Is your logo being held hostage?

Posted on September 26, 2017August 29, 2024 by Calvin Jackson

You’ve finally had an epiphany! The greatest marketing strategy since those beer frogs and you’re ready to launch. You’ve laid out just enough content to entice your reader and swiped through hundreds of images to find this perfect one. Now you just need to place your logo in the corner and press send. Where’s the logo? Do you need to rescue your logo?

LET’S ENGAGE IN A QUICK EXERCISE…
Open up your finder/my computer and locate your company logo.
Was that simple enough? I’m sure that you have a folder labeled ‘company logos’, which includes a 4 color option, a version for a light background and a version for a dark background. When you need to re-order branded promotional materials, polo shirts or coffee mugs, you also have a specific logo saved for that purpose. If the aforementioned holds true, you can stop reading here. Congratulations, you are in complete control of your logo.

Still with me? I figured you would be. I manage a design agency and even I, have to talk to someone else to get my logo in specific formats. So let’s figure out how we can pull a Liam Neeson and rescue your logo from whomever is holding it hostage.

RESCUE YOUR LOGO

Let’s start with who may have your logo? Ideally, the original designer of your logo should have the original files. Always ask anyone you hire to provide original files, even the working files that you don’t have the software to access. You’ll save a lot of time and money later, if you need to ask someone else to make updates. Don’t let them hold your logo hostage. If you don’t even remember who created your logo it might be time for a refresh.

To ensure that you have complete access to your logo, make sure to request, from your designer, these specific files in these specific formats: a 4 color option, a 4 color option w/out a white background, a version for a light background and a version for a dark background.

(.ai) file with live fonts: vector

It’s good to have your logo in its purest form and that would include the fonts. In case you ever need your logo font for any reason you should have access to it. The (.ai and .eps) file are vector files which will allow you to enlarge your logo till infinity, in case you need it for a billboard or jumbotron.

File naming example: logoname.ai

(.eps) outlined file: vector

The fonts in your (.eps) file should be outlined, so it becomes a vector image and your logo fonts will never default if the needed font isn’t present on the computer you’re using.
Good for printing: paper, promotional merchandise, large format printing
File naming example: logoname.eps

png: large & small dimension

The (.png) files have a translucent background, allowing you to place your logo on any background color you choose without a white box showing up around it. It is only used for digital purposes.
Good for presentations in PowerPoint/Keynote
File naming example: logoname.png

jpg: large & small dimension 300 dpi high resolution

Probably the most commonly used file, for a small/medium sized business, because it is the most accessible file as it doesn’t require speciality software to access.
Good for emails and programs that don’t accept .ai or .eps files
File naming example: logoname.jpg

If you don’t have your logo in each of these files then reach out and rescue your logo, from your designer. If you require your logo be recreated, use this list as a resource to ensure you have everything you need.

Having full access to your logos will ensure the continuity of your brand as you create and launch the next brilliant marketing campaign. Stay tuned for part two, where we’re going to make sure no one is holding your entire website hostage.

LEAVE AN IMPRINT

Posted on August 8, 2017August 2, 2024 by Calvin Jackson

Since the mid-nineteenth century, advertisers have been working to pervade your psyche. Early advertising came through newspaper and magazine ads. Today, advertising is everywhere: the train station, your inbox, text alerts and, of course, the 5 second delay to your favorite cat video.

How can you break through all the advertising noise inundating your target audience?

Send a tangible message

Touch is the first sense you developed. By shocking the senses with a physical marketing piece, you distinguish and elevate your brand.

Create and deliver compelling printed marketing and advertising pieces that your clients can hold, turn, flip and bend.

Why is print worth the investment?

THE OPTIONS ARE ENDLESS

You can create a printed piece as small as a business card or as large as a ceiling banner. Finishes have evolved beyond gloss. The variety of textures and finishes can add stunning dimensions to your piece.

INCREASE YOUR IMPACT

Printed marketing materials are an additional element to your campaign. Use printed materials to complement your digital strategies. While a customer may notice a 15 second video spot online, sending a mailer increases brand awareness and the campaign message.

DISTINGUISH YOUR BRAND

With the price of digital marketing as low as $5 a day, investing in printed materials sets your brand apart. Quality design and enhanced print options deliver luxury to your clients. Provide proof, in hand, that your brand is distinct.

EarthColor was seeking a means to educate clients on how to properly set-up files for their premier print finishing service, Scodix SENSE. We created an itemized accordion folder to house tips, techniques and guide specs. The client will receive a new insert to save in the folder as new tips and strategies develop. Because the kit is delivered to creative departments it conveys a high level of design aesthetic and functionality to distinguish the Earth Color brand.

Chef Paul Virant’s sales team needed an effective way to promote their event space to potential clients. We created a uniquely sized trifold sales kit at 7″ x 8.5″, which comfortably fits in the recipient’s hands. Each pocket in this folder is branded to support each one of Chef Paul’s 3 ventures. The success of these ventures all rests on the reputation of the chef, so we made Paul the star of this piece by highlighting him on the cover and inner panel.

Creating a full marketing/advertising campaign requires a multidimensional approach to reach your audience. If you’ve been looking for ideas to cut through the digital noise, we suggest you consider the power of print to get in touch with your clients.

The Year of Scodix Sense Application

Posted on August 7, 2017August 2, 2024 by Calvin Jackson

This year we’ve had several opportunities to display our expertise of Scodix Sense on a variety of projects. From business cards, folders, sales sheets and holiday cards, the possibilities to enhance these print projects have been vast.

Whether a photograph or a vector file, our team of professionals have risen to the occasion and elevated the plane. If you are interested in engaging your clients’ senses let us add the finishing touch.

The ABC of SEO

Posted on April 17, 2017August 29, 2024 by Calvin Jackson

As business owners, we wear many hats. Often times we are attempting to maneuver territories that we aren’t very familiar with. In some instances, we hire professionals and others we may try to figure out. If you are trying to figure out how to rank in Google, The ABC of SEO will be helpful. Now keep in mind that Google’s CEO could only simplify the process so much for Congress so we’re doing out best to guide you through these murky waters.

About SEO

Search Engine Optimization (SEO) is the methodology which generates the responses to online searches, after the ads. You type, “summer camp in Chattanooga” and the organic (non-paid) responses are generated based on which websites will provide the best options for you. How web pages are designated “the best”, that’s SEO!

Browsing Habits

As much as I wish that people were interested in the underbelly of the internet, no one goes beyond page 1 of a Google search. Therefore, you want the SEO of your website to be strong enough to garner you a coveted place on page one.

Critical Factors…

Dissecting The ABC of SEO

DESIGN MATTERS

It’s a misconception that SEO gets “plugged in” after the website is designed and live. The driving force of SEO is the user experience. How quickly is the user navigated from the search engine directly to the answer on your website? Load time and access to the information impact your SEO ranking. Users aren’t going to spend much time clicking around, so make sure your content is easily accessible. That’s UX Design and that happens in the earliest phases of website development.

THERE IS NO PAY TO PLAY

Buying ads might put you at the top of the Search Engine Results Page (SERP) but they don’t impact the SEO of your site. SEO has to be completely organic. If your ads are at the top of the SERP but your SEO is weak, once you stop paying for ads you won’t be featured at the top. Now, if your SEO is organically driving your site to the top well then, you guessed it, you don’t need to pay for ads!

KEYWORDS ARE ONLY ONE FACTOR

Google uses over 200 criteria to determine the SEO of your site. Therefore overloading on keywords won’t instantly drive you to the top of the SERP. Overuse of keywords is actually discouraged. Keep your content fresh and user focused. Relevant media, images with alt text, social media traffic and simplicity of use are all important factors.

MOBILE USE IS CRITICAL

Fewer and fewer web traffic is coming from desktop computers. Your website has to be optimized for mobile use. This factor is so important that Google announced early this year that the Mobile Experience will be included as a relevant factor when assessing a site’s SEO. This leads us right back to point number one, the design of your site matters.

INVITE GOOGLE IN

If you’re interested in ranking in Google, and who isn’t? Add their WebMaster services to your site. Google offers free code to increase their ability to crawl your site. You can then use their data to track how searchable your site is. Pair Google Search Console with Google Analytics then sit back and watch the data grow….and ideally your rank increase.

Remember that SEO is a multi-faceted combination of efforts and most importantly, it’s a long-term investment. You aren’t going to be at the top of the SERP on day one. Put in the effort and give it time.

Happy Optimizing!

Interested in learning how to better secure your site? Read our suggestions for an HTTPS.

To Refresh a Logo, or not? That is the question.

Posted on March 14, 2017August 2, 2024 by Calvin Jackson

A client recently asked us, “Should I update my logo, even if no one has complained about it?” In short, YES! If you feel that your logo needs to be updated then let’s do it. Maybe your colors can be brightened or font modernized. A small tweak may make a big difference. Not all logo updates need to be a complete re-design, you might just “spring clean it”.

SHOULD I UPDATE MY LOGO

Updating your logo is a self-reflection and decision to polish up a bit. This doesn’t change the excellent service they receive, in fact it should serve as a reminder of your excellent service. Ideally your clients will feel inclined to forward along your updated marketing collateral or web link; that is your new logo expanding your reach.

Think of Coca-cola; one of the world’s most recognizable logos has seen several iterations through the years. So many that they’ve actually documented its development over the years. You can read about it here.

Take a look at your current logo and forget all that you know about your brand. Clear your mind, blink twice then look at your logo with fresh eyes. Even if you designed this logo yourself and you absolutely love it, you can’t think, “gosh, I love my logo.” Think from the perspective of someone who knows nothing about your business. As a new consumer, can you see what your company offers? What elements can make it more clear?

When you redesign, Send out an e-blast and social media campaign to announce your new logo. Make a big deal about it because it is a big deal. Your logo is the symbol of your organization. It should be able to stand alone and proudly represent what you stand for. Imagine the City Commissioner shining your logo into the night sky, calling for your service. Is your current logo what you want the world to see? If, yes then wonderful! If not then it’s time for a change.

#LOVELOFT Event on Michigan Ave.

Posted on March 22, 2015August 2, 2024 by Calvin Jackson

Our New York based client gave us the honor of shooting their #Lovefoft Event on Michigan Avenue. This event featured renowned artist & illustrator Chris Uphues as he painted the walls with his charismatic heart illustrations. We captured this event and it’s patrons as well as photographing the exterior and interiors of the Monroe Ave. and Michigan Ave. LOFT locations.

2015 Graphic Design USA