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Who
Stepped Up
Public Relations Includes The Logo Too: Every public relations agency and small business owner has their own definition of public relations. I define public relations and marketing on several levels, but for this discussion, I say: public relations is anything the public sees, hears, touches, tastes or smells about your product, service, issue or cause. And that includes your logo.
Small business owners would be wise to make sure they launch their business with a polished, professional logo that connects with their target audience and serves as a PR tool. Don’t be fooled by the logo company or graphic designer who can design your company logo for pennies. The bitter taste of a cheap logo will linger a lot longer than the sweet taste of a professional logo that connects with your audiences.
Alperin Law in Virginia Beach recently stepped up by investing in a custom logo which is polished and strong, and contains colors that indicate trust and leadership. When designing a company logo, the keys to success are:
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Your company logo should uniquely reflect your company and be memorable. |
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Clean, simple logos present a strong identity and reproduce well in various sizes and file formats. |
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Steer clear of complicated detail and special effects such as gradients and drop shadows that will not reproduce well when scaled down to small size. |
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Your company logo should be just as effective in black and white as in color. |
Other public relations tips to consider about your custom logo:
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Don't confuse a busy logo with business brilliance. That's like confusing motion with progress. The fancier you get, the further you move from the rationality of most people. Custom logos need to match your business. |
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Don't design a company logo with every color in the rainbow. Logos with four or more colors can greatly increase your printing costs for letterhead, trifolds, marketing folders, ads, and other PR material. My public relations agency has designed many top-notch two-color custom logos for clients in Virginia Beach, Norfolk, Chesapeake, Hampton Roads, Portsmouth, Suffolk, Hampton, Newport News, and throughout Virginia that look great and are easy on the pocketbook. |
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Don't buy your logo from a logo-farm website and think you've gotten one over on the "expensive" graphic designers and public relations consultants. Think a few steps ahead and you'll discover you may need: the logo in a vector format for a business sign; the logo in black and white for simple envelopes; the logo in a jpeg for a marketing PowerPoint presentation or website; or the logo in an EPS format for quality printing. Even worse, what if another business in your area and industry buys the same logo for $40? Having your own unique, custom logo is smart public relations and worth the one-time investment. |
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Stay away from logos embellished with shading, shadows, and beveling, and public relations consultants enamored with them. The true mettle and power of a logo is its ability to stand on its own in black and white with no embellishments. All the powerful logos that stand the test of time are just as powerful in black and white: McDonalds, NIKE, Prudential (The Rock), Microsoft, Rolls Royce, HBO, MTV, and Sony. |
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Don't get consumed by the colors you like. Always look at your business from an outside-in perspective … from the client's point of view. Get feedback from people whose judgment you trust – like family, friends, co-workers, and colleagues in Virginia Beach, Norfolk, Chesapeake, Portsmouth, Suffolk, Hampton, Newport News, Hampton Roads, and throughout Virginia. We all live in industry/personal bubbles, so outside feedback is important. Your fetish for screaming pink may be an immediate turn-off to potential clients. |
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Don't stick to an obviously outdated logo designed 10 years ago because you think changing it will hurt your business. You can always tweak your logo to bring it into the 21st Century and connect with today's smart, jaded consumer. |
Are you asking the right questions when buying a company logo, or are you walking into a great deal that will cost you time, money and frustration down the road?
About our logo company
The Rourk Public Relations agency is expert at designing company logos, custom logos and business logos for clients in Virginia Beach, Norfolk, Chesapeake, Portsmouth, Suffolk, Hampton, Newport News, Hampton Roads, and throughout Virginia.
For a no-cost phone consultation, feel free to call David Rourk at (757) 478-0150. |
