Logo positioning and application pitfalls
Branding is thought to be everything in business, and as your logo makes up a huge part of your visual identity, it’s important to make sure it’s seen, and in all the right places.
Innovative ideas are great when it comes to branded merchandise, but if you fail to consider whether your brand will be best represented on some ‘outside the box’ product, it will not have the desired impact.
Before we delve into some common positioning pitfalls though, let’s first consider application.
Material matters
You want your logo to be durable as well as visible and this may mean selecting certain colours or materials of products for the best application and longevity.
The compatibility of materials with the chosen application method is crucial. For example, applying a heat transfer vinyl logo on a polyester bag might seem like a quick and cost-effective solution, but it can result in the logo peeling off after a few uses.
Detailed logos can also have disadvantages in some printing methods and not present well on some materials. In these instances, the simpler option may be the more sensible one.
When businesses have their heart set on a certain type of product which may only be available in a certain material or colour, particularly on a tight budget, they often make the mistake of redesigning their logo colours to try and get a good contrast or successful application. But this can actually damage brand recognition.
Placement faux-pas
We’ve already established that visibility is key, and a big part of this is effectively balancing branding with functionality.
Of course, all businesses want their logo to be seen, but you should always opt for high-traffic areas and places that will not impede the use of the product.
Here are some examples of logo positioning pitfalls we’ve come across:
- Bag – Although slightly cheaper, you can’t control how a bag is hung up or worn, so if you only print on one side, you’re minimising visibility. We see it on extendable straps too, meaning the logo disappears when the strap is made shorter!
- Pens – The majority of people are right-handed but so as not to discriminate, it is recommended you brand in line with the clip. If you opt for the left of the clip (when in your hand), then you’re catering for right handed people and when the pen is placed on a desk.
- Moveable parts – Like on a zipper, across a lid or a sliding door, for example, meaning that when the product is open or in use, your logo will be interrupted? In the famous case of Starbucks, the ‘tarb’ disappeared when the van door was open, and we’re sure you can work out what that then read!
- Foldable items – In comparison to moving parts, you have to think of how foldable items will be displayed when NOT in use, such as napkins, cloths and towels. We worked with a bathroom showroom client who had previously ordered towels with their logo on the bottom-right corner, but tri-folded their towels in the traditional way for display, meaning nobody could see it!
- Roller banners/exhibition stands – Although you may be given a large branding area, remember to think about how much of that area is going to be visible to people. For instance, if you have a table in front of you, there’s not point having contact information, or any important content, at the bottom of your banner.
Final tip – Wherever possible, try and have both a horizontal and stacked version of your logo so you can have more choice when it comes to branding areas.
We’ve helped hundreds of businesses with the strategic and successful placement of their logo. If you would like to brainstorm some perfect promotional products with perfect positioning, get in touch!
