and yellow portions of your design, specifically by making the yellow section smaller, so that it doesn’t feel so bottom-heavy. One other possible way I would address this particular issue would be to replace the current logo with a simpler one and making the company name larger. I also think the arrowheads to the left of the company name could be removed, as they make the card feel a too asymmetrical, and are a bit distracting. Regardless of which alterations you think make the most sense, I think emphasizing and distinguishing the company name more (in size and font) would improve the design.
4. List three or more strengths of the letterhead. • • • •
The design is very consistent with that of the business card. The fonts, colors, and graphics are all consistent. The letterhead has the same tone of professionalism and modernity as the business card, which is important for the company’s image. The letterhead can be used by anyone in the company, as you mentioned in the PASS section. There is a lot of undisturbed white space for correspondence.
5. List at least two areas/aspects of the letterhead that could be improved. • • •
The design feels very top heavy. Although the important information should be at the top, it seems like the current arrangement causes the correspondence area to be pushed down too far. The arrangement of the information on the top seems unorganized and unclear, leaving no clear division between the letterhead’s design and the correspondence area. Because the colored areas are thinner than on the business card, the design loses some of its ethos.
6. Offer specific suggestions for improvement. Your letterhead design maintains a lot of white space for correspondence and it is very consistent with your business card. The asymmetrical design of your card seems difficult to transition to a letterhead design while maintaining good arrangement and professionalism in the letterhead, but I have a few suggestions for improving it. Initially, I would suggest that you make a clearer distinction between the information on the top of the document and the beginning of the correspondence area. This can be done with a visible or imaginary line, as long as the arrangement of the elements supports it. I think putting the company name and logo on one line and the contact information on a below that would be a huge improvement for the design. It would make the top section half as thick, as well as create a clear distinction between