I am often asked how to use a logo? My answer is generally look at some of the bigger companies. What do you think of when you you think Allstate?
For me I think of The Good Hands People? When you think of Prudential what comes to your mind? For me the answer is The Rock. When someone refers to McDonalds they generally say The Golden Arches. These are examples of effective branding through the use of a logo.
How To Use A Logo- From Inception to Implementation
One question to answer is what do I want my message to be and how am I going to convey it. If you are selling insurance you want something that displays protection.
If you are a dry cleaner you may want a logo that states elegance and class. If you are a fitness trainer you want something that conveys the idea of looking good and feeling good.
The logo design is an integral part of the process as many consumers will make their judgement based on the impression that your logo gives off. Once ypou have your logo
designed and have a tag line to go with it then it is time to use it wisely. When using your logo make sure it is consistent. The biggest mistake I have witnessed today in business
is that a business will have one logo for their business card, another for their letter head, another for their website, another for their media releases creating inconsistency in the message.
Once you have a logo keep it consistent.
How To Use A Logo- Samples
Look at Domino’s Pizza who a few years ago introduced “THE NOID” with a tag line “Avoid The Noid”, how many of you remember this campaign? It had all the elements
of logo design and promotion.
Take a gander locally here in Florida at Publix whose Green P logo couple with a tag line of “Where Shopping Is A Pleasure,” has made them a leader in the communities
that they serve.
When one observes the Toys “R” Us logo they notice the Backwards R and Geoffrey The Giraffe thus building awareness and customer loyalty.
How To Use A Logo- Strategies
Placing your logo on all collateral material that you utilize to communicate your message in a consistent manner will enhance your brand recognition. Use one common theme.
Utilizing a graphic hook(logo) in your print promotions will increase visibility at a rate of 60% if black and white and 75% if color.
Using your logo on TV Ads will strengthen your presence in the market place.
This week be a super promoter as you learn How to Use A Logo.
