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Clarity

Selected Works of Jason DeCruz

D r . K i l d e r k i n ’s Sensography Momentum Primal Instincts Singularity Alaska Airlines E p o c h R e ta i l Id e n t i t y M a r k s


Clarity

Selected Works of Jason DeCruz

Dr. Kilderkin’s Sensography Momentum Primal Instincts Singularity Alaska Airlines Epoch Retail Identity Marks


To Friendship —

m y d e d i c at i o n

I created none of what follows alone. The love and support of friends and family are always crucial for any and all projects.


my clarit y

At the beginning of a project, it is never clear what the result is going to be. When anxiety begins to invade and obscure my vision, I'm always able to find my clarity. It's a place where I can keep my attention on a single goal. All things distorted become clear while I'm in this space. It’s what I live for and why I’m here.


Contents 1

007–024

2

031–050

Print Packaging Ui/Ux Identity

Medicate Responsibly

Saturate Your Senses

5

6

Beer With History

A Universe On A Board

A Game From The Beyond

095–104

Expanding Designers’ Minds

Pay Homage To The Homeland Reviving A Brand’s Roots

111–126


3

057–072

Don’t Just Lift, Live Work Out On Your Terms

4

079–088

Eating From Our Roots

The Cookbook Of Our Past

7

A Clean Breeze From The North

Sustainability Made Beautiful

133–172

8

Discovering Who We Are The Soul Of Symbols

179–184


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Dr. Kilderkin’s Bre w tology

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Medicate Responsibly PAGES

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PROJECT Dr. Kilderkin’s Brewtology CATEGORY Packaging Print UI/UX Identity KEYWORDS Classic Vintage Bold Cheeky COURSE Packaging 3 INSTRUCTOR Christine George SEMESTER Spring 2017


JASON DECRUZ / cl a rit y Dr. Kilderkin’s Bre w tology 08 07 06 05 04 01

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Beer With History

m y f o u n dat i o n

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Today, the idea of doctors prescribing alcohol to their patients seems absurd, so I decided to play on that craziness. I personified the beer brand with a fictional character named Dr. William Kilderkin. Soon after failing to sell his snake oil in the West during the turn of the century, he decided to take up medicine because he still wanted to help people. After seeing how good beer made him feel, he felt it could help his patients as well. Many think he partakes in his medication a bit too much, but he placates them by saying, “Trust me; I’m a doctor.”


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m y pat h

Each beer label is a prescription for that particular “medication,” all with a complete list of side effects and ailments that it cures. I started by looking at the medical prescription sheets that doctors used back then. Their Victorian typography and rich, warm, color pallet helped shape the brand. To simulate the doctor typing his prescription, I used the typeface American Typewriter. He even includes a portrait of himself so that the patient can see how obviously professional and reputable his medical opinions must be. He is, after all, a doctor, so he must know what he's doing.

PROJECT Dr. Kilderkin’s Brewtology CATEGORY Packaging Print UI/UX Identity KEYWORDS Classic Vintage Bold Cheeky


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medication

No.

07

information

No.

0

D1 3 8 83 8

Prescription for

Barrel-Aged Beer This hoppy IPA was aged for six months in a bourbon barrel from the best distilleries in the country. This gives our Bourbon

IPA medication a smokey and round flavor with a smooth finish, along with a powerful bourbon aftertaste.

Prescription for

Bourbon IP Barrel-Aged Beer

From Offices

Please, Medicate Re sp onsibly

S i de E ffec ts May Inc l ude A general sense of well–being and satisfaction with one's life. This may be followed by a strong affection for random people with a sudden and overwhelming

distaste for clothing. Effects may last several hours. May need to medicate more than once within a 24-hour period. To be taken with friends. Use as needed.

Di rec tio n s for U se Drink as needed as ailments occur. Effects will be immediate and potent. This medication is one of the doctor’s strongest so medicate with caution. To be

Refills:

11

B o ok No.

taken with food and friends. Do not operate machinery or use social media after medicating. Please, medicate responsibly.

X

w Bre

tolo

, M .D gi st

This medication is a potent prescription that is aged in a bourbon barrel for six months. To be taken straight for a hoppy and round taste with a smooth finish. Use as Needed

Quantity – 12 floz

Strength – 9.6% ABV

.


07

Bl a n k No.

53

Totally

qualified

r medicinal beer A Hoppy IPA aged in a Bourbon barrel for six months.

PA

Me

Trus t

Est.

I’m a D oct or

1921

Dr. William Kilderkin is a Qualified Physician who specializes in Medicinal Beer

Highest Quality boring legal stuff

GOVERNMENT WARNING: (1) According to the Surgeon General, women should not drink alcoholic 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.

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Saturate Your Senses PAGES

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PROJECT Sensography Type Conference CATEGORY Packaging Print UI/UX Identity KEYWORDS Cerebral Intense Psychedelic Enchanting COURSE Typography 4 INSTRUCTOR Ariel Grey SEMESTER Spring 2018


JASON DECRUZ / cl a rit y sensogr aphy t ype conference 08 07 06 05 04 01

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Expanding Designers’ Minds

my foundation

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One of the reasons I chose design was my love of typography. Through school, I have learned a lot of the rules and creative possibilities of the medium. A good designer can utilize expressive type so effectively that you can’t help but fall under its hypnotizing spell as you helplessly feel what the designer intended you to experience. After learning a galaxy of type rules, I found myself setting type that was very functional and readable but started losing its expressive qualities. I, therefore, found experimental type a worthy subject of in-depth exploration.


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my path

Our senses are everything. Our senses have perceived all that we’ve ever done, felt, or thought. Examining these became the best vehicle for understanding how we experience typographic expression. It is a fallacy that humans only have five senses. Scientists currently estimate that we have about 21. This book runs down this full list of the 21 senses by explaining them with a full-spread exploration of how typography can be used to express each one. Through such experimentation, we begin to see how awareness of these senses helps our typographic expression.

PROJECT Sensography Type Conference CATEGORY Packaging Print UI/UX Identity KEYWORDS Cerebral Intense Psychedelic Enchanting


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Momentum workout app

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Don’t Just Lift, Live PAGES

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PROJECT Momentum Workout App CATEGORY Packaging Print UI/UX Identity KEYWORDS Approachable Minimal Clean Friendly COURSE Graphic Design 3 INSTRUCTOR Paul Derby SEMESTER Fall 2017


JASON DECRUZ / cl a rit y Momentum workout app 08 07 06 05 04 01

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Work Out On Your Terms

my foundation

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I know it. I don’t work out enough. I also know I’m not alone. 80% of the U.S. do not get the recommended amount of exercise. I examined why this was and created an app to address this. Through research and interviews, it turns out that it’s one or both of two things—not enough time or boredom with a monotonous routine. Many exercise apps create a schedule and unchanging gym routine for its users. I created an app that makes a semi-randomized regimen. That way, users work out their bodies evenly without getting bored by the monotony of their routine.


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my path

Clarity and quickness was the mantra for this design. A minimalistic color pallet and typographic approach helped with the ease of use. This app’s target audience was new gym-goers, for whom intimidation is a big factor that keeps them from going back. Given that, the colors and round type were chosen to feel approachable and friendly so that the user would be encouraged to keep coming back to the gym and using the app. Even the symbols created have a fun feel that reminds the user to enjoy both the process of exercising and using the app.

PROJECT Momentum Workout App CATEGORY Packaging Print UI/UX Identity KEYWORDS Approachable Minimal Clean Friendly


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Primal instinc ts cookbook

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Eating From Our Roots PAGES

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PROJECT Primal Instincts Cookbook CATEGORY Packaging Print UI/UX Identity KEYWORDS Tribal Bold Organic Historic COURSE Typography 3 INSTRUCTOR Ariel Grey SEMESTER Spring 2017


JASON DECRUZ / cl a rit y Primal instinc ts cookbook 08 07 06 05 04 01

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The Cookbook Of Our Past

my foundation

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Each one of us lives longer today than anyone in our ancestral history. However, the average body of anyone living ten-thousand years ago was comparable to today’s athletes. Through research, I found this had a lot to do with their diet. They ate very cleanly and off the land; nothing was processed or created in a lab. I wanted to make a cookbook that revived these dishes, so I looked at the birthplace of humanity—Africa. The Suri tribe of Ethiopia still cook very much like our ancestors, so they were the perfect subject for a historical culinary examination.


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my path

Each recipe is taken from the diets of the Suri people, all rich with the ancient dietary wisdom of our ancestors. The typeface Malaga was used due to its chiseled serifs which look like they were carved out of stone. The colors were taken directly from the face paint the Suri people use during celebrations because cooking should be a festive activity. The heading type has a very textural and rough look to feel organic and handmade. The images used are of the Suri people during a celebration in their traditional garb when they cook for the entire village.

PROJECT Primal Instincts Cookbook CATEGORY Packaging Print UI/UX Identity KEYWORDS Tribal Bold Organic Historic


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Singul arit y Board Game

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A Universe On A Board PAGES

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PROJECT Singularity Board Game CATEGORY Packaging Print UI/UX Identity KEYWORDS Bright Exciting Playful Engaging COURSE Packaging 3 INSTRUCTOR Christine George SEMESTER Spring 2017


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A Game From The Beyond

my foundation

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Ever since I was a little kid, I loved science. I enjoyed discovering new things and learning about our world; I want to encourage today’s youth to do the same. I looked back on my childhood and found that it was games like Mouse Trap and Clue that taught me the basic mechanical understanding of the world around me along with problem-solving skills. It became clear that my goal should be to create a board game that gets children and teenagers interested in exploring science. I found astronomy the most brilliant and beautiful avenue for doing so.


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my path

Players join a galactic federation whose primary objective is to claim as many territories as possible, and they need to create singularities to make black holes to travel to the far reaches of the universe. Singularity’s primary goal is to entertain families while getting their children interested in science. The game board was to be very loud and bright to emulate the excitement and intrigue of our cosmos which is done mainly through color and illustrations of the galaxy. Much of the type has a very futuristic and fun feel to it while remaining legible and readable.

PROJECT Singularity Board Game CATEGORY Packaging Print UI/UX Identity KEYWORDS Bright Exciting Playful Engaging


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al a sk a airlines

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Pay Homage To The Homeland PAGES

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PROJECT Alaska Airlines CATEGORY Packaging Print UI/UX Identity KEYWORDS Traditional Tribal Friendly Modern

COURSE Identity 2 INSTRUCTOR Thomas McNulty SEMESTER Fall 2017


JASON DECRUZ / cl a rit y al a sk a airlines 08 07 06 05 04 01

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Reviving A Brand’s Roots

my foundation

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Alaska Airlines started as a tiny airport in the state way back in 1932 as McGee Airways. The brand then began to bring in the state’s feel and history and renamed itself accordingly. Since then, they have modernized their identity over and over to keep up with current trends. Though the company's current branding direction is very exciting and attractive, I thought it to be a good experiment to put the fauna and landscape of the state of Alaska into the Alaska Airlines brand. My goal was to give the brand a revived, adventurous feel that would get travelers excited.


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my path

This branding aimed to play up that Alaska has a vibrant visual history. I researched how the state expressed itself both in the past and currently through its advertising and monuments. The large slab-serifs and tribal pattern elicit this natural feel for which the state is known. The colors were taken directly from the landscapes of Alaska itself. The symbol, an Alaskan deer, called a ‘Sitka,’ was chosen as the bold symbol of courage as it looks up at the planes it’s overseeing and protecting. It embodies the pride and adventure I want their new and old travelers to feel.

PROJECT Alaska Airlines CATEGORY Packaging Print UI/UX Identity KEYWORDS Traditional Tribal Friendly Modern


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JASON DECRUZ / cl a rit y al a sk a airlines 08 07 06 05 04 03 02 01 115

Gp Sg

capheight

X- Height

ba seline

descenders

capheight X- Height

ba seline

descenders


Typography–

Typography–

Roboto sl ab bold

Roboto sl ab

Uppercase

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Lowercase

a b c d e f g h ij k l m n o p q r s t uv w x y z

Numerals

0 1 2 3 4 5 67 8 9

Typography–

Typography–

Freight sans medium

Roboto sl ab

Uppercase

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z

Lowercase

abcdefghijklmnopqrstuv w x y z

Numerals

012 3 4 5 67 8 9

Color–

Color–

main colors

shades of gr ay

PMS 0821 C

PMS Cool Gray 1 C

CMYK 47 0 7 0

CMYK 4 2 4 8

RGB 116 209 234

RGB 217 217 214

PMS 7693 C

PMS Cool Gray 5 C

CMYK 100 57 9 47

CMYK 13 9 10 27

RGB 0 73 118

RGB 177 179 179

PMS 564 C

PMS Cool Gray 10 C

CMYK 43 0 23 0

CMYK 40 30 20 66

RGB 134 200 188

RGB 99 102 106

PMS 7715 C CMYK 97 0 35 57 RGB 0 98 105 11 6


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A Clean Breeze From The North PAGES

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PROJECT Epoch Retail Brand CATEGORY Packaging Print UI/UX Identity KEYWORDS Clean Modern Scandinavian Sustainable COURSE Packaging 4 INSTRUCTOR Thomas McNulty SEMESTER Fall 2017

Te ammates Silvia Abruzzese Jonathan Biehl Lucy Tsai Maria Wong


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Sustainability Made Beautiful

our foundation

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As a team, we were asked to create a new retail store brand with an extensive product line. We began with the core mission of sustainability. We wanted to develop Earth-friendly packaging that was beautiful rather than packaging that overly relied on the color green and icons of leaves or trees. Packaging has dirty hands when it comes to the health of our climate, and we wanted to clean up its unfortunate practices with this line of products. The name Epoch seemed to fit quite well since it means, “A pivotal moment in time,� which this is regarding the health of our planet.


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our path

Oslo, Norway is known as the most Eco-conscious location on the planet today, so it only made sense that Epoch’s headquarters be there. Epoch’s primary goal is to bring their Scandinavian lifestyle into the lives of its customers. It achieves this by having packaging that is simple and straight-forward with no large, attention-grabbing images. Instead, it uses a softer and more contemporary feeling of typography, color, and imagery. It is a high-end brand, but not pretentious. The entire line is inspirational, sustainable, honest, and functional without unnecessary elements.

PROJECT Epoch Retail Brand CATEGORY Packaging Print UI/UX Identity KEYWORDS Clean Modern Scandinavian Sustainable Te ammates Silvia Abruzzese Jonathan Biehl Lucy Tsai Maria Wong


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JASON DECRUZ / cl a rit y epoch retail br and 08 07 06 05 04 03 02 01 13 3

Retail Brand

Skincare

Tagline “At Home Around The World”

Tagline “Healthy Mind In A Healthy Body”

store location Oslo, Norway

produc t line Cleanser, Cream, Toner, Serum

mission statement To inspire and educate upcoming generations to shift towards an environmentally conscious future.

ke y words Clean, Breezy, Fresh


Food

Home Decor

Tagline “Eat Thoughtfully; Live Joyfully”

Tagline “Everyday Products That Inspire Modern Living”

produc t line Fresh Produce, Sauces, Juices, Wine

produc t line Kitchen Ware, Home Decor, Tableware

ke y words Illustrative, Organic, Traditional

ke y words Warm, Raw, Welcoming

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Target Audience

Ages 25–65. They are upper-middle class, educated, city dwellers, environmentally conscious, into a healthy lifestyle, and are socially active. Lifest yle

Scandinavians have a strong sense of the space they occupy. There’s a conscious effort to create a sense of harmony with themselves and their environment. They always emphasize taking care of their home space and personal wellness.

Demogr aphics

$21/hr.

Minimum Wage

$74,000

Average Annual Salary

30% Annually Sustainability Taxed

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our foundation

Bloom is a skincare line intended to ensure a healthy complexion with a minimalistic selection of self-care products. our path

Bloom utilizes a simple typographic expression that delivers information clearly through a simple arrangement of content.

produc t line Cleanser, Cream, Toner, Serum

ke y words Clean, Breezy, Fresh

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177 ml

› ⁄ Rosewater

: NOURISH

./ ENHANCING

Normal Skin

DIRECTIONS

:

U s e day a n d n ig h t af t er c le a n s in g . Clo s e eye s a n d s p ray 3 - 4 P U M P S dire c t ly to f a c e , n e c k , a n d dé c o lle t é , o r a p p ly u s in g c o t to n p ad.

R e a p p ly a n y t im e o f day to re f res h , reh ydra t e , o r eve n f ix m a ke u p .

¨¨

NOURISHING FACIAL TONER

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our foundation

The idea of Gather was to encourage consumers to shop with a sense of trust, knowing that the food is organic and local. our path

The packaging features illustrations custom-made for each category and product. There is a sense of playfulness in the design that helps make it a trustworthy and honest brand.

produc t line Fresh Produce, Sauces, Juices, Wine

ke y words Illustrative, Organic, Traditional


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A Full Day’s Supply of Vitamin C Ju s t Ju ic e

Gather’s Cold-Pressed Juice is just that and nothing else. There is no added sugar, no pesticides, and contains northing more than what you see. We create all our products with the believe that simplicity and honesty are key to a good life.

PESTICIDE-FREE NON-GMO

ORANGE U THIRSTY?

I n g r e d ient s

Orange juice

Per i s h a ble

Keep refridgerated

Nutrition Facts

Amount / Serving Total Fat 4.5g Sat. Fat 0.5g Trans Fat g Cholest. 0mg Sodium 160mg

Serving Size 1 Bottle (8oz) Servings 1 Calories 90 Fat Calories 45

% DV 7 % 3 % 0 % 0 % 7 %

Amount / Serving % DV Total Carb 10g 3 % Diet. Fiber 3g 12 % Sugars 6g Protein 3g

Vitamin A 0% • Vitamin C 30% • Calcium 6% • Iron 4% *Percent Daily Values are based on a 2,000 calorie diet.

Cold-Pressed Juice JUST ORANGE JUICE

590ml

Østensjøvannet, 74 0667 Oslo,Norway epoch.com

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our foundation

Loft is a home and interior decor line. Enduring aesthetics, functionality, and a keen sense of craftsmanship are central to this brand. our path

The idea behind the design was to create a pure, raw, and direct experience for the consumer. The approach focused on the characteristics of the products and the importance of honest and transparent communication.

produc t line Kitchen Ware, Home Decor, Tableware

ke y words Warm, Raw, Welcoming


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DESCRIPTION

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Dimensions Dinner Knife 22,5 cm Dinner Fork 21,5 cm Tablespoon 21 cm Salad Fork 18,5 cm Soup Spoon 18 cm

—Material

Stainless Steel Glaze

HAND FINISHED

—Color

Silver

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DETAILS 100%

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HOME Kitchen

Østensjøvannet, 74 0667 Oslo, Norway epoch.com

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Both simple and sophisticated, this Oneida Zinc flatware set is a must-have for every home.

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PIECES

Stainless Steel Flatwares Complete Set


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identit y marks

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Discovering Who We Are PAGES

179–184

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PROJECT Identity Marks CATEGORY Packaging Print UI/UX Identity

mark list Epoch Bloom Gather Loft Alaska Airlines Red River Paper Momentum Make a Wish Edge


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The Soul Of Symbols

my foundation

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Distilling a company and its mission down to a single logo mark locked up with typography is a challenging prospect. The difficulty lies in its simplicity. The logo must speak to the company’s values, and the type must elicit the correct feel the company needs. These decisions come from the crucial research of both the company and its competition. Actualizing a company’s vision is my challenge and privilege. It's a worthy and joyful place to rest my attention and focus. Here is a collection of logo marks I have created over the past three years.


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my path

Research logo marks. Understand the target audience. Perform an audit of the competition. Understand why they are successful and what niches in the market still need to be filled. Create a logo strategy and design brief. Research visual solutions to the proposed approach. Sketch. Wake up the next day and continue sketching, and then draw some more. Get together with the team, get critiques, and implement feedback. Create the final lock-up. Research color associations. Create mockups that relate to branding strategy. Present. Go on to the next project and start again.

PROJECT Identity Marks CATEGORY Packaging Print UI/UX Identity


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JASON DECRUZ / cl a rit y thank you

Thank you all for your the encouragement, support, and inspiration. You’ve made this work possible.

Dad Mom

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Bianca Marshall Danielle Schreiner Elizabeth Mark Pan Erica Luzaich Karla Marlá HanÓn Marc Sherfy Maria Wong Michael Dern Jonathan Biehl Jordin Riley Silvia Abruzzese Trixie Pedrosa


Ariel Grey Bob Slote Brian Toth Christine George John Nettleton Mary Scott Paul Derby Scott Rankin Thomas McNulty Drew Ocon Maritess Desiderio Michelle Bee Michi Ohira Nikhil Parsad

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JASON DECRUZ / cl a rit y contac t

Jason DeCruz Graphic Designer 916.221.1237 decruzdesigns@gmail.com jasondecruz.com school Academy of Art University, School of Graphic Design & Digital Media fonts Noe Text Proxima Nova photogr aphy Jason DeCruz Dustin Soriano materials Silktouch Nuba by Skivertex - 9078 100# Mohawk Eggshell Text binding The Key Printing & Binding Oakland, CA printing Graphic Imagery South San Francisco, CA 187

copyright ©2018 Jason DeCruz All Rights reserved.


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