The design of office stationery is an important step in establishing and reinforcing the professional identity of your company, store, or home-based business. While there are plenty of graphic designers and print shops that can develop a corporate image for you, their services may cost more than a fledgling enterprise can afford. Accordingly, this article provides creative and cost-conscious advice for entrepreneurs who want to do it themselves.
A TOTAL PACKAGE
When you set out to design the letterhead you will be using for your professional correspondence, it's important to keep the big picture in mind. That big picture includes envelopes, business cards, brochures, catalogues, postcard mailers, etc. The logo, color scheme, graphics and font should be consistent throughout in order for customers to associate the printed materials they receive with your company and its services. Tempting as it may be to use one design for letterhead and a completely different one for your business cards, this will defeat the purpose of establishing uniformity and product recognition.
WHAT YOUR STATIONERY SAYS ABOUT YOU
If you received a letter of introduction that was xeroxed on cheap quality paper and stuffed in a mismatched envelope, what would that tell you about the sender? In the quest to make a good impression on your clients and customers, this is no time to cut corners by using shoddy materials. The message communicated by amateurish letterhead is that not only is the company lax when it comes to professional presentation but that it is probably selling inferior products as well.
As part of your homework, start taking a closer look at the various pieces of business correspondence you receive in the course of a week. Which ones project confidence and stability? Which ones convey elegance and prestige and make you feel as if you are part of a select community? Which ones have a breezy whimsicality that make you smile and want to read on? Which ones have incorporated graphics that have absolutely no correlation to the product or service? These assessments will enable you to identify what kind of feeling you want evoke from your own clients when they open an envelope from your office.
LOGO DESIGN
A good logo is a stand-alone symbol of your business. This design is carried over into all aspects of your advertising program. Examples of corporate logos include Nike, Coca-Cola, Merrill Lynch, Polo, and McDonalds. While you don't necessarily need a logo to communicate who you are, it's something to keep in mind as your company grows. The main thing to keep in mind is that a logo should be straightforward and uncluttered. As a piece of original "art" it will also be registered as your official trademark. For business owners who aren't artistically inclined, a logo contest is a popular way to stir community interest and attract talent.
CHOOSING APPROPRIATE GRAPHICS
If you are designing your own stationery, there are plenty of business software packages on the market that will assist with layout techniques as well as provide you with thousands of free clip-art images. These images are categorized under topics such as professions, communications, food, nature, animals, history, etc.
Depending on the nature of your business, you will want to choose a graphic that is consistent with your products and services. For instance, a catering business would utilize graphics related to food. A dog-walking service would be well served by pictures of cute dogs. There is also a distinction between graphics which have a cartoon quality and those which utilize actual photographs or imagery that borders on fine art. If you are a photographer yourself, you may want to consider using a software program such as Photo Suite editor to manipulate the image into a suitable graphic for incorporation.
Speaking of photographs, there seems to be a mindset among real estate agents, lawyers, and wedding planners to use their own headshots on letterhead and business cards. In all honesty, I have yet to be influenced by any of this self-promotion to want to pursue their services. Why? The majority of these tend to look cheesy.
PERTINENT CONTACT INFORMATION
In addition to the name of your company or shop, your stationery should contain your mailing address, telephone number and fax number. Your website may be practical to add, too. If your organization is related to the arts and has a significant Board of Directors or donor list, don't be surprised if these people want to be included on the letterhead. If it's only a small list, you can usually put them in the upper right hand corner as a counterbalance to the logo or graphics. For a longer list, display them down the left hand side of the page. These listing should be in a smaller font, a different color, or even embedded as a watermark so as not to conflict with the actual text of the letter.
FONTS
Never go with a typeface that requires deciphering. The font you use should be simple and easy to read. While that's not to say you can't go with a stylized font that suggests the Far East, a Broadway handbill or a bit of Gothic creepiness, it should be readable at first glance and in a size that doesn't require squinting. Do not mix and match multiple fonts within one document; at the max, use no more than two.
COLOR SCHEME
Bright, fluorescent paper in hot pink, flaming orange and neon green may get a reader's attention but not in a positive way. The reason is that it's too hard on the eyes to read. If in doubt, opt for cream, light gray, pale peach, pale sage, or light yellow. Select a good quality, 20# paper as well, whether you are going to be printing these materials on an as-needed basis or taking your camera-ready master to a neighborhood printer.
SUPPLIES AND PRINTING
If your volume of correspondence and billing will be fairly light, there are a number of retail and Internet paper supply companies that can accommodate your need for coordinated products. You can also purchase paper, envelopes and do-it-yourself business card packages from outlets such as Office Depot and Office Max. If you will be dealing with a higher volume of communications, however, your needs might be better addressed by taking the camera-ready master or a computer disk to a local printer. If your image involves special embossing or engraving, the production costs will be higher than simple photocopying. The initial typesetting fees and preparation of printing plates may be expensive but many printers offer discounts to customers who order supplies on a regular basis. Always comparison-shop before making a final decision.
