THE CORE MAY 2015 #5. Trademarking MOBILE SEARCH Website Foundations Brand launch: Dragonfly Hunting the magic WHAT IS LUXURY? INFUSED COMMUNICATION

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1 THE CORE MAY 2015 #5 WHAT IS LUXURY? Trademarking MOBILE SEARCH Website Foundations Brand launch: Dragonfly Hunting the magic INFUSED COMMUNICATION

2 Less really is more I recently wrote an article for The Drum magazine on simple being the new black. Having been around (graphic) design since the eighties (thanks to my father working both client and agency side), I do sometimes feel that so much communication lacks a really good idea these days. It is inevitable that with all the communication channels and technology we now have, the brand positioning can quite easily get lost in translation. That is why we no longer see many really simple, clean and elegant brand platforms that really stand out from the crowd. The other challenge which people seem to struggle with is accepting that you can t be all things to all people that to stand for something, you must inherently not stand for something else. Simplicity could be the answer to these challenges. But it needs to be nurtured and tested in today s communication scenarios. That s why I think it is important that we are channel neutral at IC Design but still have enough channel know-how to understand what will work and what won t. When I graduated, somebody very smart said to me you start your design career putting everything in and spend your whole life taking things out so I m looking forward to my future minimalist self! Finalists at the RAR Awards 2015 for Brand Strategy Although we did not win, we were very pleased to be finalists in the RAR Awards for Brand Strategy. It is the first year we have entered and we were one of only five finalists and the only one based in London (in the under 40 staff category). Thank You to everyone who rated us on RAR, we could not have achieved this without you! Alex Haddon Managing Director Website Foundations Website Foundations is a new service we have just launched to provide an easy way to improve your online presence. It is aimed at start-ups and those who do not yet have a responsive website (one that re-sizes for all browser devices). It offers the opportunity to start at a level that suits your content and budget with the ability to add functions as and when you need them. If you are interested in this and would like to receive our digital brochure on this particular service, please Alex Haddon, alex@icdesign.co.uk, who can provide more information.

3 Don t miss: What is luxury? Rowana Batuwitage Design Director rowana@icdesign.co.uk A V&A and Crafts Council Exhibition until 27 September 2015, London SW7 2RL Precision. Intricate. Extraordinary. Expertise. Non-essential. Pleasure. Passion. Investment. Opulence. Exclusivity. Innovation. Preciousness. These words form the basis of the V&A exhibition exploring what luxury is, what makes it and our own understanding of it. The exhibition has been curated in such a way so that two to three objects have been chosen to represent each word. The absence of branded products may come as a surprise, especially when thinking about luxury today, but this makes you focus on the object and its qualities and characteristics, rather than being influenced by your own perceptions of a particular brand. Certain characteristics came up with the objects, no matter what word they represented. Craft, uniqueness and perfection were consistent themes. With luxury now applied to mass-produced ranges in supermarkets, how can premium brands elevate themselves? Over the next couple of months, we will be exploring this theme in greater depth on our blog. PERFECTION Unique Craft JUST LAUNCHED Brand and Website for Dragonfly Communications & Media We have just launched Dragonfly s new brand and website. This business works in partnership with their clients to enable business growth. Key brand features are a bright colour palette, clean typography and a wing graphic which is cropped and scaled in a variety of ways to give a broad range of branding possibilities. This is set against a very subtle range of duo-toned landscape photographs that add depth and interest to the brand platform. dragonflycm.com

4 Explained: Google s latest mobile search updates Mike Royle Technical Director mike@icdesign.co.uk You may have heard that Google have made changes to its search algorithm that affects mobile searches. Currently this is only affecting search results on smartphones but we would imagine it will expand to consider all devices at some stage in the future. The principle is that the user should have results based on what will suit the user s device, making it easier to get the information you are looking for. What this means for you is that if you are interested in search engine optimisation (SEO), you need to make sure that your website is compatible with smartphones as well as desktops and everything in between (tablets, phablets etc.). This is called having a responsive website and it works by automatically sizing the content to suit the size of the screen. This means there is usually about 4-5 different ways the information loads and content is simply stacked on top of each other for smartphone screens. This is great for all smartphone users but it has caused a bit of panic with certain companies. Many marketers have dubbed it mobilegeddon as many big brands were simply not ready in time and had their search rankings drop. The flip side is of course that if you do have a responsive website, you could find yourself ranking higher in search results than your competitors with comparable content who only have a standard desktop site. If you re not sure whether your site is mobile friendly you can quickly check on the Google Mobile-Friendly Test at INSPIRING READ THE ART OF CREATIVE THINKING published by Hodder & Stoughton This book was published in April so is hot off the press! A great read on how to harness creativity to improve almost every aspect of your life. Written by Rod Judkins, of the world-famous St Martin s College of Art, it is full of great examples of creative thinking and the benefits this brings.

5 Introduction to Trademarking Alex Haddon Managing Director TM Trademarking provides added security against copycat brands and competitors. Within brand communication, it is usually a name, logo or line of text that needs trademarking and it will also make you appear more dedicated and established. As the word trademarking delivers nearly half a million results on Google, the tricky bit is figuring out how to get started. There are a number of options open and different scenarios may need different tactics. You could enlist a trademarking lawyer who can give you specialist advice and also carry out extensive searches to find out if what you want to trademark is not already out there. Your other option is to do it yourself online which is not so complicated once you understand the system. Firstly, you need to decide what you want to trademark and in what categories. Logos are easier to trademark than just plain text as they are more distinctive and in many cases where a name is deemed too common, you can only register the logo version. There are lots of categories and it is best to think carefully about what you need to cover (the sector in which you operate). Do not try and go for all categories as you are very likely to be turned down or challenged. To make a start at registering a trademark go to register-a-trademark and click on the get started link. There is lots of helpful advice on the website too. Once you have decided to trademark something you can use the TM symbol next to your logo / design / line of text as it is showing your intent to trademark. Once the trademarking has been approved, you are free to use the symbol which means it is an official trademark. You do need to remember that it is only applicable to the markets and regions you have selected. INFUSED COMMUNICATION We have trademarked our cricket apple and strapline, Infused Communication.

6 Hunting the magic Every month, Richard adds a photography blog post called Hunting the Magic on a specific theme. Here are our favourite shots from the last six posts. Clockwise from top: Old Soho; Blues; Architecture; Light & Shadow; Geometry; Texture 10 Golden Square, London W1F 9JA +44 (0) core@icdesign.co.uk icdesign.co.uk Connect with us on social: IC Design London 2015 RAR Awards Finalist Brand Strategy The Drum Design Census Top 10 Client Service 2014 The Drum Design Census Elite Design Agency The Drum Design Census Top 10 Client Service The Drum Independent Agency Census Top 10 Client Service Copyright IC Design Limited The Core is printed using a Digital Indigo Press (FSC certified).

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