Mobile-First Indexing Is No Longer Just Buzz

Almost every time we work with a new partner we get the same question (and rightfully so), “will my website be mobile friendly?” There’s been a lot of buzz around the importance of mobile for a while now and everyone is right to make sure that their digital efforts are going to be up to par.

This pressure to optimize for a mobile first experience is nothing new for our tribe. However, it is important that we help you understand what mobile-first advances have been made and what this can mean for your digital efforts. Hold onto your seats ladies and gents, the mobile-first internet is officially here.

Google and Mobile Indexing

Google, the king of secrets, has admitted that it will use the mobile version of your site for indexing over your desktop version. Google will only crawl your desktop version if it can’t get the information it needs from the mobile version. This deliberate preference for mobile-first demands a stellar mobile-friendly site and digital strategy.

Digital Strategies for Mobile First Indexing

To be prepared to rock this mobile-first shift, there are several things to be aware of. First, all of your digital content needs to be as high quality on mobile as it is on desktop. Digital content can be anything from website copy, images, videos or even animations. Mobile page load speed, not that there was ever a time it didn’t matter, is crucial now. Slow load times can result in lower SEO rankings. Mobile metadata, the snippets of copy that helps Google organize your site and searchers choose your content, needs be more concise with all keywords towards the beginning. Smaller screen sizes could potentially cut off what on desktop displays perfectly. The list could go on and on, but as long as you show preferential treatment to mobile-friendly options you should be fine.

Tribu is Mobile First

Thankfully, Tribu does not build a desktop version of a website and then a separate mobile version like some. Rather, we develop websites that are responsive. This basically means your website will be smart enough to realize what device it’s being visited on and able to make adjustments to be its best self for the situation. When designed and managed by Tribu, each piece of your website will be optimized to provide a very enjoyable user experience that event the mobile biased Google will appreciate. 

Feeling unsure that you’re ready to take on the mobile-first internet?

Let us help you, we love a good challenge from Google!

Make the Super Bowl Logo Great Again

In the world of consumer marketing, brand consistency is important – in marketing class, we’re told this fact over and over again. It’s marketing on a higher level – adding trust, reducing confusion, driving loyalty, reinforcing key messaging, and differentiating your brand from the competition.

There’s a reason why the world’s top businesses, like Apple and Google, place such a huge emphasis on getting it right – it’s important stuff.

Knowing all of this, it still doesn’t change my opinion that the NFL’s decision in 2010 to standardize the logo of their annual championship game, the Super Bowl, was the wrong move, announced by the NFL’s design firm, Landor, in 2010:

“The NFL has historically introduced a dramatically different Super Bowl logo every year based primarily on the location of the game, and using roman numerals for greatest impact. Landor’s strategy for the new visual identity system places at the heart of it the Vince Lombardi trophy, given to the Super Bowl’s winning team each year. Depending on the NFL event, the new system allows for complementary elements to be introduced. The released version, for the Arlington 2011 Super Bowl XLV, is the first example of a region-specific identity which will include each year’s stadium venue and the roman numerals to designate the event. This system affords the NFL consistency from year to year, regardless of the playoff event.”

Just like that, the magic was extinguished. Can you spot when the change was made?

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Via: The Atlantic (City Lab), NFL.com

No longer did each logo’s colors, imagery, shape, typeface, and theme match the host city’s personality and the design trends of that time. No longer did each Super Bowl stand alone as a unique, stand alone event, completely unique and independent from other years’ big games, like the Super Bowl logos of 1996, 2001, 2003, and 2005 (my personal favorites):

New Orleans’ 1996 Super Bowl logo, paying homage to Mardi Gras.

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Via: NFL.com


The 2001 Super Bowl logo, made to invoke a sense of patriotism and unity in the country after the attacks of 9/11.

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Via: NFL.com

Houston’s 2003 Super Bowl logo, serving as a tribute to the city’s indelible connection to NASA  and the Johnson Space Center:

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Via: NFL.com


Detroit’s 2005 Super Bowl logo, a nod to the city’s rich automobile manufacturing history:

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Via: NFL.com
These sort of colorful, imaginative, and completely unique logos were squashed for this template:

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Via: SportsLogos.Net


Sure, the Super Bowl logo is now consistent and uniform, but to what end? The Super Bowl isn’t a brand that’s shown off to the public year around, where it would truly benefit from a consistent look. Rather it’s a one-time event, in the public’s consciousness for about a week each year. What’s the point in establishing brand consistency for something you’ll see once a year and probably forget about in a month?

As marketers, we need to do a better job of ensuring creativity isn’t sacrificed in the name of branding consistency. It’s crucial we find that right balance of creativity while delivering on the needs of the business and end-user.

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Making Numbers Beautiful

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One of our most satisfying tasks as designers here at Tribu is to take numbers and information and make them interesting and visually engaging for the end user. Our year-end summary for the City of San Antonio Economic Development Department is one such project. By making the department’s annual review aesthetically pleasing, we increase our chances of the audience engaging with the content and absorbing it in a more meaningful way.

To make our information more digestible, we use contrasting colors and thought-provoking infographics. The goal is to make main points and summaries obvious to the reader, so they’re encouraged to read more closely for the necessary details.

The color pallet makes the piece striking, visual and modern with shades of blue, black and white. It’s pleasant to read but catches the eyes in a meaningful way.
Does your business deal with data and lengthy pieces of information? Our designers know how to take that information and make it engaging and functionally easy to read. Contact Tribu for all of your informational design pieces, and we’ll work with you to create a beautiful, high-quality end product.

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