SEM A - Promotion PE - Employ sales-promotion activities to inform or remind customers of business/product

Explain the importance of having a logo Visual representation of the company “The Face of the company” Anchors your brand Single most visible aspect Essential for overall marketing strategy Brand recognition will lose a lot of potential without a legitimate logo to go with a brand The name and logo are the 1 st things consumers see and remember

Describe considerations in creating a logo Your company – what the logo says about you – Professional, contemporary/timeless, stylish, forward thinking, innovative, clear message? Versatile for various media types – Black/white, distance and up close usage Simple – easy to remember – Some of the best “big brand logos” are simple Color, shape, size, 3-D, contrast, etc. Legibility – if you can’t read, customers can’t Attract attention, leave an impression, be unique and reflect company’s personality

Describe considerations in creating a logo More detail = higher cost to reproduce Competition – what do they utilize Impressive and seductive Trademark your logo – With the US Patent & Trademark office – Protects logo from unauthorized usage

Discuss the Components of Logos Word mark or logo type The name of your company Pictogram - a symbol (a.k.a. icon or avatar) Tagline - a brief description of your company or product. The tagline envelops the essence of your brand. Your brand positioning is what makes your company different from it’s competitors. Icon, picture, text, color palette Harmony and balance of all the above

Identify Types of Logos Brand mark Symbol – This type of symbol represents the company in a simple but bold manner. Most often represented through an abstract design Word mark – Is a uniquely styled font type that spells out the company or brand name. – Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company.

Identify Types of Logos Letter mark – Are exclusively typographic. – The letter mark uses the company name written out, yet has a symbol representing the company through the use of its initials or the brands first letter. Combination Mark – Is the combination of a symbol and a word mark. – The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment.

Identify Types of Logos Emblem – An emblem logo encases the company name within the design. – Most notable emblem logos include; Harley Davidson, UPS and NFL Trade characters- Animals, people, or objects hat are used to advertise a good or service that come to be associated with that good or service Corporate logo –Distinctive design, mark, or symbol that uniquely identifies a firm. Example: FedEX and BR Baskin Robbins

Characteristics of Effective Logos Scalability- resized with ease – Billboards to business cards Design should be eye-catching – Full color, grayscale or just black and white No clipart or stock images Should reflect the individuality of the business Simple, timeless, fresh, relevant and original Stay clear of design trends (camo, zebra) Stick out – see it once and remember it Legally acceptable – does not infringe on other TM

Resources useful in generating logo ideas. Focus on your business image Look at your competitors Internet research Hire a designer or do it yourself Books, articles, blogs Logo history Trends Awards Typeface

PROCEDURE to Design Logo 1.Know your Company: Brand Image (“Personality”) What message do you want to send about your company? 2.Research your Competitors’ Logos 3.Reference successful logo designs Use their ideas 4.Design Sketching, graphic designer, etc. 5.Reflection Receive feedback 6.Reveal Present new logo to the market

Logo Assignment