Developing the Theme

Unifies the Yearbook Verbally Visually Theme statements are similar to slogans used in television commercials and magazine advertisements. The theme catch phrase, just like an advertising slogan, summarizes the product and creates its image with a few dynamic words. These words might include lingo or phrasing that appeals to the audience. Visually The theme presentation unifies the book visually through a variety of techniques including a consistent graphic look.

Ideas Can Come From: Something unique to the year such as Celebration of an important school anniversary Winning a state championship

Has Many Functions Can reflect pride by involving the school colors or Mascot It can be specific to the year and school Can be Serious or Fun Pose a Question Make a Statement

Sets The Stage An effective theme sets the stage for telling the story of the year.

After the theme is conceived, consider the following questions about the slogan What Photos can illustrate the theme? What specific information will support the theme in copy Is the theme appealing to students? Is the theme slogan appealing on a yearbook cover, T-shirt or Poster?

Focus Think of 10 specific facts about Morgan High School and the upcoming year that could lead to a slogan unique to the school & year Do you want it to be Sophisticated? Fun? Traditional? Spirited? Serious? The theme should match the tone.

After the Main Slogan is Picked Spinoffs of the main slogan provide verbal unity throughout the book. For effective spin-offs, take key words or concepts from the theme slogan and generate related phrases or concepts for each section of the book.

After All is Said & Done Spin-offs: Student Life: You can say that again Academics: Easier said than done Clubs: No Sooner Said than done Sports: Been there, Done that People: Who says Ads/Community: Goes without saying These spin-offs were generated using the words said, al and done. The slogans lend themselves nicely to coverage within the sections including plenty of student quotes.

After All is Said & Done Student Life: Anything & Everything Academics: Questions & Answers Clubs: Work & Play Sports: Sweat & Tears People: You & Me Ads/Community: Dollars & Sense In this example it uses a different approach. It focuses on the ampersand concept.

Theme Design Should creatively support the slogan & stand out from the rest of the yearbook. This will unify the theme presentation.

Logo: Creatively set your slogan in type to grate a logo you can use throughout the book. Try to choose type styles and a design that shows the meaning, tone and style of the theme. In the design emphasize a key word or phrase. For example, in the phrase “On the Move” you could set the word Move in large, italicized type to imply motion.

Colors: If possible, repeat colors introduced on the cover in the theme presentation inside the book. Make spot color choices that take advantage of obvious color opportunities in the themes such as “Out of the blue.” Graphics: Lines, tints, screens, and textures can set apart the look of the opening, closing and dividers from the rest of the book.

Topography: Use selected fonts only for the logo and presentation of theme. If art is used on the cover it can be repeated or adapted inside the book. Artwork: If well done, art can be used to unify the theme. If are is used on the cover it can be repeated or adapted inside the book.

Photos: Photos can give the theme a unique look. A theme such as “Face the Facts: might call for many tiny pictures of student faces. Photo treatments such as unique cropping, inset to overlapping, spot color or computer manipulation can create a look that conveys unity.

When Designing Your Theme Consider the Following Guidelines:

Cover Book title and Year on the front cover Book Title, year, school and volume number on the spine Design uses visual techniques that can be repeated inside Back cover may be designed if appropriate

Endsheets Content helps introduce the theme May contain table of contents Design carries over techniques from the cover Readers appreciate room for autographs

Title Page First Page of the Yearbook Strong theme-related photo(s) with students have impact Design carries over techniques from the cover and endsheet Theme logo may appear Name of book, volume #, School Name, Address, Phone number, student population, etc.

Opening Opening introduces the theme in one to three spreads Design carries over techniques from the cover, endsheet and title page Fewer photos, or different photo treatments might be used compared to regular spreads May feature table of contents if not found on the endsheet Topography might be different than the rest of the book Copy might be in a larger point size

Closing Closing finishes the theme story Generally uses the final spread and the last page Uses a design very similar, if not identical to the opening

Dividers Relates the theme to a particular section of the book Spin-off theme or concept is used Design should be similar to the opening and closing but not identical Design carries over techniques from the cover, endsheet, title page and opening/closing Design can be identical for all dividers with different words and pictures.

Parting Page The final page of the yearbook Carefully selected words and pictures make a strong, final theme statement Design can be similar to the title page Design carries over techniques form the cover, endsheet, title page, opening/closing and dividers.