Worship Musician May 2020 | Page 158

MARKETING BRANDTASTIC A.K.A. THE ART OF A GREAT LOGO Doug Doppler with Derek Esteveld Derek Esteveld is the VP of Sales and Marketing Fender and Gibson. So, let’s dissect a little bit for Revv Amps, and engineered a brand about their logos. Coke’s logo is just red and takeover at the 2020 Winter NAMM show of white with some script font. Fenders is just that truly epic proportions. For the past decade, script font that’s lasted since the 50’s, and the Orange and Marshall have gotten great mileage same with Gibson, so to me those are the best out of the branded totes they give to attendees examples I can think of. for schlepping the mountains of free magazines [WM] Logos play a giant role in brand identity, and catalogs available at the show. No one, which can be a double-edged sword. Can you including the British amp icons who arrived share the following interview with ‘captain explain why you moved to the boxed Revv logo at the show with thousands of bags in tow, brandtastic’ himself, Derek Esteveld… and how it impacted your sales? [WM] Derek, many thanks for joining us! [Derek] So originally, we started out with what expected a relatively small amp company from Canada, to steal the show. we called our ‘oval’ logo, or now we refer to it Revv gave away over a thousand t-shirts at the [Derek Esteveld] Thanks for having me as our ‘modern’ logo, and then about two and show, and in so doing engineered the single today. a half years ago we decided to design a new biggest brand takeover I’ve ever seen at NAMM logo and move to something that was a little in twenty-plus years of attendance. The Revv [WM] In your opinion, what makes a logo bit more traditional looking. And that’s when brand could not be denied or ignored. So, what great? we came up with the rectangular badge that does this have to do with you and your church, the answer is everything! we use on all of our stuff. So, the problem with [Derek] Simplicity is the biggest thing that I the oval logo, at least from my perspective, was find makes a logo great. Anything that is really that it incorporates two fonts in the Revv text, Ready or not, we’ve all gone digital and your legible and incorporates good use of font, and the first ‘v’ in that comes down to a really church logo is in social feeds right alongside normally only one font, and not a lot of colors sharp point. Revv is already really well known every major brand in the market place. While in it. in the metal community, and that’s our primary this might not be glaringly obvious to you, it is customer base. And we had a lot of people to the rest of the world. Long before we start [WM] What are some examples of these best who were refusing to try our product from the doing the socially distanced church, people practices? blues and worship market based off of the were already church shopping – virtually! And fact that when they saw the logo they instantly what exactly do people usually see first when [Derek] Let’s think about the companies that thought that the product was a metal product they visit your web site, wait for it, your logo. have a logo that we find to be really iconic and even before they heard it, and part of that in my that we really identify with… companies like opinion was that pointed ‘v’. With that out of the way, it is my pleasure to 158 Coke, FedEx, in the music industry we’ve got May 2020 Subscribe for Free...