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hen you think “brand,” the first thing you CASKEY GROUP’S
may think of is a logo mark, the graphic RECOMMENDATIONS
Wportion of a logo. And you’re not alone –
many businesses start their branding processes by If you are creating – or refreshing – your
working with a designer and/or marketing agencies company’s brand:
that specialize in rebranding. We’re seeing a lot • Consider a two-color logo mark, or use your
of that in our clients…that’s the first step many single-color version in your print materials.
companies do when creating a new brand. • Not every logo needs to have a graphic
But there’s one hidden pitfall that can limit your logo element – could your logo be text only?
mark’s usefulness: choosing a difficult-to-reproduce • Before deciding on a final logo mark, test
Pantone color. Some Pantone colors are not potential designs to make sure it can print
reproducible across all printing formats. For example, and stay consistent on offset, digital, wide
digital printing (useful for small runs of print material) format, and screen printing presses, a well as
has a narrower color gamut than offset printing (which embroidery.
is great for large runs).
• To cut costs, include CMYK builds of your
Logo marks that incorporate several Pantone colors – Pantone colors in your brand standards
or that have complex graphic details – may look that will work with different manufacturing
beautiful, but they often don’t work well for many processes.
applications. These include:
• Build your logo mark in a program that can
• Promotional products – a logo that’s too create a vector file, such as Adobe Illustrator,
complex is not readable on popular promotional to ensure printing will look sharp and clear,
items that have a small imprint area, like pens. no matter the size.
• Vehicle wraps – the vinyl used to wrap cars, If you already have a brand established:
trucks, and other items won’t show a complex • Add flexibility to your brand. For example,
logo’s detail clearly enough for viewers to see create an all-white or all-black version of your
from a distance. In addition, the wide-format logo mark to use in situations when color
printing uses a narrower range of colors. Finally, printing is too costly or unavailable.
a logo that is not built in the correct software
program will lose its sharpness when blown up to • Consider separating the text from the graphics
a large size. in your logo, using text-only when possible.
• Think through the requirements of each
• Embroidery and screen printing for apparel –
a multicolor logo often doesn’t look right when communication you’re producing. How can
embroidered or printed onto a hat, golf shirt, or you represent your brand consistently –
tote bag. without the high cost?
• Remember that a brand is much more than a
LOGO-RELATED COST HEADACHES
logo. From your social media presence to your
Complex logos also cost more – a lot more – to print. customer service, every time you engage with
This means that every time your company prints a a customer, or prospective customer, you’re
brochure, sales sheet, business card, or sign, you’re communicating your brand.
losing profits because of increased printing cost. If you’re tired of paying to print a high-cost logo
Choosing Pantone colors rather than a CMYK build mark – or want to strengthen your brand without
can be much more expensive to print, and can lock breaking the bank – talk to your Caskey Group
you into larger print runs that may not be necessary.
Sales Representative today. We can help you
Fortunately, whether you have a complicated establish or refine your brand to increase customer
logo mark or not, you can improve your brand’s engagement, reduce cost, and avoid future
effectiveness. headaches.
