Page 69 - Visual Marketing
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Why It Works don’t want to be all things to all
people. While we do have quite
The Joy of Marketing logo feels a few men in our audience, we
joyful—giving extra meaning definitely skew toward a female
to the brand name “The Joy of demographic.”
Marketing.” Petty wanted her
marketing logo to be as bright Success Metrics Takeaway Tip
and playful as her photography
was. For different online events, • Since the company’s launch in There are plenty of impersonal logos out
The Joy of Marketing uses a 2005, it has grown to need a there—you need only look to the vast major-
slight variation of the logo to staff of five full-time employees ity of corporate logos. As a small business
reflect different themes, which and two part-time helpers. you can afford to let your logo reflect your
keeps the company’s creative unique business style—especially when
audience engaged. Another pos- • Its brand recognition within the the logo incorporates the business owner’s
itive feature of the logo design photography industry is strong name. Think about whom your targeted
is that it doesn’t try to appeal to and continues to grow. audience consists of and play to them; don’t
too wide an audience. go wider. For instance, if your target audi-
ence is predominantly female, then go for a
“We knew that because of the logo with feminine touches and in feminine
attention to detail we preached colors. Trying to stay with a neutral look
and the type of person who and feel may make it only more difficult to
cares about those details, our appeal to your core audience.
audience would skew female,”
explained Petty. “We are large
believers that as a business, you
MUCH MO RE THAN JUST A W E BS I TE 48
