Creating a memorable and distinctive brand identity is always a tricky undertaking. All of the branding elements – the company name, the tagline, the logo, the colors, the voice – have to work together to convey the purpose and character of the organization. One misstep, one inauthentic or incongruous element, can undermine and potentially devastate a carefully crafted image.
I’m always amazed by the number of companies that adopt a color palette for their brand that is indistinct and utterly forgettable. Presented with an opportunity to distinguish themselves through the application of bold and memorable color, they elect to brand themselves around blue and gray. Just like every other non-descript, utterly indistinguishable corporate entity that plays it safe and ends up being forgettable.
Not LimeRibbon, however. In our very first discussion about how to brand his as yet unnamed company, Michael DeAloia, one of the founders, was insistent that his cutting edge, social media savvy company must appear as vibrant, exciting and bold as his original concepts for the entrepreneurial undertaking.
From the outset, we were drawn to lime as the color to coalesce the brand around. Lime was bright, energetic, distinctive and fun-loving. Just like the experience that Mike planned to deliver through his social shopping network.
I was living lime, needing only a company name that would match the exhilaration and energy of lime itself.
The best names are frequently the simplest. A name that is immediately recognizable and understandable and that elicits positive emotions. Like a Lime Ribbon. Because a ribbon is the single element that transforms a box into a gift. A ribbon turns a simple cardboard container into a presentation of love, affection and friendship. The ribbon generates anticipation and excitement. Just like our LimeRibbon will do for our users online.
Given the name LimeRibbon, Julia Briggs at BlueStar Design created a visual experience that brilliantly captured the fun and energy of the social shopping experience. The logo, the website design, the buoyant tagline bought anything juicy lately? all contribute to a cheery and distinctive social shopping experience.
So, what’s on your LimeRibbon?
