January 2007
Volume 2
Issue 1

It's a New Year and that comes with renewed optimism. Some people have been busy making resolutions; more time with family, better business practices, healthier living. Some people are just busy putting plans into actions - and that's where we come in.

If you checked out Nate Novak and Canyon Pondscapes from last month's e-newsletter, you probably saw his old site design. His new site is up and running and getting rave reviews, www.CanyonPondscapes.com has a great crisp, clean look that makes you feel like you are in the great outdoors. Nate is not the only one getting a new look - in fact we are doing quite a few "makeovers" (see the note below) for the new year - stay tuned to see who else is going for a new look in 2007!

Today is a big day for Charles (Chuck) Rienzi, it's the beginning of his new branding initiative. Chuck has been in the landscape services industry since he was 15 years old. In 1996 he started building water features and in 2002 made that the sole focus of his business, and has never looked back. He has built some of the most stunning water features on the East Coast and his new branding reflects that top-notch quality. The new logo we designed for him is clean and professional (see more on logos in the "Tip of the Month"). To match his logo, he has a new Web site - bold, sharp, and (again) clean. This site will become a great marketing tool as he is able to showcase his talents for prospective clients and still continue communications with current ones. Check it out at www.AquaticArtists.com and be sure to drop Chuck or us a note to let us know what you think!

I just was down at the Water Garden Excellence meeting held by Aquascape™ in Orlando, FL. One of the hottest topics, of course, was marketing. Here is the dilemma - does your logo really say what you want it to say about your business? It is often the basis for how your marketing is developed; colors for shirts, trucks, signs; overall look and feel of your Web site; and it is the focal point on your business cards and letterhead.

Your logo makes a statement. The question is, what statement does it make? Too busy, too colorful, too packed with images? Does it look professionally done? If not, what impression does that leave with your clients? Think about it, we are surrounded by logos. When you look at the most recognizable they tend to be the simplest. Sitting here at the computer I see Sharpie®, Kleenex® , McDonald's® because I'm drinking a Coke® that my kids brought me after going out with their Dad to Target® - get the picture?

I know it's hard to sit down and think about a logo and not want to put a lot into it - you want it to tell your customers what you can do. We tend to take the approach that less is more. You can always add in elements and graphics depending on what marketing pieces you are doing, but the logo should be able to stand on its own no matter how it is applied. Here are some things we look at when designing a logo:

Is the design and color scheme simple enough to reproduce in a single color?
Will it look good on a business card, on the side of a truck, and on a billboard sign?
Does the text "fit" the company name and branding?

We are now in the process of doing several new branding initiatives - business owners who are ready to take their company to the next level. So take the time to really look at your logo and see if it sends the right message and compare it to your local competition. Even ask family and friends for HONEST feedback - it's the best way for you to keep your company growing!

Note - Special thanks to Judy Harvey at Pond World for letting me run with her company "makeover" concept. I know she is not only a great inspiration to me, but many others as well!