Aboriginal Buying Group

At the heart of any marketing communications effort should be a respect for design that communicates clearly and effectively to bring you the results you are looking for, and your selected design agency should be familiar with all forms of visual media. Print management with a view to not only cost effectiveness, but also how your brand is expressed to its maximum impact across all above, below and through the line channels is vital to effective communication with your target audiences. This all becomes even more important when it comes to 3D expressions of the brand such as brand environments, large displays, simple pop-up units or fully fledged exhibition stands.

Whether it’s uniquely different banner sign printing or exhibition stand design and custom built display solutions, you need to make a distinctive eye catching impression with an identity and execution that not only looks good in the medium it inhabits but is easy to erect and dismantle.

Central to all this is the initial corporate identity design and logo. Aside from a design’s creativity and whether it captures the spirit of your proposition, its ability to translate across all those myriad expressions will determine its longevity and impact. Something might look good on A4 print materials but may not be so fantastic when you enlarge it to use on exhibition graphics.   Equally, any logo can be enhanced in an exhibition environment by the clever use of lighting that can generate a number of effects.

Portable Display Stands, Banners, Pop-ups, Modular stands and Shell Scheme Graphics all have their own unique requirements as to how strong they need to be and how long they will need to last. Design that works will bear all those considerations in mind from the very start. Point of Sale Material, Window Graphics and Signage have similar marketing functions to fulfil, but have completely different lifetimes. These items need to be more durable and able to last far longer than is usual for temporary exhibition materials and with POS are often left unmanned and need to work entirely alone. They must therefore be considerably more robust than temporary graphics, but still retain the same sense of style and unity of corporate design as all the other relevant items of marketing colleteral.

Ensuring your brand remains consistent across the entire marketing mix and across every communications channel is essential to maintaining a consistent and coherent image in any competitive marketplace and should be the first consideration of your design agency.The variety of marketing channels available to any company today have their own specific demands and their own rules. What looks good on your business card or letterhead may look completely different on a poster, tube card, direct mail piece, display advertisement or online.

Print management with a view to not only cost effectiveness, but also how your brand is expressed to its maximum impact across all above, below and through the line channels is vital to effective communication with your target audiences. Central to all this is the initial corporate identity design, aside from its creativity and how it captures the spirit of your proposition, how effectively it can be translated across all those myriad expressions will determine its longevity and impact. There are some important things to remember when designing logos or corporate ID and here are some guidelines to a successful outcome:

A logo designed in a vector based program such as Illustrator gives you much more flexibility in terms of colours and will give you a much clearer image especially if you are planning to use text in the logo and you want to use it in large format. With this in mind, it is often not a good idea to use photographs in a logo. If you don’t have access to a vector based program then design it as large as possible!

Stick to one or two fonts in your logo. Using too many fonts will often leave a logo looking cluttered and unprofessional. Any text used in a logo should be clear and legible, or don’t use text at all.

You may need to use your logo for a variety of different purposes. Remember that what looks good on A4 print materials may not be so wonderful by the time it’s been expanded to fit exhibition graphics or a billboard. Whatever you create should be able to work well across the smallest to the largest of applications.

You might need the logo to work on black or white backgrounds or other different coloured backgrounds so it’s important that the logo doesn’t just work as a stand-alone element but also in a coloured box. Allow for the possiblity that your logo may need to be used in mono (single colour) as well.

You have probably seen some designs that you like but it’s important to try to make your logo as individual as possible. There is no reason not to incorporate aspects from other logo designs that you find appealing, but when it comes to it being original is what will get your logo noticed.