Brand & Identity Design
Direct Mail Design, Done Properly
Designing postcards, letters and mailers that combine brand design with USPS size, shape and addressing rules. What is at stake Size and format determine postag...
Tagged #Guides
2013 articles with this tag
Brand & Identity Design
Wayfinding Design: The Decisions That Matter
Designing signs, maps and cues that help people navigate buildings, campuses and public spaces, using brand elements while meeting accessibility requirements. T...
Brand & Identity Design
Responsive Logo Systems, Done Properly
A set of logo versions designed for different sizes and contexts, from full lockups to simplified marks and icons. Where most projects go wrong The usual mistak...
Brand & Identity Design
How to Get Linguistic Checks for Brand Names Right
Checking proposed names with native speakers in key markets for meanings, pronunciation problems and associations in other languages. Why does it matter? Names...
Brand & Identity Design
Environmental Claims on Packaging, Done Properly
Claims about sustainability on packaging and product labels, such as recyclable, compostable or eco-friendly, and the FTC Green Guides that govern them. At a gl...
Brand & Identity Design
Value Proposition Design, Done Properly
Defining the specific value a product offers to a specific customer, including the problems it solves and why it is better than alternatives. What is at stake A...
Brand & Identity Design
Brand Consistency Across Channels: What Actually Works
Keeping a brand's visual identity, voice and experience consistent across websites, apps, social media, print, packaging and customer service. The key figures T...
Brand & Identity Design
Brand Photography Licensing: What Actually Works
Licensing terms for brand photography, whether commissioned or from stock, covering usage, duration, territory and exclusivity. Where most projects go wrong The...
Brand & Identity Design
A Practical Guide to Trademark Classes
The categories of goods and services used to organize trademark registrations, based on the international Nice Classification. Why does it matter? A trademark i...
Brand & Identity Design
Trademark Symbols: What Actually Works
The TM, SM and registered symbols that signal trademark claims, and the rules for using each one. At a glance TM can be used to claim rights in a mark for goods...
Brand & Identity Design
Intent-to-Use Trademark Applications, Done Properly
USPTO applications filed before a mark is used in commerce, based on a genuine intention to use it. What is at stake Filing early can secure priority for a new...
Brand & Identity Design
Likelihood of Confusion, Done Properly
The legal test used to decide whether two trademarks are too similar, considering the marks and the goods or services they cover. The key figures Section 2(d) t...
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