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B I L LY S O N G C H E N Per s o na l Lo g o De s i g n

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In th e cre at ion o f this lo go, I n e e d e d to f i n d a t yp e fac e t h at wo u l d b e st s u it and define me. I disc ov e re d Pa n to n . I t i s h e av y i n w e i g h t,

th e ty pe face also car ries a st ru c t u re t h at i s st ro n g i n l i n e s a n d curvatu re . I wanted to keep the lo g o ’ s st ru c t u re ju st i f i e d a n d

place d in to a squar e box. This ke e p s t h e d e s i g n m i n i m a l a n d c l e a n .

B I L LY SONG CHEN


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HYPE SOCIETY MAGA Z I NE P RI N T DE S I G N I n this projec t, the task was to c re at e a m aga zi n e bas e d o f f o f “ m e�. T he topic that I c ho se was my lov e fo r s n e a ke rs. W h i l e c re at i n g t h i s m agazin e , I found developing t h e n a m e fo r t h e m aga zi n e t h e m o st dif f icu lt than filling it with c o n t e n t. Ov e rc o m i n g t h at roa d blo c k, I did a mas sive amount of resea rc h to m a ke s u re I u s e d wo rd s f i ttin g for this c onc ept and I m a d e s u re I was n ot ta ki n g a n a m e t hat was alr eady in use. As fo r t h e d e s i g n as p ec t, I m ys e l f a m a v e ry m in ima listic, c lean and white s pac e ki n d o f g u y. I u t i l i ze d a l l o f t h o se de sign f e at ures in my magaz ine , a lo n g w i t h h i g h c o n t rast a n d st ro ng dark colors.


KOW KOW B r a nd I DE N T I T Y De s i g n Th is past winter I was asked to h e l p w i t h a lo g o d e s i g n fo r a sta rtu p Laotian fo o d tr uc k calle d, Kow Kow. P ri o r to c re at i n g t h e i r log o I was giv en me a b rief ab o ut t h e i r m i s s i o n a n d w h at t h e y wa n t e d to d e liv er as a c ompany. The i r m i s s i o n i s fo r ev e ry bow l o f n o o d l e s oup th at is so ld, they would d o n at e a bow l to t h e h o m e l e s s a n d th e n e e dy. I made sever al sil h o u e t t e s o f n o o d l e s o u p i n a bow l , b ut th e y tur ned away fr o m the bow l d e s i g n s. I n t h e e n d t h e y c h o s e a mu ch s impler design. They c h o s e t h e c h o p st i c ks c ro s s e d ov e r o n e an oth e r with their brand na m e s i d e by s i d e . T h i s re f l ec t s t h e i r br a n d image because c hopstic ks are t h e e at i n g u t e n s i ls u s e d i n m o st As i a n cultu re s. The line wo rk o n bot h c h o p st i c ks a n d bra n d n a m e d e s c r i b e th e ir image and str uc ture o f be i n g st ro n g a n d c l e a n c u t.

KOW

KOW


S E R I F

BASK ERV I L L E S PEC I M E N P O S T ER

1754

PR I NT D ES I G N

TA I L

Bas k e rv ille identifies itself as a m o d e rn a n d c l as s i ca l t yp e fac e . I n t his proj ec t, I was asked to c re at e a d e s i g n t h at wo u l d u t i l i ze t h e BASELINE

t ype face in a manner that wo u l d s u i t i t s st yl e . Bas ke rv i l l e , be i n g a s e rif ty pe fac e you wo uld expec t a c l as s i ca l t re at m e n t i n t e rm s o f de sign . my approac h when c reat i n g t h i s p o st e r was to d i s p l ay t h e fon t with a moder n twist.

J

ohn Baskerville, a master type-founder

and printer, created the typeface Baskerville in 1754. The typeface is known for being high in contrast and is refined with crisp edges. Baskerville is also known as a transitional typeface. Amongst classical and modern day high contrast fonts, Baskerville rests in both catagories. Even today in the year 2018, it remains to be popular for printing due to its legibility.

ABCDEFGHIJ KLMNOPQRS T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890


ADIDAS ADVERTISMENT p r i nt d es i g n M y goal at hand was to c reate a n a dv e rt i s e m e n t t h at wo u l d s u i t t he prin cip les o f the industry o f m y p ro d u c t. M y d e s i g n f e at u re s t he Y e e zy Boo st 350 V2. Adidas, u s e s Ava n t- ga rd e as t h e i r p ri m a ry t y pe face SO I inc o rporated that i n to t h e pa rag ra p h , s lo ga n a n d ca ll to action . The c ompany’s use o f i m ag e s a re a ls o v e ry st ro n g a n d c le an . I re pr o duc ed the same st yl e by ta ki n g i m ag e s o f t h e s n e a ke r display in g depth of field and h i g h c o n t rast.


y e a r w e managed to raise $ 5 0 0 0. A l a rg e p o rt i o n o f t h e f u n d ra i s i ng ca me f rom the t-shirts I pr int e d. 70 s h i rt s w e re p ro d u c e d a n d s o ld out. My t-shirt sales c o ntrib u t e d a g ra n d tota l o f $ 3 5 0.

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e x pon e n tially lar ger ; the first ye a r w e ra i s e d $ 5 0 0 a n d t h i s past

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w ith Rh ode Island Foo d Bank . t h e t u rn o u t w i t h e ac h ye a r h as g rown

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Prov id e n ce, Rhode Island. Thi s ev e n t i s a f u n d ra i s e r i n c o l l a bo rat i o n

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h as become an annual event h o st e d by Sa ko u n P h o m m avo n g sa i n

ng

S pik e Out Hunger bac k in 201 6. S p i ke O u t H u n g e r bega n i n 2 0 1 3 a n d

ESTABLISHED IN 2O13

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I was giv en the oppo rtunity to d e s i g n a lo g o a n d a p pa re l fo r

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B r a nd IdE N T I T Y De s i g n

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Spike Out Hunger

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F U T U RA H E AV Y

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ABCDEFGHIJ KLMNOPQRS T U V W X Y Z KERNING

A B C D E F G H I J K L M N

F UT UR A S P EC I M EN PO ST ER PR I NT D ESI G N

O P Q R S T U CROSSBAR

V W X Y Z

PA U L R E N N E R

FU TU R A

F u tura is a beautiful, c lean an d m i n i m a l i st i c t yp e fac e . I n th is proj ec t, I was asked to c h o o s e a t yp e fac e a n d c re at e a s p ecime n that r eflec ts its styl e . I i n c o rp o rat e d w h i t e s pac e a n d

1927

r ecta n gle s for str o ng shar p l i n e s. T h e s e d e s i g n d e ta i ls d e f i n e F u tura a n d played a lar ge r o l e i n i t s c re at i o n . SANS SERIF

Paul Renner was the creator of the typeface, Futura. It was developed in 1927. The itypeface was created based off of simple geometric shapes. Due to its minimal and modern feel, Futura was chosen to represent the Bauhaus style. The typeface is sleek, clean, FUTURA EXTRA BOLD

and elegent. Futura is also found in many iconic brand logos such as Calvin Klien, Costco, Best Buy, Red Bull and Domino’s


V O LTA BR A ND con c e p t DE S I G N Vo lta is A CONC EPT B RAND THAT i C RE AT E D FO R t h e D E S I G N FO R G O O D PROJ ECT. tHE o bjec tive WAS TO RE BRA N D A C O M PA N Y O R E M U L AT E a compan y co nc ept of my inter e st. I w e n t a lo n g w i t h t h e t e s l a b us in e s s model of sustainable e n e rgy. T e s l a be i n g a c l e a n c u t b ran d, I mim ic ked their style. In t h e d ev e lo p e m e n ta l p ro c e s s I ca m e u p w ith th e name volta. It derive d f ro m t h e c re ato R O F T H E BAT T E RY, a LE S SAN D RO vO LTA.

Th e logo suits the aesthetic b ecau s e o f t h e s h a rp l i n e wo rk a n d t h e k e rn in g of the text. The lo go was o ri g i n a l ly f l at, bu t I wa n t e d to st ep o ut of my co mfort zone to see i f I c o u l d d o s o m e t h i n g m o re . T h i s l e d me to utiliz ing a gradient and m a ki n g t h e lo g o 3 d.


Billy Chen - Portfolio  
Billy Chen - Portfolio  
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