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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

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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

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Sevent y is the N e w Fo r t y

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Selected Logoma rks

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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

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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


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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


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NEUE POLLUTION


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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

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Mark Cuban

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DD

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RR

S . T.

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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.

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Over view Subject Luxor taxi ser vice rebranding

Category Branding

Semester Summer 2017

Class Strategies for Branding

Instr uctor Thomas McNult y

NEW TRADITIONAL


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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

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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.

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Over view Subject Traits of Dictators

Category Printing

Semester Spring 2017

Class Visyal Systems 1

Instr uctor Megumi Kiyama

PINSTRIPED BARCODE


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PINSTRIPED BARCODE


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PINSTRIPED BARCODE


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I IAM AMLOOKING LOOKING FORWARD FORWARDTO TO MY MYNEXT NEXTRACE. RACE. WHAT WHATCOMES, COMES, COMES. COMES. Shelly-Ann Fraser-Pr yce

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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.

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Over view Subject 20/20 Rider Branding

Category Branding and Printing

Semester Summer 2016

Class Graphic Design 2

Instr uctor David Hake

PINSTRIPED BARCODE


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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

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20/20 Rider, Revolutionary Helmet.

20 20

20/20 Rider,

RIDER

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20 20

Revolutionary Helmet

RIDER

RIDER

RIDER

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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.

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20 20 RIDER

The Revolutionary Helmet

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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

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D e s m o n d Tu t u

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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


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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

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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


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SUM MER TIME here BFA PORTFOLIO

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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

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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


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SLANGUAGE


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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

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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


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ascender

cap

x

body width

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123 Light

Regular

Medium

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Glyphs

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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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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.

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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

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BUICK VELIET


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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


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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

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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.

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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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