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Consistency in Branding & Design
Consistency in Branding & Design A STRONG PRINCIPLE THAT IMPACTS PERCEPTION Last week I was invited to lead a branding discussion at a luncheon with members of the local chapter of SMPS, the...
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The Death of Drawing
The Death of Drawing Architecture and graphic design follow a similar path A couple years ago, I was lying on the grass between afternoon sets at the Telluride Bluegrass Festival. Near me was a...
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The Core of Your Brand Culture
The Core of Your Brand Culture A distinctive set of values We were a little intimidated when we interviewed the partners at Signal Peak Ventures. After all, their business is the evaluation of other...
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Elevators and Human-Machine Interaction
Elevators and Human-Machine Interaction The problems designing everyday things I was attending a design conference a couple years ago, when I jumped on the first available elevator at the hotel where...
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Design by Committee
Design by Committee “Your horse will do what again?” Just last week, a client told us, “I know the danger of design by committee, we’ll avoid that.” Everyone believes that design by committee is bad....
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Teaching Design
Teaching Design Mixing the Academic and the Professional I’m going to teach class today at the modern8 office. This semester it’s the seniors and the class is Identity Systems and Branding. Normally...
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People Buy Why You Do It — Not What You Do
People Buy Why You Do It — Not What You Do CITYHOMECOLLECTIVE: AN INTERVIEW WITH CODY DERRICK In a recent engagement for brand strategy, I was interviewing a client and asked the question, “Other than...
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The Brand Named Trump
The Brand Named Trump How Donald Trump came to be a front-runner, as unlikely as it seemed. I wouldn’t vote for him if he was the last person on earth, but Donald Trump makes an interesting case study...
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How to Become an AEC Search Engineer
How to Become an AEC Search Engineer Rank your company on Google’s first page We practice what we preach. Today I googled “branding Salt Lake City” and “branding Utah” and modern8 comes up #2 or #3....
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The Design of the Mundane
The Design of the Mundane Or—how bad graphic design elected the most powerful man on earth Designing forms is not the most glorious kind of design. And yet, I’ve always had a kind-of perverse interest...
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Increase Price= Increase demand
Increase Price = Increase Demand? The tendency to find a product desirable because of its high price For years, one of our biggest clients was Young Electric Sign Company, or YESCO. The biggest share...
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We Live in a Design-Centric World
We Live in a Design-Centric World And companies that embrace it are dramatically more valuable Last week we pitched two new clients with a fresh sales presentation titled: “We Live in a...
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I Bought This Because I Liked It
I Bought This Because I Liked It The influence of emotion vs. logic in brand-buying decisions This week I bought a new lawn trimmer. I never liked my old one. When the string got short, I had to...
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Marketing Driven or Design Driven
Marketing Driven or Design Driven Binary or complimentary? Years ago, we were working with a marketing executive who managed to repeat the same phrase in every single meeting we attended. She would...
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