Start-up series: Why you should have a square, landscape and portrait-orientated logo.
A fundamental concept of running your own enterprise is understanding why you need multiple different logo versions; therefore, we’re going to link the 3 main logo orientations to times when you may need them.
The hidden dangers of ‘blanding’
A fundamental principle of brand design is the concept of ‘MAYA’, an acronym of ‘most advanced, yet acceptable’. It’s a position to define where a brand’s personality should sit that’s enough away from its competitors to be remarkable, yet close enough for those to gauge what sector you work in without too much guesswork. The ‘most advanced’ element is the notable component of the idea, as it highlights the importance of being easily memorable to maximise chance of long-term success.
What is cognitive dissonance and why your brand directors should take it seriously
Cognitive Dissonance is a central theory in social psychology that describes a state of flux in a person when they see, hear or read something that conflicts with their belief about the world and the way it works. You could also read it as confusion – however it’s not a good thing for your business.