|| How to Design a Logo That Works ||

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Transcript:

So advertising is dead. Now what?

In 1965, a company could run three :60 commercials in prime time and reach 80% of the television viewing audience. Today, it would require more than 125 commercials to do the same.

So, given the dramatic changes in advertising, what do you do now?

For more than 100 years, brands had a one-way monologue with their customers. Today, the successful brand creates a two-way dialogue with their customers.

More importantly, the conversation is controlled by the customer prospect, who chooses not only when to talk to the brand, but what to talk about.

Because of this, marketers must provide a wide variety of channels for prospects to connect with your brand. What makes this difficult is that there’s no way to predict which channel or group of channels your customer will choose to communicate through.

As a result, marketing has grown increasingly complex. Despite this, any well-rounded marketing campaign will use traditional and non-traditional vehicles to provide a bridge between the customer and the brand.

Once these channels are up-and-running, the sophisticated marketer will begin exploring many of the new and emerging to round-out a more robust program.

To recap, advertising has changed dramatically. But marketers can leverage these changes to provide a wide variety of new ways for customers and prospects to connect with your brand. By leveraging these new channels, you can further differentiate your brand from the competition.

The 60 Second Marketer provides tools, tips and tutorials for marketing professionals around the globe.

Transcript:

How to design a logo that works.

A logo is the anchor for your brand. It helps define and frame your product or service in the mind of the customer.

Despite this, many logos aren’t given the proper attention they deserve during the design process.

Here are several fundamentals to know about when designing your logo or brand identity:

Pick your color palette carefully. Colors communicate subconscious messages to your customers. Remember, you’ll be living with these colors for many years, so be sure the colors you choose represent the message you’re trying to convey.

Resist the temptation to use trendy typefaces in your logo. What looks contemporary today will look dated tomorrow, so try to use neutral or classic typefaces whenever possible.

Vertical logos are often, but not always, difficult to work with. Most professionally-designed logos are horizontal, which helps when designing stationery, advertising and signage.

If you’re logo will be used in retail signage, design it with that in mind. Subtle colors that look good on a business card often disappear on a storefront.

For every rule in logo or brand identity design, there’s an exception. These are general guidelines to help you get started and to teach you what to look for in good design.

Remember, you’ll be using your logo virtually everywhere, so its almost always worth paying a professional design firm to create your brand identity. A little bit invested today will save you a lot of money in the long run.

The 60 Second Marketer is an online magazine providing tools, tips and tutorials for marketers around the globe.

The 60 Second Marketer is a free resource brought to you by BKV Digital and Direct Response. BKV's clients include AT&T, Six Flags and the American Red Cross.