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Copyright Š 2012. All rights reserved. No part of this book may be reproduced, stored in a retrieval or transmitted in any form or by any means, without the written consent of the designer Jordan Leal. Academy of Art University School of Graphic Design 79 New Montgomery San Francisco, Ca 94114


Mom, thank you for eveything.


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01 \ 010–023

DREAMS DEFERRED LAGUNITAS PACWEST aids awareness 02 \ 024–045

03 \ 046–057

04 \ 058–071

brookfeild GRAVITY

05 \ 072–079

06 \ 080–093

07 \ 094–107

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t a b le o f c o n te n t s

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INTRO RED WING 00 \ 008–009


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mod seven\ten current AESTHETICA 08 \ 108–119

09 \ 120–129

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10 \ 130–155

IDENTITY ILLUSTRATIONS 11 \ 156–165

colophon \ 182

jordanleal.com

12 \ 166–181


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I am not one graphic designer, I am two. They are in constant gridlock and opposition. One has devoted himself to harmony and the other to dischord. One destroys what the other builds and rebuilds from his rubble until the latter destroys and repeats.

the beautiful struggle

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s ele c ted w o r k o f j o r d a n le a l

They’re constantly questioning everything I see and do. Projects are never finished, only abandoned. But the struggle brings with it truth and growth. With it’s grit it reduces my work down to it’s essential form. There is beauty in the unrefined. There is poetry in the low-fi. So I welcome the struggle. I run out to meet it with a smile pasted onto my face. Going against the grain is my process. All my work has been cut cross grain.


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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

001 \ red wing skin care \ package design 3 \ Tom mcnulty \ 8 weeks

Objective \ Introduce a line of skin care products for a brand unknown to the cosmetic industry.

working in wood is therapeutic for me. The stuff is fussy and imperfect, but so forgiving.

Solution \ Chosen brand: Red Wing Shoes. Concept: Capturing Red Wings’ patriotic propaganda style origins in honor of Norman Rockwell and the original work boot.

collateral \ revitalized brand mark \ point of purchase display \ canister and tin package designs \ label and dispenser design

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Tags \ package design \ skin care \ purchase display


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p r o j e c t \ r ed w i n g

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p r o j e c t \ r ed w i n g

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p r o j e c t \ r ed w i n g

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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

002 \ dreams deferred \ print 2 \ eszter clark \ 15 WEEKS

Objective \ Create an awareness and information package for a non-profit group.

do your research right. believe in what you do. aim high and work low. Dream but don’t sleep.

tags \ print \ typography \ book \ web \ poster \

collateral \ 50 page promotional book \ 20 page specimen book \ slip case \ web site \ 24" x 36" poster \ kinetic video

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Solution \ Chosen group: Eye Writer Initiative. Concept: biographical journal of former graffiti master Tempt1 who was diagnosed with ALS and uses open source software to generate artwork using only his eyes.


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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

003 \ lagunitas \ package design 3 \ Tom mcnulty \ 7 weeks

hemingway said,“write drunk, edit sober.� I’ve come to believe his wisdom may be Multidisciplinary.

tags \ package design \ beer \ typography \ illustration \ spirits \ lagunitas

Objective \ re-brand and design a packaging system for a local brewery.

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Solution \ Brewery: Lagunitas Brewing Co. concept: distilling and revitalizing brand while maintaining historical equity.

collateral \ new identity system \ bottle design for a featured draft\ bottle design for light version \ shipping case \ tall can


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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

004 \ the pacwest \ identity design 2 \ darrell hayden \ 10 weeks

Objective \ NCAA’s Division II Conference know as The PacWest was in need of an updated identity system. Three student systems were voted on and presented to the board of directors in Hawai’i. The following system was one of the selected finalists.

I like logos that kind of tip their hat and nod at me. I think that’s one of the hardest things to pull off. s ele c ted w o r k o f j o r d a n le a l

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Solution \ A mark was produced that would contain the four basic elements that defined the The PacWest: the Pacific Ocean, the Southwestern deserts, the Rocky Mountains, and a typographic form that simultaneously represented the initials P and W.

tags \ identity system \ print \ the pacwest \ sports \ logo design

collateral \ new logo mark \ new identity system \ soft good deliverables \ signage \ merchandise deliverables


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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

005 \ aids awareness \ pRINT 1 \ troy alders \ 4 weeks

Graphic design is a big fuckin’ club with spikes in it, and I wanna wield it — James Victore

Objective \ Create a poster design for an AIDS awareness campaign.

Solution \ In an effort to veer away from the (all too familiar) ‘condom’ path, the poster was designed to challenge the viewer’s lack of interest.

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tags \ poster \ non-profit \ print \ aids awareness \ social \ political

24" x 36" poster design\ environmental imposition


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project \ aids awareness

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project \ aids awareness

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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

006 \ BROOKFIELD \ package design 4 \ Tom mcnulty \ 15 weeks

big, bold, brutalist, busted up & bleeding sans-serif type always brightens up my day.

Objective \ Create a house brand identity and product line for Kohl’s Department Stores. Solution \ Under the home improvement category, Brookfield was created to cater to the needs of smaller scale home projects.

collateral \ identity system \ various product package designs \ blister pack \ label design

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tags \ package design\ kohl’s \ typography \ home improvement \ tools \ paint


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p r o j e c t \ b r o o k fe i ld

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project number \ title \ course \ instructor \ project duration

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007 \ gravity skateboards \ Graphic design 3 \ Jenny ji \ 5 WEEKS

skateboard culture and art will always be my grimy subversive little pool of inspiration.

Objective \ Design a sitelet for a brand or company of your choosing in which a customer can customize a featured product. Solution \ Chosen company: Gravity Skateboards. The sitelet allows a user to build a completely customized skateboard.

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tags \ web \ typography \ layout \ editorial \ photography \ illustration \ skateboarding

landing page\ home page \ roll over story boards \ 2 product pages


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p r o j e c t \ g r a v i ty

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008 \ mod \ package design 4 \ tom mcnulty \ 15 WEEKS

Objective \ Create a house brand identify and product line for Kohl’s Department Stores.

they say you’ve got to know the rules before you can break them. But That’s kind of a rule right?

Solution \ Under the home decor category, Mod was created to cater to the needs of younger home furnishers that might be on a tighter budget than those who have settled into a permanent residence.

collateral \ identity system \ various product package designs

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tags \ package design \ kohl’s \ typography \ home decor \ clock \ vase


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project \ mod

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009 \ seven/ten current \ print 1 \ Troy Alders \ 4 weeks

If it reduces your carbon footprint or saves a whale, then it’s blueish or greenish. I hate that.

Objective \ Produce an identity and an awareness newsletter for an environmental organization of your choosing.

Solution \ Chosen organization: IUCN, International Union for Conservation of Nature. Concept: Don’t use any green or blue or leaves.

collateral \ single fold newsletter \ fold out poster \ information graphics

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tags \ newsletter \ periodical \ typography \ info graphic \ environmental


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p r o j e c t \ s eve n / te n c u r r e n t

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p r o j e c t \ s eve n / te n c u r r e n t

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project number \ title \ course \ instructor \ project duration

c o l o r s c heme

010 \ Aesthetica \ typography 4 \ ARIEL GREY \ 15 WEEKS

intricacy for its own sake is Idle. I need something deeper than that. I need the struggle.

Objective \ Design a promotional print package for a typeface or foundry.

Solution \ Chosen typeface: United by House Industries. Concept: a self-reflexive analysis of modern art, surrealism and semiotics.

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tags \ print \ typography \ book \ layout \ editorial \ web \ poster \ photography \ illustration

collateral \ 50 page promotional book \ 20 page specimen book \ slip case \ web site \ 24" x 36" poster \ kinetic video


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project number \ title \ course \ instructor \ project duration

m a r k s s h o w n p o s i t i ve

011 \ identity \ n/a \ n/a \ many moons

if my portfolio was a mansion, this would be the hunting room with all the heads on wall mounts.

tags \ identity \ logos \ marks \ logotype \ brand

Enter sappy, overthought, definition of brand identity and logo design here >

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Oops, did I forget to edit that out?

collateral \ n/a


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012 \ illustrations \ n/a \ n/a \ many many moons

There’s an illustrator in my heart that wants to get out, but i drown him in typography and he stays down. tags \ drawings \ illustrations \ sketches

identity system \ various product package designs \ blister pack \ label design

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I’ve always wrestled with the idea of becoming an illustrator instead of a graphic designer, but the designer won every time. He’d climb onto the turnbuckle and right before he leapt off, he would shout “Illustrators don’t make money!”


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000

grain cross c o l o ph o n \ th a n k s

Jordan Le al

cl ass

bfa p ortfolio

instructor

mary sc ot t

semester

spring 2012

book title

cross gr ain

cover

c oated chip

te x t stock

finch fine te x t

end sheets

canson black

printer

giant horse

binder

the ke y

pl atform

macbo ok / cs5

t ypefaces

tr ade gothic

dimensions

8.75" x 11.25"

no. of pages

18 4

photogr aphy

jordan Le al

camer a

canon rebel x t 18 2

s ele c ted w o r k o f j o r d a n le a l

design


000

all of my love and gratitude \

18 3

To my mother Marylou for always supporting me and for making this possible \ to my Grandma Medina for giving so much with no thought of repayment \ to my dad Joe for all of his sound advice and aid \ Gabe my little brother \ Simon \ Grandpa Medina we all miss you \ Grandma and Grandpa Leal \ to Sam \ to Mary Scott \ to Rimsoo \ to Beau, Elliot, Pat, Nate and all of my classmates \ to Ben Wong for being a brother to me \ to all my friends and family that have been there for me along the way \


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cross

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Cross Grain  

Academy of Art University BFA graduating portfolio School of Graphic Design

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