Resources 2018-01-09T16:28:55+00:00

Welcome to the BETA launch of our new section with free, downloadable resources. The conversations generated by our blog through social media revealed that there are a lot of unanswered questions about branding, design, technology. Rather than create follow-up blogs, I decided a new format. One that is more patient, thorough, and comprehensive.  We hope to add new resources to this section as months progress.

– Matt S. Smith

Logo Scorecard

“It’s possible to have a pragmatic discussion on your company’s logo.”

Logos are controversial. Whether you are rebranding an established company, or you are designing your startup’s very first logo, the process never easy. With opinions flying like arrows, it can be hard to separate opinion from solid principals.

I created this scorecard based on 6 traits of a good logo outlined in a quote from Paul Rand, a legendary 20th Century graphic designer who focused primarily on corporate logos.  Rand argued that a logo’s effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.

Download Now (PDF)

Getting Started on Writing About Your Business

“So you made it through your first year. Now it’s time work on your website. Where do you start?”

At smithHOUSE, we work with a lot of small business owners. We love these clients because they are passionate and motivated. Plus they have clarity that only comes from waking up each day knowing that you must create your own destiny.

One issue that we encounter with small business owners is that they have been so consumed with daily operations of their business that they have not taken the time to write clearly about what their company is all about.

Maybe they have a slogan. Maybe they have a quick verbal pitch, but where to go next can be intimidating.

We originally created this resource to use internally with our clients, and now want to share it with you. The answers to these questions are the building blocks that we use to write for print and web: descriptive copy, value propositions, comparative sequences, and reference stories. All this adds up to a simple idea: we tell a company’s story in a way that is meaningful to their customers.

Download Now (PDF)