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May 13, 2013

Logos and Legal

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What do these two marketing components have in common? Both elements are the founding cornerstones of every piece of collateral considering in-market creative is built from the logo and the legal up. If you miscommunicate one of these two in even the smallest degree it won’t matter how impressive the rest of your piece looks, the local marketer will be disappointed and the ultimate customer will be perplexed.

So how do you ensure sound logos and legal? What happens when you don’t take steps to do so? And when might you even encounter these issues?

Let’s say your creative team has created a gorgeous full bleed layout for your next ad campaign and while it looks great in composition, what’s not evident at this point is how that attractive full bleed photography will look when a local marketer slaps a low-res RGB, JPEG logo on the lower left hand corner. Your creative team will protest when he does this but he’ll protest if he can’t.

And what about fitting in legal disclaimers? You’re faced with another beautiful composition containing exactly two tastefully executed lines of copy and legal info which are tucked away perfectly in the bottom 1/8th inch, until a local marketer needs to promote a product requiring a full 16 lines of legal with custom dates and disclaimers included. Again, your creative team will object if it’s put in, but your lawyers will do the same if it’s not. So what do you do?

If your LMA system isn’t confronting these kinds of challenges and issues then in all likelihood you’ve got the wrong kind of system! At Pica9 we’ve built a host of tools to solve these exact problems in a way that stays true to the voice of the brand and responsive to the needs of the local marketer- all while maintaining compliance with an ever more complex regulatory environment.

A major financial institution uses our system to address these exact issues on a daily basis. Using CampaignDrive’s Resume Builder™ tool their financial advisers are able to compose their resumes in a process that addresses both the length of legal text and where to put it, which is all dependent on what components the adviser decides to include in his or her resume.

Below are two examples, the first being of a resume that has very few legal components. We can see the logo is maintained (lower right) while the legal inclusion is formatted to exist at the very end of the document. Taking a look at the second example below of a much more complex resume of an adviser dealing with trusts and estates, we see a big paragraph of legal copy appears on the last two pages, yet still last place of any other copy. While the length of legal copy varies greatly between the two examples, we notice that no matter how much space it requires it’s always going to appear at the end in the same location as this was specified in Resume Builder settings in advance.

Without a tool like Resume Builder predicting where the legal sections must be located, this tidy format and its efficient production would not be possible for the thousands of resumes being created on a daily basis that must all include varying types and lengths of legal disclaimers based on the individual.

Think your users need help grasping how to get legal constraints to work with their creative instead of against it? Join our upcoming webinar “Legal Compliance: Fact or Fiction?” this June 18th at 11:00 am EST to learn more about regulatory compliance with local marketing automation.

If you can’t make it register for a demo now to get a closer look at what Pica9’s logo and legal compliance tools like Resume Builder can do for your brand.

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