Posts tagged ‘websites’

October 1, 2010

Association of Rotational Molders International

overview
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

spiral bullet 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!

spiral bullet 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.

spiral bullet 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!

spiral bullet 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.

spiral bullet 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.

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September 25, 2010

Theme Opportunities Missed

overview
For-profit businesses, due to more consistent management, are better at developing a consistent communication theme. It seems that the nonprofit sector has little knowledge of using a cohesive strategy. Instead, it is most common to vary graphic directions in response to management shifts. From the most basic symbol of the organization through thematic recognition, most groups don’t build on what they have. For example, it is typical that those who have great logos don’t maximize their use into a visual language that can elevate memorability.

See “Thematic Language” for the best in the Midwest.
Exploring effectivenss reveals a new classification:

NOT THE BEST BUT COULD BE

These organizations have a good start out of the gate to graphic recognition but stall on the track. Perhaps they don’t perceive the race they are running, have too many political hurdles to jump, or haven’t made their visual communication a priority. Regardless of the reasons, much can be gained from perceiving missed opportunities.

spiral bulletAmerican Osteopathic Association,
http://www.osteopathic.org/
AOA combines an acronym and illustration in their logo that also sets up an elegant typestyle. No where is this graphic potential expressed. It is obvious that few resources are committed to the online graphic presentation, causing this group to look less professional than is appropriate.

spiral bulletAmerican Society for Bioethics and Humanities,
http://www.asbh.org/
ASBH stereotypically uses stock photography—like a painting on our wall that you stop noticing until you move it somewhere visually unfamiliar. The simple geometric logo could spawn a symbolic geometric language to house the content. Unfortunately, a really exciting group is made to look pedestrian.

spiral bulletInternational Special Events Society,
http://www.ises.com/
Although the logo uses the most common of elements, the arrangement of the letters within boxes is unusual and adds a special movement to the composition. The parts become greater than the whole. Such a playful typographic/geometric relationship could carry into the website graphics, but it doesn’t. If it did, the visual presentation could represent the exhibit presentation of the organization.

spiral bulletNational Safety Council,
http://www.nsc.org
NSC doesn’t have a very visually appealing logo but it does communicate. Taking advantage of the universal “+” (as established by the Red Cross), this logo has instant validity. Although the it is as basic as it can be, the site does build from it with appealing icons and pleasing content composition.

spiral bulletNorthwestern University Alumni Association,
http://alumni.northwestern.edu/
NUAA has a logo that is both friendly and formal. It is a beautiful blend of an “N” with the the oak leaf illustration. Though the website is basic, it is friendly. Further visual development could make it more engaging. NUAA has the beginning of a graphic foundation with the purple color to tie into NU’s colors, typographic style from the logo, and illustration potential.

Creating a theme suggested by a logo is not difficult yet missed so often. The fastest way to give all materials and communications unity is to set up some basic stylistic rules and stick to them. Care must be taken not to choose rules that are too restrictive or too lax, but act as tools to generate appropriate and consistent uses.

Nonprofits are particularly vulnerable to losing consistency due to too many cooks in the kitchen. Writing bylaws for design use can also support a process for decision-making, minimizing personal power plays. Design can be a volatile political football because it reveals motivations, misunderstandings, and missions. It becomes the organization’s self-portrait by first becoming its mirror.

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The Sebastian Study: Midwest Nonprofits is completed in this blog. If  you wish to know if your organization was considered, please visit www.wofw.com and contact me; I will be happy to share the review ranking with you.

The Sebastian Study: Second Life Nonprofits now begins, so watch for reviews, overviews, and experiences shared in upcoming posts. The ten best presentations will be analyzed, the almost-greats critiqued, and new conclusions drawn to help evolve effectiveness.

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September 3, 2010

Interactive Integration

overview
Overall, organizations put more resources into websites than any other graphic category. Requiring an ongoing budget and sustained attention, an association’s website compiles and represents their largest projects. Allocating resources to the pages that are read the most, using templates for informational pages, and featuring visuals to augment versus dominate, the best sites are engaging.

A small percentage of organizations pair a strong website with a strong logo. A standard has been formed that places the logo in the upper left corner. Commercial sites can deviate but nonprofit sites are wise to follow viewer expectations. Having a site even provides the opportunity to closely study viewer participation. A marketing tool like no other, the interactive quality can build a cyber community. The best graphics create a personality and an experience, combining relevance, mystery, point-of-view, style, clarity, and focus.

Of the nonprofits that possess memorable logos (27 out of 700 Midwestern organizations), only 6 have truly exciting websites(view three currently reviewed). Then there are those with good logos but don’t realize the potential begun.

NOT THE BEST BUT COULD BE:

spiral bullet Chicago Symphony Orchestra
A moving target, this site changes often—a recent one has gone from warmer to more aloof. Of all sites that should be welcoming and demonstrate the personalities of their musicians, CSO could enhance online offerings.

spiral bullet Mainstreet Organization of Realtors
Illustrations used in logos run the risk of looking cartoonish, are stylistically dated, or become too complicated. MOR finds a great balance in their aesthetically pleasing and classically appealing symbol. But they don’t carry this exciting beginning into their website design which?

spiral bullet Strategic Account Management Association
Making a great use of icons, SAMA offers a website with easy navigation. But what it has in intriguing visual elements, it lacks in finesse. Confronting the viewer with many choices, the structure is average and the most interesting graphics underplayed.

spiral bullet Urban Gateways
Many websites depend on engaging photography to give the site a personality. Urban Gateways demonstrates the conceptual rift between photo image and the rest of the site. Though the information presented is appealing, how it is presented could match but doesn’t. Of particular interest that has potential to increase the online experience: meet the artists, use the blog for more than a news vehicle, and develop a graphic theme that supports the photographic images versus the opposite.

spiral bullet Word of Mouth Marketing Association
This site offers warmth, engaging content, and demonstration of their own expertise of using technology to connect. However, the parts are greater than the whole: individual elements are fun and upbeat, comprehensive offerings include guides, blogs, videos, and social media. It is unfortunate that the graphics don’t represent the vitality of this group.

Please see reviews of several other organizations with have graphically communicative elements that could be better integrated:

Giving Institute and Foundation: PreviewReview
Green City Market: Review
Madison County Chamber: Preview; Review
Metal Construction Association: Review
Water Quality Association: Review

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The Sebastian Study: Midwest Nonprofits is completed in this blog. If  you wish to know if your organization was considered, please visit www.wofw.com and contact me; I will be happy to share the review ranking with you.

The Sebastian Study: Second Life Nonprofits now begins, so watch for reviews, overviews, and experiences shared in upcoming posts. The ten best presentations will be analyzed, the almost-greats critiqued, and new conclusions drawn to help evolve effectiveness.

the end

 

July 27, 2010

Giving Institute

overview
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

spiral bullet 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.

spiral bullet 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.

spiral bullet 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.

spiral bullet 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.

spiral bullet 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.

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