I agree with both Monique and Jen that adding a division of American Design and Build LTD would be a great idea and would help marry the two designs together. In class Amy suggested that maybe you should try to change the Design and Build typeface into a Sans leaving the decorative type for American. I think that was a great idea considering the amount of history you stated the company has. By changing those elements, the American would still stand out and many people will recognize the existing logotype with the new elements added.
I do agree that there are too many colors with both and do like the idea of using a set color palette to represent the company's brand. The Solar element doesn't have to necessarily be a bright yellow sun. It could be maybe a vector or something of the sort presenting the panels used during the solar energy process.You could even maybe use the same shape as the green and turn it into some type of panel with some squares to depict it.
2. How important is having a good understanding of brand strategy for people in our line of work?
I agree with Jen on her statement about branding as a whole. It is an important factor no matter the work environment you are in. As an employee your job is to represent the brand to the best of your ability.
I believe a good understanding of branding strategy is very important because apart our jobs is to solve those hidden problems that are not allowing our clients to go in the direction they hope to go in.
I've learned in Creative Concepts and Words and Images that a great idea with an ok design has it's advances over a bad well designed concept. If designers are unable to communicate and strategize great ideas, they will never be great problem solvers.
I found an interesting write up from Wells Fargo. It doesn't have anything to do with design but there are some good pointers about developing an idea and strategy.
"A good strategy perfectly executed will beat a great strategy poorly executed"
https://www.wellsfargo.com/invest_relations/vision_values/6
3. Do you have real life experience with a branding nightmare/success story?
I have little experience with real life branding experiences but I have had several opportunities to work with a few small businesses. I find that branding can be very difficult at times. Especially if you are working with clients who don't believe in change. Some clients are so focused on what they want instead of what they NEED for their business to grow. But Hey "the customers are always right" :-\
4. How much of branding is good design and good business?
I think they are equally important. Sometimes the design attracts people while the product, message or idea of the business attracts others.
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