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How to Make a Good First Impression in Business
Ensuring your brand remains consistent across the entire marketing mix and across every communications channel is essential to maintaining a consistent and coherent image in any competitive marketplace and should be the first consideration of your advertising agency.The variety of marketing channels available to any company today have their own specific demands and their own rules. What looks good on your business card or letterhead may look completely different on a poster, tube card, direct mail piece, display advertisement or online in your website.
Print management with a view to not only cost effectiveness, but also how your brand is expressed to its maximum impact across all above, below and through the line channels is vital to effective communication with your target audiences. Central to all this is the initial corporate identity design, aside from its creativity and how it captures the spirit of your proposition, how effectively it can be translated across all those myriad expressions will determine its longevity and impact. There are some important things to remember when designing a new logo or corporate ID and here are some guidelines to a successful outcome:
A logo designed in a vector based program such as Illustrator gives you much more flexibility in terms of colours and results in a much clearer image especially if there is text in the logo and you want to use it in large format. Bearing this in mind, it is often not a good idea to use photographs in a logo. If you don't have access to a vector based program then design it large!
Restrict your text to one or two fonts. Over-use of fonts will often leave a logo looking cluttered and unprofessional. Make sure that any text you want to use in a logo is clear and legible, otherwise don’t use text.
You may need to use your logo for a variety of purposes and in different ways. Remember that just because something looks good on A4 print materials doesn't mean it will be so wonderful after it’s been blown up to fit exhibition graphics or a billboard. Whatever you create should work well across the smallest to the largest of applications.
You might need the logo to work on black or white backgrounds or other different coloured backgrounds so it's important that the logo doesn't just work as a stand-alone element but also in a coloured box. Allow for the possiblity that your logo could sometimes be required to work in mono (single colour) as well.
You may have seen logos that you like but it's important to try to make your logo as individual as possible. There is nothing wrong with using aspects from other designs that you find appealing, but in the end you want to be noticed because your logo is original.