The winter of our discontent is behind us, giving way to brilliant blasts of sunshine, BBQs and new style. It occurred to us that you might want to take a quick break to see what’s shakin’ in big brand fashion. It’s a chance for you to dial up your wardrobe and think about the possibility of slipping into something more comfortable. But it’s also something more. See how brands with big bucks approach the marketing game and which celebrities they think best align with their brand essence. What you will find is when you’ve got a face that can launch a thousand shirts, you don’t need much in the way of headlines. But you better bring your best concepts to the photo shoot, because image is still everything here—as it should be with every good brand out there. Spend a minute taking a valuable peek into how every detail in every ad is managed to evoke a predictable response from the target audience. Here, the right combination of composition, color and logo is everything in ads that are thought through, stared at, studied, reworked, critiqued, criticized and ultimately put to print, digital, outdoor and online. You can learn a lot from how the brand masters of fashion try to ring our bell. You also learn that if you’re Cara DeLevengne, never sign a non-compete.
Okay, so you’ve seen the beautiful people and you want to know how to look that good on camera, too. With summer just around the corner, getting your cool on for all those inevitable photos of fun in the sun will be more important than ever. We can help. Watch this video to unlock the simple secret to creating the allure of confidence and intelligence. It’s sound advice from a well-known photographer, Peter Hurley, who knows his stuff and talks one heck of a game. He calls it The Art of Squinching (we’d also like to dub it the art of self-promotion). Anyone with a medial palpebral ligament can do it. Practice with a few selfies first. Yeah, you’ve got it.
Ah, the logo. That hypercritical brand component that gets stared at, studied, kneaded, worked, tweaked, trimmed and updated. As we tell our clients here at Spyglass, it’s not the end-all-be-all because you have to back it up by delivering on your promise with performance and a plan. But your logo is certainly worth some careful consideration. Some companies pay hundreds of thousands of dollars to get the job done, only to do a one-eighty on design when their customers put up a fuss. For others, the new logo is part of an evolving legend in the making. Here’s a great analysis of what motivates sports teams and countries to make the choices they do when it comes to logo design, and the key components that get stirred into the mix.