Case study · Business cards · JADE
JADE ↗Black on black
Card for JADE Aerospace and Defense: the circled JADE wordmark in glossy black spot varnish on matte black, and a white reverse with the logo, name, role, contacts and web address in red.
The idea
JADE is an aerospace and defense company. The card's 256 area code places it in the Huntsville, Alabama region. The card shown is for business operations.
Two rules
- 01Gloss on matte black. The logo in clear gloss on matte black, visible only at an angle.
- 02A clean white back. A white reverse with black type and one red line for the web address.
Why it works
The front is almost blank, which suits the sector, and the back gives all the information.
Start from these materials
Same paper, foil and finish, locked in — nothing of JADE's artwork comes with it.
Questions
- Is black-on-black printing readable?
- It's meant to be discreet: the gloss shows the logo when it catches light.
- Can spot gloss be applied to uncoated stock?
- It works best on coated or laminated matte stock.
- Should the back be plain?
- Yes, when the front is deliberately quiet.
