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MANIFESTO FABIAN POSADAS 2016–2020
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COPYRIGHT Š 2020 FABIAN POSADAS
All rights reserved. No parts of this publication may be reproduce, stored in retrievel system, or transmitted in any form by any means electronic, mechanical, photocopying, recording, or otherwise without permission of the copyright holder. Published by Fabian Posadas. fposadas.design@gmail.com 1915 Fulton Street San Francisco, CA 94117
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DOGPATCH DISTRICT 4–27 DEATH OF A GENIUS 28–51 CYCLERY 52–73 SKEPTIC MAGAZINE 74–93
table of contents
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SF UMBRELLA 94–115 KMC CHAIN 116–135 NIKE HYDRATE 136–151
Projects 1–8
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YOUTH SPEAKS 152–169
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DOGPATCH DISTRICT UNDER CONSTRUCTION COURSE VISUAL SYSTEMS 2 INSTRUCTOR TOM SIEU SEMESTER FALL 2019
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OBJECTIVE
Fuse strategy and form to create a visual system for Dogpatch, a neighborhood in San Francisco. Create the visual "rules of the game" that govern its branding and other visual assets. Consistently carry this visual system throughout the deliverables. APPROACH
Dogpatch District in San Francisco is an up and coming neighborhood that is currently in a transitional phase. Formerly a shipbuilding hub dating back to the 1800s, this dockside area retains an industrial vibe with large warehouses, many of which have been updated into residential lofts, art galleries and indie shops. A great percentage of the neighborhood is under construction, which acts as the foundation for the visual system.
Project 1 Dogpatch District
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The visual system makes use of the typography, imagery, materials, colors, shapes, and textures found in Dogpatch. The deliverables include a book that consists of three parts. The first chapter of the book is an overview of the neighborhood, the second is the construction, and the third is what is to come. An accompanying website elaborates upon each topic.
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DEATH OF A GENIUS TALENT OF A DEAD MAN COURSE PACKAGE DESIGN 3 INSTRUCTOR CHRISTINE GEORGE SEMESTER SPRING 2019
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OBJECTIVE
Create an original beer brand including packaging, which involves six bottles and an application for cans. Create something that attracts the target audience while also differentiating it from its competitors. APPROACH
Death of a Genius is an original beer brand that celebrates the lives of talented men and women. Each flavor is under the influence of a different genius. It is believed that if one drinks Death of a Genius, he or she may inherit the gifts of the unequivocal.
Project 2 Death of a Genius
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A mighty logo covers the face of the bottle while notable milestones and characteristics of each genius create the backdrop. Each flavor has its own unique typeface that pertains to its genius. Having unlimited geniuses to celebrate makes it easy for people to gravitate to the brand.
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Death Death
Death Death
Genius Genius
Genius Genius
Death Death
Genius Genius
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9.2% ALC / VOL 12 FL OZ / 355mL James Marshall Hendrix (born Johnny Allen Hendrix; November 27, 1942 – September 18, 1970) was an American rock guitarist, singer, and songwriter. Although his mainstream career spanned only four years, he is widely regarded as one of the most influential electric guitarists in the history of popular music, and one of the most influential musicians of all time. The Rock and Roll Hall of Fame describes him as "arguably the greatest instrumentalist in the history of rock music."
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. MADE IN THE USA PLEASE RECYCLE
CA REDEMPTION VALUE: HI, MA, VT, ME, CT, NY, IA - 5¢ DEP / MI, OR - 10¢ DEP
Lorem ipsum dolor sit amet, consectetuer adipiscing el tincidunt ut laoreet dolore magna aliquam erat volutpat. nostrud exerci tation ullamcorper suscipit lobortis nisl ut a autem vel eum iriure dolor in hendrerit in vulputate velit es rm erat volutpat. Ut wisi enim ad minim veniam, quis nost
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CA REDEMPTION VALUE: HI, MA, VT, ME, CT, NY, IA - 5¢ DEP / MI, OR - 10¢ DEP
9.2% ALC / VOL 12 FL OZ / 355mL Galileo Galilei (February 15, 1564 to January 8, 1642) was an Italian astronomer, mathematician, physicist, philosopher and professor who made pioneering observations of nature with long-lasting implications for the study of physics. He also constructed a telescope and supported the Copernican theory, which supports a sun-centered solar system. Galileo was accused twice of heresy by the church for his beliefs, and wrote a number of books on his ideas. He played a major role in the scientific revolution and earned the moniker "The Father of Modern Science."
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. MADE IN THE USA - PLEASE RECYCLE
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COBA I N
April 5, 1994) was an American singer, songwriter, and musician, best known as the guitarist and frontman of the rock band Nirvana. Remembered as one of the most iconic and influential rock musicians in the history of alternative music. Hailed as "the spokesman of a generation" however, he resented this, believing his message and artistic vision had been misinterpreted by the public, with his personal problems often subject to media attention.
9.2% ALC / VOL 12 FL OZ / 355mL Kurt Donald Cobain (February 20, 1967 –
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GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. MADE IN THE USA PLEASE RECYCLE
CA REDEMPTION VALUE: HI, MA, VT, ME, CT, NY, IA - 5¢ DEP / MI, OR - 10¢ DEP
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CYCLERY AROUND THE CORNER COURSE GRAPHIC DESIGN 3 INSTRUCTOR EMILY WOLFE SEMESTER FALL 2018
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OBJECTIVE
Address a real-world problem in a unique way. Investigate how research and audience understanding creates a successful interactive project that can enhance a user’s experience with a brand. APPROACH
Project 3 Cyclery
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Cyclery addresses the real-world problem of "I feel frustrated when I don't know which bike shop has what." This is accomplished by acting as an online inventory for local bike shops. Locations, proximities and directions of bike shops can be found within the map part of the app. Store info in order of proximity can be found on the home tab. And although the app can be used without registering, you can register a profile to like inventory and interact with other users of the Cyclery App.
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SKEPTIC MAGAZINE ARE WE ALONE? COURSE TYPOGRAPHY 2 INSTRUCTOR JOHN NETTLETON SEMESTER FALL 2017
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OBJECTIVE
Redesign an existing publication. Create a type unit, modular grid system, sample articles, table of contents, masthead, nameplate, and cover illustrating the publication’s system and how it is to be implemented. APPROACH
Skeptic magazine examines extraordinary claims, promotes science and reason, and serves as an educational tool for those seeking a sound scientific viewpoint. Some people believe that skepticism is the rejection of new ideas, but this is wrong. Skepticism is the application of reason to any and all ideas.
Project 4 Skeptic Magazine
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Skepticism is a nuanced topic that can become cluttered with ideas. So, how can this topic be clarified? First this can done through color. Duotone helps bring ideas closer together while also keeping costs down for printing. Through typography choice and conscious layout, the magazine adopts a more reputable and alluring appearance. Through design the ideas can be expressed clearly and persuasively to the audience.
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SF UMBRELLA ARE YOU READY? COURSE GRAPHIC DESIGN 2 INSTRUCTOR THOMAS MCNULTY SEMESTER SPRING 2018
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OBJECTIVE
Redesign an existing boutique. Create an identity that is distinguishable as well as cohesive throughout the deliverables. Deliverables must aim to attract the target audience. APPROACH
The San Francisco Umbrella Company is the only umbrella shop in all of San Francisco. It was founded in 2012 by Marc Alan Brown. What was first an art gallery, is now turned umbrella shop located in North Beach. People view umbrellas as a seasonal product. The Umbrella Company aims to combat this Western philosophy by adopting Eastern philosophy of umbrelllas and their use as sun screens.
Project 5 SF Umbrella
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The redesign includes a condesing of the company name to SF Umbrella. The new name and bold and modern logo make it easily recogizable and unmistakable as a hallmark in San Francisco. It fits into the cities contemporary design, but differentiates itself enough to be distinct making for a frictionless allegiance to the brand. Call to action post cards invite customers year around to purchase umbrellas. Clean and simple design raises the quality of the brand and its view on the products.
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KMC CHAIN RIDE THE DISTANCE COURSE BRANDING PRINCIPLES INSTRUCTOR DEAN WILCOX SEMESTER SPRING 2018
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OBJECTIVE
Create an identity and a Basic Graphics Standards manual for a company. Determine the brand positioning, create a tagline, horizontal, and vertical versions of the design, color variations and clearspace around the identity. APPROACH
KMC Chain is an established bicycle chains company that has devoted itself to the production of premium bicycle chains over the past three decades. As champion innovators of bicycle chains, KMC Chain also excels in superior technology for motorcycle, automobile, and industrial chains.
Project 6 KMC Chain
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The integration of the link into the logo establishes KMC Chain as the most distinguished leader in the chain industry. Applications highlight the chain and its crucial part in the construction of a bicycle. The tagline "ride the distance" ensures the quality and reliablity of the chain and company.
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kmc
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NIKE HYDRATE BEFORE THE BATTLE COURSE VISUAL SYSTEMS 1 INSTRUCTOR PHIL HAMLETT SEMESTER SPRING 2019
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OBJECTIVE
Hydration is the act of ingesting water or other liquids into the body through the mouth. Water is required for many of life's physiological processes. Both excessive and inadÂequate water intake are associated with health problems. Proper hydration is crucial for everyone and especially true for athletes. What happens when the topic of hydration is viewed through the lens of Nike? APPROACH
Nike has dominated athletic apparel and wants to continue to be number one in supporting athletes. Through this pop up shop, Nike will support marathon runners through hydration and also bring a new way of thinking about hydra tion through innovation and creativity.
Project 7 Nike Hydrate
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Statues represent peak physical shape. They also serve as aspiration for onlookers. The visual system can be applied to various sporting events that require hydration stations.
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YOUTH SPEAKS FIND YOUR VOICE COURSE BRANDING PRINCIPLES INSTRUCTOR DEAN WILCOX SEMESTER SPRING 2018
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OBJECTIVE
Create brand positioning and design the corresponding logo of a nonprofit that speaks to both the recipients of the service and the funders. Expand into a minimal identity system and apply that to various applications. APPROACH
Youth Speaks is an existing nonprofit organization located in the Mission, San Francisco. Youth Speaks places young people in control of their intellectual and artistic development. It believes that having knowledge, practice, and confidence in the written and spoken language is essential to the self-empowerment of an individual.
Project 8 Youth Speaks
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A bold logo represents strength, stability, and security while remaining modern. Young people are in the forefront of the brand with portraits of determination used for the identity system. The identity system utilizes black and white to portray a no-nonsense attitude.
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YO U T H
YOU T H
SPE AKS
Y•O•U•T•H
S P E A KS
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YOUTH SPEAKS
YOUTH
YOUTH
YO U T H
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YOUTH SPEAKS
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MANIFESTO FABIAN POSADAS 2016–2020
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FIN THANK YOU TO MY FAMILY INSTRUCTORS AMY BROADBENT SCOTT RANKIN DAVID HAKE JOSEPH SZYMANSKI CLARKE ROBINSON JOHN NETTLETON 01 of 02
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BRIAN TOTH DEAN WILCOX THOMAS MCNULTY ARIEL GREY EMILY WOLFE PHIL HAMLETT CHRISTINE GEORGE TOM SIEU WIOLETA KAMINSKA AND MARY SCOTT
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ACADEMY OF ART UNIVERSITY
School of Graphic Design San Francisco, California 94105 Spring 2020 TYPEFACES
Casus Pro, Open Sans SOFTWARE
Adobe Indesign, Illustrator, and Photoshop PRINTER & BINDERY
Blurb.com
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