Sparks September 2004 -

Sparks September 2004

In the News Design wins national design award
We are pleased to announce we won an American Graphic Design Award for the logo we created for Detour Theatre Company, a Bloomington-based theatre troupe. The award recognizes excellence in design as part of a national competition sponsored by Graphic Design USA magazine. The logo, created in collaboration with designer Jim Johnson, was selected from among 10,000 submissions. The award-winning logo will be included in a magazine-format design annual in December, and a subsequent hardcover edition published in 2005. View the award-winning logo. Design honored with Friends of the Chamber award
We are also delighted to announce we were honored at the 2004 Annual Meeting of the Greater Bloomington Chamber of Commerce with a Friend of the Chamber Award. Given in recognition of our ongoing pro bono marketing and design work with the South Central Indiana Small Business Development Center (a program of the Chamber), the award honors “extraordinary contributions of time, effort, resources, and energy.”

Four steps to customer evangelism
Regular Spark readers know strong brands command greater market share and generate intense customer loyalty. To build your brand, you need to engage your customers’ emotions, moving them to the point where they become evangelists for your brand (“And they told two friends, and so on, and so on, and so on…”). Gallup recently released a survey defining four stages of customer engagement:

Confidence: Customers believe you can be trusted to keep your promises
Integrity: Customers believe you will always stand behind your products and resolve any problems.
Pride: Customers are proud of their association with your brand
Passion: Your brand is essentially irreplaceable, perfectly fit to your customers’ needs.

All businesses, even seemingly “bland” ones like banks or cleaning services, can build strong brands. The first step is to define a clear, true brand message. Next, communicate that message consistently through both written and visual communications. Lastly, back it up through every interaction with customers. Over time you’ll move your customers from “confidence” to “passion” and your business into hyperdrive.

Learn more about emotional branding and the Gallup results

More News Design celebrates third anniversary
September 20th marked our third anniversary of creating smart design and marketing for Bloomington and beyond. Congratulations to client Brian Kleber of SEED Corp. who won two tickets to Lotus Festival as part of our anniversary celebration. Thanks to all of you for your support, good wishes, and continued business! It’s been a wonderful three years and we look forward to many more!




This month’s winner: Mike Christoff!
In addition to the envy of all, Mike wins a digital print featuring this one-of-a-kind design. Have a favorite quote or saying? Send it in! If your quote is chosen, you’ll receive a T-shirt with a custom design! Check out your competition here.

Client Spotlight

Indiana University is known as a great research university. It’s also known for its information technology sophistication. Our project for Dick Repasky, Bioinformatics Support guru at the Office for the Vice-President of Information Technology, brought the two sides of IU together.

Dick developed a piece of software that allows Windows users to connect to Unix supercomputers quickly and easily. Currently, if grad students want to connect to a Unix box to take advantage of its massive number-crunching ability, they have to go through a cumbersome process that more often than not disconnects them and makes it extremely difficult to do their work. Dick’s software, XLiveCD, is a freeware program that can be run off CD rather than installed on a hard drive. Within a few easy steps, users can connect to Unix and get on with their work.

We worked with Dick to create the logo for XLiveCD. It needed to convey speed, technology, and fun—and be easily trademarked. To create a distinctive logo that met all the criteria, we utilized the talents of illustrator extraordinaire Ned Shaw. Ned created our representative geek whose screaming-fast connection makes him very happy indeed. Our techno typography picks up on the “speed” theme and visually connects Computer Guy to the Unix universe. Because the logo will exist primarily on the Web (rather than print), we were able to incorporate intense colors to make the logo pop.

Fast, fun, and techno-hip, the XLiveCD logo is tailor-made for geeks the world over.