5 Tips for Logo Redesign

Did you notice when Angie's List dropped the "list" and "e" from its name and became simply Angi? After 20 years as America's "go-to" place for finding home contractors, the company spent millions on a rebrand, including a new logo. With the company offering more than just lists, it was time. The new logo reflects that.

Does your logo need a refresh? If so, here are five factors to consider when undergoing a redesign.

1. Is it easy to recognize? Make sure that your logo is easily recognizable. When possible, retain enough elements from the previous logo to help people make the transition. Unless your logo is horrible to begin with, think "update," not "overhaul."

2. Does it represent who you are? Just because something looks cool doesn't mean it's a good logo. Make sure the new look represents the heart of your brand. If you are a summer fun destination in Ohio, make your water graphics look like rivers or lakes, not ocean beaches.

3. Can it be resized easily? Your logo will be used across multiple channels, so think about a design that can be easily scaled across print and digital, regardless of size. Your logo may appear on media as large as a billboard or as small as a mobile screen. Simple, vector-based logos can easily be adapted without losing quality.

4. Can it accommodate different color spaces? Your logo will appear in many places, and not all of them in color. Consider how your logo will appear in (or create secondary versions for) two-color or black-and-white.

5. Is it up to date? No matter how professionally designed, logos age. Color trends change. Typefaces go in and out of style. Keep your logo fresh and relevant. Research current logo trends and avoid those that say, "so last decade."

If it's time to refresh your logo, you may not want to go it alone. Let our talented graphic design staff give you some support!

Got the Latest Marketing Lingo?

Are you hearing a lot of new marketing terms lately? Drip marketing, engagement marketing, loyalty marketing, trigger, and omnichannel marketing. What do these terms mean? Whether you are doing print or digital marketing, these concepts are essential to understand. Let's look at these five common marketing terms and what they mean to you.

1. Drip marketing: Some purchases happen spontaneously. A buyer is enticed by a coupon or a direct mail offer, and they make a purchase right away. More often, however, buyers arrive at a purchase decision over time. They get a direct mail piece. They see an email a week later. They see an online ad or receive a follow-up mailing. Drip marketing feeds buyers bits of information over time until they are ready to buy.

2. Trigger marketing: Buyers may also receive information based on what they do or the marketer's knowledge about them. An upcoming lease expiration triggers a trade-in offer on a new vehicle, for example, or the first anniversary of a pet's vaccination triggers a reminder to come in for the next round. Triggers can also be based on customers' behavior. If someone downloads a white paper, they might receive a follow-up phone call later that day.

3. Loyalty marketing: Once you have gained a customer, you want to keep them. Loyalty marketing is designed to engage customers with the brand, often through discounts, incentives, and rewards.

4. Engagement marketing: This is the process of creating meaningful interactions with the buyer. This differs from loyalty marketing because the goal isn't always to make a sale. It's to create an emotional bond. You might use stories about the brand's mission or encourage users to share their content through social media—anything that makes people want to continue interacting with you.

5. Omnichannel marketing: Your customer wants to receive a consistent brand message regardless of their channel. Whether direct mail or email, social media, or your website, the mission, messaging, and branding should be consistent across them all.

See one of these concepts that catch your eye? Great! Give us a call, and let's talk about it.