June 18, 2016Key to Mind

Have you ever had the experience of seeing an employee’s name in print and being unable to remember who that person is? Later, you see the person’s face, and the visual input unlocks a portion of your mind full of memories about the person. Your logo works the same way. It increases the memorability of your company beyond what your company name alone can do. To get the most out of your logo’s ability to increase your company’s memorability, you must avoid common pitfalls.

Guidelines for Effective
Logo Usage:  

  •  Avoid designs and promotional material that change the color of your logo. As much as possible, colors should remain consistent in your logo, and your logo should determine the color schemes of your printed materials. If you must change the color of your logo, all black or all white are preferable, because these are perceived as non-colors.
  • Use the same logo everywhere. Don’t have two or more logos for one company name. Don’t treat the words in your logo as text. Letters should be unchanging and stored as part of the graphic.
  • Put your logo on every piece of paper and digital correspondence leaving your office. This means having your logo as your signature in emails and having the graphic portion of your logo as your profile picture on your company Facebook page.
  • People look at your brochure while folded, then unfold it in two steps, and finally flip it over to look at the back.  Make your logo visible in all four views. 
  • Don’t let graphic design crowd your logo. Your logo should have space around it – usually equal to the size of one of the letters out of the company name or more.
  • Have your logo on every page of your website.
  • Have computer files that your office staff can use.

To be able to use your logo to its full potential, you must have computer files at your office that your staff can use in their standard word processing software and other internal software. It is completely inappropriate to pay a designer for a logo and not receive standard office-use file types. The png is the best file type because it works with all office software and it can have a transparent back. It is also very helpful if you have different versions of the logo in your office computer such as: 

  • A color version with words.
  • A graphic that can be used without words. This can be helpful for Facebook profile pictures, watermarks, and other applications.
  • A black & white version – not grayscale but black and white. Black and white works best when faxing. Almost every office software can create a grayscale version of your logo automatically, but a black and white version often requires additional design work.
  • A version optimized for use on the internet.                                                                                   

If you are unable to use your logo consistently because of file type or design problems, call Brazzell Marketing Agency. Logo updates and complete packages with all the file types you need can be done on an hourly basis at $13.99 per quarter hour. Complete new logo design packages with multiple options start at $189.