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The mysterious case of the repeatedly used but outdated logo

Susan CarlowIn this post I want to outline 4 ways SharePoint can help you promote to your team use of the most up-to-date company images.

Using the most up-to-date image

Have you ever stood at the printer while your large document prints off, and your colleague leans over your shoulder to smugly helpfully let you know: “that’s the old logo, we’re now meant to use the one with the dark blue line under the company name” or similar?

Oh great, the printer had just reached page 107, you’ve just killed a tree, not to mention the waste of your precious time, all because you thought you were doing the right thing branding-wise by placing a logo header on every page of this behemoth doc!

Now you’re going to have to find the right logo, edit the doc and start the print job all over again.

Two dead trees, 20+ minutes killed, one annoying print incident.  It’s not only frustrating, it’s very likely damaging to the printer and your expensive shoes after you kick it and blame it for all the world’s problems.

Go ahead and google “stupid printer”.  You’ll find a bunch of anti-printer memes – they’ve been taking the heat since 1968.

with-stupid

It’s a common issue

I get a lot of affirmatives when I ask clients if they suffer this issue, and it’s happened to me in the past, so it’s a fairly common problem.  Users bemoan “Even if I know what the latest logo looks like, where am I meant to find it?”

I’ve also seen staff – trying their best to do the right thing – taking screenshots and bastardising a logo to make it fit the doc they need.

I’ve even witnessed folk take the logo from an email signature, or worse, a screen clipping from their company website, they then spend ages resizing and trying to remove random background colours.  Great intentions, poor outcomes.  Marketing bods and branding experts must die a little inside.

The rest of us may well wonder what does it matter if the logo is a little bit skewed, or not quite the right colour Blue.  But believe me, your customer will notice this slight inconsistency or deviation from the norm – they may even question if they’re reading the latest version of your document, or if they’re going to get the same excellent service or product they used to get in the past.

After all, if you can’t even get your logo right every time you send a doc through, what does that say about the quality of your offering?  This is the reason templates were invented.  Consistency and brand image matters.

Branding matters

Over the years, company logos change, even if it is as discreet as a new colour tone or adding a space or line to the company name.  As well as occassional brand changes, many organisations have different logos for multiple uses (e.g. variation in colours, logo with an image, simplified logo with just the company name, use for the web, use for external reports, use for marketing flyers etc).

Unless this is tightly controlled by a marketing department it can be difficult for users to find the latest greatest version of a logo and then apply it appropriately.

Use SharePoint to help alleviate these issues.  Here are a couple of easy ideas to get you started:

  1. Create a dedicated logo Image Library – store all logos in one easy to access place. Provide clear instructions for how and when to use the logo, and ensure old logos are archived and that the latest version is front and centre, make it the easiest to access. Control how users access the library by setting security permissions to ensure logos aren’t deleted or edited.  Turn on version control.
  2. Use a Wiki – provide succinct (easy to follow bullet points) or detailed instructions on how and when to use the logo. You could even include a link to the organisation style guide and display pictures of the correct/best practice use of the logo.
  3. Set up Promoted Links on the Home Page – make it ridiculously easy for staff to find the right logo quickly. Set up promoted links to the logo library, specifically the folder with the latest version of your logo.  Or link to the wiki library to steer users to the correct logo and useful info on how to apply it to their doc or presentation.
  4. Store other images used in presentations and documents in a separate Image Library – this helps users differentiate between the static logo that should never be fiddled with, and other images you’re happy for staff to use dynamically in reports, proposals and presentations.  Set up an image library just for stock images that staff are allowed to use, but make sure these images are paid for and legal to use.

SharePoint logo image library

For more information on how we can help you with SharePoint training and intranet development please contact me.  We also offer training in Office 365.

 

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