STYLE 15
Outlines
For this style, the logo is the layout. The
only element on the letterhead other
than the address is the single horizontal
line that visually separates the logo from
the letter. The business card and
envelope don’t even need that.
The layout is plain because the logo
is so visually complex. The outlines not
only spell out the name of the
organization, they pronounce the
products and services it sells. In this case,
good design is as much about restraint
as it is about excess.
PART 2: DESIGN RECIPES
SOURCE Type families:
Frutiger, Minion,
Adobe Systems, Inc.,
800-682-3623,
www.adobe.com/type.
What you need
Creating the outlines 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.
A drawing program is used to remove the fill
color from the words and to thicken the
outline (stroke) of each letter.
Words that describe the organization’s
products and services are added to the
background. To increase the visual interest,
some are capitalized, some are all caps, and
some are all lowercase.
Various tones and colors are added to the
background words. In each case, the tone for
these supporting elements are significantly
lighter than the name. Some words are
enlarged, and others are reduced.
The words are assembled like a puzzle. Taking
the time to experiment with how each word
fits a particular space is what makes this
technique work.
112
STYLE 15: OUTLINES
DESIGN RECIPES: OUTLINES
113
Letterhead 8.5 W by 11 H inches
Letterhead
1 “SAMPLER” Frutiger 95 UltraBlack, 9pt; “Display Frutiger 95
UltraBlack,
36pt, 1pt outline; “projection” Frutiger 95 UltraBlack, 15pt,
0.5pt outline;
“Sound” Frutiger 95 UltraBlack, 60pt, 0.5pt outline;
“VIDEO Frutiger 95 UltraBlack, 18pt, 0.5pt outline; 2 Defining phrase
Frutiger 45 Light, 7/9pt, align left; 3 Line 0.5pt; 4 Letter body Minion,
12/18pt
, align left; 5 Address Frutiger 45 Light, 8/10pt, align left
Business Card
, Front
6 Name F
rutiger 45 Light, 7/10pt, align left; 7 Defining phrase Frutiger
45 Light, 7/8pt, align left; Address Frutiger 45 Light, 7/10pt, align left;
8 “SAMPLER” Frutiger 95 UltraBlack, 6.5pt; “Display” Frutiger 95
UltraBlack,
26pt, 0.75pt outline; “projection” Frutiger 95 UltraBlack, 9pt,
.36pt outline;
“Sound” Frutiger 95 UltraBlack, 43pt, 0.36pt outline;
“VIDEO Frutiger 95 UltraBlack, 13pt, 0.36pt outline
Business Card
, Back
9 List Frutiger 55 Roman, 7/12pt, align left; 10 “Information” Frutiger 55
R
oman, 7pt, align left; Lines 0.25pt
En
velope
11 “SAMPLER” Frutiger 95 UltraBlack, 7.5pt; “Display Frutiger 95
UltraBlack,
30pt, 0.85pt outline; “projection” F
rutiger 95 UltraBlack,
12.75pt, 0.43pt outline; “Sound” Frutiger 95 UltraBlack, 51pt, 0.43pt
outline;
“VIDEO Frutiger 95 UltraBlack, 15pt, 0.43pt outline; 12 Address
Frutiger 45 Light, 7/10pt, align left
Co
lor
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 PANTONE Color).
Business Card, Front
3.5 W by 2 H inches
Business Card, Back 3.5 W by 2 H inches
Envelope, Commercial 9.5 W by 4.125 H inches
DESIGN RECIPES: OUTLINES

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