DESIGN CHOICES TYPEFACE
The typefaces used are of the Futura font family. This is down to the fact that Nike uses this font family for their typography, as do Air Jordan. All headings and overlay text are in ‘Futura Bold Condensed BT’, the font Nike uses for it’s logo. All body copy is ‘Futura Medium’, as this is much more readable in a block of text.
FUTURA BOLD CONDENSED BT Futura Medium
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COLOURS
The booklet uses three sets of two colours throughout. The book is split into three sections, each with two colours each; a lighter tone and a darker tone, as well as black for the body copy. The use of colour shows the three sections that come together to create what Air Jordan is today, showing how different they are and how they work together to make the brand.
C=100 M=0 Y=30 K=0
C=100 M=0 Y=30 K=50
C=15 M=100 Y=100 K=0
C=20 M=100 Y=100 K=20
C=75 M=0 Y=100 K=0
C=75 M=0 Y=100 K=50
C=0 M=0 Y=0 K=100
C=0 M=0 Y=0 K=0
IMAGES
Photographic images are used throughout the booklet as this is the best way to fully represent the content. At least one edge of the image hits the edge of the page, and all images on each spread have text overlays. The images are all in monotone, each in the lighter colour tone of the sections colour palette.
LAYOUTS The layouts follows the same aesthetic rules, but utilises them in a different way to create unique designs for each page.
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Each layout is designed to work as a double page spread, maximising the space given on a page.
The book is split into three sections, each with their own colour palette, working with monotone images at a 75% opacity.
PACKAGING Finished packaging measures at 185x237 (WxH).
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Packaging is red paper and black card, designed to follow Air Jordan’s original colour palette, and style of luxury and sleekness.
FINISHED PUBLICATION Finished publication measures at 180x225 (WxH).
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The booklet is perfect bound, with thin matte paper for the spreads and thick card for the covers. It is bound this way so each spread can be opened completely and no information will be lost.