Quality line-up at Printing Excellence in 2010

19 November 2008

Printing Excellence in 2010, a joint initiative between solutions-driven global company 3M and THINK (the South African Communication Design Council), is the first in a series of workshops to be held from now until 2010.

3M South Africa marketing manager Display & Graphics business unit, Dawn Isdale says that 3M and THINK worked together to identify which partners would be needed to bridge the gap between agencies and printers in how work should be prepared to ensure the best quality print result is obtained. “We then approached those companies and organisations to be part of this initiative. The feedback has been positive and we are excited to see the results of the workshop."

Speakers at the first seminar will cover the spectrum of design, pre-press and print, and each is determined to achieve the joint goal of ‘predictable quality’. From the importance of print excellence for corporate branding to using the highly successful Adobe Acrobat for reliability, 3M has lined up leaders in a variety of fields with one thing in common: Striving for print excellence.

THINK's Glenda Venn says: "From the design agency’s side, we need to be able to give clients the assurance that they are getting the best colour print results and consistency in all media, so that the value they have invested in their brand communications is realised.

"As designers, our goal is to work with the right partners towards internationally-competitive standards, so that the creative work we develop is beautifully-realised on paper, vinyl or sticker."

Venn says that when discussions were being held on Printing Excellence in 2010, the parties had no idea of the economic downturn to come. "The cost savings in terms of energy and time, in being able to sign off more predictably on colour without redo’s and rejected print jobs, was already reason enough to motivate for this initiative.

"Now, with the increase in substrates and inks - combined with budgetary pressures - agencies are going to be under more pressure than ever before to ensure that print jobs are perfect, but within the same time constraints."

Venn notes that the value of standardising on ISO levels is more necessary now than could have been predicted four months ago.

"Standardisation is vital, as sponsors will insist on consistency and quality of print - whether the work is done in Durban, Bloemfontein, Johannesburg or Cape Town," says Isdale, "and we want to ensure consistency and reassure sponsors that we can produce world class work. We want to keep the work in South Africa, as there is often a trend to send work to the USA or the UK to be printed for major sporting events such as the one which will be held in South Africa in 2010."

Where to begin . . .

TGI Systems President & CEO Patrick Vendrely explains that his company manages FIFA’s signage for events worldwide. “We will be in South Africa during the FIFA Confederations Cup 2009 and FIFA World Cup 2010, and will be supplying perimeter signage and graphics related to the FIFA Partners & FIFA World Cup Sponsors.”

Vendrely notes that his company has worked with 3M globally, having networked with 3M in Asia, Europe and South America. “We are excited that this kind of a workshop is available, as it engages the industry to learn the requirements - specifically the quality and standards - that must be achieved by all in the supply chain when producing commercial graphics.”

John Panton, owner and director of Digital Distributors – specialists in colour management and press optimisation – is one of the few internationally FOGRA certified Colour & Standards Consultants in the world. In his talk - entitled Essential Steps to Predictable & Reliable Print - Panton will take the audience through the steps required to get the photographer's original vision, through the pre-press process and out the other side of the printing press intact.

"It's really about standardising systems across all platforms to achieve consistency and quality," he says. "Historically, we had colour retouchers who were highly skilled in the art of producing fine print quality and worked by hand. Now we have different skills, faster and shorter print runs, and quicker turnaround times."

The upside, says Panton, is technology that enables the industry to use colourmetric measurement and fixed colourant to achieve superior print jobs.

Madelaine Fourie, brand manager at paper giant Sappi says her company has had a long history of both reviewing and encouraging print excellence. "In rewarding print excellence," says Fourie, "Sappi strives to set a benchmark for South African printers to pit themselves against. We are a natural fit for an association with the Printing Excellence 2010 initiative. We invest much effort in promoting paper as a communications medium and perfecting the art of print."

The tactile medium, says Fourie, has the longevity not found in digital media. Panton says that it's in true print excellence that tradition and technology meet. "While the USA and the East have certain standards of their own, there is a huge drive to standardise via ISO parameters across the continents."

Natalie Rogers of Investec believes that her company is clear on the ‘ownership’ of the entire process, which is vital to a high-profile brand. "To ensure consistent quality in corporate branding, there must be standards and uniformity. We really have to stay on top of it and be hands on. For Investec, the process is project management at the highest level. We have bridged the gap between design and print, manage every step of the process and use technology to ensure excellence."

Printing Industries Federation (PIFSA) director, Commercial and Technical Services, Erich Kuhl, is clear that his organisation supports and promotes any initiative that assists in bringing agencies, designers, pre-press and printers together in achieving predictable colour.

"It is in the interests of the entire industry - from designers to printers - to have standards set and – more importantly – to have each of the parties come together in adhering to them."

While ISO standards exist, Kuhl says that they are of little value if each sector is not in communication about adherence to these standards. "It is not necessary for us to have lost the 'craft' of print. The craftsman's results are still required, even if we now use colour curves instead of the old colour retoucher's ferricyanide."

Kuhl believes that while time – or lack of it - is print's biggest enemy, it is initiatives like Printing Excellence in 2010 that can ensure all industry professionals have the same goal in mind, and that what the client eventually sees is exactly what he signed off with the designer.

According Isdale, the sponsors of the Printing Excellence in 2010 Seminar are all keen to produce superior-printed products for the 2010 Soccer World Cup, and leading up to the event.

"3M's branding solutions comprise ideas and different methods of branding that have been used throughout the world for different sporting events, with much success. We aim to create agency awareness of the untapped potential there is by using alternative branding," she says.

Isdale notes that 3M’s product range includes branding on buildings, bricks and textured surfaces with 3M’s Textured Wall; using touch screens; and branding on floors, windows and elevators in this category with 3M’s DI-NOC product offering.

3M is also calling for those companies who wish to be a part of this initiative, or speak at the next seminar, to contact Isdale on 011 806 2044. "Printing Excellence in 2010 is all about leaving a lasting legacy so that, post 2010, we have improved from the level we are at currently. 2010 is the motivator to do this," Isdale concludes.