Covers

We recommend three options for the cover design of cases, brochures, booklets and other multi-page documents.

The preferred option is to use original photography relevant to the content of the piece. The chosen image should provide sufficient negative space in the upper left corner to house the headline. If no photography is available, a white background or the light blue wash background may be used.

Samples

Approach to Copy

Every section of a multi-page document should contain a headline, a summary paragraph and body copy. Each plays a distinct role that builds on the preceding element.

Headline

The headline should grab readers’ attention and pull them into the story. It should be clear, informative and engaging. Headlines can take the form of questions or statements.

Questions should be thought-provoking and leave readers intrigued and wanting to learn more.

Statements can take multiple forms:

• Aspirational
• Descriptive
• Thematic

The ideal length for these headlines is between 30 and 60 characters.

Summary Paragraph

The summary paragraph accompanies the headline and provides readers with additional detail on the subject of the story. Readers should be able to quickly grasp the significance of the story, even if they choose not to read the whole piece. Effective summary paragraphs are concise, use active language and match a story’s voice or tone.

Body Copy

What is said in the headline and summary paragraph should be supported by the body copy. The aim of the body copy is to engage and inspire readers. The storytelling should be simple but powerful. We want to demonstrate possibility and impact to our readers, and where appropriate, invite them to be part of the solution.

Opening Spread Layout

The layout should help pace the reader. Ample use of negative space directs readers’ eyes to the headline and summary paragraph. On interior spreads, the copy appears on one side of the spread and the image on the other. The headline appears in the upper left corner of the page, in the same position as (or in a position similar to) the headline on the cover, in order to create a visual connection between the two. The summary paragraph appears below, when appropriate. Body copy should start midway down the page, which provides sufficient negative space around the headline.

Whenever possible, the opening spread should have a full-bleed image that extends across both pages, with negative space to house the headline and copy. This will often require cloning the background to extend the negative space in a photograph. This treatment establishes a strong visual connection to the Boundless print ad and pole banner layouts.

Alternate Spread Layouts

When there is a large amount of body copy, it may extend across facing pages. This example shows how inset images, factoids and pull quotes can be integrated.

When a layout with a full-bleed image that extends across both pages is not possible, a solid colour may be used for the background of the left or right page, to introduce variation and visual impact. This example also shows an alternate 70/30-column layout and a bulleted list.

When the body copy under one headline extends past the first two pages of an opening spread, the extra copy can spill over to the following page. Graphs and charts may be integrated into the copy layout or superimposed on negative areas of an image.

The general copy and image template should not be so fixed as to feel rigid. The grid should be able to flex in order to meet conceptual requirements and to create emphasis and variety throughout the piece.