A Checklist When Changing Your Company’s Logo


zzzflag2You finally approved the new company logo and now you can sit back and get back to running your business. Sorry to be the bearer of bad news, but your work is just beginning. Your logo may be done, but your brand promotion is just beginning. Since your brand is not what you think or even say about your company, product or service…it’s what your customers and prospects think and say about YOU that matters.

Getting the Most Out of Your New Logo
To get the most out of your new logo you need to carefully consider how the logo is positioned and used in all areas of communication. And the good news is that every opportunity is a billboard for your company’s messaging.

What’s Your Key Messaging?
It’s also a time to work on your messaging. How you deliver information to your clients and prospects says a lot about you.

Are you clear and concise? Do you take time to review, proofread and rewrite your content so it makes sense to your key audience? Can you answer this question, “Why did you introduce a new logo?”
Imagine you are being quoted on CNN about why you updated your company’s logo. Do you want to talk about old logos and new colors and better positioning? No, you want to talk about what your new logo is really about: Listening to the marketplace, changing for the future, a better reflection of your company’s values. That’s what your new logo should really be about.

Your logo should reflect your company’s mission and values, so talk about that when you are asked about your logo. Let the designers talk about color, typeface and corporate identity. You want to talk about substance that resonates with your clients and describes where you want to be as a company.

When Do You Switch Over?
You can change a company logo gradually by phasing in new materials over a period of time. Or you can do it radically: Everything new and in place on the target date. Either way, you’ve got a lengthy list of materials to consider.

Many companies will send out a formal announcement that includes a brief statement of the values and mission of your company. Keep it simple and straight-forward, nothing highfalutin. I recommend that this be done as a mailing along with a press release, an online eBlast and a posting on your home page and in your blog.

What Has to Change?
To get the most out of your new logo and really build a new branding system you should take advantage of every opportunity to consistently and distinctively use your logo. Below is a checklist that can help as you gather samples and pore over business records.

Changing Your Logo: Checklist
Printed announcement
Trade advertisement
Business cards
Fax sheet
Mailing labels
Memo pads
News release form
Postal meter
White papers

Email Signature
Web masthead
Web favicon (The mini logo in your website URL)
Twitter handle
Facebook page
LinkedIn page

Listings and Certificates
Business directories
Certificates of incorporation
Credit certificates
Directory listings
Stock certificates
Ticker symbols

Business Forms
Corporate checks
Payroll checks
Purchase orders
Employee Communications
Benefits books
ID badges
Medical plans
Pension plans
Recruiting materials
Service awards

Advertising & Promotions
Novelty items
Presentation formats
Yellow Pages

Exhibit booths

A version of this story appears on SmallBizTrends.com

Beyond Business as Usual


New video promotes innovative ways that lead to breakthroughs.

Deloitte hired Langton Cherubino Group to create a video promoting the new Deloitte Greenhouse services. At the Deloitte Greenhouse clients can get away from the daily pressures of work and deadlines and learn how to address long term goals in a state-of-the-art environment that combines behavioral methods, analytics, technology, and expert facilitation to create an experience that can propel clients to extraordinary results. The Deloitte Greenhouse is a place for cultivation – of ideas, of relationships, of opportunities – to help clients get to breakthroughs.

The video is art directed by Norman Cherubino, designed by Jim Keller and produced by Gene Faba. The writer and narrator is Deloitte’s own Kim Christfort.

See the creative process at work:
Here are some of the early sketches from the animations featured in the video.

Our logo for Renaissance Capital debuts at the NY Stock Exchange

NYSE Photo by Ben Hider

NYSE Photo by Ben Hider

Renaissance IPO EFT Rings the Bell at NYSE.
The colorful Renaissance Capital logo designed by Langton Cherubino made it’s debut at the New York Stock Exchange on 9:30 am on Thursday February 20, 2014 to celebrate the launch of the Renaissance IPO ETF.

“All in all it was a wonderful and memorable event,” says Bill Smith, President of Renaissance Capital, “We were told that over 100 million people watch the opening bell each day – second in viewership only to the Super Bowl!”

Renaissance IPO ETF began trading last quarter under the ticker symbol “IPO.” With 837,443 shares traded on its first day, the Renaissance IPO ETF was one of the top ten launches by a first-time sponsor in ETF history. Renaissance Capital, a global IPO investment advisor, is well-known for its pre-IPO research and analytics.

The logo is based on an iconic column designed in the style of Greek Revivalist. “It unites the Renaissance aspects of rebirth with a respect for the classical form,” says Design Director Jim Keller. Bill Smith adds, “The logo captures the essence of a company rooted in the fundamentals of financial acumen that is on the top of its game.” See more on Renaissance Capital.

The IPO market has seen a strong recovery since the 2008 financial crisis, breaking ten year records in 2013 when 222 IPOs raised $55 billion. “The launch of the Renaissance IPO ETF, is a direct response to increased investor demand for systematic exposure to newly listed IPOs in a low-cost tax-efficient structure,” said Kathleen Smith, Chair of Renaissance Capital.


Bee happy this year!


LCG HolidayCard_2014 Bees4

Everything takes time.
Bees have to move very fast to stay still.
- David Foster Wallace

Designing simple solutions takes a lot of thought. Just like the bees who work hard to stay still, good communication design must work through many rounds of writing and design to get to just the right words and  images. It’s like the old saying, “measure twice and cut once,” taking time to get the messaging right assures you that your communications will be on the right track.

Taking our inspiration from the bees, here are three B-words to consider when starting your next communication project.

Successful messaging is not boring. Effective communication falls into two camps: Information you want to hear and information you need to hear. The job of the writer and designer is to present content to people in receptive ways. If it’s something important like healthcare, people who need this information should be able to quickly access the core information and logically work their way through it. If it’s something they want, like tickets to a One Direction concert or a new fragrance from Gucci, they should be persuaded with enticing language and graphics that appeal to their sensibilities. Boring doesn’t come into play.

On the opposite extreme of boring is the busy design. It can be long and wordy or blast you with a visual that overwhelms the senses. Busy design repels audiences. They check out and move on to something else. Taking complex messaging and paring it down to a simple design takes time and thought. Finding the key story and expressing it through words and images takes multiple iterations. We like to say it takes many impressions to make the right first impression. Keeping it simple is not about removing all the interesting parts and that would be boring (see above). Effective communication includes novelty and the unexpected elements of style, and yet when all is said and done everything must feel like it is on-message and belongs to the brand that you are creating.

Why should your core audience bother to look at your communication? You must provide communication that people care about. Get into the heads of your target audience and ask yourself these questions:
Why should I care?
What’s in it for me?
Am I better off knowing this information?
When you make communication that people care about they will bother to pay attention.

Bee Happy in 2014
For more insights in making communication that matters, send us an email and let’s talk about how your communication can avoid the extremes of boring and busy, and are worth the bother.

Painting: Bees by Marney Fuller, 1992, Oil on canvas, 84 x 72 inches. marneyfuller.com

Easy to be green, pink or just furry.


Have you ever wondered where you stand among all those furry lovable creatures? Click here for the most comprehensive “Which Muppet Are You?” test we have ever seen. As stated in the posted posted comments “You can’t trick this test! They know who you really are!” And you can’t. Here is a who’s who, in Muppets terms, in our office.

Why your Business Card AND your Website still matter.


It takes two to tango
Do your communications speak the same language? Your two most important forms of communication are your website and your business card and yet many companies fail to align the visual look and presentation of their company in a consistent manner.

Why Business Cards are still important.
Has anyone ever said, “ I can’t shake your hand, I have an app for that.”? The business card is not going away anymore than the handshake is. There may be less “in person” opportunities to actually shake hands these days––but when you get together with someone you do shake hands and you should have a business card to give out. How do people remember your name, find your URL or look you up on Linked-in? Business cards are easy to scan, they use very little paper, and they are cheaper than ever to print. Business cards offer you an opportunity to share your contact information and make a visual impression with imagery, colors and messaging that dfines who you are in a quick manner.

Is your website is your only billboard?
Most people recognize their website as their most important communications platform. Your business cards, Facebook page and Linked-In profile should all connect to your website where your brand image and story should be clearly articulated. Yet do your communications assets look like they belong together? Do they share common messaging, consistent colors, related imagery and logos?

Hold your business card up in front of your website. Do they look like they come from the same organization?

Websites and business cards that go together.
Websites and business cards used to be treated like cars and houses. Even though your car is parked in the driveway outside your house every day, you probably did not think about the color and style of the car and how it looks next to your house. When building a brand you can’t think of every item as a separate entity. What you do online, in print and in person all contribute to the visual marketing of your organization, your services and the products you offer.

Take the Business Card/Website test and see if your brand is speaking the same visual language. It may be time to do some brand building and get your imagery aligned in a consistent marketing plan.

Giving Thanks


“I always thought every day was a gift, but now I am looking for where to send the thank you note.”—Randy Pausch

As designers we can’t think of a better way to say thanks then to do it with a Thank You Note! You can deliver your thanks in print (There’s nothing more personal then a real note on nice stationery) or via email or in a tweet or a in message on Facebook. A real thank you can go much farther then just another “Like.”

Here are a few stories about “Thank you” notes that we bring to you for Thanksgiving.

Perfect Thank You Notes: Heartfelt And Handwritten
What if you were to write one thank you letter a day? John Karlick did just that as told to Liane Hansen on NPR.

Famous Thank You Notes
Can we learn to give thanks from the famous? Here are 6 great thank you notes from Neil Armstrong, Johnny Depp, Rowan + Martin of Laugh-in fame and more.

10 Tips For Writing The Perfect Thank You Note
John Kralik, author of ’365 Thank Yous’ offers these tips on writing the best Thank You Notes.

Bye Bye Banksy


British Street artist Banksy just completed his “Better Out Than In” show where he presented a new piece on the streets of NYC each day in October. Our neighborhood piece located next store to our office on 24th Street was featured on Day 3. Here’s how it has changed.

Bansky Day 3

Banksy Day 27

Bye Bye Banksy

Here’s our previous post on Banksy.

Our neighborhood banksy


Banksy, the British street artist is in NYC…and one of his first installations is on the building next store to our office. See our very own neighborhood Banksy:

And 17 days later, it has transformed a bit.

Eyder Peralta reports on NPR, “The reclusive British street artist Banksy has unleashed an interesting experiment on New York City. For the entire month of October, he’s sprinkling graffiti and throughout the city. He posts photographs of them and a clue as to which neighborhood they’re in and the search begins.

Part of the thrill of the hunt is to try to get to the street art, before it is defaced by others. But one thing that caught our attention is how the hunt — and the consequent iterations of the pieces made by other street artists — have made this an interactive art project.”

Click here for More on Banksy in NY.

Langton Cherubino Wins 2 American Graphic Design Awards


We are pleased to announce that Langton Cherubino Group has been honored with two 2013 American Graphic Design Awards.

Reading Health System Annual Report

The American Graphic Design Awards is a four decade old flagship competition, and is open to everyone in the graphic arts community ‒ graphic design firms, advertising agencies, inhouse corporate and institutional designers, publishers and other media. Each year, roughly 1,000 pieces representing all media are showcased.
Client: Reading Health System
Writer: Steve Rivkin, Fraser Seitel, Rivkin & Associates
Designer: Jim Keller






The Network for Human Understanding

Philip Lynn, Founder of The Network, says, “We need to build a world based on the recognition of our common shared humanity; a world in which no one is left out. We may come from different religions, races, countries and cultures, but we all speak the same language when we speak the language of the soul.” The logo and the website embrace the spirit of enlightenment that The Network for Human Understanding celebrates.

Client: Philip Lynn, The Network for Human Understanding; Art Director: Norman Cherubino; Designer: Jim Keller

See also, the website we designed.

5 Reasons — NOW is the best time to re-do your website.


Advancement in design and programming technology makes for a perfect storm: Now is the best time to redo your website. Technology breakthroughs are constant…but design breakthroughs? What’s that all about? Comedian Louis CK does a bit about how your stomach takes 20 minutes to tell your head that it’s full. He says you can stub your toe and your head knows right away how much it hurts, why does it take 20 minutes for your stomach to communicate? Well, embracing and using new technology to its fullest is a bit like communicating with your stomach: it takes time. It’s been 23 years since Tim Berners-Lee launched the first website and we finally have the tools for designing a website that really focuses on the user. And yet it’s not only about the user, it’s also about the owner of the website and what the owner has to offer the user. It’s about a relationship between user and content holder. And like any relationship, it’s hard work.

5 technological breakthoughs that your website redesign must have.

1. Analytics.
Who is visiting your website? How long do they stay? And once they arrive, where do they go? The amount of information available through free services like Google Analytics is astounding. Web developer and online marketing expert Kurt Edelbrock says Google Analytics will help you, “understand your audience and your website in ways that your competitors on the web often won’t.” You can now track users, see what pages are popular and use this information to guide your website redesign.

2. Responsive Design.
Responsive web design offers you the best quality browsing experience with easy reading and navigation minimizing the need for resizing, panning, and scrolling. A website design with responsive architecture displays itself effectively on desktop browsers, tablets and mobile devices. “Given the rapid adoption of tablets and smartphones — and the fact that users currently seem to prefer reading their news on the mobile web rather than in apps — I think it’s inevitable that 2013 will be the year that responsive design takes off,” says Peter Cashmore CEO of Mashable.com.

3. Content Management Systems (CMS).
CMS offers you a way to organize your content and post new and updated content. With WordPress, and other open source CMS platforms, you can have sophisticated tools at your fingertips that are essential and affordable. When you manage your content better, you can repurpose it on multiple platforms.

4. Mobile.
Did you know that 85% of mobile users expect the mobile version of your website to be as good or better than the desktop view? “A mobile device is the internet for many people,” says Susannah Fox from the Pew Research Center. You can’t ignore the fastest growing audience online. Karen McGrane makes a great argument in Content Strategy for Mobile (A Book Apart), “mobile can be a catalyst to make your entire publishing process more efficient and more effective.” We should use mobile as the filter for rethinking all of our content. Mobile websites must be simpler, easier to click, better written and designed to work for the person on-the-go in a much smaller space. How about applying that to your desktop design as well?

5. Social Media.
People have a better understanding about what works on blogs, Facebook and Twitter, it’s not just about posting and reposting, but using content that effectively promotes your company, products or services. You can combine your business Facebook page with plug-ins that share content or simply add quick links and “Like” buttons to attract audiences back and forth between your website and your Facebook page.

For your audience to think of you as professional, your communications strategy must embrace multiple platforms and display messaging and visual marketing in a consistent manner. Today is a great time to rethink and repurpose your website so that it is on target with your business goals, meets your audience needs and utilizes the best that technology has to offer. Want to know more? Contact us for a free consultation on upgrading your website.