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REBRANDING REBRANDING PROJECT BY LEO ZHANG


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TABLE OF CONTENTS

LINUX REBRANDING PROJECT BY LEO ZHANG


DESIGNER_LEO ZHANG

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CONTENTS

01 _INDEX

Introduce Project & Designer

02 _TITLE & CONTENTS

Project Topic & Page Guide

04 _DESCRIPTION & IDEA

Reason To Choose Lunix

06 _PROBLEM & SOLUTIONS

Mission Statement & Branding Guide

08-11 _RESEARCH

Mind Map / Current Logo

12-17 _LOGO REDESIGN

Introduce New Logo and Logo specs

18 _SATIONARY DESIGN

Business Card / Leterhead / Envelope

20-33 _POSTER & MAILER

20th Anniversary Poster & Mailer

34-39 _WEBSITE DESIGN & ICECAP

Linux-Community.con / icecap.com

40 _MOTION GRAPHIC

Linux Community Commercial


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WHO IS LINUX

what Linux Believe...


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DESIGNER_LEO ZHANG

WHO IS LINUX?

Refers to the family of Unix-like computer operating systems using the Linux kernel. Linux can be installed on a wide variety of computer hardware, ranging from mobile phones, tablet computers, routers, and video game consoles, to mainframes and supercomputers. Linux is a leading server operating system, and runs the 10 fastest supercomputers in the world.

LINUX’S SPIRIT

Linux laid the foundation for open source software movement. In the history of computing, it will forever remain as the one of the most amazing hunman achivement.


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MISSION STATEMENT

PROBLEM

It is designed to be easily adapted to whatever purpose a person or company needs.

• Recognized only as operating system • Target for computer developers • Inconsistency Branding

SOLUTION

• Define Linux as a community. • Celebraing “Linux’s brithday”, Publisize a new campaign “Has it really being 20years?” in order to get attenction and expanding their target audience to these who are interested in “free sharing” concept. • Bring a excited campaign, include event poster, mailer, website, and video project.


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DESIGNER_LEO ZHANG

MISSION STATEMENT

Linux is currently facing a dilemma which is preserving their company’s tradition and keeping up with the current devloping of technology. My idea is to publicize Linux is a community with free sharing concept and economically revolutionize their barnd which will ultimately expand their target audience and appeal to these who are not familiar with Linux.

An advertisement when Linux relase GNU OS


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MIND MAP

EVENT

COMMUNITY

WEBSITE

JOBS

NEWS TRAINING

LINUX COMMUNITY

MOTION


DESIGNER_LEO ZHANG

09

20th ANNIVERSARY

DIGITAL

publizise Linux is a community

MAILER

Celebrating 20years of Linux

PRINT

EVENT POSTER


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CURRENT LOGO RESEARCH

STORY OF LINUX LOGO (TUX)

From: Linus Torvalds I've always liked penguins, and when I was in Canberra a few years ago we went to the local zoo with Andrew Tridgell (of samba fame). There they had a ferocious penguin that bit me and infected me with a little known disease called penguinitis. Penguinitis makes you stay awake at nights just thinking about penguins and feeling great love towards them. So when Linux needed a mascot, the first thing that came into my mind was this picture of the majestic penguin, and the rest is history.


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DESIGNER_LEO ZHANG

EXCITING LOGO

LINUX FONDATION LOGO

WEBSITE LOGO

ICONIC LINUX


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LOGO REDESIGN

LINUX COLOR GUIDE

PRINT CMYK: 74 65 63 81 RGB: 29 29 27

WEB # 1D1D1B

PRINT CMYK: 0 45 93 0 RGB: 255 159 0

WEB # FF9F00


DESIGNER_LEO ZHANG

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LINUX

LINUX

1.5 in

1.5 in

LINUX 1.2 in

LINUX 1.0 in

LINUX 1.2 in

LINUX 1.0 in

LINUX 1.5 in

LINUX 1.2 in

LINUX 1.0 in

LOGO TYPEFACE— KONCKOUT HTF 74

30 pt

LINUX COMMUNITY

25 pt

LINUX COMMUNITY

20 pt

LINUX COMMUNITY

15 pt

LINUX COMMUNITY

10 pt

LINUX COMMUNITY

6.5 pt

LINUX COMMUNITY


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LOGO REDESIGN

LINUX -20

-2

-60

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LOGO SPECS

The whole logo design is based on a golden ratio, shown from above. Every grid matters. The logo typeface is set in knockout htf 74. Each indivisual kerning is shown from above.


DESIGNER_LEO ZHANG

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.15X

1X

LINUX 1.25X

EXCLUSION ZONES

This diagram indicates the staging specifications for the signature. The signature must be surrounded on all sides by the specified clear space to separate it distinctly from any other graphic elements. This clear space and separation from other elements provides graphic impact and preserves the integrity of the signature.


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LOGO USAGE

LOGO TYPEFACE

KNOWOUT HTF74 ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopq rstuvwxyz ~ ! @#$ %^ &*( ) _ +{ } \? | /” ’ : ; . , 0 12 34567 8 90 PRINT TYPEFACE

Gotham Book AB C D EFG HI JKL M N OPQR STU VWXYZ a b cdefghijk lm n o p q r st uvwxyz ~!@# $ %^& *()_+{ } \? |/ ” ’: ; ., 012345 6789 0


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DESIGNER_LEO ZHANG

IMPROPER USE OF LOGO

1. Mark and logotype must be in same ratio. 2. Don’t use various colors. 3. Don’t change logotype face. 4. Don’t scale and shear. 5. Don’t rotate the logo. 6. Don’t use various on logotype.

LINUX

LINUX

LINUX

LI NU X

LINUX

LINUX


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STATIONARY GUIDE

BUSINESS CARD & ENVELOPE

3.5 x 2"

LINUX

LINUS BENEDICT TORVALDS

////////////////////////////

MAIL@LINUXCOMMUNITY.COM / / / / / / / / / / / / / / / / / / / / / / / / / / / WWW.LINUXCOMMUNITY.COM

GOTHAM BOOK FONT SIZE : 8 PT

///////////////////////////

//////////////////////////////////////////////////////////

TRACKING : 50 LEAD I N G :1 4 PT

1.7"

LINUS BENEDICT TORVALDS / / / / / / / / / / / / / / / / / / / / / / / / / / / / 1796 DE HARO #C SAN FRANCISCO TEL.

+1

FA X . + 1

415 8 1 9 1 7 91

//////////////////////

/////////////////////////////////

6 1 5 74 6 5 3 2 1 / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /

0.2" 0.3"

LINUX COMMUNITY

///////////////////

1796 DE HARO #C CALIFORNIA 94104 / / / /

LINUX

WWW.LINUXCOMMUNITY.COM

//////////

MAIL@LINUXCOMMUNITY.COM / / / / / / / / / /

8.75 x 11.5"


DESIGNER_LEO ZHANG

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LETTERHEAD

8.5 x 11" LINUX COMMUNITY SAN FRANCISCO 1796 DE HARO #C CALIFORNIA 94104

LINUX

TEL.

///////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////

+1 415 8 1 9 1 7 91 / FAX. +1 615 746 5321 / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /

WWW.LINUXCOMMUNITY.COM / MAIL@LINUXCOMMUNITY.COM / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /

////////////////////////////////////////////////////////////////////////////////////////////////////////// 07.20.2011 ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / / /Linux / / / / / Members, /////////////////////////////////////////////////////////////////////////////////////////////// Dear ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / /is / /a/ /sample / / / / / / / letter / / / / / /that / / / / /has / / / been / / / / / /placed / / / / / / /to / / demonstrate / / / / / / / / / / / / /the //////////////////////////////////////////////// This / / / / / / / format / / / / / / / on / / / the / / / /Linux / / / / / /letterhead / / / / / / / / / / design. / / / / / / / /When / / / / / /positioned /////////////////////////////////////////////////////// typing / / / / / / / / / /it/ /will / / / /serve / / / / / to / / /work / / / / /in / / /harmony ///////// / / / / all / / /of / / /the / / / other //////////////////////////////////////////////////// properly, with / / / / / / / / / /on / / /the / / / letterhead. ////////////////////////////////////////////////////////////////////////////////////////// elements ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / /letterhead /////////// / / / / / / is / / /meant / / / / / /to / / /project / / / / / / / an / / /image / / / / / / /of /////////////////////////////////////////////////////// This design / / / / / / / / / / / / / / / /and / / / /reliability. / / / / / / / / / / By / / / using / / / / / /simple / / / / / / /alignments / / / / / / / / / / /we / / / have ////////////////////////////////////////////// professionalism / / / / / / / /a / /very / / / / /spacious / / / / / / / / /feeling. //////// / / / /simplicity / / / / / / / / / /suggests / / / / / / / / /strength / / / / / / / / and /////////////////////////////////////////// created The / / / /spaciousness / / / / / / / / / / / / / contributes / / / / / / / / / / / /to /// / / /aesthetics / / / / / / / / / / /of / /the / / / /layout. / / / / / / /These /////////////////////////////////////////////// the the / / / / / /qualities / / / / / / / / /along / / / / / /with / / / / /the / / / Linux / / / / / /colours, / / / / / / / / are / / / /consistent / / / / / / / / / / with / / / / /the //////////////////////////////////////////// basic //////// / / / / and / / / / helps / / / / / /to / / /reinforce / / / / / / / / /the / / / /Linux / / / / / brand. /////////////////////////////////////////////////////////////// overall look ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / /letterhead /////////// / / / / / / is / / /based / / / / / /on / / /the / / / /design / / / / / / /form / / / / /The / / / /Linux / / / / / /logo. ////////////////////////////////////////////// This design / / / / / /stationery / / / / / / / / / /has / / / /follow / / / / / / the / / / /design / / / / / / /principle / / / / / / / / /of / / /Linux / / / / / logo. //////////////////////////////////////////////////// Each / / / / / / / / / /they / / / / /form / / / / /a/ /perfect / / / / / / /visual / / / / / / which / / / / / / /become / / / / / / / /a/ strong / / / / / / /design //////////////////////////////////////////////// Together, / / / / / / / / /of / / the / / / /Linux / / / / / /brand. ///////////////////////////////////////////////////////////////////////////////////// element ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / / / / / / /Yours, //////////////////////////////////////////////////////////////////////////////////////////////// Sincerely ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// / / / / / Earnhardt ///////////////////////////////////////////////////////////////////////////////////////////////////// Dale / / / / / / / / /Director ///////////////////////////////////////////////////////////////////////////////////////////////// Creative ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// ////////////////////////////////////////////////////////////////////////////////////////////////////////// //////////////////////////////////////////////////////////////////////////////////////////////////////////

0.3"

0.3"


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POSTER & MAILER

LINUX 20TH ANNIVERSARY POSTER

This year 2011 is Linux’s brithday. I have create this poster in order to publisize and celebrating the 20years of Linux. My whole concept for this poster is to use the color from many of the Linux’s products and combining with the new penguin logo to make a colorful and eye catching piece. I am trying to send the message that Linux is not only a software but also a community.


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DESIGNER_LEO ZHANG


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POSTER & MAILER

LINUX 20TH ANNIVERSARY MAILER

This mailer piece is for Linux memeber who are interested in attend our 20th anniversary event. The reason i choose this book structure is to stand out the word�20�. When you open up the mailer first thing you see is 20, after you open the second layer it shows the detail information about this event.


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DESIGNER_LEO ZHANG


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POSTER & MAILER


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DESIGNER_LEO ZHANG

LINUX 20TH ANNIVERSARY MAILER

This mailer piece is for Linux memeber who are interested in attend our 20th anniversary event. The reason i choose this book structure is to stand out the word”20”. When you open up the mailer first thing you see is 20, after you open the second layer it shows the detail information about this event.


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POSTER & MAILER


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DESIGNER_LEO ZHANG

LINUX 20TH ANNIVERSARY MAILER

This mailer piece is for Linux memeber who are interested in attend our 20th anniversary event. The reason i choose this book structure is to stand out the word”20”. When you open up the mailer first thing you see is 20, after you open the second layer it shows the detail information about this event.


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STATIONARY


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DESIGNER_LEO ZHANG


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STATIONARY

BUSINESS CARD CLOSE UP

A close up shot i took for the back of the business card


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DESIGNER_LEO ZHANG


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DIGITAL MAILER

DIGITAL MAILER

Maybe it’s time to move to digital. A digital mailer will save bugget and it is GREEN.

LinuxCon North America Linux 20th Anniversary Community Eve...

LinuxCon North America Linux 20th Anniversary Community Event August 2, 2011 4:08 PM PST

Visit Linux

|

Contact Us

20th Anniversary

Community Event

Register for Linux Event Wednesday August 17, 2011

LINUX Community Spotlight The 20th Anniversary of Linux at the Bootlegger's Ball. The event, taking place at the famed Commodore Ballroom in downtown Vancouver, will feature live music, a full dinner buffet, an open bar, casino games and much more.

Register Now

Open Source movement Your support for the event will help keep open sorce movements

Attend the Gala at LinuxCon All LinuxCon attendees are invited to join us to celebrate the 20th Anniversary of Linux at the Bootlegger's Ball. The event, taking place at the famed Commodore Ballroom in downtown Vancouver on 17th august, 2011.

Check It Out

20111 Linux keynote LinuxCon brings together the best and brightest that the Linux community has to offer, the best technical talent and the decision makers and industry experts who are involved in the Linux community.

Check It Out

WEB # FF9F00

WEB Clay Shirky

Marten Mickos

# F09620

Helvetica Bold 14pt Helvetica Regular 12pt Allison Randal

Emeritus

Mark Charlois

|

Twitter


DESIGNER_LEO ZHANG

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980 PX

20th Anniversary

Community Event

Register for Linux Event Wednesday August 17, 2011

LINUX Community Spotlight The 20th Anniversary of Linux at the Bootlegger's Ball. The event, taking place at the famed Commodore Ballroom in downtown Vancouver, will feature live music, a full dinner buffet, an open bar, casino games and much more.

Register Now

Open Source movement Your support for the event will help keep open sorce movements

Attend the Gala at LinuxCon All LinuxCon attendees are invited to join us to celebrate the 20th Anniversary of Linux at the Bootlegger's Ball. The event, taking place at the famed Commodore Ballroom in downtown Vancouver on 17th august, 2011.

Check It Out

20111 Linux keynote LinuxCon brings together the best and brightest that the Linux community has to offer, the best technical talent and the decision makers and industry experts who are involved in the Linux community.

Check It Out

Clay Shirky

Marten Mickos

Allison Randal

Emeritus

Mark Charlois

Copyright © 2011 Linux Community. All Rights Reserved • Subscribe • Unsubscribe If you prefer not to receive commercial email from LinuxCon, or if you've changed your email address, please click here.


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WEBSITE ON IPAD

NEWS

LINUX

EVENT

TRAINING

COMMUNITY

JOBS

YRS

HAS IT REALLY BEEN 20 YEARS?

LINUX EVENT

JOIN OUR EVENT

Celebrating 20 years of linux, Join our Event!

17—19 AUGUST 2011. LINUXCON VANCOUVER. July 17, 2011

LINUX NEWS FEED Check us out on:

LATEST VIDEO TWITTER

FACEBOOK

FLICKER

YOUTUBE

@LINUX COMMUNITY Who says you can’t make money with open source Augest 17, 2011

TOP NEWS ARTICLE

UP COMING EVENT

The Open Source Car

3rd Annual LinuxCon North America

The HP TouchPad's Best Feature is Linux MORE...

MORE...

COPORATE MEMBER SPOTLIGHT

LATEST VIDEO

July 17, 2011


DESIGNER_LEO ZHANG

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MADE FOR TOUCH

The concpet for redesigning linux website is “made for touch”. The grid system is follow “980px” which is the perfect size for ipad and other touch screen divices.

NEWS

LINUX

EVENT

TRAINING

COMMUNITY

JOBS

YRS

HAS IT REALLY BEEN 20 YEARS?

LINUX EVENT

JOIN OUR EVENT

Celebrating 20 years of linux, Join our Event!

17—19 AUGUST 2011. LINUXCON VANCOUVER. July 17, 2011

LINUX NEWS FEED Check us out on:

LATEST VIDEO TWITTER

FACEBOOK

FLICKER

YOUTUBE

@LINUX COMMUNITY Who says you can’t make money with open source Augest 17, 2011

TOP NEWS ARTICLE

UP COMING EVENT

The Open Source Car

3rd Annual LinuxCon North America

The HP TouchPad's Best Feature is Linux MORE...

MORE...

COPORATE MEMBER SPOTLIGHT

LATEST VIDEO

July 17, 2011


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WEBSITE ON MONITOR


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DESIGNER_LEO ZHANG

MADE FOR TOUCH

The concpet for redesigning linux website is “made for touch”. The grid system is follow “980px” which is the perfect size for ipad and other touch screen divices.


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MINI WEBSITE

ICECAP

For tech people who are busy browsing news. Icecap updated top 10 URLS every 15 minutes from worldwide Internet.

24 HOURS

FOREVER

TWEET

Sequoia Leads $10 Million Investment In Dolphin, The Android Browser


DESIGNER_LEO ZHANG

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MINI WEBSITE–ICECAP

ICECAP is a mini website for Linux members who are busy browsing news pages. It updated top 10 URL every 16mins from worldwide internet.

ICECAP

For tech people who are busy browsing news. Icecap updated top 10 URLS every 15 minutes from worldwide Internet.

24 HOURS

FOREVER

7/19/2011

Sequoia Leads $10 Million Investment In Dolphin, The Android Browser

7/18/2011

Chrome OS Gets Hacked Via ScratchPad Extension Do You Have Linux Memorabilia to Donate to Our LinuxCon Gallery? Bilski's Growing Up, and Smacking Down Some Bad Software Patents Mozilla Lays Out Multi-Process Firefox Engineering Goals Zinio Adds Full Froyo and Gingerbread Support, Now Available for All Android Devices and Iphone Devices Thunderbird Conversations 2.0 Brings Gmail-Like Threaded Conversations Who Says You Can’t Make Money with Open Source? Sweden-based Designer Wins 20th Anniversary of Linux T-shirt Contest with


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MOTION GRAPHIC


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DESIGNER_LEO ZHANG

LINUX MOTION GRAPHIC

The concept for this Linux motion piece is to publisize Linux Community, and briefly describe what Linux Community can offer. Mainly thanks to its audience for suporting Linux.


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THE END

THANK YOU Colophon C O P Y R I G H T Š 2 0 11 LEO ZHANG WWW.LEO-ZHANG.COM WWW.CREATIVE@LEO-ZHANG.COM

all right reserved. no part of this publication maybe reproduced, stored in a retreval system or transmitted, in any form or by any means, without the written permission of Leo Zhang. designed by Leo Zhang photo and content resources: linux.com linuxfoundation.com apple.com photo treatment by Leo Zhang

T Y P E FA C E / G O T H A M , K N O C KO U T, D I N W E B S I T E / HAND CODED HTML, JQUERY VIDEO/ CINEMA 4D, AFTER EFFECTS P R I N T E R / E P S O N R 19 0 0 BINDERY / STAPLE PA P E R / M O A B L A S A L P H O T O M AT T E 2 3 5


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DESIGNER_LEO ZHANG

Linux Rebranding  

Linux Rebranding project by Leo Zhang