What do I do with my new logo design?
So, you have this really great new logo design. You spent a pretty penny on it and now you’re wondering … “What the heck do I do with this now?”
With the help of my daughter, I’ve come up with this list of ways you could use that new logo design. These are just some general ideas with great examples of what some of my design clients have done (or could have done) with their logo design.
Well, obviously. Use it in the header and footer. Big enough to be seen, but so that it fits appropriately into the layout. Try it as a single color overlay on a screened hero image to create a bold first impression when someone visits your website. Make sure you’re using appropriate sizes for desktop and mobile devices. Test it to make sure it looks sharp on several devices.
Again, this might seem obvious, but is really important on an emotional level. Being able to find you immediately on social media and know that they’ve found the right page quickly will put your audience at ease and let them know that you take their experience seriously, even on Facebook.
I have some very specific advice here though. Use a version of the logo here that is formatted more like an icon. No tiny text or intricate designs. The most basic, stripped down version of the logo. You want it to be recognizable even in that small, round format so popular in social media today.
A great sign outside your shop or office may seem like common sense, but it really is about more than just looking good. It’s a form of communication with those seeking to visit your business. Using clear directional signage is one of the most basic ways to help build a sense of reliability and trust with your customers and probably one of the most overlooked. It tells them that you care about making their experience easy and that you want them to feel comfortable.
Use a vector format to send to your sign company. Whether it’s a simple banner or permanent signage, you want your logo to look flawless out there on the street. Your sign maker is going to prefer vector art formats like EPS and AI files. If your designer didn’t provide these … they should have. If you simply can’t get your hands on these your sign maker may be able to vectorize a high resolution JPG file (300 dpi or larger).
Business cards & stationery
Having your print identity consistent and easy to digest is imperative when you’re not there to verbally communicate with your audience. Make sure you only have the information that you need on these materials. Your logo, business and individual contact name and two ways to reach them, website address, and a physical / mailing address if applicable. You can include the logos for social media you appear on, but this should be secondary information.
When you leave a card with a contact it’s likely the first time you’ve been in contact with that person. You probably didn’t get to tell them everything you could have about your product or service. That business card is now speaking for you once they leave you and get on with their lives. You want it to be memorable and give them the right information to research and contact you.
Same with the stationery. If you’re communicating with your customers in the form of letters, invoices or any other printed medium, you want it to have your branding, and relevant contact information. This builds trust and a sense of recognition and comfort with your business on a subliminal level.
Internal print material
Communicating with employees and staff via printed medium is just as important as your customers. Follow the same rules with your internal communications as with your customer mailings. Have relevant documents and letterhead for different departments or locations. Make sure employees and staff know who’s sending the communication and how to contact them should they need further clarification.
Branding is just as important internally as it is when marketing. Consistent, professional brand visuals and internal messaging illustrate to staff exactly how the company positions itself and communicates witih its human resources. It will help show them by example how the company wishes to be viewed internally as well as out in public.
Seriously! You spent a bit of cash and probably a decent amount of time with a designer developing this graphic. It’s time to make some money with it! Especially if it’s an especially interesting logo that can be used in a variety of ways. (Which it should be if you worked with a professional designer and got what you should have.)
This can be an opportunity to branch out into additional merchandise for retailers or for service based companies to offer gifts or limited merchandise to staff, customers and fans of the brand.
If you’re “just a blog” you can offer a small group of branded products in an online shop. A local florist could use a version of their logo on a limited run of planters or gardening tools. A dance instructor can sell branded apparel or water bottles to students and their families. The options are absolutely limitless.
This can be as basic or as customized as you like. Let me give you a perfect scenario of custom packaging on a budget.
When I worked with SassyPants & Pastries they knew that they needed a logo that could be used online, print and packaging. They didn’t have a huge budget for custom printed packaging, though. Our solution was a version of the logo that they could have made into a simple ink stamp. That way, whether it was a box, bag or something else, they could simply stamp the packaging. Instant, low cost custom packaging. They ended up using a more detailed logo for some super cute vinyl stickers that can be used the same way or as a cute customer gift in their shipments!
When their customers get their subscriptions or custom orders in the mail, they instantly see that adorable, fat pig and know where they came from. This branded packaging also positions SassyPants as a professional rather than just a mom mailing cookies. Their position in the market as a branded professional helps their reputation among existing and future customers.
Not every business requires uniforms, true. But most could benefit from branded apparel for staff. I designed St. Luke’s Free Medical Clinic to be able to be used in a variety of ways. I had a vision for the most simple version of the logo. It was simply that they could take that logo and brand anything quickly, including staff apparel.
When you brand staff apparel, especially in a service based business, it establishes each member of your staff as a professional representing your brand. Anyone walking into, say, a medical clinic would know immediately who the staff was. Any staff visiting patients outside the clinic, maybe in an in-home PT environment, would establish a sense of trust and comfort.
Even in a retail setting, simply being able to identify store employees in the event a customer needed help will drastically improve the customer’s experience and their opinion of that retailer.
Whether it’s one delivery van or a fleet of pickups, slapping your new logo design on it is always a great idea. Just like online, your real life identity should be front and center when dealing with customers. Imagine you hired a plumber online. You didn’t have time to really vet their reputation properly because your toilet is backing up and it’s not pretty. An hour later an old, unmarked van pulled into your driveway and a stranger got out. Yeah, you were expecting the plumber, but now you’re questioning the choice you made. How professional can they really be? Did you hire some shady guy that might not be 100% trustworthy? Yikes. I know I’d be a little less than comfortable.
Now, if they showed up in a vehicle with the branding and some contact info on the side you’d likely feel a little more confident in their capabilities. Throw in a nicely branded invoice and a simple brand