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05 JANUARY 2009
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opportunity to use the work as a base for a walkthrough of the design process.
The project was for James Clarkson; a driving instructor working out of Tadcaster near
York with his business, Visibility Driving Tuition. I really enjoy working with James, and
with a high level of creative freedom on his projects the design process is really fun!
Lets look back at my process for creating the final concept of his business card,
couple of months back. With the business cards requiring this branding, the vector logo
size of business cards at the print firm I use. The color mode is set to CMYK for print
purposes and raster effects at 300ppi (although no effects are used in this project it's
document, therefore a rectangle of 94mm by 61mm was drawn and centred on the
artboard. This was then filled with 45C, 100M, 55Y and 40K to continue forward the
using the Gradient Mesh Tool. The highlight was given the same colour swatch but
minus the black (K) ink, this means there is a solid coat of cyan, magenta and yellow
positioned on each side of the artboard, then using the Move command they were
area. Being sat on a dark background the logo needed a light colouring, pure white was
too brash and contrasting so this was softened with 30% magenta.
The web address of the Visibility Driving Tuition website was then set in News Gothic,
the font chosen as part of the Visibility branding. Using a mixture of light and bold
variations the important section of the address was made to stand out.
Being an address of three parts a small amount of spacing was added between each
word, this helps differentiate the three making it easier to read with a passing glance.
An 88x55mm rectangle was drawn and positioned centrally on the artboard, this was
then used as a base for the crop marks using the Filter > Create > Crop Marks
command.
With the front of the business card complete the file was saved.
The document was then stripped back to the basic structure, and a copy saved as the
black.
Using the Gradient Mesh tool, a single point at a lighter shade of 60% black was added
to the top left corner. This again helps add a little depth and interest to the design. With
the rear containing fine text, the single black ink ensured the printed reproduction was
extremely crisp.
An area at the base of the card was to be sectioned to include the three main services,
this was drawn using a large circle to produce a subtle curved edge.
Using a temporary rectangle at the size of the document the large circle was trimmed to
The colour scheme used on the front of the card was continued in this bottom area,
adding a slight gradient across the width of the card and a thin stroke across the top
edge.
The logo was placed onto the document and positioned within the margins in the top
right corner.
The name, job title and contact details were then laid out in the chosen font. For the
name in particular, the design style of the logo was continued through by setting the text
in lowercase with a mixture of bold and light weights. After some feedback an alternate
version was also created for comparison with normal capitalisation and spacing, but it
was decided that the little tweaks added that little extra to the design and were carried
forward.
The three main services of driving lessons, pass plus and driver improvement were
added to the lower section using this same type style, aligning each one to the left, right
and centre.
To separate each item, a small circular point was drawn, aligned with the text and filled
was soon approved and ready for printing. All text was converted to outlines to avoid
font troubles.
setting.
To save sending two separate files, the two PDFs were then combined into one file
heading to Advanced > Print Production > Output Preview. Each plate can be viewed
individually to check for stray colours and the reproduction of gradients. The Total Area
Coverage also highlighted that there were no areas that risked over inking, with the
and crisp and the gradients had been reproduced as planned, adding a nice soft