Image is everything. When it comes to business identities a good logo design has the ability to create a credible first impression.

A corporate identity can be a graphic, which helps to symbolise the nature of the business or simply a typeface allowing the business name to speak for itself through the use of a well chosen or designed font.

The power a corporate identity wields is the ability to position the business in the market place; it is a branding recognition element that businesses cannot do without.

Depending on the business corporate image packages can range from logos with stationery or carried out across all media including: TV, radio, signage, direct mail. Anything and everything to get the business acknowledged.

Once the logo is designed all additional advertising will centre around and reinforce the company's image. A great deal of emphasis should be placed on the planning of a corporate identity. After all, it can launch a new business or revamp a tired business image, bringing it new interest.

When it comes to inquiring about a new look its best to know what it is you want your logo to achieve for you. The appearance of the design will dictate the clientele your business will attract. Do you want something modern yet friendly, sharp and corporate, fun and lively or perhaps something classic with a touch of elegance? If you don't know what you need then contact Kristy Bowering at AECgroup, a professional and helpful designer, who will design something to suit your individual needs.

Normally, I like to find out a list of things that help me decide what direction to head towards. Here are a few: words that describe the company; if the company has an aim or philosophy; likes and dislikes of colours, shapes, styles; basically what sort of image do you wish for your identity to project to the chosen market.

The process of designing a successful logo will revolve around communication, branding and application responses. A number of considerations will take priority:

• How the market will respond to the appearance and feel of the image
• To develop an identity unique to the company and one which reflects the product and ambitions the company intends to promote.
• To create a mark which is instantly identifiable
• Understanding of the competition and what needs to be done to succeed
• branding will do this for you.
• Longevity
• overtime you what your image to become familiar and recognisable to the buying public. But it must be contemporary and visionary to maximise its value.

Most corporate businesses change or replace their corporate identities every five years or so. This is done to ensure the company is perceived as progressive and always developing to suit the constantly changing market place. Coke and Vegemite are two well-known brands that have slightly altered their original logo every few years over their commercial life. Some of us don't notice the differences and that's because the company logo is transforming to the needs and desires of new generations.

Basically, a well-planned corporate image will be the beginning of a successful advertising relationship. Your new identity will form the base and then the advertising campaign that follows should send you head on into the marketplace, constantly reinforcing your name, style and image. Whether you backup your new logo with signage, direct mailers and/or TV ads you will be noticed and recognised. That little logo in the top left hand corner of your letterhead will become a familiar face to your target audience.