by Tina M. Farmer

One of the keys to business success, no matter the size of a company, is the creation of an effective image. A corporate logo or letterhead is often the first impression a potential client receives, and business cards create a lasting point of contact. Unfortunately, many small- and medium-sized businesses pass on the opportunity to take full advantage of their company image. In an attempt to save money, they use clip art and standardized fonts available in off-the-shelf software, and fail to distinguish themselves from their competitors.

Because making the right impression can be an important ingredient to success, even the smallest owner-operated company may want to consider hiring a professional graphic designer. Graphic designers can bring a fresh eye and new perspective to any company, but their success in creating an image comes from how they listen. “The first thing I try to do is to completely understand a client’s business,” says Carol Boss, owner of Boss Graphics. “I ask about the company’s market, its competitors and what differentiates it.”

A little time spent defining your company before the initial meeting can help point a designer toward an image that truly is representative. Jamie Sheehan of Art Chandry Design Co. feels clients help themselves when they clarify their vision before calling the designer. “Clients need a good sense of their strengths and weaknesses, as well as an idea of how they want to be perceived,” she advises. Take the time to prepare some information about your company’s products and services, gather samples of your competitor’s business cards or advertisements, and include samples from companies you admire.

A good designer will work with you to create an image that not only states who you are, but points you in the direction of who you want to be. “There needs to be room to evolve,” says Sheehan. “A client starts with ideas of where they want to be and perceptions they want people to have, but the reality is it will all evolve as the company grows and changes. What is initially presented – creatively – needs to have some flexibility to accommodate growth or a narrowing market.”

“A new company really is like a fresh slate,” explains Boss. “I want to know how they define themselves. The more I can learn about the company and the company’s potential clients, the more tools I have to work with.” Experts also agree it’s important for a company to understand the market in which it operates; a restaurant in a busy mall has very different needs than a byreservation- only establishment located in the heart of Clayton.

Generally, a designer will meet with you at least once to review the information you’ve prepared, and to assess your marketing plans and customer base. Additionally, the designer may ask questions or show you samples of their work to gauge your personal preferences. Mary Ann Russum of Fuzzë Design suggests taking this process a step further. “In addition to asking about logos they like,” she says, “I ask about what they don’t like, including colors, fonts, images used or even the overall feel of a design. This roundabout approach is actually a very effective way to get a sense of what they want.”

The designer will then take your ideas and the information learned and get to work. Usually, says Sheehan, this begins with research on the industry and market, but isn’t limited to your competition alone. “I research their competition, the marketplace and everything about who they are, who their clients are and where they want to be,” she says. All that information is used to help the designer focus on creating an accurate image for your company. “I want to present the client with four or five logos that ‘wow’ them,” says Russum. “If they have trouble choosing because all the designs hit their mark, that’s the best compliment I can get.”

Typically, a designer will spend a few weeks sketching out different approaches and reviewing them with you. Your feedback at this point is an important part of the process. The key to developing a successful company image is the collaboration between a client and designer. Sheehan explains, “The designer needs to rely on the client to provide the elements and the client needs to trust the designer to discern their best use.” Once you and the designer have determined the look and feel of your company logo and identity, it can be extended and applied to all your business materials.

And, your company image does more than just get you noticed in public – it provides an identity for you and your employees. While a pretty picture won’t hide poor service or faulty products, a well-designed logo can be a sign of company pride. When your employees understand the company, they exude confidence as they represent you. A successful logo can be part of that process, used as a rallying point for employees and customers alike.

“When you are a new company, you want to put your best foot forward from the word go,” says Boss. “A great logo, [one] that you really like, is a smart place to start. You can use it on everything from business cards to coffee cups to signs.” But, she cautions, you don’t need to paste your logo everywhere. Instead, she suggests picking up the colors or font to use on letterhead and in brochures, giving your company an overall identity in a more subtle manner. The main idea, says Boss, is to tie all company materials together so that they work with – and for – each other. “Cohesive branding is the key,” Sheehan explains, “but that doesn’t mean everything has to look the same. If everything is the same, it gets boring. If everything works together, it gets results.

St. Louis has a wealth of talented designers and firms – finding one that fits your needs and budget is worth the effort. Just look at Nike’s swoosh; what began as a simple sketch on a notepad has become the definitive symbol of athleticism. When your company’s success is on the line, a distinct logo or easily identified corporate image can have the impact to make the difference.

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