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The brand personality of your company can help attract the clients you want and keep you away from the clients you don't. Branding goes hand in hand with marketing, and like marketing, haphazard won't cut it. It's very important that a brand reflect YOU. If you are being talked into pastels and soft colors and you're a rock-and-roll, edgy person, you are never going to be able to use your branding with confidence. So, be deliberate about injecting your brand into every aspect of your marketing. Colors, logos, design elements, writing style, where you advertise, office decor -- these are all important components of your branding. So are confidence, value proposition, and core values. Randy Shattuck of The Shattuck Group writes: "Your company's brand strength is the sum total of opinions that the market holds of your business. If you were to poll your top 20 clients, what would they say about you? What about 100 companies that fit your target profile and know about you but don't do business with you? How about your top five competitors? These polls can be eye-opening." A consistently communicated brand exudes confidence, goes hand-in-hand with your marketing plan, and can powerfully attract customers. _____________________ Heritage Print & Visual �. Improving Your Image in the Marketplace Signs, Banners, Posters, Displays, Decals, Wall, Window & Floor Graphic, Backlit Signs, Brochures, Booklets and Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269,  704-551-0700  22725 Washington Street, Leonardtown, Maryland 20650, 301-475-1700 www.heritageprinting.com  

 

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Simplicity is often seen, but it s a concept that is not easily explained. For some graphic designers, it's second nature. For others, it involves much forethought. Today's designers are trending toward more simple, clutter-free designs, as they return to simplicity. Here are some examples of how the traditional theme of less is more is used:

• Advertising Not only can simple ads grab attention, but their short and to the point messages are also easier to comprehend. The concept of "less is more" is especially effective when writing ad copy.
• Catalogs and Brochures Catalogs and brochures are expected to be a vast source of information, yet readers appreciate when they are simplified, organized, and easy to read and comprehend. Simplicity is often its own reward since it encourages increased use.
• Packaging Like a poster, a package needs to attract the eye within seconds of its initial viewing. In recent years, shelves have been jammed with products whose designers have attempted to out-design one another. This gives simple package designs featuring primary colors, bold copy, white space, and clean design the ability to effectively break through the clutter.
• Identity Not only do logos convey the personality of a company, but they also offer a memorable impression. Simple designs that incorporate a company's complex ideas are the root of a logo's power.

One of the perks of being a designer is the ability to develop a personality or character for a company or product. For designers, simplicity means a return to basics, but not at the expense of creative design. Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

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 July 14, 2009     Have you taken a close look at your company logo lately? Does it look like it came straight out of the 1980s, or have you kept it up-to-date? An outdated logo can make you look stagnant and stale in the minds of prospective customers. To combat this effect, many companies redesign their logos every few years to keep them fresh. If your company is considering a logo update, here are some tips to help: Choose a logo that looks good large or small. This will allow for more variety in your ads and other printed materials. Keep it simple. Your logo doesn't have to look fancy to grab attention. Just look at IBM and Apple. Their logos are simple but memorable. Limit yourself to two or three colors of ink. Having too many ink colors in your company's logo will put an unnecessary strain on your printing budget - and might actually look distracting, rather than distinctive. A nice-looking, two-color logo will give you the professional look you want at a reasonable price. Use standard ink colors. Custom-mixed inks cost more, and many standard ink colors offer just as unique and professional a look as their more expensive, custom-mixed cousins. For more great logo ideas, visit Heritage Printing and Graphics. We can help you develop a distinctive logo at an affordable price. If you already have a logo in mind, we can show you how to use it more effectively on all of your printed pieces, advertising specialities and  marketing materials. Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com