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Existing 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
by Andy Attiliis

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.


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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