Few logos can best the Association of Rotational Molders International‘s in symbolism, simplicity, memorability, and flexibility. Perhaps ARM doesn’t realize the potential branding equity that they could enjoy through using it more effectively. Their site design is an expression of missed opportunity that demonstrates obvious ways to improve. (It is easier to change a site design than a logo.)
Five Criteria for Graphics that Work:
Association of Rotational Molders International
Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Purely descriptive, ARM‘s geometric logo uses the most universal symbols in an unusual way. It makes a sphere and a plus sign mean something new. It is a visually striking and memorable composition!
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.
ARM‘s graphics do look industrial, and in that way are appropriate. But brevity, organization, blue bands, and minimalism do not make up for material that is hard to read and visually nondescript.
Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
This is where ARM could make the most improvement. The site navigation is hard to read and visually all the same. The space at the top of the home page is trying to sell its first banner ad. Unless they have one to start, this space can be better used. (Perhaps the blankness can remind members of its availability each time they enter.) Though you have to know initially what rotational molding is, with its depth of content, ARM‘s site could be really engaging! Constructed only of type and a generally unchanging frame, this is low budget probably at its potential. With a bland page design, the logo actually stands out more!
Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
ARM seems to have placed no emphasis on visual development beyond the logo and a brief decision-making process about the website. As imaginative as is their logo, that’s how unimaginative is their other graphics. When exploring various benefits and services, the eye is jarred by a secondary level graphic that brings in new colors and a different design approach, such as in their Library section and Annual Meeting presentation. Here, visual gimics are used on the logo that don’t contribute to its visual strength.
Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
ARM has many resources for building visually, especially within their “Design Applications” section. Members love to have their work showcased! Another resource untapped comes from their “Awards” program. It is unfortunate to see such unrecognized opportunities.
Many organizations have dynamic logos but stop there in graphic development. The most common reasons for accepting “Okay” include: lack of budget, executives have other priorities, no one can handle, or no one cares. In a visually-sensitive marketplace, even small improvements that make content easier to find, read, use, and enjoy, can make major differences in member perception.
See the Overview of the best Midwest organizations to present strong and compelling graphics.
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.
Sebastian Study: Design Review 