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PROCESS BOOK 451


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SELF PORTRAIT SELF TITLED MANIFESTO LOGO HUNTING BRANDING


WHAT IS IDENTITY?

We started the semester trying to define our own identity. We explored ways to express our ideas through selfportraits. This was to help us distill who we are as a person and what we felt could represent us in our absence.


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INSPIRATION


1 My first attempt at my self portrait was based on my never ending search for wisdom an knowledge. Throughout my life I have been fascinated with attaining knowledge about my religion, my history as well as the complex and interesting things around me. In most cultures books represent attained knowledge that has been captured and shared with the world. I thought having the books falling or levitating above my head would illustrate my search for answers.

These images were taken by Diane Fox with help from a few of my classmates, Simon Sok and Tommi Sharp. Books used: The Bible, Fight Club, The Great Divorce and a personal journal.


Process Book 451 Self Portrait

Shoot 2

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I love climbing trees. I always have and I always will. It was always a big joke around the studio because I would always climb on desks and be the first one to jump at the chance to do anything

So, Simon Sok, Bitsy Conde and I headed outside to take pictures of my awesome climbing “abilities�.

remotely dangerous.

adventurous side.

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The idea was to display my curiousity as well as an

I also tried jumping out of a tree but as you can see I used my face to break the fall.


Process Book 451 Self Portrait

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Shoot 3


3 This idea was a continuation of my first attempt. I wanted to use the same idea of searching and levitating to illustrate my curiousity

In most of the images the books thrown in the air are out of frame and I could never get the exact possition I wanted. Over all this was a

with life and what makes things tick. I originally had two cameras set up to take the same picture from two diferent angles, but this ended up being quite difficult to master.

very hot, fun, and frustrating experiment. I got a lot of funny looks and a few people asking me what I was doing.


Process Book 451 Self Portrait

4 This was a continuation of the pictures Diane Fox took at the beginning of the assignment. I thought it would be a good idea to try and take pictures by myself. This shoot was not a very sucessful one, I revisteded these photos later in monotone, but I think our original setup was better than this one.

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Shoot 4


5 I went back to my inspiration page and looked at one of my favorite portraits of Ring Starr. When I was younger I got an original print of this photo in a vintage shop. It was one of my favorite finds growing up. Thought this image has a very macabre undertone, there is something very real and understandable about it. I tried to recreate the feeling of the photo in a way that people who do not know me could understand.

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I also shot a series of photos directly ingauging my audience through the paper. I tried to show the complexities of trying to know a person through a stare.


Process Book 451 Self Portrait

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Shoot 6

I asked a few of my classmates to write down five things that they thought described me. The most popular three were; Logical, Technical and Religious. For so many of my classmates, by religion defines who I am as a person. I am not complaining, I think who I am and how I am driven are directly impacted by the way I choose to live my life. These descriptions were by people that know one side of me, my “design� side.

I tried to take what they said and react to them in different ways. I came up with an idea to blur and pixelate my images to illustrate the fog that surrounds my person. I layered my images and cut back into them to reveal more depth in my portrait and in my person.


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I went back to my inspiration page and looked at one of my favorite portraits of Ring Starr. When I was younger I got an original print of this photo in a vintage shop. It was one of my favorite finds growing up. Thought this image has a very macabre undertone, there is something very real and understandable about it. I tried to recreate the feeling of the photo in a way that people who do not know me could understand.


8 My next attempt was using images that I had previously taken and mashing them together to get a dual personality. Sometime I can be a very serious, self defeating person and sometimes I look at my work and my life and ask myself why I feel the way I do. The blue and red are meant to represent these two sides.


Process Book 451 Self Portrait

Shoot 9


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All of my experiementing lead me to the idea that no one will ever truely know me. The idea is kind of depressing because I am saying that the people close to me do not even know the real me. I think it was a sobering moment when this

concept popped into my head. I illustrated this by using a photo that directly ingauged the audience with a stare and overlayed by message ontop.


Process Book 451 Self Portrait

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Final Portrait 1


Process Book 451 Self Portrait

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Final Portrait 2


Process Book 451 Self Portrait

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Final Portrait 3


Process Book 451 Self Portrait

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Final Portrait 4


GOOFS


SELF TITLED

Self titled was a theoretical magizine collaboration with our design class. The spreads were supposed to relate with our self portrait project and include text that were along the same lines.


Process Book 451 Self Titled

In my first iteration I used my favorite short story The River by Flannery O’Connor. I thought this would be a good story because it does a good job explaining why I believe the things believe. Along with the story I made notes at the bottom about my image choices. I usually use a very solid grid system, but I thought it would be fun to experiement with a more lax system.

First Attempt


Process Book 451 Self Titled

First Attempt


The lax grid killed these spreads because their was too many inconsistancies. Though I thought The River was a good choice for the spreads, the content just wasn’t interesting for most of the people in my class. Lets try this again.


Process Book 451 Self Titled

My second attempt was a bit more successfull. Instead of the crazy weird grid I used in the first one, I used a very strict grid and broke it with my images. The article I chose for my final spreads is by an online jounalist who writes about insites he learns in life. This article was about being an introvert, rather than an extrovert. He argues that just because society likes extroverts, doesn’t mean that we all need to be one.

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Second Attempt


Process Book 451 Self Titled

Second Attempt


These spreads went over better than my originals. They felt more like me. I was able to incorperate everything I wanted and more. If this theoretical magizine was actually produced, I would be o.k. with these spreads representing me.


MANIFESTO

Challenge: 1. To write a manifesto (of sorts) 2. To make a typographic manifesto 3. To develop one piece of thoughtful art/design as a response to that manifesto.


Process Book 451 Manifesto

My Manifesto

If I am to live the rest of my life in a world such as this one, I must stand strong on my beliefs and learn from my mistakes. My experiences up until now have widened my gaze. I have doubts, I have fallen, but I will never stay down. I will never let the world catch me on my knees, I have bigger plans and only God should see me bleed. I will never give up my search for wisdom and knowledge because they are the vessels by which I see the world.


The more I learn the better I am. I should never bite my tongue when someone asks what I truly believe. I will live deliberately, not taking this life for granted. I will never cease to have dreams wider than man can accommodate. I will never be confined to any box. No one person will ever know me entirely.


Process Book 451 Manifesto

My main goal in this visual response was to tell myself things to remember. The idea was to use black and white images to mimic my “rules� and to use colored text to show that there is hope and happyness. I used words and phrases directly from my manifesto and also things that I live by.

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Visual Response 1


Process Book 451 Manifesto

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Visual Response 1


Process Book 451 Manifesto

RESIST PERSIST

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Visual Response 2

I also decided to illustrate a response to my manifesto. I illustrated myself standing with banners rapped around my legs to symbolize a reminder and a constraint. The banners read “Resist” and “Persist”.


The last part of my manifesto project was a typography response. I chose to make a video response using found media that I felt represented my manifesto. Though this was a typographic response I decided that there would be no text in my video. My voice would create the typography. I used my computer to record myself reading my manifesto and edited the found clips into exactly what I wanted. Though the imagery was abstracted, the message was clear and understandable.


Process Book 451 Manifesto

Throughout my video the audience is meant to hear and visualize moving water. I used a found video of a man chasing a stingray in the ocean to illustrate the idea of always moving and changing.

I used the twin towers to illustrate what this world has come to. They were not exactly something that I could use without the connotations of evil and death.

Typographic Response


This high altitude skydive fit perfectly into the idea of widening my gaze as well as depicting myself falling.

The ocean symbolizes hope and change.


Process Book 451 Manifesto

These blurry images are meant to illustrate my mind coming into focus.

The forrest in this shot goes from blurry to clear to show that knowledge helps me see the world.

Typographic Response


The more I know, the better I am. When I finally figure something out, my mind seems to be at peace.

There is a flashback to the journey you are on. We are still under water, running out of breath.


Process Book 451 Manifesto

“I should never bite my tougue when someone asks what I truely believe�. This over powering light represents the beliefs I have. The light goes from way too bright, to more or less in focus.

Destruction and creation are closely tied. I need to know when to rebuild and when to let go.

Typographic Response


The fire sybolises the idea that man can always find new ways of doing things. Before fire, we were in a very dark world. This shows the power of creativity.

We catch up to the stingray and he is still moving. For most people the ray represents me. I see it as something I will always chase and never catch. I can lay out this manifesto, but it is another thing to live by it.


LOGO HUNTING


Process Book 451 Logo Hunt

For a week or so we collected logos from online as well as in the wild. The point of this was to see what was working, what wasn’t and to see trends in the real world. I collected over 150 individual logos for this part of the assignment. A few things the class noticed were the growing amount of logotypes instead of a simple logo design.

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Found Logos


Process Book 451 Logo Hunt

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Logo Taxonomy


The next part of the assignment was to create a logo taxonomy, or a way to classify and identify different types of logos. I created a poster of twenty logos that fell into different categories. I found each logo’s history and listed them by name. Bacardi, Big Ten Cisco, Corsair, Element, Human Rights logo, Killian’s Irish Red, Japan Airlines, Lenscrafters, LG, Mobil, Fat Tire, New York Public Library, Polo, Playboy, Rolex, SAAB, Schwinn and Stoic.


Process Book 451 Logo Hunt

Logo Taxonomy

Bacardi Logo Bacardi Logo

Bacardi Bacardi used a flying Bat used a flying Bat because there were because a large there were a large number number of bats living under of bats living under the roof of the bacardi the roof of the bacardi distillery in Cuba. Itdistillery is also in Cuba. It is also a sign of good represents a sign of represents good luck in Cuba. luck in Cuba.

Big Ten Logo Type Big Ten Logo Type

The “BIG” with the number The word “BIG” with theword number hidden. The logo was designed 10 hidden. The logo 10 was designed Pentegram for the Big 10 by Pentegram for thebyBig 10 college conference. college conference.

C

C F b r B


er ed

Cisco Logo + Logo Type Cisco Logo + Logo Type

Ciscofor is San an abbreviation for San Cisco is an abbreviation the company is Francisco where theFrancisco company where is based. based. The lines in the logoThe lines in the logo represents the Golden Gate represents the Golden Gate Bridge. Bridge.

Corsair Logo

Corsair Logo

The Corsair logo is seen as a The Corsair logo is seen as a fast sails moving ship who’s sails fast moving ship who’s are full. The name Corsair are full. The name Corsair stands in for the wooden stands in for the wooden part of the ship. part of the ship.


luck in Cuba.

luck in Cuba.

Element Logo

Element Logo

The Element logo is a The basicElement logo is a basic tree form tree form inside two circles. It inside two circles. It is supposed to represent their is supposed to represent their motothe which is “Safeguard the moto which is “Safeguard environment.” environment.”

Lenscrafters Logo Lenscrafters Logo

The uses new Lensecrafters logo uses The new Lensecrafters logo symbols from well knowsymbols designs.from well know designs. logo is based on the “Eye The logo is based on theThe “Eye Bee and M” poster by Paul Rand and Bee M” poster by Paul Rand the “I Heart NY” logo bythe “I Heart NY” logo by Milton Glaser. Milton Glaser.

Human Rights Logo Human Rights Logo

The The Human Rights logo is aHuman Rights logo is a modern logo that incorperates modern logo that incorperates bothathe human hand and a both the human hand and flying bird. The title offlying the bird. The title of the logo is “Free as a Man”. logo is “Free as a Man”.

LG Logo + Logo Type LG Logo + Logo Type

LG’s logo is meant to symbolize LG’s logo is meant to symbolize future of the world. The the future of the world.the The circle represents to globe and circle represents to globe and human the human face made the by the L face made by the L and G represent youthand andG represent youth and technology. technology.

K

T r b h m a

L

T d P d i m


s

ize

d L

Killian’s Beer Logo Killian’s Beer Logo

The to Killian’s logo is made to The Killian’s logo is made represent the original represent the original Irish history. The brewer’s Irish history. brewer’s The horse is a heraldry symbol horse is a heraldry symbol meaning; bravery, courage meaning; bravery, courage and strength. and strength.

Logitech Logo

Logitech Logo

Logitech logo has been The Logitech logo hasThe been debated debated about for a while now.about for a while now. People see an child-like People see an child-like drawing of an eye, butdrawing infact it of an eye, but infact it is an abstract of an optical is an abstract of an optical mouse. mouse.

Japan Airlines Logo Japan Airlines Logo

The The new Japan Air logo is new Japan Air logo is actually actually a throwback to their a throwback to their old logo. It pictures a Crain old logo. It pictures a Crain with its wings out in mid with its wings out in mid flight. The Crain is a well flight. The Crain is a well known symbol in Japanese known symbol in Japanese culture. culture.

Mobil Gag (old) Logo Mobil Gag (old) Logo

Pegasus logo was used This old Pegasus logo This was old used bymerger Mobil Gas until their merger by Mobil Gas until their withsymbol Exxon. The pegasus symbol with Exxon. The pegasus represents represents activity, energy and activity, energy and knowledge. knowledge.


New Belgium New Beer Belgium Logo Beer Logo

NY Public Library NY Public Logo Library Logo

The New Belgium The logoNew was Belgium logo was changed recently to changed incorperate recently to incorperate its best selling beer its“Fat bestTire”. selling beer “Fat Tire”. The company found The that company everyone found that everyone know the beer butknow did not theknow beer but did not know the company name. the company name.

The NY Public library’s The NY logo Public is library’s logo is a lion which is known a lion towhich be a is known to be a royal symbol. The royal Lion also symbol. The Lion also stands for knowledge stands andfor knowledge and purity. The Logo design purity.isThe Logo design is meant to be seen as meant stained to be seen as stained glass or an old relief glass print. or an old relief print.

Rolex Logo

SAAB Logo

Rolex Logo

Rolex crown logo design Rolex crown plays a logo design plays a vital role in conveying vitalits role in conveying its business messagebusiness to the message to the audience and make audience their business and make their business to become a unique tosymbol becomeofa unique symbol of prestige having noprestige competition. having no competition.

SAAB Logo

The SAAb logo is based The SAAb on the logo is based on the heraldry of Count heraldry von Skaneof Count von Skane from the Swedish province from the Swedish Skane province Skane (where the company (where is based). the company is based). The Griffen head isThe meant Griffen to head is meant to represent courage represent and boldness. courage and boldness.


o

ne

s.

Ralph Lauren Ralph Polo Logo Lauren Polo Logo

Playboy Logo Playboy Logo

The Polo logo represent The Polo presige. logo represent presige. Polo is seen as a gentleman’s Polo is seen as a gentleman’s game. Both the horse game. andBoth the the horse and the game itself are seen game as itself are seen as prestigious, whichprestigious, is carried which is carried over into the clothing overline. into the clothing line.

The Playboy logo is The a well Playboy logo is a well known logo that isknown only partially logo that is only partially understood. The Bunny understood. is The Bunny is supposed to be a sexual supposed joketo be a sexual joke and the bowtie it is and wearing the bowtie it is wearing says that the brand says is classy. that the brand is classy.

Schwinn LogoSchwinn Logo

Stoic Logo

The Schinn logo isThe a compass Schinn logo is a compass simbolizing that the simbolizing brand that the brand will take you wherever will take you you wherever you want to go. want to go.

Stoic is a branch ofStoic Backis a branch of Back Country Outdoor ware. Country TheOutdoor ware. The logo itself consistslogo of two itself S’sconsists of two S’s intertwined to for a intertwined rough to for a rough shape that represents shape climbing that represents climbing a mountain as wella as mountain a as well as a climbing tool. climbing tool.

Stoic Logo


BRANDING


Process Book 451 Branding

ZAG

WHEN THEY ZIG 1. Who are you? __We are a company who truly appreciates the finer luxuries in life, Whiskey and Scotch. 2. What do you do? __We produce quality products that people can enjoy (novices and connoisseurs alike). 3. What’s your Vision? __To become the standard for entry level Whiskey and Scotch. 4. What Trend/s can you ride? __Younger male adults looking to sophisticate themselves. (CXXVI, Urban Outfitters, Mad Men) 5. What Category do you want to be a leader in? __ Introducing and educating people about Whiskey and Scotch 80


YOU ZAG 6. What makes you the “Only”? __Though most companies seek out this middle range it would be our only target. 9. Who is in your Category? __ Whiskey/Bourbon/Scotch : Maker’s Mark, Johnnie Walker, Jim Beam, The Belveni 10. What’s your name? __ Hackett, Hatchet, 20C, Athro


Process Book 451 Branding

Competitive Audit

COMPETITIVE AUDIT


SCOTCH Glenlivet Glenfidditch Johnnie Walker Laphroaig Mcclelland’s Bruichladdies The Balvenie

WHISKEY (sipping not mix) $25-$625 $38-$125 $45 - 575 $32 - 774 $20 - 18,000 $50 - $2,377 $50- $950

Knob Creek $45-$75 (^Small Batch) Jim Beam $25- $100 Maker’s Mark $25 -$59 Woodford $33-$71


MOOD BOARD


Process Book 451 Branding

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Mood Board


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Process Book 451 Branding

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Logo Design

Hatchet


HATCHET DISTILLERIE

S


Process Book 451 Branding

Logo Design

DISTILLERIES

HATCHET

HATCHET DISTILLERIES

HATCHET

HATCHET DISTILLERIES


HATCHET

HATCHET


Process Book 451 Branding

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Logo Design


Process Book 451 Branding

Logo Design


Process Book 451 Branding

Logo Design


Process Book 451 Branding

While trying to decide on a font to go with the logo I designed, Nichole Cooksey introduced me to this iPad app called FontBook by the people from FontShop. I was messing around with a lot of Script stype typefaces when a font called Sandwich caught my eye. I typed out Hatchet and the rest is history.

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Logo Design


Sandwhich ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 104


StratumNo1 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz


Process Book 451 Branding

Logo Design

DISTILLERIES


Process Book 451 Branding

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Logo Design


Process Book 451 Branding

Logo Design


Process Book 451 Branding

Logo Design

With my logo finalized (for the most part), I tried a few different ways of displaying it in a public setting.

I found this old sign and thought it would be the perfect fit for the way I wanted the distillery to look and feel.

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INSPIRATION


Process Book 451

Application Stationary

Branding

Business Card

The first of my applications was business cards. I tried a thousand different ways to make a business card that I thought would be memorable, but nothing seem to work out. I played with cutting out a tiny hatchet as well as making an oversized card.

Nothing about the cards really popped out, so I scrapped these ideas and moved on to another set.


Process Book 451

Application Stationary

Branding

Business Card

TAYLOR DUDNE Y GR AP HIC DESIGNER TD UDNE Y@HATC HE T.COM (555)555 -555 5


Process Book 451

Application 1

Branding

Business Card

I played with a very basic card that I dressed up with a color overlay, but came to realize that the overlay was arbitrary. I was trying too hard to make the cards stand out and though they were very nice, they were not what I needed. This experiment did lead me in the right direction though.

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Process Book 451

Application 1

Branding

Stationary

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The final result is a very clean, traditional and elegant business card. The idea is that we do not need a gimic to attract the customers. If we are going to compete in a very old market, we need to have some sort of traditional aspect to our business.

Taylor Dudne y Pres iden t & CEO (615) 555-5555 dudney@hatchet.com www.hatchet.com


For my documentation I decided to pair my stationary with a few props. I brought in my old hatchet and a log that I had cut to create coasters for the brand. I thought the props would add some more feeling to the stationary.

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INSPIRATION


Process Book 451

Application 1

Branding

Stationary


Process Book 451

Application 2

Branding

Packaging

This was my first try are the labels of my Kentucky Style Bourbon. While it wasn’t too terrible, the point of my brand is to give the potential customer a description of what makes that whiskey good or bad.

During crit, it was noted that the edges were too hard and the hatchet logo seemed to been throw in for no reason. Back to the drawing boards!

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Process Book 451

Application 2

Branding

Packaging

After the failure that was my first try, I wanted to make a kind of system for each kind of whiskey Hatchet made. Most distilleries use a color system to show quality, age and taste of their scotch. Using this idea i adapted it to the overall brand. Though this got me moving in the right direction, these we too simple.

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Process Book 451

Application 2

Branding

Final Bottles

These are my final packages. I used the color system that I made in an earlier iteration to show the whiskey’s origin and decided on a Balveni bottle to hold my whiskeys.

At the moment we have; Tennessee Whiskey Orange Kentuckey Bourbon Blue Irish Whiskey Green Scotch Whiskey Red


Process Book 451

Application 3

Branding

Website

My final application was a website for my distillery. Any company that wants to be remotely sucessful, needs a website. In today’s world, if you do not have a website, you are unheard of.

Home is just the home page, there are links to Blog entries and a welcome slideshow.

The website was made to look trendy and clean. A lot of my inspiration came from Losttype.com. They are a very trendy typeface site. The site is broken into four section; Home, Learn, Blog and About.

Learn goes very deep into the culture and history of whiskey. This portion of the site allows the guest to learn everything from the basics of the distilling process, to minute details only a distiller would know. The Blog is a place for the fans and followers of the company go to read what we are discoverying about the awesome world of whiskey. About tells the readers about the company and why we do what we do.


Process Book 451

Application 3

Branding

Website


Process Book 451

Application 3

Branding

Website

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Taylor Dudney University of Tennessee Graphic Design Fall 2011


451 Process Book  

Process Book 451 Fall 2011

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