Reparations Club vertical card system

Summary

A tightly spaced row of tall, narrow cards on grey, cycling through three colorways so the same wordmark reads differently on every panel.

Visual description

Six full panels and two cropped ones stand side by side with even gaps. The fluorescent yellow green panels place REP across the top with the solid black square closing the word, CLUB running downward along the right edge, and then the same pair inverted at the bottom so CLUB reads upward on the left and REP sits upside down. The result is rotationally symmetrical: the card works either way up. The black panels carry REP.CLUB set enormous and rotated ninety degrees, running bottom to top in white caps so the letters nearly touch both long edges, the period again a filled square. The off white panels are almost empty: a solid black rectangle occupies the top third, and small black caps at the base read CONTACT US +1 323-591-0012 & INFO@REP.CLUB, VISIT US 3054 S. VICTORIA AVE. LOS ANGELES, CA 90016. All panels sit on the same flat grey with faint edge shadows.

Key takeaway

Designing the lockup to be rotationally symmetrical means the card never has a wrong way up, which is what lets the run tile into a pattern. Reserving one colorway to hold all the small print keeps the other two free to be purely graphic.

Reuse notes

A clean model for collateral that has to be produced cheaply in a few flat colors and still look like a system when fanned out on a counter. The extreme vertical proportion is doing a lot of the work, so the idea weakens at standard card ratios. Set the address panel first, since it is the only one with a real copy constraint.