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MARKETING SAVVY 10 QUESTIONS TO CONSIDER BEFORE MEETING YOUR LOGO DESIGNER 3 What role do font and color play in logo development? Schoenberg: Most people are familiar with the basics of color theory: Red is the color of passion, and can also be invigorating, while green is more serene. We went with earth tones. Whatever the palette, you should consider the shades of your spa's walls, furniture and décor to ensure that it all aligns with one cohesive message. On the web, our logo is a deep red, but we use blue for our highway signage because it's easier to see. We've alternated between using brown, deep red and blue, as they are all representative of our spa. The same principle applies with font. We wanted our logo font to have a softer feel—nothing too edgy or harsh. We chose lowercase because uppercase fonts can come across as aggressive and 'shouting'. Lowercase fonts are calmer and whisper-like, which is much more spa-appropriate. Koskas: Color often sets the tone for the type of busi- Show the logo experts a thing or two by preparing an overview of your business and your design requirements. Keith West-Harrison recommends using the following questions to help you prepare: 1. What do you sell and to whom do you provide these products/services? Be specific in regards to audiences and segments. 2. What was the inspiration behind your spa's name? 3. How do your services benefit your clients? 4. What is your spa most known for (e.g., great service, results, products, etc.) ? 5. Who are your main competitors? 6. What differentiates you from the competition? 7. What colors and/or fonts represent your brand and what you offer? 8. What are some adjectives you would use to describe your spa? 9. What message would you like your logo to convey? 10. How will these logos be used? ness the client is walking into and helps determine if this is the type of spa that will make them feel welcome and eager to return. Always consider the theme and demographics of the clients you're serving. For instance, Readers' Choice Award dayspamagazine.com/freeinfo • Use FreeInfo #44 94 DAYSPA | NOVEMBER 2013