May 19, 2020

What's in a logo? Choosing the right symbol for your company

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2 min
What's in a logo? Choosing the right symbol for your company

McDonalds, Starbucks, Apple and Nike—what do each of these companies have in common? Well, if you break it down, probably a lot of components are similar between these four successful businesses. However, one main component can link McDonalds, Starbucks, Apple and Nike together: their logo.

Think about it—golden arches, mermaids, bitten apples, a swoosh sign—these symbols clearly resonate with customers and easily draw the eye. Therefore, you can understand how important it is to choose a logo that will help symbolize your company. And when it comes time to choose a logo, you should keep the following tips in mind.

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Be patient

Having patience is difficult, specifically when it comes to business. However, you need to keep an open mind and come to terms with the fact that finding or creating the perfect logo can take time. Though you may love a logo at first sight, you may need to wait it out, giving it time to grow on you.

Partner of graphic design firm Chermayeff & Geismer & Haviv Sagi Haviv believes, “A good logo, a good trademark, gains meaning and power over time.” This specific firm has had the pleasure of designing several different logos over the years, including ones for Chase Bank, National Geographic, Mobile, NBC and HarperCollins.

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Know your audience

Haviv believes there are four important components to designing a good logo: the logo needs to be appropriate to the business; the logo must be memorable; the logo must be simple or uncomplicated. Lastly, and probably most importantly, the logo must be original.

If you already have a logo but are considering changing it, be cautious. You need to know and understand your audience. For example, will they welcome the change? Do they even want the change?

Take a look at Gap: the clothing store unveiled a new logo in 2010 and customers did not approve, mainly because they were perfectly content with the previous symbol.  

As the logo of your company will be the first thing customers see, you will need to spend time on its creation and verify that an audience can connect with it. Remember: your logo is supposed to reflect you and what you do. However, even if you have a good logo, your company still needs to stand up to it, proving to be a respected and trusting brand.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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