The Stationers Guild

Wells & Drew offers some clear and useful advice on the importance of business stationery.   In this fast-moving world of digital communications, companies invest hundreds of thousands of dollars to promote their brand in cyberspace.  In many cases, it is wasted expense dollars chasing wasted expense dollars as companies engage Twitter and Facebook, promotional news releases, email marketing campaigns, link-building and SEO (search engine optimization) strategies to outspend their competitors to drive people to their website.    Commonly referred to as ”keeping up with the Joneses,” many companies are now finding that a relic from times past often has more of an impact on brand awareness than keyword campaigns:  business stationery.

Often neglected in this process to gain digital supremacy is the company’s own business stationery.   As we have written on numerous occasions, a company’s business card and letterhead stationery often says more about a company than its Google page placement.   Well-crafted designs, printed on high-quality paper convey an impression of substance and respectability that no amount of digital spin can ever aspire to replicate.

As a company that will soon be celebrating their 155th anniversary, we applaud Wells & Drew for continuing to make fine stationery the “right” way.  For those interested in learning the marketing secrets of top legal firms, please request Wells & Drew informative brochure.    For those interested in learning more about business stationery, please consult the Stationers Guild FAQ on business stationery, or drop into a qualified stationery store in your neighborhood.

As a stationer, I’ve seen hundreds if not thousands of business cards.  Most people have a pretty clear idea of what information they want displayed on a business card, but seek advice from their stationer on card stock, ink colors and how to layout the information on a business card.

There are no fixed rules when designing a business card; however, I believe that a well-crafted business card is probably one of your most important public relations investments.  The business card should create a positive first impression when you hand your card to the recipient.  The paper stock, printing process, ink colors and well-designed layout says as much about you as a person as it does your business.

While there are many online print shops that offer “free” and inexpensive business cards using pre-designed templates, I have found their offerings to be quite unappealing.  Their paper stock is of poor quality and many online companies can’t even seem to print in a straight line.  It is painfully obvious when someone presents you a business card that has been produced by one of these discount printers. 

From my perspective, three things are important for a well-designed business card.  First, and most importantly, is the card stock.  The standard paper weight for most business cards is 64# (sixty-four pounds weight).   While I believe that 96# makes for a far more substantial business card, many people prefer the standard weight.  Crane & Co. offers many different card stock weights and paper colors to choose from and is often a very good choice for business cards.   I strongly recommend that you contact a Stationers Guild store in your neighborhood to see and feel the various options in person. 

Secondly, use a consistent layout for your business card incorporating no more than two font styles.  For instance, if your business letterhead is “right-adjusted” try to maintain that symmetry in your business card.  A consistent image promotes brand recognition.  

Finally, print your card using engraving or thermography.  While engraving is considerably more expensive, colors are opaque and crisp.  Thermography is a resin-based ink which is baked on the business card to simulate engraving.  It is a less expensive alternative to engraving, but still creates raised-print.  Letterpress is also emerging as a very appealing alternative to the traditional engraved business card.  

The Stationers Guild website has a Frequently Asked Questions on Business Stationery section that contains much useful information to help you design your business stationery.

Richard W. May
Therese Saint Clair

There is no question that over the past five years there has been a resurgence in letterpress printing.  Within the industry many considered it to be a “West Coast thing,” but it is now widely embraced for its creative designs and beautiful papers.  In fact, the rush to letterpress is so strong that Crane & Co. has recently released a Wedding Album that features only letterpress designs.

While letterpress is often a favored printing option for wedding invitations and social stationery, it is not widely used for business stationery.  Certainly, letterpress business cards are increasingly popular among fashion, designer and artistic circles, but it is unusual to find businesses that use letterpress for letterhead stationery.  Certainly, there is no reason why one shouldn’t build their business stationery ensemble around letterpress printing.  It is beautiful, fashionable and most printers use 100% cotton paper to achieve a deep impression.

Companies that come to mind that regularly provide letterpress stationery for business are Crane & Co., William Arthur and Hitchcock Press.  Many other leading design firms would certainly be willing to work with you to design your letterpress ensemble.  To achieve a deep impression, we strongly recommend using 32# paper.  Contact a Guild member store in your neighborhood to learn more about letterpress business stationery.

Sheila May
Found Member