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A corporate 'look and feel' is one of the more abstract concepts in business marketing. It is a graphic cohesion, look and theme that binds your graphic material together into the same family. Regardless of whether your logo is prominently displayed or not, there should be a common thread with your material. Through consistent color use, minimal font changes, repeated graphic elements, alone or in combination, you should present an image that is easily identifiable as yours. Whether it's your web site, stationery, or products, an effectively executed 'look and feel' campaign has the benefit of creating a memorable presence in the market place.