branding

The 5 Key Elements of Collateral Rebrands

By Connie Howard, ETMG VP & Founding Writer Rebranding means just that: putting a new logo, maybe a new tag line, and a new look and feel on everything: packaging and products, letterhead, ad campaigns, websites, partner portals, company signage, and all communications from press releases to commercials. Nowhere is the rebrand more critical than […]

Color Theory for Marketers Part 2 – Do You Speak the Language of Color?

by Donna DeLeo – ETMG Designer and Art Director Have you ever struggled to communicate clearly about color with your designer? Perhaps a color doesn’t seem to resonate or appear to fit the company persona yet you’re unable to articulate what it is about that particular blue. Understanding some basic terminology—physical properties that allow us […]

Color Theory for Marketers – How to Create a Winning Palette for Your Next Project

by Donna DeLeo – ETMG Designer and Art Director As a creative professional, I’m often asked to explain, or in some cases, defend my design choices. One of the most subjective choices I make each day is color. Why? Because color is evocative – it can dramatically affect moods, feelings, and emotions. Color is not […]

If Content is King, Typography is the Jack-of-All-Trades

By Donna DeLeo, ETMG Independent Designer and Art Director Typography, quite simply, is the art of arranging type. It is the balance and interplay of letter forms on a page. Used effectively, it is a craft that can help you establish your company’s brand and distinguish its character. Yet since the beginning of the web, designers […]

Branding Basics from the Presidential Campaigns

By Warren Lutz – Contributing Writer Regardless of one’s personal preferences, there are many important marketing lessons to draw from political campaigns. Winning and losing usually boils down to how well a candidate handles “the branding basics.” Here’s some key brand management take-aways from the campaigns: Research Your Market Whether you’re running for president or […]