After consideration I chose to prepare a tear sheet rather than a brochure. The following is why a tear sheet is the best use in this instance and why a brochure would be better in other circumstances. But first, let me explain what a tear sheet and brochure is:
Tear sheet: Tear sheet has several meanings. For our use a tear sheet is a single piece of paper that conveys information or services a business or organization supplies.
Brochure: A brochure can serve the above purposes but it can also be used to convey all sorts of information about just about anything. Brochures are a single sheet of paper that can vary in size and is folded. The folded size is typically 8.5 inches in height and slightly more than 3.5 inches in width.
- Tear sheets can fit nicely into file folders with other papers
- It is often one sided-which depending on how much information you have is a good thing
- Both a brochure and a tear sheet are in danger of getting lost on a desk; I think a tear sheet is easier to find
- It can easily be combined with other papers to make a neat professional package
- Not that a brochure is unprofessional, but it has a broad range of subject and uses; they are very common and can seem too informal
- It is perfect for display and casual distribution
- It is pre-folded, perfect for transport
- It can be laid out to guide the reader through the information
- It is the perfect way to include a short form
I think a tear sheet looks less like a sales tool, though it is, and more as a method to dispense information. There are two versions here. One is shown without a business card attached and he other with a card. The card can be simply clipped to the sheet for easy reference and removal.
This week: Letterhead and Invoice. Things like proposals will follow the style of the invoice. As will the tear sheet for the scope of services. I will have that, I will have to decide whether I need a two fold brochure.
Any excuse to show off and quote Virgil. My other thought was a song from the Sound of Music. Count your blessings.
Last week was the unveiling of the logo design for Parker Payroll Services. This week is the business card. The logo is the hallmark of the company, the business card is the beacon. The business card design sets the tone and the brand of the company. It will be the piece that is printed the most, handed out the most, the most prevalent identifier the company will have. It will set the design for the web site, letterhead, even the invoices and communications. Now the other pieces are mostly done though not refined. I didn’t design the business card then move on to the next items. The logo, the card, all aspects of the designs were all considered together. Not entirely in the physical sense, mind you, but in the sense of message, branding and workability. The colors, type and object elements were considered for all the pieces for the company. Here are the comps for the card and the final version. A few things first though.
1. The final card is vertical. I usually prefer cards be horizontal.
2. I like the logo to be in the upper left corner.
I liked the look of the vertical card best. I think it balances the copy (text) with white space to create a card that has the look and feel I am going for. That look and feel being solid, reliable, dependable, yada, yada, yada. Since the logo is the name of the company and not a symbol that needs to be paired with the company name, placing it at the top of the card and not the upper left is not an issue. It’s still upper just not left, see how the logo at the bottom of the other vertical card option doesn’t work as well.
Here is the logo. It is in one typeface but two color. I used brown and black because as discussed before these colors and especially together represent stability, reliability and dependability. The serif typeface is an old fashioned choice. But again I am thinking about stability. The partner to my serif typeface, Minion Pro is the san serif typeface, Helvetica. These are the two typeface that I will use throughout the branding. The typefaces will be brought together on the business cards, letterhead and all other identity support items.
I decided against using an icon. I considered some of the obvious ideas. A roll of money, a stack of cash, a check, a check (✓). I decided against an icon because I decided it would not give the company a polished, professional look. I considered shapes, squares, boxes but again decided to keep it simple. The line at the bottom will serves several purposes. The first is that it finishes the logo. It says, “Here. It’s done.” Secondly, I will use the line a design device. I can use it at the bottom of pages as an element, or even look into extending it to include other text or indicate a break or connection.
For more see: Anatomy of a good logo
and: Anatomy of a Bad logo
This is the logo I will be working with to create my branding for Parker Payroll Services. The far left is the two color logo that will mostly be used. The middle is the black version and the far right is the one color, color version. The two color will be the most often used, the all black less so and the far right rarely.
Brown and black. I chose those colors because it feels very corporate, steady, sturdy and reliable. For a cool infographic about logo and what their colors say click here.
I have my typeface: Minion Pro, serif and Helvetica, san serif. (Helvetica is a great typeface don’t let anyone tell you different.)
Color Scheme: Brown and black
Branding strategy: Professional, reliable, sturdy, consistent.
Next: A look at the whys and why nots and the look and feel.
This is the logo I will be working with to create my branding for Parker Payroll Services.
Please don’t try this at home, I’m a professional. I am in the process of creating a logo for my fictional company, Parker Payroll Services. The first thing I did was answer the questionnaire about determining logo needs and wants.
The essence of my business is that it is a start-up payroll services company. It will provide the paperwork, pay checks or electronic deposit duties and taxes reporting for companies payroll duties with up to 1000 employees.
The direction I envision it taking is local to regional. At it’s largest, it will be 12 employees.
In five years I see modest growth, developing a client base at a manageable rate. All the time keeping up with software, hardware, tax codes and industry information and advancements.
Three words that I hope embodies the logo: competent, stable, reliable.
Here and there and yin and yang words: banker/modern, reliable/up-to-date.
I want a logo that is all words no icon.
How does your designer do this? At the client meeting you should be presented with three or so logo ideas. What you should not see is ten or twelve ideas. What you won’t see is what follows. The first is a few of the variations and ideas that went into the Civic Square logo. After that, my logo, Lisa Belloli and lastly the work in progress, Parker Payroll Services.
Civic Square was over 20 sheets like these examples, Lisa Belloli has half a dozen development sheets and countless hand drawn sketches and lastly Parker Payroll Services in development. This is why a designer really is worth the expense.