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Design from a

creative brief
Designer and client must
work toward the
same goal. Heres
how to do that.
Continued

Continued

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Design from a creative brief

To know if youve reached a design goal, you must first know what
the goal is. Heres where to start answering that.

When 30-year-old Jennifer Diamond quietly

passed away of appendiceal carcinoma, a
rare form of cancer, on July 23, 2002, she left
behind family, friends and a gentle legacy of
gracefulness and love. And she left her father
Harvey with a missionto share the knowledge gained
from this experience with others. So was born the Jennifer
Diamond Foundation, which would be dedicated to
helping people win the fight against all forms of cancer.
Soon after, designer Karen Barranco was retained to give
Jennifers foundation a public image. The beautiful logo she
made is a textbook lesson in how to design for a clientand
work to a shared, creative vision. The process begins not on
a computer but face to face with the client, for as long as
it takes, listening, building rapport, understandingand
sharingthe mission. Heres how she did it:

Write it down The creative brief is the blueprint for

the project. It is a collaboration of designer and client. It
includes a project overview, goals, messages, udience
a
description, budget, schedule, and so on. The act of writing
all this down means that everyone has talked through and
agreed on what the design is to embody.

2 of 15

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Listen

When you meet your client, your

most important tools are your ears.
Hear who they are and what theyre
saying. As you proceed together,
talk about the goals for the design.
(Which is different from what the
design should look like.) Develop
the creative brief. Keep it short. Use
clear headlines and bulleted lists.
Project description
The project description is a brief summary of what
were doing and why. Because dragonflies had symbolic meaning to Jennifer and her family, the decision was made at the outset that a dragonfly would
be central to the image, so it was included here.

Meanings
What is the symbolism of the dragonfly? Dont
assume you know. Listen to your client. Participate;
fill in the gaps with research, but check your results
with the client. Think in metaphors, which helps you
avoid becoming too literal. Avoid clichs.

i U X

project DESCRIPTION
This identity will capture the true essence of Jennifer Diamonds legacy
to help people with rare cancers to be strong, informed and promote
healing through mind and body connections and will set the tone for
all future design applications. This identity will use the metaphor and
symbolism of the Dragonfly as the healing messenger, intertwined with
the following meanings:
Powerful
The Dragonfly is an important insect in legend, where they are creatures
with supernatural powers.
Prosperity and Harmony
The Dragonfly represents the powers of light and transformation, and
the ability to see through illusion. The dragonfly teaches a free and joyful
sense of being.
Informed
The Dragonfly teaches us to apply the art of knowledge to our own
questions and situationsto remember things are never completely as
they seem.
Ability to be Positive
The shifting movement, energy, form, and color of its iridescent wings
open vague memories, reminding us of alternative perspectives.
Communicator
The Dragonfly is the essence of change, the messages of enlightenment
and wisdom. It also brings communication from the elemental world,
nature spirits.
Dare to Dream
The Dragonfly is the doorkeeper who allows the gates to the dream
dimensions to be opened through the breaking of the physical illusion.

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Audience
An image that has meaning to one group may be
meaningless to another. Understand who the audience is. Let your client guide you. Dont assume you
know the audience or what it is like . Keep in mind
that the first audience is the client himself and his
employees and volunteers. They must enjoy their logo
and be proud of it and what it represents. Seriously.

Messages
A logo is a signature, not a marketing program. It
does not need to tell the whole story. Nevertheless,
it has a story to tell. The logo may picture the product
or service. It may be only the name. But it will always
convey an intangibleperhaps a vision or attitude or
feeling. In this, it is similar to clothing; a red suit says
something different from jeans. Write down everything you imagine. This is the artistic step. We must
say visually what words alone cannot.

Approaches
This step is more mechanical than artistic. Write
down what can and cant be done. This helps you and
the client approach the conceptual stage with better
clarity and focus.

i U X

audience
Organization to Individual non profit
Core Target: Individuals and family members with rare cancers
Secondary Target: Medical Community
Tertiary Target: private and business sectors potential donors
GOALS/PROJECT OBJECTIVES
Position as a premium non-profit organization operating in
a niche market.
Attract interest and respect.
MESSAGES
Convey confidence, trusted guidance, credibility, professionalism
Project growth, stability and trust
Timelessness /not trendy
Conservative, reliable, tasteful, elegant, subtle
Understated simplicity, Clean and simple with minimal lines
Feminine, soft and warm without being too girly
Welcoming and approachable
Sophisticated, not too rich, though. Embossing may be too
extravagant for non profit; we can discuss.
APPROACHES
Do not use acronyms: JDF
Use Jennifer Diamond Foundation
Do not include inc.
Does not visually relate to cancer
Minimalist /simplistic approach
Horizontal format (preferred)
Typographical solution with the integration of a symbol/mark
Explore using the dragonfly as a symbol
Up to three colors, open to more?
Must be used in color and b/w

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Get to work

A dragonfly will be central to the logo. A dragonfly in real life is beautiful but
complex, and the logo needs to be simple. One way to achieve simplicity is to use
a silhouette. A silhouette must have just the right pose . . .

Top view This is the strong

view. Simple, symmetrical,
graceful. No legs, no body parts,
all attention is on those wings.
Side view Its a beautifully
engineered creature, but sticky little
insect legs say bug, not warmth,
femininity or welcome.

Front view What is this? Its hard to

tell at a glance, and you probably dont
want it crawling on you.

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Get artistic

The logo must convey many intangible qualities. Fill in the silhouette, then begin
working out lines and shapes; each small variation will say something different.

Rotate Upright orientation is natural to

our eye, because its the most like us.
In this position, the dragonfly appears
balanced, motionless, stable, standing
like an object to be admired, almost as
if were viewing a statue.

Angled edges Flattening the curves

yields somewhat crystalline shapes.
The idea is interesting, but here it
appears heavy and masculine, which
we dont want.

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Abstract Sharp points and flat head

look too much like a nail or a plant. The
tapered body, however, shows potential;
it lightens the weight of the silhouette, a
feminine quality.

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Push

Because lighter is better, push that direction. Lighten it more by outlining the silhouette.
Listen to what the lines are saying. As you work, pay attention to small improvements.

Continuous line Single line makes

a fluid image, sweeping and graceful,
like a spinning ballerina. This image is
light but fairly abstractwere losing
the sense of a dragonflybut its
attributes are desirable.

Continuous line, simplified The

complex, single line is replaced with a
simplified line, which often yields better results but here does not. Yet while
the single wings look nothing like a
dragon y, they do suggest an angel.
fl

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Abstract, outlined Pointed wings take

the angel idea further. Four wings say
dragonfly, but the image has now morphed
into a symbol and is no longer an insect.
The lines can also be seen as single wings
in motion. The taper has returned.

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Expand

Two lines and a circle are a breakthrough. The image not only has dragonfly
symbolism but acquires that of an angelic figure, too, clearly feminine.

Flat head The wings are sleek

and pretty, but the blunt head
still looks like a nail. Although
unfinished, key at this point is
that the design has developed
a clear direction.

Arms added Two curves

become arms that are open
in gentle welcome . . .

. . . and a circle becomes a

head. The body is widened into
a tapered diamondwhich, of
course, has its own symbolism
and the image has become beautiful. This sketch was shown to
the client, who loved everything
except one detail . . .

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Converging lines are deleted

because they reminded Harvey
of the tubes that were attached
to Jennifer at the hospital.

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Render

Refine on the computer. A single line weight lends strength and posture and ties
the two chief imagesJennifer and dragonflytogether.

Position of arms Open arms welcome;

clasped hands portray care, watchfulness.

Floating like an angel Tapered base

c
onveys weightlessness.

The finished symbol is a beautiful blend

of images, simple, engaging, timeless, powerful.
It connects on many levelsinviting, caring,
confident, dignified, angelic and so on.

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Type

Mighty Trajan, first inscribed in stone on Emperor Trajans column in Rome, has
the dignity and stability that befits a premium cancer foundation.

foun
Main typeface Its seen a lot of
use in recent years, but Trajan is
timelessstrong, permanent, a
direct connection to the ancient
past. Its default letterspacing is
like the engraved column, above.
It can be looser but should not be
tighter than this.

Secondary typeface The simple forms

of modern classic Futura Book are crystal
clear and nearly style-neutral. Because of
this, utura makes an excellent complement
F
to Trajan and many other typefaces as well.
Note its panoramic letterspacing (left).

The stable center Centered type reinforces the

s
ymmetrical symbol. Centering is robust, stable, motionless,
which strengthens the sense of permanence.

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Color

A colorful dragonfly suggests bright, spring hues, but they would be too active.
Muting the colors conveys softness, professionalism, trust.

Too bright

Desaturated

Subdued blues The client

prefered to use blue, which suggests lightness, healing, medicine.
D
esaturated blue was applied only
to the logo, not the type. The colors
work naturally together because
theyre analogous (side by side on
the color wheel) and mainly gray.

Spring greens Vibrant colors

are pretty but too new and inappropriately active to use here. The
solution is to desaturate, which
replaces hue with gray and yields
muted, dusty tones. Note above
that the original colors were eyedroppered from the image.

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Our report card

As we have seen, the creative brief gives everyone goals to work toward. And now that
were done, it provides the measure by which to judge the outcome. Keep in mind that many
goals professional, for exampleare subjective, and that the client gets a vote.

Does the logo meet the goals?

From the creative brief . . .
Captures the true essence of Jennifer
Diamonds legacy to help people with
rare cancers be strong, informed and
promote healing . . .
Attractive to individuals and family
members with rare cancers, plus the
medical community and donors
Dragonfly This central feature is
clearly visible in the outcome.
Conveys confidence, credibility,
professionalism

The image is that of a premium

non-profit organization.
It attracts interest and respect.
Conveys stability, trust, credibility
Appears timeless, not trendy
Its conservative, reliable, tasteful,
elegant, subtle.
Its feminine, soft and warm without
being girly.
Its welcoming and approachable.

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Letterhead
Light colors and small, light type convey a sense
of peacefulness and dignity. Top logo and bottom
address are far apart, but centered alignment keeps
them connected. Key personnel are on the far left;
wide line spacing sustains the airiness.

President
Harvey Diamon d

Vice President
Matthew Diamon d

Secretary
Rachel Farle y

Treasurer
David Jackel

Board of Dir ectors

Harvey Diamond, Chair

Harvey Diamon d

Matthew Diamon d

President

Rachel Farle y
1880 Century Park East, 16th Floo r

Marshall Gelfand

Los Angeles, CA 9006 7

phone 310 551 080 0

fax 805 379 291 3
[email protected]
www.jenniferdiamondfoundation.org

Letterhead, envelope and

business card are designed
as a package; note the logo
and type are the same size
on all three pieces.

Business card
Vertical format heightens
the sense of a floating
angel. Aligned-left copy
repeats that on the envelope and letterhead.

1880 Century Park East

16th Floo r
Los Angeles, CA 9006 7

1880 Century Park East 16th Floor Los Angeles, CA 90067

phone 310 551 0800 fax 805 379 291 3

www.jenniferdiamondfoundation.org

Envelope White logo on the printed flap is an

impressive touch that draws full attention to the
message it wordlessly conveys. Manufacturing
the full-bleed flap requires that the envelope be
printed flat, then assembled.

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Article resources

Special thanks to the ever-impressive

Karen Barranco for allowing us to morph
her beautiful work into a design lesson.
Developing an image of this caliber is neither
as easy, nor as linear, as a condensed, 123
article makes it appear and often involves
nail biting and sleepless nights. And, of
course, a true brand is about much more than
a logo. Nevertheless, the principles shown
here are correct and in good order and have
a lot to teach us.

Typefaces

Colors

1 Adobe Garamond Italic

3 Futura Book

PMS 550

2 Frutiger Roman

PMS 7539

4 Trajan Pro

Images
Images: iStockphoto
5 (6980328)

About Karen we can say thisthat if we were

in need of a designer, she would be on our
short list of people to phone. See more of her
workand read about her processon her
Web site, www.specialmoderndesign.com.

6 (7339555)

Visit the Jennifer Diamond Cancer Foundation at

www.jenniferdiamondfoundation.org.
Harvey Diamon d

President

1880 Century Park East, 16th Floo r

Los Angeles, CA 9006 7

phone 310 551 080 0

fax 805 379 291 3
[email protected]
www.jenniferdiamondfoundation.org

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Before & After magazine

Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer
Before & After magazine
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Design from a

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i U X

i U X

0680

creative brief
BAmagazine.com

Designer and client must

work toward the
same goal. Heres
how to do that.

Design from a creative brief

2 of 15

0680

Design from a creative brief 0680

Design from a creative brief

Write it down The creative brief is the blueprint for

the project. It is a collaboration of designer and client. It
includes a project overview, goals, messages, audience
description, budget, schedule, and so on. The act of writing
all this down means that everyone has talked through and
agreed on what the design is to embody.

Design
To know if youve reached a design goal, you must rst know what from a creative brief
the goal is. Heres where to start answering that.

1 of 8

Before&After | www.bamagazine.com

When 30-year-old Jennifer Diamond quietly

passed away of appendiceal carcinoma, a
rare form of cancer, on July 23, 2002, she left
behind family, friends and a gentle legacy of
gracefulness and love. And she left her father
Harvey with a missionto share the knowledge gained
from this experience with others. So was born the Jennifer
Diamond Foundation, which would be dedicated to
helping people win the ght against all forms of cancer.
Soon after, designer Karen Barranco was retained to give
Jennifers foundation a public image. The beautiful logo she
made is a textbook lesson in how to design for a clientand
work to a shared, creative vision. The process begins not on
a computer but face to face with the client, for as long as
it takes, listening, building rapport, understandingand
sharingthe mission. Heres how she did it:

0680 Design from a creative brief

Before&After

Before&After

Design from a creative brief

Listen

3 of 15

When you meet your client, your

most important tools are your ears.
Hear who they are and what theyre
saying. As you proceed together,
talk about the goals for the design.
(Which is different from what the
design should look like.) Develop
the creative brief. Keep it short. Use
clear headlines and bulleted lists.
Project description
The project description is a brief summary of what
were doing and why. Because dragonies had symbolic meaning to Jennifer and her family, the decision was made at the outset that a dragony would
be central to the image, so it was included here.

4 of 15

Meanings
What is the symbolism of the dragony? Dont
assume you know. Listen to your client. Participate;
ll in the gaps with research, but check your results
with the client. Think in metaphors, which helps you
avoid becoming too literal. Avoid clichs.

Design from a creative brief

Audience
An image that has meaning to one group may be
meaningless to another. Understand who the audience is. Let your client guide you. Dont assume you
know the audience or what it is like . Keep in mind
that the rst audience is the client himself and his
employees and volunteers. They must enjoy their logo
and be proud of it and what it represents. Seriously.

Messages
A logo is a signature, not a marketing program. It
does not need to tell the whole story. Nevertheless,
it has a story to tell. The logo may picture the product
or service. It may be only the name. But it will always
convey an intangibleperhaps a vision or attitude or
feeling. In this, it is similar to clothing; a red suit says
something different from jeans. Write down everything you imagine. This is the artistic step. We must
say visually what words alone cannot.

2 of 8

BAmagazine.com

i U X

PROJECT DESCRIPTION
This identity will capture the true essence of Jennifer Diamonds legacy
to help people with rare cancers to be strong, informed and promote
healing through mind and body connections and will set the tone for
all future design applications. This identity will use the metaphor and
symbolism of the Dragony as the healing messenger, intertwined with
the following meanings:
Powerful
The Dragony is an important insect in legend, where they are creatures
with supernatural powers.
Prosperity and Harmony
The Dragony represents the powers of light and transformation, and
the ability to see through illusion. The dragony teaches a free and joyful
sense of being.
Informed
The Dragony teaches us to apply the art of knowledge to our own
questions and situationsto remember things are never completely as
they seem.
Ability to be Positive
The shifting movement, energy, form, and color of its iridescent wings
open vague memories, reminding us of alternative perspectives.

Design from a creative brief 0680

0680
Design from a creative brief

0680

Communicator
The Dragony is the essence of change, the messages of enlightenment
and wisdom. It also brings communication from the elemental world,
nature spirits.

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Design from a creative brief

BAmagazine.com

Dare to Dream
The Dragony is the doorkeeper who allows the gates to the dream
dimensions to be opened through the breaking of the physical illusion.

3 of 15

AUDIENCE
Organization to Individual non prot
Core Target: Individuals and family members with rare cancers
Secondary Target: Medical Community
Tertiary Target: private and business sectors potential donors
GOALS/PROJECT OBJECTIVES
Position as a premium non-prot organization operating in
a niche market.
Attract interest and respect.
MESSAGES
Convey condence, trusted guidance, credibility, professionalism
Project growth, stability and trust
Timelessness /not trendy
Conservative, reliable, tasteful, elegant, subtle
Understated simplicity, Clean and simple with minimal lines
Feminine, soft and warm without being too girly
Welcoming and approachable
Sophisticated, not too rich, though. Embossing may be too
extravagant for non prot; we can discuss.

4 of 15

APPROACHES
Do not use acronyms: JDF
Use Jennifer Diamond Foundation
Do not include inc.
Does not visually relate to cancer
Minimalist /simplistic approach
Horizontal format (preferred)
Typographical solution with the integration of a symbol/mark
Explore using the dragony as a symbol
Up to three colors, open to more?
Must be used in color and b/w

Before&After | www.bamagazine.com

Approaches
This step is more mechanical than artistic. Write
down what can and cant be done. This helps you and
the client approach the conceptual stage with better
clarity and focus.

0680 Design from a creative brief

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Design from a creative brief

Get to work

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Front view What is this? Its hard to

tell at a glance, and you probably dont
want it crawling on you.

Top view This is the strong

view. Simple, symmetrical,
graceful. No legs, no body parts,
all attention is on those wings.

A dragony will be central to the logo. A dragony in real life is beautiful but
complex, and the logo needs to be simple. One way to achieve simplicity is to use
a silhouette. A silhouette must have just the right pose . . .

Design from a creative brief

Side view Its a beautifully

engineered creature, but sticky little
insect legs say bug, not warmth,
femininity or welcome.

Before&After

Get artistic

0680

Design from a creative brief

0680
Design from a creative brief 0680

Abstract Sharp points and at head

look too much like a nail or a plant. The
tapered body, however, shows potential;
it lightens the weight of the silhouette, a
feminine quality.

The logo must convey many intangible qualities. Fill in the silhouette, then begin
working out lines and shapes; each small variation will say something different.

6 of 15

Angled edges Flattening the curves

yields somewhat crystalline shapes.
The idea is interesting, but here it
appears heavy and masculine, which
we dont want.

3 of 8

Before&After | www.bamagazine.com

Rotate Upright orientation is natural to

our eye, because its the most like us.
In this position, the dragony appears
balanced, motionless, stable, standing
like an object to be admired, almost as
if were viewing a statue.

0680 Design from a creative brief

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Before&After

Design from a creative brief

Push

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Continuous line, simplied The

complex, single line is replaced with a
simplied line, which often yields better results but here does not. Yet while
the single wings look nothing like a
dragony, they do suggest an angel.

8 of 15

BAmagazine.com

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Design from a creative brief

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Abstract, outlined Pointed wings take

the angel idea further. Four wings say
dragony, but the image has now morphed
into a symbol and is no longer an insect.
The lines can also be seen as single wings
in motion. The taper has returned.

Because lighter is better, push that direction. Lighten it more by outlining the silhouette.
Listen to what the lines are saying. As you work, pay attention to small improvements.

Continuous line Single line makes

a uid image, sweeping and graceful,
like a spinning ballerina. This image is
light but fairly abstractwere losing
the sense of a dragonybut its
attributes are desirable.

Design from a creative brief

Expand

Arms added Two curves

become arms that are open
in gentle welcome . . .

4 of 8

Before&After | www.bamagazine.com

. . . and a circle becomes a

head. The body is widened into
a tapered diamondwhich, of
course, has its own symbolism
and the image has become beautiful. This sketch was shown to
the client, who loved everything
except one detail . . .

0680

Design from a creative brief

0680
Design from a creative brief 0680

Converging lines are deleted

because they reminded Harvey
of the tubes that were attached
to Jennifer at the hospital.

Two lines and a circle are a breakthrough. The image not only has dragony
symbolism but acquires that of an angelic gure, too, clearly feminine.

Flat head The wings are sleek

and pretty, but the blunt head
still looks like a nail. Although
unnished, key at this point is
that the design has developed
a clear direction.

0680 Design from a creative brief

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Design from a creative brief

Render

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Design from a creative brief

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Floating like an angel Tapered base

conveys weightlessness.

Rene on the computer. A single line weight lends strength and posture and ties
the two chief imagesJennifer and dragonytogether.

10 of 15

The nished symbol is a beautiful blend

of images, simple, engaging, timeless, powerful.
It connects on many levelsinviting, caring,
condent, dignied, angelic and so on.

Design from a creative brief

Position of arms Open arms welcome;

clasped hands portray care, watchfulness.

Before&After

Type

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FOUN

0680

Design from a creative brief

0680
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Secondary typeface The simple forms

of modern classic Futura Book are crystal
clear and nearly style-neutral. Because of
this, Futura makes an excellent complement
to Trajan and many other typefaces as well.
Note its panoramic letterspacing (left).

10 of 15

The stable center Centered type reinforces the

symmetrical symbol. Centering is robust, stable, motionless,
which strengthens the sense of permanence.

Mighty Trajan, rst inscribed in stone on Emperor Trajans column in Rome, has
the dignity and stability that bets a premium cancer foundation.

Main typeface Its seen a lot of

use in recent years, but Trajan is
timelessstrong, permanent, a
direct connection to the ancient
past. Its default letterspacing is
like the engraved column, above.
It can be looser but should not be
tighter than this.

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Design from a creative brief

Color

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The image is that of a premium

non-prot organization.
It attracts interest and respect.
Conveys stability, trust, credibility
Appears timeless, not trendy
Its conservative, reliable, tasteful,
elegant, subtle.
Its feminine, soft and warm without
being girly.

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Its welcoming and approachable.

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Subdued blues The client

prefered to use blue, which suggests lightness, healing, medicine.
Desaturated blue was applied only
to the logo, not the type. The colors
work naturally together because
theyre analogous (side by side on
the color wheel) and mainly gray.

A colorful dragony suggests bright, spring hues, but they would be too active.
Muting the colors conveys softness, professionalism, trust.

Too bright

Desaturated

Design from a creative brief

Spring greens Vibrant colors

are pretty but too new and inappropriately active to use here. The
solution is to desaturate, which
replaces hue with gray and yields
muted, dusty tones. Note above
that the original colors were eyedroppered from the image.

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Our report card

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As we have seen, the creative brief gives everyone goals to work toward. And now that
were done, it provides the measure by which to judge the outcome. Keep in mind that many
goals professional, for exampleare subjective, and that the client gets a vote.

Does the logo meet the goals?

From the creative brief . . .
Captures the true essence of Jennifer
Diamonds legacy to help people with
rare cancers be strong, informed and
promote healing . . .
Attractive to individuals and family
members with rare cancers, plus the
medical community and donors
Dragony This central feature is
clearly visible in the outcome.
Conveys condence, credibility,
professionalism

0680 Design from a creative brief

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Design from a creative brief

President
Harvey Diamon d

Vice President
Matthew Diamon d

Secretary
Rachel Farle y

Treasurer
David Jackel

Board of Dir ectors

Harvey Diamond, Chair
Matthew Diamon d
Rachel Farle y
Marshall Gelfand

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1880 Century Park East

16th Floo r
Los Angeles, CA 9006 7

phone 310 551 0800 fax 805 379 291 3

14 of 15

www.jenniferdiamondfoundation.org

1880 Century Park East 16th Floor Los Angeles, CA 90067

Design from a creative brief

Letterhead, envelope and

business card are designed
as a package; note the logo
and type are the same size
on all three pieces.

Before&After

Article resources

Special thanks to the ever-impressive

Karen Barranco for allowing us to morph
her beautiful work into a design lesson.
Developing an image of this caliber is neither
as easy, nor as linear, as a condensed, 123
article makes it appear and often involves
nail biting and sleepless nights. And, of
course, a true brand is about much more than
a logo. Nevertheless, the principles shown
here are correct and in good order and have
a lot to teach us.
About Karen we can say thisthat if we were
in need of a designer, she would be on our
short list of people to phone. See more of her
workand read about her processon her
Web site, www.specialmoderndesign.com.

Typefaces

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Business card
Vertical format heightens
the sense of a oating
angel. Aligned-left copy
repeats that on the envelope and letterhead.

www.jenniferdiamondfoundation.org

[email protected]

phone 310 551 080 0

fax 805 379 291 3

Los Angeles, CA 9006 7

1880 Century Park East, 16th Floo r

President

Harvey Diamon d

Letterhead
Light colors and small, light type convey a sense
of peacefulness and dignity. Top logo and bottom
address are far apart, but centered alignment keeps
them connected. Key personnel are on the far left;
wide line spacing sustains the airiness.

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PMS 7539

PMS 550

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Colors

Design from a creative brief

BAmagazine.com

Envelope White logo on the printed ap is an

impressive touch that draws full attention to the
message it wordlessly conveys. Manufacturing
the full-bleed ap requires that the envelope be
printed at, then assembled.

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1 Adobe Garamond Italic

2 Frutiger Roman
3 Futura Book
4 Trajan Pro

Images
Images: iStockphoto
5 (6980328)

www.jenniferdiamondfoundation.org

[email protected]

phone 310 551 080 0

fax 805 379 291 3

Los Angeles, CA 9006 7

1880 Century Park East, 16th Floo r

President

Harvey Diamon d

6 (7339555)

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Visit the Jennifer Diamond Cancer Foundation at

www.jenniferdiamondfoundation.org.

0680 Design from a creative brief

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Design from a creative brief

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Before & After magazine

Before & After has been sharing its practical approach
to graphic design since 1990. Because our modern world
has made designers of us all (ready or not), Before &
After is dedicated to making graphic design understandable, useful and even fun for everyone.
John McWade Publisher and creative director
Gaye McWade Associate publisher
Dexter Mark Abellera Staff designer
Before & After magazine
323 Lincoln Street, Roseville, CA 95678
Telephone 916-784-3880
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Copyright 2009 Before & After magazine
ISSN 1049-0035. All rights reserved

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