Nonspecific Message About Logo Branding
July 15th, 2010 by Erik Paul under Business, Design, Informational. No Comments.
There’s a time and place for everything and thus was the case for Little Creek Casino Resort’s logo in their most recent outdoor advertising campaign. As with any business, the logo will always be an ongoing topic of discussion as to placement and size in advertisements. This is a good discussion to continuously have for the business’s sake and the public’s sake. If a logo is too often “overstated” it can overpower the message and take away from the effectiveness… the same being true if a logo is too small, then the message may have no impact or might lack context. For many years Little Creek has delicately wrestled with this logo-to-message balance and finally decided it was time to go for the bold with a “logo message.” By definition “logo message” is a bit of a paradox as that really is not a message, so many industry buffs and advertisers will call this style of advertising “logo branding”… which is just that; placing a business’s logo onto as much media as possible and immersing that media into as much of the target market as possible. Recognition and acknowledgement… be it through conscious reception or subliminal absorption, the public becomes better informed of a business’s presence. With all the bold messaging Little Creek has continuously posted in their outdoor media campaigns, their logo was not the star performer until now. In outdoor advertising, the bigger an element is, the bolder that element is, and when Little Creek asked that I design this campaign with the logo as the forerunner, I made sure it was the biggest element. To add a visual splash of just one of their many gaming, lodging, dining and entertainment amenities, Black Jack seemed like a quick read as to them being the winning casino that they are [Voted the South Sound's Best Casino five years in a row]. If you’re thinking it’s time to brand your logo on a broad reaching outdoor campaign or through various formats of personal print or online advertising, please contact me, Erik Eikenberry at Erik Paul Artistic Communication… and let’s get started today!
PLEASE NOTE: The above images are “proof of performance” photos provided by Clear Channel Outdoor and are intended to show that the client’s advertisement has been posted on the specific medium. The media is not photographed for graphic designers to use as portfolio pieces such as I am doing here on my blog [meaning I have the right use these images, but they were not shot with the intention of being a "great" photo].
