Skip to Content.
Sympa Menu

market-farming - Re: Market Logos

market-farming AT lists.ibiblio.org

Subject: Market Farming

List archive

Chronological Thread  
  • From: Eric Gibson <eric AT nwpub.net>
  • To: market-farming AT franklin.oit.unc.edu
  • Subject: Re: Market Logos
  • Date: Wed, 30 May 2001 20:53:20 -0800


Re: the discussion on market logos, thanks for mentioning "The New
Farmers' Market." Considering that the book's chapter on advertising and
promoting a farmers' market is 45 pages long, I'm surprised it doesn't
have more on developing market logos, but for what it's worth, I'm
including it below, as well as a longer piece on developing a logo from
my earlier book, "Sell What You Sow!"



From “The New Farmers’ Market”

Market Logo
One of the most essential tools for any size market is a logo. An
attractive emblem builds market recognition and consumer awareness and
helps promote a professional and cohesive identify for the market. A
logo can be put on virtually anything from stationery to trucks.
You can raise money as you build enthusiasm for the logo with such
promotional items as hats, aprons, T-shirts and sweatshirts. You also
might consider distributing free or low-cost items simply to reinforce
this image. Buttons, pins, bumper stickers, and small posters are
options. If your logo is a fun image, you might attend your county fair
or city parade to apply water-based stickers to kids’ arms and cheeks.
Involve market customers and the community in developing a logo. A
market logo contest allows you to build interest and create publicity
for the market while achieving a result.
Your logo should become the central, unifying element within your
overall publicity and advertising plan. Don’t print anything without it.



From “Sell What You Sow!”

How To Change Your Business From A “No-Go”
To A “Go-Go” With A Logo


There is nothing more synonymous with your identity than your logo. It
is one of the best promotion and advertising expenditures you will make.
Whether it is a picture, a name, a word or phrase, a logo is the feature
that distinguishes one business from another. Your logo can do for you
what Smoky the Bear did for the Forest Service! Use your logo on road
signs, packaging, letterhead, containers, business cards, brochures and
direct mail pieces, as well as all advertising that you do. Soon,
customers will associate the logo with the experience of shopping at
your market, or eating your products.
Considering that the logo is something that you will use over the
entire lifespan of your business, it is a good investment, and it may be
worth it to spend a little extra to get graphic design help for your
logo. Although you might spend from $500 to $l500 for logo development
at an advertising agency or design studio, there are less expensive ways
you can get graphic design help. Look for a talented artist at a junior
college or high school art program, or a newspaper staffperson. (Be
careful—paste-up artists at newspapers are often not skilled in graphic
design.) Ask to see samples. Try to barter: one flower grower helped pay
for her logo development from an advertising agency by supplying the
studio with fuchsias in exchange for half her bill.
Try to capture the essence, or “feel,” of your farming operation in a
simple visual statement that is unique to your farm and fits your
identity. Apple baskets can be found at every market, for example, but
perhaps the stream below the market or the big oak tree by the road are
more symbolic of your market.
Before visiting the artist, sketch or write out some rough ideas; put
together a list of the most important things you want your customers to
know about your business, and show these to your artist. Take a series
of snapshots of all aspects of your farm operation to show the graphic
artist. Things you have lived with and never paid any attention to will
“jump out” at you. Then give the designer the freedom to simplify,
reorganize and structure your basic idea.
The logo may include an original cartoon character or spokesperson for
your operation. Slogans or jingles can also become a sort of audio logo
for radio use, providing continuity and a recognizable image in your
advertising. Keep them short—five to ten words.
Keep your logo simple, clean and crisp. Logos with lots of details can
distract a customer and cause her to miss the real message or theme you
are trying to convey. Also, simpler logos are more likely to reproduce
well in advertising. Design the logo so it looks good in one or two or
more colors—this gives you some flexibility in choosing how many colors
you want to print it in, depending on the cost to reproduce it.


--
Eric Gibson
Publisher/Co-Author "The New Farmers' Market"
(888) 281-5170





  • Re: Market Logos, Eric Gibson, 05/31/2001

Archive powered by MHonArc 2.6.24.

Top of Page