Acorn Creative

Tagline, slogan, motto - what's the diff?

December 16th, 2008 by Content Crusader

Here are the definitions for each of these words from Merriam-Webster’s online dictionary:

Tagline: A reiterated phrase identified with an individual, group, or product

Slogan: A brief attention-getting phrase used in advertising or promotion

Motto: A short expression of a guiding principle

Still confused?

A tagline is a phrase connected to either a company’s or a product’s brand. “We Try Harder” is the tagline for Avis and “Mmm, Mmm, Good” represents Campbell’s Soup. Each of these phrases tells you something about the company without speaking directly about their products or services.

A slogan is tied to a campaign. One of the latest campaign slogans is “Change We Need” used for Barack Obama’s presidential bid. Another older and successful slogan is “He likes it! Hey Mikey!” used in the ad campaign for Life cereal.

Mottos express how a company describes itself. Macy’s department store motto is “Be everywhere, do everything, and never fail to astonish the customer”. It’s a description of how they feel they should do business.

Shrug these off as useless marketing nonsense? Well, see if you can you identify these taglines: “I’m Lovin It” and “They’re Grrrreat!”? They provide instant recognition for the company (McDonalds) or product (Frosted Flakes) for which they are associated. They stick in the mind of consumers and have long-lasting value.

Hopefully this post provides some clarity. The impact of taglines, slogans and mottos is Grrrreat! They get a point across and provoke emotion. If you’re already considering writing a tagline, slogan or motto we suggest that you Just Do It!

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Posted in The Junk Drawer, Marketing | Comments Off

The Ten Commandments

October 17th, 2008 by Pixel Pixie

While surfing the internet today I came across Dieter Rams, pretty cool name, that’s what I thought too. From what I’ve read he is an influential industrial designer of the 20th century, but I’m not going to sit here and give you a biography. What intrigued me most was his “ten commandments” of good design and how this short list of elements could be applied to not only other forms of design, but to most other businesses.

Here’s the list:

Innovative
Useful
Aesthetic
Self-explanatory
Unobtrusive
Honest
Durable
Thorough
Environmentally-friendly
As little design as possible

I could talk for hours about how this list applies directly and indirectly to my field, but as for you … I ask you to take a look at it and determine how these items can benefit you and your business.

Resources:
http://www.vitsoe.com/
http://blog.kimvallee.com/

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Posted in The Junk Drawer, Einstein-esque | Comments Off

David Meerman Scott … and Yoda

October 14th, 2008 by Binary Nut

I’m sitting in the audience at The New Marketing Summit! Eating my own dog food … Tweeting … Blogging … iPhone pics … Google searches … etc. Having a blast, meeting people, learning loads!
David Meerman Scott gave the first keynote and gave some insight into the ideas coming out in his new book “A World Wide Rave” (David later assured me it’s hitting Amazon in March). During his talk he gave us his SIX key concepts from the book. They are:

NOBODY cares about your products
NO coercion required
LOSE control
PUT DOWN roots
CREATE triggers that encourage people to share
POINT the world to your (virtual) doorstep

Big ideas, for sure, but it’s David’s insight into each that’s going to land this new book firmly on my “must read” list. Can’t wait until March!

Just for fun, David used one of my favorite quotes in his slide deck…

“You mush unlearn what you’ve learned.” — Yoda

Thanks for even more great stuff David! (P.S. LOVE the rooster graphics)

Pictures Of Sofia Viagra

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Posted in Einstein-esque | 1 Comment »

A few things we can learn from – Andy Warhol

October 10th, 2008 by Pixel Pixie

I am compelled to write a blog after visiting the Currier Art Museum in Manchester, with it’s new first-time exhibit “Pop Politics” by Andy Warhol. Simply Amazing. It really got me thinking. Unfortunately most of what people know about Warhol is “Oh he’s the Campbell soup guy”. Well, yes that is true, but Warhol is so much more than that, I think as a professional designers, we can learn a lot from him. Let’s dig in.

My favorite piece at this show was “Red Lenin” – I found not only the subject but also the execution compelling. As designers what can we take away from this particular piece? Some questions to get your little brain going:
Scale: This piece is 39.4 x 29.5 in – Would it have this much impact at another size? What if it was smaller?
Placement/ Cropping: Just the bust of Lenin is present, he is pretty much dead center, and staring straight ahead. – What if he was looking away, what if this was a full length view? What if he only took up a 2in. section in the corner?
Color: This canvas is saturated in bright red, the skin in yellow. – What if it was saturated in bright green? What if his skin was peach colored? Would it conjure up the same emotions?
Medium: This is a silk screen. – What if it was a charcoal drawing? A watercolor?
Message: Art means different things to different people, that goes without saying. I am not sure what Warhol’s intentions were in creating this piece, but I have definite opinions about what this piece says to me, and I’ve formulated these opinions based on the above key components. If those components were in any way different, they most certainly would have changed Warhol’s message.

All of these items are something to think of not only when analyzing fine art, but when creating a commercial piece of work. Each of Warhol’s choices bring up a certain emotion, I am sure they were meticulously and specifically chosen. Are you that specific when creating design work? Warhol wanted to create a definitive emotion with his choices, just as you (or I) want to create a specific emotion in commercial design pieces. Are you as calculated as Warhol?

What else can we learn from Warhol?

A point that speaks to me is that he started out as a graphic (or commercial) designer (I have something in common with Andy Warhol, YES!). But unlike me I guess most of his purpose and pop art in general was to blur that line between – commercial art – and fine art. Basically to show us that commercial art could be fine art. His artwork was mass produced, by this he tried to show us that these two disciplines are truly interchangeable. I can say that I strive to translate my knowledge and abilities of fine art and art history into my commercial work. As I mentioned above the basics of symmetry, color theory, layout and a thousand other principals can be broadly applied from a fine art education to my current career as a graphic designer and vice versa.

No matter what medium or discipline we choose, we speak to people visually and that is what I think art is all about. If you’re in the NH area any time soon, I recommend that you swing by the Currier and see what you can take personally from this exhibit, and apply to your own life and work.

This piece is part of a group writing project created by www.Designer-Daily.com

Resources:
The wonderful Art History Department at Plymouth State University
http://www.currier.org/nowonview.aspx
http://www.artnet.com/artwork/425755825/424912690/andy-warhol-red-lenin.html
http://anarddesign.blogspot.com/2007/04/andy-warhol-1928-1987-bio.html

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Posted in The Junk Drawer, Einstein-esque | Comments Off

The Getty Center - Pure Inspiration

October 3rd, 2008 by Pixel Pixie

I am writing to pass on this little jewel of art and culture that I would have never known about had it not been for some friends giving me some great advice as to where to visit while in Southern California. If you ever find yourself near L.A. you HAVE to visit the Getty Center. I had no idea what I was in for, I thought it would be just another fine art museum, I was so wrong! I knew I was in for something special when I realized that the way up to the center which is located on the top of a small mountain was by a little train.

This is easily the most amazing place I have been in this country. Talk about inspirational the beautiful, colorful gardens, a panoramic view of L.A. combined with art from the last 500 years or so, gave me about a thousand ideas that I can’t wait to incorporate into my own art and design. For a creative professional it doesn’t get much better than the opportunity to visit such a unique place. Heck, I don’t even think you need to be in the area, I think it’s worth a special trip.

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Take a vacation from design? No, Thanks

September 22nd, 2008 by Pixel Pixie

Late last night as I flew back to NH from San Diego, I got to thinking: What can I blog about from my vacation?
Throughout the trip I found myself examining business cards, commenting on font selections, identifying process v. digital printing, hoarding paper bags and napkins with interesting illustrations or copywriting – all while my friends looked on with confusion. One encounter sticks in my mind, while attending a craft fair imagine the utter shock and disbelief I met when I overheard an artist say he did not have business cards – I had to turn and leave in order to stop myself from keeling over. Overall I accrued a nice little collection of business cards, brochures, and about a million other little items, perfect for my inspiration folder.

I think I speak not only for myself but most other designers out there, you may be on vacation but in the end you’re still a designer. And I wouldn’t have it any other way.

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