The Logo

The Company’s Hardest-Working Staff Member – the Logo

Nike, Target Stores, McDonald’s, Coca-Cola; one thing these powerhouse companies have in common is brand recognition, built in part by a strong, recognizable logo.

In a marketplace that exposes us to thousands of commercial messages daily, logos are becoming more important than ever. And in a world of countless start-ups, daily announcements of mergers and acquisitions, and the constant introduction of new products, companies have an increasingly difficult time getting noticed.

That’s why branding – a combination of names, terms, designs and symbols that identify a product or service and distinguish it from competing products – is so hot. A company’s logo can be a visual ambassador, one that appears on everything from business cards and coffee mugs to delivery vehicles and Web sites. It leaves an impression of who you are and what you can provide for the customer.

Michael Bierut, a partner at Pentagram, an international design consultancy, says that almost any company, large or small, can aspire to achieve the logo power of Coca-Cola, Fuji, or FedEx.

“The things that make those brands so powerful are freely available to anyone,” Bierut claims. “What they all have in common is consistency of use (meaning that the company uses the logo on everything related to the business), simplicity, a degree of good taste, and a product that creates a successful aura that fuels the symbol.”

Due to the power of branding and the impact a logo can have on how a business is perceived, it’s important for organizations to review their logos every few years to determine if redesigns are in order.

Here are some thoughts to keep in mind when designing or reviewing your organization’s logo:

• Size matters. Is the logo as recognizable at one-eighth of an inch on a return address label or lapel pin as it would be blown up on a poster or billboard?
• Is it original enough to differentiate the company from its competitors?
• Is the design clean and simple enough to be easily identified like the Nike brand “swoosh” or the McDonald’s arches?
• Is it inoffensive in other cultures so it can be used globally?
• Can it be easily adapted for use on the Internet?
• Is the logo used consistently on all company communications, including marketing campaigns?

“The logo can be your company’s hardest-working employee,” says Elinor Selame, president of Boston-based BrandEquity International. “For a small company with a limited budget, the returns get higher each year you use the organization’s logo correctly.”

To make sure your logo is working as hard as possible on your company’s print communications, see your print professional. He or she can help you determine if your logo is being used consistently to maximize its effectiveness. Consistency goes a long way in promoting your business or organization.

Simply producing a superior product is not enough to create a business powerhouse if no one knows who you are.

Basics About Business Cards

The Basics About Business Cards, the Ever-Important Marketing Tool

In the age of the Palm Pilot, e-mail and teleconferencing, the business card may seem less than glamorous. Some might even wonder how important this pint-sized device is in today’s business world. The answer? Very. In fact, some believe the business card is the single most important marketing tool available.

Business cards are a tangible representation of your business. They often provide potential customers with their first impression of your product or service, and they remain with customers and prospects when you are not. Business cards tell people where to contact you and these tiny powerhouses are frequently passed from person to person, giving them even greater marketing mileage.

With all this in mind, it becomes clear that you should put some thought into your business cards. Make sure they project an appropriate image for your business, keeping in mind everything from content to design to printing. Below are some things to consider.

Design

It may seem that there aren’t many options when it comes to designing a business card. After all, at a minimum, you need to include your name, your business name, and your address, phone number, fax number and e-mail address in a 2-inch by 3 ½-inch space. But there really are a lot of decisions to make. You can print in multiple colors, for example, or have your card embossed for a richer look. If you want your card to stand out from the rest, you can include a photo of yourself, or design the card so it is vertical in orientation rather than horizontal. You can even design a card that is twice the standard size and have it folded in half, giving you more room to print your message.

And don’t forget about the back of the card. Many companies will use this space to print their mission statements, or to print in another language if they do business internationally. Some even use that space for practical information, such as calendars or measuring tables. This gives people greater incentive to keep the cards.

Paper

Gone are the days when all business cards were black ink on white paper. Business cards can be printed on virtually any color paper, and in a variety of finishes and weights. You can have textured or smooth cards, glossy or flat. The paper you choose depends on a number of factors, including your budget and the type of image you want to project.

Cost

Business cards come in a wide price range. On average, people spend about $50 per thousand on their business cards, but some spend as much as $300 per thousand or more. How much your cards cost depends on several things, such as printing method digital or offset, the type of paper, number of ink colors and special printing features such as embossing or thermography (raised printing). The cost will increase if you print on both sides of the card.

Even on a budget, you can have business cards that tell the world your business is a success. There are ways to cut costs, such as printing multi-color blanks and imprinting them in black when a new staff member needs cards.

Getting Started

When designing business cards, you should first think about the type of image you want to project. Are you in an industry that requires your materials to be very serious and formal, such as accounting, or does your business operate in a more casual environment, such as a music store? Do you already have printed materials, such as brochures or letterhead? If so, your business cards should complement those pieces.

There’s a lot to consider, but you don’t have to do it alone. Consult with your printer or graphic designer to create business cards that leave a lasting impression.