Dos and don’ts – putting the bits
together
This gives you an idea of how to create basic layouts
such as brochure covers or ads.
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Do make things big. Your main element (headline text or silhouette) should fill most of the page. The other elements should fit around it. The logo should fill the available space. |
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Don't let the logo get too small. And don’t let it slip into the corner (except on applications where this is necessary such as stationery). |
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Do think how the elements (silhouette, headline type, supporting text, logo) relate to each other. They should gravitate towards each other, forming a mass on the page. |
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Don’t let the design feel too rigid or precious. Don’t be tempted to put things in corners. Always use Macmillan Headline for titles. |
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Do think how you can differentiate the logo from headline text and create visual impact – by placing the text in a silhouette, or by turning either the logo or the text on its side. |
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Don’t let the logo get lost in the middle of lots of text. |
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Do use a silhouette to express a simple idea or story. A silhouette should feel special. |
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Don’t use a silhouette as decoration or to fill up space. Don’t make a collage of more than one silhouette. |
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Do postion your headline so it fills the space within your silhouette as much as possible. |
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Don’t let your headline ‘float’ within your silhouette. Don’t be tempted to use a silhouette as a background for large amounts of text. |
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Do put one main message (a big thought or call to action) in Macmillan Headline. It’s the voice of Macmillan. |
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Don’t be tempted to put too much copy in Macmillan Headline. Overusing it will take away its freshness and impact. |
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Do remember to keep things as simple as possible when using Futura. It works best when it looks chunky, basic and not over-designed. |
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Don’t use too many weights of Futura in one piece of communication. And don’t wrap it around silhouettes or headlines. |