Such was the case when USA Cycling asked us to create a new look for their National Championships race series. These premier events cover 18 cities and 5 cycling disciplines – road, mountain, track, cyclo-cross and BMX. The races and locations are diverse and full of personality, and the graphics that defined each race had become so too. USAC was worried that their image had become too segmented and that people often didn’t know that the events were part of the series, or held by USA Cycling at all!

To date, the marketing team had been using a combination of different logos, text and images at each race year-to-year. To make things more complicated, each venue had been developing their own signage and materials to promote their events. In addition to creating an identity crisis, the growing number of graphic files and signage made it nearly impossible to manage the entire National Championships campaign.

After brainstorming with the USA Cycling team, we proposed building a “graphic toolkit” that would help them to get things under control and create a solid foundation for the National Championships brand. The toolkit would include a new brandmark for the series along with a set of guidelines and graphic files that could be used internally or by race coordinators. The goal was to create a design that captured the spirit and professionalism of the USAC while allowing room for expansion and the addition of venue specific information.

After sketching out many potential designs, we narrowed down the field to 4 distinct concepts. The final ideas were presented as mock-ups with modular elements that could be re-configured to allow for integration of event names and sponsor logos. Designs were presented in color and black-and-white to ensure that the look could be reproduced effectively in a variety of formats.

Concept #1:

Concept #2:

Concept #3:

Concept #4:

The four designs were narrowed-down to two finalists, both of which were integrated into a variety of situations to show how they would work vertically, horizontally and with additional typography and graphics. The final design uses the USA Cycling logo, letting the flag flow into a strong typographic treatment and 5 stars, representing each of the cycling disciplines. The open design allows similar elements to flow around the text while keeping the main focus on the National Championships at all times.

Final Design:

Now that the foundation for the look had been established, the rest of the “toolkit” was constructed. Key elements included:

• Color palette with breakdown of colors for web and print uses
• Logo files – color, black and white, single-color and reversed
• Signage templates
• Logo files with event names and venues integrated
• Online advertising templates
• Merchandising templates
• Style guide outlining guidelines and best practices for using the graphics

All files were provided in an online download area and on CD-ROM for easy access.

True to their original vision, USA Cycling now has a flexible graphic toolkit that they can use to help define the National Championships brand. The files and guidelines can be provided to partners and race coordinators to help them create their own materials while the internal marketing team can focus on promoting awareness and membership.

Want to see the new look first-hand? Check out the 2010 National Championships schedule.

Have you had a situation where a set of graphics elements or tools helped you? Maybe you have something that could use one now? Let us know in the comments.

Those of you that read our blog with any frequency or are fans of Design Rangers on Facebook know that I frequently post links from Design*Sponge. I pretty much love every thing they post, but here are a few favorites that have popped up this week.

1. These twig push pins are super cute and it’s a great way to re-use twigs and branches that have fallen off of your neighborhood trees. Seems like a must have in the new Design Ranger office!
2. I’m pretty much convinced that everything cool in this world comes from Brooklyn. My dad was from Brooklyn – which I believe makes me 1/2 cool. Our completely awesome friends Tammy and Ehren are from Brooklyn – when ever they come to visit they always bring us awesome gifts from some fantastic little shop in Brooklyn. Okay – they main point is… I love this letterpress bear card, it has die-cut arms so the bear can hold a little something, too! And yes, you guessed it. Brooklyn made.

On a much more serious note – did you know there are 884 million without access to safe drinking water? A very sad WOW came out of my mouth when I came across that fact on www.waterforpeople.org’s home page. Water For People is a “Denver-based international development organization supports sustainable safe drinking water and sanitation projects in developing countries”. The organization worked with Duffy & Partners to launch their new re-branding campaign, Joe Duffy is an amazing designer that I have always admired and he has done it again with the Water For People brand. A happy WOW this time.

WOW! What a night. Not only did we receive a gold Addy for the bearski bath & body logo, Design Rangers also won the Best of Print category! We are so happy that Jessica was there with us – she loves that logo as much as we do! We have to admit, it was a bit of an Oscar moment… “did they actually just say our name. what? really? collect yourself. stand up. walk. speak.”

I have to say almost 2 weeks later it still feels a bit like a dream. We are honored and humbled by the award. Really. There was a LOT of great print work submitted to this year – a beautiful promotional kit designed by Sandia for Flying Horse and the Rio Welcome Kit by David C. Cook was amazing. That’s the humbling part – our little ol’ logo. Best of Print. We are proud parents to say the least!

When Jessica offered to write up a press release (yes folks, not only is she a soap chef, she is a wife, a mom, an amazing writer and PR professional!) we immediately said PLEASE! She did an awesome job – please keep your eye out for our little article coming to a newspaper near you!

Jessica, Jenny and Chris heading off to the Addy's

5o9 is a Boulder, Colorado company that develops software enabling the web to be personal, local and mobile. This unique approach allows companies to send and receive personalized content through the web instead of building complex apps for each mobile device.

5o9 tasked us with creating a website that could communicate the complex technology behind their products and turn it into something that everyone could quickly and easily understand.
Taking the challenge head-on, we developed a site that is clean and easy to navigate while using strong graphics and everyday concepts to create an approachable look. 5o9 felt that the animation on the homepage hit the nail on the head, showing “who”, “what” and “where” scenarios for a diverse group of mobile users.

Upon completion of the web concepts, 5o9 LOVED the new look, but suddenly realized they didn’t love their current logo design. Just like that, a new project was born – create something abstract, friendly, and icon-based. A mark that didn’t need to have the word “5o9″ in it to be recognizable. Needless to say, not an easy task, but one that we felt confident we could tackle. The new logo illustrates the who, what and where data and shows how they intersect to create magic. Some also see a zen-like mark while others see a person. What do you see?

By the way – 5o9 is crazy in love with the new logo. Here’s to another satisfied client!

I just came across this great article from the “biz ladies” of design*sponge. I have found so many articles by the biz ladies to be inspiring and informative, including: how to form successful biz partnerships, organizing your biz income + expenses, starting a business in tough times, and I actually included this one in a weekly round up blog post from August of 2009 – a very informative article about advertising 101 for small businesses.

To quote the article’s author, Meg Mateo Ilasco, “…an amateur logo design could only hurt your business. Just because you’re an artist, craftsperson, or designer doesn’t make you a skilled graphic designer. Designing a logo takes experience. It’s no easy task to take everything a company stands for and bring it down to a single graphic representation or symbol.”

Meg hits the nail on the head – your logo is everything! The Design Rangers believe it should be clean, have good contrast and be simple. Our professor in college once said “a good logo can be drawn in the sand with a stick”. Think Nike, McDonalds, Mercedes, Apple. The greats ARE clean and simple! Here is a previous blog post that talks briefly about our logo process and what it take to get some pencil marks on a paper to a logo that has impact.

We are passionate about logo design and we love a well designed, thoughtful logo! Here are a few of our favorites: Endurance Army, Property Army, Bottle Rocket, Love Yarn, Women’s Bike Challenge, Lyric Quotes, Beer Garden, and idea couch. What are yours?

Bearski’s skin-loving products are high-quality, handmade, yet affordable.  Jessica and Christian were looking to give Bearski a hip, cool, and fun personality.  They gave us a lot of great input and ideas – bubbles and lower-case text were kicked around – then… they let us have at it!

Ultimately, a logo should reflect the persona of the company while being engaging and memorable. Sometimes, the design process meanders on it’s way to the ultimate design, and other times, you just get a “Yes, THIS is IT!” moment. After completing one logo concept in particular – we knew we had done it. We felt the logo really had it all – contrast, personality, sweetness, not to mention bubbles AND lower case type. We were thrilled when Jessica and Christian loved it just as much as we did.

SIDE NOTE: We were also thrilled to find out just a few days ago that the Bearski logo has won an ADDY award

After many rounds of high-fives about the logo, we let the logo begin its new life in Bearski’s business cards, product label template and a custom e-commerce web site:

Not only were we passionate about this project, we’re passionate about what Jessica and Christian are doing with Bearski Bath & Body. We are crazy about their products – here are links to our favorites, the coffee soap and Goat Milk TLC. Feel free to list your favorites in the comments or visit Bearski and pick up a future favorite.

Thanks Bearski for trusting us with your image – creating it was truly good, clean fun!

I really enjoy writing the blog and doing the link round-up. Does it put food on the table? In most cases, no. So of course I do the work that pays first. My favorite quote, that I believe I made up, is “Life gets in the way of my life.”

Without further a due, the Weekly Ranger Round-up…

1. From our wordslinging friend Tammy Oler a fun Photoshop project. Who doesn’t love Space Invaders?
2. In the “What’s your favorite color?” blog post I talked about Pantone and a cool Pantone inspired peppermill. Well, I also came across this little card holder. Santa, please take note. Thanks.
3. We follow @swissmiss on Twitter. She posted a tweet a few weeks ago that a friend of hers, Jessica Hische, was posting a Daily Drop Cap. This is the kind of stuff that makes us feel warm and fuzzy inside. Even on a gray and cold Fall day. A free daily drop cap – what more could a designer ask for?
4. I read about these guys in GD USA. Two recent graduates of Texas A&M who are designing their way across the country. They are the Drifting Creatives. Ah, to be young and free…. and sleeping on futons and living off of ramen. Oh, that’s right. I remember now.
5. Six Revisions is one of Chris’ favorite go-to web/design sites. He came across this post in late September. Yes, we love the challenge of designing a great logo with a subtle symbol or message. And the viewer always remembers the day they saw it. If you have seen the arrow in the FedEx logo, you know what I’m talking about.
6. Lastly, another post from design*sponge and the We Can Do It! Biz Ladies. A great article on time & calendar management. Who couldn’t use a little help in that arena?
7. BONUS! And this truly valuable information just posted by the biz ladies today. The nuts and bolts of getting your biz online. You Can Do It!

Enjoy and Happy Trails! See you… sometime. Soon.

Here are a few things that caught our eye this week:

1. Yes, we are procrastinators… but at least we are self-aware. Check out The Now Habit, maybe we can overcome procrastination together. But, we’ll have to put it off until mid-October.
2. On the same note – we came across this site on a great blog we follow. Yes, life is busy and we are still learning to keep it under control. But it’s always nice to know you have lots of company.
3. Well, enough of that – let’s get to the fun stuff! We LOVE logos. We love to look at logos. We love to read about logos. We love to design logos. As designers we do lots of logo research, always wanting to be hip to the newest trends – good or bad. We learned a lot from logo trends of 2009. We are looking forward to 2010!
4. Design Rangers love boy scout merit badges. I wonder if you can just buy the entire set for like 50 bucks? They are all great, but I think this is my favorite!
5. You know that song you love – well, you know how you REALLY love minutes 1:38 – 1:52. These guys feel the same way! It’s about a 30 minute podcast – make sure you hear the first 6 1/2 minutes and the last 1 1/2 minutes (the remaining minutes in the middle are for more mature ears – parents out there with young ones, be warned). This is the spin off site from that podcast – songparts.biz where you can buy you favorite song parts – for cheap! Hear the song part before you buy it if you click on the gray “click to play” bar. Joni Mitchell spazzes out and fake laughs(?) at the end of “Big Yellow Taxi” $.04 - DEAL!
   
6. On a more serious note – our hearts go out to our friends in California. All the talk about the forest fires there reminds us of our good friend, Smokey Bear. What a great guy! (A blog devoted to Smoky and his 65 year campaign coming soon…) Remember, Only YOU can prevent forest fires.

Hope you have a great weekend and as always, Happy Trails!

Happy Friday Dearest Blog Readers,

We want to share with you some great sites/images/information/etc. that we came across this week…

1. Typedia (it’s like wikipedia for fonts) just launched their site. Here is a great blog post about the creation of their logo.
2. A few months ago we wrote a post about how/why to have fun with your brand. This week we found a great site that features some fun & creative business cards. If you ever need a crazy cool business card you know who to call… (shoot us an email if you don’t have a set of Design Ranger cards, we will send some your way!)
3. Our friend and copy writing partner, Tammy, came across this site and thought of us.  Yes, we love it! Also, on the same site a image for our coffee loving friends (you know who you are!).
4. Lastly, every now and then design*sponge will feature a post titled biz ladies. (The post may be called biz ladies but it is just as informative for biz men.) The article features an expert in the field that will offer advice on anything from writing a book to making a strategic business plan. One post we found very informative was advertising 101 for small business owners.
5. Bonus: once you view the biz ladies link you will know why we found this noteworthy.

Well, that wraps up the Ranger Round-up (say that 3 times fast!). Have a great weekend and of course, Happy Trails.

What if you take your name, your passion for writing, and mix it with your love of science and pop-culture. What do you have? You have the Ehren Space Museum.

A lot of people might think up something similar for their personal or business brand, love what it represents, smile, and promptly abandon ship.

Why? Sometimes people equate fun with unprofessional. Well, at least they do when it’s their own brand. For some reason they forget the countless number of successful companies that make use of creativity and humor in many or all aspects of their marketing. Can’t think of any? How about the following company names:

• Geek Squad
• MailChimp
• Target
• Apple
• Yahoo!
• Google

Or how about these memorable campaigns:

• I’m a Mac, I’m a PC (Apple Computer)
• Sonic drive-up skits
• Anything done by Mini Cooper

Feel free to add your favorites in the comments.

Maybe you love some of the examples above, maybe you hate them. But it’s hard to deny that they’re memorable. They leave an impression, and that’s just what they’re meant to do.

Now don’t get me wrong, being clever for the sake of being clever is not a good thing. Instead of trying to be clever, be creative. Usually your instincts will tell you if you’re trying too hard. Personally I don’t feel like the name  ”Dress Barn” is winning over many female shoppers.

So what makes “fun” work? Three key things:

Can it relate back to the business?
Is the idea a force-fit?
Is it a one-line joke or can it take on a life of it’s own?

In the examples we listed of successful company names and memorable campaigns, each brings an image to mind and/or builds a personality.

So does the Ehren Space Museum pass the test?

• Ehren is a writer, someone who plays on words
• Ehren’s writing tends to cater to readers who are into pop-culture, especially in the geeky corner of the cultural space.
• In addition to his culture coverage, he writes fiction.
• He was a physics major in college.
• He wants his web presence to be a permanent collection of things he’s written.

And like most people, Ehren has a sense of humor.

Seems like a good fit. Now the tricky part – how to pass the whole thing off. It’s a fine balance of integrating the theme without being corny or overdone – not as easy as it sounds. With Ehren the key was keeping it simple and clean. It’s taking the essence of the idea and letting it come forward, not forcing it to come out. The throw-back to the 50’s version of the future is obvious, but it still feels relevant in today’s world.

Just remember, creativity is always a part of any successful business, has it been a part of yours?