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INTRODUCTION When I five, I wanted to be an architect just like my uncle. He looked so important and high-class behind his glass desk with an adjustable angle. I would spend nights at home training on sketchbooks made from the leftover papers from his office. Years later, when I became obsessed with manga, I would redraw my favorite characters and sticky them to the wall. I wanted to make my drawings more poster-like, so I created typefaces to spell out their names. I hadn’t heard the term “graphic designer” until an audience member on the Ellen DeGeneres show introduced herself with that title. Intrigued, I researched the words online. This fateful coincidence led me down a road to where I am today. As a designer, I now realize that just like manga characters, brands have a story built on their history, values, motivations, and fears. Authentic branding comes from an alignment of a brand’s inner story with the story they tell the world.


“NOW THAT I’VE HAD MY COFFEE, I’M READY FOR THE WORLD.”


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COLOPHON

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B o o k C af ĂŠ

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CATEGORY Branding Layout INSTRUCTORS Sean Bacon Bradford Prairie COURSE Page Layout TYPOGRAPHY Merel Pitch

Colophon is a book cafĂŠ located in downtown Portland, just a few blocks away from Portland State University. Its unique setting offers a relaxed ambience for studious students or anyone who is seeking a place to do research and to share common passions for books, design, art and coffee. To maintain the well-being of its library, Colophon also accept donations of anything from funds to books. Colophon was opened to connect people and to bring big ideas together. It is a small community where people who have a common interest for design or books come together and share stories. The logo used a typewriter font to set the mood. It was also inspired by the shape of a ribbon bookmark. A minimal color palette of black and white is used for its strong and effective simplicity in the brand identity.


Design Thinking

THE BIG IDEA The connection of books and coffee is not new. What makes them so perfectly paired together is ideas. Bookstores are creative places that are full of ideas and stories, while coffee is the lubricant for that creativity. There is significant growth in coffee houses and bookstores. More and more expansive concepts are offered, appealing to people with many different interests in books and culinary persuation.

WHAT’S THE CONCEPT? Colophon was started by a group of friends who share a great passion for books and coffee. Design related books are expensive; they understand the struggle to afford them, as they used to be students once. So they had dreamed to open a coffeeshop that features thousands of design/art related books for project research.

WHO SUPPORTS COLOPHON? Colophon is supported primarily by its customers and local designers/artists who make donations voluntarily by funds or books. As the books and magazines are not for sale, the cafe has introduced the concept of “take a book, leave a book” where one can give away the book one has read and doesn’t want to keep and can take a book that has been left by someone else. However, these exchangeable books are only available in certain shelves.

WHAT’S THE CULTURE? Colophon is built based on the proressive attitude of honesty, acceptance, appreciation and understanding. The cafe maintains a relaxing, casual, and friendly atmosphere while expecting customers to respect properties of the store.

WHAT’S THE TARGET MARKET? Colophon’s customers are young adults who seek places to study, do research and to share common passions for books, designs, arts and coffee.

THE BIG IDEA Brewing warm ideas


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Project: Colophon

Category: Branding + Layout


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Typeface: Pitch + Merel

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Project: Colophon

Category: Branding + Layout


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Typeface: Pitch + Merel

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Project: Colophon

Category: Branding + Layout


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Typeface: Pitch + Merel

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“IF YOU ONLY READ THE BOOKS THAT EVERYONE ELSE IS READING, YOU CAN ONLY THINK WHAT EVERYONE ELSE IS THINKING.” - Haruki Murakami


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MURAKAMI

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B o o k Ja cket s

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CATEGORY Branding Editorial INSTRUCTORS Sean Bacon Bradford Prairie COURSE Page Layout TYPOGRAPHY Futura Std Secret Scrypt Pro

Haruki Murakami, a world-renowned novelist of magical realist fiction, is known for works that are built around an obsessive urge to explore and understand the inner core of the human identity. His heroes routinely journey into a metaphysical realm— the unconscious, the dreamscape, the land of the dead—to examine directly their memories of people and objects they have lost. To celebrate his 50 years in literature, publisher Vintage is releasing a special edition book set commemorating his work. To ensure consistency, all the books share a unified color, typography, layout, and image style. A double exposure effect is used to create a juxtaposition of characters and themes for each cover. Images are layered with smoky texture to represent Murakami’s dream-like, surrealistic style. Promotional material, including bookmarks, a hand-bound notebook, and a booklet featuring interviews with the author, are designed in a minimalistic style and printed on fine Japanese paper.


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Project: Murakami

Category: Branding + Editorial


*Boxset, jacket and spines

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Typeface: Futura Std + Secret Scrypt Pro

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*Promotional notebook and bookmarks.

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Project: Murakami

Category: Branding + Editorial


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Typeface: Futura Std + Secret Scrypt Pro

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Project: Murakami

Category: Branding + Editorial


*Booklet featuring Murakami’s interviews.

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Typeface: Futura Std + Secret Scrypt Pro

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Project: Murakami

Category: Branding + Editorial


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Typeface: Futura Std + Secret Scrypt Pro

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“DREAMS DON’T WORK UNLESS YOU DO.” - John C. Maxwell


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LA PARD

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S o cce r Yo u th Aca d e my

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CATEGORY Branding INSTRUCTORS Sean Bacon Bradford Prairie COURSE Portfolio TYPOGRAPHY Sweet Sans Pro Tabac Slab

La Pard is a soccer youth academy for boys and girls ages 8 to 13. The academy is located in Seatle and is partnered with the French football club La Pard. As a part of the program, La Pard Football Club establishes their training school in the United States. The academy offers training in soccer and a highstandard educational program for any children who are not in the soccer program. The official color of the academy is a bright blue, representing strength and hope. The mascot, a leopard, is featured in the logo, illustrated and simplified into a silhouette shape. The logo was built in a circle, relating to the shape of a soccer ball and representing the unity of a team. Since La Pard is a short name to wrap around the circle, an extended width font and a few graphic elements like stars help fill the gap. The academy’s core principles are fair play, having fun, sharing experiences and learning to appreciate the importance of victory but also accept defeat.


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Project: La Pard

Category: Branding


*Locker Room; Practice Uniform; Game-date Uniform

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Typeface: Tabac Slab + Sweet Sans Pro

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Project: La Pard

Category: Branding


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Typeface: Tabac Slab + Sweet Sans Pro

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“LOVE OF BEAUTY IS TASTE. THE CREATION OF BEAUTY IS ART.” - Ralph Waldo Emerson


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MQ

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S ki n ca re Pro d u c t s

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CATEGORY Branding Packaging INSTRUCTORS Sean Bacon Bradford Prairie COURSE Portfolio TYPOGRAPHY Linotype Didot Bryant Pro

MQ is a skincare beauty line utilizing ingredients that are popular in parts of Asia, especially in Japan. After years of successful business in Asia, they are introducing their “magical” products to the United States, where the benefits of ingredients that MQ uses aren’t yet widely known. Skincare is the main category that MQ focuses on. After years of observation and research, MQ has recognized that ingredients like activated charcoal, rice water and sake wine, have beneficial effects for skin improvement.Since the ingredients are not very familiar in the United States, MQ targets women who are open-minded and bold, ages mid 24–40, with stable incomes and unique skin needs. The products are boxed in fine, smooth Japanese paper with organic patterns printed in silver foil for an elegant and luxurious look. The top of the package is colored in pastels, which differentiate the product lines. For a sophisticated experience, the ingredient list is printed on a separate paper that goes inside the box.


Design Thinking

POSITIONING The cosmetics industry is basically divided into three categories: skincare, haircare and color cosmetics. Throughout the centuries, the desire for beauty products has only grown. Research also points to skincare and color cosmetics as industry growth areas.

TARGET MARKET MQ’s ingredients are mostly unsually. The ingredients are natural and, cruelty-free. Therefore, MQ’s customers are expected to be open-minded and bold. Since the cost of production is expensive, MQ focuses on young ladies ages 20-40 years old, who have stable income and demand to maintain their beauty. The products are displayed and sold at Macy’s, Sephora, Priceline.

WHERE TO BUY MQ also has a website to showcase skincare products and extensive information for anyone who wants to learn more about their products.

DESIGN IMPLICATIONS Packaging, sophisticated, luxury, timeless. Should stay neutral, not too cute, nor too old. Playful and colorful designs should be avoided. Typography, a Didone typeface to lend style and sophistication while is still being defined by elegance, tradition and timelessness. Color, pastel colors are considered relieving, soothing, delicate, feminine and clean. Pattern, subtle, organic, hand-drawn patterns and silver foil to enhance brand’s value.


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Project: MQ

Category: Branding + Packaging


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Typeface: Linotype Didot + Bryant Pro

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Project: MQ

Category: Branding + Packaging


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Typeface: Linotype Didot + Bryant Pro

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“ANY FOOL CAN KNOW. THE POINT IS TO UNDERSTAND.” - Albert Einstein


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NEXT

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M e d ia N et wo r k

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CATEGORY Branding Interactive INSTRUCTORS Sean Bacon Bradford Prairie COURSE Portfolio TYPOGRAPHY Gotham

We live in a world of too much information and too little context. Too much noise and too little insight. The internet was supposed to open doors to new ideas, but too often it’s the opposite—it can narrow our world instead of broadening it. We are bombarded with too many empty stories that drown out the ones that matter most. Understanding this frustration and tapping into the urge to seek the truth, Next was established to candidly shepherd audiences through politics and policy, business, pop culture, food, science, and everything else that matters. Next is a new type of digital journalism that breaks away from trational news media or surface news networks. Next’s audience is young people, ages 23–38, who need a reliable platform for accessing facts in an understandable way. The design is bright and trendy to connect with the target audience and differentiate it from traditional news sources. The logo’s dynamic geometric ’N’ can be used on its own for app icons and other small applications. A lockup was developed for their tagline, “Informed by Truth.” Next uses big billboards to promote themselves and to gain awareness in the public.


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Project: NEXT

Category: Branding + Interactive


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Typeface: Gotham

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Project: NEXT

Category: Branding + Interactive


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Typeface: Gotham

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Project: NEXT

Category: Branding + Interactive


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Typeface: Gotham

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Project: NEXT

Category: Branding + Interactive


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Typeface: Gotham

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“I KNOW NOTHING WITH ANY CERTAINTY, BUT THE SIGHT OF THE STARS MAKES ME DREAM.” - Van Gogh


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COMET

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A stro n o my Ma gazi n e

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CATEGORY Branding Editorial INSTRUCTORS Sean Bacon Bradford Prairie COURSE Page Layout TYPOGRAPHY Eurostile LT Std Dispatch Halley

Comet, which is published once a month, is an astronomy magazine for kids age range from 9 to 13 years old. The magazine will introduce young readers to the wonders of space with 50 pages in length, and fill up with basic concepts of space, and its fun facts. Addtionally, Comet will present the latest exciting findings on space exploration, research, and spectacular views of the universe provided from Nasa’s images. There are also sections that introduce beginning/ intermediate kits and gears that are ideal for young explorers to experience the actions like telescopes, rocket science kits, VR experiences, etc. Kids are always curious and like to ask questions. They are curious by nature and love to learn new things. Understanding this, Comet’s covers will depict Mid-Century style for its futuristic and sci-fi impression. This will attract kids who love science and astronomy, because unlike school textbooks, Comet provides informative and educational contents yet still filled with fun and exciting ideas.


Design Thinking

CREATIVE BRIEF As a child’s reading skills improve over the years, he/ she will begin to read independently. Children use reading to discover more about the world around them. They start by learning to read and transition to reading to learn. Kids, ages range from 9-13 years old, who want to explore and understand different kinds of texts. They can extract specific information, analyze text for meaning, and correctly identify major elements of stories (time, place, plot, problem and resolution).

CONTENTS Comet will cover basic concepts, fun facts and show spectacular images of the universe. It will introduce astronomy kits and gear and present the lastest findings on space exploration.

DESIGN IMPLICATIONS Typography, a custom font was created for Comet to fit its futuristic, outer-space theme. It was inspired by the iconic lettering on NASA logo and Anurati, a futuristic font. The dot on the letter depicts movement and a comet’s tail. The typeface is named after Halley’s comet. Color, the masthead’s color is yellow for its prominence. Yellow is also the color of intellect and the sun. The color on the covers are inspired by Mid-Century color palletes. Art elements, influenced by Mid Century Modernism and the animated sitcom, The Jetsons.


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Project: Comet

Category: Branding + Editorial


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Typeface: Eurostile LT + Dispatch + Halley

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Project: Comet

Category: Branding + Editorial


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Typeface: Eurostile LT + Dispatch + Halley

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Project: Comet

Category: Branding + Editorial


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Typeface: Eurostile LT + Dispatch + Halley

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“NO ONE HAS EVER BECOME POOR BY GIVING.” - Anne Frank


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LIN N o n- Profit O rga nizati o n

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CATEGORY Branding INSTRUCTORS Sean Bacon Bradford Prairie COURSE Portfolio TYPOGRAPHY Canaro

LIN, which is short for Listen, Inspire, Nuture, is a Vietnamese non-profit organization (NPO) that provides services, skilled volunteers, and sponsors to other local NPOs. After eight years of operating, LIN seeks to re-brand their organization. Having had the privilege of working with them, I made strategic updates with careful sensitivity to the core values of the organization. The identity was expanded by adding a symbol to the lettermark. The symbol’s circle represents inclusivity, wholeness, and unity. The logo typography was changed from a thin condensed sans-serif to a bold geometric sans-serif to give the brand a contemporary style and bring relief to the tense feel of the old letters. The color was also changed from lavender purple to royal blue, symbolizing responbility, trust and loyalty. The new brand uses a bold geometric triangle motif inspired by an origami crane that symbolizes growth and hope.


Design Thinking

CREATIVE BRIEF PROBLEM There are a number of corporations that want to participate in philanthropy in Vietnam, but have limited knowledge of local NPOs. At the same time, small local NPOs have struggled to operate because they are lacking funds and skilled volunteers.

MISSION LIN was founded to facilitate and to bridge the gap in the community. LIN will seek and connect skilled volunteers and financial resources to local NPOs.

DIFFERENTIATION As one of the very first organizations to train volunteers and to bridge the gap between donors and local NPOs in Vietnam, LIN is the most trusted and established brand in the space.

DONATION MODELS In order to carry out its mission, LIN needs to raise money and build the capacity of local nonprofit staff. Big Sponsors: such as big corporations, or wealthy individuals who can provide large donations and supports. This is LIN’s main donation resource. Community Fundraising: the most generous people are those with the least amount of money to give. Understanding this, LIN will set up opportunities for them to join other small donors so they can evaluate projects together and decide what project they will fund. Skill Sets: donations are not only financial. People are welcome to donate their time or skill sets to contribute to LIN, including helping to design posters, flyers or transport teams.

DESIGN IMPLICATIONS LIN requires an identity that is in line with its vision; contemporary, bold and the community development. It is important that the identity and marketing materials communicate the mission in an authentic way. Trendy and playful concepts should be avoided. Typography: Canaro is used as the brand typeface for its reliability and contemporary feel. Color: changed from lavender purple to royal blue, symbolizing responbility, trust, loyalty and hope. Design Elements: The origami crane has deep roots in Vietnamese culture. For its symbol of hope, the origami crane will be featured on LIN’s materials in an abstracted way as a pattern or art element.


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Project: LIN

Category: Branding


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Typeface: Canaro

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Project: LIN

Category: Branding


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Typeface: Canaro

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Project: LIN

Category: Branding


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Typeface: Canaro

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“BE THE CHANGE YOU WISH TO SEE IN THIS WORLD” - Gandhi


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ORIGIN

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Susta i na b le B r a n ds Co nf e re n ce

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CATEGORY Branding INSTRUCTORS Sean Bacon Bradford Prairie COURSE Portfolio TYPOGRAPHY Tungsten Mercury

Origin is a sustainable brands conference hosted annually in Chicago. This two-days event brings together industry thinkers, innovators and changemakers for two days of creativity and collaboration. Despite the concept of sustainability is at its heart so simple; however, it is a concept people have a hard time wrapping their minds around. Sustainability is usually misguided as expensive or not aesthetically appealing, or dependable on new technology, or associated with saving the planet. In fact, sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Origin is an opportunity to present new solutions, new materials and workshops for entrepreneurs, designers, and scientists to learn and to connect to one another in order to build a sustanable brand for their business.


MIND MAPPING

Design Thinking

CREATIVE BRIEF OVERVIEW Origin is a conference where industry thinkers, innovators, and change makers can learn and collaborate together about the future of sustainability in branding.

TARGET MARKET Origin’s primary target audience is entrepreneurs and corporate leadership from small to medium sized companies, ages 33–51. The secondary target audience is brand strategy and management firms, marketers, and environmental consultants.

CONFERENCE CULTURE Despite the mostly business-oriented crowd, the culture of the conference is informal with an emphasis on collaboration.

DESIGN IMPLICATIONS Typography, a condensed and legible sans serif that is bold, smart, and disarming will help break through the norms of rigid business events. A secondary typeface needs to exudes a sense of friendliness and openness. Graphic elements, inspired from the circle which represents repetition and evolution. The pattern inside the circle motif is from letters spelling out the conference’s name which were rearranged and locked-up in the circle. Images, featuring new sustainable materials, green energy, and the wonders of nature shot from a variety of angles will help inspire attendees. Color, eco-friendly and earthy colors. highly-saturated colors should be avoided.


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Project: Origin

Category: Branding


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Typeface: Tungsten + Mercury

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Project: Origin

Category: Branding


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Typeface: Tungsten + Mercury

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PARD

  

  

LA

FO

OT

BALL CL

U

B

PORTLAND

COLOPHON

Soccer Youth Academy

Theatric Play

Astronomy Magazine

Apparel Outfitter

Coffee Reading Collective

Sustainability Conference


Non-Profit Organization

Yoga Studio

Media Network

Personal Identity

Vision Care

Architecture Firm


colophon typefaces

Popular DIN Next LT Pro paper

Red River 60lb Polar Matte Paper binder

International Coil, San Diego, CA printer

Canon Pixma Pro-100 photography

Taylor Nguyen software

Adobe CC Creative Suite

Š2017 taylor nguyen. all rights reserved No portion of this book may be used or reproduced without written permission from the author. For more information contact taylor.tu.nguyen@gmail.com All images taken from the internet are for inspiration only. Some of the photography and icon from Adobe Stock, Dollar Photo, and Flickr.


thanks This book is dedicated to my parents for their endless supports, care and love. Thank you for always being there and believing in me. Special thanks to Sean and Bradford. You guys are beyond amazing . Thank you for challenging me, and pushing me to become a better designer. Thanks to Candice for your enthusiasm and passion; what you do is inspiring. Thanks to MaeLin for unknowingly putting me on this path 3 years ago. You gave me hope and confidence to pursuit this career. To all the professors and classmates at City College, I have learned so much from you. You have inspired me in many ways. For that, I’m forever grateful. Finally, to all my friends for understanding my absence during this time and loving me anyways. And to Hailey for being my rock and always being available to give feedback.


Taylor Nguyen Portfolio  

Graphic Design Portfolio 2017

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