5 Basic Tips for Effective Logo Use

1- Consistency in all materials is key

2- Put your logo on everything

3- Scale your logo proportionately

4- Use your fonts and only your approved fonts

5- Use your colors and only your approved colors

Scaling

It is important to scale your logo proportionally! A logo that appears stretched or distorted looks unprofessional, so scaling must be done correctly. To scale a logo correctly, hold down the shift key as you increase or decrease the size. This keeps the logo proportional. This is the most common armature mistake.

A great way to check yourself is to make certain the round characters, i.e. “o”‘s are perfectly round each time you scale your logo. That is if the font has perfectly round characters.

Notice how the logo in this stationery package retains its dimensions even though the size changes.

A bitmap is any photo file.  When you try to enlarge a photo file it will look pixellated if not of adequate resolution.  Pixilation occurs when a bitmap image is enlarged too much and the individual pixels can be seen.  The image appears rough and looks very sloppy. This is the second most common armature mistake.

Notice how the large image appears pixelated.

Color shift

Color shift is inevitable in printing.  Colors will appear different depending on the substrate (paper or material printed on) and whether it is coated or uncoated.  Lamination causes more saturation in colors, which is why colors on coated substrates appear more saturated. Color shift is also caused by the use of difference devices to print different items.  Although the mixture of colors is the exact same, colors can appear to be different on two substrates placed side by side.  It is helpful to be aware of color limitations.

Note the brown colors on these printed pieces for our client Catherine Hayes. The brown shifts just a bit based on the paper type and printing method used.

The most important thing in using your logo is to maintain brand consistency.  Using your approved fonts and colors keeps your brand consistent.  Varying fonts and mixing in different colors confuses the customer and weakens the brand identity. Coca Cola is a company that has excellent brand consistency.  The company colors, logo, and font are all the same on every product. Take a look here.

Example of a stationery package created by Locke Design. Notice how the logo shapes are applied throughout the design.

Reversed Logo

Logos can be placed on solid colors, but it is important to consider the overall appearance when doing this.  When placing a logo on a dark background color it should be reversed out in white.  This makes it much easier to read.  You must use a Giff or EPS file to reverse your logo.

Notice how in this brochure design we have reversed the logo on the cover.

Color logos should be used in areas where price is not paramount, such as on letterhead, signs, marketing materials and electronic media.  Logos must also work well in black and white to be effective.  Black and white logos should be used when price is a limiting factor because these logos can be reproduced inexpensively.  Use black and white logos when it will be faxed or xeroxed.  Black and white should also be used when screen printing because it is cheaper to print in one color with the screen printing technique.  Black and white can also be used for monogramming as well as on colorful photos or patterned backgrounds.

Embroidery

Some logos may have to be simplified in order to be embroidered because embroidery is made of stitches rather than ink.  To transfer your logo into an embroidery file you will need to consult an embroidery specialist.  This file is called a .dts file and cannot be provided to you by your graphic designer, as it requires custom digitization of the design.  When embroidering, the proportion of type may also have to be changed in order for the type to look good as stitches.

Visit LockeDesign.com for  more tips on graphic and web design.

Finial of Casa Batllo by Antonio Gaudi, Barcelona, Spain

The year of 2011 was a great year of exploration in the Modern or International Style. By the age of twenty when asked “what is your style”? I would have responded “traditional”. After my college experience I developed a great love of the modern movement of the Twentieth Century and the contemporary style of today. After marrying my wife who is an avid lover of modern art, I would say I’m anything but traditional.

2011 took us to some of the hot spots of the modern movement including Mies van der Rohe’s Barcelona Pavilion in Spain and Philip Johnson’s Glass House in New Canaan, Connecticut along with various other art shows of modern art and design. Further, I was able to experience some of the architecture by one of my favorite designers and architects Antonio Gaudi. His use of color and functional whimsy is a great inspiration to me! Structures we visited this year include Park Guell, La Segrada de Familia, Casa Batllo, and La Predrera all in Barcelona, Spain. We also explored the biomorphic and surrealistic forms and colors of Joan Miro at the Miro Foundation in Barcelona.

The Glass House, New Canaan, CT by Philip Johnson

Our Christmas Campaign for 2011 was inspired by a trip to New York City during “Snowpocalypse” the blizzard of Christmas 2010. Directly after the blizzard I was able to capture some amazing images  of the park along with large amounts of raw video footage.

The centerpiece of our Christmas Campaign is a very simple post card with an image of the Bethesda Terrace in Central Park. We then hand glittered over 750 cards! Further, the quatrefoil motif and fonts were inspired by Bow Bridge and the architecture of Calvert Vaux the chief architect of Central Park along with Olmstead. The look is one of quiet Victorian icy elegance in shades of cool blues that meld well with Locke Design’s core brand.

Our holiday greetings always spotlight a service of Locke Design. Last year our portrait photography and food photography were examined. This year a QR code on a small card drives recipients of the card to our Christmas Greeting Video which features photos of a snowy Central Park and a greeting from me filmed during my photographic expedition. This highlights the video and interactive services of Locke Design. Take a look! http://www.youtube.com/watch?v=3N7L1MGagGg&feature=channel_video_title

Development of our Christmas Campaign also involves the creation of a tag-line and custom logo. This was accomplished in conjunction with our internship program with Anderson University. The logo for our campaign was created by our Intern Andrea Burriss of Anderson University and inspired by the Minton Tile and Victorian motifs by Jacob Ray Mould found in the greeting’s photos of the Bethesda Terrace.

The tag-line “Making Spirits Bright” was taken from the Christmas song “Jingle Bells” and is the name of our Theme and Holiday Gala this year. The event which is the culmination of our campaign will be held at the Locke Residence. The event is also advertised through our Facebook and social media campaign.

Our campaign video is posted to our Twitter, Facebook, Blog and YouTube accounts throughout the holiday season and is unveiled to our potential customers through two email blasts, one at the start of Thanksgiving and another electronic Christmas Card with invitation to our gala networking event at my home and link to the video greeting. In all, around 3,000 impressions are created by our campaign for a small investment.

Are you leveraging your holiday greeting for all it can be to keep your company top of mind? If you are not you are loosing on a great soft sell and soft touch. Plan for next year NOW!

The Founder of Locke Design greets you with a montage of snowy photos of Central Park and video greeting!

Scanning the QR code

Now, let me simplify the steps for you:

• Step 1: Download one of the free QR reader apps onto your phone
• Step 2: Using the QR app, scan the barcode with your phone
• Step 3: Wait for the website to load on your phone
• Step 4: View the website and enjoy! It’s that easy-you have officially become a QR-ing pro!

Not only can the barcode be embedded with an URL, it can also contain a phone number or SMS message. This new technology has been significant in Japan, but has been slowly becoming more popular here in the U.S.

Try this QR code-brings us to one of our favorite spots!

Here at Locke Design, we decided to jump on the QR band wagon! We are slowly trying to integrate this amazing technology into many of our marketing strategies in the near future. Find a free QR barcode reader (here), download the app from your phone, and start scanning! Hope you are excited with this new and fun technology, just as much as we are.

Source: QR Stuff

We will be kicking off the evening at 7PM at David and Robin Locke’s house on Thursday, July 28^th. The event will take place outside, so we can soak up the wonderful weather, unless of course it rains. In that case, we will just have to move the fun inside. Dress will be summer casual-so yes, that does mean you can wear that bright Hawaiian shirt you have been dying to wear! We will wrap up the evening at 9PM. We understand you may have other obligations or may not be able to stay the full time, so please feel free to drop in when you can between those hours. You can RSVP by calling the office at 375-0104, emailing us at sales@lockedesign.com or visiting our Facebookpage.

Italian Gelato

So, want to know more about this Italian specialty? I sure do!

“Gelato”, Italian for ice cream, was originally enjoyed by the Romans, and it looks like they weren’t kidding about the deliciousness of this ancient treat! Both the texture and flavor make all the difference when comparing gelato to the typical ice cream. Gelato contains less fat than ice cream, allowing the flavors to really stand out. Since less air is whipped into it, gelato tends to be much denser with a softer consistency and richer taste. Believe me, gelato is a must for any ice cream lover!

Want to make your own flavorful gelato? Try this great recipe-delizioso!

Pistachio Gelato (1 quart)

• 1 cup shelled pistachios (12 ounces in the shell)
• 3 cups whole milk
• ¾ cup sugar

In a food processor, grind the pistachios until finely chopped.
In a medium saucepan, combine the milk and sugar.
Cook over medium heat until the mixture comes to a simmer.
Remove from heat.  Stir in the pistachios.
Cover and refrigerate for at least 2 hours or overnight.
Strain the mixture through a fine sieve, pressing on the nuts to extract the most liquid. Transfer to an ice cream maker and freeze according to manufacturer’s directions.

Recipe provided by Mangia Bene Pasta

Come celebrate a fun-filled day in Atlanta on Saturday, October 15th with Locke Design as we open the gateway to our senses by looking into the creative minds of iconic 20th-century artists at the High Museum of Art, enjoy a buffet-style dinner, followed by the musical sensation of the Atlanta Symphony Orchestra. This trip is a great opportunity to expand your cultural identity and network with others who share the same appreciation for the arts.

High Museum of Art

We will begin with a tour of the new exhibit, Picasso to Warhol, at 10AM, which will display over 100 masterpieces of 14 different contemporary artists. “The exhibition will be one of the largest concentrations of modern art masterpieces to ever be exhibited in the southeastern United States”, published by the High. The museum will display famous works of art like, Girl before a Mirror by Pablo Picasso and Dance by Henri Matisse. Following the tour, we will have time to explore the many other exhibitions and collections the High has to offer before stopping at the High Café for lunch around noon. Afterwards, we will continue with another tour, Adventures in Architecture, examining the High’s structural design from award-winning architects.

Girl Before a Mirror by Pablo Picasso

The last tour of the day, HIGHlights, will give you a great overview of the museum’s permanent collection. Following this, you will have another chance to walk around the museum, or maybe even visit the museum shop to pick up a souvenir of your visit to the High. Admission to the High Museum of Art is $18 for adults and $15 for seniors (65 and older). To end the great day, we will make our way over to nearby Woodruff Arts Center for the pre-concert dinner, Fanfare, a delicious three-course meal served at 6PM. The concert at the Atlanta Symphony Hall will follow dinner, showcasing Rock out with Rockapella, part of the SuperPOPS concert series. The fiveman musical group has been known as a “powerhouse” of vocals, singing music from the 70’s and 80’s. Tickets for Fanfare are $23 or $25 at the door, and concert tickets range from $25 to $55. For more information on the High Museum of Art, please refer to www.high.org. Also, more information on the Fanfare dinner and concert can be found at www.atlantasymphony.org.

About Locke Design:
Locke Design Omnimedia is a graphic design, web design and advertising firm serving the Greenville Metro Area in South Carolina and the east coast. We serve our customers by creating designs that are functional, efficient, and aesthetically pleasing as well as providing customers with high quality products. By taking in the High Museum of Art with our friends and clients, we have a chance to show them the artistic nature of our work, and like the paintings throughout the museum, we only provide the best to our customers, ensuring satisfaction. We want to share this great experience, since we believe that by unlocking your senses, you are creating a pathway leading to creativity and knowledge.

*TRANSPORTATION is on your own and must be arrange by each attendee. All TOURS, MEALS and EVENTS are OPTIONAL and paid by each guest. We will meet at the High Main entrance at 10 AM SHARP. Please call Locke Design at 864-375-0104 for more information and to reserve your spot.

http://www.youtube.com/user/thelockedesign#p/u/18/RPL3cAtEx1g

Business cards are the most powerful marketing tool.  They are the least expensive form of advertising, and provide a lasting, tangible impression after a personal meeting.  Rack cards are 4 by 9 inch advertising cards that are usually found in high foot traffic areas, such as hotels and restaurants.  These are effective because they, like business cards, are very inexpensive and leave a tangible impression.

http://www.youtube.com/user/thelockedesign#p/u/10/xKKbQd00LwA

Brochures tell others what you do and how you can help them through a booklet that grabs attention and makes the sale.  The point of these is to sell the service by providing a thorough overview that invites the client to desire the product, or more information about the product.

http://www.youtube.com/user/thelockedesign#p/u/8/XBN9mxzv4Lk

Package design is also a great aspect of collateral design.  This is a great tool to help get your target’s attention in a store, making your items jump off the shelf with designs that are functional as well as aesthetic, while enforcing a professional image.

On the other end of small business cards and rack cards is large format print.  This entails items such as billboards and posters.  These help your brand reach a wider range of customers, some being unknown to begin with.  It is beneficial to strategically place these larger formats in target areas of potential customers.

Sell sheets and catalogs provide an outlook into your product and service line.  A sell sheet gives you a talking point and a brief overview of your products and services so clients can come to you for product grouping.  A catalog is a more in depth perception of product listings, showcasing all of what the company offers and allows the customer to buy directly.  Direct mail is a multi-phased print campaign to mail to a specific targeted group to elicit a specific effect.  This is most efficient when coupled with another form of collateral, such as brochures.

When any combination of these elements is used effectively, your brand will be visualized as more memorable and professional.  A lasting impression will be established.

Click here for a view of Locke Design’s Print and Advertising Portfolio:

http://lockedesign.com/print_design/print_portfolio.html

Click here for a list of Locke Design’s Print Design services:

http://lockedesign.com/print_design/print_services.html