Penrose design




		identity \| print \| web \| reference				email

Writing 01

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Language

Words mean a lot, after all they can say what you want to say, to lots of people, especially on the web. But words have to work for their living, they have to describe your business, products or services in such a way that your target audience is prompted to respond.

The printed word
Maybe you have a mission statement, maybe you know what to say but not how to, in an ideal world we would meet and scope out the business model, however email seems to do the job just as well. So, you provide us with a description of your business, tell us who your audience is and where the words are to appear; a brochure, a website, etc., we provide you with an estimate, if that's okay an outline draft, headlines and body for you to comment, following that we produce a final draft which we fine tune with you to produce master copy for the designer to incorporate in their layout.

Words for the web
We go through the same initial process as for printed words, however, the master copy is sliced in a different way to take advantage of the webs ability to allow web developers to link to different parts of your information.

Brand names
Creating a new brand name is not something to undertake lightly, you should generate word lists, to sieve through possibilities, and after short listing generate another short list, eliminating names until you have 2 or 3 key names, then you search to make sure the names are not already in use, you choose one of the three to go forward. The designer can then provide a design shell, turning the brand name into a logotype or symbol. Now it can be applied to stationery, print, packaging and the web.

Strap lines
Once you have created a new logotype or symbol you may need a few words underneath, like a strap line that makes a value statement; 'the better way' or a descriptor that provides explanation of your business activity; 'manufacturers of mountain equipment' these words give people more information than just a logo, especially a new, abstract logo or abbreviation. Over time, when your symbol has become familiar to your audience, these lines can be removed.

example: Twentyfirst Century Communications produce presentations and conferences for corporate clients, they needed a strap line that defined their business as they moved to the internet and database applications.
Twentyfirst Century Communications
information delivery

example: VPA supply pubs and clubs with arcade machines, their name an anonymous abbreviation of Victoria and Pimlico Amusements, they needed a strap line that told people what they do as they began to supply sophisticated electronic arcade games.
VPA
entertainment technology

Advertising
A unique place in the world of words, enthusiastic, daring,
bold enough to capture the attention of a stranger flicking through a magazine on the train, and once it has captured their attention be capable of delivering its message and a call to action. Advertising must have a reason, a choice of media and a schedule of appearances (a campaign), for it to be effective. Used for unique events, a launch, an introduction, it reaches a lot of people quickly. Combine with a website and maybe a postcard mailing to extract maximum value. Advertising is about achieving a result.

If you need English, okay, however, business being worldwide, to reach local markets you need local language. We can work with your local language as long as we have your English translation, to understand what it's about. If this should be a non European language, and you don't have a translation, then we can sort that out for you too.