8 - January 2019 Woodall’s Campground Management SMART OPERATIONS Peter Pelland If somebody asked you the name of the font — the typestyle — used on your latest brochure or directory ad, would you be abletoanswerthatquestion?Infact,ifyou paid somebody to design that advertising for your business how long would it take that designer to identify the font? Iactuallyencounteredasituationabout a year ago where a campground owner askedherwebsitedesignerforthenameof the font that was used as a substitute for a logo on her website. The website designer responded that she did not know and that it was “just something that she thought looked nice.” AccordingtoThomasPhinney,theCEO ofFontLab,thereareperhaps300,000fonts intheworldtoday,containedwithinabout 60,000 font families (representing varia- tions of a single font). Those 300,000 fonts arenotyourbiggestconcern.However,the fontsthatareusedinyourownadvertising — from your website to print to signage to apparel — should all be singularly consis- tent. Fonts are one of the key components of branding, where “close enough” or “looking nice” is just not good enough to protect the integrity of your business. There is only one font that represents such universally recognized brand names asFord,Coca-Cola,AT&TandKleenex.For example, the font used in the Coca-Cola logo is called SpencerianScript, a popular font in the United States from about 1850 to1925,adaptedbyCoca-Colain1885with specialalternatecharacterligaturesforthe capitalletters“C.”Needlesstosay,thatfont has shown some staying power! Also, script-based, the Kleenex logo is based upon the Montauk Pro Bold font, with proper kerning (the spacing between letters)toconnectthelettersasiftheywere written with one continuous swipe of a marker. Fonts such as these were not chosen randomly,eventhoughweyearslaterthink of them as everyday acquaintances. The characteristics of various fonts trigger a series of predictable emotions — from strengthandreliabilityandtrustworthiness to modernity and cutting-edge and fun. These fonts then go hand-in-hand with color,whichisalsoanythingbutrandom.I still own sets of the old Pantone Process Color System swatch books that were the colorreferencestandardinthedaysbefore thepersonalcomputercameintoeveryday usage. Those color values allowed design- ers to communicate color values with a consistency from one project to another, allowing for the matching of very specific colors on press. In theory, computers and monitors today can reproduce as many as 16.7 million colors, described as various com- binations of red, green and blue (RGB) color pixels. In practice, those colors are often difficult to share from one computer to another because identical colors may appearwithconsiderabledifferenceswhen viewed on two uncalibrated monitors. Thenthereistheissueofthedifferences between the RGB (monitors) and CMYK (print) color spaces, which do not even come close to perfectly overlapping and translatingfromonetotheother.Generally speaking, if colors are to be reproduced both online and in print, it is necessary to work in the CMYK color space, where the differences will be less pronounced when converting to RGB than when converting in the opposite direction. None of this is particularly easy, which is part of the rationalization for turning to experts for assistance. When you thought Kodak, you thought yellow and red, and when you think UPS, you think brown, but the world has gotten more complex. Fonts and colors are only twocomponentsthatcomeintoplayinthe design of an effective logo that will stand the test of time. You can design your own logo, use clipart,buyoneonlinefor$79orfindthou- sandsofgraphicdesignhobbyistswhowill design you a logo, of sorts, for $5 on fiverr.com. You will get what you pay for. Workwithasingledesigner(itisnotacom- petition), expect multiple concepts and revisions, reject clip art, expect multiple formats including a vector file and expect to pay a fair price. Ask yourself if that designer in Bangladesh or the Philippines has any understanding of the concept of camping. Along with a logo, try to develop a tagline — something that is clever, not a cliché.Itisalmostnotnecessarytoidentify the companies associated with the follow- ing taglines, but I will disclose them at the end of this article if you happen to get stumped on one: • CanYou Hear Me Now? •Where’s the Beef? • When You Care Enough to Send the Very Best. •Think Small. • Just Do It. •WeTry Harder. •You Deserve a BreakToday. Franchises from McDonald’s to Kamp- grounds of America (KOA) recognize the importance of consistency in everything from fonts to colors to taglines, but you do not need to run a franchise business in order to think smart like one. Once you haveestablishedyourbranding,itneedsto be used everywhere — without exception. This includes your signage, your building exteriors and interiors and your apparel and branded merchandise. Branding is inherentlynot“generic”inanysenseofthe word. When there is a range full of cattle that all looks alike, you need to make your cattle stand out from the rest. It’s all about branding. (Need help with matching the taglines with their corporate parents? Here you go: Verizon, Wendy’s, Hallmark, Volkswagen, Nike,Avis and McDonald’s.) PeterPellandistheCEOofPelland Advertising, a company that he founded in 1980 and that has been serving the family camping industry for more than 30 years.His company specializes in building fully respon- sive websites,along with producing a full range of four-color process print advertising for clients from coast to coast.Learn more about PellandAd- vertising at www.pelland.com. WCM Consistency a Cornerstone of Branding Your Campground