By: Ara Atkinson-SkinnerAra Illustrated, Inc.

What the heck is illustration?

Illustration is simply drawings icons and symbols that tell a story or message in a picture. These illustrations are all around us and were the first visual source of communication, before photography. It can be the most universal way of communicating. Have you ever used the rest room in another country where you didn’t know the language?Were you relieved to find a gender symbol on the door before you dashed in?That symbol is one of many created by illustrators.

Why use illustration in your business?

Depending on what your business is and your message, an illustrated logo can be the one fundamental invest-ment for building your brand. I have seen a superior commercial product fail to gain rightful market share and be surpassed by an inferior product because this product was better designed and packaged.This was no accident; the company that takes the time to build a memorable brand is king!

When should you investing illustration?

When start-ing a business, a logo is your identity and will set you apart from the competition. An original logo design cost is a large but neces-sary expense for anew business.Large well known companies know the importance of brand recognition and we can learn from them. Investing a unique logo and your customers will not overlook your product or service.

Where can I use an illustration?

Logos are a basic need for most businesses, but there are other venues where a good illustration can send your message home, such as;magazines, posters, book covers, signage,cards, websites, etc. The challenge is to become unforgettable where ever you advertise.The companies that have done this well, we do not even need to read the copy on their package, we see their unique design and we know in an instant who it is–how valuable is that?This is due to strategy and planning for the whole marketing campaign and it’s important com-ponents-great copy, photography, warranty/guar-antee programs, education, and packaging go hand-in-hand in creating a super memorable brand