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Promotion: Pate Engineers, Inc. (cont'd) |
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Original piece
Designer Mandy
Barrett thinks the Pate
logo is too busy, and
she can’t decipher the
cover graphics. The
inside of the piece is
text-heavy and dull.
|  |
Photos
Pate needs more
exciting images in its
promo. “They could
have a photographer
out at each site to
catch an interesting
shot of current projects,”
she says. |  |
Fonts
The Arial Black Pate
currently uses in its
logo is kept in the
redesign, as it goes
well with the simple
fonts Barrett chose—
Eurostile for headlines
and Gill Sans for copy. |  |
Colors
It was necessary to
maintain PMS 540
and 1245 in the piece.
Barrett implemented
these colors, but
reversed their roles so
the yellow was more
prominent. She also
made use of screens.
Paper suggestion
If poster format is
used: durable, synthetic
Yupo 86-lb.
cover in white. |  |
Poster format
To make this promo
piece stand out,
Barrett rotated the
layout. This way, the
inside portion resembles
a poster, which
makes better use of
the large amount of
information on projects
and services. The
center of the layout
can be adjusted to
make room for hole
punches, which Danika
LaBrant of Pate says
are sometimes needed
for binders.
More info
Barrett was able to
fit more information
about Pate, especially
on its various areas
of expertise, by making
the type smaller.
This made room for a
callout next to each
image for extra info.
|  |
Headlines
“Titles don’t always
have to be in bold
font,” Barrett advises.
These headlines are
clean and simple. |  |
Logo update
“You shouldn’t look
at a piece and think
that someone made
a mistake,” says
Barrett. “I don’t mind
the concept of Pate’s
diamond logo, but I don’t understand why
it’s not put together
properly. So I had
to change it.” She
cleaned up the logo
to make it more functional
and to generate
name recognition.
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