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June 10, 2009

Gutenberg Holiday Card

Client: Gutenberg Printing

The client was looking for a corporate, but not sterile feeling, two color holiday card and matching envelope for their clientelle that would stand out when placed together with other holiday cards. The solution was immediate. Instead of choosing different oft used combinations of green, red, blue, silver and gold, take a bold departure and go with a deep candy apple red with black accents.

For this the designer wanted to strike a balance between convention and avant garde. Whilst the colors took a dramatic constructivist direction, the symbolism remained traditionally secure. A non-holiday specific snowflake shape and holly...albeit, black-leafed holly...was implemented to maintain one's focus on the festive message. The use of the color was multi-purposed. Black is said to be the presence of all color, an appropriate symbol for a printing company. The deep red stongly reinforces the holiday warmth of the season (red being associated with Santa, Pointsettias and the like). The snowflake in a dynamic angle radiates from the G letterform, reminding the viewer of the card's theme as soon as they begin to read. The dynamically sloped angle of the red background color shapes the negative space into a vision of a snow-capped landscape, making a two color print job magically look like three.

Inside a simple, thoughtful, warm message of good will was extended to their clients.

The tent card was printed and scored on a 100# two sided lustro dull coat cover stock. The matching A7 envelope was printed on the square flap of a cougar white wove stock.

©2009 Dagmar Jeffrey. All designs are under their respective copyright. All rights reserved.