Collateral design is extremely important for any B2B company, as collateral is what people carry away from your booth at trade shows, the sales team sends to prospective customers, and visitors to your web site download for personal use. With this in mind, I took into consideration the fact that one enterprise software company was trying to appeal to developers and DBAs, a crowd that revels in “cool”-looking but clean documents. The popularity of the company collateral has increased enormously with the flashy red headers, clean fonts, and stylish images.

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