The Keys to a Great Logo

Logo, graphic, icon, logotype, typogram, logoform, image...call it what you will, a logo by any other name is the group of letters and/or symbols used in a consistent and unique way to identify a company. It is the most prominent and stable element of marketing, and should be planned carefully to fully reflect your brand. Understanding the key aspects of a logo will help in developing a durable, on target identity.

Format

There are three common formats for a logo: 

Image & Type -- Includes a literal or symbolic graphic with the company name positioned close to but separate from the graphic.

Type-based -- A specific font in a specific color is used for the company's image. Creating a type-based logo or "logotype," requires more than selecting a font and typing a name. In these logos, letterforms are adjusted and spaced in a unique combination and treated as art.

Integrated -- A one-piece logo, incorporating graphics and type together so the name and graphic become one unit. Companies that use only initials frequently employ this format.

Direction

Design development of the logo generally follows one of three directions: 

Graphic -- Literally describes the company's activity, such as choosing a tree or a shovel to depict a landscaping company.

Conceptual -- Conveys an abstract quality of the company, using geometric or symbolic shapes to express a non-tangible aspect.

Neutral -- Relies on font choice, weight, shape, spacing and color rather than imagery to convey the message.

Style

Color, font and format choices assist in building an impression. 

Traditional -- Achieving a classic image calls for timeless shades of red, navy and forest green. Choosing an elegant script or serif font like Vivaldi, Times or Palatino, as well as creating a balanced layout reflects a traditional image.

Modern -- Companies looking for a contemporary image should consider modern elements. Sans Serif fonts like Helvetica, Myriad and Eras offer clean lines and simplicity. Brighter colors, unusual combinations and multiple hues are appropriate. Modern designs are often structured and grid-like, or asymmetrical.

Casual -- When a relaxed image is called for, a casual style may be needed. Fonts that mimic handwriting, script or graffiti, such as Papyrus, Curlz and Comic Sans are in this category. Casual styles avoid a stiff, formal corporate image, using vivid hues to warm tones.

Uniqueness

It is important to be aware of the images around you. Creating a logo that is inappropriate for your industry, too close to a competitor's, or reminds viewers of another company can sabotage communication. A logo should be like a fingerprint, one of a kind.

Logos have many elements that can be coordinated to deliver maximum impact. When developing an image to reflect a brand, consider these key points for aligning visuals with the verbal and experiential message of your company.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

Not So Stationary Stationery

The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today's business.

Business Cards

The biggest change by far in business cards is the amount of information they contain. Current cards often juggle multiple phone numbers, email, and web addresses as well as one or more street addresses. Companies are adopting logos with taglines and sometimes sub-taglines. We have even seen mission statements and bullet lists of services and product lines printed on cards. To corral the potential chaos, think carefully about the purpose of the card and how the end viewer will use it.

Secondary information such as alternate addresses can be positioned away from the key content on the back of the card. Web and email addresses are now easily identified and no longer need "http://," "web" and "email." Alternatively, try a mini CD -- a business card sized disk that can contain an interactive presentation.

Letterhead

It is not what letterhead says, but how it is used - and not used that is changing. Many businesses now use email for their primary correspondence. Sending invoices, thank you notes and proposals electronically drastically reduces the reliance on printed stationery.

While situations remain where professional communication requires a printed letter, the quantity of letterhead ordered can be reduced for many businesses. Corporate address, main phone and fax numbers and website should be still be included. Reserve personal information, such as email and cell phone numbers for individual business cards, even if there is only one person in the business.

Envelopes

The standard #10 business envelope is still around. Known as the "bill" or "invoice" size, we like to create distinctive designs that stand out and beg to be opened. Invest in having your logo printed in your corporate colors on paper that matches your cards and stationery. Mismatched mailings look unprofessional and derail your brand-building efforts.

Whether professionally done or output on your desktop printer, affixing a label that coordinates with your other stationery instantly turns plain 9x12 and other envelopes into pieces of your branded system without having to invest in printing envelopes in sizes you only use occasionally.

Some things never go out of style

When developing a stationery system, don't just think about what you "should" have, think about how you work and plan a system that helps you get the job done from both a practical and a marketing perspective.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

Into The Limelight

To stand out in a cluttered world, become a recognized expert

There are millions of small businesses vying for our attention. Yet, because the marketplace is more discriminating and skeptical, it's hard to get noticed. To enjoy the greatest return on your marketing efforts, you need to rise above the crowd. You need an edge over the competition. In short, you need to become slightly famous by establishing an expert reputation.

Not so long ago, expertise was equated with the number of years you were in business or the college diploma that hung on your wall. That has changed as people have come to be more interested in results. If you can deliver, people will be interested in you no matter how brief your business experience or how bare your walls are of diplomas.

Experts are sought after. They get more business with less effort and command higher fees. Journalists come to them for information. They are asked to speak at conferences. They out-position their competitors and break out of the anonymity trap because they know more and are recognized as knowing more.

Becoming an expert can help you achieve "top of the mind" awareness among members of your target market. By packaging your knowledge into articles, speeches, and workshops your name can immediately come to mind or be the first one mentioned when members of your target market turn to others to find what they need.

Publish

Publishing articles, columns and books are powerful techniques to establish your expertise. Publishing pre-sells others of your abilities and exposes you to thousands of prospects. And reprints of published articles make excellent, low cost sales literature, easily replacing expensive brochures, mailers, and newsletters.

Kimberly Stansell says publishing created tremendous name recognition for Research Done Write, her Los Angeles-based consulting and training firm. Her syndicated column "Bootstrapper's Success Secrets" appears in dozens of entrepreneurial publications, association newsletters and business web sites. "The name recognition my column has given me is tremendous," says Stansell. "I get invitations to participate in events and other business opportunities. And I can automatically charge higher fees because people assume I'm expensive."

There are endless opportunities to publish your expertise. Thousands of business, trade and Internet publications covering every imaginable industry and audience are fairly easy to break into, even for beginners. If you have a good idea, tailored to a specific readership, there are thousands of publications hungry for articles from business professionals.

Find A Podium

When Robert Middleton moved his marketing consulting practice a few years ago, he had to find ways to generate new clients. He immediately contacted local chambers of commerce, business groups, and organizations likely to be interested in his three-hour marketing workshop. Within months, Middleton not only had plenty of clients but also made a name for himself in Silicon Valley as a marketing expert for professional firms.

On any day, there are thousands of speaking opportunities available to small business owners who take the time to seek them out. To find an available podium to promote your business, contact clubs and groups in your community that conduct speeches and workshops. If you have a good topic that is relevant to their membership, most will be happy to hear from you.

Middleton sends each group an introductory package. It includes a cover letter naming other groups that have sponsored his presentations, a biography, a short description of his suggested talk, and comments from those who have attended his seminars. Middleton now conducts three to five such presentations a month, tailored to individual audiences.

Virtualize Your Expertise

Have you noticed that many high paid, respected professionals publish information materials? You can establish expertise, generate additional income and develop a compelling brand identity by developing books, booklets, e-books, audiocassettes, special reports and other information products based on what you already know.

CJ Hayden began life as a professional coach ten years ago in San Francisco. After years of delivering her "Get Clients Now" program to local audiences, she franchised her ideas and took them to a national marketplace. "I trademarked the name, taped a workshop, and wrote a 50 page workbook. I created an "out of the box" package so others could produce my program on their own." The success of her "brand extension" strategy even helped her land a book deal to publish Get Clients Now! A 28-Day Marketing Program for Professionals and Consultants

The best strategy is to create synergy between your products, services and reputation. Send information products to prospects. Use them for "back of the room" sales at speeches and workshops. Boost your profile by promoting products in articles, press releases, and at networking events and trade shows. Also, list your products in the catalogues and directories of trade associations, book clubs and business groups.

Keep It Going

Investors know that the best returns go to those who are patient. Not every article, speech or workshop or information product will make your phone ring off the hook. But, if you are consistent, you will develop an expert reputation that will help you land new clients and customers while making your business a recognized and reputable name in your marketplace.

About The Author

Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com to read the book and learn about 'slightly' famous teleclasses, workshops, and marketing materials to help small businesses and solo professionals attract more business.

steven@getslightlyfamous.com