Logo Design Fundamentals – Logotypes

By | branding | No Comments

Following on from the fundamentals post about icons, this one will explore Logotypes. What is a logotype? Simply it is a purely typographic logo, there is no use of a graphic icon and heavy emphasis is placed on the brand’s name. Many brands have adopted this type of brand identity, it is simple and clear but works best when the brand name is short, catchy, relevant or has a strong reputation by name alone. Using a logotype may be simpler…

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Luke's True Purpose

Defining My True Purpose

By | branding, The Sponge | 2 Comments

Hi, Luke Faccini here and in this short video I bare my soul so you can feel the place I am coming from. Alternately you can read the post below, enjoy… I grew up in a humble working class home in the Sydney suburb of Kingsgrove with three siblings, I the second eldest. I felt creativity was always a strength for me as I got such satisfaction from making all kinds of things, from Lego as my toy of choice…

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The Sponge - Danger Zone

How to Check Your Business Relevance

By | branding | No Comments

Even if you’re on the right track, you’ll get run over if you just sit there ~Will Rogers In the 13 years that The Sponge has been in business, I have spent a LOT of time sitting on the track. For me that meant long stints of being very busy working in the business, putting my head up infrequently only to notice there had been huge leaps ahead in the calendar! How fast does time fly? 1 year goes past…

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BI Managing Expectations

A Simple Way to Keep Customers Coming Back

By | Branding Insights | No Comments

Customer experience is crucial today. If you’re not managing your client’s expectations, you’re setting up to lose them. Often it’s due to what’s unsaid. In this short video (only 2:05) I share with you how this became very real for me recently, with the intention that you can identify any instances in your business where you are giving away bags of cookies and start managing expectations well. A big thank you to my friend Seán Collins for the coffee fable,…

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Logo Design Fundamentals - The Icon

Logo Design Fundamentals – The Icon

By | branding | 2 Comments

One of the key aspects of a good brand logo is its “mark”. It’s the graphic element in a brands visual identity, but just for simplicity I’ll refer to it as the “icon” throughout this post. Granted there are many brands that do not employ the use of an icon and opt for a purely typographic solution, but by doing so you miss the opportunity to tell more of your brand’s story. By having a strong, flexible and meaningful icon…

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