Company Identity Goes Far Deeper Than A Logo
Graphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company’s stationery, brochure, ads and web site, this often goes by the name of an “identity package.” Don’t let this convenient term mislead you into believing that a company’s identity consists of merely the logo and look. No, every company has an identity or image in the minds of its customers comprised of at least nine other factors besi…
Create A Business Card That Sells and is Effective
Why does your business need a business card?
Exploit Your Brand To The Fullest
A brand goes beyond a company name and tagline. It is a complete personality or set of values, sometimes even a story line, along with repeated visual, auditory and behavioral elements. When you decide to invest in creating a brand, follow these guidelines to ensure that you get your money’s worth:
1. Be distinctive. You’ll land your company in expensive legal hot water if you attempt to steal or encroach on another company’s identity. Apart from legalities, you tend to ge…
For Business Names And Tag Lines, Popularity Shouldn’t Rule
Don’t turn your search for the perfect name or tag line into a popularity contest! Two instances of this have crossed my path recently.
First, someone I know asked people to vote on the best title for a forthcoming book. That’s unwise, because what people say they like in a book title:
* Doesn’t necessarily distinguish the book from others
* Isn’t necessarily clear, spellable and free of negative connotations
* Doesn’t mean those who are the best audience for the boo…