The act of marking livestock with fire-heated marks to
identify ownership has origins in ancient times, with use dating back before
there were pyramids in Egypt. In the Roman Empire, the symbols used for brands
were sometimes chosen as part of a magic spell aimed at protecting animals from
harm.
By the European Middle Ages, it commonly identified the
process of burning a mark into stock animals with thick hides in order to
identify them. The practice became particularly widespread in nations with
large cattle grazing regions, like Spain. The unique brand meant that cattle
owned by multiple ranches could then graze freely together on the open range.
But you'd still know from where they came.
Your logo is the brand.
There is an identification advantage in developing a logo
design exclusive to your firm. Using a logo also helps give your advertising
continuity. Use the logo consistently on all printed pieces, including
stationery. Use it in Yellow Page advertising, on the side of your truck or
company car, on bags or boxes and anything else your customers or prospects may
see.
The typeface you use in logos and all marketing plays an
important role in how the message comes across. Printers are very knowledgeable
about typefaces and happy to help you make choices. (Not-subtle, I know.)
Color is also an important consideration, as is making sure
your logo can be rendered a few different ways. Sometimes your budget will
prevent you from using your full-color logo. Invoices you print on your own
color printer might turn out ok, but when you want a professionally-printed
invoice or other office form, you might have to put your logo in
black-and-white (aka grayscale) or choose an accent color. Sometimes when you
embroider a logo onto apparel, some colors might get ‘lost’ in the background
fabric. That’s going to be a consideration in the next A Little on Business
Marketing article on sponsorships as well.
Photo by Juan Aunion, used with permission
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