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What is a Logo Style Sheet and Why is it Important?

What is a Logo Style Sheet and Why is it Important?


I received a call recently from an Ad Specialty professional regarding the color of a client’s logo. The product being produced needed to match the client’s corporate identity and branding. The only information available was the CMYK (cyan-magenta-yellow-black) color formula which is the formula used for printed materials. The producer needed PMS® colors. PMS® stands for Pantone Matching System and is a very precise print color formula. If the color must be exact, the PMS® color is the way to go.

Just to add one more color formula into the mix, if you are developing a website or other online images, RGB (red-green-blue) is the formula to use.

At this point, I know you are probably glazing over and are thinking “I don’t care which formula you use. Just make it right!”

Well, after a bit of research and trial and error, I was able to provide two optional PMS® colors that were very close to the original CMYK formula provided and appropriate for this ad specialty item.

So why is a logo style sheet important? When you have a logo designed or branding developed for your business, you want the color and fonts to be consistent from one medium to the next.  When working with a graphic designer, be sure to ask for the style sheet. You personally may never use this or understand it or care. It’s not your industry. This is why you hire a graphic designer. They do care!

So let’s say the original designer has retired. You need marketing collateral developed and have no idea what the color formula is for your logo. If you have a logo style sheet provided by the original designer who developed your company logo, your new designer will have all the information they need to keep your business branding and corporate identity consistent. This will save time and money! (Do I have your attention now?)

It you just want the “bottom line”… the “takeaway,” skip down to the last paragraph!   I know you’re busy. It’s okay!

BUT for those of you who love a “visual,” here is some of the information that should be included on a logo style sheet:logo

The color swatch for the red in this logo includes the PMS® number, the CMYK formula, the RGB formula and the Web Safe RGB number.

In addition, a style sheet may display optional approved logo colors. Sometimes a 1-color logo is more appropriate and that information can be included.

Some style sheets provide the guide for white space required around a logo. Other images and text must be a certain distance from the image.

Finally, the style sheet will list approved fonts to be used. This information in particular can save an enormous amount of time (and money). There are so many fonts available, finding the correct one can be daunting.

The bottom line is to be sure your graphic designer provides this information as part of a logo design project and your business brand development package. It will be invaluable as you continue to market your business.

Remote Marketing Specialist

Remote Marketing Specialist

A Remote Marketing Specialist is only as far away as a phone call or email. Have you ever considered hiring a consultant to support your business marketing needs?  There are a variety of advantages to outside resources….I’m not saying offshore, just offsite.   So what are you waiting for?

Get Marketing!

Consultant vs. Employee
  • Responsive marketing support
  • Marketing support on an as-needed basis. You are strictly paying for the work completed rather than a 40-hour workweek.
  • You are hiring a reliable, dedicated professional; training time is eliminated.
  • A one-stop shop with a greater depth of skill for print and online promotion. This includes the design talent, the clever marketing concepts,  and an understanding of the production process.
Reduced Costs!
  • No payroll taxes
  • No employee benefits
  • No vacation time
  • No sick days
  • No medical leave
  • No insurance costs
Advantages of an Employee?

Yes, they are available at a moment’s notice, but they are…

  • Drinking your coffee
  • Getting paid even if there is nothing to do
  • Collecting costly employee benefits
Hmmmmm, a remote resource is looking better and better! Give us a call for your complimentary evaluation.


Top 10 Marketing Tips for the New Entrepreneur

Top 10 Marketing Tips for the New Entrepreneur

I recently had the opportunity to be interviewed for an Entrepreneurship class. I guess my 21 years in business gave the professor the feeling I was an expert OR at least able to offer some ideas to those just getting ready to hang out their shingle.

I was asked to provide a handout to the students and came up with what I consider to be good tips for the new entrepreneur.  Honestly some of these tips are things I wish I had known  22 years ago; but as you know, it’s all a part of the journey. So wherever you are in your business journey, I hope you can get something out of the following:

1. Create Your Business Brand.  Although your company logo is an important part of your business brand, there is so much more involved. Your brand identity is the experience one has when encountering your product or service. Are you selling burgers or steak? Both are great, however the marketing approach will be quite different for each.  Determine the business personality you want to project and carry it throughout your marketing materials.

2. Be Consistent. As you create your company brand, be consistent with your logo display,
the colors and fonts you use, etc.  That consistent look on your marketing collateral, your website, social media, and emails makes you memorable and recognizable.

3. Be a Problem Solver. If your product or service solves a problem, there are businesses our there that need YOU!

4. Create Your Personal Brand. Be yourself and project your personality into your products and services.  You have competition, however your personal branding is what makes you and your business unique. People work with people they enjoy. Allow your clients to get to know you.

5. Create a Marketing Plan and Stick to it!    It takes a number of “touches” to get a customer’s attention. Your goal is to stay foremost in your potential clients’ minds. Determine how often you will send out eNews, how often you will post a blog, etc. , put it on your calendar and make it happen.

6. Connect on LinkedIn. Get involved in discussions or better yet, begin a discussion. When someone comments on your topic, follow up! Continue building relationships.

7. Schedule Weekly Marketing Time.  Whether it is a particular day each week or a certain number of hours each day, dedicate time specifically to promoting your business. This may be networking, a one-to-one meeting, a phone call, developing an eNewsletter, or writing a blog post.  Focused, consistent marketing efforts generate a steady stream of opportunity.

8. All Promotion Should Point to your Website.   Whether it is a social media discussion, a blog post, or direct mail marketing collateral, be sure it links back to your website. The more traffic you generate to your site, the more search engines pay attention.

9. Don’t Hide Behind your Email Waiting for the Phone to Ring…It probably wont! You MUST be proactive. Pick up the phone and make the connection  with your potential clients.  They may have every intention of working with you; but as you know, life happens and you may end up on the bottom of the stack.  Briefly connect and remind them that you are happy to help with a problem they are trying to solve.

10. Don’t Sell, EDUCATE!  Most people don’t like the hard sell. When you’re blogging, communicating on social media and in person, provide valuable information rather than pressure!

What tips can you add to this list?


Click here to download a copy of  the Top 10 Marketing Tips for the New Entrepreneur list!


Event theme

Promote Your Event Theme through Photo Editing

Looking for that perfect image to communicate your event theme ? Sometimes it doesn’t exist. Sometimes photo editing is necessary to create the message you wish to communicate.

This image below was developed for the Orange Chamber of Commerce which explains the use of an orange. The Chamber’s CEO requested the use of a globe for promoting an upcoming event. What could work better than combining the two?  As you take a closer look, note that the continents are made of orange peel.  Although I doubt you could do an online search and find a globe made of an orange, with photo editing, it can be done!event theme

So what is the event theme that you want to communicate? There are few limitations to creating the perfect image! Just to get your juices flowing, CLICK HERE to see how photo editing can provide you with that perfect photo!

Graphic Designer

Graphic Designer – “Patience” is my Middle Name!

The graphic design process is not simple.  It is not something that is quickly accomplished.  It is just that….a “process”.  And many times in that process is a lot of trial and error…Well, not really “error”… The process is one of getting inside your client’s head…Figuring out what floats their boat!

Many times in the “process”, I have clients apologize for saying, “yeah, that’s close, but not quite what I was looking for.”

I’ve also heard “I have NO idea what I want but I’ll know it when I see it.”

Well that opens up the entire world! As I said, the process becomes one of getting inside the client’s head, evaluating their personality, their likes and dislikes, their sense of humor (which I LOVE to work with!), their target market, the marketing approach, their expectations, etc.

It is only at that point that the physical design begins. If for instance you need a concept for a marketing campaign but have no idea what you want…As a graphic designer, I would go through the “get to know you” process mentioned before and then provide you with 2-4 quick concepts. They would be varied. At that point, we as a team begin to narrow down your likes and dislikes. This is where the fine tuning begins.

This is also where I usually hear the apologies for my client’s “picky-ness” and the fact that I’m “so patient.”   Yes, I am patient, but this process is part of the graphic designer’s job. Apologies are not necessary!!!

The creative process is actually quite fun…And the reward is when the final concept is “just what the client wanted.”

So don’t hesitate to work with a graphic designer because you have no idea what you want for a concept. We will work together and come up with something that will hit the mark and bring in more clients.