Good Humor meets Whole Foods – Branding The Natural Scoop


“We’re on a mission to change the world, one healthy treat at a time. The cute brand and logo appeals to parents, who love our natural, allergen-friendly brands, and kids who love the fun design and delicious taste. It’s a win win win!” – Carin and Kristen Owners, The Natural Scoop

Introducing The Natural Scoop: Way Better Cold Stuff. All natural frozen treats. No chemicals or artificial anything. Ingredients you can pronounce. Allergen-free brands you trust. Taste you love.

Langton Cherubino Group created the logo and the tagline for this new venture that combines the appeal of “Good Humor” with the sensibilities of “Whole Foods.” Watch our video showing the concepts behind The Natural Scoop’s new branding.

For more information on The Natural Scoops visit their Facebook page.

Check out other Langton Cherubino Group logo design videos:

A Logo in Mint Condition

Embracing Our Logo with Open Arms

Emoji symbol is 2014’s Top Word


I heart emojis3This just in from the Global Language Monitor: The Emoji ideograph for Heart (and Love) is the Top Word for 2014. The symbol is composed of the “<” character and the number “3.” When the characters are combined they form an abstract heart. The Heart and Love emoji, or emoticon, appears billions of times each day around the world — across languages and cultures. This is the first time an ideograph has captured Word of the Year honors. This is the 15th Annual survey of the English Global Language Monitor, a Texas-based think tank that surveys language usage.

The word “emoji” was added to the Online Oxford English Dictionary (OED) earlier this year. According to the OED, an emoji is, “A small digital image or icon used to express an idea or emotion in electronic communication: emoji liven up your text messages with tiny smiley faces.”

Global Language Monitor’s president, Paul JJ Payack says,“The English Language is now undergoing a remarkable transformation unlike any in its 1400 year history — its system of writing, the Alphabet, is gaining characters at amazing rate.”

What does this mean for communication? It means we are truly more and more visual. Our use of symbols continues to grow. And perhaps more importantly, our use of empathy in how we connect with our audiences is a critical aspect in successful communication. Jon Kolko, author of Well-Designed: How to Use Empathy to Create Products People Love (HBR Press) writes that the key to connecting to your audience, is empathy. You need to deeply understand customer needs and feelings, and this understanding must be reflected in the product. According to Kolko, here are the four key steps: (1) Determine a product-market fit by seeking signals from communities of users, (2) Identify behavioral insights by conducting ethnographic research, (3) Sketch a product strategy by synthesizing complex research data into simple insights, and (4) Polish the product details using visual representations to simplify complex ideas.

The artist formerly known as Prince

The artist formerly known as Prince

Remember when Prince tried to change his name to a visual symbol. In 1993 he said, “The only acceptable replacement for my name, and my identity, was the Love Symbol, a symbol with no pronunciation, that is a representation of me and what my music is about.” Perhaps he was ahead of the curve, now symbolic empathic names and symbols are all the rage.


Special thanks to Jennifer Shaheen for sharing this topic on her blog.


Flowers for those who want to see them


LCG_January_Blog_art2“There are always flowers for those who want to see them.”
Henri Matisse

Seeing is believing, but seeing design solutions is not always that easy. One of the fascinating things about Matisse “The Cut-Outs Show” now on display at MoMA is that it showcases work from his late career. We think of cut-outs as something that a child can do, but it took the eye and mind of an older, experienced artist to create the sensational shapes in this show. Art critic Coline Milliard writes, “The dazzling freshness of the cut-outs may occasionally distract from the fact that these works are works of maturity, and an occasion for Matisse to revisit his oeuvre.”

As designers, we know that things are not always clear on the first view but there’s a solution in there somewhere if we just work hard enough to find it. We have to experiment, try out different solutions. We rephrase the messaging, reorganize the type. Can it be said in fewer words? Will an image support the meaning? Will it change the meaning? And will that help or hurt the communication objective? Matisse experimented with layers and layers of paper cut-outs in a myriad of variations to finally realize the ultimate forms that we now admire. The best design solutions require that kind of reiteration.

It is through this design process that the best solutions will blossom.

More on Matisse
See The Matisse Cut-outs with Blake Gopnick and Christian Viveros-Faune in this funny video.
Matisse Cut-ups with Cut-outs

“Henri Matisse: The Cut-Outs” runs at MoMA through February 8, 2015.

5 Essential Communication Tips for 2015


iStock_000014988711_small2What can Matisse teach us about communication in 2015? Henri Matisse provides insights that are even more important in today’s world of communication. Here are 5 tips in his words.

1. Don’t miss an opportunity: “I don’t paint things. I only paint the difference between things.”
2. Get to the point. “Derive happiness in oneself from a good day’s work, from illuminating the fog that surrounds us.”
3. Be bold. “Creativity takes courage.”
4. Master the basics. “You must be able to walk firmly on the ground before you start walking on a tightrope.”
5. Think like a Millennial: “I would like to recapture that freshness of vision which is characteristic of extreme youth when all the world is new to it.”

Truth-Telling Designers (#2 in a series)


3 More Things Clients Don’t Want to Hear.
Our pursuit of using straight-talk with our clients continues with three more examples of things clients don’t want to hear, but responsible designers must tell them anyway. “Make the type bigger,” is a common refrain, yet designer David Carson reminds us that legibility alone is not communication. If you haven’t grabbed their attention or you have nothing to say, or what you say is not clearly articulated, then no design will truly be a solution.

4. Your 3 minute video is too long.
Let’s start by saying that not every video needs to be 30 seconds. Tutorials, How-to videos and engaging stories can run as long as they need. But these stats are really sobering:
• 20% of viewers will abandon your video in 10 seconds or less if your video doesn’t hold their attention;
• By 30 seconds 33% viewers have moved on;
• At 1 minute 44% have left, and almost 60% have gone at the 2 minute mark.
You need to think of your audience’s attention span and create attention-keeping videos that inspire, entertain and inform. Be sure to get to the point before your audience checks out.
Source: Visible Measures.

5. People don’t read your annual report, they glimpse it.
As far back as 1929 designer Lucian Bernhard was warning his clients that the modern reader has no time to read, but only glimpses. And if anything, attention spans have only shrunk in the past 85 years.

In a post called, “We don’t actually read anymore,” Denise Pires cites a study from the University College of London that says, “we are exhibiting more and more a form of skimming activity, read horizontally through titles, content pages and abstracts to search for the quick wins, ‘scan, flick and power browse’ our way trough digital content, hop from one source to another and rarely return back to the original source.”

So what does this mean for today’s annual report? We need to make the best of the glimpsing phenomenon by making our annual reports engaging on multiple levels. Author Tom Ahern often says, “You cannot bore people into action.” Strong themes, well written in bite-size pieces should be expressed through images and compelling designs that tease the reader and invite them to look deeper.

6. Looking cheap can actually cost you more.
We’ve been asked many times to make something look less expensive. Best summarized as, “I don’t want my employees to think that I spent so much money on their benefits communications when they’d rather see it in their paychecks.” Sounds fair enough. But what are you saying to employees when you give them poorly written and sloppy designed communications about important things like their own healthcare, investment and wellness programs? It’s a balancing act. We tell clients that your communications should look smart, well thought-out and show that you care about your employees. Or as Rob Weatherhead writes in The Guardian, “Tell the reader what they need, and want, to know, and no more – it sounds simple but far too many people don’t follow this rule.” In the long run, you have to ask yourself what type of impression you want to make and then deliver that message in the most effective way possible.

Read more Truth-Telling Designer Tips here.

Truth-Telling Designers (#1 in a series)


3 Things Clients Don’t Want to Hear.
We are often told to be more positive. Use the carrot instead of the stick. Sugar works better than vinegar. But does sugar-coating a bad design solution really make it any better?
Gandhi Sez

1. Everything can’t be bold
On a layout we are asked to make everything more important. Put the headline in bold, make the call-out bigger, add a box to emphasize this information, then make this section bold and that section bold italic. Pretty soon the whole page looks like a ransom note. If everything is important, then nothing is important. Sometimes you have to tell the client that everything can’t be bold. It’s about using contrast and emphasis to establish priority.

2. Your new logo will not solve your communication problem
bass the first logo In 1870 Bass trademarked the first logo design. But it wasn’t until the 1950s that logos began to take off. Now everyone wants a logo and many think that the logo will solve their problems. The power of logos is over-sold. They are not the magical solution to every company, product or service problem. And yet we are asked all the time to create the new brand that will redefine the mission of the organization. The organization needs to redefine its mission and communicate this with a vast artillery of tools. The Nike logo is often called the “swoosh” with sound effects…a logo with sound! And yet if you were to look at one of the world’s most famous logos, do you see a wing of the goddess Nike, or do you see a checkmark? The logo acts as a vessel that expresses the multi-million dollar marketing and celebrity-driven campaigns backed by products and performance that deliver. They are not successful because they have a cool logo, they are successful in creating imagery, messaging and products that resonate with people, and their logo is part of the delivery of that message, but it is not the message.

Nike vs Checkmark2Sometimes you just have to speak directly to the client and establish the limitations of the logo. It’s hard to tell clients that the logo we are designing will not revolutionize their company, ultimately it’s the company that should “just do it.” Paul Rand, creator of the IBM logo, said, “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning…If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.”

3. A template is not a website solution
Wordpress offers great templates, themes and plug-ins that make building a website much easier. But having a template is not the solution to your communication strategy. Your website is still the best way for clients and prospects to find out about you and your offerings. You need to determine if your website is primary for: education/informing, selling or validating? What is the call-to-action? What messaging do you want to convey to your users? What themes, impressions and attitudes do you want your users to feel when they visit your URL? We are often asked to use existing templates and to just plug-in the graphics. But that’s not enough.

Sometimes you have to tell the client that it’s not really about the technology, it’s about the messaging delivered through word and image.

Are you the type of client who wants straight talk and real answers? We believe better solutions are achieved when we speak directly and offer our experiences and expertise even when it may not be want you really want to hear.

2 x 2 = 4 Award-winning Designs


Health + Wellness Design Awards: Healthy Pfizer
This inaugural Health + Wellness design competition encompasses the big picture of healthcare: traditional medical industries such as doctors and nurses, hospitals and homecare, pharmaceuticals and insurance, as well as newly energized preventative and holistic areas such as fitness and exercise, meditation and spiritual, and natural and organic lifestyles.

Our work for Healthy Pfizer has received two Health + Wellness awards. Healthy Pfizer is the comprehensive wellness initiative offered across the nation to all Pfizer US employees. The first award is for a yearly employee educational campaign. The second award is for a comprehensive on-line smoking cessation toolkit used to promote Pfizer’s tobacco-free workplace policy.

Healthy Pfizer wellness3
Shown are examples from the Healthy Pfizer Campaign. This series of promotions were delivered via email, videos and on-site posters to all Pfizer locations in the US

See more of our work for Healthy Pfizer.

Fresh Start Website
Fresh Start is a website that offers access to a range of services that assist employees to with smoking cessation and offers Pfizer site leaders a toolkit with resources to promote the company’s tobacco-free initiatives.

American Graphic Design Awards: Reading Health
Langton Cherubino was honored twice in the 2014 Awards competition with Certificates of Excellence for The Reading Health annual report “The Road Ahead” and The Reading Nursing report “The Journey to Excellence.”

For five decades, Graphic Design USA has sponsored competitions to spotlight areas of excellence and opportunity for creative professionals. More than 8,000 entries were submitted — a very selective 15 percent are recognized with a Certificate of Excellence.
Reading Health ARs
Two annual reports we designed for Reading Health were honored with American Design Awards.

See more of our work for Reading Health System.

Four Steps to a Better Homepage


Does your Homepage answer these questions?

What is this site?

What’s in it for me?

Who are you?

Should I stay or go?

Most of the people who arrive on your homepage are armed with these predictable questions: Your answers to those questions should shape your homepage design approach.

What shouldn’t shape your homepage design approach is the idea that your homepage should seduce visitors with a ton of cool images. The most important thing your site should do is to inform visitors about what you actually do, and for whom.

It’s important to reiterate the eternal truth of the homepage: it is not always the first page. The number of visitors to your site who will first arrive via a sub-page is in direct proportion to the amount of content your site contains. The more pages you have, the more first pages you have. However, most people who arrive on a sub-page will probably head to your homepage next, armed with the same questions about your website.

Plan your homepage as a text outline first.

Your outline should organize your priorities for your homepage, starting with what you think is the most important information a prospect should know and ending with things that are important enough to be on the homepage, but not as essential. This should make for a pretty short list. If you’re still not sure about your list, try this one:

  1. What You Do for Your Clients
  2. What You’ve Done
  3. What Your Clients Say
  4. Who You Are

1. What You Do for Your clients?

What do you do? Who do you do it for? Your positioning statement is a succinct answer to those questions. Think of this as if you are stepping into an elevator with a prospect who turns to you and asks “So, what do you do?” You answer clearly and succinctly, knowing you have about 15 seconds to make it count. And remember to answer, “What’s in it for me?” What do you do that is unique, special and meaningful from the point-of-view of your client or prospect?

2. What You’ve Done

This is your experience. This is where you show your best work. The stuff that serves as the best example of what you just said you do. This is the stuff that would inspire and excite your ideal prospect. On your homepage, you should show a beautiful image and a brief explanation of the engagement with a clear link to a case study. A case study is not just a page of images. Inspire them with that first image, then focus more on the “tell” and less on the “show.“

3. What Your Clients Say

Ideally, your case studies already include client testimonials. But it makes a lot of sense to take the best ones and emphasize them on your homepage. Think of a testimonial like a real, person-to-person referral. Some of your prospects will look at your “what we do” stuff on your homepage, but might not bite on the cases study links. The testimonials are for them. You are giving your prospects a chance to meet their peers and hear what they have to say about working with you. And you reap the benefit of their praise (not to mention the implicit confidence you exude by letting your clients speak for you).

4. Who You Are

Finally, this is where you put your content, your intelligence, your insights. This is your opportunity to express why your approach is distinctive and meaningful. Articles. Blogs. Webinars. Books. You name it. Make it clear what kind of content it is, so that a visitor will be clear on what to expect once they’ve clicked or tapped that link. This is the stuff that backs up the promise in your “What You’ve Done” statement, and the implicit promises in your case studies and testimonials.

This post is adapted with permission from a longer piece by Christopher Butler, Chief Operating Officer at Newfangled, a leading web development company.

Positioning Statements vs Taglines


Your positioning statement is internal. Its purpose is to guide the marketing, production and operational decisions of your company. You should be able to use a positioning statement as a litmus test to whether any decision is on-brand. Some famous positioning statements include:

Target: Style on a budget.

Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety.

Home Depot: The hardware department store for do‑it‑yourselfers.


A tagline, by comparison, is consumer facing. It is the distillation of the positioning statement into a catchy, memorable snapshot of the brand that conveys both the benefit and the personality. Look at the taglines of the brands mentioned before and see if you can tell how they were laddered up to the positioning statements.


Target: Expect more. Pay less.

Volvo: For life.

Home Depot: Let’s Do This.

Target logo Volvo logo home depot logo_blog2

This post is adapted with permission from a longer piece written by Betsy Pérez, VP Brand Strategy, at Ervin & Smith a branding agency in Omaha.

Back-to-school: How does your handwriting stackup?


LCG universal handwriting for blog

Is There a Right Way to Write?

The Universal Handwriting Experiment uses a website to gain submissions and calculate the average shape and size of each letter of the alphabet. Once you draw and enter your information—including which hand you use, gender, age, occupation and home country—your handwriting is compared to the millions of other worldwide submissions. The website calculates the difference in length, width and height between your letters and the average letter. In addition, you can compare your handwriting to other people in your trade, country or even gender. The website allows to see past letters and their deviances from the mean, and it is constantly updating its average to fit the submissions. So is there a universal handwriting typeface? Check out their website and submit your handwriting to find out!

What can Picasso teach us about logo design?


Picasso created “The Bull,” a series of 11 lithographs of a bull over a period of a month, in late 1945. In the early stages, the bull has a snout, shoulder shanks and hooves, but over the iterations, those details vanish. The last image is a curvy stick figure that is still unmistakably a bull. The New York Times reported that Randy Nelson, one of the teachers at Apple University uses the Picasso Bull series to illustrate how Apple approaches design. “You go through more iterations until you can simply deliver your message in a very concise way,” recalled one person who took the course.

Just like Picasso, we believe designs are more effective when they are simple. So how do we take the complex ideas that encapsulate a company and turn them into a simple logo—a logo that is recognizable and easy to understand?

Our process is similar to how Picasso works. We prepare by seeking a deeper understanding of the essence of a client’s company, product or service. For logo design we start with research – online and through client interviews – and uncover the driving force and true mission of the company. We summarize this in a Marketing Strategy Report and present that back to the client for input and approval. Then we begin sketching concepts that are informed by this strategy. Once a logo starts to come into focus, we simplify the image so that it is easy to understand. Like Picasso’s bull, you can still recognize the image and the themes of the company, even though there are less lines and details. That’s the beauty of design. Simple, sleek and yet comprehensive. For a recent example, see the Open Arms logo design.

Embracing our New Logo with Open Arms


Langton Cherubino Group created a new logo for Open Arms, a new Christian preschool in Manhattan.

Open Arms provides a safe and stimulating Christian environment for young children. This video displays the process behind creating their new logo, which includes: concepts, theme boards, early sketches of our work, the client’s feedback, and the final product.

Learn more about Open Arms Preschool.

Achieving Harmony in Business.


New video promotes a harmonious work environment with bounce and style.

Deloitte hired Langton Cherubino Group to create a video promoting the new Deloitte Business Chemistry services. Business Chemistry helps businesses harvest their employees’ individual strengths to create a harmonious group dynamic in their work environment. Applying the latest analytics technologies in the fields of neuroanthropology and genetics, Deloitte identified specific patterns of business behavior. Business Chemistry guides leaders to recognize these patterns and combine them to create a team masterpiece.

The video is art directed by Norman Cherubino, designed by Jim Keller and produced by Gene Faba. The on screen narrator is Deloitte’s own Kim Christfort, Global Business Chemistry Leader.

Click here to see another recent video for Deloitte’s Greenhouse.


Reading Health System Wins 3 Design Awards


Reading Health Communicator Award Winner

We’re pleased to announce that our annual report design for Reading Health: The Road Ahead won 3 design awards:

2014 APEX Award of Excellence

2014 Summit Marketing Bronze Award, nonprofit/ government Annual Report for the Creative Awards

2014 Silver Award for Distinction, nonprofit annual report design for The Communicator Awards.

The overriding goal for Reading Health System is, “to enhance and sustain wellness for the residents of our region.” This is especially challenging in the 21st century healthcare environment where change and uncertainty have become a constant. The report shares the vision and leadership plans of Clint Matthews, president and CEO, and Victor H. Hammel, board chairman. Inside spreads highlight key leaders and innovative contributions from real-time digital health records, to leading edge medicine and the successful methods of enhancing patient care.

The Report was designed by Langton Cherubino Group, Jim Keller, design director; David Langton and Norman Cherubino partners; with primary photography by Alan Orling.

apex-smallThe APEX awards have been awarding pieces for excellence in graphic design and communication for 25 years. This year over 2,000 entries were judged.

sca_trophy_ico_tranThe Summit International Awards has been judging entries from around the world for over 20 years. Judging submissions based off of their strength of concept and quality of execution, the award is a high international honor.The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications.Founded two decades ago,

trophies_newThe Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world

“K-E-N-T-I-L-E-F-L-O-O-R-S” spells Brooklyn as a brand.


KenTiles Sign_Blog
Can this be the ultimate logo for Brooklyn? When the landlord of the building that displays the long defunct KenTile Floors sign in Brooklyn prepared to take down the old sign, neighborhood residents protested. For the past 50 years the sign has been in place hovering eight stories above the former factory and scrapyards by the Gowanus Canal. Organizer Stephen Savage says, “Like any well-designed logo, it’s a source of identity and pride.”

“That sign is real Brooklyn, not hipster Brooklyn,” says a long-time Brooklyn resident. “When I see that sign it feels like home.”

KenTile Floors was one of America’s largest manufacturers of super-resilient floor tile, and it was a national tile distributor. KenTile eventually went bankrupt in the 90s after numerous claims that they sold products that contained as much as 25 percent asbestos. Yet, the brand associations with the large red lettered sign are so strong that Brooklyn residents still hold passionate feelings for it.

Steven Savage writes in his letter to the New York Times, “The magic of the sign is that the viewer assigns his or her own meaning to it. Funny how art works that way.” This is just what author Blake Gopnick means when he says, “Brands depend upon what WE THINK THEY ARE.” Designers and brand communicators must remember that brands live in the hearts and minds of the audience.

According to the New York Times, The building’s owner, Elyahu Cohen, said that the sign’s steel structure was rusting and crumbling and needed to be scraped and repainted. The building beneath the sign was damaged by Hurricane Sandy. The KenTile sign is coming down, but Cohen has agreed to donate the sign to the Gowanus Alliance, and a new location will be found to reinstall the sign. Cohen told the Times, “We love the sign, and we heard the voices of so many community members. We will work hard to preserve the letters during removal.”

It’s OK, Go Ahead and Write on the Wall


Here’s OK Go with “The Writing’s On The Wall,” featuring a warehouse of optical illusions. Kinda of reminds us of our own Room of Illusions, but with much better music.
For more illusions, check out our Room of Illusions.

LOOK! New Tumblr on AIGA/NY!


How does design create a sense of space in NYC?

David Langton’s collage “LOOK! On the Streets of NYC” is featured in AIGA/NY’s Tumblr. Check it out!


David’s description:
Michael Beirut of Pentagram created a campaign using “LOOK!” with eyes made out of dots in the letter ‘O’s. The LOOK! Eyes were painted on crosswalks around NYC. The campaign sponsored by the NYC Department of Transportation is intended to make pedestrians stop and look up before crossing the street. I couldn’t stop looking down on the crosswalks as the LOOK! Eyes were transformed before my eyes each week by the NYC winter.

Did Andy Warhol really say that?


“In the future, everyone will be world-famous for 15 minutes”
– Andy Warhol (or very possibly not)

Did Andy Warhol actually say this? Blake Gopnik author of an upcoming Warhol biography told Marketplace on NPR, “By the late 1970s, Warhol himself was mentioning the line (not always clearly as his) at various times and in various places and in various weird versions, even saying that he’s grown bored with it.”

Time Magazine, The New York Times and The Washington Post, among others, quote people who attribute the line to Warhol. The Museum of Modern Art posted the phrase on the wall with Warhol’s name on it in an exhibition in 1970. Many others claim authorship and in 1980 Andy Warhol claims he never uttered the line. Of course, Warhol is the type who would say he didn’t say it even if he did.

So did he or didn’t he actually say this? The fact of the matter is: It doesn’t matter.

It is considered to be pure Warhol by the public. It is part of the Andy Warhol Brand.

So what is a Brand?
A brand is not a logo, it’s not a clever ad or slogan, it’s not an identity program. Your brand is made up from the many perceptions from your various audiences.

In other words: It’s not what you think, it’s WHAT OTHERS THINK OF YOU.

McDonalds spends millions of dollars telling us we’re “Lovin it” and Nike hires the best athletes around the globe to tell us to “Just Do It.” But McDonalds must listen to its customers. They offer salads for mothers concerned about healthy eating and eliminated Styrofoam because kids care about the environment. Nike has to monitor the way their shoes are made because their audience cares about these things. When their branding campaigns are more in line with the expectations of their audiences they will resonate more.

Blake Gopnick says, “Brands depend upon what WE THINK THEY ARE to figure out what they are. They look at what we say on Facebook. They look at what we say on Twitter. Then they try to figure out what we think about them, and feed it back to us.”

Social media posts on Facebook, Twitter, Vine and Instagram are used as key tools to craft messaging for new movies. Liz Jones, EVP of digital marketing for Relativity Media told Variety, “I’m a big believer in social listening—I’m obsessed with the social influencer.”

The Design Challenge
The challenge for designing a successful logo is in creating an image that is capable of expressing the right emotion. By tapping into your audience’s emotions in the right way, you can highlight the ideals of your brand in the best light.

Want to know more?
Gopnik shows how truly convoluted the origin of the phrase is.

The Andy Warhol candy bar is for real! Order yours here.

Reading Health System Report wins Communicator Award


Reading Health Communicator Award Winner
Reading Health: The Road Ahead won the 2014 Silver Award for Distinction, nonprofit annual report design for The Communicator Awards.

The overriding goal for Reading Health System is, “to enhance and sustain wellness for the residents of our region.” This is especially challenging in the 21st century healthcare environment where change and uncertainty have become a constant. The report shares the vision and leadership plans of Clint Matthews, president and CEO, and Victor H. Hammel, board chairman. Inside spreads highlight key leaders and innovative contributions from real-time digital health records, to leading edge medicine and the successful methods of enhancing patient care.

The Report was designed by Langton Cherubino Group, Jim Keller, design director; David Langton and Norman Cherubino partners; with primary photography by Alan Orling.

The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications. Founded two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.

Langton Cherubino Wins 4th American Web Design Award.


LauraNadlerScott Web
We are pleased to share the news that our website design for children’s book author Laura Nadler Scott is a winner in this year’s American Web Design Awards competition.

Laura is the writer of three published picture books with a fourth one the way. “The site itself is playful and fun without being childish,” says Norman Cherubino, creative director, who designed the website. The site includes whimsical rollovers featuring the artwork from the books. It is structured to showcase the books for sale and provide easy access to related games and opportunities for readings and author events.

The American Web Design Awards celebrate the power of well-designed websites and online communications to attract audiences, disseminate ideas and information, generate response and promote products, services and ideas.

Related Links:
See the website.
Buy the books!

View Our Past Website Winners:
Coda Leadership


Webb vs Web

Lani is one of 1000 dogs!


IMG_3424“Some of our greatest historical and artistic treasures we place with curators in museums; others we take for walks.” — Roger A. Caras, Animal Welfare Activist

The artwork sketches by Jim Keller, our design director, that led to the lani® dig your dog identity design are featured in a new art book, 1000 Dog Portraits by Robynne Raye (Rockport). Lani was a Wheaten terrier that provided her owners with ten years of companionship and love, and became the symbol for a line of natural grooming products for dogs and the people who dig them.

1000 Dog Portraits is a compilation of quirky, fun, fanatical illustrations, paintings, collages and drawings from designers and artists around the globe. From hounds to herding dogs, and mutts to terriers, there is a diverse range of artistic renditions from naïve and abstract to traditional portraiture.

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

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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.

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

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.