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How to Display Your Logo to Attract Customers
By Jeff Kear
Written by Jeff Kear © 2004
Creative Director, www.myicondesign.com
So now you have a colorful, attractive logo design that represents your business. Well, that gorgeous design won't do you a bit of good unless you use it.
Studies have shown that prospects need to see or hear your company's name multiple times - as many as 7 or 8 - before they are familiar enough with it to pick up a phone and call. So it behooves you to put your business logo design on anything and everything you can think of to gain exposure for your company and keep your image in front of people.
There's a long list of places where companies customarily place their logos, which include: Business cards · Letterhead and envelopes · Web sites · Print ads · Direct mailers · Forms and surveys · Billboards · Banners · Bumper stickers · Brochures and sales sheets · Indoor/outdoor signage · Company cars and fleet vehicles · Pens and pencils · Note pads · T-shirts and polo shirts · Thousands of other promotional items like key chains, coffee mugs, hats, etc.
Besides placing your company logo design in all the customary places, you may also want to think about more creative ways of displaying your logo design. Some out-of-the-box ideas could be:
· Hiring a plane to fly over an outdoor stadium during an event with your custom logo in tow
· Handing out temporary tattoos that feature your logo at a trade show
· Wrapping a bus or other vehicle in a graphic that features your logo design
· Asking any non-profits you support to include your logo design in the materials they produce
· Asking a celebrity or athlete who believes in your product to display your company logo design on a hat or shirt
· Offering your own line of promotional products featuring your business logo (like Budweiser or Coca-Cola)
In addition, think about all the special opportunities you might have to display your business logo design that are specific to your industry. For example, realtors have “For Sale” signs they place in front of houses and promotional flyers on which they can display their company logo. A plumber could attach a tag bearing their business logo and phone number to a pipe underneath a sink (talk about a well-placed promotional opportunity). A computer store could place a sticker with their logo design and phone number on the top of each PC they sell. The possibilities are endless.
Keep in mind that, wherever you place your company logo design, it needs to be consistent in all usages so that people can always easily recognize it as your logo design (meaning that the colors should always look the same and the logo design must never be stretched or pulled out of proportion in any way). In addition, don't let your company logo be placed anywhere that might reflect poorly on your business or work against its intended perception. A plumber can get away with putting his business logo on a toilet plunger, but it would work against most other companies (especially if you are a perfume company or jeweler).
So start brainstorming and get your logo design in front of your customers today. It can only help your business.
About the Author
Jeff Kear is Owner and Director of Client Services for myICON Design (http://www.myicondesign.com). In his decade-and-a-half in the industry, Jeff has created revenue-generating advertising and design for nationally recognized brands such as Budget, MetLife, Moosehead Beer, Qwest and Toyota. In addition to working for design firms and ad agencies, he has served as a marketing and communications specialist at Fortune 500 companies and holds a master's degree from the University of Maryland.
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