Monday, September 10, 2012

Does your logo impact your business?

How important is your logo to sales?

Is the viewer's perception of your logo impacting your business? Recently I read an article with research that crossed demographics throughout the US. Respondents to the survey were asked questions related to the appearance of a logo in terms of how they felt about the appearance of the logo and were questioned as to how the logo impacted their perception of that company. The study found that logos that were simple and colorful gained higher marks. Additionally, those participants surveyed shared that would not buy products or build trust with a company as a brand if they did not like there logo. Wow, this type of feedback certainly received my attention. We've been thrilled with the feedback from our clients for our new company logo, unveiled in May.  

What are some common mistakes we see with local entrepreneurs when branding their new business?

1- Selecting a logo that has gradients, which look great for print or web but cause many costly headaches in reproduction for a promotional product or in silk screen.

             Instead, if you have a colorful logo, make sure it looks good as a one color imprint

2- Using too many words or lengthy words in your logo. While taglines are great, they may not be appropriate for printing due to legibility when reduced to imprint size on a promotional product.  

            Instead if the name of your company is long, consider a stacked logo or have a dual brand to work with the specific type of imprint area. As long as the font and imagery is consistent you will be building your brand identity.

3- When branding a little bit of boring is good, work with a promotional specialties during the logo development can save you money later in printing. Graphic artists often skew font or select unique PMS colors in branding.  Suppliers pay for stock ink colors for the most popular corporate brand requests, even our corporate companies realize that they may have to settle on close to avoid PMS color match charges.

Would you like more detailed information regarding how to build quality brand standards? Simply request a copy of our art guide or logo mojo for reference.




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