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Choosing a Graphic Design Agency - Part 1

A good example of the importance of graphic design to the construction of corporate image and brand identity comes in the classic film Some Like It Hot, with Marilyn Monroe, Tony Curtis and Jack Lemmon. They all feature as musicians in an all female jazz band performing in one of the big resort hotels in Florida. Curtis and Lemmon have had to dress up in drag and join the band to escape Chicago mobsters and Curtis quickly falls for Monroe and learns that she wants to marry a millionaire, so before the evening show he dresses up like a millionaire and lies in wait for her on the beach, tripping her up as she runs for a beach volleyball. They fall into conversation and Monroe asks Curtis where his money comes from, so he holds up a shell, and Monroe and the audience immediately understand this to mean Shell Oil.

Other examples of images being synonymous with products include Apple Macintosh computers' apple icon, the golden arches of McDonalds and The Rolling Stones' lips logo. Every business needs a slick, professional image to help them stand out from the crowd and top quality graphic design is often the critical component helping them to achieve this. But how do you go about selecting a graphic design agency that best suits your needs? What checklist of requirements should you run through? What potential pitfalls should you be mindful of? And where do you go to start the search?

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