[Memo from Michael Reese to Alan Levi concerning the costs of adopting the new logo] Page: 1 of 2
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September 30, 1994
To: Alan Levi From: Michael Reese
3232 McKinney Texas Human Rights Foundation
Suite 1150, LB 20 815 Brazos, Suite 801
Dallas, TX 75204 Austin, TX 78701
Tel: 512-479-8473
Fax: 512-479-0923
This memo is to update the Executive Committee of specific costs associated with adopting the
new logo that was proposed at the last board meeting.
There were two primary issues of concern raised with reference to a multi-color logo. First,
the printing costs. Second, public perception.
Issue 1: THRF has secured the assistance of Seven, Seventeen Group, Inc. an advertising and
marketing design firm in Houston owned by Amy Looper. At no charge to THRF, they have
conceived of the new proposed logo and, at my request, sought competitive bids from printers in
both Houston and Austin. They have accepted no bid from any printer with a markup of more
than 10% above actual cost. The following printer bid is the lowest to date:
20,000 letterhead 4 color front side/1 color back side, and
20,000 #10 window envelopes 4 color .......................... $3,103.00
(Cost per piece is 7.7 cents)
15,000 AIDS and the Law Brochures, 4 color cover with one color text .... $5,372.00
(Cost per brochure is 35.8 cents)
20,000 Membership Cards 4 color front side/1 color back side, and
20,000 Donor Cards 4 color front side/i color back side, and
500 Business Cards 4 color 1 side ........................... $1,951.00
(Cost per piece is 4.8 cents)
20,000 Newsletter Shells (Outside Pages) in 4 color ................. $1,487.00
(Cost per piece is 7.4 cents)
For day to day correspondence in the office (e.g. between clients and attorneys), we would use
a one color version of the four color letterhead. The four color version would be used in
correspondence to members and the media, such as fundraising letters, newsletters, and press
releases. Later, we would develop posters, T-shirts, other brochures, thank you cards, etc. -- all
using the same logo design.
I believe the above numbers show that a multi-color logo is cost effective where the printing is
done in large quantities. For comparison, our 4th quarter 93 newsletter, which was only one page
printed on 2 sides in 2 color, costed us 10.2 cents per piece.
Issue 2: Public perception of such matters is difficult to gage. I personally feel that our
community is impressed with things that look good, and that few members (if any) would even
associate our new look with higher overhead. With this letterhead and newsletter design, THRF
comes across as vibrant and active -- something which is sorely needed right now.
Regarding the brochures, people are more likely to pick up and read something that is visually
appealing.
Regarding the newsletter, we need to recruit underwriters for it anyway. For those few who
may otherwise express concern about our letterhead, we can include on the letterhead a "thank
you" to Seven Seventeen for donating the design, and to the Printer for the discount.
Of course, I welcome other suggestions with regard to either of these issues. I will contact
each of you shortly to get your vote of whether to adopt the logo.
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Reese, Michael. [Memo from Michael Reese to Alan Levi concerning the costs of adopting the new logo], text, September 30, 1994; (https://texashistory.unt.edu/ark:/67531/metadc967763/m1/1/: accessed July 17, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting UNT Libraries Special Collections.