Scott Gladd, MFA
1 min readApr 21, 2021

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1. Let's get your style guide into a workable format. I.e. 8.5x11 or 11x17

2. Need to see this laid out as the follows:

- cover

- main logo color

-main logo b+w

- alternate marks color and b+w

- clear space

- fonts

- colors

- anything extra

3. Try to find a good supporting font that matches aspects of the Alba Matter but is more straightforward and legible for copy.

4. You have page titles and text as an italicized font that is not part of your brand.

5. Separate the main logos from the alternate marks so they don't look like they are all one.

6. The letterhead has no business info on it. You'll have to make that up.

7. The drips at the top come down way too far and the logo placement is troublesome because it won't allow a full letter to be written.

8. I wouldn't use a raster image on the back, you can make a chessboard pattern with vector shapes.

9. Business card needs to follow letterhead and vice versa. They are teammates. There are inconsistencies with the logos and you're missing info.

Gotta really take the time to take it up a notch on this one!

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Scott Gladd, MFA
Scott Gladd, MFA

Written by Scott Gladd, MFA

Unequal parts creative director, writer, educator, type designer, father figure, Labrador Retriever. Have laptop, will travel. www.tessellate.vcfa.work

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