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How to turn letterhead,envelope and business cardinto a single visual presence.

Three documents,one look



2 of 10

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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




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





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.





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





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





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





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


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


GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558

Mr. Stan Parker


9576 Jackson Road

Napa, CA 94558






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

[email protected]


Richard L. Thompson

Electrical Engineer

tel 555.689.1546

fax 555.689.3486


3

4

3

5

6



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Before & After has been sharing its practical approach

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T h r e e d o c um en t s , o

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0 6 0 8 T h r e e d o c um en

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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

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n b u s i n e s s d o c um en t s .

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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

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T h r e e d o c um en t s , on el o ok 0 6 0 8


t s , on el o ok

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t i o )

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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 .



B ef or e &Af t er

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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

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b y e y e , a n

d

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c e t h e d

i a m o n

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a r k

a p h a n t o m

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m t h e l e f t

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T h i r d

A

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T o c o m

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a r d

t wi c

e a n

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o n

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t h e a d d r e

s s e e wi t h

t h e c o r n

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N o t e t h a t t h e

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r

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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

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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

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