Tuesday, October 15, 2013

Can You Put A Whale Fit In A Goldfish Bowl?

Really you have to ask? The answer of course is no; but how many times does a client ask us to include too much information in an imprint area; all the time.
You’ve selected the pieces, but do they work with your imprint?
The imprint area is important to a promotional item, so it’s important not to crowd the space. The typical pen imprint size is 1 ½ w x 11/16 h, while the information wraps on the barrel, which example is easier to read?

A legible logo is critical to your branding, therefore understanding basic principles and elements of design you learned back in grade school are critical to success. Whether your logo is based on words, includes an image with the text or tells a story with the imagery behind the name; there are some basic guidelines for designing a logo initially or in considering a re-branding. 

Line– Consider the outcome you are seeking with font selections. The font selection helps to set a mood or tone for the design concept. For example, curving lines imply motion or energy while horizontal lines are restful and stable. When selecting a font, keep in mind that small thin lines can get lost or fill in smaller imprint areas. Ask your graphic designer to show you how your logo will look at small and large imprint area sizes. If you are not sure, ask your promotional consultant to send you some common imprint areas to help determine what will fit. Selecting a standard font helps if the vectored, EPS files are not easily accessible to all of your brand representatives to share for imprinting. 

Shape– Geometric shapes tend to represent order and balance while organic free flowing shapes invite play and creativity. Simple shapes are “clean” and straight forward; making the shape easier to reduce in smaller areas. Make sure that your logo will work in square imprint areas, allowing for stacking in longer names or dropping the tagline; many imprint areas have a square shape and will not allow for a wrap to stretch the imprint area to a larger horizontal. 

Color– The colors you select create impressions for your company. Selecting warm colors like red, orange and yellow are intense, bold statements while cool colors such as purple, blue and green provide calm, restful suggestions. Logos that have shading look great on paper printing, but can add more challenges, cost and time for imprinting on promotional pieces. Selecting PMS colors that are popular or standard imprint colors can save on imprint set up costs. Many promotional pieces come in standard PMS colors as well to allow for more imprinting options for your brand. 

Value– When selecting an imprint color, make sure your brand guide allows for a standard one color default such as black or white in one color for printing quickly on rush orders or to provide more contrast to the color of the item selected.  Logos with shading or gradients to simulate a 3 dimensional appearance look great on paper, but will not work for many types of standard imprinting, silkscreen or embroidery.

A strong logo is a practical graphic that is appealing, memorable, easy to recognize and conveys your intended message. Your logo represents your company’s name, while your brand is your company’s products, services and benefits identified by your chosen logo design. Make sure you do not crowd the space of your imprint area. The key is to provide your brand on a useful promotional piece that your target market will interact with on numerous occasions creating a lasting advertising space for your brand. Adding too much content will make it difficult to focus on the brand.

However just like the AT& T commercial with the kids responding to questions- you want more, more, more right? When can you add more content? Add content when you have a larger imprint area!
What types of items have a larger imprint area?

·         Drink ware that allows for a wrap
·         Bags
·         T-shirts
·         Stadium cushions
·         Coasters

When you have the space for a whale of an idea, consider adding some fun slogans to capture your message with the bag- add the cheese please. By using often trite plays on words, you’re able to reinforce your message related to service or benefits. For example a bag might imply themes such as:

  • Bag more…
  • Net more…..
  • Hold more….
  • Fulfill ….
  • Load up on….
  • Let us carry you to….

Now that you have some brand tips for guidance, just ask us for a whale of an idea the next time you want more content for your branding.

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