Author: Admin

Cost per lead
branding Design marketing

Cost per lead – Online marketing

In business, leads are everything. Without generating leads, you can’t generate sales and without sales, you have no business.

With the introduction of digital and online marketing platforms, businesses have had to re-look their lead generating methods. Many businesses have done so, successfully, while many are still in the dark about how it all works.

In August 2016, Digital Drawing Room signed a client in the moving industry who were desperate to decrease their cost per lead via online marketing channels.

Our online marketing team took the bull by the horns and after only a couple of months, their cost per lead was almost halved.
Cost per lead example:

 

Because each lead costs less money, we have also been able to secure more leads every month than they have ever received before within a similar budget.
Leads example:

 

Marketing has never been as targeted as it is now – finding a quality lead using traditional marketing methods, is like finding a needle in a haystack. It’s difficult and it costs significantly more than online marketing does.
Market to Those Who Show Interest
Online marketing can be targeted to an audience within a specific geo-location, audiences with specific interests, certain age groups and a certain gender.

Potential clients can even be targeted depending on certain actions they take online – if a user showed interest in a certain page on your website, we can target him or her with specific messaging on platforms like Facebook, to encourage them to take up your offer.

Due to the highly targeted nature of online marketing, less money is wasted on people who are not interested in your products or services and money is only spent if someone shows interest by visiting your website or engaging with your content.

By utilizing multiple platforms online, potential clients can become paying clients with less money being spent by the advertiser.

If you’d like to learn more about how Digital Drawing Room can assist in decreasing your cost per lead and increasing brand awareness and lead generation, contact us and let’s provide you with a free consultation.

Email us on: hello@design.digital-hq.com 

Posted by Admin
marketing

The 4 “P’s” of Marketing (And an extra P)

 
A critical component of Marketing is messaging. This entails creating messages that are memorable. This article is about the main P’s of marketing.
 

Alliterating P’s is a popular way to create a memorable acronym. There is a saying that comes from the British army about Planning surrounding 5P’s: Proper Preparation Prevents Poor Performance. This saying is a shortcut of the crude original phrase with 7Ps – Proper Planning and Preparation Prevent Piss Poor Performance. The 4P’s follow this approach.

When marketing, messages that are memorable should always be created. In the digital age, this framework forms part of the basics of Marketing 2.0. It helps organise and analyse the marketing efforts of any brand, product or service.
The four Ps are:

Product
Place
Promotion
Price

These help you think about and execute the marketing mix. This framework is great to use internally in any marketing relations as it helps you focus on the basic elements, leading to a clear and concise marketing campaign. It ensures coordination and alignment in planning and executing a successful offering.

 
1. Product
The first P: Product, stands for the value proposition (offering); which is what a company is selling, either a product or service, or mix of both. This offering needs to make sense in relation to the customers’ wants and needs.
Value Proposition
is made up of the feature set of our products/services, meeting the needs and desires of our targeted customers. A relationship needs to be built based on the Product/Market Fit, which needs to be assessed and optimised.

A concept called The Value Proposition Canvas (VPC) has been developed in order to help entrepreneurs assess and optimise the Product/Market fit. It helps us evaluate and rethink our product and how it aligns to our customers, aiming to optomise its perceived value (how customers perceive the value of your offering).

It is critical to note to what extent the problem being solved is and how much satisfaction it is generating, as this is the basis of a sustainable competitive advantage.  This advantage will enable higher prices to be requested, thus higher price margins.

The ultimate goal is achieving the optimal fit between what you are offering, the value proposition, and what customers want and need.

However, there are multiple customers segments, therefore this fit will need to be evaluated and tweaked for each segments’ different needs and wants.
Product Life Cycle
Products flow through a life cycle, progressing from the growth stage, to the maturity stage, then to the decline stage. The markets and customer segments evolve over time. Each stage impacts the marketing mix and strategy. Through understanding these stages, challenges can be anticipated and addressed. This is done by the marketing management. The dynamics must be relative to each stage or a succession thereof.
Figure1: (Product Life Cycle)
Extending the Product Life Cycle
This can be achieved by:

Recalibrating and Improving Advertising (to gain additional and potential reach).
The Exploration and expansion of new markets to acquire more customers in different segments.
Pricing alterations: reductions or discounts can motivate possible customers that indecisive about purchasing.
Introducing new value adding features to capture new customers.
Design and Packaging that is updated and attractive can catch new customers eyes.

 
2. Price
Price is the amount your customers are expected to pay. However, deciding on what to set the price in order to maximise sales is more complicated as it directly affects how well the product/service sells.  The Law of Demand depicts that the lower the price, the more sold, and vice versa.
Law of Demand
The law of demand is a concept based on Price and Quantity. The graph below makes it easier to visualise. It shows the demand curve in relation to a supply curve. Where the two meet determines the price and quantity sold.

The quantity that will sell is related to the price along the demand curve. The Elasticity of Demand depicts how changes in price affect the quantity sold.

You will need to create a perceived value through marketing and branding. Creating an aura of prestige and desire, based on educating the customer on the utility of the offering (functional value), will enhance the perceived value. This can be done through content marketing.  It supports premium pricing, which results in superior profit margins and a sustainable business model.

Understanding the customer in relation to your product is important. Customer engagement and analysis will provide vital insight into how your product is being used and perceived.

Price may be affected by competitive comparisons therefore differentiation will help you sustain profit margins. Comparisons must serve a strategic role, not just compete on price alone. It can work as a short-term strategy when looking at gaining and capturing market share and dominance, and driving out competitors.

Pricing is one of the most critical decision in the marketing mix as it will influence customers image/perception of your brand and what you have to offer. Pricing strategies can be set to maximize profitability, draw in customers, defend an existing market from new entrants, increase market share, or rapidly enter a new market. The strategy must impact potential customer’s very selective decision to purchase.

It is important to keep an eye on your competitor’s actions and responses to price changes in order to maintain or gain a comparative advantage within the market. The ‘internet of things’ allows for instantaneous and effortless price comparisons.
Pricing Strategies and Models
Examples of Pricing Strategy and Pricing Models:

Freemium
Premium
Auction
Subscription
Bundling
Two fer
Loss Leader
Service Contract
Warranty

Consumer Perceptions and Price Sensitivity
Recommended books on pricing and value are:

Priceless by William Poundstone
The Price of Everything by Eduardo Porter
The Strategy and Tactics of Pricing

There are certain factors related to purchasing decisions based on comparing prices, availability of alternatives and the ability to compare.

Reference Price Effect – sensitivity to how high the price is relative to substitutes.
Difficult Comparison Effect  – less sensitive to the price of a known brand when comparisons are sparse.
Switching Costs Effect  –  buyers are sensitive to paying extra to switch and would rather remain committed.
Price-Quality Effect  –  buyers are more willing to pay more for higher quality.
Expenditure Effect  – buyers purchase size in relation to their budget determines sensitivity.
Shared-cost Effect  – buyers are less sensitive when paying the smaller amount. E.g. health insurance and prescription price circumstances.
Fairness Effect  – buyers know the reasonable cost for an item; the farther the price is outside this range, the more price sensitive the buyer.
The Framing Effect –  Bundled packages reduce price sensitivity as it is difficult for buyers to separate individual costs. e.g. Cell phone contracts.

 
 3. Promotion
Promotion is based on the methods of communication and awareness creation that marketers use.

There are various audio, video, photographic and textual methods of delivery surrounding various media outlets such as:

Podcasts (Castbox/Spotify/Soundcloud/Itunes/Google Play)
Youtube
Instagram
Pinterest
Blogging platforms
Social media platforms
Emails
Text messages
And many more

New media channels are constantly being launched and adopted by the masses.

Promotion includes:

Advertising
Sales promotions
Special offers
Public relations

There are three categories of Promotion channels:

Owned – websites and email lists
Earned – social media shares and likes
Paid – advertising

Promotion revolves around communication. Communication channels have multiplied. This is relative to the mass adoption of the internet in coordination with smart devices. The specific channel you choose to use should suit your audience, product and pricing simultaneously.

A promotion plan should be set, allocating resources to each element in the promotional mix (personal selling, advertising, sales promotion, direct marketing, publicity, event marketing, exhibitions, trade shows and presentations).

 
4. Place
Supply Chain Management and Distribution (how the product is delivered to customers) are key elements of Place or placement.

You will need to look at a mix of distribution channels and consider which ones will deliver your product/service best. Some concerns revolve around the end users purchasing, access and use patterns which need to align with the rest of your product strategy and compliment it.

Location is vital in converting potential clients into actual clients. Today, online would most likely be the best place to achieve this, beginning with permission and content marketing, to ensure engagement and customer journey creation. Using revolutionary placement strategies that reduce front end costs and commitments, such as SaaS Software (software accessed online and paid for with a monthly subscription with no initial software purchase) as a Service Model, minimises potential barriers to purchase in the customers mind.

The decisions surrounding place will depict how products are delivered to the market and how they are sold.

 
5. Positioning (the extra P)
This is the place that a brand occupies in the customers mind and how it is differentiated from competitor’s offerings and messaging.

Posted by Admin
Evolve your brand culture Your Ethos
branding

Evolve your brand culture – Your Ethos.

As we did in Evolve Your Brand Culture: Part 1 – Your History, we start off by comparing your brand as a country.

Think of your brand as a nation, and then ask yourself: what is our unifying ideology?

Your brand’s ethos and belief system will be derived from the strategy and is based around your purpose, vision and values. Together, these aspects of the brand strategy will shape a set of principles that give deeper meaning to your brand.

For your competitors, products and services are easy to mimic, but personality and ethics are difficult to fake. An ethical stance can define your brand and it can give you a significant competitive advantage.

 

 

Corporate social responsibility (CSR) is the conscience of commerce and has become the ‘must-have’ policy for most large organizations. Even smaller businesses can reap the benefits of ethical business practices and help those who are less fortunate. A strong ethos can connect everyone within a company to a common goal – and this connection often overflows and reaches your clients.

Brands who practice a strong ethos are more likely to develop an ongoing relationship with consumers who share the same concerns. Strong principles and integrity go hand-in-hand and consumers are predisposed to trust a brand that maintains a consistent stance.

An example of a consistent and relevant stance would be a company who’s in the fishing industry, that actively campaigns for cleaner oceans and the protection thereof. But, be sure your brand and employees all live by this ethos – sincerity is key.

 

 
Considerations for developing your brand ethos
Many brands do not have a consistent ethos because they struggle to define it – here are some topics to consider:
– Raison d’être
The “reason for being” that makes your brand the answer to someone’s needs. Tap into the needs of your customers and turn it into a cause.
– Esprit de corps – Group spirit
An ethos can inspire and attract like-minded people who feel that the brand is sympathetic to an aspect of their own personality.

This deep feeling of acknowledgement leads to customer loyalty.
– Purpose, vision and values
These crucial elements of the brand strategy are the beating heart of the brand. They are the basis of the faith system and they deliver the brand ethos.

If you are ready to revisit your brand culture and need help on defining your ethos, get in touch with Digital Drawing Room and let’s discuss how we can help you

Drop us a mail at hello@design.digital-hq.com

Posted by Admin
Evolve your brands history and culture.
branding Design history

Evolving your brand culture – Your history.

When comparing successful brands to successful countries, the parallels are clear: both have foundations, they have stories, their own ethics, a unique way to communicate, history, strong leaders and their own traditions – when defining your brand culture, you need to look closely at its history, in order to plan for the future.

By applying these principles, brands can manage their cultural assets to deliver deeper meaning to both employees and customers.

Before you look to rebrand your business, you need to look at the history of the organization. Understanding your past is an important step in developing your future.

Brand Culture: Your Brand’s History
The oral tradition of history is the age-old custom of sharing cultural stories by word of mouth, from one generation to the next. This narrative approach to community history is still relevant today, both for human and business history.
If you can tell a better, more accurate story about your business and your brand’s origin, you will have a better chance of resonating to a bigger audience. People are inherently more likely to act on a personal recommendation than reacting to the words of a copywriter in an advertisement.

If you and your brand have a cracking story to tell, people will happily re-tell that story, for free.

By carefully curating your brand culture & story, you can empower customers and employees with a powerful resource to market your business. Stories are a great way of grabbing the attention of consumers and can convey ideas and important information in a memorable format.

Consumers connect emotionally with history by emphasizing with the people at the heart of these historical events and stories. A good story leaves a better impression when the consumers can personally relate to the emotions of the people involved.

When Writing Your Story, Consider the Following:
Keep it simple – long stories with no clear direction won’t work, it will only serve to bore the reader.

Be credible – Tell the truth. Do not thumb-suck a story because the truth always comes out.

Use your emotions – The best stories are those that allow the listener to emphasize with the plight of the protagonist.

Include an element of surprise – Tell the listener something that they did not expect to hear. These are elements that make a story worth repeating.

Make sense – Stories can only be effective if they are easy to understand.
Types of Stories to Consider
The founder’s story – their personal motives and goals

The employee’s story- notable employees and their brand-affirming behaviour

The inside story – fly-on-the-wall insights

The epiphany story – the stories customers tell their friends that attract new followers

Once you have considered and formulated your brand’s history, you’ll need the creative elements that communicate that story to the word.

If you’re ready to communicate your story to the world, get in touch with Digital Drawing Room and let’s discuss how we can help you.

Email us on hello@design.digital-hq.com

Posted by Admin
How to write an effective mission statement
branding

How to write an effective mission statement.

An effective mission statement is a very important aspect of any brand. Not only does it tell your customers who you are, but it dictates to employees what your brand is about and who you are as a business.

Writing an effective mission statement will also hold you accountable if your mission statement’s goals aren’t met.

The main aim of a mission statement is to summarize the key brand criteria in a brief but compelling declaration of ideally no more than 100 words.

Your mission statement is part of your strategic communication and should be clearly worded and understood by both your clients and employees. Your mission statement should clarify what your brand does, its ambition for the future and what it stands for.

The key to an effective mission statement is to keep it relevant. Think of places of worship or civic buildings that often have inscriptions and texts carved into their walls or displayed in prominent places.

These inscriptions remind occupants that they are part of a community and to behave morally for the greater good. The complete mission statement, or part of it, can be displayed in the reception, canteen, lifts, staircases, common areas or even the car park of your office – you can display it anywhere where people will take notice and where it will constantly bring your mission statement to the front of their minds.

By displaying your mission statement for everyone to see, you allow employees to always bear the mission statement in mind, and allow customers to identify when your brand is not upholding your mission statement – this is a great way of keeping each other honest.

 
Things to consider when writing an effective mission statement:
 

Research is key. Have a look at the mission statements of some of your favourite brands and ask yourself whether the mission statement matches your experience of the brand.
Summarize your key brand criteria and make it clear what function the brand fulfils.
Leave movement for growth.
Provide a measure of achievement.
Keep it short and succinct.

At Digital Drawing Room, we work very closely with each client to determine and understand their core values as a brand – once this clarity has been gained, we start working on the physical design aspects of the brand.

If you want to chat with us about your brand, drop us an email at hello@design.digital-hq.com – we will gladly grab a coffee with you, for a free consultation on branding, web development and online marketing services.

Click here and like us on Facebook.

Posted by Admin
Rebranding
branding

Rebranding a Business: High Risk or Necessary for Growth?

“The sweetest word in the brand universe is your brand’s name” – Bill Schley + Carl Nichols
Your name is the first and most powerful element of your brand. A great brand can help you stand out in the market. It can help you stand out as a leader in your industry.

Conversely, a weak name can negate the work that you do to build your brand and market position. By not putting enough effort into naming your brand, you run the risk of being “branded” by the market, or even worse, you end up being ignored.

Some of the most powerful companies in the world have undergone rebranding exercises before becoming the powerhouses that they are today. Some of these might even surprise you:

Datsun, the car manufacturer, became Nissan. Starbucks, once known as Giornale, became Starbucks Coffee and later redefined themselves simply as Starbucks. One of the biggest soft-drink manufacturers in the world was once known as Brad’s Drink – you probably recognize them today as Pepsi.

When the vision for your business expands, your name can become too small to live up to the newly set standards. As your business grows, certain elements that could hold you back will inevitably stay behind – we don’t see this as a goodbye, but rather as a farewell.

A rebrand does not always have to entail an entire change of your name, either. There are plenty of examples where brands have changed their logo and corporate identity, without changing their name: Instagram and Microsoft Windows come to mind.
Examples of rebranding:
A rebrand should not be seen as an end to your brand as you know it, but instead should be viewed as just another step in the longevity of your business; keeping things relevant and adjusting to the times, is never a bad idea.

Below is an example of a renaming and rebranding project that Digital Drawing Room did for the JNA Group, previously known as Lucas Quality Thatchers and JNA Projects.

Previously known as Lucas Quality Thatchers and JNA Projects, we were approached to merge the two brands and add elements for JNA Roofing and create a brand for JNA Group as a whole.

Drawing inspiration from the lines of thatch as well as the linear aspects of any construction site, we created a holistic brand that works together as a unit., while being strong enough for each business logo to work on its own.

 

If you would like a free consultation about rebranding your business, please contact us.

Posted by Admin
Business Branding and why it is important
branding Design

Business Branding: Why do I need a brand?

When it comes to business branding, I’ve been asked one question so many times – “Why do I need a brand?”-
“Why should I spend money on defining a brand for my business?”-

“Why can’t I just get my little cousin to design me a logo? He has some Photoshop skills.”
Truth be told, if you start a business, you’ll have a brand whether you like it or not. When it comes to business branding, it is impossible to avoid creating a brand; people will decide for themselves who and what you are and that impression will become your brand.

Naturally, leaving it up to Joe Public to decide who and what your brand is, is a big risk and something that should be avoided at all costs. People will get an opinion about your brand and once that opinion has been formed, it will be very difficult to change it. For this reason, it is better to create an intentional brand, rather than leaving your business branding to chance.

By spending time on developing a brand, you can tell people who you are – and with a good brand, they will believe you.

 
Major Benefits of Having a Brand:
Differentiation

Branding makes it clear to consumers why a product or service is better than any other on offer.

Connecting with people

A strong brand connects with people culturally, economically and emotionally. A strong brand will earn customer loyalty and trust.

Added value

Brands create value by adding an emotional significance that exceeds the basic value of the product or service.

Signify change

Branding makes business strategy visible. This could be a change of ownership, change of direction, change of market, or the launch of a new product or a startup business.

Whether you’re starting a new business, trying to restore a lost reputation or looking to attract investors, the benefits of having a clearly defined brand are almost endless.

If you don’t have a clear idea of who or what your brand is, which emotions it carries and what the brand’s vision is, get in touch with Digital Drawing Room for a free brand consultation.

We can help you define and refine your brand. We can help you grow your business.

 
Digital Drawing Room Business Branding Examples
 
LORAINE ROUX – HIGH-END FASHION

 
ROLENE STRAUSS – MISS WORLD 2015

 
IPEXUS – ENTERPRISE EXCHANGE

For more examples of business branding done by Digital Drawing Room, click here.

Posted by Admin
Getting Your Brand Online
branding Design

How to Get Your Brand Online

 

 

 

 
A STEP BY STEP GUIDE TO GETTING YOUR BRAND ONLINE
Most start-ups and young businesses face the challenge of getting their brand online. They don’t know where to start and end up doing it all wrong.

This guide is specifically created to bridge this gap for entrepreneurs and help them build successful online businesses.

 

 

 

 
A logo is such an important, yet often overlooked aspect of a young business. Most people don’t want to spend money on getting the right logo and end up with something that does more harm than good.
Invest up front and secure your brand’s future.
view our logo designs here…

 

 

 

 

 

 

Now that your logo is sorted and you have clarity on the products/services you are offering, the next most important thing is to compile your content for online and offline purposes. People need to understand what you do and how you will cater to their needs. Focus less on yourself, and more on how you can help potential customers.

Don’t make the mistake of writing pages and pages of content. It is proven that people don’t like reading long pages of text online. They scan through text, so keep it short and to the point.

 

 

 

 

 

The Home Page is one of the most important aspects of getting your brand online – it is generally the first page that people view on your website, which gives you the opportunity to leave a lasting impression.

The content on this page has to be short and to the point – people get bored with too much text. You need to be able to convince someone in 2 to 3 sentences that you are the right solution to their needs. Place your Unique Value Proposition (UVP) at the very top of your home page – this way, potential customers will be able to see what you offer, without having to do any scrolling or searching.

If you do not have a UVP, we suggest enlisting the services of a copywriter to assist you with this.

 

 

 

 
The about us page must provide more information about you and your business. Who you are, where you are from, why you do what you do and how you do it. You can also talk about some of your partners or clients and even give some client testimonials if possible. This should also be kept short – again, people won’t be reading pages and pages of content. They want the short version. Keep it between 200 and 400 words.
This is not the place to write about your love for cats and what you do on weekends – keep it business-orientated and only provide important info which will convince people that you have the expertise and experience that they are looking for.
WHO     WHERE     WHY     WHAT     HOW
 

 

 

 

Potential clients need to know the quality of your products or services and this has to be accompanied by some visual elements, whether an image, graphic or just an icon, you have to make this page look and feel professional.

PRODUCT / SERVICE TITLE
Here you can give a short description of this product or service but keep it short, simple and easy to read.

PRODUCT / SERVICE TITLE
Here you can give a short description of this product or service but keep it short, simple and easy to read.

PRODUCT / SERVICE TITLE
Here you can give a short description of this product or service but keep it short, simple and easy to read.

 

 

The ‘Our Team’ page is not a must-have, but if you have a great team and you would like to talk about them, add one. All you need is a professional photo of each member with a name and a short bio to go with it.

People like doing business with people; adding faces to a website is a great way of making it more personal and trustworthy.

 

CARL WALLACE
CEO

Carl is a passionate tech entrepreneur driven to change the worlds of small business across Africa by providing them with tools and knowledge to build better businesses.

 

 

 

 

 

 

 

 

 

 

 

It is important to have your contact details clearly visible on your website and your company profile. You can either create a Contact Us page or merely have your details displayed in your header, footer or both. The most important thing here is that people can find your contact information without having to look for it.

 
Operations & Admin | +27 21 824 1620 | Sales & Support | +27 21 824 1621 | Design Studio | +27 21 824 1622

 

Email | hello@design.digital-hq.com
 

 

 
If you have work that you can showcase on your website or company profile then do it. It is good to show your future clients what you are capable of producing. There are many different ways of displaying your portfolio, but keep it simple, clean and easy to understand.
view our website portfolio here…

 

 

 

 

Images can easily make or break your website. We have come to learn that most people don’t even know the difference between good and bad images, so we have provided you with some examples to illustrate the difference between a good image and a bad image.

Make sure your images aren’t stretched or warped like the image above. Images that are the correct aspect-ratio looks much more professional.

Make sure the lighting of your images looks good. Over-exposing an image does not offer the professionalism that your brand deserves.

Pixelated images will make your business look unprofessional. Make sure you only use high-quality images that are the right resolution. Web images won’t work for print documents, use higher resolution images when printing.

This image has the correct aspect ratio, resolution and the lighting looks professional. Your website and other branding elements will look much better if you use images like this.

 

 

Great, so now that your logo and company info is in place, you need a great website.
Your website is one of the most important aspects of getting your brand online, especially for online marketing. See it as your shop-front for internet users.

TIP
Remember: people browse the internet for solutions – chances are good that your website is not the only website they will be looking at. Yours needs to be professional and it needs to stand out.

 

 

 

When you compile the content for your website it is important to remember that the majority of people will view your website from mobile devices. Your website should be responsive and all your content should scale according to the device being used.

 

 

 

 

The domain name is a very important aspect of any website. Some might think it goes without saying, but make sure your domain name reflects that of your business name, and does not include extensions like .blogspot or .wordpress – host your website on your own personalised domain and do the same for company email addresses.

 

 

 

 

 

 

Once your website is up and running it is vital for you to start utilising the online communities that are available to you, which will help you grow your brand online and your online audience.
Making the time to understand and utilise social media platforms is not for everyone – if you need someone to manage this for you, feel free to drop us an email at hello@design.digital-hq.com – taking the leap into social media marketing can do more harm than good if you are not sufficiently prepared for it.

 

At Digital Drawing Room we understand branding and online content – we have helped personalities like Rolene Strauss (Miss World 2015) and Jade Hubner (Top Billing) to make the leap online and we are always open for a coffee date, to discuss how we can do the same for your brand.
To view some of our work, visit www.design.digital-hq.com

Posted by Admin
branding Design history

The history of the olympic logo

Comprising of five interlocking rings, the Olympic logo is one of the most recognizable icons in the world. Building a brand that can last the test of time is no small feat and the Olympic logo is the perfect example of a timeless design, that works in any application – known around the world, the versatility of the Olympic logo is something every new business should aspire to.

We’re taking it right back to 1894, when French aristocrat, Pierre de Frédy, Baron de Coubertin, an intellectual who had previously attempted to integrate more physical education in schools, summoned a congress in Paris with the goal of resurrecting the ancient Olympic Games (which was Coubertin’s idea suggested at a USFSA meeting in 1889). It was agreed upon by the congress for a modern Olympics, and soon, the International Olympic Committee (IOC) was formalized and given the task of planning the 1896 Athens Games.

In 1912, the Stockholm Games were held – this was the first Games featuring athletes from all five inhabited parts of the world. This design first appeared at the top of a letter that was sent to a co-worker and included the five interlocked rings, drawn and coloured by hand. This ring design was used as the emblem of the IOC’s 20th anniversary celebration in 1914. In 1915, a year later, it became the official Olympic symbol.

In 1916, these rings were to be used on flags and signage, but these plans were cancelled due to the ongoing World War. In 1920 these rings made an appearance at the Games in Antwerp, Belgium.

Although it was never said nor confirmed on writing that any ring represented a specific continent, it seemed a loose interpretation of “continent” was used by Coubertin, that included Africa, the Americas, Asia, Europe and Oceania.

Because the rings were originally designed as a logo for the IOC’s 20th anniversary and only later became a symbol of the Olympics, it is probable that, and according to historian David Young, he originally thought of the rings as symbols for the 5 games that they had already successfully organized.

 

 

 

 

As with any type of Corporate Identity, the IOC take their rings very seriously, and usage of the symbol is subject to very strict rules and graphic standards, including:

The area covered by the Olympic symbol (the rings) contained in an Olympic emblem may not exceed one-third of the total area of the emblem.
The Olympic symbol contained in an Olympic emblem has to appear in its entirety (no skimping on rings!) and can’t be altered in any way.
The rings can be reproduced in a solid version (for single colour reproduction in blue, yellow, black, green, red, white, grey, gold, silver, or bronze) or an interlocking version (interlaced from left to right; and reproduced in any of the aforementioned colours or full colour, in which case the blue, black and red rings are on top and the yellow and green are on the bottom).
For reproduction on dark backgrounds, the rings must be a monochromatic yellow, white, grey, gold, silver, or bronze; full colour on a dark background is not allowed.

At Digital Drawing Room, we appreciate these branding rules and create similar guidelines for every brand that we create. A brand is something to be proud of, and nobody should be allowed to alter it in any way that may cause visual harm.

If you would like to discuss how we can create a timeless brand for your business, email us on hello@design.digital-hq.com

Posted by Admin