Thursday 7 April 2016
Anna asked me to create a letterpress-printed business card for her featuring just her logotype and some simple contact details in a traditional-looking typeface.
Anna’s logotype is her name set in Bickham Script Pro. For the contact details I needed a typeface which would complement Bickham’s formal personal style, but which would be relatively simple in style in order to avoid visual overload. I decided to use Dante, which is a lovely typeface from the 1950s which was originally designed as a metal type, and was therefore intended to be impressed into paper.
Taking my lead from the style of the logotype I centred all the information on the card. The flourishes of the decorative initial A make finding a comfortable visual left alignment difficult, so centering was a good solution here. The contact information is set in small caps to help keep the look calm and classic.
Within the contact details I have used a single glyph from Bickham Script Pro to divide the information and as a nod back to the logotype. At this small size the fine lines of Bickham Script Pro were too light – both visually alongside the Dante, and for letterpress printing. The minimum line thickness for photopolymer plates is 0.3pt (0.123mm), and the glyph was way under that, so I needed to redraw it to make it slightly heavier.
The design is printed in gold ink onto two very different papers – Cropper Teal 240gsm and Conqueror Connoisseur 300gsm. Using two different papers is a great way to create two very different outcomes, and when the design and the ink colour remain the same the additional cost is negligible. By doing this Anna was able to have business cards which are suitable for two very different audiences.
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Putting a freelance designer at the heart of your project
Branding for Scottish Borders Heritage