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Output

Sweet branding success for HP Indigo, Gelato

Gelato, a provider of global print cloud solutions, recently joined forces with HP Indigo on a focused project to showcase the value of quality brand control across a number of regions and print partners.

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Gelato enables users control the settings on a printer, thus allowing them to take greater control over the final printed outcome

During the venture, the same marketing material printed via Gelato and on HP Indigo machines across nine countries and by 11 different print partners, with the idea to solve the problem of faced by many global companies of ensuring brand and print quality consistency. 

As a single print machine can have approximately 100 variable settings, this can cause issues for print service providers given the tricky task of retaining brand control. However, as Gelato enables users control the settings on a printer, this means that a combination of Gelato’s print cloud and HP Indigo’s own colour technology gives customers greater control.

Aviram Iluz, colour product manager at HP Indigo, comments: “Being able to achieve a highly accurate color match is one thing, but being able to easily and systematically reproduce it between presses and locations is business-critical for brands with international footprint.

“It also demonstrates how, by being part of the Gelato Network, HP Indigo customers can receive and handle international print orders that may have previously been out of their reach and how they can benefit from new business opportunities.”

Being able to achieve a highly accurate color match is one thing, but being able to easily and systematically reproduce it between presses and locations is business-critical for brands with international footprint

Fredrik Andersson, chief operating officer at Gelato, also spoke about the success of the project and how, potentially this could solve a major problem for printing companies all around the world.

Andersson explains: “International companies have historically struggled representing their brands in a consistent way across operations, especially when it comes to printed marketing material. This has forced marketing teams to produce centrally and distribute the materials across the globe to maintain brand control, resulting in an unsustainable use of associated resources in areas such as transportation and warehousing.

“This project demonstrates the power that software and a global delivery network brings to the printing industry. Brand control certainly no longer needs to be compromised across multiple geographies.”

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