Page 116 - Duct Tape Marketing

100 Part II: Sharpening Your Marketing Focus

Controlling your logo presentation

Your logo is the face of your business on marketing materials. Ensure that it
is presented cleanly and without unnecessary alteration by asking and
answering the following questions in your style guidelines:

ߜ When your logo appears in black ink, what color backgrounds may be
used?

ߜ When your logo appears in white ink (called a reverse), what color back-
grounds may be used?

ߜ When your logo appears in color, what ink color or colors may be used?
The person who designed your logo should specify ink colors from the
Pantone Matching System used by nearly all printers.

ߜ What is the smallest size that can be used for your logo?

Indicate in your guidelines that your logo must be reproduced from original
artwork or a professionally produced reproduction, and never from a photo-
copy or previously printed piece, because the quality will be inferior.

Deciding on your type style

A quick way to build consistency is to limit the type styles you use in ads,
brochures, signs, and all other communications. Choose one font (also called
a typeface) for headlines and one for ad copy. If your company prints techni-
cal materials (instruction guides, warranties, operating or assembly instruc-
tions, or other copy-intensive pieces), you might designate a third,
easy-to-read font for small print and long-text applications.

Serif type is type with short, decorative flourishes at the start or finish of the
letters, while sans serif (literally “without serif”) type features letters with no
adornments. The serifs help guide the eye from letter to letter and are partic-
ularly useful for long paragraphs or pages of information.

This is an example of serif type.

This is an example of sans serif type.

The font you choose for your marketing materials should reflect the person-
ality of your company. If you want to convey an old-fashioned or traditional
tone, you probably need a serif type. But if you want your materials to appear
informal or very clean and straightforward, sans serif type is an appropriate
choice.