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Before&After
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Design talk 0619
SixDesignIdeas
Storytelling Logo Beautiful Card
Quick Flier S Great Note Pad

Expressive Typography Simple Brochure
DesignTalk
Before&After
2 of 9 Design talk 0619
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Her storytelling logo says it all: Jennifer exercises dogs for their busy owners. Neither fancy
typography nor a painstakingly crafted graphic would be as effective as just showing the action.
A silhouette is easy to makejust trace and lland can be assembled from several images.
Logo Silhouette turns a photo into
a storytelling logo
Theres a logo in this image One great thing
about using silhouettes is that it gets rid of detail,
which is one characteristic of a
well-designed logo. (Right) Even at
thumbnail size, the silhouette is
still clear.
Transform Another useful characteristic
is that a silhouette can be ipped or oth-
erwise transformed. In this case, the origi-
nal action moved right to left (far right),
which on the card would have unnaturally
lead back into the page.
Jennifers
Doggie Gym
Jennifers
Doggie Gym
2245 West Manchester Rd.
Columbus, IN 47201
P 815. 123. 4567
F 812. 123. 5678
j en@doggiegym. com
Design talk 2 of 9
Before&After
3 of 9 Design talk 0619
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Too many focal points
With similar sizes and value, graphics com-
pete with headlines and text.
Lower the opacity
Lighter, they recede toward white (distance);
headlines and text now prevail.
Receding into the distance
One way our eyes judge distance is
through atmospheric perspectiveas
objects recede, they become more like
their background; in daylight they get
lighter, and at night they get darker.
S
w
If you are between the ages of 4 and 7, come
to this fun class to learn all about your favorite
animals; whales, bugs, snakes, dinosaurs,
elephants, butteries, and many more. Each
class focuses on a different animal, and includes
stories, games, crafts, snacks, and stickers!
Advanced class so both parent and child learn
together. More structured environment than
Kinder Nature for the older child.
Become a
Hutchins Street Square
Class enrollment is $40, and starts
Wednesdays from23 p.m.
Parent must accompany child.
For more info., call 209-333-5511
February 2, 9, 16, 23
March 2, 9, 16, 30
April 6, 13, 20, 27
Delta
Discoverer
i
S
w
i
If you are between the ages of 4 and 7, come
to this fun class to learn all about your favorite
animals; whales, bugs, snakes, dinosaurs,
elephants, butteries, and many more. Each
class focuses on a different animal, and includes
stories, games, crafts, snacks, and stickers!
Advanced class so both parent and child learn
together. More structured environment than
Kinder Nature for the older child.
Become a
Hutchins Street Square
Class enrollment is $40, and starts
Wednesdays from23 p.m.
Parent must accompany child.
For more info., call 209-333-5511
February 2, 9, 16, 23
March 2, 9, 16, 30
April 6, 13, 20, 27
Delta
Discoverer
Youve whipped out an inexpensive,
black & white ier, but its cute little
animals are starting to take over;
theyre bolder than the text! Heres a
quick x: Instead of redesigning, just
lower their opacity, and watch them
quietly recede.
Layout Too many focal points? Dont redesign;
just send em to the back!
Design talk 3 of 9
Before&After
4 of 9 Design talk 0619
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How do you combine the word zero, youth, and the
idea of diet-friendly into a logotype without drawing
a single image? Exactly like Coke is doing with this
simple, typographic devicefour letters, each
skinnier than the one before. Lowercase says young;
extra space between letters keeps the setting light.
Logo Coca-Cola Zeros new logotype
looks like what it says!
Fat . . . . . . . . . . sip, sip, sip, sip, sip, sip . . . . . . . . . . thin
The cold silver outline adds
chill (zeros marketing slogan)
to the image and physical
dimension similar to Coca-Cola.
Design talk 4 of 9
Before&After
5 of 9 Design talk 0619
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Repeat the color
The tiny dot is all you
need to connect top
to bottom. Cover it up
and see.
1
/2
1
1
1 1
Repeat the shapes Repeat the line
One width. Note the
negative spaces.
Repeat the space
Motorolas University Market Cafe no longer exists, but thats not
because of its handsome signage. The cards serene beauty is the result
of its graphical similarities; you use only a few different elements
color, shape, line, spaceand repeat them. The similarities, like twins,
naturally harmonize. Have a look:
Layout Its visual similarities make it beautiful
and beautifully simple!
Design talk 5 of 9
Before&After
6 of 9 Design talk 0619
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Were not big fans of ghosted logos,
which are normally overlaid by text as
shown here, weakening (or obscuring)
the image and complicating reading.
But heres a great exception. Its a note
pad that shows off your logo and lets the
reader cover it ups-l-o-w-l-y spending
time literally atop your image!
For branding integrity, run the logo
normally at full strength, and make the
ghost a duplicate.
For Blue Shield health plans and information visit
www.myhealthpath.com
Blue Shieldof California
An Independent Member of the Blue Shield Association

Repeat logo
3
1
2

Image Ghosted logo makes a great note pad


The Fun Ships
Information. Comments. Room Service.
Please dial 0 for a representative.
Because people will be
writing on your image,
keep it light10% opacity
is a good place to start.
Design talk 6 of 9
Before&After
7 of 9 Design talk 0619
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Layout Super-simple brochure layout will have
your cash register ringing
Its tiny, but black
compensates.
Four lines of copy per product.
Identical format; no variations.
Full bleed pages. Margins
would add busy-ness.
Products are the same size
and centered. Type is centered.
Empty backgrounds have no
distractions.
This pocket-size, Sharper Image catalog
is a great example of sharper design.
Key is its one-product-per-page layout
that showcases each high-tech gizmo
with no distracting (and sales-robbing)
gingerbread. Its handsome andthis is
especially nicereally easy to do.
Repetitive format is effective and blissfully easysame size, same position, page after page. Note the following . . .
3
1
2

Design talk 7 of 9
Before&After
8 of 9 Design talk 0619
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Typefaces
1 (ab) Hobo Std Medium | a) 12.75 pt,
b) 18.5 pt
2 Caliban Std Regular | 10/11 pt
3 (ac) Acme Animals Regular
a) 165 pt, b) 125 pt, c) 140 pt
4 Utopia Bold | 26 pt
5 (ab) ITC Motter Corpus MM
a) 75/54 pt, b) 14 pt
6 (ab) Utopia Regular | a) 20/25,
b) 12/15 pt
Images
7 Photos.com | a b
Article resources
Colors
C16 M26 Y41 K13
C25 M90 Y95 K45
C0 M0 Y0 K25
8
9
10
8
1a
9
Jennifers
Doggie Gym
2245 West Manchester Rd.
Columbus, IN 47201
P 815. 123. 4567
F 812. 123. 5678
j en@doggiegym. com
1b
2
i
S
w
If you are between the ages of 4 and 7, come
to this fun class to learn all about your favorite
animals; whales, bugs, snakes, dinosaurs,
elephants, butteries, and many more. Each
class focuses on a different animal, and includes
stories, games, crafts, snacks, and stickers!
Advanced class so both parent and child learn
together. More structured environment than
Kinder Nature for the older child.
Become a
Hutchins Street Square
Class enrollment is $40, and starts
Wednesdays from23 p.m.
Parent must accompany child.
For more info., call 209-333-5511
February 2, 9, 16, 23
March 2, 9, 16, 30
April 6, 13, 20, 27
Delta
Discoverer
3a
4
5a
6a
5b
6b
3b
3c
7a
10
7b
Design talk 8 of 9
Before&After
9 of 9 | Printing formats

Design talk 0619


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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
Design advisor Gwen Amos

Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail mailbox@bamagazine.com
www http://www.bamagazine.com
Copyright 2005 Before & After magazine, ISSN
1049-0035. All rights reserved
You may pass this article around, but you may not alter
it, and you may not charge for it. You may quote brief
sections for review. If you do this, please credit Before
& After magazine, and let us know. To feature free
Before & After articles on your Web site, please contact
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Subscribe to Before & After
Did you learn from this article? Subscribe, and
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Design talk 9 of 9
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Before & After articles are intended for permanent reference. All are titled and numbered.
For the current table of contents, click here. To save time and paper, a paper-saver format of this article,
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