Objective

To learn to use Adobe Illustrator tools by example. To learn the conventions of typesetting business cards and stationary 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 than 3.5 x 2 inches
• design the business card first because it is usually the smallest application
• 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 (profile=print: letter), save as "wordmark.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 "beacon-wordmark"
7. recreate the wordmark using Futura Book (type > convert to outlines)
8. draw box, fill=black
9. window > pathfinder: cut white elements out of box
10. duplicate b&w art
11. fill=Pantone 436C (window > swatch libraries > color books > Pantone coated)
12. delete template layer
13. window > swatches: delete all unused (flyout)
14. save, save as "beacon-applications.ai"
15. save, save as "beacon-wordmark-large.pdf"; preset=high quality (for printing)
16. save, save as "beacon-wordmark-small.pdf"; preset=smallest file size (for web publishing)

laying out the business cards

1. open "beacon-applications.ai"
2. new layer "box", restack to bottom
3. draw box for business card (3.5 x 2 inches), fill=none, stroke=1pt
4. new layer "type" (lock others)
5. copy and paste text from "business card.txt" (as point type)
6. spec type: 7.5/9 Adobe Garamond Pro
7. window > type > open type: old style proportional numbers
8. create a "symmetrical layout" business card first
9. dupe business card 3x and then create layouts for grid, asymmetrical, random layouts
10. save
11. unlock all layers
12. art board tool: copy art board to make a new page (opt+drag)

laying out the letterhead

1. delete extra elements, edit type, adjust logo size
2. change type to 8/11
3. new layer "guides"
4. draw guide for left/right margins (1.25 inches)
5. file > place "letter.doc", "signature.tiff"
6. spec letter: 11/13 Adobe Garamond Pro
7. change addressee info to your personal info
8. save
9. art board tool: copy art board to make a new page (opt+drag)

laying out the envelope

1. art board tool: landscape
2. delete extra elements, edit type, adjust logo size
3. draw box for envelope (9-1/2 x 4-1/8 inches)
4. add flap
5. adjust layout

grading

1. scan and add your own signature to the letterhead
2. page 1: add credit in 10pt Helvetica, 1/2" from bottom and right side of the page:
   • Exercise 0: Identity
   • your name
3. print a b&w proof for grading (reduce to printable area=no)
4. file your graded proof in your Process Book for individual review