FIRE CREATIVE | Graphic Design for Web + Print
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DESIGN THE LOGO OUT OF THE BRAND The logo design (and redesign) process may seem daunting, but finding the right graphic designer will make your job much easier. The right designer will work closely with you to “capture” the essence of your company in a unique and captivating way. He or she will be your key ally in the branding process. Before the designer can do their job (the branding process), the principals of the company have to do theirs (determine what the brand is). They must get together and fully conceptualize the “brand”. Remember, the brand is the philosophical and emotional “GUTS” of the company, who you are, what you do, what you believe in, and why you are the company people must choose to do business with. This mainly includes your company name, tagline, and mission statement – the “tangibles” which are essential to the work of the designer. The essence: design the logo out of the brand. Have a strategy. Don't leave it to chance. REINFORCE THE BRAND IN ALL MARKETING MATERIALS The marketing materials are as critical as the logo in reinforcing the brand. Decide what materials will best help you to reach your marketing goals – is it a brochure, a web site, a catalog, a direct mail piece, sales sheets, sales kits, etc. Start an “idea file” and save examples of marketing materials that caught your eye. Look for the colors used, the headline, the “hook”, the call to action, the typography (the fonts and how they’re used), the size and format of the piece, etc. Show these “ideas” to your designer when you’re ready. TIP: Also save examples of what you DON’T like. Noticing what doesn’t work about a marketing piece helps you avoid making the same mistake in your own. CONSIDER YOUR BUDGET A last consideration to having anything designed – what is your budget? How much can you afford to spend? Professional designers charge hourly, and will probably quote you a flat rate for each step of the process (design of the logo, design of the marketing materials, etc.) A professionally designed logo will range from $900-2,000, depending on the number of designs you would like to see, the number of revisions you request, the complexity, the clarity of your concept, etc. Don’t scrimp on what will be the very foundation of your business. Professional design services are an essential investment, not an expense. ADDITIONAL RESOURCES "How to Measure and Build Brand Value" at http://www.bcg.com/publications/search_view_ofas.asp?pubID=446 Want to know who the current brand leaders are in your industry? Check out http://www.theacsi.org/industry_scores.htm If you have any questions about the branding process or anything else relating to graphic or web design, please call JENNIFER PROIA at 617-494-1144. Hope you benefited from this article! © 2002 FIRE CREATIVE. /end/ |
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