For all printed materials, including brochures, our preference is to use the promotional toolkit as a template for your design. Wide use of the toolkit ensures consistency of design across the network which helps to improve brand recognition with our audiences. The toolkit is also the cost and time effective option, as the artwork templates already exist, so design time is reduced and costs are minimised.
If the toolkit is not suitable for your communication needs the visual identity guidelines offer plenty of flexibility for a designer to create new materials whilst retaining the core elements of our identity that help keep a visual consistency between documents. The Design Team have created many ‘extensions’ to the toolkit design as a response to this.
When commissioning design for brochures, or any other materials take time to think of your audience and their needs, remember design shouldn’t be about your personal taste. Make sure information is clear and imagery reflects your subject matter. Remember to include contact details, with an appropriate URL as a minimum.
How you lay out a brochure on the inside is just as important as the outside. Try to include a well-balanced arrangement of text and images. Too much text will make it look heavy and your audience will be less likely to read the document, too little text may make it look sparse. A combination of good typography and visual design along with great images will help to keep a customer’s attention. The examples of brochure spreads in the typography section show examples of on brand spreads.