Smart companies think ahead about how branding elements will be reflected in an apparel or uniform program. Here are some tips from Heather Kirk, a graphic design specialist and co-author of the new book, Branded for Success: The Entrepreneur’s Quick-Start Guide to Making a Profitable, Lasting Impression (Morgan James Publishing, 2007).

Do consider apparel when you develop your logo. Really fine lines, light type, intricate details and special effects like 3-D and drop shadows are hard to reproduce in an embroidered logo. While PVC labels and other technologies are emerging to make it easier to capture intricate designs, it’s best to keep apparel in mind when you create your brand materials. Adjusting your logo after the fact can be challenging.

Do create a standalone icon as part of your logo. The Nike Swoosh and the Coca-Cola bottle are good examples of icons that are now instantly recognizable to virtually every consumer. You want to create the same kind of association with your logo.

Don’t build a brand exclusively around a personality. Because if something happens to that person, it will affect the entire brand. “When you think of Michael Jordan, you think of Nike or Hanes or Gatorade, but when you think of Gatorade you don’t automatically think of Michael Jordan,” Kirk says.

Do pay attention to color. Color has meaning. Orange says happiness. Green conveys money and nature. Brown is trustworthy. Know what your colors are saying, Kirk says.
Apparel that reflects the colors of your business will help promote your brand. Don’t go to an “off” color just to accommodate apparel. “Anytime you see Coke items, red is always the dominant color,” Kirk says.

Do maintain brand integrity. “If someone pays $20 to wear one of your shirts and it shrinks or comes apart at the seams after one washing, it reflects on your brand,” says Kirk. Consider the consequences carefully before compromising between quality and affordability. “Get tons of samples, wash them, pull at the seams, do whatever you can to ensure the quality is there,” she adds. “When you lose brand integrity, it’s incredibly hard to rebuild it.”

Smart companies think ahead about how branding elements will be reflected in an apparel or uniform program. Here are some tips from Heather Kirk, a graphic design specialist and co-author of the new book, Branded for Success: The Entrepreneur’s Quick-Start Guide to Making a Profitable, Lasting Impression (Morgan James Publishing, 2007).

Do consider apparel when you develop your logo. Really fine lines, light type, intricate details and special effects like 3-D and drop shadows are hard to reproduce in an embroidered logo. While PVC labels and other technologies are emerging to make it easier to capture intricate designs, it’s best to keep apparel in mind when you create your brand materials. Adjusting your logo after the fact can be challenging.

Do create a standalone icon as part of your logo. The Nike Swoosh and the Coca-Cola bottle are good examples of icons that are now instantly recognizable to virtually every consumer. You want to create the same kind of association with your logo.

Don’t build a brand exclusively around a personality. Because if something happens to that person, it will affect the entire brand. “When you think of Michael Jordan, you think of Nike or Hanes or Gatorade, but when you think of Gatorade you don’t automatically think of Michael Jordan,” Kirk says.

Do pay attention to color. Color has meaning. Orange says happiness. Green conveys money and nature. Brown is trustworthy. Know what your colors are saying, Kirk says.
Apparel that reflects the colors of your business will help promote your brand. Don’t go to an “off” color just to accommodate apparel. “Anytime you see Coke items, red is always the dominant color,” Kirk says.

Do maintain brand integrity. “If someone pays $20 to wear one of your shirts and it shrinks or comes apart at the seams after one washing, it reflects on your brand,” says Kirk. Consider the consequences carefully before compromising between quality and affordability. “Get tons of samples, wash them, pull at the seams, do whatever you can to ensure the quality is there,” she adds. “When you lose brand integrity, it’s incredibly hard to rebuild it.”

Source:  asi.central.com