O'Reilly logo

Masters of Design: Corporate Brochures by Sean Adams

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

RAY
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:6
001-047_C52241.indd 6 7/15/09 10:10:56 AM
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:6
A clear and proprietary message and point
of view are a critical part of a companys
success. This can be achieved in many ways,
some visual, others operational. A strong
identity is the foundation. The entirety of a
company’s communications completes the
structure. Fifty years ago, the communications
package included print materials, advertising,
and, perhaps, television. Today, the venues to
disseminate a message are not only vast but
are constantly shifting. Designers now articulate
the message with booklets, annual reports,
brochures, posters, websites, mobile devices,
motion, and ever-increasing new technologies.
MASTERS OF DESIGN Corporate Brochures
6
001-047_C52241.indd 6 7/15/09 10:10:56 AM
INTRODUCTION
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:7
A key point today is the prevalence of digital and web communication.
Why is print important? Is print relevant? Are we seeing the end of print?
These are all questions that are asked by the design and business world.
As evidenced by the twenty masters in this book, print is alive and well,
more relevant, and by no means disappearing. The audience is using other
technologies to find information, but an object maintains an emotional
connection as an artifact we hold and keep. There may be fewer pieces
being produced in print, but the pieces being made are even more important.
It is not enough to slap together an acceptable booklet. That booklet must
now hold all of the client’s qualities and messages and impart them in the
strongest way possible.
There is a process that a viewer uses to access information online. It follows
like this: go to a companys website, click on the appropriate navigation, drill
down deeper, find the information, stop. This is useful and efficient to identify
facts and understand a question. The process to access information in print
is different: pick up the publication, leaf through the pages, notice other
messages, find the answer, hold the object and experience an emotional
connection and sense of ownership. If a designer’s goal is to communicate
the breadth and depth of a client’s abilities, as well as a clear personality,
the object—the publication—becomes a critical vehicle. It may serve as a
gateway” to the website, but it is the artifact that will sit on someones desk
or bookshelf. It will be handled and the texture of the paper will become a
tactile experience. And the viewer may stumble across an idea they weren’t
looking for while glancing through the other parts of the publication.
In the same way that a strong identity cannot make a poor company
better, strong print publications cannot be the only vehicle for a company
to succeed. The combination of a strong logo and identity system, superb
print collateral, and the highest quality of digital communications can
make a very good company spectacular. The masters in this book share
the common trait of working with a company to pull together all of these
aspects and combine them with operational and human resource issues
to propel their clients into areas beyond their expectations.
7
RAY
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:8
001-047_C52241.indd 8 7/15/09 10:11:24 AM
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:8
8
MASTERS OF DESIGN Corporate Brochures
001-047_C52241.indd 8 7/15/09 10:11:24 AM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required