Issue link: http://read.uberflip.com/i/707472
54 • August 2016 • S I G N & D I G I T A L G R A P H I C S WRAPS DIGITAL GRAPHICS Branding It's important to note that branding is a process of building a positive image and experience for the consumer. This is done through the company's image, which in part is the logo you'll design, as well as the philosophy of the company behind that logo. The company's brand essentially reflects who the company is and how they want the consumer to perceive them. The logo you design is just one part of the whole branding process. Choosing a color scheme is another part of the process. It's a good investment to have a current Pantone Color Guide on hand that you can go through with the customer to choose two to three colors to use within the logo design and on the other support information that will go on the vehicle wrap. Alternately, you can cultivate a work- ing relationship with a graphic design/ advertising firm in your area that spe- cializes in creating logos and brands and bring them in on the job. They will often work directly with your customer on the logo before sending them back to you, but if you're not confident that you can create exactly what the customer is envi- sioning then it's a good idea to bring in another professional source. What What the customer does is some- times part of the company name itself like "Jackson's Carpet Cleaning." In this case you obviously don't need to repeat "carpet cleaning" because that's self- explanatory. But, for the wrap itself we take this a step further as we answer the question of what the customer does with a slogan or tag line. If the customer specializes in something within an industry that deserves further explanation, then an additional line of text should be included. If the customer has a catchy slogan that they use on all their other advertising materials then this may also be the extra "what" that you'll want to include in the wrap design. Between the company logo and the slogan, the wrap design should effectively translate what your customer's business does. The vehicle needs to be seen and understood within seconds for the design to be effective. Where Now that the company name and slo- gan has been added to the wrap design, we need to then add in the contact information. This answers the "where" by directing the customer's audience to their website and/or physical location. I honestly cannot remember ever writing down the phone number I see on a vehicle wrap, but if there is an easy- to-remember website on the vehicle I'll make a note of it. A good website will have all the additional information that a potential customer will need like the phone number and address so if space is limited or the extra info makes your design less effective, then include a web- site and stop there. Choosing Pantone colors with the customer to use on their wrap creates consistency on all of their printed advertising. This wrap has some "extras" on it, but we did our best to make the three Ws stand out first, with the extra information visible second. Let's Talk Shop C O N T I N U E D