Got Style?

Looks are everything when it comes to your corporate identity.
Magazine Contributor
Writer and Author, Specializing in Business and Finance
2 min read

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

People are going to judge your by its look, so your , and store design should be dressed to impress, says David Slavin, director of Design for (, an Internet, and marketing firm in .

"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 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 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.

Gwen Moran is president of Moran Marketing Associates and founder of, a marketing information resource for small businesses. E-mail her at

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