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Secondary Graphic PDF Print E-mail
Monday, 25 October 2010 00:00

To unite our communications, we’ve designed a secondary graphic based on the idea of hand-cut paper or a collage of mementos. These distinct graphic shapes will always be irregular rectangles and will instantly differentiate our communications.

The secondary graphic is also functional: it is a framework for other graphic elements and it helps to determine their placement. It should appear on the cover of all printed materials, online and in presentations.

Basic shapes

The secondary graphic may be transformed into endless configurations by starting with three basic shapes. Each shape may be made wider or narrower by shifting either the left or the right points of each shape. Always move the corners horizontally, never at an angle. By starting with these basic shapes, the secondary graphic will have continuity and diversity, without looking cluttered or messy.

Overlapping shapes

Once the shapes have been adjusted, the shapes should overlap one another slightly to give the secondary graphic its collage texture. The size of the overlap should not exceed the size of the original shapes. The shapes must always appear in two’s or more, always overlap and should never be separated. The angle of the shapes should never diverge more than 6-8° from the vertical or horizontal orientation of the page.


Use up to three accent colors from the color palette in addition to the AFS Blue to add vibrancy to the secondary graphic. Choose colors that complement the photo or a combination that is appropriate for the intended audience. For the overlap between shapes, use a combination of the two overlapping colors as if the original colors were translucent. 


Last Updated on Friday, 05 November 2010 11:42