23 Jun Enter Shape
Solving the problem…Here I was, set on having a full colour envelope, ignoring the obvious (see Enveloping). This is often the case when a layout isn’t quite right – I or we (the client and I) have been holding on to some element that is inhibiting the progression of the whole. Same in writing – one delicious phrase or three in which we glory – inhibits clarity or elegance or fierceness or flow.
The envelope requires a natural space for a handwritten or “typed” address. A rectangular colour block looked so parochial. Maybe a custom shape? Then it hit me – I have played so much with the Hoodoo graphics – laying them partway on a page, paring them down to silhouette – but as yet the Origin graphic has remained intact. Its style is Hoodoo-esque – reminiscent of native West Coast and Polynesian art. Bold lines and a prominent “eye”. The eye would naturally provide writing space. And I’m always telling my clients – shape is the primary mnemonic.
Two strong concepts emerged – one with water mark graphic , the second featuring an all white graphic. The former bows to the gorgeous blue, the latter shouts design. I’ll let it sit awhile before ordering – although I’m pretty sure I know what envelope I’d like to see floating through the shutes of Canada Post.