STYLE 25
Vertical Bar
Bars of color—vertical or horizontal—
serve the same purpose: They anchor
the page.
It is important to note on this and
on similar styles that placing the
foundation graphics on the right of the
page keeps the letter as the center of
attention. Remember, the primary
purpose of a letterhead, business card,
and envelope is to communicate
information. The style of your materials
should complement, never overwhelm,
that message.
PART 2: DESIGN RECIPES
SOURCE Type families:
Franklin Gothic,
Minion, Myriad,
Adobe Systems, Inc.,
800-682-3623,
www.adobe.com/type.
What you need
Creating the figure 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 figure is created from a series of simple
lines and circles.
Copies of the figure are stacked in a flock
formation.
The formation is slightly distorted and rotated
into position, and color is added.
To create a shadow, a copy of the formation is
pasted behind the original and colored with a
tint of the solid blue.
The name is made up of contrasting bold and
light typefaces. The longest word is reduced to
fit the same width as the other. Changing
“Employment” to the bold face would reverse
the emphasis.
SOURCE Illustration:
figure by the author.
152
STYLE 25: VERTICAL BAR
DESIGN RECIPES: VERTICAL BAR
153
Letterhead 8.5 W by 11 H inches
DESIGN RECIPES: VERTICAL BAR
Letterhead
1 “Sampler Franklin Gothic Bold Condensed, 25pt, align left; “Employ-
ment” F
ranklin Gothic Book Condensed, 18.5pt, align left; Defining
Phrase Myriad Regular, 7/10pt, align left; 2 Letter body Minion, 12/18pt,
align lef
t;
3 Address Myriad Regular, 7/10pt, align left
Business Card,
Front
4 Defining Phrase Myriad Regular, 7/9pt, align left; 5 Address Myriad
R
egular,
8/10pt, align left; Title Myriad Regular, 7pt, align left;
6 “Sampler” Franklin Gothic Bold Condensed, 18pt, align left;
“Employment” Franklin Gothic Book Condensed, 13pt, align left
Business Card
, Back
7 “JOBS” Myriad Multiple Master (MM), 700bd, 300cn, 8/12.5pt, align
lef
t;
8 “MISSION” Myriad MM, 700bd, 300cn, 8/12pt, align left
Enve
lope
9 “Sampler F
ranklin Gothic Bold Condensed, 22pt, align left; “Employ-
ment” Fr
anklin Gothic Book Condensed, 15.5pt, align left; Address
Myriad Regular, 7/9pt, align left
Co
lo
r
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

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