Brand development & governance
Click each logo to view brand, logo, and copy guidelines and other brand-related documents and communications I've created for the associated business. All logos shown are trademarks of their respective companies.
NOTE: Some of these pages are password-protected. Simply email me to request a password.
NOTE: Some of these pages are password-protected. Simply email me to request a password.
View selected pages from the copy style guide written by Lawri
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Contains a brand governance presentation created by Lawri plus selected pages from the copy style guide
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View the brand guide, image guidelines, and selected pages from the copy style guide, all written by Lawri
View selected pages from the company's copy guidelines, written by Lawri
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View the comprehensive logo guidelines document Lawri created in advance of the brand's internal launch
View selected pages from the copy style guide, corporate PowerPoint Template, and various products guides created by Lawri for this virtual accounting firm
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Jewelry and accessories brand created from the ground up by Lawri. View selected web pages, collateral and product designs.
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View logo and site design by Lawri for affiliate marketing site Boostapal.com.
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Pup accessories brand created from the ground up by Lawri. View selected web pages, collateral and product designs, and a dimensional direct mail kit sent to wholesale prospects.
Visual identity intranet article
I wrote this piece for the Customer Experience (CX) section of the ADT intranet. The company had grown over the years through acquisition of smaller security companies, and had not yet done a thorough job of establishing brand standards or communicating the importance of following them. I developed brand and copy style guides for the company, but getting satellite offices to follow them when they'd become accustomed to using old logos and taglines (and, in some cases, creating their own versions of the company logo!) proved challenging. This article was part of a larger effort to educate employees on the importance of having these standards and adhering to them.
Internal all-staff email on responsibilities with regard to client brandAs Communications & Brand Manager for AppointmentPlus, I sent out periodic emails to all staff about the brand and copy guidelines I was charged with developing. In this email, I turned the focus toward the brands of our subscribers. The company was just beginning to win large accounts, and I knew this was new territory for everyone involved.
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Email to employees regarding trademark use
In order to maintain your right to hold a registered trademark, you must use it properly.
The history of trademark law is loaded with examples of companies that lost rights to their own trademarks simply because they did not use them correctly. On July 6, 2011, Apple lost rights to the trademarked term "App Store" because Steve Jobs incorrectly used the term on an earnings call with shareholders. This is serious stuff.
Jobs' mistake was the same simple error made by many other employees who ultimately lost trademarks for their companies: He used his trademark in a generic sense, using the term "App Store" as a noun.
A trademark can never be used as a noun, either in print or in speech. A trademark must ALWAYS be used as an adjective describing a generic noun. Will you find brands using their own trademarks improperly? Sure. Does that mean you can do it too? Absolutely not!
If everyone else in the world decided to jump off a bridge, would you follow them?
Below is a reminder email I sent to the employees of AppointmentPlus reinforcing the proper use of the trademarked name. I've written something similar at just about every company I've worked for.
The history of trademark law is loaded with examples of companies that lost rights to their own trademarks simply because they did not use them correctly. On July 6, 2011, Apple lost rights to the trademarked term "App Store" because Steve Jobs incorrectly used the term on an earnings call with shareholders. This is serious stuff.
Jobs' mistake was the same simple error made by many other employees who ultimately lost trademarks for their companies: He used his trademark in a generic sense, using the term "App Store" as a noun.
A trademark can never be used as a noun, either in print or in speech. A trademark must ALWAYS be used as an adjective describing a generic noun. Will you find brands using their own trademarks improperly? Sure. Does that mean you can do it too? Absolutely not!
If everyone else in the world decided to jump off a bridge, would you follow them?
Below is a reminder email I sent to the employees of AppointmentPlus reinforcing the proper use of the trademarked name. I've written something similar at just about every company I've worked for.
