Tag Archives: ESPN

Elements for the Perfect Logo

By: Gina Mason

What do Nike, McDonalds, Coca-Cola, BMW, ESPN and IBM all have in common? Well, besides being on Forbes 100 Most Valuable Brands List, they all have very distinctive logos that can instantly be recognized by millions of people all over the world. Logos are incredibly powerful and they not only dictate brand loyalty, but they can also dictate the success of a company. From a branding perspective, having a great logo is absolutely imperative if you want to stand out amongst your competition and appeal to your audience. However, coming up with that perfect logo isn’t always so easy. For those of you who are looking to create a new logo or rebrand, here are a few elements to keep in mind:

Aesthetically Appealing
Just like anything else in life, first impressions are extremely important especially when trying to make your logo aesthetically appealing to your audience. A good logo will trigger positive emotions in your mind and is more likely to create brand loyalty while a bad logo will do the opposite.

Your logo is your calling card and must be relevant to your audience and your industry. Your logo should be a visual representation of your business objectives and should speak directly to your audience. MagicDust Designers warn, “avoid unnecessary elements that may be visually pleasing but don’t support your message.”

Some of the best logos are simple (i.e. Nike “Swoosh”) and an understated logo isn’t always an understatement. Some of the most powerful logos in the world are incredibly simple and their simplicity make them extremely effective (GE, Apple, Disney). MagicDust Designers suggest, “Flat shapes, bold lines and clear type are hallmarks of simple logos that never run the risk of appearing busy or worse, confusing.”

A good logo has to work well on a number of different platforms including the web, collateral materials and ads and this is not always something people account for in the planning process. The font should be balanced and readable at any size. Also, don’t forget about choosing the right colors. A full-color logo may not translate well to B&W or print as well on different types of paper so keep that in mind as well.

According to Huff Post’s Bianca Rothschild, “a good logo withstands the test of time. It may need some touchups to keep it fresh and prevent it from looking dated our out of style, but that’s all it should require. Changing your logo when it already has memorability in place is bad for your branding. You want one logo that works for as long as it can.”

Creating a great logo can take a lot of time and effort, but is it all worth it in the end. Don’t get discouraged and don’t be afraid to ask for several opinions. Speaking of logos, what to test your logo knowledge? Check out this logo quiz here: http://www.creativebloq.com/logo-design/quiz-can-you-guess-logo-1012976

I welcome your comments and as always, if you like what you read be social and share.

ESPN Cutting the Cord with Cable

By: Gina Mason

Dear Cable,

I’m breaking up with you.

ESPN announced that it was ending its long-term relationship with cable companies to go out on its own into the digital streaming world with Dish. The sports media giant will now stream its programming online so viewers can access it from their computers, tablets, smartphones and TVs for a seemingly unfathomable rate of $20 per month. In addition to ESPN, this new Dish partnership will include other popular channels such CNN, Disney and the Food Network through its new streaming service, Sling TV.

This is a shocking blow for cable companies considering that ESPN is one of the most-watched networks on the market. According to the Washington Post, “On New Year’s Day, the biggest cable audience ever tuned in to ESPN’s new college football playoffs, with 28.2 million viewers watching the Rose Bowl game between Oregon and Florida State, and another 28.3 million catching the Ohio State-Alabama game. Then on Saturday, the NFL wild card game between the Arizona Cardinals and the Carolina Panthers became the eighth most-watched cable program ever, drawing 21.7 million viewers.” Not only does the 24-hour sports new channel own the rights to many of the world’s biggest sporting events, but it also is one of the only channels that keeps people watching real-time shows/events instead of fast forwarding through commercials or watching video on demand (VOD).

However, don’t throw out your cable box out yet. This new partnership does not include many of the major broadcast networks such as CBS, NBC and Fox, which eliminates many popular primetime shows such as “The Voice,” local news broadcasts and major events like the Super Bowl (NBC) and the Grammys (CBS). This could keep the cable networks in the game for a while longer, but if ESPN sees success, it is likely that major networks will decide to go out on their own as well. Many are predicting that this is just the beginning of the pick-and-play model where consumers select only the networks they watch which could lead to the demise of cable as we know it now.

After spending almost $200 per month on cable (like many of you out there) for essentially three channels (NBC, ESPN and yes, Bravo), $20 per month sounds like a refreshing change to me. I think it will be incredibly interesting to see how this all plays out and see if the cable giants will be able to survive and/or adapt to digital streaming.

What do you think of the Dish and ESPN deal? Do you think this will put an end to traditional cable as we know it? As always, if you like what you read be social and share.