Generate more business with an identifiable collection of ...
Generate more business with an identifiable
collection of collateral materials
by Renée Dustman
AT A GLANCE
If your business seems to go unnoticed in the marketplace or isn’t taken Application:
seriously, perhaps it’s due to your marketing strategy—or lack thereof. To set Adobe InDesign 2/CS/CS2
yourself above the rest, you need to clearly identity your business. We’ll show Operating Systems:
you how to develop a professional set of collateral materials that will help Macintosh, Microsoft Windows
you do exactly that.
To create a presence in the marketplace, we’ll show you how to:
• Properly identify the company, product, or service you’re promoting.
• Develop a business set of materials that reﬂects the brand.
• Simplify the design process of creating business sets with InDesign
Every business needs a collection of notch print materials like those shown in When developing a brand, identify
marketing communications, or collateral. Figure A (courtesy of Scott Design). the following points:
This includes, but is not limited to, • The company name.
business cards for self-promotion, Create an identity • The product or service.
stationary for communication, brochures For any business, the ﬁrst thing you
for presentation, and packaging for want to do is establish an identity. This • The price point.
fulﬁllment. To launch a successful is often called “branding,” and it’s an • The clientele.
marketing campaign, however, there’s a essential part of any marketing strategy.
• The beneﬁt.
progression of steps you must take. We’ll A business without an identiﬁable brand
get you started on the right path in this and cohesive collateral materials has little • The goals of the company.
article, so you can go on to design top- chance for success. When you develop an identity that reﬂects
all of these factors, you’re able to create
the sort of impression you or your client
wants prospects and customers to have.
Case in point
Take, for example, the Zahm Gem
materials shown in Figure A. By listening
and asking questions, Scott Design was
able to assess that “Zahm Gems wanted to
reach a larger audience while setting itself
apart in the extremely competitive luxury
jewelry industry. The company sought
rebranding and marketing that would
reﬂect its dedication to acquiring the
highest-quality colored gemstones in an
industry often over-focused on diamonds.”
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Start with a logo Design tips Project management tips
Once you have a strong grasp of what the When designing a logo, avoid trendy
The product shots on the cover of this issue
company does and the personality behind styles and popular colors. Most companies are courtesy of Threestory Studio. Their
it, you’re ready to start designing or, shall require their logos to last more than a few company philosophy is admirable and their
we say, brainstorming ideas. Typically, years. If you design something that’s too design process is ﬁlled with helpful project
management tips. Here’s a condensed
you begin with the cornerstone of any trendy, the logo will start to look outdated version:
business: the logo. in just a short time. • Scope out the situation. Discover the
The Scott Design solution: “Philip Zahm Speaking of color, the more colors you real need and develop a project to meet
had attracted considerable attention by use, the more expensive the logo will be that need.
recounting his travels around the world to print and reproduce. You can keep your • Create a proposal. Deﬁne the scope of
the project and establish a budget.
in pursuit of exotic gems. Our creative clients’ costs down by sticking to two or
• Come up with a game plan. Create a
professionals helped Zahm Gems devise a three colors. Using spot colors will also
project map that includes objectives,
campaign that would bring Philip Zahm’s make color matching more attainable. intended audience, key messages, and
true tales of foreign gem-buying intrigue Also keep in mind how the logo will project constraints.
to resellers and individual customers. be reproduced. Perhaps design diﬀerent • Present your ideas. Initially, focus on
Focused on portraying an adventurer who versions of the logo to accommodate the the concept and forget about the nitty-
gritty details, like fonts and colors.
would stop at nothing to acquire the best, various types of media in which it may
• Be ﬂexible. Expect revisions. This is the
most exotic colored gems, Scott Design appear. For example, create a text-based time to settle on ﬁne details, such as
created a logo and overall advertising look black and white version for desktop fonts, colors, etc.
highlighting Philip Zahm’s danger-tinged printing and faxing, a more graphic • Execute. Put all the pieces together
travels to acquire stunning gems in exotic spot-color version for printing, and an and design quality materials that
accomplish the goal set by the company
places.” interactive RGB version for online. and clearly reﬂect its identity.
When designing a logo, such as Zahm Lastly, design for scalability. A logo For their complete story, go to www
Gem’s logo shown in Figure B, it helps to must look as good on a business card as it .threestory.com.
break down the process in the following does on a billboard.
• Ideas. Jot down diﬀerent things that Communicate with style This article suggests you create a lot of
stand out about the company you’re Once the logo is complete, you can use diﬀerent materials, but doesn’t tell you how
designing the logo for. Put together it to add a professional look to all of to actually create them. For that, use the
your day-to-day correspondence. This following links to go to related articles on
a list of services or products that our website.
the company provides. Focus on also helps to establish name and logo
• For a tutorial on designing business
the product or service and not the recognition. But don’t limit your thinking cards, read the November 2006 article
company. to just traditional stationary and matching “Upgrade your business card with time-
envelopes. Consider creating custom tested design techniques and reap the
• Sketches. Sketch anything that rewards,” available online at www
correspondence cards, address labels,
comes to mind about what you’ve .elijournals.com/premier/journal
forms, invoices, sticky pads, and so on—all _archive.asp?vwJournalID
read or seen about the company.
of which you can produce in InDesign. =IND#200611.
Say, for example, you’re designing a
• For a tutorial on designing tri-fold
logo for an orange juice company. brochures, read the August 2006 article
Round shapes and the color orange “Easily create professional-quality
As shown with the Zahm Gem materials, tri-fold marketing brochures,” available
are obvious, but not the only things
you don’t necessarily have to use the same online at www.elijournals.com
that come to mind. Sunny skies, /premier/journal_archive.asp?
colors to establish an identity. Once you’ve
green leaves, red and white straws, vwJournalID=IND#20068.
chosen a “look” for any one item in your
clear drinking glasses, and orange • For a tutorial on designing postcards,
business set, however, make sure that all read the November 2005 article “Target
slices are other possibilities.
other materials follow suit. your market better with postcard
• Illustrations. Take your initial ideas promotions,” available online at www
to the computer. Combine type Promote business _archive.asp?vwJournalID
and imagery and experiment with Other materials you’ll need are the =IND#200511.
all of the diﬀerent ideas that you essential tools for promoting business.
brainstormed. Then, select two or Business cards, for example, enable you
three ideas that you think work the to get in touch with people on a personal
best and focus on reﬁning them.
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D e ce m b e r 20 0 6
level. As shown in Figure C, Design tips
C they don’t have to be fancy. The Here are a few tips to keep in mind when
important thing is that they designing these sorts of promotional
reﬂect the company identity materials:
and include all the important
• Write headlines that draw attention.
Other essential print • Use boldface type only to emphasize
materials you or your client will key points or headlines.
need include brochures, like the • Format type with upper and lower
one shown in Figure D, direct case rather than all caps, which gets
mail pieces, presentation folders, a lower response.
posters, sell sheets and, as shown in
Figure E, advertising.
Jumpstart the design process To access the InDesign templates:
There’s no getting around the initial 1. Launch InDesign.
stages required to establish a company’s 2. Choose File > Open.
identity. You can, however, expedite
3. Navigate to Macintosh HD/Library/
the production stage with the use of
templates. InDesign comes equipped
with a number of templates, including
Sets (Program Files/Common
several business sets with templates for
stationary, envelopes, business cards,
Business Sets in Windows).
labels, and more. Figure F shows a few
of the templates. 4. Select the INDT ﬁle you want and
then click Open.
Now, just swap the existing content for
yours and print as usual.
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• Increase the leading between lines world, people respond to people. Ignore
of text a bit to improve legibility. the humanity in your audience and
Giving credit where it’s due
In our search for real-world examples of
• Avoid the use of reverse text, which your communications become cold and
business collaterals, we stumbled across
is often overlooked and hard to read. forgettable. Recognize their humanity, two design ﬁrms that we feel represent
In closing, we’d like to quote Threestory and you have a chance at evoking an the epitome of our profession. We’d like to
emotional response.” thank Scott Design and Threestory Studio
Studio’s philosophy on humanity: “No for supplying us with the artwork and
matter how technology changes our insight used to write this article and design
Automate InDesign with scripts to simplify
common production tasks
by Renée Dustman
AT A GLANCE
A lot of the tasks we spend countless hours doing in InDesign can be done in Applications:
seconds using a script. Unfortunately, not many of us have the time or know- Adobe InDesign 2/CS/CS2
how to write scripts. Fortunately, this isn’t a problem as there are tons of great Operating Systems:
scripts to be found and we’ll take you to some of the best places on the web. Macintosh, Microsoft Windows
To get you started with scripting in InDesign, we’ll:
• Introduce you to the wonderful world of scripting.
• Take you to where you can ﬁnd the best scripts on the web.
• Show you how easy it is to run scripts and optimize your productivity.
Using scripts with InDesign adds InDesign understands three scripting
undeniable speed and accuracy to languages: AppleScript, Visual Basic (and
A script works behind the scenes,
responding to events that the application
that isn’t currently available in the the Mac, you have the choice of using
or user generates. Scripts have the
added ability to seek information, make
energy to release the power within. can use scripts written in Visual Basic (VB),
decisions, and perform calculations.
Table A: Recommended sources for scripts online.
(these scripts are also on your installation disk
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