In my first post on marketing communications, I thought I would start with a discussion on the importance of your company logo.\u00a0 After all, when it comes right down to company value, the ultimate measure of a company\u2019s worth is inextricably interlinked to the brand equity that company evokes in the marketplace.\u00a0 The logo is the closest depiction of a company\u2019s brand equity, so can justifiably be argued as a medium of marketing communications.<\/p>\n
I have been repeatedly astonished the lack of understanding by employees at the importance of maintaining brand consistency.\u00a0 Most people would be shocked to purchase a can of Coca Cola, only to find the logo be out of compliance \u2013 or worse yet, be mis-spelled.<\/p>\n
Yet, time and time again I am presented with a new document, pamphlet or other piece of collateral for existing or new customers where a logo has been modified, is the wrong color, or has simply been stretched to be out of its original aspect ratio.\u00a0 Such was the case just the other week, when I was presented with a tri-fold, double sided piece of collateral that had obviously taken considerable work to assemble.\u00a0 The only branding element identifying that the collateral belonging to the company was a logo stretched to 50% height and 100% width.\u00a0 And, to top it off, the ink was smeared on the inside, clearly indicating the printing had been done on a low quality printer, rather than by a professional printer.\u00a0 This single piece of collateral will do harm to every single customer, partner and employee who comes in contact with it \u2013 screaming at them \u201cwe don\u2019t really care about how we look or how we present ourselves to you!\u201d<\/p>\n
The irony is that when I pointed out the shortcoming of the piece and suggested to stop distribution and collect those pieces that had already been handed out, I was given a stare followed by a laugh \u2026. \u201care you serious?\u201d was the response.\u00a0 The amazing thing is that this is NOT the first time this type of situation has occurred \u2026 time and time again I have experienced the exact same circumstance, and each time the employee I have come in contact with has though I was totally crazy and acting totally out of line.<\/p>\n
Other examples include footers in an email signature whereby the wrong logo was used, or one has been modified to a different aspect ratio, affixed to every single email the employee has sent out.<\/p>\n
From my perspective your company logo should be treated like a \u201cchina doll\u201d \u2026 treat it carefully, never distort it and always show it the respect it deserves, as it is the single defining image that represents your company to all of those who come in contact with it.\u00a0 They say a picture is worth a 1,000 words \u2013 your company logo should be treated no differently.<\/p>\n
So, I ask you, am I crazy and over-reactive?\u00a0 I would be interested in hearing your feedback or any personal experiences you have had with trying to be the \u201clogo police\u201d at your company.<\/p>\n