MARKETING MATTERS: FIVE CHARACTERISTICS OF A MARKETABLE LOGO

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 Tips and tricks for business success

 
by Rama Beerfas
 
 
 
July 13, 2011 (San Diego’s East County) –  Whether you are opening a new business or it’s just time to freshen the look of your existing branded image, a new/revised logo may be the way to go. If you are in the position to be creating or revamping a logo, keep these tips in mind for a logo that will work for all your branding needs:
 
 
1.      Keep it simple – a logo with fine detail or small print may look good on your letterhead, but may become a big blob when printed on smaller items (i.e. a pen). A good rule of thumb for font size is no smaller than 8 points for any application.
2.      Don’t go color crazy – while you may think that multiple colors will make your logo more attractive, take a cue from the big name brands and keep it at one to three colors. Remember that the more colors you use the greater cost in reproducing it on most items. White does count as a color, unless you are printing on white!
3.      Develop variations on your logo that don’t interfere with the branded image – if your logo has several components, be prepared to remove one or more of them or to move wording to increase legibility for smaller imprint applications. If your logo is multi-color, have a one-color version ready to go.
4.      Develop a logo treatment guideline to maintain brand integrity: define what color(s) are permissible, what the size aspect ratio must be (to avoid distortion), what font(s) can be used in marketing materials, give examples of acceptable logo variations, etc…. It may sound unnecessary for the micro- or small business, but it will help maintain the uniformity of your branded image as you grow.
5.      Before committing to your new logo check with the professionals: ask a promotional products consultant if the logo will be easily reproduced on different types of products; ask a marketing expert if the logo is appropriate for your business and target market; you may want to poll your clients, family and friends. Too many people make the mistake of falling in love with a logo because they created it themselves, or, worse, their kid did. Take a step back and remain as objective as possible in evaluating a new logo design.
Rama Beerfas is Chief Solutions Specialist for San Diego-based Lev Promotions, offering complete marketing services from consulting, promotional products, and social media marketing, editorial work and more. Rama also offers seminars and training in marketing and customer service related topics. She can be reached at (619) 697-2045 or at rama@levpromotions.com or visit www.levpromotions.com. Column requests and comments are welcome.

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