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The First Key Element of Branding; Creating a Great Logo. You have given a great deal of attention to your company name and believe it speaks to who you are and what you do. Great! Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer's mind. That is exactly what a great logo design can do."


  1. The logo is the first impression that a company has and usually is the most looked at element of a company

  2. It must have a strong, balanced look, get rid of the fancy elements that artists like to add.

  3. Gradients are a NO...NO. It is very difficult for a printer to duplicate a gradient so your logo should not have one.

  4. Consistency in the design so figure the different styles and/or colors that it will be displayed on

  5. The final product needs to be identifyable at a glance

  6. The style and impression that you get from it needs to be consistent with your Brand and Vision of the business

  7. The graphic will balance with the company WORD/name

  8. If it is a Word mark it should be a very easy to read font or style to it

  9. The logo communicates your business PROMISE clearly

  10. The logo needs to look good in black and white. This means B&W, not gray. A good test for this is faxing it to someone. If the logo looks after a low-rez fax then you've done your job.

  11. Color now can be added. Remember your promise and use the coloring to assist with this. You will need a minimum of 2 color tables depending on your application.

  12. Lastly, it is imperative not to ask the people that are around you whether they like it or not unless they actually know, practice, and study branding, this is why. People have a day to day cycle and everyone is different and have their own environment. Most people relate what they feel from what they have experience in the recent past. So basing your decision on friends and family input could translate into a mess.

Distinctive Tag Lines

A tag line is a three to four word phrase that accompanies your logo. It expresses your company's most important benefits and/or what you want your customers to remember about working with you. Think of it as the words you want to linger in your target customer's mind about you and what you have to offer.

Great tag lines appear to be effortlessly created because they just seem to flow. In fact, creating and refining one takes time, just like designing a great logo. The benefits of taking the time to craft a great tag line lie with the tag line's stickiness. Great tag lines stick in your memory.

The Hallmark tag line, "When you care enough to send the very best," appeals to the human desire to be viewed as having good taste and an appreciation for luxury. If greeting cards are a commodity, then Hallmark has found a way to differentiate itself as the choice for quality.

The Hallmark company was founded by J. C. Hall, so the name Hallmark was a natural. It was also brilliant from a marketing standpoint. Hallmarks have been used for centuries as a stamp to denote quality, purity, and genuineness. Could there be a better way to attach the image of quality to a product? The tag line capitalizes on that image well with words that stick in the mind and exemplify good taste.

Creating a great logo and distinctive tag line are critical in creating a brand that provides the perfect image for your company and great ones just might be memorable enough to give your company the beach front property in the minds of your customers that leaves them thinking only of you.

Karen Saunders is the author of "Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools!" Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! FREE audio classes, articles and an eCourse on design and marketing tips are available at

Style Guides

Every effective brand has a style guide designed to consistently deliver a specific customer experience. The global style guide is the blue print for the company's brand. The architecture that is created is built with all medias incorporated and defined.

Web based campaigns | Print | Television | Radio

We will only focus on web based programs, social media networks, SEO and print. Television and radio will be left for another day. Style Guides most notably control the graphic use of:
Logos, trade dress, color pallets, fonts and placement of all of these. The real estate use on all collateral and website materials is well defined.

Color Pallets

Here is a post by John Williams on href=""> This will provide you with a clearer explanation of the meanings behind several basic colors.


Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.

Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness.

Green: In general, green connotes health, freshness and serenity. However, green's meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.

Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.

Purple: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.

Pink: Pink's message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with healthcare, restaurants and beauty salons.

Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.

It's important to remember that colors can have different meanings in different parts of the world. If your business operates globally, make sure you research the color selections for your brand to ensure your colors accurately communicate your brand image in international markets.

Every product or service you bring to market yields a customer experience. Is it the experience you intend? Does that experience fulfill the promise you've made to the marketplace?

By identifying the people, processes, and tools that drive your customer experience, you can actively design and control your own, unique, optimized experience. The brand promise you make to themarketplace will be kept day in and day out across every key customer touch-point, building a strong brand.