Many firms will tell you that they don’t have a brand, but they do have a reputation. Whether it’s law, financial services, accounting, insurance or consulting, a firm’s reputation is everything. And that reputation materializes in the company logo.
These tips will help your unsung hero – your presentation folder – reinforce your reputation using only your logo.
- Invest in a quality paper stock. If your law firm wants to convey the story of success, you need to show it, not tell it. Your pocket folder – and your business card, for that matter – needs to feel expensive to the touch. You’ll be saving money on print, so you’ll have the coin to put it in the paper.
- Consider embossing your company logo. Embossment raises the surface of the folder to give it dimension. This elevates your logo, giving it more heft on the page. Blind embossment is a natural choice for your presentation folder when you’ve chosen a textured stock like linen that may not be printed at all. Printed embossment is more often seen on coated stocks (like C1S or C2S) where your logo is raised and printed on the paper.
- Consider foil stamping, but proceed carefully. Foil stamping adds a gold or silver (and other color options) metallic to your logo . It is a very classy effect provided that it is used sparingly. If your logo is an elegant script or a thin font, foil stamping is a great option. But if your logo features fat lettering, foil stamping may give you too much flash to your look (especially if you’re a CPA or an attorney).
- If you are unsure of how to size your logo on the cover, err on the side of too big. A too-small logo on your presentation folder will make your firm look even smaller.
- If you don’t already have a logo, select an official font to represent your firm and stick with it. Many graphic designers specialize in font treatments, and it’s not an expensive investment. Using the same font on your presentation folders, your letterhead and your website will create a unifying look that shows (not tells) your clients that you’ve got your act together.
This article is part of a series on great presentation folder design featured on the Conformer Products’ Blog.
–Sari McConnell at firstname.lastname@example.org