Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
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creative direction
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masthead
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masthead design
 

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f it works, don't to fix it in the masthead. Except in rare cases, the groundwork for a masthead has already been firmly established. By the time an organization begins thinking about a magazine or newsletter, branding decisions have usually been made.There shouldn't be a need to explore new design solutions when logo and typographical issues are resolved. Even in the case of a company that publishes multiple publications, the difference in each name combined with subtle variables will surely make one pub's look sufficiently different from the next.
With the suggested masthead name and graphic guidelines in hand, an experienced designer will easily make a good start. If there is an inherent problem with the name that directly inhibits the goal of accomplishing a good design, this is the time it should be addressed. If the name is a winner, a few black and white designs, just enough to show concept, will be enough to settle on the right direction. Then, using a graphic standards manual or existing published materials as a guide, the approved direction should be easy to finish.
Sound to easy to be true? The process can be so relaxed that a questionable bonus is usually realized somewhere along the line. This wonderfully distinctive, well intentioned visual idea will surely raise its ugly head. Expect it, because creative muscles are very strong. When a design comes too easy they can flinch uncontrollably. Sometimes the new inspiration adds a great deal without violating corporate identity at all. Other times, it can seem irresistable, eventhough conformity to the existing momentum is lost. Now's time for the real work­ a careful review of the original design goals in order to ensure the most productive long-term decision.
 

peau3.jpgsample

When the name is too long to design a memorable masthead, make your next logical identifier the dominant graphic element.

Sometimes it is not possible to shorten a name, or even split it into two parts. Such as a dominate name supported by a themeline. The words "Conrail News", for example, would have been very workable in a masthead design if the words "for minority vendor programs" could have been subordinated. They could have been set in a smaller text size that cleanly defined the newsletter's agenda.
For a variety of reasons, the option of altering the name just wasn't in the cards, so an alternative solution needed to be found. Fortunately, the company's logo is so strong and versatile that it easily saved the day. In keeping with brand guidelines, it was a simple matter to lengthen the blue stripes to fill out the format's width. With the title reduced in size to a degree that visually compliments Conrail's logo, the result is a newsletter masthead that is both striking and memorable.

Creative functions:
Design, co-creative direction and art direction*

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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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