Andrew Hsu {part 2} :: Graphic Design + This “Fusion” Thing
Posted by Kristen* in Re:Frame Alumni, Re:Frame VIDEO LOUNGE, Tips and TricksQ: I think many people are curious what steps you took to rebrand you company, specifically did you hire a graphic designer?
My background is in graphic design and visual arts so I was able to make my logo without outside help. Generally speaking, I think it’s a big mistake to rely on ourselves for all areas of our business – especially areas at which we are not trained experts. It’s a little more difficult for videographers to admit they can’t do graphic design or branding because many of us have built successful businesses without being “formally trained” in cinematography. So we think to ourselves, “hey, if I can make movies without a degree in making movies, why can’t I make my own business cards too?”
I think this thought process is a mistake. For example, I outsource the DVD printing and duplicating aspect of my business to an expert because not only is it something I don’t enjoy doing and is time-consuming for me, I know that an outside expert can do it more efficiently, faster, and better than I could do it internally.
If you’re not a designer, don’t try to design. Would you trust a video amateur of hobbyist to do good video?
Q: What tips can you give those thinking of rebranding?
- A brand is more than a logo. It is an identity. Apple Inc has a company identity that goes beyond the iconic Apple-with-a-bite-taken-out-of-it. The company sells itself as a hip, modern, simple-yet-smart, company that makes products that are sleek and ubiquitous to modern life. (It also goes out of its way to create a discipleship of arrogant know-it-alls that irritate the hell out of everyone that isn’t one of them**.) Consider what message you want to convey when people see your logo or company name. Is it customer service? Is it, “cinematic experience”? Is it “Glidecams are awesome”? Or is it – as my friend, Bill Mitchell, once described his style – “meat and potatoes”? Whatever your message is, preach it.
{**This statement does not reflect the views of 3/4ths of The Collective, who believe that once you go Mac…. you don’t go back.}
- Again: Hire a professional. Unless you are a trained professional – when it comes to logo and web design – hire a professional. You might know, conceptually, how the internal combustion engine in your car works, but don’t pretend to be a mechanic. If you pretend to be a mechanic when you haven’t been trained to be one, your car will suck. The same is true for your logo design and brand. Hot Tip: Don’t have the budget? Try bartering or working in trade!
- Be scalable. While one can argue the benefits of being called “Mister Man Videography” (because there’s no confusion about what you do as a company) I think it’s better to be called “Mercedes Benz” than “Mercedes Benz Luxury Cars”. Your brand shouldn’t need a label. McDonald’s is “McDonald’s” without “hamburgers” or “fast-food” attached to the name. Additionally, when you don’t lock yourself down to a specific market (by denoting “videography” or “photography”) in your company name, it allows you to grow laterally without too much redefinition.
Andrew’s Cliff Claven Moment: Did you know Mitsubishi makes cars, rice cookers and fighter jets? Imagine trying to convince a sultan to buy a fleet of your fighter jets when your company is called “Mitsubishi Rice Cookers”.
Another thought is this: Will the high-end photographer in your area want to put your logo or company name on his/her blog’s “preferred vendor” list? Will she be willing to refer you if your company was called “Ball-and-Chain Video Production” or some other name you thought was clever (but is actually sophomoric?) Or how about those clever company names that are misspellings of actual words? Like “San Ramon Videoz” or “Digital Dreemer” or some other variation that just confuses people and makes them not able to find your website. For a small and medium-sized company, perceived professionalism is a commodity that we need to cultivate, not squander for the sake of an inside joke or a self-congratulatory pat on the back.
Besides, how tired will you be of explaining how to spell your company name or what your play on words really means when you have to do it for each person you talk to from now until your next rebranding? Save yourself the trouble.
Q: Switching gears completely, you recently spoke at BAPVA regarding your use of the Canon Mark II 5D Camera. Right now it’s 5D this and 5D that, what’s your take on this piece of equipment?
When news of the Canon 5D MkII’s ability to shoot full HD video hit the rumor mills, photographers were abuzz with the possibilities of a new product line (aka “Fusion”, aka “slideshows that videographers have been making for years”), a new revenue stream, and the possibility of putting the lame videographer out of business for good! On the flipside, many videographers were likewise afraid of being put out of business, afraid their referrals would dry up, and tried to downplay the value of a DSLR’s video capabilities to the “real” videographer who required quality audio recordings, autofocus, image stabilization, and other such crutches – I mean, “necessities.”
{Meanwhile, the Nikon users wondered what the big deal was since their
D90 was confirmed to shoot HD since August of 2008.}
But now, the tables have turned…
Beltane Ranch, Sonoma Photoshoot from andrew msv on Vimeo.
Photographers don’t have the hardware, software, of know-how to make quality videos with their MkII; whereas the videographer has more than enough software, hardware and know-how to take great photos. So the time might be perfect for you videographers to start offering photography services! (I, for one, don’t have the bandwidth or the desire to shoot professionally. As a hobby? Sure! Photography is a blast! But I’ll leave the glamorous life of a photographer to those who are accustomed to living it. I’m just a lowly videographer, after all. What the heck do I know about being glamorous?
~ Andrew Hsu, Studio MSV
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