Yesterday, Sean Norris wrote a popular piece about Nike’s Carolina Panthers’ shirt misprint. We’ve covered many imprint mistakes this year–and sometimes just plain awkward designs–and given advice on how to avoid them. As Sean points out, Nike’s mistake is not nearly as serious as the “Keep Calm and Rape a Lot” shirt from Solid Gold Bomb, but it is one that could have been avoided easily (especially by a company dedicated to sports and team wear).
If your client asked for this design with the wrong state, what would you do? Maybe you are not a huge football fan so you may not know that the state is wrong, but a simple Google search could give you the answer. As an editor, I know that sometimes mistakes make it through the editing process, even with many sets of eyes looking over the work. That’s why an outside perspective is helpful. You are the outside perspective for your clients.
Sure, you don’t want to lose the client by correcting them, but you may lose them anyway if they have to recall the shirts. Here is how to safeguard your sports team promotions from imprint mistakes.
1. Research the team referenced
You already know to check if you are allowed to print the mascot or logo for schools and professional sports teams. When doing your normal legal homework, dig a little deeper to make sure the logo is correct and is not shown with red background and white lettering when it should be a white background with red lettering (or something like that).
2. Know who the targeted end-user is
If there is one market that is unforgiving of mistakes, it is sports fans. Will they know if one corner is rounded too much or the lettering too spaced out? If the end-users are sticklers for their sports team’s logo, make sure it is not only the right state, but that every small detail is correct as well.
3. Keep your relationship with your client strong
It is not easy to tell a paying client that they made a mistake, especially if you have a close relationship. Take them out to lunch and break the news (or if you are long distance, include it in an otherwise congenial phone call). As long as they are not too far into the process, it will be an easy change and they will be grateful that you saved them a headache and embarrassment.
