The feeling of energy and forward momentum can be achieved through the strategic use of specific shapes and shape patterns. The following examples illustrate how the use of shapes with photography, background patterns and typographic treatments can symbolize bold movement or innovative approach.
Shapes as Containers
Figures 1 & 2: Parallelograms & Triangles
Figures 1 and 2 show how triangles and parallelograms can be used to house images with one-color, blue, and/or orange overlays.
Figures 3 & 4: Circles
Figures 3 & 4 show how circles can be used in addition to triangles and parallelograms. Circles can contain full-color images as in figure 3 or house images with one-color overlays as in figure 4.
Circular shapes should be used sparingly and less frequently than triangles and parallelograms to create contrast and call greater attention to the images they contain.
For direction on how to create the one-color overlays presented in figures 1, 2, and 4, refer to the One-Color Photo Treatments section.
In figure 1, parallelograms and triangles are used in varied sizes, with varying spacing and orientation to create a more dynamic layout. To achieve this effect, shapes should always be set along a forty-five degree vector to enhance the sense of movement and energy.
Both triangles and parallelograms can be used together, but parallelograms should play the dominant role.
Incorrect Use: Shapes as Containers
- Avoid consistent sizing, spacing and orientation of shapes. When using only one shape, the parallelogram is preferred over triangles.
- Avoid rotating or altering the placement of shapes beyond a forty-five degree alignment.
- Avoid overlapping or overcrowding shapes.
- Avoid the use of circles in more than one location.
Shapes as Patterns
Figure 1 shows a detail of the shapes pattern.
Figure 2, shows the shapes pattern used as a background element to activate white space and create a greater sense of movement.
Incorrect Use: Shapes as Patterns
NOTE: The color of the shapes pattern may be changed to one of the primary brand colors, but the artwork should be used as provided in the “Shapes_Pattern.eps” file and not altered in any other way, as outlined below.
Avoid flipping, resizing, skewing, rotating or changing the orientation of the shapes pattern.
Avoid filling the shapes pattern.
Avoid outlining the elements within the shapes pattern.
Avoid the use off-brand colors for any of the elements within the shapes pattern.
Using shapes overlays in combination with other graphic elements adds depth and movement to a layout. To use shapes overlays as shown in figure 1, download the shapes overlays starter file. Additional overlays can be created using parallelograms and triangles, and size and color can be adjusted based on layout.
Figure 1 shows the isolated shapes overlays, as seen in figure 2.
Figure 2 demonstrates the use of shapes overlays. These shapes contain a gradient of color in orange pink and overlap the shape containers.
As shown, these shapes are not primary graphic elements of the layout but complement the main photographic and typographic treatments.
Shapes as Violators
Shapes can also be used in unconventional ways to help demonstrate a specific idea or call attention to a particular design element.
Figure 1 shows shapes violators that break apart typography to illustrate the idea of tearing down walls. Similarly, shapes are used to deconstruct the full-color image to convey this idea.
Figure 2 uses shapes violators as a pattern to add depth and visual interest, as in this example with the large orange type.