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The Future is Now Logo Design Trends

Design TrainingLogo Design success moving forward will depend on adhering to the standards noted above while adapting to the rapidly evolving media environment and taking advantage of new opportunities to reach target audiences. Ongoing research into appropriate delivery channels will be critical to ensuring that branding messages are communicated in ways that resonate with specific consistencies.

Using “hot” media will be especially critical for brands seeking to establish themselves with younger audiences, as they are often the first to navigate from traditional delivery methods. While this creates the challenge of determining the appropriate mediums in which to invest branding dollars, it also offers a unique opportunity to more closely target marketing efforts based on consumer tastes and interests.

Blogs are a great example of communication that is typically focused on specific subject matter and/or directed to a well-defined constituency. By identifying blogs that are attractive to specific target audiences, marketers have the chance to personalize their branding efforts like never before. Accurate research, combined with the ability to react quickly to new opportunities, will separate savvy branding campaigns from those that continue to rely on outlets that are less compelling than they used to be.

As we move into 2007, the elements of successful Logo Design Training will not appreciably be altered but the proper use of evolving media channels will spell the difference between successful campaigns and those that fail to hit the mark.

Do-it-Yourself Branding

Do-it-yourself branding is a great way to build value in your company quickly and affordably. The key to do-it-yourself branding is to create a set of brand standards that tie together the look and feel of all your marketing materials. Ideally, brand standards do the double-duty of creating awareness of your brand and differentiating your brand from your competition’s. Even small companies should develop and maintain brand standards.

The breadth and depth of do-it-yourself branding and do-it-yourself brand standards can vary greatly, depending on your needs. Keep in mind that if your brand standards are too strict, you may hem yourself in creatively, while if you are too loose, design chaos can result. Do-it-yourself branding requires focus on strategy and consistency in the following five areas:

  • Logo : There is perhaps no single more important element to do-it-yourself branding and your brand standards than the consistent use of your logo Design Tutorials . First, you should never alter or re-draw your logo. Second, its placement and sizing should remain consistent within each communication vehicle (e.g., letterhead, brochures, postcards, etc.). Rules can vary by type of material, but not drastically.  If you want to look like a large company, remember this irony: the bigger the company, the smaller the logo.

  • Graphics : Use distinctive symbols and shapes in a consistent way. Choosing the same basic graphic elements helps your customers remember your brand faster. Also, stay consistent with borders and/or backgrounds  or show a pattern of consistency that complies with your brand standards. For example, choose a cupid-themed border for a Valentine’s Day ad, and a clover-themed border for a St. Patty’s Day ad. In both cases, your border should be consistent in size and/or weight (the amount of emphasis it receives relative to the other elements on the page).

  • Colors :  Color is one of the most important components in brand identity. It makes an immediate impression on your audience, and plays a large role in memory retrieval. Therefore color can significantly impact someone’s perception of your brand. For example, gold, silver and burgundy are perceived to be upscale, while green is viewed as fresh and healthy. I highly recommend you research and/or test-market certain colors before you commit to a palette. One easy (if not scientific) way to do this is create a brochure or ad in 3 or 4 different color palettes, then survey various people for feedback. Remember that colors have different meanings in different cultures.

  • Free Fonts : Choose a handful of fonts for use on all your materials, selecting at least 1 serif font and 1 san serif font. Serif fonts have “feet” at the bottom of the font to guide the reader’s eye, while san serif fonts don’t. (Times is an example of a serif font; Helvetica is an example of a san serif font.) Serif fonts work well in paragraphs (“body copy”) because they give the eye something to “hang on” to. San-serif fonts should be reserved for headlines, numbers in charts, very small text, and/or text that is reversed out of a color. As a general rule, you should use no more than two fonts in a document, although a third decorative font can be used sparingly.

  • Illustrative and/or Photographic Style :  Consider what type of visuals (pictures) you want to feature on your marketing materials. Will your visuals consist of illustration or Stock Photography? Try to stick with one or the other. Regardless of your choice, your visuals should be similar in style and color usage – black and white, 4-color, 2-color, etc.

When you have identified rules for the above, write them down and distribute them to any employee or vendor (like a designer or printer) who may need to reference them. Brand standards go a long way toward building brand equity. With do-it-yourself branding, it’s worth the time and effort to do it right.


April 20, 2009 - Posted by | logo design | , , , , , , , , , , , ,

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