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#8 – Logo Logic
Your freakin’ logo is probably the most visible and recognizable symbol of your brand, so we spent some serious time dreaming up the design for ours. Whether you are thinking about a DIY logo or you plan to direct a professional to design one with you (or for you), this episode offers things to consider as you embark on this important project. "Your brand is your most valuable asset…and your logo is the most visible and recognized symbol of your brand." Topics Discussed in this Episode: DESIGN Identity: We’re talking logos There are 4 Types of Logos BrandMark – An emblem, Iconography WordMark – Make it unique LetterMark – Acronyms and abbreviations ComboMark – Usually a wordmark with something else   Logo Usage, Trends, and Evolution FedEx evolved from Federal Express Apple evolved from Apple Computers   Considerations in Logo Design Meaning Positioning Ease of understanding what the business is or does Uniqueness Can it be trademarked? Trademark Checklist Four Categories: Fanciful or Arbitrary: The most distinctive, creative and unusual, these are strong and easily protected. Fanciful marks are “made up.” They are words with no other known meaning. Arbitrary marks are actual words with a known meaning that have no association or relationship with the brand they protect. Fanciful and arbitrary marks are registrable and, indeed, are more likely to get registered than are descriptive marks. Online Shopping Examples: Fanciful: Zappos Arbitrary: Amazon Suggestive Marks. Suggestive marks suggest a quality or a connection to the goods or services. Example: Glance-A-Day for a calendar Descriptive: Descriptive marks are words or designs that describe the brand. Weaker than the other two, they are more difficult to protect. Examples of descriptive marks: New York Bagels Buttery Spread Generic words don’t qualify as legal marks. Common, everyday names are extremely difficult to protect. Examples of marks that became generic due to widespread, non-trademark use are: Escalator Aspirin Resources Discussed in this Episode: Intellectual Property Brand Protection Toolkit Trademark Checklist US Patent and Trademark Office Trademark Basics Also Discussed in this Episode: SNL Skit: Avatar logo is the papyrus font   https://blazeexperts.podbean.com/mf/play/gsq2an/BrandBadasses-Ep8.mp3 Episode 8 – Logo Logic [contact-form-7]
Brand Badasses
https://blazeexperts.com
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