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When one icon is needed, an art director will begin by distilling the content down to its simplest form in a rough sketch.
by Andy Attiliis

Then have it rendered in the existing brand's illustrative or photographic style. Simple as that, unless there is an earthshaking reason to introduce an entirely new style into the brand's look.
         For a group of icons, a test will be performed in thumbnail form to determine if all members can perform as true icons. That is without the help of words. If so, and their are no anticipated additions that would need written help, an ideal family of icons has been created. The beauty of such a successful group is that each member can communicate faster than the word it represents.
         When all members can't speak on their own, for the sake of consistency, each will require an accompanying written description. In this case, an art director will endeavor to simplify the details of each image while preserving the integrity of an established style.


Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.
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