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Quantity Produced


Production Cost

Production Time

3 Weeks

Dimensions (Width × Height × Depth)

Flat: 7 in × 2 in
Folded: 3.5 in × 2 in

Page Count

Paper Stock

Mohawk, Superfine, Ultrawhite Smooth, 100 lb Cover, plus Matching Label

Number of Colors

Card: 0/2 Spot
Label: 3/0 Spot




Mercury by Hoefler & Frere-Jones


I like to play peekaboo with my daughter. I also like to play peekaboo with business cards. Especially if there is a reward waiting inside — which is probably why I also like fortune cookies, but I digress. Measure’s business cards are blind-embossed on the outside, with a perforated label that keeps the card closed, only to reveal a dense party of iconography inside that contrasts so well with the spare outside shell. Measure explains further:

All of the custom icons in the interior are principles of design. The card was designed as a metaphor for design in practice. Hiding the process and detail that goes into delivering a clean and simple solution presented to the consumer. The icons also act as a talking point to reinforce the value of design and the considerations that go into it as well as the science behind it. We used iconography to display these concepts as a nod to design and the universal understanding and longevity of symbology. Of course they were designed to increase physical retention and deliver a fair degree of mystery and discovery as well. Because we have a lease that will be expiring soon, we designed the cards as shells and separate pre-printed labels to laser information on as needed. The gradation on the labels is created with an overlay of 3 separate PMS colors for saturation and depth. The labels are perforated for ease in cracking to open the card.

Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards --- Design Measure Business Cards


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Measure Business Cards


Production Method



Design: Chad Johnston and Chris Malven
Illustration: Chad Johnston



Offset: Holm Graphic Services
Emboss: Feiereisen, Inc.

This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author


Author Picture

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 23, 2010


Filed Under

Business Cards


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End