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Looks are everything when it comes to your corporate identity.

This story appears in the December 2000 issue of Entrepreneur. Subscribe »

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 (, 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.

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