Ontwerp voor een affiche met namen van bedrijven in ornamentale rand
The pattern
This still is filed under Lettered cover hook.
Define
The cover is the hook, and the hook is lettering: a title treated as an image.
Mechanism
Type as bait. The words are drawn so they stop the hand before the contents are known.
Verdict
A journal, book, or issue must sell itself on a rack or a feed
Why it works
The brief was a sponsor list, normally the ugliest object on a sheet, and the solution is to give the list no design at all. Every firm gets the same weight, the same colour and the same centred axis, with a blank line between entries so none can be read as subordinate. The ornament is reserved in white from a wash ground using the same technique as the lettering, which makes frame and content read as one printed object rather than a border with content dropped into it. The surviving pencil grid shows the letter sizes were set outward from the panel width, so the longest firm name fixes the type size and every other line is fitted to it, not the other way round.
Steal this when
You have to list sponsors, partners, clients or logos and none of them can be seen to outrank the others. Build one flat panel, one weight of lettering, equal air between entries, and spend the whole design budget on the frame.
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