The Blog

I’ve recently had the opportunity to name 1) a business and 2) a child. As abstract as names are, they matter. With a business, there is an expectation – actually, a necessity – that the name be unique. With a person, the trend is just the opposite. A quick browse through all of the names you know will prove that most people don’t open that door to newness. Is it out of tradition or fear of something untried?

Naming a business, one typically performs due diligence to find out what the business stands for, what it does and whom it’s trying to attract. Working with the deductive and creative sides of the brain, possibilities come up that have the ability to make sense. (more…)

One of the most difficult tasks for any business is to provide its services to itself. We recently went through that exercise in the case of rebuilding our logo. Our classic logo, a birch tree silhouetted against a white moon, always on a black background, served us well for over a decade. It, along with the strong color scheme, was recognizable and always fetched positive comments.

The reason for the upgrade? As we’ve grown in experience and market presence, we’ve been focusing more in providing our skills to clients that market themselves to higher-level corporate America. In a nutshell: Fortune 500 companies. The logo had some usage problems as well. It always had to be on a black background, it relied on several shades of gray and always needed some device to cap the top and bottom of the trunk, lest the tree look disembodied. (more…)