A little impersonal with not much engaging interaction, Google partners representative Alex and Jade Wong dove right into the demo of the Google My Business explaining some of the new features within it’s dashboard.

Jade explained many of the new My Business features we have already seen released such as a new dashboard that allows for easy navigation to any of the applications needed to monitor everything from your Google + insights, Reviews and even your sites analytics.

“A key part of a local businesses success is getting online.” – Jade Wong

Some of the other great features of the new Google My Business dashboard noted are the ability to a storefront image or walkthrough video right to your page.

The new dashboard also shows you your level of completeness your profile has reached. This is a plus for business owners that helps them grow their profile to a point to where your profile is maximized.

The new dashboard also shows you a clear list of the items left to complete in order to reach your profiles maximum potential. A list is shown off to the right side of the screen displaying the list of “to-do” items helping you finish incomplete items.

Previously not discussed in any detail was the mobile application version and web versions of Google My Business. The Google team explained more about how the mobile application works and how business owners can leverage it and get more out of their experience.

Below you can see the synergy pointed out between desktop, mobile and mobile web applications in a single dashboard and the ease of use for business owners.

The new mobile apps are designed to provide easy navigation and use from one touchpoint. As shown below it’s easy to navigate directly to your business editor from any mobile device and make changes as needed.

Although the team did not speculate on an actual release date for the iOS version of the application you can see below in the screen shots that the app is in development and should be released soon.

Even though Google’s My Business webinar was brief, lasting only 30 minutes from start to finish including questions including the ever popular “Bulk Upload”, which still wasn’t answered it did provide some useful information.

The new dashboard is available now at google.com/mybusiness. It is available across 236 regions and in 65 languages.

Also, Google is providing support at http://support.google.com/business

We look forward to more control over our business listings with the new dashboard that is Google My Business. Read more about some of the features in our original blog here.

Google announced today that Google + Local is officially no more and that users upon logging in or creating a new account will experience the new Google My Business.This will now be the default experience for those presently using any of Google’s other business related tools or services.

Google’s new My Business platform aims to be more of a seamless management system for business owners with individual locations. Brands and Service Areas are also supported but the GMB focus is more intent on a one-stop interface to allow for easy navigation and interpretation of data in one location. The new changes won’t affect any external users’ experiences with your Google + page in any way nor will it appear any different. The back end is where the owner will notice a significant change, which is a huge step in the right direction to help keep your brand identity consistent.

It has been rumored that the new GMB is aimed more at people who have not figured out how to “Get found on Google”, and with a button labeled with that same expression it just may in fact, be true.

For new users, upon signing up you will now have your business information dispersed to other Google tools such as Google Search, Google +, Google Maps for any device.

A few of the new tools available in the GMB update are the ability to manage both your Google + Local and Google + Business pages in one integrated dashboard. Furthermore the ability to manage reviews, customer insights, YouTube and even AdWords express are all here in one place at your fingertips.

Another great new feature is the management and streamlined approach to your reviews, a highly critical aspect of your profile. You can not only see reviews from around the web, but their analytics and even a break out of top sites and your average rating on Google + and the rest of the web. This data is easily accessible from the Reviews tab shown above.

A few of the other great tools now offered in the NEW Google My Business dashboard –

• Post to your Google + page and respond to review right from your GMB dashboard.
• More intuitive user insights that include visibility (views & clicks), engagement (posts & actions) as well as audience insights to let you know who is engaging with you!
• Basic Google Analytics that shows All Web Site Data (for a 30 day period) including new visits, unique visitors and overall pageviews as well as the ability to jump right into your full analytics from your GMB dashboard.

A Google My Business mobile application has already been released for the Android operating system (live now on Google Play) that allows you to do all of the same things from your mobile device or tablet. Google plans to release an iOS version within the coming weeks.

Google has also made it easier to distinguish your business type for your Google + page upon setup which now looks like this:

Take a look at the Google My Business introduction video released as well:

As of the present time the Google Bulk Upload tool has not appeared to have been given any attention or updates, which still leaves brands or business owners with multiple locations at a bit of a stand still or at least a disadvantage. With all of the updates we can only expect, or at least hope this will happen soon.

Overall, the new GMB dashboard gives users a much more intuitive and cohesive experience for their brand identity. Google has already begun transitioning accounts to the new dashboard so login and take a look. You may just like what you see.

Kirkland isn’t your average angler. He’s a little wild, a little edgy and quite the hip guy on the scene.

When he contacted us he said he wanted some of our “wild style” incorporated into his new look. Kirkland wanted to stand out from the other anglers and make a statement. The request was for something a little grunge oriented with bold colors. We began brainstorming and the following materials are the result of our efforts to develop a wild, aggressive brand identity for the “new kid on the scene” and get him noticed.

We started by exploring ideas for the development of his actual logo. Just because he is an angler we didn’t want the typical fishing related icons that most others in the sport use. We opted for a hook specific to his fishing style that actually wraps around his name surrounding it. The sharp hook symbolizes an aggressive angler that contains the name and makes it one entire piece. We decided to keep it a bit broken and grungy with a tattered style font that looks slightly broken apart with rough edges and a little spatter. The hook itself is clean, not rusty or worn while the name itself is very rough. This symbolizes that there is a level of perfection or pristine beauty within this “bad ass” angler who is out to get noticed.

The color palette is simple with a bold water like blue, black and some grey used to represent the hook itself. The blue makes an impact while making you comfortable and not being to over the top.

Once we developed the brand identity for Kirkland we moved on to some other print related materials for him including his business cards and thank you cards as requested. Check out some of those concepts below. As you can see we kept the format and overall brand identity consistent with the use

the same fonts colors, etc. Kirkland wanted the same style of grunge to be applied to the cards and other materials we developed. Take a look at how we conveyed that to these pieces below. We opted to go with the logo and text at an angle to add a little diversity and make his materials stand out from the others with standard alignment.

Of course being a professional angler you simply have to wear a flashy jersey that makes you stand out. We incorporated the colors and general theme into Kirklands 2014 fishing jersey as well. With this project we kept all branding consistent and added in his sponsors logos as requested. As shown you can see the consistency and level of detail we applied while still utilizing the color scheme and paint spatter we developed. We wanted his jersey to pop and get noticed and adhere to his brand identity. The jersey included both the front and back as well as the sleeves, collar and cuffs. All of these items will be printed using dye sublimation and pieced together to create the final product. Here’s what we came up with.

The next project sent to us was a new one for us. Kirkland decided he was going to use a mask, similar to one used in dirt bike riding or paintball to shield his face from the harsh winds experienced while racing down the open water to a fishing spot. What better way to stand out than to don a mask that matches your overall brand? We were up to the task. We worked with one of team members experienced in vinyl application and wrapping to assist us in developing a two dimensional template of the mask to apply the graphics to. The graphics, once designed on the template were printed in 3M heavy duty vinyl and applied to the mask. Instead of airbrushing a design on the mask we chose to use vinyl which will allow Kirkland to remove it at any time if sponsors change and simply reprint and re-apply. Take a look at how amazing the final product turned out and how well it fits with the overall brand identity we have created.

So, what’s the difference between vector and raster and what does each one mean? Let’s start by explaining what each one means.

Vector art itself is defined by Wikipedia® as is the use of geometrical primitives such as points, lines, curves, and shapes or polygon(s), which are all based on mathematical expressions, to represent images in computer graphics.

Vector artwork is created with such professional graphics programs as Adobe Illustrator® or Corel Draw®. These applications will traditionally work in a 2 dimensional environment although some have additional capabilities to do some 3 dimensional work or manipulation.

Vector artwork itself is typically more simplistic and devoid of any complex elements such as glows, shadows and other photographic type elements that are traditionally used to style an item. This does not mean that a logo or brand identity can be completely free of artistic design or creativity.

In the simplest terms Vector art is scalable. This means that a vector based piece of artwork, such as your logo can be resized for various uses without losing quality or distorting it’s integrity. This is important when maintaining a consistent brand identity, especially if others may be using it in various applications.

Another great benefit to using a vector graphic is that Pantone® Colors can be applied. A Pantone® Color is defined as a largely a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another.

In short, this means that when using this color system you can make certain that the color you have selected to represent your brand remains intact regardless of the printing process used.

We will discuss the benefits of a vector logo over a raster logo later in this article.

Raster art is defined by Wikipedia® as In computer graphics, a raster graphics image, or bitmap, is a dot matrix data structure representing a generally rectangular grid of pixels, or points of color, viewable via a monitor, paper, or other display medium. Raster images are stored in image files with varying formats.

Raster artwork itself is more like a photograph, which is resolution dependent, meaning they cannot scale up to an arbitrary resolution without loss of apparent quality. Raster artwork can be developed using any number of programs such as Adobe Photoshop® or Corel Photo Paint®.

Raster graphics can contain highly complex filters such as glows, drop shadows, 3d effects and a wide variety of other elements used to make an object look realistic. The downside here is that the object is defined by it’s size. Meaning that if you increase the size of the object larger than it’s created at you begin losing quality and the image will distort. This is not true with Vector graphics.

So why would someone want to create a more simplistic, less flashy logo using Vector rather than Raster?

Let’s start by assuming you want to take your brand identity or logo and use it to showcase your business on a billboard or perhaps a large truck. Either of those will be fairly large in size and will need a logo that is quite large to represent clearly to the viewer. If the image is distorted, unrecognizable or different than what your brand identity is defined as you have failed and a viewer will not make the connection. The key to successful brand identity is consistency. Maintaining that consistency everywhere you position your business is critical and often means the difference between gaining or losing a client.

In the instance above a vector logo can be increased in size or dimension to fit the application and will retain it’s integrity. Often times because of this a company developing the graphic itself will not accept a logo in raster format because they do not want to be held responsible for loss of image quality in the final output.

Developing a logo in a vector format is always the best place to start as you can always import it into a raster based program and add effects to it if necessary for different applications. Keep in mind that this will cause your brand identity to differ and no longer be consistent.

Raster versions of your brand do have their uses. Most websites do not support vector graphics with the exception of an .SVG file which is a form of vector. Raster logos can be made into a .PNG file with no background allowing you to place your brand over any background you choose. Various other raster files like a .JPEG can always serve their purpose where a low resolution version of your brand are needed. When placing your logo online for branding you want to have a file that’s size is small so the user can download or view it easily with little download time.

We always suggest doing preliminary sketches of your intended logo on paper to get an idea of exactly what it is you intend to create. This gives you a working model to refer to once you have made your final selection.

Both Vector and Raster have their uses however development of a logo in a vector environment is the preferred method for the advantages it provides.

Let EV2 develop a lasting brand identity with an impactful logo design that will establish your brand and clearly convey your message.

References:
http://en.wikipedia.org/wiki/Vector_graphics
http://en.wikipedia.org/wiki/Raster_graphics

The Bucs have worn two helmet designs since they started in 1976. The original helmet featured a winking pirate logo on a white helmet that came to be known as Bucco Bruce. In 1997, the team switched to a red pirate flag on a pewter helmet. What will they come out with now? Warren Sapp has tweeted a hint saying the helmet will have a chrome grill.

NFL teams regularly overhaul their uniforms for different reasons. The change is generally a 24-month process involving market research, computer simulation, and input from experts with their league partner Nike.

Why are the Buccaneers doing another change? Is it because times have been hard? The Buccaneers ended 2013 with their third consecutive losing season and sixth in a row without a trip to post-season, went through three coaches, and a MRSA scare involving three players. Now, with a new coach and several other changes, perhaps it’s time for a brand identity update.

There is a major difference between a complete rebrand versus what is known as a brand refresh. The motive of a rebrand is to recreate your company in the eyes of its target market. A comprehensive redevelopment of your brand identity is a multiple-step process that is reminiscent of an Extreme Makeover. This is a time consuming process that involves a great deal of research and is typically based on the public perception of the existing brand. When a rebrand is the chosen path it is usually because the existing brand simply isn’t working. Does it catch the eye? Does it make an impact? And most of all does it stay with the viewer and have you remember the brand? If the answer to these is no, for whatever the reason it may very well be time for a complete rebrand.

Doing some research is critical to this decision. Having the mindset that “we just don’t like it anymore” can be quite dangerous to the brand itself and it’s impact. Find out WHY the brand no longer works and why people may not be connecting with it. Times change, often time your brand has to as well in order to remain relevant.

This is where we discuss a brand refresh. A brand refresh is not changing the brand entirely, but updating or “modernizing” it to fit the times and perhaps even a new demographic. In October of 2012 Wendy’s released a statement saying that they are “in the midst of a comprehensive transformation to contemporize the brand and dramatically improve the customer experience.”

The goal is simple; “We are improving the total customer experience, with bold restaurant designs, fresh product innovation, more engaging advertising and digital media advancements,” said Emil Brolick, President and Chief Executive Officer.

Another recent brand refresh, Mr. Clean. Proctor & Gamble after 50 years wanted to update the look of the Mr. Clean logo. In a new age where consumers connect with a brand for various reasons, the team at P&R gave their brand, the bald Mr. Clean character an updated new look and even added a back story that shares his “coming of age” and his “born to clean” attitude. Similar to Wendy’s the brand did undergo a complete overhaul, just a little fresh life breathed into it to keep it alive for the next 50 years.

Rebranding is more than just slapping on a new coat of paint. Instead, a rebrand is a complete renovation of an already established brand. It’s a shift in brandy strategy and brand positioning to establish a new identity in the minds of consumers, as well as it’s competitors.

On the reverse, a brand refresh is less invasive. As opposed to completely redeveloping your brand, you simply modernize or even update certain aspects of it while preserving it’s integrity. When you think of a brand refresh think of Pepsi, or even the two examples above. These are company’s that have proven their brand identity and brand strategy to be effective over time. However, times change and they have all proven that they can roll with them and stay current and continue to form a bond or association with their intended customers, or in the Buccaneers case, their fans.

Will the third time be a charm for the Tampa Bay Buccaneers? Will they decide to go with a complete rebrand or simply refresh Bucco Bruce again in hopes of gaining new fans and a city that will stand behind them, fill seats and buy merchandise sporting the new look?

Do you need a new brand identity or simply need to update your existing one? Want to attract more attention and new customers?

Let us develop a powerful new brand identity that leaves a lasting first impression today.

Contact us today to get started!

All logos are ®Rights Reserved and ©Copyright to their respectful owners.

Article Sources:

https://twitter.com/intent/user?screen_name=WarrenSapp

http://msn.foxsports.com/florida/story/buccaneers-to-sport-new-look-helmet-in-2014-021814

http://www.aboutwendys.com/News/Wendy%E2%80%99s-Transformation-Producing-Positive-Results/

http://brandstrategery.blogspot.com/2013/07/mr-clean-re-stage.html

Image Rights:

Photo 1: Kim Klement-USA TODAY Sports

Photo 2: Kim Klement-USA TODAY Sports

Photo 3: Kim Klement-USA TODAY Sports