Before and After 0662

7/29/2019 Before and After 0662

1/16

Continued

Before&After XiBAmagazine.com U

Design talk 0662

FiveDesignIdeas

DesignTalk13

HOME

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FiRst MoRtgAges

second MoRtgAges

bFs (business FoR selF)

PeRsonAl loAns

Separate Fields Organized Card

Massive Typeface Sleeve-Style Cover

Home Page Greeting

Richard Ryan 916-796-5674 capitolaircharter.com

ECLIPSE 500

CAPITOLAIR CHARTER


2/16

Before&After

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XiBAmagazine.com U

Design talk 0662

Layout Organize that card

Our riend Richard nances his love o fying by operating a one-jet air-charter service here on

the West Coast. And its easy to see where his heart ishe pilots a state-o-the-art jet but prints his

business cards on his desktop. Lets see i we can get those cards looking as ast as his airplane.

CapitolAirCharter

Richard Ryan

916-796-5674

capitolaircharter.comEclipse 500

Fast The words have been pulled o the photo and into line,

which is how we read. Light italics typeace looks fast. Cornerag anchors the card. Black and desaturated taupe colors are

neutral, businesslike and complement the photo. The plane,

back in open space, is ree to y. Sharp, hierarchical, clear.

Before After

Boxy & slow Angled & ast


ECLIPSE 500

CAPITOLAIR CHARTER

Angle matches the italics. Name is

aligned right; second line is indented

2 pts to match the angle.


CAPITOLAIR CHARTER

Slow The actory supplied a good photo, but Richard

made a common mistakehe flled its open spaces withwords. These trap the airplane and, lacking hierarchy,

send a ragmented message. His name in aviation blue was

a good idea but is too bright or the desaturated photo.

And Times Roman type, while excellent or text, is too ussy

or the sleek subject matter. Shadows muddy it urther.

Design talk 2of 10


3/16

Beore&Ater

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XiBAmagazine.com U

Design talk 0662

Layout Separate the felds

Heres the problem. Your ad has two ocal pointsa powerul photo andthe name o the product.

How do you keep them rom competing? The easiest way is to keep them apart; put the photo in one

feld and the words in another, then share colors and alignments. Like this:

Make two felds, one

or the photo and one or

the words.

Darken the text panel,

here, with eye-shadow color,

which connects the felds

and brings her ace orward.

Design the text Set blush-

colored VIO sideways to

leave a buer zone, across

which a lipstick-color . . .

. . . headline is scrawled. Note

typestyles are extremely di-

erent, but the huge size dier-

ences keep them compatible.

Show the product Make

her ace big as possible, and

center it (more or less). Note

sightlines lead the eye.

Design talk 3of10


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Before&After

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XiBAmagazine.com U

Design talk 0662

Layout Massive typeface makes a powerful cover

Font Bureaus Giza Nine Five typeface is so massive that a word forms a nearly solid block,

which gives it a mighty voice and makes it easy to design. Work to its strengths:

Early aternoon, September 19, 2006,campers spotted a tiny wildfre on theside o Gold Lake Highway across rom the Sardine L akes turn-in. Fueledby dry manzanita, steep terrain and strong aternoon winds, it quickly racedup the hillside and out o control. This is the story o what happened next.

fighting the bassetts

PhotobyMikeWarner

Gomtric orcs

Organic orcs

Visual forces

Rctangls hav svral uniqu

proprtis that includ at, stabl

sids and diagonal axs that con-

vrg in th cntr, pulling th

y strongly inward. Th photo

has similar inward pullsom-

what unusualwhich maks th

layout doubly strong.

Rectangular slab serifs

Th boldst o fv wights in th

Giza typ amily, Nin Fivs mas-

siv shaps ar strongly rctangu-

lar and hav almost no ngativspac. Rsult: Words can b c-

tivly stackd lik blocks. In this

dsign, thyr sizd to ft dg to

dg; not blow that vn with-

out papr, th our lmnts alon

dfn th spac.

NiNe

Seven

Five

Three

One

Not th our blocks hav dirnt

textures and values. Th top block

is th blackst, FIRe is a at slab,

and th txt has a dtaild, toothy

l. Th dirncs yild spara-

tion and visual intrst.

f ig ht in g t he b a ss e tt s f ig ht in g th e b as s et ts

Earlyaternoon,September19, 2006,campersspottedatinywildfreontheside o Gold Lake Highwayacrossrom the Sardine Lakesturn-in.Fueledbydrymanzanita,steepterrainandstrongaternoonwinds,itquicklyracedupthe hillside and outo control.Thisisthe story o whathappened next.

fightingthebassetts

Earlyaternoon,September19, 2006,campersspottedatinywildfreontheside o Gold Lake Highwayacrossrom the Sardine Lakesturn-in.Fueledbydrymanzanita,steepterrainandstrongaternoonwinds,itquicklyracedupthe hillside and outo control.Thisisthe storyo whathappened next.

fightingthebassetts

Design talk 4of 10


5/16

Before&After

5of10

XiBAmagazine.com U

Design talk 0662

Layout Design a bold, sleeve-style cover

Need a bold, easy-to-make cover for a simple document? This technique simulates a wrap-

around sleeve. Draw a solid, horizontal band, then place your words atop it, like this:

Align the elements (Above) Divide the page

into columns, align your type, and add the hori-

zontal band. Color to suit the topicnote the

headline has the most contrastand add a

shadow i youd like. Below, an asymmetrical lay-

out is active; a centered layout is more placid.

Asymmetrical

Set a margin and

trim the band evenly

to ft it.

Cant print to the edge? Do this:

Add a light feld in the

background, thereby

redefning the space.

HOME

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UnderwritingGuidelines

ARM (AdjustAble RAte MoRtgA ge)FiRst MoRtgAgessecond MoRtgAgesbFs (business FoR selF)PeRsonAl loAns

BANKMB HOME LOANS |2134 lAKe dRiVe, AugustA, Wi, 54722 | 715-123-4567 | www.akma.m

HOME

LOANS


ARM (AdjustAble RAte MoRtgAge)FiRst MoRtgAgessecond MoRtgAgesbFs (business FoR selF)PeRsonAl loAns


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Centered

Design talk 5of 10


6/16

Before&After

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XiBAmagazine.com U

Design talk 0662

Design talk 6of 10

Desaturated wardrobe A BIG image will be shock-

ing if its also bright, but his nearly colorless clothes

blend easily with the desaturated background to con-

vey a warm, approachable image.

www.sydlieberman.com

Syd Lieberman is a proessional storyteller, teacher and authorand a guy who literallyis

his business! To picture that on his Web site, he greets you at the door like an old riend with

stories to tell. Heres how he crated an appealing frst impression:

Web Greet your online viewers

A photographic interrupter

Organic-shape photo interrupts thehorizontal lines and stops the eye.

Faint shadow adds depth. Note

how the open space around each

elementSyd, title, and opening

textlets each be clearly seen.

Soft colorThree horizontal bands

are used for the title, navigationand the short intro. These are soft-

ened by warm, earthy colors with

just a hint of a gradient and shad-

ow (above). Mid-page navigation is

unusual and effective.


7/16

Before&After

7of10

XiBAmagazine.com U

Design talk 0662

Fixed Change

Repeat the look insidebut smaller

Inside is where that mid-page navigation bar goes to work. The home-page design is condensed

into a header that runs atop every page and allows each topic to open beneath it.

Light gradients dierentiate

interior pages rom the home

page and also allow better con-

trast with images, text, buttons

and other elements.

Continuity is as important in design as it is in

storytelling. Inside, the home-page elementsbrown

feld, title, navigation, Syd,and their spatial relation-

ships (above)are condensed at the top and serve

as a page-by-page touchstone through the site.

Literary headline Handsome, book-style type is a key

design element. Note that Syds name is fxed on the let,

while words on the right change. Simple and eective.

Design talk 7of 10


8/16

Before&After

8of10

XiBAmagazine.com U

Design talk 0662

Design talk 8of 10


ECLIPSE 500

CAPITOLAIR CHARTER

Typefaces

1 Helvetica Neue Std Bold Condensed

Oblique | 12 pt

2 Helvetica Neue Std Thin Condensed

Oblique | 12 pt

3 (ab) Helvetica Neue Std Light

Condensed Oblique | a) 8 pt; b) 5 pt

4 P22 Cezanne

5 Helvetica Neue Std Light Extended

6 H&FJ Didot Light Roman (24 pt Master)

Images

7 Image courtesy of Eclipse Aviation

www.eclipseaviation.com

8 iStockphoto.com

Article resources

Colors

C30 M30 Y30 K100

C53 M50 Y50 K16

C70 M53 Y37 K70

C16

M76

Y59

K3

C9 M30 Y28 K0

9

10

11

4

58

9

6

10

11

12

13

12

13

7

3a1

2

3b


9/16

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Design talk 0662

Design talk 9of 10

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Early aternoon,September 19, 2006,campers spotted a tiny wildfre on theside o Gold Lake Highway across rom the Sardine Lakes turn-in. Fueledby dry manzanita, steep terrain and strong aternoon winds, it quickly racedup the hillside and out o control. This is the story o what happened next.

fighting the bassetts

PhotobyMikeWarner

Typefaces

1 Giza Nine Three | 42.3 pt

2 Giza Nine Five | 219 pt

3 ITC Franklin Gothic Heavy | 16 pt

4 Adobe Caslon Regular | 19.3/20 pt

5 ITC Franklin Gothic Book | 7 pt

6 Century Old Style Std Bold | 40/41 pt

7 (ab) Helvetica Neue Std Light

a) 13.5/23 pt; b) 8 pt

8 Helvetica Neue Bold | a) 8 pt

Images

9 Mike Warner | www.wildbryde.com

Article resources

Colors

C0 M0 Y0 K100

C20 M100 Y100 K20

C15 M80 Y40 K65

C0 M5 Y30 K15

10

11

12

12

11

10

10

13

13

7a

6

1

2

4

9

3

5 8 7b


10/16

Before&After

10of10 | Printing formats

XiBAmagazine.com U

Design talk 0662

Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers of us all (ready or not), Before &

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Dexter Mark Abellera Staff designer

Before & After magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

E-mail [email protected]

www http://www.bamagazine.com

Copyright 2007 Before & After magazine

ISSN 1049-0035. All rights reserved

You may pass along a free copy of this article to others

by clicking here. You may not alter this article, and you

may not charge for it. You may quote brief sections

for review; please credit Before & After magazine, and

let us know. To link Before & After magazine to your

Web site, use this URL: http://www.bamagazine.com.

For all other permissions, please contact us.

Subscribe to Before & After

Subscribe to Beore & Ater, and become a

more capable, confdent designer or pennies

per article. To learn more, go to

http://www.bamagazine.com/Subscribe

E-mail this articleTo pass along a ree copy o this article to

others, click here.

Join our e-list

To be notifed by e-mail o new articles as

they become available, go to

http://www.bamagazine.com/email

Design talk 10of 10


11/16

XiBAmagazine.com UBeore&Ater

Back | Paper-saver format

For paper-saver ormatPrint: (Specify pages 1216)

For presentation ormatPrint: (Specify pages 110)

Beore & Ater is made to ft your binder

Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

suitable for one- or two-sided printing, is provided on the following pages.

Print

Format: Landscape

Page Size: Fit to Page

Save

Presentation format or

Paper-saver format


12/16

Before&After|www.b

amagazine.com

1o5

DesignTalk13:FiveDesig

nIdeas0662

0662DesignTalk13:

FiveDesignIdeas

Five

Design

Ideas

D

esignT

alk13

ARM(AdjustAbleRAteMoRtgAge)

FiRstMoRtgAges

secondMoRtgAges

bFs(businessFoR

selF)

PeRsonAlloAns

Sep

arateFields

Organized

Card

MassiveTypeac

e

Sleeve-St

yleCover

HomePageGreeting

RichardRyan916-796-5674

capitolaircharter.com

ECLIP

SE

500

CAPITOL

AIRCHARTER

LayoutOrganizethatcard

OurriendRichardn

anceshisloveofyingbyoperatingaone-jetair-charterservicehereon

theWestCoast.Anditseasytoseewherehisheartishepilotsastate-o-the-artjetbutprintshis

businesscardsonhisdesktop.Letsseeiwecang

etthosecardslookingasas

tashisairplane.

capitol

aircharter.com

Eclipse500

FastThewordshavebeenp

ulledothephotoandintoline,

whichishow

weread.Lightitalicstypeacelooksfast.Corner

aganchorsthecard.Blacka

nddesaturatedtaupecolorsare

neutral,businesslikeandcom

plementthephoto.Theplane,

backinopenspace,isreeto

y.Sharp,hierarchical,clear.

Before

After

Boxy&slow

Angled&ast

RichardRyan

9

16-796-5674


ECLIPSE500

CAPITOL

AIRCHARTER

Anglematchestheitalics.Nameis

alignedright;secondlineisindented

2p

tstomatchtheangle.

RichardRyan

916-796-5674


CAPITOL

AIRCHARTER

SlowTheactorysupplied

agoodphoto,butRichard

madeacommonmistakeheflleditsopenspaceswith

words.Thesetraptheairp

laneand,lackinghierarchy,

sendaragmentedmessage

.Hisnameinaviationbluewas

agoodideabutistoobrightorthedesaturatedphoto.

AndTimesRomantype,whileexcellentortext,istooussy

orthesleeksubjectmatter.Shadowsmuddyiturther.


13/16

Beore&Ater

|www.b

ama

gazin

.c

om

2o

5

DesignTalk13:FiveDesig

nIdeas0662

0662DesignTalk13:

FiveDesignIdeas

Layout

Massivetypeacemakesa

powerulcover

FontBureausGizaNin

eFivetypeaceissomassivethatawordormsanearly

solidblock,

which

givesitamightyvoiceandmakesiteasytodesign.Worktoitsstren

gths

:

Gom

tricorc

s

Org

anicorc

s

Visualorces

Rctan

gl

sh

av

sv

ral

u

niqu

pro

prti

sthatin

clu

d

a

t,stabl

sidsan

ddia

gon

al

ax

sthatcon-

vrg

in

thcn

tr,

pullin

gth

ystron

glyinw

ard.Th

pho

to

hassimilarinw

ard

pull

s

om-

wh

atun

usualwhichm

a

ksth

layoutdoubly

stron

g.

Rectangularslabseris

Th

bold

stofv

w

igh

tsinth

Giza

typamily,Nin

Fiv

s

mas-

sivshapsar

stron

glyr

c

tangu-

lar

an

dh

av

alm

ostn

on

ga

tiv

spac.R

sult:W

ord

scan

b

c-

tivly

stack

dlik

blo

ck

s.In

this

dsign

,thyrsizdtof

tdgto

dg;n

otblow

thatv

n

with-

outpapr,

tho

ur

lm

n

tsalon

dfn

thspac.

NiN

e

Seve

n

Fiv

e

Thre

e

On

eN

ottho

ur

blo

ck

sh

av

dirn

t

texturesan

dvalues.Th

to

pblo

ck

isthbla

ck

st,FIReis

a

at

slab,

an

dthtx

th

asadtail

d,

toothy

l.Th

dirn

csyild

spara-

tion

an

dvisu

alin

tr

st.

fightingthebassetts

fight

ingthebassetts

Earlyaternoon,September19,2006,campersspottedatinywildfreonthe

sideoGoldLakeHighwayacrossromtheSardineLakesturn-in.Fueled

bydrymanzanita,steepterrainandstrongaternoonwinds,itquicklyraced

upthehillsideandoutocontrol.Thisisthestoryowhathappenednext.

fightingthebassetts


sideoGoldLakeHighwayacrossromtheSardin

eLakesturn-in.Fueled

bydrymanzanita,steepterrainandstrongaternoo

nwinds,itquicklyraced

upthehillsideandoutocontrol.Thisisthestory

owhathappenednext.

fightingtheb

assetts


sideoGoldLakeHighway

acrossromtheSardineLakesturn-in.Fueled

bydrymanzanita,steepterra

inandstrongaternoonwinds,itquicklyraced

upthehillsideandoutoco

ntrol.Thisisthestoryowhathappenednext.

fightingthebassetts

Photoby Mike Warner

Layout

Separatethefelds

Herestheproblem.Yo

uradhastwoocalpoints

apowerulphotoand

then

ameotheproduct.

Howdoyoukeepthem

romcom

peting?Theeasiestwayistokeepthemapar

t;putthephotoinone

feldandthewordsin

another,thensharecolorsa

ndalignments.Likethis:

Maketwof

elds,on

or

thph

oto

andon

or

thw

ord

s.

Darkenthetextpanel,

hr

,with

y-sh

adow

color,

which

conn

ctsthfld

s

an

dbrin

gsh

ra

c

orw

ard.

DesignthetextS

tblu

sh-

color

dVIO

sidw

aysto

lav

aburzon

,across

which

alip

stick-c

olor...

.

.

.h

adlin

is

scrawl

d.N

ot

typstylsar

x

trm

lydi-

rn

t,butthh

ugs

izdir-

n

csk

pthm

com

patibl.

ShowtheproductM

ak

hra

cbig

aspossibl

,an

d

cn

trit

(mor

orl

ss).N

ot

sigh

tlinsl

adt

hy.


14/16

Before&After|www.bamagazine.com

3o5

DesignTalk13:FiveDesignIdeas0662

0662DesignTalk13:

FiveDesignIdeas

Desaturated

wardrobeABIGimagewillbeshock-

ingiitsalsobright,buthisnearlycolorlessclot

hes

blendeasilyw

iththedesaturatedbackgroundto

con-

veyawarm,approachableimage.

www.sydlieberm

an.com

SydLiebermanisaproessionalstoryteller,teache

randauthorandaguywh

oliterallyis

hisbusiness!Topictur

ethatonhisWebsite,hegreetsyouatthedoorlikean

oldriendwith

storiestotell.Hereshowhecratedanappealin

gfrstim

pression:

WebGreetyou

ronlineviewers

Aphotogra

phicinterrupter

Organic-shapephotointerruptsthe

horizontallinesandstopstheeye.

Faintshadowaddsdepth.Note

howtheope

nspacearoundeach

elementSyd,title,andopening

textletseachbeclearlyseen.

SoftcolorThreehorizontalbands

areusedorthetitle,navigation

andtheshortintro.Theseare

sotenedbywarm,earthycolors

withjustahinto

agradientand

shadow(above).

Mid-pagenaviga-

tionisunusualandeective.

LayoutDesignabold,sleeve-style

cover

Needabold,easy-to-m

akecoverorasimpledocu

ment?Thistechniquesimu

latesawra

p-

aroundsleeve.Drawa

solid,horizontalband,then

placeyourwordsatopit,likethis:

Aligntheelem

ents(Above)Dividethepage

intocolumns,alignyourtype,andaddthe

horizontalband.

Colortosuitthetopicnote

theheadlinehas

themostcontrastandadda

shadowiyoud

like.Below,anasymmetricallay-

outisactive;acenteredlayoutismoreplacid.

Asy

mmetrical

Setamarginand

trimthebandevenly

toft

it.

Cantprinttotheedge?Dothis:

Addalightfe

ldinthe

background,thereby

redefningthespace.

HOME

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Underwriti

ng

Guidelines

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(AdjustAbleRAteMoRtgAge)

FiRstMoRtgAges

secondMoRtgAges

bFs(businessFoRselF)

PeRsonAlloAns

BANKMBHOMELOANS|2134lAKedRiVe,AugustA,Wi,5

4722|715-123-4567|www.akma.m

HOME

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Underwriting

Guidelines


FiRstMoRtgAges

secondMoRtgAges


PeRsonAlloAns

HOME

LOANS

Underwriting

Guidelines


FiRstMoRtgAges

secondMoRtgAges


PeRsonAlloAns

HOME

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Underwriting

Guidelines


FiRstMoRtgAges

secondMoRtgAges


PeRsonAlloAns

HOME

LOANS

Underwriting

G

uidelines

ARM


FiRstM

oRtgAges

secondMoRtgAges

bFs(bu

sinessFoRselF)

PeRsonAlloAns

Centered


15/16

Before&After|www.bamagazine.com

4o5


0662DesignTalk13:

FiveDesignIdeas

RichardRyan

916-796-567

4capitolaircharter.com

ECLIPSE500

CAPITOL

A

IRCHARTER

Typefaces

1H

elveticaNeueStdBoldCondensed

O

blique|12pt

2H

elveticaNeueStdThinCondensed

O

blique|12pt

3(ab)HelveticaNeueStdLight

C

ondensedOblique|a)8pt;b)5pt

4P

22Cezanne

5H

elveticaNeueStdLightExtended

6H

&FJDidotLightRoman(24ptMas

ter)

Im

ages

7ImagecourtesyoEclipseAviation

www.eclipseaviation.com

8iStockphoto.com

Articleresources

Colors

C30M30Y30K100

C53M50Y50K16

C70M53Y37K70

C16M76Y59K3

C9M30Y28K0

91011

45

8

96 1011

12

13

12

13

7 3a

12

3b

Fixed

Change

Repeatthelookinsidebutsmaller

Insideiswherethatmid-pagenavigationbargoes

towork.Thehome-pagede

signiscondensed

intoaheaderthatrunsatopeverypageandallows

eachtopictoopenbeneath

it.

Lightgradi

entsdierentiate

interiorpag

esromthehome

pageandalsoallowbettercon-

trastwithimages,text,buttons

andotherelements.

Continu

ityisasimportantindesignasitisin

storytelling.Inside,thehome-pageelements

brownfeld,title,navigation,Syd,andtheirspatial

relationsh

ips

(above)arecondensedatth

etopand

serveas

apage-by-pagetouchstonethroughthesite.

Literary

headlineHandsome,book-style

typeisakey

designelement.NotethatSydsnameisfx

edonthelet,

whilewo

rdsontherightchange.Simplean

deective.


16/16

Before&After|www.ba

magazine.com

5of5


0662DesignTalk13:

FiveDesignIdeas

Before&Aftermag

azine

Before&Afterhasbee

nsharingitspracticalapproach

tographicdesignsince1990.Becauseourmodernworld

hasmadedesignersofusall(readyornot),Before&

Afterisdedicatedtom

akinggraphicdesignunderstand

-

able,usefulandevenfunforeveryone.

JohnMcWadePublis

herandcreativedirector

GayeMcWadeAssoc

iatepublisher

DexterMarkAbelle

raStaffdesigner

Before&Aftermag

azine

323LincolnStreet,Roseville,CA95678

Telephone916-784-3880

Fax916-784-3995

E-mailmailbox@bama

gazine.com

wwwhttp://www.bam

agazine.com

Copyright2007Be

fore&Aftermagazine

ISSN1049-0035.All

rightsreserved

Youmaypassalonga

freecopyofthisarticletoothers

byclickinghere.Youm

aynotalterthisarticle,andyou

maynotchargeforit.

Youmayquotebriefsections

forreview;pleasecreditBefore&Aftermagazine,and

letusknow.TolinkBe

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Forallotherpermissio

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OME

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Guidelines

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secondMoRtgAges


PeRsonAlloAns

BANKMBHOMELOANS|2134lAKe

dRiVe,AugustA,Wi,54722|715-123-4567|www.akma.m

Earlyaternoon,September19,200

6,campersspottedatinywildfreonthe

sideoGoldLakeHighwayacross

romtheSardineLakesturn-in.Fueled

bydrymanzanita,steepterrainand

strongaternoonwinds,itquicklyraced

upthehillsideandoutocontrol.Thisisthestoryowhathappenednext.

fightingt

hebassetts

Photoby Mike Warner

Typefaces

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izaNineThree|42.3pt

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izaNineFive|219pt

3ITCFranklinGothicHeavy|16pt

4A

dobeCaslonRegular|19.3/20pt

5ITCFranklinGothicBook|7pt

6C

enturyOldStyleStdBold|40/41p

t

7(

ab)HelveticaNeueStdLight

a

)13.5/23pt;b)8pt

8H

elveticaNeueBold|a)8pt

Im

ages

9M

ikeWarner|www.wildbryde.com

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C20M100Y100K20

C15M80Y40K65

C0M5Y30K15

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Before and After 0662

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