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This was fun!

technabotsWe recently were presented with a unique challenge—to create a logo for a team of high school girls competing in robotics. They already had the team name, Technabots, and a mascot of sorts, a gazelle. With that input, we got to work.

The gazelle is the school mascot for Philadelphia High School for Girls. We were told that it is often depicted in a leaping pose, but we went a different route, creating a front-facing view of a “mechanical” gazelle head. Incorporating gears and sprockets and servomechanisms, we came up with several options. The chosen design is shown here.

This is the first time we’ve created a logo using gazelles and gears. It was definitely a different kind of creative challenge—and a whole lot of fun!

And here are the options they had to choose from:

TIFF or GIF or WHAT?

electronic file formatsUse of your logo in different media applications and production platforms requires different file formats. That’s so your logo will look its best, no matter whether it appears in print, online, on TV, or wrapped around the backend of a bus!

Say you’re baking a cake and the recipe calls for flour. You don’t have any flour but you do have cornstarch, so you throw that in instead. The result will be a cake that’s…um…let’s just say less than optimum.

The same holds true for an online ad, a billboard, a printed brochure or any other creative work with your logo. You need the right file format to ensure that your logo looks its best. Here’s an example: the .gif or .jpg format is best for use on the web, while an .eps or .tiff is usually best for print.

Just like the “why did you even start baking a cake without having all the ingredients?” lesson, it’s good to be prepared ahead of time with your logo in all formats. Here’s our easy cheat sheet to help you be ready!

Get our free file format cheat sheet so you can always speak the right language!

What We Love

happy valentine's dayAround Valentine’s Day, talk of love is all around. But for us, love is in the air all year long. We’re always talking about how much we love what we do and how fortunate we are to work with clients we love. We do work we are proud of for people we admire—how cool is that!

And we often find that what we give out comes back to us ten-fold. Here’s what we mean…

These are the kind of love notes that really make us smile!

You are ALL the most kind, sincere, hard-working, and fun group of people I know.  When I think of a work ‘culture’ I would love to be a part of and one I wish for my kids – it’s yours! – Lori Rowley, Armstrong World Industries

“I love working with the folks from TCG! They are creative, responsive and detail oriented. I can always count on them to do a great job.” – Lori Moran, Geisinger Holy Spirit

“The quality of the work TCG does is second to none. It is high-impact, on target and always creative—but creativity with purpose, creativity that has a direct impact on results. That’s what I love about TCG!” – ­Nancy Draude, Customer Experience Experts

If you want to see what our clients are talking about check out our portfolio here.

Seeing red…

 why that color?Color makes a statement….sometimes it’s a whisper, sometimes a shout.
In our world of advertising and design, we follow color trends, but a color should not be chosen because it is trendy. Decisions about color should be strategic, inspired – the right color for the job.
Take red, for instance…
 
What do Coke, Target and Staples have in common? All use red in their logos. 
 
“Red is a very eye-catching color, very memorable and emotional,” TCG art director Kim Smith says. “That’s why many memorable brands use it.”
 
Color is a form of non-verbal communication. Think of the businessman who chooses a red power tie. He wants to make a statement that he is in charge and ready to take action. 
 
Retailers pay close attention to the psychology of colors. Visual cues, including color, help persuade shoppers. Red is seen as a color that motivates action in retail settings, both online and in-store. KISSmetrics, provider of online analytics tools, says that red creates urgency and is often used in clearance sale notices and signage.   
 
Sometimes, red is used to suggest anger or rebellion. But it also is the color most associated with two beloved holidays—Christmas and Valentine’s Day. Like every color, red has its upsides and downsides in design.
 
“If you need to use the color as shades, tints or values, it goes pink, which often doesn’t work well,” Kim says. “Sometimes, red is tough to work in conjunction with other colors, like green. Then it always looks like Christmas…always.”
With some business categories, red carries negative connotations. In healthcare, red reminds people of blood. In finance jargon, to be “in the red” means you’re losing money.
“The bottom line,” Kim adds, “is that red is often a bold color choice and best used with care.”
Did you know that red is the highest arc of the rainbow? Learn more fun facts and interesting information about red from international color expert Kate Smith, ICS, CMG: All about the Color Red

happy town and a fun t-shirt

#eastpetehappy t-shirtThis is our intern Taylor wearing the #eastpetehappy t-shirt we designed, because we love our #smalltownwithabigheart!

Look good from head to toe!

Green Shoes

Have you ever seen someone who is dressed impeccably…until you get a look at the shoes? Stylish, perfectly fitted clothes worn with out-of-date shoes, in need of polishing? Yeah, the whole effect is ruined.

That’s exactly the impression you give when any part of your communications effort looks out of sync. Everything needs to work together to create a professional and polished brand. You don’t want cutting-edge TV spots or ads and a website that looks tired. You can’t slap a new logo on brochures that look like they were designed in the 1970s and think you’ve succeeded in giving them a fresh face.

Design trends change and there’s a new color of the year every January. But some things remain steadfast. Integrated communications material and campaigns with professionally produced brand messaging say a lot about your organization. They reinforce one another and create an impact across your brand. And that never goes out of style.

For an example of integrated campaign material with strong brand messaging, check out these pieces we created for Lancaster County Career & Technology Center.

It’s National Design Week!

good design graphicOctober 15–23, 2016
Design is everywhere—in communication, advertising, architecture, art, fashion, furnishings, landscapes, consumer products—literally in all aspects of our lives. The color, shape and functionality of things around us have a purpose, by design.
Sometimes design is so subtle that you barely notice it. That’s often the best kind of design. It doesn’t shout at you; it whispers. The best designs happen organically and grow into the answer they are meant to be. If you find yourself thinking, “there’s just something about that ad, that picture, that garden, that sweater, that chair…,” well, you’ve been touched by good design.
For us, graphic and multimedia design are creative “products” that take shape as we develop work for our clients. Design is what we do—and we love it. In fact, as far as we’re concerned, every week should be Design Week!

clean, clear & clutter-free

design quoteClean, Clear & Clutter-free

When you think of advertising, think of Montana — wide, open spaces. It’s what we call “white space” and it’s one of the most important characteristics of an effective ad.

“White space is important not only for print and online advertising, but also essential for broadcast and outdoor advertising,” says Susan Sempeles, creative director.

What else makes an ad effective?

• Clean design — that means wide-open white space to spare.

• A strong headline — verbs are your friends; go easy on all the adjectives and adverbs.

• A single message — don’t load your ad with everything there is to know about your product or service.

• Simple language — that doesn’t mean you can’t be clever with your copy, but don’t do it just to be cute.

• To-the-point copy, not a lot of it — enough said.

• A typeface that’s easy to read — with the personality you want to convey.

• An eye-catching visual — but only if it adds to the message;   remember, ads that are all copy work, too!

• Smart logo placement — it almost always belongs at the bottom of your ad as a signature.

That’s how you break through the clutter.

 

Take us out to the ballgame!

LCCTC Stadium postersIf you’ve been anywhere in the vicinity of the Lancaster Barnstormers ballpark this past month, you may have noticed a lot of hustle and bustle in preparation for opening day at their home field. We found ourselves in the midst of all the fun as we worked with our client, Lancaster County Career & Technology Center (LCCTC), who is one of the team’s sponsors this season. To help LCCTC brand themselves in the Barnstormers stadium, we created a huge entrance banner, colorful section signage, floor graphics, step riser signs, cup holder stickers, and sets of “baseball cards” featuring LCCTC students. We had a really good time doing all this “out of the box” creative. We think we hit a homerun!

We’re planning an agency “field trip” to an upcoming Barnstormers game. Maybe we’ll see you there!