That is why your logo plays a very important role in your brand strategy. It’s the single most valuable element to distinguish your brand amid the marketing clutter—and the quickest way to be recognized by your audience.

Have you tapped into the fullest potential of your logo design? Does it possess enduring value? Does it transcend language and cultural barriers? Derive its meaning from the quality of the brand it symbolizes? Represent a compelling brand story?

If not, it might be time to reevaluate. We’ve compiled some valuable tips for ensuring that your logo design is both effective and memorable.

Develop the brand first.
A brand promise and tagline are important to defining your brand. And since your logo is a visual representation of your brand, you’ll want to develop these elements before diving into design. But keep in mind that while a brand promise and tagline are critical to development, they do not have to be anchored to the logo.

Use distinctive features.
Your logo generally receives only a quick glance. Which is why it must be easy to see and recognize instantly. If you choose to have a graphic element or icon in your logo, create something unexpected to get noticed. Also, make sure it can be identified at any size.

Choose your font carefully.
Especially if your logo does not contain a graphic, a unique font is vital to your logo design. Present the font in an uncommon, unexpected way (hint: the most accessible fonts that come with your computer system are not the ones to use). You can go to http://new.myfonts.com/ for inexpensive, yet unique options.

Be considerate of color.
Create a logo that works in black and white first, then version it to color. A one- or two-color design is best. Although a variety of colors may do well on the Web, it could cause major problems and expenses when used in print. Your logo colors should reflect who you are and what your brand stands for. They need to resonate with your audience as well. It’s a good idea to make sample color palettes and organize a focus group to test them.

Create graphic standards for consistency.
Once you know how you will utilize your logo, create a standards manual or documentation that can be followed easily by others. Ensure these rules are followed carefully and not altered, as doing so will affect the consistency and success of your branding.

Dana specializes in logo design that creates long-lasting and unique brand recognition. After all, it is only after a logo becomes familiar to its audience that it can function properly. For more information about bringing your logo to life, email lkaniper@danacommunications.com.

Each map is one-of-a-kind, highlighting off-the-beaten path sites and activities that are local favorites. Below are just a few examples—explore some new destinations!

http://www.theydrawandtravel.com/

According to Pantone^®, the industry experts on color, our response to color is an inherent characteristic that is verified through life experiences. That’s what makes color a key to invoking an emotional response to logos, ads, emails and websites. Just as we know the rustic combination of oranges, yellows and browns signifies the crisp season of Autumn, we’re aware of the soothing aspects of blue and the arresting, attention-getting qualities of red.

Consider the meanings of the colors below:

Red: Possibly the color with the most personalities, red raises the heart rate and commands attention. Excitement, danger and passion are traits of this stimulating color.

Pink: Similar to red, pink evokes a feeling of energy, but in a more youthful and spirited way.

Orange: Both vibrant and friendly, orange is a warm, playful color that should not be taken too seriously.

Yellow: The color of sunshine and light, yellow can signify enlightenment. Its arresting value can also trigger alert.

Brown: An earthy color that translates into stability, brown offers both wholesomeness and protection.

Blue: Constant and dependable in our global surroundings, blue symbolizes commitment and trustworthiness. Blues can also be serene and tend to have a soothing and calming effect.

Green: Synonymous with nature, the many shades of green provide a refreshing and unspoiled outlook. Darker hues, similar to the color of money, create a feeling of security and prestige.

Purple: Both elegant and spiritual, the majestic qualities of purple imply royalty.

White: White is the purest and most innocent of the entire color family. Being absent of any pigments, white is pristine simplicity.

Black: Secretive and mysterious in its relation to night, black is the most powerful hue with a dramatic presence.

Is your favorite color a true reflection of you?

(I’d like to think so…I’ve always been partial to blue!)

Saving Grace (for iPhone)
This packing checklist and reminder tool by Grace Hotels is designed to cut the stress of packing. It has pre-set lists for different types of trips, plus personalization features and an assortment of important things to do before you travel.

All My Baggage (for iPhone)
Keep track of the number of baggage items you bring to the airport or train station. During the rush to catch your flight or train, it can be chaotic with so many things to do. This app helps to remember all your belongings and prevent leaving anything behind.

AllSubway HD (for iPad)
This app takes the confusion out of confusing undergrounds, featuring subway maps for about 128 different cities around the world. Each map is available offline, which is perfect for navigating from the depths of the metro.

Foodspotting (for iPhone & Android)
The social website, Foodspotting, allows users to recommend specific dishes at restaurants and nominate the dishes they absolutely love. The app lets you do all this, plus see which restaurants are nearby and which dish to order when you get there, and share good food via photo snapshots.

SitOrSquat (for iPhone & Android)
Locating the nearest—and cleanest–toilet in a foreign city is no small feat. SitOrSquat simplifies the search. Its database contains the location of over 100,000 toilets around the world and growing. You can search by city, zip code or geolocation. Toilets also come with ratings, sometimes a photo and even a note if the location of the bathroom is currently closed.

Shameless promotion: Did you know that Dana develops apps and mobile websites? We work with budgets large and small to make sure your brand is everywhere your customers are. To learn more, drop Jeff a note today at jgurtman@danacommunications.com.

At HITEC 2011, I saw a glimpse into the near future of technology and it looked pretty good. Convergence devices that are functional and serve to not only make a guest’s stay more convenient but help operationally as well, reassure me that we are creating innovation with a purpose. Through energy saving technology that automatically adjusts climate and lighting, we are heading in the direction of saving money in the long run. With device designers taking cues from smartphones and erring on the side of simplicity, I have high hopes for the guestroom of the future. The key is to make these technologies meaningful for both my mother and me.

The show has terrific energy and is lots of fun.  Everyone seems to understand that we are in  the hospitality business and that it ought to be fun.  Lots of great food and wine and smiles and laughs.  But the backbone is that real business is being conducted.

I walked the floor nine different times and I decided to identify the five best messages (branding) put forth by Exhibitors.  I chose them for their attention-grabbing quality and positive portrayal.

Here they are:

The Estonia booth:  This Baltic State has created a stunning booth through the use of banners that float at seemingly random heights and make you feel like you are walking in a bucolic yet primeval forest.  Some of the banners are high in the air and expand the sense of space in the booth significantly.  Others are at ground level and thus create separate spaces – but not really.   The whole thing works and, in comparison to some of the more complex structures, is affordable.

The Brazil booth:  The backdrop of the booth is a very large – wide and tall – wooden matrix of square shelves.  Within the shelves are displayed Brazilian artifacts – anthropological art, sculpture and traditional tools and utensils.  Just beautiful in its simplicity.  And then cocktail hour arrives and the booth turns into a celebration of the sensuality and sexuality that is inherent to Brazil.  We all want to hang out there.

Congress Alliance’s “Orange Lady”:  This one you have to see to believe.  An attractive and stately woman is tinted orange from head to foot.  It’s like a Day-Glo orange that seamlessly covers every inch of her – hat, face, dress, legs, shoes, etc.  Weirdly appealing.

The Portugal booth:  The combination of high tech and old-time artisanal makes for a perfect combination of modern messaging and cultural heritage.  A large digital display that begins on the ground for five feet and then takes a vertical/right angle change of direction and goes six feet high shows graphic and photographic images and then announces the scheduling of various tastings of Portuguese products like olives, olive oil, bread and wine.  The tastings are fun and informative.

The foie grois served at the Paris booth for lunch:  Giant loaves of pate shaped exclusively from foie grois.  The real thing.  Absolutely delicious.  With the right, minimalistic accompaniments.  And Parisians hangin’ in the booth who acted like this is an everyday occurrence – no big deal.

For the 7^th year in a row, Travel + Leisure has gathered their collection of hotels, restaurants and more that they feel have pushed design boundaries to deliver products that are truly unique and innovative. Two forward-thinking cities—Abu Dhabi and Shanghai—both had many entrants to the awards, as they have quickly become synonymous with unparalleled design. In the US, they applauded the collaboration between boutique hotelier Ian Schrager and Marriott International, which produced The Waikiki edition, the first in a series of resorts and hotels from the freshly minted hybrid brand. And when it came to the best-designed resort, they gave that title to the Amangiri in Utah. The resort is “an ostensibly indigenous exercise in perfectly pitched Zen-like restraint and organic architecture—34 minimalist rooms that essentially cleanse the aesthetic palate by banishing the garish banalities of the kind of ho-hum luxury that this year struck no one as luxurious.”

Flip through the rest of the winners of Travel + Leisure’s 2011 Travel Design Awards—and don’t forget to take some notes for your inner interior designer.

Select Your Photographer

• Start with the websites of photographers who specialize in travel and hospitality. Look for photos that show what’s unique and express a mood—do you see the romance of a ballroom, feel the challenge of a golf course?
• Ask your Art Director for recommendations. Over the years at Dana, we’ve developed relationships with photographers who don’t just create incredible photos—they’re also great to work with and make the process efficient.
• Decide which photographers’ creative and working styles are the right “fit” for your property, then contact those to discuss your project in depth.

Prepare for the Shoot

• List the interior and exterior shots you want, together with the services/amenities you want to communicate about each.
• Schedule a site visit or scout with your Art Director and photographer, if possible, so they can take quick snapshots and work through any questions or concerns.
• Discuss the “housekeeping” checklist. Thoroughly cleaned rooms and public areas are a given, but you may also need to spruce up other areas, like landscaping that will be seen through windows, for example.
• Decide whether you’ll feature people or not. It’s a complex decision. Using them can attract your market segments, like couples, but can also “date” your shots. Your Art Director and photographer can suggest subtle ways to bring people and emotion into shots without dating them.

Stay Involved During the Process

• Understand that getting the right atmosphere—with perfect lighting and props—requires patience and long days. Smooth the process by allocating staff to help move furniture, prepare flowers, etc.
• Expect that timing and schedules will change (depending on the sun, property traffic, etc.) but try to stick close to your initial schedule to keep the pace moving.
• Stay flexible so your photographer can bring inspiration to your shot list. An image reflected in your spa pool may be unexpected but perfect.
• Collaborate and share your opinions. If you think the sky over the terrace isn’t quite bright enough, say so. While you can’t change the weather, your photographer can use techniques and editing software to enhance your images.

Let Dana Communications assist you with everything from creative direction to the fine points of negotiating a contract with your photographer. We invite you to enjoy the results of Dana’s recent photo shoots below. Our clients love this work, and we are proud to have helped make their image shine.