In my job, running a busy leaflet distribution company, I see a fair number of logos on different flyers. I’ve often noticed how many businesses fail to see their logo as a serious piece of marketing material. The more I’ve thought about this, the more I feel compelled to write about it because it seems such a waste of good space and funds.
When doing a door drop marketing campaign using printed flyers, you will want to project the right image. You need to do this within a few seconds…before your carefully crafted flyer gets swallowed up by the kitchen bin.
To get the reader’s attention and avoid the bin, your logo can tip the balance. It can do this quite simply by giving readers something eye catching to focus on and spark a memory. Take a look at other people’s flyers and test this for yourself. Here are a few tips, gleaned from my many years experience in leafleting, which I hope you find useful:
- Avoid using photographs in a logo; it really doesn’t impress.
- Definitely do not use a person in a logo, much too artificial.
- A logo should not be filled with a dramatic spread of colour; it simply isn’t cool.
- Splattering your logo with lots of decorations isn’t good; it will divert attention.
- Whatever you do, do not attempt to copy someone else’s logo. You are unique.
- Never be tempted to go ‘silly’ with a cow, pig or sheep; it always looks bad.
- Keep your logo neat and simple; this is likely to reflect your reliability.
- Think of something innovative and fresh, without being exotic.
- Blend colour in your logo well and avoid a garish, uncoordinated look.
- Ensure your logo can be adapted for all your marketing needs, not just for flyers.
Well, I hope these tips help because I can’t help but feel logo design is an often neglected slice of the marketing chain. Door to door leaflet distribution can be so much more effective when your logo stands out and looks good.
Be great to hear your comments; let me know what you think…