AlinaWheeler-DesigningBrandIdentity

Phase 44 : creating touchpointsLetterheadThe art of correspondence and the letterheadhave lasted from the quill pen to the typewriterand the computer. Although voicemails andemails have become the most widely used formof communication, the letterhead is not yetobsolete in the twenty-first century. The letterstill comes to us in the same way that it has beencoming to us since Ben Franklin became thefirst U.S. postmaster—unless, of course, it comesvia FedEx, or as an attachment.The letterhead, offset-printed on fine paper,remains a core application in the brand identitysystem even with electronic letterheads. Theletterhead with an original signature is still animportant conduit for doing business. It isregarded as a credible proof of being inbusiness, and it frequently carries an importantmessage or contractual agreement. It is stillregarded as the most formal type of businesscommunication and has an implicit dignity.For many years banks required businesses towrite a letter on their letterhead in order toopen an account.Most of the world uses letterhead and envelopesbased on the metric system. Only the U.S.,Canada, and Mexico don’t.Polite Design was engagedto design the total identitysystem for Diana Vincent,a jewelry designer. Thesystem included design oflogo, stationery system,retail packaging, bags, printadvertisements, and website.PROCESS: LETTERHEAD DESIGN> Clarify use> Determine need> Finalize content>Develop designLetters, short and longContractsMemosInvoicesFormsCorporate onlyDivision letterheadPersonal letterheadSizeBest-case scenarioWorst-case scenarioUnify abbreviationsTaglineRegulatory informationParentProfessional affiliationUse real letterDetermine marginsShow actual sizeExamine iterationsDesign envelopes146