Don't TWEAK My Logo

Don't TWEAK My Logo

BY SCOTT APPEL

Each year marketing directors across the country are faced with the task of purchasing specialty promotional items for their companies. And it seems like every year, an uphill battle ensues to make certain that the company logo presented on these items is in accordance with the company’s corporate identity guidelines. Whether your customer is launching its company to market or using these promotional items to maintain the brand image, consistency in message and delivery are key. It all begins — and ends — with the almighty company logo.

In a nutshell, the logo is a company’s identity. Everything that a company stands for — its mission, values and goals — are all wrapped up and presented in this neat little package. Marketing directors are the gatekeepers and sworn protectors of this all-important identity. To a marketing director, a tweaked logo is just as intolerable as misspelling the CEO’s name in a press release. It’s that important. That’s why we take offense when a promotional sales rep comes along and carelessly tweaks our company logo.

By tweaking, I mean stretching, distorting, changing fonts, presenting the typeface and logo disproportionately, even changing or eliminating logo elements and modifying colors. All of these are unacceptable practices in the brand identity world. I know what you’re thinking — sometimes the promotional item the company purchases can’t accommodate the logo in all of its glory and it “requires” tweaking. That’s understandable, however, “tweakers” should proceed with caution and common sense — meaning that permission should be sought, always.

I’ve worked for several companies over the years and have had experience with less-than-easy logos. However, astute marketers should be aware of these challenges. They should know that the logo bug may not reproduce at a quarter of an inch, or that certain screens may not imprint correctly, or that a dissolve just won’t embroider the way it should. Most marketers have plans to overcome these challenges. These plans are what I call “authorized tweaks.” Authorized tweaks are the tweaks that the marketing director and company have established as being an acceptable presentation of its brand image.

When you first begin working on the project, find out if there are any authorized tweaks that can be made to a troubled logo — screens that can be left off, color variations that are acceptable, etc.

If your client isn’t aware of the issues that may arise when reproducing the logo, take this opportunity to educate the client as to the issues you foresee. Remember you’re the expert in this field — you have a duty to get them the best possible product. Counseling them through this process in a partner-oriented manner will help you build a stronger relationship, and help ensure recurring future sales.

If there are circumstances in which you are unable to meet with a client about their logo prior to providing them with a comp, be sure to offer a few different solutions, so they can see the difficulties as well as the options they have. One proof should present the logo exactly in the form that they provided to you. The others should be your suggested layout that takes into consideration the challenges you and your team have identified. When you communicate with your client, be sure to explain why you (or your graphic designer) felt it necessary to make these “tweaks” to the logo. Make sure to communicate that you understand the importance of their logo, and let them know which proof may be better suited for reproduction on this particular promotional item. They can always disagree, but at least you’ve done your due diligence in the process. They will appreciate the time and effort you’ve spent to help them.

The success of a company’s brand image relies on the consistency of their message, as well as delivery of that message. Being the most personal and important piece of the company’s image, the logo is the beginning and end of the message. Your clients are, or should always be, thinking about presenting a consistent brand identity. This is your opportunity to show them you understand their marketing goals — and to become one of their most valued partners in achieving them.

Scott Appel is the director of marketing/business development for DoctorSolutions Inc., a leading provider of physician billing, accounts receivables and medical claims processing services to specialty physicians and independent physician associations in the Phoenix metropolitan area. In this position, Appel is responsible for a company’s marketing, advertising, public relations, events and internal communications functions. Scott has a degree in marketing from New Mexico State University and an M.B.A. in global management from University of Phoenix. He has more than 10 years of marketing experience in the financial and health care services industries.