Branding
Branding allows a company to differentiate themselves from the competition and, in the process, bond with their customers, create loyalty and establish a position in the marketplace. A satisfied customer may leave. But a loyal one is much less likely to.

Logo Design
What is a logo and why is it so important?
A logo is the mark that visually represents a company or organization, this forms the foundation of the corporate identity. It is a name, symbol, emblem or other graphic that is designed for easy and definitive recognition by a targeted market.

A company logo is the way that the world sees your company. People are very responsive to identifying logos and their meaning. With this said, it is very important to the success of the company that the logo is well thought out and reflects the image of the brand.

A solid logo is a simple and direct way to represent and describe your company. The most successful companies have an estabilished identity consisting of a strong logo. A strong logo will create an increase in visibility and will result in sales.

What makes a strong logo?
Simplicity is a very important aspect to a successful logo. Too many graphics, images and shapes can clutter the logo and result in a negative impact. The logo should be recognizable and have a strong impact at multiple sizes. Thinking about the applications of the logo is pertinent, how do you plan to use your logo?

Flexibility is very important when thinking about the various applications of the logo. Using multiple colors, gradients, photographs, etc. may make it difficult to use. There are times when options are created for the logo to fit these applications.

Uniqueness might be the most important aspect, this will visually separate a company from others. It is important to research the trends of a specific industry but using common colors or shapes can distract from the purpose of the logo.

Our design process
We will meet with the client to discuss the objectives and purpose of the logo, this is the creative brief. We will discuss the target market and how we will use the design to communicate to the audience. A common mistake is to let our own visual preferences affect the design of the logo, the goal is to make sure that the logo speaks to the targeted audience and not the client or the designer.

Next, we will begin the concept development where we will design a variety of concepts based on the creative brief, typically these will be in black & white. These concepts will be presented to the client, at which point a direction is chosen for the next round of concepts. Once the second round of concepts are presented the logo begins to take shape.

Based on the process of conceptual development we have a finished logo. We now explore logotypes, a color palette and various layouts of the logo. Also, a secondary logo may be created if necessary.

Once the client has approved the final logo design, we compile a disk containing an assortment of logo files for different applications and a corporate identity manual outlining how the logo should be applied and used. This disk is on file for the client to reference as well as any outside vendors/companies that may use the logo. Following the guidelines in the manual is crucial to the success of a logo.

PrePress
The steps required to turn a design into final form, ready for final printing on a printing press. May include preflight, color correction, color trapping, imposition, color separation, proofing, and imagesetting.

Basis weight
The weight in pounds of a ream (500 sheets) of a specific paper grade that has been cut to its basic size.
Binding
The fastening of papers to create a brochure or book. The most common binding styles are saddle-stitch, perfectbound, side-stitched, case or edition, and mechanical.
Bleed
A printed color or image that extends past the trimmed edges of a page, usually an 1/8th inch.
Blueline
Prepress photographic proof made from stripped negatives where all colors show as blue images on white paper. Color digital proofs are beginning to replace bluelines.
Clipping path
A vector-based outline used to “clip” or silhouette an image from its surroundings so only the desired part will print.
Color separation
A laser scanning method used to separate full-color artwork or transparencies into the four primary printing ink colors of cyan, magenta, yellow and black.
Computer-to-Plate (CTP)
A technology that allows for the delivery of digital data directly to a plate for printing. CTP efficiency eliminates conventional films and stripping to significantly reduce prepress materials and costs, and allow for significant productivity benefits over other commercial printing solutions.
Creep
The phenomenon of the middle pages of a folded signature extending slightly beyond the outside pages.
Crop
The blocking out of unwanted parts of an image to fit a layout space or deleting portions that aren’t relevant.
Crossover
An image or type that continues across a spread of a brochure, book or magazine to another page.
CMYK
Acronym for the ink colors used in four-color process printing. The letters stand for cyan, magenta, yellow and key (black). Also called process colors.
Direct Digital Printing
Commercial-quality printing in which electronic source files are processed directly on the printing press or printing system, rather than through analog steps such as film imagesetting and platemaking. Direct digital printing systems may be based on lithographic offset technology or laser/toner technology. Front-end RIPs and servers are integrated components of these printing systems.
Direct-to-Plate Printing
Imaging directly to the plate material used in offset lithographic printing. The traditional offset printing process includes generating film (typically from an imagesetter today), “burning plates” by exposing the aluminum or poly printing plates with the film, and mounting the resulting plates on offset presses. Direct-to-plate printing eliminates the film imaging step by imaging directly on the plate material.
DPI (Dots-per-inch)
In offset printing, the number of dots that fit horizontally and vertically into a one-inch measure. Generally, the higher the dpi, the sharper the printed image.
Drawdown
A test of the ink color on the actual paper stock that will be used to evaluate how it looks.
Dry trap
Printing over dry ink, which, unlike a wet trap, requires a separate pass through the press.
EPS (Encapsulated PostScript)
File format for images or graphics.
Finish
The surface characteristics of paper – such as gloss, matte, silk, velvet, satin, and dull.
Finishing
Post-press operations, including trimming, scoring, folding and binding.
Font
A typeface family that includes all letters and numbers in the same style.
Form
Pages of a book or brochure that are printed on the same sheet of paper as it passes through the press. Once the sheet is folded and trimmed, the form becomes a “signature.”
Four-color process
Method of printing using cyan, magenta, yellow and black (CMYK) inks to simulate full-color images. Also called full-color printing and process printing.
FPO (For position only)
Usually a low-resolution image (72 or 100 dpi) file used only to indicate placement and size. It is meant to be replaced by a high-resolution image before printing.
Grindoff
The 1/8th inch along the spine that is ground off of gathered signatures before perfect binding.
Hard copy
A paper printout at 100% size of digital files. It is usually output on a desktop laser or inkjet printer.
Hi-res
High-resolution image, usually 300 to 350 dpi.
Knockout
An area of background color that has been masked out (knocked out) by a foreground object and therefore does not print.
Loose color
Proof of a halftone or color separation that is not assembled with other elements on a page. Also, known as loose or scatter proof.
Low-res
Low-resolution image, such as 72 or 100 dpi.
Mark-up
Instructions written on a hard-copy printout.
Match color
A custom-blended ink color that matches a specified color in a color system such as Pantone®, Toyo® or TruMatch®. It is not built from a combination of CMYK.
Offset Printing
The most common commercial printing technology in use today. Offset printing applies layers of ink on the page. For each layer, a reverse image of the page is placed on a roller in the printing press. Ink is applied to the non-image areas on the roller, so that as the roller presses against paper moving through the press, the proper image is left on the paper.
Overprint
Printing one ink over another, such as printing type over a screen tint.
PDF (Portable Document Format)
Adobe® Systems file format to facilitate cross-platform viewing of documents in their original form.
Pixel
The smallest dot that can be produced on a computer screen.
Prepress
RIPing files, platemaking, and other work performed by the printer, separator or service bureau in preparation for printing.
Process colors
See CMYK.
Proof
Print made from negatives or plates to check for errors and flaws, predict results on press and record how a printing job is intended to appear when finished.
Raster graphics
Computer image made up of pixels. Photoshop® is the most common raster program.
Resolution
The sharpness of text and graphics provided by any printer or output device, measured in dots per inch.
RGB
Red, green and blue – the additive primaries used in monitors. They are not printing colors.
RIP (Raster Image Processor)
This device is designed to interpret PostScript files and create a document suitable for printing.
Service Bureau
Typically an independent business that specializes in preparing digital files for print.
Source File
The original graphic file.
Spot Color or Varnish
Specific color or varnish that is applied only to portions of a sheet.
TIF or TIFF (Tagged Image File format)
Raster file format used for image placement in page layout programs. TIFs can sometimes be tinted and modified in a page layout program where EPS images cannot.
Trim size
The size of the printed piece in its finished form.
TrueType Fonts
Scalable typefaces for Windows and Macintosh software.
Type 1 Fonts
Adobe’s industry-standard outline font technology that enables type to be scaled to any size while staying sharp and clear. More than 20,000 Type 1 typefaces are available from vendors worldwide.
UV coating
Liquid applied to a coated sheet, then bonded and cured with ultraviolet light.
Vector graphics
Graphics that use mathematical calculations to describe lines and curves. Illustrator® is the most common vector program.

Smart Design involves connecting people with products and services through design that is hard-working, strategic and focused.

Sustainability is a systemic concept. It relates to the relationships between economic, social, institutional and environmental aspects of human existence. It organizes decisions to allow for current economic needs to be met while preserving biodiversities and ecosystems to maintain the same quality of life for future generations.

Current is the e-newsletter delivered to your inbox, focused on keeping you current on issues related to the design industry, what inspires us and why you should care.

CURRENT :: MAY 2007

DESIGN
Defining A Clear Identity

In order to reach a larger healthcare audience, Clear Vision Information Systems (CVIS), a fast-growing, technology-driven provider of medical data, needed an authoritative identity and a well-defined online presence. That’s why they came to Rian Design.

Our objective was to design a solid identity that would set the foundation for all marketing materials, including the website with the overall goal of presenting a professional, trustworthy and informative brand.

We set off to design a logo that truly expressed the brand positioning — “We turn information into data, data into revenue.” The rounded pixels represent the use of technology-driven data while the blue color palette gives an established and professional tone.

Here is what the client has to say:
“Working with Rian Design has been a very positive experience. We had no idea how much was involved in the evolution of a company logo but knew the importance of having a strong visual identity. Rian took us through every step of the process with extreme patience. He is very creative and professional. We truly appreciate his ability to translate our company vision into a logo/identity which is so important for our branding.” - Pam Klugman, Vice President & COO

:: To read more about this project click here ::

NEWS

(2007) The Year of Sustainability
Recently, magazines including Business 2.0, Newsweek, Vanity Fair and even Forbes have featured “green” cover stories. This is an amazing step because it brings the issue of sustainability to a national audience.

Locally, the Los Angeles Chapter of AIGA - The Professional Association for Design recently sponsored their first green event “CO[LA]BORATE: SEEing Green” at CiscoHome in Los Angeles. The focus was on sustainable, environmental and ecological design solutions including eco-friendly papers and soy-based inks, organic foods and home products, and even tips for greening your home and work space.

The event also included three inspirational speakers:
Phil Hamlett, AIGA Center for Sustainable Design
Joy Evans, Mohawk Paper
Cisco Pinedo, CiscoHome

This was a much needed first step for AIGA. I greatly enjoyed this event and will continue to support them in their effort to promote a sustainable design community.

:: sustainability.aiga.org ::

INSPIRATION

The World Needs More GOOD

I currently subscribe to quite a few magazines but there is only one that I sit and read from cover-to-cover when I receive it in my mailbox, GOOD magazine. Basically, GOOD is “media for people who give a damn”. Now in it’s fourth issue, GOOD magazine provides a platform for the ideas, people, and businesses that are driving change in the world.

GOOD magazine is printed on 30% recycled post-consumer fibre, is EcoLogo certified and manufactured using Biogas Energy. In addition, GOOD offsets 100% of the carbon emissions from publishing with clean energy from renewable energy projects with NativeEnergy. What this means is that GOOD saved the equivalent of 150 trees and lowered air emissions by over 20,000 pounds.

Subscribe for one year and 100% of your money goes to help the organization of your choice (click here for a list of organizations). So, to help support their effort you can visit www.goodmagazine.com/subscribe, or Rian Design will offer to pay for your one year subscription. Just be one of the first four people to email the following information to us at hello@riandesign.com:

1. Your first and last name.
2. Your mailing address.
3. The organization of your choice (click here for a list of organizations).
4. One “GOOD” reason why you want a subscription.

:: www.goodmagazine.com ::

Continue is published by Rian Design.
2404 Wilshire Boulevard Penthouse D Los Angeles, California 90057.
For further information, visit us at riandesign.com or call us at 213.382.2883

© 2007 Rian Design. All rights reserved.

CURRENT :: MARCH 2007

DESIGN

From Folksy & Homegrown to Polished & Professional
Is your method of communications polished and professional?

The ALS Association, Greater Los Angeles Chapter came to Rian Design seeking a new direction for their quarterly newsletter The Messenger which is distributed to nearly 25,000 people in the ALS community.

One of the primary goals was to raise the association’s profile in a competitive market for cause-related dollars. After reviewing the situation we began to streamline the entire process. This included a new clean design to increase legibility, richer content, higher quality paper/printing and a more organized method of direct mail. All this for about the same cost as before!

Here is what the client has to say:
“I just want to thank Rian Design for turning around our quarterly newsletter, The Messenger. Thanks to their involvement, our newsletter has gone from a folksy, homegrown look to a polished and professional publication. I am very proud of the new look and am pleased with Rian Design’s professionalism and commitment to the Greater Los Angeles Chapter of The ALS Association, and overall responsiveness.” - Gretchen Lightfoot, Director of Development

Since Rian Design partnered with them, ALSALA has announced a major initiative to serve members and their families: the Center of Excellence at Cedars-Sinai Medical Center. The revamping of The Messenger proved a key component in turning this three-year, multi-million dollar dream into a reality–the best possible ending to a great design story.

:: To read more about this project click here ::

NEWS

Rian Design Joins 1% For The Planet
We understand the importance of social responsibility and are currently involved in working to ensure a better world for us all. As a member of 1% For The Planet we are proud to financially invest at least 1% of our annual revenue to environmental organizations worldwide. If you think this is an important cause, joining is a simple way of investing in our future!

1% For The Planet is an alliance of businesses committed to leveraging their resources to create a healthier planet.

:: www.onepercentfortheplanet.org ::

INSPIRATION

D.I.Y. (Design It Yourself)
Are you unsatisfied with store-bought consumer products such as invitations, stickers, t-shirts and more? Are you seeking something original and unique?

If so, then check out the book D.I.Y. (Design It Yourself), written and designed by the graduate students and faculty at Maryland Institute College of Art. D.I.Y. is the connection between designer’s knowledge and an average person’s vision. The book goes beyond technical tips to show how to use graphic design as a medium for self expression and communication.

The purpose of the book is to make the idea of designing less intimidating by covering basic design techniques like:
1. How to brainstorm to develop your point of view
2. Subject + Audience + Purpose = Voice
3. Going beyond the familiar by taking the time to extend beyond traditional solutions

The book is rich with photos and images, they also rate each project based on cost and difficulty. Here are a few examples of projects:
Books
Invitations
Photo Albums
Housewares
T-Shirts
Websites/Blogs

I personally enjoy designing and making artwork for silk screen applications such as t-shirts and canvas paintings. For me the tips and techniques offered have given me ideas for new projects!

So, if you have always wanted to test your creative boundaries, this is your chance.

:: www.papress.com/designityourself ::
:: To purchase this book click here ::

Continue is published by Rian Design.
2404 Wilshire Boulevard Penthouse D Los Angeles, California 90057.
For further information, visit us at riandesign.com or call us at 213.382.2883

© 2007 Rian Design. All rights reserved.

CURRENT :: JANUARY 2007

DESIGN

DiFatta Graphics Self-Promo Book & Website
Our featured project showcases one of our favorite printing vendors. After developing a strong relationship and seeing our work for over two years they became a client of ours!

DiFatta Graphics is a trusted printer specializing in offset and flexography printing. Their service and production skills are current and impressive however their marketing materials, which had not been updated in over four years, did not properly reflect that.

Realizing that they needed an updated website and a printed self-promo book with a cohesive appearance, DiFatta reached out to Rian Design.

First, the Rian Design team assessed how to best implement a look that would translate both in print and online. Once that was decided we photographed the projects, which ranged from marketing materials, corporate identity packages and labels. With our creative direction, the book displays recent client projects along with DiFatta’s attention to detail. The choice of layout, paper, binding and other printing techniques shows their attention to detail. The website’s clean design gives the site a fresh look and a more user-friendly interface. The site also includes a content management system which allows DiFatta Graphics to update and manage the site themselves.

Here is what the client has to say:
“We needed a design firm that could stay on budget, on time, and meet the specific demands and goals of our marketing strategy. Rian Design did all of this and then some. With creative zest and a forever considerate temperament, Rian Design delivered to us two projects that help us stand out from the competition and gain new business.” - Lee Pfeiffer, Marketing Director

The result is a self promo book that visually works alongside the website, allowing the sales team to pursue new business with confidence.

:: www.difattagraphics.com ::
:: To read more about this project click here ::

NEWS

AIGA UCLA Extension Student Group Portfolio Review Workshop
Rian Heim, Principal & Creative Director of Rian Design, speaks as a panelist at AIGA UCLA Extension Student Group Portfolio Review Workshop on January 20, 2007 in Westwood, California.

:: www.aigax.org/events ::

INSPIRATION

WorldChanging: A User’s Guide For The 21st Century
This 600 page resource guide is written by forward thinkers who believe that the tools for building a better future are all around us. Worldchanging provides the information, resources, reviews and ideas that offer the tools and inspiration needed to make a difference.

The issues covered in this book are ones that I follow and believe to be very important. WorldChanging serves as a resource to learn the cause and effects of the decisions we make everyday. Each chapter provides new answers to the questions that we should all be asking, such as: How do the decisions that we make in the US affect other countries in the world? Why does buying local goods make sense? How do I make my home and workplace more sustainable? Why is it important to be aware of the products that I buy?

The idea that I see throughout WorldChanging is the importance of design. Design plays a very important role in the decisions we make. One example is with the products that we purchase. So, how do the products that we decide to purchase affect the world around us? As first world consumers, we have the power to communicate what types of products we want to see on the shelves. By purchasing green products we send messages to marketing researchers and CEO’s to demand the design and production of more revolutionary green products. As more and more green products begin to appear on the shelves, the level of environmental awareness grows.

A perfect example of this is a product that we all rely on everyday. Light bulbs. There are basically two options: the compact fluorescent lamp (CFL), also known as a compact fluorescent light bulb or an energy saving light bulb. The CFL fits into a standard light bulb socket or plugs into a small lighting fixture. In comparison to incandescent light bulbs, CFLs have a longer rated life (a CFL lasts about as long as 10 incandescent bulbs) and use less electricity. In fact, CFLs save enough money in electricity costs to make up for their higher initial price within about 500 hours of use. The issue seems to be the initial cost of the CFLs but as you can see in the long run they will save money and the environment. The hope is that more and more people become informed about these facts. As a result, awareness grows and we start consuming smarter.

Whether we realize it or not, “what we buy, what we use, what we keep and throw away, what we waste, and what we save” make us who we are. We have other options and a cleaner, smarter future is possible.

:: www.worldchanging.com ::
:: To purchase this book click here ::

Continue is published by Rian Design.
2404 Wilshire Boulevard Penthouse D Los Angeles, California 90057.
For further information, visit us at riandesign.com or call us at 213.382.2883

© 2007 Rian Design. All rights reserved.

CURRENT :: NOVEMBER 2006

Welcome to the premiere issue of Current, the e-newsletter focused on keeping you current on issues related to the design industry, what inspires us and why you should care.

I have a couple of important announcements that I would like to share with you regarding our NEW company name and NEW creative workspace. Please take a moment to read more about these topics, I would love to hear thoughts about this issue of Current.

Please take note of my new contact information and be sure to check out our new site, www.riandesign.com.

Rian Heim
Principal/Creative Director
phone : 213 361 0082
email : rian.heim(a)riandesign.com

NEW Company Name
pipeline is now : Rian Design

NEW Creative Workspace
…and we have moved our studio to:
2404 Wilshire Boulevard
Penthouse D
Los Angeles, California 90057-3379

NEW Contact Info
studio phone : 213 382 2883
studio email : hello(a)riandesign.com
website : www.riandesign.com
studio hours : Monday-Friday 9am-6pm

Inside Rian Design

Who We Are
At Rian Design, we’re big fans of smart design. You know–the kind of work that’s not only great-looking, but hard-working. Strategic. Focused. We find it makes for better working relationships and happier clients. Because when you know you’re in good hands, it’s a lot easier to relax and enjoy the process.

What We Believe
We believe that design should be both practical and efficient. We listen to the needs of our clients and work together to develop a plan and visual materials to meet the objectives.

Why We Are Unique
We’re able to address new challenges with both speed and grace by keeping our core staff small and pulling together working teams of creative pros as necessary. To that end, Rian Design has cultivated working relationships with an impressive roster of designers, programmers, photographers and other artists.

New Location

Where We Are Now
Our second announcement is the new location of our studio. We have been in need of a new, larger space to work creatively. When we came across a penthouse loft in The American Cement Company building we knew our search was over.

This mid-century modern building provides the ideal work environment for our design studio. The structural beauty of the 225 pre-cast Xs (see photos below) on the facade are not only key to the building’s structural system but also offer a spectacular architectural element.

Working out of a loft on the top floor gives way to an amazing view stretching from beyond the famous Hollywood sign to the skyscrapers of downtown Los Angeles. We welcome you to come visit us and experience our new space with these amazing views.

Please contact us to set an appointment. hello(a)riandesign.com

Inspiration

Never Eat Alone

I recently finished reading a book that I found very inspiring and meaningful: Keith Ferrazzi’s Never Eat Alone: And Other Secrets To Success, One Relationship At A Time.

For me, this book provided a plethora of advice and encouragement about the importance of building and maintaining a quality circle of not only contacts but relationships. The ability of the author to speak through real life experiences really helped me to relate to what he was saying.

One of the chapters deals with a topic that I think we can all relate to, balancing our lives. We are all seeking that perfect balance between our personal and professional lives. The chapter, Balance is B.S., really sums the book up for me. “When it became clear to me that the key to my life was the relationships in it, I found there was no longer a need to compartmentalize work from, say, family or friends.” I think we spend so much time trying to balance our lives, when our perception may be off track. If we always surround ourselves with people that fulfill us, there is no need for balance. I believe this will benefit us both emotionally and financially.

The author covers all of the aspects of building a network of quality relationships both personally and professionally:

* Having the proper mindset about building meaningful relationships
* Developing your contacts by doing your homework and collecting names
* Building and growing your prospective contacts by sharing your passions, following up and connecting with connectors
* Turning your contacts into compatriots
* Building and broadcasting your brand
* The importance of mentors and mentees
* The truth about balancing your life
* Living in the connected age

:: To purchase Never Eat Alone click here ::

Continue is published by Rian Design.
2404 Wilshire Boulevard Penthouse D Los Angeles, California 90057.
For further information, visit us at riandesign.com or call us at 213.382.2883

© 2006 Rian Design. All rights reserved.