Effective communication starts with effective identification. Messages have more impact when you know who's sending them. For business, this identification is your logo.

Reveal Your Passion. Every business has a vision. Every business has a purpose. No matter what you do, if you get up each day with the objective to make your business better, you deserve quality communication materials that express who you are, what you do and why you do it. It's about making the truth interesting and revealing the passion behind your organization.

Imagine every form of promotion supporting your image. Imagine everything you say contributing to a single message. Imagine your employees living and breathing this message.

Your business wasn't started by copying your neighbor's great idea. It was created on instinct. It was created through hard work, focused thinking and a drive to be successful.

But does your marketing reflect this? Does it express the passion for your organization, its people and its products. Is it obvious how quality minded, dedicated and personal you take each job?

Is your versatility clear? Do you see in your business card a firm commitment to quality? If you don't, your horn is a bit out of tune.

Fulfilling the Promise. When something appears to be designed well, there is an inherent promise of quality. It is this silent Œpromise¹ that makes design such a powerful business tool. Companies who back up this promise with quality products and services stand out. With time, their reputations get attached to the logos that represent them. In effect, their logos become signposts of quality, integrity and merit.

Cutting through the Clutter. If you think you suffer from information overload now, get ready. Because the floodgates are just opening. Against this tidal wave of ³graphic-noise,² thousands of logos compete for our attention. Most fail. Many are frivolous. And far too many are copycats. Most don¹t deserve a first glance, never mind a second. Those that stop us are special in some way. And more often than not, that trademark characteristic is simplicity. But simplicity doesn¹t mean boring. It doesn¹t mean compromise. Symbols that work (the ones with lasting appeal) are so coherent in design, that removal of any part destroys the whole. No frills.

Ultimately, the recognition value of any logo is limited by how we see. Though our eyes can scan a wide area, the part of the field of vision that¹s actually in focus is surprisingly small­roughly the area of a large coin held at arm¹s length. The experience of seeing everything in focus at all times is really an illusion created by the mobility of the eye which rotates to a new position 5 times a second.. Knowing this, it¹s clear that meaningful logos reduced to their essence are not just a good idea. They¹re good business.