what is your logo saying behind your back?
How to succeed in small business.
you’re probably pretty careful the first time you meet a customer. First impressions are everything, right? but chances are, that first impression has been made long before a customer ever picks up the phone or walks through your door.
Your business cards. Your sign. Your logo. That ad you paid so much for in the phone book. Even your employee uniforms and invoices. These are the things that customers see first. And these things, which might seem irrelevant to the way you actually do business, send a resounding message. They define your brand – what people think and, more importantly, how they feel about you. Are your business cards messy and cheap? Or clean and smart? The customer will assume that you are, too. This tendency people have to judge a book by its cover, it isn’t necessarily a bad thing for small businesses. Why not make the visual representation of your business, the essence of your brand, work for you?
A skilled designer can make your brand say exactly what you want it to say, whatever you want it to say. That you’re innovative or traditional. That you’re careful or dependable or fun.
no matter what else it says, good design tells the customer that you are legitimate and professional.
DESIGN
a scalpel doesn’t make a surgeon.
With all the other expenses of running a small business – especially a new business – it can be tempting to design your brand yourself. You’ve got a computer and a desktop publishing program, after all, and your logo doesn’t have to be the Mona Lisa. The truth is, plenty of businesses succeed without ever hiring a trained designer. But while we’re being truthful, let’s agree that design is something that does require training. It’s just like law or accounting. Smart businesspeople trust experts. Lawyers for contracts, accountants for taxes, and designers for branding. You’ll face design decisions from the outset of your business – and these decisions often come with price tags attached. (You probably never guessed how expensive your business cards would be or how much it would cost to buy a neon sign.) By consulting a designer early on, you can make the most of these collateral investments. You can establish a thoughtful, consistent – never haphazard – visual representation of your business. Consider the value of standing out in the marketplace, of a brand that catches and captures your customers’ attention. You might decide you can’t afford to do it yourself.
aiga nebraska Professional Members
company ABM Enterprises LLC/ The Reader Newspaper Acies Creative Group Ayres Kahler & Sacco Bailey Lauerman Bailey Lauerman Barnhart Press Booz Allen Hamilton Bozell Carlson Systems Clark Creative Group Clark Creative Group Clark Creative Group Clark Creative Group David & Associates David Day + Associates David Day + Associates David Day + Associates Desiderio Graphics, Inc. Design By Two
branding
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Paula andrea restrepo www.thereader.com
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good design starts here.
The students and professionals on this list are all members of AIGA, the professional association for design. Working with an AIGA member means working with someone who understands the standards of practice and ethics of our group. Choosing a designer is like choosing any other business partner. Look for someone who understands you and your goals. Ask lots of questions. Talk plainly about expectations and costs. Make sure you select someone you will be comfortable working with over time.
debra Putnam www.aciescreative.com Mark edmonds www.thinksacco.com cathy solarana www.baileylauerman.com dave Markes www.baileylauerman.com James o. ritchey www.barnhartpress.com dustin hurt www.boozallen.com Jill rizzo www.bozell.com tom nemitz www.csystems.com aaron James stubbe www.clarkcreativegroup.com daryl anderson www.clarkcreativegroup.com nicole t. bormann www.clarkcreativegroup.com robert Maguire www.clarkcreativegroup.com barry keller www.teamdavid.com
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PARTNER
david day www.dday.com Julie leahy www.dday.com kevin ryan www.dday.com Maureen Fritts www.desideriographics.com richard schuessler
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aiga nebraska Professional Members
company DLR Group Dynamic Kreation Eleven19 Communications, Inc. Emspace Group Emspace Group Envoy, Inc. Ervin & Smith Ervin & Smith Ervin & Smith First National Bank; Fatbaby Design Hatchbox Creative HDR Architecture, Inc. HDR Architecture, Inc. HDR Architecture, Inc. HDR Architecture, Inc. HDR Architecture, Inc. HDR Architecture, Inc. HDR Architecture, Inc. HDR Engineering, Inc.
branding
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web
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advertising
illustration
aiga nebraska Professional Members
company J.D. Gordon Advertising Lamp, Rynearson & Associates, Inc. Leo A. Daly Momentum Creative Studios Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Mutual of Omaha Companies Nebraska Book Company Nebraska Book Company Nebraska Book Company Nebraska Wesleyan University Nebraska Wesleyan University Nelnet
branding
Print/ collateral
web
interactive
advertising
illustration
adam Michael wells www.dlrgroup.com thomas Mays www.dynamickreation.com donovan newton beery www.eleven19.com elizebeth Murphy www.emspacegroup.com heidi Mihelich www.emspacegroup.com tom sain www.envoyinc.com nathan Voss www.ervinandsmith.com stephanie Voss www.ervinandsmith.com carolyn hund www.ervinandsmith.com todd J. boswell www.toddboswell.com chad M. leahy www.hatchbox.com dawn Feldman www.hdrinc.com greg wells www.hdrinc.com Matt delaney www.hdrinc.com Michael Joyce www.hdrinc.com rebecca liebentritt www.hdrinc.com sarita schroeder www.hdrinc.com troy kadavy www.hdrinc.com Jenny Foster www.hdrinc.com
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Jeff david gordon www.jdgordonadvertising.com candice k. hartley www.lra-inc.com raschelle herbolsheimer www.leoadaly.com
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bryan Mcclure www.bryanmcclure.net andrew rouillard www.mutualofomaha.com anne Maguire www.mutualofomaha.com christine halliburton www.mutualofomaha.com kelly anderson www.mutualofomaha.com kerry stinson www.mutualofomaha.com
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kurt reed www.mutualofomaha.com Margo love www.mutualofomaha.com nanette denton www.mutualofomaha.com Pat osborne www.mutualofomaha.com
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bennett holzworth www.nebook.com eric nyffeler www.nebook.com shane Jochum www.nebook.com Jennifer Muller www.nebrwesleyan.edu Melissa weeder www.nebrwesleyan.edu ryan holt www.nelnet.com
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aiga nebraska Professional Members
company Nelnet Nobrainer, LLC Olsson Associates Orajen Group, Inc. Oriental Trading Company Oxide Design Co. Oxide Design Co. RDG Planning & Design RDG Planning & Design Ron Bartels Design Sidekick Design SKAR Advertising Stanko Illustration & Design Swanson Russell Associates Swanson Russell Associates The Gallup Organization Turnpost Creative Group Union Pacific Union Pacific
branding
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web
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advertising
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aiga nebraska Professional Members
company Unisource University of Nebraska Foundation Wayne State College Woodmen of the World Woodmen of the World
branding
Print/ collateral
web
interactive
advertising
illustration
shane J. wiggins www.nelnet.com tarun kundhi www.nobraineronline.com Pamela grell brian wetjen www.orajen.com J.r. doney www.orientaltrading.com drew davies www.oxidedesign.com Joe sparano www.oxidedesign.com lea deloughery schuster www.rdgusa.com/graphicdesign Michelle chamlee www.rdgusa.com/graphicdesign ron bartels
www.unl.edu/art/graphicdesign.shtml
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tanya k. Patry www.unisourcelink.com sarah rodriguez www.nufoundation.org
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Vic reynolds www.wsc.edu Jeri Martinez www.woodmen.org Michael wilson www.woodmen.org
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amanda hoklin cassia nebel kelly Mcintosh nathan Putens
www.creativehotlist.com/nputens
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Zachary origitano
curtis Pachunka desiree walsh spencer www.skar.com John stanko www.stankoillustration.com Justin kemerling www.sramarketing.com ryan sorensen www.sramarketing.com kim goldberg www.kimgoldberg.com Jeff reiner www.turnpost.com karen silvia www.up.com rose carlson www.up.com
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aiga nebraska Faculty and student Members bellevue university www.newbedesign.com
faculty members
aiga nebraska Faculty and student Members briar cliff university www.briarcliff.edu/academics/graphic_design.asp
student members
Metropolitan community college www.mccneb.edu
faculty members
Bob Hankin Jeff Hug
student members
Katie Janecek central community college www.cccneb.edu
faculty members
Luann Matthies Todd J. Boswell
student members
Angela Russell April Cameron Ashley Johnson Beth Liles Brandi Ball Cagney Cain Carlos Cabrera Chris LaCroix David Kennedy Debbie Christopher Dena Akridge Ellie Oltmans Erin McKillip Erina Decker-Keller Erryn Shoberg Fernando Villegas Joel Little Juliana DiFranco Julie Verebely Karma Yangzom Kayla Gaughen Ken Agesa Liz Osterman Margie Hansen Maria Puyo Matt Glebe Mick Glebe Nancy Dobler Nicole Walpus Robyn Johnson Ryan McCurdle Sally Hoss Sarah McKito Vanessa Kuehl
Carole Meyer chadron state college www.csc.edu
faculty members
Anthony Montgomery Kelly Olson southeast community college
student members
Alicia Olson university of nebraska at kearney monet.unk.edu/unkart
faculty members
Mary Donahue cloud county community college www.cloud.edu
faculty members
Holly Walton J. Nathan Hansen Jaime Flores Jared Muehenkamp Jenna Allen Jennifer Karr Joe Szczepaniak Linda Price Nate Eskra Ryan Miller Ryan Wrobel Tessa Gaeth Tina Mieth Trevor Dobberstein university of nebraska - lincoln www.unl.edu/art/graphicdesign.shtml
faculty members
Nicholas Jones concordia university-nebraska www.cune.edu/academics/2740/
faculty members
Richard Schuessler John Stanko Mark Hartman
student members
Ron Bartels
student members
Paul Berkbigler
student members
Heidi Bartlett creighton university http://jmc.creighton.edu/
faculty members
Joel M. Davies hastings college www.hastings.edu
student members
Christine Bryant itt technical institute www.ittt-tech.edu
faculty members
Aaron Williams Adam Torpin Amanda Erickson Andrea Trew Anne McGovern Ashley Stuhr Blair Bauer Brandon Oltman Brandy Nichols Brian Margheim Brook Carpenter Cassi Ellenwood Claire Freeburg Drake Sauer Drew Gourley Eric Schroetlin Francesca Hunt Hiroki Takei
Nathan Ohlrich Laura Hanson university of nebraska at omaha www.unomaha.edu/cfam/
student members
Danielle Hrabik Vladimir Durkovic
Thomas Mays
aiga’s mission is to advance designing as a professional craft, a strategic tool and a vital cultural force.
Our members use AIGA to exchange ideas and information; to participate in critical analysis and research; and to promote education and ethics. We set the national agenda for the role of design in its economic, social, political, cultural and creative contexts. AIGA is the oldest and largest membership association for professionals engaged in the discipline, practice and culture of designing. Founded as the American Institute of Graphic Arts in 1914 as a small, exclusive club, AIGA now represents more than 19,000 designers through national activities and local programs developed by more than 55 chapters and 200 student groups. For additional information about how design can help you succeed in business, visit www.nebraska.aiga.org and click on our Business Resource Guide.
thank you.
Contributors: Marty Amsler, Lance Koenig, Tanya Patry, Leanne Prewitt and Rainbow Rowell Design: Cathy Solarana Printed on Porcelain Ultra Silk 100# text. Distributed exclusively by Unisource.
official imagery sponsor
2007-2008 AIGA Nebraska. No part of this publication may be reproduced in any form without express written consent. Nebraska Chapter, PO Box 8114, Omaha, NE 68108-0114 nebraska.aiga.org The professional association for design.
aiga nebraska executive board President Tanya K. Patry president@nebraska.aiga.org Unisource-Omaha 5220 F Street Omaha, NE 68117 402-731-1100 ext.256 director of Finance Heidi Mihelich cfo@nebraska.aiga.org Emspace Group 7634 Pierce Street Omaha, NE 68124 402-398-9448 director of education Bob Hankin education@nebraska.aiga.org Bellevue University 1000 Galvin Road South Bellevue, NE 68005 402-557-7514 director of Programming Sarita Schroeder programming@nebraska.aiga.org HDR Architecture, Inc. 8404 Indian Hills Drive Omaha, NE 68114 402-399-1268 director of records Ryan Sorensen records@nebraska.aiga.org Swanson Russell Associates 1222 P Street Lincoln, NE 68508 402-437-6400 director of Membership Tom Nemitz membership@nebraska.aiga.org Carlson Systems 10840 Harney Street Omaha, NE 68154 402-593-5327 web director Robert Maguire webmaster@nebraska.aiga.org Clark Creative Group 514 S. 13th Street Omaha, NE 68102 402-345-5800 director of communications Donovan Beery branding@nebraska.aiga.org Eleven19 Communications 7701 Pacific Street, Suite 220 Omaha, NE 68114 402-707-1119 director of development Debra Putnam development@nebraska.aiga.org Acies Creative Group 6028 Hickory Street Omaha, NE 68106 402-884-1549