Letterhead Planning and Design

Creating an Image

The letterhead that you use for your business will affect the image that others form about your company. It is sometimes the first opportunity that you have to present your company to someone. It is important that the design you create for your letterhead reflects the image you want conveyed. Your letterhead will not only provide the customer with your name and address, it will also create an image about the quality of your products or services.

The design you use for your letterhead should express your company's personality. A letterhead designed for a company that sells children's toys should be different from a letterhead designed for a law office. Each needs to reflect the personality of the company to create the proper image. You can affect the image that is created through the use of different elements on your letterhead, such as your logo, ink colors, typestyles and the paper it is printed on.

When deciding what elements to use on your letterhead, you should consider some of the following factors:

• Does your company have a logo? If it does, the logo should be used on the letterhead. If you do not have a logo, consider having one designed for you, it is a good way of expressing your company's personality. Once you have a logo, it can also be used on your business cards and envelopes. It should be used on other marketing and communication materials that your company uses. Using it on all company materials builds consistency in appearance and company recognition.
• What colors are used to represent your company? If you have other printed materials that have a color scheme that is used, you should incorporate the same colors into your letterhead. This will create company identity through the use of the associated colors.
• Select a typestyle to use for your company name. Select a style that reflects the image of your company, different typestyles create different images. You should also select a typestyle to use for the other content on your letterhead. Try to limit the typestyles that you use on your letterhead to two different typefaces.
• Decide on the information that is important to be on your letterhead, such as company name, address and phone numbers. Does your company have a slogan? If it does, you should use it on the letterhead. A slogan is a good way of providing a message about your company, products or services.
• Select the type of paper you would like your letterhead printed on. The paper's weight, finish and color will all affect the image your letterhead conveys. If you use a special type of paper, you may want to determine if you want to use the same type for your envelopes and business cards. Using matching stock adds consistency to your overall company image.

Once you have determined what elements you will use, you are ready to start the design process.

Content Elements

The content of your letterhead consists of any information about your company that you want included on your letterhead. The main purpose of your letterhead is to provide information about your company. The content should include the following elements that are applicable to your company.

• Logo
• Company name and address
• Contact name
• Phone numbers
• Fax numbers
• E-mail address
• Slogan

Do not include any unnecessary information. The letterhead should not look overcrowded and should leave plenty of space for the letter itself.

Design Format

There are several methods that can be used to choose the format for the layout of your letterhead. The format can be determined through custom designing or by selecting a preset template.

Custom Design

Custom designing provides many options when determining the format. You can create most any format that your imagination allows. Copy placement, typestyles, ink colors and paper types are only restricted by what your manufacturer has available. Custom designing allows you to use a design unique to your company. Keep in mind that opting to use a custom design will most generally cost you more than a template type format.

Templates

The use of templates for the format of your letterhead is a suitable option in many cases. Template formats can be used through special software, Internet applications and catalog orders. Most template formats allow a certain level of customizing to them. The level of customizing is different with each application. The areas affected are listed below.

Logos/Graphics - Some allow you to use only their artwork for a logo or to add a graphic to your letterhead. Others may allow you to use an image stored in your files. Catalogs will generally have stock art available but will also allow you to furnish your own logo or graphics as artwork, film, on a disk or as an electronic file.

Ink Colors - Some applications restrict you to the use of one or two colors and only have a limited number of inks to choose from. Some will have a large selection and allow four color process. Others will allow most any color you desire but will apply special upcharges and may result in extended delivery times.

Typestyles - Generally you have a selection of typestyles to choice from. Your choices can vary from eight to several hundred, depending on the provider. A minimum level provider may restrict you to selecting a typestyle for the main line and only allow a standard preselected type to be used for the other information. At a higher level, two or more styles may be allowed. The selection of type size will also vary from different providers.

Format Type - The different format selections may vary from four to twenty, while other applications have the option to place copy in locations where ever you indicate (with some limitations). Generally the size is a standard 8-1/2" x 11" and sometimes there is an option for a monarch size of 7-1/4" x 10-1/2".

Paper - Most applications will have a selection of papers that include a standard economy grade, a smooth finish paper, a laid finish paper and a linen finish paper. Depending on the level of the provider, the color selection may vary from two or three colors of each to the full line of colors that are available in that grade of paper.

Using a template application can provide you with many options to give your letterhead a customized appearance. Before using one of the template applications, be sure that your options will meet your needs and that the provider will produce a quality product for you.

Design Creation

Designing your own letterhead can be a challenge but if you have the appropriate elements to work with, your job will be a lot easier. It is always helpful to look at samples of other company letterheads. This will give you some ideas and a feel for the type of design you would like to use to create an image for your company.

The guidelines below will help you with creating the design for your letterhead.

Logo Design

If you do not presently have a logo, you should consider designing one or have one designed by a professional. Your logo should be a professional representation of your company. It may be well worth the cost of having it created by a professional since it is an investment in the future image of your company.

Whether you design your own logo or have it created professionally, there are some basic elements that you should use to develop the design.

• Company or Product Type - What type of personality do you want to convey; formal, bold, cheerful, youthful, technical, professional . . . ?
• Graphics - Do you have a graphic that reflects your company type that could be incorporated into the design? It could be pictures, lines, squares or other shapes used to represent an image of your company.
• Typeface - Sometimes letters of a special typeface are used to represent the first letters of the company's name, such as the GE used for General Electric.
• Ink Colors - Many times there are specific colors that are used to represent a company. Those colors could be incorporated into the logo.

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