Branding, what is it?

Making a mark by charring.

In the world of promotional product marketing this is not far from the truth and in fact embossing is exactly that charring the surface of an item with a hot metal plate. Decorators and printers have been using a variety of branding methods over the decades and in some cases centuries, which is the case with screen printing, in order to brand products and objects such as industrial components etc.

Traditional Promotional Printing

For quite some time, techniques like pad printing foil stamping blind embossing and screen-printing have seemed to be about as refined a process for branding products as there could be - Cue digital printing. Digital pad printing has become a real game changer in the promotional printing industry and is a time saver for short run marketing campaigns.

Changes in the Promotional Product Industry

Up until recently, Digital pad printing has been limited to flat and film like sub straights, but in recent years the technology has evolved so quickly that it now has pollinated the traditional branding techniques and the once angry child in the promotional product branding fleet has become a truly reliable and a valued member of the team.

The extreme time saving in the pre-press setup sees some short run printing jobs completed in the same time it would have taken to just prepare a silk screen for printing even before one impression is made. There is no requirement for alterations to the art files if prepared correctly before going to print and the imaging is only limited by your imagination. Given that digital printing in no way comes into contact with items being branded, like the traditional forms of pad printing and screen printing, means that pinpoint accuracy in the reproduction of clients logos is perfect every time. The use of UV curing ink systems means even the most delicate of items can be branded with no ill effects from the heat generated by the more traditional branding methods. The printer and decorator that are encompassed by this technology were purely designed with a true customer focus.  With shorter and shorter lead times being the norm digital printing of promotional products is the future answer to an ever-demanding market. 

Corporate Identity

What is Corporate Identity?

The web gives us this definition

- "In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.[1]
Corporate identity comes into being when there is a common ownership of an organisational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.[2]
In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. These guidelines are usually formulated into a packadge of tools called Corporate Identity Manuals."

(Quote From http://en.wikipedia.org/wiki/Corporate_identity)

As the image I added above illustrates. Corporate Identity plays a huge part in our lives. Some with more prominence than others but they will always leave a lasting impression.
One good example is, 'when you driving along reading the speed limit on the street signs, are you focusing on the design or what it says?'

These logos are much the same. Direct to the audience without having to confuse us or make us work to realize what we are wanting from the image.

It is a manifestation of creativity which enables customers to recognize with the company immediately what they do and what it is they're about.

Now im not going to go on dribbling about the design aspects of logo's, where the ideas have to come from and things about Corporate Identity Manuals.

The main reason for posting this is to recognize that artwork in general in the reproductive industry we work in, has and will always have significant importance.

Without the customers logo how would we be able to decorate the product?

Just something to consider when handling artwork. Do remember that this piece has come from somewhere at some time. Someone has put many hours into creating it to ensure that it is as good as it can be, and it might have even cost a pretty penny.