RAFT Identity When Raft Design became Raft Communications, we redesigned the brand. We went for a cleaner, more classic tone, choosing a super heavy cream and rich blue black to convey the expansion of the company's breadth. But we still needed to express what an eclectic group of people we were, so each person's business card had an individually-designed back. Each person's photo was a good reflection of their role in the company--from designer to business manager to public relations dude. Due to a printer error, a matte gloss and a high gloss was put on either side of half the cards, and was flip-flopped on the other half. It was one of those happy accidents. The brand itself: My creative director liked the look of really bold type, so I started with a broadside font--I think it was Bodoni Poster or something--and adapted the four letters so that, while still remaining big and bold and fierce, they flow together at their most crucial points. We also wanted RAFT to be able to stand alone, so 'communications' definitely sits in a comfortable second place.       The letterhead and 'with compliments' slip.