before and after 0619

7/29/2019 Before and After 0619

1/15

Continued

Before&After XiBAmagazine.com U

Design talk 0619

SixDesignIdeasStorytellingLogo Beautiful CardQuickFlierS Great Note Pad

Expressive Typography Simple Brochure

DesignTalk


2/15

Before&After

2of9 Design talk 0619

XiBAmagazine.com U

Her storytellinglogo 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 makejust trace and filland can be assembled from several images.

Logo Silhouette turns a photo into

a storytelling logo

Theres 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 oth-

erwise transformed. In this case, the origi-

nal action moved right to left (far right),

which on the card would have unnaturally

lead back into the page.

Jennifers

Doggie Gym

Jennifers

Doggie Gym

2245 West Manchester Rd.Columbus, IN 47201

P 815.123.4567F 812.123.5678

je n@d ogg ie gy m.c om

Design talk 2of9


3/15

Before&After


XiBAmagazine.com U

Too many focal points

With similar sizes and value, graphics com-

pete with headlines and text.

Lower the opacity

Lighter, they recede toward white (distance);

headlines and text now prevail.

Receding into the distance

One way our eyes judge distance is

throughatmospheric perspect iveas

objects recede, they become more like

their background; in daylight they get

lighter, and at night they get darker.

Sw

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, 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.

Become a

Hutchins Street Square

Classenrollment is$40, andstartsWednesdaysfrom23 p.m.

Parent must accompany child.Formore info., call209-333-5511

February 2, 9, 16, 23

March 2, 9, 16, 30April6, 13, 20, 27

DeltaDiscoverer

i

Sw

iIf 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, and includes

stories, games, crafts, snacks, and stickers!

Advanced class so both parent and child learn

together. More structured environment than


Become a


Classenrollment is$40, andstartsWednesdaysfrom23 p.m.

Parent must accompany child.Formore info., call209-333-5511

February 2, 9, 16, 23

March 2, 9, 16, 30April6, 13, 20, 27

DeltaDiscoverer

Youve whipped out an inexpensive,

black & white flier, but its cute little

animals are starting to take over;

theyre bolder than the text! Heres a

quick fix: Instead of redesigning, just

lower their opacity, and watch them

quietly recede.

Layout Too many focal points? Dont redesign;

just send em to the back!

Design talk 3of9


4/15

Before&After


XiBAmagazine.com U

How do you combine the word zero, youth, and the

idea ofdiet-friendlyinto a logotype without drawing

a single image? Exactly like Coke is doing with this

simple, typographic devicefour letters, each

skinnier than the one before. Lowercase saysyoung;

extra space between letters keeps the settinglight.

Logo Coca-Cola Zeros new logotype

looks like what it says!

Fat . . . . . . . . . . sip, sip, sip, sip, sip, sip . . . . . . . . . . thin

The cold silver outline adds

chill(zeros marketing slogan)

to the image and physical

dimension similar to Coca-Cola.

Design talk 4of9


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Before&After


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1/2

1

11 1

Motorolas University Market Cafe no longer exists, but thats not

because of its handsome signage. The cards serene beauty is the result

of its graphical similarities;you use only a few different elements

color, shape, line, spaceand repeat them. The similarities, like twins,

naturally harmonize. Have a look:

Layout Its visual similarities make it beautiful

and beautifully simple!

Design talk 5of9


6/15

Before&After


XiBAmagazine.com U

Were not big fans ofghostedlogos,

which are normally overlaid by text as

shown here, weakening (or obscuring)

the image and complicating reading.

But heres a great exception. Its a note

pad that shows off your logo and lets the

readercover it ups-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.

For Blue Shield health plans and information visitwww.myhealthpath.com

Blue Shield of CaliforniaAn Independent Member of the Blue Shield Association

Repeat logo

312

7

Image Ghosted logo makes a great note pad

The Fun Ships

Information. Comments. Room Service.

Please dial 0 for a representative.

Because people will be

writing on your image,

keep it light10% opacity

is a good place to start.

Design talk 6of9


7/15

Before&After


XiBAmagazine.com U

Layout Super-simple brochure layout will have

your cash register ringing

Its tiny, but black

compensates.

Four lines of copy per product.

Identical format; no variations.

Full bleed pages. Margins

would add busy-ness.

Products are the same size

and centered. Type is centered.

Empty backgrounds have no

distractions.

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. Its handsome andthis is

especially nicereally easy to do.

Repetitive format is effective and blissfully easysame size, same position, page after page. Note the following . . .

312

5

Design talk 7of9


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Before&After


XiBAmagazine.com U

Typefaces

1 (ab) Hobo Std Medium | a) 12.75 pt,

b) 18.5 pt

2 Caliban Std Regular | 10/11 pt

3 (ac) Acme Animals Regular

a) 165 pt, b) 125 pt, c) 140 pt

4 Utopia Bold | 26 pt5 (ab) ITC Motter Corpus MM

a) 75/54 pt, b) 14 pt

6 (ab) Utopia Regular | a) 20/25,

b) 12/15 pt

Images

7 Photos.com | a b

Article resources

Colors

C16 M26 Y41 K13

C25 M90 Y95 K45

C0 M0 Y0 K25

8

9

10

8

1a

9

Jennifers

Doggie Gym

2245 West Manchester Rd.Columbus, IN 47201

P 815.123.4567F 812.123.5678

jen @do ggi egy m.c om

1b

2

i

Sw

If you are between the ages of 4 and 7, cometo 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 includesstories, games, crafts, snacks, and stickers!

Advanced class so both parent and child learntogether. More structured environment than


Become a


Classenrollment is$40, andstarts

Wednesdaysfrom23 p.m.Parent must accompany child.

Formoreinfo., call 209-333-5511February 2, 9, 16, 23

March 2, 9, 16, 30

April6, 13, 20, 27

DeltaDiscoverer

3a

4

5a

6a

5b

6b

3b

3c

7a

10

7b

Design talk 8of9


9/15

Before&After

9of9 | Printing formats

Design talk 0619

XiBAmagazine.com U

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 understand-

able, 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 [email protected]

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 do 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.

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

E-mail this articleTo 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

http://www.bamagazine.com/email

Design talk 9of9


10/15

XiBAmagazine.com UBefore&After

Back | Paper-saver format

For paper-saver formatPrint: (Specify pages 1115)

For presentation formatPrint: (Specify pages 19)

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.

Print

Format: Landscape

Page Size: Fit to Page

Save

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11/15

Before&After|www.bamagazine.com

1of5

DesignTalkSixDesignIdeas0619

0619DesignTalkSixDesignIdeas

Six

DesignIdea

s

StorytellingLogo

Beautifu

lCard

QuickFlierSG

reatNotePad

Ex

pressiveTyp

ography

SimpleBro

chure

D

esignTa

lk

Herstorytellinglogosaysitall:Jenniferexercisesd

ogsfortheirbusyowners.Ne

itherfancy

typographynorapainstakinglycraftedgraphicwo

uldbeaseffectiveasjustshowingtheaction.

Asilhouetteiseasyto

makejusttraceandfillandcanbeassembledfromseveralimages.

LogoSilhouetteturnsaphotointo

astorytellinglogo

Theresalogointhisim

ageOnegreatthing

aboutusingsilhouettesisthatitgetsridofdetail,

whichisonecharacteristic

ofa

well-designedlogo.(Right)

Evenat

thumbnailsize,thesilhoue

tteis

stillclear.

Transform

Anotherusefulcharacteristic

is

thatasilhouettecanbeflippedoroth-

erwisetransformed.Inthiscase,theorigi-

nalactionmovedrighttoleft(farrigh

t),

w

hichonthecardwouldhaveunnaturally

le

adbackintothepage.

Jennifers

DoggieGym

Jennifers

DoggieGym

2245WestManchesterRd.

Columbus,IN47201

P815.123.4567

F812.123.5678

[email protected]


12/15


2of5



Toomanyfocalpoin

ts

Withsimilarsizesandvalue,graphicscom-

petewithheadlinesan

dtext.

Lower

theopacity

Lighter,theyrecedetowardwhite(distance);

headlin

esandtextnowprevail.

Recedingintothedistance

Onew

ayoureyesjudgedistanceis

throughatmosphericperspectiveas

objectsrecede,theybecomemorelike

theirbackground;indaylighttheyget

lighter,andatnighttheygetdarker.

S

w Ifyouarebetweenthea

gesof4and7,come

tothisfunclasstolearnallaboutyourfavorite

animals;whales,bugs,snakes,dinosaurs,

elephants,butterflies,andmanymore.Each

classfocusesonadifferen

tanimal,andincludes

stories,games,crafts,s

nacks,andstickers!

Advancedclasssobothp

arentandchildlearn

together.Morestructuredenvironmentthan

KinderNaturefor

theolderchild.

Becom

ea

Hutchins

Stree

tSquare

Classenrollmentis$40,andstarts

Wednesdaysfrom

23p.m.

Parentmustaccom

panychild.

Formoreinfo.,call2

09-333-5511

February2,9,16,23

March2,9,1

6,30

April6,13,2

0,27

De

lta

Disco

verer

i

S

w

iIfyouarebetweentheagesof4and7,come

t

othisfunclasstolearnallaboutyourfavorite

animals;whales,bugs,snakes,dinosaurs,


classfocusesonadifferentanimal,andincludes

stories,games,crafts,snacks,andstickers!

Advancedclasssobothparentandchildlearn

together.Morestructuredenvironmentthan

KinderNaturefortheolderchild.

Becomea

Hutchins

StreetSquare


Wednesdaysfrom23p.m.

Parentmustaccompanychild.

Formoreinfo.,call209-333-5511

February2,9,16,23

March2,9,16,30

April6,13,20,27

Delta

Discoverer

Youvewhippedoutaninexpensive,

blac

k&whiteflier,butitscutelittle

anim

alsarestartingtotakeover;

they

rebolderthanthetext!Heresa

quic

kfix:Insteadofredesigning,just

lowertheiropacity,andwatchthem

quie

tlyrecede.

LayoutToomanyfocalpoints?Do

ntredesign;

justsendem

totheback!

Howdoyoucombine

thewordzero,youth,andthe

ideaofdiet-friendlyintoalogotypewithoutdrawing

asingleimage?ExactlylikeCokeisdoingwiththis

simple,typographicd

evicefourletters,each

skinnierthantheone

before.Lowercasesaysyoung;

extraspacebetweenletterskeepsthesettinglight.

LogoCoca-ColaZerosnewlogoty

pe

lookslikewhatitsays!

Fat..........sip,sip,sip,sip,sip,sip..........thin

Thecoldsilveroutlinea

dds

chill(zerosmarketingslogan)

totheimageandphys

ical

dimensionsimilartoCoca-C

ola.


13/15


3of5



1/2

1 1

1

1

MotorolasUniversityMarketCafenolongerexists,

butthatsnot

becauseofitshandsomesignage.Thecardsserene

beautyistheresult

ofitsgraphicalsimilar

ities;youuseonlyafewdiffe

rentelements

color,shape,line,spaceandrepeatthem.Thesim

ilarities,liketwins,

naturallyharmonize.Havealook:

LayoutItsvisu

alsimilaritiesmake

itbeautiful

andbeautifullysimple!

Wer

enotbigfansofghostedlogo

s,

whicharenormallyoverlaidbyte

xtas

shownhere,weakening(orobscu

ring)

theimageandcomplicatingreading.

Butheresagreatexception.Itsa

note

pad

thatshowsoffyourlogoand

letsthe

read

ercoveritups-l-o-w-l-ysp

ending

time

literallyatopyourimage!

Fo

rbrandingintegrity,runthe

logo

normallyatfullstrength,andmakethe

ghostaduplicate.

ForBlueShieldhealth

plansandinformationvisit

www.myh

ealthpath.com

BlueSh

ieldofCalifornia

AnIndependentM

emberoftheBlueShieldAssociation

Repeatlogo

312

7

ImageGhostedlogomakesagrea

tnotepad

TheFunShips

Information.Comments.Room

Service.

Pleasedial0forarepresentative.

Bec

ausepeoplewillbe

writingonyourimage,

kee

pitlight10%opacity

isa

goodplacetostart.


14/15


4of5

DesignTalkSixDesignId

eas0619


LayoutSuper-simplebrochurelayoutwillhave

yourcashregisterringing

Itstiny,butblack

compensates.

Fourlinesofcopyperproduct.

Identicalformat;novariations.

Fullbleedpages.Margins

wouldaddbusy-ness.

Productsarethesamesize

andcentered.Typeiscente

red.

Emptybackgroundshav

eno

distractions.

Thispocket-size,SharperImagecatalog

isagreatexampleofsharperdesign.

Keyisitsone-product-per-pagelayout

thatshowcaseseachhigh-techgizmo

withnodistracting(a

ndsales-robbing)

gingerbread.Itshand

someandthisis

especiallynicereallyeasytodo.

Repetitiveformatiseffectiveandblissfullyeasysamesize,sameposition,pageafte

rpage.Notethefollowing...

312

5

Typ

efaces

1(a

b)HoboStdMedium|a)12.75pt,

b)18.5pt

2CalibanStdRegular|10/11pt

3(a

c)AcmeAnimalsRegular

a)165pt,b)125pt,c)140pt

4UtopiaBold|26pt

5(a

b)ITCMotterCorpusMM

a)75/54pt,b)14pt

6(a

b)UtopiaRegular|a)20/25,

b)12/15pt

Ima

ges

7Photos.com|a

b

Articleresources

Colors

C16M26Y41K13

C25M90Y95K45

C0M0Y0K25

8910

8

1a

9

Jennifers

D

oggieGym

22

45WestManchesterRd.

Columbus,IN47201

P815.123.4567

F812.123.5678

[email protected]

1b2

iS

w Ifyouarebetweentheag

esof4and7,come

tothisfunclasstolearnallaboutyourfavorite

animals;whales,bugs,s

nakes,dinosaurs,


classfocusesonadifferent

animal,andincludes

stories,games,crafts,sn

acks,andstickers!

Advancedclasssobothpa

rentandchildlearn

together.Morestructured

environmentthan

KinderNatureforth

eolderchild.

Becom

ea

Hutchins

Street

Square


Wednesdaysfrom23p.m.

Parentmustaccompa

nychild.

Formoreinfo.,call209-333-5511

February2,9,16

,23

March2,9,16,30

April6,13,20,27

De

lta

Disco

verer

3a

45a

6a

5b

6b

3b

3c

7a

10

7b


15/15

Before&After|www.ba

magazine.com

5of5

DesignTalkSixDesignId

eas0619


Before&Aftermagazine

Before&Afterhasbeen

sharingitspracticalapproach

tographicdesignsince

1990.Becauseourmodernworld

hasmadedesignersofusall(readyornot),Before&

Afterisdedicatedtoma

kinggraphicdesignunderstand-

able,usefulandevenfu

nforeveryone.

JohnMcWadePublisherandcreativedirector

GayeMcWadeAssociatepublisher

VincentPascualStaff

designer

DexterMarkAbellera

Staffdesigner

DesignadvisorGwenA

mos

Before&Aftermagazine

323LincolnStreet,Rose

ville,CA95678

Telephone916-784-388

0

Fax916-784-3995

E-mailmailbox@bamag

azine.com

wwwhttp://www.bamagazine.com

Copyright2005Before&Aftermagazine,ISSN

1049-0035.Allrightsreserved

Youmaypassthisarticlearound,butyoumaynotalter

it,andyoumaynotchargeforit.Youmayquotebrief

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&Aftermagazine,andletusknow.Tofeaturefree

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nyourWebsite,pleasecontact

us.Forpermissiontoincludeallorpartofthisarticlein

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ntactus.

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