1 00:00:00,450 --> 00:00:04,590 You're listening to gift biz unwrapped episode 150. 2 00:00:04,980 --> 00:00:08,820 Today, we are going to be talking all about your logo. 3 00:00:09,150 --> 00:00:10,860 Is it time for revision? 4 00:00:11,280 --> 00:00:14,600 Stay tuned to find out Attention. 5 00:00:14,630 --> 00:00:15,800 Gifters bakers, 6 00:00:15,800 --> 00:00:19,280 crafters, and makers pursuing your dream can be fun. 7 00:00:19,340 --> 00:00:22,790 Whether you have an established business or looking to start one. 8 00:00:22,790 --> 00:00:25,460 Now you are in the right place. 9 00:00:25,640 --> 00:00:28,070 This is gift to biz unwrapped, 10 00:00:28,250 --> 00:00:31,820 helping you turn your skill into a flourishing business. 11 00:00:32,150 --> 00:00:33,500 Join us for an episode, 12 00:00:33,500 --> 00:00:35,720 packed full of invaluable guidance, 13 00:00:35,840 --> 00:00:39,370 resources, and the support you need to grow your gift. 14 00:00:39,380 --> 00:00:41,810 This here is your host gift, 15 00:00:41,810 --> 00:00:42,560 biz gal, 16 00:00:42,710 --> 00:00:47,810 Sue Mon height There it's Sue and I am so glad 17 00:00:47,810 --> 00:00:51,290 you're joining me here today because we are going to do 18 00:00:51,320 --> 00:00:54,080 a checkup of your logo. 19 00:00:54,650 --> 00:00:54,980 You know, 20 00:00:54,980 --> 00:00:56,360 when we start our businesses, 21 00:00:56,360 --> 00:00:59,210 that's one of the first obvious things you want to do. 22 00:00:59,210 --> 00:01:02,120 You want to select your name and your logo. 23 00:01:02,360 --> 00:01:04,190 And if you're already in business, 24 00:01:04,220 --> 00:01:05,390 some of you are brand new. 25 00:01:05,390 --> 00:01:08,360 So this will help you as you're developing your first logo. 26 00:01:08,690 --> 00:01:11,330 But if you've been in business for a while, 27 00:01:11,360 --> 00:01:13,880 I think that we have a tendency to say, 28 00:01:13,880 --> 00:01:15,650 okay, that set that's done. 29 00:01:15,740 --> 00:01:18,980 And then we move on and continue to grow our business. 30 00:01:19,220 --> 00:01:22,550 But now I want to circle back and let's check and 31 00:01:22,550 --> 00:01:26,180 see if your logo is still in line with the business 32 00:01:26,180 --> 00:01:29,870 that you have developed up to this point to get started. 33 00:01:29,870 --> 00:01:33,530 I want to ground us in what the logo is in 34 00:01:33,530 --> 00:01:34,460 the first place. 35 00:01:34,760 --> 00:01:40,130 It's the first visual representation of your company that many prospects 36 00:01:40,190 --> 00:01:41,150 often see. 37 00:01:41,420 --> 00:01:42,770 And for that reason alone, 38 00:01:42,800 --> 00:01:44,450 it's super important, 39 00:01:44,810 --> 00:01:48,260 but it's only one part of your overall brand. 40 00:01:49,010 --> 00:01:51,500 When we talk about a brand overall, 41 00:01:51,740 --> 00:01:56,390 it encompasses every touch point that a customer might have with 42 00:01:56,390 --> 00:01:58,790 you. So it is yes, 43 00:01:58,790 --> 00:02:01,520 the visual in terms of your logo, 44 00:02:01,730 --> 00:02:05,030 but it's also the feel of the business. 45 00:02:05,180 --> 00:02:06,950 When people come into your shop, 46 00:02:07,040 --> 00:02:09,200 when people enter your craft booth, 47 00:02:09,470 --> 00:02:11,210 your promotional materials, 48 00:02:11,420 --> 00:02:13,610 how you interact with them through the sale, 49 00:02:13,790 --> 00:02:17,180 all of this encompasses your overall brand. 50 00:02:17,720 --> 00:02:20,330 And as we've developed our companies, 51 00:02:20,390 --> 00:02:22,700 as you add each layer on, 52 00:02:22,700 --> 00:02:24,110 as you grow the business, 53 00:02:24,260 --> 00:02:27,080 there comes a point where you should go back and check 54 00:02:27,080 --> 00:02:31,100 and make sure that everything is in sync and everything is 55 00:02:31,100 --> 00:02:37,250 aligned. The reason this alignment is so important is because consistency. 56 00:02:37,490 --> 00:02:41,270 So if someone comes in and sees you in your shop, 57 00:02:41,270 --> 00:02:41,990 let's say, 58 00:02:42,230 --> 00:02:45,350 and then they go on and see you on social media. 59 00:02:45,620 --> 00:02:48,080 And then they also purchased your product. 60 00:02:48,080 --> 00:02:50,870 So they have the visual of your product. 61 00:02:51,290 --> 00:02:55,130 All of that should speak with the same vibe. 62 00:02:55,370 --> 00:02:59,620 And this consistency builds trust between you and customer, 63 00:02:59,620 --> 00:03:01,810 because they understand what you offer. 64 00:03:02,020 --> 00:03:04,510 And they understand the feel of the business. 65 00:03:05,080 --> 00:03:07,960 This trust then builds loyalty, 66 00:03:08,680 --> 00:03:10,960 loyalty, built sales, 67 00:03:11,380 --> 00:03:15,400 and we all know what sales does that build your business. 68 00:03:15,670 --> 00:03:18,850 So that's why it's important to come back here and do 69 00:03:18,850 --> 00:03:21,010 a little bit of a checkup of your logo. 70 00:03:21,280 --> 00:03:24,940 Let's make sure that everything is still in alignment. 71 00:03:24,970 --> 00:03:29,200 So the strength and the foundation of your business gives you 72 00:03:29,230 --> 00:03:34,420 all of that trust and loyalty and potential sales to make 73 00:03:34,420 --> 00:03:37,420 your business as great as it can possibly be. 74 00:03:38,410 --> 00:03:41,320 What we'll do now is we will go through and give 75 00:03:41,320 --> 00:03:42,940 your logo a checkup. 76 00:03:43,180 --> 00:03:45,550 And if we see along the way that there's something that 77 00:03:45,550 --> 00:03:46,480 needs changing, 78 00:03:46,570 --> 00:03:47,380 no worries, 79 00:03:47,380 --> 00:03:51,160 because I will also talk through what you need to do 80 00:03:51,160 --> 00:03:54,100 and how to get those changes taken care of. 81 00:03:54,940 --> 00:03:58,840 Let's get started now and go through your logo checkup for 82 00:03:58,840 --> 00:04:01,150 you to be able to easily follow along. 83 00:04:01,360 --> 00:04:03,100 I've created a download. 84 00:04:03,400 --> 00:04:05,080 If you go to gift biz, 85 00:04:05,140 --> 00:04:08,800 unwrapped.com forward slash one 50, 86 00:04:08,980 --> 00:04:12,580 there's a single page download there that you can capture. 87 00:04:12,580 --> 00:04:15,610 And then do your own a little doctor checkup on your 88 00:04:15,610 --> 00:04:17,830 logo in doing this checkup, 89 00:04:17,830 --> 00:04:19,690 we're going to cover four things. 90 00:04:19,870 --> 00:04:23,860 The first is whether your logo is still aligned with your 91 00:04:23,860 --> 00:04:29,080 brand. Feel second is the professionalism of your image. 92 00:04:29,530 --> 00:04:32,350 Third is the consistency of your image. 93 00:04:32,740 --> 00:04:33,580 And finally, 94 00:04:33,610 --> 00:04:34,930 the logo quality. 95 00:04:35,140 --> 00:04:40,420 First off is your logo in line with your brand image, 96 00:04:40,450 --> 00:04:42,430 or I like to call it your vibe, 97 00:04:42,700 --> 00:04:43,840 close your eyes right now, 98 00:04:43,840 --> 00:04:45,460 and think about your business. 99 00:04:46,030 --> 00:04:50,500 What are the three adjectives that you are trying to portray 100 00:04:50,560 --> 00:04:51,820 about your business? 101 00:04:52,150 --> 00:04:54,250 Here's some examples to show you what I mean, 102 00:04:54,460 --> 00:04:58,150 maybe it's lighthearted fun and happy. 103 00:04:58,870 --> 00:05:02,680 Maybe it's serious educational and productive, 104 00:05:03,280 --> 00:05:05,410 or maybe it's a combination of terms. 105 00:05:05,410 --> 00:05:06,670 Maybe it's fun, 106 00:05:06,970 --> 00:05:09,040 educational and playful. 107 00:05:09,730 --> 00:05:13,540 These adjectives are important because they serve as a guiding light 108 00:05:13,540 --> 00:05:16,720 for you with how you present your business. 109 00:05:17,110 --> 00:05:20,380 So now think of these adjectives and then think of your 110 00:05:20,380 --> 00:05:23,260 logo. Do they mesh together? 111 00:05:23,380 --> 00:05:24,010 In other words, 112 00:05:24,070 --> 00:05:25,480 are they in alignment? 113 00:05:25,900 --> 00:05:29,230 Is your logo lighthearted and happy? 114 00:05:29,230 --> 00:05:31,360 And does it give off that feel if those are your 115 00:05:31,360 --> 00:05:39,760 adjectives or is your logo bold and dramatic and super professional 116 00:05:39,790 --> 00:05:44,080 when really your adjectives are more lighthearted and jovial, 117 00:05:44,260 --> 00:05:45,400 if that's the case, 118 00:05:45,460 --> 00:05:46,780 then there's a disconnect. 119 00:05:46,780 --> 00:05:48,910 So this may be something that you're going to want to 120 00:05:48,910 --> 00:05:50,380 look at and adjust. 121 00:05:50,530 --> 00:05:51,910 So point number one, 122 00:05:52,030 --> 00:05:56,470 what are the adjectives that describe your business and then is 123 00:05:56,470 --> 00:06:01,580 your graphic in sync and representing the same feel point number 124 00:06:01,580 --> 00:06:03,500 two, image professionalism. 125 00:06:04,490 --> 00:06:05,780 As I think about logos, 126 00:06:05,780 --> 00:06:08,600 I think about all the different styles that exist. 127 00:06:08,600 --> 00:06:10,700 So one of these would be you, 128 00:06:11,300 --> 00:06:13,400 some logos are initials. 129 00:06:13,400 --> 00:06:19,460 Only some logos are actually the company name in an interesting 130 00:06:19,460 --> 00:06:22,070 font, or perhaps a combination of fonts. 131 00:06:22,130 --> 00:06:26,030 I think those are always interesting where one word is one 132 00:06:26,030 --> 00:06:28,100 font and another word is a different, 133 00:06:28,100 --> 00:06:29,930 but very complimentary font. 134 00:06:30,680 --> 00:06:33,170 And then we also have logos where there is the name 135 00:06:33,170 --> 00:06:33,980 of the company. 136 00:06:34,010 --> 00:06:36,530 And then there is an additional graphic. 137 00:06:36,890 --> 00:06:39,680 And that is the majority of logos. 138 00:06:39,710 --> 00:06:43,850 Actually, most people do like to have the company name and 139 00:06:43,850 --> 00:06:47,630 then some type of a graphic image representing their business. 140 00:06:48,050 --> 00:06:50,780 This is where the problem can arise. 141 00:06:51,320 --> 00:06:53,990 If you have a graphic attached to your logo, 142 00:06:54,350 --> 00:06:55,700 let's take a look at it. 143 00:06:55,700 --> 00:07:00,950 Now, is it an original piece of art or did you 144 00:07:00,950 --> 00:07:05,120 use clip art or some other free stock photography that you 145 00:07:05,120 --> 00:07:06,620 pulled off the web? 146 00:07:06,650 --> 00:07:09,920 Because you thought it looked really nice and complimented the name 147 00:07:09,920 --> 00:07:10,910 of your company, 148 00:07:11,030 --> 00:07:13,010 but it's not original to you. 149 00:07:13,730 --> 00:07:18,470 That means anybody can go online and find that exact piece 150 00:07:18,530 --> 00:07:19,790 of photography, 151 00:07:19,880 --> 00:07:20,810 clip art, 152 00:07:21,080 --> 00:07:23,930 the image that you used and use it for themselves as 153 00:07:23,930 --> 00:07:26,990 well. So it does not make you unique. 154 00:07:27,200 --> 00:07:29,420 I know I get it in the beginning. 155 00:07:29,570 --> 00:07:30,830 You're strapped for money. 156 00:07:31,130 --> 00:07:33,530 Time is an issue because there are so many things that 157 00:07:33,530 --> 00:07:34,610 you want to get going. 158 00:07:34,820 --> 00:07:36,020 So it's all right. 159 00:07:36,110 --> 00:07:37,100 I forgive you. 160 00:07:37,130 --> 00:07:41,930 If you have used some type of publicly accessible image, 161 00:07:42,110 --> 00:07:45,680 but now is the time for change and we'll get to 162 00:07:45,680 --> 00:07:47,060 exactly how you do that. 163 00:07:47,120 --> 00:07:49,010 After we go through the checkup, 164 00:07:49,370 --> 00:07:51,380 not only is that piece of art, 165 00:07:51,410 --> 00:07:52,730 not a unique to you, 166 00:07:53,270 --> 00:07:55,040 we can spot it a mile away. 167 00:07:55,280 --> 00:07:56,660 I'm sure you've seen this yourself. 168 00:07:56,660 --> 00:07:58,520 When you've looked at other people's logos, 169 00:07:58,580 --> 00:08:02,570 you can tell if something is original artwork made just for 170 00:08:02,570 --> 00:08:07,040 their business or whether it's free stock photography or images, 171 00:08:07,550 --> 00:08:08,600 this subtly, 172 00:08:08,630 --> 00:08:12,980 whether you mean it to or not gives an underlying message 173 00:08:12,980 --> 00:08:14,090 about your company. 174 00:08:14,360 --> 00:08:16,430 If somebody doesn't really know you yet, 175 00:08:16,490 --> 00:08:20,660 they're looking for any reason not to purchase from you. 176 00:08:20,960 --> 00:08:25,010 Any explanation of why giving you their money may not be 177 00:08:25,010 --> 00:08:25,880 a good idea. 178 00:08:26,210 --> 00:08:30,560 People will question and evaluate how that flows down into the 179 00:08:30,560 --> 00:08:31,820 rest of your business, 180 00:08:31,880 --> 00:08:34,400 into how you work as a business owner, 181 00:08:34,580 --> 00:08:37,850 the quality of your product and how you would service them 182 00:08:37,850 --> 00:08:39,650 in case there was an issue that came up. 183 00:08:40,070 --> 00:08:41,120 It's not fair. 184 00:08:41,300 --> 00:08:42,170 I know. 185 00:08:42,230 --> 00:08:45,680 And I know everybody who listens to this podcast is a 186 00:08:45,680 --> 00:08:49,250 well meaning and hardworking business owner. 187 00:08:49,700 --> 00:08:53,000 So you don't want an image in your logo where you 188 00:08:53,000 --> 00:08:54,740 may never talk to that, 189 00:08:55,380 --> 00:08:57,120 but they see you online. 190 00:08:57,510 --> 00:08:59,070 Give some type of a message. 191 00:08:59,070 --> 00:09:00,630 That's really not you. 192 00:09:00,900 --> 00:09:01,650 So again, 193 00:09:01,770 --> 00:09:04,740 we need to make sure that that image is professional. 194 00:09:04,950 --> 00:09:09,000 Let's move on now to consistency of your logo, 195 00:09:09,210 --> 00:09:13,560 that refers to all the different touch points of your business. 196 00:09:13,680 --> 00:09:18,000 All the places where a customer can run into you ask 197 00:09:18,000 --> 00:09:21,240 yourself is the logo the same everywhere. 198 00:09:21,540 --> 00:09:23,700 We're talking about websites, 199 00:09:23,940 --> 00:09:26,010 the sign on your brick and mortar store, 200 00:09:26,250 --> 00:09:27,630 printed materials, 201 00:09:27,660 --> 00:09:29,130 business cards, 202 00:09:29,430 --> 00:09:33,090 even the labels that you put on your product images in 203 00:09:33,120 --> 00:09:35,220 emails, it goes on and on, 204 00:09:35,640 --> 00:09:39,030 including all of your social media sites. 205 00:09:39,180 --> 00:09:44,580 So here's the point to look at is the logo exactly 206 00:09:44,610 --> 00:09:47,820 the same in every touch point. 207 00:09:48,210 --> 00:09:50,520 When someone sees you at a craft show, 208 00:09:50,520 --> 00:09:53,160 for example is interested in your product, 209 00:09:53,640 --> 00:09:56,940 makes a purchase and then wants to buy from you again. 210 00:09:57,330 --> 00:09:58,980 So they go on your website. 211 00:09:59,400 --> 00:10:04,800 If that website looks completely different than what they knew you 212 00:10:04,800 --> 00:10:06,750 as when they saw you in person, 213 00:10:07,230 --> 00:10:10,560 that's a disconnect as we were talking about at the very 214 00:10:10,560 --> 00:10:12,150 beginning of this episode, 215 00:10:12,480 --> 00:10:16,950 there is a disconnect when there is not consistency within the 216 00:10:16,950 --> 00:10:23,850 brand, it brings up a question of quality trustworthiness and credibility. 217 00:10:24,390 --> 00:10:26,790 When I talk about the logo being the same, 218 00:10:26,850 --> 00:10:27,690 yes, of course, 219 00:10:27,690 --> 00:10:29,130 there may be different versions. 220 00:10:29,370 --> 00:10:32,070 You might do a black and white logo in one case, 221 00:10:32,130 --> 00:10:35,610 or one of them might be color or they'll be different 222 00:10:35,610 --> 00:10:37,650 sizes. That's okay. 223 00:10:38,010 --> 00:10:41,970 But if the fonts are different from one place to another, 224 00:10:42,240 --> 00:10:45,990 or you have different shades of your logo colors, 225 00:10:46,320 --> 00:10:49,080 maybe you've already changed your logo at some point, 226 00:10:49,110 --> 00:10:52,800 and just never went back and added the updated one to 227 00:10:52,800 --> 00:10:53,970 all your platforms. 228 00:10:54,270 --> 00:10:56,910 This is the checkpoint where you'll take care of all of 229 00:10:56,910 --> 00:10:58,500 that. Finally, 230 00:10:58,680 --> 00:11:02,370 checkpoint number four is your logo quality. 231 00:11:02,520 --> 00:11:07,230 This is where we're looking at your logo for reproduction purposes. 232 00:11:07,530 --> 00:11:13,170 Your logo should be at 300 DPI that's dots per inch. 233 00:11:13,410 --> 00:11:16,830 What this means in the graphic industry is it's going to 234 00:11:16,950 --> 00:11:19,800 produce an image that's very crisp and clean. 235 00:11:19,830 --> 00:11:22,290 Have you ever seen images that are super blurry? 236 00:11:22,800 --> 00:11:26,520 This is particularly important when you're doing printed pieces. 237 00:11:26,520 --> 00:11:27,630 So brochures, 238 00:11:27,660 --> 00:11:31,530 business cards or posters when you take your logo and you 239 00:11:31,530 --> 00:11:32,670 put it online, 240 00:11:32,760 --> 00:11:38,580 sometimes you'll use a lower resolution image just because the uploads 241 00:11:38,580 --> 00:11:40,620 on your website will go faster, 242 00:11:40,980 --> 00:11:43,470 but you want to make sure that you have a logo 243 00:11:43,470 --> 00:11:48,810 format that is in minimum 300 DPI that you have available 244 00:11:48,810 --> 00:11:50,280 to work off of for print. 245 00:11:50,700 --> 00:11:53,680 I also want you to look at your logo for detail. 246 00:11:54,040 --> 00:11:58,900 I have run into so many logos that are so super 247 00:11:58,930 --> 00:12:02,170 detailed. When you try to shrink them down to be on 248 00:12:02,170 --> 00:12:03,220 smaller pieces, 249 00:12:03,520 --> 00:12:06,070 or you try to convert them to black and white, 250 00:12:06,370 --> 00:12:08,710 it's a complete mess. 251 00:12:09,370 --> 00:12:11,500 If you think in your mind's eye of some of the 252 00:12:11,500 --> 00:12:14,830 brands that you love and you think about their logos, 253 00:12:15,220 --> 00:12:17,620 envision how simple they are. 254 00:12:18,400 --> 00:12:20,050 Think of the Nike swish. 255 00:12:20,650 --> 00:12:22,990 Think of Apple clear, 256 00:12:23,140 --> 00:12:25,120 simple, clean, 257 00:12:25,240 --> 00:12:26,080 and crisp. 258 00:12:26,440 --> 00:12:27,850 That's what you're after. 259 00:12:28,150 --> 00:12:33,130 So make sure that your logo is 300 DPI is not 260 00:12:33,220 --> 00:12:38,500 overly detailed and convert very easily to gray scale, 261 00:12:38,500 --> 00:12:39,640 which is the black, 262 00:12:39,640 --> 00:12:46,180 white and in-between colors and has sharp clearly defined lines. 263 00:12:46,480 --> 00:12:46,780 And now, 264 00:12:46,780 --> 00:12:49,270 again, if you're thinking that this is an area where you 265 00:12:49,270 --> 00:12:52,030 could do a little bit of an update in your logo, 266 00:12:52,180 --> 00:12:54,280 we'll talk about what to do about it in a few 267 00:12:54,280 --> 00:12:57,220 minutes, summarizing here, 268 00:12:57,430 --> 00:13:01,150 the four points of your checklist are as follows. 269 00:13:01,750 --> 00:13:06,400 Does your logo fall in alignment with the feel and the 270 00:13:06,400 --> 00:13:07,990 vibe of your business? 271 00:13:08,680 --> 00:13:13,690 Number two is your logo professional in terms of the graphics 272 00:13:13,750 --> 00:13:16,720 that are included with your company name, 273 00:13:16,750 --> 00:13:19,870 if indeed you have an image associated in your logo. 274 00:13:20,170 --> 00:13:24,760 Third is your logo consistent across all platforms, 275 00:13:24,760 --> 00:13:27,280 both online and offline. 276 00:13:27,640 --> 00:13:30,010 And how about the quality of that logo? 277 00:13:30,370 --> 00:13:31,330 Is it crisp, 278 00:13:31,600 --> 00:13:33,430 clean, memorable, 279 00:13:33,700 --> 00:13:35,560 and easily reproducible? 280 00:13:36,130 --> 00:13:38,920 Let's take a quick pause right here and listen to our 281 00:13:38,920 --> 00:13:42,480 sponsor. This podcast is made possible. 282 00:13:42,510 --> 00:13:45,030 Thanks to the support of the ribbon print company, 283 00:13:45,150 --> 00:13:46,470 create custom ribbons, 284 00:13:46,470 --> 00:13:49,290 right in your store or craft studio in seconds, 285 00:13:49,350 --> 00:13:51,690 visit the ribbon print company.com 286 00:13:51,690 --> 00:13:52,800 for more information. 287 00:13:53,970 --> 00:13:57,870 I'm wondering now how you're feeling about your logo and what 288 00:13:57,870 --> 00:13:58,620 you're thinking. 289 00:13:58,890 --> 00:14:00,330 Just like when you go to the doctor, 290 00:14:00,330 --> 00:14:01,530 if you're not feeling well, 291 00:14:01,770 --> 00:14:02,490 what does he do? 292 00:14:02,490 --> 00:14:05,790 He gives you a prescription and then you walk out and 293 00:14:05,790 --> 00:14:08,430 you do whatever you need to do to get yourself healthy 294 00:14:08,430 --> 00:14:09,810 again. And you move on. 295 00:14:10,020 --> 00:14:12,690 That's exactly what we're going to do here. 296 00:14:13,170 --> 00:14:15,750 Let's talk now about what to do. 297 00:14:15,780 --> 00:14:18,540 If indeed you're feeling like there are some tweaks that need 298 00:14:18,540 --> 00:14:19,950 to be done for your logo. 299 00:14:20,640 --> 00:14:21,660 What do you do? 300 00:14:21,690 --> 00:14:23,190 If you need to change? 301 00:14:23,910 --> 00:14:26,430 I have three points here for you and resources. 302 00:14:26,430 --> 00:14:27,540 So let's go with that. 303 00:14:27,750 --> 00:14:29,160 The first one is, 304 00:14:29,370 --> 00:14:30,720 again, the feel, 305 00:14:30,750 --> 00:14:35,820 let's say that your logo just isn't in alignment anymore with 306 00:14:35,820 --> 00:14:37,350 the feel of your business. 307 00:14:37,590 --> 00:14:38,310 In this case, 308 00:14:38,310 --> 00:14:41,220 you're going through a total rebranding, 309 00:14:41,310 --> 00:14:44,400 which is super exciting and fun. 310 00:14:44,700 --> 00:14:46,560 First step would be once again, 311 00:14:46,560 --> 00:14:49,500 to look at your company name and the fonts that you're 312 00:14:49,500 --> 00:14:52,670 using. Is there something that you want to change there? 313 00:14:52,940 --> 00:14:55,400 Do you want to do a combination of fonts? 314 00:14:55,640 --> 00:15:00,230 There are a ton of online places where you can look 315 00:15:00,260 --> 00:15:01,910 at different types of fonts. 316 00:15:02,210 --> 00:15:04,040 I'll put some of those in the show notes. 317 00:15:04,040 --> 00:15:05,960 So you have a few that you can reference. 318 00:15:06,620 --> 00:15:09,680 You can actually go in there and type in your company 319 00:15:09,680 --> 00:15:12,530 name and then pick different font styles. 320 00:15:12,770 --> 00:15:14,810 And it will show you what it looks like in those 321 00:15:14,810 --> 00:15:17,120 fonts. So that's a fun thing to do, 322 00:15:17,120 --> 00:15:18,290 but I caution you. 323 00:15:18,320 --> 00:15:21,380 You can end up wasting hours in there looking at a 324 00:15:21,380 --> 00:15:22,700 number of different fonts. 325 00:15:22,850 --> 00:15:24,740 So be a little careful about that, 326 00:15:24,950 --> 00:15:26,510 but so you'll want to consider your fonts. 327 00:15:26,690 --> 00:15:27,950 And then secondly, 328 00:15:28,070 --> 00:15:29,120 your colors, 329 00:15:29,420 --> 00:15:30,530 if up to this point, 330 00:15:30,530 --> 00:15:35,540 you really haven't established specific colors that represent your brand now 331 00:15:35,540 --> 00:15:37,010 is the time to do so. 332 00:15:37,520 --> 00:15:39,590 If you're not in the graphics world, 333 00:15:39,590 --> 00:15:41,690 you may or may not know about this already. 334 00:15:41,960 --> 00:15:45,470 There are certain numbers that reference different colors, 335 00:15:45,560 --> 00:15:48,560 and these are called hex color codes. 336 00:15:49,040 --> 00:15:50,360 It starts with a pound sign, 337 00:15:50,360 --> 00:15:53,690 and then there are six letters or numbers after that. 338 00:15:54,080 --> 00:15:59,480 These numbers match specific colors that you can then use when 339 00:15:59,480 --> 00:16:01,040 you're creating things online, 340 00:16:01,220 --> 00:16:04,250 you can give them to graphic artists so that they're able 341 00:16:04,250 --> 00:16:05,720 to design for you. 342 00:16:05,900 --> 00:16:08,930 And it's really important for you as a company to have 343 00:16:08,930 --> 00:16:11,390 specific colors that match your brand. 344 00:16:11,690 --> 00:16:12,440 For example, 345 00:16:12,440 --> 00:16:13,790 here at gift biz, 346 00:16:13,820 --> 00:16:17,150 I have a very specific yellow that I use. 347 00:16:17,480 --> 00:16:20,660 That's important because when I print business cards or when we 348 00:16:20,660 --> 00:16:25,160 do something online or when I'm doing graphics for emails there, 349 00:16:25,190 --> 00:16:27,710 aren't different shades of yellow all over the place. 350 00:16:27,740 --> 00:16:30,290 It's one specific yellow, 351 00:16:30,740 --> 00:16:32,000 a resource that I'll give you here. 352 00:16:32,000 --> 00:16:33,290 There's actually a couple. 353 00:16:33,470 --> 00:16:34,400 If you go online, 354 00:16:34,400 --> 00:16:37,850 you can just Google hex color picker. 355 00:16:38,030 --> 00:16:41,750 It's H E X and there you can go and look 356 00:16:41,750 --> 00:16:45,020 at all different types of colors and you'll actually get the 357 00:16:45,170 --> 00:16:46,850 hex codes right there too. 358 00:16:46,880 --> 00:16:48,620 You'll see what I mean when you go over there. 359 00:16:48,830 --> 00:16:50,360 The other thing that you can do, 360 00:16:50,360 --> 00:16:54,800 if you are on Chrome is get an extension called color 361 00:16:54,830 --> 00:16:56,750 Zilla. And this is really cool. 362 00:16:56,750 --> 00:17:00,800 It's C O L O R Z I L L a. 363 00:17:01,160 --> 00:17:05,210 What this allows you to do is go to any website 364 00:17:05,240 --> 00:17:09,410 online and use that little extension, 365 00:17:09,440 --> 00:17:13,580 and it will bring up all of the hex codes for 366 00:17:13,670 --> 00:17:14,780 those pages. 367 00:17:14,900 --> 00:17:16,910 So let's say there are a couple of brands that you 368 00:17:16,910 --> 00:17:18,050 really like you to say, 369 00:17:18,110 --> 00:17:18,980 Oh my gosh, 370 00:17:18,980 --> 00:17:22,040 I really liked that shade of pink that so-and-so uses in 371 00:17:22,040 --> 00:17:22,790 their brand. 372 00:17:22,940 --> 00:17:24,530 You can use color Zilla, 373 00:17:24,710 --> 00:17:26,480 go over to their website, 374 00:17:26,900 --> 00:17:28,100 click on color Zilla. 375 00:17:28,130 --> 00:17:30,890 And it's going to tell you exactly what colors they're using 376 00:17:30,890 --> 00:17:34,910 there a nice way to then merge that into your brand. 377 00:17:35,450 --> 00:17:36,110 And here, 378 00:17:36,140 --> 00:17:37,550 I probably don't need to say it, 379 00:17:37,550 --> 00:17:38,300 but I will. 380 00:17:38,480 --> 00:17:41,690 Anyway, just for peace of mind is you don't want to 381 00:17:41,690 --> 00:17:43,850 be copying other people's brands, 382 00:17:44,150 --> 00:17:47,660 but you can also pick up the hex colors are available 383 00:17:47,660 --> 00:17:48,470 for everybody, 384 00:17:48,470 --> 00:17:51,630 right? So you might find a pink that you really like, 385 00:17:51,630 --> 00:17:54,420 but you're going to merge it in with your own color 386 00:17:54,420 --> 00:17:55,710 of teal or whatever. 387 00:17:56,160 --> 00:17:59,160 Again, you don't want to be copying people's brands because you 388 00:17:59,160 --> 00:18:00,180 want to be unique. 389 00:18:00,360 --> 00:18:03,930 You want to be your own person and your own company. 390 00:18:05,010 --> 00:18:07,890 So if you're going to go through a total rebranding of 391 00:18:07,890 --> 00:18:08,640 your logo, 392 00:18:08,910 --> 00:18:13,800 you'll be thinking about your fonts and then also decide on 393 00:18:13,800 --> 00:18:15,540 your hex number, 394 00:18:15,570 --> 00:18:16,800 color codes. 395 00:18:17,910 --> 00:18:18,570 At this point, 396 00:18:18,570 --> 00:18:19,560 you might be saying, 397 00:18:19,620 --> 00:18:20,250 Oh my gosh, 398 00:18:20,280 --> 00:18:22,320 this is such a huge project. 399 00:18:22,410 --> 00:18:25,470 I do not want to be tackling this myself. 400 00:18:25,800 --> 00:18:27,330 Well, you don't need to. 401 00:18:27,540 --> 00:18:31,020 There are a lot of very economical ways that you can 402 00:18:31,020 --> 00:18:35,790 get your logo redone with original artwork without having to break 403 00:18:35,790 --> 00:18:36,300 the bank. 404 00:18:36,330 --> 00:18:39,510 And without having to spend a ton of time, 405 00:18:39,780 --> 00:18:41,250 yes, you can do it yourself. 406 00:18:41,490 --> 00:18:45,180 You can also go to online resources that can help you 407 00:18:45,180 --> 00:18:46,470 with logo creation. 408 00:18:46,740 --> 00:18:51,030 Several of these are Fiverr 99 designs. 409 00:18:51,690 --> 00:18:53,970 You could hire someone from Upwork and they could help you 410 00:18:53,970 --> 00:18:54,930 create a logo. 411 00:18:55,350 --> 00:18:58,050 Another option is to look right in your community. 412 00:18:58,290 --> 00:19:00,990 How about in your high school in the arts department? 413 00:19:01,380 --> 00:19:01,650 You know, 414 00:19:01,650 --> 00:19:03,870 these kids are so smart these days. 415 00:19:03,900 --> 00:19:06,450 I bet you could hire someone in high school who could 416 00:19:06,450 --> 00:19:07,980 create a logo for you. 417 00:19:08,160 --> 00:19:09,270 That would be awesome. 418 00:19:09,570 --> 00:19:13,170 And I don't see you having to pay more than $50 419 00:19:13,260 --> 00:19:15,030 for logo creation in that way. 420 00:19:15,330 --> 00:19:17,790 And if you get a senior going into graphic arts in 421 00:19:17,790 --> 00:19:20,040 college, that would be a great thing for them to be 422 00:19:20,040 --> 00:19:22,470 able to use on their college applications. 423 00:19:23,040 --> 00:19:25,920 Another option is through your chamber of commerce. 424 00:19:26,250 --> 00:19:30,690 All of us have graphic artists within our communities and just 425 00:19:30,690 --> 00:19:31,740 out in networking. 426 00:19:31,770 --> 00:19:34,130 If you make the announcement that you know, 427 00:19:34,130 --> 00:19:36,870 you're looking for someone to help you redesign your logo, 428 00:19:37,110 --> 00:19:40,020 I'm quite sure you'll be able to find somebody in your 429 00:19:40,020 --> 00:19:42,090 own area to help you along with that. 430 00:19:42,450 --> 00:19:45,870 So don't feel like this is an insurmountable task. 431 00:19:46,050 --> 00:19:51,600 The benefits of having a high quality logo far outweigh the 432 00:19:51,600 --> 00:19:55,050 time and the investment that you'll make in getting this done, 433 00:19:55,050 --> 00:19:58,440 right? Whether you decide to do it yourself or you hire 434 00:19:58,440 --> 00:20:02,070 out, I just want to bring up a few design cautions 435 00:20:02,070 --> 00:20:03,300 here for you, 436 00:20:03,660 --> 00:20:06,750 as you're looking at any changes that you make to your 437 00:20:06,750 --> 00:20:07,740 current logo, 438 00:20:07,800 --> 00:20:10,680 or if you're going through a complete redesign, 439 00:20:10,710 --> 00:20:13,500 here are three things that I want to make sure you 440 00:20:13,500 --> 00:20:16,710 look at in your final review before you're all done. 441 00:20:17,310 --> 00:20:18,270 Number one, 442 00:20:18,720 --> 00:20:20,280 is it now clean, 443 00:20:20,490 --> 00:20:22,200 crisp, and clear, 444 00:20:23,100 --> 00:20:25,650 go back and listen to the conversation as we were going 445 00:20:25,650 --> 00:20:29,400 through the checklist and make sure your logo passes the test 446 00:20:29,820 --> 00:20:33,290 also, is it going to look good in black and white? 447 00:20:33,950 --> 00:20:38,840 Finally, you'll want all extensions of your logo to be available. 448 00:20:39,200 --> 00:20:41,210 If you go with an outside designer, 449 00:20:41,210 --> 00:20:44,090 this is something they should naturally be giving you. 450 00:20:44,390 --> 00:20:48,580 So if they've created your logo in Photoshop or illustrator, 451 00:20:48,610 --> 00:20:53,140 you're going to want the extensions for those graphic creation programs. 452 00:20:53,200 --> 00:20:58,930 So for Photoshop it's dot PSD and for illustrator it's dot 453 00:20:59,110 --> 00:21:03,820 AI, you'll also want the extensions for printing. 454 00:21:03,850 --> 00:21:06,910 So you're going to want your logo in dot P N 455 00:21:06,910 --> 00:21:12,790 G dot JPEG and dot G I F if you don't 456 00:21:12,790 --> 00:21:14,260 know what I'm talking about here, 457 00:21:14,380 --> 00:21:15,520 no worries. 458 00:21:15,550 --> 00:21:18,130 These are just different types of logo files. 459 00:21:18,130 --> 00:21:19,630 It's your same logo, 460 00:21:19,810 --> 00:21:21,700 but it's in different versions. 461 00:21:21,760 --> 00:21:25,180 It's kind of like getting your favorite top in pink and 462 00:21:25,180 --> 00:21:28,660 red and the print that you see it all originates from 463 00:21:28,660 --> 00:21:29,710 the same pattern. 464 00:21:29,770 --> 00:21:32,260 It's just different versions of the same thing. 465 00:21:32,650 --> 00:21:36,670 This is super easy for a graphic person to do it. 466 00:21:36,670 --> 00:21:39,970 Just, they just take the original artwork and then put it 467 00:21:39,970 --> 00:21:41,200 into the different versions, 468 00:21:41,230 --> 00:21:44,500 but make sure you get all of those before you pay 469 00:21:44,500 --> 00:21:45,040 your bill. 470 00:21:45,580 --> 00:21:47,140 Once you've got your new logo, 471 00:21:47,320 --> 00:21:49,830 then you're going to want to go and put it up 472 00:21:50,070 --> 00:21:54,150 everywhere in the download that I referenced earlier, 473 00:21:54,180 --> 00:21:55,860 I made a list of different places. 474 00:21:55,860 --> 00:21:58,470 You want to make sure that you make adjustments with your 475 00:21:58,470 --> 00:22:00,030 logo and yes, 476 00:22:00,060 --> 00:22:02,070 it will cost you a little bit of money to get 477 00:22:02,070 --> 00:22:05,010 new business cards and brochures. 478 00:22:05,280 --> 00:22:06,960 And if you need to do that over time, 479 00:22:06,960 --> 00:22:07,620 that's fine. 480 00:22:07,620 --> 00:22:09,690 But you just want to make sure that you get it 481 00:22:09,690 --> 00:22:12,900 taken care of within a reasonable timeframe. 482 00:22:12,930 --> 00:22:13,920 Because once again, 483 00:22:13,920 --> 00:22:16,680 it's the consistency that's so important. 484 00:22:17,370 --> 00:22:18,240 So there you have it, 485 00:22:18,330 --> 00:22:22,830 all the information for your logo checkup and the free download 486 00:22:22,830 --> 00:22:25,260 link. Again is gift biz, 487 00:22:25,290 --> 00:22:29,370 unwrapped.com forward slash one 50. 488 00:22:30,000 --> 00:22:32,520 We've covered all the points that you'll want to look at 489 00:22:32,520 --> 00:22:34,170 as you're analyzing your logo, 490 00:22:34,470 --> 00:22:36,060 and then what you should do. 491 00:22:36,090 --> 00:22:38,250 If you need to do some revisions, 492 00:22:38,550 --> 00:22:39,750 as we close out here, 493 00:22:39,750 --> 00:22:42,240 I just want to remind you why you want to do 494 00:22:42,240 --> 00:22:45,120 a logo checkup in the first place. 495 00:22:45,420 --> 00:22:48,300 And that is to make sure that you are presenting the 496 00:22:48,300 --> 00:22:52,260 best image you possibly can out into the market, 497 00:22:52,620 --> 00:22:58,020 especially when people run into your company online or somewhere where 498 00:22:58,020 --> 00:22:59,070 you're not available. 499 00:22:59,070 --> 00:23:01,290 So you're not able to interact with them. 500 00:23:01,590 --> 00:23:04,980 This happens all the time since we have online media now, 501 00:23:05,010 --> 00:23:08,940 right? And the point is you want your logo to be 502 00:23:08,940 --> 00:23:12,960 doing the best work it possibly can in terms of representing 503 00:23:12,990 --> 00:23:18,570 your business consistency with a beautiful logo builds trust, 504 00:23:19,230 --> 00:23:21,210 trust builds loyalty, 505 00:23:21,810 --> 00:23:22,770 loyalty builds, 506 00:23:22,770 --> 00:23:27,300 sales and sales will help you grow your business. 507 00:23:28,020 --> 00:23:30,030 Thank you so much for joining me today. 508 00:23:30,060 --> 00:23:33,660 And if you are interested in sharing your logo with me, 509 00:23:33,690 --> 00:23:35,310 I would love to see it. 510 00:23:35,460 --> 00:23:38,520 You can do so by just jumping over to the show 511 00:23:38,520 --> 00:23:40,110 notes page at gift biz, 512 00:23:40,140 --> 00:23:44,730 unwrapped.com and attach it in the comments section right below the 513 00:23:44,730 --> 00:23:47,330 show. And if you'd ever like to get in touch with 514 00:23:47,330 --> 00:23:49,370 me, I'm available through email. 515 00:23:49,550 --> 00:23:53,090 Just go ahead and send me your message to Sue at 516 00:23:53,090 --> 00:23:53,660 gift biz, 517 00:23:53,660 --> 00:23:56,120 unwrapped.com. Bye for now. 518 00:23:56,150 --> 00:23:58,490 And I look forward to seeing you again next week. 519 00:23:59,590 --> 00:24:01,540 This episode is all wrapped up, 520 00:24:01,570 --> 00:24:03,910 but your gift biz journey continues. 521 00:24:03,970 --> 00:24:08,110 It's your time to experience the pride and satisfaction of turning 522 00:24:08,110 --> 00:24:11,050 your passion into a profitable business. 523 00:24:11,200 --> 00:24:15,250 Join the gift biz builder program and access valuable lessons or 524 00:24:15,250 --> 00:24:17,410 worksheets, and a live Q and a sessions. 525 00:24:17,440 --> 00:24:19,600 Addressing your specific challenges. 526 00:24:19,750 --> 00:24:22,960 You also have the opportunity to connect with a community of 527 00:24:22,960 --> 00:24:24,160 gift biz builders, 528 00:24:24,310 --> 00:24:27,160 just like you head over to gift biz, 529 00:24:27,190 --> 00:24:29,980 unwrapped.com/gift biz builder, 530 00:24:30,040 --> 00:24:31,450 and get started today. 531 00:24:31,690 --> 00:24:34,630 And until next time happy business crash.