FORM Vs. SUBSTANCE

Form and substance, rivals and partners in every visual comunication. You could debate endlessly whether one is more important than the other, but their obvious mutual coexistence and codependency cannot be broken or denied.

They work hand in hand. Without form how are we to know the substance? A written word is made of lines and dots. The meaning is made clear by the shape of the letters.

Even the most profound and keen observations, if not dressed in precise, chosen words, would not accomplish much. In the same manner, words need to have a form that fits the purpose.

An organic, thoroughly thought out project, layed out with expertise, is the key to a visual comunication that hits the bull's-eye.

Why let your ideas be lost by poor design?
Choose to express yourself with efficacy.

venerdì 26 dicembre 2008

Unusual Prayer

I have a small book I sometimes like to open and read from it a chapter or two. It's called The Valley of Vision, a collection of Puritan prayers and devotions.

It was given to me some years back — I don't think I would have ever picked it up, let alone bought it. But now that I own it, I'm quite fond of the strangeness of the prayers contained within it's pages.

By strangeness I mean the utter honesty, brokenness and humility in every one of them.

I always like to think of my own prayers as honest and humble, but in comparison they seem shallow and selfcentered.

Here is one I read today. It is called "Yet I Sin"

Eternal Father,
Thou art good beyond all thought, but I am vile, wreched, miserable, blind;
my lips are ready to confess, but my hear is slow to feel and my ways reluctant to amend.

I bring my soul to Thee; break it, wound it, bend it, mould it.

Unmask to me sin's deformity that I may hate it, anhor it, flee from it.
My faculties have been a wepon of revolt against Thee:
as a rebel I have misused my strenght, and served the foul adversary of Thy
kingdom.

Give me grace to bewail my insensate folly, grant me to know that the way of transgressors is hard, that evil paths are wretched paths, that to depart from Thee is to lose all good.

I have seen purity and beauty of Thy perfect law, the happiness of those in whose heart it reigns, the calm dignity of the walk to which it calls,
yet I daily violate and contemn its precepts.

Thy loving Spirit strives within me, brings me Scripture warnings, speaks in stratling providences, allures by secret whispers,
yet I choose devices and desires to my own hurt, impiously resent, grieve and provoke Him to abandon me.

All these sins I mourn, lament and cry pardon.
Work in me more profound and abiding repentance; give me the fullness of a godly giref, that trembles and fears, yet ever trusts and loves, which is ever powerfull and
confident;

grant that through the tears and repentance I may see more clearly the brightness and glories of the saving cross.
Pretty amazing, eh?

giovedì 4 dicembre 2008

BOOK COVERS & PAGE DESIGN

A carefully chosen typeface for each text, an enriching page design that makes reading pleasant, never distracting the mind from the text and making sure the meaning will not be lost in a disorganized black and white.

A well designed book cover evokes, suggests, compels to open the book to discover more. Beauty means nothing if the message it conveys is misleading or incomprehensible.









LOGOS & TRADE MARKS

Design of a logo and of a trade mark, study of their application on the whole of corporate identity from business cards to letterhaeds and envelopes, newsletters, outdoor signs, invoices, fax forms and e-mail modules.