SEM1 1.10 A - Promotion

• PE - Employ sales-promotion activities to inform or remind customers of business/product

• PI - Design logo for sport/event• PI – Design tickets

Explain the importance of having a logo

• Visual representation of the company “The Face of the company”• Anchors your brand• Single most visible aspect• Essential for overall marketing strategy• Brand recognition will lose a lot of potential without a

legitimate logo to go with a brand• The name and logo are the 1st things consumers see

and remember

Describe considerations in creating a logo

• Your company – what the logo says about you– Professional, contemporary/timeless, stylish,

forward thinking, innovative, clear message?• Versatile for various media types – Black/white, distance and up close usage

• Simple – easy to remember– Some of the best “big brand logos” are simple

• Color, shape, size, 3-D, contrast, etc. • Legibility – if you can’t read, customers can’t• Attract attention, leave an impression, be unique and

reflect company’s personality

Describe considerations in creating a logo

• More detail = higher cost to reproduce• Competition – what do they utilize• Impressive and seductive• Trademark your logo– With the US Patent & Trademark office– Protects logo from unauthorized usage

Discuss the Components of Logos

• Word mark or logo type

• The name of your company

• Pictogram - a symbol (a.k.a. icon or avatar)

• Tagline - a brief description of your company or product. The tagline envelops the essence of your brand. Your brand positioning is what makes your company different from it’s competitors.

• Icon, picture, text, color palette

• Harmony and balance of all the above

Identify Types of Logos

• Brand mark Symbol – This type of symbol represents the company in a simple

but bold manner. Most often represented through an abstract design

• Word mark – Is a uniquely styled font type that spells out the company

or brand name. – Technology companies usually use this type of logo, as

stylized text looks best on electronics and expresses the sophistication of a company.

Identify Types of Logos

• Letter mark – Are exclusively typographic. – The letter mark uses the company name written out, yet has a

symbol representing the company through the use of its initials or the brands first letter.

• Combination Mark – Is the combination of a symbol and a word mark. – The purpose of the combination mark is to create an identity

that embodies a given company through the use of a symbol and type treatment.

Identify Types of Logos

• Emblem – An emblem logo encases the company name within the design. – Most notable emblem logos include; Harley Davidson, UPS

and NFL

• Icons, symbols, & trade characters• Corporate, product and service logos

Characteristics of Effective Logos

• Scalability- resized with ease– Billboards to business cards

• Design should be eye-catching – Full color, grayscale or just black and white

• No clipart or stock images• Should reflect the individuality of the business• Simple, timeless, fresh, relevant and original• Stay clear of design trends (camo, zebra)• Stick out – see it once and remember it• Legally acceptable – does not infringe on other TM

Resources useful in generating logo ideas.

• Focus on your business image• Look at your competitors• Internet research• Hire a designer or do it yourself• Books, articles, blogs• Logo history• Trends• Awards• Typeface

Procedures for designing logos

• Design brief • What designs are important

• Research • Know the industry and history

• Reference • Logo designs that have been successful

• Sketching • Develop the logo design from brief and research

• Reflection – receive feedback• Presentation • Show a few examples and get feedback

Information to Include on Tickets

• Event or Team Name• Date• Time• Place• Cost/price• Graphics/logos• Promotional Coupons/sponsors• Bar codes• Seat Identification• Restrictions/regulations

Types of tickets used for sports/events

• E-Ticket– Print at home

• Paper – hard copy• Mobile phone scan• Season Tickets• Multiple Game• Single Game• Group Tickets

Purposes of Tickets for Sports/Events

• Count attendees/reservations• Minimize confusion regarding seating/organization • Collect fees and data• Souvenir• Advertising/revenue

Procedures for Designing Tickets for an Event or a Sport

• Design the tickets template with events theme• Choose font type, size and color• Choose color based on event’s theme• Lay out the events information on the template• Utilize both sides• Determine ticket size and paper quality• Purchase card stock• Print on pre-cut/perforated paper• Consider embed special watermarks to discourage

counterfeiting activities