With all the hoopla around the commercials aired during the Super Bowl, the best spot was Google’s. Bud ran some really lame, sophomoric, weak spots, (hey, I’m all for sophomoric, it just needs to funny, hell, I loved “The Hangover”). Of course Dorito’s big thing was airing commercials by amateurs that entered a contest. Some were no worse than the “professional” ones. Well, back to Google. It was simple, memorable and really communicated in an emotional way the power of Google. Humanizing a search engine isn’t easy, but the creatives on this pulled it off famously. No sophomoric humor, no over-budget special effects, no sports celebrity. Just a solid, humanizing idea.
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The one TV spot that stood out during the Super Bowl
Posted by Fran Parente on February 8th, 2010
New logo for Advanced Biologics
Posted by Fran Parente on February 5th, 2010
The new logo
Advanced Biologics is an orthobiologics company focused on providing innovative products for surgeons and patients seeking better outcomes for bony fusion, regeneration, and fracture fixation. Ok, so this is a mouthful, but what they provide surgeons and patients is really cool. Basically, bone granules and bone putty containing human growth hormones that help heal fractures and fuse bones. It’s a start-up, from a former great client of ours. He’s come to us for a host of marketing needs, but first we had to start with a corporate identity. We developed a simple, contemporary mark, resembling an “A” composed of circles, two of which are “fusing”, forming part of the “A”. Of course the ‘A” stands for Advanced, and the white circles resemble cells. Simple, and easily reproducible in one or two colors, it holds up well even when reduced to small size. For a mark to be successful the simpler the better. It’s easy on the eye, simple to recognize and easily remembered. So all you entrepreneurs out there remember: don’t over complicate your logo or your marketing message, simple and clear is always better.