The Shell Tube card, and the two pamphlet covers shown
in colour, all exhibit the value of structural unity if a number
of complex elements are to be made into a strong design.
The dissociated elements in the Shell card relate themselves
together spatially by means of the complementary angles of
i lettering and pictures, the whole design being stabilised by
the hand placed horizontally across the vertical left-hand
edge of the light shape. This edge dividing the design exactly
in the middle, helps also to relate the whole to the rectangle
in which it is housed. The Baynard Press cover derives
its strength from the tension set up between the horizontal
placing of the parts, and the vertical direction of the uprights
of the scrolls and the down-strokes of the letters. The structural
unity of the design is further assisted by the echoing of the colours
and textures. In the Orcades cover, although there seem
to be many more elements than in the previous one, the subtle
interpenetration of these elements links them together into
a strong simple design. The tension here is between the
foreground and the background. The lettering and the
lyre form themselves into a cohesive whole against an infinity
Tube card Designer Tom Gentleman. AgentRegent Advertising Service Ltd.
Advertiser Shell-Mex B.P. Ltd. Printer J. Weiner Son Ltd.