WELCOME TO OUR SECOND BLOG POST!
If you found us through Instagram, you might be unfamiliar with what we do… so allow us to introduce ourselves! We are ideavation, a branded promotional products company specializing in global sourcing. Over our two decades of experience, we’ve gained valuable industry knowledge which we are eager to share with our community. If you have any thoughts on what we say here, we hope you’ll drop us a line… let’s start a dialogue!
WE ARE ideavation
As promo marketing consultants, it’s only natural that we have a teensy obsession with the science of logos. We nerd out over the human psychological response to text and graphics. We’ve worked with hundreds and hundreds of logos, and we’ve also helped to bring many logos into the world. Each logo, including our own, is the opening line of a great brand story.
Our story begins with an “i” — more specifically, a sans-serif, lowercase “i”. Being logo nerds, we love that little letter like it’s our baby, and we’re quite particular about its correct presentation. We love it when our partners in the industry put in the effort to type it out properly, despite the interference of Autocorrect.
Letter case is fun to play with because it delivers instantaneous connotations. The reason? Grammatical conventions of letter case are some of the first language arts rules we learn, and flouting the rules – for example, beginning a proper noun with lower case instead of the conventional upper case – causes the eye to pause and take notice. Many English speakers are shocked to discover that the French language capitalizes fewer parts of speech (e.g. titles and dates use lower case), while in German, all common nouns are capitalized.
Some of the most unique thinkers of the era distinguished themselves from the dominant culture by styling their names all lowercase, such as the poet e e cummings and the author and activist bell hooks, and this tradition carries forward to other entities, movements, and companies that seek to buck tradition and improve upon the old rules and ways. We are humbled to count ourselves among the movers and shakers.
WHAT’S IN A NAME?
The lowercase “i” serves as an icon of our corporate values, and so we happily protect it. Like we said, it’s our baby. In fact, all logos are precious babies to us, and we nurture them as we do our own. We get a rush creating beautiful new manifestations for our clients’ precious branding art, helping them stay true to their original intent. We guide them through the process with an understanding of the deep relevance of each artistic decision, whether it be a matter of typeface, colour choice, texture, or sizing.
It is our wish that you, dear reader, take your own company’s logo as personally as we do ours. Always remember: the look and feel of your logo will flash in customers’ minds as they interact with your products or services. We hope you will not be afraid to expect your vendors and consultants to take as much pride in your graphic choices as you do.
ideavation can help you discover innovative and unexpected ways to rock your logo. Not sure where to get started? Drop us a note at firstname.lastname@example.org