3 Steps to Choosing the Right Font for Your Brand

29 05 2014

 

There are many details involved when building a brand. Surprisingly, choosing the right font is a great opportunity for your brand to differentiate itself from its competitors.

The right font is more than just a typeface. Some styles are easier to read while others capture and engage the audience from the onset. The aim when building a brand is to create a coherent image which is often referred to as a logo. This starts with the font chosen to represent the business. The last thing you want is to lose a potential customer because of a hard-to-read website or a logo that sends a confusing message.

Carefully define your brand identity
Identify the message your brand stands for. If you have a mission statement, consult it when considering the following steps. First, take a look at the services you are providing or the products you offer. Now, consider what you want your particular target audience to feel when they read your website or see your logo. You may be going for a strictly professional image, so the font should be professional, crisp and clear. On the other hand, if you are a child-centered, or otherwise playful brand, the typeface you use should be looser and more fun.

Go over all your options
There are numerous fonts available. You may be surprised to see all the options, but if you are a start-up organization, food centered, or artistic brand, then it is a good idea to go over all the options. Whimsical fonts can be just what you are looking for. Tech companies should look for sleek fonts in general, while a florist can get away with a flourishes.
The traditional typefaces are ideal to use when you are building a brand that revolves around a finances or tax services. These may not be one of the new fonts on the market, but they will give off a feeling that your brand can be trusted.

Double check legibility
Before deciding upon a particular font, check it’s legibility at various sizes. If a font is hard to decipher when printed on a pen, read on a smartphone, or blown up on a billboard, then it is not your best choice. This is a critical step prior to printing your marketing collateral.



EcoCalculator: A Tool to Identify Environmental Impact When Printing Green

21 05 2014

Organizations that adopt eco-friendly business practices are highly valued in today’s society. Many companies enforce different activities to highlight their desire to be green. Although this is a great step forward, most businesses are unaware of the actual impact of their changes. To address this issue, Green Printer uses an EcoCalculator. This tool measures the impact that every green order has on the environment.

The general drive behind green printing is the idea of saving trees. However, there are other essential details that are often overlooked when choosing a printing company. The other positive environmental changes that take place when printing green are denoted below.

Each order’s environmental savings are measured and added to the client’s previous orders by Green Printer through the EcoCalculator. This calculations are done automatically and are readily available for clients to download for their own records.

 



Decreasing Carbon Footprints

15 05 2014

May is one of the most exciting months of the year for environmental enthusiasts in North America. During this time, many Canadians and Americans commit to riding their bicycles to work. Last year alone, 19,860 individuals participated in the bike to work week event in Canada. This stopped 170,516 kilograms of CO2 from entering the atmosphere. If this took place within one week alone, imagine the changes that could result from implementing alternatives to driving on a daily basis. To continue with this momentum, Green Printer explored some of the opportunities available for other fellow environmental enthusiasts who want to really change the world.

  • Go for a walk: Walking is only applicable when going shorter distances. This is an enjoyable method of getting from point A to point B with minimal energy required. It is great for the environment, health, and mind. The monetary costs to walking are zero dollars which also makes the best option financial speaking.
  • Ride a bike: This is a no-brainer for people who live in urban cities within close proximity of their jobs. Riding a bicycle is the most green alternative to getting around town because it reduces pollution, oil, and gas usage. These are not only environmental benefits but also financial benefits. Aside from this, abid bikers gain numerous health benefits from the exercise of the activity.
  • Take public transportation: Transiting to work has several benefits over driving. A full bus is responsible for taking 40 cars off the road. This is the equivalent of 70,000 litres of fuel and 175 tonnes of emission per year. From a financial point of view, riding the bus is much more inexpensive than driving a car. Having said that, it is easier to opt for public transportation in larger cities that support this medium versus smaller cities with less transportation resources.
  • Carpool: If the options above are not feasible, carpooling is the next best thing. This decreases the emissions produced individually while also reducing fuel costs. The ideal scenario would include more than two individuals per car ride. The bonus point of carpooling is getting to know co-workers outside of work which could potentially turn into lifelong friendships.
  • Carshare: This is a great alternative to combine with the methods mentioned above. In this scenario, a car is rented for a certain amount of hours to accommodate traveling for longer distances. Carsharing is a better option than owning a car when using the services only a few times per week.

 



Corporate Social Responsibility: How Far Does Your Business Go?

13 05 2014

Corporate social responsibility (CSR) is a trending topic for many organizations. As mentioned in an earlier posts, most businesses practice some form of CSR activity. This has not only created a tighter gap for differentiation, but it has also made consumers question the transparency of companies’ claims. It is crucial for business owners to understand the different responsibilities that compose CSR and promote their activities accordingly to avoid misconceptions of their efforts.

Mandatory Responsibilities

Mandatory responsibilities are the main reason for which CSR has gained popularity. These are responsibilities that companies must fulfill in order to survive as business entities. There are two specific responsibilities under this section: Economic and Legal.

Economic Responsibilities

Prior to looking at the outside world, organizations must address their financial standings. Profitability should be top-of-mind for all businesses. Companies that are profitable create job opportunities for their communities. Aside from this, these businesses can invest in activities to participate in other responsibilities.

Legal Responsibilities

This section of CSR pertains to legal acts companies must fulfill. Similarly to economic responsibilities, legal responsibilities are requirements for organizations to engage in business practices. Some legalities that businesses must enforce are security labour laws, environmental laws, criminal laws, and many others. In order to successfully execute this responsibility, organizations must be strongly aware of the laws that apply to them.

Company-Imposed Responsibilities

Unlike the mandatory responsibilities, self-imposed responsibilities are undertaken by businesses due to the owners and/ or employees’ desires to have a positive impact within their environment. These responsibilities can be described as Ethical and Philanthropic.

Ethical Responsibilities

Ethical responsibilities pertain to the duty of following a morally correct path. This is not an obligation for organizations but rather a self-imposed mandate. Some activities that fall under this umbrella are practicing honesty with all stakeholders, being respectful to customers, and ensuring that all promises made are fulfilled.

Philanthropic Responsibilities

The philanthropic responsibilities are those responsibilities taken on by companies that want to go above and beyond their call of duty. This section is highly denoted by organizations’ charitable actions such as service or monetary donations for specific community events and the implementation of processes to engage in environmentally friendly business practices. These are the responsibilities that truly differentiate businesses amongst their competitors while building a strong rapport with consumers.



Gifting Green on Mother’s Day

6 05 2014

First and foremost, happy mother’s day to all the amazing mothers of the world. Motherhood is well known for being a very difficult job with no financial reward. A woman that has entered motherhood gives everything and asks for nothing in exchange. This act of kindness is celebrated in North America on the second Sunday of May. During this time, all moms are showered with gifts, poems, and unique art pieces created specially for them by their precious children. As sons and daughters grow up, the idea of gift giving on mother’s day becomes much more centered around a high priced tag. However, since moms are the most selfless of all beings, they often prefer Do-It-Yourself (DIY) crafts that reflect the effort put into creating the gift.

There are many DIY projects that can be developed for this special occasion. Most of these projects can be created using recyclable materials. As you might have guessed, the team at Green Printer is highly engaged in promoting these ideas. As an enthusiast of environmental friendliness, the office took on the challenge of creating a newspapers flower for all those special moms out there. Below are some snapshots of the team’s masterpiece.

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Although it is nice to have a specific day to celebrate motherhood, it is important to remember that a mother’s love is unconditional. As such, the celebration of this love should be an ongoing act. This does not have to correlate with high expenditure but rather with creativity and environmental friendliness. After all, moms are the pioneers of green living and recycling.