“Turning Green – Is your print sustainable?” Part Two
Now we come to our second part in a three-way article on sustainability and green issues on design. As the wider business and brand community is evolving, so should we. Brands should be held accountable and responsible for their actions, in maintain high standards of ethical, social and environmental performance.
The General Impact of Print
In the Envirowise Attitudes 2000 survey, print came at the foot of the table in terms of industries that had adopted environmental policies. Paper and print is the UK’s 4th largest industry. A large quantity of the print industry is dictated by the jobs we spec as Graphic Designers, so essentially we are in a position to do something about it. I’m going to take a look at the values of the various kinds of printing, to show you how Projector is working with their suppliers in improving environmental performance.
We work with our partners Statex Colour Print who are proud of being ISO 14001 registered. ISO 14001 is an internationally recognised scheme which provides the accredited business with ongoing environmental monitoring and continual improvement. They are up to date with suggested improvements. These improvements cover recycling rates, reductions in energy useage, water consumption and general efficiency procedures. Not only does this help Statex be actively conscious of their impact upon the environment, but also reduces the overall costs of their day to day running. In addition to this Statex are part of the FSC’s (Forestry Stewardship Council – see part one of this article for an explanation) Chain of Custody which ensures there is no contamination of their business with non-FSC approved paper.
Lithography/Offset Printing
There are five main areas of Lithographic printing which prove troublesome for the environment. First of all there is the overall use of energy. As with other large industries, print uses significant amounts of energy. But when considered alongside other large industries, it is estimated in a recent 2009 World Resources Institute Survey Chart (link) that the Paper and Print Industries are only responsible for 1.1% of Greenhouse Gases due to it’s activities. Our printers Statex, as mentioned above, endeavour to reduce their carbon emissions, if not offset them.
The Print Industry generates quite a high level of waste. A lot of this can be recycled, but some still ends up in landfill. Waste inks can be recycled as low grade fuel. The tins which contain the ink are crushed and recycled. Ink Cartridges, which are usually preferred over tins are occasionally classed as hazardous waste and sent to ‘special waste landfill’. Environmentally conscious printers will have these collected and recycled into things such as drainpipes etc.
Waste chemicals are a big issue. If your printer is conscious of the impact the chemicals used in printing can have on the environment then they will choose to use ‘bio-digestable’ chemicals for cleaning. These can be made safe before being flushed into the water system. Plastic wrapping for palettes is mostly sent to landfilll, but if washed it can be shredded and be recycled into more plastic wrapping.
Isopropyl alcohol (IPA) is a harmful solvent that is used as a dampening solution within print. When it dries releases Volatile Organic Compounds (VOCs) colourless gases that contribute to the production of ozone gases as well as being dangerous for pressroom workers. This is completely avoidable, as if printers maintain their equipment to a high standard then they need not use the dampener. Alternatively they can use alcohol-free technology.
In terms of inks there are five main areas of concern. Barium, copper and zinc are contained in certain pigments of inks and cause environmental as well as worker health hazards. Metallic and fluorescent inks are usually the most toxic. These inks do not decompose as well as other inks and the metal component causes problems in Groundwater. VOC’s as mentioned previously are a problem in petroleum based inks if used. Soya inks are the most prevalent in recent times, rather than petroleum based inks. These are generally three parts linseed to one part soya. By using soya inks you’re reducing health and environmental hazards plus avoiding using a non-renewable harmful resource. But part of the Soya industry has had some international pressure, so it isn’t entirely a black and white decision to make. Finally, there is the wastage of ink. You can recycle ink and make it into low grade foil, or use remnants to form black ink. But as some inks are quite toxic, it’s usually entombed underground with concrete in hazardous waste landfill sites.
Digital Printing
The downsides are that digital inks are quite difficult to remove in the recycling process. Also, the choice of papers you can use is limited to digital approved papers which are rarely recycled or FSC certified. The printers themselves take large amounts of energy to produce. But there are increasing advancements being made in this area which reduce the amount of energy being produced in their production.
However you can run a job as and when it is needed with reprinting costing no extra. This means you don’t have to worry about running out of extra copies. In addition to this, there is no make ready waste as that of Lithography/Offest Printing.
Screen Printing
The inks used in screen printing traditionally has contained more solvents than litho inks. However these days, many screen printers use UV inks, that are cured underneath a UV lamp. This uses more energy, more positively however, it removes solvents from the printing process. However in the reclamation and cleaning of the screens for re-use, solvents are still abundant in use. It is important, when using solvents to clean screens to use the least hazardous. When we opt to use screen printing we have a good relationship with Northern Print who’s expertise guide us to acheiving top quality prints, which can be environmentally conscious in production.
With the resources at our disposal, don’t hesitate to ask us how we can help you ensure that your printed communications reduce their carbon footprint. We’re more than happy to help.
The final part of this article will be based around how we can suggest gearing the specification of your communications to be more environmentally conscious.
References and more information
Your Brand’s Image isn’t only just a Logo – Part One.
A logo is simply a recognition device, which has been used throughout history to assure people that the product is associated with the company that provides the product. A common misconception is that the logo is the be all and end all of the visual communication of a brand. It is true that the logo is important, as it should reflect the core idea behind a brand with immediacy. However it isn’t simply the logo which displays a brand’s core idea.
If you look at any industry, you’ll notice that mostly there is very little difference between competitors. It is becoming increasingly harder to stand out. The days of being able to judge a brand on rational terms such as price, quality of product and quality of service are gone. Companies must embrace that a brand essentially, is a product, service or organisation with a personality. A personality which overtly differentiates the company, making people become enamoured with the products or service that the brand offers, “become loyal beyond reason”.
The wingspan of a brand has grown considerably in recent times, with the advent of new technology allowing for a myriad of mediums for a brand to communicate with it’s audience. You need to make sure that your brand has a set of effective visual elements. Not simply a standout logo. Think of brand colours, typefaces, imagery and graphical devices. All of the aforementioned (if deemed necessary to promote the brand’s core idea) should adhere to a coherent system across various media (printed matter, web presence, enviroments etc) that gives your brand idea a unique and memorable appearance.
The times are a changing, and it’s not just clients that need to adapt, as a brand communications consultancy we need to move with the times too. Creating brands that come to life in a physical environment is something that we’ve done very well for years – but the world of social media is changing the goalposts for all. Take recruitment – one of our core service areas which has traditionally needed to differentiate itself, work hard and communicate through the printed media first and foremost is now seeing the vast majority of if it’s work being conducted on LinkedIn and Twitter – the challenge of building a personality through social media is a welcome one (so long as the person doing this recognises the fact they still need to be ‘on brand’) but trying to get across the top-end of sector feel of a recruitment consultancy (which a beautiful printed piece with high end production techniques would do easily) through social media avenues is really when the brand messaging needs to be very joined up.
Over the coming weeks we will be exploring a number of areas which will hopefully inform and inspire you to think more in-depth about how you can make your brand stand apart from the competition! Part two coming soon…
References:
Wally Olins: The Brand Handbook Thames and Hudson
Kevin Roberts, Saatchi & Saatchi: Lovemarks – The Future Beyond Brands
Projector are currently: Ticking those to-do lists off, preparing diaries for next week and allowing a small droplet of weekend fever to creep in.
Our New Olympic Mascots
Today sees the launch of the London 2012 Olympic Mascots. Named Wenlock and Mandeville, these two interesting characters have been unveiled as joint mascots, rather than sticking to the norm of having one main character.
The character’s description/guidelines have been set out in great detail on Creative Review’s blog. There has obviously been a lot of care and consideration taken into the development of the characters, going into a lot of detail on specific elements. You do have to question the extent to which our country is represented in the character itself. Granted, there is an element of reference to London in the use of the “Taxi Hire” sign which adorns the Black Cabs of London.
It’s easy to knock something (we’ve all been on the receiving end), and we’re not here to do that, however the overall look and feel of the character I feel, is actually quite Eastern and more akin to the likes of anime, rather than something you would assume was quintessentially British. Don’t get me wrong, I don’t want a lion wearing a Union Jack Cape with a Bulldog sidekick, or perhaps an large bipedal stiff upper lip, but there should be more of an inclusion of something that separates us as a nation. It doesn’t have to be cliché.
I’m looking forward to seeing how their personality will exude in static media, as they seem to lack the warmth that Javier Mariscal’s Catalan sheepdog Cobi had. The jury is still out until more examples of their use are evident. Cobi proved to be a very lucrative source of income for the olympics, a definite commercial success. I hope Wenlock and Mandeville have similar success.
What are your thoughts? Like or dislike? We’ll have to lump them whatever the choice! I’m still undecided.
Projector are currently: In the studio in somewhat tropical temperatures and humidity.
Tone of Voice in Branding
Landor recently posted an article on their 8 design principles, one of the points concentrated on “entertaining” as a significant part of design. They stated that ”The best wit always contains truth, and a sideways look can engage and delight an audience. Playful ideas linger in the mind, bring a smile to the face, and make design more memorable.”
Adopting a slightly humorous approach can differentiate you from competitors in your sector. Obviously this won’t apply to all sectors of business, as brands like Goldmann Sachs would prefer to be more reassuring and business-like to instill a feeling of confidence in their investment banking. However if suitable, humour can grab the attention of an audience, tease out a smile and make a lasting impression with memorable wit. Humour can make people stop and think about a brand, remembering it’s message.
To a case in point. “serious**” as a brand treads this line very well. Waste is something that people either get embarassed about, or laugh over. In choosing the latter and taking a light hearted approach basing their brand around being “serious about sh**” “dealing with sh**” and that “sh** happens”. Sales proceeded to rise by 90%, giving them a strong platform to further build their brand upon.
A recent example would be Magners cider, introducing their new campaign in light of the onset of a (hopefully) sunkissed English summer. The campaign features insights into the people who work at Magners. It shows them to be ridiculously relentless when it comes to procuring the apples and it is this commitment that makes the cider so distinctive. In amidst the humour however, is the underlying message that Magners are solely focussed on producing the best tasting cider, alluding to complete dedication to the quality of their product. It is early days but I’m certain that this new campaign will push Magners into the forefront of drinkers’ minds.
Adopting any kind of tone of voice gives you another chance at having something extra in making your brand that little bit different. It could be humour. Your brand could be the one you could imagine going for a cheeky pint with on a lunchtime. It could be the stalwart you can always rely on. Copywriting can really bring your brand down to earth giving a much more engaging experience, making you feel like you have a relationship with the brand, rather than simply using it’s service or products.
Projector are currently: Voting with the back of their hand on this website.
Cathedral Estates Branding
After the successful re-brand of their parent Lettings company we were asked by Cathedral to develop a new brand for their Estate Agency which has just launched this very month.
We worked with Cathedral for several months to clarify how best to position the new business alongside the existing company. Implementing a naming and branding analysis process we talked to clients and staff with an aim to firming up how the company should be perceived and whether or not a complete new brand, moving away from the ‘Cathedral’ label, would be beneficial. The outcome of this was to keep the ‘Cathedral’ title, which meant that the new brand was at an advantage straight off the mark, being seen to have the backing of the parent company.
It was then a case of differentiating the new business which we did through the use of colour, variation of the logo shape, new copy and the simple introduction of the ‘Estates’ name to the logotype.
Projector are currently: Looking forward to the bank holiday weekend.
Mark Westerby 2nd Edition Photography Brochure
We recently heard back from Mark Westerby, who we’d previously worked with on a showcase of his expansive high profile photography. The news was not good, it was great! With the brochure having been a resolute success in attracting new business, Mark wanted us to work with him on developing a newer version. The focus of the showcase would be fashion lead, showing off Mark’s stylish and dynamic compositions.
We put forward the concept of the brochure being white throughout, to further emphasise the already vivid colour tones within the imagery. The format would also change to landscape, which would allow for more scope with the shots supplied. By doing this we would differentiate the two brochures in terms of format and colour but still maintain the Mark Westerby brand identity through the overall use of his black and white brand colour.
We hope this new brochure heralds as much positive clamour as the one previous. Our congratulations go out to Mark for being recognised as one of the top 200 Advertising Photographers in the world as credited by the International Advertising Review, Luerzer’s Archive.
Projector are currently: In the early stages of the re-designing our website.
Another Positive Result
We recently completed a brand refresh project for one of our longest running clients - Positive Solutions. The fruits of several months labour can be seen across all elements of communication, ranging from printed items to online media and various marketing materials. A new colour scheme, design style and guidelines were the result of an extensive research and development process which involved close collaboration with our friend; brand guru Mark Johnson (themanwith3heads). We talked to all facets of the company in order to pave the correct route for the brands strategic aims. We were also commissioned to do a nationwide photo shoot of PS clients to show the personal service the companies 1700 IFA’s offer. We captured a range of personalities from various backgrounds and occupations that could convey the variety and breadth of the companies reach and ‘positive’ effect. Big thanks go out to Mark Westerby for the fantastic photography! Keep your eye’s peeled for more details of this and more of our latest work on the Case Study pages of our main website which we’ll be updating soon!
Projector are currently: Enjoying the fact Calvin Harris “Ready for the Weekend” hasn’t come on the Squeezebox first thing on Monday, as it has for the previous three weeks.
Northern Print Screenprinting Course Part 2
And now for the concluding part of last week’s screenprint blog epic. After much enjoyable and laborious work at the North’s finest screenprinting studio, Northern Print, over the weekends of the and the 30th of Jan & 6th Feb a final 3 colour screenprint was produced! The character conjured up can only be described as a gene splicing experiment between Jeremy Beadle, a monkey and a Mexican Lucho wrestler gone terribly, terribly wrong. Next time I think I’ll prepare a design in advance! I can’t recommmend the course enough to anyone who wants to dabble in screenprinting as this is an excellent crash course, or a great refresher to get you back into hand printing your work. Hopefully this will be start of a fruitful printing career.
Projector are currently: Having a bit of a desk reshuffle.
Progress Packaging
This week we had a special visitor. Liam from Progress Packaging came in to show us their portfolio of work. To put it simply, the print and packaging work which they produce is top draw. The bee’s knees. The cat’s pyjamas. The dog’s testes. We’re very glad to have them as a print contact and will no doubt have an example of work to show you in the future which will have been put together by their fine fair hands.
To take a quick peek at some examples of the service they provide, then look no further than;