I’d be willing to bet that a lot of insurance agents would say that a great logo needs to be “memorable” and “creative”. While this might be true, having a creative and memorable logo is not an indicator that it will look great when it’s reproduced when printed on an item. A logo that prints well will enhance your agency while a logo that does not print well may hurt your brand.
I started working in printing and promotional products industry in February 1990 and I’ve printed everything from business cards to whoopi cushions to insurance card holders. Most of these items were imprinted with an insurance agency logo. I’ve printed millions of items and I’ve worked with 100’s of logos – some of the logos printed well while others looked terrible.
The characteristics shown below can help you determine if you have a great insurance agency logo. If you don’t have a logo and you’re hiring a designer to create one for you, insist on the following:
- The logo needs to be legible at just about any size. This may seem like a simple idea but I’ve seen logos that look great at one size then almost indistinguishable when reduced by as little as 25%.
- The logo must first be designed in black and white. When you have something that looks good to you, then you can add the color (or colors) later. There are times when you’ll need to have the logo printed in black or a single color due to cost restrictions. If the logo works in black and white, you’ll have more options on how it’s reproduced later.
- If you have a multiple color design, make sure none of the colors touch one another. If the registration is off (i.e.: the alignment of the colors) when the item is printed, it will be very noticeable. Also, touching colors sometimes add to the cost of imprint. Lastly, touching colors makes it difficult to reproduce the logo in one color when necessary.
- The logo should be solid colors and not contain any shading or gradients (for example: black that fades into gray). This effect cannot be printed on some items while on others it can make printing cost skyrocket.
- The best logos have no fine details or thin lines. They are difficult to reproduce and often get blurry or washed out when the logo is printed small.
- Lastly, make sure you acquire the “native vector files”, the PMS colors (ie: Pantone Matching System) of the logo and the names of the fonts used in your logo and the fonts in your logo are “outlined”. Perhaps what I just said is jargon to you, but it’s a language your designer will understand. A good designer should be able to provide these files and information to you. If your designer doesn’t know these terms and cannot provide these files to you, find a new designer. By the way, when you get these files, you most likely will not be able to open them. These files require design software to open them and use them. DON’T DELETE THEM! Simply save them to a drive and email them when requested.
In conclusion, your logo is probably the first thing a prospect sees before they contact you and it’s imperative to make a great first impression. They’ll see your logo on your on all your marketing communications including your website, billboards, printed communications like newspapers, printed collateral like brochures and on promotional items. My advice is to invest some time and money into having a logo designed for your agency that is not only attractive and represents your insurance agency well but also is easily reproduced. It will pay dividends for you over the long haul.