Entrepreneur magazine - December 2000 By Gwen Moran
People are going to judge your business by
its look, so your logo, Web site and store design should be dressed
to impress, says David Slavin, director of Design for Marketing
(www.design4marketing.com), an Internet, graphic design and marketing
firm in Los Angeles.
"You need to have a strategy so you know
your logo, colors and overall image will translate well across
all platforms [for a long time]," Slavin says.
Colors send messages, so use color to define
your business as conservative or cutting-edge. Slavin urges business
owners to pay attention to how they apply the look. Can it be animated
for use on a Web site and in electronic promotions? Can it be carried
from print ads to fax cover sheets?
Slavin cautions against common pitfalls:
Overdesigning: Clean logos and graphics
are likely to be more memorable.
Underutilizing: Put your logo and colors
on everything. "Continually reinforce your brand message," says
Slavin.
Being inconsistent: Be sure that if all
your collateral materials are lined up, they'll look like they're
from the same company.
Doing it yourself: Let a professional develop
your logo, brochure and Web site to ensure a long shelf life
and a broad reach.
Corporate
Identity Design 
