Growing up in a household of hippies, creativity was always encouraged. As a child, my mother and father did everything they could to fuel my desire to keep making and learning. We spent a lot of time outdoors drawing or imagining. I was curious about everything and asked a lot of questions. This explains why my problem solving skills developed at a very early age. My grandmother still has those drawings we did. I look at them and see self-portraits of my future self, illustrated with a large backpack in a foreign country. As time passed I realized that these drawings were accurate. I’ve always had the itch to travel and soak in multicultural influences. My work is all about authentic, high-spirited graphics, patterns and colors. I’m inspired by nature and the magical feeing that comes from being lost in a new place. My personal experiences traveling have allowed me to evolve as a designer and given me the ability to cross borders and design with a unique point of view.
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01 WorldBeat........................... 02 02 Ecrú....................................... 16 03 Logged Out......................... 26 04 El Nido.................................. 34 05 Au Film FestivaL................. 44 06 URBAN NIGHTS..................... 52 07 Norsk Ost............................ 60 08 MOlOKO................................. 64 09 TOTEM.................................... 72
TITLE
REBRANDING WBC
KEY ADJECTIVES
DYNAMIC/SPIRITUAL
COURSE
ART 541 BRANDING
INSTRUCTOR
MIN CHOI
ART DIRECTOR
CANDICE LOPEZ
Worldbeat The World Beat Center is an Afrocentric non-profit organization very dedicated to healing the world through art, music, culture, and even technology. Through raising consciousness, the World Beat Center aims to promote peace within the San Diego community by providing many programs and services that nurture the spirit of children, the elderly and everyone in between. Their main goal is to create unity within diversity. This rebranding aimed to achieve that goal by encompassing the feelings of being dynamic, exciting, visionary, fresh, fun, creative, and expressive. The color palette was selected to keep the Afrocentric vibe of the organization. Circular graphics and traditional patterns were a big part of the project, ensuring that the brand stays true to its roots while also giving it just enough of a commercial appearance to appeal to the masses. When paired with the photography style, the WorldBeat Center was given a completely different look, one that feels just as spiritual as it does warm and sincere.
FONTS USED: GILL SANS/GOUDY
COLORS:
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brand guidelines
1.1 LOGO
The brand’s logo is intended to look ethnic to reflect the World Beat Center’s afrocentric feel. It was also designed with the founder’s “signature” pattern, and placed stacked on the top and bottom of the words to look like a drum. The word beat is also emphasized, and the smaller circles within the counter of the letters in WORLD and CENTER create a visual rhythm.
Custom letterforms are combined in a stacked, and almost uniformed manner Duotone colors help create the logo’s rhythm and provide hierarchy in the mark
Pattern gives an authentic, ethnic tone
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MINIMUM SIZE USAGE With the logo, a minimum amount of space around the brand mark ensures that it is always clear and legible. In this case, the minimum amount of space required around the logo at all times should be proportional to 1/4” when the logo is scaled at it’s minimum size. Because of the logo’s busy pattern, it is best that no other graphic elements or words are closer than this amount of space.
1”
brand guidelines The logo can be reduced to about 1” in height before the smaller details of the pattern begin to disappear.
An all white logo is the ONLY acceptable way to use one solid color. If the logo is not applied directly over a photo (as long as the photo is not too busy) and set in white, then it is best that is used reversed out over a palette color background.
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2.2 COLOR
Color is a huge part of the World Beat Center’s branding. The warm colors were chosen based on the afrocentric look and feel the center reflects. The color palette chosen for the brand also represent rhythm and energy, which are also key. In contrast, the secondary colors are all very neutral. This is so that the bright, energetic colors can really stand out.
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PRIM ARY PA N TON E 7583 C C: 0 M: 69 Y: 98 K : 12 PA N TON E 10 9 CP C: 0 M: 9 Y: 10 0 K : 0 PA N TON E 7589 C C: 3 0 M: 67 Y: 65 K : 74 PA N TON E 7569 C C: 0 M: 45 Y: 10 0 K : 6
SECONDARY PA N TON E Wa r m G r ay 11C C: 26 M: 36 Y: 38 K : 6 8 PA N TON E 750 6 C C: 0 M: 7 Y: 25 K : 1
brand guidelines
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2.3 TYPOGRAPHY
GILL SANS BOLD
GOUDY OLDSTYLE
GILL SANS
GOUDY OLDSTYLE ITALIC
GOUDY OLDSTYLE BOLD
GILL SANS BOLD
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STACCATO D ow n t e m p o B e at
CRESCENDO Thirty-second Note Tempo
COWBELL LATIN DRUMMING MOZAMBIQUE STYLE
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GOUDY OLDSTYLE FAMILY Goudy Old St yle
Goudy Old Style Italic
ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 1234567890 !@#$%^&*()<>?
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()<>?
Goudy Old St yle Bold ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 1234567890 !@#$%^&*()<>?
GILL SANS FAMILY Gill Sans Light
Gill Sans Light Italic brand
guidelines
ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqr stuv w x yz 1234567890 ! @#$%^&*( )<>?
ABCDEFGHIJK L MNOPQRSTUV WXYZ abcdefghijk lmnopqr stuv wxyz 1234567890 !@#$%^&*( )<>?
Gill Sans Regular
Gill Sans Italic
ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv w xyz 1234567890 !@#$%^&*( )<>?
ABCDEFGHIJKL MNOPQRSTUV WXYZ abcdefghijklmnopqrstuv wxyz 1234567890 !@#$%^&*()<>?
Gill Sans Bold
Gill Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUV WXYZ
ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv wxyz
abcdefghijklmnopqrstuv w x yz
1234567890 !@#$%^&*( )<>?
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TITLE
ECRU TYPE AND MAGAZINE
KEY ADJECTIVES
CULTURAL/FLORAL/RICH
COURSE
ARTG 149 STUDIO PRACTICES
INSTRUCTOR
CANDICE LOPEZ/SEAN BACON
ART DIRECTOR
SEAN BACON
EcrĂş Ecru is a typeface designed specifically for a multicultural fashion and lifestyle magazine. Henna tattoos have played a large role in the development of the typeface as well as inspiration from floral patterns found in Southeast Asia. The font is meant to embody the beauty of this culture by incorporating these motifs within each letter. As an all caps display type, Ecru was designed with high contrast for a more modern look and feel. The magazine is targeted towards women with an interest in multicultural lifestyles, ages 15-30, and living in Southern Asia. Ecru is also the name of the monthly publication, which refers to the unbleached state of fine silk or linen. Women within the demographic are very familiar with ecru due to the popularity of fabric design as a trade. The magazine has a modern, vibrant feel to it in order to appeal to the audience by bringing relevant articles unlike foreign magazines of the west. Rich, colorful photos, bold typography, and minimal layouts create a simple, yet effective statement, allowing the reader to fully grasp the cultural perspective within each article.
FONTS USED: ECRU/NEWZALD
COLORS:
FESTIVAL OF COLORS
There are many legends that are related to Holi festival. Here, we bring you major instances in mythology,
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Hiranyakashipu and Prahlad
Ritual and Rites Associated with Holi
Hiranyakashipu, the terrible King of the demons, seeking immortality, undertook a long and arduous penance to attain the grace of Brahma. When Brahma appeared before him, he requested him to grant this boon. However, Brahma stated that anything that was born had to die, and asked him to state another wish. Accordingly, Hiranyakashipu demanded that he should not be killed “during day or night; inside his home or outside; neither by man nor animal; neither on earth nor in the sky; and neither by ordinary or supernatural weapons”. Brahma granted him the boon, after which, Hiranyakashipu grew extremely conceited and arrogant, in the knowledge that no one could ever cause him harm. He constantly attacked the earth and the heavens, demanding that people stop praying to God and instead, start worshipping only him. Hiranyakashipu had a young and handsome son, Prahlad, who was a staunch bhakta (devotee) of Vishnu. Though the former repeatedly warned the latter and threatened him with dire consequences if he should continue to worship Vishnu, Prahlad continued with his daily prayers. Hiranyakashipu tried to poison the boy, but with the grace of the Lord, the poison turned to sweet, nourishing, nectar! The demon King then ordered that the boy be trampled on by elephants, but Prahlad came out of it unharmed. He was safe even after being locked up in a room filled with poisonous snakes. Frustrated by the all the foiled attempts at killing his son, he ordered Prahlad to go seat himself on a pyre, in the lap of Holika, Hiranyakashipu’s equally demonic sister. Holika had a boon that she would never be burned by fire and so, they lit a pyre on her. Prahlad prayed to Vishnu for his grace and meekly accepted his father’s orders. To the surprise of everyone present there, Holika burned to death and Prahlad came out of the pyre without as much as a scratch. Holi is celebrated in remembrance of the evil Holika’s death and Prahlad’s salvation. This is also the reason why the effigy of a witch is burned during this spring festival. Here, the festival is celebrated for 16 days, until the day of Rangpanchami, the fifth day of the full moon. The festivities officially usher in spring, which is regarded as the divine season for love.
Holi is celebrated in different ways in different regions of India. While some view it merely as an entertainment, Holi is a serious religious occasion for some others. Let us now see how this festival is celebrated in the major states of India.
Jammu & Kashmir Jammu and Kashmir are equally concentrated with people from both the Hindu and the Muslim communities. In these states,
both these communities celebrate the festival with great joy and verve. This is a high-spirited festival to celebrate the onset of spring and the season of harvest. People throw colored water and powder on each other, then dancing, singing and feasting together. The whole region comes alive during this time of the year, forgetting old rivalries and focusing on being together, celebrating this vibrant Festival of Color.
Uttarakhand The Kumaoni Holi, celebrated in the Kumaon region of Uttarakhand, is another ritual
worth the mention. The specialty of this festival lies in the fact that it is a massive musical affair. This comes in various forms, such as the the Khari Holi, Baithki Holi and the Mahila Holi. The Khari Holi and the Baithki Holi are songs with great melody. This type of Holi commences from the premises of temples, where Holi singers, or Holiyars, as they are referred to, gather together to start singing these songs to instrumental and percussive accompaniment. Based on classical Ragas, they are enjoyable, while also being spiritual in nature. Incidentally, the Baithki Holi is also known as Nirvan Ki Holi (the Holi of Liberation). Kumaonis are very particular to sing the Ragas as per the time of the day prescribed for them. Each Indian raga has a prescribed timeframe it has to be sung in and these artists strictly adhere to those rules. As against the Baithki Holi, the Khari Holi is mostly celebrated in the rural areas and this, therefore, reflects on the way it is celebrated. The people here wear traditional white churidar kurtas. They sing simple songs and dance in abandon, to the tune of simple rural musical accompaniments such as the Dhol and the Hurka.
Origins of Holi While Holi indicates the onset of spring, it is also celebrated as the season of harvest. This is the time the dreary winter ends, giving rise to multiple colors of spring, bringing in rich abundance of flora and fauna. Though this is celebrated as a religious event, this is probably the most vibrant among all rituals held all over the world. During this occasion, revelers create a bonfire, throw colored water and/or powder at each other, and celebrate with great fervor and enthusiasm. Holi falls on the last full moon day of the lunar month of Phalguna (February/ March), that is, on the Phalguna Poornima day. In most regions, Holi is celebrated for two days. During this time, all social are relaxed and people mingle freely with each other, irrespective of age, caste, creed, gender, social status and so on. Men and women
This is a high-spirited festival to celebrate the onset of spring and the season of harvest.
enjoy this day together; singing and dancing and cheering everywhere they go. There are very early records of a festival similar to Holi called Ratnavali, where people sprayed colored water on each other with the help of bamboo syringes. However, the modern origins of the festival can be traced back to ancient Bengal, at the time of a Gaudiya Vaishnava festival. During this time, devotees visited Krishna temples and applied red Gulal (color powder) on the idol, also distributing the same to their family and friends, along with offering them Abir and the sweet Malpua, as Prasad (religious offering). Incidentally, the color red signifies the color of passion, as also Lord Krishna, who is the King of passion. This ritual, at that time, also signified that devotees should divert their earthly passions in order to attain the divine ecstasy of Krishna’s grace.
“Holi has always been celebrated in high spirit without any distinction of cast, creed, color, race, status, sex or gender.”
HOLI SEASON IS HERE // By Jahnabi Barooah
ECRU // FALL 2012
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FESTIVAL OF COLORS
THE COLORS OF UNITY AND “BROTHERHOOD” Holi festival celebrates the opportunity to forget all differences and indulge in unadulterated fun.
The Holika or bonfire prepared in traditional fashion is referred to as the Cheer Bandhan. This is prepared 15 days before the Dulhendi. This bonfire consists of a green Paiya tree placed in the middle. This Cheer is carefully guarded by the community, as all of the rival groups try to steal the Cheer.
Uttar Pradesh
Holi 2013: When Does this Day Fall? This year, Holi falls on Wednesday, March 27. Holi celebrations will hence continue for two days, that is, until Thursday, March 28, 2013. Enjoy the Festival of Colors to the hilt this year and all the years ahead. May you have a safe Holi and may Lord Krishna bestow His grace upon you and your family. Wish you a very Happy Holi!
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HOLI SEASON IS HERE // By Jahnabi Barooah
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While the women are busy trying to shoo away the men with lathis or sticks, the males give them a fitting answer as well. The men of the group sing provocative songs in a bid to invite the attention of women, all the time trying to protect themselves with shields. In Vrindavan too, this day is celebrated with a special puja dedicated to Lord Krishna. The festival in this region lasts for sixteen days. In Kanpur, this festival is celebrated for an entire week with color and also by setting up a grand fair called Ganga Mela or the Holi Mela. Revelers play Holi at various Ghats along the banks of River Ganga in Kanpur. The Ganga Mela is one of the most ancient of festivities and is over 150 years old. There is no bar on caste, creed, religion, or gender and people from all walks of life come together to take part in this massive congregation. Most offices, shops and courts are usually closed on the eve of the Ganga Mela and even political leaders join in the general fun. This event also marks the official end of the Festival of Colors in Kanpur. In Gorakhpur, which lies in northeast Uttar Pradesh,
this day is celebrated with great fervor. The day begins with a special puja in the morning of Holi. The “Holi Milan” encourages unity and a feeling of brotherhood and people visit others’ houses and sing Holi songs, also applying Gulal on each other. During the evening, people get together to prepare for the coming year, planning their major activities as per the Hindu almanac or the Panchang.
“The spirit of Holi remains the same throughout the country and even across the globe.” In the Dhampur region of Uttar Pradesh, the Holi Hawas Jaloos is organized. This procession has been conducted since the past 60 years. Tens of thousands of people participate in this Jaloos, along with many bands and Jhakhi involving themselves too. The community is filled with cheer until the week eventually comes to an end.
Madhya Pradesh and Rajasthan Holi in Madhya Pradesh is fascinating, especially in regions such as Indore, where this festival is celebrated for five days, the last day being referred to as the Pancham Holi. It is believed that the Maratha Halkars, who had seized the state in the past, had cast their own influence of celebrating Rangpanchami, on the state.
In Western Madhya Pradesh, the Bhil tribesmen celebrate the festival in their own special way. This community still adheres to ancient, pre-Hindu ways of life and this reflects on their celebrations as well. In Rajasthan too, Holi is a veritable sight for the Gods. There is much feasting, dancing, singing and merry-making on this day. In the Jaisalmer town of Rajasthan, artists continue to play melodious music as clouds of colors fill the environment.
Bihar Bihar too being in North India, Holi is celebrated with great fervor here as well. This occasion is referred to as Phagwa in the local Bhojpuri dialect. The above-mentioned lore of Holika predominantly features in this region as well. Similar to the other regions of North India, people light bonfires on the eve of Phalgun Poornima. In order to create the bonfire, they add in dung cakes, wood of the Araad or Redi tree and also the Holika tree, grains from the fresh harvest and unwanted and dried leaves. Everyone gathers in front of the Holika and the eldest member or a purohit initiates the lighting of the bonfire. He then smears others with Gulal. Starting early the next morning, the festival is celebrated with gusto in the morning, along with people throwing colored water and powder at each other, also singing and dancing away till lunch time. Folk songs are often sung at high pitch and people dance to the tune of dholak. One star feature (continued on page 77)
ECRU // FALL 2012
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PORTLAND ALL-STARS
PORTLAND ALL-STARS: The Foodist revisits his favorites
“In America’s buzziest food city, great chefs are hunting for tasty authentic ethnic drinks and eats.”
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We’re going to assume that you got the memo about Portland--you know, the city that has more than three times as many food carts as garbage trucks, a seemingly limit-less supply of bicycling baristas, and a TV series dedicated to spoofing its residents. In America’s buzziest food city, great chefs are hunting for tasty authentic ethnic drinks and eats. But Portland’s home-grown food trends aren’t the only culinary game in town: We spent a week exploring its incredible ethnic offerings, from chef-driven riffs on global cuisines to the delicious authentic spots that truly inspire them.
Eat Asia You can watch chef Johanna Ware prepare almost every dish at Smallwares from a counter-side seat, while the Barwares room in back promotes a “drink while you eat” approach. Not every-thing on the menu is a hit, but since half of the items are $10 or less, we found room for forgiveness. Among the winners: a refined take on spicy mapo dofu; and the scary-addictive tempura kale, studded with bacon. These dishes are a must have, and are pretty much guaranteed to change your life.
WHERE TO EAT AND DRINK IN PORTLAND // By Andrew Knowlton
ECRU // FALL 2012
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“Scoot past the men sipping Vietnamese coffee and order off the daily-special soup menu.”
Mumbai Goes West If you've been to India, it's possible you were hesitant to try the street food. Luckily, Chez Panisse alum Troy MacLarty wasn't, and he's put together a menu at Bollywood Theater to prove it. Who needs utensils when you've got spicy fried okra, papri chaat (crackers under a saucy mix of yogurt, chickpeas, and tamarind chutney), and kati rolls (paneer cheese and pickled onion wrapped in pleasantly greasy paratha flatbreads)? Wash them down with a perfect Pimm's Cup or a quenching ginger-lime soda.
Pho Real ous that whatever that is, this downtown spot has it. With unflagging, infectious enthusiasm, Nong Poonsukwattana serves a Thai riff on Hainanese chicken: a mound of tender, perfectly poached chicken on jasmine rice that's been simmered in the meat's flavorful cooking liquid. Splash the gingery sauce over everything, and sip from a sidecar of broth that's both hearty and vegetal thanks to pickled mustard leaves. Nong has added a second cart and a storefront, evidence that an empire could be built on this great dish alone.
New Vietnamese Locals pack into Luc Lac Vietnamese Kitchen, a casual, modern spot down-town, for the owners' renditions of their grandmother's dishes like a crisp, vibrant chicken salad and juicy grilled steak rolls. Happy hour here is huge—$2 and $3 versions of items from the full menu pair up with cocktails like the Sassy Sour, a bourbon and sweet tea drink.
Chinese-Thai Chicken In a city with 700 food carts, you've got to wonder what it takes to rise to the top. While we waited in the perpetual line at Nong's Khao Man Gai, it was obvi-
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Real-Deal Tacos In Portland, "far" means it takes more than 15 minutes by car to get there (which equals "instantaneous" for other city dwellers). Even so, the authentic menu at Taqueria Santa Cruz is worth the trip over the beautiful St. Johns Bridge to a mellow, almost quaint neighborhood--the kind realtors like to describe as "undiscovered." At the back of the sprawling grocery, you'll see regulars, families, and budget-stretched students ordering inexpensive burritos, tortas, and tacos (try the meaty chorizo). You’ll find that everything is just as authentic as it is delicious.
WHERE TO EAT AND DRINK IN PORTLAND // By Andrew Knowlton
Bowls of genuine pho are what draw Pok Pok chef Andy Ricker here four days a week—and what sell out by noon. So scoot past the men sipping Vietnamese iced coffee in front of Ha & VL and order off the daily-special soup menu. Spike your noodle-filled broth with herbs, bean sprouts, lettuce, and lime juice, along with ginger and hot sauces. Be sure to (a) get there early, and (b) ask for some of that iced coffee: Ricker swears it's the best in the world.
Kitschy Carnitas The tacos at Robo Taco, a kitschy, gringo-run place, are dangerously good, especially the fatty carnitas taco, filled with crisp-edged pieces of pork shoulder. The torta milanesa, a sandwich layered with a crunchy pork cutlet, shredded lettuce, black beans, and avocado, is just as seductive at breakfast as it is late at night.
Little Argentina Last winter, husband-and-wife team Gabrielle Quiñónez Denton and Greg Denton left Portland's Metrovino to open Ox in the Northeast neighborhood. (continued on page 104)
Skirt Steak and Ox
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TITLE
LOG OUT STEP OUT
KEY ADJECTIVES
WHIMSICAL/PLAYFUL
COURSE
ART 541 BRANDING
INSTRUCTOR
MIN CHOI
ART DIRECTOR
MIN CHOI/SEAN BACON
Logged Out The Log Out Step Out campaign for kids is designed to counter excessive technology usage among youth. Children used to participate in outdoor activities after their school day and on weekends, but because of today’s recent technological devices they are more apt to turn to online fun rather than physical activities. It is startling to learn that today’s youth spend an average of seven hours a day logged on to a computer or cellular device. The excessive usage of these devices during adolescence can negatively alter physical and social development. This campaign brings awareness to the community and also helps encourage children to get moving and participate with others in outdoor activities. Log Out Step Out will be branded on children’s accessories including water bottles, hats, yo-yos, Frisbees, and even on playgrounds. The bright, energetic patterns and graphics will create a strong sense of fun and imagination, giving kids the desire to spend more time outdoors having run and staying healthy.
FONTS USED: ARCHER
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TITLE
EL NIDO (“THE NEST”) CAFE
KEY ADJECTIVES
COZY/WARMING/LIVELY
COURSE
ARTG 149 STUDIO PRACTICES
INSTRUCTOR
LISA STARACE
ART DIRECTOR
CANDICE LOPEZ/SEAN BACON
El Nido El Nido is a fun, hip neighborhood café that spotlights Latin American culture with its playful design. The Spanish name translates to “The Nest” reinforcing the comfort and tranquility of the brand. A simple list of traditional Latin cuisine with an emphasis on many classic café beverages and pastries is provided on the playful menu, written in both Spanish and English. The casual ambience of the establishment and the relaxed décor creates a stress free environment, an ideal place for a young professional crowd and families. The modern twist on a café with traditional Latin themes is geared towards college students and young professionals ages 25-35. Owls are incorporated into the design and illustration to reinforce the name. Each icon is rendered very loosely and often placed next to hand-rendered typography to further convey its fresh, lively vibe.
FONTS USED: GOTHAM
COLORS:
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SOPAS/SOUPS
BEBIDAS DE CAFE/COFFEE DRINKS
Caldo Gallego spanish vegetable soup $3.50
Cafe Americano, Sanka o Te coffe, sanka, or tea $1.95
Sopa de Pollo cuban style chicken soup $4.50
Cafe Cubano espresso $2.75/$3.50
Garbanzos chick pea soup $3.50
Tetero espresso and hot milk $2.75
Alverjas split pea soup $3.50
Cafe Con Leche coffee with milk $2.25
Frijoles Negros o Rojos black or red beans $3.50
Chocolate Caliente hot chocolate $2.25 Leche Fria cold milk $1.75
ENSALADAS/SALADS
REFRESCOS/SODAS
de la Casa lettuce, tomato, cucumber, balsamic dressing $5.00
Coke, Diet Coke Can $1.95
Picante mixed greens, roasted corn, black bean salsa, pico de gallo,
Limonada lemonade $1.75
chipotle ranch dressing $7.00
Materva, Diet Materva Can mate soft drink $1.95
de rúcula y piña arugula, winter squash, red onions, cotija cheese, toasted
Malta wheat soda $1.95
walnuts, roasted pineapple vinaigrette $.800
Perrier $2.00
Especial carmelized beets, mixed greens, goat cheese, avocado, walnuts,
Agua Embotellada bottled water $2.00
citrus honey dressing $7.00
TORTAS/SANDWICHES
El Cubano fresh roasted pork, swiss cheese, pickles, mustard $7.50 Pan con Bistec steak, sauteed onions $8.95 Jamon y Queso ham, swiss cheese $6.95 Pan con Bistec de Pollo chicken, lettuce, tomato $8.95 Pan con Chorizo spanish sausage, lettuce, tomato $7.95 Vegetariano lettuce, tomato, cheese, avocado, bell pepper, olives $7.50
POSTRES/DESSERTS
Tres Leches sponge cake with 3 milks topped with merengue $3.95 Flan (De Leche, De Queso o De Coco) caramel, cheese, or coconut $3.50 Arroz Con Leche rice pudding $2.75 Dulce De Leche sweet milk dessert $2.75 Coco Rallado grated coconut in syrup $1.95 Helados ice cream (2 scoops) $2.95 Pasteles assorted pastries $2.50
Menu front and back
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JUGOS/JUICES
Naranja Fresco fresh orange juice $3.50 Manzana apple juice $2.50 Pera pear juice $2.50 Melocoton peach juice $2.50 Toronja grapefruit juice $2.50
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TITLE
AUSTRALIAN FILM FESTIVAL
KEY ADJECTIVES
ABORIGINAL/STYLIZED
COURSE
ARTG 149 STUDIO PRACTICES
INSTRUCTOR
CANDICE LOPEZ/SEAN BACON
ART DIRECTOR
CANDICE LOPEZ/SEAN BACON
Australian Film Fest The Australian Film Festival located in New South Wales is an important and popular event celebrating the rich Australian culture and history of the country. While rebranding the event I turned to aboriginal culture and mixed it with common themes related to film and photography in order to achieve a fun, authentic look and feel. Traditional aboriginal art has a graphic, stylized tone using solid outlines and strings of dots. The title of the festival used this same theme to create the image of a filmstrip within the logo. The evolving nature of Australian film was represented through a variety of indigenous Australian animals, allowing for the logo to change form when applied on different applications. The film festivalâ&#x20AC;&#x2122;s brand has many marks, incorporating three animals paired with type that changes position. Each creature is rendered in the style of aboriginal art to magnify the cultural references. The type and colors paired with duotone photography help capture the vibrant energy one can expect to experience at such an exciting and dynamic festival.
FONTS USED: GIRARD SLAB
COLORS:
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TITLE
URBAN HOLLYWOOD
KEY ADJECTIVES
URBAN/GLAMOUR/RETRO
ART DIRECTOR
MAELIN LEVINE
Urban Nights To create collateral pieces for the 2011 Urban Discovery Academy gala “Urban Nights,” I drew inspiration from old Hollywood. Relevant graphic prints and icons were created and applied to each piece. The look and feel was then applied to an environment within UCSD’s Great Hall that simulated the transition from day to night. Iconic silhouettes, black and white retro patterns and bold lines were merged together giving new life to an otherwise dated “Old Hollywood” theme. The design language includes exaggerated scale stripes and polka dots, graphic print lantern centerpieces, super-sized chandeliers, martini glasses and dancing couple silhouettes, which help complete the vision of an upscale soiree. The overall look and feel of the design captures themes of mystery and luxury often related to Hollywood. The primary target audience is the families and parents of students from the Urban Discovery Academy. The design and décor allowed the event to retain its family-friendly mood, yet still successfully incorporated tones of a friendly, yet upscale environment.
FONTS USED: FUTURA
COLORS:
56 57 56
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MOLOKO HOTEL AND CASINO
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Leanna Jones
Table centerpieces and environmental graphics
58 59
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URBAN NIGHTS
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Leanna Jones
60 61
TITLE
HĂ&#x2026;NDVERKER NORSK
KEY ADJECTIVES
SCANDINAVIAN/MINIMAL
COURSE
ART 450 PACKAGING
INSTRUCTOR
ARZU OZKAL
ART DIRECTOR
SEAN BACON
Norsk Ost Handverker Norsk, translating to Norwegian Craftsman (or artisan) is a Norwegian brand of cheeses and cheese accessories. The cheese slicer, invented by Norwegian designer Thor Bjorklund, is recognized as one of the most innovative inventions to come from Norway. Originally packaged as a souvenir item, the brand was expanded to cheeses themselves, giving a very practical use to each piece. Each item is packaged using a lot of black and white. The design itself relies heavily on beautiful black and white photography taken of Norwegian landscapes, paying tribute to the minimal, sleek and modern design Norway is well known for. The upscale brand targets an audience of intellectuals in their thirties, who generally have a more refined palate.
FONTS USED: TIEMPOS/SWEET SANS
COLORS:
63 63
64 65
66 67
TITLE
MOLOKO HOTEL & CASINO
KEY ADJECTIVES
CONSTRUCTIVIST/DYSTOPIAN
COURSE
ARTG 133 IDENTITY SYSTEMS
INSTRUCTOR
MAELIN LEVINE/AMY LEVINE
ART DIRECTOR
MAELIN LEVINE
Moloko Moloko Hotel and Casino is a Russian resort playing off the themes of industrialism and constructivism. The design for the hotel and casino was adapted from Stanley Kubrick’s film, “A Clockwork Orange” known for its rash rendition of Russian design. The film takes place in the future on earth in a dystopian state of society caused by the vast expansion of space exploration. The design itself takes on futuristic tones while maintaining a sense of minimalism. Harsh angles and round gears meet to create a simple, yet intriguing mechanical pattern and design. Although Moloko Hotel and Casino will have the impression of a funhouse with themes of fantasy, it will be directed solely towards an adult audience between the ages of 25 and 40. Fans of both the book and the film will be able to appreciate the subtleties found around the hotel and casino. All of the elements were taken directly from the vocabulary, Nadsat, a form of Russian-influenced English, used in the story. This clever design will be successful in bringing together Russian culture and futuristic motifs.
FONTS USED: KREMLIN
COLORS:
68 69
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MOLOKO HOTEL AND CASINO
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Leanna Jones
70 71
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MOLOKO HOTEL AND CASINO
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Leanna Jones
Casino chips and spa robe
72 73 72
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MOLOKO HOTEL AND CASINO MOLOKO HOTEL AND CASINO
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Leanna Jones Leanna Jones
TITLE
TOTEM PIPE TOBACCO
KEY ADJECTIVES
RUSTIC/EARTHY/ROBUST
COURSE
ARTG 149 STUDIO PRACTICES
INSTRUCTOR
CANDICE LOPEZ/SEAN BACON
ART DIRECTOR
CANDICE LOPEZ/SEAN BACON
Totem Totem Tobacco is a premium brand of pipe tobacco stemming from strong Native American cultural influences. Totem derives character from the historical aspect of tobacco and pays tribute to the pioneers who first cultivated it in the Pacific Northwest. The cyclical tin the tobacco is packaged in feels rustic while keeping the product fresh. The tobacco varieties are identified with a different Totem animal and a brief cultural reference. Accessories include a hand carved pipe and leather pouch to build nostalgia and also convey the authenticity of the tobacco. Totem is a masculine brand, targeting men ages 35-50, a demographic that appreciates quality as one would with a fine scotch after a long day. In recent times, pipe tobacco has become a part of history as more consumers tend to purchase cigarettes or hand rolled tobacco. Totem stands out by reinventing the memories and ambience that come with pipe smoking. Its muddy colors, vintage typefaces, and illustrations inspired by the sublime art of the Pacific Northwest give Totem a very rustic and down-to-earth feel, which conveys that this brand provides uncompromised quality and flavor.
FONTS USED: MUNCIE
COLORS:
75 75
76 77
Tobacco pouch and lighter
78 79
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TOTEM TOBACCO
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Leanna Jones
Matches and tin illustrations
80 81
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TOTEM TOBACCO
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Leanna Jones
82 83
h책ndverker NORSK
84 85
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LOGOS
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Leanna Jones
L VE BUG
CULTURAL NON-PROFIT
COFFEE HOUSE
CAMPAIGN FOR KIDS
MAYAN THEMED RESTAURANT
NORWEGIAN CHEESES
MUSEUM EVENT
VALENTINES DAY PROMO
BARBEQUE SAUCE
GPS NAVIGATION
FARMERS MARKET
YOGA SUPPLIES
INVESTMENT BANKING
RUSSIAN HOTEL AND CASINO
h책ndverker NORSK
86 87
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LOGOS
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Leanna Jones
L VE BUG
CULTURAL NON-PROFIT
COFFEE HOUSE
CAMPAIGN FOR KIDS
MAYAN THEMED RESTAURANT
NORWEGIAN CHEESES
MUSEUM EVENT
VALENTINES DAY PROMO
BARBEQUE SAUCE
GPS NAVIGATION
FARMERS MARKET
YOGA SUPPLIES
INVESTMENT BANKING
RUSSIAN HOTEL AND CASINO
Thank You To my dear friends I send special thanks as I am forever indebted to. You
Tim Whitehouse, your photographic skills are amazing. Thank you for
gave me the strength to keep pushing myself and brought many laughs
making my projects shine. It was a pleasure working with you.
along the way to keep me sane. Making this book would not have been possible without you: Heber Miranda, Norman Ramos, Etah Chen, Zane Hunker, Michael Pasquarelli, and Daniel Touchet. To everyone else in class, you know who you are, and you all rock.
enough? I have never experienced such dedication in all my years as a student. You both never gave up on me and from day one nurtured my point of view. With your guidance I have grown so much as a designer.
To my fabulous friend and coworker Josh White, thank you for never
You are both truly a blessing, and I am so very thankful and honored to
hesitating to help me out and work for me, even if it meant working three
call you my mentors and friends.
doubles back-to-back.
88
Sean Bacon and Candice Lopez, how can I even begin to thank you two
And last, but certainly not least, thank you to Jeremy and Kevin at Merlin
Blanche, I couldnâ&#x20AC;&#x2122;t have asked for a better model. Thank you for letting
Embroidery, Jim from ReddyStamp and everyone at Inscriptu for helping
me take your picture and for being so beautiful.
me make the necessary choices to give my projects that extra spark.
To my entire family, thank you for all the little things you helped me with
Stock photography: deviantart, istockphoto, flickr.
along the way and for always believing in me. I feel incredibly blessed.
Film festival photo credit: Ryan Atkinson
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acknowledgments
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Leanna Jones