A New Year's Launch
Welcome to our
first issue of "Marketing Matters," a free monthly e-newsletter with tips and
ideas for marketing your business. We will cover a variety of subjects
this year, including web design and optimization, printing, tradeshows,
promotions, direct mail and print advertising, to name just a few.
In a quick,
easy-to-read format, we'll keep you thinking about the important aspects of
marketing and branding your business throughout 2010. This month we tackle one
of the most critical elements of marketing - your company logo.
What's In A Logo
A logo is a
visual emblem that represents your business. It's your fingerprint, your first
impression with a potential customer. It has to communicate quickly
as well as stand the test of time.
its golden arches. Nike has the
swoosh. Macintosh has the apple. A logo is more than a name, more than
lettering and graphic symbols. A logo represents the culmination of everything
that your business is and wants to be. It's your mark and your statement.
A properly branded logo can be so powerful that simply seeing it can send a message
or change a mood. The Red Cross logo represents help, relief and hope. And who doesn't know what the happy face means? This one
little mark is known and used around the world.
your logo say about your business? Does it distinguish your business
from your competition?
If you think this is reading too much into a simple icon, think again.
Companies invest millions to get that one-of-a-kind image that
is recognizable and memorable.
What Does A Logo Do for Me?
We live in a
fast-paced, visual culture, and we are bombarded by thousands of images and
messages every day. Consider what a good logo can do for your business. It can...
The History of
and brand recognition
the quality of your product or service
you from your competition
Be used as a
means of promotion
Early Greek and Roman rulers often developed a
symbol for themselves and stamped them on their coins. Masons carved their special symbol into the stones they placed.
logos such as Shell Oil and RCA have been so successful that they have endured
for more than 100 years. Some businesses find it advantageous and necessary to
redesign or adapt their logo to changes in their industries and with the times.
Updating your logo can help you hold on to your niche in a
changing business environment.
Logos should be
developed with a variety of attributes in mind:
Like so many other things, less is more.
- Your logo should be readable on a highway billboard or at postage stamp size.
Flexibility - Your logo must adapt well to wherever it will be placed.
For example, a logo that looks great at the top of your letterhead must
also fit the proportions of a hat, website or signage.
- Most graphic logos today use color, but purposefully. A thoughtful
selection of colors allows you to use them throughout all of your
marketing materials. Whatever colors you choose, your logo should also work
well in black-and-white.
There is an
art to crafting an effective logo. A professional graphic communications
firm can help you determine if your logo is effective and if it works for your
business. Ultimately, you want to develop a logo that is relevant to your
business, memorable and flexible for a wide range of marketing venues. After all, Marketing Matters.