“The future’s so bright I gotta wear shades.” The portfolio book of Jenny J Taylor and tribute piece to Massimo Vignelli.
You are greatly missed and will never be forgotten. 5
“I study nuclear science, I love my classes. I got a crazy teacher who wears dark glasses. Things are going great, and they’re only getting better. I’m doing all right, getting good grades. The future’s so bright I gotta wear shades.” – Timbuk 3
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Just Jenny
Hello there! My name is Jenny Jeanine Virginia Alice Louise Is-A-Monkey Paul Taylor (as my parents call me) and I like to think of myself as a designer. Graphic design is a discipline that comes from thoughtfulness, passion and the organization of the appropriate functionality. Seriousness is essential but not to be held above light-heartedness and fun. It has been a long journey and it could have been accomplished on my own but I have had the most amazing support from my husband (who even as this book is being created has ordered a late-night snack to keep me going), my family with late night calls of support, my in-laws who have accepted me as their own, my fun and amazing friends, my inspiriting teachers, my mentor who saw something in me that I didn’t know existed, my classmates, my employers, my dog who has forced me to go outside and play, baristas and the like. I am a result of this amazing “tribe” and it is with the most greatest of appreciation that I dedicate this journey and this book to them. My future is bright and my heart full. Design has found me and I am now calling it my own. And by the way, you can call me Just Jenny.
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Chapter 1
“I study nuclear science, I love my classes.” I once considered not growing up at all but didn’t have much of a choice in the matter. Art and math were my favorite subjects while in K-12 but didn’t find graphic design until the age of 22 when a Photoshop class was introduced to me. That was it, I was in love. I spent hours and hours working and manipulating images and then came Illustrator and the rest of the Adobe Suite and I was hooked. A kid in a candy store for sure. I continued my education in design for a few years. My passion deepened but I was attending a college that didn’t have a strong graphic design program, so I decided to pursue work instead. After a little bit of searching, a Junior Design position at a local PR firm opened up. The decision was to quit school and start my career. I was thrown into the deep end and learned how to swim fast when the designer that was going to work above me resigned. I didn’t know what the hell I was doing and all of a sudden I was the Creative Director. It was exciting and terrifying all at once. My own design theories and principles developed and I scrambled to understand the design world. The art, math and the few design classes that I did have (not including nuclear science) were my backbone but there was still something missing. There was this big “why” to design that was still unknown.
LOGOTYPES
First, an investigation of company identities that make use of trademark designs with letter forms, initials, numbers or combinations of these without the use of pictures, images or marks. The task was then to invent and name four new companies or organizations and to create mission statements and core values. The next step was to design the logotypes using only typography.
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Cardboard Collective
Mission Statement The goal of Cardboard Collective is to help Residentially Challenged Individuals (RCI) market themselves with better signage (aka Display Suggestion) and better street locations, which in turn will help them maximize their profitability. Core Values Helping RCIs in achieving a higher profit in a shorter period of time as well as improving the relationship those individuals have with the public. Position Statement Marketing for the Residentially Challenged Key Design Elements/Look and Feel Distresses, cardboard feel, stamps, silk screen, weathered Typefaces PortagoI TC and Helvetica Regular
Color Palette
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Ransom Righters
Mission Statement Providing kidnappers with better ransom letters that guarantee they will receive the maximum return on their abduction efforts. This also insures a timelier return of the kidnapee. Core Values Kidnapping is a tricky business: the ransom is never guaranteed. A well written letter with the right emphases takes some of the stress out of an already stressful business. With Ransom Righters’ help, ransom letter writing will be the easiest part of the kidnapping process. Position Statement Righting the Way Ransom Letters are Written Key Design Elements/Look and Feel Multiple Typefaces, kid like, blocky, easy to read Typefaces Freeky Typewriter and Verdana
Color Palette
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Dealer Harmony
Mission Statement The relationship with your drug dealer is a special bond, one that is built upon trust, like-mindedness and the right inventory. At Dealer Harmony, we use a comprehensive compatibility matching system with 29 different levels of compatibility to match you with your perfect drug dealer. Core Values Connecting the right drug dealer with the right user. Position Statement Because the relationship between you and your dealer is special. Key Design Elements/Look and Feel Representative of eHarmony, inviting, simple, classier for the more “upscale� user Typeface Myriad
Color Palette
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Emergency Mustache Service
Mission Statement We’re first on scene when there is an urgent need for a fake mustache including but not limited to special occasions, funny picture taking opportunities, intoxication induced “sleep” or any stale family reunions. Core Values Providing humor and fun in dry moments of emergency status. Position Statement Curing boredom, one mustache at a time Key Design Elements/Look and Feel Monogram, the M is to represent a mustache icon Typefaces Poplar Std Black Original make with curybrace
Color Palette
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ADCD PAPER FASHION SHOW
Event description form the ADCD website... The Art Directors Club of Denver Paper Fashion Show is the largest paper fashion show in the nation with 50 teams that create runway designs almost entirely out of paper donated by xpedx. These fashions are showcased at our grand runway show and voted on by a panel of judges. Nearly 1,000 people attend the event each year and partial proceeds benefit Downtown Aurora Visual Arts, which provides community-based arts education programs for at-risk youth ages 3 to 17. Kids participate in projects that help build selfesteem and increase connection to the community. The Art Directors Club of Denver has donated more than $31,500 to DAVA since the ADCD Paper Fashion Show’s conception in 2004.
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As part of the event planning board for the 2013 event, the RMCAD student team and I were tasked with the creation of all the visual show deliverables for the ADCD Paper Fashion Show. This included: programs, a step-and-repeat, banners, lanyards, a slide show, posters and much more. All of this was flushed out with consistency in the event theme of the little red dress. Shown here are the event lanyards and poster.
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The red dress represented the handcrafted elements of the event where each participant creates amazing dresses using only paper materials. These eight foot banners flanked the catwalk of the fashion show and provided a backdrop for the models.
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Creative licensing was given for the event programs; the concept was to create red dresses that stood up and had a custom die-cut. This gave each its girlish figure.
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Chapter 2
“I got a crazy teacher who wears dark glasses.” After moving to Denver in the fall of 2012, the graphic design job hunt was on. I didn’t find it and it didn’t find me. I started designing as a freelancer and was content but felt that I needed something more. Going back to school had always been a consideration and had been encouraged by my family, but the spark happened when I heard about a family friend going back to college. A month later I was back in the classroom. My college research was thorough but I was still unsure of my choice until in that classroom with my amazing teachers. I was sold. I would finally learn the “why” of design and better grasp an understanding of the principles of design. I didn’t know what the future would bring but I was in the right place with the right professors. One hat wearing teacher stood out in particular and re-introduced to me to design and an old friend.
VIGNELLI BOOK
This assignment was to find a graphic designer, past or present, that inspired us or that we found interesting. Next we were to design a book that represents the designer’s flavor and discipline while using typography, grid, sequencing, color and layout. The designer/designers that I choose was Massimo and Lella Vignelli. I had recently watched the movie Helvetica and fell in love with Massimo’s sense of humor and wit. It was my first and only choice. The impact they have had in design as well as in my life was huge, from growing up with the Heller plates to the minimalist design that I was developing a passion for. After I finished the book that follows, my teacher Fred Murrell encouraged me to attend a workshop with Massimo that summer at Rochester Institute of Technology (RIT) where I worked one-on-one the Master of Minimalism himself. We developed a wonderful friendship and I gave him a copy of the Vignelli book that I had created. A online version is available online for viewing at issuu.com/jennyjptaylor
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The layout consisted of a heavily modular grid system with brackets of text separated with small red dots in Vignelli Red. The intent was to represent the Vignelli’s personally and vibrancy while keeping their design discipline in mind.
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Sample Spread
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DESIGN ON SCREEN
This group project was a reinvention project for the non-profit foundation Design On Screen, an initiative for architecture and design related films. The updated mark that follows aims to unify classic film with modern media. The play/pause symbol is a mark that is undoubtedly prevalent in modern culture. The symbol identifies with every technology based viewing device from the iPhones to the DVD players to the screen. A online version of the presentation book is available online for viewing at issuu.com/jennyjptaylor
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Mission & Core Values
Producing Promoting Preserving An innovative and collaborative organization that educates and builds relationships for the design community through film and new media. Design On Screen‌ Distributes its programming widely, via multiple media formats and public screenings, to national and international audiences. Promotes a greater general understanding and appreciation of post World War II Design. Informs and elevates the ongoing conversation among professional architects and designers. Works in a collaborative manner with museums, schools, universities, professional design groups, film societies and other educational organizations. Supports only the highest quality programming utilizing the most creative minds in film production.
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Brand Exploration Process
“A logo doesn’t sell, it identifies. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like.� - Paul Rand
Define
Research
Ideate
Promote
Implement
Learn
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The shape of the video camera that the play/pause button creates represents the roots from which those buttons derived. We instantly connect the shape of a film camera to classic films, while the play/pause symbol connects to new media. The unison of modern and classic iconography allows the viewer to instantly process what the company represents, which has become especially important for engaging a younger generation.
Sketch Ideation
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Effective Usage
Color Platte
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A mobile application was recommended specifically for film festivals that Design On Screen attends as well as on-the-go capabilities for local movie goers. The website was also redesigned for better movie viewing capabilities and the possibility of subscription based memberships.
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This portable projection screen takes Design On Screen to the streets with mobile capabilities for a new engagement possibilities.
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Chapter 3
“Things are going great, and they’re only getting better.� The old friend that my teacher re-introduced me to was Massimo Vignelli and by old friend I am not referencing his age or a perviousness meeting but the fact that the Vignellis had designed a little bit of my life. As a designer it was going great and got even better when I was encouraged to attend a summer workshop with Massimo that solidified my design canon and opened my heart even more to the wonderful people tight-knit design community. I spent a week learning and growing as a designer and as a person. To learn from someone who truly wrote the books was beyond anything. I was in such an amazingly creative environment at RIT and I was soaking it all up. The last day I won Massimo over with my design solution and my hair (which is a story for another book). The joke was that I had found my home and the door was painted Vignelli Red.
Massimo Vignelli Master Designer Workshop
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This intensive five day program focused on a new identity for the annual Xerox Rochester International Jazz Festival in Rochester, New York. The studies included working one-on-one with Massimo and the RIT design faculty. Each participant created his or her own design system and presented it to the group on the last day of the workshop.
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This logomark solution was to focus on the shortened and more commonly used event name, Jazz Fest and then to incorporate the treble, midtone and base of the Jazz music as well as to create a holding shape in the main letters for the different artists’ portraits who perform each year.
Previous Signature & Redesign Concept
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Letter Study
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Business card and letterhead set for internal and external usage.
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Jazz Fest attendees would use foldout brochures for performance navigation during the event. The intent was to have a smaller pocket size fold out and a larger one that would be mailed out before the event. The clarity of the schedule and map of the music venues dispersed throughout the city was essential and focused on the attendees’ experience.
Sketches
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A JOURNAL
This typographic book project was designed by first choosing a black and white image that had a “story.� We were to write said story and design a book around both the image and the written story. The final product included information hierarchy, dynamic typographic voicing, and binding techniques. A online version is available online for viewing at issuu.com/jennyjptaylor
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The first concept for this project was to create a journal type book using the leather from a baseball glove as the cover. The story or journal entires would have a hand written look and have an almost scrapbook feel for authenticity. Version One as seen here was busy, bulky and lacked a sequence that took the reader through the pages effectively. It was okay but not great and it did not have a sense of order and planning.
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After attending a workshop at RIT towards the end of the term, I came back with new found inspiration to simplify and refine the existing book design. Version One was scrapped which included the baseball glove cover concept and in its place was a new layout that was more powerful and concise.
Redesign Layouts
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The pages of this book were now set on a modular grid. As Massimo said, “The grid is the underwear of the book.� The grid is not seen but it is hiding underneath the layers of design. Images of the baseball glove were used in conjunction with the images of the baseball players to tell the story from the baseball glove’s perspective as if it were a member of the team.
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Chapter 4
“I’m doing all right, getting good grades.” Returning from the workshop was like returning from a spiritual retreat. I had clarity and a sense of accomplishment and I started applying what I had to everything. To quote the master himself, “Minimalism is not a style, it is an attitude, a way of being. It’s a fundamental reaction to noise, visual noise, disorder, vulgarity. Minimalism is the pursuit of the essence of things, not the appearance. Minimalism is beyond time. It is timelessness. It is the stillness of perfection.”
ON US CAMPAIGN
We were to create for communication needs in new social environment with a new campaign with a parent company and in a three-dimensional solution. On Us tackles the health of Americans and included the identifying of a campaign name and logomark.
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Target Audience 30 Somethings The purpose of this package/ campaign was to target 30 year old smokers because they have a larger chunk of their lives ahead that can be smoke-free. The possibility of their bodies making a total recovery from smoking is greater; therefore, a greater savings results for the Blue Cross Blue Shield company and their customer. How it Works On the 30th birthday of a Blue Cross Blue Shield customer, he or she is sent a white box with one last cigarette. The rest is up to them.
Parent Companies
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The recognizable iconography of the “no” or don’t symbol along with the smoking symbol were combined to give a more positive effective for the antismoking campaign of On Us and the smoker.
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The symbols were combined and the Blue Cross Blue Shield blue color was used for ease of association. The idea was to hint at the familiar symbols but to be more intuitive.
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Packaging was created around the final mark to represent “a gift to quit.� It was one last cigarette placed on a pedestal. The idea was to encourage a 30 Something to finally quite smoking once and for all. To keep it or smoke it was placed on the recipient not an outside source. If kept, it would be a constant reminder that they did it and be held in a place of honor and as a reminiscence of the accomplishment. Shown here is the belly band and the inside panel piece.
Packaging Sketches
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SOCIAL ISSUE POSTERS
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Power of the Poster... This was a series of posters that tackled current social issues that were used to evoke awareness and action of said cause. The poster organizes information to sustain an impact in the viewer on a grass-roots level.
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The concept for this poster was based on the idea that for a great number of individuals, food is just out of reach, especially healthy and nutritionist food. Depicting a stretched and elongated arm expresses the idea that the individual is trying their best to access food but falls just short in the process. The composition, the intent was to be simple, impactful and absent of text so that the imagery speaks for itself and can be understood across many cultures and different language barriers. Finally, the choice of an apple represents a basic food staple that is easily recognizable.
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The task of “Design for Self” was to design a poster (or poster series) that would reflect one’s self in a visual manner to convey a small insight into the self. The concept here is the question: if you were committed to the nut house, what kind of crazy would you be? Well?
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This is a series of posters designed to bring awareness to perceived obsolescence, which creates a fast paced consume and discard society and which forces designers to focus on future design concepts rather than present design stability. Our society is addicted to consuming and participating in trendiness which supports an ever-shorter product life. This contributes to a ridiculous amount of waste in landfills as well as waste in design that clutters our experience of the world.
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Chapter 5
“The future’s so bright I gotta wear shades.” The future IS bright and I continue to apply what I have learned. I will always be learning and carving my way through the world while connecting to others that are as enthusiastic about design as I am. I have deepen my passion and love for design and again the wise words of Massimo, “Love is timeless, being in love is ephemeral. The relationship between timelessness and the ephemeral is also the basis for the discourse on design. Our lives are ruled by this dichotomy. Timelessness and the ephemeral. It impacts everything. From choosing a utensil to choosing a whole piece of furniture. A choice based on timelessness will last a lifetime, but an emotion-driven choice will last only a few years. You have to filter everything that passes in front of you, everything you see.” So let’s all put our sunglasses on and look to the bright future whatever it might be and whatever it may become. I know it will be bright for all of us.
EYE KANDY COSMETICS
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This client project consisted of a responsive e-commerce website using Bootstrap that would feature a nationally known product line for a local vendor. The intention was to give the customer another venue to buy Eye Kandy projects then at vending events and to allow an opportunity for better web communication.
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My knowledge and understanding continues to be applied to my work as seen here, with the ease of usably and functionality of Eye Kandy’s website. A simple navigation solution allows the user to quickly purchase.
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ART CONSIGNMENT
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This client project was a secondary, web only company birthed from a brick and mortar art gallery that was looking to expand their online presence where art-lovers and collectors can sell and buy previously owned artwork specifically through an Amazon storefront. The owners wanted the identity to represent integrity, honesty, superior service and a great value.
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A more linear composition was requested by the client for ease of use on the Amazon template. Color and typography evokes a familiar and trustworthy approachability while still having a scene of class and prestige.
Other Design Option
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“I’m heavenly blessed and (getting) worldly wise...”
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Colophon
Design: Jenny J Taylor Date: July, 2014 Typefaces: Our Bodoni, Neue Haas Grotesk, Futura Std Printing: Yellowdog Printing Binding and Cover: Denver Bookbinding Advising and Design Expertise: Fred Murrell Editing: Kelly Dulaney Capital and Fantasticness: Judy Stepan Awesome DNA: Jeanine Christman & Jon Paul Love and Support: Matthew Taylor Inspiration: Massimo Vignelli