Design Guide

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ices audience rob lem. ’s needs, Rev. 03-06 PUBLICATIONcontents It offers guidelines for those needing advice on getting started and for experienced experienced thoseneedingadvice andfor guidelinesfor onIt offers getting started ciples. andprin that theuserknows andunderstandsbasicgraphicdesignterminology staffandcontractors all whoproduceDHSandassumes ed for publications pamphlets, posters, flyers thatrepresent andotherpublications DHS. Itisintend in this guideappliestotheproductionThe information ofbrochures, newsletters, About this guide Resources do’sQuick-guide anddon’ts Design, layout andprepress Color use guidelines application Logo Clip art, andphotos illustrations T your publication Planning Getting help of The purpose Contents How doIgeton: toDHSpolicies Iget anelectronic can fileoftheDHSlogo? Where doIgo designhelp? for Where Some questions answer this will guide withDHSpolicy. andcomply identity professionals toensurelook publications professional, all reinforce theDHSvisual ype size,ype andreadability style (See (See • Translating DHSpublications formats • Alternate andgraphicdesign • Publications Resource ...... this guide s ) ...... (See (See

.... 1 1 1 0 9 8 6 5 3 2 2 1 Getting h e artwork by Becki artwork Trachsel l p ) (See (See Logo applicatio Logo n ) - - 1 PUBLICATIONintroduction with DHS. are Aspublications readers toassociatetheprogram tions —thenitbecomes harder for publica tootheragency with nosimilarities thedepartment. from other publications Ifeachprogram produces publications whole agency. DHSalsoseemany Many readers whoread onefrom publication andprogram inDHSisunique, eachdepartment While ofthe eachisalsopart guideTheof thispurpose way possible. The guideisintendedtohelp you communicate your message inthemosteffective say aboutyour program. You know your program, your audienceandyour message. This guideisnotdesignedtolimitindividual expression. It won’t tell you whatto by: ofHumanServices oftheOregonwe are Department part all letouraudiencesknowand still that is distinctive abouteachprogram We what communicate clearly can ent aprofessional image. andpres beusedeffectively they programs, that itisimportant aboutDHS andits information componenta key tocirculate Office of Public Affairs,Office ofPublic (503)947-5107. Stylebook.Press ofgood writing. theprinciples porating presenttions proper names, andincor abbreviations, capitalization DHSpublica all andstandardstheways for Using consistentrules municate your program’s individualcharacter. You usethelogohave andstill room can thatcom todesignpublications andthe print for Webidentify publications oftheagency. asbeingapart Using aconsistentelementineachpublication. You by contacting theDHS request can anAPStylebook - - DHS usesthe The DHSlogo helps The AssociatedThe - - - 2 PUBLICATIONgetting started Planning your publication or.us/WORD_DOCS/DE2001.doc tion andGraphicDesignProject ( Requestform For (new, publications all revisedorexactoutaDHS2001, reprint)fill Publica design, layout coordination andprint your for publication. The DHS DesignPublication Web and can assist you with (WPDT) Team Getting help ing, too. may takemonths. unit’s workload tim atthetime your affect Our will jobarrives addtimes will timeto theschedule. projects, Large asprocedure such manuals, anyfor changesthatmay beneeded. review Long those you and work thepublication withtoreview must alsotakeintoconsiderationyou timefor or needed, ofpiecesrequired. and thequantity You project’s complexity, theamountofdesignwork and layout. based on the These estimatesvary weeks printing, for andthree weeks design for takesaboutthree consideration thatitusually planningyour pleasetakeinto publication When Once you decidethatyou you needapublication must consider thefollowing: http://www.dhs.state.or.us/admin/wpdt/home.htm For more seethe information WPDT Web siteat: tion standards andsave on costs. gestions toensure aprofessional looking publication, withDHSpublica comply project. Even ifyour intheideastage, isstill publication we may have designsug One ofthe Web Design andPublication Team contact staffwill you todiscussthe How will the material be distributed? be thematerial How will are your deadlines? What isyour budgetthisproject? for What isyour audience? Who isyour message? What ) andemailittoDHS-PUBS. http://dhsresources.hr.state.

- - - - 3 PUBLICATIONtype cans withDisabilitiesActcans (ADA) standards. the publication, whenpossible, withtheAmeri toenhancereadabilityandcomply Fourteen-point (14pt.)type typography. istheresultlication ofasuccessfulcombination ofwriting, design, images and thatfitsthemessage afont ofyour publication Choose text isharder toread asitcreates whitespace thattheeye patterns wantstofollow. text) (nojustified formatting paragraph right left/ragged Flush beachieved. andbackground can when ahighcontrastbetween type orillustrations. photographs over blocks Limit text dark text(shaded boxes above are at10%.) limit readability. shouldbenomore orvery than15%behindblack density Screen to background colorincreases readability. orshaded Screens areas behind textcan Limit thenumberofscreens andthescreen density. thedesign,detracts from decreases readabilityandisdiscouraged. limitperpublication. Threefont family for be usedonly Web linksinelectronic publications. emphasis for isdiscouraged; Underlining sis ofselectedwords andphrasesshouldbeused sparingly. Limit useofboldface anditalics. This includesfit-to-path text. useddecorativelywords All should repeatedbe inthe text. with themessage ortone ofthepublication. orunusualfonts. Limit decorative oftext. orlarge isstandardbodytext blocks font for Asimpleserif Type style and size, readability Serif fontexamples(in14pt) Serif Garamond Bookman NewRoman Times Palatino

(equivalentorlarger)beusedinthebodyof will Boldface anditalicsare empha intendedfor Use sparingly and only when consistent andonly Use sparingly Sans serif fontexamples(in14pt) serif Sans Mixingmore thanthree fontfamilies itdecreases readabilityandshould Tahoma Verdana Arial Century Gothic

They should only beused should They only High contrast of type High contrastoftype . pub Awell-crafted . Justified - - - 4 PUBLICATIONtype Type style and size, readability (cont’d) munication Officer for your Officerfor munication cluster, contact your theCom For for andediting publication helpwithwriting tant highlights: capitalization, punctuation, abbreviation andword usage. Here impor are afew readability.General ability. Text color. 6-1/2” on astandard 8-1/2x11page) toenhancereadability. Text spacing • Acronyms and abbreviations numbers • Phone • Numbers left • Flush • Underlining caps • All caps • Initial • Quotation marks • Quotation • Web Portability Act andAccountability (HIPAA). example, (DHS); theHealthInsurance ofHuman Services Department For example: (503)555-5555. these. for use numerals above, exceptpeople’s for ages, street addresses andpercentages —always the page anddoesn’t have tosearch thepageinformation. for It’s easiertoread thancentered travel copydown your easily because eye can face oracombination. go outside when they apply tothewholesentence. go apply outsidewhenthey tothequotedmatteronly.inside thequotation marks apply when they They tion marks. The dash, semicolon, question point markgo andexclamation . “W”capitalized, The isalways and twoWeb siteis words. There must beahighcontrastofbackgroundfor totextcolor read . Use sufficientleadingwidths(nomore andsuitableparagraph than . Words inALL CAPS decrease readabilityandare discouraged. . numbersone through nine; Spell-out 10and for usenumerals . Asageneralrule, alignyour bodycopy, headings, etc., flush-left. . thefirstword Capitalize ofsentences, headings, captions, etc. . emphasis. for Donotunderline Use large type, italics, bold- DHS uses . thearea code. include Always . go insidethequota andthecomma always The period The Associated Press StylebookPress Associated The . on firstreference Spell-out on page. For www.oregon.gov/DHS/admin/opa/

for guidancein for - - - - . 5 PUBLICATIONvisual presentation Clip art or images downloaded from the Web orimagesfrom downloaded Clip art resolution, usually(72dpi)low are will minimum) andhighcontrastisrecommended. quality. art/photography Clip cation’s tone?thestory? Does it enhancethemessage orillustrate suitability. art/photography Clip Clip illustrations art, and photos publication. increases thefilesize. Itunnecessarily Use LinkManager. placement andsizingwithinrecommended software. Appropriate within onepublication. clipart/photography of styles shouldnotbeDifferent mixed themessage. detract from designandcohesiveness totheoverall ofthedocumentandnot contribute will are tobeconsistentwithinapublication. styles art/photography Clip in printednot reproducewell publicationsandshouldbe used. • Clip art andphotos are• Clipart nottobecopiedandpasted. Vector graphicsshould • • • All graphicimages• All must bemanipulated, rotated, using cropped andsized Photograph example: Photograph example: art Clip format, (e.g. tagimage fileformat, bitmap, etc.). images shouldnot Raster graphicsintheappropriate andraster format postscript be inencapsulated grainy. andgrainy,softened and shouldbesoftened all hard edge, shouldhave all hard edges. Ifone is ofillustrations. withothertypes drawing line orclassic cartoon asawoodcut-type — such graphic art, art ofclip ormore thanone style setting process andmay makethegraphicsunusable. placing slows inthepublication down theimage lating thegraphicsafter before beingplaced inthepublication.the appropriatesoftware Manipu reproduction.publishing programquality for withinthedesktop be converted tovector beresized filesnorshouldthey In most cases it is not necessary to store graphicfilesina itisnot necessary In mostcases cartoon art usedwithphoto art cartoon If one piece of art hasa Ifone pieceofart Highresolution (600dpipreferred, 300dpi Is the clip art usedappropriatetothepubli art Istheclip - artwork by Aljets Debbie artwork This - - 6 PUBLICATIONlogo smaller that 1 1/2 inches inlength. that11/2inches smaller Ifspace won’t allowthat, you substitute can Size. an electronic camera-readyreproduction. fileoranoriginal the for Web. andoptimized format JPEG from The logo shouldbe reproduced (600 dpiormore) orEPSTIFF format. For Web pages thelogo shouldbea Clarity. Use. theDHSlogo: guidelines have for the following beendeveloped To ofapplications, inavariety andconsistency ofquality maintainahighlevel applicationLogo guidelines your somewhere publication nearthelogo. logos aslong asthewords ofHumanServices”“Oregon Department appearin the two-line version orusethe initials andfigure,”“DHS or the “figure only” • Ifalogo appearstohave jagged edges orisblurry, donotuseit—contact the Web• Donotcopy thelogo from siteandpaste intoadocument. Imag orboxes• Donotadd rules around thelogo, bendorslantthelogo orplace • The logo may notbeusedto replace the words ofHuman “Department theapproved version• Only ofthelogo may beused. The logo may notbe • Use version thefull oftheDHSlogo whenpossible. Ifspace won’t allow

DHSlogoThe full must be readable andshouldnotbe reduced toasize one ofthe Web Design andPublication Team assistance. designersfor loading thelogo” section). the Webmats andversions ofthelogo are availablefrom site(see “Down beingpreparedor publications postingon for the Web site. for Several es on the Web are low resolution notwork publications andwill inprinted ic element. it on itssideorreplace anyorothergraph letterinthelogo withasymbol design element. Services” inasentenceorheadline. beusedasastand-alone Itmay only altered inany way, thetypeface. changing including near thelogo. ofHumanServices”Department appearinyour somewhere publication initials andfigure,” orthe “figure only” logos aslong asthewords “Oregon that, you substitutethetwo-line version. can You may alsousethe “DHS For andelectronic print logos publications must beahigh-resolution - - - - 7 PUBLICATIONlogo with (seepage 6). Use you theapplication theversion thatisappropriatefor are andformat working www.dhs.state.or.us/images/logo/download.html from theDHS The DHSlogo isavailabletodownload Web site, Downloading the logo DHS, bothlogos shouldbedisplayed, ifavailable, inequalprominence. outsideof withanotherentity producing inpartnership apublication When shoulddisplay bothlogos ofequalprominence.Partnership publications than theDHSlogo. separateWhen logosapproved, are maynotbedisplayed prominently they largerormore DHS identity. An exception may bemade basis. on acase-by-case programs reduce arethey theimpact discouragedbecause andeffectiveness ofthe logos. Secondary beinginconflict withotherdesignelementson thepage.from Spacing. applicationLogo guidelines (cont’d) Two-line logo DHS fulllogo An area ofopenspace must bemaintainedaround thelogo toprevent it S econdary logos,econdary asindividuallogosoffices, such for unitsand Figure andintitials Figure Figure only Figure

8 PUBLICATIONcolor G by-case basis. the (See ited resources. berequested can on Anacase- exceptionprinting full-color for withlim agency expensive andinconsistent withtheimage ofahumanservices The DHSstandardistwofor publications oneor color. is colorprinting Full Printed publications in DHSColor use publications on theDHS Web siteonly. Many thatDHSproduces publications are not “printed publications” butposted Electronic (Web only) publications or.us/admin/wpdt/home.htm raphic Designpolic • Colorselection beprinted will oftext • Large blocks images shouldbeprocess color. (PMS) spotcolors.ing System Full color shouldbePantonepublication Match oftext. large blocks avoided mainbodyor whendesigningfor colored text is harder to read and should be color. oranotherdark in black y , . singlecolorsina All DHS http://www.dhs.state. P ) ublications and ublications For electronic thecostoffull- publications Light artwork by artwork Theresa Norman - color printing isnotan color printing full-color. be produced in mayissue sothey - 9 PUBLICATIONdesign guidelines WPDT isunableto work filesasthissoft WPDT withMSPublisher Illustrator. ers. standardsfor DHSare Photoshop and The graphicssoftware Adobe Adobe well-accepted by commercialsuitable for andgenerally commercial printing print pagefor layout isAdobe InDesign. are created withthissoftware Publications Projects usingappropriatedesignsoftware. must bedevloped The DHSstandard layoutDesign, and prepress ed and packaged in the software program usedtodesignthepublication. ed andpackagedinthesoftware ments ofstateprinting, besubmitted will asnative publications files, all preflight preflighted,Submit packagedandnative files. process. go through can publication theprinting that must before beprepared a properly ofthethings separations are justafew of graphics, screens, bleedsandcolor time. Appropriate font types, resolution printing shorter costs andallowsfor contains of filessubmittedprinting for Prepare filesproperly. itsmessage. from anddetracts ofthepublication the purpose fold, error; undermines oratypographical whether anunusualgraphic, font, layout, thepublication’s from the viewer message, tractions. Promote themessage withoutdis the DHSstandard designsoftware. yourthe textfiletodevelop project using filetoget anidea ofwhatyou’dPDF use likeandwill with thetext, inMicrosoft Word format. We the review will developed, you createcopy can aPDF ofitandsendit, along ware isnon standard DHS. for Ifyou file have aPublisher Any elementthatdistracts Proper preparation - To require meettheprinting - - - - 10 PUBLICATIONdesign guidelines Quick-guide do’s and don’ts Don’t: Do: • Use hard-to-read type styles or sizes or too-large sizes that rudely shoutat thatrudely ortoo-large sizes orsizes • Use hard-to-readstyles type • Use morefamilies perpublication. thanthree different type contact (Web information • Include address andphone numbers) attractive,• Include action-orientedphotos thatcommunicate themessage of theDHSlogo intheproper way• Include (seeguidelineson page 8). amountofwhite(orbreathing) space acomfortable around headlines. • Leave match. styles art • Makesure clip perpage. art • Limitthenumberofgraphicsorclip adequate leading,• Leave marginandgutterspace. headlines, for sizes • Use consistent type subheads andbodytext. maintopicsthrough• Emphasize headlines. look attractive in Headlines • Use astandard, read, easily size, 14-pointtype whenpossible, bodycopy for • Use ALL CAPS, underscoring, points(!)toshow boldface andexclamation • Clutterorcrowd your pages. space isyour friend. White • Use dull, orinappropriatephotographs inyour poorquality publication. • AltertheDHSlogo. the reader. the nearby text. thanbodytext. sizes larger type boldface andslightly of your publication emphasis. everything, toemphasize nothing. we emphasize Intrying 11 PUBLICATIONresources Web Design andPublication Team For design and printing coordination assistance Resources http://desktoppub.about.com/cs/prepresstechnique/a/send_graphics_2.htm Things to When for Graphics AvoidPreparing Printing: http://desktoppub.about.com/od/indesigntutorials/ss/id_colour_4.htm touseRGB orCMYK:When http://graphicdesign.about.com/library/design/bldesigncenter.ht Basics Graphic Design Other graphic design resources www.dhs.state.or.us/policy/admin/forms/050_001.htm Translated documents: www.dhs.state.or.us/policy/admin/forms/050_001.htm formats: Alternate www.dhs.state.or.us/policy/admin/wpdt/130_001.htm policy: design andgraphic Publication DHS policies and procedures Affairs Office ofPublic For writing and editing assistance Phone: (503)947-5107 Web site: Phone: (503)945-6012 email: [email protected] Web site: www.dhs.state.or.us/policy/admin/wpdt/130_001_02.htm Exceptions Publication www.dhs.state.or.us/policy/admin/wpdt/130_001_01.htm Orders andRevisions: andGraphicDesign Publication www.oregon.gov/DHS/admin/opa/index.shtml www.dhs.state.or.us/admin/web/home.htm

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12 PUBLICATIONresources Print design glossary: Print design http://desktoppub.about.com/cs/gettingstarted/tp/perfectpub.htm Fours : publications stepstoperfect http://desktoppub.about.com/od/graphicformats/index.htm and Bitmap Vector images: Resources (cont’d) http://graphicdesign.about.com/library/glossaries/print/blprintgloss.htm