Marketing is a complex, many-pieced puzzle. There is a lot more going on in the marketing department beyond epic logo design. And yet so many parts of your branding efforts will involve your logo; it becomes the keystone to your entire campaign.

We are not logo specialists at Onstage. We’re marketing experts. We see literally thousands of logos every year. Some are outstanding, others doomed. We’re here to explain a bit about quality logo design. We’ll explain why it matters, how to achieve it, and we’ll give you some legendary logo examples to follow.

Key Attributes of a Winning Logo

We’ve summed up some important aspects of the most successful logos for you to think about:

  • Simplicity is key. The best logos could be drawn from memory easily with a pen. Consider the Mercedes-Benz three-pointed star in a circle or McDonald’s Golden Arches, for instance. We can reproduce the gist of them with just a few lines.
  • Great logos are unique. Your logo shouldn’t look anything like a competitor’s logo. That would turn customers off. Furthermore, you might face trademark infringement lawsuits if your logo is too similar to another organization’s.
  • They are recognizable in different formats and conditions. In other words, you could change the size or color of your logo greatly, and it would still be uniquely yours. Consider Nike’s Swoosh Color, size, contrasting background colors… none of that matters. You would recognize the Swoosh on a sneaker, a business card, or a billboard.
  • They are meaningful enough to be rehashed occasionally. Consider Pepsi-Cola’s globe logo. From time to time, a good logo will need to be updated to keep it fresh. But it must still be meaningful enough, and thoroughly associated with your brand, to endure a face-lift while still retaining symbolism to the audience.

You’ll be spending some significant resources to brand a new logo. Emulate the best and avoid the worst!

Logo “Dont’s” 

Some examples we’ll share here were once iconic. But times and technology are changing. You don’t want your new logo to look old.

  • Don’t write your name in script. Ford and Coca-Cola used their names written in script for logos, and they’re deeply outdated. They’re also difficult to read. Yes, we admit these two examples have made a mark in advertising history. We must acknowledge the tremendous advertising budgets both these companies have used for decades. But students today are not even learning to read or write in cursive, so the next generations will struggle to relate to these logos. These logos need to be overhauled, invalidating all those years of advertising.
  • Avoid slang. Slang changes too quickly. It is also potentially offensive to other groups or as the meaning of a slang term evolves. Before your first year’s ad budget is spent, your logo could be outdated and embarrassing.
  • Don’t use a logo from an online business card publisher. We’re not saying there’s anything wrong with discount business cards you can order online. They’re awesome. Just don’t spend bucks branding a little icon when 500 other businesses have access to it.

Why Quality Logo Design Matters to Us 

At Onstage, we publish luxury program books for high end performing arts venues. We also provide digital signage at luxury venues and our direct mailer, Artspac. It’s our job to produce the highest quality publications to present both the artists and your organization to an educated audience.

It would be a tragedy to present your company to this affluent audience with a sub-par logo. In advertising, we know that every exposure counts. We strive for excellence with our publications because our audience accepts nothing less. We’re not logo designers here, but we can point you in the right direction. If you’d like to talk about marketing to this coveted audience, contact us today!

Related Reading & Resources: Analyzing the 10 Most Iconic Logos of All Time

50 Creative Logos With Hidden Meanings

At the risk of sounding snobbish, we’re not going to beat around the bush. Our program books at Onstage will put your private school marketing campaigns directly into the hands of the uber-wealthy. Best of all, our advertising does more than just make a single impression. Our program books are kept as cherished souvenirs of a memorable night out. They’re conversation fodder among the elite, to be shared and re-hashed over Sunday brunch downtown.

The wealthiest decision-makers understand the value of an outstanding private education. These parents and grandparents have more than just assets. They’re liquid. We’ve got plenty of names for them – The 1%, Ladies Who Lunch, Old Money

Would you like to learn how to market to them? Read on! Then contact us to learn more.

Marketing to the Upper-Crust

Marketing to this elite audience is entirely different than any other target demographic. In fact, it’s a lot more like B2B marketing, as your audience is much smaller.

To these individuals, wealth isn’t even about their yearly salary. You can earn a quarter-million dollars a year and still not have two nickels to rub together.

When we say upper-crust, we mean the richest folks in the world. These fine people have at least $870,000 USD in earnings and assets right now. Some have millions, even many millions of dollars at their fingertips at this very moment.

We think this report by MarketingSherpa says it well: “Marketing to the super-rich is difficult because [they] live on gated estates and make purchasing decisions based on totally different ‘drivers’ than the rest of us.” While many of them are quite thrifty, they know the real value of education for their heirs. It’s their children and grandchildren who will manage their ongoing legacy, after all. 

Understanding This Segment

Effective marketing is all about understanding your target audience. So let’s get to know them better. The ultra-wealthy tend to have these things in common:

  • Nearly all of them use financial professionals and services for investment advice.
  • Most have graduated from college. Of those, many have completed post-graduate studies
  • They honor private education and treat it as essential.
  • Harvard graduates the most millionaires-by-inheritance.
  • The self-made wealthy graduate overwhelmingly from the University of Virginia and the University of Chicago.

And now, let’s look at the demographics of a typical performing arts patron:

  • Over 35% of audience members earn over $100,000 annually, compared to less than 6% of the entire U.S. population
  • Over 79% of patrons are 35 years of age or older. This mature market represents over 68% of the U.S. population alone
  • Over 38% of audience members hold a master’s or doctoral degree, compared to less than 10% of the entire U.S. population
  • Nearly 66% of performing arts ticket buyers are women
  • 61% say they are more likely to purchase from supporting businesses and brands

Coincidence? We think not!

Performing Arts Advertising Works Hand-in-Hand with Internet Advertising 

Do the ultra-wealthy use the internet? Of course! Albeit quite differently than the rest of us. The older generations of decision-makers, aged 45+, rarely use social media the same way we do. Sure, they have a cell phone and have mastered email. But they don’t spend hours tediously researching products for a good deal. They have people for that. This segment is more likely to appreciate a long-standing relationship, an excellent reputation, and personal referrals.

  • Reputation is everything when promoting to an affluent audience.

That’s not to say internet advertising has no place in private school advertising! Anecdotal evidence from our clients suggests that internet advertising can increase your overall number of education inquiries. Seal the deal with top of mind awareness as a leading institution.

In summary, this demographic knows full well how important a private education is to their legacy. They’re going to select a school based on a list handed to them by their personal assistant. Do you think they’re going to choose any old school their PA saw on Google? Or the one they considered at length with their friends, in a luxury program book, over Sunday brunch downtown.

Related Reading & Resources:

National Endowment for the Arts: American Participation in Opera and Musical Theater 1992

Investopedia: Are You in the Top One Percent of the World? The Top 10 Traits That All Billionaires Have In Common


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