If you're thinking, "My friend's son is into art... he'd probably come up with something for only a few hundred dollars" or "we could have a competition for the employees to come up with a new logo," you are sabotaging your company. You can easily appreciate how much your office environment and your own personal appearance influence a client when meeting with them. Your logo and corporate image provide the same function, not only in your office, but in in remote situations as well. Realistically, think of what you pay for producing the right image for your company month after month--office space, receptionist, advertising, business suits, presentations, lunches, etc. A corporate identity is a one-time expense that will reap benefits for many, many years. Consider it one of the most important investments you will ever make for your company and a bargain at that. In addition to providing a first impression of your company and providing a recognizable look to ads and products, your logo will be advertising for your company all the time. Everyplace it exists, people will see it--from people driving past your building and seeing the signage to the bank teller who handles a company check. Your logo and identity are always working for you. To be effective, a corporate identity must adhere to certain standards for image and status for your profession--from the office to the printed page. The consistency of your company's image makes it easier for consumers to become familiar with your company and recognize its products. Surveys have shown that corporate image materials such as letterhead, envelopes, and business cards are more important to conveying a company's prestige than how long your company has been in business, the location of your headquarters, charitable activities, or the number of employees. Only a company's annual report conveys more prestige. Since corporate image materials carry much of the responsibility of marketing a company to its customers, it is clearly a job for professionals.