Corporate Identity: Design Trends and Printing

Your corporate identity encompasses all of the different ways that a customer sees your advertising and marketing materials.  These can include logos, letterheads, brochures, flyers, PowerPoint presentations, and a host of other areas.
Not all corporate identity trends translate well to print.  Designing and implementing a corporate identity that is not effective in print can create some serious advertising and marketing problems later. The following are a few corporate identity trends in design and some printing considerations. 
Your logo
Many small businesses are making a mistake of creating complicated logos that include lots of color.  Because your logo will be on just about everything that you print, your customers should be able to distinguish your logo when it is small and when your logo is in black and white.  Complicated logos do not print well when they are small, such as on letterheads.  Additionally, not all printing mediums are in full color.
Business cards
Business cards are easily the most used printed marketing tool you will have.  Modern trends include die cut cards that have unique shapes and rounded corners, color business cards, and business cards printed on recycled paper.  Make sure that your printing firm can handle your business card printing needs as well as your other printed marketing materials.  You’ll save a lot of time and money if the printing firm can handle everything at once.
Envelopes and letterheads
Anytime you communicate with a customer, they should be exposed to your corporate identity with your envelopes and letterheads.  It’s important to include envelopes and letterheads when designing your corporate identity.  As far as printing goes, make sure to print a lot more than you think you will need.  It is far less expensive to print a few more than to have to order more later.
PowerPoint and sales presentations
Don’t forget that many customers will print PowerPoint presentations.  This is an important consideration you should keep in mind.  Make sure your logo and color schemes print out accurately, at least to the best of your ability.  The main thing to consider here is to include your logo as often as possible.  Try to put it on every slide if you can.
Email signatures
Now that e-mail is one of the primary communication tools for businesses, your employees should all have a standardized e-mail signature.  Of course, your logo should be included in any correspondence with customers.  One thing to keep in mind is that you should balance image quality with file size with your logo.  Remember that your customers and your employees will often reply back and forth.  You want any emails that are printed to look good, but if your logo file size is too large you can cause your company and your customer problems.
These are just a few examples of trends and printing considerations.  Corporate identity design is a very important part of your business, and it should be thought through carefully.  The goal is to expose your customer to your corporate identity as often as possible.

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