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WHAT’S NEXT
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SIMON TONG
YOU NEVER NEVER YOU KNOW WHAT WHAT KNOW MAY BE BE YOUR YOUR MAY NEXT NEXT DESTINATION. DESTINATION. SO WHAT’S WHAT’S SO NEXT? NEXT? BFA PORTFOLIO
S e l e c t e d Wo r k 2014–2018
S i m o n To n g
5
WHAT’S NEXT
SIMON TONG
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CONTENTS CONTENTS CONTENTS
BFA PORTFOLIO
01
Pinstriped Barcode
06 Summer time in a Bowl
02 New Tr a d i t i o n
07 Slanguage
0 3 Tr a i t s of Dictators
0 8 Next Generation
04 Heads Up
09 Blackbird Fly
05 Neue Pol lut io n
10
Sevent y is the N e w Fo r t y
11
Selected Logoma rks
7
WHAT’S NEXT
SIMON TONG
8
PROJECT
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BFA PORTFOLIO
0 0 W h a t ’s next?
Objective The School of Graphic Design’s BFA program integrates practice, theory, and inquiry, while refining and encouraging innovation, critical thinking, visual literacy and conceptual problem solving. Students learn to influence marketing strategies, raise awareness of critical issues, and facilitate cultural change.
Approach I have achieved the recognition of the school and my personal recognition through four years’ study from foundation to major. It was challenging at times. Many projects are not as simple as everyone thinks. AAU changed my view on a lot of things for the better, including what it means to truly work hard.
Over view Subject What’s nex t?
Designer Simon Tong
Semester Spring 201 8
Class Senior Por t folio
Instr uctor Mar y Scot t
9
WHAT’S NEXT
SIMON TONG
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PROJECT
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I CHANGE I CHANGEMY MY STYLE STYLEMAYBE MAYBE EVERY EVERYMONTH. MONTH. I’M, I’M,LIKE, LIKE,PUNK PUNK ONE ONEMONTH, MONTH, GHETTO GHETTOFAB FAB THE THENEXT, NEXT, CLASSY CLASSYTHE THE NEXT. NEXT.I’M I’MJUST JUST YOUNG YOUNGAND AND FINDING FINDINGOUT OUT Ky l i e Je n n e r
WHAT’S NEXT
SIMON TONG
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PROJECT
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BFA PORTFOLIO
01
Pinstriped Barcode
Objective Come up with a concept for a line of sustainable powdermixed latex house paints for both interior and exterior use. Develop and design paint package. Select or develop a possible brand, package structure, and graphics to define a clear target group.
Approach 13
Create a new product line for ‘Paul Smith’ of environmental friendly paint. Draw on the signature logo of the pin-striped bar code for the branding and packaging shape to appeal to the target market of homeowners who appreciate luxury brands and decor both inside and outside.
Over view Subject Sustainable Powder Mixed House Paints
Category Branding and Packaging
Semester Fall 2016
Class Packaging Design 2
Instr uctor Thomas McNult y
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
14
PROJECT
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BFA PORTFOLIO
15
NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
TALENT TALENTWITHOUT WITHOUT EFFORT EFFORTIS ISWASTED WASTED TALENT. TALENT.AND AND WHILE WHILEEFFORT EFFORTIS IS THE THEONE ONETHING THING YOU YOUCAN CAN CONTROL CONTROLIN INYOUR YOUR LIFE, LIFE,APPLYING APPLYING THAT THATEFFORT EFFORT INTELLIGENTLY INTELLIGENTLYIS IS NEXT NEXTON ONTHE THELIST. LIST WHAT’S NEXT
SIMON TONG
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Mark Cuban
PROJECT
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DD
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RR
S . T.
NEUE POLLUTION
WHAT’S NEXT
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28
PROJECT
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BFA PORTFOLIO
02 New Tr a d i t i o n a l
Objective Co m e u p w i t h a n ew i d e n t i ty, a p p l i ca t i o n syste m a n d graphic standards manual for a cab service.
Approach Luxor Cab Co. is the oldest cab company in San Francisco. I want to rebranding their identity and make the brand more professional, trusty and recognizable in the marketplace. Design the iconic cab lines is the key. Also to help strengthen its brand equity by creating new rich markets such as wearable applications.
29
Over view Subject Luxor taxi ser vice rebranding
Category Branding
Semester Summer 2017
Class Strategies for Branding
Instr uctor Thomas McNult y
NEW TRADITIONAL
WHAT’S NEXT
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30
PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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BFA PORTFOLIO
WHEN A THING WHEN A THING IS DONE, IT'S IS DONE, IT'S DONE. DON'T DONE. DON'T LOOK BACK. LOOK BACK. LOOK FORWARD LOOK FORWARD TO YOUR NEXT TO OBJECTIVE. YOUR NEXT OBJECTIVE. 45
George C. Marshall
NEUE POLLUTION
WHAT’S NEXT
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46
PROJECT
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BFA PORTFOLIO
0 3 Tr a i t s of Dictators
Objective To design a brochure that accompanies a single topic, aimed towards an audience between 18-50. Generate a concept that appropriately educates the audience.
Approach Who hasn’t dreamed of one day ruling your own country? Along with great power comes unlimited influence, control, admiration, and often wealth. A Tongue-in-Cheek Guide to Becoming a Dictator, Based on the Outrageous, Scandalous, and Excessive Behavior of Dictators Past and Present.
47
Over view Subject Traits of Dictators
Category Printing
Semester Spring 2017
Class Visyal Systems 1
Instr uctor Megumi Kiyama
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
48
PROJECT
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BFA PORTFOLIO
49
PINSTRIPED BARCODE
WHAT’S NEXT
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BFA PORTFOLIO
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PINSTRIPED BARCODE
WHAT’S NEXT
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NEUE POLLUTION
WHAT’S NEXT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
I IAM AMLOOKING LOOKING FORWARD FORWARDTO TO MY MYNEXT NEXTRACE. RACE. WHAT WHATCOMES, COMES, COMES. COMES. Shelly-Ann Fraser-Pr yce
62
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NEUE POLLUTION
WHAT’S NEXT
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64
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BFA PORTFOLIO
04 Heads Up
Objective To create a new product and promote it through a parent company. The material produced should be integrated.
Approach 20/20 Rider’s revolutionary smart helmet solves r ealworld challenges with high-tech solutions to c reate the optimal riding environment for the open r oad. The coolest BELL BULLITT helmet shell b uilt-in invisible pro-quality G o Pro ca m e ra , w i t h S E N A b u i l t- i n B l u e to o t h m o d u l a r communication s ystem to keep you calm, smart, and in style, no m atter what the conditions.
65
Over view Subject 20/20 Rider Branding
Category Branding and Printing
Semester Summer 2016
Class Graphic Design 2
Instr uctor David Hake
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
Option
20 20
20 20
20 20
DIN 1451 Engschrift
DIN 1451 Engschrift
DIN 1451 Engschrift
RIDER
RIDER
Germany road signs example
RIDER
Slogan fonts display:
20 20
20 20
RIDER
RIDER
20 20
20/20 Rider, Revolutionary Helmet.
20 20
20/20 Rider,
RIDER
20 20
20 20
Revolutionary Helmet
RIDER
RIDER
RIDER
20 20
20/20 Rider, Revolutionary Helmet.
RIDER
20/20 Rider, Revolutionary Helmet. 66
20 20 RIDER
PROJECT
20/20 Rider, Revolutionary Helmet.
20 20
20/20 Rider, Revolutionary Helmet.
RIDER
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BFA PORTFOLIO
67
20 20 RIDER
The Revolutionary Helmet
NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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69
NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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71
NEUE POLLUTION
WHAT’S NEXT
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72
PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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YOU YOU YOUMUST MUST MUS ALWAYS ALWAYS ALWAYSBE BE B ABLE ABLE ABLETO TO TO PREDICT PREDICT PREDIC WHAT’S WHAT’S WHAT’SNEXT NEXT NEX AND AND ANDTHEN THEN THEN HAVE HAVE HAVETHE THE TH FLEXIBILITY FLEXIBILITY FLEXIBILIT TO TO TOEVOLVE. EVOLVE. EVOLVE BFA PORTFOLIO
77
D e s m o n d Tu t u
NEUE POLLUTION
WHAT’S NEXT
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78
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BFA PORTFOLIO
05 Neue Pol lut io n
Objective T h e p u r p ose of t h i s p ro j e c t i s to re i n fo rce p r i n c i p l es visual communication via typographic usage. Create a typographic cardset, introducing a unique typeface and its family. The set needs to be informative, educational, fun and original.
Approach 79
Helvetica Neue is one of the most popular typefaces in the world and the air pollution in China is the hot topic as well. The combination of these two makes sense somehow. Here I used graphic design language to explain the similarity of air pollution in China and Helvetica Neue.
Over view Subject Helvetica Neue with air pollution
Category Print
Semester Spring 2016
Class Typography 2
Instr uctor David Hake
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
80
PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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82
PROJECT
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NEUE POLLUTION
WHAT’S NEXT
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84
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85
NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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BFA PORTFOLIO
87
NEUE POLLUTION
WHAT’S NEXT
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88
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89
NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
YOU YOU WILL WILL NEVER NEVER DO DO ANYTHING ANYTHING IN IN THIS THIS WORLD WORLD WITHOUT WITHOUT COURAGE. COURAGE. IT IT IS IS THE THE GREATEST GREATEST QUALITY QUALITY OF OF THE THE MIND MIND NEXT NEXT TO TO HONOR. HONOR. S i d n e y Po i t i e r
90
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NEUE POLLUTION
WHAT’S NEXT
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92
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BFA PORTFOLIO
0 6 Sum mer Time in a Bowl
Objective Design a collectors addition conceptual cookbook. Select f ro m fo o d o r b eve ra ge a s a t h e m e to i n te r p re t a n ew concept. Explore a beauty of text and setting type in a highly original design, Visually create the pleasure of taste in the book.
Approach 93 I chose to design a cookbook about fruit soups. A delicious summer treat, High-quality images were chosen to evoke the feel of summertime, and each book introduces a different type of fruit soups.
Over view Subject Fruit soup cookbook
Category Print
Semester Fall 2016
Class Typography 3
Instr uctor Ariel Grey
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
94
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BFA PORTFOLIO
95
NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
96
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97
NEUE POLLUTION
WHAT’S NEXT
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SUM MER TIME here BFA PORTFOLIO
comes
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NEUE POLLUTION
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101
NEUE POLLUTION
WHAT’S NEXT
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PROJECT
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103
NEUE POLLUTION
WHAT’S NEXT
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104
PROJECT
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BFA PORTFOLIO
105
NEUE POLLUTION
BUT GOD CAN BUT GOD CAN ONLY SMILE ONLY SMILE BECAUSE ONLY BECAUSE ONLY GOD CAN GOD CAN KNOW WHAT IS KNOW WHAT IS COMING NEXT. COMING NEXT. WHAT’S NEXT
SIMON TONG
D e s m o n d Tu t u
106
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BFA PORTFOLIO
107
NEUE POLLUTION
WHAT’S NEXT
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108
PROJECT
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BFA PORTFOLIO
07 Slanguage
Objective Defines interactions and patterns of communication with a service’s touchpoints. It is the facilitation of the actions we want to take with a system. Develops the visual language and system that enables the user to engage with service touchpoints successfully.
Approach 109
Slanguage is for ESL students and native speakers looking to e xpand their slang words, neologisms, chat a cronyms vocabulary and more. In order to improve their understanding of populari nternet lingo vocabulary by providing daily new words and search t hose strange words simply as the normal dictionary.
Over view Subject Slang App design
Category App
Semester Spring 2017
Class Graphic Design 3
Instr uctor Shadi Kashefi-Zadeh
SLANGUAGE
WHAT’S NEXT
SIMON TONG
110
PROJECT
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BFA PORTFOLIO
111
SLANGUAGE
WHAT’S NEXT
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112
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BFA PORTFOLIO
113
NEUE POLLUTION
WHAT’S NEXT
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114
PROJECT
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BFA PORTFOLIO
115
NEUE POLLUTION
WHAT’S NEXT
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116
PROJECT
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BFA PORTFOLIO
117
NEUE POLLUTION
WHAT’S NEXT
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118
PROJECT
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BFA PORTFOLIO
I’VE I’VE ALWAYS ALWAY BEEN BEEN ASKED, ASKE ‘WHAT ‘WHAT ISIS MY M FAVORITE FAVORIT CAR?’ CAR?’ AND AND I’VE I’V ALWAYS ALWAYS SAID SAI ‘THE ‘THE NEXT NEX ONE.’ ON 119
Car roll Shelby
NEUE POLLUTION
WHAT’S NEXT
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120
PROJECT
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0 8 Next Generation
Objective I n t h i s co r p o ra te s p o n so re d p ro j e c t , we w i l l b e g i ve n a project directly by the sponsor, GM. We will produce design proposals based on the sponsor’s project brief and will make adjustments based on sponsor feedback. Emphasis will be placed on concept, research, refinement, deliverables, presentation, and meeting project objectives.
Approach 121
My teammates and I developed an identity for Millennials for future Buick. We try to build the new generation look still under the conditions of Buick heritage. Branding includes new logos of Buick, new vehicles for 2025, wordmark for vehicle, and branding book.
Over view Subject GM Buick Branding
Category Branding
Semester Fall 2017
Class Corporate sponsored project: GM
Instr uctor Antonio Borja
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
122
ascender
cap
x
body width
PROJECT
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character width
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baseline
BFA PORTFOLIO
123 Light
Regular
Medium
Numbers
Glyphs
NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
124
Buick Emblem The Buick emblem is a recognizable logomark with three shields representing Lesable, Invicta, and Electra. A strong heritage of luxury vehicles backs this logomark. It rebranding is meant to retain the emblem’s strong recognizability among consumers, while opening the door to a younger persona that values simplicity and minimalism.
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BFA PORTFOLIO
125
Ve l i t e Wo r d m a r k The wide, geometric forms of the Velite wordmark create visual stability while the extended ligatures of the E represents the connection between Buick’s rich heritage and the progressive future introduced in the Velite brand.
NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
126
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127
NEUE POLLUTION
WHAT’S NEXT
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128
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129
NEUE POLLUTION
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130
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131
NEUE POLLUTION
WHAT’S NEXT
SIMON TONG
ALWAYS I ALWAYS WANTED WANTEDTO TO E BESOMEONE SOMEONE ETTER BETTERTHE THE NEXT EXT DAY DAY HAN THANI WAS I WAS HE THEDAY DAY EFORE. BEFORE. S i d n e y Po i t i e r
132
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BUICK VELIET
WHAT’S NEXT
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134
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09 Blackbird Fly
Objective Identify a current brand equity to create a new packaging system for a winery which including high and low pricepoint wine based on an existing collection. Applied to the direction of the brand’s future development and revolution.
Approach 135
T h e c h a l l e n ge i n c l u d e d st u d y i n g t h e t i e rs of w i n e fo r better differentiation, creating a character each of the packaging. I choose Blackbird Vineyards, it is an artisanal producer of Pomerol-inspired wines from the Napa Valley. I use different blackbird feathers to represent different types of wine.
Over view Subject Blackbird wines packaging design
Category Packaging
Semester Summer 2017
Class Packaging Design 3
Instr uctor Thomas McNult y
PINSTRIPED BARCODE
WHAT’S NEXT
SIMON TONG
136
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BFA PORTFOLIO
137
NEUE POLLUTION
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138
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139
NEUE POLLUTION
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141
NEUE POLLUTION
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BFA PORTFOLIO
143
NEUE POLLUTION
WHAT’S NEXT
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144
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BFA PORTFOLIO
145
NEUE POLLUTION
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147
NEUE POLLUTION
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THERE’S THERE’S THERE’S ALWAYS ALWAYS ALWAYS REASONS REASONS REASONS TO TO TOMAKE MAKE MAKE MISTAKES. MISTAKES. MISTAKES BECAUSE BECAUSE BECAUSETHEN THEN THEN YOU YOU YOUDO DO DONEW NEW NEW MISTAKES MISTAKES MISTAKES NEXT NEXT NEXTTIME. TIME. TIME SO SO SOTHEY’RE THEY’RE THEY’RE BEAUTIFUL BEAUTIFUL BEAUTIFUL BFA PORTFOLIO
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Sevent y is the N e w Fo r t y
Objective To create a retail store experience with packaged goods under dedicated sub-brands. Research a chose target group and investigate their needs and wants, developing a diverse range of branded products for the store.
Approach My teammates and I developed an identity for a retail store called Grand Sterling aimed at a senior demographic. We envisioned a range of products that would cater to their lifestyle, including healthcare, fitness, travel, hobby goods and entertainment. Golly was the sub-brand that carried indoor, outdoor, and premium wooden game products for seniors have fun together.
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Te a m M e m b e r s Dominique Gio, Celina Oh, Yvonne Anaya, Yi Jun Lin, and Simon Tong
Over view Subject Multi-product Packaging
Category Branding and Packaging
Semester Fall 2017
Class Packaging Design 4
Instr uctor Thomas McNult y
SEVENTY IS THE NEW FORTY
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Sub-Brand
We envision a multibrand retail concept carrying various lines of consumer packaged goods for a specific audience. Each product brand, along with its packaging and store experience, is carefully considered and thoughtfully designed to cater to the needs and wants of our chosen demographic.
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Hobbies
Fitness
Sub-Brand
Sub-Brand
Finesse
Pulse
Product Line
Product Line
Hobby Kits Kitchen Papercraf t Garden
Equipment Apparel Recover y Nutrition
Key Adjectives
Key Adjectives
Nostalgic and cheer ful
Nostalgic and cheer ful
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Health
C o m f o r t Tr a v e l
Enter tainment
Sub-Brand
Sub-Brand
Sub-Brand
U plus
Pulse
Golly!
Product Line
Product Line
Product Line
Health Relaxation & Pain Relief Nutrition
In-Flight Comfor t Travel Bags Pet Travel
Indoor Enter tainment Outdoor Activit y Wooden Games
Key Adjectives
Key Adjectives
Key Adjectives
Nostalgic and cheer ful
Nostalgic and cheer ful
Nostalgic and cheer ful
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DOUBLE 9 COLOR DOMINOES
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Selected Logoma rks
Objective a logo is an identity of a company. The more simple it is, the more easier wil it be to create impression on your consumers and customers. A logo or rather a company is said to be successful if the mere sight of its logo is capable of reminding the consumer about the name and products of the company within a fraction of a second.
Over view 215
Subject Logo collection
Category Branding
Semester 2014 – 201 8
Class NA
Instr uctor NA
PINSTRIPED BARCODE
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THANK THANKYOU YOUALL ALL FOR FORYOUR YOUR LOVE LOVEAND AND SUPPORT. SUPPORT. IAM AMGRATEFUL GRATEFUL MY MYPAST, PAST, AND ANDLOOK LOOK FORWARD FORWARDTO TO WHAT’S WHAT’S COMING COMINGNEXT. NEXT. 224
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Special thanks
Lord Lord, words do not express my thankfulness. For Your mighty power is at work in me, transforming me, renewing my mind. To You Lord belong thanks eternal.
Ma m a & Papa I have let so many years pass without thanking you both. But you haven’t let a single second pass without loving me unconditionally. Success is in my stride, because I have parents like you by my side. Thanks for everything.
Wife A good wife makes a good husband. Thank you God for this lovely and special person you’ve created. I love you Yutong Cai.
Inst r uctors My future is brighter because of you. Thank you Mary Scott, Thomas McNulty, David Hake, Megumi Kiyama, Antonio Borja, Bob Slote, Amy Broadbent, and Doris Harrison, Thank you for creating an environment of enthusiasm for learning, appreciation for growing, and room for making mistakes along the way. I am grateful to have you as a guide, leading by example.
Fr iends Few people have the privilege of having such a supportive and giving friend. I am beyond lucky to have you in my life. I appreciate you all.
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Colophon Designer Simon Tong 951 .729.0893 design@ tongsimon.com tongsimon.com
Instr uctor Mar y Scot t
Ty p e f a c e Basker ville & Benton Sans
Photog raphy
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Simon Tong Brandi Redd – Unsplash Brooke Cagle – Unsplash Christian Puta – Unsplash
Paper Basker ville & Benton Sans
Binder y Blurb 5 80 California St # 30 0, San Francisco, CA 9 410 4
School Academy of Ar t Universit y School of Graphic Design & Digital Media 79 New Montgomer y St, San Francisco, CA 9 4105
C opyright © 201 8 by Simon Tong All right reser ved. No par t of this public ation may be reproduced without express writ ten permission from the author, Simon Tong.
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