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Continued
How to turn letterhead,
envelope and business card
into a single visual presence.
Three documents,
one look
2 of 10
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Three documents, one look
How to turn letterhead, envelope and business card into a single visual presence
This logo consists of a diamond-shaped mark and distinctive typeface.
Because a logo must fexsometimes the type must be prominent, and
sometimes the mark must be prominentyou must establish rational size
relationships. In the examples above, A) type is the height of the horizontal
bands, and B) mark and typeface are the same height.
Letterhead, envelope and business card are the three most common business documents.
They are always designed as a package, yet they are really quite different; they differ greatly
in size and have very different proportions. Despite this, these documents must look and
feel the same. The key is to establish rational and repetitive visual relationships between
mark, type and the spaces they occupy. Well show you what that means.
A
Mark Typeface
GENTX
Corresponding
size
Uniform spacing
B
GENTXSYSTEMS
Mark and type are the same size
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Size and color
Type and mark have a size relation-
ship; at stationery size, type is the
height of the horizontal bands. Com-
mon colors create a strong visual
link that can carry across spatial dis-
tances and from page to page.
Divisions of space
Squint and youll see that the mark is
composed of three equal horizontal and
vertical segments. These phantom rows
and columns have real presence and will
be used to govern distances between
elements on the page.
Shape and style
Type and mark have a style rela-
tionship; simple circles and straight
lines have no thick-thin variation or
fussy detail.
G G
GENTX
SYSTEMS
Horizontal
Mark and type share characteristics
A close look at the logo reveals a fabric of visual relationships designed to connect
the mark and type on several levels. Lets look at each thread.
Vertical
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Letterhead
8
1
/2x 11 (1:1.3 ratio)
Business card
3
1
/2x 2 (1.75:1 ratio)
#10 Business envelope
9
1
/2x 4
1
/8 (2.3:1 ratio)
Our task is to make these
three oddball formats (four,
if you include a mailing label)
look and feel as one. The key
will be to focus on the logo,
not the funny proportions.
Survey the feld
Although weve come to regard them as normal, U. S. stationery sizes are just plain odd
ones fat, ones small, ones wide, and the envelope is unnecessarily large for the letter.
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GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
Design the business card frst
The confned space of the business card makes it the most diffcult to design;
establish composition and spatial relationships here frst.
A) PlaceMeasure by eye, and
place the diamond mark a phantom
column from the left edge. This
distance connects the mark to the
page; the white corner amplifes
the marks triangular shape.
B) Repeat the margin on top, and
align the name and address.
C) Step the mark once to the right.
This will designate the type guide.
D) Set the type aligned left to
the type guide and the top of the
mark. Note that the fnished card
is a design of rational relation-
ships based on the primary visual
object, the mark. These relation-
ships can now be repeated on
other documents.
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Third
A B
C B D
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To compensate for the letter-
heads greater distances:
A) Place the mark half its
width in, not a third.
B) Repeat the resulting mar-
gin on the top as before.
C) Step the mark downward
twice and over once.
D) Align the addressee with
the corner.
Note that the type and mark
sizes have not changed.
Mr. Stan Parker
Universal IT Services
9576 Jackson Road
Napa, CA 94558
Dear Mr. Parker:
Texture and fasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leam restart that cant prebast. Its tope, this fuant chasible. Silk, shast, lape
and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of
alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and
fasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fuant chasible.Silk, shast, lape and behast
the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card
whint not oogum or bont. Pretty simple, glead and tarm. Texture and fasp net exat-
ing en mist of it snooling.
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 tel 555.689.1546 fax 555.689.3486 www.gentx.com
Half
Letterhead next
Repeat the business card composition on the letterhead. To retain a proper
sense of proportion, increase the distances between objects.
A
B
C
D
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Finally, the envelope
Repeat again on the envelope, compensating only for its very wide proportions.
This repetition is the key to designing a cohesive business system.
The envelope retains the
same spatial proportions and
placement as the letterhead
with one exceptionthe
mark steps to the right three
times, not just once, to get
the address into the middle
of the envelope. Note that
the type and mark sizes have
not changed.
Mr. Stan Parker
Universal IT Services
9576 Jackson Road
Napa, CA 94558
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558
3 times
Half
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All the same
The three documents now look and feel the same. Because theyre built on rational
relationships, the look can be readily transferred to other documents like the CD.
Same name size
Same mark size
Same text size
Same alignment
Same colors
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 tel 555.689.1546 fax 555.689.3486 www.gentx.com
Mr. Stan Parker
Universal IT Services
9576 Jackson Road
Napa, CA 94558
Dear Mr. Parker:
Texture and fasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leam restart that cant prebast. Its tope, this fuant chasible. Silk, shast, lape
and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of
alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and
fasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fuant chasible.Silk, shast, lape and behast
the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card
whint not oogum or bont. Pretty simple, glead and tarm. Texture and fasp net exat-
ing end mist of it snooling.
Spaff forl isnt cubular but quastic, leam restart that cant prebast. Its tope, this
fuant chasible. Silk, shast, lape and behast the thin chack. It has larch to say
fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty
simple, glead and tarm.
Sincerely,
Richard L. Thompson
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558
Mr. Stan Parker
Universal IT Services
9576 Jackson Road
Napa, CA 94558
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Before&After
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Typefaces
1 Avenir 35 Light | 8 pt
2 Avenir 95 Black | 8 pt
3 Helvetica Neue Light Cond | 8 pt
4 Helvetica Neue Heavy | 8/9.5 pt
5 Helvetica Neue Med Cond | 8/9.5 pt
6 Utopia Regular | 10/13 pt
Article resources
Colors
C25 M0 Y95 K0
C60 M20 Y25 K35
7
8
1
7
2
8
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 tel 555.689.1546 fax 555.689.3486 www.gentx.com
Mr. Stan Parker
Universal IT Services
9576 Jackson Road
Napa, CA 94558
Dear Mr. Parker:
Texture and fasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leamrestart that cant prebast. Its tope, this fuant chasible. Silk, shast, lape
and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of
alm. A card whint not oogumor bont. Pretty simple, glead and tarm. Texture and
fasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fuant chasible.Silk, shast, lape and behast
the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card
whint not oogumor bont. Pretty simple, glead and tarm. Texture and fasp net exat-
ing end mist of it snooling.
Spaff forl isnt cubular but quastic, leamrestart that cant prebast. Its tope, this
fuant chasible. Silk, shast, lape and behast the thin chack. It has larch to say
fan. Why? Elesara and order is fay of alm. A card whint not oogumor bont. Pretty
simple, glead and tarm.
Sincerely,
Richard L. Thompson
Electrical Engineer
richardt@gentx.com
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
3
4
3
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Before&After
10 of 10 | Printing formats

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One look 10 of 10 One look 10 of 10
Before & After magazine
Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understand-
able, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Vincent Pascual Staff designer
Dexter Mark Abellera Staff designer
Editorial board Gwen Amos, Carl Winther
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