Topcon Positioning Systems is a leader in designing and manufacturing precision positioning products that enhance productivity in the infrastructure and agriculture sectors. As a part of the in-house design team, I played a significant role in redesigning their corporate literature templates. This redesign was driven by the need to modernize the company’s visual identity while enhancing the usability and efficiency of the literature for its primary audience—the dealer network. The objective was to create marketing collateral that better communicated the value of Topcon’s products while being easy for dealers to print on-demand with standard office equipment.
Contributors: Jonathan Biehl, Pui Ki Wong, Ronnie Garver
The previous design system featured large fields of color and full-bleed imagery, which posed significant challenges for dealers who often needed to print promotional materials in-house. These designs consumed excessive amounts of ink, making printing expensive and less practical. Additionally, the old templates lacked a clear structure to communicate essential information at first glance, forcing customers to open brochures or datasheets to find the key benefits. The challenge was to refresh the design in a way that improved both the visual appeal and functionality of the literature, while maintaining consistency across various types of collateral like brochures, datasheets, one-sheets, and digital booklets.
Comparison to the older literature style compared to the new design
Personal highlight and takeaway
By introducing more breathing room and prioritizing key benefits on the cover, we transformed Topcon’s literature into a streamlined, cost-effective tool for dealers, while maintaining a fresh and modern brand presence.
The redesigned literature templates introduced more breathing room into the layout, significantly reducing ink usage during printing. This adjustment made it easier and more cost-effective for dealers to produce collateral in-house. Additionally, key product benefits were strategically placed on the front cover of brochures and datasheets, allowing customers to quickly grasp essential information without needing to dive into the full content. This design system was successfully applied across a range of collateral types, providing a refreshed and functional approach to Topcon’s corporate literature. As a result, the new templates not only streamlined printing but also enhanced the clarity and effectiveness of Topcon’s product messaging.
