“Whosoever reads a beautiful book, regards a faithful reproduction of a famous painting, enjoys tasteful packaging of all manner of necessary good or peddles his trade with the use of beautiful catalogues or prospectuses – that person has the incredible, multi-faceted achievements of the printing and paper industries to thank.”

So began the introduction to the 1951 drupa catalogue and print today is still a medium with an unmatched power to inspire as it informs, to illuminate minds and touch hearts.

“Despite all the advances in technology, despite a constantly changing media landscape, despite tight margins and quick turnarounds, there remains an element of art in translating words and images into a printed product that elevates print from simple manufacturing to something more properly described as ‘craft’,” says PICA Victoria Chairman, Trevor Hone.

“It is the achievement of excellence in that craft, and the people who remain dedicated to the art of printing, that the Printing Industries Craftsmanship Awards (PICA) was formed to recognise.”

This week, PICA Victoria launched its 2010 competition with a new look, a new range of categories and a new attitude: to shift the focus from economics to excellence.

“In the day to day world of producing commercial quality – saleable jobs – and trying to squeeze some margin out of it, it’s easy to lose sight of the craft involved in printing,” Mr Hone said.

“Yet it is important to recognise the importance of maintaining and improving standards – of fostering the ‘art of craft’, if you like – and it is here that Awards like PICA play a vital role.”

This year, the PICA competition has moved to more closely align its categories and awards with the National Print Awards competition, for which it is a ‘feeder’.

The 2010 competition will feature 35 categories, 13 of which have been changed to reflect national changes resulting from analysis post-NPA 2010, and a new category has been added to recognise excellence in design. Entry is open to jobs printed in Victoria between 1 September 2009 and 31 August 2010 and must be received at Printing Industries in Mulgrave by close of business on Tuesday, 17 August 2010.

Like winners at the National Print Awards, entrants in PICA Victoria 2010 will have the opportunity to win Gold, Silver or Bronze medals in each category and, of course, the three major sponsor awards presented by PaperlinX, Currie Group and Heidelberg will also be judged from all entries received.

Mr Hone said the changes will not only make it easier and clearer for entrants to determine which category best suits their entry, but will also facilitate the automatic entry of PICA Gold Medal winners into the national ‘Best of the Best’ forum at the NPA.

“The move away from Diamond, Ruby and Emerald awards to Gold, Silver and Bronze medals also brings the competition into line with other states and, of course, with the NPA.

“Together with our hosts, sponsors and patrons I would encourage anyone involved in the craft of print in Victoria – whether it be designers, pre-press houses, printers or finishers – to enter their work in the PICA competition.

“Not only does the Award platform give you a perfect opportunity to promote your products and achievements to your clients and your staff, and provide the only path to gain entry into the National Print Awards, a Gold Medal at the Printing Industry Craftsmanship Awards Victoria 2010 has much greater value. It recognises the very qualities which so often go unrewarded - dedication and attention to detail, the commitment and skill of your people, the pride and passion that sets a ‘craftsman’ apart from their competitors.

“PICA is about celebrating that excellence and recognising outstanding achievement in the Art of Craft.”

The Awards will be presented at the Sofitel on Collins on Friday 15 October 2010.

Full category details, together with entry forms for the Awards and information about the Presentation Dinner, can be found at www.picavic.com.au