Logos, Trademarks and Corporate Identity
Corporate identity encompasses the symbol and/or typography which serves as the business trademark or logo. This symbol along with a consistent presentation of select marketing attributes combine to represent the organization's persona or brand.
Above: A logo developed for an Assisted Living Facility for seniors located on the Hudson River in Catskill, NY.
Above: A logo designed for a regional landscape company based in Orange County, NY.
Above: A logo created for a major real estate professional with an award-winning history.
Above: A logo designed for a veterinarian based in Ulster County, NY.
Above: A logo designed for an upscale hair salon based in New York's Dutchess County.
Why does a business need an identity?
Without an identity, a business basically flounders through time, taking success by mere chance if success in fact occurs. Whether you are a product business or a service business, or both, people need to know what it is you do and how they may need you.
Above: A logo developed for a specialty roofing expert based in Orange County, NY.
Above: A logo designed for a conglomerate of oil professionals in New York's Hudson Valley.
Above: A logo for a highly successful real estate company based in Dutchess County, NY.
Above: A logo for a large roofing company based in New York's metropolitan area.
Above: A logo for a financial firm based in Manhattan.
What's in a name?
When businesses are born, the owners or board of directors are usually the ones who dream up the company name. Unfortunately, these are usually the people least likely to realize what an important task this is, from the standpoint of successful long-term marketing success. Not just because they are too close to the subject to be objective, but also because they usually are not marketing experts, the name they agree on often is too long, too obtuse or too cute.
While it may be our right to try to explain the problems with some names, it is usually our job to try to work with a business name the best we can because clients tend to come to us after the incorporation process is complete and name-changing is generally not an option.
Above: A logo for manufacturers of electronic hardware and enclosures based in Dutchess County, NY.
Above: A logo designed for a prominent insurance firm based in Dutchess County, NY.
Above: A logo designed for a greater New York Hudson Valley realty company.
Above: A logo created for a regional airline renting air miles on a shared basis
located at Stewart Airport in Orange County, NY.
Above: A logo designed for a new greater New York Hudson Valley commercial development company.
Above: A logo developed for a financial firm based in Dutchess County, NY.
Above: A logo developed for a business consultant specializing in
Enterprise Resource Planning based in New York's Mid-Hudson Valley.
Above: A logo developed for an iconic gift shop based in Woodstock, NY.
Above: A logo designed for a Hudson Valley-based Internet business.
Above: A logo designed for a New York Hudson Valley fitness entrepreneur.
Above: A logo designed for a New York Mid-Hudson landscape company.
Above: A logo designed for a young, enthusiastic New York Mid-Hudson client with grand entrepreneurial aspirations.
It all starts with a logo.
Before you can do business, you need a smart, memorable, appealing way to showcase your business name. While you may benefit from a graphic symbol to represent the purpose of the business, you may not necessarily require one. Many businesses operate very successfully with stylized typography alone, which in essence becomes the business logo, symbol, or trademark. Think IBM, for instance. This logo will appear on practically everything which represents the business including the tiniest application on company checks, for example, to enormous renditions on signage, billboards or company trucks or planes. While the most common appearance will include business stationery, the logo will also be used in all sizes and types of advertising and collateral material including the company's website, as well as promotional items, gifts, clothing, packaging and merchandise, if applicable.
Anticipating the countless ways in which the logo will be used is one reason a professional logo designer is needed. In addition to accurately representing the business name, purpose and style, it also needs to compete on the global, national, regional or local stage as a uniquely memorable symbol of your business, now and for many years going forward. This is not an easy task
Above: A logo designed for a prominent facial plastic surgery practice with offices in New York's Dutchess and Westchester Counties as well as the NYC borough of Manhattan.
Above: A logo for a medical spa as a special part of the Facial Plastic Surgery practice shown above.
Above: For some companies, a logo must satisfy many purposes and must be able to evolve over many years of use. In the above case, many versions were used simultaneously until a corporate name change occurred.
Above: A logo designed for a large national roofing company.
Above: A logo created for a designer and builder based in Ulster County, NY
specializing in highly sophisticated homes.
Above: A logo designed for a new greater New York Hudson Valley regional dental practice.
Simplicity is key. Consistency is vital.
For the same reason a succinct business name is most advisable, a logo is strongest when it is simple and easy to remember. Since most people are in a hurry and have little time to devote to studying logos, advertising and the entire gamut of marketing materials we in the industry labor over, it is essential that these business communications make a strong first impression with simplicity, style and most importantly, appeal.
The only way people begin to recognize your business is through consistently repetitive exposures to a disciplined presentation of compelling design, color, sound and verbiage. Many business owners or directors make the mistake of thinking that their own boredom with their repetitive business presentation is shared by their market. On the contrary, it is exactly the repetitive nature of any presentation that makes it memorable in the first place, provided it is compelling and appealing.
Above: A logo developed for a well-established law firm based in New York's Dutchess County.
Above: A logo created for an accounting firm based in New York City.
Above: A logo designed for a prominent law firm based in New York's Dutchess County.
Above: A logo designed for a longstanding company offering high-quality flooring products and services.
Above: A logo designed for a national roofing company concentrating on comprehensive maintenance programs.
Above: A logo designed for a fine home builder based in New York's Dutchess County.
Above: A logo designed for a New York ski club.
Above: A logo designed for a New York Dutchess County scuba company.
Above: A logo designed for a New York Hudson Valley equities management firm.
Above: A logo designed for a New York Mid-Hudson real estate company's new high-end residential development.
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