Although we had an idea of the visual we were looking for, a composition with plenty of space and hopefully a bit of impact, this process was one of much deliberation. Despite settling on layout very early, looking mainly at the logo type, and as little clutter as possible, it was the introduction of a line that became our problem.
as is visible here we went for a very minimal layout, the line in question is the line below the logo type and in this case we chose a fairly heavy weight of line, probably around 8 pt.
Above we went for a line weight about half the previous example. 4pt.
In the example above we removed the line altogether, but felt it gave a nice balance to the ad with it included.
Above is our final press ad, with the thinner of the two lines, and as little information as we could probably have got away with putting. We liked this because of the space it creates and impact of the logo...
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