The name : It is desirable that the name provides an idea of your activity field and it appeals to a specific range of clients. An original rather than a commonplace name will also contribute to the company's popularity.

Trade mark : After you have decided on the name it is necessary to work out its graphic concept.

Family of colors : Company colors are to be selected with consideration of some commonly known influences of colors on human emotions and their psychological effect. For example, some shades of blue have a soothing effect, a light shade of green has a recreative influence, red and bright yellow are stimulating and pink suggests serenity and happiness.

Alphabet : Font's influence on human perception is no less strong. Since long font has ceased to act merely as a means of formal expression - it has become an active exponent of information, too, sometimes even more important than the actual name of the firm.