Presentation given at SMPS Heartland Conference on graphic design research and implementation of findings.

1. Accelerate Your Marketing Materials
with Great Communication
Presented by
Dana Galvin, CPSM

2. Topics for Discussion
• Graphic Design/Communication Rules
• Knowing Your Audience
• Examples of Stellar Communications

3. What is Design?
To create or execute in an artistic or
highly skilled manner the arrangement
of text, graphics, and images with
aesthetic intent.

4. Preferred Font Type?
• Arial •Comic Sans
• Times New Roman •Century Gothic
•Tahoma •Lucida Sans
• Garamond •Futura
• Helvetica •Optima
• Myriad Pro • Bookman

6. Serif vs. Sans Serif
Times New Roman
Helvetica

7. Clarity & Readability
stroke width
x-height
fox fox
counterspace

8. Readability
ascender serif counter
meanline
x-height
baseline
Alphabet Garamond Regular
descender foot

9. State Your Case...
Title Case
Selected Project Experience
ALL CAPS
SELECTED PROJECT EXPERIENCE
lowercase
selected project experience

10. All in the Family

11. MYRIAD PRO
Regular
Light
Italic
Light Italic
Semibold
Bold
Black
Semibold Italic
Bold Italic
Black Italic
Condensed
Light Condensed
Condensed Italic
Light Condensed Italic
Semibold Condensed
Bold Condensed
Black Condensed
Semibold Condensed Italic
Bold Condensed Italic
Black Condensed Italic

12. GARAMOND HELVETICA
Regular Regular
Italic Italic
Semibold Semibold
Semibold Italic Semibold Italic

13. Haves and Have Nots
San Serif Fonts Play Nicely with Serif Fonts
Use family font styles to draw attention to and emphasize text.
San Serif Fonts Play Nicely with Serif Fonts
Use family font styles to draw attention to and emphasize text.
San Serif Fonts Play Nicely with Serif Fonts
Use family font styles to draw attention to and emphasize text.

14. 36 point type / 36 point leading
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diem
nonummy nibh euismod tincidunt ut
Leading lacreet dolore magna aliguam erat
volutpat. Ut wisis enim ad minim
veniam, quis nostrud exerci tution
ullam corper suscipit lobortis nisi ut
aliquip ex ea commodo consequat. Duis
te feugi facilisi. Duis autem dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit
praesent luptatum zzril delenit au gue
duis dolore te feugat nulla facilisi.

15. Leading faux pas
36 point type / 18 point leading
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diem
nonummy nibh euismod tincidunt ut
lacreet dolore magna aliguam erat
volutpat. Ut wisis enim ad minim
veniam, quis nostrud exerci tution
ullam corper suscipit lobortis nisi ut
aliquip ex ea commodo consequat. Duis
te feugi facilisi. Duis autem dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit
praesent luptatum zzril delenit au gue
duis dolore te feugat nulla facilisi.

16. 36 point type / 0 em leading
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diem
nonummy nibh euismod tincidunt ut
Kerning lacreet dolore magna aliguam erat
volutpat. Ut wisis enim ad minim
veniam, quis nostrud exerci tution
ullam corper suscipit lobortis nisi ut
aliquip ex ea commodo consequat. Duis
te feugi facilisi. Duis autem dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan et

17. Kerning faux pas
36 point type / 20% em
leading
Lorem ipsum dolor sit
amet, consectetuer
adipiscing elit, sed diem
nonummy nibh euismod
tincidunt ut lacreet dolore
magna aliguam erat
vo lutp at . Ut wi s i s en im a d
minim veniam, quis
nostrud exerci tution
ullam corper suscipit
lobortis nisi ut aliquip ex

18. Kerning faux pas
36pointtype/-20%emleading
Loremipsumdolorsitamet,consectetueradipiscing
elit,seddiemnonummynibheuismodtinciduntut
lacreetdoloremagnaaliguameratvolutpat.Utwisis
enimadminimveniam,quisnostrudexercitution
ullamcorpersuscipitlobortisnisiutaliquipexea
commodoconsequat.Duistefeugifacilisi.Duis
autemdolorinhendreritinvulputatevelitesse
molestieconsequat,velillumdoloreeufeugiatnulla
facilisisatveroerosetaccumsanetiustoodiodignissim
quiblanditpraesentluptatumzzrildelenitaugueduis
doloretefeugatnullafacilisi.

19. Alignment
Le Aligned Text
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh
euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad
minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip
ex ea commodo consequat. Duis te feugi facilisi. Duis autem dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit au gue duis dolore te feugat nulla facilisi.

20. Line Length faux pas
Le
Aligned
Text
e length
of a line
should be
comfortable
to read: too
short and it
breaks up
words or
phrases: too
long and
the reader
must search
for the
beginning
of each line.
Le Aligned Text
e length of a line should be comfortable to read: too short and it breaks up words or phrases: too long and the reader must search
for the beginning of each line. e length of a line should be comfortable to read: too short and it breaks up words or phrases: too
long and the reader must search for the beginning of each line. e length of a line should be comfortable to read: too short and it
breaks up words or phrases: too long and the reader must search for the beginning of each line.

21. Line Length faux pas
Le Aligned Text
ere is no rule for just how few words or letters
constitute a widow as much depends upon the line
length. e longer the line, the more noticeable the
widow.
widow - a short line at
the end of a paragraph
Le Aligned Text
to read.
ere is no rule for just how few words or letters
constitute a widow as much depends upon the line
orphan - a short line at length. e longer the line, the more noticeable the
widow.
the end of a page

22. Text faux pas
No need for double spaces.
Desktop publishing has changed the rules of the world of the typewriter. ere is no
need to use double spaces aer a period.
double space - no need to drive a
truck through your sentences

23. Page/Slide Layout

24. Grids

26. Client/Owner
RFP, BD, Pre-
bid Mtg
Marketer

27. What do they want? en
m
o
/ W .
r ity to ject
no sses pro
t Mi ne ur l
an usi n o oa
e w ed B te o t yg
. W wn cipa
1 O e rsi
r ti div
pa %
2 0 t.
a c
ve roje s
e ha p t we rce
W our ha rkfo
2 . on t
nt wo
ta y
p or orit .
i m m i n ject
is
It ilize pro
3 . u t his
t
on

28. Never Before Seen!
in
be r
ri ou ing
sc y ild
e il
.D ta
1 e Bu ce.
d een en
r eri u
G p
x e y teo da d
E v e e
a pl rtifi
H m ce
co ED g?
E din
L il
bu

29.  

Translation:
Talk their Talk

35. Show! Don’t Tell!
“ Our projects, all well over a
hundred million dollars, were
completed on time and within
our budget. We have been so
pleased with their services
that we plan to retain them
for our next bond issue for
”
seventy-seven million.
Larry J. Gruber
(former) Business Manager
Lake Orion Community Schools

36. Show! Don’t Tell!

37. “Incorporating the past and building the future”
PRESENTATION FOR
S T A D I U M I M P R O V E M E N T S & R E N O V AT I O N P R O J E C T

38. EXISTING TUNNEL 11
Incorporating the past and building the future

39. EXISTING NEW
WIDTH: 7’9” WIDTH: 13’2”
HEIGHT: 8’11” HEIGHT: 11’6”

40. EXISTING NEW
WIDTH: 7’9” WIDTH: 13’2”
HEIGHT: 8’11” HEIGHT: 11’6”

41. EXISTING NEW
WIDTH: 7’9” WIDTH: 13’2”
HEIGHT: 8’11” HEIGHT: 11’6”

42. EXISTING NEW
WIDTH: 7’9” WIDTH: 13’2”
HEIGHT: 8’11” HEIGHT: 11’6”

43. Logistics

44. Make Ready Work
Administration
1 Relocates Offsite West Building East Building
To Be Demo’d
2 Relocate Children’s 1 Administration
Collection to 4th Floor
3 Relocate Teen,
Adult Fiction, & Multi- Special Collections
Media Collections
6
4 Consolidate 2nd Adult Collections &
Floor Adult Collections 4
Reading Space
5 Install New Main Teen
Children’s
Entrance at 1st Floor East 3 Adult Fiction 2
Multi-Media Area
6 Demo West Bldg.
Main Entrance 5

45. CRITICS
CORNER
Deron Brown
WHO’S WHO Len Moser Todd Vochinsky Dale Kristjansson
in the CAST A Pleasure to Work With!
“If you have a challenge — and when you build an arena you will
have challenges — Barton Malow takes them on, works the problem,
Deron Brown presents options and solutionsKristjansson
Dale with moving along and does a great
Harvey Oliva
It is with great pleasure job inDeron Brown project.”is celebrating hisDarin Crafton the
Brian Butler
that delivering the Lyn Mims
Dale 30th year on
serves as Project Executive of the Orlando Troy construction stage and is Cincinnatito be
~ Blackburn, Vice President, pleased Bengals
Events Center Project. Having performed part of the Orlando Events Center project
in the Orlando Area for over a decade, ensemble. Having served the Orlando
Deron received his acclaimed status as a area for more than ten years, Dale has
Very Professional Staff!
strong manager by keeping projects on developed excellent working relationships
“Many people thought it couldn’t be done, but national trade
with various local and PCL proved them
budget and ahead of schedule. Deron
wrong, and that is a tribute to their very professional staff.” worthy
contractors. This will ensure his
would like to thank the Central Florida trade
~ Virginia Anderson, Director, Seattle Center
contracting community for their support performance as Chief Estimator on the
and their strong relationships through the Orlando Events Center.
years.
Je Westphal Doug Gorman Les Snyder David Price
CAST
Len Moser Harvey Oliva
Len Moser is pleased to be a part of the Serving as Sports Advisor on the Orlando
A Valuable Team Player!
Orlando Events Center project after his Events Center Project is Harvey Oliva.
previous run as Project Director on the a Harvey is a star sports builder with 40 years
“Barton Malow was valuable member of the project team and
award-winning Medlar Field played - key role in the overall success high-profile venues such
a the first of experience on of the project. Throughout
LEED certified Sports Facilityprojectorder of appearance) Field, role in a professional manner
(in your staff performed their Paul Brown Stadium, and
the in the United as Soldier
States. A seasoned performer on presentedNationwide Arena. His vast Executive
and always sports a positive attitude regardless of the situation
Deron Brown...............................................................................Project experience on
Len Moser...........................................................Preconstruction/Project Director role
at hand. Barton Malow is to be commended for their leadership
facility projects Len’s previous productions more than $1.25 billion of sports facilities
include Phillips Arena (Atlanta, GA),Medlar Field at Lubrano Park to become cast. rst ballpark
in enabling Turner brings extra star-power to our the fi
Todd Vochinsky................Architectural/Structural Sports Specialties Estimator
Field (Atlanta, GA), Oriole toPark at Camden cation as recognized by the U.S. Green Building
obtain LEED Certifi
Dale Kristjansson.............................................................................Chief Estimator
Council.”
Yards (Baltimore, MD), and Beaver Stadium
Harvey Oliva.....................................................................................Sports Advisor
~ Marv Bevan, Jr., PE, RA, Project Manager, Penn State University
at Pennsylvania State University.
Brian Butler........................................................................................M/WBE Partner
Brian Butler
Lyn Mims......................................................................................M/WBEto the Orlando
Brian Butler is no stranger Associate
Todd Vochinsky One of the Best construction stage as he Manager
Darin Crafton......................................................................Constructionhas served on
in the Business!
Previously seen on the award-winning John
Jeff Westphal..............................................................................Logistics/Phasing with a
multiple Orlando Projects and participates
“Approximately $60 million in design changes were required
Paul Jones Multi-purpose Arena, Todd
Doug Gorman.................................................................General boards the scheduled
on various regional Superintendent to related
net budget increase of about $40 million. Extension of
Vochinsky is a multi-disciplined estimating the construction industry. Leading JCB
Les Snyder........................................................................Joint Venture done it without the
was not an option. Quite simply, we couldn’t have Executive
performer with great attention to detail.
cooperation, expertiseConstruction, Brianof PCL...This project is one
and commitment is a highly respected
Through his craft, Todd works well with the leader in the MBE/WBE community with
of the most memorable and PCL proved again to be one of the best
other members of the planning team to the expertise to help our team exceed
contractors in the business.”
prepare and deliver the best overall value diversity goals outlined in the Economic
~ Tom Anseimi, Sr. Vice President, Maple Leaf Sports & Entertainment
to ensure budget compliance. Impact (Blueprint).

46. A
JOINT VENTURE
PRODUCTION

47. INTRODUCING

48. DERON BROWN OUR
MASTER OF CERMONIES
Vice President and District Manager

49. Master of Ceremonies
Deron Brown
Project Executive
• 20 Year Construction
Veteran
• Local Presence
• Strong Relationships with
Central Florida
Subcontracting
Community

50. CAST & CREW
CREDENTIALS

51. Good Communications = Readers
Happy

52. Dana Galvin, CPSM
248.436.5570 - office
248.331.6715 - cell
dana.galvin@bartonmalow.com