The Complete Graphic Designer

The Complete Graphic Designer

130

Paper Systems

All of an organization’s printed

collateral for correspondence

with employees and customers

comprise the overall paper system,

which is often referred to as the

stationery system. At the bare mini-

mum, this generally includes let-

terhead, secondary sheets (in case

any correspondence is more than

one page in length), business cards,

and envelopes. In many cases, and

depending upon the client’s needs,

mailing labels for packages, fax

cover sheets, CD labels, note cards,

and forms such as invoices are also

required. When developing a paper

system solution, the goal is to cre-

ate a system that works on two

levels—as individual pieces and as

part of a cohesive whole.

Components of an

Identity Program

The profile of a woman is used as a strik-

ing graphic on this stationery for a fashion

consultant. Deconstructing the logo and using

the logotype and mark as separate elements

allows for more design possibilities.

Design: Brainding

A very technical look was desired for Blackstone

Technology Group’s paper system, so a modular,

grid- and graph-like structure was incorporated

into the various elements of the system, includ-

ing the fi rm’s business cards.

Design: Templin Brink

Letterhead

The company’s or organization’s

logo should be prominently fea-

tured along with the company’s

legal name (including any suffi x

such as Inc., Pty., Ltd., etc.), address,

and phone number. Although many

company stationery systems have

the logo placed in the upper left

corner of the paper, it does not

necessarily have to live at the top

of the page. In some cases, it might

make sense for the logo to appear

on the side or at the bottom of the

letterhead, which is becoming more

and more common. However, logo

and contact information should not

be placed too close to the edge of

the sheet because they risk being

trimmed off when printed. It is also

advisable to allow as much space as

possible for the content of a letter,

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p112-143_Text file_.indd 130CGD p112-143_Text file_.indd 130 1/20/09 12:31:36 PM1/20/09 12:31:36 PM

131

Corporate Identity

since most companies like to limit

correspondence to one page.

Envelopes

Most envelopes for corporate

identities use standard sizes, such

as #10 (9 1/2” x 4 1/8”) or A4 (210

x 297mm). However, some compa-

nies may have a need for, or simply

choose to use, an alternative size.

Regardless, the return address for

the company or organization should

appear on the face or the fl ap of

the envelope. The envelope usually

gets thrown away after a letter is

opened, so including a phone num-

ber or website on the envelope is

unnecessary. Keeping those specifi c

details out of the public eye is best,

especially given the increase in

spam, telemarketers, and junk mail.

Additionally, no artwork should ap-

pear on the bottom 5/8”(1.0 cm) of

the envelope due to postal regula-

tions in the United States.

For SOVArchitects, a clean system using black

and red has been established to represent the

company. Graphic elements reminiscent of light

passing through an opening have been added to

give the identity a more dynamic feel. This paper

system also utilizes a policy-style envelope in

which the opening is on the end of the envelope

as opposed to the top.

Design: Hornall Anderson Design Works

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p112-143_Text file_.indd 131CGD p112-143_Text file_.indd 131 1/20/09 12:31:38 PM1/20/09 12:31:38 PM