mayjunpreview1989

38

MA YI J U N E I9 89

Below: Sketches, laser print-out and color thermal print-out.

Top: Computer screens showing close-ups of color selections.

Bottom : Four printed posters.

Don't Let Drugs Spoil The Scenery

There's a Cancer threatening our Parks and Public Lands Report Suspected Drug ActJvtty or Use

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C 0 M M U N I C A T I 0 N A R T S

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C 0 M M U N I C A T I 0 N A R T S

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MEN'S AND WOMEN'S FLASH SYNCHILLA 111 SNAPT-NECK

The Cool Weather Tights are an alternative to skinn y, shiny Saran Wrap tig hts. They' re made of a stre tch jersey (a combination of nylon, rayon and spandex) with a terrylooped back for real comfort and warmth next to the skin .

They possess much of the stretch of the L-word, witho11t lh<> clammy side effects, and they fit snugly enough to compete with its amazing performance in the area of thigh restraint . The Cool Weather Tights are great for climbing, cycling, mountain biking, track s kiing, and ballet. Seams are nat-seamed .

The Tights h ave a rear zippered pocke t a nd side zips at each a nkle. Made in USA. Cool Tights #24801 Sizes: X5- XL Colors: (left to rig ht ) Black/Black zi ps (155). itrus/Purple zi ps (55 1), Coba lt/ Neon Gree n zips (291)

The Synchilla Snap T-Neck is a durable and adaptable outdoor garment as well as lu xurious loafing attire. It is ideal by itself for active sports wh e re brea th a bilit y is desirable to avoid overhea ting; layered with Capileneâ&#x20AC;˘ Underwea r and a s h e ll, it is e ff ec tiv e insulation against cold and wind . The four-snap neck opening provides protection or open-collar ventilation as needed . Lycra" tape at the cuffs and hem dries quickly.

Modified Y-]oint ,. sleeves keep the waist down when your arms go up. Made in USA. Men 's Flash Synchilb Snap-T #25521 Sizes: S-XL Colors: (le ft to right) Neon O ra nge/Coba lt (686), Neon Gree n/ Peacock (042) Women's Flash Synchilla Snap-T #25529 Sizes: 8-14/Even Colors: (le ft to rig ht ) eon O ra nge/Purple (686).

Neon Green/Coral (042)

COMMUNICATION ARTS

77

TheCA logo was designed by Freeman Craw and is closely related to his Craw Clarendon Condensed in the Craw Clarendon fam ily.

Cover and introduction spread of the 16-page preview brochure for the launch of CAin 1959. On the following three spreads are some of the other pages from the brochure explaining the philosophy of CA and the thirteen regular departments that would appear in each issue : Creativity, Finish , Humor, Markets, Exhibit (samples of current and best}, Color, Management, Production, Typography, Photography, Morgue, Material and On the Board. The latter was an editor's column with commentary and reports on significant happenings in the field of design and advertising .

The largest use of the brochure was for counter displays in art material stores who were selling subscriptions and future single copies of CA. Brochures were also mailed to key people in the field to sol icit subscriptions and attract submissions of outstand ing work that might be shown in the magazine.

Writing about what "CA" is going to be each month is much like saying, "Fm now going to make the world's greatest layout."

The obvious answer is-o.k., do it.

On these pages are some of the things "CA" is going to do every month. They're the thirteen regular departments and what you can expect to see in them. Naturally, a 16-page brochure done internally about a 72-page magazine that will showcase some of the nation's top talent leaves some gaps. But it will give you an idea of our approach-how we will use our own type shop and litho camera in preparing the

magazine~nd

what kind of

reproduction you can expect. The gaps will be filled with some interesting and useful advertising and by material from experts in the following fields:

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Pramotional Literature • Typography • Paper Fashion • Lithography • Cartooning • Movies Lettering • Displays • Point-<>f-Sale • Gravure Business Management and Procedures Advertising • Color Separation • Catalogs Labeling • Animation • Greeting Cards • Inks Outdoor Advertising • Illustration • Design Direct Mail • Photography • Logotypes Retouching • Engraving • Screen Process

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Industrial Design • Technical Literature Letterpress • Television • Posters • Publishing Airbrushing • Packaging • Art Direction

C 0 M M U N I C A T I 0 N

A R T S

81

You've just had a sneak preview of "CA".

But we've hardly touched the surface. Because this will be your magazine, you will have a hand in dictating what we show and cover every month.

The back cover with the wrap-up and the sales pitch. One unusual note: After all these years, and four moves, we still have the same telephone number. Ma Bell was very accommodating .

You'll probably "originate" departments that don't exist now. The work you're doing will help shape the course of "CA". But .. .from the preceding 15 pages you've at least obtained some idea

Below: One side of the invoice stutter. Two folds brought this to 3 ~ x 8. The back side had a description of the departments and a few sample pages shot from our comp dummy of the magazine. The reproduction here is a four-color separation of the piece. The original was produced in three colors, light green, red -orange and black. Jack Herrick was the writer for both the brochure and the stutter.

of how we're going to make a magazine and what we're going to put in it. To continue with the 6 W's of journalism: wh o , is the publishers, staff and advisory board (see brochure)-when, the first issue will be out the latter part of July-where, published in Palo Alto, California (30 miles south of San Francisco, 2 hours from Los Angeles)-

The postal department had rigid rules for return cards and envelopes with precise width and placement of the permit box, row of bars and the line "Business Reply Mail:' We did what we could to have a little fun within their rules.

altruistically, to help make the world of

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commercial art a better place to workunaltruistically, to make money. And this is the olrvious time to ask for the order-$12.00 per yearly subscription, $1 .50 per single copy at better art material stores. So as ''the man" says ...

. . . that' s the whole ball of wax

The J ournal of Commercial Art

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809 San Antonio Road

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Palo Alto, California

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DAvenport 6-6040

BUSINESS REPLY MAIL NO n• • • N•cnun ,. . AOC<O '" rrO ,_,, ~OTAG<

WE SAY " CA" IS A MAGAZINE FO R PROFESSIONAL ARTISTS.

The Juurllal ofCummrrcial Art IJU9 San Antomo Rood

B Y PROFESS IONAL ARTISTSHERE' S WHY :

Palo Alto, Califomia

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The Journal of Commercial Art SOIS.. M '-" .... ,......,._, C.IItonle

T H E world of commercial art is filled with many hats and titles .. . ~signer, Illustrator, Finish Art ist, Pu te·up Artist, Art Director (with vari· atK.ns; assistant, senior, junior, almost, etc.) ... and sometimes all these rolled into one and called "our art department ."

T he Journal of Commercial Art w1ll be all things, too - not to all people but certainly to all the people who have an interest in good an and design , whether t~y just enjoy 11 or are paid to create it.

"CA" will be a sou rce of inspiration when you need creative stim uli - a "bull ses5ion in offset" when you want to talk shop - a working handbook and daily reference 10u rce - a continumg forum of oPinions, trends and new Kleas from your counterparts all over the country as well as the people you work with and for.

"CA" w1ll bring you the "big picture" and the big names. It will also be a showcase for some little pictures and names you might otherwise miss.

"CA" will not teach - but will expose you to answers to problems that are similiar to yours (and how and why they were reached). "CA" will not preach - but will assume a rrspon&ibil ity in upgrading the standards of commercial art and the professional artist.

The Journal of Commercial A1·t 09 San Antonio Road

Palo Allo, California

C 0 M M U N I C A T I 0 N A R T S

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