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Put section mastheads to good use.
For a variety of reasons, there is not always the ability to include much graphic content in a Web design. However, it is possible to establish great memorability throughout the effort with section headlines in a masthead-like form. In addition to the changing typographic message, each can include a spot illustration for support. The consistent identifiers of such an effort that will visually hold a site together are logo, color and style.
Let the typography sing.
It doesn't happen often. But, whenever a masthead name says samething that can be visualized, let it be so. Even if the concept seems a little too obvious, creative distinction can be infused with quality. By taking great pains to make sure that all the details are rendered perfectly and with imagination, an exciting new life will always emerge.
When during the naming process there is no clear winner, with all else being equal, a masthead's ability to speak should break the tie. Here, great care was taken to make sure that everyone concerned understood the design advantage of working with this name.
Once the name was secure, aspects of its parent company's brand history such as typography and promotional personality were addressed in layout form. Rather than needing to create many designs using a variety of names, it was possible to focus effort on an approach that definitely had much to say.