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Scher’s £1.5 Million Napkin Sketch

By Immersion

Scher's £1.5 Million Napkin Sketch

Author: Tom Ellis
Date: 29.10.23
Read time: 2-3 minutes

In 1998, a seismic shift in the financial world took place. Citicorp and Travellers Group, titans of the industry, merged to form the world's largest financial services firm – Citigroup. Valued at £140bn with £700bn assets under management at the time, today it stands proud with assets worth £1.7 trillion, with the consumer division being famously known as Citibank.

With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate the vast array of financial products the combined entity now boasted. The quest for brilliance led them to Paula Scher and her cutting-edge NYC design agency, Pentagram.

The budget for this brand transformation? A staggering £10 million. The logo alone carried a price tag of £1.5 million. Yes, that’s an eye-watering sum, but when you’re branding a company of Citi’s calibre, the value the logo brings far outweighs its cost.

During the preliminary discussions with Citibank’s leadership, Paula, ever the astute observer, began to doodle on a napkin while absorbing their needs, challenges, and aspirations. What transpired next was nothing short of magic. With a casual flip of the napkin, she declared, “This is your logo.” That seemingly unassuming doodle, crafted in less than five minutes, went on to cement its place as the central piece of Citibank’s new £1.5 million branding.

It wasn’t merely about the doodle. It epitomised the genius of Paula Scher. Two decades of brand identity experience distilled onto that single napkin. A modest sketch, yet a design marvel that tackled Citibank’s intricate challenge of merging two behemoth identities.

What’s truly captivating about this tale is Scher’s unparalleled talent, prowess, and audacity. Her ability to instantaneously grasp the heart of a challenge and address it with a stroke of genius is something many of us can only aspire to. As professionals, whether in entrepreneurship, management, or product management, we all have our personal “napkin aspirations”. We strive, learn, and evolve, aiming for that pinnacle of proficiency and confidence.

The crux? It’s not just about commanding a lofty fee for a piece of work, but the expertise, the journey, and the artistry that underpin it. And while some of us might not yet have reached our ‘Paula Scher moment’, with unrelenting effort, continued learning, and perpetual aspiration, we’re unequivocally on our trajectory there. Until then, we persist in honing our skills, cherishing learning, and await our £1.5 million napkin moment.

Ready to explore your brand

Reach out to us at studio@madebymass.co.uk to schedule a brand workshop. Let’s simplify the complex and map out your brand’s future.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

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© 2023 by Made by Mass Ltd

Logo Essentials: Research Before Design

By Immersion

Logo Essentials: Research Before Design

Author: Tom Ellis
Date: 29.10.23
Read time: 2-3 minutes

Effective Logo Design: Start with Key Research
Logo research isn't a fancy preliminary step; it's a pivotal one. Before you draw a single line or click in a design software, you've got questions to answer. Why? Because you're not designing a mere symbol, you're crafting an emblem for an entity's identity.

The Point of Logo Research

Jumping directly into logo design? That’s a rookie move. Without research, you’re basically shooting in the dark, risking rejection. Research isn’t about gathering data—it’s your strategy, the compass that directs your design decisions.

Questions to Prime Your Design Process:

Purpose of the New Logo: Is the company sprouting fresh roots, or is this a total rebrand? Know the ‘why’ behind the change. Whether it’s signalling new leadership, services, or reflecting an ethos shift, your design direction hinges on this.

Company’s Core: Sounds basic, right? But a deep dive into the company’s history, services, and values is vital. What’s their story? How do they want customers to feel? Unearth this, and your design will resonate deeper.

Who’s It For?: Know the audience. If the client’s unclear, steer them. Grasp the demographics—age, income, habits. A logo meant for teenagers won’t resonate with retirees.

Future Visions: Design for today, but anticipate tomorrow. What’s the company’s 5-year vision? If there’s an intent to diversify or evolve, your logo should be versatile enough to mirror that growth.

Scoping the Competition: A great design isn’t just original—it’s distinctive. Know the sector’s existing identities to ensure you’re not inadvertently mirroring a competitor. Direct and indirect competitors both matter.

Logo Research Isn’t Optional

Remember, research isn’t just a phase—it’s your foundation. It equips you to design logos that don’t just look good, but also feel right.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

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© 2023 by Made by Mass Ltd

Top Ten Graphic Design Trends for 2024

By Immersion

Top Ten Graphic Design Trends for 2024

Author: Tom Ellis
Date: 29.10.23
Read time: 2-3 minutes

Alright, 2024 is here, and it's mixing cool designs with tech in fun ways. We've got everything from new takes on simple looks to old-school vibes making a comeback. Ready to check out the top design trends? Let’s dive in!

Trend 1: Minimalism 2.0

Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows up and gets a job. Designers are now less “let’s keep it simple” and more “let’s make it sophisticated while pretending it’s simple.” Clever, right?

Trend 2: Hyper-Realistic Illustrations

Because why appreciate the real world when you can blur it with the imaginary? But, alright, it does give a visual treat. And with tools like Ai, especially the trendy Wonder Ai and Midjourney Ai, everyone’s hopping on the bandwagon.

Trend 3: Augmented Reality Fusion

Here’s the future knocking. You thought AR was a passing phase? Think again. Point your phone at a poster, and magic! Brands are loving it, and honestly, who wouldn’t?

Trend 4: Kinetic Typography

Words that move. Text with rhythm. If you’ve been using static text this whole time, you’re out of the loop. 2024 is dancing, my friend.

Trend 5: Neural-Inspired Art

We’ve got algorithms and machine learning doing the heavy lifting now. So, if your design doesn’t have a sprinkle of AI, are you even designing?

Trend 6: Abstract Geometry

Organised chaos – sounds like an oxymoron but looks like a masterpiece. It’s abstract; it’s geometric. It’s… confusing, but in a cool way.

Trend 7: Diagrammatic Representation

Because who has time to read? Show it, don’t tell it. If you’re not simplifying, you’re complicating.

Trend 8: Eco-Conscious Designs

About time, right? Earth’s dying, but at least our designs will look green. Let’s put some earthy tones on that environmental guilt.

Trend 9: Good Old Retro

Because everything old is gold. Or at least sepia-toned. A splash from the past to remind us where we came from. And also, nostalgia sells. Period.

Trend 10: 3D Everything

Flat is so 2020. This year, we’re adding an extra dimension. Literally.

To Wrap Up

These aren’t just trends; they’re the gospel of graphic design for 2024. You can either get on board or watch from the sidelines. The fusion of tech and design is upon us, and it’s not waiting for anyone. Sure, the future is looking vibrant (especially in retro), but remember to keep it real—or at least hyper-realistic.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

Privacy policy

© 2023 by Made by Mass Ltd

Navigating Brand Architecture

By Strategy

Navigating Brand Architecture

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

Navigating the intricate world of brand architecture can initially seem as challenging as solving a Rubik’s Cube blindfolded. But fret not, for we’re here to demystify this crucial aspect of branding. Think of it as the architectural blueprint for your brand, the roadmap that determines how every brand, product, or service fits into the grand design.

Brand architecture, stripped down

Brand architecture, in the world of marketing, may initially sound as bewildering as trying to solve a Rubik’s Cube blindfolded. But fear not, for we’re here to decode this pivotal facet of branding. Picture it as the architectural blueprint for your brand, determining how every brand, product, or service slots into the grand design.

Unraveling brand architecture

So, what precisely is brand architecture? Consider it the blueprint of your brand, dictating how each sub-brand or product relates to the bigger picture. It’s your brand’s genetic code, influencing how everything is structured and serving as a compass for future brand expansions.

Why should marketers take heed?

Marketers, this is your guiding star in the branding cosmos. It advises when to stay faithful to your brand’s core and when to venture into uncharted territories. Take Virgin, for example; it aligns new brands with its existing ones, ensuring a cohesive and unified approach to marketing. However, if you’re playing a different branding game, you have the liberty to chart your own course.

The master brand and brand extensions

Before we delve deeper, let’s grasp a couple of concepts: the master brand and brand extensions. The master brand is the big cheese, the parent brand overseeing all other branded offerings. Think of Procter & Gamble (P&G), with brands like Gillette, Ariel, and Pantene under its umbrella. These are brand extensions – new products or services under a familiar brand umbrella.

Brand extension versus line extension

Line extensions are like new flavours of your favourite snacks. Brand extensions, however, are akin to Coca-Cola launching an aftershave. They’re leaps into uncharted territory, offering something entirely different.

Cracking the code of brand architecture

There are four primary brand architecture types, each with its unique strategy and benefits:

Branded House (Monolithic): Think Apple. It’s a robust parent brand with child brands like Apple Music, Apple TV, and Apple Watch. This architecture seamlessly integrates new offerings while maintaining the overall brand identity.
Endorsed: Like Kellogg’s with Rice Krispies and Coco Pops, the parent brand lends credibility to subsidiary brands. Trust in the parent brand extends to its offspring, and vice versa.
House of Brands: Procter & Gamble operates this way, with well-known brands like Gillette, Tide, and Pantene. Each brand operates independently, targeting specific audiences. Failures in one brand don’t tarnish others.
Hybrid: This combines elements of Branded House and House of Brands. Toyota is a prime example, with Toyota, Lexus, and Scion maintaining distinct identities while sharing associations.
Plotting your brand’s trajectory

How do you determine your brand architecture? Start by comprehending your audience. Understand your target customers and their unique needs. Then, evaluate if your brands can stand independently. Highlight their strengths and differentiators. Craft a compelling brand story that strikes a chord.

Whether you’re navigating a branded house, endorsed, house of brands, or a hybrid model, the key is to align your architecture with your brand’s DNA. It’s akin to orchestrating a harmonious symphony, where every note plays its part.

Ready to explore your brand’s architecture?

Reach out to us at studio@madebymass.co.uk to schedule a brand workshop. Let’s simplify the complex and map out your brand’s future.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

Privacy policy

© 2023 by Made by Mass Ltd

Understanding Brand Archetypes

By Strategy

Understanding Brand Archetypes

Author: Tom Ellis
Date: 29.10.23
Read time: 2-3 minutes

Brands need to connect with their audience in a deep and meaningful way in order to build authenticity, loyalty and trust. Brand archetypes provide a framework based on human psychology to help your company build a worthwhile and valuable relationship.

Brand Archetypes Explained

So, what on earth are brand archetypes? Strip away the buzzwords and nonsense. In simple terms, they’re a posh way of saying ‘brand personality’. Imagine them as characters in the grand cinema of the market. Each has its quirks, features, and characteristics that make consumers adore them, despise them, or remain completely indifferent.

A Brief Dip into Psychology

This is where things become slightly earnest. These archetypes aren’t plucked from a marketer’s late-night light bulb moment. They’re grounded in theory. Go back to Carl Jung and his trailblazing work on the collective unconscious. These are universal symbols and tales, ingrained in our minds, regardless of where we live.

Genuine Brands, Authentic Archetypes

Creator: Think innovative brilliance. Ever marvelled at Apple’s distinct designs? That’s a creator for you.

Ruler: The top dog. Brands such as Rolex ooze this stature.

Caregiver: That soothing cuppa on a challenging day. Brands like Johnson & Johnson radiate this caring essence.

Everyman: The mate everyone cherishes. Levi’s jeans? A quintessential everyman brand.

Jester: The one who can have you in stitches. Skittles, with its lively and cheeky adverts, encapsulates the Jester.

Lover: Heart-fluttering kind. Cadbury Dairy Milk? Romance with every morsel.

Hero: Battling the odds and still triumphing. Consider Nike and its “Just Do It” ethos.

Magician: Just a touch of enchantment and there you have it! Disney whisks us away each time.

Outlaw: The maverick, the game-shifter. Harley Davidson, the epitome of rebellion on wheels.

Explorer: Seeking adventure is their ethos. Don a North Face jacket, and you’re equipped for any journey.

Sage: Wisdom of the highest calibre. Ponder over the profound insights of National Geographic.

Innocent: Pure joy and brightness. Coca-Cola and its ethos of universal delight stands out here.

Why The North Face is More Than Just Outerwear

Now, here’s an example even I can’t scoff at. The North Face is synonymous with the Explorer archetype. They’re not merely peddling outdoor attire. They’re offering the aspiration of conquering Everest or wandering lush rainforests. Every thread in their jackets narrates sagas of voyages and untouched lands. With them, it’s not a mere purchase; it’s an immersion into a narrative of exploration.

The Archetype Wheel of (Mis)Fortune

Visualise a massive wheel. Slot each archetype into one of four segments. Give it a whirl. Where it lands isn’t your brand’s fate. No, because a brand might merge a few of these personas, forging something distinctive.

Why Brand Archetypes Deserve Your Attention

Emotional Resonance: They can resonate deeply with your audience, forging connections stronger than industrial adhesive.

Unified Branding: Say goodbye to split-personality brands. One voice, one style, consistently.

Engage, Not Yawn-Inducing: Use archetypes effectively, and you’ll captivate your clientele.

Differentiate or Perish: In this market? If you’re not distinctive, you’re irrelevant. Archetypes might be your saving grace.

Narrative Excellence: With a coherent archetype, your brand narrative isn’t a bore. It’s a BAFTA-worthy script.

In essence? When you remove the unnecessary layers, brand archetypes emerge as a formidable tool in your marketing kit. But remember: grasping them is just the beginning. Implementation is where the genuine magic (or calamity) unfolds.

Let’s craft your brand

Are you ready to embark on your brand archetype journey? Reach out to us at studio@madebymass.co.uk to explore how we can assist you in harnessing the power of archetypes for your brand’s triumph.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…
Immersion

Scher’s £1.5 Million Napkin Sketch

Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there…
Immersion

Logo Essentials: Research Before Design

Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

Privacy policy

© 2023 by Made by Mass Ltd

What Are Brand Guidelines?

By Design

What Are Brand Guidelines?

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

Alright, let’s get down to brass tacks when it comes to brand guidelines. Now, some folks might think it’s all about preventing someone from slipping a cute cat picture into a business presentation or avoiding the gaffe of using lime-green office mugs when your brand colours are strictly black and white. But trust me, it goes much deeper than that.

Brand guidelines are the North Star of your company’s identity, and they guide everyone – both inside and outside your organization. They’re your toolkit for keeping everything on-brand, maintaining that all-important consistency, and ensuring smooth collaboration with external partners. In essence, they are the sentinels guarding your brand’s integrity.

So, Why Are Brand Guidelines So Damn Important?

Well, every brand is as unique as a fingerprint, and that means the components within your brand guidelines can be as distinctive as your DNA. But there are some crucial elements you can’t afford to overlook:

Brand Core:

Start with the heart and soul of your brand. This section should define why your brand exists, lay out your brand vision, mission, values, unique selling points (USPs), and its compelling story. It’s your brand’s way of introducing itself, making sure that anyone who cracks open those guidelines gets what your brand stands for and what it’s striving to achieve.

Logo (and All Its Flavours):

Your logo in all its glory should take centre stage in the guidelines. Begin with the story behind the logo – why it was chosen, what it symbolises, and any hidden meanings. Display your logo mark, word mark, and any other combos in various sizes and orientations. In this multimedia age, you might want to include details on how your logo moves and sounds, if applicable. Think of Netflix’s iconic “duh-dummm” sound and logo animation – those things are no accident, and they deserve a spot in your guidelines. And take it from me, go digital with those guidelines. They’re way easier to update, offer instant asset downloads, and make team collaboration a walk in the park without any version mix-ups.

Typography:

The type section should cover:
Your brand fonts
Rules for using typography (styles and contexts)
Combinations of fonts that work together harmoniously

Colour Palettes:

Your primary and secondary colours, along with any gradients, should be right there. Provide colour codes like HEX, CMYK, or Pantone for precise colour matching in your marketing materials.

Add a “dos and don’ts” section for colour usage on different backgrounds and guidelines on when to use specific gradients or colours. Make it crystal clear
which brand colours are the stars and which are the supporting players.

Graphics:

This section should embrace all your graphical elements – illustrations, icons, unique graphical elements (like arrows or line separators), and approved graphics representing your brand.

Photography:

Define your unique visual style, especially if it involves specific photography styles. Make sure everyone in your organisation can not only recognise but also replicate the same photographic style that’s in sync with your brand.

Application:

Cover how the branding should be used across various media. Whether it’s video content, printed materials, web design, promotional graphics, or anything else – provide guidelines on using different graphical elements, photography, and infographics to maintain that all-important brand consistency.

Other Brand Bits:

Depending on your business, think about including brand tone of voice, elevator pitch, core messages, taglines, or any other special brand elements.

The Travis Perkins Case Study:

Now, let me give you a taste of the real-world impact of killer brand guidelines. Let’s dive into a case study featuring Travis Perkins, a top-notch builder’s merchant in the UK. Travis Perkins knew that crystal-clear and comprehensive brand guidelines were the name of the game to keep things consistent across their sprawling network of branches and outlets. By embracing robust digital brand guidelines, they made sure every branch had instant access to the latest brand assets and guidelines.

And what happened next? Well, they achieved a unified brand identity across every Travis Perkins location, boosting brand recognition and solidifying customer trust. Whether you walked into a Travis Perkins branch in London or Edinburgh, you were greeted with the same branding elements, reinforcing the company’s reputation for reliability and quality.

In conclusion, brand guidelines are the way forward. They’re easy to update, offer instant asset downloads, provide convenient access to team members and collaborators, and bid farewell to version confusion.

Need help with brand guidelines?

And if you’ve got questions or need a hand crafting your brand guidelines, don’t be shy – reach out to us at studio@madebymass.co.uk We’re here to help you achieve brand consistency and success, just like we did for Travis Perkins.

More insights

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Top Ten Graphic Design Trends for 2024

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes Trend 1: Minimalism 2.0 Let’s face it, minimalism was getting old. But, lo and behold, 2024 is the year it grows…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

Logo Essentials: Research Before Design

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes The Point of Logo Research Jumping directly into logo design? That's a rookie move. Without research, you're basically shooting in the…

Scher’s £1.5 Million Napkin Sketch

| Immersion | No Comments
Author: Tom Ellis Date: 29.10.23 Read time: 2-3 minutes With such a monumental merger, there was an undeniable need for a fresh brand identity. An identity that would seamlessly encapsulate…

© 2023 by Made by Mass Ltd

Privacy policy

© 2023 by Made by Mass Ltd

Connecting Through Your Brand

By Strategy

Connecting Through Your Brand

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

In the ever-evolving world of branding, where the art of stirring emotions and forging profound connections with your audience reigns supreme Today, we delve into the intricacies of brand language and storytelling, the indispensable instruments in your branding toolkit. Now, let’s plunge headfirst into the intricacies of brand language and storytelling, the essential weaponry in your branding arsenal.

The Significance of Brand Language

The language you choose for your branding isn’t just a bunch of words strung together; it’s a potent tool for connecting with your customers. To forge a bond that lasts, you’ve got to adopt a tone of voice that not only resonates but is instantly recognisable to your audience.

But where do you begin, you ask? Well, it starts with a simple yet often overlooked step: understanding your audience. Listening to your audience is like hitting the bullseye in darts – it’s the simplest way to develop a brand language that truly speaks to them. You want your written content to grab them by the collar, make them feel like they’re part of a captivating conversation, and certainly not let them drift away after the first sentence.

So, how do you ensure you’re speaking their language? One word: reviews.

In 2022, a staggering 87% of consumers turned to Google to evaluate local businesses. They’re talking about your brand online, whether you’re tuned in or not. Imagine the treasure trove of insights waiting for you if you were listening. Amidst the digital chatter, you’re likely to find a common tone of voice in your customers’ positive reviews. Why not embrace that tone and make it your own?

Top Tip: Don’t just stop at embracing that tone; repurpose those glowing reviews. Feature them on your website or turn them into eye-catching graphics for social media. This not only plugs content gaps but also reinforces your tone of voice, builds trust with new customers, and cements that human connection.

But what if your brand is new or lacking substantial reviews? Fear not, my friends. You’ve got alternatives.

You can go straight to the source – your audience. Social media, the ultimate interactive tool, is your best friend here. Go live on video, run polls on LinkedIn, or spice things up with interactive Instagram stories featuring polls or questions. Direct feedback, in the precise language your audience prefers, can guide your branding decisions, particularly your tone of voice and your brand identity.

The Importance of Storytelling

Now that your brand language is as sharp as a well-crafted tagline, it’s time to embark on the journey of storytelling.
In this digital age, human connections are forged behind screens rather than in-store. Gone are the days when being a faceless brand was an option. With fewer face-to-face encounters, your human connection must emanate from the other side of that screen.

Define Your ‘Why’

Your brand’s story isn’t just a recitation of who you are and what you do; it’s about your WHY. What’s your brand’s mission? What sparked the fire to create your business? What are you passionate about? These are the questions that stir the deepest emotions in your customers.

Let’s take the example of a brand offering vegan products. It’s not just about being vegan; it’s about the WHY behind it. Your brand story might be rooted in ethical considerations or a commitment to promoting a healthy lifestyle. These reasons resonate with customers and guide their choices.

Establish Your Narrative

Now that you’ve got your ‘Why’ sorted, it’s time to tackle the ‘How’ of storytelling. Your tone of voice plays a significant role, but there’s more to it. Consider how you want to tell your story in the most engaging way possible. If long-form content like blogs and white-papers align with your brand and resonate with your audience, a dedicated ‘Our Story’ web page might suffice. Get those creative juices flowing, and start writing!

But remember, one size doesn’t fit all.

Consider both your brand’s image and your customers. Would visual storytelling better suit your brand? You can achieve this through carousel images on your website, social media, or both. And don’t forget the demographics of your target audience – younger readers and children tend to respond better to visuals.

So, when it comes to establishing a human connection, remember these three crucial elements: WHO, WHY, and HOW? Who are you? Why did you create your brand? How should you narrate your story?

If you’re inspired to build a brand that truly connects with your audience through the power of language and storytelling, we’re here to help. Whether you’re in need of expert guidance or have specific branding requirements, don’t hesitate to reach out.

Let’s craft your brands personality

Simply drop us an email at studio@madebymass.co.uk to discuss your needs, and let’s start crafting a brand personality that leaves a lasting impression.

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Deciphering Digital Branding

By Design

Deciphering Digital Branding

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

Digital branding is a cornerstone of success. However, it’s crucial to remember that digital branding is more than just a checkbox on your marketing to-do list. We will delve into the essence of digital branding, its importance, and how to get it right.

What Exactly Is Digital Branding?

Digital branding is the art of building and communicating your brand’s identity online. It encompasses a range of digital tools, primarily your website and social media, but also extends to apps, videos, and written content. It merges digital marketing with a cohesive approach to establishing, reinforcing, and expanding your brand’s online presence.

Digital Branding vs. Traditional Advertising

In the past, traditional advertising relied on various channels like print, TV, and radio to establish brand awareness. However, the digital era has transformed the branding landscape. Digital branding has levelled the playing field, enabling startups and smaller businesses to compete effectively on a global scale. Unlike traditional advertising, digital branding fosters engagement and meaningful interactions with your audience.

Why Is Digital Branding So Important?

Digital branding is indispensable because it provides an overarching narrative that guides your digital marketing efforts. It ensures consistency in conveying your brand’s message, making it easier for your target audience to understand and engage with.

Creating a Successful Digital Brand

A robust digital brand is characterised by consistency, compelling visuals, exceptional design, captivating content, and a well-thought-out positioning strategy. It should resonate with your audience and maintain a consistent tone and voice across all digital channels.

Your website serves as the foundation of your digital brand. It should be well-designed, user-friendly, and act as your primary online storefront. Additionally, consider the unique characteristics of the digital realm. Memes, GIFs, concise content, and engaging videos gain traction online. Your digital branding should align with the medium’s dynamics.

The Benefits of a Strong Digital Brand

A robust digital presence fosters customer involvement, nurturing relationships and opening channels of communication with your audience. It allows you to target specific customer groups through their preferred platforms, spreading the word swiftly and potentially going viral. Furthermore, it shapes your future marketing strategies by identifying what works effectively across your digital channels.

Getting Started with Your Digital Brand Strategy

Before diving into digital branding, define your brand – its goals, values, and what sets it apart from the competition. Consider how you can communicate these values across your digital channels, and choose the platforms that align with your objectives. Ensure consistency in customer engagement and the content you produce.

If you’re serious about digital branding, collaborating with a digital branding agency like Mass can be a game-changer. We understand what works and how to deliver it effectively.

Ready to Forge Your Digital Brand?

To craft a powerful digital brand, you need more than a checklist. You need a strategic approach rooted in expertise. At Mass, we specialise in strategy, branding, design, and advertising. Let us help you create a compelling digital brand that resonates with your audience and drives your business forward.

For guidance on building your digital brand, contact our team at studio@madebymass.co.uk and unlock your brand’s digital potential.

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© 2023 by Made by Mass Ltd

What Makes a Good Corporate Logo?

By Immersion

What Makes a Good
Corporate Logo?

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

Your corporate logo wields tremendous influence. It’s not just a visual emblem; it’s a concise representation of your brand’s essence and character. Think of iconic logos like the golden arches of McDonald’s or the Nike swoosh, and you immediately grasp their significance. These logos are instantly recognisable, reinforcing potent brand identities and triggering a plethora of associations in consumers’ minds.

However, it’s not reserved for multinational behemoths alone; every business can harness the power of corporate logos to effectively communicate its unique identity. So, what precisely is a corporate logo, what are the pivotal components of a great one, and why are they indispensable for your brand’s prosperity?

Defining the Corporate Logo

A corporate logo is a graphical symbol that embodies your brand. It stands as a cornerstone of your brand’s identity and often serves as the primary means for customers to formulate an image of your company. A well-crafted logo is a pivotal promotional tool that aids in setting your business apart, nurturing customer loyalty, and conveying your brand’s values.

The finest logos are straightforward, easily reproducible, and remain consistent over time. They possess the endurance to last for decades, ensuring that your company maintains an instantly recognisable visual identity.

Why a Logo Holds Significance

Logos are paramount to business triumph. In their absence, establishing and sustaining a brand identity becomes a far more arduous task. Your logo serves as the bedrock of your brand identity, guiding the development of your entire brand.

The colours, fonts, and tones of your logo narrate the story you wish to tell about your brand, your unique positioning in the market, and what distinguishes you from competitors. Often, your logo serves as a customer’s initial impression of your business, piquing their curiosity and encouraging them to delve deeper into your products or services.

Vital Components of a Superlative Corporate Logo

Crafting an exceptional corporate logo entails several pivotal elements:

Simplicity: Maintain simplicity. Effective logos convey essential facets of your brand without overwhelming complexity.
Memorability: Design a logo that stands out and remains etched in memory, setting your brand apart from the competition.
Timelessness: Steer clear of fleeting trends. A great logo should withstand the test of time.
Versatility: Ensure your logo can adapt as your business evolves over time, accommodating growth and expansion.
Appropriateness: Your logo should be a reflection of your industry and what’s distinctive about your business, eliminating any potential confusion or negative connotations.

Where Does a Corporate Logo Appear?

Your corporate logo finds its place across all your marketing channels and business materials. It prominently features on your website, social media profiles, business cards, signage, product packaging, letters, emails, and invoices. It may even make appearances on promotional merchandise and company vehicles.

In essence, your corporate logo is omnipresent, rendering it imperative to get it right.

Exemplary Corporate Logos

Some of the globe’s most iconic logos are also the simplest. Take these examples:

Nike: The renowned swoosh symbolizes high-quality sportswear and athleticism.
Apple: An apple with a bite taken out signifies innovation and technology.
Starbucks: Slightly more intricate, yet instantly recognizable, and associated with coffee and community.
Disney: A signature-style logo that signifies family-friendly entertainment.
eBay: The colourful, lowercase ‘e’ embodies online shopping.

Designing Your Logo

While it’s conceivable to design a logo on your own, a professionally designed logo is more likely to be distinctive to your brand and effectively convey its essence. A logo crafted by experts can ultimately save you time and money, making it a worthwhile investment.

To begin, contemplate what sets your brand apart, the narratives you wish to weave, and the colours and fonts that resonate with your brand’s identity. Then, collaborate with a professional branding agency to bring your vision to fruition.

How Mass Can Assist

At Mass, we comprehend the significance of a meticulously crafted corporate logo. Leveraging our proficiency in strategy, branding, design, and advertising, we have the ability to craft a logo that not only commands attention but also embodies your brand’s values and identity.

Contact us at studio@madebymass.co.uk to take the first stride towards a memorable and effective logo for your business.

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© 2023 by Made by Mass Ltd

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© 2023 by Made by Mass Ltd

The Power of Effective Branding

By Immersion

The Power of
Effective Branding

Author: Tom Ellis
Date: 24.10.23
Read time: 2-3 minutes

In the ever-vexing realm of business, let’s talk branding. It’s not just a logo or some fancy colors; it’s your distinct identity and value in the market. Buckle up, because in this post, we’ll dissect how branding earns its stripes by etching your recognition, trust, loyalty, employee spirit, and that oh-so-coveted perceived value. Get ready for a deep dive into the branding universe, and remember, it’s not just smoke and mirrors; it’s the very bedrock of business triumph.

Building a Brand Beyond the Logo

Imagine this: You’re strolling down a busy street, and you spot a product. Oddly, the logo is nowhere to be seen, yet you instantly recognise the brand. That, my friends, is the pinnacle of branding success. It goes beyond a mere logo or colours; it’s about creating an unmistakable identity that leaves a lasting impression.

A successful brand is like a symphony of elements working in harmony to create this impression. It’s not just a logo; it’s an identity, a promise, and an experience. When you’ve achieved a level of recognition where your brand can be identified even without its logo, you’ve truly mastered the art of branding.

Consider Apple – remove the iconic bitten apple logo, and you’d still recognise their sleek design and commitment to innovation. Think of Coca-Cola – take away the logo, and you’d still know that classic red and white, that timeless font, and that refreshing taste. These are the elements that define a brand’s identity and create lasting recognition.

So, what’s the real deal with branding and how does it elevate your business?
Your brand identity is like a beacon, shining a light on your core values for your customers to see. It’s the secret sauce that makes your business, products, and services instantly recognisable and triggers all the right responses.

But, you might be wondering, how exactly does branding bring value to your business?

Branding Establishes Name Recognition

Branding is your trusty toolkit, working in harmony to boost your company’s name recognition. It’s all about those carefully selected colours, fonts, designs, and logos that carve your business into people’s memories. When customers have had positive experiences with your offerings, branding helps them recall those moments.

Branding Builds Trust

A robust, unwavering brand is the bedrock of trust with your customers. It gives them the confidence that they’re dealing with a consistent, reliable brand that can deliver the goods and services they expect. Over time, constant exposure to your brand’s visual cues etches them into your customers’ minds, ready to surface when they’re in need of products like yours.

Branding Builds and Maintains Customer Loyalty

Going beyond just delivering top-notch products and services, branding is a key player in nurturing customer loyalty. Rooted in your business philosophy, branding creates multiple touch points for customers to connect with. When your brand mirrors the values your customers hold dear, you can gradually cultivate genuine loyalty. This not only builds a loyal customer base but also amplifies your business through word-of-mouth and heightened engagement in digital marketing efforts.

A Strong Branding Enhances Perceived Value

For most individuals, a job is more than just a way to pay the bills. Those who go the extra mile, stick around for the long haul, and develop a real passion for their work often have a deep attachment to the company and its values.

Branding plays a vital role in forging this connection, nurturing a strong company culture and a sense of belonging among employees. What’s more, it helps attract applicants who resonate with your company’s values, ensuring alignment with your mission. A united company, driven by strong, consistent branding, is better equipped to achieve its goals.

Strong Branding Enhances Perceived Equity

In simpler terms, a brand adds tangible value to your products and services. Consider premium branding, which is all about conveying a sense of quality. People are willing to shell out more for a box of Twining’s tea than a supermarket’s own brand because Twining’s brand embodies a distinct set of values.

Mass Understands Branding

At Mass, we’re experts in helping you craft, refine, and bolster your unique brand to unlock tangible benefits for your business.

Get in touch with us today at studio@madebymass.co.uk to explore how we can empower your business with enhanced value through branding.

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© 2023 by Made by Mass Ltd

Privacy policy

© 2023 by Made by Mass Ltd