inspiration /blog - purechange

business • consult • life • coaching

New name and house style for Pure!

< >
New name and house style for Pure!

Friday 21 - 11 - 2011 | It is an utterly gorgeous autumn day and I am travelling by Fyra train to Amsterdam to get my business cards and compliment cards printed. I simply must be there in person for this. An honest-to-goodness printer with a shop in the heart of the Jordaan. Not some industrial estate, but a refuge in the midst of a bustling city. Containers of paint in every colour. It looks like a sweetshop. This is not the standard format stuff in primary colours available online; this is craftsmanship. Custom-made. "Beautiful printing," as Mr Terts the printer himself calls it on his website. I love the precision, the attention, the passion for the profession that it conveys. It has to be exactly that colour. Much thought has been put into this. The magnifying loop is brought out to check the text. Together with Fridy and Evelien I lean over the printer's proofs. It just needs to be a tad darker. The way they accompany me through the process of my house style and website is fantastic. This is how I want to work. With attention, care and that little extra something. The form comes from within. Stop and get quiet first. It is palpable in the result. After a couple of test runs, the presses rumble to life. A new name and house style are born.