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graphic design portfolio 2014




leonardo laurensius graphic designer (+65) 93200224



table of content 6 Main Yuk ! Let’s Play! 10 Architype 14 Lomo Brand Identity Style Guide 18 Heart Cafe Corporate Identity 22 Hypocrite, Prestige, Money


Main Yuk! Let’s Play! graphic design, game design Nowadays children just keep playing with their gadget and technologies individually. They do not know what Indonesian Traditional Game is. Whereas, playing traditional games is also as fun and interesting as the modern games. Besides that, by playing traditional games, they can meet new friends, and do more interaction with others.

“Main Yuk!” is a Traditional Board Game which is based on “Indonesian Traditional Games” Theme. The Board Game itself was made by using so many illustration which is really attracts children attention to play with it. There are many interesting elements that attached in this board game, so children never getting bored to play with it. Not only that, there is also information about the Indonesian Traditional Games, so children can learn and find out more about Indonesian Traditional Games in a fun way.




There’re 64 cards inside the box and each card represent every Indonesian traditional games. There’s also some informations about the games so children can learn by read it.

The board was made with many cultural and traditional illustrations which represent well Indonesian face and also to attract the children.



graphic design, typography

Architype is a Typeface that was inspired by the curves and flows seen in modern furniture. One of the materials that are commonly used is wood. It has already become one of the popular materials to create a clean, futuristic and modern look for furniture now.

Why Architype? Architype derives from two words; ‘Arch’ and ‘Type’. ‘Arch’ represents the symmetrical curved structured shape and ‘Type’ indicates that it’s a typeface. Therefore Architype is a font based on the curves and flows of the wood.


Architype Regular Uppercase


Architype Regular Numeral

Architype Regular Lowercase


Architype Regular Punctuation


Lomo Brand Identity Style Guide branding, graphic design

Lomography is an analog camera brand from Russia. It has already been known all over the world with the unique style of the camera. They have already make so many old cameras to become new, modern and more valuable. Lomo is the short form of Lomography. The new identity of Lomo is to have modern and fresh look. It is also very fun, playful, hippie but also very experimental. Their tagline has already reflected well how their identity is,“Don’t think, Just shoot!”


LOMO Red Pantone Red 185 C CMYK 1 / 100 / 92 / 0 RGB 235 / 0 / 40 Hex #EB0028

Aa Aa Aa

DIN Alternate Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)

DIN Alternate Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)

DIN Alternate Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)

LOMO Blue Pantone Blue 299 C CMYK 80 / 18 / 0 / 0 RGB 0 / 160 / 223 Hex #00A0DF



Check out the complete Lomo Brand Identity Style Guide here:


Hearth Cafe Corporate Identity branding, graphic design

Hearth Cafe is a modern and fun cafe. The ‘Hearth’ word itself means ‘Home’. That’s why the identity and image that Hearth Cafe want to have is a homey and comfortable cafe for the people. The logo itself is using emblem logo. The shape of the logo is a square cube. It is actually a cup of coffee and also a building which represent the home. The ‘H’ letter represent the Hearth Cafe name. The red color is chosen to make an elegant and very modern look and the brown represent the color of the coffee.



Fredoka One ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

CMYK 38 / 97 / 63 / 46 RGB 104 /19 / 47 CMYK 37 / 58 / 69 / 20 RGB 142 / 100 / 78


hearth cafĂŠ 195 Brighton Crescent Singapore 559216 phone : (+65) 85012875 fax : (+65) 85012876

letterhead.indd 3

10/03/2014 18:44:31

Hearth Cafe Corporate Identity ; Letterhead, Name card, Name card Holder, and Complimentary Slip



Hypocrite, Prestige, Money illustration

This Illustration was inspired by nowadays government. The people here look like a robot which use a people mask because nowadays people didn’t use their conscience anymore, they were kept bribed and they just think about money, that’s why there’s a hole in the human body to symbolize the bribery. The buildings in their head also represent hypocrite and prestige. They just keep built expensive and luxurious buildings for their prestige. The government didn’t know that they using public money. Besides that, we also can see the flying money there because of the balloon. That’s one represent that money not brought until death, but we still don’t know why the government just keep thinking about the money. So it’s better to use the money for better needs or contribute it to people who need it more. The extension illustration in the below part is symbolized that the rich government they didn’t know there are still many poor people who need the money more than the government.



leonardo laurensius, 2014


Leonardo Laurensius- Graphic Design Portfolio 2014  
Leonardo Laurensius- Graphic Design Portfolio 2014