live and love your brand

© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

LIVE & LOVEYOUR

BRAND

© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Ashley KimlingerBrand Manager, Deluxe Corporation

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Agenda

1.THE BIG DEAL ABOUT BRANDS

2.HOW TO DO IT

3.BRING IT ALL TO LIFE

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THE BIG DEAL ABOUT

BRANDS

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

What is a brand?

YOU.

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Why it’s so important?

• TRUST

• LOYALTY

• PREMIUM PRICING

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HOW TO DO IT

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What do you stand for?

Intricate quality

Efficiency

One stop shop

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(a.k.a. – Positioning)

Ex)

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What does your brand look like?

• Company name

• Logo design

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(a.k.a. – Visual Identity)

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Who should design it?

58%Used in-house resources or an acquaintance

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66%Said next timethey’d use aprofessional

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Do’s & dont’s of logo design

Design it first in black and white

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Do’s & dont’s of logo design

When you add colors, don’t add too many

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Do’s & dont’s of logo design

Disconnect images from text

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Do’s & dont’s of logo design

Avoid hard-to-read fonts

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Do’s & dont’s of logo design

Avoid drop shadows

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Do’s & dont’s of logo design

Avoid clip art

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Do’s & dont’s of logo design

Avoid unnecessary words

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Color matters!

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PASSION, COURAGE,ENERGY & EXCITEMENT

ROMANCE, LOVE,FRIENDSHIP & FEMININE

STABILITY, LONGEVITY,RELIABILITY & MASCULINE

VIBRANT, HEAT, HARVEST,STRENGTH & DESIRE

WARM, HAPPY, RELAXED& FRESHNESS

HEALTH, TRANQUILITY,SOFTNESS & UNDERSTANDING

TRUSTWORTHY, POWER, DEPENDABLE,KNOWLEDGE & PEACE

ROMANCE, ROYALTY& WISE

LIGHT, GOODNESS,INNOCENCE & CLEAN

POWER, ELEGANCE& MYSTERY

NATURE, HEALTH,CALM & SAFETY

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To refresh or not to refresh?

• Does it look professional and eye-catching?

• Is the look (fonts, colors, graphics) contemporary and up to date?

• Does it reflect the unique personality and nature of your business?

• Does it appeal to my target audience?

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Ask yourself:

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How does your brand act?

Brainstorm your personality traits

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(a.k.a. – Brand Voice)

BRING IT ALL TO LIFE

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Consistency is key

• Build brand guidelines

• Create brand stewards

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© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Conclusion

1.THE BIG DEAL ABOUT BRANDS

2.HOW TO DO IT

3.BRING IT ALL TO LIFE

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logodesign.deluxe.com866.255.9077

© Deluxe Corporation. All rights reserved. Proprietary and Confidential.

Questions?

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