The Briefing

Despite what the makers of Sprite say in their TV ads, the people at Boardwalk believe image is everything. The Glendale-based design firm specializes in creating logos for entertainment companies and includes among its clients The WB network, NFL Properties and Staples Center. Graphic designers Kevin Walker and Harriet Breitborde launched the company after a chance meeting four years ago. Walker and Breitborde spoke to Jennifer Netherby about creating logos and doing business in the crowded marketing and design field. “We’ve both been doing this longer than four years,” Walker said. “We’re competing against large and small companies. Our business is growing because of the Internet, new cable channels and video games. “Some of our clients leave us after we finish the logo and have in-house design departments that continue the branding. Other larger clients, like a movie studio, may use us for a number of different logo projects. And we’ve worked on other projects where the logo is already established and we help with marketing. We compete by just hammering home that we’re one of the few firms that truly understand branding.” “And we show them our list of clients and what we’ve done,” Breitborde added. “When we’re working with a client, we have them describe their market objective to us. Often, when they’re trying to create branding, they want to communicate trustworthiness to the consumer. “Consistency is key. A brand creates a covenant between customers and a company. It’s like McDonald’s, when you see the ‘M’ and go in, you know what you’re going to get. “Staples Center was our favorite logo. We do mostly entertainment logos, and we define entertainment pretty loosely. It’s a different type of branding than if it were a financial company. You have to get across the excitement of the glamour and nightlife of L.A. The ticket has to be as thrilling as the ride. “The thing about entertainment is, it’s a fast-moving environment. Trends change pretty fast. What’s hot this year changes next year. And the customers are very savvy. They’re also willing to take risks.”