February 22, 2016

Logo Design the use of Colour in your Brand

The use of colour in your brand is a big decision, what to remember when designing a logo:

The use of colour in your brand creates a great deal of thought and discussion.

Recommendations range from:

  • Use colours near to each other on the colour wheel (e.g. for a “warm” palette, use red, orange, and yellow hues).
  • Don’t use colours that are so bright that they are hard on the eyes.

As well as a good use of colour in your brand, the logo must also look good in black and white, grayscale, and two colours so that wherever the logo is to be used in mono print, web, colour print or mobile it is always recognisable to your clients

Breaking the rules sometimes is okay; just make sure you have a good reason to!

K.I.S.S. (Keep it Simple, Stupid)

The simpler the logo, the more recognisable it will be.

Scalability:

A logo is not effective if it loses too much definition when scaled down for letterheads, envelopes, and small promotional items. The logo also has to look good when used for larger formats, such as posters, billboards, and electronic formats such as TV and the Web.

12 essential rules to follow in logo design

Even if you are on an absolute budget you should still print a brand/logo/message in mono for additional impact on your marketing print.

Using the colour in your brand for maximum marketing impact


Colour printed envelopes are 9 times more likely to be opened than envelopes that are not
. If your direct mail outer packaging contains No message, No brand and No colour this equals a missed opportunity.

 

ZSL Colour Envelope
ZSL London Zoo Colour Envelope

 

How does your brand compare on the Colour Emotion Guide

Direct Marketing Romax = Blue = “Trust, Dependable, Strength”

Our Managing Director’s favourite colour is yellow according to the colour emotion guide (and him!) this reflects Optimism, Clarity and Warmth, so should we have a yellow logo? On the same guide, Blue denotes Solid and Dependable, demonstrating ‘Strength of Character’, so the brand would reflect that too? We should therefore have a happy (yellow) and a dependable (blue) logo. But what if our clients hate yellow and despise blue?  What to do?

The key here is that your brand is something that becomes known over time and as long as the logo is easily recognisable and that the message and ethics that the business promotes are reflected in the brand by regularly promoting them and positioning the brand at every opportunity, and every marketing message, this will become engrained in the positive psyche of your clients and potential market.

Our clients that make great use of this to improve their marketing message:

Vulcan Envelope

Vulcan  – Charity

 

 

 

 

 

Marlowe Colour EnvelopeMarlowe Theatre – Arts Venue

 

 

 

 

 

Demelza Colour EnvelopeDemelza – Charity

 

 

 

 

 

So much time is spent designing your logo to reflect your brand, it would be foolish to not include it at every opportunity, to reinforce your organisation’s marketing message, so get your brand recognised. Or you can raise the design contest and choose a logo that suits the best for your business description.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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October 19, 2015

Email the great marketing tool! Build your brand using digital marketing!

Email ­the great marketing tool! Build your brand using digital marketing!
Mantras that have been around now for a few years however there is one sure fire way to  harm your brand’s reputation ­ ignore the unsubscribers.

I recently realised that my inbox was getting to overload and it needed a serious pruning of my previously subscribed (or maybe not but we will discuss that later) email nirvana. So I went through a pretty tedious exercise of unsubscribing from those communications that were now irrelevant to me.

 

It seems however, that just following the link is not enough you then have to give a reason and in some cases your email address. Why? Then to rub salt in the wound you find yourself still receiving the emails you asked to be stopped. A particular case for myself was a renowned Marketing email alert (I won’t embarrass them by naming them directly) who after  4 attempts to unsubscribe are still sending me their daily digest email that I immediately  delete!

So this experience got me thinking on how other marketing communications could harm a  brand’s identity and what you can do to limit any damage when you build your brand using digital marketing.

 

For a start always running your data against MPS (Mailing Preference Service) or TPS  (Telephone Preference Service) depending on the chosen communication route ­- don’t  forget this is obligatory for “cold data”. Running your data against other suppression files such as NCOA (National Change of Address) and most importantly Mortascreen will help  ensure your data is as clean and up to date as possible.

 

Ensure what is being communicated is relevant, timely and engaging. Nothing will turn your clients and prospects off more than poorly executed campaigns. Remember evoke an emotional  response and the benefits will follow.

And finally talk to your customers and prospects how they have indicated they would like to  be. Don’t email someone when they have asked to receive updates by mail for example.

 

In short, respect people’s wishes, including unsubscribing from emails, and your brand will  be stronger as a result.

Blog written by Wes Dowding, Operations and Technology Director at Romax.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550.

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