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Before and After 0683
Before and After 0683
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zig-zag brochure
Swings
ITALIAN BISTRO
Design a
Continued
Before&After
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PASTAS & PIZZAS
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Lasagna
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Classic Neapolitan
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
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Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Spaghetti
A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
The zig-zag is one of our favorite brochure formats because it looks so good with so little effortin small quantities you can even make it on your desktop. Rotate a legal-size sheet into landscape format, straight-cut its top edge at an angle, then fold it like an accordion into four panels. Color-key its zig-zag tabs, and youll have an energetic brochure suitable for topics of all kinds. Have a look:
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Design a zig-zag brochure 0683
Before&After
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Front cover
The front cover is where you see the zig-zags. Because theyre angular, zig-zags have a lot of visual energy and movement, so design with that in mind.
Coordinate image and tabs The effect of intentionally stylized pasta (tagliatelle, thank you) is amplified by color-matching the zig-zags. The result is an appealing interplay of circles and triangles. Right, use the eye dropper tool to sample colors from the image.
Two colors
One color
Monochromatic
Swings
ITALIAN BISTRO
Subtler renditions Above, two-color and one-color tabs soften the triangles, lowering the energy level. The shades of the monochromatic palette ( made by adding blacks to the orange) convey depth, fading smoothly from front to back.
Swings
ITALIAN BISTRO
Swings
ITALIAN BISTRO ITALIAN BISTRO
Swings
ITALIAN BISTRO
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Inside
Inside the brochure are two tabs ideal for a two-topic spread. Bring colors and shapes from the outside in.
PASTAS & PIZZAS
Note alignments
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Lasagna
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Classic Neapolitan
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Spaghetti
A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
Bring colors and shapes from the outside to the inside. Here, circles and triangles yield a light, geo metric presentation. Consistency is key. Note (above) that the four dishes are the samesame viewing angle, same size, no background. Change any factor and youll begin losing visual coherence (right). Be consistent. Wrong size Wrong angle Background
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Classic Neapolitan
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
A simple theme of triangles and circles needs simple typography, too, which suggests (but does not require) a sans-serif typeface, in this case Franklin Gothic. What makes simple simple? Note above that the Franklin Gothic W is a straight line, one width, no embellishments, in a zig-zag. For comparison, Adobe Garamond is a beautiful but complex blend of crisscrossing stems, varying line weights, detailed, asymmetrical serifs (the little feet) and several radiuses of fillet, the curve between stem and serif.
Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Lasagna Classic Neapolitan A Layers classic pizza with diced tomatoes, garlic and of pasta with pepperoni, Italian A classic pizza with diced tomatoes, garlic and sausage, mozzarella, parmesan, mushrooms olive oil, seasoned with fresh herbs and oliveand oil, seasoned with fresh herbs and baked tomato sauce $11.25 baked fresh on focaccia bread $9.95 fresh on focaccia bread $9.95 Classic Rustica Spicy Chicken Penne
Red peppers and sun-dried tomatoes with penne pasta topped with blackened chicken in pesto cream sauce $10.25
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
Each column is centered beneath its dish; heads are color-keyed to the tabs.
(Above) Set in Franklin Gothic Heavy and Book, each head is a point or two larger than its body, and each dish is separated by an extra line space. The best practice in making a menu is to run prices into the text as shown rather than setting them apart, to discourage price skimming.
with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Farm-fresh tomatoes and marinara sauce with Italian sausage, roasted peppers, onion and mozzarella and romana cheeses, baked on fresh with focaccia bread $10.55 fresh mozzarella, served on focaccia Spaghetti A blend of veal, pork and ground beef mixed Roast Chicken Margherita home made marinara sauce $9.95 Roasted chicken breast, fresh tomatoes and marinara with mozzarella and rommano cheeses, baked on homemade focaccia bread $12.50
Cappellini Pomodoro
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Pizza Margherita
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Outside
On the outside are front and back covers and the two panels that comprise the middle zig-zag. Although there are new elements, sustain the visual consistency.
Swings
ITALIAN BISTRO
Swings
ITALIAN BISTRO
Fruit Smoothie
Homemade Tiramisu
Homemade and to die for $5.25
Work by eye Design is by eye, not by rote. Small adjustments can be required to sustain a consistent look. For example, instead of flat platters, note the Sips and Sweets viewing angles match the pasta. The narrow glass is taller, too (above), to give it the same visual weight as the platters inside. Typography and color matching, however, remain identical.
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
Apple Normandy
Spiced apples baked in brown sugar and cream under puff pastry with vanilla bean ice cream $5.85
Soft Drinks
Pepsi, Diet Pepsi, Coke, Diet Coke, Sprite, Mountain Dew or Dr. Pepper $1.50
Crme Brulee
Rasberry, vanilla bean or blueberry topped with caramelized sugar $5.25
Pellegrino
16 oz bottle $2.25
Swings Swings
ITALIAN BISTRO ITALIAN BISTRO
Color-matched type
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Back cover
The back cover is the natural and most visible place to tell (and show) your story, give hours, address and other contact information.
Swings
ITALIAN BISTRO
Swings
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m.
Swings
ITALIAN BISTRO
Swings
ITALIAN BISTRO
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
As visible as the front, the back cover is a key image-making panel. In this case, placing the photo results in a high-contrast edge. The swashy logo then straddles this fence, which helps tie the fields together. (Right) Narrative text style and sizes match the menu items. Heads are color-keyed to the image.
Extend the image An alternative to the high-contrast look is to fill the page with color sampled from the image. In this case, sampling from the edge yields a nearly seamless transition.
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A promotional brochure makes a beautiful impression with a three-panel photo. Low-key, monochromatic zig-zags quietly recede.
Narrative
Form
Suntree Park
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant.
Renovations will include . . . s 5PDATED PARK ENTRY s )MPROVED ENTRANCE SIGNAGE s 2EDESIGNED PARKING LOT s .EW STONE FASCIA TO BUILDING s .EW DOORS AND WINDOWS s .EW mOORING AND WALL TREATMENTS s 5PDATED EDUCATIONAL EXHIBITS s !$! ACCESSIBILITY s %DUCATIONAL SIGNAGE
O $25 O $50 O $100 O $500 O $1000 O Other (Please specify exhibit or area money
A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
Mail-out promotional brochure for a park renovation must draw the reader in. Above, beautiful photos do the heavy lifting; note the image behind the translucent narrative panel. Left, in a reversal of roles, a beautifully typeset introduction is the primary element (although the photo remains the focal point). Note in both cases that two panels work as one.
Make a tax-deductible donation to the James County Conversation Board for the Suntree Park Renovation Project. Renovation is now underway, and fund-raising for its completion is in full swing.
Send this card and contribution to: James County Conservation Board 45124 East Turner Road Montgomery Village, MA 20877
Address :
Name:
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A single type family (in three weights: book, bold and black) is used throughout the brochure, the easiest way to get a simple, coherent look.
Make a Donation
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
Renovations will include . . . s 5PDATED PARK ENTRY s )MPROVED ENTRANCE SIGNAGE s 2EDESIGNED PARKING LOT s .EW STONE FASCIA TO BUILDING s .EW DOORS AND WINDOWS s .EW mOORING AND WALL TREATMENTS s 5PDATED EDUCATIONAL EXHIBITS s !$! ACCESSIBILITY s %DUCATIONAL SIGNAGE
Make a tax-deductible donation to the James County Conversation Board for the Suntree Park Renovation Project. Renovation is now underway, and fund-raising for its completion is in full swing.
Suntree Park
Make a tax-deductible donation to the James County Conversation B Project. Renovation is now underway, and fund-raising for its compl
Easier than mixed typefaces and more attractive, too, ITC Goudy Sans (above) handles everything from headlines to the fine print with a stylish gracefulness thats soft and approachable, ideal for this fund-raising appeal.
Address :
Name:
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PASTAS & PIZZAS
InDesign (1) Create a new document. Enter 2 for Number of Pages, check off Facing Pages, and select Legal for Page Size. In the Margins and Columns dialog, specify: Columns: 4 Gutter: 6 picas Top: 15 picas Bottom, Left, Right: 3 picas Click OK. On the Master spread . . . (2) Drag a horizontal ruler guide at 12p0 to mark the angled cut. (3) Place vertical ruler guides at 3, 21 (fold), 42 (fold), 63 (fold), and 81 picas.
8 1 2
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Lasagna
Classic Neapolitan
Calamari Fritti
Fold
Mixed seasonal greens topped with tomato, red onions, cucumbers, shredded carrots, olives and house dressing $5.50
Fold
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Fold
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
Accordion fold
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Spaghetti
A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
The angle of the cut determines the size of the tabs. A shallow cut is beautifully understated but has no room for words, so color alone must do the job. Deep cut Shallow cut
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Article resources
1 10 11 12 4
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
Swings
ITALIAN BISTRO
7
STARTERS & SALADS
9 (1197760)
8 9
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Lasagna
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Classic Neapolitan
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
2 3
Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Spaghetti
A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
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1a 6 7 8 4
Typefaces 1 (ab) Goudy Sans Bold | a) 15 pt b) 9.5 pt 2 (ab) Goudy Sans Black | a) 30 pt b) 22 pt 3 (ab) Goudy Sans Book | a) 10/14 pt b) 9.5/12 pt
Colors 6 7 8 9 C22 M25 Y100 K0 C22 M25 Y100 K20 C22 M25 Y100 K50 C0 M0 Y0 K100
5 (4391205)
Send this card and contribution to: James County Conservation Board 45124 East Turner Road Montgomery Village, MA 20877
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
Renovations will include . . . s 5PDATED PARK ENTRY s )MPROVED ENTRANCE SIGNAGE s 2EDESIGNED PARKING LOT s .EW STONE FASCIA TO BUILDING s .EW DOORS AND WINDOWS s .EW mOORING AND WALL TREATMENTS s 5PDATED EDUCATIONAL EXHIBITS s !$! ACCESSIBILITY s %DUCATIONAL SIGNAGE
Make a tax-deductible donation to the James County Conversation Board for the Suntree Park Renovation Project. Renovation is now underway, and fund-raising for its completion is in full swing.
Suntree Park
3a
3b 1b 9
O $25 O $50 O $100 O $500 O $1000 O Other (Please specify exhibit or area money
Address :
Name:
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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 understandable, useful and even fun for everyone. John McWade Publisher and creative director Gaye McWade Associate publisher Dexter Mark Abellera Senior designer Before & After magazine 323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995 E-mail mailbox@bamagazine.com www http://www.bamagazine.com Copyright 2009 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.
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Before & After is made to fit 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.
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zig-zag brochure
Before&After
Design a
Swings
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ITALIAN BISTRO
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STARTERS & SALADS
PASTAS & PIZZAS
81/2
The zig-zag is one of our favorite brochure formats because it looks so good with so little effortin small quantities you can even make it on your desktop. Rotate a legal-size sheet into landscape format, straight-cut its top edge at an angle, then fold it like an accordion into four panels. Color-key its zig-zag tabs, and youll have an energetic brochure suitable for topics of all kinds. Have a look:
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Front cover
The front cover is where you see the zig-zags. Because theyre angular, zig-zags have a lot of visual energy and movement, so design with that in mind.
Coordinate image and tabs The effect of intentionally stylized pasta (tagliatelle, thank you) is amplied by color-matching the zig-zags. The result is an appealing interplay of circles and triangles. Right, use the eyedropper tool to sample colors from the image.
PASTAS & PIZZAS SIPS & SWEETS STARTERS & SALADS STARTERS & SALADS STARTERS & SALADS SIPS & SWEETS SIPS & SWEETS PASTAS & PIZZAS PASTAS & PIZZAS
Two colors
One color
Monochromatic
Swings
ITALIAN BISTRO
Subtler renditions Above, two-color and one-color tabs soften the triangles, lowering the energy level. The shades of the monochromatic palette ( made by adding blacks to the orange) convey depth, fading smoothly from front to back.
Swings
ITALIAN BISTRO
Swings
Swings
ITALIAN BISTRO
Before&After
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Design a zig-zag brochure 0683
Inside
Inside the brochure are two tabs ideal for a two-topic spread. Bring colors and shapes from the outside in.
PASTAS & PIZZAS
Note alignments
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Lasagna
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Classic Neapolitan
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Bistro Salad
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
Caesar Salad
Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
Bring colors and shapes from the outside to the inside. Here, circles and triangles yield a light, geometric presentation. Consistency is key. Note (above) that the four dishes are the samesame viewing angle, same size, no background. Change any factor and youll begin losing visual coherence (right). Be consistent. Wrong size Wrong angle Background
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Classic Neapolitan
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25 Mixed seasonal greens topped with tomato, red onions, cucumbers, shredded carrots, olives and house dressing $5.50
A simple theme of triangles and circles needs simple typography, too, which suggests (but does not require) a sans-serif typeface, in this case Franklin Gothic. What makes simple simple? Note above that the Franklin Gothic W is a straight line, one width, no embellishments, in a zig-zag. For comparison, Adobe Garamond is a beautiful but complex blend of crisscrossing stems, varying line weights, detailed, asymmetrical serifs (the little feet) and several radiuses of llet, the curve between stem and serif.
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Lasagna Classic Neapolitan A Layers classic pizza with diced tomatoes, garlic and of pasta with pepperoni, Italian A classic pizza with diced tomatoes, garlic and sausage, mozzarella, parmesan, mushrooms olive oil, seasoned with fresh herbs and olive oil, seasoned and baked and tomato sauce $11.25 with fresh herbs baked fresh on focaccia bread $9.95 fresh on focaccia bread $9.95 Classic Rustica Spicy Chicken Penne
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00 Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Caesar Salad
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75 Mixed greens tossed with Bosc pears, smoked mozzarella and toasted almonds. Served with a side of vinaigrette $5.00
Each column is centered beneath its dish; heads are color-keyed to the tabs.
(Above) Set in Franklin Gothic Heavy and Book, each head is a point or two larger than its body, and each dish is separated by an extra line space. The best practice in making a menu is to run prices into the text as shown rather than setting them apart, to discourage price skimming.
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A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50
Farm-fresh tomatoes and marinara sauce with Italian sausage, roasted peppers, onion and mozzarella and romana cheeses, baked on fresh with focaccia bread $10.55 fresh mozzarella, served on focaccia Spaghetti Roast Chicken Margherita home made marinara sauce $9.95 Roasted chicken breast, fresh tomatoes and marinara with mozzarella and rommano cheeses, baked on homemade focaccia bread $12.50
Cappellini Pomodoro
Classic Rustica
Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Pizza Margherita
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Outside
On the outside are front and back covers and the two panels that comprise the middle zig-zag. Although there are new elements, sustain the visual consistency.
Swings
ITALIAN BISTRO
Swings
ITALIAN BISTRO
Fruit Smoothie
Homemade Tiramisu
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com Your choice of mango, strawberry, kiwi or banana avor $4.25 Homemade and to die for $5.25
Work by eye Design is by eye, not by rote. Small adjustments can be required to sustain a consistent look. For example, instead of at platters, note the Sips and Sweets viewing angles match the pasta. The narrow glass is taller, too (above), to give it the same visual weight as the platters inside. Typography and color matching, however, remain identical.
Apple Normandy
Spiced apples baked in brown sugar and cream under puff pastry with vanilla bean ice cream $5.85
Soft Drinks
Pepsi, Diet Pepsi, Coke, Diet Coke, Sprite, Mountain Dew or Dr. Pepper $1.50
Swings Swings
ITALIAN BISTRO ITALIAN BISTRO
Color-matched type
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Back cover
The back cover is the natural and most visible place to tell (and show) your story, give hours, address and other contact information.
Swings
ITALIAN BISTRO
Swings
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm.
Swings
ITALIAN BISTRO ITALIAN BISTRO
Swings
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
As visible as the front, the back cover is a key image-making panel. In this case, placing the photo results in a high-contrast edge. The swashy logo then straddles this fence, which helps tie the elds together. (Right) Narrative text style and sizes match the menu items. Heads are color-keyed to the image.
Extend the image An alternative to the high-contrast look is to ll the page with color sampled from the image. In this case, sampling from the edge yields a nearly seamless transition.
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Design a zig-zag brochure 0683
A promotional brochure makes a beautiful impression with a three-panel photo. Low-key, monochromatic zig-zags quietly recede.
Narrative
Form Mail-out promotional brochure for a park renovation must draw the reader in. Above, beautiful photos do the heavy lifting; note the image behind the translucent narrative panel. Left, in a reversal of roles, a beautifully typeset introduction is the primary element (although the photo remains the focal point). Note in both cases that two panels work as one.
Suntree Park
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant. say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to
O O
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A single type family (in three weights: book, bold and black) is used throughout the brochure, the easiest way to get a simple, coherent look.
Make a Donation
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
Make a tax-deductible donation to the James County Conversation Board for the Suntree Park Renovation Project. Renovation is now underway, and fund-raising for its completion is in full swing.
Suntree Park
Make a tax-deductible donation to the James County Conversation Board Project. Renovation is now underway, and fund-raising for its completion
Easier than mixed typefaces and more attractive, too, ITC Goudy Sans (above) handles everything from headlines to the ne print with a stylish gracefulness thats soft and approachable, ideal for this fund-raising appeal.
O $25 O $50 O $100 O $500 O $1000 O Other (Please specify exhibit or area money
Address :
Name:
Renovations will include . . . s 5PDATED PARK ENTRY s )MPROVED ENTRANCE SIGNAGE s 2EDESIGNED PARKING LOT s .EW STONE FASCIA TO BUILDING s .EW DOORS AND WINDOWS s .EW mOORING AND WALL TREATMENTS s 5PDATED EDUCATIONAL EXHIBITS s !$! ACCESSIBILITY s %DUCATIONAL SIGNAGE
M F b m
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14
PASTAS & PIZZAS
InDesign (1) Create a new document. Enter 2 for Number of Pages, check off Facing Pages, and select Legal for Page Size. In the Margins and Columns dialog, specify: Columns: 4 Gutter: 6 picas Top: 15 picas Bottom, Left, Right: 3 picas Click OK.
Lasagna Classic Neapolitan
8 1 2
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25
Calamari Fritti
Fold
Mixed seasonal greens topped with tomato, red onions, cucumbers, shredded carrots, olives and house dressing $5.50
Fold
Bistro Salad
Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25
Fold
Spicy Chicken Penne
Red peppers and sun-dried tomatoes with penne pasta topped with blackened chicken in pesto cream sauce $10.25
A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
Accordion fold
Stuffed Portobello Mushrooms
Portabellas stuffed with jumbo lump crab meat and lobster sauce $4.50
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Classic Rustica
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50 Italian sausage, roasted peppers, onion and fresh mozzarella, served on focaccia with home made marinara sauce $9.95
Cappellini Pomodoro
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Pizza Margherita
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00
(2) Drag a horizontal ruler guide at 12p0 to mark the angled cut.
Roast Chicken Margherita
Roasted chicken breast, fresh tomatoes and marinara with mozzarella and rommano cheeses, baked on homemade focaccia bread $12.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75
(3) Place vertical ruler guides at 3, 21 (fold), 42 (fold), 63 (fold), and 81 picas.
The angle of the cut determines the size of the tabs. A shallow cut is beautifully understated but has no room for words, so color alone must do the job. Deep cut Shallow cut
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Article resources
Typefaces Colors 10 C25 M20 Y65 K20 11 C5 M25 Y100 K5 12 C0 M60 Y100 K0 Images Images: iStockphoto 4 (5817678) 5 (6427761) 6 (8849101) 7 (5272051) 8 (4475961) 14 C35 M100 Y40 K10 13 C0 M0 Y0 K100 1 ITC Franklin Gothic Demi | 11.25 pt 5 2 ITC Franklin Gothic Heavy | 10 pt 3 ITC Franklin Gothic Book | 9/12 pt 13
Swings
1
SIPS & SWEETS STARTERS & SALADS
10 11 12
ITALIAN BISTRO
14
4
Swings
ITALIAN BISTRO
Welcome to Swings Italian Bistro The rst Swings Italian Bistro opened its doors on Maribel Street in 1992 as a neighborhood spot for serving hot, delicious, homemade Italian food. Its tope, this uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm. A card whint not oogum or bont. Pretty glead and tarm. Come dine with us MondayFriday: 9 a.m.9 p.m. SaturdaySunday: 10 a.m.10 p.m. Yes, we cater! Swings Italian Bistro 4035 North Maribel St., Tucson, AZ 85719 p: 520-297-4800 www.swingsitalianbistro.com
6
PASTAS & PIZZAS
7 9 (1197760)
STARTERS & SALADS
8 9
Soup
Cream of Mushroom with or Seafood Gumbo, both served with cheese crouton $4.25 Mixed seasonal greens topped with tomato, red onions, cucumbers, shredded carrots, olives and house dressing $5.50 Layers of pasta with pepperoni, Italian sausage, mozzarella, parmesan, mushrooms and tomato sauce $11.25 A classic pizza with diced tomatoes, garlic and olive oil, seasoned with fresh herbs and baked fresh on focaccia bread $9.95
2 3
Calamari Fritti
Fried calamari served with lemon wedges and dipping marinara sauce $8.50
Classic Rustica
Mixed seasonal greens tossed with oregano vinegrette, feta cheese, Kalamata olives, artichoke hearts, hearts of palm, sliced tomatoes and toasted pinenuts $6.50
Fried Mozzarella
Mozzarella dusted in Italian breadcrumbs served with marinara $6.00 Fresh Romaine hearts tossed with house Caesar dressing, shredded parmesan, croutons and grilled chicken $6.25
Caesar Salad
Roma tomatoes in fresh basil, garlic olive oil and served over angel hair pasta $10.25
Cappellini Pomodoro
Farm-fresh tomatoes and marinara sauce with mozzarella and romana cheeses, baked on fresh focaccia bread $10.55
Pizza Margherita
Spaghetti
A blend of veal, pork and ground beef mixed with our special blend of herbs and fresh mozzarella on a bed of spaghetti and tossed with a rich homemade sauce and parmesan cheese $9.50 Roasted chicken breast, fresh tomatoes and marinara with mozzarella and rommano cheeses, baked on homemade focaccia bread $12.50
Bruschetta
Grilled brushetta bread topped with fresh roma tomatoes, garlic, olive oil and herb seasonings $4.75 Mixed greens tossed with Bosc pears, smoked mozzarella and toasted almonds. Served with a side of vinaigrette $5.00
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Design a zig-zag brochure 0683
Article resources
1a 6 7 8 4
Typefaces 1 (ab) Goudy Sans Bold | a) 15 pt b) 9.5 pt 2 (ab) Goudy Sans Black | a) 30 pt b) 22 pt 3 (ab) Goudy Sans Book | a) 10/14 pt b) 9.5/12 pt
Colors 6 7 8 9 C22 M25 Y100 K0 C22 M25 Y100 K20 C22 M25 Y100 K50 C0 M0 Y0 K100
5 (4391205)
Send this card and contribution to: James County Conservation Board 45124 East Turner Road Montgomery Village, MA 20877
Texture and asp net exating mend its mist of it snooling. Spaff forl isnt cubular but its quastic, leam restart that cant it prebast. Its tope, this uant chasible. Silk, shast, lape then and behast its then thing chack. It has larch to say fan. Why? Elesara and order is fay asp net exating lan of alm larc tope, this uant. A card whint not oogum or bont. Pretty simple, glead and tarm. Texture and its asp net exating end mist of it snooling. Spaff forl isnt cubular but quastic, leam restart too that cant prebast. Its larc tope, this the uant chasible. Silk, shast, lape and behast the thin chack. It has larch to say fan. Why? Elesara and order is fay of alm lape and behast the there often forl isnt cubular but quastic, leam restart that. Forl is cubular larc tope, this uant chasible.
Renovations will include . . . s 5PDATED PARK ENTRY s )MPROVED ENTRANCE SIGNAGE s 2EDESIGNED PARKING LOT s .EW STONE FASCIA TO BUILDING s .EW DOORS AND WINDOWS s .EW mOORING AND WALL TREATMENTS s 5PDATED EDUCATIONAL EXHIBITS s !$! ACCESSIBILITY s %DUCATIONAL SIGNAGE
Make a tax-deductible donation to the James County Conversation Board for the Suntree Park Renovation Project. Renovation is now underway, and fund-raising for its completion is in full swing.
Suntree Park
3a
3b
Donate to the Renovation Project
City, State, Zip: Address : Name:
O $25 O $50 O $100 O $500 O $1000 O Other (Please specify exhibit or area money
1b 9
will be directed to.)
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