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A while ago we wrote a post about how Innocent Drink owes much of its success to its innovative branding. But it’s not the only company we admire here at Gorilla. Building a successful brand involves a number of different factors, and to illustrate this here are three other brands we love for very different reasons:

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In order to build a successful brand, it’s important to carefully consider every aspect of your business from the product you’re actually selling to the way in which it’s packaged.
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It’s not common for companies to get caught deceiving millions of customers, so when they do it’s a major news story. However brands are being eroded every day and the reasons for this are much more mundane. Small breakdowns in service may not be big enough to make news headlines or even cause a customer to leave, but chances are people will remember these problems.

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As we’ve said before, your logo design is the centre point on which the whole of your branding hangs. As well as communicating your values and summing up your company, it enables consumers to recognise your products or services from just one glance. So it goes without saying then, that it has to be right. And if you can get it right first time, you’ll be doing yourself a huge favour down the line, as there are a number of reasons why re-doing your logo design might not be the best idea for your business:

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With its endless wealth of information and instant reach around the globe, the Internet has changed the face of branding forever. But while this new age – where brands can’t hide from the consumer – is exciting, it demands more accountability from logo designers, and unfortunately the Internet’s brand of thinking is usually knee-jerk and impressionable. When it comes to logo design, no brand seems free from the Internet’s judgement, so what can you do to survive this unforgiving digital era?

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3 ways to keep your designer happy- have faith

The ultimate goal for any logo designer is to make sure their clients are satisfied with the results they produce. But there are some things that you as a client can do to ensure you get the best logo design possible. Following on from our designer-client relationship post last year, here are three ways in which you can keep your designer happy during the creative process:

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Kodak Branding

With the first handheld camera and roll film, Kodak was the brand that taught Americans to take photographs. Founded in 1888 by George Eastmen, it made photography accessible to nearly everybody, becoming a multinational corporation and a brand recognised around the world with its special ‘Kodak moments’ that were the foundation of its dominant position in our culture for more than a century.

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When thinking about the type of logo design you want for your business, it can be helpful to look back at the work of some iconic graphic designers. From Lester Beall in the early 1900s to IBM logo designer Paul Rand, each of the following pioneers contributed to the rise of corporate identity design (an entire visual language for a company with detailed guidelines on how to use it) and can offer important lessons and inspiration for your small business.

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the 7 deadly sins of branding

We all make mistakes. After all, nobody’s perfect. But when it comes to your business, some mistakes could be really detrimental to your branding. To help minimise the risk of ruining your brand, we thought it’d be helpful to outline seven mistakes that business owners sometimes make.

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Logo Design: Shape in logo design, tirangles

In our post on the psychology of logo design, we touched on the significant impact shape can have. Our subconscious minds react differently to different shapes, so when you’re designing a logo for your business, it’s important to have a think about what form you might want it to take. Here are some things you might want to consider:

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Ok, so your small business might not have much in common with the global phenomenon that is One Direction, but it’s thanks to their second-to-none brand strategy that the boy band has achieved undeniable world domination.
When you consider their 23.7 million U.S. song downloads, 24.8 million Twitter followers and earnings of £100 million in their first two years, it’s hard to believe that One Direction only came third in the X Factor competition in 2010. Five years on, they’re the biggest boy band in the world. And that’s down to their clever branding; the principles of which can be applied to your business.

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Mcdonald's logo grid contruction

You’d be hard pushed to find someone in the world who doesn’t recognise the McDonald’s infamous golden arches. One of the most iconic logo marks in history, it’s instantly familiar and represents much more than fast food. Created by Jim Schindler in 1962, it’s now a cultural icon that’s synonymous with globalisation, capitalism and American culture.
But what exactly is it that makes the fast food chain’s logo design so successful?

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Re Branding mistakes- buzz is short lived

If you’re considering re-branding your business, it’s worth remembering that effectively you’ll be hitting the reset button – so it’s a decision that shouldn’t be taken lightly. A carefully considered and skilfully executed rebrand can inject new life into a company and massively increase sales. A mismanaged re-brand however can have disastrous consequences.
While there are many businesses that have managed to turn things around with successful re-brands, sometimes (as Gap proved in 2010) it can do more harm than good. So before you make a decision about whether to revamp your company, you might want to consider some of the potential risks that are involved with re-branding:

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branding: don't be afraid

In a previous blog post, we explained that simple logos are better because they’re recognisable, clear, versatile, identifiable and memorable. But, as Apple has demonstrated, if you want your company’s presence in the marketplace to be as strong as possible, simplicity should apply to every aspect of your branding.

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When it comes to your business, every single decision you make will depend on your target market. That’s why it’s so important to know who you’re tailoring your branding towards. Not only will your target audience influence which icons or colours you use, but also how you choose to portray your company.

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Logo Design with hidden meanings

While it’s true that the best logo designs are clean and simple, a lot of thought has usually gone into making them look that way, and some even have hidden meanings you may not know about.
To demonstrate how important it is to really consider your business’ logo design, here are six examples of graphics with hidden symbolism you may not have noticed:

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When you think about it, there’s nothing sexy about yeast extract. But through clever branding, Marmite has achieved more than a million likes on Facebook, nearly 50,000 Twitter followers and its television adverts regularly make headlines.
That’s quite an achievement for a product that’s essentially a black savoury spread made from spent brewer’s yeast. It’s achieved this success through 4 key strategies, here’s what we can learn from Marmite’s branding:

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love them or hate them celebrities like David Beckham, Madonna and Miley Cyrus are experts when it comes to branding themselves. By knowing exactly who they are and playing to their strengths, they all have a loyal and vast fanbase. The key is building insatiable excitement around yourself. Here’s how it’s done:

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Branding: the graze box brand

To make an impression in a saturated marketplace you have to provide something different. And that’s exactly what Graze Box did. Beginning life as a quirky start up with the brilliant idea of delivering healthy snacks to people’s places of work, they’ve managed to conquer the huge and highly competitive snack food market.
But it’s not just about having a good idea. As well as providing a fantastic product or service to your clients, you have to think about your branding too. Here’s how Graze succeeded in that department too:

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In contrast to Coca-Cola – whose logo design has barely changed since its creation in 1886 – Pepsi has competed to be the world’s biggest soft drink brand by regularly updating its logo.
Initially called ‘Brad’s Drink’, Pepsi was created in 1893 by pharmacist Caleb Bradham before being renamed Pepsi-Cola in 1903. Although its name hasn’t changed since, its logo has undergone numerous tweaks and revamps. Read on to find out about the ways in which Pepsi’s logo design has changed over the last century.

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Successful branding is all about getting people to buy into the ethos of your company. And although they’re called ‘Innocent’, the organic juice and smoothie company is a master at persuading customers to feel a certain way about their products.
Innocent Drinks’ connection with its target market is as authentic as can be, so if you’re looking to build loyal, longstanding relationships with your customers, the brand should serve as the perfect inspiration.
Here are five examples of Innocent’s genius branding:

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See our latest work on Instagram
  • A strange little print we made over 5 years ago for the birthday party of @rawdesignstudio #AnOldieButAGoodie
  • The complete set of Totem Pole inspired cards for Tipi
  • One of three Totem Pole inspired cards we created for marketing research masters Tipi #SeekersOfWisdom
  • The second of the juicy duo- get yours at @_mryeti #totallyrawwww
  • The first of the hand-squished paleo bars we made for the fantastic @_mryeti #TotallyRawwww!
  • Cat lovers, here are a few menu's we made for Manchester's famous Cat Cafe a while back. We used close up portraits of their feline family to create a series of clip-on 'Specials' cards. #meow

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We are Web design, Branding & Packaging specialists in Manchester. Pick up the phone, grab your keyboard or come see us at 191 Monton road, Eccles, Manchester, M30 9PN, -The coffee is on us!