Update: Shopping Center Fixes Poor Brand Signage

A New Jersey shopping center has corrected a retail brand signage mistake – and good for them.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

In August, I wrote about the pending debut of the Olive Tree Marketplace along a busy state highway traffic corridor in Morris County, NJ.

No doubt in a hurry to build pre-opening awareness, the shopping center and/or store made some poor marketing decisions about signage:  Marketing Blasphemy: Don’t Use Your Logo? Continue reading

Marketing Blasphemy: Don’t Use Your Logo?

Google famously broke the rules about brand logo use.

Logo Branding MarketingWhile their maverick approach has paid off, general best practice guidelines are still relevant.  Consistent logo use across marketing communications is one.

Another best practice is making sure you have contextual appreciation and a corresponding usage plan.  Unfortunately, when that fails, the outcome is lousy communication.

For example, take the billboard that’s impossible to absorb at 65 miles per hour. The creative probably looked great on the computer, where the approver had time to take it all in at close range.  But not on the interstate highway.

Another example is retail signage.  Whether designed to be read from a fast-moving vehicle or just at a distance in the parking lot, the same principle applies: the communication must register quickly.

Of course, maybe the logo itself needs some design improvements.


Graphic credit: Olive Tree Marketplace website.

Graphic credit: Olive Tree Marketplace website.

Which leads me to the Olive Tree Marketplace, soon to open its second store in Denville, NJ.

The self-described “perfect hybrid of gourmet meets grocer” seems to offer an exciting food shopper experience:

“Our name was derived from all the healthy and natural ingredients we sell in our market and the inspired gourmet food we prepare with Italian, French, Middle Eastern, and Mediterranean influences.  Our complete line of natural, organic and gluten-free products along with our extensive deli, baked goods, gourmet prepared food, fresh seafood departments and chef-made gourmet catering is combined with everything you’d find in your conventional market.”

Great.  I know what to expect and will visit.  But what about the thousands of cars passing by on the 50 mph state highway every day?  Will they be able to take note of the name and follow-up like me?

Not likely.  Here’s the temporary sign on the main shopping center stanchion. You can’t read the logo driving by — nor via full-zoom on my smartphone camera.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

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