Mirror Mirror on the Wall

This Week's Trade Secret:
Mirror Mirror on the Wall
Logos & File Types

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If you want to build a recognizable and memorable brand -- no matter what your segment or average check size -- it's important to give your logo careful thought and attention. As the cornerstone of your menu design, advertising & promotion, business cards, gift certificates, signage, etc., your logo is the visual centerpiece of your brand image.

What makes a good logo? Does yours have impact? Do you know how to manage the use of your logo so your image doesn't become tarnished or overexposed?

Keep it Simple
The best logos are simple. Think of Bass Brewery's red triangle, McDonald's golden arches, Target's red bulls-eye, Nike's swoosh. Simple images are easy to remember and tend not to become dated quickly. They are effective in all sizes from as big as a billboard to as small as a business card. And they make the transition from color to black & white much better than highly detailed images.

Your Logo Should Identify Your Business
When designing a new logo, hire a graphic artist to help define who you are, what you do, how your customers perceive you, and how you want to be perceived in their market. Your logo should convey something essential and unique about your businessÕ personality, attitude, sense of style, professionalism, or fun. A well-thought-out logo will promote those qualities you want people to associate with your business.

Quality is Job #1
It's crucial to maintain the integrity of your graphic image -- its typeface, colors, layout, tagline, etc. Relentless consistency over time will give you an identifiable look and feel. Also, be sure that when your logo or image is used in newspaper ads, on the web, on take-out menus -- anywhere it is to be seen by the public -- the image is crisp and clear, and the colors true. I'm always amazed by the low quality that results because of an unfamiliarity with graphic file types or lack of proofing.

For Trade Secrets Members, we've outlined some additional pointers on design and graphic file types to help ensure that when you hold your logo up to the mirror of public perception, you're the fairest of them all.