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Before&After i U X BAmagazine.com ® Dea SA IN T OF PH I SE AT T r Re cipi ent, Hel p us h elp tho Sain se le t Ph ss fo shel ilom rtun ter e ate n eS mem our c helt ity ’s bers e r is hom of s a eles ocie Tho s, bu one-of ty se w -at we h to e also kind o duc o take rgan wor ate part enro kw izat p in o ar ll ith i ur E thes off t ed indi ticipan m t e in v he s s in ploy tree idual o men ts A btai proper tA We n wor dmi as k et ssistan tted a fulltim muc sist an ly, t e jo hic, app ce Prog his d en h-n b p ram eara eed c r t ogra h ou ed r nc m is at can Sain esou rage on ade e and s not t ly t rces q u f h nity Philom o at on t o r ev b e hos se who er yo ely sup ew est c usiness ne She ne ho f lter es u ail t ve tried relie Thi isine, a Pleas o tr s als s so e n and y lely o in d danc join u faile s clud o e d W Tha es a the nig at our a n priva e nk y t n c h e h n t ou f f anc e to away u ual fun unding or y drai nde our win f rom r th ser, sup o n in e e of AN por t our stars in ight dividu a man R Und y ollins er P n a a rk Th the ted Jose d ph M o or e Fou priz nde iller es r Design a dual-purpose letterhead This pre-perforated, legalsize sheet is part image, part function Continued  25 75 EL LI OT AV EN UE • SE AT TL E, WA SH IN GT ON SA IN T P HI LO 25 ME 75 NE SE EL AT LIO SH TL T A E, EL VE WA TE NU SH R E I N GT 06 ON 55 5.4 07 R A FF LE NA AD 98 12 • 20 55 40 ME DR ESS 98 12 PHO EN TR Y:0 06 48 E-M NE AIL R A FF LE Continued  EN TR Y:0 06 48 Dual-purpose letterhead 0639 Before&After BAmagazine.com ® Design a dualpurpose letterhead SAINT PHILO MENE SHELT ER O F Legal-size sheet can serve as your letterhead and provide a bonus, too SEATTLE, WASHINGTO N Dear Recipient, Help us help those less fortun ate Saint Philomene Shelter is a one-of-a-kind organ ization We not only strive shelter our city’s homeless, to feed, clothe and but we also work with these individuals to help them members of society become productive The economy of direct mail is especially valuable for non-profits But amidst all the junk mail, a letter must work quickly to stand apart It must establish its reputability, attract with its message and generate a reply Let’s try that! The Saint Philomene Shelter exists on contributions for which it periodically makes an appeal We’ve designed for it a dual-purpose letterhead that conveys an image of dignity and authority, and has a perforated panel as a leave-behind Here’s how it works Leave-behind value for the reader Legal-size sheet with a perforated panel has both form and function The quiet look of the stationery bespeaks dignity —the who and what they are The tear-off panel can be used in many ways: as a reply, promotional takeaway, voucher, coupon, map, calendar, or, as shown here, a raffle ticket i U X Those who take part in our Employment Assist ance Program participate to educate participants in in daily activities design proper work ethic, appea ed rance and social skills Our enrolled individual obtain goal is to help every a full-time job that can adequately support them off the streets Admittedly , taking one more person , this program is not for everyone We assist and encourage only those who have tried and failed We will not much-needed resources waste our time or your on those who fail to try Saint Philomene Shelter relies solely on private fundi ng from individuals like nity businesses Please join yourself and commuus at our annual fundraiser, A Night Under the Stars est cuisine, and dance the Enjoy our city’s finnight away under the stars in Rollins Park The donat This also includes a chanc ion is $150 per couple e to win one of our many donated door prizes Thank you for your suppo rt Joseph Miller Founder 2575 ELLIOT AVENUE • SEATTLE, WASHINGTO N 98121 • 206.555.407 NAME ADDRESS SAINT PHILO MENE SHELT ER 2575 SEATTLE, ELLIOT AVENUE WASHINGTO N 98121 206.555.407 PHONE E-MAIL R AFFLE ENTRY:0064 R AFFLE  of  ENTRY:0064 Dual-purpose letterhead 0639 Before&After ® Dual-purpose letterhead BAmagazine.com of i U X Create a visual image of your world Design the letterhead first to show your readers who you are Here, a simple tabletop pendant framed in open space conveys dignity, stateliness and tradition SAIN T PHIL OMENE SHELTER OF SE AT T L E , WASH ING TON Dear Recipient, 101⁄2” Help us help those less fortunate Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes 1⁄ 2” Thank you for your support Start with pre-perforated, legal-size paper Our sheet is pre-perfed at 31⁄2”, a quarter fold To visually separate letter from tear-off, apply a background tint as shown Leave a white margin to serve as a frame, and inset a thin white line to add formality Center the image at the top in open space; it becomes the focal point, quietly conveying authority and supplying the visual credentials Eyedropper, then tint Joseph Miller Founder Derive the background color from the image For easy color coordination, eyedropper a color from the image and tint it lightly, which ensures good readability and in this case adds a warm, parchment-like patina and a sense of age and stateliness 2575 ELLIOT AV E NU E • S E AT TL E , WASH ING TON  of  98121 • 206.555 4075 Dual-purpose letterhead 0639 Before&After ® Dual-purpose letterhead BAmagazine.com of i U X Select and set type that conveys history and stature To convey history, formality and stature, use serif type, which has existed since Roman times and is beautiful, too Note its many small details also correspond to details in the image: Big shapes, small shapes Serifs are to the letters what filigree is to the image, points of detail that add complexity, visual interest—and similarity Note in both image and type the contrast of broad, open areas to the curves and hollows of the small shapes Such detail conveys age; old art is more detailed than new art SAINT PHILOMENE SHELTER OF SEATTLE, WASHINGTON Type all caps An all-caps setting is the correct way to present a title Type the words, head on one line and subhead on the next Note at this point that the words form heavy blocks that as yet have no artistry or interaction with the image S AI NT PHILO M ENE SH ELTE R OF S EAT T L E , WA S H I N G TO N Create artistic contrasts Without changing the leading (line spacing), reduce the subhead to 70% of its original size, lighten it 70%, then spread out the letterspacing 400% The result is visual hierarchy — head is visibly more important than subhead — and with all that air, the letters almost evaporate, allowing the eye to move freely and not interfering with the image  of  Dual-purpose letterhead 0639 Before&After Dual-purpose letterhead ® i U X BAmagazine.com of Maintain the look down the page Stateliness is quiet, steady and strong Visually, this means it doesn’t move or shout, nor does it interact with other elements These qualities can be expressed in typesetting: Follow through Set address and phone identically to the subhead (red arrows), and center at page bottom; set in one line, it serves as a foundation that quietly undergirds the page (think strength ) Justify, then center the body of the letter Use very wide margins to disconnect it from the edges and other elements (think steady ); the short line length also brings the eye calmly inward (reading requires less side-toside motion ) S AINT PHILOMENE SHELTER OF SEATTLE, WASHINGTON E L L I OT AV E N UE • S E AT T L E , WA S H I N G TO N • 5 Dear Recipient, Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes Thank you for your support Joseph Miller Founder 2575 ELLIOT AVENU E • SEATTLE, 26 pts NAME Help us help those less fortunate WASHINGTON 98121 • 206.555.4075 ADDRESS SAINT PHILOMENE SHELTER E L L I OT S E AT T L E , AV E N U E WA S H I N G TO N PHONE 5 E-MAIL R A F F LE E N T RY: 0 R A F F L E E N T RY: 0 Design the add on The tear-off panel must be designed to complement the letterhead and also function on its own The easiest way is to duplicate the letterhead; here, it’s been reduced in size, combined with its address lines, and the wide margins retained Fill-in forms need plenty of room to write; allow at least 18 points between lines Set line labels (name, address, and so on) exactly like the other type but smaller still  of  Dual-purpose letterhead 0639 Before&After ® Dual-purpose letterhead i U X BAmagazine.com of Many uses, many looks The tear-off panel is versatile It is most valuable as something to keep or, better still, a ticket or a coupon to redeem, which brings the reader back to you Diane’s Flowers Child Safety Seat Reference Guide | Courtesy of Sunrise Insurance Save $10 on your next visit SERIAL NUMBER: 051906 Weight Type of seat Seat position Make sure Birth to yr At least 20–22 lbs Infant only or rearfacing convertible Rear-facing Place infants in rear-facing seat Harness straps at or below shoulder level Toddlers Over yr and over 20–40 lbs Convertible/ Forward-facing Forward-facing Place harness straps at or above shoulders Forward-facing seats (most) require top slot Check manufacturer’s instructions Young children Over 30 lbs., unless 4’9” tall Belt positioning booster seat Forward-facing Use both sholder and lap belts for boosters Make sure the lap belt fits low and tight across the lap/upper tight area and the shoulder belt fits snug crossing the chest and shoulder to avoid abdominal injuries Infants BRIGHTEN YOUR DAY! Spring Tulips item: #1608 Redemption value This redemption coupon appeals with vivid, advertising colors and a great offer—and will be sure to be returned to you Use flowers on the letterhead above it—but they can be a different kind www.sunriseinsurance.com Reminder value Child safety chart looks serious and provides useful information valuable to a busy parent; the idea is that the chart will be kept Key here is to print your contact information on the tear-off, so you’re always within easy reach  of  Dual-purpose letterhead 0639 Before&After ® Dual-purpose letterhead BAmagazine.com of i U X Article resources Typefaces 1a S A I N T PH I L O M E N E S H E LT E R O F S E AT T L E , WA S H I NG TO N 1b (a–f) Utopia Titling Capitals (All have +400 letterspacing, unless otherwise noted.) a) 10 pt, b) pt, c) 8.5 pt, d) 5.5 pt, e) 5.8 pt +200 letterspacing, f) 9.5 pt C5 M5 Y9 K2 C0 M0 Y0 K75 C25 M100 Y100 K40 Adobe Caslon Pro Regular 9.25/13 pt Dear Recipient, Help us help those less fortunate Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Images Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone iStockphoto.com We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes Template Thank you for your support pariscorp.com Joseph Miller Founder 1b Colors E L L I OT AV E N UE • S E AT T L E , WA S H I N G TO N • 5 NAME 1c ADDRESS S A I N T PH I L O M E N E S H E LT E R 1d 2575 ELLIOT SEATTLE, AVENU E WASHINGTON 98121 PHONE 206.555.4075 E-MAIL 1f R A F F LE E N T RY: 0 1e R AFFL E ENTRY:00648  of  Dual-purpose letterhead 0639 Before&After Dual-purpose letterhead ® BAmagazine.com of i U X Article resources Typefaces Diane’s Flowers 2a BRIGHTEN YOUR DAY! Save $25.00 dollars on your next visit 2b SERIAL NUMBER: 051906 Colors Dorchester Script Std Reg | 89 pt C75 M100 Y0 K0 (a–b) Adobe Jenson Pro Regular a) 23 pt, b) 26/25 pt C35 M45 Y0 K0 Vectora 55 Roman | 7.25 pt + 25 letterspacing C0 M65 Y100 K0 (a–b) Myriad Pro Semibold a) 11.5 pt, b) 9.7 pt (a–b) Myriad Pro Light | a) 11.5 pt, b) 9.7/10.7 pt Spring Tulips item: #1608 10 C70 M0 Y0 K35 11 C3 M2 Y20 K0 12 C0 M0 Y0 K75 13 C0 M0 Y0 K50 Images creative.gettyimages.com 4a 4b Child Safety Seat Reference Guide | Courtesy of Sunrise Insurance Type of seat Seat position Make sure Birth to yr At least 20–22 lbs Infant only or rearfacing convertible Rear-facing Place infants in rear-facing seat Harness straps at or below shoulder level Toddlers Over yr and over 20–40 lbs Convertible/ Forward-facing Forward-facing Place harness straps at or above shoulders Forward-facing seats (most) require top slot Check manufacturer’s instructions Young children Over 30 lbs., unless 4’9” tall Belt positioning booster seat Forward-facing Use both sholder and lap belts for boosters Make sure the lap belt fits low and tight across the lap/upper tight area and the shoulder belt fits snug crossing the chest and shoulder to avoid abdominal injuries Infants 4b www.sunriseinsurance.com Weight 5a 5b 10 11 12 13  of  Dual-purpose letterhead 0639 Before&After ® Dual-purpose letterhead BAmagazine.com of Subscribe to Before & After i U X 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 understandable, useful and even fun for everyone Subscribe to Before & After, and become a more capable, confident designer for pennies per article To learn more, go to http://www.bamagazine.com/Subscribe John McWade Publisher and creative director Gaye McWade Associate publisher Vincent Pascual Staff designer Dexter Mark Abellera Staff designer E-mail this article To pass along a free copy of this article to others, click here Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Join our e-list To be notified by e-mail of new articles as they become available, go to http://www.bamagazine.com/email Copyright ©2006 Before & After magazine ISSN 1049-0035 All rights reserved You may pass along a free copy of this article to others by clicking here You may not alter this article, and you may not charge for it You may quote brief sections for review; please credit Before & After magazine, and let us know To link Before & After magazine to your Web site, use this URL: http://www.bamagazine.com For all other permissions, please contact us  of | Printing formats  Dual-purpose letterhead 0639 Before&After BAmagazine.com ® i U X Before & After is made to fit 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 For presentation format Print: (Specify pages 1–9) For paper-saver format Print: (Specify pages 11–15) Print Format: Landscape Page Size: Fit to Page Save Presentation format or Paper-saver format  Back | Paper-saver format  Design a 25 75 98121 • AV EN UE • nt, cipie r Re Dea • OF PH I LO SE M AT EN TL E, WA SH 20 55 40 75 0639 EN TR Y:0 06 48 SE AT TL E , W AS HI NG TO N R A FF LE ESS ME DR NA AD NE AIL PHO E-M 206.555.407 ENTRY:0064 98 12 Help us h e lp tho S s a e in less t fortu shelt Philom nate e e mem r our c ne Sh elte ity ’s bers r is h o f a socie omeles Tho s, bu one-ofty se w at we ho ta to e also kind o du k rgan work enro cate p e part iza w in a ti ll r it h our thes on W off th ed indiv ticipan e ts in Emplo e in id e str divid not o yme prop eets ual ob n uals nt A ta Ad e We to h ssista mit in a fu r work as e te ll e d muc sist an ly , this -time jo thic, a nce Pro d en h-n ppe gram b prog eed ed re courag ram that ca arance parti Sain e n a is n sou t Ph rces only th ot fo adequ nd soc cipate nit ilo in ate ia o o r n s m y e v th b e er yo ly sup l skills ose e who est c usiness ne She por ne who hav lter t th O u es u e fail em, relie This isine, a Pleas to tr tried an tak s e nd d also y d fa anc join us solely in il e c o a d lu n t Tha des e the n p We nk y ight our ann rivate a ch will ou fo fun anc not d e to away u ual fun r yo was drais ing f ro nde win ur s te r th m in er, A one upp e o o N r f t our stars in ight dividu als li man R Und k y ollins Park er the S e yours nate elf d ta Th r d s o E e or p rize donatio njoy o s n is $15 Jose ph M Fou nde iller r EL LI OT TE R WASHINGTO N WASHINGTO N R AFFL E Design a dual-purpose letterhead  SA IN T P HI L OM 25 75 EN SE EL E S AT LIO TL H T E E , W A L VE AS NU HI E NG 20 TO 6.5 N 55 40 81 21 75 SEATTLE, EN TR Y:0 06 48 F SAINT PHILO MENE SHELT ER O R A FF LE Dear Recipient, e Help us help those less fortunat Saint Philomene Shelter is a one-of-a-kind organiz ation We not only strive shelter our city’s homeles to feed, clothe and s, but we also work with these individuals to help members of society them become productive Those who take part in our Employment Assistan ce Program participate in daily activitie to educate participants in s designed proper work ethic, appeara nce and social skills Our enrolled individual obtain goal is to help every a full-time job that can adequat ely support them, taking off the streets Admitte one more person dly, this program is not for everyone We assist and encourage only those who have tried and failed We will not much-needed resources waste our time or your on those who fail to try • E-MAIL PHONE ADDRESS NAME SEATTLE, Saint Philomene Shelter relies solely on private funding from individuals nity businesses like yourself and commu Please join us at our annual fundraiser, A Night Under est cuisine, the Stars Enjoy our city’s and dance the night finaway under the stars in Rollins Park The donation is $150 This also includes a chance per couple to win one of our many donated door prizes AVENUE Thank you for your support Joseph Miller Founder ELLIOT ENTRY:0064 98121 AVENUE WASHINGTO N ELLIOT 2575 dual-purpose letterhead 2575 R AFFLE 206.555.407 SEATTLE, SAINT PHILO MENE SHELT ER This pre-perforated, legalsize sheet is part image, part function Design a dualpurpose letterhead Legal-size sheet can serve as your letterhead and provide a bonus, too of Before&After | www.bamagazine.com The economy of direct mail is especially valuable for non-profits But amidst all the junk mail, a letter must work quickly to stand apart It must establish its reputability, attract with its message and generate a reply Let’s try that! The Saint Philomene Shelter exists on contributions for which it periodically makes an appeal We’ve designed for it a dual-purpose letterhead that conveys an image of dignity and authority, and has a perforated panel as a leave-behind Here’s how it works Leave-behind value for the reader Legal-size sheet with a perforated panel has both form and function The quiet look of the stationery bespeaks dignity —the who and what they are The tear-off panel can be used in many ways: as a reply, promotional takeaway, voucher, coupon, map, calendar, or, as shown here, a raffle ticket 0639 Design a dual-purpose letterhead  101⁄2” Create a visual image of your world Design the letterhead first to show your readers who you are Here, a simple tabletop pendant framed in open space conveys dignity, stateliness and tradition OF SEATTLE, WASHINGTON SAINT PHILOMENE SHELTER Help us help those less fortunate Dear Recipient, Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try • SEATTLE, WASHINGTON 98121 • 206.555.4075 Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes AVENUE Thank you for your support Joseph Miller Founder 2575 ELLIOT Derive the background color from the image For easy color coordination, eyedropper a color from the image and tint it lightly, which ensures good readability and in this case adds a warm, parchment-like patina and a sense of age and stateliness S E AT TL E, WAS HI N GTO N Eyedropper, then tint 0639  1⁄ 2” Start with pre-perforated, legal-size paper Our sheet is pre-perfed at 31⁄2”, a quarter fold To visually separate letter from tear-off, apply a background tint as shown Leave a white margin to serve as a frame, and inset a thin white line to add formality Center the image at the top in open space; it becomes the focal point, quietly conveying authority and supplying the visual credentials Select and set type that conveys history and stature OF SAINT PHILOMENE SHELTER To convey history, formality and stature, use serif type, which has existed since Roman times and is beautiful, too Note its many small details also correspond to details in the image: Big shapes, small shapes Serifs are to the letters what filigree is to the image, points of detail that add complexity, visual interest—and similarity Note in both image and type the contrast of broad, open areas to the curves and hollows of the small shapes Such detail conveys age; old art is more detailed than new art SAINT PHILOMENE SHELTER OF SEATTLE, WASHINGTON Design a dual-purpose letterhead Create artistic contrasts Without changing the leading (line spacing), reduce the subhead to 70% of its original size, lighten it 70%, then spread out the letterspacing 400% The result is visual hierarchy — head is visibly more important than subhead — and with all that air, the letters almost evaporate, allowing the eye to move freely and not interfering with the image of Before&After | www.bamagazine.com Type all caps An all-caps setting is the correct way to present a title Type the words, head on one line and subhead on the next Note at this point that the words form heavy blocks that as yet have no artistry or interaction with the image 0639 Design a dual-purpose letterhead  Maintain the look down the page S E AT T L E , S E AT T L E , WA S H I NGTON WA S H I N GTON 98121 • 206.555.4075 2575 ELLIOT AVENU E AV E N UE WA S H I N G TO N E L L I OT ENTRY:00648 5 S E AT T L E , • S A I N T PH I L O M E N E S H E LT E R R AFFLE SEATTLE, 98121 R AFFL E WASHINGTON NAME ADDRESS PHONE E-MAIL • 206.555 ENTRY:0 0639 26 pts Design the add on The tear-off panel must be designed to complement the letterhead and also function on its own The easiest way is to duplicate the letterhead; here, it’s been reduced in size, combined with its address lines, and the wide margins retained Fill-in forms need plenty of room to write; allow at least 18 points between lines Set line labels (name, address, and so on) exactly like the other type but smaller still Make sure www.sunriseinsurance.com Place infants in rear-facing seat Harness straps at or below shoulder level Child Safety Seat Reference Guide | Courtesy of Sunrise Insurance Rear-facing Place harness straps at or above shoulders Forward-facing seats (most) require top slot Check manufacturer’s instructions Seat position Forward-facing Infant only or rearfacing convertible Forward-facing Type of seat Convertible/ Forward-facing Weight Over yr and over 20–40 lbs Belt positioning booster seat Birth to yr At least 20–22 lbs Toddlers Over 30 lbs., unless 4’9” tall Infants Young children Use both sholder and lap belts for boosters Make sure the lap belt fits low and tight across the lap/upper tight area and the shoulder belt fits snug crossing the chest and shoulder to avoid abdominal injuries Reminder value Child safety chart looks serious and provides useful information valuable to a busy parent; the idea is that the chart will be kept Key here is to print your contact information on the tear-off, so you’re always within easy reach Design a dual-purpose letterhead  O F S A I N T PH I L O M E N E SHELTER AV E N UE Thank you for your support Joseph Miller Founder E L L I OT • Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Help us help those less fortunate Dear Recipient, Stateliness is quiet, steady and strong Visually, this means it doesn’t move or shout, nor does it interact with other elements These qualities can be expressed in typesetting: Follow through Set address and phone identically to the subhead (red arrows), and center at page bottom; set in one line, it serves as a foundation that quietly undergirds the page (think strength ) Justify, then center the body of the letter Use very wide margins to disconnect it from the edges and other elements (think steady ); the short line length also brings the eye calmly inward (reading requires less side-toside motion ) Many uses, many looks Spring Tulips item: #1608 The tear-off panel is versatile It is most valuable as something to keep or, better still, a ticket or a coupon to redeem, which brings the reader back to you BRIGHTEN YOUR DAY! Diane’s Flowers Save $10 on your next visit SERIAL NUMBER: 051906 of Before&After | www.bamagazine.com Redemption value This redemption coupon appeals with vivid, advertising colors and a great offer—and will be sure to be returned to you Use flowers on the letterhead above it—but they can be a different kind 0639 Design a dual-purpose letterhead  O F S E AT T L E , WA S H I N G TO N SAINT PHILOMENE SHELTER Article resources Dear Recipient, Help us help those less fortunate Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help them become productive members of society Those who take part in our Employment Assistance Program participate in daily activities designed to educate participants in proper work ethic, appearance and social skills Our goal is to help every enrolled individual obtain a full-time job that can adequately support them, taking one more person off the streets Admittedly, this program is not for everyone We assist and encourage only those who have tried and failed We will not waste our time or your much-needed resources on those who fail to try • S E AT T L E , NAME ADDRESS PHONE E-MAIL R AFFL E WA S H I N G TO N 5 ENTRY:00648 • Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under the Stars Enjoy our city’s finest cuisine, and dance the night away under the stars in Rollins Park The donation is $150 per couple This also includes a chance to win one of our many donated door prizes AV E N UE Thank you for your support E L L I OT Joseph Miller Founder 98121 AVENUE WASHINGTON ELLIOT ENTRY:00648 206.555.4075 SEATTLE, 2575 S A INT PHILOMENE SHELTER R AFFLE Make sure 1e 5a 5b Typefaces (a–f) Utopia Titling Capitals (All have +400 letterspacing, unless otherwise noted.) a) 10 pt, b) pt, c) 8.5 pt, d) 5.5 pt, e) 5.8 pt +200 letterspacing, f) 9.5 pt Adobe Caslon Pro Regular 9.25/13 pt Images iStockphoto.com pariscorp.com Template Typefaces Dorchester Script Std Reg | 89 pt (a–b) Adobe Jenson Pro Regular a) 23 pt, b) 26/25 pt Vectora 55 Roman | 7.25 pt + 25 letterspacing (a–b) Myriad Pro Semibold a) 11.5 pt, b) 9.7 pt (a–b) Myriad Pro Light | a) 11.5 pt, b) 9.7/10.7 pt Images creative.gettyimages.com C25 M100 Y100 K40 C0 M0 Y0 K75 C5 M5 Y9 K2 Colors C0 M65 Y100 K0 C35 M45 Y0 K0 C75 M100 Y0 K0 Colors 10 C70 M0 Y0 K35 11 C3 M2 Y20 K0 12 C0 M0 Y0 K75 13 C0 M0 Y0 K50 Design a dual-purpose letterhead 0639  1a 1b 1b 1c 1d 1f Article resources Diane’s Flowers BRIGHTEN YOUR DAY! 2a Save $25.00 dollars on your next visit Spring Tulips item: #1608 Place infants in rear-facing seat Harness straps at or below shoulder level www.sunriseinsurance.com Rear-facing Seat position Place harness straps at or above shoulders Forward-facing seats (most) require top slot Check manufacturer’s instructions Infant only or rearfacing convertible Forward-facing Use both sholder and lap belts for boosters Make sure the lap belt fits low and tight across the lap/upper tight area and the shoulder belt fits snug crossing the chest and shoulder to avoid abdominal injuries Type of seat Convertible/ Forward-facing Forward-facing Weight Over yr and over 20–40 lbs Belt positioning booster seat Birth to yr At least 20–22 lbs Toddlers Over 30 lbs., unless 4’9” tall 10 11 12 13 of Before&After | www.bamagazine.com Young children Infants Child Safety Seat Reference Guide | Courtesy of Sunrise Insurance SERIAL NUMBER: 051906 2b 4a 4b 4b 0639 Design a dual-purpose letterhead  Subscribe to Before & After 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 understandable, 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 Design advisor Gwen Amos Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright ©2006 Before & After magazine ISSN 1049-0035 All rights reserved You may pass along a free copy of this article to others by clicking here You may not alter this article, and you may not charge for it You may quote brief sections for review; please credit Before & After magazine, and let us know To link Before & After magazine to your Web site, use this URL: http://www.bamagazine.com For all other permissions, please contact us Design a dual-purpose letterhead 0639  Did you learn from this article? Subscribe, and become a more capable, confident designer for pennies per article To learn more, go to http://www.bamagazine.com/Subscribe E-mail this article To pass along a free copy of this article to others, click here Join our e-list To be notified by e-mail of new articles as of Before&After | www.bamagazine.com http://www.bamagazine.com/email they become available, go to 0639 Design a dual-purpose letterhead [...]... 2575 dual- purpose letterhead 2575 R AFFLE 206.555.407 5 SEATTLE, SAINT PHILO MENE SHELT ER This pre-perforated, legalsize sheet is part image, part function Design a dualpurpose letterhead Legal-size sheet can serve as your letterhead and provide a bonus, too 1 of 5 Before&After | www.bamagazine.com The economy of direct mail is especially valuable for non-profits But amidst all the junk mail, a letter. .. flowers on the letterhead above it—but they can be a different kind 0639 Design a dual- purpose letterhead  3 O F S E AT T L E , WA S H I N G TO N SAINT PHILOMENE SHELTER Article resources Dear Recipient, Help us help those less fortunate Saint Philomene Shelter is a one-of-a-kind organization We not only strive to feed, clothe and shelter our city’s homeless, but we also work with these individuals to help... | www.bamagazine.com Type all caps An all-caps setting is the correct way to present a title Type the words, head on one line and subhead on the next Note at this point that the words form heavy blocks that as yet have no artistry or interaction with the image 0639 Design a dual- purpose letterhead  Maintain the look down the page S E AT T L E , S E AT T L E , WA S H I NGTON WA S H I N GTON 98121 •... The tear-off panel can be used in many ways: as a reply, promotional takeaway, voucher, coupon, map, calendar, or, as shown here, a raffle ticket 0639 Design a dual- purpose letterhead  101⁄2” Create a visual image of your world Design the letterhead first to show your readers who you are Here, a simple tabletop pendant framed in open space conveys dignity, stateliness and tradition OF SEATTLE, WASHINGTON... shapes Serifs are to the letters what filigree is to the image, points of detail that add complexity, visual interest—and similarity Note in both image and type the contrast of broad, open areas to the curves and hollows of the small shapes Such detail conveys age; old art is more detailed than new art SAINT PHILOMENE SHELTER OF SEATTLE, WASHINGTON Design a dual- purpose letterhead Create artistic contrasts... is to print your contact information on the tear-off, so you’re always within easy reach Design a dual- purpose letterhead  O F S A I N T PH I L O M E N E SHELTER AV E N UE Thank you for your support Joseph Miller Founder E L L I OT • Saint Philomene Shelter relies solely on private funding from individuals like yourself and community businesses Please join us at our annual fundraiser, A Night Under... dual- purpose letterhead Create artistic contrasts Without changing the leading (line spacing), reduce the subhead to 70% of its original size, lighten it 70%, then spread out the letterspacing 400% The result is visual hierarchy — head is visibly more important than subhead — and with all that air, the letters almost evaporate, allowing the eye to move freely and not interfering with the image 2 of 5 Before&After... AFFL E WASHINGTON NAME ADDRESS PHONE E-MAIL • 206.555 4 0 7 5 ENTRY:0 0 6 4 8 0639 26 pts Design the add on The tear-off panel must be designed to complement the letterhead and also function on its own The easiest way is to duplicate the letterhead; here, it’s been reduced in size, combined with its address lines, and the wide margins retained Fill-in forms need plenty of room to write; allow at least... R Und k y do ollins Park er the S e yours nate elf d ta Th r d s o E e or p rize donatio njoy o s n is $15 0 Jose ph M Fou nde iller r EL LI OT TE R WASHINGTO N WASHINGTO N R AFFL E Design a dual- purpose letterhead  SA IN T P HI L OM 25 75 EN SE EL E S AT LIO TL H T E E , W A L VE AS NU HI E NG 20 TO 6.5 N 9 55 40 81 21 75 SEATTLE, EN TR Y:0 06 48 F SAINT PHILO MENE SHELT ER O R A FF LE Dear Recipient,... reputability, attract with its message and generate a reply Let’s try that! The Saint Philomene Shelter exists on contributions for which it periodically makes an appeal We’ve designed for it a dual- purpose letterhead that conveys an image of dignity and authority, and has a perforated panel as a leave-behind Here’s how it works Leave-behind value for the reader Legal-size sheet with a perforated panel

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