Objective

To learn to use Adobe Illustrator tools by example. To learn the conventions of typesetting business cards and stationery systems.

Discussion

Stationary systems are usually the first application to be designed as part of an identity system. The key to making stationery systems work is absolute consistency between the elements. In addition, take the following guidelines into account:

• business cards do not necessarily have to be a "standard" size, but it shouldn't be any larger
• design the business card first
• before deciding on a business card layout, do one layout in each of the four systems of visual organization (grid, symmetrical, asymmetrical, random)
• when designing a letterhead, design it with a letter in place
• when designing business envelopes, take into consideration USPS Envelope Addressing Standards

Procedure

recreating the wordmark

1. download starter files
2. launch Illustrator
3. file > new: letter, portrait, save as "business card.ai"
4. practice Adobe navigation keyboard shortcuts: space=hand; space+cmd=zoom in; space+cmd+opt=zoom out; cmd+zero=fit in window
5. file > place "beacon.gif" (as template)
6. rename "layer 1" as "wordmark"
7. recreate the wordmark using Futura Book (type > convert to outlines)
8. spec background color as Pantone 436C (window > swatch libraries > color books > Pantone coated)
9. delete template layer

laying out the business cards

1. new layer "box", restack to bottom
2. draw box for business card (3.5 x 2 inches), stroke=1pt
3. new layer "type" (lock others)
4. file > place "business card.txt"
5. spec type: 7.5/9 Sabon and Sabon SC
6. split text into appropriate text frames, edit text
7. match design for "grid" layout
8. duplicate the "grid" design and layout the other 3 designs
9. save

laying out the letterhead

1. save as "letterhead.ai"
2. delete extra elements, edit type, adjust logo size
3. change type to 8/11
4. draw guide for left/right margins (1.25 inches)
5. file > place "letter.doc", "signature.tiff"
6. spec letter: 11/13 Helvetica Medium
7. adjust layout to match PDF sample
8. save

laying out the envelope

1. save as "envelope.ai"
2. file > document setup: landscape
3. delete extra elements
4. draw box for envelope (9-1/2 x 4-1/8 inches)
5. adjust layout to match PDF sample
6. tip: be sure to match media orientation when printing

grading

1. replace "Carol Kelly" with your name (all 3 files)
2. scan and add your own signature to the letterhead
3. file > save for web: preset=GIF 32 no dither, image size=800px wide (all 3 files)
4. publish GIFs as a link from your projects page
5. print, submit a b&w laser proof with your name on it for grading
6. file graded proof in your 3-ring binder for individual review