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Should Company Logo Be On The Front Of A Magazine?
Posted By: chay on 10/26/2006 4:43 PM (CST)	250 Points
Our national member magazine was recently redesigned and renamed. Previously, the magazine name was "Woodmen magazine" (Woodmen is part of the name of the organization). Now, the magazine has been renamed and given a publication name "Wfm," which stands for Woodmen Fraternal Magazine. Woodmen Fraternal Magazine is built into the magazine nameplate below, Wfm. Several members of our board of directors want the logo to be prominently displayed on the front cover of the magazine. Currently, the logo is on the back cover in the mailing panel, on the inside, page 3, with the publication credits and also on the inside back cover in an organizational ad that rotates. Is there any argument from a branding perspective to put the logo on the cover? I would recommend not doing so, so the publication name, or brand so to speak, doesn't fight with the corporate name. I would greatly appreciate any replies/responses to this inquiry!

Posted by: W.M.M.A.	Member Response
10/26/2006 5:57 PM (CST)
The key word is branding. If you are continuing to build upon your brand, shouldn't your identity be on the front cover. If your mag has renamed, then people do not know what to look for. Perhaps some will think that it is a competitor magazine. You will cause confusion (perhaps), if you do not use your logo. Play it safe. Put the logo on the front. Also, if branding, why shouldn't you have it on the front cover, the back cover by the label, inside/page 1, masthead...etc. In each of the magazines I owned, our logo appeared on every page, either before or after the page number. Randall WMMA

Posted by: coupon man	Accepted Answer
10/26/2006 6:55 PM (CST)
So...if i've got this right...the words "Woodmen Fraternal Magazine" is on the front cover...below the big "WFM". If so, i think that's enough...especially since the logo is plastered everywhere else. Keeping covers clean is a good idea aesthetically...and things perceived to be aesthetically appealing have an increased perception of usablity...see Aesthetic Usability Principle in the refernce book entitled Universal Design Principles. I think people will "get it" without slapping a big logo on the cover... You could, however, always incorporate something with the logo on it in the cover photo...a hat, shirt, sign, whatever...which would look a lot less clunky tha an extra logo on the front cover.

Posted by: elizabethr	Accepted Answer
10/26/2006 7:52 PM (CST)
My opinion is that the magazine should not have the organizations logo on the front. I used to work at the Boston Society of Architects - The Boston chapter of the American Institute of Architects. This organization puts out a high quality and well-regarded magazine (ArchitectureBoston) and a newsletter (Chapterletter). We did not use a logo on the cover of the magazine but did for the newsletter. An example of these publication covers can be found at the following link http://www.architects.org/publications/index.cfm?doc_id=14 Perhaps you can show the people in your organization some examples of well executed magazine design and that will help your cause. Try these following sites for some great examples of magazine cover design: http://www.magazineart.org/ and http://www.magazine.org/Press_Room/13806.cfm

Posted by: elizabethr	Accepted Answer
10/26/2006 8:12 PM (CST)
Also, the new name of your magazine can be followed by a line that says something like...A magazine for woodmen or a magazine by Woodmen. I don't know the exact name of your organization but something to clarify who puts out the magazine would work too.

Posted by: hEREE.G	Member Response
10/26/2006 10:05 PM (CST)
I have a local magazine, I use its logo in it but never added my own company logo or name in its cover. In addition to I use magazine logo in every page.

Posted by: AndrewS	Member Response
10/27/2006 3:12 AM (CST)
Absolutely it should, sounds like your renaming and rebranding and an important part of this is getting that logo around. Thinking about ways for the magazine to stand out and become fun! You could have some fun with it like Google do and represent your logo in different woods! Just an idea, it needs some work. Good Luck

Posted by: shghosh	Member Response
10/27/2006 6:36 AM (CST)
Have you tried developing a logo unit? WFM with some visual element to it? Check out how General Electric developed the GE and the meatball and the entire logo unit had great recall. Luckily its a magazine and easier to build a logo unit. Decide on colors, fonts, elements( line, geometrical shapes, nicely shaped W etc etc) and you are all set to go!

Posted by: chay	Author Response
10/27/2006 8:51 AM (CST)
I just want to thank everyone who posted responses! All were helpful and illustrate that this particular question is difficult, because it's subjective...the need to balance consistent branding along with aesthetics is always difficult. Again, thank you so much!

Posted by: chay	Author Response
10/27/2006 8:52 AM (CST)
Thanks to everyone! The responses show that this is a difficult challenge..the need to balance aesthetics and consistent branding is always a balancing act.

Posted by: nitto_gtehnik*	Member Response
10/27/2006 1:38 PM (CST)
Definetly YES....if we are talking about branding, more people see your brand, better for your product. Put your logo in all aspects in magazine. So, people will remember it always. Nitto

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