Anatomy of a Project: Criswell Furniture Catalog

Apr 12, 2017 Posted by Jesse Ewing in Branding and Identity Design

Recently we had the opportunity, and welcome challenge, of working with the team at Criswell Furniture on an update to their product catalog. The primary goal was to freshen up and modernize the feel of the piece while still using existing photography. This meant the design would have to do the heavy lifting while still... Read more »

 
 

Tips for a Successful Brainstorm

Feb 01, 2017 Posted by Craig Joseph in Branding and Identity Design

Your non-profit organization is getting ready for its annual fundraising event and you’re trying to determine an appropriate theme. The product development arm of your business has been tasked with the project of diversifying what you manufacture, of finding something that fits nicely within the spectrum of your other products and won’t cost a lot... Read more »

 
 

The Real Value of Branded Photography

Jan 04, 2017 Posted by Matthew Markiewicz in Branding and Identity Design

A picture is worth a thousand words, but how can you be sure your company’s photos are saying the right ones?   People are inherently visual; we respond to colors, react to faces, and often glean abstract concepts from a seemingly straightforward photo. There’s even science to back this up: it’s called the Picture Superiority... Read more »

 
 

Anatomy of a Project: E-Pak Division Icons

Nov 01, 2016 Posted by Matthew Markiewicz in Branding and Identity Design

E-Pak Manufacturing, a heavy-equipment manufacturer based in Wooster, OH, has been a client of Cassel Bear’s for some time. Recently, our relationship has deepened and we were tasked with refining and tightening the overall E-Pak brand identity. Our goals were threefold: Bring more consistency to the various branded materials (sell sheets, brochures, website, etc) Establish... Read more »

 
 

Everyday Inspiration

Oct 12, 2016 Posted by Jesse Ewing in Branding and Identity Design

About a month ago, my wife and I moved to a house in the country. One of the perks of moving out of the city was gaining more elbow room. Our new property abounds in plants and trees, with a back yard that rolls gently downhill to a stream. We still have neighbors, but they’re... Read more »

 
 

The Forecast Calls for a Creative Brainstorm

Sep 28, 2016 Posted by Craig Joseph in Branding and Identity Design

The team members at Health Choice One make it their mission to connect individuals with comprehensive, affordable health insurance. The specialists broker a wide array of plans and packages from multiple different carriers until they find the perfect fit for each customer. Last year, Cassel Bear had the privilege of designing a mailer for Health... Read more »

 
 

A Sharp New Political Vernacular

Sep 08, 2016 Posted by Jesse Ewing in Branding and Identity Design

Each political season ushers in the usual array of candidates of every ideology and stripe, accompanied by the expected rhetoric, slogans, signage, and SuperPAC ads. Each season also births a new crop of campaign logos, and shortly thereafter, designers’ critical commentary of those logos. For better or worse, design writers will spend hours picking apart... Read more »

 
 

Designers Head-to-Head: Mastercard

Aug 23, 2016 Posted by Matthew Markiewicz in Branding and Identity Design

For this week’s post, we’re trying something a little different. Jesse & I, two designers at Cassel Bear, recorded a recent conversation we had about the new Mastercard branding, designed by Pentagram. Edited for clarity and length.  Matt: So the new Mastercard identity came out a few weeks ago, and it’s been making the rounds... Read more »

 
 

An Identity to Aspire Toward

Aug 10, 2016 Posted by Craig Joseph in Anatomy of a Motto

When we begin working with a company, business, or organization to help develop a brand and identity, we pay as much attention to the words that are being spoken / written and how they’re being conveyed (“the voice” of the client) as we do to the visual aspects of the identity, like the logo, brand... Read more »

 
 

How Does Your Brand Grow?

Jul 13, 2016 Posted by Jessica Kirkwood in Branding and Identity Design

Your brand is alive. Did you know that? Consider an ever-growing garden: it evolves even if you decide to dump trash in it, neglect it, and let it grow over with weeds. Though you nurse and refine the garden until it’s the most beautiful yard on the block, occasional pruning will still be necessary. Just... Read more »

 
 

Type Trends

Jun 28, 2016 Posted by Matthew Markiewicz in Branding and Identity Design

“90 percent of design is typography. And the other 90 percent is whitespace.” – Jeffrey Zeldman While many elements such as color, composition, texture, and movement, are shared between graphic design and other visual disciplines, typography is the closest we graphic designers get to an exclusive practice. Typography, in many ways, is graphic design at... Read more »

 
 

Anatomy of a Project: Seneca Label Direct Mail Cards

Jun 15, 2016 Posted by Jesse Ewing in Branding and Identity Design

Earlier this year Craig described how we worked with Seneca Label to push their internal brand and language to better reflect their can-do attitude and energy. This led to a new motto and tagline that better captures their voice. These branding explorations also paved the way to a bolder, more creative design style that takes... Read more »

 
 

Three Branding Lessons from Disney

May 11, 2016 Posted by Matthew Markiewicz in Branding and Identity Design

Earlier this spring, I was fortunate enough to spend 18 hours on a bus filled with teenagers as I accompanied my wife, a school band director, on her band’s trip to Disney. Truth be told, the bus ride went incredibly well, and after 4 movies, half a book, and a few mildly uncomfortable bus seat... Read more »

 
 

Don’t You… Forget About 80s Design Trends

Apr 27, 2016 Posted by Jessica Kirkwood in Branding and Identity Design

They’re back. They’ve been sneaking their way in for the past few years, but this year, they’re back hard. I’m talking about scattered geometric shapes, pixelation (thanks MineCraft), variations on primary colors, crazy illustrated letters, and of course, those sprinkle/confetti squiggles that showed up on my glossy folder in second grade. That’s right. The 80s... Read more »

 
 

Anatomy of a Project: Ohio Hardwood Furniture Market Brand Refresh

Jan 29, 2016 Posted by Jesse Ewing in Branding and Identity Design

Sometimes an established brand needs to move forward with the times but doesn’t require a full-blown rebranding. In this case, it makes sense to evolve the brand, not reinvent it. Think of it as taking a periodic evaluation of your wardrobe. You’ll want to keep your timeless tried-and-true basics because they form the foundation of... Read more »

 
 

Parental Tips on Graphic Design, Part 2

Nov 12, 2015 Posted by Jessica Kirkwood in Branding and Identity Design

A year ago, when my daughter, Audrey, first arrived on the scene, I wrote about how parenting relates to graphic design. Looking back, those insights still apply, but now that she’s a toddler, I’m finding her an even-more-pertinent object lesson for the work I undertake at Cassel Bear. Time is bonding. Spending a year with someone... Read more »

 
 

The Brand-Changing Magic of Simplifying Your Design

Oct 07, 2015 Posted by Jessica Kirkwood in Branding and Identity Design

Anyone who knows me well knows that I’m a natural hoarder. I’m not so bad that I need my own television show, but I’ve always held on to things much longer than necessary. When my husband and I had our first child a year ago, we suddenly became aware that we were absolutely swimming in... Read more »

 
 

Contrast, Harmony, Personality: Pairing Fonts

Sep 30, 2015 Posted by Jesse Ewing in Branding and Identity Design

Choosing a font that works can be a tricky endeavor, even for an experienced designer. It can be a challenge to select the right font for your type palette from the huge variety available. Getting three or more fonts to coordinate and work together toward a common goal is even tougher. So to keep things... Read more »

 
 

Pieces of the (Brand Identity) Whole

Sep 23, 2015 Posted by Matthew Markiewicz in Branding and Identity Design

As you may have noticed by now, Google recently redesigned its logo. The logo itself has been critiqued, reviewed, “fixed”, praised, and admonished at great length across the design industry and mainstream news alike. The general consensus seems to be that, while the new logo lacks a certain level of refinement and polish, the overall... Read more »

 
 

SKETCHES & SKULLS: What Illustration Does For Your Brand

Sep 16, 2015 Posted by Craig Joseph in Branding and Identity Design

Beautiful graphic design can be found wherever you look. The digital age has allowed the image to take prominence over the word, and the computer can be used to produce just about anything. But at times, imagery is still birthed from skilled, hand-crafted illustrations with ink and colored pencils. These works of art are turned... Read more »

 
 

Your Logo: Built for Marathons

Sep 02, 2015 Posted by Karl Bear in Branding and Identity Design

A logo mark, what we at Cassel Bear refer to as “the cornerstone” of an organization’s visual brand, does a lot of hard work. In a recent post, “A Logo Design to Remember,” we discussed what makes a trademark design successful in visual brand recognition. If your company is tackling a logo design for the... Read more »

 
 

Kodak Moments: Photography in Marketing, Part Two

Aug 06, 2015 Posted by Craig Joseph in Branding and Identity Design

In my last installment, we discussed the role that good photography plays in conveying the story of your brand across all of your marketing efforts. And we hinted at some tell-tale signs that it’s time to re-do the photography on your website or print pieces. You can always hire Cassel Bear to help capture some... Read more »

 
 

A Logo Design to Remember

Jul 29, 2015 Posted by Karl Bear in Branding and Identity Design

You may have heard someone say, “That is a good logo”, or “That isn’t a very good logo.” What determines a logo’s quality exactly? Are the wheels going to fall off of a logo after 10,000 miles or will it physically wear out from overuse? In logo design, the mechanics of the design can make... Read more »

 
 

Defining Brand Through Color

Jul 15, 2015 Posted by Matthew Markiewicz in Branding and Identity Design

As Jess touched on in a previous post, even a subtle shift in your brand’s color can have a far-reaching impact on how that brand is perceived by the public. As marketers, we understand this intuitively, but many of our clients don’t fully realize the importance of not only establishing, but applying, maintaining and protecting... Read more »

 
 

Kodak Moments: Photography in Marketing, Part One

Jul 09, 2015 Posted by Craig Joseph in Branding and Identity Design

As a copywriter, I’m loath to admit it, but the old adage is certainly true: a good picture is, in fact, worth a thousand words. Especially when dealing with photography that communicates brand identity on a website, print piece, billboard, or e-blast. Many times, when clients come to Cassel Bear for design work, we suggest... Read more »

 
 

Fresh Squeezed Branding, Identity Design and Logo Design

Jul 01, 2015 Posted by Karl Bear in Branding and Identity Design

The world of branding, identity design, and logo design is the world in which we live in at Cassel Bear. However, it is always helpful and refreshing to review the basics and underlying tenets of this work. I like the word choices that David Haigh of Brand Finance uses to articulate three primary functions of... Read more »