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... Stay Original 4/30/2013 12:00:00 AM by CompleteMarkets Editor , Varnell Del Vecchio This content has not been rated yet. Unfortunately, no matter where you look, there's an abundance of communication vehicles suffering from poor design. You'll see billboard signs that are too small to read from even a short distance, newspaper ads with muddied photos, and Web page images so large and out of scale that navigation nightmares seem inevitable. But amateur designers aren't the only ones guilty of miscommunication. Seasoned professionals are also ... seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag line Greatest Show' to promote tourism. Support your sales ... . Salespeople talk about benefits and confidently outline what's different about their firm's services and products. They're on the road promoting a unique selling proposition, reinforcing a we're the only one' statement to customers and prospects. Be sure your corporate identification and accompanying materials and messages are consistently doing the same. Use design to brand your business with your audience's needs in mind. Stay original, dare to be different, and don't lose your focus on who you are and what business you're in. Varnell Del Vecchio is the art director of ...

...ion vehicles suffering from poor design. You'll see billboard signs that are too small to read from even ... consistently doing the same. Use design to brand your business with your au...