We've Moved!

Just a quick note to let you know that we have moved our blog to a new address...well attached it to our main site, so please visit us at www.missdetails.com/blog
We will bring you new ideas for your business, help you solve problems and give inspiration.
See you there,

Tanya

Evoking a feeling with a logo

Another great article from Business week, by David Kiley

How Starbucks is using a special brown logo to evoke the chain's beginnings and restore some goodwill to the brand



Brown is certainly a color that communicates coffee. So, when you order a cup of the new Pike Place coffee at Starbucks (SBUX) this week, it doesn't seem out of place to see a special brown logo on the cup and paper sleeve. Except that, as everyone knows, Starbucks' iconic logo is green. So why change such a successful corporate symbol?

The image of the twin-tailed mermaid inside the brown medallion harkens back to the chain's 1971 beginnings. The logo has evolved over the years, going from brown to green in 1987. This is the second time in three years Starbucks has trotted out the brown mermaid, inspired by a Norse woodcut. Back in 2006, she was resurrected to mark the chain's 35th anniversary. This time, she is a messenger for Chairman Howard Schultz, who is trying to restore some of the goodwill and warm feelings for the brand that have gone by the wayside because of increasing coffee prices, machine-made lattes, and bad press.

Starbucks plans to use the logo on all its cups for about eight weeks. It will remain in ads and as the logo for Pike Place bags of coffee. The new blend, which will be available in every store, has been crafted for a smoother, cleaner finish than many of the rotating blends Starbucks has traditionally carried week to week. This was done to combat the chief criticism of the company's coffee by reviewers, including Consumer Reports, that it tastes "burned."

"NOSTALGIA EFFORT"
"Now that Howard Schultz is back at the helm, this is definitely a nostalgia effort and a strong push to get back to the core values of the company," says Rob Giampietro of New York design firm Giampietro + Smith, referring to the reintroduction of an old icon. The tagline below the cup's sleeve reads: "Roasting coffee since 1971." Starbucks spokesperson Bridget Baker says, "It's a good time to celebrate our heritage."

Giampietro compares the move with those of baseball teams that have their players don throwback uniforms. The retro nods are meant to enliven the mood of patrons who, even while enjoying a visit to the ballpark, may resent paying $100 or more for a family of three to see a nine-inning game. "Old logos can engender a brand's story and history, and spark or rekindle an emotional bond," says independent Los Angeles-based marketing consultant Dennis Keene.

Tapping a logo change to convey a corporate strategy is not a fresh idea. In 2000, then-Ford CEO Jacques Nasser took the Ford Blue Oval logo off the headquarters building in Dearborn, Mich., and replaced it with a script rendering of "The Ford Motor Co." that was also used in corporate advertising. The move was meant to convey that Ford (F) was not just blue-oval Ford products, but also Jaguars, Volvos, Land Rovers, and the myriad of other outfits Nasser was buying to diversify the company's interests. After Bill Ford took over as CEO in 2001, he embarked on a strategy meant to take Ford "back to the basics." He directed that the blue-oval Ford brand logo be rehung on the company's building to convey that the brand was the one that would carry the corporation back to health. Ford has continued to struggle financially, but under a new CEO, Alan Mulally, the company has embarked on a worldwide reemphasis of the Ford blue-oval brand. In the meantime, it has sold Jaguar, Land Rover, and Aston Martin. "The move was done so no one inside the company, especially, would have any doubt about what brand will lead our recovery," says Bill Ford, now chairman.

GIVING UP GREEN?
Is there a danger that, by rolling out the old logo once again, Starbucks might overplay the authenticity card? "There is never a danger in reminding your employees or your customers of your authenticity as long as you also keep moving forward in new, surprising ways that are relevant to people," says Brian Collins, principal of the New York-based strategic branding firm Collins:. "When it's done right—and consistently—it can be the smartest way to market an established brand."

It's unlikely that Starbucks would ever consider going brown for good. The color is muddy and almost makes the cup look like it came from another company altogether. "As a color it's so much less distinguished than the green, and the green conveys both a friendlier and more upscale image," says Giampietro. "And it's so Italian!" he adds, referring to Starbucks' inspiration for the color, the Italian flag.

But Starbucks' throwback logo is fodder for the bloggers: They're poking fun at Schultz's accommodation of conservative coffee drinkers. In the original logo, the twin-tailed Greek mermaid showed her navel and bare breasts. In 2006, when the logo was originally revived, the chain received complaints about the "decency" of the logo and, despite the chairman's well-known liberal politics, the lady grew long hair to cover her indecency. That's the version we have today. Italians would never have given in—or complained in the first place.

Kiley is a senior correspondent in BusinessWeek's Detroit bureau .

What font says!

What font says 'Change'?
Type designers decode the presidential candidates



By Sam Berlow and Cyrus Highsmith
January 27, 2008
TYPOGRAPHY CAN subtly or boldly define a company, product, or person. Whether it is Best Buy's big, bold, screaming signs or the sweet, elegant script on a wine label, the type talks to us, the reader. The logos of the presidential candidates are no exception.

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PHOTOS See all the candidates' campaign logos
Clinton

The Hillary type palette is far from fresh and colorful; it is begging for legitimacy instead of demanding respect. It projects recycled establishment. The type has a tired feeling, as if the ink has been soaking into the page too long. The Hillary logo has the look of an '80s newspaper layout or an investment company. The tall lower-case reminds me of someone with their pants pulled up too high. I wonder about the significance of the three stars and three stripes. A third term?

Edwards

Edwards is the only candidate to use a sans serif typeface for his main typeface. Sans serif typefaces do not have the added elements at the ends of the vertical and horizontal strokes. Unlike many of the traditional sans serifs used in campaigns, Edwards's typeface is open and friendly. It's utilitarian. In past campaigns, Edwards used a serif typeface. Perhaps he is subtly distancing himself from his unsuccessful 2004 bid. The Edwards type is very Wal-Mart, tabloid, middle class. Not a whiff of high-powered lawyer.

Obama

Obama's type is contemporary, fresh, very polished and professional. The serifs are sharp and pointed; clean pen strokes evoke a well-pressed Armani suit. The ever-present rising sun logo has the feeling of a hot new Internet company. His sans serifs conjure up the clean look of Nike or Sony. This typography is young and cool. Clearly not the old standards of years past.

Huckabee

Huckabee has the most inexplicable selection of typography and graphics, from the six floating stars to the white stripe seemingly stolen from the Coca-Cola logo. The overall effect is clutter. The main typeface, used to set the candidate's name, is very tightly spaced, or tightly tracked, as typographers like to say. Some letters, like kab, are actually touching each other. Then "Mike" is tucked in between the H and k as if "we almost forgot to tell you his first name." Setting FAITH. FAMILY. FREEDOM. in such a thin weak sans serif feels as if it was added as a committee compromise or an afterthought. The type is too light, too small, and does not have a real voice.

Romney

Uppercase can attract attention and project boldness, which is probably why the Romney campaign set his name in all caps. It works pretty well for 'Romney'. The letters fit comfortably and form a pretty solid unit.

Unfortunately, MITT does not lend itself well to this treatment. The two T's create a big space between them compared with the space between the MI or, to a lesser extent, the IT. The result is an irregular rhythm and feeling of inconsistency. The graphics are puzzling. The eagle logo has the head of the US Postal Service logo and body of the Norwegian flag flowing behind it. Not sure what that means.

Giuliani

Like Clinton, Giuliani has abandoned his last name nearly completely. Rudy is four easy-on-the-eyes letters set in a strong serif with an eye-catching red border. It is set in a strong, bold serif typeface; the serifs themselves are clear and decisive. Using his short four-letter name allows him to set it particularly large. His message is all about Rudy, name recognition. The enlarged R introduces the other letters like a big, protective parent.

McCain

McCain uses type that is a perfect compromise between a sans and a serif, what type geeks call a "flared sans." Not quite sans and not quite serif, sort of in between, moderate, not too far in either direction. The strokes have contrast between the thick and thin, creating the feeling that the ends are going to have cute little serifs, but they just flare out a little, not forming actual serifs but wanting to. The military star centered and shadowed is a not-so-subtle touch. And McCain just says "President," as if to say he's already been elected. Everything about this logo says you can buy a car from this man. From the perfectly centered star to the perfectly spaced type, the entire design looks like a high-end real estate company. McCain has done something no other candidate has done, he uses all blue, no red - not even a dash. If we were to predict the results based on typography and design, we would pick McCain and Obama.

Sam Berlow and Cyrus Highsmith work at The Font Bureau Inc. of Boston. Berlow is general manager; Highsmith is a senior designer.

© Copyright 2008 Globe Newspaper Company.

5 Signs It’s Time For a New Brand

You may have heard the saying “If it ain’t broke, don’t fix it.” After all, when it comes to branding, doing it right is a significant investment, both of time and resources. So how do you know when it’s time to change your brand into something new? Here are five common reasons that companies re-brand - and links to articles demonstrating real-life examples.

1. Mergers & Acquisitions
One of the most common reasons for a re-brand is when two or more companies decide to take the plunge and join together in organizational bliss. Whether one brand absorbs the other (ex: AT&T and Cingular) or a new brand is formed based on the attributes of all involved (ex: Region’s Bank) this organizational change gives the perfect reason to introduce a new brand.

2. Entering into a New Target Market
Often times, with expansion and growth comes the opportunity for new markets. These markets may be geographical (ex: ClearPointt) or expanded product or service offerings (ex: PowerMark and Donnelly Marketing).

3. Realign With Your Customer’s Perceptions
Jeff Bezos said “A brand is what people say about you when you’re not in the room.” Many times, an organization will re-brand so their image more accurately reflects their existing reputation. Some examples include name changes (such as Binny & Smith to Crayola or Federal Express to FedEx) but extend also to the look of your brand (ex: Dave’s Insanity Sauce)

4. Your Look Is Dated
Times are a changin’ - constantly. And for many firms, a brand simply needs to be refreshed to keep up with the changing culture and tastes of their target audience. Think of Coca-Cola and the numerous facelifts this brand icon has had.

5. United We Stand
Over time, when multiple product lines or service offerings are added a brand can become skewed and weak. As in the case of Saucony. As company President Richie Woodworth reported to Brandweek “What we really needed to do from a positioning and visual identity standpoint was … to tighten up what we were doing with the logo, and a build a strong, visual platform … [with] advertising that would tie [all of our products] together into one common thread.”

When organizations faced with these challenges focus on creating a brand that is aligned with their true needs, the results can be dramatic - often with increased awareness, customer loyalty and revenue.

Do you have a story of why and how you re-branded? Feel welcome to share it in the comments below.

This article was borrowed from Pivot Branding. They said it well and I wanted to share

Inviting Invitations

THe invitation is the first glimpse of your event that your guests get. It gets them excited and intirgued about attending. This is where the theme and ideation for your event begin. Your guests begin to think about what the party will look like, sounds like, smell like.....
Invitaitons can be as elaborate or as simple as you would like. No matter how small your budget is, there is no excuse for forgetting the importance of that initial oppotrunity to make a statement.
I thought I would share an example:
This was a couples shower, these invites were hand delivered and hung on front doors or garage lamps where the invitee would see them upon arriving home.

The guests got a glimpse of what the party might look like. Below are a few photos of the cocktail party. Note how the color, flowers and shapes echo the original invite.

Miss Details Boutique

Over the years I have collected many books on many subjects. From event design, to small business strategies to fun coffee table books - this is a place that I have compiled a boutique of great books, fun gifts, interesting items and girly beauty secrets. Please feel free to visit it any time. I will be updating it whenever I find a new treasure!
see the books on the side of this pages or click on the title above.

Bright Ideas for a Baby Shower

For any event I begin with the theme, if clients don't have one - create one based on their personality. I evolve my clients' basic ideas into stunning projects by inventing new and unique details that compliment the theme.
For example, a little boy themed shower - bright trucks, wagons and bottles oh my! here are some images.
















Here shows how the inexpensive toys can breathe life to the food display.













And to remember the shower...favors to match the decor and filled with candy just as bright. The personalized tags are just the right touch to finish the event!
For more information on favor tags contact: Tanya@missdetials.com.