Paul Werth

Is the Big Ten Ready for a Name Change?

July 29, 2010

The Big Ten Conference is the most powerful brand in collegiate sports, and there would be far more to lose than gain by changing the name.

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Werth Expands into “Second City”

July 29, 2010

Paul Werth Associates is bringing its senior-level consulting and integrated marketing communications services to the “Second City” — Chicago.

Senior Vice President and Chicago insider David O’Dowd heads up the new office, located in the world’s largest commercial building and Chicago landmark, 222 Merchandise Mart Plaza.

“We are very excited about our continued growth and the addition of our Chicago office,” says Sandra Harbrecht, President and CEO. “We are seeing strong demand for our results-oriented communications in this vibrant market and plan to build on our strong ties and relationships within the business community to further expand our services and client roster.” Harbrecht plans to make monthly visits to the new office to meet with clients and prospects.

In Chicago as in Columbus, Werth provides a full range of communications services to drive client success:

Public relations, including strategic planning, thought leadership, crisis communications, reputation management, change management, media relations, social media programs, blogger outreach, spokesperson training, message development, trade show support and community relations.
Public Affairs, including government relations, lobbying, grassroots communications and engagement, ballot issue campaign management and research.
Advertising, including creative strategy, brand strategy, corporate identity, advertising campaigns, video production, marketing collateral, direct marketing and word of mouth and viral marketing.
Interactive Marketing, including analytics-based digital strategy, website/intranet development, microsites, e-commerce solutions, e-mail marketing, SEO, SEM, social media integration, online reputation audits, viral marketing, digital content creation and usability studies.
Research, including needs assessments, strategy development, creative custom research design, communications audits, market potential/opportunity studies, brand positioning/image studies, advertising and communications testing, customer satisfaction studies, executive interviews and public opinion polling.

We welcome visitors to our new office! Call or e-mail David O’Dowd at dodowd@paulwerth.com or 312-297-1416 or Sandy Harbrecht swh@paulwerth.com or 614-224-8114.

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Werth Designs Featured in LogoLounge Master Series

July 29, 2010

A picture may be worth a thousand words, but a great logo can be worth thousands … or even millions … of dollars as the visual embodiment and “face” of a brand. Classic examples are the Nike swooshes, the swirling red font of Coca-Cola and the stalwart blue initials of IBM.

Werth’s logos not only help clients stand out in a cluttered communications landscape, but they’ve also been recognized for industry excellence. Three logos Werth designed will be published in the LogoLounge Master Library Series, Volume 3, Shapes & Symbols, which features exemplary logo design work from around the world.

This volume of the LogoLounge Master Library won’t be available until 2011, but we’re happy to give you a sneak peek, along with our analysis of why these logos stand out.

: Infosaic

: Best Light Video

: Capital City Radio

An elegant logo design may appear deceptively simple. However, effective design requires a multi-layered discovery and development process involving several prototype designs and refinements. At every stage, logos are evaluated for their ability to meet several goals:

1. Clearly identify the company and express its vision
2. Appeal to the target market
3. Differentiate the company from competitors
4. Be aesthetically appealing
5. Be memorable and stand the test of time

These three logos were developed for Columbus-based technology companies that needed new identities to help them stand out from their competitors. These are all combination marks with icons and type treatments that are clean and scalable for the Web. The icons are interesting shapes that can stand alone, while the integrated text is clean and contemporary.

Infosaic Technologies is a full-scale Windows Web hosting and applications development company. Initially developed in a single dimension, the logo evolved into a three-dimensional design that delivers greater impact. The type and color choices push the contemporary feeling.

Best Light Video is a video production house that helps brands develop their online video presence. This more abstract mark takes its influence from the visible light spectrum. From Web to print to video, this logo needed to be adaptable to multiple platforms and has been translated into several variations.

Capital City Radio is an online radio station streaming out an eclectic mix of news, music and original programming. Through the discovery process, we learned the station wanted to focus heavily its Ohio location. As a result, we developed a representational mark, playfully using sound equalization levels to create the state of Ohio. The accompanying text is concise and provides supplemental clarity.

Contact Chief Creative Officer Ken Waldron at 614-224-8114 or kwaldron@paulwerth.com for a consultation about effective logo design for your organization.

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