Corporate Identity: It’s More Than a Logo By Carol Septow
Let’s say you’re the marketing director of a professional services firm, the director of corporate communications, or the company president. You know you’re good at what you do and that your company provides outstanding services. What’s troubling you is the dissonance between these outstanding services and the level of corporate marketing collateral. You’re worried that marketing communications are sending mixed messages and thwarting business development efforts. In fact, corporate literature design has become a reactive process, often driven by the need for a piece for an upcoming event. Read more.
The Powerful Partnership of Graphic Design and Legal Marketing By Carol Septow
There is no room for a disconnect between the image your firm is projecting and the position you seek to carve out of the marketplace. As the face of the firm evolves, its storytellers, i.e. the logo, firm brochure, practice area literature, recruitment material, trade publication ads, event invitations, newsletters, and the web site need to reflect the change. Collectively and individually, these ambassadors make a great case in favor of judging a book by its cover. How they look is just as important as their content. Shaping that look, as well as shaping perception, is a function of graphic design. Strategic graphic design begins at the point where business goals and creativity intersect. Read more.
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