Stationery Systems: The Secondary Component of Visual Identity Development
The stationery system is an arrangement of the elements of the graphic mark, corporate colors, and typography, incorporated in a cohesive, unified manor through the design of letterhead, envelopes, business cards, and business forms.
Style and Format
In many circumstances, the organizational stationery is the first item of communication that is seen by the target audience, so many first impressions of an organization are formed from its stationery. The style and format of each piece in a stationery system must be consistent while communicating the prestige and essence of the organization. In the design of stationery, just as in all other forms of design, form (which is the root toformat) must follow function. For example, the Post Office has strict regulations regarding the placement of typographic information and design elements on an envelope. The design of letterhead should allow readability of the address and signature blocks as well as allow appropriate space for the body copy that the user will type. A watermark that is not tinted properly may be too dark and will obscure the typed text. Color should be limited to one or two for economic reasons. Quality paper stock should be selected to represent the prestige of the organization. Letterhead should be design to run through a desktop printer.
Layout (Page Architecture)
Page architecture is critical when organizing information on a business card, a form, or letterhead. The designer must be aware of the many ways the pieces in the system will be used and the design should accommodate any restrictions or limitations. As an example, many companies file corporate documents in three-ring binders. In this case, special attention should be place on the left margin of the organization’s letterhead, making it wide enough to ensure that no vital information gets punched out by the three-hole punch. If envelopes with windows are to be used by the organization, care should be made to layout the letterhead with the recipients address in the appropriate position to clear show in the window.
The standard sizes for the core parts of the stationery system are as follows:
- Business card 3.5” x 2”
- Letterhead 8.5”w x 11”h (It would be wise for the designer to stay with this size.)
- Envelope 9.5”w x 4.125”h
Text information on the stationery system will vary per organizational need or desire, but generally the following text is a minimum requirement for good corporate communications:
- Letterhead should consist of the organizations name, street address, city/state/ZIP code, telephone number, e-mail address, and web address.
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- Envelopes show most of the above text except for the telephone number, e-mail and web address. The postal service does not need this information to deliver mail (remember form and function).
- Business Cards will have phone numbers, e-mail, and wed addresses. Business cards also add the names and positions/title of individuals within the company or organization.
Remember that stationery is collateral promotional material, not advertisements. Don’t overcrowd your stationery with extra content that is better suited for ads.
Color and Typography
Two other items of consideration are (1) a cohesive color scheme and (2) compatible typography. Both, along with the graphic mark should be integrated through all stationery devices to establish a quality image that is consistent. Strategic use of color creates dynamic visual impact. Color is an instant indication of quality and value. Advancements in technology have made color reproduction more cost effective today then ever before. The designer may wish to explore any of the following color schemes or develop unique combinations:
- Primary
- Secondary
- Tertiary
- Monochromatic
- Analogous
- Complimentary
- Warm
- Cool
- Or any of the above cross-combinations
To ensure the consistent usage of the organization’s official colors as it applied across all media, the organization should select actual colors from a universal color matching system such as the Pantone® Matching System (PMS). These PMS colors should become the official colors of the visual identity system.
Compatible typography in a visual identity system is typefaces that complement the signature or logo used for supplementary copy such as addresses, advertisement copy, and rolling stock (vehicles). Typefaces have unique characteristics that aid in communicating specific modes, messages and attitudes about an organization. Thus, typography is also an essential element of the visual identity program.