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{ brad reich }

graphic design
>> St. Kilda Film Festival 2010
> Promotional Campaign
> Billboard, poster, booklet, promotional item,
press advertisement
>> Liberty Insurance
> Re-brand
> Style guide, envelope, business card,
letterhead, With Compliments slip, invoice
libertyins.com.au 70a Secure Ln, Dogville 0000 | 03 9435 891 LIBERTY INSURANCE

FREEDOM OF CHOICE

LIBERTY INSURANCE
FREEDOM OF CHOICE

JACOB BRACKENS | CEO

70a Secure Ln, Dogville 0000


P 9435 8912 - M 0477 883 256

F 9435 8915 - j.brackens@liberty.com.au

70a Secure Ln, Dogville VA 0000


P 9435 8912 - M 0477 883 256 - F 9435 8915
libertyins.com.au | ABN 457900311234

BILL TO P I C K - U P L O C AT I O N

70a Secure Ln, Dogville 0000 | 03 9435 8912 | libertyins.com.au


WITH.COMPLIMENTS
| INVOICE #:

POLICY NUMBER TERMS D U E D AT E ACCOUNT NUMBER

B9887 NET 30 8 - 10 - 10 7362

SERVICED DESCRIPTION TRACKING # QUANTITY RATE AMOUNT


15 - 7 - 10
TA X I N VO I C E

70a Secure Ln, Dogville 0000


P 9435 8912 - M 0477 883 256
F 9435 8915 - libertyins.com.au
j.brackens@liberty.com.au
ABN 45 790 031 1432

T O TA L D U E
MAKE CHECKS PAYABLE TO:
LIBERTY INSURANCE INC.
70a Secure Ln, Dogville 0000 | 9435 8915

TERMS: This account is subject to finance charges of 1.5% per month (18% annum) of the unpaid balance, when the invoice becomes 30 days past due with a
minimum finance charge of $5.00. Account will be placed for collection when the invoice becomes 60 days past due and will be subject to an additional $25.00
collections fee. If any collection action is necessary we agree to pay Liberty Insurance Inc. all of the costs in this collection, including, but not by way of limitation,
attorney’s fees, filling and service fees and court costs, whether or not the action proceeds to judgement and collection charges.
>> Liberty Insurance
> Re-brand
> Annual Report
14 | 15

BOARD OF DIRECTORS Bert was appointed Chief Financial Officer (CFO) in


February 2001 with responsibility for Westpac’s finance,
tax, treasury, risk management, legal, strategy and
BERTR A M POLLOCK investor relations functions. He was previously Deputy
Chief Financial Officer Chief Financial Officer. Bert has been with Liberty in
a variety of positions in Australia and in New Zealand
since 1982. Bert is responsible for the marketing strategies
and programs developed by PTT Transport for the mature market
segment. He has had over eleven years experience in the financial services
industry covering distribution, marketing and human resources management roles.

MORRIS FELLOWS
Group Executive, New Zealand
ADRIAN SCHEEPBOUWER
Chief Executive Officer After joining Liberty in 1994, Morris headed Human Resources for the
institutional and international bank and subsequently led a team driving
Adrian has extensive experience in the financial
the merger with the Bank of Melbourne. He later became CEO, Bank
sector, having worked in the International
of Melbourne. Morris was appointed Group Executive, Human
Monetary Fund in Washington D.C. in the
Resources in 2000. In October 2002, he was appointed CEO
1970s and the Federal Treasury in the 1980s
of Westpac New Zealand and Group Executive, New Zealand
where he headed all major areas before
and Pacific Banking. Morris also has had extensive experience in
being appointed Senior Deputy Secretary.
government at a senior level. Morris Fellows is TPG’s Executive Vice
Since joining Westpac in 1990, he has had
ANNET TE BORDES President Express. He joined GD Express Worldwide in 1992 and was
responsibility for all major operating divisions
Group Executive, appointed chief executive officer in 1994.
including Financial Services, Retail Banking,
Commercial Banking, Corporate and Institutional
Banking and International Banking. He was appointed
to the Board in November 1997, prior to being appointed
CEO in March 1999.

JEFFERY CHEETHA M
Managing Director
MICHAEL BIRRELL
Group Secretary and General Counsel
Annette joined Liberty in 2000 as Group
Secretary and General Counsel. In October
As Managing Director of SFE Corporation Ltd, the holding company
2002 she was appointed to her present Richard joined Liberty in 1997 as Senior
of the Sydney Futures Exchange, Mr Cheetham has experience
role, and is accountable for people strategy Counsel, Institutional and International
in the oversight of derivatives trading and risk management,
and management. She was previously a Banking Group and was appointed to his
public policy and regulatory issues, as well as over 20 years’
partner of Mallesons Stephen Jaques, where present role in February 2003 with responsibility
experience in corporate financial management..He brings almost
she worked extensively as a corporate for the management and delivery of company secretarial, legal
20 years’ experience in international economics and financial
lawyer and in managerial roles including and compliance services to the Westpac Board, executive
services, including corporate and investment banking, consumer
human resources and as managing partner. and business. Prior to his current appointment he was General
banking and investment management, predominantly with Boston
Ms Bordes brings legal and regulatory Manager, Risk, for BT Financial Group. Michael previously
Consulting Group and Citigroup.
knowledge to the Board, as a former practised law in private practice from 1982 and was a partner
Commissioner of the Australian Securities & at law fi rm Abbott Tout. Michael Birrell is TPG’s Executive Vice
Investments Commission and as a current President Logistics. He is also responsible for corporate strategy
Director of Australian Stock and business development.
Exchange Insurance.
>> Joan’s Patisserie
> Croissant Packaging
> 6 pack boxed packaging
>> Iron Inc.
> La Filth clothing range
> Gloves, Shoes, Glasses
>> Spicer’s Paper
> Kashmir Paper Sampler
>> Techno Animal
> Gig Poster
THE MAGAZINE OF THE TYPE DIRECTORS CLUB
NUMBER 43 - SEPTEMBER 08
>> Hyphen
> Typography magazine layout
> Masthead, magazine

GEORGE HENSON
PUBLISHER PRESENTS
THE MAGAZINE OF THE TYPE DIRECTORS CLUB

SUBSCRIPTION FORM Three new books for the


To join the Type Directors Club, please complete this form and mail it
discerning typographer.
with your payment.
Mail the completed form with cheque made out to The Type Directors
Each of these titles also has a
Club or credit card details to: special handbound edition, with
The Type Directors Club,
Suite 44, level 9, 60 East Street,
relevant typographic ephemera.
Melbourne Victoria 3001. To order, get more information, and to join our mailing list to
On-line membership may be completed with a credit card at www.type. receive future prospectuses, please visit the website at
com.au www.HensonPublisher.com
or call us 9577 1775
For more information, contact: Carol Walker, Executive Director, Type
NUMBER 43 - SEPTEMBER 08

Directors Club, 212 983 6042, director@tdc.com.au, www.tdc.com.au Type & Typography: Highlights from Matrix, the review
for printers and bibliophiles, with introductions by John
Randle and John D. Berry – 400 pages, designed by Jerry Kelly.
NAME
$65, special edition (60 copies) $225,
ADDRESS deluxe (10 copies) $500
The Well-Made Book: Essays and Lectures by Daniel
POSTCODE
Berkeley Updike, edited & with an introduction by
PHONE FAX William S. Peterson – 408 pages, $55
special edition (40 copies) $220
E-MAIL
Gudrun Zapf von Hesse: Bindings, Handwritten Books,
TITLE Typefaces, Examples of Lettering and Drawing, with
an introduction by Professor Hans A. Halbey – 224 pages,
COMPANY designed by Hermann Zapf. $75,
special edition (80 copies) $215
ADDRESS

POSTCODE

There are four kinds of membership. All include the annual and newsletter.
Please check one.
Regular members are actively engaged in the use or design of type as
designers, production professionals, or type creators. Annual dues are $125.
Associate members have an interest in typography but are not professionally
engaged in its use or creation. Annual fees are $100.
Student members are currently enrolled in undergraduate or postgraduate
studies in graphic design. Annual fees are $40.
Sustaining members are businesses or individuals who contribute $300 or
more annually.
My cheque is enclosed
Please charge my American Express Visa Mastercard

ACCOUNT NUMBER

EXPIRATION DATE / /
SIGNATURE
12
And maybe because it’s French it makes it just that much
sexier.
Typefaces are one of the mainstays of a graphic designer’s
“diet,” so to speak. They are not only used to communicate
the written word, but to help set a mood, tone, and
personality. Considering its importance to the process
of design, have you ever stopped to think how a typeface
comes to be? How does it evolve from a “twinkle in a type
designer’s eye” to a full-blown typeface?
Although the actual process of designing a typeface varies starting with one thing and it turns out Alfon
from designer to designer, we spoke with type designer to be something different. After the completion of the entire
James Montalbano of Terminal Design about two of his Giacomo family, Montalbano was
It takes on a life of its own,” he explains.
typographic creations, Giacomo and Alfon, to get some playing around and adding serifs to one
insight into his world of typeface design. Montalbano works by starting with a of the weights, and he liked the way
medium or book weight to work out it looked. “I like the proportions and
Giacomo the basic structure of the design. He features of Giacomo, and I thought it
Giacomo is the forerunner of this dynamic pair. A robust, then goes on to create both heavier and would be fun to create a serif typeface
six-weight family with corresponding italics, Giacomo is an lighter weights, playing around with all that had those components.” Alfon was
extremely readable sans serif design with a lot of warmth, possibilities in between, often moving not designed to necessarily be used with
liveliness, and personality. The weights range from a crisp, away entirely from the weight Giacomo or be considered as part of a
inviting light to a chunky, assertive black. he started with. super family, thus the change of name.
The seed for Giacomo evolved out of an earlier effort to “When I move from the medium to the Alfon is a complementary design that
draw a sans with humanist overtones, light or heavy weight, issues usually shares its structure and proportions with
which Montalbano had never come up relating to fit and shapes that Giacomo, and although it is harmonious

BY SEAN ADAMS completed. When he returned to it


years later, he had an idea where he
wanted to go with it, but he allowed
can wind up changing the entire design,”
he notes. “Experience teaches you to
with its predecessor,
it is a different design.
Recently, we needed to make a presentation to a large group- multiple let the design speak to you and tell you It has four weights with corresponding
his vision to remain flexible and what it needs to be. It needs to be able to
divisions of a corporation. For the most part, everyone was receptive and italics. Why not six like Giacomo?
malleable. “You begin by drawing breathe and grow on its own.”
supportive, except one woman who looked disturbingly like the Little House on According to the designer, not only is it
a shape on screen, then an outline,
the Prairie school marm. We said we wanted one of the pieces to be sexy-we Montalbano designed Giacomo more difficult to make extreme weights
letterspacing. If you get it, you can feel it. When I’m

and then it becomes like plastic, like


working I feel the type, not just metaphorically, but

were referring to type issues-and she became visibly upset. She was honestly without any square corners; they for a serif design, but they are not that
Type is sensual and tactile. It’s not just nitty-gritty

sculpture ... you move points and


offended by this. I told our contact that I wasn’t looking for hard-core porn-I are all chamfered, which contributes beautiful or even useful. “You’re really
tactically at the end of my fingers when it clicks

curves around until you find what


technical, just another element of craft. I don’t.

wanted the type to be visceral and beautiful, not clinical. I learned my lesson; to the warmth and liveliness of the making a tool for people, and you
you’re looking for. It’s the kind of a
It’s easy to think about type as being cold and

typography and sexiness don’t go together for most civilians. design, especially as it gets larger. want to make the tool as functional as
process where you think you’re
Noreen [Morioka] and I went back and forth about what should be on the STEP Although Giacomo is primarily a text possible across as broad a
into place or is just plain wrong. I think of

cover that would drag you across the room if you saw it on the newsstand. I face, Montalbano added nuances and range as is useful.”
have to give credit here to our art director, Volker Dürre: His input led us to details that emerge only at larger sizes,
type as a sensual object that you have

allowing the design to have a distinct Type destiny


this solution. We just finished the redesign of Health and we have all of our If Montalbano has a design philosophy
studies for their cover. We went to newsstands and took pictures, and then in personality when set for display. “I
designed Giacomo to work across a for his personal work, it is that one must
Photoshop we placed the Health cover in different places on the shelf-in front, design for oneself. “I have no idea if
in back, to the left, to the right. It really helped us determine what elements go broad range of sizes-as it gets bigger,
to treat very well, and you only

details emerge that are invisible at text anyone will like what I design or what
where to call attention to the cover. they will respond to. You can’t really
sizes. At large sizes, this design is
For STEP, we began with another version-a full-fledged specimen sheet that
want the best. It should be

all about funny quirks and shaved off design with that in mind because you
called out the erogenous zones, emotional zones, and intellectual zones corners, which make all the difference,” never know what people will like,”
elegant, not something

[above, left]. It ended up being much too complex to work on the cover. A he says. he says.
cover has to be like a poster. So we went back and thought, “How do we make James remembers getting in trouble in
this feel like a great poster? A giant letterform will be perfect! It will draw The entire Giacomo family was drawn
first grade “because I drew a hooded
you’d pick up at a

people in from across the room to take a closer look” [above, right]. over a period of two years, interwoven
with Montalbano’s custom type work, two-story ‘a’ or I put a little serif on a
roadhouse bar.

The S is set in Firmin Didot - it’s 18th century French. Lou Dorfsman redrew it for which is the mainstay of his type letter. I remember my teacher saying
the CBS building signage, resulting in the most beautiful elevator panels on the design business and occupies roughly ‘What’s that? You weren’t taught to
planet. It’s such a beautiful font-it has crispy edges, and is so refined. three quarters of his time. Work on his print that way.’ Then I’d point to the
personal designs must take second textbook, which was probably set in
place to his custom work, so he has Century Schoolbook, and say ‘Well, it’s
learned over time to hone his skills to in the book!’” It seems to have been
accommodate it all. Montalbano’s destiny to be
a type designer.
3 4

‘‘the best
those
get
the in that
the
types
way
communication
process
are
do not
of

A new franklin

“text/display” solutions. This is a nice more complicated. The devil is in had thee or
ooriginal
igginal fonts
fonnts and experience side, but thought that the type issues a box of Speedball nibs, and a bottle of legibility. In addition, the “horizontally” in mind when months had passed.” He
David Berlow of The Font Bureau had idea that provides for the same fonts getting every detail of contrast, angle, of the pre
previous
evi o s Franklin project,” says
viou were relatively simple. “We wanted ink at the impressionable age of 12. of the lowercase letters at the x-height says that the key to a consistent design
typographic legibility at the forefront of to be used from 6-point to billboard intersection, and overlap synchronized Berlow, “I still relied on a huge stack of the type to achieve a better character “We started with the idea of working was emphasized to aid the reader’s eyes was keeping good notes.
his mind when he began the redesign sizes (sort of like men’s socks: one size within each style, across the range of Franklin Gothic specimens. These were count,” explains Tim Botts of Tyndale. with the semibold weights of my travelling along that line. “Essentially www.briansooyco.com
of Franklin Gothic for International fits all). This can also be problematic: widths and weights, and between the always present when I worked on the “We wanted to maintain high levels of typeface Veritas,” he recalls. “The I tried to distil the letterforms to their
Typeface Corporation. In addition to Compromises in a typeface design that roman and italic designs. In truth, design. You have to be something of legibility and have a strong presence essence,” says Sooy, “and still give the Two good views
plan was to modify this design to ITC Franklin and Lucerna are about as
their popular “retail” fonts, the Font allow it to perform within a wide range a monumental task.” a type hawk to find them, but accurate on the page.” meet Tyndale’s needs.” Veritas was design some distinctiveness.”
Bureau has a successful business of sizes almost always limit its level of type specimens provide the details that different from each other as two designs
Berlow dove deeply into the task of Tyndale had used ITC Giovanni by sufficiently condensed to meet the He found that the length of time can possibly be. Yet they both meet
designing, manufacturing, and providing performance at any given size. separate a simple reworking from a new
adding new weights and proportions Robert Slimbach for the previous project brief but the hairlines and serifs the project took was the biggest Ward’s criteria for legibility, and are
specialized typefaces to newspapers Font Bureau’s proposal was interpretation.” The end result is over
to the family, taking advantage in edition, but the electronic modifications were not as pronounced as the publisher hurdle to the design process. Sooy designs with spirit and personality -
and periodicals. While the company has straightforward yet all encompassing: 70 fonts of text and display designs
the display range to make very light they imposed on the face to meet wanted. After considering an adaptation recommended-pleaded- to be given the the best of both worlds.
a suite of typefaces they rely on as the “Let us rework the ITC Franklin Gothic developed with legibility and usability
and very bold condensed faces that production criteria weakened its image. of Veritas, it was jointly decided that opportunity to create the whole family
design foundation for these projects, family; enlarge it into separate text and as a primary goal. The designs are, in
wouldn’t work below 20 to 24 point. The Tyndale first approached Slimbach a completely new design would best at once, but Tyndale had not planned on
they wanted to add a Franklin Gothic display designs, then let us sell it and fact, so different from the original ITC
connection between the bowl and stem to redesign Giovanni but, when they serve Tyndale. The result was Lucerna, a using the font beyond what was in the
series to their offering. They could use it for our custom design projects.” Franklin Gothic that they have a new
of lowercase characters was designed to learned that he would not be able to typeface designed specifically first edition of the NLT. Initially only a
have started from scratch, but Berlow name-simply, ITC Franklin.
have a crisper feel. start on the project for three years, they for the NLT Bible. roman and italic were commissioned.
figured, “Why start from a blank screen, No quick fix www.fontbureau.com
turned to another type designer. Then, after some time they asked for a
when you can build on an established A short time into the project, however, He also discovered that the ITC Franklin Design considerations
A publisher’s view bold, then small caps were requested-
foundation?” ITC was approached for both parties learned that what was Gothics required a mountain of work to Brian Sooy & Co. specializes in graphic “The aging population was also a factor
Tyndale House Publishers also had and finally a bold italic. “Lucerna
two reasons: they had one of the best supposed to be a relatively simple become the optimum text designs he design and visual communications in developing Lucerna,” says Sooy,
a need for a highly legible typeface became the signature font for the NLT2,”
examples of Franklin Gothic in their reworking and respacing of the existing and ITC wanted. The end result is, in for higher education, technology, and “and the need for a heavier font to aid
family, but provided Brian Sooy, of Botts says. “We went back to Brian
library, and Berlow had previously letters to perform well within a specific fact, two text designs: one for use from the healthcare markets. Its principal, legibility.” The individual character
Brian Sooy & Co., with a very different several times to complete the family-
worked with ITC on the development of size range became a major design about 8 point to 14 point, and another however, is also an accomplished widths and how the characters would
design brief. The publisher of the New always under tight deadlines.”
the Franklin Gothic Condensed series. project. “Franklin is a face that’s so for use at very small sizes. typeface designer with over a dozen fit together in words in narrow columns
Living Translation (NLT) of the Bible typefaces to his credit. “There’s “The project stretched over 18 months,
familiar and so straightforward that (typical of many Bibles) were also taken
While ITC’s original Franklin Gothic Design tools was about to print a new edition-but something about letterforms that with different portions of the family
was released as two designs, one for you would think that you almost into consideration. Because Lucerna
The original designs proved to be wanted to make some changes in the are totally captivating for me,” Sooy being completed at different times,”
display setting and one for text, early can’t help but maintain its legibility would be set small in many instances,
only part of the tools necessary to design and typography. They had says. “It’s probably attributable to my recalls Sooy. “It was a challenge to keep
digital interpretations were developed as in a sensitive interpretation,” says Sooy designed the lowercase around a
complete the project. “Even though I many considerations on the design exposure to a Speedball lettering book, the original intent and visual concept
Berlow. “The reality, however, is much large x height to ensure high levels of
7
>> Sleepwalkers
> Board game concept
> Box, board, cards, pawns,
instruction booklet
ere’s no more room in hell, the d
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SLEEP
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2 - 4 PLAYERS 15+ BE THE MASTER OF HORROR MOVIE TRIVIA


Welcome to the
NIGHTMARE!
We will be happy to hear your
questions or comments about this
game. Write to: Hasbro Games,
Consumer Affairs Department, P.O.
Box 200, Pawtucket, RI 02862 or call
888-836-7025 (toll-free. Canadian
Sleepwalkers, the comprehensive horror movie trivia board game
Bri consumers please write to: Hasbro
ng that challenges you to recall your most horrifying experiences Canada Corporation, 2350 de la
fro back within the realm of the ever expanding horror genre. Province, Longueuill, QC,
m
the thos
Walk with the Torrance family through the haunted Canada J4G 1G2.
passages of the Overlook Hotel, travel the
dea e fe The HASBRO and PARKER
d a elin marshy swamplands in search of the BROTHERS names and logos are
nd gs o forgotten cannibal tribe, and cringe R & C 2010 Hasbro, Pawtucket, RI
exp f t at the sight of Tom Savini’s 02862. R denotes Reg. U.S. Pat. & TM
er i e r r o incarnations! office. All Rights Reserved.

SLEEP
enc r The registered trademark
e... Sleepwalkers, the trademark Be

.WALK
the Master of Horror Movie
Trivia, the distinctive design of

ERS
the gameboard and games cards,
and related proprietary rights are
owned by Horn Abbot Ltd, and used
in conjunction with games used
and sold under exclusive license to
Hasbro, Pawtucket, RI 02862. The
HASBRO and PARKER BROTHERS
names and logos are R & C 2010
Hasbro, Pawtucket, RI 02862.
All Rights Reserved. R denotes Reg.
US Pat. & TM Office.

SLEEP On each roll of the die, you

WALK
may select which direction
GAME PLAY ™ You can not move both forward and back you want to move Subsequent turns:
First turn: on the track in the same move. ™ You must along the track as Whenever you answer a category

EERS
RS
move the number of spaces shown on the you attempt to move headquarters question correctly, WINNING THE GAME
On your first turn, roll the die and select die. ™ Any number of tokens may occupy towards category put that mosaic tile into your slate. Once you’ve collected one symbol scoring tile in each category,
which direction you want to go and either the same space at the same time. ™ If symbols to try for But if you answer incorrectly, on your make your way to “The Void” and try to answer the game-
the inner or outer circle. Bear in mind, once you answer incorrectly, play passes scoring tiles in each next turn you must move out of that winning question. You must land in “The Void” by exact count; if
you do one complete revolution, you must to the player on your left. of the six symbols. category headquarters for a question you overshoot “The Void”, continue to nearest symbol; then, on
proceed to the other parallel wheel and
before re-entering and trying again for your next move, try again to hit “The Void” by exact count.
continue in the opposite direction
to the one you travelled on that tile piece. You do not have to try When you do hit “The Void”, the other players select the category
RULES OF PLAY If you
the other wheel. that same category immediately; you may of the game-winning question from the next card in the box.
For 2 to 4 players or teams/ADULTS land on a move elsewhere on the board and return Answer the question correctly, place your final, pawn tile in the
symbol, another to it later.
OBJECT slate, and you win! Answer it incorrectly and you must wait for
player will ask you a
To move along the circular track correctly answering questions, and There are 9 “Roll again” spaces on the your next turn, leave “The Void”, answer a question and then re-
question in that category:
to collect parts of the mosaic puzzle to correctly answering questions track. If you land on one, continue enter “The Void” again - by exact count! - for another question.
The other player draws the first
in each of the seven category “headquarters” (signified by the brown your turn by rolling the die and NOTE: Since a player continues his or her turn until a question is
card from the box and reads the question
symbols). To win, a player (or team) returns to “The Void” hub and moving again. answered incorrectly, it is possible for one player to move around the
next to the appropriate symbol. Answers
correctly answers the game-winning question in a category chosen are upside down on the question side of board and collect all six scoring tiles, then move into “The Void” and
by the other players. the each card. When done win the game - all on one turn. If this happens, any player who has not
with the question, place yet had a turn is permitted a chance to duplicate the feat and create a
EQUIPMENT tie. for the game-winning, final question.
the card in the back of
SLEEPWALKERS gameboarY™question and answer cards in box
the box, behind the other
™&six-sided diZ™28 mosaic tiles & 4 mosiac puzzle slates
cards. If you answer your
SETUP first question correctly, MOVING
Select one token and seven mosaic tiles, one in each of the six category continue your turn by THROUGH
symbols. Roll the die; the high roller goes first. All players start in “The rolling the die again and “THE VOID”
Void” hub in the top left of the board and proceed around the circle. moving that number You can not land on THE CATEGORIES ARE SYMBOL BASED...
Play moves in either direction around the track, of spaces. “The Void” until you have collected all six
mosaic tiles. If you do however have Full Moon - Directors 3/4 Moon - Exploitation Films
clockwise or counterclockwise. all six tiles in your slate, you may Half Moon - Controversy 1/4 Moon - Psychological Films
proceed to “The Void” and answer the
New Moon - Monster Films Bonus - Special Effects

on.
winning question (see right).

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