arm and a leg…” to accurately represent the company. Given an unlimited budget, any fat corporation can create a new image or alter an outdated or damaged one. Those of us with more modest resources, given only a camera, a copier and an ink jet printer adding some creativity can do it even better. There are some things on which you should never cut corners, safety regulations or legal issues for example. Looking only at the surface, in this instance, is a good thing as is going for style not necessarily substance. You only get what you pay for doesn’t really apply here. Remember an image should reflect the true quality of your products or services, however, as Evan Paull says “…any little set designer will attest, you can get great looking reflections even when you only have very little resources.” First, take a look at your present image. Make note of the things you like. Decide on what components can or can not be changed (the name perhaps). Look at the parts that you hate or the parts that need a great deal of improvement. Notice the parts of your image that are neutral. In order to develop a positive or a new and improved but inexpensive image, start identifying other businesses that have the look you want. Start with the competition. Collect their brochures and other printed materials especially business cards and annual reports. Visit their locations and take note of the signage, the dcor, furniture, and display cases. Next study other businesses that just have a look that you like or an appearance that gives you a good first impression. Even if they are not appropriate for your particular needs, identify parts of the look that you like, a logo or sign, a color combination perhaps. Whenever possible take pictures. Go through magazines and catalogs, clip logos, ads and pictures that express an image you would like to achieve. Carefully examine fonts, letterheads and graphics. Many times things a...
