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.
84
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; 11ABOUT 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

Get Design-it-Yourself Graphic Workshop now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.