Using Your Logo As Part Of The Brand

While it may seem like your logo belongs anywhere and everywhere, there is such a thing as overexposing your logo or displaying it in the wrong place. Because the logo is part of your overall marketing mix, it should be used wisely. Try the following tips for where to use your logo and where to place your alternate branding materials.

Where to Use Your Logo

· Using a Logo to Identify Yourself –

Since a logo serves as a visual identification, it makes sense to display your logo anywhere your natural presence is needed. For example, if you’re planning to set up a table at a conference or convention, you’ll want a banner or sign that includes your logo. If you are creating a social media profile or expanding onto a new platform, you may want to use your logo as your icon or photo. This helps users easily identify your initiative, especially if you have a common personal or business name.

· Using a Logo on Company Communication –

You’ll want to include your logo on your company website, letterhead, business cards, email template and other places where you communicate with potential clients or customers. Consistently using your logo in various locations helps build your brand across multiple channels. You may start with a logo on your website and then expand to utilize your logo as the trademark image and intellectual property like Josh Dunlop of Expert Photography suggests.

· Using a Logo When Marketing –

Your logo design helps create brand identity and reinforce consumer impressions when you are performing marketing and outreach. Whether you’re posting on your own blog or posting as a guest author, insert your logo into your biography so others can connect the two entities. When passing out promotional items or marketing literature, your logo helps others connect your brand and can increase the number of conversions you make.

Where Not to Use a Logo

While logo presence does help maximize impressions and conversions, there is such a thing as overusing your logo to a point where it fatigues consumers. Avoid putting your logo on the same item multiple times. If you have a two-sided business card, only one side needs your logo. While every page on your website should have a logo, it need not have logos in the header and the footer.

If your company has adopted additional logos through mergers or partnerships, logo use can be tricky. While you want to give credit to all partners, using multiple or blended logos can become messy. If this applies to your business, consider hiring a graphic designer to invent a new logo for the new business.

Tips for Good Logo Placement

Conventions exist for a reason, and you’ll see many company logos on the top left of websites because the eye naturally drifts in that direction. While you sometimes see a logo on the top right, this is less intuitive than the left-hand logo placement. Still, anywhere on the top of the page – left, right or center — generally works. Think top over bottom when implementing your logo in marketing and promotional materials.

Check in with friends, family members or colleagues when debating over logo placement. Others’ opinions can help determine the nature, most impressionable fit.