modern8 eNews: March 2003

Not unlike the second law of thermodynamics, one of the biggest difficulties in sustaining a cohesive identity system is natural degradation. As implementation occurs across time and space, particularly in a national organization with far-flung offices, consistency is almost impossible to maintain. And yet, consistency is one of the pillars of sustaining a successful brand.

A comprehensive set of widely distributed identity standards and guidelines, together with support from upper management can assure the success of an identity program, and thus the success of the brand itself.

NIC Detail

Following the recent re-branding of NIC, modern8 created and published corporate identity guidelines for the company, the world's largest provider of Web-enabled government services. The guidelines establish standards for use of the logo, such as color specifications, proper presentation space and typography. Also included are examples of correct and incorrect uses of the logo with red graphics marking incorrect uses.

Associated Brigham Contractors has promoted the addition of utilities to their services and to their website in recent trade advertising. modern8 created both the ad and the website (www.abc-concrete.com) to capitalize on the forty-year-old company's reputation in structural concrete while introducing the new Utilities Division. The ad is one of a series, part of a long-term re-branding effort for ABC, started in 2000.

The lowly yellow page ad is not rated high in the list of desired projects for designers seeking creative opportunities. And yet the Yellow Pages is expensive advertising. Compound that with multiple locations across the Western United States, each requiring a different ad, and you've got a complex and costly project. Such is the case with Young Electric Sign Company. YESCO recognized that the Yellow Pages are a major branding opportunity where the Brand Promise can be communicated to a target audience who is actually looking for the product or service.

The fifth and last in a series of local industry ads features Tara Smith, modern8 office manager and COF (Chief Of Fun). The ads are designed to personalize the company and position modern8 as a consultant for branding and marketing communications. We could go on, but we don't have any more employees.

The Utah Advertising Federation awarded modern8 a Silver Addy for the postcard invitation designed for the Ad Fed luncheon on branding for teenagers. / We've got office space to share. Check out photos in our November eNews. Call if interested. / Send us your photos of signs that say "modern" or "8" and get a free T-shirt if we use it. / New projects started or under discussion: logo and packaging for a unique identification product. Stationery for Dunn Associates, Structural Engineers. Annual report for NIC.