Is Your Company’s Image In Need of a Graphic Makeover?

By Joe Haddad

 

A company’s graphic image – whether on a business card, letterhead or sign – says something about the company. And too often, the message seems to be, “We can’t afford to upgrade our corporate identity.”

 

It doesn’t have to be that way. There are many cost-effective design techniques that can enhance and update your company’s graphic image. Even small changes in font and colour can transform the way your company presents itself and how it’s perceived by people inside and outside your organization.

 

Look at the logo

Start with the logo. Logos built around graphic elements, like line art, tend to be difficult to reproduce, and can quickly become outdated. Logos based on simple type treatments are often more practical. They age well and are easy to print (and read) on everything from mailing labels to golf shirts.

 

A clean and simple design is easy to identify and can make a powerful impression. For example, Target has made a red circle with a red dot in the middle seem like the very essence of affordable, hip practicality.

 

Find a font

As for type, fonts deliver very definite and specific messages. Serif typefaces are defined by the small cross strokes at the end of the main stroke of a letter and are best used for body copy. Like the typefaces you’ll find here or in a newspaper, serif type is more comfortable to read, which allows for easier understanding. Block-style serif fonts convey dignity, tradition and trustworthiness.

 

Sans serif fonts (no cross strokes) have a clean, modern feel for companies who want to be seen as contemporary, approachable, informal and creative. These fonts are best used for headlines and subheads. With literally thousands of fonts, there’s certain to be one that perfectly suits your company’s personality.

 

Check the colour

Colour is another dramatic communicator. People respond emotionally to red’s intensity, black’s drama, blue’s soothing qualities and green’s healthy glow. Brighter, warmer colours tend to go in and out of style – making them ideal for establishments that are trendy and energetic. To convey a stronger, more responsible image, rely on darker, richer tones, especially maroons, greens, blues and browns.

 

Have a plan for paper

An element that’s often overlooked is paper. Its thickness, texture and finish have a huge impact on how your new graphics look on the page – and how the document feels in people’s hands. There are very good arguments for using coated or uncoated paper stocks, white or coloured papers, and thicker or thinner weights. However, the final choice should be based on practical considerations. For example, a stock that’s just right for laser printing may not be well-suited for envelopes, business cards or labels.  Before you start creating that next image-building brochure, poster or newsletter, consult with a designer or print professional. He or she can help you add maximum impact to your print communications with minimal investment.