Whether for an individual consultant or product or event, ranging on up to large service suppliers and manufacturers, a visual identity must convey a sense of quality and professionalism. A logo spearheads most programs and a well designed logo will stand out instantly, appeal to the target audience, have high memorability, and identify and unify all products and services. Once established it will become an assurance of the client’s standards and integrity. Of equal importance is the design of associative material - they must complement and mutually reinforce, as the values of a logo are learned from it’s environment. A major corporate identity may also require a graphic standards manual to ensure visual consistency into the future.