thinking space

Thinking space is where we get to rant and rave about issues relating to the design, branding and creative industries both locally and abroad. Our aim is to develop a strong, balanced voice for the UK design industry. And probably most of all, to amuse you…

I Can’t Believe This !!!

I Can’t Believe This Is One Photograph. We all know Adobe Photoshop, and we all know that no photo nowadays can be guaranteed to be in its original form. The image below is a perfect example of this.

Believe it

That’s four separate images edited into one right? It’s obviously photoshopped, and a poor one at that, let’s be honest!

Were you fooled like I was? At first glance you would think it is, but a closer inspection reveals that this is indeed a meticulously crafted photograph (singular) by Austrian photographer Bela Borsodi.

The conceptual image was taken for the album cover, Terrain by VLP.

Below you can see a different angle of the setup.

Believe it 2

If you still don’t believe us, check out the video below to watch the process take place.

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How to make your brand desirable

How to make your brand desirable

Apple and its sub-brand iPhone are the two most desirable brands in the World.

The top echelons of the 2013 Brand Desire listing, are a varied mix of products, services and categories. Within it, Ferrari revs it up at position 3. Tiffany sparkles with affordable luxury at number 4. Marmite full of British heritage is at number 5. Calpol climbs into position 13 with a caring touch.

How to make your brand desirable

There is plenty of evidence to suggest that brands are valuable assets, but what makes them desirable? Is it the unique balance of energy, substance and connection, qualities that have a profound effect on how the brand makes the consumer think, feel and act.

Desirable brands make us think, feel and act differently to ‘non-desirable’ or ‘neutral’ brands.

Through a study of 60,000 consumers across multiple categories and brands, the Brand Desire Index compiles Brand Desire Scores for each brand in the study. A score of 100 means a brand has average desirability, over 100 and a brand is doing well and under 100 doing badly.

At the heart of this desire and success are energy, substance and connection, the ‘Triangle of Impact’. Validated by 3 years worth of Brand Desire data, this formula shows 3 primary determinants or characteristics of a brand’s ability for not just greatest desire but greatest commercial impact. This is where brands like iPad, Apple, iTunes, Amazon, Fairtrade and Marmite – which have all been listed in the study’s top 20 for the 2nd year running – continue to tick the right boxes.

Energy is a measure of how the brand is energising the organisation towards success, having an ambition that is genuine and viable in the sense that it is rooted in the reality of the business they are in. The tangible proof of that energy isn’t just about producing a great product or service but continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.

Calpol, listed as the 13th most desirable brand in the UK, is an example of the importance of energy. The over the counter medicines category is not known for a brand with big energetic purpose, however, Calpol has carved out an appeal around helping consumers to ‘care for their little one’. It is not just a pain relief analgesic for under eight-year-olds, which is typically how the category would talk, it has gone for a much more emotive energy that really connects with the target consumer and is a real proof of the triangle principle.

So if you are a brand owner, the question which you may find you are asking yourself is – ‘is your brand desirable?’.

If you have any doubt, maybe you should give Turquoise Creative a call sometime soon?

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Facebook redesigns its ‘Like’ button

Love it or hate it, we all use it – and now it looks totally different!
Check out the new design here…


It might be small, but the Facebook Like button is stared at by more people around the world than pretty much anything we can think of – it gets multiple billions of views daily across Facebook itself and the websites that use it, including this very blog. And now, for the first time, it’s been redesigned.

So go to our Facebook page and press the LIKE button.

And we’re not talking a minor tweak. The new design (above) is a fully fledged makeover, dropping the famous thumbs up of the old design (below) in favour of the ‘f’ logo and introducing solid new Helvetica lettering.


If you’ve embedded the ‘Like’ button on your own site, then don’t stress – you don’t have to do anything. You’ll be automatically upgraded as part of the new button rollout, Facebook says.


Facebook is also pairing its Like and Share buttons (see above) in the hope that website builders will include both. There’s still no word on the much-called-for ‘Dislike’ button though.

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Typography tutorial

At Turquoise Creative we love typography and we thought you might be interested in learning some typography principles yourself.

When designing layouts and adjusting type, it is important to understand the basics of working with text, line spacing, and letter spacing. This article briefly covers leading, kerning, tracking for you to consider on your next piece of work.

When working with a paragraph, or just more than one line of type, leading is the distance between the baselines in the paragraph. A baseline is the imaginary guideline that type sits on. The standard proportion of leading to type size is typically 120%. So if the type size is 20 point, then the most standard leading would be 24 point.


Kerning is an adjustment of space between two specific letters. The idea of kerning is to create a consistent rhythm of space within a group of letters and to create an appearance of even spacing between letters. Fonts have exact amounts of spacing between letter combinations already built into it, which is called Metric Kerning. Type takes on Metric Kerning as a default. As type gets larger and closer to a headline size, those letter combinations, or kerning pairs, don’t work as well. If a selection of type is changed to Optical Kerning, InDesign (or whichever program is being used) will adjust the kerning automatically. However, most designers don’t find this is as useful as using Manual Kerning.

Manual Kerning – One helpful way to look at kerning is imagining that each space between kerning pairs is filled with liquid, and the same amount of liquid should put poured into each space.


Kerning should not be confused with tracking, which refers to uniform spacing between all of the letters in a group of text. By increasing tracking in a word, line of text, or paragraph, a designer can create a more open and airy element.


In blocks of text or paragraph, tracking is usually only increased by a small amount, because the legibility can become difficult. In that case it is used more subtly and sometimes to fill space. And using negative tracking can be used sparingly to help create a shorter line of text. In smaller amounts of text or single lines, tracking can be increased in greater amounts and can often help the font take on an entirely different design quality.

These typography principles of leading, kerning, and tracking can be seen in our portfolio. If you think your marketing material could benefit from a make-over please call Turquoise Creative.

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