Orange – Radiant and Fun Loving

17-1450 Summer Fig

From sweet smelling peach and energising coral to vibrant tangerine, spicy ginger and earthy terra cotta the meaning of orange is inexorably linked to the sensations of radiant energy, heat and the glowing presence of the setting sun. Taking its heat from two radiant sources, red and yellow, orange is perceived as the hottest of all shades. No matter where or how it is used, even a small touch of vitamin-enriched orange adds liveliness to any colour palette.

One of the orange shades in the 210 new colour additions to the PANTONE colour palette is PANTONE 17-1450 Summer Fig, a lush and juicy orange shade whose slight brown undertone conveys an exotic touch. Suggestive of sweetness and vitality the persuasive and flavourful Summer Fig blazes with intensity.

Find out more from Pantone, click here.

Most important part in creating an outstanding design

Big, bold & beautiful typography

Typography is maybe the most important part in creating an outstanding design. This year typography will be bold and big with statement titles.
The combination between text and photography is really hot right now. They work really well together and it creates a contrast between them.
Take a look at these great examples…

Number 15 in the best selling fonts

Avenir® Next Pro

Avenir® Next Pro is currently placed number 15 in the best selling fonts. The word Avenir means “future” in French and hints of the fonts clean, minimal, modern design. The Avenir® Next Pro family is made up of designs with gradual weight changes in order to satisfy the needs of specific text applications. This allows the font to be used in various applications.

A new fresh brand and website for Paveco

Paveco offer high quality concrete products to clients and pride themselves on customer focused professionalism. When engaging JFM Marketing + Design, Paveco explained that it was time for a refresh. They were looking to develop a new modern brand that looked fresh, streamlined, memorable and made a statement in the market. The new brand had to still have connections to the original brand, so as not to confuse existing customers and to respect their 14-year history.

Considering these requirements, our creative designer modernized the font selection and introduced a new primary colour; rose gold. This colour represents classic elegance, sophistication and high quality finishes. The new logo and branding presents a professional, polished and contemporary face to the market. The font of the logo was still in uppercase to link it to the previous logo, and the tagline “Concrete, it’s what we do” was added to clarify the offering to new clients. Their original orange was considered and the new rose gold colour was the new rich, evolved colour.

A suite of new materials was created to support the launch of the new brand identity. This included new vehicle signage, building signage, stationery and a new website.  These items all rolled out as one for a seamless process and hit the market at the same time. The website was designed to reflect their brand, quality products, values and their client-centric approach to doing business. A simple envelope is shown on every page which expands when clicked, making it easy for potential clients to get in touch. If you think it might be time for your business to be rebranded, contact us at JFM Marketing + Design.

What is marketing research?

Marketing research is the process of gathering information and insights about your market, so as to make informed decisions. It is always valuable to do a brainstorm before commencing market research, so you can decide what information is of value and that will inform future business decision making. You can research many things including your target market, current client behavior, current client needs, potential client needs and research into other products your competitors may be offering.

There are many difference methods you can use to collect this information. You can do secondary or desktop research, which involves summarising and synthesising existing research. This can be found on the internet or in dedicated analytical programs such as Google Analytics. The most important thing to remember is to pull out the information you need and collate it into a logical format, such as a summarising document, table or PowerPoint presentation.

 The other type of research you can do is primary research, which is when you go and collect the information yourself. You can do this by speaking to your clients directly, sending out feedback forms or creating surveys and customer focus groups. This can take more work but if done correctly can be of more value, as it’s specific to your needs. It is useful to plan out your questions and then to get another person to review them, to make sure they are clear. If you need any help gathering marketing insights for your business, contact JFM Marketing + Design.

A modern sans serif with humanistic and geometric features…

Font of the month: Kappaby by W Foundry
Kappa is a modern sans serif with humanistic and geometric features. Its structure is slightly narrow to fit in a greater range of platforms (moreover if you print it, you may save a lot of paper), and its height is higher allowing a great legibility in small sizes. This family is composed with the display version and the text version providing a broad spectrum of solutions, making this family easier and friendlier to use. 

Designed with powerful OpenType features in mind. Each weight includes alternate characters, ligatures, fractions, special numbers, arrows, extended language support, small caps and many more… Perfectly suited for graphic design and any display / text use. The 36 fonts are part of the larger Kappa super family.

 

One of the biggest trends right now…

Trend of the month: Colour Transitions
Colour transitions are one of the biggest trends right now.  Beginning in 2016 and growing quickly after, big names like Instagram decided to change their logos and images from a flat colour to a multi-colored transitions. From logos to buttons or picture overlays, this trend is everywhere.

The story behind an iconic brand colour…

Colour of the month: Tiffany’s Blue (1837 Blue)
How important is colour for a brand expressing their image?
With 80% of our human experience filtered through our eyes, visual cues are vital to successfully getting a message across. More than text or shape, the colour a brand chooses is its calling card. Colour is a signifier, one that commands our attention, and enables companies to establish a brand identity that can become larger than life. It’s crucial when making colour decisions for your brand or product to consider how your shade will broadcast the image of the company. As each colour has its own message and meaning, the more you learn about this critical design element, the more you will be able to leverage its powerful effects.

When was Tiffany Blue standardised by Pantone?
Pantone Colour Institute first began working with Tiffany in 2001 when they approached them to standardise their iconic shade in order to ensure that no matter where you were in the world, no matter the medium the colour was reproduced in, it would be instantly recognisable. The custom colour they created for Tiffany is called “1837 Blue”. It was given this name as the year 1837 marks the founding of Tiffany.

The importance of registering your trade mark

As a business owner, you work hard to build up your business and invest a lot of time and money to ensure it grows. It is important that you protect your place in the market by registering a trade mark. A trade mark can include words, logos, and even colours, shapes, smells, and sounds.

If you are just starting up a business, it is very important to ensure you think of a name that is simple and memorable. It is difficult to register names that are descriptive and non-distinctive, such as “Car Repair Services” or “Home Cleaning Services”.

As people do business with you, they will start to associate your services with the branding and factors described above. If you build a great reputation, you will start getting new clients from word of mouth recommendations from clients who may describe you by your name or logo, depending on what they remember.

Registering a trade mark prevents other competitors coming into the market and mimicking your branding. This prevents confusion and potential clients from accidentally going to another competitor when they think they are going to you. It also gives business owners the right to challenge competitors who infringe on a trade mark.

Quite simply, a trade mark protects all your hard work and investment into building your business. Even if you’ve been in business for some time, haven’t yet registered your trade mark and have a competitor come into the market that mimics your branding, you can still apply to register your trade mark.

ZoneIP can help you to get the legal protection a trade mark provides. ZoneIP can also provide you with advice if you believe that your trade mark has been infringed. If you need some advice or want to register a trade mark, give them a call, email one of their consultants or visit the website http://zoneip.co.nz/.

Alliance Group

JFM Marketing + Design partnered with Alliance Group to create a suite of materials for the Canterbury Show in 2016 and designed the flier to promote, “How to cook the perfect steak”.

For the Canterbury Show a wide range of materials were required. This included materials to promote the event and materials for use at the event in the Alliance Group marquee. JFM Marketing + Design created badges, invitations for clients, fliers, stickers, materials for kids and interior marquee signage consisting of 10 wall panels, menus and table decorations. Another tool we created was a large branded mesh banner which clearly identified the high profile embankment site both from across the ring and the trade allies behind the embankment.

This large volume of work had a short turn around time requirement, so it was all hands on deck! Our talented and hard working team pulled together and produced very high quality materials that were delivered by the required deadline. The event was a success for Alliance Group and the materials supported that success.

The “How to cook the perfect steak” promotion was designed to promote steak sales by providing cooking instructions from Alliance Group’s Consulting Chef, Graham “Hawsky” Hawkes. This double sided flier was well received with its ten simple instructions.