Before&After BAmagazine.com ® i U X DesignTalk SixDesignIdeas Storytelling Logo Quick Flier S Expressive Typography Beautiful Card Great Note Pad Simple Brochure Continued  Design talk 0619 Before&After ® Design talk BAmagazine.com of i U X Logo Silhouette turns a photo into a storytelling logo Her storytelling logo says it all: Jennifer exercises dogs for their busy owners Neither fancy typography nor a painstakingly crafted graphic would be as effective as just showing the action A silhouette is easy to make—just trace and fill—and can be assembled from several images Jennifer’s Doggie Gym 2245 West Manchester Rd Columbus, IN 47201 P 815.123.4567 F 812.123.5678 jen@doggiegym.com There’s a logo in this image One great thing about using silhouettes is that it gets rid of detail, which is one characteristic of a well-designed logo (Right) Even at thumbnail size, the silhouette is still clear Transform Another useful characteristic is that a silhouette can be flipped or otherwise transformed In this case, the original action moved right to left (far right), which on the card would have unnaturally lead back into the page Jennifer’s Doggie Gym  of  Design talk 0619 Before&After ® Design talk i U X BAmagazine.com of Layout Too many focal points? Don’t redesign; just send ’em to the back! You’ve whipped out an inexpensive, black & white flier, but its cute little animals are starting to take over; they’re bolder than the text! Here’s a quick fix: Instead of redesigning, just lower their opacity, and watch them quietly recede i Become a Delta Discoverer Delta Discoverer If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child Hutchins Street Square Hutchins Street Square w Receding into the distance One way our eyes judge distance is through atmospheric perspective — as objects recede, they become more like their background; in daylight they get lighter, and at night they get darker i Become a S Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 Too many focal points With similar sizes and value, graphics compete with headlines and text w S Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 Lower the opacity Lighter, they recede toward white (distance); headlines and text now prevail  of  Design talk 0619 Before&After ® Design talk BAmagazine.com of i U X Logo Coca-Cola Zero’s new logotype looks like what it says! Fat sip, sip, sip, sip, sip, sip thin How you combine the word zero, youth, and the idea of diet-friendly into a logotype without drawing a single image? Exactly like Coke is doing with this simple, typographic device—four letters, each skinnier than the one before Lowercase says young; extra space between letters keeps the setting light The cold silver outline adds chill (zero’s marketing slogan) to the image and physical dimension similar to Coca-Cola  of  Design talk 0619 Before&After ® Design talk BAmagazine.com of i U X Layout Its visual similarities make it beautiful— and beautifully simple! Motorola’s University Market Cafe no longer exists, but that’s not because of its handsome signage The card’s serene beauty is the result of its graphical similarities; you use only a few different elements— color, shape, line, space—and repeat them The similarities, like twins, naturally harmonize Have a look: 1 1/2 Repeat the color The tiny dot is all you need to connect top to bottom Cover it up and see Repeat the shapes Repeat the line One width Note the negative spaces Repeat the space  of  Design talk 0619 Before&After ® Design talk BAmagazine.com of i U X Image Ghosted logo makes a great note pad We’re not big fans of ghosted logos, which are normally overlaid by text as shown here, weakening (or obscuring) the image and complicating reading But here’s a great exception It’s a note pad that shows off your logo and lets the reader cover it up—s-l-o-w-l-y spending time literally atop your image! For branding integrity, run the logo normally at full strength, and make the ghost a duplicate Repeat logo Lancaster Baptist Church The Fun Ships ® growing together in Christ Repeat logo Because people will be writing on your image, keep it light—10% opacity is a good place to start 31⁄2“ 7“ Information Comments Room Service Please dial “0” for a representative  of  Design talk 0619 Before&After ® Design talk BAmagazine.com of i U X Layout Super-simple brochure layout will have your cash register ringing This pocket-size, Sharper Image catalog is a great example of sharper design Key is its one-product-per-page layout that showcases each high-tech gizmo with no distracting (and sales-robbing) gingerbread It’s handsome and—this is especially nice—really easy to Repetitive format is effective and blissfully easy— same size, same position, page after page Note the following 1⁄ 2“ 5“ It’s tiny, but black compensates Full bleed pages Margins would add busy-ness Four lines of copy per product Identical format; no variations Products are the same size and centered Type is centered Empty backgrounds have no distractions  of  Design talk 0619 Before&After BAmagazine.com of Design talk ® i U X Article resources Typefaces Jennifer’s Doggie Gym 2245 West Manchester Rd Columbus, IN 47201 P 815.123.4567 F 812.123.5678 jen@doggiegym.com 7a 1a 1b Colors (a–b) Hobo Std Medium | a) 12.75 pt, b) 18.5 pt C16 M26 Y41 K13 Caliban Std Regular | 10/11 pt C25 M90 Y95 K45 (a–c) Acme Animals Regular a) 165 pt, b) 125 pt, c) 140 pt 10 C0 M0 Y0 K25 Utopia Bold | 26 pt (a–b) ITC Motter Corpus MM a) 75/54 pt, b) 14 pt 3a (a–b) Utopia Regular | a) 20/25, b) 12/15 pt i Become a Delta Discoverer 7b If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child w Hutchins Street Square 3b 10 S Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 5a Images Photos.com | a b 6a 5b 6b 3c  of  Design talk 0619 Before&After ® Design talk BAmagazine.com of Subscribe to Before & After Did you learn from this article? Subscribe, and become a more capable, confident designer for pennies per article To learn more, go to http://www.bamagazine.com/Subscribe i U X Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990 Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understandable, useful and even fun for everyone To pass along a free copy of this article to John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer others, click here Design advisor Gwen Amos E-mail this article Join our e-list To be notified by e-mail of new articles as they become available, go to http://www.bamagazine.com/email Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright ©2005 Before & After magazine, ISSN 1049-0035 All rights reserved You may pass this article around, but you may not alter it, and you may not charge for it You may quote brief sections for review If you this, please credit Before & After magazine, and let us know To feature free Before & After articles on your Web site, please contact us For permission to include all or part of this article in another work, please contact us  of | Printing formats  Design talk 0619 Before&After BAmagazine.com ® i U X Before & After is made to fit your binder Before & After articles are intended for permanent reference All are titled and numbered For the current table of contents, click here To save time and paper, a paper-saver format of this article, suitable for one- or two-sided printing, is provided on the following pages For presentation format Print: (Specify pages 1–9) For paper-saver format Print: (Specify pages 11–15) Print Format: Landscape Page Size: Fit to Page Save Presentation format or Paper-saver format  Back | Paper-saver format  DesignTalk 0619  Simple Brochure Great Note Pad Beautiful Card SixDesignIdeas S Storytelling Logo Quick Flier Expressive Typography Logo Silhouette turns a photo into a storytelling logo Her storytelling logo says it all: Jennifer exercises dogs for their busy owners Neither fancy typography nor a painstakingly crafted graphic would be as effective as just showing the action A silhouette is easy to make—just trace and fill—and can be assembled from several images Jennifer’s Doggie Gym Design Talk Six Design Ideas Doggie Gym Jennifer’s 2245 West Manchester Rd Columbus, IN 47201 P 815.123.4567 F 812.123.5678 jen@doggiegym.com Transform Another useful characteristic is that a silhouette can be flipped or otherwise transformed In this case, the original action moved right to left (far right), which on the card would have unnaturally lead back into the page of Before&After | www.bamagazine.com There’s a logo in this image One great thing about using silhouettes is that it gets rid of detail, which is one characteristic of a well-designed logo (Right) Even at thumbnail size, the silhouette is still clear 0619 Design Talk Six Design Ideas  Become a i 0619  Delta Discoverer Become a Delta Discoverer Design Talk Six Design Ideas Lower the opacity Lighter, they recede toward white (distance); headlines and text now prevail Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 Hutchins Street Square w S If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child Too many focal points With similar sizes and value, graphics compete with headlines and text Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 Hutchins Street Square w S If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child i Layout Too many focal points? Don’t redesign; just send ’em to the back! You’ve whipped out an inexpensive, black & white flier, but its cute little animals are starting to take over; they’re bolder than the text! Here’s a quick fix: Instead of redesigning, just lower their opacity, and watch them quietly recede Receding into the distance One way our eyes judge distance is through atmospheric perspective — as objects recede, they become more like their background; in daylight they get lighter, and at night they get darker Logo Coca-Cola Zero’s new logotype looks like what it says! Fat sip, sip, sip, sip, sip, sip thin of Before&After | www.bamagazine.com The cold silver outline adds chill (zero’s marketing slogan) to the image and physical dimension similar to Coca-Cola How you combine the word zero, youth, and the idea of diet-friendly into a logotype without drawing a single image? Exactly like Coke is doing with this simple, typographic device—four letters, each skinnier than the one before Lowercase says young; extra space between letters keeps the setting light 0619 Design Talk Six Design Ideas  Repeat logo Repeat the shapes Lancaster Baptist Church Repeat the line One width Note the negative spaces 1 ® Repeat the space The Fun Ships Because people will be writing on your image, keep it light—10% opacity is a good place to start Information Comments Room Service Please dial “0” for a representative 0619 1/2 Design Talk Six Design Ideas  Repeat the color The tiny dot is all you need to connect top to bottom Cover it up and see Motorola’s University Market Cafe no longer exists, but that’s not because of its handsome signage The card’s serene beauty is the result of its graphical similarities; you use only a few different elements— color, shape, line, space—and repeat them The similarities, like twins, naturally harmonize Have a look: Layout Its visual similarities make it beautiful— and beautifully simple! 31⁄2“ of Before&After | www.bamagazine.com growing together in Christ Repeat logo Image Ghosted logo makes a great note pad 7“ We’re not big fans of ghosted logos, which are normally overlaid by text as shown here, weakening (or obscuring) the image and complicating reading But here’s a great exception It’s a note pad that shows off your logo and lets the reader cover it up—s-l-o-w-l-y spending time literally atop your image! For branding integrity, run the logo normally at full strength, and make the ghost a duplicate 0619 Design Talk Six Design Ideas  5“ 1⁄ 2“ Layout Super-simple brochure layout will have your cash register ringing This pocket-size, Sharper Image catalog is a great example of sharper design Key is its one-product-per-page layout that showcases each high-tech gizmo with no distracting (and sales-robbing) gingerbread It’s handsome and—this is especially nice—really easy to Jennifer’s 3c 5b 6b 6a 5a 1b 1a Products are the same size and centered Type is centered Empty backgrounds have no distractions C25 M90 Y95 K45 C16 M26 Y41 K13 Colors Caliban Std Regular | 10/11 pt 10 C0 M0 Y0 K25 Utopia Bold | 26 pt (a–b) ITC Motter Corpus MM a) 75/54 pt, b) 14 pt a b (a–b) Utopia Regular | a) 20/25, b) 12/15 pt Images Photos.com | Design Talk Six Design Ideas (a–c) Acme Animals Regular a) 165 pt, b) 125 pt, c) 140 pt (a–b) Hobo Std Medium | a) 12.75 pt, b) 18.5 pt Typefaces Four lines of copy per product Identical format; no variations Repetitive format is effective and blissfully easy— same size, same position, page after page Note the following Full bleed pages Margins would add busy-ness Become a 2245 West Manchester Rd Columbus, IN 47201 P 815.123.4567 F 812.123.5678 jen@doggiegym.com Doggie Gym Article resources 3a i Delta Discoverer If you are between the ages of and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 S Hutchins Street Square w of Before&After | www.bamagazine.com 0619  It’s tiny, but black compensates 7a 7b 3b 10 0619 Design Talk Six Design Ideas  Subscribe to Before & After Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990 Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understandable, useful and even fun for everyone John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer Design advisor Gwen Amos Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright ©2005 Before & After magazine, ISSN 1049-0035 All rights reserved You may pass this article around, but you may not alter it, and you may not charge for it You may quote brief sections for review If you this, please credit Before & After magazine, and let us know To feature free Before & After articles on your Web site, please contact us For permission to include all or part of this article in another work, please contact us Design Talk Six Design Ideas 0619  Did you learn from this article? Subscribe, and become a more capable, confident designer for pennies per article To learn more, go to http://www.bamagazine.com/Subscribe E-mail this article To pass along a free copy of this article to others, click here Join our e-list To be notified by e-mail of new articles as they become available, go to of Before&After | www.bamagazine.com http://www.bamagazine.com/email 0619 Design Talk Six Design Ideas [...]...DesignTalk 0619  Simple Brochure Great Note Pad Beautiful Card SixDesignIdeas S Storytelling Logo Quick Flier Expressive Typography Logo Silhouette turns a photo into a storytelling logo Her storytelling logo says it all: Jennifer exercises dogs for their busy owners Neither fancy typography nor a painstakingly crafted graphic would be as effective as just showing the action A silhouette is easy to make—just... favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child Too many focal points With similar sizes and value, graphics compete with headlines and text Class... naturally harmonize Have a look: Layout Its visual similarities make it beautiful— and beautifully simple! 31⁄2“ 3 of 5 Before&After | www.bamagazine.com growing together in Christ Repeat logo Image Ghosted logo makes a great note pad 7“ We’re not big fans of ghosted logos, which are normally overlaid by text as shown here, weakening (or obscuring) the image and complicating reading But here’s a great exception... have unnaturally lead back into the page 1 of 5 Before&After | www.bamagazine.com There’s a logo in this image One great thing about using silhouettes is that it gets rid of detail, which is one characteristic of a well-designed logo (Right) Even at thumbnail size, the silhouette is still clear 0619 Design Talk Six Design Ideas  Become a i 0619  Delta Discoverer Become a Delta Discoverer Design Talk... understandable, useful and even fun for everyone John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer Design advisor Gwen Amos Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright ©2005 Before & After... $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6, 13, 20, 27 Hutchins Street Square w S If you are between the ages of 4 and 7, come to this fun class to learn all about your favorite animals; whales, bugs, snakes, dinosaurs, elephants, butterflies, and many more Each class focuses on a different animal,... Street Square w 4 of 5 Before&After | www.bamagazine.com 0619  9 8 It’s tiny, but black compensates 7a 7b 3b 10 0619 Design Talk Six Design Ideas  Subscribe to Before & After Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990 Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design... a note pad that shows off your logo and lets the reader cover it up—s-l-o-w-l-y spending time literally atop your image! For branding integrity, run the logo normally at full strength, and make the ghost a duplicate 0619 Design Talk Six Design Ideas  5“ 3 1⁄ 2“ Layout Super-simple brochure layout will have your cash register ringing This pocket-size, Sharper Image catalog is a great example of sharper... (a b) ITC Motter Corpus MM a) 75/54 pt, b) 14 pt a b 6 (a b) Utopia Regular | a) 20/25, b) 12/15 pt Images 7 Photos.com | Design Talk Six Design Ideas 3 (a c) Acme Animals Regular a) 165 pt, b) 125 pt, c) 140 pt 1 (a b) Hobo Std Medium | a) 12.75 pt, b) 18.5 pt Typefaces Four lines of copy per product Identical format; no variations Repetitive format is effective and blissfully easy— same size, same... many more Each class focuses on a different animal, and includes stories, games, crafts, snacks, and stickers! Advanced class so both parent and child learn together More structured environment than Kinder Nature for the older child Class enrollment is $40, and starts Wednesdays from 2–3 p.m Parent must accompany child For more info., call 209-333-5511 February 2, 9, 16, 23 March 2, 9, 16, 30 April 6,