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brand

The essence of well done branding can be found most clearly in the very first graphic materials developed by every business. by Andy Attiliis

In many cases, well before a direction has been decided upon for an ad, brochure or Web site. Before anyone involved is even tempted to water down the brand's memorability by adding a word or design element for the sake of expanding the message.
         A logo and how it first appears on the business card, letterhead and envelope can fairly be called the birth of a brand. These premier exposures are the only times it will ever be perceived in its purest, most easily digestible form. That's why it is recommended that such early aspects of the brand always be referred to before developing any new materials.
         Even in the absence of a graphic standards manual or specifications pamphlet, first published business papers should be enough of a guide to keep any astute designer on course. As materials are produced, they should be added to the business papers to ensure that your brand identity is maintained and furthered. The more conscientious we are in this regard, the sooner we will be remembered.

Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.