Designing a logo
When starting a business it is key to create a logo that will help you build your brand and tell your story. A logo identifies a business through a mark or an icon. When High Plains Tap House (HPTH) started working with Signdealz they did not have a logo. As a start up they knew the importance the logo would have on branding and creating an identity for their tap house. After a conversation and a few notepad doodles we were able to take those ideas and doodles over to our team of designers. Using the customers concept, ideas on colors, and understanding what was important to them, the Signdealz design team came up with a logo that was unique and told the story of HPTH.
How sign code impacts design
Once we had the logo it was time to convert that logo into a sign. Like every municipality and shopping center in America, HPTH had a sign code to follow. Each shopping center property manager has sign criteria they give to each tenant (usually a part of the lease) to guide the sign company on designing the sign. The sign code directly impacts the cost of the sign since it dictates the height, colors and types of signs a customer can have. This shopping complex required channel letters on a raceway with a max height of 36" letters. Since HPTH is some what off the main street the customers knew they needed to max out their letter height within the sign criteria. However there were other factors impacting the design, like the amount of square footage allowed for the sign. After taking all of those factors into consideration the customers decided the best marketing strategy was to use the logo and "Tap House" for their sign. Rather than using the logo and "High Plains Tap House".
Other factors that impact the cost of a sign
The price of your sign is based on the following: illuminated or non illuminated, letter height, installation type (raceway or flush mount), and sign type. Most new business owners are price sensitive. So its important to consider location, marketing, branding and budget when buying a sign. Some sign complexes require very high end signs, whereas others are very flexible in what they will allow. Budgeting for the right sign is critical. Your sign is the first and last thing your customer sees when they patronize your business. What impact will your sign have on your customer?
When is a logo iconic
The owners of HPTH have aspirations of expanding their concept to multiple locations. It was very important to them to have a logo that can be replicated in any city and within any sign code. It was also important to them to have a symbol or icon that is built into their brand. In order for a logo to become iconic it has to be instantly recognizable in the market place. Once their brand has the popularity and growth to be a house hold name the logo is already in place to set them apart from other tap houses in the market.
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