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Masters of Design: Corporate Brochures by Sean Adams

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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
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Pentagram partner Domenic Lippa approaches corporate
communication with two directives: use common sense
and do the job well. Behind this direct approach is a series
of questions that is asked at the onset of every project:
What’s the job at hand? What needs to be done? What
is it that the client wants to communicate? Who does he
want to reach? How much can he spend on this? Do we
have text only? Do we have images? How much time
do we have? Lippa explains, “What I need to decide
then is what should the printed piece look and feel like
in order to achieve all that it needs to achieve?
OP PO SIT E AN D PAGE 2 00
The London Design
Festival was established
to celebrate and promote
London as the creative
capital of the world and
gateway to the UK’s world-
class creative community.
To commemorate Marc
Newson’s receipt of
the London Design Medal,
Domenic Lippa designed
the award and book
presented at the London
Design Festival’s gala
dinner, held at the Phillips
de Pury & Company
auction house.
PENTAGR AM
LONDON , UK
Pentagram • London, UK
Domenic Lippa
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Quality Control
“You’re handed a piece of printed communica-
tion. You react to it before you even read what
it says. If you dislike the look of it, you will
throw it in the nearest bin. That’s failed com-
munication,” says Lippa. He also cites type
that is too small and bad printing as factors for
failure. Conversely, he mentions the quality of
design, the quality of paper, and the quality of
the printing and finishing as factors of success.
This quality is linked to the media. “Print is
part of our culture. On-screen communication
can do a lot, but you cannot touch it, and you
cannot fold it up and carry it with you, or write
on it,” he says, “For me, one of the greatest
benefits of printed communication is that you
can give brochures, books, and posters away
as presents.” Printed material represents an
actual value as opposed to a website that the
viewer consumes online and that does not
have any tangible worth.
Do No Harm
Given the material and resource issues with
printed matter, Lippa addresses sustainability
by encouraging the client to maintain small
and efficient qualities, reducing page count
and size when possible, and making something
so beautiful that nobody will throw it away. But
he acknowledges that our role as designers
does have a negative effect on the environ-
ment. “We cannot not harm the environment,
but we can try to cause as little damage as
possible,” he explains. Once again, the issue
of high quality is at the heart of his philoso-
phy. “Find a printer who is willing to help you
achieve great results, and who can teach you
the secrets and tricks of the trade,” he advises.
This collaboration for Lippa has produced
solutions that are successful aesthetically,
sustainable, and produce actual results.
The Top 3 Rules
1. When you work on a design always ask yourself:
Would this printed piece appeal to me? Would
it convince me?
2. Make it elegant and worthwhile to keep,
whenever possible.
3. Work with printers who you can trust!
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MASTERS OF DESIGN Corporate Brochures
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ABOVE
Time & Territory is a
book published by the
landscape architecture
and urban design firm J&L
Gibbons to celebrate their
twenty-first anniversary.
The book’s design reflects
the interplay between
analysis, intuition, thought,
process, and sustainability
that is characteristic
of J&L Gibbons’ work.
Pentagram
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MASTERS OF DESIGN Corporate Brochures
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