Engraving: A Renaissance Revival

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Engraving: A Renaissance Revival
7/16/2006
Trip Jobe
SuiteShop

If you ask four different members of the graphic arts community about engraving, they'll probably give you four different perspectives -- each distinct, yet reaching the same conclusion: engraving is making a comeback. And, it's not your father's engraving.

"Companies want a look that's more distinguished. This leads them to engraving, which is more popular than it was five or ten years ago," said Jim Donnelly, past president and member of the International Engraved Graphics Association and president of Precise Corporate Printing, Brooklyn, N.Y. "They are now done using state-of-the-art prepress and color separation abilities," he said. "We routinely complete engraved designs, from start to finish, in five working days."

Hugh Griffin, current president of the IEGA and vice president of marketing for one of the nation's largest engravers, Stuart F. Cooper Company, sees another advantage of engraving over digital communications. "With the onset of 'spam rage' and wider awareness that e-communications can be totally insecure, engraving is a cost-effective way for reputable firms to differentiate themselves from 'virtual' competitors," he said.

"Plus, by using engraving, designers can help satisfy environmental interests. Engraving inks in the United States are water-based, they recycle beautifully and emit no organic compounds on press as lithography and other inks can. Security and the environment are two of the biggest concerns any professional has."

Choosing The Right Engraving Paper
The choice of a premium paper is a must, for engraving and premium papers go hand-in-hand. Many times the look and feel they present and the impact they make, say more about a company than copy alone.

Not specifying a premium paper for engraved stationery would be like placing inexpensive tires on an expensive racing car. Premium papers are stiffer, provide constancy in color and are available with matching envelopes and business card weights to coordinate an entire identity package.

There are two types of paper fiber commonly used for engraved stationery papers. Cotton fiber in 100 percent or 25 percent offerings are traditional in their heritage and have long been favored by professional organizations. The tactile elegance that these long-fibered cotton papers exhibit are almost expected in law, medical, accounting, financial services, banking, insurance and other professional arenas.

Premium papers made from high quality wood fibers are also developing their own designer following. This is due to some designers' perceptions that a smoother finish is more "modern" in touch and feel. Both fiber options are well-proven in both laser and ink jet applications used in today's office environment.

A Variety of Design Applications
The engraving process is not limited to stationery identity programs. It is being increasingly used for pocket folders, collateral marketing materials, brochure covers and invitations to present a higher level of expectation.

Because the ink is opaque and its placement on top of the paper gives it a raised or "intaglio" effect, it is ideal for fine-line artwork and type. This effect makes it perfect for light colors printed on dark-colored papers offered in unique textures and weights. Invitations and announcement cards, such as for a merger, name change or move, are regularly engraved in black, gold or silver on white, cream/ecru and even fiber-added papers.

Clients Who Are Interested in Engraving
"Five years ago, engraving may have been used primarily in the legal field," said Stuart Slater, Vice President of Pomco Graphic Arts, one of the largest manufacturers of corporate images on the East Coast. "But, more designers [in other industries] are now using engraving.

Production techniques in general are becoming more important today because the written document, by default, needs to be a much stronger and visually impressive medium." As a result, Pomco has expanded its engraving department and added new presses over the last three to four years.

According to Paddy Mullin, director of Irwin Image Group in Sterling Heights, Mich., "Nothing can imitate the combination of metal and good paper at two tons of pressure per square inch." He has recommended engraving to clients in many industries, including "religious, architectural, high-end construction, residential and commercial building, and consulting fields -- wherever the need for an image of professionalism, stability and longevity would be beneficial to the client."

Such an image is elegantly projected by aletterhead completed for Steinway Musical Instruments Inc., using Neenah paper. Stuart F. Cooper Company produced the letterhead using CLASSIC CREST Paper, Solar White, 70 lb. text weight.

Steinway's famous "lyre" logo is engraved in gold ink at the top of the sheet. The logo design also appears centered on the sheet as a "watermark," which is actually printed in lithography. On the bottom and left side of the sheet in black engraving is the contact information. The sophisticated example of engraved letterhead benefits the well-known and respected reputation that Steinway has developed as a leading manufacturer of musical instruments.

"Engraving is used for everything from wine labels, perfume packaging and business cards to stationery, book plates, custom invitations and collectable art prints," says the IEGA's Griffin. "Its appropriateness is limited only by the creativity of those trying to express distinction."

Although an upscale image says a lot about a company and how it does business, says Slater, that doesn't necessarily mean engraving costs more money. "There's a misconception about engraving," he says. "But it can cost about the same as lithography."

Engraving's Additional Benefits

* Depth and fidelity of color. For example, metallic colors reproduce in an engraved design exactly as they should. This is due primarily to the special opaque inks used in this production technique. Engraving has a renowned ability to reproduce fine lines and overall remain true to design.
* Clarity and detail. Engraving has the unique quality of allowing light-colored inks to be placed over dark backgrounds without "muddying" the colors.
* Positive image. Companies that use engraving are often perceived as established, successful and well-known.
* Multi-sensory engagement. Engraved designs make an interesting and memorable impression that's both visual and tactile.
* Security. Engraving documents helps ensure their authenticity. Images that otherwise could be stolen, especially via the Internet, cannot be reproduced when they have been engraved.

Points To Remember

* It's best to use uncoated papers for engraved designs. By contrast, coated papers tend to crack when engraved.
* Solids and screens reproduce differently than offset, especially on large areas. It is best to consult with the engraver for options. Fine lines, details and fonts with serifs engrave very well.
* Engravewww.neenahpaperd designs are limited by size. Areas larger than 5 in. x 9 in. require multiple passes through the press.Engraved designs of multiple colors require an additional press run for each color.
* If you want to engrave both sides of the paper sheet, it will leave an imprint. Don't forget that pressure is involved.
* To avoid surprises, show a comp of the design to the engraver before presenting to your client.