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    Before&After

    Continued

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    Design on a centerline 0616

    Design on a

    CenterlineContinued

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    Design on a centerlineFor conveying quiet beauty, nothing is easier than a centered layout

    Your client is a college whose art

    department has given you a small

    schedule to design and has a few

    requirements. It must convey the

    nobility of the school and the artistic

    spirit of the months events. It must

    be handy to use, printable in-house

    and cheap. Oh, and please have it

    finished tonight.

    How do you do a quality jobon such a tight schedule? In the

    same way that you do any job

    methodically. The difference is that

    you limit fonts and colors to the

    basics and your layout to a simple

    configuration.

    At left is the raw data,

    which you will visuallytranslate into imag-

    ery. Highlight item by

    item. Youre looking

    for key words that will

    govern the design.

    (1) Parameters

    (2) Title and topic

    (3) Introduction

    (4) Dates and times

    (5) Event title and

    speaker

    (6) Venue

    Summary

    Card size

    Printable in the office

    Key words

    Artistic and traditional

    The creative brief

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    From:Subject:

    Date:To:

    Cindy HollandAugust Schedule of Events cardJuly 25, 2005 9:30 AM PDTDexter Mark Abellera

    From:Subject:

    Date:To:

    Cindy HollandAugust Schedule of Events cardJuly 25, 2005 9:30 AM PDTDexter Mark Abellera

    3

    1Hello Dexter,

    Sorry for the rush here. Copys below. We need something we can print in the office and pass out byhand, so we were thinking maybe they could be cards three to a sheet. Its Art Month, and the eventsare pretty varied, so we hope you can find an artistic look that ties them together and still feels likethe school, which, as you know, is pretty traditional. Deadlines tonight.

    Best,Cindy

    ------------------------------------------------

    Delta College Art Department, August Schedule of Events

    In an exceptional program that covers the artistic spectrum of the department, August is a month ofthe best presenters and lecturers, conversation, critique and beautiful art. Engaging and inspiring.

    August 4, 2005, 7:30 p.m -- Dialogues in Beauty, Deborah Witt -- Shima Hall Gallery

    August 6, 2005, 6 p.m. -- Slide Lecture, Artist Judy Miller -- Mariposa Hall 2000

    August 7, 2005, 5:30 p.m. -- Summer Show, Student Exhibition -- University Library Gallery

    August 8, 2005, 4:30 p.m. -- Lecture, Graphic Designer James Rogers -- University West Forum

    August 10, 2005, 7 p.m. -- Expand Your Horizon, April Breedon -- Shima Hall Gallery

    August 12, 2005, 6:30 p.m. -- A Conversation With Beverly Mills -- Shima Hall Gallery

    August 13, 2005, 2 p.m. -- Summer Arts & Crafts Fair -- Main Courtyard

    August 17, 2005, 5:30 p.m -- Close Encounters, Julie Packard -- University Library Gallery

    August 19, 2005, 4:30 p.m. -- Lecture, Paintings & Prints, James Rogers -- University East Forum

    August 20, 2005, 7 p.m. -- Nearly Reflecting, April Breedon -- Shima Hall Gallery

    August 23, 2005, 5:30 p.m. -- The Shape of Color, Jason Untalan -- University West Forum

    August 27, 2005, 7:30 p.m. -- Peter Kilmer Ceramics -- Mendocino Hall 2100

    54 6

    2

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    Look. Read. Learn.

    Next step is to find one imagewe have no time for morethat embodies the ideas ofartisticand traditional. Remember that the image must represent many kinds of art.

    Look beyond the obvious

    When looking at objects, we tendnot to get much past the surface

    thats an interesting mask; theres

    an old book. But the designer must

    look deeper. Put words on what you

    see. What, exactly, makes the mask

    interesting? What colors say artistic?

    What kind of shape says traditional?

    What textures? What lines? Pay

    attention to sensual qualities like

    sound, smell, touch, and the intangi-

    bles of history, culture and tradition.

    The ideal image not only makes the

    right message (artistic and tradition-

    al) but has bold physical properties

    (line, silhouette, color) that can have

    an impact on the design.Brush Calligraphic, lacquered, well used, desat-

    urated colors, bold silhouette, traditional; a brush

    says art to everyone. This is our image.

    Books Highly traditional, rich,

    tactile, irregular, desaturated

    colors, suggest scholarship andhistory but not artistry

    Mouse Cold, hard, high

    contrast, used for art but nei-

    ther artistic nor traditional

    Mask Artistic, clay, warm,

    mysterious, emotive, suggests

    theater, too human

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    Now relate image to page

    Establish a relationship between image and page. Ask, what are the boldest characteristicsof each, and, what properties do they have in common? Work with those.

    What size?

    When you have only

    one image, its natural

    to want it big. But pay

    attention. In this case,

    a bigger brush would

    isolate and deaden

    the space above it

    (below, top). Think of

    white as liquid, and

    let it flow (bottom).

    High contrastLow contrast

    Work with what you have The page is a

    strong vertical line; the brush is an even stronger

    line. Placed parallel, they work together; crossing,

    they have friction and energy, and in this case the

    brush becomes a header, too. The centerline isthe point of highest contrast (below and right.)

    Centerline

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    Create a simple color palette

    Create a color palette made of the image plus one additional color, which can harmonizeor, in this case, contrast. For versatility, adjust the color to its middle value.

    Sample, locate, reduce

    The dominant color in an

    imagehere, muted red

    will have the most interaction

    with the background color.

    Locate this red on the color

    wheel (right). Straight across

    is its complement(green),

    which has intense contrast.

    Either side of green are reds

    split complements (green-yel-

    low and green-blue), which

    contrast but with less tension.

    To make beautifullysoftcon-

    trast, lighten the complement.

    Middle value

    Middle-value green

    yields the best of

    three worldsa

    touch of contrast, the

    sedate softness of

    old, well-used things,

    and visual depth.

    Against middle value,

    the dark and light

    of the brush come

    forward, making a

    strong illusion of an

    object thats physi-

    cally on the page.

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    D E LTA C O L L E G E A R T D E PA R T M E N T

    Select one type family, and set it in one size

    Here, the idea oftraditionaland the need for simplicity intersect; old books were often setin a single family of serif type, which here will convey tradition and minimize decisions.

    Start with a bold statement Center the title inall caps with w i d e l e t t e r s p a c i n g, which

    conveys pre-eminence, power, permanence. Note in

    this case that all caps echo the straight line of the

    brush (above). Upper- and lowercase (below) has a

    busy line that sets a more conversational tone.

    D e l t a C o l l e g e

    Note the brush is

    used as a spacer.

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    D E L TA C O L L E G E A R T D E P A R T M E N T

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    August schedu

    Center the second title in small caps

    Center the second title the same size as the first but in small caps, which convey thepresence and authority of full capitals but at a secondary level.

    Small caps True small caps are uppercase

    characters that have the same height and

    weight as normal lowercase characters (below),with which they blend beautifully. Not all fonts

    contain true small caps, in which case you must

    make your own. False small caps are service-

    able but inconsistently light, because they are

    merely full-size caps reduced in size.

    True small capsConsistent weightThese are part of the font.

    False small caps

    Inconsistent weight

    These you make yourself.

    AUGUST

    D E LTA CO LLE GE AR T D E PAR TME N T

    August Schedule of Events

    Wide letterspacing

    Normal letterspacing

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    D E LTA CO LLE GE AR T D E PAR TME N T

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Repeat, repeat, repeat

    As you add copy, keep the card simple by repeating whats already on the pagesame typestyle, same size, same spacing, all centered.

    3

    1

    2

    3

    3

    Only three sizes Note the card has only three

    sizes: (1) big space, (2) type size, (3) small space.

    This repetitive approach goes together fast, it

    looks good, and its artistically correct.

    1

    1

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    In an exceptional programDialogues in Beauty

    The beauty of a good type family is in its

    variety of styles. Here, names are set in one

    style, venues another, dates a third. The similari-

    ties keep them together, the differences keep

    them apart; all harmonize beautifully.Consistency

    within elements

    The headline

    encompasses the

    events below it, sokeep the relation-

    ship in size and

    style, but differenti-

    ate by color. Green

    on green has less

    contrast and lower

    visibility, therefore

    lower hierarchy.

    Clearly visible in the diagram above are the

    different textures and rhythms within a type

    family, each of which has a unique voice.

    D E LTA CO LLE GE AR T D E PAR TME N T

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Dialogues in Beauty, Deborah Witt, 7:30 p.m.

    Shima Hall Gallery4

    Slide Lecture, Artist Judy Miller, 6 p.m.

    Mariposa Hall 20006

    Summer Show, Student Exhibition, 5:30 p.m.University Library Gallery

    7

    Lecture, Graphic Designer James Rogers, 4:30 p.m.

    University West Forum8

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    Differentiate elements by changing styles

    Differentiate titles, venues and dates by assigning each a stylelight, italic or boldbut do not change the size or spacing.

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    135678 James RogersAscenders

    Descenders

    135678ABCDEFGHIJUse old-style numerals in text

    Above, standard numerals are uppercase and

    monospaced to align in columns for accounting

    use and more. Beautiful old-style numerals, below,

    are meant for use in text. Smaller like lowercase

    letters, theyre more varied and often descend far

    below the baseline. Also like letters they have dif-ferent widths and are called non-lining, because

    in columns they dont line up.

    Red dates tie to

    the brush and head-

    lines and define the

    centerline.

    D E LTA CO LLE GE AR T D E PAR TME N T

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Dialogues in Beauty, Deborah Witt, 7:30 p.m.

    Shima Hall Gallery4

    Slide Lecture, Artist Judy Miller, 6 p.m.

    Mariposa Hall 20006

    Summer Show, Student Exhibition, 5:30 p.m.University Library Gallery

    7

    Lecture, Graphic Designer James Rogers, 4:30 p.m.

    University West Forum8

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    Use old-style numerals

    If they are available (not all fonts have them), use beautiful old-style numerals, whichblend with upper- and lowercase characters and convey both artistry and tradition.

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    D ELTA COLLEG E AR T D EP AR TMENT

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Dialogues in Beauty, Deborah Witt, 7:30 p.m.

    Shima Hall Gallery4

    Slide Lecture, Artist Judy Miller, 6 p.m.Mariposa Hall 2000

    6

    Summer Show, Student Exhibition, 5:30 p.m.University Library Gallery

    7

    Lecture, Graphic Designer James Rogers, 4:30 p.m.University West Forum

    8

    Expand Your Horizon, April Breedon, 7 p.m.Shima Hall Gallery

    10

    A Conversation With Beverly Mills, 6:30 p.m.

    Shima Hall Gallery12

    Summer Arts & Crafts Fair, 2 p.m.

    Main Courtyard13

    Close Encounters, Julie Packard, 5:30 p.m.

    University Library Gallery17

    Lecture, Paintings & Prints, James Rogers, 4:30 p.m.University East Forum

    19

    Nearly Reflecting, April Breedon, 7 p.m. Shima Hall Gallery

    20

    Lecture, The Shape of Color, Jason Untalan, 5:30 p.m.

    University East Forum23

    Peter Kilmer Ceramics, 7:30 p.m.

    Mendocino Hall 210027

    D ELTA COLLEG E AR T D EP AR TMENT

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Dialogues in Beauty, Deborah Witt, 7:30 p.m.

    Shima Hall Gallery4

    Slide Lecture, Artist Judy Miller, 6 p.m.Mariposa Hall 2000

    6

    Summer Show, Student Exhibition, 5:30 p.m.University Library Gallery

    7

    Lecture, Graphic Designer James Rogers, 4:30 p.m.University West Forum

    8

    Expand Your Horizon, April Breedon, 7 p.m.Shima Hall Gallery

    10

    A Conversation With Beverly Mills, 6:30 p.m.

    Shima Hall Gallery12

    Summer Arts & Crafts Fair, 2 p.m.

    Main Courtyard13

    Close Encounters, Julie Packard, 5:30 p.m.

    University Library Gallery17

    Lecture, Paintings & Prints, James Rogers, 4:30 p.m.University East Forum

    19

    Nearly Reflecting, April Breedon, 7 p.m. Shima Hall Gallery

    20

    Lecture, The Shape of Color, Jason Untalan, 5:30 p.m.

    University East Forum23

    Peter Kilmer Ceramics, 7:30 p.m.

    Mendocino Hall 210027

    81/2

    11

    For desktop printing . . .

    While a full bleed (far left)

    is ideal, to print 3-up on a

    standard desktop printer youll

    need to allow a quarter-inch (or

    so) margin on all sides.

    The finished card Continue your way down the centerline until the job is beautifully complete.

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    Typefaces

    1 (ab) Adobe Garamond Bold | a) 8 pt

    b) 8 pt

    2 (ab) Adobe Garamond Semibold SC

    a) 8 pt, b) 8 pt

    3 Adobe Garamond Regular | a) 8/9.6 pt

    4 Adobe Garamond Italic | a) 8 pt

    Images

    5 (ab) Photos.com | a b

    6 (ac) istockphoto.com | a b c

    Article resources

    Colors

    C25 M90 Y95 K25

    C33 M29 Y55 K60

    C33 M29 Y55 K40

    C14 M11 Y25 K0

    7

    8

    9

    10

    7

    8

    9

    10

    D E L TA C O L L E G E A R T D E P A RT M E N T

    August Schedule of Events

    In an exceptional program that covers the artistic spectrum of thedepartment, August is a month of the best presenters and lecturers,

    conversation, critique and beautiful art. Engaging and inspiring.

    Dialogues in Beauty, Deborah Witt, 7:30 p.m.

    Shima Hall Gallery4

    Slide Lecture, Artist Judy Miller, 6 p.m.

    Mariposa Hall 20006

    Summer Show, Student Exhibition, 5:30 p.m.University Library Gallery

    7

    Lecture, Graphic Designer James Rogers, 4:30 p.m.University West Forum

    8

    Expand Your Horizon, April Breedon, 7 p.m. Shima Hall Gallery

    10

    1a

    2a

    3

    2b

    4

    1b

    5a

    6c5b6a 6b

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    Before&After XiBAmagazine.com U

    Design on a centerline 0616 14of14 | Printing formats

    Design on a centerline 14of 14

    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 understand-

    able, useful and even fun for everyone.

    John McWade Publisher and creative director

    Gaye McWade Associate publisher

    Vincent Pascual Staff designerDexter Mark Abellera Staff designer

    Editorial board Gwen Amos, Carl Winther

    Before & After magazine

    323 Lincoln Street, Roseville, CA 95678

    Telephone 916-784-3880

    Fax 916-784-3995

    E-mail [email protected]

    www http://www.bamagazine.com

    Copyright 2005 Before & After magazine, ISSN

    1049-0035. All rights reserved

    You may pass this article around, but you may not alter

    it, and you may not charge for it. You may quote brief

    sections for review. If you do this, please credit Before

    & After magazine, and let us know. To feature free

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    us. For permission to include all or part of this article in

    another work, please contact us.

    Subscribe to Before & After

    Did you learn from this article? Subscribe, and

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    Before&After

    Back | Paper-saver format

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    For paper-saver formatPrint: (Specify pages 1622)

    For presentation formatPrint: (Specify pages 114)

    Before & After is made to fit your binder

    Before & After articles are intended for permanent reference. All are titled and numbered.

    For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

    suitable for one- or two-sided printing, is provided on the following pages.

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    1of7

    Designonacen

    terline0616

    0616Designonacenterline

    Yourclientisacollegewhose

    art

    departmenthasgivenyouas

    mall

    scheduletodesignandhasa

    few

    requi

    rements.Itmustconvey

    the

    nobil

    ityoftheschoolandthe

    artistic

    spirit

    ofthemonthsevents.Itmust

    beha

    ndytouse,printablein-house

    andc

    heap.Oh,andpleaseha

    veit

    finish

    edtonight.

    H

    owdoyoudoaqualityjob

    onsu

    chatightschedule?Int

    he

    same

    waythatyoudoanyjob

    meth

    odically.Thedifferenceisthat

    youlimitfontsandcolorstothe

    basicsandyourlayouttoasimple

    configuration.

    Atleftistherawdata,

    whichyouwillvisually

    translateintoimag-

    ery.Highlightitemby

    item.Youre

    looking

    forkeywor

    dsthatwill

    governthe

    design.

    (1)Paramet

    ers

    (2)Titleand

    topic

    (3)Introduc

    tion

    (4)Datesan

    dtimes

    (5)Eventtit

    leand

    speaker

    (6)Venue

    Summary

    Cardsize

    Printablein

    theoffice

    Keywords

    Artisticand

    traditional

    Thecreativebrief

    Desi

    gnona

    Ce

    nte

    rline

    From:

    Subject:

    Date:

    To:

    CindyHollan

    d

    AugustScheduleofEventscard

    July25,20059:30AMPDT

    DexterMark

    Abellera

    From:

    Subject:

    Date:

    To:

    CindyHollan

    d

    AugustScheduleofEventscard

    July25,20059:30AMPDT

    DexterMark

    Abellera

    3

    1

    HelloDexter,

    Sorryfortherushhere.Copysbelow.Weneedsomethingwecanprintintheo

    fficeandpassoutby

    hand,sowewerethink

    ingmaybetheycouldbecardsthreetoasheet.ItsArtMonth,andtheevents

    areprettyvaried,sowe

    hopeyoucanfindanartisticlookthattiesthemtogetherandstillfeelslike

    theschool,which,asyouknow,isprettytraditional.Deadlinestonight.

    Best,

    Cindy

    ------------------------------------------------

    DeltaCollegeArtDepa

    rtment,AugustScheduleofEvents

    Inanexceptionalprogramthatcoverstheartisticspectrumofthedepartment,

    Augustisamonthof

    thebestpresentersandlecturers,conversation,critiqueandbeautifulart.Enga

    gingandinspiring.

    August4,2005,7:30p.m--DialoguesinBeauty,DeborahWitt--ShimaHallGallery

    August6,2005,6p.m.

    --SlideLecture,ArtistJudyMiller--MariposaHall2000

    August7,2005,5:30p.m.--SummerShow,StudentExhibition--UniversityLib

    raryGallery

    August8,2005,4:30p.m.--Lecture,GraphicDesignerJamesRogers--Unive

    rsityWestForum

    August10,2005,7p.m

    .--ExpandYourHorizon,AprilBreedon--ShimaHallG

    allery

    August12,2005,6:30p.m.--AConversationWithBeverlyMills--ShimaHallG

    allery

    August13,2005,2p.m

    .--SummerArts&CraftsFair--MainCourtyard

    August17,2005,5:30p.m--CloseEncounters,JuliePackard--UniversityLibraryGallery

    August19,2005,4:30p.m.--Lecture,Paintings&Prints,JamesRogers--UniversityEastForum

    August20,2005,7p.m

    .--NearlyReflecting,AprilBreedon--ShimaHallGalle

    ry

    August23,2005,5:30p.m.--TheShapeofColor,JasonUntalan--UniversityWestForum

    August27,2005,7:30p.m.--PeterKilmerCeramics--MendocinoHall2100

    5

    4

    6

    2

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    0616Designonacenterline

    Nowrelateimage

    topage

    Establisharelation

    shipbetweenimageandpage.Ask,whatarethe

    boldestcharacteristics

    ofeach,and,whatpropertiesdotheyhave

    incommon?Workwith

    those.

    Whatsize?

    Whenyou

    haveonly

    oneimage

    ,itsnatural

    towantit

    big.Butpay

    attention.

    Inthiscase,

    abiggerbrushwould

    isolateanddeaden

    thespace

    aboveit

    (below,top).Thinkof

    whiteasliquid,and

    letitflow(bottom).

    Highcontrast

    Lowcontrast

    Centerline

    Workwithwhatyouhav

    eThepageisa

    strongverticalline;thebrus

    hisanevenstronger

    line.Placedparallel,theywo

    rktogether;crossing,

    theyhavefrictionandenerg

    y,andinthiscasethe

    brushbecomesaheader,to

    o.Thecenterlineis

    thepointofhighestcontrast(belowandright).

    Look.Read.Learn.

    Nextstepistofind

    oneimagewehaveno

    timeformorethatem

    bodiestheideasof

    artisticandtradition

    al.Rememberthattheimagemustrepresentmanykindsofart.

    Lookbe

    yondtheobvious

    Whenlo

    okingatobjects,wetend

    nottog

    etmuchpastthesurface

    thatsa

    ninterestingmask;theres

    anoldb

    ook.Butthedesignermust

    lookdeeper.Putwordsonwhatyou

    see.What,exactly,makesthemask

    interest

    ing?Whatcolorssayartistic?

    Whatkindofshapesaystraditional?

    Whatte

    xtures?Whatlines?Pay

    attentio

    ntosensualqualitieslike

    sound,s

    mell,touch,andtheintangi-

    blesofhistory,cultureandtradition.

    Theidea

    limagenotonlymakesthe

    rightmessage(artisticandtradition-

    al)buth

    asboldphysicalproperties

    (line,silhouette,color)thatcanhave

    animpa

    ctonthedesign.

    BrushCalligra

    phic,lacquered,wellused,desat-

    uratedcolors,b

    oldsilhouette,traditional;abrush

    saysarttoeveryone.Thisisourimage.

    BooksHighlytraditiona

    l,rich,

    tactile,irregular,desatur

    ated

    colors,suggestscholarshipand

    historybutnotartistry

    MouseCold,hard,high

    contrast,usedforartb

    utnei-

    therartisticnortraditional

    MaskArtistic,clay,warm,

    mysterious,emotive,s

    uggests

    theater,toohuman

    Before&After|www.bamagazine.com

    Desingonacen

    terline0616

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    0616Designonacen

    terline

    Createasimplecolorpalette

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    AugustScheduleofEvents

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    Inan

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    DialoguesinBeauty,DeborahWitt,7:30

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    4

    SlideLecture,ArtistJudyMiller,6p.m.

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