Bigger & Harman,APC - April 2018

VISUAL BRANDING Expanding Beyond Your Logo

When you think of visual brands, an iconic logo might pop into your mind. But logos are only the beginning of visual branding. While a strong logo is a terrific start, there are many other aspects that you should dedicate your time and money to. Here are a couple of tips you can follow to ensure successful visual branding.

visual brands match, it creates a bridge to your company.

CONSISTENCY When your theme is inconsistent, you create mistrust between you and your customers. A changing logo or style will create a sense of uneasiness or suspicion that your company might not be authentic or reputable. Any visual element that you design to represent your company should remain the same. If it’s unavoidable, change it as minimally as possible. Consistency in visual branding builds trust and helps customers recognize you. Incorporating visual branding beyond your logo will bring more positive recognition to your company. Follow these tips to create great visual branding.

THE LOGO Start with your logo. You want your customers to notice you, and one way to do that is with a simple yet eye-catching logo. It’s usually the first interaction someone has with your company, so make it memorable. However, it’s important not to let your logo carry everything else. Saul Bass, logo designer for United Airlines and the Girl Scouts of the USA, states, “Logos are a great extension of the internal realities of a company.” A logo is representative and gives your customers something easy to remember, but it doesn’t encapsulate your whole business.

THEMES When you make promotional materials or certain merchandise, such as business cards or gift cards, the design should relate to your company. This doesn’t mean you should slap the logo on every item. The theme or design that you chose to represent in your logo should be present in your merchandise and promotional media. Keep the same color schemes and style for everything, but vary the imagery and design. This helps associate the product with your company without printing the same thing over and over. When your

3 TIPS FOR DOWNHILL HAULING

California is home to both the highest peak and the lowest valley in the continental United States. Steep gradients are just a fact of life here in the Golden State, so knowing how to control your downhill speed is crucial. This is especially true if you’re pulling a heavy load, like an RV or trailer. Losing control of your speed can get you into trouble with the California Highway Patrol, or worse, into a serious accident. While experienced commercial driver’s license (CDL) holders could write the book on how to avoid speeding downhill, these tips are for just about everyone. Stay Safe and Avoid a Ticket

descent downhill. To you maintain a safe speed, take these facts into consideration.

• Your vehicle’s weight • The weight of the trailer and cargo • The grade and length of the descent • Weather • Road conditions

Keep in mind that driving the speed limit in bad weather can get you a ticket for going at a “speed greater than is reasonable.”

KNOW THE LIMITS Under California law, the maximum speed for anyone pulling a trailer is 55 mph. However, this maximum dips down to 35 mph on many of our mountain passes. Even if you are in complete control of your vehicle, our state’s speeding tickets are some of the highest in the country. KNOW THE CONDITIONS For novice drivers, it’s easy to underestimate just how much difference hauling a trailer makes to your

KNOW WHEN TO STOP Towing a heavy load requires you to be more vigilant than you might be on a Sunday drive in your Prius. The average reaction time is about 3/4 of a second. At 55 mph, you could travel another 61 feet before you even think to step on the brakes. Ideally, you want 300 feet or a football field’s worth of stopping distance. When you receive a ticket for speeding downhill, you may need a traffic attorney. Mark Bigger and Paul Harman are two of the best. We’d be happy to meet and discuss your case.

2 | www.bakersfieldtraffictickets.com

www.bakersfieldtraffictickets.com

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