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Keeping the logo sacred

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Graphic designers and brand experts have long preached logo consistency. We do here, too. But when you can build brand awareness and equity, why not try something new?
Many brands today apply a temporary, sometimes seasonal, design element to add life and energy to their logos, and even create buzz about their brand. Google, for example, recognizes every holiday and season with logo garnish they call “doodles” on its homepage. Yahoo, The Gap, Wild Apricot and Target also seasonalize their logos all year long.
Recently, we gave Kentucky Derby Festival’s logo a seasonal look to incorporate the creative theme for this year’s Festival, A World of Fun.
When the international theme was developed for the 2008 Festival, it seemed natural to bring that feel to the corporate mark. The sphere that normally holds the Golden Pegasus became the perfect area to integrate the globe shape. The latitude and longitude lines helped add depth and define this shape. The color modification to blue and gold helped set the complete mark apart.
KDF logo revised
The industry buzz is that this technique can infuse new energy into a corporate logo, increase website traffic and build overall awareness of your brand.
I cannot wait to see what Google has to offer for Major League Baseball’s opening day what Derby Festival may have to offer in 2009.
Until then.

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Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more