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Being creative does not always imply being innovative. Doing interesting, compelling work where the
technologies involved take a back-seat to the actual content is what separates the wheat from the chaff
in the software, and many other industries.
Contrary to the image of the virtuoso who can effortlessly conjure up profound works, most
creative processes require considerable effort. To borrow a line from Thomas Edison, "Genius is one percent
inspiration and ninety nine percent perspiration." The mechanics of taking a great picture,
or rendering a graphic are useless without a plan, a vision. To illustrate this point,
let us describe two examples:
Case 1: Crazy Paint Horse Ranch
The logo above was created by Innovation Creation for a small horse breeding ranch called, "Crazy Paint Horse Ranch".
The client is pleased with the graphic as it addresses their particular
wishes and needs in ways which may not be immediately obvious.
The client hails from France. Their audience are largely French speakers both in Canada and in France - many of whom
they know personally. Their many business interests include companies whose logos use yellow and blue - a theme
they sought to continue.
One of the first challenges was to use the colour theme effectively. An iconic or cartoonish look was rejected, therefore
drawings were eliminated as a choice in favour of straight text and photos. Another concern was looking too serious, too
sleek - easy to do with a combination of bright, complimentary colours like blue and yellow.
As horse breeders, the company sells its foals. The two foals in the graphic are intentended to
appear cheeky, demure, cute, and healthy.
The nose over the word "Crazy" intentionally mitigates a potential anglophone reaction to the
word "Crazy". A little research taught us that the French use the English
word "Crazy" in their lexicon in a way that anglophones might use the words "wild", or "extreme".
If you have ever passed through Puerto Rico or Miami International Airport, you'll know
the Spanish word for "crazy", "loco", is popular in the same way. You see it everywhere.
The logo is a creative effort at a solution that embraces both
cultural and the client's personal preferences. These can and will change in time. We will be there
for our clients every step of the way.
Case 2: The Innovation Creation Corporation
Let us hold a candle up to our own corporate logo. First of all, the company's full legal name is
"The Innovation Creation Software Developers' Corporation". The words "Innovation" and "Creation"
may seem redundant however we would reinforce the message that we hold creativity in all its forms
as what we are all about. The logo is intended to evoke a feeling of
old-fashioned, handmade quality juxtaposed with the very modern notion of computer software. The choice
of fonts and colours plus the layout is also intended to project this sentiment.
The slogan, "Management Solutions Through Space and Time...", describes our specialty - operational
software for aviation companies. Juggling information that not only changes quickly as time passes but
also changes in physical location is succinctly described using words
intended to evoke an air of scientific sophistication.
Innovation Creation's staff have extensive experience marketing products and services. This talent
is integrated into our software design as part of what we call our turnkey solutions. If you would like to
learn more, contact us.
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