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367 Marketing Ideas & Tactics for Your Business
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art direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
layout
logo
magazine
masthead
newsletter
photography
poster
web

creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
icon
logo
magazine
masthead
newsletter
poster
presentation
web

illustration
black and white
captioned toons
caricature
color
comic strip
icon
line
line and color
map
mixed
photo montage
photo illustration
product
retouching
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web

writing
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captioned toons
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poster
theme line
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masthead art direction
 

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xisting characteristics of the brand, the masthead's name and creative visual inspiration, in that order, is the way an art director needs to look at masthead development. This ensures that masthead art direction remembers to build on existing identity. Thus the new masthead's message to the client's audience will be easier to understand. If an extra design element beyond the name is proposed, it had better be good. Because it will most likely distract from any attempt to match the original brand, it should at least bring great communication value to the masthead in another way. Otherwise, readers will be given extra work to do for no apparent reason. In addition to being asked for their interest in the content, they'll have to wonder if such an unexpected design embellishment is due to some change in the organization's identity.

sample

Take advantage of your well designed logo by using it in the masthead.

"Let's see... they do have a nice typographical logo. And the word, 'Report' does a nice job of defining what the newsletter plans to do. Together, the masthead name has a nice ring to it­ 'HJK&A Report'. Is there anything that can be added to make it more meaningful, more memorable or better looking? Nope. Anything more would slow the message and visually disturb the brand. Guess I'll get a designer to work with spacing and decide on a type face for "Report". Or, its so straightforward, maybe I'll do it myself."
 

ammon.jpgAs close as memory will permit, that was the extent of the thinking that went into art directing this masthead. When all the elements are sensibly conceived to begin with, such a clearly solid solution is practically preordained. To this day, over 20 years later, I don't believe another solution could have served this newsletter better.

Creative functions:
Art direction, co-creative direction  and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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