HyperGlyphia

Page 1


Ă˜1 | intro | hyperglyphia


DL

hyperglyphia Derived from the term "hypergraphia," categorized as an intense desire to write; in this case, the use of typography with great appreciation for the vast array of glyphs, letterforms and their artistic expression.

Growing up I felt the need to create while keeping an eye out for what interested me. I was an only child for quite some time giving me the chance to explore my imagination at a young age. I began to sketch whatever grabbed my attention at the time, from comic book characters to skateboard logos. I then became fascinated with graffiti which led to my obsession with letterforms. I enjoyed the behind the scenes allusiveness that graffiti had, the mystery, the opportunity to express one's most personal ideas. Which further led to my discovery of typography. The shapes and personality of letterforms hold the same mystery. When your eyes have been trained to see and use typography you learn to understand its nuances; to express feelings through words, and represent their meaning visually much like music evokes emotion. Being a music fanatic also has played a large role in providing a great deal of influence in my work. I believe typography and music are connected in such a way in which both express ideas and allow someone to have an inexplicable feeling acting more as a presence. Thus giving someone the chance to further interpret meaning in a world of confusion. I aspire to be a man of big ideas with very few words and use typography to speak for me, while hiding in plain sight.


Ă˜2 | book contents | hyperglyphia


DL

bookcontents Ø1

delphi luxury suites...................Ø4

Ø2

mind treasures..............................2Ø

Ø3

highbrow hõoligan......................34

Ø4

debbie downers..............................46

Ø5

moon groove...................................56

Ø6

mingaud's billiards.....................7Ø

Ø7

algorhythm magazine.............84

Ø8

slow your roll.................................96

Ø9

tango sueño..................................1Ø8

radicondoli initiative.................118


Ø1

delphi luxury suites

GREEK CHIC INSTRUCTOR

BRIEF

| candice lopez

Delphi Luxury Suites is an upscale hotel inspired by the culture and lifestyle of the ancient Greeks.

EMPHASIS

It is named after the city of Delphi, which was once

| identity

thought to be the center of the earth holding

| packaging

historical importance and prestige. Targeting upper-class couples ages 30-45, Delphi seeks to

TYPEFACES

provide a true luxurious experience while showing

| democratica | miles newlyn

an appreciation for Greek culture and its majestic

| mason sans | jonathon barnbrook | priori serif | jonathon barnbrook

contributions in art and architecture. A limited color palette is utilized in order to maintain an elegant aesthetic hearkening back to Greek history. A warm toned blue is chosen referencing the sky, the realm in which the gods thrived. Coupled with a stone-like tan referencing architectural materials of the time period such as marble and limestone. Thematically the choice of stock used in the stationery package also has a subtle stone-like texture. A non-traditional serif typeface gives a classical look and feel while also evoking a sense of unique eloquence. Though serifs are executed in traditional proportion, letterforms are more stylized introducing an artistic quality. Traditional Greek motifs are also used as supporting elements ultimately tying in a recognizable visual language of Greek culture.

Ø4 | delphi | hyperglyphia



swanky

AV I S H

L AV I S H MINIM A



swanky swanky L AV I S H MINIM A swanky

AV I S H

L AV I S H MINIM A L





identity

color & pattern

typography

DEMOCRATICA abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ mason sans alternate ABCDEFGHIJKLMNOPQRSTUVWXYZ PRIORI SERIF abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

1Ø | delphi | hyperglyphia





Brand Promise

M

arvelous, elegant, & sophisticated are words that come to mind when visiting Delphi Luxury Suites. We strive to

provide a truly luxurious experience while maintaining an apprecation for the contributions made by the ancient greeks. From flawless sculpture, to precisely designed architecture, Delphi seeks to maintain its attention to detail as the greeks did in order to make your stay like no other. You will leave feeling as if the Gods have graced you with their presence, while experiencing a lifestlye which knows no limits. Enjoy the fruits of your labor here with us at Delphi Luxury Suites.


IDENTITY The identity for Delphi Luxury Suites is designed to convey a classic yet contemporary aesthetic by incorporating traditional greek motifs with unique typographic treatments. Type choice also reiterates the idea of fusing classical and modern to create balance as well as a unique & fresh approach; while maintaining upscale, lavish overtones.

01 | 02


1.5" min

CLEAR SPACE & SIZING In order to correctly convey brand ideals, the following specifications must be taken into account when applying the idetnity. Clear space is proportionately determined by the identity’s patterned element. The identity must also appear no smaller than 1.5� in length in order to maintain legibility and to graphically preserve all elements.


Preferred Application

Secondary Application

Secondary Application (use only if previous applications are inapplicable )

ALTERNATE USAGE Proper color usage is essential in communicating the brand’s upscale nature as it utilizes a minimal color palette. Above are the apporved color backgrounds for which the identity may rest upon. Altnernate usage should be addressed as shown above.

03 | 04


DO NOT stretch/distort the idenity

DO NOT place the identity on an axis

DO NOT change orignal color combination

IMPROPER USAGE In order to consistantly communicate proper brand ideals, the following guidelines must be considered when applying the idenity to various elements.


DO NOT use one color (unless approved)

DO NOT set the identity in black

DO NOT use one color (unless approved)

DO NOT reverse identity lock-up

DO NOT remove parts of the identity

DO NOT change secondary typeface

05 | 06


Democratica Bold (main identity typeface)

Mason Sans Alternate (secondary identity typeface)

Priori Serif Bold (supporting typeface for physical applications)

TYPOGRAPHY Typefaces are carefully chosen to convey the brand’s luxury aesthetic while also hinting at tradition & prestige. Thus those selected further reflect the combination of the classical with a modern twist. This can be found in the non-tradtional characters carried throughout the different typefaces, each serving particular purpose.

ABCDEFGHJIKLM NOPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz1234567890,;“

ABCDEFGHJIKL MNOPQRSTUVW XYZ1234567890,;“

ABCDEFGHJIKLM NOPQRSTUVWXYZ a b c d e f ghijklmnopqrst uvwx y z 1 2 3 4 5 6 7 8 9 0 , ; “


21 | 22


Delphi Blue Pantone 7696 C56 M9 Y9 K21 R86 G155 B80

Delphi Tan Pantone 7527 C3 M4 Y14 K8 R86 G155 B80

Black 75% C0 M0 Y0 K75 R99 G100 B102

BRAND COLORS DELPHI BLUE: cues to tones of the sky & greek gods/godesses DELPHI TAN: relates to materials used in greek architecure Black 75% used as a supporting color utlized in application & body copy for various elements.


Preferred 45˚ angle

Alternate 90˚ angle

PATTERNS The pattern is comprised of a modified greek motif in order to create differentiation from traditional patterns as well as providing a unique aesthetic in application. Pattern may be applied at a 45˚ or 90˚ angle depending upon application. Patterns also utilize a minimal color application to maintain the brand’s luxury look & feel.

29 | 30




| toiletry packaging | towel & soap | bathroom set

14 | delphi | hyperglyphia



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Ø2

mind treasures

THINK BANK INSTRUCTOR

BRIEF

| min choi

As an existing non-profit organization with a strong emphasis in character development, Mind

EMPHASIS

Treasures seeks to teach financial literacy to at-

| identity

risk youth as well as adults. By holding a series of

| branding

workshops for various age groups, attendees are able to engage with others and develop plans to

TYPEFACES

better one’s financial decisions and long term goals.

| neutraface slab | christian schwartz | kai bernau | susana carvalho

In order to communicate effectively to a broad audience, a new branding system was implemented

| sweet sans pro| | mark van bronkhorst

the different programs.

to reach the variety of age groups participating in The identity features a typographic execution of the word “mind” in a cerebral like form, thus furthering its conceptual representation and adding a memorable quality. The brand language is maintained by using a simple yet engaging color palette of an exuberant green, stabilized by a mid-toned gray, juxtaposing the carefree child state of mind with the stern, and sensible adult. To accentuate the organization’s engaging qualities, a series of icons is executed with the same linear quality of the identity, maintaining a cohesive connection. The series of icons represents character traits expressed as the foundation for better financial and overall success in all aspects of life. Icons are also implemented into a money management app in order to differentiate expenditures based on one's spending habits.

2Ø | mind treasures | hyperglyphia




MIND TREASURES

MIND

TREASURES




identity

iconography

color & pattern

typography

NEUTRAFACE SLAB abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 SWEET SANS PRO abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

24 | mind treasures | hyperglyphia


52 | 53


| t-shirt | infinity fold brochure

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3Ă˜ | mind treasures | hyperglyphia



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Ø3

highbrow hõoligan apparel

EYES ON US FOUNDERS | joseph johnson | carlos larios EMPHASIS | identity | apparel | web

BRIEF Merging the aesthetic of streetwear with facets of philosophical and political ideology, Highbrow Hõoligan is knowledgeable of it’s environment and the issues that affect one’s life in society. The brand emphasizes expanding ones intellect no matter what social class you belong to. The mix of street smarts and book smarts is potent as one with

TYPEFACES | mr. eaves | zuzana licko | tommaso | eli horn

street smarts knows how to take action, while intellect provides the avenue to make it happen. Targeting a middle-income audience ages 15 - 30 questioning society and the controversial ways in which it is governed. By implementing a system of marks which can be used interchangeably, the brand reaches a wider audience. A typographic mark representing a pair of eyes, consists of a “Q” rotated with the tail of the letterform suggesting a raised eyebrow, giving a sense of questioning ones surroundings. A wordmark is also created by modifying an existing font by pushing contrast to express a touch of style. Lastly a lettermark is used with the curve of the eyebrow as the crossbar of two tightly kerned “H’s”, still maintaining high contrast. Black and white focuses attention on the graphics furthering the idea of contrasting book and street smarts.

34 | highbrow hõoligan | hyperglyphia



identity & wordmark

color & pattern

typography

MR. EAVES SANS abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

tommaso abcdefghijklmnopqrstuvwxyz 1234567890

36 | highbrow h천oligan | hyperglyphia



| slogan t-shirt | back detail | sleeve detail | hang-tag

38 | highbrow h천oligan | hyperglyphia



4Ø | highbrow hõoligan | hyperglyphia


in-store signage | phancy tee b&w | t-shirts & beanie | outdoor signage |


42 | highbrow h천oligan | hyperglyphia



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Ă˜4

debbie downers roller derby

DOWN & OUT INSTRUCTORS

BRIEF

| sean bacon

Showcasing high octane spirit, Debbie Downers

| candice lopez

is the name of a roller derby squad with a sarcastic,

EMPHASIS

with "downers" inferring the act of knocking down

| action sports

opponents around the rink. By stripping away

| identity

overtly feminine qualities, the team aesthetic

TYPEFACE

and serious attitude for roller derby girls between

| schwager | luciano vergara

the ages 20-35, and their fans.

in your face attitude. The name is a play on words

holds that of a real sports team using bold graphics

A bold slab serif with stylistic angular qualities was chosen for the squad's identity. The letterforms are then treated in a stencil like aesthetic to add a strong, assertive tone. A mark was also created as an abstract butterfly comprised of the italic "D" to express the idea of flying around the rink with a dash of femininity. A pattern is constructed from the letterform and serves as striping on the uniforms with a spiked studded texture within the negative space of the patterning. Avoiding the color pink at all costs, a turquoise is introduced and further adds a high octane dynamic to the team's overall look and feel, asserting speed.

46 | debbie downers | hyperglyphia



identity

mark & striping

color & numerals

typography

SCHWAGER abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

48 | debbie downers | hyperglyphia



| uniforms

5Ă˜ | debbie downers | hyperglyphia



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derby rink | debbie downer | team skates |


54 | debbie downers | hyperglyphia



Ø5

moon groove chewing gum

FUNKY VIBE INSTRUCTORS

BRIEF

| gary benzel

Moon Groove is a brand of chewing gum targeting

| candice lopez

a hip and trendy youthful audience ages 15-25. It’s

EMPHASIS

pod-like packaging forms. Unique to the brand, a

| identity

package consisting of gumballs, or “moonrocks,”

| packaging

further adds to the funky, fresh vibe of the brand

quirky nature draws its playful aesthetic from

as gumballs are uncommon in small packages. TYPEFACES

The identity is created by re-purposing an

| busrorama | tom carnase

existing letterform and building upon the qualities

| soho gothic pro | sebastian lester

and its phases. Color is used to identify the different

| trend sans | daniel hernández

of that form relating to the geometry of the moon flavors of gum, all conveying a vibrant and energetic nature. The packaging consists of color applied minimally to add pop to the tones used while calling attention to the pod-like forms. Rounded corners are used to advance a futuristic look and feel also with silver foil wraps hinting at materials used on spacecrafts. Supporting type treatments include the use of a geometric sans serif with knocked out counters in a two toned approach. The back of the packages boast lunar related anecdotes in the realm of conspiracy theories to emphasize the sense of mystery and wonder of the moon.

56 | moon groove | hyperglyphia







identity

color & pattern

typography

B U So r a m a a B c d e f g h i j kl m n o p q rst u v wxyz Soho Gothic Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 TREND SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ

6Ø | moon groove | hyperglyphia



| gumball packaging

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stick gum packaging |


| promotional car | vending machine | speaker horn

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Ø6

mingaud's billiards bar

POOL SHARK INSTRUCTORS | sean bacon | candice lopez

BRIEF Imprisoned for speaking out against Napoleon’s army, François Mingaud found a way to revolutionize the game of billiards. He is credited

EMPHASIS | identity | typography

with the invention of the leather tip of the cue in order to better control the ball adding spin. When he was set to be released he wished to remain in prison to hone his craft. Minguad’s Billiards, is a

TYPEFACES | maestro | damian luna

bar with a classic, dimly lit aesthetic of the time. It is targeted towards sophisticated, affluent older men, ranging from ages 35-50. A custom serif typeface with unicase tendencies was developed from the ornate style of typefaces from the 1920's. Here swashy flourishes are eliminated and a simple angular serif yields a sharpened, masculine result. Roman numerals were also developed in an inline style to be applied to the set of billiards balls. A gentlemanly-toned gold is used to evoke historical window treatments of gold lettering from the past adding a prestigious, stern look and feel. Patterns are created using forms within the typeface slightly alluding to prison cells as the lines within the forms become more cage like once comprised into a pattern.

7Ø | mingaud's | hyperglyphia



mingaud's | hyperglyphia



mingaud's | hyperglyphia





wordmark

color & lettermark

patterns

76 | mingaud's | hyperglyphia





| billiards balls | glass & coasters | cue & chalk | leather pocket

8Ă˜ | mingaud's | hyperglyphia



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Ø7

algorhythm magazine

MIX & MASH INSTRUCTOR

BRIEF

| scott wyss

Algorhythm Magazine deals with the complex sphere of music and the grand shifts that have

EMPHASIS

occurred as the industry delves further and further

| infographics

into the digital world. Bringing to light the effects

| editorial

on the past, present and future of music and the ways in which it is created. It covers a range of

TYPEFACES

issues and time periods, and is geared toward a

| din next pro | akira kobayashi

more general audience as well as middle income,

| idealista | tomáš brousil | disfunktion | damian luna

musically inclined youth. With a playful yet informative aesthetic, typographic treatments are executed in a rhythmic, energetic manner. A custom typeface is implemented on the masthead inspired by musical waveforms and is also used as a graphic element across spreads within the magazine. Infographics are introduced to further elaborate on methods in which music is created and the issues that follow with influences readily available at a higher rate. Iconography is styled to follow the fresh, funky vibe of the magazine with its lively, rhythmic qualities. A bright color palette consisting of vibrant oranges, yellows, and greens is also utilized bringing a sense of dynamic-ism hearkening back to lighting found on music production equipment.

84 | algorhythm | hyperglyphia



masthead

color & elements

typography

DIN NEXT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 DIN NEXT CONDENSED abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 IDEALISTA abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

86 | algorhythm | hyperglyphia





9Ă˜ | algorhythm | hyperglyphia



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Ă˜8

slow your roll campaign

SHRED SAFE INSTRUCTOR | min choi

BRIEF Slow Your Roll seeks to not only inform skateboarders on ways to skate more safely but to

EMPHASIS

also change the social stigma of skateboarders

| branding

being reckless. The campaign targets college students ages 18-30 as many use a skateboard as

TYPEFACES

their mode of transportation to and from school.

| gotham pro | jonathon hoefler | tobias frere-jones

The secondary audience is non-skaters who may

| museo slab | jos buivenga

come into contact with skaters on campuses.. Skateboarding on college campuses remains illegal while other wheeled conveyances, such as bicycles, are allowed. By changing the attitude towards skateboarding, a greater acceptance of the mode of transport can occur. In order to evoke an inviting, friendly aesthetic, a rounded slab serif typeface is chopped and reconstructed retaining rounded strokes for a seamless flow across the letterforms as added scale shifts give the mark a sense of motion. Color alludes to the lighting of traffic signals with muted tones carrying a light-hearted feeling while icons are developed with a humorous tone. Maintaining the brand’s easy going look and feel, while echoing safety and alertness.

96 | slow your roll | hyperglyphia







identity

buttons

color & icon

typography

MUSEO SLAB 700 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 GOTHAM HTF abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

1ØØ | slow your roll | hyperglyphia



| campaign sticker | skateface caps | campaign buttons

1Ă˜2 | slow your roll | hyperglyphia



1Ă˜4 | slow your roll | hyperglyphia



1Ă˜6 | slow your roll | hyperglyphia



Ø9

tango sueño pajamas

SLEEPY TIME INSTRUCTORS

BRIEF

| sean bacon

Tango Sueño is a line of pajamas aimed at boys

| candice lopez

ages 5 - 10 which strives to make bedtime a fun

| rafael lopez

and exciting experience for children. It’s name is a play on the Spanish phrase “tengo sueño,”

EMPHASIS

meaning, “I’m tired,” or “sleepy.” By pronouncing

| identity

the term as “tango” it implies a humorous and

| typography

energetic tone which influences the styling of typography and characters. Letterforms are

TYPEFACE

executed in a jagged, jumbled style introducing a

| tikal sans | miguel hernández

bit of Latin flavor to the mark, whereas the characters are executed in the same jagged style establishing a direct connection. Vibrant colors are used to enhance the animated style and cheerful personality of the characters; a Tyrannosaurus Rex, Saber Toothed Tiger, and a Kraken. Patterning consist of words related to each character executed in a variety of styles creating a free form typographic collage. This collage is applied to the bottoms of the pajamas to contrast the solid color of the tops showcasing the animated characters. An array of items are also available such as a drawstring bag, flashlight, slippers and socks, all the essentials needed for an exciting and fun filled sleepover.

1Ø8 | tango sueño | hyperglyphia









identity

characters

color & lettermark

typography

TIKAL SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuv w x yz 123 4 567890

114 | tango sue単o | hyperglyphia



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radicondoli initiative

ABOVE ALL INSTRUCTORS

BRIEF

| sean bacon

The small hill town of Radicondoli, Italy is a region

| candice lopez

that has been plagued by economic turmoil over

| ron miriello

the past few years. The goal is to restore the town’s sense of pride while raising awareness of the many

EMPHASIS

great aspects of life the town has to offer. It was

| identity

important to maintain a sense of tradition as well as showcase the town’s open-minded outlook on

TYPEFACES

life. As modernization becomes ever more

| base mono | zuzana licko

prevalent, affecting the lives of the locals as well

| erotica | maxamiliano sproviero | giorgio | chris martinez

as tourists visiting the town. Focusing on the quality of food and farm-to-table traditions within the town, graphics were developed introducing a sense of place, and identity reflecting the quality of the produce and local products produced in the town. A variety of seals are incorporated showcasing a bold serif “R” to accentuate Radicondoli’s quality of life with a subtle swash word mark alluding to the whimsical elegance of the town. Subtle linear ray-like treatments are combined with the phrase, “Piu Alto Di Tutti,” which means "highest of all," as town is located above all other surrounding villages; alluding to the quality of life and community spirit of the town. Olive tones maintain a sophisticated look and feel while tying in the natural elements of the region further accentuating the deep connections Radicondoli has to offer.

118 | radicondoli | hyperglyphia




li

d ra

ond

o

ic






seal variants & tagline

color & pattern

typography

BASE MONOSPACE NARROW abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ EROTICA CAPITALS ABCDEFGHIJKLMNOPQRSTUVWXYZ GIORGIO abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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| wooden crate | canvas bags | produce stickers | chalkboard sign

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apron | town bicycle | produce truck |


| wine bottles | wine corks | bottle neck detail | ribbon detail

13Ă˜ | radicondoli | hyperglyphia



hip-hop artist cleaning service lyricist dept. proposal latino periodical photographer after-hour cafe hair accessories gardening service open mic event gym facility personal mark

132 | logos | hyperglyphia



hip-hop artist cleaning service lyricist dept. proposal latino periodical photographer after-hour cafe hair accessories gardening service open mic event gym facility personal mark

134 | color logos | hyperglyphia



136 | thank you(s) | hyperglyphia


DL

thankyou(s) It is difficult to express how grateful I am to have had such an amazing group of individuals help

me reach this point in my life. I cannot put into words the amount of gratitude I have for all those who believed in me and were willing to sacrifice their time and energy to push me to the best of my abilities. I owe a great deal to many and by no means would this be possible without them. Candice and Sean, I cannot thank you enough for seeing potential in my work and being there no matter what circumstances I was under while embarking on this what seemed to be endless journey. You both truly helped me see this through and I am truly honored to have had you both guiding me until the end. A huge thanks goes out to the countless professors that I was privileged to learn from through the years; Jeremy Blake, Gary Benzel, Min Choi, Susan Merritt, Beth Weeks, and the list goes on. Thank you for sharing the knowledge and insight you've obtained not only as designers, but as human beings. To all my friends, thank you for the support and for understanding how much this means to me. Erica, thank you for being my rock throughout this experience, I would not have been able to make it through without you keeping my head straight. Special thanks goes out to Erick, Leanna, Donovan, Alicia, Bradford, Drew, Pam, Wilson and all the rest who rode the wave of madness with me as things got bumpy along the way. To my family, I am eternally grateful for the support and all that you've done for me, I love you all. Mom and Dad, you are the reason why I am able to pursue my dreams and follow my passion. This book is for you, eyes will forever be on the prize thanks to the love you've given me.


DL

colophon Š 2014 All right reserved. No portion of this publication may be used or reproduced without written permission from Damian Luna.

designed by

damian luna 619.988.5961 dluna1991@gmail.com

photography

stephen simpson alicia brianne lopez bradford prairie

stock photography locations

dollar photo club gym standard san diego city college

printer paper type setting

canon pixma pro9000 mkII red river polar matte 60lb ff clan erik spiekermann

quadon rene bieder

software

138 | colophon | hyperglyphia

adobe cs6


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