These flyers were
done by Principal’s
in-house design team.
Standard Principal
fonts are Stone Sans
and Sabon. “Stone
Sans expresses a
modern character.
It’s representative
of the progressive,
savvy side of the
Principal brand,” Van
Wyngarden says.
Sabon is a classic serif
face. “Its traditional
look projects the
smart, practical, and
confident persona
that is Principal.”
When used in color,
Principal’s logo is in
blue (PMS 294). It’s
also used in black
and reversed in white
against dark backgrounds,
though the
color version is preferred
for consistency.
The “10 Best” brochure,
also designed
by Innova, maintains
the Principal identity
system with typography,
color, and
image selection, as
well as the use of
arcs and photobars.
“The general goal for
print layouts is to use
plain language, clean
design, and thorough
but crisp content,”
Van Wyngarden says.
About the author Michelle Taute is a freelance writer and editor in Cincinnati who specializes in design topics.
