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ć„&#x;čŹ? /acknowledgment_
Thanks to my parents who brought me into the world. Thanks to everyone who has been part of my life and guided me in the right direction. Thanks to teachers whose has been very patient in their teaching.
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/ Hsiaoyun Liu +1 415 691 0105 qqit010691@gmail.com hsiaoyunliu.com Academy of Art University 79 New Montgomery Street Graphic Design Department Š 2014 Listen_ All right reserved. No part of this publication can be reproduced or transmitted in any from or by any means, electronic or mechanical without prior permission from Hsiaoyun Liu. Written and produced by Hsiaoyun Liu.
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� 言
/ Listen_
Stand wherever you are and listen, it's amazing what you can hear. To design first listen to people and understand what they want. Then you can engage with what you hear around you and put into the design.
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Foreword
前 言
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目 錄 Content_
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/文化
/大自然
/訊息
/定位
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CHAPTER
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001
家 人 Family_
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設計 project
課程 course
/ Looking for where am I_
/ Typography 3
Family_
學期 term
指導教授 instructor
/ Summer 2013
/ Ariel Grey
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設 計
/ Looking for where am I_
設計概念 concept Apply typographic principles to express concepts visually and creatively solve problems specific to a design context and audience. This book is simple with bright colors, so that preschoolers and parents would be able to learn something about colors and shapes through the numbers together. It should also be designed to promote interaction between kids and parents when they play together. That's way I created this book.
套用排版到視覺呈現概念，並且創造性的解決讀者 和具體的設計內容是這個設計的重點。這本書利用 很簡單的明亮色彩，讓學齡前的孩子和家長能夠利 用顏色一起來學習數字和形狀，也同時可以促進孩 子和家長之間的互動，這是我創作這本書的目的。
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CHAPTER
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在 地 Local_
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設計 project
課程 course
/ Tcho chocolate_
/ Strategies For Branding
Local_
學期 term
指導教授 instructor
/ Fall 2013
/ Todd Hedgpeth
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設 計
/ / Tcho chocolate_
設計概念 concept Redesign an existing brand, while keeping the same value and purpose. Create a brand guideline to show the new system its usage. Create a U.S.P. (unique selling Position) for the brand to distinguish its competitors, with its value. Tcho is a unique San Francisco chocolate experience featuring premium cacao beans sourced from around of the world. Tcho’s new look target a younger audience on local traveler and who loves chocolate.
重新設計現有的品牌，同時要保留這間公司的相同 價值以及目的。在設計的品牌方針中必須充分的表 達新設計系統的使用情況，而在為設計品牌時還需 要注意到U.S.P.(獨特的銷售定位)，以區分出其他 的競爭者以及它的價值。TCHO是舊金山最有特色的 巧克力公司，包括來自世界各地所採購最好的可可 豆。而這次的設計目的是要讓這個品牌的主要族群 放在年輕的當地旅客和喜歡巧克力的人。
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CHAPTER
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環 保 Going green_
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設計 project
課程 course
/ Sustainable Printing_
/ Typography 4
Going green_
學期 term
指導教授 instructor
/ Spring 2014
/ Ariel Grey
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設 計
/ Sustainable Printing_
設計概念 concept To design a 56 page conceptual experimental book, promotional poster for the type conference, that typographically expresses the concept of the topic of focus. The conference talk about the situation of the less paper and ink, also explore the discover different at of reducing and conserving printing issues in the future.
要設計一本56頁的概念性實驗書以及宣傳海報的會 議，在印刷使用的呈現方式是這次設計重點。而我 這本書設計概念是來自對減少紙張和印刷墨水使用 的情況，並探討不同在未來降低和節約打印問題。
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CHAPTER
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旅 人 Kilroy_
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課程 course
/ i-Cycler App_
/ Graphic Design 3
Kilroy_
學期 term
指導教授 instructor
/ Fall 2013
/ Amir Bahadori
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設 計
/ i-Cycler App_
設計概念 concept To create an iphone application for users of public bike services in San Francisco. i-Cycler is an iphone app that focus the visitor can easy ride a bike to look around this city. The design principles are making everything fast and easy to use and the most relevant elements on screen, so people can be immersed in the content.
這個手機應用程式的概念是提供給在舊金山使用大 眾腳踏車服務系統的人們,i-Cycler是針對觀光 客可以輕鬆騎著腳踏車,認識這個城市的每一個角 落。這設計最主要的原則是讓使用者在使用起來快 速且易於使用,最重要的是螢幕上所顯示的內容都 是相關且重要的資訊,讓人們可以沉浸在內容裡。
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CHRISTINA
CHRISTINA
Market St & Embarcadero St
i-CYCLER
i-CYCLER I A L E V E NT SOC
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bikes
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docks
Market St & Embarcadero St
LO
KE
CA
T
MY
N
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IO
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L
EV
E NT EVENTS
E-CARD
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$ HOME
MY BIKE
LOCATION
E NT
LOCATION
FIND DOCKS
EV
MY BIKE
docks
bilks
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D DOCK
$ HOME
$
IA
FIN
i-CYCLER
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07 docks
IA
FIND DOCKS
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bikes
Market St & Embarcadero St
SOC
SOC
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E-CARD
$ HOME
MY BIKE
LOCATION
EVENTS
E-CARD
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農 夫 Farmers_
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設計 project
課程 course
/ Safeway's brand
/ Package Design 4
Farmers_
學期 term
指導教授 instructor
/ Spring 2014
/ Michael Osborne
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設 計
/ Safeway's brand _
設計概念 concept Safeway is an American a part of local communities, and their customers can always get the great prices on the healthy, local and organic foods. For this project we want to be the “neighborhood grocery store” that offers a selected assortment of specialty products, premium brands, and local products. We will simplify their shopping trip, by focusing on products that stays true to their passion of sustainability, health and the environment. Transforming their supermarket into an enjoyable, satisfying shopping experience.
Safeway是美國其中之一的當地超市，他們的顧客可 以在這裡買到當地最健康和有機的食物。而在這個 設計裡面，我們將Savvy成為它鄰近的超市之一，並 提供了最專業.最優質以及當地出產的產品。我們將 簡單化消費者在購物時的經驗，在產品方面我們注 重在保持產品的發展性，健康和環境，並轉變消費 者最快樂最滿意的消費經驗。
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品 牌 設 定
商 店 類 別 / HOUSE BRAND
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/ STORE BRAND CATEGORIES
部門類別 department
部門類別 department
/ Heartland
/ Heartland- farmers' market
關於品牌 about savvy market
品牌屬性 attributes
品牌屬性 attributes
/ A neighborly grocery store that targets the urban shopper. A shopper that is focused on their health, by choosing the highest quality, organic and essential products available.
/ Value / Quality
/ Sustainable / Fresh
/ Healthy / Environmental
/ Nature & Rusty / Green
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旗 下 品 牌 / PRIVATE LABEL
部門類別 department / Wild paws
品牌屬性 attributes / Nature Instinct / Outdoor / Raw & wild
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PASTA SAUCE
e.
tomato & basil TRA
s.
DITIONAL RECIPE
INTREDIENTS: TOMATOES, TOMATO PASTE, BASIL, SWEET RED PEPPERS, EXTRA VIRGIN OLIVE OIL, ANCHOVY PASTE, SALT, PARSLEY AND CHILI POWDER.
Nutrition Facts Serving Size 1 tablespoon oz (0.5g) Serving Per Container 24 Amount Per Serving
Calories 66
Total Fat 0g Saturated Fat 0g Trans Fat 0g Sodium 5mg Total Carbohydrate 12g Dietary Fiber 1g Sugars 7g Protein 0.1g
% Daily Values*
0% 0% 0% 4% 4% 0%
* Percent Daily Values are based on a 2,000 calorie diet.
NET WT. 16 OZ
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Farmers_
Heartland Pasta Sauce is a traditional sauce originating in the central Italian city of Rome. Prepared with a combination of Tomatoes, Basil and seasoned with Extra Olive Oil. We selects only the finest and freshest ingredients.
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DITIONAL RECIPE
HEARTLAND AMERICAN, INC., SAN FRANCISCO PRODUCT OF USA WWW.HEARTLAND.COM
NET WT. 16 OZ
Heartland Pasta Sauce is a traditional sauce originating in the central Italian city of Rome. Prepared with a combination of Tomatoes, Red Peppers and seasoned with Extra Olive Oil. We selects only the finest and freshest ingredients.
PASTA SAUCE tomato & garlic TRA
DITIONAL RECIPE
HEARTLAND AMERICAN, INC., SAN FRANCISCO PRODUCT OF USA WWW.HEARTLAND.COM
NET WT. 16 OZ
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CHAPTER
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文 化 Culture_
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課程 course
/ Ikko Tanaka_
/ Graphic Design 1
Culture_
學期 term
指導教授 instructor
/ Fall 2012
/ Sean McGuire
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設 計
/ Ikko Tanaka_
設計概念 concept This project focuses on conceptual thinking and problem solving in relation to design development. Emphasis is placed on understanding and evaluating information, learning the value of research and creation communicative symbolism for idea-driven design solutions. Ikko Tanaka created a style of graphic design that fused modernism principles and aesthetics with the Japanese tradition. He uses a lot of geometry shape and golden section to show his works, and my purpose that to use the same layout with his works and create the new book.
這個設計的重點是在製作書的概念和解決問題的能 力，並理解這本書需要傳達的信息，學習的理念的設 計和解決方案的研究是這次作品帶來的價值。Ikko Tanaka創造了一個融合現代主義的原則和美學與日 本傳統的平面設計風格，他用了很多的幾何圖形和 黃金比例的切割來展現他的作品，而我的目的是使 用相同的比例和排版，並創造一本新的書。
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CHAPTER
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大 自 然 Nature_
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設計 project
課程 course
/ Place birdhouse_
/ Packaging Design 2
Nature_
學期 term
指導教授 instructor
/ Spring 2013
/ Thomas McNulty
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設 計
/ Place birdhouse_
設計概念 concept For this packaging assignment, I was asked to think about the different forms that an object can take on. This object would come to life in the form of a birdhouse. I chose Place. After investigating the Place brand I learned all about its rich history and its mission to brighten kids' lives through their color pattern and high quality. This lead me to be interested in regular wood color not only for display at home but also can teach children that paint their own color on birdhouse. The final product took the form of birdhouses which reflect the diversity of the other Place offerings. The packaging is made simply from sustainable products.
關於這個包裝設計，我思考了不同的形式可以去執 行。最後這個包裝設計我選擇了Place，經過調查 這個品牌之後，我學會了所有關於這間公司的豐富 歷史以及它的使命，他們利用彩色的圖案和高品質 的設計做為孩子們最喜歡的產品，因為如此使我對 這間公司產生極大的興趣。而我的鳥屋則使用原始 的木色，不僅讓作品可以擺放在家中也能夠教導孩 子們為自己的鳥屋上色。此作品不僅反映了其他產 品的多樣性還有持續性發展的能力。
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Bird
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THE PLACE Bird
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THE PLACE Bird
Little
THE PLACE Bird
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bird
bird
bird
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Little
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Bird
Bird
Bird
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CHAPTER
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訊 息 Message_ 設計 project / Posters_
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設 計
/ Posters_
設計概念 concept Given the challenge of designing various posters. I noticed that many of what exists, lacked a deeper understanding and portrayal of what the brand is actually about. Graphic seemed chosen or created to promote the celebrities in leading roles and integrating typography seemed like commonly designed lines to frame the image. I designed through the eyes of the main character using illustration and specifically set type.
給予挑戰設計出各種海報，在設計上，我注意到缺乏 更深的理解和品牌內容很多的東西都存在著。平面 設計似乎選擇和創新以促進社會主導的潮流，整合 排版也是常用的設計圖像之一。我的設計是透過專 業的眼睛並使用圖示以及特別的字體完成的。
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定 位 Position_ 設計 project / Logo Design_
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設 計
/ Logo Design_
設計概念 concept Over various courses at the Academy, I have has opportunity to crate and redesign the identity system for multiple brands. There is so much that I have learned about the identity system of a brand. The logo is a key component of any brand, which in a single image can convey the mission, vision and values of the company, or organization that it represents.
經過在這大學這麼多的課程裡，我有很多機會可以重 新設計品牌標誌，這裡有很多品牌標誌的設計最主要 的重點是在一個簡單的單一圖像就可以充分傳達一間 公司的使命，願景以及公司的價值。在這裡的每個品 牌標誌都是代表了不同的公司和一切其他商店設計。 而在每一個設計品牌標誌前都是經過認真研究和思考 建立達成的。
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ZOO SF San Francisco
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ZOO SF San Francisco
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LOgroCAL SINCE 2012
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LOgroCAL SINCE 2012
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/ Typeface Akkurat Bell MT Std Adobe Fangsong Std
/ Biography +1 415 691 0105 qqit010691@gmail.com hsiaoyunliu.com
/ Paper Stock 100# Finch Fine ID Text Stock
/ School Academy of Art University 79 New Montgomery Street
/ Production Credits Adobe Photoshop CC Adobe Illustration CC Adobe Indesign CC
/ Major Graphic Design
/ Printer HP Indigo 5500 /Binding The key Printing & Binding 1934 Park Boulevard, Suite A Oakland,CA 94606
/ Instructor Mary Scott / Photography Victor Tseng / Printing Giant Horse Printing 1336 San Matao Ave.
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