Deschutes County Title Messaging Framework

DESCHUTES COUNTY TITLE

MESSAGING FRAMEWORK

Authored and designed for Deschutes County Title by Z’Onion Creative Group

THE STORY

Our company was created to resurrect and bring new life back to the local communities we serve. Locally owned and operated, we’re passionate about helping people and businesses thrive in Central Oregon.

Nostalgic yet modern, and now in our fourth generation of operation, we continue to provide exceptional customer service and expertise to our clients and the real estate community. Our parent company in Washington gives us the strength, support, resources, and resolve to help the local community while still being part of a larger community.

Shrouded in mystery, the title and escrow industry is often and easily misunderstood. We exist to bring a sense of transparency, clarity, and understanding to the title and escrow process. We provide trusted guidance and peace of mind to clients embarking on home ownership or purchasing land or property.

In an industry filled with title brands and toxic reputations, our company is here to genuinely help our valued clients.

BUILDER/DEVELOPER WHO WE EXIST FOR

PROFILE

Local builders and developers are immensely larger than they were 15 years ago. Nowadays, they’re 80 to 90 percent larger, and there are only a handful of builders and developers in business.

Price-conscious, this group is looking for solid teams and departments to partner with. They are looking for land and need resources to support big projects. They still need the same kinds of title and escrow services, but they expect a different level of service—such as quicker turnaround times and expert guidance. To protect their reputation and fend off competition, builders and developers need to feel especially confident in their title and escrow company.

WHO THEY ARE

This audience has a passion for innovation and taking initiative with enthusiasm and drive. They strive to be groundbreakers and want to leave their mark. They have a true zest for life and exude energy, faith, and creativity.

WHAT THEY CARE ABOUT

• Confidence and success.

• Teamwork and collaboration.

• Capable departments to find and support large projects.

• High quality work and high volume of work.

• Community recognition and leaving a legacy.

AGENT WHO WE EXIST FOR

REAL ESTATE

PROFILE

Our real estate agents are relationship-driven, and the local community is very important to them. As builders of their own personal brand, they value being aligned with their definition of success and being the best at what they do. We want them to feel like they’re the most important people in our cohort, and we want to be an extension of their team too.

Since they tend to work in a very competitive environment, inviting real estate agents into a collaborative culture is a welcome breath of fresh air. These agents appreciate that we offer bilingual services and love our proactive communication versus being surprised by new information later down the road. They tend to develop a strong loyalty to escrow officers that have served them well.

WHO THEY ARE

The audience segment is comprised of people who know the business and can be relied on for help and assistance. Detailoriented and determined, they respect each client’s value and worth and will patiently listen to all concerns.

WHAT THEY CARE ABOUT

• Building relationships.

• Flexibility and autonomy.

• Helping families find new homes.

• Helping investors find properties.

• Impressive design and visual elements.

• Recognition and referrals.

LENDER WHO WE EXIST FOR

PROFILE

Our lenders have similar traits as our real estate agents, and are even more fluent in the specifics and granular components of each transaction. They understand the competitive nature of our work and are relationship-driven.

They have the authority to choose who to work with when it comes to the pre-qualifications they do. The existing relationships they have with our officers contribute to the referrals that come along with the pre-qualifications. These lenders value opportunities to forge partnerships with real estate agents. They tend to develop a strong loyalty to escrow officers that have served them well.

WHO THEY ARE

The audience segment is comprised of those with a talent for community building. With the ability to take on a spectrum of roles, they are dedicated to helping others enhance their lives.

WHAT THEY CARE ABOUT

• Building relationships.

• Helping clients reach their dream of home ownership.

• Developing mastery in their work.

• Brand and name recognition.

• Growth and a good reputation in the community.

HOW THE WORLD WILL CHANGE BECAUSE OF US

We will change our industry.

We envision a world where the quality of work is far more important than the quantity. We see our commitment to working better and constantly reimagining how our deliveries can be innovated and improved. Instead of obliging to how it was always done in the past, we want to change the way the title and escrow industry operates for the better.

We believe the industry should be transparent and comfortable for every single consumer. We know our industry is highly misunderstood and the silver lining is that we believe it can and should change. At Deschutes County Title, we are committed to sparking and leading this change.

THE STANCE WE TAKE IN THE CROWD

We guide our clients towards a clear, fulfilling, and positive experience.

We aim to be a niche provider and we cater our work based on the needs of our people. We deeply care about every client’s concerns and each step of our process is driven by proactive, advanced communication. Our clients walk through our door greeted, treated to concierge-level services, and leave feeling this was the best experience they’ve ever had. We make real estate agents shine, and we create consistent, clear experiences for everyone in our branches.

WHY WHAT WE DO MATTERS

We exist to bring clarity and understanding to the surface.

At Deschutes County Title, we recognize there are many questions or concerns about each step of the title and escrow process. Rest assured, our goal is to show you a clear path forward and to help you accomplish what you envision in your life. You can trust that we’re here for you every step of the way. Our purpose is to help you seamlessly through the process by paying attention to the details, proactively communicating each step, and walking with you along your home buying journey.

THE ELEVATOR PITCH

Our industry can be confusing. We’re here to personally guide you through the process with clarity instead of confusion.

With generations of experience at Deschutes County Title, we help our clients feel safe and confident when buying or selling a home or property. Our highly professional and compassionate team works together to meet the needs of our people no matter what they seek.

We personalize and care about your experience and are committed to showing you the way with clarity instead of confusion. Think of us as your guiding light, patiently walking alongside you during the process so everything is clear and as you work towards owning a home.

We treat you with the care and respect you deserve, and we deliver results with your best interests at heart. For us, it’s always about people and purpose first.

VALUE PROPOSITION

OUR VALUE PROPOSITION CANVAS

The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls productmarket fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*

*Source: Strategyzer.com

FOR BUILDER/DEVELOPER

WHAT THEY WANT

• Find properties/land

• Win awards

• Reputation

• Brand prestige/recognition

• Quantity and quality of work

• Finish process to platt project

• Dominate their niche

• Easing processes

• Reputation among builders

• Get through county process

• Community recognition

• Power in community

• Create neighborhoods

• Make money

• Fulfill ego

• Identify liens, zoning, etc.

• Give back to community

• Make their family proud

• Leave a legacy

THE PRODUCT & SERVICES THAT HELP

• Researching/finding available land

• Title policies

• Mapping/GIS

• Platt records assistance

• Builder rates on escrow & title

• Industry knowledge

• Service quality

• Customer service products

• Escrow services

• Homebook

• Closers with subdivision experience

• Availability

• Lien searches

THE PAINS THEY ENCOUNTER

• High costs and fees

• Tarnished reputation

• Complications, setbacks, or delays

• Overpay for land

• Employee issues

• Homes on market too long

• Market slowdowns

• Foreclosure

• Speculation

• Time limits

• Poor construction quality

• Failure

• Lawsuits

• Unhappy clients

• Lack of laborers

• Rate hikes

• Price increases

• Unavailable land

• Failure of structures

• Anything that’s “unexpected”

HOW WE RELIEVE THEIR PAIN

• Utility location

• Identify problems prepurchase

• Reduce costs by transferring to Title Co.

• Identify platted land

• Minimize costs and save time

• CCR’s available

• Do the research

• Identify title matters

• Do the leg work

• Issue correct policies/ reports

• Provide builder rates on title/escrow

HOW WE DELIVER MORE VALUE

• Subdivision transaction spreadsheets

• Master escrow documents and presign WD’s

• Proactively identify land

• Scout “not-readilyavailable” information from local municipalities

• Deliver with urgency

• Bulk signing of deeds

• Create partnerships

• After hours communication

• Quick replies/responses

• Proaction and prompt turnaround times

• Urgency and empathy

• Transparency and clear communication regarding files

• Knowledge of coming legislation

HOW BUILDERS & DEVELOPERS BENEFIT

• Sought out for their work

• Make more money/profit

• Be a leader in their space

• Steady work flow

• Market reputation

• Market control

• New innovations

• Personal wealth

• Status as the top builder

• Fame/recognition

• Create lasting communities

• Respect of peers

• Business and reputation growth

• Family legacy

• Win awards at Tour of Homes

• Quick sales

FOR REAL ESTATE AGENT

WHAT THEY WANT

• Referrals

• Get new buyers

• Find properties

• Close deals

• More family time

• Good commission

• Win awards

• More listings

• Flexibility and autonomy

• Name recognition

• Convert FSBO’s

• Help families find new homes

• Status and reputation

• To be the #1 agent

• Find tools to help them advance

• Learn to use social media for work

• Fulfill their ego

• Help them market themselves

• Make money

• Be in good standing with builders

• Happy clients

• Best possible deals for clients

• Become an expert in the industry

• Get others to pay for supplies

THE PRODUCT & SERVICES THAT HELP

• Prospect lists

• Training

• Trio/list kits/net sheets

• Homebooks

• Escrow services

• Delivery/courier services

• Title/Escrow contact for asking questions

• Title policies

• Free stuff

• Booties/signs for open house

• Networking

• Maps to target sales done

• Prelims

• Title insurance

• Market knowledge

• Marketing tools

• Comps and labels

THE PAINS THEY ENCOUNTER

• Long transactions

• Delayed closings

• Additional costs

• Unrealistic clients

• Dry markets

• Drains on time

• Missing information

• Making mistakes or being caught in a mistake

• Losing clients to another real estate agent

• Problems in title

• Unexpected problems, obstacles, fees, or issues

• Downturns

• Losses

• Unhappy clients

• Loss of referral

• Reduced commission

• Looking incompetent

HOW WE RELIEVE THEIR PAIN

• Quick turnaround

• Accurate commission details

• Prompt responses

• They look good to their clients

• Competent in our work

• Timeliness in all requests

• Quality signing experience for their clients

• Correct title searches

• Provide solutions to problems

• E-signing services

• Courtesy calls with updates

• Accommodate out-of-market signings

• Secure email

• Acknowledgement for closed deals

• Managing addendums

• Same day commissions

• Smooth closings

• Close on time

• Proactive when problems arise

HOW WE DELIVER MORE VALUE

• After-hour/weekend signings or availability

• Clear instructions accommodate documents

• Net sheets w/homebooks

• Doing work on non-active files

• Catch and notify on commission errors

• Order HOA docs

• Superior conflict resolution

• Identify red flags before they become issues

• Flexible facilitation of signings

• Catch their errors

• Empathy

• Good news and prelim updates

• Referrals

• Accessibility to management

• Proactive communication

• Value delivery interviews

• Professional/high-quality closings

• Help their clients feel comfortable with closing

• Quick commission checks

• Clarity in expectations/signings/ understanding of docs

• Acknowledge first time home buyers

• Follow-up calls/meetings

• Great and proactive communication

• Provide updates on files

REASONS TO CHOOSE

HOW REAL ESTATE AGENTS BENEFIT

• Close early

• Power, status, ego, recognition, or reputation

• Loyal customers and referral base

• High margins

• Referrals and stability

• Peace of mind

• Sense of belonging at their RE office

• Look like a superstar

• Great relationship with escrow officer

• Limit marketing spend

• Give back to community

• Keep them informed

• Create a legacy

• Large commissions and wealth

FOR LENDER

WHAT THEY WANT

• Offer wide variety of loans

• Good reputation

• Make money

• More referrals

• Be known as an expert

• Status in community

• Make real estate agents happy

• Accurate fees

• Be #1 mortgage broker

• Close more loans

• Client approval

• Build a team with real estate agents

• Build their own office

• Lead the market

• Help clients reach dream of home ownership

• Assist people in rehabilitating their credit

• Give back to community

• New business

THE PRODUCT & SERVICES THAT HELP

• Customer service stuff

• Estimated fee quote

• Connections to agents

• Title and escrow services

• Prospect lists

• Networking events

REASONS

THE PAINS THEY ENCOUNTER

• Lack of communication

• Look lazy and non-responsive

• Rate hikes

• Unhappy real estate agents

• Issues with agents

• Fees outside of 10% tolerance

• Difficult loans

• Delays on loan process

• Delays or problems in closings

• Unexpected fees

• Missing credits

• Upset clients

• Poor processing

• Clerical errors

• Unqualified borrowers

• Confusion and miscommunication

• Not enough information from clients

• Frustrations with underwriting guidelines

• Big money

• Stability

• Successful closings

• Consistency

• Repeat business with existing customers

• Fill the pipeline with deals

HOW WE RELIEVE THEIR PAIN

• Advance communication

• Clear explanation of financial details for their clients

• Early issue approval

• Flash drive containing closing docs

• List fees on website

• Work with them to clear title

• Training or continuing education

• Deliveries

• Help them network

• Arrange same day signing/ funding

• Prompt responses

• Quick turnaround times

• Generate filtered prospect lists

• Provide addendums when appropriate

HOW WE DELIVER MORE VALUE

• Include utility list and 1st payment info with closing docs

• Quality signing experience

• Answer clients questions so they understand what they’re signing

• Year end closed report

• Positive Google/Yelp! reviews

• Year end closing statements to buyers for taxes

• Put in good word to their supervisor

• Thank you card

• Put in good word to real estate agents about them

• Inform of good signing if they weren’t present

• Post closing follow-up

HOW LENDERS BENEFIT

• Develop mastery in their work

• Big growth, hire team to handle paperwork

• Brand/name recognition

• Referral base

• Good reputation, status, recognition in community.

• Find a business niche

• Simplification of loan process

• Good lead source

WHO WE ARE

THE CHARACTER ARCHETYPE

To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.

An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.

(Adapted from The Concise Oxford Dictionary of Literary Terms)

“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”

Jon Howard-Spink, Planning Director at Mustoe Merriman Levy

WHO WE ARE: CHARACTER

DESCHUTES COUNTY TITLE IS A PIONEER

We believe in and value our clients’ dreams for home ownership. Through initiative and proactivity, we help them champion their dreams by overcoming obstacles along the way. We are committed towards reinventing how our industry operates so our clients benefit from an easy, clear, and enjoyable experience.

PIONEER

Trailblazer and takes initiative

Exudes energy, faith, and creative potential

DESCHUTES COUNTY TITLE

Helps clients achieve dreams through initiative and proactivity

Employs passion and creative thinking to overcome obstacles

Courageously looks to the future

Here to change the industry so it experiences more innovation

Innovative and creative

Creates and shares new discoveries

Committed to pioneering new ways of work

Passion for reimaging how the industry operates and will proudly share the results with the world

Examples: Sigmund Freud, Van Jones (Green For All and Rebuild the Dream), NASA and Mission Markets (impact investing)

WHO WE ARE: CHARACTER

DESCHUTES COUNTY TITLE IS A COMPANION

We believe in patiently and empathetically guiding our clients through our processes. We believe they deserve clarity and so we ensure that every detail is covered and explained. For us, all people matter and we’ll pave the way for a clear and simple experience every time.

COMPANION

Trustworthy and deeply loyal

Values the actual doing or use of something, rather than with the theory or idea

DESCHUTES COUNTY TITLE

Committed to guiding clients through our processes

Believes clients deserve clarity in an industry that often causes confusion

Detail oriented and determined

Attends to every single detail so clients can experience an unforgettable closing

Believes deeply in the value of all people

All people matter so we strive to make the title and escrow process simple and clear for everyone

Empowers others to experience greater freedom

We grant people a clear path forward towards realizing their dream of home ownership

Examples: Lassie, Thelma & Louise, Anne Sullivan, Guide Dogs of America, Kiva.org, Zagat

DESCHUTES COUNTY TITLE IS A SERVANT

We believe in meeting the needs of our clients with empathy, awareness, and openness. We’re willing to go above and beyond for them and wear many different hats to serve a variety of people. We’re committed to helping them see the clear path towards home ownership and their side every step of the way.

SERVANT

Service, humility, and the ability to listen

DESCHUTES COUNTY TITLE

Committed to meeting the needs of our clients with humility and consideration

Serve to benefit multiple levels of the community

Operate to service many including clients and their customers

Focuses on removing obstacles and assisting others in reaching their objectives

Work to keep the path clear on the way to home ownership

Diligent and dedicated helper, freely choosing to serve and satisfy the needs of others

We champion the dreams of our clients and commit to doing what’s asked of us and more

Feels a responsibility to contribute positively to the world in a way that may be currently unmet

We strive to make a clear process that has been misunderstood for far too long in our industry

Examples: Ram Dass, Ray Anderson (Interface), Morgan Freeman in Driving Miss Daisy, Dobby (Harry Potter series)

WHAT THIS MEANS

Every client is welcome through our doors and every question is met with understanding, respect and detail. Our clients are treated to focused, one-of-a-kind services with proactive communication every step of the way.

WHY IT MATTERS

Change is on the horizon as we work towards dissolving complicated and confusing ways so our clients receive clear, fulfilling and positive experiences. We aim to shift the outdated ways of how our industry operates to make way for the new and improved.

WHAT THIS MEANS

Our industry is often confusing for people, so we’re here to personalize the process. Clients feel safe and confident when working with us because we’re committed to delivering results with their best interests at heart.

WHY IT MATTERS

We don’t stick to the same ways day in and day out, we’re here to transform what we do for the better. Our clients value our transparency, clarity, and understanding which is often a second thought in our industry.

WHAT THIS MEANS

We strive to be a niche provider in our industry by reimagining how our work can be innovated and improved. The needs of our people and clients always come first. Our customers are unique so we cater our plan of action to best fit their situations and lifestyles.

WHY IT MATTERS

Our clients turn to us for more than just a transaction. They seek guidance, trust and compassion. We stand out from the rest in our industry, we’re extraordinary, and we value anyone who reaches out to us no matter what.

WHAT THIS MEANS

With decades of experience in what we do, we know the work better than the backs of our hands. Our clients recognize our expertise and appreciate our passion to help them build a legacy while also serving the greater community.

WHY IT MATTERS

Open-minded and relatable, we always go the extra mile to provide our clients with professional and quality services. Nothing about us is exclusive since we’re here to guide them in the right direction and to provide a clear and comfortable journey from start to finish.

INTERNAL ELEMENTS

VISION

We guide our clients towards a clear, fulfilling, and positive experience.

We envision a world where the quality of work is far more important than the quantity. We see our commitment to working better and constantly reimagining how our deliveries can be innovated and improved. Instead of obliging to how it was always done in the past, we want to change the way the title and escrow industry operates for the better. We believe the industry should be transparent and comfortable for every single consumer. We know our industry is highly misunderstood and the silver lining is that we believe it can and should change. At Deschutes County Title, we are committed to sparking and leading this change.

CHARACTER

Pioneer: We believe in and value our clients’ dreams for home ownership through initiative and proactivity.

Companion: We believe in patiently and empathetically guiding our clients through our processes.

Servant: We believe in meeting the needs of our clients with empathy, awareness, and openness.

PERSONALITY

We are Welcoming Never Formal

We are Crafted Never Basic

We are Niche Never Ordinary

We are Accomplished Never Exclusive

EXTERNAL ELEMENTS

POSITION

We exist to bring clarity and understanding to the surface.

At Deschutes County Title, we recognize there are many questions or concerns about the process and next steps. Rest assured, our goal is to show you a clear path forward and to help you accomplish what you envision in your life. You can trust that we’re here for you every step of the way. Our purpose is to help you overcome any challenges by paying attention to the details, proactively communicating, and walking with you along your home buying journey.

OUR STORY

Let’s shine through the clouds and find clarity.

With generations of experience at Deschutes County Title, we help our clients feel safe and confident when buying or selling a home. Our highly professional team works together to meet the needs of our people no matter what they seek.

We personalize and care about your experience and are committed to showing you the way with clarity instead of confusion. Think of us are your guiding light, walking alongside you during the process. We ensure everything is crystal clear and easily understandable.

We treat you with the care and respect you deserve and deliver results with your best interests at heart. For us, we always put people and purpose first.

Builders/Developers

• Get accurate and timely information on plat records, liens, mapping and CC&Rs.

• Our experienced agents are your partners. We do the legwork to research and identify issues that impact your project.

• We help you make your mark in the community by helping you find available land for building.

• We save you money with special rates on escrow and title services.

• We understand time is money. Count on us to get information and answers to you quickly.

• We help you look good by issuing correct policies and reports and ensuring the title process goes smoothly for your buyers.

Real Estate Agents

• We are here as your resource. We can answer any questions on title and escrow contracts, market trends, preliminary title reports, and more.

• We support your business with marketing tools, comps, and labels, and networking opportunities.

• We protect your margins and help you close early by streamlining the title and escrow process and offering quick turnarounds.

• Our experienced agents ensure title and escrow information is accurate, complete and there are no surprises waiting—so you have total peace of mind.

• We offer a quality signing experience for your clients, so you look like the hero.

Lenders

• We support your growth by connecting you with agents and potential clients through prospect lists and networking events, and also offering training and continuing education.

• We make sure your clients have total clarity by providing clear explanations of financial details.

COLOR PALETTE

Use for text backgrounds and reversed text and logo. PEARL

RGB: 247 245 242

HEX (#): F7F5F2

CMYK: 2% 2% 3% 0%

PMS: 179-1 U

RGB: 153 157 121

HEX (#): 999D79

CMYK: 42% 29% 59% 3%

PMS: 451 UP

Use for web buttons and bolded headers.

RGB: 144 154 164

HEX (#): 909AA4

CMYK: 47% 33% 29% 0%

PMS: 429 U

A primary brand color.

RGB: 82 92 108

HEX (#): 525C6C

CMYK: 71% 58% 43% 20%

PMS: 539 UP

A primary brand color. Use for thin headers and header bars.

RGB: 59 87 93

HEX (#): 3B575D

CMYK: 78% 53% 52% 29%

PMS: 316 U

Use for graphics, bolded headers, and backgrounds with light text.

RGB: 52 44 37

HEX (#): 342C25

CMYK: 62% 63% 70% 66%

PMS: Black 2 C

A dark color you can opt to apply to text.

LOGO

Maintain white space.

Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.

When printing small, keep it simple.

For instances where your logo will appear small, switch to a one-color version and use a highcontrast color or black and white.

Use the proper format.

Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications

Keep your logo unique.

Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts..

Do not stretch or modify.

The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller. Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key while retain the proportions as you scale with a pointer tool. LOGO USE

TYPOGRAPHY

PROXIMA NOVA THIN

32 pt / BARK

PROMIMA NOVA BOLD

17 pt / PINE

PROXIMA NOVA LIGHT

12 pt / 14 pt Leading

BARK or BLACK

PROXIMA NOVA CONDENSED

MEDIUM

12 pt / 15 pt Leading

Example of a Header

Example of large intro copy.

Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.

Example of condensed information.

CALIBRI BOLD

15 pt

CALIBRI REGULAR

10.5 pt / 15 pt Leading /

110% Width

A word on substitute fonts.

In a pinch, you can substitute Calibri for Proxima Nova. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Proxima Nova (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of client-facing materials.

IMAGERY

Selecting photos

Photos should reflect your color palette with a mix of blues, grays, greens and browns. Like your colors, photos should feel slightly muted. Select images with a soft focus to communicate your brand’s emphasis on connection and customer service.

Art and Icons

Icons should be flat and filled with a solid color, just like the art in your logo. Do not use cartoons or clip art, as they will erode your brand’s sophisticated and traditional look.