come. Keep this in mind when you are detenninmg the cost USE YOUR LOGO EVERYWHERE 



of your logo. You may need to spend anywhere from $150 Once you've completed your logo, use iti Use it everywhere! 



to $750 to produce a logo that says what you want it to say You want recognition! There are economical ways of putting 



about your business. Your logo is an investment with lasting your logo on everything. Printing is expensive. Perhaps you 



value. ease into printing your logo on all your marketing materials. 



You must be 100% involved with the designer in the In the meantime, make use of stickers, rubber stamps (there 



production of your logo. Provide the designer with as much are some excellent quality ones!) , and other means of 



information as possible to aid in tiie design. Give your getting your logo (your name) out there. *•- 

 designer pictures of your business. Better yet, invite tiiem 



out to tour your operation so tiiey have a firsthand experi- Tina Sawtelle, principal of Sawtelle Marketing Associates 



ence of what your business is. Ust five tilings about your <'^^f ^f * f°'"i' ^^ewmarket, NH 03857) consults with 



CUV.C ui wimi. jruui uuaiiicaa la. i^ac jjvc uiiugo auuuu j^uui agricultural and Small businesses on marketing and man- 



business you want people to know. What do you want to be agement She also teaches agricultural busings manage- 



known for? Choose a type style you like to give the designer ment techniques at the UNH Thompson School. For more 



an idea of tiie image you are looking for. It is a mistake to information, call her at (603) 659-8106. 

 approach a designer and turn them loose to design without 

 giving guidelines. You will turn many things down, make 

 many changes, and pay $$ for it Be involved! 



TIPS TO DESIGNING A GOOD ONE! 



You want your logo to be easily recognized at a glance (while skimming through the newspaper, 

 sorting through tiie mail, or driving by at 60 miles per hour) . 



♦ Keep it simple! 



A logo is not flie place for detail of words or illustrations. Simple is better. 



♦ It must be readable! 



Can you read the logo vpithout squinting? Choose a typeface that is very easy to read, 



♦ Neat and compact! 



Your logo should not take up your whole ad. Keep this in mind when designing. Your logo is 

 saying "My name is..." and you only want to take up a small space saying tiiaL If designed 

 properly, you can come across loud and clear in a small space. 



♦ Enclose it in a border! 



Borders are great on all marketing materials. They complete the product and make it stand 

 out By enclosing your logo, you set it apart from the rest of the piece. You have a much better 

 chance of your logo being reproduced properly if it is enclosed as a unit Often it aids in the 

 haste of newspaper layout 



♦ Include a slc^an! 



A slogan can be part of your logo. Your slogan is another tool to defining who you are. 



♦ Use the right illustration! 



Be sure the illustration in your logo makes sense. Does it give the impression you want to give? 

 You don't want to reinvent tiie wheel of industry logos. Be different But be sure it is clear what 

 business you're in. 



♦ Be different! 



Design something tiiat sets you apart from the rest But once again, be sure it is clear what 

 businessyou're in. 



♦ Ease of reproduction is important! 



Make sure the logo is easily reproduced. Keep in mind the places you WSi be using your logo. 

 Newspapers have poor quaUly of reproduction. They lose detail and they smudge. Tags may 

 need a very small logo. Clan you read your logo in all sizes? You will want to copy your logo on a 

 simple copy machine. Does it reproduce well? 



♦ Designing with color. 



If your logo is designed with colors fyou're fortunate) , be sure it is as effective in black and 

 white. 



February (©'March 1993 

 25 



