Design-it-Yourself Graphic Workshop

STYLE 8

Experimental

This layout breaks all the rules: The Z-

folded letterhead and window envelope

eliminate the need for a mailing label. The

business card is designed to fit a rotary

file. And every other aspect of the

design—from the way the information is

organized to the signature block on the

right-hand column—flies in the face of

convention.

Hopefully, it will cause you to

question why we do things the way

we’ve always done them and encourage

you to rethink your letterhead, business

card, and envelope.

SOURCE Illustrations:

Penguin from Designer’s

Club from Dynamic

Graphics 800-255-8800,

309-688-8800,

www.dgusa.com,

© Dynamic Graphics,

all rights reserved.

PART 2: DESIGN RECIPES

SOURCE Type families:

Minion, Myriad,

Adobe Systems, Inc.,

800-682-3623,

www.adobe.com/type.

What you need

Breaking apart draw/vector artwork and editing

the pieces requires a draw program such as Adobe

Illustrator, CorelDRAW, or Macromedia FreeHand. Simple

text and shapes can be produced with a desktop

publishing program such as Adobe InDesign, Adobe

PageMaker, QuarkXPress, or Microsoft Publisher.

The letter is designed to be Z-folded so that

the return and recipient’s addresses show

through the windows in the envelope. How

much time and money will you save if you

don’t have to address an envelope?

Moving the address information to the left

leaves a big space for your logo and defining

phrase.

A clip art illustration is combined with a series

of lines to give a sense of motion.

The design of the letterhead and rotary card

use a windowpane grid to visually organize

and present the information.

Lots of organizations would profit from

offering its business card in the form of a

rotary card. Your commercial printer can

arrange to have it die-cut in the correct shape.

Tints are a cost-effective way to make a

two-color layout far more visually interesting.

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STYLE 8: EXPERIMENTAL

DESIGN RECIPES: EXPERIMENTAL

85

Letterhead 8.5 W by 11 H inches

Letterhead

1 Return address Myriad R

egular, 11/14pt, align left; 2 Send to address

Myriad Regular, 11/14pt, align left; 3 Defining phrase Myriad Regular,

11/12pt

, align left; 4 “Sampler” Myriad Multiple Master (MM), 830bl,

700se

, 20pt, align left; “Refrigeration” Myriad MM,

830bl, 700se, 18pt,

align left; 5 Address Myriad Regular, 9/10pt, align left; “OR” Myriad Regular,

6pt

, align left; 6 Phone Myriad Regular, 9/10pt, align left; 7 Letter body

Myriad Regular, 12/18pt, align left; 8 Web address Myriad MM, 830bl,

700se

, 18pt; 9 Date/salutation Myriad Regular, 12pt, align left; 10 Name

Myriad Regular, 12pt, align left; “PRESIDENT” Myriad Regular, 9/12pt, align

lef

t; 11 “ABOUT” Myriad Regular, 9/10pt, align left

Business Card

, Front

12 Web address M

yriad MM, 830bl, 700se, 10pt; 13 “Sampler” Myriad MM,

830bl, 700se, 17pt, align left; “Refrigeration” Myriad MM, 830bl, 700se,

14pt

, align left; Phone Myriad MM, 830bl, 700se, 10pt, align left; Defining

phr

ase M

yriad Regular, 8/9pt, align left; 14 “NAME”/address Myriad

Regular, 9/10pt, align left; Title Myriad Regular, 8pt, align left; “OR” Myriad

R

egular, 6pt, align left; 15 “ABOUT” Myriad Regular, 6/8pt, align left;

16 “CONVERSIONS” Myriad MM, 830bl, 700se, 7.5/7.5pt, align left; Numbers

Myriad Regular, 7.5/12.5pt, align left

En

velope

17 Defining phrase Myriad Regular, 11/12pt, align left; “Sampler” Myriad

MM,

830bl, 700se, 20pt, align left; “Refrigeration” Myriad MM, 830bl,

700se

, 18pt, align left

Color

To be printed in black and a solid PANTONE Color Ink as defined on the

palette below (see Step 9.3). (Because this book is printed in process

colors (CMYK), the illustration is only a simulation of the actual solid

PAN TONE Co lor).

Business Card, Front

4 W by 2.625 H inches

Business Card, Back 4 W by 2.625 H inches

Envelope, Commercial 8.875 W by 3.875 H inches

DESIGN RECIPES: EXPERIMENTAL

87