Trendspotting: retro-ish logo fonts

How much do you believe in coincidence?  The following logos have recently cropped up independently of each other:

These companies are not connected by ownership, so it's just a total "coincidence" that they are retro script words. They are similar though — all three are photo/video sharing sites, each with a twist of their own. To be fair, the above Instagram logo is not their latest. They have since redesigned their logo. It's Soooo different now, see:

Of these three, I'd say the Instagram one has the least longevity. Somehow they went backward into future of the 90's with the redesign. It's not as clean and mod as the first and it's not far back enough to be cool. At least the other two have customized to indicate their product — Pinterest with the pinpoint on the P and Vine being one connected vine. 

I don't know exactly what it is that causes creative industries seem to come up with multiples of one theme at the same time,  but I wouldn't call it coincidence.

3 examples of excellence in social media + advertising

In the future everyone will be world-famous for 15 minutes. ~Andy Warhol

Do you think social media is cutting-edge? Think it hasn't gone mainstream yet? Think again. Three brands that are making positively brilliant use of social media in their advertising strategies happen to be three of the most white-bread, mainstream, non-exciting brands ever. These brands might make you think of childhood in middle-class middle-America, but they wouldn't make you think of cutting-edge social media campaigns, would they? Think again, again.

The beauty of social media is the conversation. Twitter turned five last week. Five years ago, there was no way these middle-weight giants would be taking consumers' chatter and turning it into national commercials AND publicly mentioning these consumers by name. These middle-of-the-road brands are playing the game perfectly and running a great race. Most importantly, it's real. 

Take a look at some of these commercials, and then go tweet something about your favorite brands. You never know, you might get your 15 minutes of fame thanks to a Twitter mention via a television commercial that plays on YouTube and goes viral internationally. It could happen. 

Wheat Thins. Surprising tweeters in their real life, bringing the brand to them.

Agency: The Escape Pod

Kraft Macaroni & Cheese. Making a commercial out of a tweet, as artfully as possible with a lightning-fast turnaround.

Agency: Crispin Porter + Bogusky

Old Spice. Holding conversation with real tweeters with "The Old Spice Guy's" surreal machismo.

Agency: Weiden + Kennedy

Brilliant Undiscovered Idea (in no particular order) #2 • 5/365 •

Necessity is the mother of invention. So am I. I'm always coming up with brilliant ideas. Trouble is, however valuable a brilliant idea is, the real gold lies in the execution. And let's face it, I don't really want to do every thing I think of. So I'm sharing some of these ideas so that you can take them and get rich!  In no order of importance or best-ness, here is number 2 (you can read #1, It's Nacho Restaurant, here).

"The Chinese Delivery Hub"

Calling for Chinese delivery scares me. Not in a horror-film way, but I'm always insecure about my order. It never really seems as if we understand each other, the Chinese person on the other end of the line and I. I don't mean understand each other intimately, like who we are as people, I just mean what my order is, how much it will cost me, and whether it will be delivered to my house. Funny as the conversations can be, I'd rather know that I'm getting what I want. 

Actually, I'm highly impressed that they generally do get things right. Whichever the restaurant in where ever the town, they pretty much always charge my card the right amount and come to the right address with the right order, plus some bonus crab rangoon. 

Still, it's scary.

The solution: Open a "Chinese Delivery Hub." I don't know if it's you who's going to do it, but it needs doing. Get clear-speaking people to answer a phone line and take down customer's orders, charge customer's credit/debit cards, and pass the order straight through to the Chinese restaurant of the customer's choosing (or closest to them). The Chinese restaurant then has an order in writing, clear (maybe even translated if necessary).  They might not ever even open up a merchant account to accept cards! The Delivery Hub will handle that... and customers will be worry-free. 

Let me know if you do it, I'd love to do your branding! 

Dusting-off notes: part 1

In a never-ending education process, I attend a lot of conferences and programs. I listen to a lot of speakers and watch a lot of presentations. I watch movies and videos (and commercials!). I play games, I participate outside of my circle. I read books, articles, blogs, tweets and white papers. There is a constant stream of information that I tap into on a regular basis because stagnation is death. 

I also take a lot of notes, which it seems I never go back to look at or do anything with. There is a wealth of pearls of wisdom and bursts of inspiration between the pages of closed notebooks and event booklets, lying in bags, shoved into piles, boxed or shelved. 

I thought I would go through some of those treasures and share them. Some of these are my own epiphanies, but most are quotes. I think they're still gems despite being out of context. Enjoy ...

The term "teenager" was coined in 1941 and wasn't used until the late 50's and early 60's.

The average first-time grandparent now is 46 years old. One third of the U.S. is invested in grandparenting.

"Social Media" and "Mobile" is so 5 years ago.

The year 2025 is always under construction.

Become collaborators in the creative process with your consumers.

Stop thinking about technology getting smaller and smaller, start thinking bigger. Think: where is the computing power going? Into tablets and televisions and cars.

Technology is heading into the background. You're just going to know it's going to heighten your experience.

So, there's a computer in your pocket. ~Mike Steib, Google

Start to think of the web as a thing that overlays your experiences in the regular world.

Social media is a place the consumer is looking for information they believe to be PURE. ~Neil Miller, Draft FCB

The truth of the matter is the customer is in control. ~Mike Boylson, JC Penney

There is a 17% drop in testosterone levels in men over the past 20 years.

Get more out there faster. It's a speed game. 

There are no bad creatives, only bad environments.

Will they want to see it again, play with it, share it?

Can we bring national quality advertising to any size market?

Creativity can solve anything.

70% rule = never go into the client and say it's 100% done.

Take chances or you're not even in the game! ~Ari Merkin, CPB

Peek-a-boo critiques: 5-seconds can speak volumes

Hi! Tell me about yourself, about your company, what you're all about, what you do and why I should give you my time and money. Just give me a quick impression so I have an idea. You've got 5 seconds. 

Sound unreasonable? Humans now have a 7-second attention span before they lose interest if they aren't engaged. I think that's being generous. I don't give some things a glance if I'm not interested in a blink.

I play peek-a-boo with my monitor. I've been doing it for years because it's difficult to get a fresh perspective. I sit  in front of my design and cover my eyes with my hands, then I open my hands quickly and repeat as many times as needed. 

I went onto fivesecondtest last night – a website for web design feedback. You've got 5 seconds to view the art before giving your brief report. I started doing the memory-based and click-based tests and began to get a peek-a-boo fresh perspective on web design and first reactions. So I submitted the little black mask home page design as it appears here:

Feedback started within minutes, which is great because I like instant gratification. You know, short attention span and all. This morning my feedback page was full. 

The good news: I am pleased to report that the little black mask name and logo were immediately memorable, the comic-book theme is well-conveyed, my saving-the-world philosophy comes across and the design seems to be liked. 

The neutral news: my face really stands out and looks beautiful. This is flattering and does have some recognition, but doesn't sell me unless you know who I am. 

The bad news: The word "home" stands out - and that's just navigational even though decorative. Also, "mona lisa," "faces," and "b&w photos" came up a lot - which again are decorative and have an underlying meaning but on first impression don't help the brand.

The truth is, if someone goes to my site they probably do so for a reason that will keep them for more than 5 seconds, but it doesn't mean they'll ponder the meaning of it all and go in to read every page before calling me and offering me loads of money. Peek-a-boo impressions count. A change is in order.

Immediately, I changed the word "Home" to "Branding." Since that word stands out so much and it's right under "little black mask marketing" then I've fixed that association. A website "massage" has been on my to-do list anyway, so I'm going to submit it to other feedback sites for more information first instead of just plowing forward on my own. Research is good.

Check out Mashable's 10 Tools for Getting Website Feedback

I'd love to hear what kind of feedback you get, share on the little black mask Facebook page.

('’)

Brilliant Undiscovered Idea (in no particular order) #1

Hold on to your hats, I have decided to go public with many of my brilliant ideas that could someone rich. We all have them, but keep them to ourselves as if one day when we get the time (yeah right) and the money (yeah righter) then we will invent that hydro-car, open that chartreuse organic vodka bar, or solve world hunger with the cunning use of hologram bees, and strike fame and fortune doing it.          

You know how it goes, "Someone should invent such and such, then we would never have to trip over our shoe laces again!" You might have even gone so far as to research your brilliant idea online, thinking up lots of catchy url's that are already taken by some obscure literary group or web squatters, before letting it settle into a folder on your hard drive, waiting patiently for resurrection when the "right time" comes.

Being honest with myself, I'm probably not going to execute most of my brilliant ideas. Many of them, in fact, I don't even want to, I just want someone else to do it so I can take advantage of whatever it is. Oh yeah, and I'd like to brand it, please! So please, Mr. or Ms. Investor/Entrepreneur, I'll be your Creative Director if you get the idea going into a business. The idea is free! Just hire Little Black Mask Marketing to bring out your inner super-hero image!

Without further rambling, here is brilliant, undiscovered idea (in no particular order) #1:

"It's Nacho Restaurant"

I believe the nacho is highly underutilized. We are totally missing the breadth of the nacho's potential by limiting them to the Americanized-Mexican toppings. I propose a restaurant with an international menu comprised entirely of nachos. 

Think of just the nacho chip itself. It can be made from corn, flour, wheat, it could be herbed, cheesed, spiced. Now combine those with an endless selection of toppings. Filet mignon tidbits, julienne roasted veggies, salad, crumbled meatloaf, shredded buffalo chicken or shrimp, spinach and ricotta, roasted garlic and brie, the options are infinite. Breakfast? Eggs Benedict Nacho. Dessert? It's Nacho Tiramisu, Cinnamon nachos drizzled with I don't know what because I'm not a Chef, but I imagine this could go on and on given that the nacho is a sturdy and versatile vehicle you can enjoy with our without flatware.  

It's Nacho Restaurant offers sampling orders (three nachos) up to heaping party plates, and boasts a drink menu with equally endless choices to match with your nacho selections.

Viva la nacho! 

('’)

R3: Renaissance 3.0

Web 2.0 is dead. Social media and social networking are the new PR and advertising is blending into marketing is the new black and white newspapers are dinosaurs are still hot with the kid market your product as a human seeking a date with your customer not their wallet. Forget CEO, it's SEO, SEM, SMO, SMS, GPS, conversations, experiential, engagement, behavioral, digital, e, i, blog, blawg, vlog, pod, dig, cast, web, net, analytics, metrics, pay-per-click, micro, global, tweet, portal, virus is bad, viral is good. Can anyone hear me? Yes, loud and clear! The world is listening just as much as the world is talking.

We live in a world of paradoxes. We constantly want and resist change at the same time because of our basic needs for stability and variety, leaving us with an ever-present inner-struggle. Hence all the panic right now. I say we calm down a little and enjoy the ride, this recession part of a renaissance. A transformation. An evolution.

People are running around saying that the automobile industry is in trouble. Really? Are we suddenly not going to need to get around? *blows raspberry* Of course the automobile industry is in trouble, but only as we know it. Thank God! We've been using outdated technology – I look forward to clean, efficient, quick transportation. In fact I really look forward to teleporting, but that will take a bit longer.

It's not any one industry that is undergoing metamorphosis, it's industry itself. Everything is changing – corporate structure, systems, religions, expectations... we are in a renaissance of science and culture.

The advertising industry is no exception. Technology has given us a whole new world of media, and has shifted the powers around to level the communications playing field between the consumers and the marketers. This is exciting! We are all both consumer and marketer to whatever degree, so it's good for everyone. The trick is to jump in with an open mind and to let go of the old games. It's time to redefine, for a greater good.

During artistic renaissances, there are a plethora of artists that sprout up and help push up the concrete institutions, but only certain people really get it right and are remembered for it. So who are the Michaelangelos of the ad industry during this renaissance we're going through? How can we tell the hacks from the masters? The trick might be to watch for people who practice the very thing they should be preaching right now: honesty.

Above all else, this level playing field has forced honesty, and if a marketing company is telling its clients that they need to have "honest conversations" with their consumers, then the marketing company should be having one too. That means admitting that no one is an expert right now because things are changing too fast. There are strong players, though. These players are out there not just speaking the new language, but questioning and redefining it as they go, faster than Googles changes its SEO criteria.

So engage in the conversation whether you're a marketer or a consumer, because really, you're both.

Farming is the new black

Farming? Really?

Yes, if you're not already hooked on plowing, you've at least seen a related request (or a hundred) come across your Facebook. As you read this blog, it's already too late to spot this trend at the early-adoption stage. Be it in cyberland or live earth, farming is sprouting up and growing fast.

When it comes to trends, I find that I get tired of themes and buzzwords right about when they become most relevant to the general public. Aesthetic trends, for example – just when something I like becomes readily available, I know it's time to move on. Remember the suns and moons, Raphael's angels, concentric circles and grunge? Alas, I loved them all once. The disappointment that comes when I can easily find what I like gets replaced by a curiosity for what's new and not on every-other teenager's shirt.

To stay ahead and set trends, you have to move fast and be different. You shouldn't be doing what the masses do. However, the largest percentage of consumers happily ride the big waves. They were out there buying suns and moons set in dark blue and gold because it was "in." They are still caught up in a 70's and 80's bag that's mixed up with hip-hop and grunge right now, though thankfully I believe the "swoosh" is no longer the most popular logo element in new designs. If you're selling to this larger percentage of consumers, then it's not always a bad thing to be with the current trend as opposed to ahead of it.

"In this economy...blah blah blah."  Those words are old now if you're a trend-setter but they're not old to the average person feeling these tough times. They're still highly relevant. How are advertisers speaking to consumers right now? With themes of value, of a deeper meaning, back-to-the-basics, of helping out and pitching in. In a time when the government is needed most, it is trusted least. Self-reliance used to be running your own stock portfolio, heavily investing in a 401K and saving for kids' college. Now, self-reliance has gone back to basics. All the way back to the farm.

People are growing food gardens in their own back yards. From the White House down to the hoods and everywhere in between, harvesting is IN. While I don't get delicious collard greens from the computer like I do from my friend Shonna's real-life garden, I recognize a value of virtual farming in the numbers. Facebook alone has over SIXTY Farm-related games and quizzes plus tag-along apps. FarmVille (the offshoot of YoVille on Facebook) is leading the hoe-down with 33 million monthly active users – over FarmTown (also on Facebook) which reaps-in 18 million monthly active users. 

This growing farming trend is about community as much as self-reliance. Social networking has gone to the farm, at least with the over-thirty's and their mothers. All of these farm games involve visiting and working on friends' farms, giving gifts to each other, and some even include chat rooms. While this trend might pass and go out to sea with the concentric circle craze, it's worth taking note of now. Ride the big wave. People are willing to pour their time into food gardening in the dirt and virtual farming on the computer because of the sense of accomplishment, growth, significance, connection and contribution that they get in "economically challenging times like these."