With the cold keeping everyone indoors, now is the perfect time to plan this year’s design projects. This issue of Communiqué may spark some ideas with a story about making the best use of an existing design identity. Our second story, a crash course on putting the finish on your printing projects, should help you make more informed choices when working with a designer.
	The Children’s Health Fund uses its twice-yearly newsletter to inform donors about serious things–children's health needs and the Fund’s programs. Aaron Design, Inc. created a bright and welcoming presentation for the newsletter that allowed for lots of content while providing a light, cheerful setting that puts the emphasis on kids. The design gave prominence to the organization’s sunny logo, type treatment and colors, integrating them throughout the newsletter. The design also works effectively when printed on recycled paper. “We needed a clean and simple look for our organization’s newsletter,” said Stacey Harris, the fund’s director of communications. “Aaron Design’s work clearly communicates who we are, and will be the foundation piece in a process of redesigning many of our materials.”
	Elegant design solutions since the 20th century: Aaron Design, Inc. is delighted to be celebrating the fifth anniversary of the firm’s founding. Thank you for your part in making us a success! Settling in: We’re enjoying our new offices at 7 West 20th Street, a more convenient location where we have space to meet with clients in comfort, as well as room to grow. Give us a call if you would like to visit. Media attention: US News and World Report interviewed Stephanie Aaron about the firm’s use of Google AdWords, for a piece about internet advertising. Award-winning work published: Photos of our award-winning promotional postcards were published in Graphic Design USA. Call if you would like to see a copy of the article.
	It’s a bit of a mystery, that line item on the printer’s bill: “Varnish.” What's it about? Varnish coats and protects printed items. Without varnish, your carefully crafted marketing communication could be smeared with fingerprints. Colors would lack richness. The printed surface would be uneven, and colored areas would get scuffed. Most things that are printed should be varnished. Varnish shortens turn-around by reducing drying time. Some colors, especially blue, will take a week or more to dry without varnish. Copies wait to dry in stacks with powder between the sheets, but cannot be moved. So while varnish adds to your direct costs, it provides clear benefits in time and quality. Varnish comes in three major types: Traditional solvent or water-based varnish, which may be applied to a whole piece or in spots, like an ink Aqueous coating, which is thicker and dries faster than traditional varnish. It is only used for a whole piece UV, which is the thickest, most durable – and most expensive – coating. UV may be applied in spots or over a whole piece. It uses include super high-gloss postcards and retail packaging. In some cases you will need to use a printer with specialized equipment to get the specific type of varnish effect your project requires. Each type of varnish coating is available in three or more finishes, including high gloss, satin and matte (dull) finish. The varnish is usually selected to complement a paper with a similar finish. This means you can have a high gloss water-based varnish, used on a spot basis, on a high gloss paper. Or perhaps a matte finish aqueous coating on a dull finish paper. Fortunately, you will usually only need to choose between samples of combinations suggested by your graphic designer. Spot varnish can be used to create drama–high gloss varnish can spotlight specific areas that are printed on a matte background. Varnish may be tinted for subtle design effects. Spot varnish can also be used to avoid undesirable changes in the finish of a paper. By using varnish only over the inked sections of the page, you can achieve many of the benefits while leaving the paper finish unchanged. Thanks to Tom Fischer, president of Typogram, Inc. for providing the information for this article. Questions? Comments? If you have a topic you’d like to see covered in a future issue of Communiqué or have a questions on this topic, e-mail us at info@aarondesigninc.com. To re-read an article from a previous issue, go here.
	Keep in touch with someone you’ve met, someone you know, someone you like–send them an e-card from our latest seasonal selection. There's even one for Valentine’s Day (but don’t forget the chocolate). We’ve added a News Flash section to the site, to keep you up to date on recent projects and developments until the next Communiqué arrives.
	Aaron Design, Inc. creates innovative visual marketing solutions that capture the spirit of your company or the passions of your organization. We craft extraordinary designs for print, exhibits and electronic media, including:  Striking brand identities  Sophisticated marketing and corporate communications  Impressive and intelligent publications  Eye-catching, accessible websites  Inventive event and promotional materials Our award-winning team helps demanding corporate clients and non-profit organizations meet business goals. We’d love to help you meet yours. Contact us by e-mail info@aarondesigninc.com or call us at 212 414-1522.

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