Scariest Ghostbusters scenes for graphic designers


GhostBuster Logo BustedThe Ghostbusters’s logo is one of the few movie logos used on screen and in promotion (the other being Chip Kidd’s logo for Jurassic Park.) So it comes as a shock that the logo is presented in two scenes that should send chills up the spines of logo designers.

Scary Scene #1: Kevin’s Interview

Kevin (Thor’s Chris Helmsworth) is being interviewed for the receptionist position and is asked to share his logo designs with the Ghostbuster team. It’s bad enough when the logo designer is equated with the receptionist job. And this isn’t just an ordinary logo. According to Adweek the Ghostbusters logo designed by Michael C. Gross enjoys a 96% recognition rate among consumers 13-54—two generations after the initial release of the first movie. The first thing we tell students of graphic design: “do not work on spec!“ You should get paid before you show any new design work. This is very scary for designers.

Scary Scene #2: The Graffiti Artist 

After rejecting the logos from their receptionist, the Ghostbusters investigate a paranormal appearance in the subway and stumble upon graffiti artist (Nate Corddry) who perfectly renders the classic Ghostbusters logo on the subway wall in spray paint. This is probably the best special effects in the movie. He is not even looking at the wall while he paints. It’s impossible to draw that logo so perfectly in spray paint in one fell swoop. This raises the bar for all logo renderings creating a very scary new standard for designers everywhere. To make matters worse, Ghostbuster Kate McKinnon snaps a photo of the artwork and says this would make a great logo. No designers are being paid in the making of this logo.

Infographics that impact lives.


South Bronx infographic600px

Bronx Community District 3 has a rich cultural history yet it is in the poorest congressional district in the nation. 83.2% of children are born into poverty and the Bronx has the highest unemployment rate in the state of New York.  South Bronx Rising Together is a collaborative network of program providers and community stakeholders. They work together to create a community that is college and career ready by leveraging the expertise of a network of families, educators, business leaders, community advocates and service providers to support the lifelong success of families and youth in the community.

An infographic created by Jim Keller and David Langton from Langton Cherubino Group defines the core issues for the South Bronx informing community leaders and donors of the situation at hand while sharing the vision of the South Bronx as a vibrant and safe community of working families where children have the opportunities and resources they need to succeed.

“We use this tool all the time to communicate the core messaging to our partners and donors. It quickly conveys the theoretical concept of “collective impact” while also providing specifics of our approach in the South Bronx,“ says Abe Fernández,
Co-Director, South Bronx Rising Together, and Director of Collective Impact, The Children’s Aid Society, “It’s better than a 50-page positioning paper.”

Stats and graphics that tell a bigger story

South Bronx Rising Together in conjunction with The Children’s Aid Society and Phipps Neighborhoods recently released a 2016 Progress Report that shares results to-date from over 150 partners engaged in transformational work. Langton Cherubino’s senior designer Jenny Christopherson designed the report with colorful charts and graphics that highlight progress to-date while telling personal stories of trust developed, hope renewed and talent unleashed. Statistics that track progress are an important part of the process. Collaborative Action Partners meet every month to review data, identify effective practices and implement strategies that no one individual or organization could achieve on their own.

South Bronx Rising Together seeks to remove barriers to success and create opportunities and reinvent the South Bronx as a community where people aspire to live, work and raise families.
Read more.

Langton Cherubino wins 2 Golds and 4 Silvers!


LCG 2golds+4silversLangton Cherubino won six 2016 Communicator Awards for design excellence. Congratulations to the team at Langton Cherubino: Steve Chesler, Julie Cottineau, Jenny Christopherson, Jim Keller and Amanda Neville.

About the Communicator Awards:
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. The Award of Excellence, the highest honor, is given to those entrants whose ability to communicate positions them as the best in the field. The Award of Distinction is presented for projects that exceed industry standards in quality and achievement.


2016 Gold Award of Excellence

Reading Health Annual Report 2015
Annual Report – Medical

2016 Gold Award of Excellence  

Reading Health Annual Report 2015
Annual Report – Non-Profit




2016 Silver Award of Distinction  

Private Prep Website
Websites – Education

2016 Silver Award of Distinction  

Private Prep Website
Websites – Home Page




2016 Silver Award of Distinction  

NEAM: New England Asset Management
Corporate Identity – Design

2016 Silver Award of Distinction  

NEAM: New England Asset Management
Corporate Identity – Identity Manual/Style Guide


Key messaging expressed through your annual report


Reading 2015How well does your annual report define the mission and share the leadership’s vision for your organization? Each year we introduce themes that support key messaging for the Reading Health System. “With our emphasis on value and supportive community behind us, the future of Reading Health System  remains bright — as does the enhanced wellness of the citizens of Berks County.”

This is our 6th award-winning report for Reading Health System. The latest report just won the 2015 Communicators Award for Excellence in Communication.

In each report the key messaging is delivered through word and image. For 2015 the theme was “Delivering Value” and the report introduced five strategic initiatives that enable Reading Health to deliver value to today’s healthcare consumer.

Here’s a quick look back at the five previous reports and their themes.


Reading 5 reports_Blog art


2014 Changing the Equation
Surviving the unrelenting transformation and uncertain environment undergoing healthcare by not only responding to but anticipating change.






2013 The Road Ahead
Defining a future vision for enhancing and sustaining wellness for the entire region.






2013 Journey To Excellence (Nursing Report)
Achieving excellence in a patient-first environment while setting the groundwork for Magnet status care in nursing.


2012 Advancing Health, Transforming Lives

Demonstrating how a patient-centered , physician-led system can advance health and transform lives.






2011 Leadership
Transcending the image of a well-regarded
local hospital to that of a leading regional healthcare system.

Design Thinking can improve your life.


Design Thinking brain for blog

Designers are trained to approach communication problems in a process often dubbed “Design Thinking.” This has resulted in companies founded by designers (Airbnb and TED) or companies where design is king (Apple) or where design is integral to a service’s success (Uber). How can we apply these principles to the way we live ourselves? Fast Company reports that design is evolving “from a largely stylistic endeavor to a field tasked with solving thorny technological and social problems.”

What is Design Thinking?

Design Thinking is a way of approaching a problem that usually involves these 5 steps:

1. Empathize Discover the real issues that need to be resolved by listening and trying to understand your client’s problem.

2. Define the Problem Reframe the problem and try to envision what a solution would mean.

3. Brainstorm Once you’ve agreed to the core need at hand, begin dreaming of possible solutions.

4. Prototype Build a model, make a layout, create a plan and test ideas and find out what solutions might work.

5. Feedback Test the idea, listen to feedback and see what works and what doesn’t.

Effective communication solutions require a deep understanding of the client problem. We employ this expertise with every design project. As we spend time upfront learning about the client’s situation and in doing our research we become more empathetic. We then define the needs of the project, and present that back to the client for feedback. Are we on target? Did we miss anything? Is our definition of the needs for your project accurate? We use this as the basis for brainstorming. Then we present our prototypes to the client to test whether they reflect the mission of the project. There’s a lot of back and forth as we continue to learn more about the clients and their needs.

Tara Parker-Pope writing in the New York Times shared her perspective of how you could use this process in your personal life. Design Thinking is more than just a way of doing business, it can be a way of life. “The design thinking tools speak directly to what it means to be human. They are extremely useful in assisting us to re-frame the issues in our lives and how we go about our daily activities in such a way that we can have more satisfying lives,” says Dr. Bernard Roth, a Stanford engineering professor and author of The Achievement Habit: Stop Wishing, Start Doing, and Take Command of Your Life.

Langton Cherubino Group

We specialize in designing solutions for Health & Wellness, Community Building, and Financial Services. Contact us for a free consultation.

A design sequel a decade later


Olstein 10 + 20Small

















“Langton Cherubino designed a book that effectively encapsulates our commentaries over the past decade and positions Olstein as a thought leader,” says Tim Ermi, SVP Business Development at Olstein Capital Management, “Our clients love it!”

Our Second Decade in Review was celebrated with the publication of Olstein Funds’, “A review of predictions, warnings, investment philosophy and plain old pontification.” We are pleased to have designed two volumes — one per decade. “It’s not often that you get to create a second volume 10 years later,” says design director Jim Keller. Check out more at Olstein Capital.

Two Visionaries you never heard of who changed the digital world


Do you know why we have typefaces on personal computers? And why do we use the @ symbol in our emails? They were created by two visionaries that you have probably never heard of before.

Rev. Robert Palladino, a Trappist monk, priest and calligrapher taught a class in calligraphy at Reed College where Steve Jobs briefly attended school in 1972. Jobs was so enamored with the font designs that he insisted that they be included in the original Macintosh computers.

“I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great,” Mr. Jobs said in a 2005 commencement address at Stanford. “It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating.” He continued: “Ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them.”


Raymond Tomlinson created the ubiquitous @ symbol for email use in 1971. He settled on the @ symbol because he needed a key stroke that was not used in standard computer coding. According to his New York Times obituary, Mr. Tomlinson went on to play an important role in developing the first email standards, including the now-familiar name, date and subject headers atop every email message.

The “at” sign, meanwhile, assumed a life of its own. It was known as the “commercial a” when it appeared on the American Underwood typewriter in 1884 and was understood to mean “at” or “at the rate of,” as in the ledger notation “one doz. widgets@34 cents ea.”

Once introduced into email, it took on a personality, and a variety of pet names. In French and Italian, it is called a snail. Israelis know it as a strudel, and Finns, having decided that it resembles a curled-up cat, call it miukumauku, or “the meow sign.”
In 1996, for the first time in the United States, more electronic mail was being sent than postal mail. According to a report by the Radicati Group on global email use, last year over two billion emails were sent every day from 4.35 billion registered email accounts.

Make a Splash in 2016


In a year of revolutionary change: Marriage Equity, Defense of The Affordable Care Act, and upheaval: The Syrian Refugee Crisis, The Charlie Hebdo assassinations, and too many gun killings to fathom, we thought it would be good to step outside of our world and look to the heavens. The discovery of water on Mars is truly inspirational because life tends to show up wherever there is water.

Flowing Water on Mars
Rod Pyle writes in Caltech:

“We have heard the Mars exploration mantra for more than a decade: follow the water. In a new paper published October 9, 2015, in the journal Science, the Mars Science Laboratory (MSL) team presents recent results of its quest to not just follow the water but to understand where it came from, and how long it lasted on the surface of Mars so long ago.

The story that has unfolded is a wet one: Mars appears to have had a more massive atmosphere billions of years ago than it does today, with an active hydrosphere capable of storing water in long-lived lakes. The MSL team has concluded that this water helped to fill Gale Crater, the MSL rover Curiosity’s landing site, with sediment deposited as layers that formed the foundation for the mountain found in the middle of the crater today.” Read more.
Make a splash in 2016!

Our new neighborhood





Every New York City neighborhood seems to have it’s own pulse. Our offices are now located on 28th Street between 5th Avenue and 6th Avenue. Broadway bisects the block which is split among wholesalers, the remants of the old Flower District and an emerging construction boom sprinkled with young hipster spots like Sweet Green and the nearby Millenial hangout at the Ace Hotel. Here are a few images of the neighborhood that have caught my eye.

tin Pan alley1

Tin Pan Alley

It took a few weeks before I realized that we work in Tin Pan Alley! A street vendor parks over this plaque in the mornings, and I only see this plaque on my walk home. From 1880 to 1953 this was the headquarters for American music publishing. According to the Songwriter’s Hall of Fame, “In the late 19th century, New York had become the epicenter of songwriting and music publishing, and publishers converged on the block of West 28th Street between Broadway and Sixth Avenue in Manhattan. There are several stories about how the block got its name. One that is often repeated tells of a reporter for the New York Herald who was hired to write about the new business of sheet music publishing in the city. As he walked down 28th Street toward the publishing offices, he heard the dissonant chords and strings of competing pianos through the open windows. The sound, he remarked, sounded like a bunch of tin pans clanging.” The ragtime music of Scott Joplin, the early blues of W.C. Handy, new recordings by jazz great Louie Armstrong in the 1920s and the Big Band sound of the 1930s and 40s all emerged from Tin Pan Alley.

aqua Foam2


The Flower District

There are still quite a few floral wholesalers along 28th Street, and the sidewalks are full of today’s orders on the west side of 6th Avenue. See this ScoutingNY story for great photos and a walking tour essay. For me the connection to the Flower District is personal. As a teenager I worked for my grandfather Walter Walsh and my Uncle Dick Walsh at Walsh Flowers in Woonsocket, RI. I’d be in the basement making boxwood Christmas trees and soaking the “Oasis” foam bricks like the ones shown in this photo for “Aquafoam.” Years later on a Flower District excursion to New York, Uncle Dick would join me (and my new girlfriend, Shelley) for dinner at Harvey’s Chelsea bistro and report back to the family that he just met the new daughter-in-law.

•water towertwice2
Water Towers

Right outside our office windows we have this great view of New York City’s blend of old classic buildings mixed in with new constructions. Just as we moved in, a new water tower was being built. It was completed within a couple of hours. We made a bunch of jokes about how none of our arguments could hold water, but clearly this tower could.

Rosenwach Tank is the only company left in NYC making wooden water towers. According to Business Insider, the wooden water tanks were vital in the early twentieth century, as the city grew skyward. They use wood because just three inches of wood insulate the tank as well as 24 inches of concrete would. The city’s older buildings get their water supply, and feed their fire sprinklers from the water tanks. “We’re in a dying business,” Andrew Rosenwach told Business Insider. His great-grandfather started the company. “When I was looking at joining, my father told me ‘If you join the family business and they stop putting tanks up, you’ll have enough business taking the tanks down.’”


28th Mosaic

Patterns and Mosaics

When I design logos I love to include patterns that I see in the streets and I am quite inspired by the mosaics in the 28th Street subway stations. Here’s a mosaic of 28th Street mosaics. To see the hidden gems in the Flower District you have to stop and smell the roses.

Special thanks to Jim Keller for his moving line-art and to Christie Grotheim for her GIF animation that makes it move.

Langton Cherubino Wins 6 American Design Awards


We are pleased to announce that we won an unprecedented six American Design Awards this year. We were honored for designing a video for Deloitte’s Greenhouse, a website for Pfizer’s Fresh Start Tobacco-Free Initiative, an annual report for Reading Health System and three new logo designs for the Dobbs Ferry Schools, Natural Scoop Healthy Frozen Treats and the Hickory Hill Golf Course.

The Deloitte Greenhouse Video

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 writers are Deloitte’s own Carin Crook and Kim Christfort (who is also the narrator.)

Healthy Pfizer’s Fresh Start Tobacco-Free Website
Fresh Start WebsiteLG













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

The Fresh Start website was designed by Norman Cherubino and Jim Keller.

Reading Health System Annual Report
Reading AR Cover_Spread


This is the sixth report Langton Cherubino has designed for Reading Health System based in Reading, PA. All six have won honors for design excellence. The report was designed by Jim Keller and art directed by David Langton.

Dobbs Ferry School District
DF District3
Langton Cherubino designed a series of logos for the three schools in the Dobbs Ferry School system in Westchester County, New York. The logos were designed by Jim Keller, art directed by David Langton. We collaborated with Julie Cottineau, founder and CEO of BrandTwist.



Natural Scoop Logo and Tagline
Logos for Blog2Natural Scoop is a healthy frozen treat service established by Carin Crook and Kirstin Ponte Cerulli. 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.







Hickory Hill Golf Course
Logos for Blog22

Design Director Jim Keller designed the logo for the Hickory Hill Golf Course which is also featured on their new menus.

Connecting your name to your mission



Did you see how Larry Page, co-founder of Google announced their new holding company name? He didn’t just say, we picked the name because we liked it…he gave a very deliberate explanation that tied the poetry of the name “Alphabet” to the mission of the Company.

“We liked the name Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations, and it is the core of how we index with Google search.”
– Larry Page, Co-founder, Google

When we introduce a new name, logo or communication campaign it is very important to connect the message to the core mission of the company. It’s always better when your design solution supports your business objectives. Read more at

Above the Fold Still Matters!


AboveFold2You’d think that today’s responsive web designs with video and ever-shifting screens would make the whole idea of the importance of the top section of your website as antiquated as the Sunday newspaper. And yet being “Above the Fold” it still matters.

What is Above the Fold?

In web design “Above the Fold” is the portion of a Web page that is visible in a browser window when the page first loads. According to usability expert, Jacob Nielsen: Above the Fold means, “viewable without further action.”

Today’s website are responsive and flexible

With mobile sites becoming more dominate web designers are using “responsive” design to address the range of viewing devices. This means that one website is built where the content is resized and re-organized based on whether you view on mobile or tablet or computer screen. You will see most of the same content but it will be re-fit to the size of your device’s viewing screen. And since people are now used to swiping screens and scrolling all over the place, why would anyone care about being Above the Fold?

Why does Above the Fold still matter?

Even though today’s web pages are made-to-scroll, Nielsen says that you shouldn’t ignore the Above the Fold placement because long pages tend to be problematic and challenge user’s limited attention span. People prefer sites that get straight to the point. The bottom line according to Neilsen is, “Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.”

A recent study by Google Display advertising revealed that ads Above the Fold had 73% viewability compared to ads below the fold with 44% viewability.

Amy Schade, an information architect, writes, “What is visible on the page without requiring any action is what encourages us to scroll.” This means that effective storytelling and graphics are even more important. When the most compelling content is at the top of the page it encourages users to dig deeper and invites them to scroll and click in for more information. This creates more engaged users in a method we call “progressive disclosure.”

Langton Cherubino wins three 2015 Communicator Awards


We are pleased to announce that we have won 2015 Communicator Awards for the following projects:

Deloitte Business Chemistry Video
Deloitte’s Business Chemistry applies the latest analytical technologies in neuroanthropology and genetics to increase productivity at work.

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

The Deloitte Greenhouse Video
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 writers are Deloitte’s own Carin Crook and Kim Christfort (who is also the narrator.)

Healthy Pfizer’s Fresh Start Tobacco-Free 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.

The Fresh Start website was designed by Norman Cherubino and Jim Keller. View the Website.
Fresh Start WebsiteLG

About The Communicator Awards:
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.

Rand Paul Paul Rand Quiz


Rand Paul Paul Rand_Collins

We were excited to see the headline on Gail Collins’s column, “Rand Paul Paul Rand Quiz” (April 9, 2015). As designers we are familiar with Paul Rand known as the “Picasso of Design” according to a recent retrospective exhibition at The Museum of the City of New York. Rand (the design thinker) vs Paul (the libertarian politician) would have lent itself to a great quiz. Rand’s saying “Design is so simple, that’s why it’s so complicated,” could surely be applied to Paul’s convoluted political positions.

Steeped in Mad Men Mania


Manhattan is full of $1969 dinners, banners and ads for Mad Men’s final season. Here’s how David’s Tea gets into the act.DavidsTea_MM

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

A version of this story appears on

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.