Brands. Recognizable even upsidedown and backwards.

The name of your company is or should be a unique tie-in to the heritage, identity or other meaning of your business. It is the very first identifying mark of your company. In other words, our name establishes not only a brand identity but a corporate vision as well.

Why Brands are Important

A brand is a set of attributes that—in the minds of customers—distinguish one company’s offerings from those of its competitors. A brand identity is the visual and verbal expression of that set of attributes. A cohesive, distinctive and relevant brand identity is an enormous asset in the marketplace. The very name provides added value and—in many cases—can command a price premium. It is necessary to establish a direct and unbreakable linkage between the attributes of the brand and the way they are expressed. A strong brand is one with immediately recognizable characteristics that set it apart from the crowd. When current or potential customers see or hear that brand name, they form a positive mental picture, based on its well-established attributes.

Why Consistency is Important

The consistent display of your brand enables your company to benefit from the success of itself. You will also realize savings, in terms of both time and costs, in the development of communication materials, products and services, not to mention the increase in professionalism your business with take.

Growth Demands Discipline

As your company expands, your communications needs to become more complex. We will be introducing yourselves to many new audiences, and first impressions are very important. The consistent use of your brand identity will enable us to establish your company as a forward looking, professional provider of products and services. That is why each and every communication describing those offerings must bear the unmistakable mark of your brand identity.

Building Your Company’s Brand

It is important to understand that your guidelines provide for considerable flexibility. You shouldn’t want all your communications to look exactly alike. That would destroy their effectiveness. Instead, the main goal is to present a consistent “look and feel” that is unique to your company. This will enable you to continue to build your masterbrand, which will, in turn, enhance public recognition of every part of your company.

Today I am going to show you how to set up a new document in InDesign which will outline the steps I took to get a 7 panel accordion fold brochure. For those of you who do not know, an accordion fold is also called a “Z” fold because it zig zags in on itself. This is useful for large brochures with the need for either large surface area or multiple panels or pages in an interesting format. Brochures and maps are very common accordion folds.

A simple 3 panel accordion fold

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It is often the case that designers are competing for projects, and the client is selecting who to work with based on experience, rates and other factors. At the same time, designers should be deciding if the client is a good fit for them. While there are many ways to determine this, there are some classic red flags to look for… things a client might say that are a sign of only more trouble once the project is yours. If you hear any of these red flags, it certainly doesn’t mean you should automatically end the relationship. Use your judgement and the look at the situation as a whole before making decision.

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Writing a great creative brief for a creative project like a print ad, website, banner or brochure is demanding but ultimately rewarding. It is the number one thing you can do to help get quality and efficiency from a graphic designer. And really, the creative you get out in the end is only as good as the input supplied in the creative brief itself. Take a peek below for 9 quick tips to improve your results through a fantastic creative brief.

1. Realize that any designer you hire is a professional and must be treated as such.
2. Understand that designers are not mind-readers.
3. Before coming to a graphic designer, have your business model ready and your plan up to par. No design can save any business that is not well thought out.
4. Mentioning past campaigns that were successful (or unsuccessful) are always useful. Don’t forget to explain why!
5. Understand that it will not be free.
6. Communicate with the designer-do not dictate.
7. Don’t try and design for the designer. You hired them for a reason-their knowledge and talent.
8. A picture is worth a thousand words. Take a screen capture if you cannot put it in words.
9. Set expectations up front. This is the number one way to create a successful Creative Brief.

Here they are. Take it all in. This is what every Designer wants to say after they read your brief, hopefully it will be useful to you.

Everyone who works with Adobe InDesign realizes there must be more to this fantastic program. It is so versatile on it’s own, but if you dig deeper, there is still lots to learn. Here are 25 quick tips on how to improve and get more out of your experience.

25. Cmd-D (Ctrl-D) is the keyboard shortcut to place an image.

24. If Caps Lock is activated when you insert placeholder text, a different passage of Latin will be used.

23. InDesign will automatically update a linked image after it has been edited using Edit Original within InDesign, but will only flag it if edited otherwise.

22. Cmd-Option-Shift-C (Ctrl-Alt-Shift-C) is the keyboard shortcut for fitting content to frame. Cmd-Option-C (Ctrl-Alt-C) is the keyboard shortcut for fitting a frame to content.

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