Foundational Vocabulary

Having a good identity is a prerequisite to be included in the top of this study. Such a criteria filters out many groups that have great graphics but a forgettable logo; only a few organizations achieve effective graphics without a good logo.

The majority of idenitities that gain recognition by constituents use symbols. The letterform logos rarely are distinctive enough to stand out. Images that are too abstract without a context are also forgettable.

Out of the 700 organizations included in the Sebastian Study, 27 have excellent logos (see reviewed organizations with strong logos that build into a graphic direction). Only a few groups with inferior logos reach graphic excellence because they are so strong in other areas. Unfortunately, most of the 27 organizations with excellent logos don’t carry through. Here are examples of groups that could better develop a graphic foundation based upon a good start:

NOT THE BEST BUT COULD BE:

These organizations have strong logos but don’t carry through into potential applications:

Associated Equipment Distributors
At first, this may look like an abstract gear or industrial mechanism. But on second glance, the AED’s symbol is comprised of people in a circle. Because of this double effect, the image can’t appear too small or the pople get lost. The typeface chosen for the acronym is nothing special.

Association of Rotational Molders International
Given that a sphere is expected for this trade group, this simple treatment conveys global, unity, and industry. With only a few lines, ARM’s symbol is infinitely flexible and offers a circular theme to be extended.

American Society of Hand Therapists
Combining letterforms with a symbol is a good strategy towrd distinction. ASHT’s logo reflects a recognizable integration that uses the master typeface to complement. The image of hands expresses the focus of the organization, making it instantly understandable.

Society for Healthcare Strategy and Market Development of the AHA
Sometimes abstraction is strengthened by a reference—by vaguely looking like a recognizable image. SHSMD’s abstract symbol reflects integration, communication between two entities, and looks like two hands cupped together. Although geometric, it has a warmth that is appropriate for a health care organization.

Healthcare Financial Management Association
Symbols that are based on a letterform can help tie to a name. HFMA has a formal geometric logo based on an “H” in a beautiful linear drawing. It is interesting that this group chooses lower case type for their acronym, softening the formality of the symbol.

Like getting the invitation after the party, these organizations are missing opportunity. In a challenging economy, nonprofits need to make the most of what resources they have (don’t we all??). To possess a memorable logo and do little with it is such a missed opportunity because it can sharpen the arrow of marketing and publications. Although building recognition is hard to measure, the reactions of constituents are not. If these groups produce graphics that receive few comments from the audience, this is one indication that their focus should be on increasing reactions.

The Sebastian Study 2010, national review will be available at the end of the year. If you want to be sure that your organization is included, please click here.

Entrepreneurs Organization

Few topics are more difficult to express than general business. Most organizations with such a wide range of constituents resort to horribly cliqued images of brief cases, conference rooms, coffee cups, and computer screens. It is hard to stand out. But the Entrepreneurs Organization brings a fresh and vibrant approach to express the challenges of entrepreneurialism.

Five Criteria for Graphics that Work:
Evaluating Entrepreneurs Organization

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Using the simple letterforms, the Entrepreneurs Organization’s logo embellishes simple letterforms with a few equally simple geometric shapes that convey time, success, business, measurement, and progress. It is quite remarkable how much can be done with so little! The single red color adds pizzazz and recognizability. Infinitely flexible, this image is a good example of ‘less is more.’

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Building from the “O” in the logo, the Entrepreneurs Organization incorporates the symbol into other headers. The typographic style and use of black, orange, and white gives publications a clear geometry.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Clear and crisp, the Entrepreneurs Organization’s home page does not allow the photography to visually dominate. Instead images accent the four major topics, organized under the main tabs. Although there are many choices, the composition simply groups selections, fitting the screen perfectly. Media choices are expertly handled and also don’t predominate but support the presentation.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Entrepreneurs Organization blends a multimedia delivery in a seamless and consistent way through style and color. Their publications expertly use interactive platforms. Their newsletter builds from the blog structure. But their magazine mimics print, albeit technologically advanced, through the KnowledgeBase platform. Although it requires a lot of scrolling (and does offer a print version), this example shows the difficulties in trying to design one media through the principles and features of another.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
Although they may not be the most innovative, the Entrepreneurs Organization’s graphics certainly are on the visionary end of the strategic design spectrum. Weaving various media delivery into a thematic cohesion is one of the marketing manager’s greatest challenges. A study of EO’s offerings is a lesson in what to do right.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Metals Service Center Institute

Creating a visual language is not complicated. The Metal Service Center Institute demonstrates how to convey a traditional industry in a contemporary way. Using visual variety that stems from a strong structural foundation gives a lyrical and engaging way to interact with their constituents.

Five Criteria for Graphics that Work:
Evaluating Metals Service Center Institute

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Metals Service Center Institute has a very classic, albeit retro, logo. Although the symbol sets up a visual style, the design of their collateral and publications doesn’t reflect such an older look and feel. Compelling in its geometry, expressive of an integrated industry, symbolic of metal treatment and uses, the logo does exemplify flexibility; even in tiny sizes and one color, it can still read. Though looking late-60’s-industrial, the logo perhaps best conveys longevity.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Although the thematic direction of MSCI’s graphics tie into the logo design, it imparts a more contemporary approach. The treatment of background illustration, choice of photographic images, and color all provide a strong visual foundation. Unlike the majority of organizational approaches, MSCI uses design to dominate the photographic images versus the other way around.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
All of MSCI’s variables are presented in a unique home page. It has more selection than it seems because the composition is well organized, broken up, and anchored with visual clues.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Color unifies the variety of MSCI’s offerings. Black and white photography is favored, allowing a strategic use of red to guide the eye. Although the magazine is not a link under “Publications” online, with the cover of the most recent issue on the homepage, it is easy to find. 

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
MSCI’s best graphic feature is its magazine. With a strong online presence of the current issue, the pages are interactive versus trying to mirror print. A well presented table-of-contents portal page leads the reader further. Unfortunately the strong visual beginning dissipates deep into the pages. MSCI’s priorities to focus design emphasis on the most visual portions of communication, both the magazine and the site don’t carry through their distinction as well as they could. Like most orgs, the only visual tie-in is through the banner at the top.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Giving Institute

As a leader-development source for nonprofit managers, the Giving Institute must exemplify excellence as their own example. When consulting to nonprofits, they must practice what they preach. Presenting a simple but effective graphic environment, they successfully express a focused range of activities. Their mission and communications inspire leaders to inspire philanthropic growth.

Five Criteria for Graphics that Work:
Evaluating The Giving Institute and Giving Foundation

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Blending two related organizations is tricky. The Giving Institute and Giving Foundation have sister logo that applies the same design to both: built from the “G,” the same lettering and composition apply but are color-coded. Ordinarily, this pie-shaped illustration would not look like a “G” when viewed by itself. But it does read within this context. Flexible for scaling, this graphic approach grows modularly.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Philanthropy is symbolically abstract. Photographs can represent it literally—especially in the places where donations are applied. The Giving Institute and Giving Foundation attempt to integrate both—placing more visual weight upon the photographs than on graphic symbolism. Using black and white in both the photos and as the palette for materials, the colors of the Institute and the Foundation stand out.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
A great example of a website home page that represents the two related groups, the Giving Institute and Giving Foundation express their purposes through simple selections. Featuring member logos at the bottom gives a visually engaging action to the page while choices are being made.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
The black and white theme and color palette are consistent throughout the Giving Institute and Giving Foundation’s presentation. Although the home page is elegant and simple, such care isn’t carried as much into subsequent pages as may be expected from such a beginning. What does give visual interest are photographs from a contest held a few years ago. It would be nice if these were updated as a growing collection.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
Few groups integrate visually as well as The Giving Institute and Giving Foundation—much less two groups together. With a tremendous potential for more visual depiction of giving, hopefully they will give us more to see when revisiting. But if the side doesn’t evolve, then an opportunity to increase dynamic interest begun will be underutilized.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Madison County Chamber

Every good logo establishes a graphic foundation. Few use visual language as well as the Madison County Chamber. With the goal of creating a welcoming personality, the logo symbolizes the natural and human attractions of their location. Their stylistic imagery carries through their graphics as unifying and recognizable elements.

Five Criteria for Graphics that Work:
Evaluating Madison County Chamber

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
With a clear identity block, the Madison County Chamber’s logo incorporates the imagery of nature and people in a harmonious composition. Crisp and identifiable, the brush-stroke style is friendly yet has a professional sophistication through the geometric shapes. As a unit, this logo works in a variety of sizes, limited in smallness by its tagline that supports the visual message. The images are understood even without the words.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Few organizations build a theme upon their logos as well as MCC. The colors, the white swash style, and the geometry are used throughout their materials. Online, icons for the various topic components extend the visual language. The colors are strong, through conservative.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Although MCC uses a standard template structure on their website, the various audiences are well defined and content targeted appropriately. Simple and direct, they use every opportunity to include and engage the community. Features, such as the calendar and e-newsletter, are easy to access. The template does prohibit a better use of space, but the whole holds together as greater than its parts.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
With a clear visual language developed, consistency comes easily. MCC meshes the visual images with their mission of unifying business, community, and agriculture: the symbolism is simple, direct, and easily understood. All graphics continue the style throughout the great variety of offerings.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
MCC’s graphics have a friendly elegant appeal that is timeless. Demonstrating their communication expertise, unlike other associations in this Study, they offer such services through an internal department. They demonstrate through their graphic strength how they support their goals to “improve every aspect of our community.” Rarely is seen a better integration.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

American Academy of Cosmetic Surgery

If any group should look good graphically and understand the importance of first impressions it should be an association comprised of cosmetic surgeons. So the warm and well-presented image that the American Academy of Cosmetic Surgery presents is expected. Appropriately, it is polished, attractive, simple, and elegant. Generally, to call graphics ‘pretty’ is condescending—but here, it is a compliment.

Five Criteria for Graphics that Work:
Evaluating American Academy of Cosmetic Surgery

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Combining the letterforms (C and S) with brush stroke swashes creates an elegant and humanistic logo for the American Academy of Cosmetic Surgery. Somewhat flame-like (which doesn’t feel as appropriate as the other references), its configuration is distinctive. Although the typography is very conventional, as a classic unit, the logo block has flexibility. However, the logo presents best in two colors.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Beautiful faces gaze at the viewer from AACS’s pages. Gorgeous photos rotate on the website which encourages visual intrigue. The theme of cosmetic perfection, though obvious, is enhanced with a color palette, geometric borders, and strong use of a white background.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Probably the easiest way to make static templates interesting is through photography. AACS uses them with expertise and appealing composition—distinct from fashion yet exuding glamour and health. Though their publications are limited to members-only, the website content is targeted well to the viewer groups of both patients and surgeons.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
AACS’s design strategy is simple and easy to implement. Although they invite readers to share cosmetic surgery stories, what happens to these stories? It is not clear. Yet other information, such as the Myth and Fact section is educational and helpful.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
There are more exciting graphics to be found from other organizations, but few that are more elegant or tasteful. AACS uses the basics well, imparts a crisp professionalism and accessible presentation.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Water Quality Association

Few organizations have such a well-defined niche as the Water Quality Association. It is enviable. Monitoring the most basic of resources, they graphically use the obvious water theme through a variety of photographs. Their logo is exceptional in its symbolism and recognizability. Deepening the level of their visual priorities can further enhance their message.

Five Criteria for Graphics that Work:
Evaluating Water Quality Association

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
The topic of water can be expressed in many ways, usually using wave forms. WQA symbolizes the subject in a surprising way—three simple swashes form a W or a Q—one form represents two letters. Simple and flexible, this logo is both classic and contemporary.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
The water theme for WQA is too obvious to need discussion. However, their graphics could use it more expansively rather than as a touch now and then. The template shows a droplet splash, the features in the right column illustrate various projects. Some of their strongest visuals are the photographic backgrounds of rippling water on selected pages.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Divided into the two categories of commercial and residential, WQA’s site needs to cover the spectrum of water providers, users, and legislators. The site has comprehensive resources from Hot Topic articles for any viewer and features for target audiences. Unembellished graphically, unfortunatgely all content is treated the same. This site is a good example of prioritizing visual emphases and not carrying through beyond the first level.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
The use of prioritized graphics shows the opportunities for WQA’s approach. Established with color and basic imagery, this visual language could be taken further. Nowhere is this more exemplified than in their newsletter design. Without an inviting overview, samples, or previews, WQA treats this important benefit as less important. It makes sense that their key publication should be for members only, but there are many ways to visually entice a prospect. In a filter-down strategy, they could improve further than the initial impression.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
WQA’s logo and imagery is strong. Their overall presentation is crisp, professional, well-organized, and consistent. Although they could push their visual language further, they have a great beginning. The relevance of their organization can only grow in the future, so investing in their growth potential can keep pace. Their presentation can help visibility and education to use and preserve the most important human resource.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Metal Construction Association

PLEASE NOTE: MCA has changed its logo since this review. Unfortunately, the new one lacks the distinction of the one they let go.

Graphics must be viewed and evaluated for appropriateness by industry. The Metal Construction Association presents what is expected for an industrial group: visuals that are bold, geometric, classic, direct, and structural. They infuse the theme of metal construction into a strong strategy. With a fine line between looking classic and looking old—at their best, the presentation is classic. But at its worst, old.

Five Criteria for Graphics that Work:
Evaluating Metal Construction Association

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
The geometry of MCA‘s logo supports interesting visual effects, like the background stacking on the website’s left column and newsletter. Classic and bold, the flat geometric shapes represent the materials that they promote. It is imagery that MCA could develop more.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
MCA’s logo begins a crisp professional presentation. Because their mission is to promote the use of metal fabrication in architecture, their materials must appeal to a spectrum of viewers from architects to contractors to developers to suppliers. So using a template that unifies all content is the easiest technique. But the approach allows little visual interest beyond the first absorption.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
Like most organizations, MCA uses a static template on their website. The most interesting portions are the showcases of member projects. Much more can be done with second and third level pages to better use the online space. Under their Publications segment, they give a choice between viewing in fast low resolution or downloads to print in high resolution. Demonstrating their sensitivity to the range of viewers, they delineate audiences at the top, allowing content to be tailored.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Sometimes consistency can be overdone. MCA graphic strategy is at its best when showcasing member projects. It is at its worst in the static presentation of content—where the template dictates format so strongly that everything looks the same. However, their bold color, logo as illustration, and concise navigation, the overall effect is crisp yet inviting.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
The most recognizable and distinctive aspect of MCA’s graphics is their logo.  It is used to anchor agraphic decisions, though not beyond backgrounds. To build more distinction, they could incorporate the geometric forms of square, circle, and triangle to greater symbolism.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Green City Market

Raising awareness of local food resources is a community responsibility. In Chicago, Green City Market assists this effort through a friendly communications strategy—linking farmers to chefs to the public through programs and online. Although their graphics are simple and basic, they are fun, easy, and engaging—presenting a range of attractions.

Five Criteria for Graphics that Work:
Evaluating Green City Market

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Though thin and light, the balloon images represent the positive and upbeat personality of Green City Market. Simple and flexible, the tag line integrates well with the symbol, but the name overpowers. Though the three elements function as a compositional unit, the stylistic blend could be more creative.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Although Green City Market’s theme of balloons, begun by the logo, is not expanded upon, the typefaces, colors, and burlap textures set up a friendly environment.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
From the pictures of farmers to the recipes of Chicago’s best chefs, the Green City Market website is fun and educational while it supports an environmental cause. The site is a good introduction, but could be enhanced with more highlights, features, and interaction.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Throughout their website, Green City Market’s template is static. The typeface, though strong, is not enough to push towards a visual potential. The organization’s goals are to create an “inviting ambience and sense of community.” Though the pages have engaging content, they don’t change often. And their blog indicates a “post and ghost” problem with old entries and few comments. They demonstrate a pattern that affects many organizations: excitement with new opportunities but difficulty in sustaining the communicative projects once begun.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
Few causes affect more people that sustainable food sources. Throughout Green City Market’s materials, their dedication to promoting local produce oozes from their pages. With perhaps the greatest potential of any organization covered in te Sebastian Study, a graphic foundation could sustain communications as their mission can sustain food production.

Viewers want more than a one-way presentation. This organization offers a platform to showcase members by offers chefs’ signature recipes—leading the viewer through key information.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

Chicago Zoological Society

Attendance-appeal depends on bold graphics. The Chicago Zoological Society promotes zoo visits and support through a fun graphic personality. But they do much more: dedicated to conservation and education, their graphics blend mission and expression. At their best, the character and personality of the animals themselves are captured in high quality photography and video.

Five Criteria for Graphics that Work:
Evaluating Chicago Zoological Society

 Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Although the Chicago Zoological Society’s logo isn’t very strong by itself, it sets up a visual style of silhouetted animals and plants. Better in the website banner when combined with other images, the logo is serviceable.

 Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
The expectation of zoo graphics is to be friendly, fun, inviting, and enriching. It is easy to illustrate animals, but not to present them in a comprehensive way. The Chicago Zoological Society uses photography to highlight every aspect of conservation and preservation.

 Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
The Chicago Zoological Society excels in their homepage presentation: above the fold is a fabulous use of video combined with directional attractions. Below the fold proffers choices that are organized and inviting. The writing isn’t too much to absorb; segments are accessible. It would be a shame if they did not take advantage of photographic opportunity. Fortunately they do, and their site inspires the viewer to learn more. However, there are no obvious publications beyond the Exhibit and Animal Guide—if they offer a newsletter or magazine, these are not easy to find.

 Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Although the Chicago Zoological Society’s website banner stays the same on every page, the content is varied through photographic placement. Space could be better utilized to increase both variety and appeal. Pleasing colors in muted greens are visually arresting. The quality of the photographs is exceptional and presented in unique ways—although adding more portraits (like the second-level leopard) on the third-level pages would enhance their character.

 Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
The colors, graphic consistency, presentation of topics all make the Chicago Zoological Society’s graphics worth examining. Online, the template allows visual variation in the handling of photos to unify a range of programs, exhibits, research projects, and the base-line of zoo visitors.

See the Overview of the best Midwest organizations to present strong and compelling graphics.