- One of the best presentation tools for a new logo
is to place it on a piece of merchandise.
It's an excellent opportunity to connect
with contacts and the audience differently
than advertising or informational content.
It also becomes a walking billboard on a shirt or hat,
a daily reminder of the brand on a notebook
or set of coasters.
Promotional merchandise or swag can be wonderful or awful.
There is a lot of stuff in the world.
As designers, we're responsible not to harm the Earth
with more useless stuff.
Are you making something helpful that the recipient saves
or more cheap and tiny tote bags
that will end up in a landfill?
People invariably want their logo or message
on a few things, a T-shirt, cap, and mug.
These are good options if they are well-designed
and something the recipient will use.
Make sure the item connects to the audience.
The baby doll T-shirt in extra small
for a company picnic will be wasted
on the six-foot 200-pound man.
Before deciding what merchandise to create,
I explore the options best suited to the client's message.
When we designed items for the Sundance Film Festival,
we moved towards things useful in Utah in the winter.
Fleece jackets, thermal cups for warm drinks, and gloves
made better sense than beer cozies and tank tops.
I like to involve the client in this exploration.
Spend some time and discuss items
they would like to receive.
Don't try to imagine what everyone else will enjoy.
You'll just end up with the same white T-shirt.
Start with a long list of entirely off-the-wall ideas.
It's just a list. You're not committing to anything.
Let's send a calendar, a series of thick notebooks,
or maybe a ruler.
These may not come to fruition,
but might open the door to more manageable concepts.
Begin researching sources
once you and the client have enjoyed the brainstorming
and narrowed the list down.
You can have almost anything produced
with a multitude of resources online.
If you can't find the perfect hemp tote bag or golf hat,
many companies will work with you to find it.
I suggest using a mock-up such as LiveSurface
to put the design on the proposed item.
Show it to the client and get it approved
before making the order.
I know this sounds like common sense,
but I've had clients shocked
when they saw the logo curved on a coffee cup.
A good test of the idea's viability is you.
Would you wear that hat in public?
Would you keep the promotional glassware?
How willing are you to use the calendar?
If you'd throw it out, it's a bad idea.
But if you would love the item,
it's probably a good concept.