BAmagazine.com
i U X
Three documents,
one look
How to turn letterhead,
envelope and business card
into a single visual presence.
Continued
Continued
One look
0608
Before&After
BAmagazine.com
i U X
Mark
Corresponding
size
Typeface
GENTX
A
Uniform spacing
GENTXSYSTEMS
Mark and type are the same size
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. Well show you what that means.
2 of 10
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One look
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3 of 10
i U X
A close look at the logo reveals a fabric of visual relationships designed to connect
the mark and type on several levels. Lets look at each thread.
GENTX
SYSTEMS
G
Shape and style
Type and mark have a style relationship; simple circles and straight
lines have no thick-thin variation or
fussy detail.
Horizontal
Vertical
Divisions of space
Squint and youll see that the mark is
composed of three equal horizontal and
vertical segments. These phantom rows
and columns have real presence and will
be used to govern distances between
elements on the page.
3 of 10
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i U X
Although weve come to regard them as normal, U. S. stationery sizes are just plain odd
ones fat, ones small, ones wide, and the envelope is unnecessarily large for the letter.
Letterhead
8 1/2x 11 (1:1.3 ratio)
Business card
3 1/2x 2 (1.75:1 ratio)
4 of 10
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i U X
The confined space of the business card makes it the most difficult to design;
establish composition and spatial relationships here first.
Third
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
5 of 10
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i U X
Letterhead next
B
GENTXSYSTEMS 3756 Ester Way, Napa, CA 94558
Universal IT Services
9576 Jackson Road
Napa, CA 94558
Half
Dear Mr. Parker:
Texture and flasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leam restart that cant prebast. Its tope, this fluant 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
flasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fluant 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 flasp net exating en mist of it snooling.
6 of 10
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0608
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7 of 10
i U X
Repeat again on the envelope, compensating only for its very wide proportions.
This repetition is the key to designing a cohesive business system.
Half
3 times
7 of 10
One look
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One look
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8 of 10
i U X
The three documents now look and feel the same. Because theyre built on rational
relationships, the look can be readily transferred to other documents like the CD.
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
Same
Same
Same
Same
Same
name size
mark size
text size
alignment
colors
Universal IT Services
9576 Jackson Road
Napa, CA 94558
Texture and flasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leam restart that cant prebast. Its tope, this fluant 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
flasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fluant 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 flasp net exat-
Universal IT Services
Spaff forl isnt cubular but quastic, leam restart that cant prebast. Its tope, this
fluant 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
8 of 10
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9 of 10
i U X
Article resources
1
2
3
Typefaces
1 Avenir 35 Light | 8 pt
2 Avenir 95 Black | 8 pt
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
7
8
Colors
7
C25 M0 Y95 K0
Richard L. Thompson
Electrical Engineer
richardt@gentx.com
9 of 10
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One
One look
look
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10
10 of
of 10
10
i U X
10 of 10
Printing formats
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i U X
Print
Format: Landscape
Page Size: Fit to Page
Save
Presentation format or
Paper-saver format
Back
Paper-saver format
Corresponding
size
Mark
Typeface
0608
Three documents,
one look
How to turn letterhead,
envelope and business card
into a single visual presence.
GENTXSYSTEMS
Mark and type are the same size
GENTX
Uniform spacing
1 of 5
Before&After | www.bamagazine.com
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. Well show you what that means.
Horizontal
Vertical
Divisions of space
Squint and youll see that the mark is
composed of three equal horizontal and
vertical segments. These phantom rows
and columns have real presence and will
be used to govern distances between
elements on the page.
0608
A close look at the logo reveals a fabric of visual relationships designed to connect
the mark and type on several levels. Lets look at each thread.
GENTX
SYSTEMS
Business card
3 1/2x 2 (1.75:1 ratio)
2 of 5
Before&After | www.bamagazine.com
Although weve come to regard them as normal, U. S. stationery sizes are just plain odd
ones fat, ones small, ones wide, and the envelope is unnecessarily large for the letter.
Letterhead
8 1/2x 11 (1:1.3 ratio)
Third
Napa, CA 94558
Universal IT Services
D
Mr. Stan Parker
Half
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
Texture and flasp net exating end mist of it snooling. Spaff forl isnt cubular but
quastic, leam restart that cant prebast. Its tope, this fluant 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
flasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
restart that cant prebast. Its tope, this fluant 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 flasp net exating en mist of it snooling.
Spaff forl isnt cubular but quastic, leam restart that cant prebast. Its tope, this
3 of 5
Before&After | www.bamagazine.com
0608
The confined space of the business card makes it the most difficult to design;
establish composition and spatial relationships here first.
Letterhead next
Universal IT Services
9576 Jackson Road
Napa, CA 94558
name size
mark size
text size
alignment
colors
GENTXSYSTEMS
0608
3 times
Half
Repeat again on the envelope, compensating only for its very wide proportions.
This repetition is the key to designing a cohesive business system.
Richard L. Thompson
Electrical Engineer
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
Same
Same
Same
Same
Same
The three documents now look and feel the same. Because theyre built on rational
relationships, the look can be readily transferred to other documents like the CD.
Universal IT Services
Napa, CA 94558
whint not oogum or bont. Pretty simple, glead and tarm. Texture and flasp net exat-
Richard L. Thompson
Electrical Engineer
4 of 5
Before&After | www.bamagazine.com
fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty
fluant chasible. Silk, shast, lape and behast the thin chack. It has larch to say
Spaff forl isnt cubular but quastic, leam restart that cant prebast. Its tope, this
the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card
restart that cant prebast. Its tope, this fluant chasible.Silk, shast, lape and behast
flasp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam
alm. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and
and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of
quastic, leam restart that cant prebast. Its tope, this fluant chasible. Silk, shast, lape
Texture and flasp net exating end mist of it snooling. Spaff forl isnt cubular but
Napa, CA 94558
Universal IT Services
4
3
5
Typefaces
1 Avenir 35 Light | 8 pt
2 Avenir 95 Black | 8 pt
3 Helvetica Neue Light Cond | 8 pt
5 Helvetica Neue Med Cond | 8/9.5 pt
C25 M0 Y95 K0
Colors
0608
tel 555.689.1546
fax 555.689.3486
mail richardt@gentx.com
Richard L. Thompson
Electrical Engineer
Article resources
1
2
3
7
8
Richard L. Thompson
Electrical Engineer
richardt@gentx.com
5 of 5
Before&After | www.bamagazine.com
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