When you pass your business card to a potential customer, are you making the best impression for your company? When people drive by your business are they making accurate judgments about your business? Think of your logo as a silent salesperson---a marketing tool that conveys more than just the company name. Every potential client, every existing customer, all associates and employees, even your competition will see it and develop a perceived understanding of your business. An effective logo supports your brand image, acts as a visual link to your business and establishes expectations in the mind of your audience.

Creating a logo and identity design is a collaborative effort between you and your designer. We need your input, ideas and feedback; you need us to translate that to graphic elements that connect with the image you want to project. The first step to getting the partnership going is for you to share as much about your business and the audience that your logo will reach.

We meet with our clients to discuss their business and to begin defining what they are looking for in a logo. Your designer should want you to describe in some detail your clients and how you interact with them. A great logo for a company that describes itself as a friendly, fun, and value oriented would not work at all for an edgy, contemporary business servicing luxury clients. Color choices, font and graphic elements are all selected to make a specific impression about your company.

If you are developing a new identity for an existing business, give your design team copies of current marketing and collateral pieces, like brochures and print advertising, to give a sense of the various uses or applications for a logo. For all businesses, new and existing, be prepared to discuss all the potential uses for your logo. What looks strong on a business card may be too weak for an oversized outdoor sign so think about future needs, not just what you need today.

From there your design team begins creating your logo, developing several concepts to review with you. Most clients expect to see the perfect logo on the first review, but that very seldom happens---don