The first consideration is to be sure your show is clearly positioned in its market. The second consideration is to be sure your show name and logo reflect the positioning of your show. The logo and its colors are key building blocks for long-term success. Marketing companies spend hundreds of thousands of dollars on designing and researching logo designs and colors. Criteria are developed for what image and message the logo will convey to its intended audience.
Extensive research is conducted.
No detail is too small. Recently, Federal Express began a corporate makeover based on its own research. The company changed its name to FedEx and implemented a total graphic redesign with a new FedEx logo because customers viewed the company as FedEx. The Federal Express name and logo was a mismatch with its customers' perception of the company. Making the right statement Words have a powerful impact on the perceptions we try to establish with our customers.