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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.

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 Promotion Plan

event promotion planEvent Promotion Plan: Brand It!

I recently received a project to create an event promotion plan for an upcoming fundraising event for WHW (Women Helping Women/Men to Work).  Just as you need to brand your business, it is important to brand your events with a consistent look that will get your audience’s attention and provides recognition.  This may seem overwhelming to some, so I’d like to share a case study of the process for developing a plan for promoting your next event. It is painless for my clients and fun for me!

When I was hired, I was told that the event was to have a 50’s theme; and it would include a luncheon and fashion show. They needed concept development, Save the Date cards, sponsor requests, invitations, and a variety of other documents for promoting their event in print and online.  From the organization’s think tank, I was given the following ideas (and for those of you raised in the 50’s, these will send you down Memory Lane):
Rock Around the Clock…It’s time to get a job!
Happy Days, I Got the Job!
Blast to the Past 50’s
Bee Bop Do Wop
Shamalama Ding Dong
Shake, Rattle and Roll
50’s Fabulous and Fun
Greased Lightning Gala
Get your Kicks on Route 66

Add to that some of my own ideas — Daddy-O–Like Crazy, Man–Goodness Gracious Great Balls of Fire–Life Could be a Dream, Sha Boom Sha Boom, etc. — and you see how the process begins.

From there, I develop a variety of visuals for consideration including:

event promotion planevent promotion planevent promotion planevent promotion planevent promotion planevent promotion plan

The WHW feedback was a “thumbs up” for a combination of “Happy Days – I Got the Job” and the movie marquis, “Sh-Boom-Sh-Boom.” The final result was the image displayed at the top of this article.  See? Painless!  Once the theme and the logo are developed, it’s just a matter PROMOTION!  Visit the WHW site and you’ll see what I mean. Then come back! Come back to Designer Mouse where we can help you promote YOUR upcoming event!


Photo Correction

Photo Correction. How many changes can you spot?

Photo correction takes lemons and makes lemonade! Do you have photos that would be perfect if you could make a few minor corrections?  A distracting flash? Someone with their eyes closed (I usually am guilty of that!)? Someone you’d like to remove from the photo? Someone that needs to be added in?

Take a look at the following images…before and after versions…and see how photo correction improved the “not so perfect.” The major changes are the removal of the tree in the background coming out of the top of the gentleman’s head. In addition, the gray day became one with blue sky and puffy white clouds.