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Create a halftone border in Photoshop.
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Add a halftone drop shadow using Photoshop.
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Identity: Heather Shelby Design (cont'd) |
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Original logo
“Everything is boring,
and not very memorable,”
Heather Shelby
says of her company’s
current identity.
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Updated look
DG art director Kathie
Alexander decided on
a simple, dignified, encircled
h logo, which
can be used alone or
with the company’s
name underneath.
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Logo runners-up
These were rejected
for either being too
playful or too staid. |  |
Typography
“I chose Agfa Waddy
124 for the h because
it’s feminine
and classy,” says
Alexander. She thickened
it for impact.
Text in Aeneas adds
sophistication, especially
in its small caps. |  |
Color palette
Pantone 1905 (pink),
7486 (mint), and 477
(chocolate) add elegance
to the system.
Paper suggestions
Alexander recommends
French Paper’s
Speckletone in Starch
Mint for stationery, and Jam Paper’s
translucent envelopes,
which come in 15 sizes.
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Letterhead
This system offers a
strong identity and
versatility for Heather
Shelby Design. The h
logo can be printed
on the stationery, or
a stamp can lend a
personal, handmade
feel—and save on
printing costs. With a
stamp and green paper,
Shelby will only
need to print one
color on each side.
She can stamp the
bottom right corner
on the back of the
letterhead to add personality
and strength
to the brand. These
patterns can easily be
changed—the middle
one is a character
from the font Cyberbuny’s
Teaser, free at
www.fontface.com.
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Envelopes
Translucent white
envelopes are an alternative
to high-cost
printing. Shelby can
hand-stamp the logo
above or to the left of
her return address.
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Business cards
Square business cards
are fun and unusual,
and provide a lasting
memory. The cards
Alexander designed
are printed on mint
green paper, and
brown ink is printed
on the front with
the green reversing
out. The back is also
printed in a one-color
(pink) pattern with a
brown ink stamp. |  |
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