© Deluxe Corporation. All rights reserved. Proprietary and Confidential. LIVE & LOVE YOUR BRAND
© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
LIVE & LOVEYOUR
BRAND
© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Ashley KimlingerBrand Manager, Deluxe Corporation
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Agenda
1.THE BIG DEAL ABOUT BRANDS
2.HOW TO DO IT
3.BRING IT ALL TO LIFE
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THE BIG DEAL ABOUT
BRANDS
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
What is a brand?
YOU.
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Why it’s so important?
• TRUST
• LOYALTY
• PREMIUM PRICING
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HOW TO DO IT
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What do you stand for?
Intricate quality
Efficiency
One stop shop
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(a.k.a. – Positioning)
Ex)
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What does your brand look like?
• Company name
• Logo design
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(a.k.a. – Visual Identity)
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Who should design it?
58%Used in-house resources or an acquaintance
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66%Said next timethey’d use aprofessional
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Do’s & dont’s of logo design
Design it first in black and white
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Do’s & dont’s of logo design
When you add colors, don’t add too many
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Do’s & dont’s of logo design
Disconnect images from text
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Do’s & dont’s of logo design
Avoid hard-to-read fonts
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Do’s & dont’s of logo design
Avoid drop shadows
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Do’s & dont’s of logo design
Avoid clip art
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Do’s & dont’s of logo design
Avoid unnecessary words
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Color matters!
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PASSION, COURAGE,ENERGY & EXCITEMENT
ROMANCE, LOVE,FRIENDSHIP & FEMININE
STABILITY, LONGEVITY,RELIABILITY & MASCULINE
VIBRANT, HEAT, HARVEST,STRENGTH & DESIRE
WARM, HAPPY, RELAXED& FRESHNESS
HEALTH, TRANQUILITY,SOFTNESS & UNDERSTANDING
TRUSTWORTHY, POWER, DEPENDABLE,KNOWLEDGE & PEACE
ROMANCE, ROYALTY& WISE
LIGHT, GOODNESS,INNOCENCE & CLEAN
POWER, ELEGANCE& MYSTERY
NATURE, HEALTH,CALM & SAFETY
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To refresh or not to refresh?
• Does it look professional and eye-catching?
• Is the look (fonts, colors, graphics) contemporary and up to date?
• Does it reflect the unique personality and nature of your business?
• Does it appeal to my target audience?
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Ask yourself:
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How does your brand act?
Brainstorm your personality traits
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(a.k.a. – Brand Voice)
BRING IT ALL TO LIFE
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Consistency is key
• Build brand guidelines
• Create brand stewards
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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Conclusion
1.THE BIG DEAL ABOUT BRANDS
2.HOW TO DO IT
3.BRING IT ALL TO LIFE
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logodesign.deluxe.com866.255.9077
© Deluxe Corporation. All rights reserved. Proprietary and Confidential.
Questions?
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