SEM1 1.10 A - Promotion
• PE - Employ sales-promotion
activities to inform or remind
customers of business/product
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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
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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
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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.
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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
PROCEDURE to Design Logo
1. Know your Company:
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Brand Image (“Personality”)
What message do you want to send about your company?
2. Research your Competitors’ Logos
3. Reference successful logo designs
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Use their ideas
4. Design
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Sketching, graphic designer, etc.
5. Reflection
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Receive feedback
6. Reveal
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Present new logo to the market
Video: The art of logo design
• http://www.youtube.com/watch?v=x3jTSB2ez
-g
“We Do”
We are going to look at several different logos
on the next slide. Write the following
questions in your notes and use the next slide
to answer them:
– Identify one symbolic, one word mark and one
combination logo.
– What type of logo is most frequent?
– List two frequently used colors.
Logos
“You Do”
• Part A: Logo History
• Team logos change over time – to freshen up the team
image. Go to
http://www.sportslogos.net/league.php?id=7 and
browse through the NFL team logos. Click on a team
logo and you will find their logo history. Select a team
and write a paragraph expressing the change in the
logo, how exactly it changed, how you feel about the
change, how the change may have changed the team
image/brand, and suggest the next logo design.
• Place your name, block, and turn in for grading
“You Do”
Design a Logo
You own the new Professional Team in Raleigh, NC
• This is what you need to know to create the new logo:
– Team Name (You think of one)
– Team Colors (You come up with them)
• Now, you need to go through the following procedure to
create a new logo:
– (Answer the following on a sheet of paper)
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What are the traits that are unique to their company?
What is the team’s personality/ Brand Image?
What does their competitor’s logos look like?
Design a logo for the team incorporating the Name AND the
team colors
Identify it as a Combination Logo, Symbolic OR Word Mark
Logo
Design Tickets
Information to Include on Tickets
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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
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Paper – hard copy
Mobile phone scan
Season Tickets
Multiple Game
Single Game
Group Tickets
Purposes of Tickets for Sports/Events
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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
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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
“We Do”
Identify parts of this ticket
“You Do”
• You will create a Ticket for one of the
following:
– Super Bowl
– Concert (You pick the band)
– Terry Sanford Sporting Event
– Olympics 2016 in Brazil
• Include information from your notes
• This will be a paper/hard copy ticket