One of the many reasons we love working with Blair Primis and the marketing team at OrthoCarolina is that they are always looking for new and interesting ways to build their brand. One perfect example is their most recent branding campaign at CLT. We had the distinct pleasure of brainstorming and designing giant wall graphics, moving sidewalk graphics and rotunda graphics. The biggest challenge by far were the graphics for the moving sidewalks. How in the heck do we cover three different walks, one that was a whopping 206’9″? As we were first designing concepts, we shied away from using OrthoCarolina’s orange as the main color, as we were afraid it would be too bold. But after considering the context of the airport—which can be a bit drab—we decided to swing for the fence. Our absolute favorite of the three (see image above) features silhouettes of travelers: some are pulling suitcases behind them, one is a basketball player— there’s even one of a man on bended knee proposing to his girlfriend!
Mark and I recently got to accompany the OC team to see the tactics live at the airport. We knew from the dimensions provided on the spec sheets that they’d be big, but NOTHING could prepare us for how awesome they looked in the actual space. So FUN! We can’t wait to see what the next creative challenge brings!
I will admit I was a bit shocked last Fall when Charlotte-based Belk rolled out their new logo for a couple reasons:
• The old mark had years of equity. Sure it was a bit dated, but aren’t we all?
• In the midst of the economic downturn, Whisky Tango Foxtrot are they thinking, spending millions on rebranding? (Store signage alone is estimated to cost $25 million)
I wanted to be a hipper-than-thou, bandwagon-jumping design nerd. I wanted to point out that their “b” looked like a rip-off of Bloomingale’s.
That they used a derivative of Avant Garde. Like Glee. I wanted to Photoshop smart-ass images like this to show how plagiaristic the new logo is:
While all those things may be true, after living with the new logo for more than half a year, I must say that I have come to like it. More than the mark itself, I really like how it has been thoughtfully translated to, among other things: bags, architectural signage, credit cards, in-store signage, and my absolute favorite: television. Having spent a holiday advertising season watching the Belk spots, I think they’ve done a great job. Using the blue petals as a visual device… I love it.
How about you? What’s your opinion about the new logo? Do you think the new mark reflects the customer experience? Does the tag line “Modern. Southern. Style” ring true to you?