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Just about every Semaphore staffer keeps a good collection of books in our offices - for frequent reference or to escape for a few moments. So our clients and friends could learn more about us, and also just for kicks, we went around the office this summer and asked folks what book in their office helps them the most and why? Here are some of the answers:

• Robbie Robertson
  Senior Copywriter
  "The book I refer to the most has to be Webster's Collegiate Thesaurus. Not only does it spark my copy when I arrive at a dead end, but I stand in awe at Emmanuel Lewis' extensive vocabulary. Who knew?"
• Pam Thomas
  Graphic Designer
  "My favorite books are Instant Karma: 8,879 Ways to Give Yourself and Others Good Fortune Right Now (no matter what page I choose I feel good after reading it) and the Pantone Guide to Communicating with Color. It's different than the Pantone Specification Book that Kathy uses, and both books 'light up' my life."
• Kevin Shelton
  Web Business Manager
  "Designing Web Usability: The Practice of Simplicity by Jacob Nielsen is the bible for web usability. While some of the ideas are a little old fashioned, the ideas put forth there are right on for designing a usable, well-organized web site."
• Kathy Shuler-Cousson
  Senior Art Director
  "My dictionary. I use it regularly. I have spell check on my e-mails. It tells me what is misspelled but not how to spell it correctly, so I look it up. Also, a Pantone Specification Book is definitely an Art Directors must read."
• Cynthia Gilliam
  Principal/President
  "Written or spoken, language is the most important tool in communications. Selecting just the right word can make a dramatic improvement in a phrase or a headline. That's why I frequently turn to the 21st Century Synonym & Antonym Finder (in paper back) edited by The Princeton Language Institute. Also, The Invisible Touch/The Four Keys to Modern Marketing by Harry Beckwith is so simple that many discount its ideas. I find that simplicity refreshing and every time I pick up this book, I either learn something new that I use to my client's advantage, or I am reminded of a practice with will improve the way we interact with our clients."
• Andrew Folks
  Associate Account Executive
  "In graduate school we joked about our textbook, Introduction to Marketing Communication: An Integrated Approach, as being the 'The gospel according to Burnett and Moriarty (the authors).' But it was a good book, and I still pick it up at Semaphore."
• Roc Jackson
  Creative Director
  "Art books with 'retro' pictures, especially books from the '50s and '60s, inspire me."
• Ashley Byrd
  Writer/Strategist
  "I love having books around; it means that I am surrounded by ideas. My favorites right now: Brand Warfare (by David F. D'Alessandro and Michele Owens) and Roget's International Thesaurus (unabridged, of course!). Great books for the brain in the head that wears two hats!
• Frankie Bridges
  Treasurer
  "I love Havilah Babcock's book, I Want a Word. Babcock was a widely published author and beloved English professor at the University of South Carolina. It's a vocabulary manual and exercise book that goes right to the point - perfect for numbers people like me!"

Semaphore is a premier full-service advertising, marketing, branding, public relations and Internet development firm.

Semaphore Inc.
828 Woodrow St
Columbia, SC, 29205

PH 803.799.6464
FX 803.254.5186