Logo Development and Corporate Identity A logotype is more than a fancy design; it represents the image of your company. To the outside world it is you. Considering how important it is, it's surprising how many people are willing to entrust its creation to the first person who appears to be able to draw a mountain. Corporate identity is a logo in all its applications. Black and white, color, web site, fax-proof. Large and small; in signs and buildings, on trucks, T-shirts, letterhead and business cards. Once the logo is complete, a simple document can describe what your logo is, and allow every employee to reorder letterhead or develop a new sign with the assurance that every application with use the same color of, say, red. ("No, no, you idiot. I said fire engine red, not persimmon.") Here are a few examples of designs by Marketing, Ink: Royal Blend Coffee was poised on the edge of a major expansion when its Board of Directors decided that the old logo was not a strong enough platform to allow them to penetrate new markets. Marketing, Ink was retained to establish a brand identity which could work equally well on supermarket packaging as on vending machines and building signage. The new logo retained the recognizable crown, but established a sophisticated look with all the richness of the gourmet beans, themselves. Empire Net, an Internet Service Provider, wanted to signal a new direction for the company and establish its own identity separate from the many other "Empire" businesses on Bend's north end. Emphasis on the word "NET" and the interplay of a stylized globe provided differentiation and signaled the worldwide nature of their business. Compass Commercial Real Estate Services was a brand-new company when they retained Marketing, Ink to develop their mark. The challenge was to develop a look that would be instantly recognizable on the primary application -- property signs -- while strongly emphasizing that the company deals in commercial real estate. The mark also had to work in black and white newspaper ads. The solution was to make a type unit of the words "Compass Commercial", and couple it with a dynamic three-dimensional compass. Lucas Publications is about books. So it made sense to create a mark that the detailed minds of readers and writers would be able to see as a stylized "L", and also the spine of an open book.   What do you do with a mountain that hasn't already been done? In Central Oregon, the mountains are a popular symbol, and with a company name like "Mt. Bachelor Candle Factory" incorporating Mt. Bachelor seems unavoidable. Fortunately, the product itself lent the right solution with a touch of whimsy. Even the snow cooperated to form a melting necklace of wax.      TreadMark Racing Relics is a manufacturer of motor racing souvenirs. The bold handling of the type is appropriate for the raw power of the sport, and the skid mark behind the type recalls the unrehearsed mayhem that provides many fans with their main attraction to the sport.   The Mirror Pond Community Gallery occupies the historic Allen-Rademacher house in downtown Bend, Oregon. It features works of local and nationally-known artists and is run by a virtual army of volunteers. A hand-lettered logo evokes a sense of craftsmanship, while maintaining a thoroughly modern personality. As you can see from these few samples, every personality is different -- just like yours. Give your logo the attention it deserves with a treatment by Marketing, Ink.

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