Harley White
ART 291 Computer Graphic Design I
Fall 2012
Project Title: American Theatre 2013 Spring Season Brochure Design and Logo Redesign

Concept Statement: I had three concept ideas for this project: A pink and green design with flowers on it, I gave up on this one half way through because I am not fond of pink and I thought it was to feminine for a brochure intended for men and women. The second was a cork board design with a red logo instead of White; I dropped this Idea because I couldn’t find a way to use a textured background that didn’t make it hard to read the smaller bits of text, also the color red was too harsh on the dark brown cork board color but white was hard to look at after a few minutes of reading.
So, the concept I went with was a green, blue and black, abstract shaped design.

Description of Project: I chose the color green because it fit with the spring season theme and blue because I think they complement each other well, black and white for contrast. I used repetition of squares, triangles, rectangles and circles throughout the design to make it appealing. I originally only had squares on it but it felt like it needed some variety and circles did the job, I already had a circle on the logo and putting them in other places just made sense.
I have fewer angles and no triangles on the inside because when too many shapes were close to that much text it looked hectic and thrown together. I have colors repeated from front to back, and I used the same black box on the months as I used on season specials on the inside fold.
I used the font Myriad Pro bold, italic and regular in varying scales and angles to create visual hierarchy with in the text so that I wasn’t depending solely on the abstract shapes.

Process: I started by doing a spell check on the required text, resizing images and making a dummy so I would know what my margins, folds, size and panels would be before trying to put it together in InDesign. Then I got my document set up in the program, had to figure out how it was going to print and what I had to do to make it print double sided. I did my paragraph and character styles and set my grid lines up then worked through two concepts before I got to the one I stuck with, and then I fine-tuned it. I did test prints along the way and found out that some colors where to light or to bright, and some shapes worked better then others, I found out that the inside of my brochure was boring compared to the outside, and I find out that I had to turn the inside content upside down for it to print right-side up.

Description of Composition: In this composition I have unity and variety with text styles, colors, shapes, scales and lines on the front. I tried to make each panel capable of standing alone while still working with each other when looked at as a whole.
The focal points are as follows:
· Front, Logo (It’s the most intricate shape)
· Inside Fold, “Season Specials” (It has the most contrast)
· Back, “The American Theatre” (Brightest color and biggest text)
· All Inside panels, months first, titles of shows and images very (contrast makes the months first, size and color for the rest)
For balance I used a mixture of asymmetrical and symmetrical because I needed order on the inside to keep it readable and easy to understand, and on the outside I needed something eye catching. The inside is more symmetrical do to the paragraph styles, color panels and amount of text.

The Logo: For the logo redesign I used a serif  “A” and “T” combined with a square and a circle so that It would be interesting and have some contrast between strait and curved lines.