Author: haley montgomery

October 4, 2010 inspire

inspired by . October in Mississippi

I’ve been focused on color palettes recently. I’m working on several logo development and advertising projects where I am choosing colors to create a brand, reflect a brand, expand a brand… You get the idea. Color inspiration can come from all kinds of places. I love to look at books, magazines, wallpaper and fabric patterns, paint collections, fashion photography, and even crazy things like game boards or my children’s drawings. Sometimes, I even step outdoors for the color inspiration nature provides.

With the month of October upon us (I can’t believe it either), I was looking through a collection of autumn photographs a few days ago. It reminded me, with delight, of the unique color palette found in Autumn in Mississippi. I was especially inspired by the yellows. It’s such a vibrant color among the neutrals that often present themselves this time of year. And, wherever yellow appears, the eye just seems to gravitate. A low sun and long shadows sometimes make colors like yellow literally shine when hit by the light. Also, because our winters are milder and many evergreens grown natively, our Fall season usually carries many shades of green along with the typical warmer autumn hues. That counterpoint of warmer color brilliance paired with one slightly cooler shade or a neutral is one of my favorite approaches to choosing colors in design work. The play of warm against cool can make for a very dynamic look.

Since October is only just beginning, we haven’t seen much of the real leaf-turning yet. That process won’t come in Mississippi for a few more weeks. But, I found these photos taken from late October of last year and thought I would share them. I hope it “colors” your view of the changing season.

October 1, 2010 in the studio

Special Thanks

October 1st. Today marks the three-month anniversary of the launch of Small Pond Graphics. I wanted to take a small moment with a small post to say a small thank you to the wonderful colleagues, mentors, clients and friends who have had no small part in making my foray into business ownership a very rewarding experience. By the simple criteria of having been blessed with tremendous support and encouragement, I count these three months as an overwhelming success.

I’m very excited about the opportunities to work with so many of you, and I’m looking forward to the challenge of continuing to offer good design and good ideas with those I hope to call good friends.

Thank you for hopping into the Pond with me.

September 21, 2010 learn

Does Your Logo Need Re-Working? 5 Questions

Over the years, I’ve found that one of the key marketing elements many businesses struggle with is their logo. It’s one of the most basic components of a good branding and marketing strategy, and yet, it’s also something that often creates the most headache and confusion. Developing a single image that adequately conveys your company’s offerings is a daunting task. And, you don’t just want it to “adequately convey.” You want it to ATTRACT customers to your products and services. Add to that the personal stake most entrepreneurs and small business owners have in the way their life’s work and passion is portrayed, and the logo development process can produce trepidation in even the most seasoned client.

I’ve been thinking and talking a lot about logos lately with a few Small Pond clients who are in the thick of the logo development process. In addition, I’ve had several colleagues and friends approach me to help them evaluate their business logos to try and gauge effectiveness. Whether it’s a completely new concept or an image you’ve been using for years, how do you know if your logo design could use a tune-up? How can you make this key piece of your marketing plan work to your best benefit? It’s true that when used consistently, almost any image you’ve chosen can come to be associated with your business over time. But, is what you’re using really matching the achievement and potential of your ideas, your products and your services? In my conversations, I’ve been stressing a few questions to consider when judging whether a logo is really working for you.

Is it FLEXIBLE? Is your logo readable in both large and small applications (billboards to business cards, jumbotron to iphones)? Can it be used in both horizontal and vertical formats? Does it convey your image just as well in one color as in full color? Flexibility is the key to consistency. And consistency will make or break your logo’s effectiveness. Make sure the logo design you adopt has the flexibility to serve the breadth of your marketing needs.

Does it have LONGEVITY? Does it strike a balance between timely and timeless? Does it give your image a “look” that is independent of trends? Will it represent your business appropriately 10 years from now? The worst marketing investment you can make is in a logo design that will be dated in a year, or even two. When your logo is too trendy, your customers’ confidence level can take a hit. An outdated logo creates the impression that your products, services and abilities are outdated as well. On the other hand, a logo that maintains a timeless image has the added benefit of upping the professionalism-quotient of your business.

Is it APPEALING? Does it create positive impressions of your business among your specific customer base AND the general marketplace? Does it cause your business to stand out in the crowd? Does it encourage the audience to take a longer look? Your company logo is never going to appeal to everyone. That’s just an unrealistic goal, but consider your specific target audience when determining the imagery and typefaces used in your logo. You want potential customers to make favorable associations with your choices. In addition, you want your choices to produce interest and curiosity in the broader audience.

Is it APPROPRIATE? Does it reflect the reality of what you do? Does it communicate what you have to offer and your business style? Does it interpret your company goals and services for the public? Does it create the image you want your business to be known for? Part of developing an effective logo is helping your customers draw a line between your company’s image and what you actually offer, how you actually deal with customers and your actual approach to business. One should reinforce the other. An appropriate logo helps the audience recognize the “tone” of what you have to offer and how you’ll relate to them in a real-life encounter.

Are you using it CONSISTENTLY? As I mentioned earlier, consistency will make or break your logo’s effectiveness. Even the most well-designed, timeless, appealing, appropriate and flexible logo won’t be effective if it is not used consistently in your marketing efforts. Don’t compromise when it comes to presenting your business to the public. Include your logo on every piece of information about your business that your customers will see. Invest in licenses for the typefaces used in your logo so that they can be applied to other items like proposal headings or even invoices. Be watchful with vendors and advertising outlets to ensure that your logo is being used correctly on promotional items. This consistency will help your audience begin to automatically associate the logo with your business, products and services.

September 20, 2010 favorite things

favorite things . Ferns

I’m always so intrigued by the ways designers derive inspiration from nature. The natural world provides a wealth of examples for pattern, texture and color combinations. These examples are often immediately pleasing to our eyes, and we can easily recognize them as “well-designed” because we see them “naturally” in the environment all around us.

In marketing and image development, natural forms like plants or leaves can be used even in unrelated industries and business types to provide a more organic presence for disciplines that might otherwise be less people-friendly. Using imagery, patterns and textures from nature often provides immediate positive associations for the audience when used in promotional or marketing pieces.

The repeating patterns of leaves have always been a great source of design inspiration for me. And, I’m not alone. This week, I’m inspired by FERNS, in particular, and by these great designers who’ve used them to produce some outstanding and well-designed products.

Palace Papers: You may have already read of my love of the Palace Papers line of wallpaper and fabric patterns. I think “herringbone” is my favorite pattern of all time. I love menswear styles anyway, and the added serendipity of seeing the fern fronds forming the texture just knocked my socks off from the moment I saw it.

Flock Home: I love this shop filled with hand-printed linens including pillows, cocktail napkins, cloth napkins and this fabulous fern-inspired tea towel. The simplicity of Gina’s custom designs showcase the very essence of the flora and fauna inspiring her.

Honeybee: Amy Moore describes her jewelry line as “wearable sculpture inspired by the natural world,” and it’s an apt phrase. Her sterling silver creations are simply outstanding. Just look at how delicate the fern fronds in this ring design are! The textures she’s created in her designs are subtle, but stunning.

Appetite: The bags, wallets and scarfs created by Erin Albin are made with her custom-designed and hand silk-screened materials. Screen printing is near and dear to my heart, so I love products that are well-designed and use this time-honored technique. The gentle curl of this hobo bag fern pattern give it a nice delicacy that contrasts with the canvas fabric.

[Pond Notes: Etsy.com is one of my favorite places to find inspiring design work. Sometimes I type in a random word or object in the search feature to start the process of discovery. Give it try! You are sure to be inspired as well.]