SEM1 1.10 A - Promotion

1. PE - Employ sales-promotion activities to inform or remind customers of business/product • PI - Design logo for sport/event • PI – Design tickets SEM1 1.10 A - Promotion

2. Explain the importance of having a logo • Visual representation of the company “The Face of the company” • Anchors your brand • Single most visible aspect • Essential for overall marketing strategy • Brand recognition will lose a lot of potential without a legitimate logo to go with a brand • The name and logo are the 1st things consumers see and remember

3. Describe considerations in creating a logo • Your company – what the logo says about you • Professional, contemporary/timeless, stylish, forward thinking, innovative, clear message? • Versatile for various media types • Black/white, distance and up close usage • Simple – easy to remember • Some of the best “big brand logos” are simple • Color, shape, size, 3-D, contrast, etc. • Legibility – if you can’t read, customers can’t • Attract attention, leave an impression, be unique and reflect company’s personality

4. Describe considerations in creating a logo • More detail = higher cost to reproduce • Competition – what do they utilize • Impressive and seductive • Trademark your logo • With the US Patent & Trademark office • Protects logo from unauthorized usage

5. Discuss the Components of Logos • Word mark or logo type • The name of your company • Pictogram - a symbol (a.k.a. icon or avatar) • Tagline- a brief description of your company or product. The tagline envelops the essence of your brand. Your brand positioning is what makes your company different from it’s competitors. • Icon, picture, text, color palette • Harmony and balance of all the above

6. Identify Types of Logos • Brand mark Symbol • This type of symbol represents the company in a simple but bold manner. Most often represented through an abstract design • Word mark • Is a uniquely styled font type that spells out the company or brand name. • Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company.

7. Identify Types of Logos • Letter mark – Are exclusively typographic. • The letter mark uses the company name written out, yet has a symbol representing the company through the use of its initials or the brands first letter. • Combination Mark – Is the combination of a symbol and a word mark. • The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment.

8. Identify Types of Logos • Emblem – An emblem logo encases the company name within the design. • Most notable emblem logos include; Harley Davidson, UPS and NFL • Icons, symbols, & trade characters • Corporate, product and service logos

9. Characteristics of Effective Logos • Scalability- resized with ease • Billboards to business cards • Design should be eye-catching • Full color, grayscale or just black and white • No clipart or stock images • Should reflect the individuality of the business • Simple, timeless, fresh, relevant and original • Stay clear of design trends (camo, zebra) • Stick out – see it once and remember it • Legally acceptable – does not infringe on other TM

10. Resources useful in generating logo ideas. • Focus on your business image • Look at your competitors • Internet research • Hire a designer or do it yourself • Books, articles, blogs • Logo history • Trends • Awards • Typeface

11. PROCEDURE to Design Logo • Know your Company: • Brand Image (“Personality”) • What message do you want to send about your company? • Researchyour Competitors’ Logos • Referencesuccessful logo designs • Use their ideas • Design • Sketching, graphic designer, etc. • Reflection • Receive feedback • Reveal • Present new logo to the market

12. “We Do” We are going to look at several different logos on the next slide. Write the following questions in your notes and use the next slide to answer them: • Identify one symbolic, one word mark and one combination logo. • What type of logo is most frequent? • List two frequently used colors.

13. Logos

14. “You Do” Design a Logo You own the new Major League Baseball Team in Charlotte, NC • This is what you need to know to create the new logo: • Team Name (You think of one) • Team Colors (You come up with them) • Now, you need to go through the following procedure to create a new logo: • (Answer the following on a sheet of paper) • What are the traits that are unique to their company? • What is the team’s personality/ Brand Image? • What does their competitor’s logos look like? • Design a logo for the team incorporating the Name AND the team colors • Identify it as a Combination Logo, Symbolic OR Word Mark Logo

15. Design Tickets

16. Information to Include on Tickets • Event or Team Name • Date • Time • Place • Cost/price • Graphics/logos • Promotional Coupons/sponsors • Bar codes • Seat Identification • Restrictions/regulations

17. Types of tickets used for sports/events • E-Ticket • Print at home • Paper – hard copy • Mobile phone scan • Season Tickets • Multiple Game • Single Game • Group Tickets

18. Purposes of Tickets for Sports/Events • Count attendees/reservations • Minimize confusion regarding seating/organization • Collect fees and data • Souvenir • Advertising/revenue

19. Procedures for Designing Tickets for an Event or a Sport • Design the tickets template with events theme • Choose font type, size and color • Choose color based on event’s theme • Lay out the events information on the template • Utilize both sides • Determine ticket size and paper quality • Purchase card stock • Print on pre-cut/perforated paper • Consider embed special watermarks to discourage counterfeiting activities

20. “We Do” Identify parts of this ticket

21. “You Do” • Your Group will create a Ticket for one of the following: • Super Bowl • Concert (You pick the band) • Terry Sanford Sporting Event • Olympics 2016 in Brazil • Include information from your notes • This will be a paper/hard copy ticket