Also, I’m guessing your numbers for the ongoing cost are too low. I don’t think it’s reasonable to assume the cost is less than 1 full time employee, even though it’s spread out across multiple people. But I also don’t think it’s important (or possible) to recoup the development cost in the first two years. The important point for the first few years is to become self-sustaining.

By looking at some of the websites we like, we found a designer, and for the past few weeks have been working with her to build the first version of the Skedsheet website, logo, and even parts of the software itself.

What’s interesting is that we’ve given carte blanche in most of the design decisions, so the process is moving along quickly; hopefully that’s a good foundation to build a long-term relationship.

I like the concept of the design standards – I hadn’t thought of that before as a solution to our problem of inconsistent design. I lust after something like Paul Rand’s 1990 logo use manual for IBM (http://www.paul-rand.com), but I’m sure even writing down some simple rules would be a great addition.

How we present ourselves and our companies is, indeed, very important. We are inundated by visual material and to make decisions we need visual clues. What if the RSS feed button was different on every site? What if Google changed its logo on everything it did? How would we find what we are looking for?

Your brother made an assumption we all make whether we admit it or not. He saw the company with the big booth and good looking graphics as a market leader, and if they weren’t, they were positioning themselves to be the market leader. If you want to look like you know what you are doing, look like you know what you are doing.

I think your ideas and thinking on this are spot on. Better design will indeed making your company look more credible. Consistent design will make it easier to identify your company from everyone else. Hard-to-read, painful communications will make you look less competent and unprofessional. There is something charming about a start up that has no clue what they are doing visually, but it does not last. People think you are cute, and cheap. Ideas you don’t want in people’s heads.

If image was not important, large, successful companies would not spend money on it. Everything United Airlines does is consistent. From the fabric in the planes to the cover on the ticket, it all builds an image of stability and trust for their customers. You are right that you need that credibility and image, too.

So now that I have just validated all of your thoughts on this subject, how do you find someone you can trust to do a good corporate image for you? That’s tough. There are now thousands of people trained or untrained who offer their services as ‘designers’. Their are independents, design firms, and students. Who do you trust with one of the most important aspects of your business? Who do you know won’t rip you off? Who will give you want you want? Who will be there with you for the long haul? Is it the person down the street or someone that did work for a friend?

I’ve been in the business for a long time, and most of my work came through relationships, including United Airlines. Here are some ideas on how to find someone through the relationships you already have. Look at other companies and when you see what you like, ask them who did their work. Put out the word in the Start Up group and get references. Look at portfolios and interview. Like my hiring a programmer to build my web site, you could do a trade on some of the work, and if the person is someone you feel comfortable with, hire them as a freelancer.

Most companies have a Design Standards book that sets the way the logo is used and so on for the graphics. You could have someone develop your image and your Design Standards for you, and require anyone new to follow the rules. Designers do want to do things differently, so keeping your image under control is important.

I hope these thoughts are useful. If I can be of any help, please let me know. You can find my resume at http://www.linkedin/in/suzanreed.htm and can contact me at mailto:suzan@suzanreed.com

Hope to see you at the next Start Up meeting!

Suzan Reed