he Trademark, Brand, Logo, 'mark', all sit under an umbrella of what is known as Corporate Identity. Michelangelo once chiselled in anger "Michelangelo made this" onto the sash of Mary's Robe on the Pieta. In a similar way, people, organisations and manufacturers have always tried to find ways to forge their own name or image ahead of the competition. Over the millennia of its evolution the visual meanings of certain shapes, colours and how we read them have become almost subliminal to our way of life. A simple example would be the 2000 year old shape of a cross, symbolising a religion. Two millennia of development later we are bombarded, through all our waking hours, by advertising and marketing stimuli. There are few places where you cannot see a logo if you look real hard. Be it bill boards, newspapers, magazines, direct mail, competitions and giveaways, cinema, the yellow pages, E-mail marketing, website banner ad's, shop fronts, clothing, the list it endless. Even when you turn your television off there is a logo on it. So getting the right combination of quality and production cost to your corporate identity is a veritable minefield. Next Page »»