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Logos, Trademarks and Corporate Identity
 
 

Closely related to branding, corporate identity encompasses the symbol and/or typography which serves as the business trademark or logo in addition to a consistent presentation of select marketing attributes which together represent the organization's persona.


 
  Trademarks, Service Marks and Copyrights:
How The Laws Have Changed



Why does a business need an identity?

 
 
Without an identity, a business basically flounders through time, taking success by mere chance if success in fact occurs. Whether you are a product business or a service business, or both, people need to know what it is you do and how they may need you.

 
 

Above: A logo and tag line for a manufacturer of electronic hardware.



What's in a name?
 
 

 

 

  When businesses are born, the owners or board of directors are usually the ones who dream up the company name. Unfortunately, these are usually the people least likely to realize what an important task this is, from the standpoint of successful long-term marketing success. Not only because they are too close to the subject to be objective, but also because they usually are not marketing experts, the name they agree on often is too long, too obtuse or too cute.

While it may be our right to try to explain the problems with some names, it is usually our job to try to work with a business name the best we can because clients tend to come to us after the incorporation process is complete and name-changing is generally not an option.
 

Above: A nationwide roofing contractor logo and tag line.



It all starts with a logo.




  Before you can do business, you need a smart, memorable, appealing way to showcase your business name. Perhaps you may benefit from a graphic symbol to represent the purpose of the business but you may not necessarily require one. Many businesses operate very successfully with stylized typography alone, which in essence becomes the business logo, symbol, or trademark. Think IBM, for instance. This logo will appear on practically everything which represents the business including the tiniest application on company checks, for example, to enormous renditions on signage, billboards or company trucks. While the most common appearance will include business stationery, the logo will also be used in all sizes and types of advertising and collateral material, as well as promotional items, gifts, clothing, packaging and merchandise, if applicable.

Anticipating the countless ways in which the logo will be used is one reason a professional logo designer is needed. In addition to accurately representing the business name, purpose and style, it also needs to compete on the global, national, regional or local stage as a uniquely memorable symbol of your business, now and for many years going forward. This is not an easy task


   
 

Simplicity is key. Consistency is vital.
 
  For the same reason a succinct business name is most advisable, a logo is strongest when it is simple and easy to remember. Since most people are in a hurry and have little time to devote to studying logos, advertising and the entire gamut of marketing materials we in the industry labor over, it is essential that these business communications make a strong first impression with simplicity, style and most importantly, appeal.



The only way people begin to recognize your business is through consistently repetitive exposures to a disciplined presentation of compelling design, color, sound and verbiage. Many business owners or directors make the mistake of thinking that their own boredom with their repetitive business presentation is shared by their market. On the contrary, it is exactly the repetitive nature of any presentation that makes it memorable in the first place, provided it is compelling and appealing.

 
 


What is a tag line?


 
  A tag line, or slogan, is preferably a short phrase to explain concisely what the business does and often appears in conjunction with the logo. From a marketing standpoint, the tag line can be as vital to success as the logo itself if the business name does not clearly represent its raison d'être or purpose.

 
 

Trademarks, Service Marks and Copyrights:
How The Laws Have Changed



 
 

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