xisting characteristics of the brand, the masthead's name and creative visual inspiration, in that order, is the way an art director needs to look at masthead development. This ensures that masthead art direction remembers to build on existing identity. Thus the new masthead's message to the client's audience will be easier to understand. If an extra design element beyond the name is proposed, it had better be good. Because it will most likely distract from any attempt to match the original brand, it should at least bring great communication value to the masthead in another way. Otherwise, readers will be given extra work to do for no apparent reason. In addition to being asked for their interest in the content, they'll have to wonder if such an unexpected design embellishment is due to some change in the organization's identity.
Take advantage of your well designed logo by using it in the masthead.
"Let's see... they do have a nice typographical logo. And the word, 'Report' does a nice job of defining what the newsletter plans to do. Together, the masthead name has a nice ring to it 'HJK&A Report'. Is there anything that can be added to make it more meaningful, more memorable or better looking? Nope. Anything more would slow the message and visually disturb the brand. Guess I'll get a designer to work with spacing and decide on a type face for "Report". Or, its so straightforward, maybe I'll do it myself."