STYLE 18
Rectangles
If you use rectangles to divide your letter
from your logo, your logo from your
organization’s name, and your
organization’s name from its defining
phrase, what will your reader focus on?
The circle.
It is a design mainstay—when you
build your design on a consistent pattern
of shapes, the shape that breaks the
pattern becomes the focal point.
PART 2: DESIGN RECIPES
SOURCE Type families:
Franklin Gothic, Minion,
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 logo is nothing more than a simple light
bulb and burst.
To ensure the colors complement each other,
they are chosen as a consecutive series from a
standard color wheel.
Where the gray, teal, and violet rectangles
overlap, two more rectangular shapes are
formed. By making the outside shapes lighter,
you create a sense of transparency.
The circle breaks the border of the box on
which it is positioned.
The name of the organization is typed in all
capital letters. The word “idea” is not a part of
the name but part of its logo—a design
element meant to shout the benefit of the
organization.
The type butts up to the edge of
the color precisely.
SOURCE Illustration:
Light bulb from Dick &
Jane font from DsgnHaus,
Inc., 203-367-1993,
www.fonthaus.com.
124
STYLE 18: RECTANGLES
DESIGN RECIPES: RECTANGLES
125
Letterhead 8.5 W by 11 H inches
Letterhead
1 Organization Franklin Gothic Heavy, 12/13pt, align center; “ideas”
Franklin Gothic Heavy, 24pt, align center; 2 Defining phrase Franklin
Gothic Hea
vy, 8/10pt, align center; 3 Letter body Minion, 12/18pt, align
lef
t; 4 Address Franklin Gothic Book, 7.5/10pt; align left
Business Card
, Front
5 Phone/Name/Address Franklin Gothic Book, 8/10pt, align left; Title
Franklin Gothic Book, 7pt, align left; 6 Defining phrase Franklin Gothic
H
eavy, 7/9pt, align left; 7 Organization Franklin Gothic Heavy, 9/7pt, align
center
; “ideas” Franklin Gothic Heavy, 17pt, align center
Business Card
, Back
8 Tex t Franklin Gothic Heavy, 7/9pt, align left
En
velope
9 Address Franklin Gothic Book, 7.5/10pt, align left; 10 Defining phrase
Franklin Gothic Heavy, 7.5/10pt, align left; 11 Organization Franklin
Gothic H
eavy, 9/7pt, align center; “ideas” Franklin Gothic Heavy, 17pt,
align cen
ter
Color
Printed in four-color process (see Step 9.3) using values of cyan,
magenta, yellow, and black (CMYK) as defined on the color palette
below. Actual color will vary.
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: RECTANGLES
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