After a lengthy design and redesign process (I'm an architect not a graphic designer after all), I'm happy to announce the cards are finally done! Wanting to highlight the brilliant business name I conjured up (actually, I have my wife to thank, but more on that in a minute), I found an effective (and affordable) way to "reflect" the logo. Its called UV Spot Printing, and its a secondary layer of glossy ink that, well, reflects an area of the card in contrast to the standard matte finish. So, by printing only the logo in UV gloss I was able to have a black card with black text that appears as you tilt it in the light. "Black on black", as they would say in the auto finishing industry. Speaking of which (and to answer the question of why "MATTE BLACK"?), you have to first know the story of our "matte black" car. To make a long story short, we purchased a used prius that had the unfortunate (or not depending on who you ask) pleasure of being hand-painted flat black with pink racing strips and hello kitty logos on the doors (really, I have photos to prove it). Since it would cost several thousands of dollars to have a professional strip and repaint it, we chose to do it ourselves (naturally right?). So, after a week of hand-sanding and a failed first attempt at painting (and subsequent resanding), I put the glorious final gloss black coats of paint on with an HVLP (high-pressure low-volume) paint sprayer. When it was all said and done and my wife inspected the work, she graciously complemented my effort and, commenting on the not-so-perfectly-glossy finish, declared it a "Matt(E.) Black" finish! And so, the name "stuck" and it seemed like a good one for an architecture business. Kind of modern, a little bit edgy, but subtle and understated. Never flashy but always high-quality. Like Morgan Freeman in a silky all black tux. Let me know what you think!