Dayspa

NOV 2013

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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MARKETING SAVVY you probably wouldn't choose a pink and purple color scheme if you were trying to attract male clients as well as female. When it comes to font, I think it's a matter of personal preference. Since The Lounge Spa is based on a lounge bar motif, we made the 'T' in the 'The' a martini glass and added bubbles to the background to stay consistent with our idea and theme. compromising its quality. Another common mistake is creating a design that is too color-dependent. A logo needs to communicate the same message in black and white as it does in color. Schoenberg: The biggest mistake I see is duplication of another business' design concept. Become familiar with your competition and learn from what they do, but put your own spin on it. Make it yours. 4 5 What are some things to avoid when designing a logo? West-Harrison: Stay away from logos that are too complex and incorporate too many colors, shapes or styles. I've seen some that hurt the eyes when you so much as glance at them. I've also seen some that are simply poor quality, and by that I mean they were designed in a bitmap program such as Photoshop. Because bitmaps are resolution dependent, it's difficult to increase or decrease the design's size without sacrificing a degree of image quality. Logos should be designed in a vector-based program. Vectors are constructed using mathematical equations, which keeps the logo's resolution as high as possible, and means that if you want to change the size of the image for printing purposes, you can do so without So you've designed the perfect logo. What comes next? Bercume: It's important for your logo to be seen on everything from your storefront sign to your Facebook page, to your business card, to merchandise such as branded T-shirts. All these tools are part of a larger holistic system of communication that's essential to a business in a consumer society. Koskas: Once your logo is created, you should visually incorporate it into all aspects of the spa as well as takehome items such as candles, water bottles, bath salts and retail bags, as they will help clients remember their experience and inspire them to rebook with you! Carrie Borzillo is a freelance journalist and author in Los Angeles. dayspamagazine.com/freeinfo • Use FreeInfo #53 96 DAYSPA | NOVEMBER 2013

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