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KENNY BAUGHMAN When I was a kid I loved building forts. Little shacks in trees or bushes really, but they were my sanctuary. I would spend weeks dragging whatever building materials I scrounge together into the woods and drawing up elaborate plans for all the features I would employ. Eventually someone took notice of these building plans I was drawing and suggested I take a drawing class. Once I realized I could spend my time in school creating things, I studied as many different artistic disciplines as I possibly could. Painting, drawing sculpture photography anything I could get my hands on. When I discovered graphic design I realized I could utilize all these disciplines at the same time. I loved being able to affect people with ideas. Being able to tell a story or evoke an emotion with design is it’s own reward. This led to my focus on logo design and branding. Being to tell a story or find a voice through visual design is a kind of magic. I could drone on and on about how I feel about art and design, but the great Alan Moore already said it best. “I believe that magic is art, and that art, weather that be music, writing, sculpture, or any other form is literally magic. Art is, like magic, the science of manipulating symbols, words or images, to achieve changes in consciousness... Indeed to cast a spell is simply to spell, to manipulate words, to change peoples consciousness, and this is why I believe that an artist or writer is the closest thing in the contemporary world to a shaman.� -Alan Moore


D I R E C T O R

C AT E G O R Y

PROGRAM

Min Choi / Sean Bacon

Branding

San Diego City College

KNUCKLEHEAD California Whiskey

Borrowing its name from the iconic Harley Davidson engine, Knucklehead is a small batch whiskey distillery in San Diego California. Proving that fashions come and go but the classics will always remain in style, this brand is designed to attract a decidedly male audience, in the 21 - 36 age range. Through leveraging its visual language from West Coast custom motorcycle culture and vintage automotive products. An authentic brand voice was born. Inspired by things like 70’s motorcycle helmet paint jobs and old oil can labels I used bright warm colors alongside black and cream to make a connection with that time-period at a glance. A bold yet simple logo depicting the knucklehead engine combined with a condenser coil to tell the story of the hard work, creativity and high octane that goes into every batch. Hand written elements on the growler shaped bottle ensure the customer knows they’re getting a hand crafted product with the utmost attention paid to quality and detail. Topping it off with durable materials. A natural cork on the cap as well as the signature cocktail tag, attached with a bronze chain, drive home the message that one must work hard in order to truly enjoy life’s rewards.

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

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CAMBIUM Wind Turbines

Cambium, taking its name from the biological term for the live and growing outer ring of a tree, is a wind turbine manufacturer that is working to bring clean energy to masses. My goal for Cambium was to create a modern corporate brand with a clean and mature aesthetic that conveyed a sense of responsibility and permanence. To do this I created a logo-mark that was abstract but upon further investigation, has a relation to spinning turbines and the creation of energy. Combining geometric shapes that form a spinning almost pinwheel shape and energetic lines radiating from the center. Paired with an italicized type face helped to achieve a sense of movement, cleanliness and energy production. Signature cool blue-green color and stylized photography that emphasizes their product as well a clean and beautiful environment.


D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

EPIC OUTING Outdoor Lifestyle Magazine

Epic Outing is a youth outdoor lifestyle magazine with a modern aesthetic designed attract the outdoor and adventure enthusiast age 18 - 33. Using clean yet stylized typography and excellent photography focusing on moods with a unique kind of serenity, Epic Outing aims to prove that in this digital age print still lives and outdoor adventures will always captivate and amaze us. The Signature EO logo mark is designed to be bold yet harmonious as a reflection of the natural world that continues to inspire and amazes us. Using a bold orange as their primary color creates noticeability at a distance and ads a pop of color to the otherwise minimal publication. Branded items like mugs, backpacks and water bottles serve as an incentive gift for subscriptions. Being Items that are meant to accompany the adventurer, they promote the brand in places few others dare to go.

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

VOICES

Veterans Photography Exhibit Voices, Honoring Veterans, a photography exhibit featuring portrait photography of veterans in the community by David King. For this I project I was challenged with creating branding for the exhibit Including a logo, posters, signage and a stationary system. It started by creating a logo that was inspired by the iconic gold ribbon combined with the U.S. symbol of freedom, an eagle. To compliment the black and white photography I used a monochrome yellow color scheme. Two tones of color in the logo give it depth. Combined with a serrif typeface and clean accent lines, the brand has a voice that is modern yet dignified.

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

TADA Cosmetics

Tada cosmetics is a beauty product line utilizing ingredients that are popular in parts of Asia, specifically Korea. Only recently gaining popularity in the United States, ingredients like bee venom, starfish and snail, are known to have beneficial effects for skin tone and complexion. A brand dedicated to these natural and effective cosmetics is a relatively unique concept in the US market. Designed to attract younger customers interested in emerging trends in cosmetics, I intended to compliment the unusual nature of their signature ingredients by using interesting geometric shapes that form an abstracted and minimal typography system. I set out to create an Identity that was hip and edgy. I used custom type and a bright yet limited color pallet in combination with soothing wave patterns to encourage a quality experience that reflects the fun and experimental nature of its customers and products.

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

OUTPOST Mobile App

Outpost is a mobile application designed to make your camping experience easier and more enjoyable by utilizing a database of established campgrounds in combination with user submitted sites. Availability, rating and reviews are updated in real time. Users can book, reserve and pay for sites via the mobile app. GPS and location services provide detailed directions including elevation and weather for users who may be on the road less traveled to their campsite of choice. Utilizing an intuitive interface in combination with a unique and stylized icon system the Outpost app is user friendly while maintaining robust and powerful features in order to deliver the idea that outpost is more than just a mobile app, It’s your most valuable piece of travel / camping gear outside of your boots and tent.

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

NAT GEO EVOLVE Language, Literacy, Content

As part of a series of an educational books produced by national geographic, Evolve is the edition produced for ages 13 and up making high school students its main target audience. My goal was to create covers for this series that were not only engaging to students, but memorable and recognizable at a glance. In order to make the books stand out on a shelf I used very bright 2 color gradients in combination with stylized illustrations to not only decorate the covers but also create a system that differentiates each edition in the series in a way that is instantly recognizable. The illustrations depict conceptual imagery meant to intrigue the reader. Using a Single line weigh I created Illustrations of subject matter in each book while also conveying the idea of evolution by having two objects merging together creating a single larger shape.

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DIRECTOR

C AT E G O R Y

PROGRAM

Sean Bacon

Branding

San Diego City College

C H I L L Y B I L L’ S Seafood Market

Chilly Bill’s is a seaside market and cafe located in Tacoma Washington, that specializes in providing the freshest quality seafood in a region that is renown for it’s abundance of shellfish, and fresh fish. Chilly Bill’s also supplies their own cafe which boasts a menu that offers an ever changing variety of options based on the seasonal and freshest available products they can source. Since the Pacific North West is a region that usually evokes images of natural and organic textures and colors, I decided to try and break from that aesthetic when creating this brand In order to stand out. I chose to use clean whites, simple lines and employed the use of 3 bright accent colors and uniquely styled illustrations to create a look and feel that reflects the cleanness and friendliness that one hopes to see in a quality seafood market. Aiming at a target audience of 30 - 45 year old men and women, Chilly Bill’s is a quality, mid to high price point brand that is sophisticated yet family accessible.

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OCEAN MARKET Branding

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D I R E C T O R C AT E G O R Y P R O G R A M Sean Bacon

Branding

San Diego City College

NASIM

Hookah Tobacco Products Nasim is a shisha tobacco and tobacco products line featuring a high quality and uniquely designed packaging system that not only provides a luxurious tactile and visual experience but also eliminates the need to handle the sticky molasses and tobacco mixture. Making the experience easy and keeping your hands clean was the main objective in this project. I decided to use a clean and dark aesthetic on the exterior to of the box system that would contrast with the bright illustrations and patterns on the interior. This creates an impactful experience at the moment the box is opened revealing the 5 flavors inside. The logo depicts the name in Arabic writing and shapes representing the tobacco leaf and smoke. The package contains illustrations of the natural flavors forming the shape of a smoke plume. Designed to be at a higher price point than its competitors Nasim provides a fun yet luxurious experience designed to attract 25 - 40 year old tobacco enthusiasts.

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PROCESS


Flavored Tobacco

Veterans Photography Exhibit

Outdoor Magazine

Seafood Market

Personal Logo

Experimental Cosmetics


California Whiskey

Stage Play

Camping Mobile App

Clean Energy


Š 2016 ALL RIGHTS RESERVED no portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form, as well as by any means electronic, mechanical photocopying, recording or otherwise without the permission of Kenneth Baughman. All Images in this book are for Inspirational purposes only and are intended as such. Written, Designed and produced by Kenneth Baughman

kenny.baughman@gmail.com


THANKS To my girlfriend Tara. For the unwavering support. For all the laughs and all the love a guy could ever need. To my friends and family. Simply too many to list. Thank you for the smile you all put on my face and thank you for the encouragement and understanding. To my classmates. For the unending inspiration. For the hard work and advice. To San Diego City College Graphic Design Department. For believing in me. For the encouragement and advice and for sharing your depth of knowledge so that I could improve mine. COLOPHON Avenir Next LT Pro Chalet - Hong Kong Sixty Abril Fatface Red River 60lb Polar matte paper Coil bound by International coil, San Diego CA Adobe CC Creative Suite C O N TA C T kenny.baughman@gmail.com (619) - 917 - 5369


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