Consistent Look

Once you have defined your business and/or practice by deciding who you are, who is your ideal client or patient, how you are different, it is time to incorporate that knowledge into your visual identity.

Your visual identity would include your logo, your marketing materials, your fonts (typeface used in ads or marketing materials), your website, the colors of your office and your uniforms, the sign on your building or street and even the style of photos taken of all the staff.

They need to be consistent! They all need to represent your underlying mission statement. Are you high-tech and modern? Look carefully at each new design that you do and make sure it coordinates with the other things you have designed. Get a good designer and keep with that person, if possible. You will be living with your “look” for years so you had better like it.

Another thing to consider is your location. If you are a mile from the beach, and have shells and a fish-tank in the office, you may want to incorporate fish and shells in your logo or your theme. If you are in a historic area of your city or town, you may use older architecture in your look.

The moral of the story is to keep consistent and establish a look that identifies you in all forms of visual marketing.