7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 1/16
Before&Af ter ®
Continued One look 0608
Xi BAmagazine.com U
How to turn letterhead,envelope and business cardinto a single visual presence.
Three documents,one look
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 2/16
2 of 10
Before&Af ter ® Xi BAmagazine.com U
One look 0608
Three documents, one lookHow 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 ex—sometimes the type must be prominent, and
sometimes the mark must be prominent—you 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. We’ll show you what that means.
A
Mark Typeface
GENTXCorresponding
size
Uniform spacing
B
GENTXSYSTEMSMark and type are the same size
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 3/16
Before&Af ter ® Xi BAmagazine.com U
3 of 10 One look 0608
One look 3 of 10
Size and color
Type and mark have a size relation-
ship; at stationery size, type is theheight 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 you’ll see that the mark is
composed of three equal horizontal andvertical 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 straightlines have no thick-thin variation or
fussy detail.
GGENTXSYSTEMS
Horizontal
Mark and type share characteristics
A close look at the logo reveals a fabric of visual relationships designed to connectthe mark and type on several levels. Let’s look at each thread.
Vertical
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 4/16
Before&Af ter ® Xi BAmagazine.com U
4 of 10 One look 0608
One look 4 of 10
Letterhead
81 /2”x 11” (1:1.3 ratio)
Business card
31 /2”x 2” (1.75:1 ratio)
#10 Business envelope
91 /2”x 41 /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 keywill be to focus on the logo,
not the funny proportions.
Survey the eld
Although we’ve come to regard them as normal, U. S. stationery sizes are just plain odd—one’s fat, one’s small, one’s wide, and the envelope is unnecessarily large for the letter.
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 5/16
Before&Af ter ® Xi BAmagazine.com U
5 of 10 One look 0608
One look 5 of 10
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 [email protected]
Design the business card rst
The conned space of the business card makes it the most difcult to design;establish composition and spatial relationships here rst.
A) Place—Measure by eye, and
place the diamond mark a phantom
column from the left edge. This
distance connects the mark to thepage; the white corner amplies
the mark’s 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 nished cardis 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 BD
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 6/16
Before&Af ter ® Xi BAmagazine.com U
6 of 10 One look 0608
One look 6 of 10
To compensate for the letter-
head’s 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 asp net exating end mist of it snooling. Spaff forl is n’t cubular but
quastic, leam restart that can’t prebast. It’s tope, this ua nt 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 simp le, glead and tarm. Texture and
asp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam
restart that can’t prebast. It’s tope, this uant chasible.Silk, shast, la pe 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 asp 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 propersense of proportion, increase the distances between objects.
A
B
C
D
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 7/16
Before&Af ter ® Xi BAmagazine.com U
7 of 10 One look 0608
One look 7 of 10
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 exception—the
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 ParkerUniversal IT Services
9576 Jackson Road
Napa, CA 94558
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558
3 timesHalf
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 8/16
Before&Af ter ® Xi BAmagazine.com U
8 of 10 One look 0608
One look 8 of 10
All the same
The three documents now look and feel the same. Because they’re built on rationalrelationships, the look can be readily transferred to other documents like the CD.
Same name size
Same mark size
Same text size
Same alignmentSame 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 asp net exating end mist of it snooling. Spaff forl isn’t cubular but
quastic, leam restart that can’t prebast. It’s tope, this uant 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
asp net exating end mist of it snooling. Spaff forl isn’t cubular but quastic, leam
restart that can’t prebast. It’s tope, this uant 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 asp net exat-
ing end mist of it snooling.
Spaff forl isn’t cubular but quastic, leam restart that can’t prebast. It’s tope, this
uant 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 [email protected]
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
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 9/16
Before&Af ter ® Xi BAmagazine.com U
9 of 10 One look 0608
One look 9 of 10
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 tel555.689.1546 fax 555.689.3486 www.gentx.com
Mr. StanParker
UniversalIT Services
9576 JacksonRoad
Napa, CA 94558
DearMr. Parker:
Textureandasp net exatingend mist ofit snooling. Spaffforl isn’t cubularbut
quastic, leamrestart that can’t prebast. It’stope, thisuant chasible. Silk, shast, lape
andbehast thethin chack. “It haslarch to say fan.” Why?Elesara andorder isfay of
alm. A cardwhint not oogumorb ont. Pretty simple, gleadand tarm. Textureand
aspnet exatingend mist ofit snooling. Spaffforlisn’t cubularbut quastic, leam
restart that can’t prebast. It’stope, thisuant chasible.Silk, shast, lapeand behast
thethin chack. “It haslarch to say fan.” Why?Elesara andorder isfay of alm. A card
whint not oogumorbont. Pretty simple, glead andtarm. Textureand aspnet exat-
ingend mist ofit snooling.
Spaffforl isn’t cubularbut quastic, leamrestart that can’t prebast. It’stope, this
uant chasible. Silk, shast, lapeand behast thethinchack. “It haslarch to say
fan.” Why?Elesara andord eris fay ofalm. A cardwhint not oogumorbont. Pretty
simple, gleadand tarm.
Sincerely,
RichardL. Thompson
ElectricalEngineer
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558 www.gentx.com
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail [email protected]
3
4
3
5
6
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 10/16
Before&Af ter
10 of 10 | Printing formats
® Xi BAmagazine.com U
One look 0608
One look 10 of 10One 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
Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
Fax 916-784-3995
E-mail [email protected]
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
us. For permission to include all or part of this article in
another work, please contact us.
Subscribe to Before & After
Did you enjoy this article? Subscribe, and
become a more capable, condent designer
for pennies per article. To learn more, go to
http://www.bamagazine.com/Subscribe
E-mail this articleTo pass along a free copy of this article to
others, click here.
Join our e-list
To be notied by e-mail of new articles as
they become available, go to
http://www.bamagazine.com/email
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 11/16
Before&Af ter ®
Back | Paper-saver format
Xi BAmagazine.com U
For paper-saver formatPrint: (Specify pages 12–16)
For presentation formatPrint: (Specify pages 1–10)
Before & After is made to t your binder
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,
suitable for one- or two-sided printing, is provided on the following pages.
Format: Landscape
Page Size: Fit to Page
Save
Presentation format or
Paper-saver format
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 12/16
B ef or e &Af t er
| www. b
a m a g a z i n
e . c
o m
1 o f
5
T h r e e d o c um en t s , o
n el o ok 0 6 0 8
0 6 0 8 T h r e e d o c um en
t s , on el o ok
T h i s l o g o c on s i s t s o
f a d i a m on d - s h a p e d “ m a r k ” a n d d i s t i n c t i v e t y p ef a c e.
B e c a u s e a l o g om u s t ex— s om e t i m e s t h e t y p em
u s t b e pr omi n en t , a n d
s om e t i m e s t h em a r k m u s t b e pr omi n en t — y o um u s t e s t a b l i s h r a t i on a l s i z e
r el a t i on s h i p s .I n t h e ex a m pl e s a b ov e ,A ) t y p ei s t h eh ei gh t of t h eh or i z on t a l
b a n d s , a n d B ) m a r k
a n d t y p ef a c e a r e t h e s a m eh e
i gh t .
L e t t er h e a d , env el o
p e an d b u s i n e s s c ar d ar e t h e t h r e em o s t c omm o
n b u s i n e s s d o c um en t s .
T h e y ar e al w a y s d e
s i gn e d a s a p a c k a g e , y e t
t h e y ar er e al l y q ui t e d i f f er en t ; t h e y d i f f er gr e a t l y
i n s i z e an d h av ev e
r y d i f f er en t pr o p or t i on s
.D e s pi t e t h i s , t h e s e d o c um en t s m u s t l o o k an d
f e el t h e s am e .T h e k e yi s t o e s t a b l i s h r a t i on
al an d r e p e t i t i v evi s u al r el a t i on s h i p s b e t w e en
m ar k , t y p e an d t h e
s p a c e s t h e y o c c u p y .W e
’ l l s h ow y o uwh a t t h a t m
e an s .
A
M
a r k
T y p ef a c e
GE N
T X
C o r r e
s p o n
d i n
g s i z e
U n i f o r m
s p a c i n
g
B GE
NT X S Y S T E M S
M a r k
a n
d
t y p e a r e
t h e s a m
e s i z e
H ow
t o t ur nl e t t er h e a d ,
env e
l o p e an d b u s i n e s s c ar d
i n t o
a s i n gl evi s u
al pr e s en c e
.
T h
r e e d o
c u m e n t s ,
o n e
l o o
k
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 13/16
B ef or e &Af t er
| www. b
a m a
g a z i n
e . c
o m
2 o f
5
T h r e e d o c um en t s , on el o ok 0 6 0 8
0 6 0 8 T h r e e d o c um en
t s , on el o ok
GE NT X
S Y S T E M S
S i z e a n d c ol or
T y p e a n
d m
a r k h
a v e
a s i z er e l a
t i o n -
s h i p
; a t s t a t i o n
e r y
s i z e , t y p e i s
t h e
h e i g h
t o f
t h e h
o r i z o n
t a l
b a n
d s . C o m-
m o n c ol or s
c r e
a t e a s t r o n
g v i s
u a l
l i n k
t h a t c a n
c a r r y
a c r o
s s s p a t i a l d i s -
t a n
c e s a n
d f r o m
p a g e t o p a g e .
D
i v i s i on s of s p a c e
S q u i n t a n
d y o u ’ l l
s e e t h a t t h e m
a r k i
s
c o m p
o s e d o f
t h r e
e e q u a l h
o r i z o n
t a l
a n d
v e r t i c
a l
s e g m
e n
t s .T h
e s e p h a n t o m r
o w s
a n
d c o l u mn
s h
a v e r e
a l
p r e
s e n
c e a n
d wi l l
b e u s e d t o g o v e r n
d i s t a n
c e s b e t w e e n
e l
e m e n
t s o n
t h e p a g e .
S h a p e a n d s t y l e
T y p e a n
d m
a r k h
a v
e a s t y l er e l a -
t i o n
s h i p
; s i m p l e
c i r c l e
s a n
d s t r a i g h
t
l i n e s h
a v e n
o t h i c k - t h i n v
a r i a
t i o n
o r
f u s s y d e t a i l .
G
H o r i z o n
t a l
M a r k a n d t y p e s h a r e c h a r a c t er i s t i c s
A c l o s el o o k a t t h el o g or ev e al s af a b r i c of vi s u al r el a t i on s h i p s d e s i g
n e d t o c onn e c t
t h em ar k an d t y p e
on s ev er al l ev el s .L e t ’ s l o
o k a t e a c h t h r e a d .
V e r t i c
a l
L e t t er h e a d
8 1 / 2 ”
x1 1 ”
( 1 : 1 . 3 r a
t i o )
B u s i n e s s c a r d
3 1
/ 2 ” x2 ”
( 1 .7
5 : 1 r a
t i o )
# 1 0 B u s i n e s s env el o p
e
9 1 / 2 ” x4 1 / 8 ” ( 2 . 3 : 1 r a
t i o )
O ur t a s k i s t om a k e t h e s e
t h r e e o d d b a l l f or m a t s ( f o ur ,
i f y o ui n c l u d e a m a i l i n gl a b el )
l o ok a n d f e el a s on e.T h ek e y
wi l l b e t of o c u s on t h el o g o ,
n o t t h ef unn y pr o p or t i on s .
S ur v e y t h e el d
A l t h o u gh w e’ v e c om e t or e g ar d t h em a s n or m al , U . S . s t a t i on er y s i z
e s ar e j u s t pl ai n o d d —
on e’ s f a t , on e’ s s m a
l l , on e’ s wi d e , an d t h e env el o p ei s unn e c e s s ar i l y
l ar g ef or t h el e t t er .
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 14/16
B ef or e &Af t er
| www. b
a m a
g a z i n
e . c
o m
3 o f
5
T h r e e d o c um en t s , on el o ok 0 6 0 8
0 6 0 8 T h r e e d o c um en
t s , on el o ok
GE NT X S Y S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8 www. g e n t x . c o m
GE NT X S Y
S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8 www. g e n t x . c o m
Ri ch ar d L .T h om p s on
E l e c t r i c a l E n g i n e e r
t e l 5 5 5 . 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 . 3 4 8 6
m a i l r i c h a r d t @ g e n t x . c o m
D e s i gn t h e b u s i n e
s s c a r d r s t
T h e c on n e d s p a c e of t h e b u s i n e s s c ar d m a k e s i t t h em o s t d i f c ul t t o d e s i gn ;
e s t a b l i s h c om p o s i t
i on an d s p a t i al r el a t i on s h i p s h er e r s t .
A ) P l a c e—
M e a s u r e
b y e y e , a n
d
p l a
c e t h e d
i a m o n
d m
a r k
a p h a n t o m
c o l u mn f r o
m t h e l e f t
e d g e .T h i s
d i s t a n
c e c o n n e
c t s t h e m
a r k
t o t h e
p a g e ; t h e w
h i t e c o r n
e r
a m
p l i
e s
t h e m
a r k ’ s
t r i a n
g u l a r
s h a p e .
B ) R e p e a t
t h e m
a r g i n
o n
t o p , a n
d
a l i g n
t h e n
a m e
a n
d a d d r e
s s .
C ) S t e p t h
e m a r k
o n
c e t o t h e r i g h
t .
T h i s wi l l
d e
s i g n a t e t h e t y p e g u i d
e .
D ) S e t t h e
t y p e a l i g n
e d l e f t
t o
t h e t y p e g u
i d e a n
d t h e t o p o f
t h e
m a r k .N
o t e
t h a t t h e n i s h
e d c a r d
i s a d e s i g n
o f r a t i o n a l r e l a
t i o n -
s h i p
s b a s e
d o n t h e p r i m
a r y v i s u
a l
o b j e c t , t h e
m a r k .T h
e s e r e l a
t i o n -
s h i p
s c a n n
o w b e r e
p e a t e d o n
o t h e r
d o c u
m e n
t s .
GE NT X S Y S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8 www. g e n t x . c o m
T h i r d
A
B
C
B
D
T o c o m
p e n
s a t e f o r
t h e l e
t t e r -
h e a d ’ s
g r e
a t e r d i s t a n
c e s :
A ) P l a c e t
h e m a r k h a l f i t s
wi d
t h i n
,n
o t a t h i r d .
B ) R e p e a t t h e r e
s u l t i n
g m
a r -
g i n
o n
t h e
t o p a s b e f o r e .
C ) S t e p t h
e m a r k
d o wn w
a r d
t wi c
e a n
d o v e r
o n
c e .
D ) Al i gn
t h e a d d r e
s s e e wi t h
t h e c o r n
e r .
N o t e t h a t t h e
t y p e a n
d m
a r k
s i z e s h
a v e
n o t c h
a n
g e d .
Mr . S t anP ar k e
r
Uni v er s al I T S er vi c e s
9 5 7 6 J a c k s onR
o a d
N a p a , C A 9 4 5 5
8
D e ar Mr .P ar k er :
T ex t ur e an d a s pn e t ex a t i n g en d mi s t of i t s n o ol i n g . S p
af f f or l i s n’ t c u b ul ar b u t
q u a s t i c ,l e amr e s t ar t t h a t c an’ t pr e b a s t .I t ’ s t o p e , t h i s u
an t c h a s i b l e . S i l k , s h a s t ,l a p e
an d b eh a s t t h e t h i n c h a c k .“ I t h a s l ar c h t o s a yf an .” Wh y
? E l e s ar a an d or d er i s f a y of
al m .A c ar d wh
i n t n o t o o g um or b on t .P r e t t y s i m pl e , gl e
a d an d t ar m .T ex t ur e an d
a s pn e t ex a t i n g en d mi s t of i t s n o ol i n g . S p af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e am
r e s t ar t t h a t c an’ t pr e b a s t .I t ’ s t o p e , t h i s u an t c h a s i b l e . S
i l k , s h a s t ,l a p e an d b eh a s t
t h e t h i n c h a c k
.“ I t h a s l ar c h t o s a yf an .” Wh y ? E l e s ar a an
d or d er i s f a y of al m .A c ar d
wh i n t n o t o o g um or b on t .P r e t t y s i m pl e , gl e a d an d t ar m
.T ex t ur e an d a s pn e t ex a t -
i n g enmi s t of
i t s n o ol i n g .
S p af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e amr e s t ar t t h a t c an
’ t pr e b a s t .I t ’ s t o p e , t h i s
G
E NT X S Y S T E M S
3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
t e l 5 5 5
. 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 . 3 4 8 6
www. g e n t x . c o m
H a l f
L e t t er h e a d n ex t
R e p e a t t h e b u s i n e s
s c ar d c om p o s i t i on on t h el e t t er h e a d .T or e t ai n a pr o p er
s en s e of pr o p or t i on ,i n c r e a s e t h e d i s t an c e s
b e t w e en o b j e c t s .
AB
C
D
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 15/16
B ef or e &Af t er
| www. b
a m a
g a z i n
e . c
o m
4 o f
5
T h r e e d o c um en t s , on el o ok 0 6 0 8
0 6 0 8 T h r e e d o c um en
t s , on el o ok
F i n a l l y , t h e env el o
p e
R e p e a t a g ai n on t h e env el o p e , c om p en s a t i n g onl yf or i t s v er ywi d e
pr o p or t i on s .
T h i s r e p e t i t i oni s t h
e k e y t o d e s i gni n g a c oh
e s i v e b u s i n e s s s y s t em .
T h
e e n v
e l o
p e r e t a i n
s t h e
s a m
e s p a t i a l p r o
p o r t i o n
s a n
d
p l a
c e m
e n
t
a s t h e l e
t t e r h
e a d
wi t h
o n
e e
x c e p t i o n —
t h e
m a r k
s t e p s t o t h e r i g h
t t h r e
e
t i m e s ,n
o t j u s t o n
c e , t o g e t
t h e a d d r e
s
s i n t o t h e mi d
d l e
o f
t h e e n v e
l o p e .N
o t e t h a t
t h e t y p e a n
d m a r k
s i z e s
h a v e n
o t c h
a n g e d .
Mr . S t anP ar k er
Uni v er s al I T S er vi c e s
9 5 7 6 J a c k s onR o a d
N a p a , C A 9 4 5 5 8
GE N
T X S Y S T E M S
3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
3 t i m e s
H
a l f
Al l t h e s a m e
T h e t h r e e d o c um en t s n owl o o k an d f e el t h e s am e .B e c a u s e t h e y’ r e b ui l t onr a t i on al
r el a t i on s h i p s , t h el o o k c an b er e a d i l y t r an s f er r e d t o o t h er d o c um en
t s l i k e t h e C D .
S a m en a m e s i z e
S a m em a r k s i z e
S a m e t ex t s i z e
S a m e a l i gnm en t
S a m e c ol or s
GE NT X S Y S T E M S
3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
t e l 5 5 5 . 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 .
3 4 8 6
www. g e n t x . c o m
Mr . S t anP ar k er
Uni v er s al I T S er vi c e s
9 5 7 6 J a c k s onR o a d
N a p a , C A 9 4 5 5 8
D e ar Mr .P ar k er :
T ex t ur e an d a s pn e t ex a t i n g en d mi s t of i t s n o ol i n g . S p af f f or l i s n’ t c u b ul ar b u t
q u a s t i c ,l e amr e s t ar t t h a t c an’ t
pr e b a s t .I t ’ s t o p e , t h i s u an t c h a s i b l e . S i l k , s h a s t ,l a p e
an d b eh a s t t h e t h i n c h a c k .“ I t h
a s l ar c h t o s a yf an .” Wh y ? E l e s ar a an d or d er i s f a y o
f
al m .A c ar d wh i n t n o t o o g um o
r b on t .P r e t t y s i m pl e , gl e a d an d t ar m .T ex t ur e an d
a s pn e t ex a t i n g en d mi s t of i t
s n o ol i n g . S p af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e am
r e s t ar t t h a t c an’ t pr e b a s t .I t ’ s t o
p e , t h i s u an t c h a s i b l e . S i l k , s h a s t ,l a p e an d b eh a s t
t h e t h i n c h a c k .“ I t h a s l ar c h t o s a yf an .” Wh y ? E l e s ar a an d or d er i s f a y of al m .A c ar d
wh i n t n o t o o g um or b on t .P r e t t y s i m pl e , gl e a d an d t ar m .T ex t ur e an d a s pn e t ex a
t -
i n g en d mi s t of i t s n o ol i n g .
S p af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e amr e s t ar t t h a t c an’ t pr e b a s t .I t ’ s t o p e , t h i s
u an t c h a s i b l e . S i l k , s h a s t ,l a p e an d b eh a s t t h e t h i n c h a c k .“ I t h a s l ar c h t o s a y
f an .” Wh y ? E l e s ar a an d or d er i s
f a y of al m .A c ar d wh i n t n o t o o g um or b on t .P r e t t y
s i m pl e , gl e a d an d t ar m .
S i n c er el y ,
R i c h ar d L .T h om p s on
E l e c t r i c al E n gi n e er
GE NT X
S Y S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8 www. g e n t x . c o m
Ri ch ar d L .T h om p s on
E l e c t r i c a l E n g i n e e r
t e l 5 5 5 . 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 . 3 4 8 6
m a i l r i c h a r d t @ g e n t x . c o m
GE NT X S Y S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
Mr . S t anP ar k er
Uni v er s al I T S er vi c e s
9 5 7 6 J a c k s onR o a d
N a p a , C A 9 4 5 5 8
GE NT X S Y S T E M S
3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
www. g e n t x . c o
m
7/29/2019 Before and After 0608
http://slidepdf.com/reader/full/before-and-after-0608 16/16
B ef or e &Af t er | www. b a
m a g a z i n e . c o m
5 o f 5
T h r e e d o c um en t s , on
el o ok 0 6 0 8
0 6 0 8 T h r e e d o c um en
t s , on el o ok
T y p
ef a c e s
1 A v e n i r 3 5 L i g h t | 8 p t
2 A
v e n i r 9 5 B l a c k | 8 p t
3 H
e l v e t i c a N e u e L i g h t C o n d | 8 p t
4 H
e l v e t i c a N e u e H e a v y | 8 / 9 . 5 p t
5 H
e l v e t i c a N e u e M e d C o n d | 8 / 9 . 5 p t
6 U
t o p i a R e g u l a r | 1 0 / 1 3 p t
Ar t i c l er e s o ur c e s
C ol or s
C 2 5 M 0 Y 9 5 K 0
C 6 0 M2 0 Y 2 5 K 3 5
7 8
1 7 2
8
GE NT X S Y S T E M S
3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8
t e l 5 5 5 . 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 . 3 4 8 6
www. g e n t x . c o m
Mr . S t anP ar k er
Uni v er s al I T S er vi c e s
9 5 7 6 J a c k s onR o a d
N a p a , C A 9 4 5 5 8
D e ar Mr .P ar k er :
T ex t ur e an d a s pn e t ex a t i n g en d mi s t of i t
s n o ol i n
g . S p af f f or l i s n’ t c u b ul ar b u t
q u a s t i c ,l e amr e s t ar t t h a t c an’ t
pr e b a s t .I t ’ s t o p e , t h i s u an t c h a s i b l e . S i l k , s h a s t ,l a p e
an d b eh a s t t h e t h i n c h a c k .“ I t h a s l ar c h t o s
a yf an .” Wh
y ? E l e s ar a an d or d er i s f a
y of
al m .A c ar d wh i n t n o t o o g um or b on t .P r e t t
y s i m pl e , gl e a d an d t ar m .T ex t ur e an d
a s pn e t ex a t i n g en d mi s t of i t s n o ol i n
g . S p
af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e am
r e s t ar t t h a t c an’ t
pr e b a s t .I t ’ s t o p e , t h i s u an t c h a s i b l e . S i l k , s h a s t ,l a
p e an d b eh a s t
t h e t h i n c h a c k .“ I t h a s l ar c h t o s a yf an .” Wh
y ? E l e s ar a an d or d er i s f a
y of al m .A c ar d
wh i n t n o t o o g um or b on t .P r e t t y s i m pl e ,
gl e a d an d t ar m .T ex t ur e an d a s pn e t ex a t -
i n g en d mi s t of i t s n o ol i n
g .
S p af f f or l i s n’ t c u b ul ar b u t q u a s t i c ,l e amr e s
t ar t t h a t c an’ t
pr e b a s t .I t ’ s t o p e , t h i s
u an t c h a s i b l e . S i l k , s h a s t ,l a
p e an d b eh a s t
t h e t h i n c h a c k .“ I t h a s l ar c h t o s a y
f an .” Wh
y ? E l e s ar a an d or d er i s f a
y of al m .A
c ar d wh i n t n o t o o g um or b on t .P r e t t y
s i m pl e , gl e a d an d t ar m .
S i n c er el y ,
R i c h ar d L .T h om
p s on
E l e c t r i c al E n
gi n e er
r i c h ar d t @ g en t x . c om
GE NT X S Y S T E M S 3 7 5 6 E s t e r W a y ,N a p a , C A 9 4 5 5 8 www. g e n t x . c o m
R
i ch ar d L .T h om p s on
E l e c t r i c a l E n g i n e e r
t e l 5 5 5 . 6 8 9 .1 5 4 6
f a x 5 5 5 . 6 8 9 . 3 4 8 6
m a i l r i c h a r d t @ g e n t x . c o m
3
4 3 5 6
B ef or e &Af t er m a g
a z i n e
B e f o r e & A f t e r h a s b e e
n s h a r i n g i t s p r a c t i c a l a p p r o a c h
t o g r a p h i c d e s i g n s i n c e 1 9 9 0 .B e c a u s e o u r m o d e r n w o r l d
h a s m a d e d e s i g n e r s o f u s a l l ( r e a d y o r n o t ) ,B e f o r e &
A f t e r i s d e d i c a t e d t o m
a k i n g g r a p h i c d e s i g n u n d e r s t a n d
-
a b l e , u s e f u l a n d e v e n f u n f o r e v e r y o n e .
J oh nM c W a d eP u b l i s
h e r a n d c r e a t i v e d i r e c t o r
G a y eM c W a d eA s s o c
i a t e p u b l i s h e r
V i n c en t P a s c u a l S t a
f f d e s i g n e r
D ex t er M a r k A b el l e
r a S t a f f d e s i g n e r
E d i t o r i a l b o a r d Gw en
Am o s , C a r l Wi n t h er
B ef or e &Af t er m a g
a z i n e
3 2 3 L i n c o l n S t r e e t ,R o s e v i l l e , C A 9 5 6 7 8
T e l e ph on e 9 1 6 -7 8 4 - 3 8 8 0
F a x 9 1 6 -7 8 4 - 3 9 9 5
E - m a i l m a i l b o x @ b a m a
g a z i n e . c o m
www h t t p : / / www. b a m
a g a z i n e . c o m
C o p y r i gh t ©2 0 0 5 B e
f or e &Af t er m a g a z i n e ,I S S N
1 0 4 9 - 0 0 3 5 .Al l r i gh t s r e s er v e d
Y o u m a y p a s s t h i s a r t i c l e a r o u n d , b u t y o u m a y n o t a l t e r
i t , a n d y o u m a y n o t c h
a r g e f o r i t .Y o u m a y q u o t e b r i e f
s e c t i o n s f o r r e v i e w.I f y o u d o t h i s , p l e a s e c r e d i t B e f o r e
& A f t e r m a g a z i n e , a n d
l e t u s k n o w.T o f e a t u r e f r e e
B e f o r e & A f t e r a r t i c l e s
o n y o u r W e b s i t e , p l e a s e c o n t a c t
u s .F o r p e r mi s s i o n t o i n c l u d e a l l o r p a r t o f t h i s a r t i c l e i n
a n o t h e r w o r k , p l e a s e c o n t a c t u s .
S u b s c r i b e t oB ef or e
&Af t er
Di d y o u en j o y t h i s ar t i c
l e ? S u b s c r i b e , an d
b e c om e am or e c a p a b l e , c on d en t d e s i gn er
f or p enni e s p er ar t i c l e .
T ol e ar nm or e , g o t o
h t t p : / / www . b am a g az i n e . c om / S u b s c r i b e
E - m a i l t h i s a r t i c l e
T o p a s s al on g af r e e c o p y of t h i s ar t i c l e t o
o t h er s , c l i c k h er e .
J oi n o ur e- l i s t
T o b en o t i e d b y e-m ai l of n ew ar t i c l e s a s
t h e y b e c om e av ai l a b l e , g o t o
h t t p : / / www . b am a g az i n e . c om / em ai l