{"id":809,"date":"2019-02-13T14:08:03","date_gmt":"2019-02-13T19:08:03","guid":{"rendered":"https:\/\/blogprodproxy.wpengine.com\/?p=809"},"modified":"2025-08-25T09:06:54","modified_gmt":"2025-08-25T14:06:54","slug":"design-adventure-printing-booklets-as-brand-manuals","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/design-adventure-printing-booklets-as-brand-manuals","title":{"rendered":"Design Adventure: Printing Booklets as Brand Manuals"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>Mark Rantal is a Colorado creative director who firmly believes everyone can be just a little bit better at everything if they stick with it. And he uses himself as a case in point. As an art student, he spent many hours a day teaching himself how to use the programs that he now uses daily. It\u2019s a persistent streak that has not only helped him hone his graphic skills, but also tackle some of the most demanding projects of his career &#8211; like the OutThere brand manual.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">What began as <a href=\"#design-adventure\">a simple logo refresh evolved into a full-scale brand manual for OutThere,<\/a> with creative director Mark Rantal crafting an immersive guide built around bold typography, rich color and striking photography to embody the brand\u2019s identity.<\/span><\/li> <li><span data-sheets-root=\"1\">Faced with tight financial constraints, the team sourced royalty-free imagery and doubled the project\u2019s scope by proposing both a visually-driven print version and a streamlined digital counterpart, <a href=\"#search-party\">using Smartpress\u2019 perfect bound books to bring the print piece to life<\/a> with premium stock and polished finishes.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/12\/0014_2017-10-SP-Out-There-High-Res.jpg\" alt=\"A pile of custom brand manuals laying open to various imagery.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Bold type and energetic color reinforces brand attributes<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"design-adventure\">Go on a Design Adventure<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cIt started off with the client from the Colorado outdoor resource, <a href=\"https:\/\/denvergazette.com\/outtherecolorado\/\" target=\"_blank\" rel=\"noopener noreferrer\">OutThere<\/a> saying, &#8216;We need our logo to do more for us,'&#8221; <a href=\"https:\/\/www.magneti.com\/about-us\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mark<\/a> recalled. \u201cSo, we started out reworking the logo, but it quickly became clear they wanted something a lot more robust.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cThe more we talked, we realized that what they really wanted was a sweeping visual guide that focused on three areas: photography, logo and typography, and finally, color and graphics,\u201d Mark said. \u201cSo we started by identifying the three keywords or attributes of the brand and assigned them to the category or section that best fit them &#8211; &#8216;immersive&#8217; for photography, &#8216;bold&#8217; for logos and typography and &#8216;energetic&#8217; for color palettes and iconic elements.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"\/blog\/wp-content\/uploads\/2018\/12\/0009_2017-10-SP-Out-There-High-Res.jpg\" alt=\"Two hands holding open a brand manual printed with a man on a cliff overlooking clouds and information about color.\"   \/><\/div><\/p> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/12\/0003_2017-10-SP-Out-There-High-Res.jpg\" alt=\"Two brand manuals overlapping each other and laying open to landscape photography.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Immersive photography incorporated throughout<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"search-party\">Searching for the Perfect (Bound) Format<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-lg\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>But make no mistake, there were still several hurdles ahead. \u201cWe had an incredibly limited budget,\u201d Mark said. \u201cSo, we had to work smart. All of the photography in the book had to be royalty-free which turned into an aggressive sourcing process.\u201d<\/p> <p>&nbsp;<\/p> <p>Admittedly, the biggest challenge was getting the client\u2019s buy-in on the agency\u2019s idea to more than double the original size of the project. \u201cWe were like, \u2018Hey, I know that we can\u2019t fit all of this into a 15-page <a href=\"https:\/\/smartpress.com\/shop\/custom-booklets\" target=\"_blank\" rel=\"noopener noreferrer\">booklet<\/a>. How&#8217;d you feel about doubling that?'&#8221; he said.<\/p> <p>&nbsp;<\/p> <p>Collaborating with a premium online printer like Smartpress streamlined the design process for the brand manual.<\/p> <p>&nbsp;<\/p> <p>\u201cWe went on to explain the method to our madness,&#8221; Mark continued. \u201cWe wanted the photography to drive the piece, to give viewers a sense of being totally immersed in the essence of the OutThere brand \u2013 the outdoors.<\/p> <p>&nbsp;<\/p> <p>&#8220;So we proposed creating two: a print version that reserved the left panel throughout the entire book for a photo image that could communicate the brand\u2019s bold, immersive, energetic story and a smaller, more compact, digital version without the left page that could be easily downloaded.\u201d<\/p> <p>&nbsp;<\/p> <p>Using Smartpress&#8217; <a href=\"https:\/\/smartpress.com\/offering\/perfect-bound-book#c=729&amp;cp=1\">Perfect Bound Booklets<\/a> and all the online printing services was also part of the method. Booklet printing was simple with custom options like <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a>, <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a>, <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">text and cover weights<\/a>, <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">full-color ink<\/a> and more.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"\/blog\/wp-content\/uploads\/2018\/12\/0004_2017-10-SP-Out-There-High-Res.jpg\" alt=\"A custom magazine laying open and printed with Logo &amp; Typography in white and a person riding a motocross bike.\"   \/><\/div><\/p> <p>&nbsp;<\/p> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2019\/02\/out_there_perfect_bound_booklet_spine_detail.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=007a8f8ede2f62fb1b127a7ada4e9b23\" alt=\"A stack of five custom booklets printed with a perfect binding and Out There in white on the spine.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Perfect binding enhances standard format<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2>Stepping Outside the Comfort Zone With Custom Options<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>Once the client was onboard, Mark started assembling layouts for the brand manual, mindful that the photography would drive the piece, supported by big, bold text and environmentally-rich patterns and colorways.<\/p> <p>&nbsp;<\/p> <p>\u201cI settled on a <a href=\"https:\/\/smartpress.com\/support\/product-resources\/how-to-choose-the-right-book-binding\">perfect binding<\/a> almost immediately,\u201d Mark said. \u201cBecause I felt it would elevate the standard 11 x 8 format I was working within and would enhance each spread by giving the illusion of unfolding something really majestic and grand.\u201d They also opted for a 100# <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/coated-paper-stocks-vs-uncoated-paper-stocks\">coated matte stock<\/a> to give it a bit more substance.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<div id=\"metaslider-id-831\" style=\"width: 100%;\" class=\"ml-slider-3-62-0 metaslider metaslider-flex metaslider-831 ml-slider ml-slider-lightbox-1-12-0 ari-fancy-lightbox-1-3-8 ms-theme-default nav-hidden\" role=\"region\" aria-roledescription=\"Slideshow\" aria-label=\"OutThere Colorado\">\n    <div id=\"metaslider_container_831\">\n        <div id=\"metaslider_831\">\n            <ul aria-live=\"polite\" class=\"slides\">\n                <li style=\"display: none; width: 100%;\" class=\"slide-833 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-833\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/Perfect-Bound-Booklet_OutThere-Colorado_2B8A6169.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=914ec3aad694d8d054b777044bf9963b\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/Perfect-Bound-Booklet_OutThere-Colorado_2B8A6169.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=ed962a8a7422ab8085c16de00ed15679\"   alt=\"A photography magazine laying on top of another and open to a woman canoeing in a lake surrounded by trees.\" class=\"slider-831 slide-833\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-836 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-836\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0005_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=1c924709eac9ea8213a7733fdd6aebac\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0005_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=31050d0dad101320412299474c704ffe\"   alt=\"A brand manual laying open to a lake with a rocky shoreline and information about fonts.\" class=\"slider-831 slide-836\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-834 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-834\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0015_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=b982a5f730537dd96d20e84a3950523b\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0015_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=3ba113e6043f39c513213e7190ea4196\"   alt=\"A brand manual laying open to a blue, foggy mountain scene and information about color.\" class=\"slider-831 slide-834\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-835 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-835\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0008_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=36bf49b98a118b3f978d43d68f510d7f\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0008_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=154d64faa038f6fb4ad2e304f31a80e9\"   alt=\"A custom brand manual laying open to a forest and trail scene and Out There in black.\" class=\"slider-831 slide-835\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-832 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-832\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/Perfect-Bound-Booklet_OutThere-Colorado_2B8A6181.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=17399e21fbd25fe6afa7348b1c5d4d04\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/Perfect-Bound-Booklet_OutThere-Colorado_2B8A6181.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=65c9cfae6965c0cb23152368b22c3710\"   alt=\"A brand manual laying open to an image of a person standing on the rocky shoreline of a winding river in a forest.\" class=\"slider-831 slide-832\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-842 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-842\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0010_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=b42aaad8f1aac9170f5b01462be7b5b7\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0010_2017-10-SP-Out-There-High-Res.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=dd5f973afd89df1e270d3a7a92180891\"   alt=\"Two hands holding a custom brand manual printed with a forest scene from above on the cover.\" class=\"slider-831 slide-842\" data-recalc-dims=\"1\" \/><\/a><\/li>\n            <\/ul>\n        <\/div>\n        \n    <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm allowclickthru\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Elevating the Brand Manual<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cThe visual style guide was definitely more of a collaboration than a compromise,\u201d Mark said. When the piece was finally printed, it was high fives all around. \u201cHolding it in our hands was an absolute treat,\u201d he said. It\u2019s size and weight, the color, and photographs, all of it felt big and bold \u2013 just like the brand itself.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cIt&#8217;s definitely one of those pieces that we share with clients here at Magneti, who have reached out to us to help them in developing brand style guides,\u201d he continued. \u201cWe often say \u201c\u2019There\u2019s the Toyota brand style guide and then there\u2019s the Tesla version. Want to see one of those?\u2019\u201d and we pull out our OutThere sample guide. No question, we&#8217;re proud of it.\u201d<\/p> <p>&nbsp;<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><em><strong>Hint:<\/strong> <\/em>Dive into your own brand manual with our other booklet printing options:<\/p>\n<ul>\n<li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li>\n<li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"Mark Rantal, Creative Director at Colorado agency, Magneti, leverages immersive photography, energetic color palettes, and bold typography in a style guide booklet design for their client, OutThere Colorado.","protected":false},"author":8,"featured_media":841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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