Dear Subscriber,

Why would a small or emerging business need a logo? Visually, your company's corporate identity speaks volumes about it's place in the marketing landscape, it's culture and it's vision. How much of an impact can a logo have? Have you ever seen an ad for a new product for the first time, yet you know there is something so familiar about it? The first glimmers of recognition of a symbol are almost unconscious. They were planted when you were focused elsewhere, and now come rushing to the forefront of your attention.

A logo which is simple, memorable and well designed leaves an impression in a way that words cannot. It connects with your audience on a fundamental level which transcends words. It distinguishes your business as a unique, professional entity and sets it apart from the competition. If you use clip art for your communication pieces, your corporate identity will look "canned', or worse, indistinguishable from your competitors in the crowded landscape of the marketplace. Your identity, as seen on your letterhead, business card, website, storefront or office, as well as your print communication pieces, represents your business when you are not there. It tells your audience that you are a serious player, with a professional, pulled together image. Your corporate identity is the face your business presents to the world. It should be a reflection of the goals, direction and culture of your business. Think about what qualities or ideas you'd like to convey to your audience in the few seconds you have to capture their attention. While there is no time for conveying a written message, an effective logo grabs attention and speaks louder than words.

A well designed logo is as effective on a business card as it is on a billboard. Take a look at the visual images you use to represent your business. What do they say about you? Do they grab your customer's attention and convey your company's uniqueness? An effective logo can and should do all that. An effective logo must be developed though careful analysis of your audience, business and industry. In working with a designer, there should be meeting of the minds to bring forth this idea to a reality. Your company logo. You should *love* it. You, and your customers, will be living with it for some time to come. Article by Sue Oakes of www.suoakes design.com - specializing in developing corporate identity through logo design, ad layout, brochures, illustration and electronic image manipulation.

In our November Issue:
Setting Up Your Home Office

Sincerely,

The Inc-It-Now.com Team

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