It was the swoosh, swirl…. now is it the custom logo with a changing image to keep it fresh?
Is this the logo trend of the new decade?
Written by Shawna on February 10th, 2010Did anyone actually notice AOLs new look?
Written by Shawna on January 27th, 2010ReBranding – one of the most difficult endeavors a company can make. Especially one with the long distance record like AOL. AOL has been around since 1983… yes, really that long. I was thinking about all of the millions of CD cases I received in the mail trying to sell me their services. At some point I had service and an email account with them. It seems like a far distant memory of something from youth rattling around in my recollection. It even took me several minutes to recall what the acronym actually stood for. AND THAT MY FRIENDS IS EXACTLY MY POINT!!!
AOL itself was 30 million subscribers strong at its height, and was a cash cow at an estimated value of $226 billion. Time Warner acquired the company in 2001 and the shares immediately dropped to $20 billion. Know is the correlation of a corporate giant taking over management or DSL? (Wait – that is another subject.)
In early December AOL released their new image in an attempt to regain market share and reposition themselves. How many of us actually knew this?
“Aol.” has created a new visual presence. Dropping the triangle and gaining a period. In an attempt to create the visual link between the change “Aol.” has also incorporated a smattering of random images; floating balloons, wet paint smears, flying animals, shoes, and insects behind the famed acronym. Why? Good question.
As a designer I have always considered the intellectual meaning behind the images that I use. Even if the intended target market doesn’t see it – at first. That is what make the visual connection even stronger with the message. My best guess is that they wanted to attempt to create a random connection between the different personalities of users out there.
But a rebranding of an image that has such a strong hold on “old” technology is not an easy task. Dropping the recognizable triangle image was a start to shedding the old dial up services that is so embedded in our perception, yet keeping the AOL name keeps the longevity of the company. But what about the period. As sited in a New York Times article, AOL is making the leap from service provider to “the” place to go on the internet “period”. I guess we will have to see.
Other recent rebrands: Walmarts Great Value, Targets UP&UP,
Have you lost your shirt? Marketing
Written by Shawna on December 30th, 2009Marketing is easily the most misunderstood and misused tool of business, especially small business. Yet, when carefully thought out and used properly, small business can reap the rewards. Marketing savvy business owners are aware of the 4 P’s of Marketing, and how each play a specific role in the overall performance of their business: Product, Price, Place, Promotion!
How often have you been caught off guard and have literally thrown together an advertisement, a flyer, or a brochure just to make a deadline? Do you realize how that affects the overall image of your business, not to mention when you lose your shirt over a costly advertisement that gets no result? Just a little planning can help alleviate some of the stress and surprises that may present themselves. By answering a few questions you can easily be prepared.
How often have you heard yourself say…
“I want everyone to see my promotion and come into my store or use my services.”
– or –
“Anyone who has money to spend… send them my way.”
Realistically, you know that you cannot expect everyone to see your advertisement and say, “I have got to go to that store!” Even convenience stores that sell 2% milk at 3 a.m. have a specific target market. You wouldn’t see a baby clothing store advertising in the next issue of a Harley Davidson magazine. If you learn anything from this article remember this…
Your Business must focus on a very specific market for a very specific reason in a very specific way to provide a very specific result. (Jantch)
How well do you know that specific market?
WHO buys it – WHY they but it –
WHEN they buy it – WHERE they buy!
If you can get the attention of a specific group of people and communicate your benefits, then you are on your way to greatness. Specific markets can be determined several different ways: through demographics (gender, age, education occupation, etc.), psychographics (values, attitudes, lifestyles etc.), and geographics (location).
Simply stated…
What are the characteristics of your ideal client?
What makes your business different from your competitors?
As a graphic designer of promotional items, I am continually surprised by the reaction that I get from this question. Differentiating your services from your competitor’s services will help you capture your share of the market. One way to do this is have an Unique Selling Proposition (USP).
The best USP’s are short, sweet, and to the point. They usually bring up a feeling of gratitude or emotion on a subconscious level. For example: Nike’s classic “Just Do It.”, MasterCard’s “Priceless.” These simple phrases can invoke emotion, a sense of action, pride, and urgency.
What does your ideal client want to hear?
Your promotional materials should convey all aspects of your business, from the type of clients that you want to the atmosphere of your store front or office.
How do you want your customer to experience your business?
Everything your client touches either detracts from or enhances their experience.
___________________________________________
What is your image worth?
Shawna Shoaf, Creative Director
Photoshop yet again…
Written by Shawna on December 17th, 2009
reThink…reOrganize… reDesign…reDevelop….reConnect
Written by Shawna on December 11th, 2009reThink…reOrganize…
reDesign…reDevelop….
reConnect
My 2009 THEME.
So what have I been doing? LIVING! In fact I am frantically typing while the 3 loves of my life are playing. Yes, THREE. We’ve recently welcomed James Raymond, our new baby boy, to the family.
Some of you may know that I have been teaching at Pueblo Community College over the last few years and absolutely love it. I was also invited to teach Graphic Design at CSU-P last academic year, while my professor, friend and colleague Maya Aviña went on sabbatical.
What a wild ride! At some point I was teaching twenty-one credit hours, pregnant, a mother to a two-year-old, managing the constant “threats” of relocating, health issues, loved ones passing away, my (not so little, six-foot-four, single) little brother was in a serious motorcycle accident. (Okay, big breath) Talk about a test of what LIFE was really about
I didn’t realize how insane I was until I was told to go on bed rest the last month of my pregnancy. So I took a break.
Wow, a Type A, first born taking a break? No Way. I stepped back to get some perspective on this roller coaster and realized – This is life!
The truth is, more than ever,
I love design, I love typography, I think CREATIVELY for a living.
Now it comes down to the Grand Experiment… reports and details coming soon.
In the Spirit of the Holiday – Crappy Santas Web
Written by Shawna on December 4th, 2009
I don't think that this what they hand in mind when they thought Egg Nog!
Just a little Holiday fun.
I ran across this Santa while doing my own shopping. I just about died laughing in the isle at a local box store. The folks around me probably thought I was insane. But the precariously place spout was just to much for me to handle.
I was so close to buying just to serve Lemonade in it at my Christmas open house! But the price tag sent me rolling into a depression. Can you say Manic moment?
It still gives me a little chuckle. What where they thinking?
I was perusing my graphic design news sites and found CrappySantas.com has a pretty good collection of the misshapen jolly fella. And I just had to submit him! I knew I snapped this pic for a reason.
Aren’t you glad I didn’t list all 10…..
Written by Shawna on November 27th, 2009What is Shoaf Design Studio
Thankful for?
8. Hand Sanitizer – Okay it sounds silly, but with all the germs flying around, I am not taking any chances. This stuff is peace of mind from a person who blocks out the thought of “Who has eaten off of the silverware?” when at a restaurant, and contemplates how to open a bathroom door without really touching it.
7. Home Offices – Slippers and a hot cup of coffee. THE BEST!
6. Going Green - Less really is more. Recycled paper, soy based inks, water based coating, biodegradable cleaning solutions, and sun and wind energy.
5. A Recovering Economy – Although it might not be obvious, small signs are pointing to economic improvement. We should work together at supporting our local businesses and organizations.
4. Social Networking – I am thankful for being connected. Even if it is at the end of an electronic device tethered to a wall. [Join my Facebook, LinkedIn, Check out my Blog]
3. Email – I am thankful for the magic and convenience of the Internet. I can squeeze in the occasionally 2 a.m. email without disrupting anyone’s sleep but my own. Unless you have a blackberry and forget to turn the alarm off, Sorry.
2. Service Providers – “Thank You” to my hardworking and superb print shops and production facilities. With out your assistance and great work I would not have the ability to have the great relationship I have with all of my clients.
1. Our Clients – I want to say “Thank You” to my valued clients for being so inspiring. I truly value your business and the relationships I have built with you.
| What is Shawna thankful for… 8. Coffee - The reason I can do all the things I do. 7. Addictions - Cream filled doughnuts and Little Debbie snacks in particular. Hey it’s the small things in life, the things that give you a little giggle inside. I do balance it out with well rounded meals. (See Number One) 6. DeCluttering – Everything has a place and every place has its thing. Doesn’t happen often around here but when it does – Yippeeeeeee!!! I am on cloud nine even if it is only for 3.7 seconds! 5. Hobbies – Calligraphy, painting, drawing, photography, knitting, reading, camping, hiking… what is it this week? Thank you for the things that keep me sane, inspired, and always thinking. 4. Doing What I Love – I was blessed to know exactly what I wanted to be when I grew up. I am an artist, a designer, a teacher. I get to play for a living and inspire young designers! I look forward to getting to work every single morning. Okay not every single morning, but darn close (See Number 2). 3. Grandparents – I would not be able to do what I love without my Dad, who cares of my children. And my Mom who inspires me to be the best woman and mom I can be, offers her support and listens when I complain. I see both of them dote over my two children as they build a the loving, nurturing, soft place that I know will last well past childhood into their adult years. THANK YOU!2. Children – Good morning snuggles, “shakin’ the booty”, boom boom’s, toothless smiles and belly laughs. What inspiration to see the world again through their innocence; every single new discovery, from “wow that’s my hand” to “I really love these people”, coloring just to color, and how to have fun.1. Husband – Thank you to my super fantastic, super smart, high school sweetheart hubby. For fifteen years he has listened to my constant ramblings of ideas – good and bad. Supports me, gives me ideas, does math in his head, fixes my computer, holds the baby, changes diapers, let’s me dream, brings be back to reality, laughs when I do something stupid, holds me when I cry… and he cooks! Stand back ladies – this one is mine. |
Aren’t you thankful that
I didn’t do 10!
I didn’t do 10!
The photoshop controversy continues!
Written by Shawna on November 20th, 2009The Demi Moore missing hip scandal, the continuing Ralph Lauren saga and millions of little girls being subjected to self image, body issues, anorexia, and bulimia everyday. Upon further review, I don’t believe the picture was dramatically retouched, it is an angle thing. But I have seen to many covers of magazines with images of high profile stars that have been retouched.
Yes it is a fact that everyday millions of graphic designers take the time to “photoshop” a picture. Now whether or not they are good at it is the question. A strange shadow, a blemish, a crop here or there we do “photoshop”. Now to what extent is the question? What is to far?
I don’t mind taking out a blemish or two, especially on a young teen girl who needs a confidence boost in this world of magazine ads and covers that “slenderize” already beautiful women to the point emaciation. That girl needs to know that this to shall pass. I have removed five o’clock shadows, stray unruly hairs, changed the color of a shirt or two, even placed two different people from to different photos together – with permission of both of course.
In September, France was floating a law regarding images that are retouched. Stipulating, as I understand it, that a disclaimer would be required or a $50,000 fine would be assessed. But to what extent?
I don’t feel that my removing a zit constitutes a $50,000 fine.
A brightening of the teeth? No.
A model suddenly loosing 30 lbs? Maybe.
An ethnic edit? YES!
But that is the problem – what is the line? And who sets it? If a photo is retouched – it is retouched. A zit or otherwise. Logistically this could be an absolute nightmare.
Just think about it, just a little over 100 years ago people thought the camera would be the “death” of art. In fact Paul Delaroche, a French painter commented, “From today painting is dead!”
Well Monsieur Delaroche – I can safely say that you where wrong.
Samples:
Demi and Others
Beyonce
Ralph Lauren
Microsoft
Check out a favorite of mine: http://photoshopdisasters.blogspot.com/ for more photoshop gone really really wrong.
JOIN in the Discussion at FACEBOOK.
TWIGGY - December 17
Hello world!
Written by Shawna on November 13th, 2009Welcome to to the www, wide wacky world of Shoaf Design Studio online. Presumptuous that someone wants to listen to what I have to say. At least you might have a good laugh.
Graphic Design is a passion of mine. It all started with the love of typography and calligraphy.