Before And After Magazine 0612 - Open Space.pdf

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Before & After magazine | 0612 | Open space
Before & A f t e r ®
BAmagazine.com
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Open space Continued
Continued
Open space 0612
An audio retailer designs a card that loats on air.
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Before & A f t e r ®
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Open space
Your design should not impose a style but express who you are. Here, an
audio retailer turns its blocky old card into a minimalist beauty.
Audio FX is a small, high-end, home audio retailer in Sacramento, California,
whose sound rooms are rich, aural realms in which the music can swell and
soar as if toward ininity. Its components and furnishings are uniquely sculpted,
uncluttered, radiant and beautiful.
And quite different from its business card.
Blocky, static and uneven, the card (right) does not look
like the store or its products. Its heavy, stylized appear-
ance is the opposite of clean lines and open spaces.
The result sends a false message. Said the staff, “We
should add ‘Home Audio’ to our new card, because
people think we’re a car stereo joint.”
But that’s not because of the words; it’s because
of the look. Better is to make the design say what you
are. Here’s how to do that.
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The look we want
The lines, shapes and colors of high-end components are very simple—spare, geometric,
black & white. The result is a sharp impression of clarity and spaciousness.
Before
Smooth surfaces
A U D I O
Sweeping lines
We’ll retain the logo . . .
The modern part of the old
card is the logo. Underpinning
the logo are the thin, sweep-
ing lines of six ellipses, which
impart a sense of deep space,
sound waves, and to the liter-
al-minded, the looping wires
of a sound system. Seen
through a rectangular win-
dow (a square would convey
more precision), these lines
have no beginning or end or
symmetry and seem to hang
somewhere in ininity.
1415 Howe Ave.
S a c r a m e n t o
C a l i f o r n i a
9 5 8 2 5
916 • 929 • 2100
FAX 916 • 929 • 2111
www.audiofx.com
Rich materials
Steve Mounkes
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The parts we don’t
The old card doesn’t have the light lines and open atmosphere of the store and its
products, so we’ll discard both type and layout in favor of a design that does.
Before
A mismatch of styles
(Right) The style of the old
card is a static typographic
brick in which every ele-
ment has been forced into
a rectangle. This required
unnaturally squeezing long
lines and stretching short
ones and yielded an irregu-
lar patchwork of type that
pulls the eye heavily inward.
The style is dense and con-
gested; it doesn’t match
the store, and, for that mat-
ter, the text block doesn’t
match the logo.
A U D I O
1415 Howe Ave.
S a c r a m e n t o
C a l i f o r n i a
9 5 8 2 5
916 • 929 • 2100
FAX 916 • 929 • 2111
www.audiofx.com
Geometric shapes
1415 Howe Ave.
S a c r a m e n t o
C a l i f o r n i a
9 5 8 2 5
916 • 929 • 2100
FAX 916 • 929 • 2111
www.audiofx.com
Force-justiied
(Above) Force-justifying equalizes
left and right margins by distrib-
uting the leftover white space
between letters. This traps it; the
text block is closed and static. This
is a good technique when you need
to convey a sense of warmth and
stability (although the craftsman-
ship must be better), but it’s oppo-
site the openness of high-tech.
Steve Mounkes
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Card one: Maximize the white
The key to a clean look is white space. White space conveys purity, clarity and radiance.
The way to get more white in a ixed area is to make everything smaller and lighter.
Before
After, v.1
AUDIO
A U D I O
Steve Mounkes
1415 Howe Ave.
Sacramento, CA 95825
P 916.929.2100
F 916.929.2111
www.audiofx.com
1415 Howe Ave.
S a c r a m e n t o
C a l i f o r n i a
9 5 8 2 5
916 • 929 • 2100
FAX 916 • 929 • 2111
www.audiofx.com
(Above) Same information, same space, but the new card has three
distinct elements separated by white. The eye can move freely and
read easily. White space conveys radiance; that is, lots of light. And in
white space you can really design —create lines of sight, movement,
tension, dynamics —because there’s room to do so.
Steve Mounkes
1 AUDIO
2 AUDIO
To ill the rectangle, the original FX had to be unnaturally large. The new
version is small ( 1 ), light ( 2 ) and blends beautifully into the name.
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