Drowning in a sea of logos?

7 Aug

In our last post, we asked you what you would do if you faced a case of Logorrhea.

I had said that we would get back to you the same week, and it’s been a few months now – my apologies, especially to those of you who cared enough to write in. We were faced with work priorities in which the blog came low on my list. Sorry, and thank you for writing in.

What you said

I’d like to share two of the responses that came in:

Chriselle Bayross writes:

“We faced a similar situation when we were doing a project for the shipping industry. Soon we had so many people we took sponsorship from that giving all logo space became a huge issue. Of course we also had the event logo which was brand new and the new society that was formed for shipping welfare had a new logo too. Case of Logorrhea for sure -Phew!

Faced with the case you’ll mentioned, I think I would design a plate, how they do in TV sponsorship and everyone gets similar leverage on the plate. So all six brand logos get the same size and colour and that becomes what you use, not each individually. Nobody gets to put their banners in either as you would provide info on your partner agencies anyway.”

Shwetha H.S. writes:

“If I were in that situation, I would make the brand logo bigger than other logos. Why? Because if you are building a brand then you need to make its logo more visible than other logos. About including every contributor’s logo in each communication material, a. In the brochure/catalogue: Brand logo at the top of the cover and at any top corner of each page. Other logos next to brief introduction of respective contributors. Or as usual, at the bottom of the cover. b. On banners: At the top middle would be the brand logo just above the name. At the bottom of the banner would be all other logos in a line.”

What we would do

The only logo that would get prominent flex space would be the logo of the project. Since all the partners – the major Indian NGO and the four implementing partners – have come together under the umbrella of the project, they should be willing to promote the identity of the central brand. At the most, we might create a plate, as Christine suggests, with not the logos, but with the names (in text) of the participating organisations, and have that accompany the logo.

Here’s why

If your project logo is buried in a sea of others, you might as well not have it there at all. Putting all six will not build any brand, let alone the one you truly want to build: the main project’s. Putting all logos is the same as putting none. Have you seen a Unilever logo on a packet of Surf Excel? Take a look at the website of another detergent, Tide – do you see P&G’s logo displayed anywhere on the homepage? That’s something to think about.

What about the donor

Donors are at the heart of all our communication. Individual donors, small donors, corporate donors, donors who go out of their normal line of work to give, deserve to be celebrated. I would make sure that donors are thanked many times and in special ways: they become part of the non-profit’s story, share space with us on stage and stand together with us.

If the donor’s logo is a must, do put it in. But keep it in a much smaller size than the project logo, and nowhere near the main project logo.

The donor will understand why you’ve done this. The problem is not with the donor, but with us not wanting to go that extra space to make sure our communication does not merely meet a reporting need, but is effective.

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