Branding

Category Archives

17Jul, 2019

Tequila Mama Taqueria Logo Design

Tequila Mama Taqueria, which opened at Suwanee Town Center in March, has completely reworked the look and feel of the space from the previous tenant. The new restaurant boasts a fun, lively atmosphere, and patrons are greeted at the entrance by two giant mariachis from Guadalajara, Mexico. The restaurant has a bright, bold color palette along with an open-air bar and a dog-friendly patio. Tequila Mama also hosts events such as Latin Night, Glow Parties, and National Tequila Day. 

Tequila Mama’s menu is a fusion of Latin American and Asian cuisines. In addition to traditional tacos and burritos, the restaurant also puts their unique flavors into “bowls,” such as the La Cantina, Bulgogi and Cubano, all of which have been extremely popular since their opening. 

When Tequila Mama approached us about working with them, we were thrilled. We started by designing their logo which incorporates their funky, colorful style, while also being simple and memorable. The “TMT,” which is seen in the upper right side of the design, is based on a Victorian shape and has since been pulled out of the primary logo design and is used on its own as a secondary design throughout their restaurant and social sites.  While this acronym primarily stands for Tequila Mama Taqueria, it can playfully be used to mean “Too Much Tequila.” After designing the logo, we began to really develop the feel of the brand while designing their menu; we focused this design around the bright colors, an eclectic style and their iconic “mama.” We are currently still working with Tequila Mama by managing their social media and assisting with their printed media, such as postcards displayed on their tables in the restaurant.

25Jan, 2019

5 Ways a Branding Agency Can Help Your Business

Veugeler Design Group is approaching 13 years in business as a digital branding agency, and during that time we’ve worked with a number of businesses, cities, nonprofits, and other organizations to help build their brands — whether it’s starting from the ground up or contributing to a brand refresh. During this time we’ve helped clients develop compelling brand visuals and positioning messaging that tell their story and help them stand out from their competition. Through strategic branding, we help to lay the groundwork that forms an emotional connection between the company and its customers in all areas of its branding.

In 2018 alone, we designed 453 logos, built 42 new websites, and logged more than 15,000 hours of client work. We take pride in building and strengthening brands, and we have the knowledge and experience to do it well. But what exactly does it mean to “build a brand”? According to Boundless, a brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design, and also represents the relationships between customers, staff, partners, and investors.

YIR new

Building a brand doesn’t necessarily stop at designing a new logo or website. We work closely with clients to build the foundation of their brand, from design work (logos, websites, and marketing materials) to big-picture projects like marketing strategies, brand guidelines, identity packages, content development, package design and more.

With more than a decade of experience, we’ve learned what it takes to develop not only a strong brand, but also a cohesive message across all branding. We believe that working with marketing and branding professionals is imperative to take your brand to the next level and see growth. And while there’s really no one who knows your business quite like you do, most small-business owners lack the full knowledge and understanding about branding to tackle building one on their own. In addition, managing a brand identity can be overwhelming while also balancing other tasks that come with running a successful business. But that’s okay, because this is where professionals can help.

For these reasons, more and more businesses are turning to agencies to help manage their branding and marketing strategies. In this post, we’ve highlighted five ways that teaming up with a digital branding agency can benefit your overall efforts.

1. They have hands-on experience and knowledge

When you hire a branding agency, you are gaining a team of experts who have experience helping to create marketing materials for a wide range of businesses. According to Responsify, some of the biggest challenges businesses face when it comes to marketing are limited internal resources, lack of strategy, and lack of content. An agency will have experience creating and working with business strategies that are similar to yours. At VDG, our team of branding gurus helps to develop a variety of clients’ brand strategies by providing them with what we deem are important “services for success.” These include content development, brand guidelines, copywriting, logo and identity packages, typography, photography, and even package design.

As a branding agency with a strong background in design, we take all measure to ensure a client’s brand aligns with what they want to represent. This is especially important when it comes to logo design. Some questions we ask ourselves when approaching a new logo or logo refresh include: Is the logo an accurate depiction of the company? Does it clearly suggest what they do, the customers they want to target, and the reputation they want to uphold? What’s the best way to visually carry that through a design?

“Your brand is the most important investment you can make in your business.” – Steve Forbes,
American Publishing Executive

2. They can differentiate your business from others

The purpose of branding your company is to make it easily recognizable in a fiercely competitive market. Today, the internet is cluttered with businesses trying to get their brand out there. This means that the way your logo, voice, and business values are packaged are some of the most differentiating factors between yourself and the competition.

According to Action Card, although consumers form a first impression of a brand’s logo within 10 seconds, it takes 5-7 impressions before a consumer will actually remember that logo. An experienced team can help to make sure your business is getting the attention it needs.

We take our time to meet with clients, learn their story, and discuss their expectations to create an exceptional design and strategy that will target all of the areas they hope to tackle. Taking it a step further, the accompanying conversations with clients will ensure the materials we’ve created are appropriate for their audience and goals. As perfectionists, we are always striving to create the best foundation possible for our clients: Should we suggest a different way to display this information? Should we recommend a different outlet to reach a higher number of their potential customers? Is there a better way to do what’s currently being done? Should we redistribute our time and resources? Do they need our help with the bigger picture? These are important questions that should be included in any conversation regarding brand identity, and essential when working to make your brand stand out.

3. Maintain design consistency

Being consistent is probably the biggest struggle for businesses when it comes to branding. According to a recent study by NJIT, 90% of consumers expect their experience to be consistent across all channels and devices they use to interact with a brand. Being consistent with your name, strategy, tone of voice, social media, website, logos, etc., is vital to making sure your branding efforts are effective.

An average revenue increase of 23% is attributed to always presenting the brand consistently. 
— Lucid Press

Once the design element of the branding is established, we stress cohesiveness. As we’re producing pieces to frequently be displayed across numerous outlets (from print collateral that lands in residents’ mailboxes to digital boards plastered in an airport, for example), it’s vital that the creative material is consistent and cohesive to strengthen brand awareness and familiarize audiences everywhere with that brand. Marketing materials often serve as a first impression for companies today (and in turn, is also a reflection of us, the branding agency partner).

4. You get a team of experts helping to make your ideas come to life

Agencies have teams of brand strategists, designers, and writers who work together to stay within deadlines and produce compelling work for yourself and your clients. Research by Statistics Brain reveals that 34% of companies outsource to gain access to a resource not available internally, and 31% of them do so to free up internal resources. A digital branding agency provides you with a team of experts who can collaborate with you to help bring your ideas to life while also providing added support when your in-house team is already busy with their daily tasks.

5. Agencies help your overall business grow

How your target audience perceives you and what they think of you can make all the difference when trying to grow your business. According to Source Economist, 90% of businesses cited outsourcing as crucial to their overall business growth.

As a digital branding agency, we know that maintaining a positive brand image is one of the best ways to retain your existing clients and attract new ones at the same time. If you’ve been second-guessing the value of your design — don’t. Great design gives you a competitive edge, drives marketing results, and allows your business to stand out .

We hope this post has been helpful. For more insight, schedule a consultation with our team.
07Jun, 2018

Thinking About Re-Branding?

Every once in a while it’s time for a company to re-evaluate its branding and consider giving it a good face-lift. It could be a simple brand refresh such as changing the logo from all-caps to title-case, or more complex such as a complete redesign. No matter the solution for an updated look, it’s very important and even a necessity for a brand to evolve. However, it’s not something a company should jump into without a lot of thought and planning.

One of the most iconic examples of brand evolution is the Google logo. Over the years we have seen the Google logo transform from a serif typeface with 3D effects to a more sleek and modern design. Staying true to its original design foundation, Google has made subtle changes to expand its look and stay current.

Why Rebrand?

Before you make that big leap into rebranding, ask yourself why you are rebranding. Start by dissecting your company from the inside out. Don’t just focus on the look of the logo, but instead review your mission statement and your company internally. Are your values still the same? Have your products or services changed? Are your goals clearly outlined and communicated? Once you have a strong handle on what the internal reasons are for a rebrand you can then start looking at the external factors.

Consider external factors

Technology, social media, change in consumer needs, cultural climate and competition are a few external factors that a business needs to take into consideration when updating its brand. Technology and social media have changed the way we look at branding and advertising. People can now get their information and reach a vast audience much faster with simply a click of the button. In the midst of all these changes staying relevant and not getting lost in all the noise is crucial. In making sure your business doesn’t get lost in the noise, you also don’t want to lose out to your competition. There will always be competition, but during the rebranding process go back to your mission statement and focus on what makes your company unique and stand out. Throughout this process you may develop and use new ways of marketing and innovative designs that give you that extra edge.

Reconsider your target audience

Paying attention to the cultural climate around you and listening to your customers also play a role in re-structuring your brand identity. Your audience and your relationship with your customers can change. People may get tired of your brand and look for something else. Instead of chasing after the customers you might lose, focus on going after the ones you don’t have yet. Take the time to research and identify your customers’ needs. It’s during this research that you may want to change your target audience and focus on a different demographic.

Be consistent

A strong brand is consistent and cohesive. That consistency helps build integrity and trust with your clients and customers. Which is why re-branding is something you shouldn’t just jump into. Don’t keep your rebranding a secret — during the re-branding process make sure you are transparent with your existing customers. Be sure to have a strong strategy in place so there will be less cause for concern. This will help maintain a strong relationship with your current customers.

Change is hard and not everyone accepts it. There will always be questions and that’s why it’s important to know that not all rebrands are successful. This is why it’s imperative to reflect on why your business might need to re-brand. Don’t just make a change because you are tired of the look, but instead take the time to research and really think about the long-term effects. The ultimate goal of rebranding is to not stay “hip and trendy” or because you’re bored, but to keep your current customers, attract new ones, increase your business and grow your revenue. Again, this is not something that is done overnight.

If you are considering a re-brand make sure you are working with a talented marketing team that sees your vision and understands your business needs and goals.

05Jul, 2017

Brand-Aid: 5 Reasons Your Marketing Isn’t Working

Marketing is a key component in having a successful business. If you are not active and using the proper tools and resources, then your marketing can fall short and prevent your business from growing. If you fall into one of these categories, then it’s important to reflect and make the proper adjustments to re-strategize your marketing approach.

5 Reasons Your Marketing is Failing

1. Inconsistencies in Your Brand

When establishing your brand it’s important to have a strong mission statement. Your mission statement is a clear description of your company’s values and purpose. It is a tool that effectively communicates your product or service and how your company is unique. Sometimes your statement can get lost in your marketing, or is inconsistent with your products. People need to see consistency in a brand. It builds that customer relationship and makes the brand experience stronger on all platforms. If your visual content, such as your logo and images, don’t relate to your mission then it can cause confusion and become more of a distraction for customers. Every single component of your brand needs to be harmonious and work together to build trust.

2. No Message Architecture Set in Place

If a building doesn’t have a strong foundation and framework, then it falls apart. The same goes for content and messaging – it must be aligned. Message architecture is an organized structure of words and phrases that are prioritized to deliver a clear message. It begins with a positioning statement that defines your company and niche audience, then establishes your value propositions and key messages. Creating and implementing your message architecture can be tricky to do on your own, and even trickier when employees are not aligned. Therefore, we recommend bringing in a marketing professional to walk you through the process.

3. Marketing Materials Are Not up to Date

The images that are used in your marketing help to tell your brand’s story visually. The visual and creative designs are what get the audience’s attention to draw them in. Using outdated designs are not only ineffective, but can actually damage your brand. Just because something used to be successful doesn’t mean it will work now. Every so often you need to review your creative and make sure that it’s current. With the abundance of ads everywhere, in print and digital, your imagery and graphic design need to be attention grabbing and “click” worthy. By not updating your creative, your message will get lost and instead of making money, it could end up costing you money and possibly losing customers to your competition.

4. You Aren’t Assessing Your Weaknesses

The word weakness can have a huge negative connotation, but if we are always focusing on our strengths then how can we ever grow? It’s hard for us to reflect and take a look at areas that need improving, but it’s also necessary in order to be successful. By analyzing weaknesses, it gives you a chance to see opportunities and avoid making mistakes. Make sure to look at your weaknesses from both an internal and external point of view. Internal weaknesses could stem from everyone in the company having different priorities. External weaknesses could come from how the audience receives your message or an issue with a competitor. If you are unsure as to exactly what your weakness is then start looking at your brand as a whole. Look at your mission statement, message architecture and your current visual campaigns side by side to see if there are any leaks. Turn your weakness into a win for your company.

5. Misinformed on Your Marketing Strategy

There is tons of information available with just the click of a button, but a lot of it can be confusing and misleading. Advice that you receive may have worked for someone else, but might not be right for your type of business and products. Instead, reach out to a marketing and design firm that understands how brand strategy works. They can help create and implement a plan of action that works best for your company. Don’t risk your company’s success on misinformation, instead place it in the hands of marketing professionals.

For more information about improving your marketing, contact Veugeler Design Group at 678-482-2270 or VDGatl.com.

24Jun, 2015

Color in Marketing

Colors can help increase brand recognition by up to 80%.

How Colors In Marketing Can Help Improve Your Brand Recognition

As children, along with learning our ABC’s and 123’s, we also learned about our reds, yellows and blues. While growing up we used colors to help identify objects and shapes. I can hold up a card that has just the word banana and one would immediately think of the color yellow. Even as adults, we still use color association with shapes, but instead of looking at a flash card you may be looking at a logo or a print ad. Colors play an important role in our lives; such as effectively illustrating our emotions, weather and culture, just to name a few. One of the most important roles that colors have today is a starring role in communication within advertising and marketing.
Over the years, communicating through colors has become more important than ever in design and advertising because colors play a huge role in brand recognition that is important for a brand’s identity. Take for example the Target logo: if you take away the text and just have the red and white circles, you immediately recognize it as the Target brand. If you change those red circles to blue, it would become less recognizable even though you just changed the color and nothing else. If a company decides to change the color scheme of its logo, it can have a direct negative effect on the business. By changing the color, you are risking changing the mood and tone associated with your company, which can also change the mood of your audience, and how they look and react to your business.
Choosing the right colors for your brand and staying consistent has been proven to be very influential among consumers. In fact, a study has been done that shows colors can help “increase brand recognition by up to 80 percent.” (Source: University of Loyola, Maryland study). When choosing th right color combination for your brand, the type of business you have should be considered. Many restaurants, for example, use reds in their logos and branding because in the psychology of colors, the color red has been linked to appetite and hunger. Various doctor’s offices use blues in their marketing because blues represent trust and cleanliness; and when I think of a hospital, I immediately think of two words: clean and sterile.
The right color combination can help your business grow and assist in conveying your message. That’s one of our many jobs as graphic designers; to learn about color theories so that we can help your business succeed by using color as a nonverbal communication strategy in your brand. Personally, I love color and am not afraid to use it as a designer; in fact, I garner inspiration from color and embrace my passion by conveying it in my designs. Like Robert Henri said, “Color is only beautiful when it means something.” So, when thinking about your brand ask yourself, do my colors have meaning and make sense? Do they communicate the right message? Most importantly, take a look at your business’s logo; would it have more of an impact with a different color? ■

*University of Loyola, Maryland study

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Veugeler Design Group is an award-winning, digital marketing and design agency focused on delivering compelling work that gets you noticed, tells your story, and attracts and converts the customers you want.
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