determine what best represents creative excellence in advertising for entry into the American Advertising Federation – Greater Frederick’s 21st Annual ADDY competition.

Let’s be honest, it’s nice to receive awards for the time and effort we put into the work we love to do everyday. We’re competitive and of course, we want to know how we stack up among our peers, but at the end of the day, it’s even better to get the exposure for our clients! An award not only garners our clients’ recognition locally, but regionally and nationally in some instances. One of Jean’s most favorite things to do is to make that call on the Monday morning following the ADDYs to let a client know they’ve WON!

Last year Bookmarks , the Frederick County Public Library’s quarterly newsletter, won BEST OF SHOW at the AAF-GF’s ADDYs (watch to hear what the judges had to say about why they chose it!). After winning in our local competition, Bookmarks went on to win at the AAF District 2 ADDY Awards , along with the Canapés Catering website, among some stiff competition from big advertising agencies and big budgets throughout Maryland, the District of Columbia, Pennsylvania, New Jersey and even New York!

In addition to the ADDYs, JPD regularly enters in a number of other national design competitions throughout the year including, the American Graphic Design Awards presented by GDUSA, HOW Design, the Healthcare Advertising Awards sponsored by Healthcare Marketing Report, and LogoLounge.

We wonder what this year has in store? Hmmm…Who and what could possibly bring home the coveted BEST OF SHOW ADDY this year? The big event is on Saturday, February 26, 2011. Check back occasionally, we’ll be sure to keep you posted!


In 2011 JPD will...

2010 was a fantastic year! We can't wait to seeing what 2011 has in store for us. As with each new-year comes new year resolutions. According to Wiki, "A New Year's resolution is a commitment that an individual makes to a project or the reforming of a habit, often a lifestyle change that is generally interpreted as advantageous." We don't usually make resolutions, but we're mixing things up here at JPD... starting now! Who among us will succeed and who will not? Bets anyone? Let us know who you're betting on, take the JPD resolution success rate poll below.

The Official JPD 2011 Resolutions:

Jean Peterson » Give up smoking cigars.....(again).

Emily Dorr »
To use more serif fonts in 2011-I’m sensing a trend toward the classics coming on.

Briana McPherson »
I will not procrastinate...starting next year.

Lisa Gorham »
My resolution is to be the Font Master. I will study one FONT out of my new FontBook each day, until I am ALL font knowing and ALL font powerful.

Erin Tinney »
I vow to simply listen to more music again in 2011—as a way to recharge, refuel, and refocus.