You’ve worked hard on your logo. You’ve designed and redesigned and gotten expert opinions and looked at marketing studies and redesigned again. Your logo deserves to be seen. And the world deserves to see your logo.
Most people recognize logos as belonging to the realm of standard exposure. Everyday objects such as letterheads, signage and business cards are not only overdone, but they do not make a lasting impression. Able advertisers will go the extra mile and diligently place logos not only on customizable pens, but also on coasters, ear buds, art installations and buzz worthy product lines.
The downfall of many marketing campaigns is not going bold enough with their adventurous logo placement – logos can be placed in ways that most haven’t dared to consider.
Swag with Swagger
If you thought it was odd seeing the first logos on a stress ball or jump drives, you’d better prepare yourself. Phone cases, cycling jerseys, clutch bags, earbuds, and trucker hats are all fair game for logo placement nowadays. This makes simple logos, such as Nike’s “swoosh,” ideal for placement on unusual objects, but it doesn’t end there. The future of swag demands flexibility.
For your company’s part, expanding your purview of what constitutes as swag is likely a necessary step. Giveaways of any kind can be a powerful exercise in logo placement. For example, if your company is putting an initiative on a crowd-sourcing site like Kickstarter then offer truly interesting packages as incentive for support. Not only will the eponymous crowds feel as though they’re getting something for their money, they’ll also be receiving deft marketing. As an added bonus, your company will be seen as flexible and progressive.
Branding in Your Office Space
The number one place that is underutilized in logo placement is the office, itself. There are remarkably few brands that feel the need to extend their marketing to the places that they actually do business.
A well-developed logo in a clear branding strategy will have a recognizable color scheme, and this must be reflected in the office space itself.
Looking at Google’s home offices, one can clearly see the influence that their logo has had. Primary yellow, blue, red, and green cover the walls, furniture, and fixtures. Arching architecture to reflect the rounded letters, rounded furniture in lounges, branded wall decals – Google’s logo is present in almost every square inch.
Imitating this success can be as simple as acquiring piece of furniture that match the color scheme and geometric shapes present in your logo. To go a step further, obtain customized materials- and use the opportunity to give it away as swag (like those customizable pens, coasters, etc.) to your employees.
Graphic Art to Classical Art
As graphic designers, our prerogative is to ensure that logos follow rules of aesthetics. One of these rules tends to be “don’t change the logo” unless it’s a deliberate branding move. A company can choose to have multiple versions of an established logo, but having a bunch of slightly different, illegitimate logos running wild can cause confusion among consumers.
The exception to the rule is the concept of a logo as art. A flexible logo should be translatable into several mediums of art and capable of being interpreted in multiple ways.
Encouraging local artists, maybe through a contest with a prize, to make their own unique (but still recognizable) art of your logo is a fantastic way to garner publicity, good will, and also get some cool ideas for design. Displaying those pieces of art in high-traffic areas will turn your marketing campaign into an engaging exhibition with elements of subliminal brand association techniques.
A Product for Your Service
The extra adventurous (and budget flexible) can consider the case of TruBlood. The HBO show has a massive following that would recognize the show’s logo in a heartbeat. So, the show’s marketers opportunistically released an energy drink to tote around the logo and put it into the hands of fans, marketing it as the human blood replacement that features in the show. If people weren’t interested in checking out a vampire show for its own merit, perhaps their interest would be piqued by a drink purporting to be human blood replacement.
A similar, albeit hypothetical, example of successfully placing a logo on a buzzing product line might take us to a tanning bed company that wants to get its logo out there. Why not pair with a drink manufacturer and release “bottled sunshine”? It could be extremely cheap lemonade, but the logo and novelty would draw attention to the brand and create that connection between the bright, cheery sunshine lemonade and a particular tanning salon.
This tactic does require an initial investment, but its sparkly buzz-factor makes it a worthy venture. To mitigate costs, investigate a partnership with another company that might want to make an exchange of sorts (like putting their logo on something you can offer them).
When placing logos, you should be as adventurous as you can dream. Not only will you bring more attention to your logo, you’ll be giving your brand a modern, imaginative reputation.
Enterprising and savvy logo placement means that you surprise your consumers with new ideas from the very beginning. For branding that has versatility and longevity, get your logo out there and think outside the business card.
About the Author: Alice Jenkins specializes in creative branding and promotional marketing. She writes for PensXpress.