RI's brand identity - is anything consistent?Take a look at the welcome to Rhode Island sign. Then-Governor Linc Chafee slapped those up about a decade ago.
Do we have a visual identity for the state’s tourism or B2B marketing? If we do, can we see them?
The out-of-state advertising campaigns to attract tourists, what about those? The last thing we have seen was the fun “fun-sized” campaign.
Now, there is a video about visiting Rhode Island it pivots to a message of “Relax.” That's on the state’s tourism website.
Hmm.
As long as our visitors don’t have to drive on 95 or 195, we should be good.
Presently, the Rhode Island brand is a visual and messaging mess. Conflicting messages, fonts, and images, Rhode Island seems to stand for nothing.
Presently, there is no consistent visual identity, 27 fonts, and no message.
RI's latest failed logoDo we have a tagline? We know that “Cooler and Warmer” thing didn't work out, but we got that logo, plus the video with scenes of Iceland all for about $5M. A bargain.
Presently, the designs are a hodgepodge of messaging — not exactly smart branding.
Great brands communicate simple messages compelling messages. Confused brands try to communicate everything which then translates into nothing. Try to be everything to everyone and you are nothing to anyone.
It seems impossible that a state that is home to one of the premier design schools in the world a wide array of great designers can’t get it together and develop an iconic and enduring brand campaign to market and promote the state.
Nope, we don’t need a fun contest. The license plate effort proved that ineffective. Leave that approach to naming the baby porcupine at the zoo.
How about some really smart Rhode Islanders get tapped to design the best campaign — something we can all be proud of.
What, we can’t use “lobsters and mobsters”?
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