Your One-Stop Marketing Agency

We work with hundreds of Funeral Directors representing funeral homes from coast-to-coast, plus Alaska and Hawaii. Although most of their challenges are unique in scope and timing, there is one thing they all have in common. Each and every one has a logo they use to identify their business.

At F.A.C. Marketing, we've developed countless logo ideas and branded funeral homes for years to come. I thought it might be a good time to review some of the logo development basics just in case you're one of those professionals who is a far better Funeral Director than a logo designer! Here are the five basics we start with when proceeding with logo development.

1) Keep it Simple . Think of the most universal of logos and you'll find they are all tastefully, beautifully simple. When you see an apple with a bite out of the right side...what do you think of? How about a blue oval with four script-font letters? A simple stylized "swoosh" will bring to mind what company? I need not tell you that I have just given you the logos for Apple, Ford and Nike. These logos are embedded in our minds and are, unarguably, simple. When you design your logo, keep it simple. Avoid a flurry of curly serifs and line art.

2) Adaptability is important . Is your logo easily applied to vehicles? If your logo is "full-color," does it look just as attractive and clear as it does in its original state? Far too often, we see Funeral Homes with colorful logos that have not been adapted to a one-color image. These logos, when placed in small ads or on promo items such as pens, might as well be left off. Your logo should be placed on everything. If it doesn't look good in every application, consider adaptations.

3) Vector is vital . Most people don't understand the difference between a vector-based image and a raster image. However, the difference is monumental in adapting and working with your logo across media platforms.  Raster artwork is any digital art composed of horizontal and vertical rows of pixels. As a result, when raster images are enlarged, the image quality diminishes significantly. Typical raster file types include .psd, .tif, .jpg, .gif, and .bmp. Raster images are fine for placing into an ad at the exact size needed, but should not be enlarged. Overall though, your logo should come in a raster format which can then be saved as or exported to, different formats.

Vector artwork is digital art composed of mathematical lines and curves. As a result, vector images can be reduced or enlarged in size indefinitely, without any loss in image quality. Typical vector file types include .ai, .eps, .ps, .indd, .pdf, and .cdr. F.A.C. Marketing produces logos in all vector file formats.

4) Do people know what your logo looks like without seeing it ? That logo on your sign and in all your advertising and marketing should build a mental imprint on the community you serve. Try asking people in your community if they can describe your logo without looking at it. If they can't, especially after years of seeing it around the community, you might have a problem. Memorable relates right back to simplicity. If your logo ends up looking like an abstract work of art or is a gray, poorly defined line art image of your facility, you're not doing yourself any favors. Consider coming up with a memorable logo that easily imprints itself in the mind of your consumers.

5) You claim to be the best...one-of-a-kind. Does your logo claim the same thing? Be unique when you develop your logo. That said, I have worked with clients who started their logo design process requesting a pineapple be used to represent a funeral home in the Midwest. Another, in the Pacific Northwest, liked the idea of a palm tree. Luckily, those ideas were transformed into more practical, meaningful and location-friendly designs. We want unique, not confusion-inspiring. Your logo should look nothing like that of your competition. If the guy down the street has a stylized letter as the focus of his logo, steer clear of doing the same. 

Your logo is yours. It should be as unique as you are.  See examples of logos we've created for funeral homes .  Keep these basics in mind as you develop a logo that will likely stick with you for the rest of your business life. Once you find the perfect logo, you'll be proud to wear it on your clothing, place it on your vehicles and send out your mail with your brand on the letterhead. If you're in need of assistance, give us a call and we can help you in whatever capacity you see fit.