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BOTTLE ROCKETS ARE A HEADY SOURCE
OF DELIGHT FOR MANY YOUNGSTERS, FOR
THE SAME REASON THEY’RE THE SOURCE
OF ANGST FOR MANY PARENTS—THEY’RE
UNPREDICTABLE. AS A DESIGNER, THERE’S
NO TELLING WHETHER YOUR LOGO LAUNCH
WILL SOAR, IMPLODE, OR SIMPLY FIZZLE.
SCARY, CONSIDERING THAT NOW IT’S NOT
JUST YOUR FINGERS ON THE LINE.
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Logo Launch
The digits now on the line are connected to profi t margins, not hands. And the
person watching over your shoulder is the client, not Mom. So if something goes
wrong, you will be held accountable. As with most things in life, the best way to
avoid disaster is to read instructions carefully, follow them as best you can, then
hope for the best. To that end, this section’s intent is to serve as an instruction
manual for brand launchers.
The ideas here offer a unique perspective, along with examples of logo launches,
to set you on the right course. Read on to learn more about the stages of launch-
ing a logo, specifi cally how to properly set expectations, identify clear objectives,
orchestrate everything, and then evaluate the outcomes.
Remember, launching a logo is like planning any wedding or event. Things will
go wrong. Don’t panic, just stay focused.
WE HAV E
LO G O
LI FTO F F
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There are plenty of ways to fail at a logo launch—more than can be covered
in one book. Just look over the past decade. Amusing failures run rampant.
Get your chuckle, but also try to empathize with the people behind these efforts.
Just imagine yourself sitting on the wrong side of the fan when the stuff hits.
If only they could have seen it coming.
A successful logo launch is not that elusive. It just requires a serious effort to
build appropriate expectations, identify potential outcomes, and map out a clear
plan of action.
Build expectations from the inside out. Get to the most vocal and powerful
individuals internally. Take some time to get them on board. If they accept the
change in an early preview, there is less chance they’ll undermine it afterward.
Plus, these individuals can prove loyal allies if they get excited about its
potential. When launching a logo, the more allies, the better.
The plan of action includes a variety of contingencies. Offer a town hall forum
or an online discussion room, so employees can express their concerns or
feedback. Separately, offer the same idea to external audiences. If they don’t
need it, cancel it. Plan for success, but don’t ignore the potential for failure.
Potential outcomes can be varied and fairly unpredictable. Find someone who
has done it before. Ask that person to review your plans and give feedback on
possible outcomes.
Potential outcomes can be varied and fairly unpredictable. Find someone who
has done it before. Ask that person to review your plans and give feedback on
possible outcomes.
Potentials
TH E LOG O S W H O LAU NC H
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