Tài liệu DesignTalk - Six Design Ideas docx

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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฀
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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 make—just trace and fill—and can be assembled from several images.
Logo฀฀Silhouette฀turns฀a฀photo฀into฀฀
a฀storytelling฀logo
There’s฀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฀flipped฀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.
Jennifer’s
Doggie Gym
Jennifer’s
Doggie Gym
2245฀West฀Manchester฀Rd.
Columbus,฀IN฀47201฀
P฀815.123.4567
F฀812.123.5678฀
jen@doggiegym.com
Design talk 2 of 9
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3 of 9
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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฀perspective — as฀
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, butterflies, 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 from 2–3 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, butterflies, 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 from 2–3 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
You’ve whipped out an inexpensive,
black & white flier, but its cute little
animals are starting to take over;
they’re bolder than the text! Here’s a
quick fix: Instead of redesigning, just
lower their opacity, and watch them
quietly recede.
Layout฀฀Too฀many฀focal฀points?฀Don’t฀redesign;฀
just฀send฀’em฀to฀the฀back!
Design talk 3 of 9
Before&After฀
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4 of 9
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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 device—four letters, each
skinnier than the one before. Lowercase says young;
extra space between letters keeps the setting light.
Logo฀Coca-Cola฀Zero’s฀new฀logotype฀
looks฀like฀what฀it฀says!
Fat฀.฀.฀.฀.฀.฀.฀.฀.฀.฀.฀sip,฀sip,฀sip,฀sip,฀sip,฀sip฀.฀.฀.฀.฀.฀.฀.฀.฀.฀.฀thin
The฀cold฀silver฀outline฀adds฀
chill฀(zero’s฀marketing฀slogan)฀
to฀the฀image฀and฀physical฀
dimension฀similar฀to฀Coca-Cola.
Design talk
4 of 9
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5 of 9
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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
Motorola’s University Market Cafe no longer exists, but that’s not
because of its handsome signage. The card’s serene beauty is the result
of its graphical similarities; you use only a few different elements—
color, shape, line, space—and 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
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6 of 9
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We’re not big fans of ghosted logos,
which are normally overlaid by text as
shown here, weakening (or obscuring)
the image and complicating reading.
But here’s a great exception. It’s a note
pad that shows off your logo and lets the
reader cover it up—s-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 Shield of California
An฀Independent฀Member฀of฀the฀Blue฀Shield฀Association
®
Repeat฀logo
3฀
1
⁄2
“
7
“
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฀light—10%฀opacity฀
is฀a฀good฀place฀to฀start.
Design talk 6 of 9
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7 of 9
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Layout฀฀Super-simple฀brochure฀layout฀will฀have฀
your฀cash฀register฀ringing
It’s฀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. It’s handsome and—this is
especially nice—really easy to do.
Repetitive฀format฀is฀effective฀and฀blissfully฀easy— same฀size,฀same฀position,฀page฀after฀page.฀Note฀the฀following฀.฀.฀.
3฀
1
⁄2
“
5
“
Design talk 7 of 9
Before&After฀
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

8 of 9
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Design฀talk฀฀฀ 0619
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Typefaces
1฀(a–b)฀Hobo฀Std฀Medium฀|฀a)฀12.75฀pt,฀฀
b)฀18.5฀pt
2฀
Caliban฀Std฀Regular฀|฀10/11฀pt
3฀(a–c)฀Acme฀Animals฀Regular฀
a)฀165฀pt,฀b)฀125฀pt,฀c)฀140฀pt
4฀
Utopia฀Bold฀|฀26฀pt
5฀(a–b)฀ITC฀Motter฀Corpus฀MM฀฀
a)฀75/54฀pt,฀b)฀14฀pt
6฀(a–b)฀
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
Jennifer’s
Doggie Gym
2245฀West฀Manchester฀Rd.
Columbus,฀IN฀47201฀
P฀815.123.4567
F฀812.123.5678฀
jen@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, butterflies, 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 from 2–3 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฀
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9 of 9 |฀ Printing formats
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Design฀talk฀฀฀ 0619
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Before฀&฀After฀magazine฀฀
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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.฀฀
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Gaye฀McWade฀Associate฀publisher
Vincent฀Pascual฀Staff฀designer
Dexter฀Mark฀Abellera฀Staff฀designer
Design฀advisor฀Gwen฀Amos฀
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1฀ of฀ 5
Design฀Talk฀Six฀Design฀Ideas฀ 0619
0619
฀ Design฀Talk฀Six฀Design฀Ideas
SixDesignIdeas
Storytelling Logo Beautiful Card
Quick Flier
S
Great Note Pad

Expressive Typography Simple Brochure
DesignTalk
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 make—just trace and fill—and can be assembled from several images.
Logo฀฀Silhouette฀turns฀a฀photo฀into฀฀
a฀storytelling฀logo
There’s฀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฀flipped฀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.
Jennifer’s
Doggie Gym
Jennifer’s
Doggie Gym
2245฀West฀Manchester฀Rd.
Columbus,฀IN฀47201฀
P฀815.123.4567
F฀812.123.5678฀
jen@doggiegym.com
Before&After฀|฀www.bamagazine.com
2฀ of฀ 5
Design฀Talk฀Six฀Design฀Ideas฀ 0619
0619
฀ Design฀Talk฀Six฀Design฀Ideas
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฀perspective—as฀
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, butterflies, 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
Hutchin s฀Street฀Square
Class enrollment is $40, and starts
Wednesdays from 2–3 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, butterflies, 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
Hutchin s฀Street฀Square
Class enrollment is $40, and starts
Wednesdays from 2–3 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
You’ve whipped out an inexpensive,
black & white flier, but its cute little
animals are starting to take over;
they’re bolder than the text! Here’s a
quick fix: Instead of redesigning, just
lower their opacity, and watch them
quietly recede.
Layout฀฀Too฀many฀focal฀points?฀Don’t฀redesign;฀
just฀send฀’em฀to฀the฀back!
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 device—four letters, each
skinnier than the one before. Lowercase says young;
extra space between letters keeps the setting light.
Logo฀Coca-Cola฀Zero’s฀new฀logotype฀
looks฀like฀what฀it฀says!
Fat฀.฀.฀.฀.฀.฀.฀.฀.฀.฀.฀sip,฀sip,฀sip,฀sip,฀sip,฀sip฀.฀.฀.฀.฀.฀.฀.฀.฀.฀.฀thin
The฀cold฀silver฀outline฀adds฀
chill฀(zero’s฀marketing฀slogan)฀
to฀the฀image฀and฀physical฀
dimension฀similar฀to฀Coca-Cola.
Before&After฀|฀www.bamagazine.com
3฀ of฀ 5
Design฀Talk฀Six฀Design฀Ideas฀ 0619
0619
฀ Design฀Talk฀Six฀Design฀Ideas
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
Motorola’s University Market Cafe no longer exists, but that’s not
because of its handsome signage. The card’s serene beauty is the result
of its graphical similarities; you use only a few different elements—
color, shape, line, space—and repeat them. The similarities, like twins,
naturally harmonize. Have a look:
Layout฀฀Its฀visual฀similarities฀make฀it฀beautiful—฀
and฀beautifully฀simple!
We’re not big fans of ghosted logos,
which are normally overlaid by text as
shown here, weakening (or obscuring)
the image and complicating reading.
But here’s a great exception. It’s a note
pad that shows off your logo and lets the
reader cover it up—s-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 Shield of California
An฀Independent฀Member฀of฀the฀Blue฀Shield฀Association
®
Repeat฀logo
3฀
1
⁄2
“
7
“
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฀light—10%฀opacity฀
is฀a฀good฀place฀to฀start.
Before&After฀|฀www.bamagazine.com
4฀ of฀ 5
Design฀Talk฀Six฀Design฀Ideas฀ 0619
0619
฀ Design฀Talk฀Six฀Design฀Ideas
Layout฀฀Super-simple฀brochure฀layout฀will฀have฀
your฀cash฀register฀ringing
It’s฀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. It’s handsome and—this is
especially nice—really easy to do.
Repetitive฀format฀is฀effective฀and฀blissfully฀easy— same฀size,฀same฀position,฀page฀after฀page.฀Note฀the฀following฀.฀.฀.
3฀
1
⁄2
“
5
“
Typefaces
1฀(a–b)฀
Hobo฀Std฀Medium฀|฀a)฀12.75฀pt,฀฀
b)฀18.5฀pt
2฀
Caliban฀Std฀Regular฀|฀10/11฀pt
3฀(a–c)฀
Acme฀Animals฀Regular฀
a)฀165฀pt,฀b)฀125฀pt,฀c)฀140฀pt
4฀
Utopia฀Bold฀|฀26฀pt
5฀(a–b)฀
ITC฀Motter฀Corpus฀MM฀฀
a)฀75/54฀pt,฀b)฀14฀pt
6฀(a–b)฀
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
Jennifer’s
Doggie Gym
2245฀West฀Manchester฀Rd.
Columbus,฀IN฀47201฀
P฀815.123.4567
F฀812.123.5678฀
jen@doggiegym.com
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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, butterflies, 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
Hutch ins฀S treet ฀Squa re
Class enrollment is $40, and starts
Wednesdays from 2–3 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
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