The Color Purple: It’s Meaning and Impact in Brand Identity
In the business realm, purple isn't just a color; it's a strategic tool. Chosen for its sophistication, purple communicates premium quality and leaves a lasting impression in logos and branding. Its versatility enhances brand identity, tapping into the psychology of...
Why is a High-Quality Logo so Important for your Brand?
When setting up a business, brands splurge on advertisements and marketing, all in the hopes of becoming more visible and attracting more clients. Even if you spend money on website design, Facebook ads, influencer marketing, or creating stellar social media profiles,...
What is a Brand Identity and Why It Really Matters?
Remember that one friend whose distinct voice stood out the most to you? Or how about the tallest girl in your high school, who you could easily spot among a slew of other students? Or how about that employee in your office who always compliments everyone? Despite...
One Period After the Period. Period.
I have something that may shock you. Are you sitting down? Many people will argue, most will disagree, and some fights may break out. The reason for the conflict is that the things that we learn get so ingrained within us that we will defend them even if they aren’t...
Why Cloris Leachman Chose Cognito
Cloris Leachman, an Oscar winner and eight-time Emmy winner, and her business partner, Veronique, were looking for a graphic designer to produce direct mail promoting their exciting new clothing line, the ClorisLine. (A pun, of course, on the actress’ stellar...
What is an Emotion-Based Logo?
The purpose of a logo is to visually identify a company. We believe the design of a logo can be taken to another level by having it tell a story that captures the essence and heart of the organization. As children we were told stories. Stories connect with us on an...
How to Choose Colors that Complement Each Other
Ever need to mix or pair colors? The secret lies in understanding color theory – and believe it or not, we learned the basics back in grammar school! A quick refresher: There are six primary – pun intended – ways to pair colors so they work in harmony with each other....
How to Choose the Right Image
Images, including photos and illustrations, can add dimension and impact to any design. Whether you’re creating a brochure, a PowerPoint presentation, an ad, or an entire website, images help tell your story, draw the viewer in, provide context, and let you connect...
Can You Detect the Hidden Grid?
Good design is based on an invisible grid – a group of non-printing guides for the framework of a page. While some designers feel a grid may limit creativity, it may be just the opposite. When used correctly, the grid helps with balance, brings order to chaos, and...
5 Reasons Why Your PowerPoint Presentation Failed Miserably
You did the research, you prepared the deck, you printed out the handouts, and finally you delivered the presentation. But somehow there seemed to be a big disconnect between you and the audience. In fact, when you glanced out at the audience, you noticed that people...
Seven Secrets to an Eye-Opening Logo
One of the best ways to achieve recognition in the crowded marketplace is to present an eye-opening logo to your target audience. An effective logo will wake customers out of their daydreams and make them take notice of your company. For example, think of Nike, Apple...
How Colors Affect You and Your Company
Color can have a surprisingly profound impact on your business and your target audience because color sends an instant message. Without a single word, color can express an emotion and evoke a response. In many ways, color is more important than any other factor in...
How Fonts Impact Your Business
It’s hard to imagine, but worldwide, there are over 20,000 fonts, and each one expresses its own personality and expresses its own unique attributes. Today, anyone with a computer has access to a wide selection of fonts, but not many have the ability to choose them or...
How to Get Your Company Recognized and Remembered
One of the best ways to get your company recognized and remembered is to take advantage of a unified and consistent brand identity. What is a brand identity? Simply put, it is the way you express your company visually, through the use of fonts, images, and color. A...