2015 Joan Portfolio.pdf

1

BRANDING

Strategy

Design

2

CONTENT 7

31

B R AN DI N G

BUS I N E S S D E S I GN

08

32

NEXT DECADE

TESTING UI OPTIMIZATION

Boyu brand identity project

下一個 十年 博聿品牌識別專案

Gotech Testing machine UI design project

檢測介面優化 高鐵拉力機介面優化專案

16

36

FASCINATING ORIENTAL BEAUTY

THE SPIRIT OF INITIATION

Cheng lan brand identity project

Comta rebranding project

萬種風情的東方美

開創性的精神

成蘭品牌識別專案

可貿品牌重整專案

22

40

SOW THE SEEDS OF SUSTAINABILITY

YOUR ART GARDEN

Lohas brand identity project

播下永續的種子 樂活農工場品牌識別專案

Gaudi rebranding project

你的藝術庭園 高第庭園品牌重整專案

3

45

59

VISUA L DES I G N

LOGOTYPE

46

60

LIGHT AND FOUNTAIN OF YOUTH

GET ENERGY

Spa light visual design project

光與青春之泉 芳療館視覺設計專案

Logotype creation

得力

標準字創作

TEMPTATION Hot pot brand logotype

50

HELLO! Li-ho visual design project

你好! 梨厚視覺設計專案

52

EUROPE TOUR VIA CUISINE : A DELIGHTFUL FEAST. Mia house visual design project

歐遊旅食 輕快饗宴

當心上癮

火鍋店品牌標準字

YOUNG VINEGAR Vinegar packaging logotype

漾果釀

果醋包裝標準字

61 CHUN YU YI

Dumpling brand packaging logotype

純魚益

水餃品牌包裝標準字

米亞義法小餐館視覺設計專案

GAUDI

Restaurant brand logotype

56

YOUR POWER, PROTECTED. Gloso visual design project

你的強力後盾 璟和視覺設計專案

高第庭園

餐廳品牌標準字

LOHAS VINEGAR Vinegar packaging logotype

樂活醇醋

果醋包裝標準字

4

5

About Chiung-Wen, Chang Taoyuan, Taiwan.

EXPERIENCE 2014 ~ Bo-yu ltd., brand designer

Currently works on branding, graphic design and front-end planning.

2012 Innospread, graphic designer

EDUCATION 2012 Bachelor of Arts in Visual Design at National Kaohsiung Normal University

SPECIALTY Visual design

Frond-end planning

張 瓊 文 桃園人

經歷 2014 ~ 博聿股份有限公司 品牌設計師 目前負責品牌規劃、 視覺設計、前端規劃工作。

2012 易隨設計 平面設計師

教育背景 2012 高雄師範大學 視覺設計系 學士畢業

專長 視覺設計

前端規劃

6

7

B R A ND ING 01

NEXT DECADE Boyu brand identity project

下一個 十年 博聿品牌識別專案

02 FASCINATING ORIENTAL BEAUTY Cheng lan brand identity project

萬種風情的東方美 成蘭品牌識別專案

03 SOW THE SEEDS OF SUSTAINABILITY Lohas brand identity project

播下永續的種子 樂活農工場品牌識別專案

8

Branding

NEXT DECADE 下 一 個

十 年

品牌策略

Brand Strategy

品牌規劃

Brand Programming

識別設計

Identity Design

Bo Yu Co., Ltd. is a brand consultancy that excels in multidisciplinary integration. “Connection, Heritage, Creation” is our company motto. Via connection, we establish reciprocal mutual trust with our clients. It is our tradition to exchange our expertise with each other.

With these, we will create astounding experience. We provide professional brand image and strategy services to help clients carve out their unique qualities, which induces value for the next decade.

博 聿 股 份 公 司 是 一 家 擅 長 跨 領 域 整 合 的 品 牌 顧 問 公 司， 「連結、傳承、創造」為博聿的經營理念，博聿透過連結 與客戶的關係，成為互信互惠的合作夥伴；傳承彼此多元 的專業知識；進而共同創造令人驚艷的體驗。博聿提供專 業的品牌形象與策略服務，協助客戶找出唯一、無法取代 的特質，創造客戶下一個十年的價值。

Project

Boyu brand identity project

Client

Boyu design .Inc

Date

2014

專案名稱

博聿品牌識別專案

客戶名稱

博聿股份有限公司

時間

2014

9

translation:Jean Chang photography:lnsyaka text & design: Joan Chang

10

Branding

CREATION

11

CONNECTION

HERITAGE

12

Branding

LOGO

商標

The trademark design is based on the fusion of the DNA double helix pattern and English Characters. The DNA double helix pattern resembles the company motto of Bo Yu Co., Ltd. – “Connection, Heritage, Creation” – wherein the genes represents the imagery of “Creation.” The gaps are designed to bring out the Closure Principle of Gestalt, which portrays our belief that “design is the interpretation of a series of communication.”

識別商標以英文融和DNA 雙螺旋圖型特徵為設計，DNA 雙螺旋的

COLOR SCHEME

色彩計劃

For the Color Scheme, white and gray scale was chosen.

The mixture of the primary colors of light is white, but, in the absence of light, the result is black. In addition, the mixture of many pigments is black, but it is white without any pigment.

White and gray scale were chosen because they are the imagery of unique and ample, respectively, which accords with the essence of Bo Yu Ltd. – help carve out our clients’ unique qualities and create infinite possibilities.

在標準色部分選用白與灰黑搭配，所有可見光的混和是白，沒有光

Through the creation of new visual identities, Bo Yu Ltd.

藉由建立全新的視覺識別，呈現博聿現代、專業的品牌顧問形象。

gives off a modern and professional brand consultant image.

符號代表博聿的核心理念「連結、傳承」的概念，而其中DNA 中 包含許多基因片段則是代表「創造」的意像。 商標中有斷點的設計，讓使用者在觀看時，容易產生完型心理封閉 性的感受，代表著我們相信「設計是一連串溝通的演繹」。

的則是一片黑；而在眾多色料中混和下是黑，沒有色料則是白底。 選用了無彩色作為標準色代表「唯一」、「許多」的意象，符合博 聿協助客戶找出唯一的獨特價值、創造出無限可能的精神。

13

COLOR SCHEME

色彩計劃

#373839

CMYK

0 / 0 / 0 / 90

PANTONE P 179-14 C

RGB

56 / 56 / 58

TYPEFACE

專用字型

博聿股份有限公司

Noto Sans S Chinese - DemiLight

博聿股份有限公司

Noto Sans S Chinese - Medium

Circular Std - Medium

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

APPLICATION

應用規範

TEL +886.3.335.1290

FAX +886.3.335.1291

2F.-1, No.18, Fuxing Rd., Taoyuan Dist., Taoyuan City 33 0, Taiwan (R .O.C.)

TEL +886.3.335.1290

boyu corporation limited com pany

FAX +886.3.335.1291

2F.-1, No.18, Fuxing Rd., Taoyuan Dist., Taoyuan City 330 , Taiwan (R .O.C.)

14

Branding

APPLICATION

應用規範

Form design

Sign board design

Facebook header design

FB 版頭設計

Website design

網站設計

www.boyu.one

表單設計

指示牌設計

15

Business card design Envelope design Quotation design

Business card design

名片設計

名片設計 信封設計 報價單設計

16

Branding

FASCINATING ORIENTAL BEAUTY 萬 千 風 情 的 東 方 美

品牌策略

Brand Strategy

品牌規劃

Brand Programming

識別設計

Identity Design

In the International Orchid Market, compared to Taiwan, Dutch traders have agricultural advantage, and Chinese traders have price advantage. Establishing a sustainable local brand becomes a key to Taiwanese orchid technology industry, therefore Lan Hui Biotech Co., Ltd. and NCKU Research Center of Orchid cofounded “Cheng Lan” – an oriental orchid cosmetic brand.

面對台灣在國際蘭花市場上，荷蘭商有著產業優勢，以及 中國大陸的低價促銷，建立台灣在地品牌為永續發展蘭花 科技產業的關鍵，因此蘭卉生技公司和成大蘭花研發中心 合作，建立「成蘭」─ 東方蘭花美妝品牌。

Project

Cheng lan brand identity project

Client

Lan Hui Biotech Co., Ltd.

Date

2014

專案名稱

成蘭品牌識別專案

客戶名稱

蘭卉生物科技股份有限公司

時間

2014

17

translation:Jean Chang photography:lnsyaka text & design: Joan Chang

18

Branding

Logo

商標

Besides the fineness of the Chinese window lattice, the scenery from the window will change aesthetically due to the change of time and the angle from which one views. Hence, we combined window lattices and orchids as the main part of the logo to portray oriental aesthetics and styles.

在成蘭的識別商標中，中式窗櫺除了本身精美，看出去的景色也會

Logotype

標準字

The logotype retained NCKU's specialty. The structure of Zhuanti font of the two words, “Cheng Gong,” on the school badge of NCKU were used as a reference to design the logotype that retained the features of window lattices in the logo.

標準字保留成功大學的特色，因此取成大校徽圖型中，「成功」兩

Color Scheme

色彩計劃

Purple is the fusion of the color red (warm) and blue (cold).

Different proportions result in different colors with very different experiences, which coheres with the brand philosophy – “fascinating oriental beauty.”

In addition, the color gold has been selected to accentuate the experience. Gold is full of imagery and fosters the timeless elegance of the oriental brand experience.

紫色是紅( 暖色) 與藍( 冷色) 結合的色彩，不同比例能夠呈現出的

Linen paper with gold foil hot stamping is chosen as business card. Purple paper with golden pattern texture lining is chosen as butterfly envelope. Overall, choosing golden shade for branding makes it more multi-level of oriental sense.

整體品牌設計在材質上也選擇將金色做出更多層次的東方韻味，以

因為角度、時間的不同而呈現出不同的美景，因此我們結合窗櫺與 蘭花為主圖型，用以詮釋各具風情的東方美。

字為篆體字的元素，以此結構為參考，設計出保有商標窗櫺特徵的 標準字。

色彩感受大不相同，呼應品牌理念中─「萬千風情的東方美」，另 外，選擇金色作為搭配，金色則帶有豐富的意像，使品牌調性成現 出優雅雋永、東方品牌的感受。

萊妮紙搭配燙金質感的名片設計、紫色紙材搭配金色紋路的內襯蝴 蝶式信封。

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LOGOTYPE

標準字

COLOR SCHEME

TYPEFACE

色彩計劃

PANTONE 110C

CMYK

10 / 35 / 90 / 0

PANTONE 2627C

CMYK

85 / 100 / 30 / 35

專用字型

Noto Sans Japanese

成蘭之美

成蘭之美

成蘭之美

成蘭之美

成蘭之美

成蘭之美

Capsuula - Regular

A B C D E FG H I J K L M N O P Q R ST U V W Y Z a b cd e fg h i j k l m n o p q r s t u v w x y z 1234567890 Cordia New - Regular

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

成蘭之美

20

Branding

21

Business card design

Identity design 識別設計

名片設計

22

Branding

SOW THE SEEDS OF SUSTAINABILITY

播 下 永 續 的 種 子

品牌規劃

Brand Programming

視覺設計

Visual Design

LOHAS Farm is established in 2011. The purpose of establishment is “Human health and earth protection.”

To uphold the concept of human health, the corporation keeps the promise of social responsibility, promoting the idea of sustainable development. To fullfill the branding of LOHAS generation, the LOHAS Farm focus on the products of “Healthy, sustainability and environmental protection.” The multivariate geen technology and services brings the new way of living and the LOHAS attitude of lifestyle.

樂活農工場成立於西元2011 年，成立宗旨為「人本健康、 地球環保」，我們秉持人本健康為原則，信守企業的社會 責任，進而推廣永續環保的精神理念。樂活農工場為實踐 樂活世代的企業品牌，專注於「健康、永續、環保」的產 品服務，透過多元化的綠色科技產業與服務，將衍譯全新 生活模式，普及樂活的生活態度。

Project

Lohas brand identity project

Client

Lohas farm

Date

2013

專案名稱

樂活農工場品牌識別專案

客戶名稱

宇絜樂活農工場

時間

2013

23

translation:Jean Chang text & design: Joan Chang

Branding

24

a

1.618 a

0.4 a

0.4 a 0.125 a 0.18 a 2.8125 a

LOGO

商標

LOHAS Farm emphasizes the green industry of Taiwan, therefore the design combine Formosan black bear and leaves which represents green power. The vacant space between the two shows the feature of Formosan black bear, the white “V” sign.

The appearance is like leaves grow into the image of a bear.

樂活農工場強調為台灣的綠色產業，因此設計上結合台灣黑熊元

COLOR SCHEME

色彩計劃

5%

80 %

10 %

大的特徵—Ｖ字狀的白色記號。型態上以葉子向上長出熊的意象， 也呼應公司播下永續的種子能夠生生不息。

5%

60 %

20 %

素、以及代表綠能的葉子，在兩者結合處的留白，則是台灣黑熊最

40 %

80 %

10 %

5%

60 %

20 %

40 %

#8fc31f

#3e7635

PANTONE P 157-8C

PANTONE P 150-14U

CMYK

50 / 0 / 100 / 0

CMYK

RGB

149 / 197 / 27

RGB

60 / 0 / 80 / 50 58 / 122 / 60

80 %

10 %

60 %

20 %

40 %

#3d3842 PANTONE CMYK RGB

446C

20 / 20 / 0 / 85 61 / 70 / 67

25

APPLICATION

應用規範

0.375 a

0.375 a

a

a

0.375 a

0.375 a

1.618 a

a

1.618 a 1.618 a 0.4 a

0.375 a

0.4 a 0.125 a

0.375 a

0.18 a

0.375 a 2.8125 a

0.375 a

0.375 a 3.85 a

0.45 a 0.1 a 0.8 a 1.618 a 0.25 a 0.36 a 0.108 a a

TYPEFACE

專用字型

Kozuka Gothic Pro - L

樂活農工場 Lane - Narrow

AaBbCc123 ICON

5.6 a

輔助圖型

Kozuka Gothic Pro - R

樂活農工場 Arial - Regular

AaBbCc123

Kozuka Gothic Pro - M

樂活農工場 Arial - Bold

AaBbCc123

0.25 a 0.5875 a

26

Branding

Identity design

LOHAS Farm is the incarnate of attitude and a lifestyle of health and sustainability. With the ability of integration, promoting “Taiwanese brand” to the world through clustering marketing with Taiwanese local organic agricultural products and energy conservation and environmental protection technology products. 樂活農工場為一種生活態度的體現、一種健康而永續的生活方式。我 們運用團隊專業的整合能力，將台灣在地的有機農特產品與環保節能 科技品，透過群聚行銷的方式，推廣「台灣品牌」至全世界。

識別設計

27

Business card design

A life style of health.

CIS Application

CIS 應用規範

名片設計

28

Branding

Website design

網站設計

29

Human health and earth protection.

30

31

BU S IN ESS D E SIGN 01 TESTING UI OPTIMIZATION Gotech Testing machine UI design project

檢測介面優化 高鐵拉力機介面優化專案

02 THE SPIRIT OF INITIATION Comta rebranding project

開創性的精神 可貿品牌重整專案

03 YOUR ART GARDEN Gaudi rebranding project

你的藝術庭園 高第庭園品牌重整專案

32

Business design

TESTING UI OPTIMIZATION 檢 測 介 面 優 化

視覺設計

Visual Design

介面設計

UI Design

To improve the tension machine user interface, there are 3 different operating modes: general testing engineer, advanced engineer and researcher. The tension machine is the machine which provides general company and researcher to test the pulling force.

此次專案為高鐵檢測儀器公司優化拉力強度試驗機介面， 拉力機介面提供三種不同操作深度的使用模式： 一般測 試員、高階專業人員、研究員。拉力強度試驗機簡稱拉力 機， 為 提 供 一 般 公 司 或 研 究 員 針 對 產 品 檢 測 其 拉 力 的 器 具。

Project

Gotech Testing machine UI design project

Client

Gotech Testing Machines Inc.

Date

2013

專案名稱

高鐵拉力機介面優化專案

客戶名稱

高鐵檢測儀器公司

時間

2013

General testing engineer

Advanced engineer

Researcher

一般測試員

高階專業人員

研究員

33

User Interface Optimization

介面的優化

Turning the ambiguous interface into 3 sections, there are from left to right: 3-step manipulating, operation content and instant data. In the 3-step manipulating, there are the testing method, testing interface and testing report from top to bottom which helps the user to understand each step clearly. The operation content section varies because of the different steps. At the right side, there is the instant data which shows the machine detects and the power switch. As the right part is the most commonly used section, therefore the color is darken to be seperated from the other part.

將原本視覺動線不清的頁面先規劃成三個區塊，由左 到右分別是：三操作步驟、操作內容、操作即時數據。 在「三操作步驟」中，分成測試方法、測試介面、測 試報告三項流程，由上而下令使用者能夠清楚正在執 行哪個步驟內容。中間「操作內容」區塊，則因步驟 的不同，內容有所異。最右側則是與拉力機連線所偵 測的即時資訊、操作開關。由於右側介面是最常被使 用到的區塊，因此也將該區介面色彩稍微加深，以示 區隔，降低誤觸他區域機率。

translation:Jean Chang text & design: Joan Chang

34

Business design

User Interface planning 使用者介面規劃

Professional icon drawing

專業圖示繪製

In interface, the professional icons are drawn.

30 picture of the schematic diagram shows the testing status which is aimed to lower the difficulty when the user starts it.

To optimize the user experiences through the visualizing process.

The buttons are designed to light up step by step which could reduce the impatience comparing to the original interface that takes longer time of waiting for results.

在介面中分別設計了專業的 icon 30 張專業測試狀態的示意圖示，力求降低一般測試者上手的難 度。透過視覺化設計過程，優化使用者體驗。 按鈕設計成能夠逐步亮燈的模式，減少一般測試員對原介面所需要 等待長時間時的不耐煩感。

35

APPLICATION

應用規範

Icon design and drawing

圖示設計與繪製

Business design

36

THE SPIRIT OF INITIATION

開 創 性 的 精 神

形象重整

Rebranding

after 修改後

COMO Furniture Enterprises Co., Ltd. Is one of the main children furniture companies in Taiwan. This project is to improve the professional image of their brand, Comta Kids. 可貿企業為台灣主要的兒童成長家具公司之一，此次重整 品牌是為提升comta kids 視覺識別的專業形象。

Trouble spots of the identity The original visual identity of Comta Kids has the following trouble spots: 1.

2.

3.

4.

5.

The brading is not toned unified.

The logotype is not balanced.

The identity is not well reconizded.

The negative space is not balanced.

Not being practical.

識別的問題點 在comta kids 的原識別設計中，有著五大問題： 1. 品牌整體調性不統一 2. logotype 兩側輕重不一 3. 識別度不佳 4. 正負空間不平衡 5. 不易應用

before 修改前

Project

Comta rebranding project

Client

COMO Co., Ltd.

Date

2015

專案名稱

可貿品牌重整專案

客戶名稱

可貿企業股份有限公司

時間

2015

37

translation:Jean Chang text & design: Joan Chang

38

Business design

39

TYPEFACE

專用字型

ITC Bauhaus

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

COLOR SCHEME

色彩計劃

comta kids orange

CMYK

0 / 65 / 80 / 0

RGB

238 / 120 / 54

60 / 5 / 95 / 0

RGB

112 / 181 / 56

comta kids green

CMYK

Branding position

品牌定位

Through the Comta Kids adjustable desk for children, the brand also wants to convay the idea of capacity for independent thinking. The basic geometric figures are circle, triangle and rectangle.

comta kids 希望藉由兒童成長桌，培養孩子獨立思考。幾何最簡

Logotype planning

標準字提案

To modify the logotype, besides to formulate the ITC Bauhaus as the basic of the logotype, there are few adjustments as following:

在修正標準字設計提案中，除了訂定「ITC Bauhaus」

1. The lower case letters are selected to make the brand drawing closer to children.

2. Uniting all the typeface to make it consistent to the branding.

3. Modifying the corpus size, line-spacing and word width of all the characters so that the logotype can be used perfectly and expanding application.

化元素是圓、三角型、矩形；標準字設計本身符合由幾何結構所組 成，這樣的意象想傳達使用comta kids 產品的孩子能夠藉由自己 的想像力，使用這些工具，創造出無限可能。

字體為設計基礎後，另外將以下幾點也做了調整。 1. 將所有字母調整全小寫，以示品牌能夠拉近與孩子的距離。 2. 統一所有字的字體，令品牌調性一致。 3. 調整所有字母的字高、字間行距、字寬，令此標準字設計能夠優 良應用在後續延伸應用中。

The spirit of initiation

開創性的精神

To solve the trouble spots, the way is to find the feature of Comta Kids which stands out, the spirit of initiation. The new logotype is modified from the typeface, ITC Bauhaus which adopts the Universum spirit and modified from it.

The ITC Bauhaus typeface has the spirit of initiation which is also accord with the bauhaus specifications. Therefore the ITC Bauhaus was selected.

為解決識別的問題點，因此提出從 comta kids 特性中整理的概 念—「開創性的精神」。 原標準字是由「opal」字型製作出來，但由於「opal」字型本身 無特殊意義，因而找尋造型上類似字型—「Universum」系列，而 「ITC Bauhaus」字體承襲「Universum」精神、並且將其優化。 「ITC Bauhaus」字體本身帶有包浩斯開創性的工作精神、符合精 準的尺規幾何規範的意義，因此新的標準字是由「ITC Bauhaus 為 基礎微調而來。

Color scheme

色彩計畫

Keeping the original branding, green and orange are selected.

Then adjust the colors which fits the spirit of initiation. The new green means growth;the orange means prosperity.

色彩提案保留原本品牌的「綠」、「橘」兩色，但從品牌定位中， 調整出較適合「開創性的精神」的綠與橘。新調整的綠色是代表著 「成長」；而橘色則是「豐富」的意涵。

40

Business design

YOUR ART GARDEN 你 的 藝 術 庭 園

品牌策略

Brand Strategy

品牌規劃

Brand Programming

視覺設計

Visual Design

As there are changes to the menu, the purpose of the project is to promote the enterprise image. Therefore the owner turn the name of the restaurant into “Gaudí Jardín.” The business concept absorbs from Gaudi's work which he modeled after nature. The cuisines are emphasized as natural ingredients and freshly cooked which the owner hopes to give the customers the new impression of Spanish cuisines.

Logotype There are two versions of logo, Spanish and Cinese.

The Spanish logotype is based on and modified by an Art Nouveau typeface, Nouveau-Extended Bold. The Chinese logotype continues the features of curves and pointed-top which gives an consistant imression with the Spanish logotype.

標準字 商標部分設計西、中文兩個版本作為應用。西文部分以新 此 次 專 案 為 高 第 庭 園 形 象 提 升 專 案， 由 於 在 菜 單 上 的 異

藝 術 字 體 —「Nouveau-Extended Bold」 為 基 礎 微 調 而

動，因此業主將餐廳名稱微調為「高第庭園」。其品牌汲

成。中文商標則是延續該字體的曲線、尖翹頭尾特徵，將

取高第師法自然的理念，延伸至其經營精神。餐點強調以

其與西文商標一致化。

最適合的手法烹調新鮮、自然食材，冀望帶給高第消費者 對於西班牙料理新的詮釋。

Project

Gaudi rebranding project

Client

Gaudi restaurant

Date

2015

專案名稱

高第庭園品牌重整專案

客戶名稱

高第庭園

時間

2015

41

translation:Jean Chang photography:lnsyaka text & design: Joan Chang

42

Business design

Business card design 名片設計

43

Color Scheme The major color is the Cobalt blue which Gaudi used the most often in his mosaic art. Accompanied with Spanish sunshine yellow, the atmosphere shows a bright, brisk and prosperous vitality.

色彩計畫 色彩計畫部分以高第馬賽克中常出現的寶藍色，配上西班 牙的陽光黃色為主軸，整體呈現明亮、活潑、蓬勃生機的 氛圍。

Flyer design 宣傳單設計

Flyer design 宣傳單設計

44

45

V IS UAL D E SIGN 01 LIGHT AND FOUNTAIN OF YOUTH Spa light visual design project

光與青春之泉 芳療館視覺設計專案

02

HELLO Li-ho visual design project

你好 梨厚視覺設計專案

03 EUROPE TOUR VIA CUISINE : A DELIGHTFUL FEAST. Mia house visual design project

歐遊旅食 輕快饗宴 米亞義法小餐館視覺設計專案

04 YOUR POWER, PROTECTED Gloso visual design project

你的強力後盾 璟和視覺設計專案

46

Visual design

LIGHT AND FOUNTAIN OF YOUTH 光 與 青 春 之 泉

品牌規劃

Brand Programming

視覺設計

Visual Design

Spa light is a spa house located in Taipei, providing inner spiritual growth course and as for external, aromatherapy service. Through the communication with owner, the logotype and auxiliary graphics appears both light and fountain as the two elements. It represents the “light” of inner spiritual growth course and “fountain” of aromatherapy service.

spa light 是位於台北的芳療館，提供內在的心靈成長課程 與外在的芳療服務，透過與業主討論需求後，在標準字與 輔助圖形分別同時呈現光與泉水的雙元素；分別代表了代 表內在心靈課程的「光」和外在芳療服務的「泉水」。

COLOR SCHEME

Project

Spa light visual design project

Client

Jiayi Co. Ltd.

Date

2013

專案名稱

芳療館視覺設計專案

客戶名稱

佳依興業有限公司

時間

2013

色彩計劃

#00b3ed

TYPEFACE

47

#5e376c

CMYK

75 / 0 / 0 / 0

CMYK

70 / 85 / 30 / 15

RGB

0 / 180 / 237

RGB

95 / 56 / 108

專用字型

Telugu MN - Regular

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

For logotype, turning the partial details of the characters into hollow-out stroke and presents the penetration of light. For auxiliary graphics, the concept development idea is based on the graphics, “fountain of youth,” in making of the image of merging the water and vase. Expecting every customer of Spa Light can get back to physically and mentally health after experiencing aromatherapy service.

APPLICATION

標準字部分在局部細節處將筆畫鏤空，模仿光線的穿透感；輔助圖 形以青春之泉為圖形發想來源，將水融合瓶的意象，期望每一位spa light 的顧客經過芳療服務後，身心都能找回青春的狀態。

應用規範

芳療師

姓名欄

translation:Jean Chang photography:lnsyaka text & design: Joan Chang

48

Visual design

Corporate and business cards continued the concept of the logotype design, respectively making transparent card and ivory paper with matte silver hot stamping to create the atmosphere.

店卡、名片設計延續視覺設計的概念主軸，分別以全透卡、象牙紙 印刷搭配燙霧銀呈現視覺氛圍。

Business card design

名片設計

49

The auxiliary graphics is placed up and down on front. When putting several business cards together show a whole image of bottle. For marketing, giving customers each of the cards is suggested, to deepen the impression of Spa Light via the interests of arrangement.

The invitation card is combined with hollow-out transparent card and ivory paper printed with information.The complete information can be read through rotating the transparent card.

To keep the image of the penetration of light, the tracing paper is chosen for the envelope.

正面設計中將輔助圖形配置在上下，將多張名片排列時，可以拼出

邀請卡的設計以鏤空的透明片和印上資訊的象牙紙，透過旋轉透明

一個完整的水瓶圖形。在行銷角度上，建議業主能完整給予客戶店

片才能將全部資訊閱讀完成，信封部分則是用描圖紙，整體維持水

卡、名片各一張，其排列的趣味加深客戶對spa light 的記憶點。

與光線穿透感的視覺氛圍。

Invitation card design

邀請函設計

50

Visual design

Hello! 你 好

！

視覺設計

Visual Design

“Li-ho” sounds like “Hello” in Taiwanese greeting.

Taiwanese people used to greet each other “hello” and “did you eat yet?” Li-ho is a hand-made pineapple cake brand.

Besides the pronunciation sounds like saying hello in Taiwanese, the characters has the meaning of “full of firm pineapple fillings.” The logotype presents local, simple and intimacy impression with a cat paw image in a dialog box. For one thing, it looks like waving hand. The other thing, the pronunciation of pineapple in Taiwanese sounds like “Prosperity comes,” which the owner hopes the brands will be welcome with prosperity.

台灣人習慣以「你好」、「吃飽沒」來打招呼，梨厚是媽 媽自家手工製作的鳳梨酥品牌。 「梨厚」的音是臺語中「你好」之意，其選用的字有著「鳳 梨酥厚度內陷扎實」的意涵。 在 標 準 字 設 計 中 希 望 呈 現 的 是 鄉 土、 在 地 樸 實 的 親 民 印 象，其中配用的對話框中加入了貓掌，一方面除了像是在 打招呼時同時招手的意象外，配合鳳梨的台語諧音—「旺 來」，業主也冀望有著招財的含義。

COLOR SCHEME

Project

Li-ho visual design project

Client

Li-ho

Date

2015

專案名稱

梨厚視覺設計專案

客戶名稱

梨厚

時間

2015

色彩計劃

#f3c516

#f4a21a

CMYK

5 / 25 / 90 / 0

CMYK

0 / 45 / 90 / 0

RGB

243 / 197 / 23

RGB

245 / 162 / 27

Adopting the image of local, simple and pineapple the color scheme is white, yellow and orange.

TYPEFACE

色彩規劃承襲鄉土樸實、鳳梨等意象。 定調標準色為白、黃、橙搭配應用。

專用字型

Quicksand - Book

Quicksand - Bold

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

APPLICATION

51

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

應用規範

To lower the consumption of energy, the kraft paper box without prints is chosen. It can be recycled and re-use as well which is accord with the image of local, simple and intimate. 包裝設計採用現有規格的無印刷牛皮紙盒，將包材降到 最低消耗，且能夠重複被利用，符合品牌樸實無華的親 民印象。 translation:Jean Chang photography:lnsyaka text & design: Joan Chang

52

Visual design

EUROPE TOUR VIA CUISINE: A DELIGHTFUL FEAST. 歐 遊 旅 食

輕 快 饗 宴

品牌策略

Brand Strategy

品牌規劃

Brand Programming

視覺設計

Visual Design

空間規劃

Interior Planning

Mia House is located in Zhongli District in Taoyuan City.

The project helped the owner turning the all-you-caneat buffet into a la carte restaurant and specificated a new range of prices and target customers with the new brand image, strategy and interior planning.

The owner, Mia brings Italian and French cuisines which she has experienced in Europe back to Mia House. She expects all the guests could enjoy the delightful feast via the cuisine of Mia.

mia house 位於桃園市中壢區，本次專案協助業主從過去 吃到飽的消費型態改變為單點式的消費模式，並制定新的 價格區間與使用族群，提供新的品牌形象、策略和空間規 劃。 店主mia 將旅行中遇見的美好時光—各式義法餐點帶回店 內中，期望每個mia 的客人都能夠在mia 的菜餚中享受到 一場輕快的饗宴。

COLOR SCHEME

Mia house visual design project

Client

Mia house

Date

2014

專案名稱

米亞義法小餐館視覺設計專案

客戶名稱

米亞義法小餐館

時間

2014

53

色彩計劃

#b7d200 CMYK 35 / 0 / 100 / 0 RGB 184 / 210 / 0

TYPEFACE

Project

#fff000 CMYK 0 / 0 / 100 / 0 RGB 255 / 241 / 0

#956134 CMYK 35 / 60 / 80 / 25 RGB 149 / 97 / 52

專用字型

Elephant - Regular

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890 Elephant - Italic

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890 APPLICATION

FB illustration

Facade

應用規範

FB 用圖

門面

translation:Jean Chang photography:lnsyaka text & design: Joan Chang

54

Visual design

Identity design

識別設計

55

The core concept is turing the delightful journey into the brand image. The lettered logotype modified and is based on the typeface, Elephant – Bold italic. The delightful journey is like a brisk bagatelle, with a clear and bright rhythm and clearly played on.

Visual Design: Turning the musical note into varying sizes of dot as abstraction figure and turning the arrangement of food into the layout with rhythm.

Color Scheme: Emerald collocated with white brings out the brisk rhythm.

品 牌 塑 造 以 輕 快 旅 行 為 核 心 概 念， 在 商 標 設 計 中 令 elephant -

視覺設計將輕快的音符抽象化為大小不一的圓點、或是食材的排

Bold italic 為基底，修飾成一組lettering。輕快旅行就像首輕快的

列，將畫面中帶入韻律感。色彩規劃以翠綠色搭配白色符合輕快的

小曲，以清晰明亮的節奏在樂譜上，乾淨分明的演奏下去。

節奏感。

Business card design

名片設計

Coupon

折價券

Carte

菜單

56

Visual design

YOUR POWER, PROTECTED 你 的 強 力 後 盾

展場形象

Exhibition Image

刊物設計

Layout Design

Gloso Tech Inc. manufactures circuit protection devices for heavy equipment. Currently they have branches in the US, Shanghai and Taiwan providing globalized services. The project helps the owner enhance the visibility in commercial exhibitions. Coordinating with the feature that the devices are variously applicable, the branding merges the usable image which makes the potential consumers understand quickly that the products and be used in which areas.

璟和實業主要生產重型機具相關電子保護產品，目前於美 國、上海與台灣皆設有分公司，提供全球化的服務。此專 業協助提升業主提升在各大商業展場的展覽需求。配合璟 和電子保護產品能夠應用在各大領域的特性，本次在專業 形象上設計融合各式可使用的領域圖像，令潛在消費者能 夠快速知曉璟和的產品能夠被應用在哪些領域。

Magazine advertisement design

雜誌單頁廣告設計

APPLICATION

Project

Gloso visual design project

Client

Gloso tech Inc.

Date

2014

專案名稱

璟和視覺設計專案

客戶名稱

璟和實業有限公司

時間

2014

57

應用

illustration

Branding

示意圖

形象設計

translation:Jean Chang text & design: Joan Chang

58

59

L O GOTY P E 01 GET ENERGY Logotype creation

得力

標準字創作

02 TEMPTATION Hot pot brand logotype

當心上癮

火鍋店品牌標準字

03 YOUNG VINEGAR Vinegar packaging logotype

漾果釀

果醋包裝標準字

04 CHUN YU YIYI

Dumpling brand packaging logotype

純魚益

水餃品牌包裝標準字

05 GAUDI

Restaurant brand logotype

高第庭園

餐廳品牌標準字

06 LOHAS VINEGAR Vinegar packaging logotype

樂活醇醋

果醋包裝標準字

60

Logotype design

01

02

04

05

61

01

GET ENERGY

Logotype creation 得力 標準字創作

02

TEMPTATION

Hot pot brand logotype 當心上癮

03

火鍋店品牌標準字

03

LOHAS VINEGAR

Vinegar packaging logotype 樂活醇醋 果醋包裝標準字

04

YOUNG VINEGAR

Vinegar packaging logotype 漾果釀 果醋包裝標準字

05

GAUDI

Restaurant brand logotype 高第庭園 餐廳品牌標準字

06 06

CHUN YU YI

Dumpling brand packaging logotype 純魚益 水餃品牌包裝標準字

62

Joan Chang Moblie

+886 910 938 630

E-mail

joankaminari@gmail.com

張瓊文 聯絡手 機

+886 910 938 630

電子郵 件

joankaminari@gmail.com