Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


So, What Do You Do Again?

By Gene Shaffer
June 29, 2009
So, What Do You Do Again?

It is crucial in today’s market or any to communicate a unique message that clearly defines your business. And what do you think the forms the foundation getting that message across while distinguishing you from your competitors? You guessed it. A logo. A good logo. Seriously. If your logo looks professional your business looks professional. But how do you know if you are on the right track in the process? OK, well you’re in luck. We’ve synthesized the 10 common mistakes in the logo design process from Gareth Hardy’s excellent article in Smashing Magazine. Here's a quick summary:

1. Amateurs, Dude…Amateurs
You get what you pay for. Steer clear of unbelievable bargains.

2. It’s Like Sooo Trendy
Trends come and go. Your logo should be timeless. Ignore the latest gimmicks and tricks.

3. Stop the Raster
A raster graphic consists of pixels and can cause problems with reproduction. Go with a vector graphic, which consists of precise mathematical points and will reproduce cleanly at any size.

4. Stock Art A-No-No
Using stock art in your logo design is a) going to get your client into trouble with copyright laws and b) negates your uniqueness since more than likely someone somewhere is using the same art.

5. Mr. Personality
The personality of the logo should reflect the client not the designer.

6. Smells Like Complexity

Heard this one? Keep it simple. Super complex designs often lose detail when viewed at smaller sizes. Loss of detail—loss of message. Bad.

7. Taste the Rainbow
Don’t rely on color to make your logo unique. It should stand on it’s own in black and white.

8. What the Font?!

The font should compliment the mark without distracting from it. Mmmm, balance.

9. How the Font?!

Avoid using more than two fonts in your logo design. Use different sizes and weights of the same family for variation. This will help improve legibility as well as drive home brand recognition.

10. Copy Cat Copy Cat

Sure, get inspired by other great logos, absolutely. But remember the goal here… create a logo that is unique. Which in English means “create a logo that is unique.” Am I wrong?