Brand Positioning Sparks Creative Design

Kron Corp

by Rebecca Ferlotti, Muse Content Writer

Whether he’s working on a full-blown brand identity, hand-illustrated logo or a custom font, Doug Herberich, founder and art director of Kron Corp, combines his creativity with a brand’s unique positioning to develop his masterpieces. He and our own Jackie Bebenroth have worked together for over 12 years and came up with the original Spice Catering Co.brand identity.

How do you develop a brand’s identity?

When I start to develop the logo, I spend a lot of time sketching ideas down on paper or tinkering on the computer before I even think about color, fonts, etc.

When I get to the color palette, I focus on finding one primary color before picking the rest. The logo has to look good across all applications in one main color. For font, I usually compile a huge list of fonts that fit well with the clients’ brands and trim it down to ones that align with the logo design.

Where do you find your creative inspiration?

I take my dogs on two big walks every day, so I’m always outside thinking and brainstorming. If an idea pops into my mind, I voice command it to my iPhone Notes app so I don’t forget it. People in my profession can’t let those things go.

In what ways has your style changed and in what ways has it stayed the same?

When I was an art director at agencies, I worked with designers who thought they had to show off anything and everything they did. They would throw 20 logos together without doing any research just to say, “…look at all of the stuff I did.” I would get caught up in doing the same thing, but as I gained more experience, I became much smarter about efficiency.

Today, I’m getting back to the more fun, creative stuff like hand-drawn illustrations. It’s easier to stay up and work at night when you’re working on something you enjoy.

What steps did you take to develop Spice’s Grow It Forward poster? 

Ben came to me and said, “We’re making t-shirts, and Jackie loves this ‘Grow It Forward’ concept. Just do some typographical thing.”

From that quick conversation, I created a seedling that grows through the type to the leaves at the top. It was hand-drawn type with the wooden letters. It looks very organic and fresh.

You won an award for it too, right?

I happened to find this Graphistype contest in an e-mail. I submitted the application and totally forgot about it, but seven months later I was notified that I won. It was a nice surprise.

Which brand that you’ve worked on has made the biggest identity leap over the years?

Zing Anything– they make water bottles and salad dressing makers that can naturally infuse ingredients and flavors into them. This type of product is everywhere now, but they were the first to create it.

At first, the brand was super clean, simple and upscale. I created a custom font for them. As they expanded worldwide, I made different types of packaging for them depending on where they went – Asia, Middle East, etc. – since different markets look at graphics differently.  Last year, the company was acquired, but I had the opportunity to be part of their growth and evolution.

What typeface do you wish you came up with first?

I have a few go-tos, but the one I keep going to is Gotham. When I found Gotham, I thought it was super clean and easy-to-read across everything. If you need a custom font, you could use Gotham as the base and draw the rest out from there.

If Gotham could be called Herberich, that would be sweet.

Want to partner with Muse? Please fill out our contact form.

Read More Articles