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Dear Patrick:
Hey, the Internet is amazing as a tool to find what you need, but still sometimes you don't get what you want. If you need ink on anything, call me. My clients rely on me as their go-to guy for the unique and hard to find, and they have been since way before the days of Google. And unlike a search engine, I'll give you three great ideas, not three million lousy ones.
I just had a client who was desperate to get a 304-page plus cover book printed in three days from proof approval. I delivered it on-time this morning, to his humungous relief and disbelief. It amazes me when folks have so few resources they can really rely on.
So, when you hear, "not gonna happen," that's the time to drop a dime. I am working through the holidays to make your year-end deadlines. If you find your current vendor is available only by voicemail while on vaca, know I am a phone call or email away.
"Whatever you need. Whenever you need it. The extra mile with a smile." You can relax. It's covered.
Scott Rundle
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IN THIS ISSUE:
SAVE ON MAIL: ASK US HOW
Are you getting the best postage rates? We can help you make sure you do. GO
CREATING LOGOS AND OTHER DESIGN MARKS
Do you need to create a logo for your organization, product or service? Here's an overview of where to start and what to consider. GO
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 he recent postage increases have hit hard in a lot of places. It is important to note, however, that these increases have not been uniform and the greatest increases have been for flat size pieces and non-machinable letter size pieces. Here are some suggestions to minimize the impact and get the lowest rates possible for your mailing.
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If a piece is currently mailing as a flat and could be redesigned to mail as an automation letter, you may be paying 50% to 75% too much in postage.
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FLAT TO LETTER SIZE
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The maximum size for letter size is 6-1/8" x 11-1/2", with a maximum thickness of 1/4". Sometimes going from flat size to letter size is as simple as an additional fold. For example, a 4 or 8 page newsletter that is currently mailing as an 8.5" x 11" flat, could be folded in half (to 8.5" x 5.5") and mailed as letter size.
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AUTOMATION LETTER
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To get the best postage rates, make sure the letter size piece qualifies for automation rates. The two most common reasons that letter size pieces do not qualify for automaton rates are:
- Fails aspect ratio test. If a piece is too square or too long, it cannot be processed through the USPS' automated equipment, and it would not qualify for the lower automation rates.
- Location of stitching. A stitched piece is considered a booklet, and the USPS has very specific guidelines regarding the design of booklets for automation letter rates.
Understanding the rules during the design stage can result in significant savings in postage. This is often as simple as changing the orientation of the mailing panel.
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ENTRY DISCOUNTS
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Entry discounts are available based on volume density. We would be happy to review any of your materials or programs and provide recommendations for potential savings.
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 logo visually represents what your company, product or service stands for. While over time, a logo can develop into the embodiment of your brand, many organizations fail to invest in this key marketing device. A good logo creates or reinforces an appropriate impression when encountered by customers, prospects or business partners. In this issue, we discuss logos and other marks.
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TYPES OF MARKS
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From a design standpoint, there are three basic types of marks. A typographical mark is just that: one derived from type only, perhaps with an element or elements of the type to make it distinctive. Consider the logos of Heinz and American Express for example:
 
The advantage of a type-only treatment is that it builds brand awareness for your organization with every impression. For a small organization, a type-only logo may eliminate the opportunity for a visual reference that a graphical logo can provide.
There are abstract that companies successfully link to the underlying brand, products and services. This type of mark is the most difficult from a branding perspective, because it can take years of association for people to identify it with an underlying product or service. Companies such as Nike, AT&T and Apple have the time and marketing exposure to pull this off; smaller organizations may not. Consider the logos of Apple and AT&T as examples:
 
With a graphic that represents what products or service you provide, you can immediately define what you do just with the identification derived from the mark, or evoke a feeling of those products or services. For an example of a logo that illustrates a company's product or services, consider the Foot Locker logo. The graphic image totally reinforces the sports shoe theme of this retailer:
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RELY ON A PROFESSIONAL
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While defining your brand and image direction is a good step to take on your own, executing your brand identity may be a mistake without the professional assistance of a designer. Try to find one who is familiar with your industry and your competition. A good designer can not only come up with a powerful mark, but can ensure that it will translate appropriately to print, on-line and signage. Your identity is the foundation of your marketing effort. Make sure it works in all the media in which you will need to use it. When considering the fee, remember that a logo should last you years to come. If you amortize the price over a number of years, the investment may seem more reasonable than looking at it as a one-time expense.
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CREATIVE CONSIDERATIONS |
Before you begin, try to define the message you want to communicate with a statement to focus your effort. And bear in mind a few "gotcha's". Avoid an approach that is too trendy (trends come and go) and don't rely on clip art. Not only is it unprofessional, in all likelihood it cannot be copyrighted or trademarked since it is based on derivative artwork.
Instead, try to define the key feature or benefit of your products or services. What visual can convey that basic, fundamental benefit? A representation that captures such an essence of your organization will inevitably be the most successful approach you can take.
Look at the logos of others in your market. Do these organizations rely on conservative or more intense approaches? How do you want to differentiate your logo from competitors and others in your market?
What about the message you want to convey? What do you want to communicate? A feeling of seriousness or one that is lighthearted? Some factors to consider include the nature of your product and service and the audience to whom those products and services are targeted, as well as factors in the design that can make your effort unique and stand out from the competition.
Keeping it simple will make it functional. The concepts you are evaluating may look good mounted on presentation board, but how will it look on a business card? A web site? On packaging, signage or a delivery truck? On a fax cover sheet? Adding color to some media may be cost prohibitive; will it work in black-and-white? Your logo should be easy to enlarge or reduce, easy to reproduce, and of course be memorable and distinctive. That's why iconic images work better than photographic ones, since photographs may become unintelligible as they are reduced in scale.
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COLOR CONSIDERATIONS |
When considering colors, make sure you consider the cost. A four-color logo may be beautiful, but may needlessly add to your cost of reproduction when it comes to printing, signage and packaging. A one-color or two-color logo will continually keep your costs lower as you apply it to your marketing communications materials.
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LEGAL CONSIDERATIONS |
Once you've completed your logo, apply for a trademark. U.S. businesses can apply at the U.S. Patent and Trademark Office Web site. Canadian business can do so here. To be safe, file your trademark application before applying it to your mix of marketing communications.
Once you have your mark and are legally protected, use your new logo everywhere: stationery, business cards, ads, your Web site, delivery vehicles, packaging, anywhere your organization's name is mentioned. Good luck!
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All Source | P.O. Box 1392 | Lake Arrowhead, CA 92352 | 951-640-3890
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mailed to: pwhite@wadigital.com
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