The picture above is the cover concept that Rick Fillmon of Adrenaline Design Group submitted for approval this morning. It is just a concept and not the final product. He is just submitting his first effort from the direction that he was given by the Mavericks.
The Mavericks marketing director, Paul Monroe, is trying to give all of our printed collateral the same feel this year. We have to use certain design elements that match our season initiative in order to have continuity in all our marketing efforts.
If you look at the pocket schedule, tickets, bus boards, billboards, and print advertising that the Mavericks are putting out this year, you will find they have pretty much the same look and feel. So that is what Rick was trying to do with the cover of the 2008-2009 Yearbook.
I think that it is a good effort, but here is what I will submit back to him in order to give the magazine a better feel, in my humble opinion. I made my corrections with a red paint brush on the cover itself. They are list below from top to bottom:
1. The Mavericks usually use the “TF Cavalier” font for most of their print advertising, but for this initiative they have chosen to use a font named “Bethold City.” I like the slick look of the main branding font and will ask to see what the cover looks like with the old font. Just to see. Also, I don’t like the split colors so will want them to make both words, “Dallas” and “Mavericks”, white;
2. I like the yearbook cover to include all the players, so I will ask them to use one image of each player on the cover design;
3. I think that the silhouette vibe of our primary logo is a cool idea, but its sharp angles make the pictures too hard to see, and you really have to know what you are looking at to get the feel and for the logo to reveal itself. It’s almost as difficult to pick up as the MAGIC EYE PUZZLE in the Sunday paper. So, I will ask him to make each image symmetrical and shadow box it like a widescreen version of a movie;
4. I don’t like the blue bottom of the page, so I will tell him to move the basketball surface orange to the bottom of the page also. This will make the shadow box effect stronger, but instead of it being solid black like a widescreen movie, the box will be basketball orange.
The magazine goes to press on December 2nd so we will most likely have the corrections back next Monday. I will post the final version when I have it and the book itself will probably be delivered a few weeks later.