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Article: Where should your logo go?(Chasers)
- Article from:
- B to B
- Article date:
- May 5, 2008
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When it comes to registering a brand and all its inherent equity, the logo often gets the last word in a b-to-b ad. The logo is not the brand or the franchise, but a symbol-and a most important one. The logo reminds the audience of the source of a possible solution to a customer's problem. Or it helps reinforce the positive attributes of an advertiser that audiences have come to know. Or it does both. To say the least, it needs to be handled with care by an art director. Underemphasizing the logo by making it too small or burying it amid a tangle of text or images undermines the ad.
On the other hand, making the logo the biggest element in the ad sends a clear signal to ...
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