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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 dominant 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.

Reinforce your masthead on the contents page.
If space and format allow, the content page's design is in a position to deliver a couple of important services. With great repetitive impact, it can reinforce the magazine's name. At least for the first couple of years and maybe for good, this strategy will provide an extra strong second impression that will serve to accelerate memorability.
         Then, there are situations where the conceptual direction calls for using portions of interior images on the contents page. In this sample, the masthead's large size can provide an excellent visual counterbalance to the multi-imaged layout. Additionally, it can provide stability for a kind of free flowing contents montage.

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