ashley Jonas Graphic Communications Digital Design and Production Senior Project December 10, 2010
Table of contents Project Overview.......................................................... 1 Client Info, Purpose and Target Audience...... 1 Official Colors................................................................2 Logo....................................................................................3 Process......................................................................3 First Attempts...................................................... 4 Official Logo........................................................... 6 Elements.................................................................. 8 Additional Logos.................................................. 9 Stationery Package................................................. 10 Business Card....................................................... 11 Letterhead.............................................................12 Envelope..................................................................13 Tickets........................................................................... 14 Photo Manipulation.................................................. 16 Schedules......................................................................20 Card...........................................................................21 Poster.....................................................................22 Magnet....................................................................23 Planner...........................................................................24 Calendar.........................................................................26 Flyers..............................................................................28 Program.........................................................................30 Media Guide.................................................................32 Website..........................................................................34 Billboard........................................................................35 T-shirts..........................................................................36 Additional Items........................................................37 What I Learned, Future Outlook.......................39 Special Thanks, Sources, Printing................... 40
project overview The idea for my senior project was to do a bunch of promotional materials for a fictional college athletic team. I created the college’s name and mascot to start, then created athletic promotional materials for the college. I chose Carlsbad State University (located in Southern California) with the Tigers as the mascot. I chose to do a fictional client because that way I will have more freedom and creativity in my designs.
Client Info, Purpose and Target Audience My client is the fictional college in which I have created, Carlsbad State University. This school is a NCAA Division II school, like MSUM. The student population is about 16,000 students, all of whom will be the audience for this project. Most students are in the 18-23 age range. The location of this school is in Carlsbad, California (North of San Diego about 35 miles). My client wants me to create all the athletic promotional pieces for the college because we want to be able to promote athletics and create school spirit among the university and community. The school is lacking a defining “look” for their athletic department and also needs a school mascot/logo. The goals of this project are to increase athletic event participation and lift the spirits of our student-athletes. We want the athletes and spectators to enjoy being part of the school’s success. We also want to raise awareness in the community about our wonderful athletic program on our campus. The university wants to make money but also see happy students and athletes.
Personal Goals During this project, I would like the further my experience with the design software as well as work hard to meet all of the deadlines I have set up for myself. Someday I hope to work in an advertising agency with clients such as colleges, other kinds of businesses and individuals. This project should help me in all aspects of the creative process.
CARLSBAD STATE UNIVERSITY TIGERS
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Official Colors Pantone 300 C
Black 100%
Primary Identity Colors: The primary colors for the Carlsbad State University Tigers identity is blue and black. When possible, blue should be the predominant color in all CSU publications. Carlsbad State University Solid Pantone速 300 Process Formula: C=100, M=44, Y=0, K=0 RGB Formula: R=0, G=121, B=193 The beige color is used only for the toenails of the tiger logo on 4-color printing or the web. Process Formula: C=3, M=3, Y=15, K=0 RGB Formula: R=245, G=241, B=218
Black 100%
Black 30%
Black 0%
Black, gray, and white may be used as a substitute if color is not available.
FONTS Enter_Sansman [bold] [bold italic] Bank Gothic [light] [medium] Helvetica
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ASHLEY JONAS | SENIOR PROJECT | 2010
LOGO - Process The logo was the most difficult to come up with, and definitely was the longest process. I started way back in late July when I decided that my mascot would be a tiger instead of a shark. Not an orange tiger, but a gray/ white tiger.
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I searched the internet for tiger mascots and tiger cartoons. I liked the prowling tiger, therefore I based my illustration off of the above two images. I made the tiger in Adobe Illustrator using the pen tool.
CARLSBAD STATE UNIVERSITY TIGERS
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Logo - First Attempts In my original logo designs, the tiger is not too different, except the lack of whiskers and the beige color. The type/font was the trickiest. I thought having an arc in TIGERS looked neat, but it was very difficult to work with. I forgot about it and moved on to try something different with the type. I learned that although it might take hours for one idea to hatch, there is always a better idea waiting to be made.
State University
arlsbad State
Athletics
Original Ideas
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ASHLEY JONAS | SENIOR PROJECT | 2010
Note:
At this point, my logo is getting closer to the final. I decided to emphasize “TIGERS” instead of the city since that is what most other colleges do.
CARLSBAD STATE UNIVERSITY TIGERS
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Official Logo The official Carlsbad State University Tigers logo is for use in direct association with intercollegiate athletics only. Three options are available when deciding on the appropriate logo for the marketing piece. 1. Official CSU tigers logo 2. Wordmark only 3. CSU Initials logo
1. Official Carlsbad State University TIGERS logo Process: 1. Type “TIGERS” in enter_sansman bold italic font. 2. Type > Create Outlines, then ungroup 3. Create a double outline in appearances. White on the inside, black on the outside. 4. Duplicate “TIGERS”, fill with all black, send to back, and offset to the left and bottom. 5. Make the appropriate circle to be able type on the path 6. Type “Carlsbad State University” in Bank Gothic medium font in the circle path. 7. Add tiger body behind TIGERS and add the face over the top.
4 color logo
All black logo
2 color logo
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ASHLEY JONAS | SENIOR PROJECT | 2010
2. Wordmark only Process: 1. Type “TIGERS” in enter_sansman bold italic font. 2. Type > Create Outlines, then ungroup 3. Create a double outline in appearances. White on the inside, black on the outside. 4. Duplicate “TIGERS”, fill with all black, send to back, and offset to the left and bottom. 5. Type “Carlsbad State University” in Bank Gothic medium font. Create outlines, then slant.
2 color logo
All black logo
The black lettering on a 2-color logo may be substituted for white when placing on a dark background.
3. CSU Initials logo
Process: 1. Type “CSU” in enter_sansman bold italic font. 2. Type > Create Outlines, then ungroup and re-size S and U 3. Create a double outline in appearances. White on the inside, black on the outside. 4. Duplicate “CSU”, fill with all black, send to back, and offset to the left and bottom. 5. Type “TIGERS” in Bank Gothic medium font. Create outlines, then slant. 6. Add paw graphic under U.
4 color logo
All black logo
CARLSBAD STATE UNIVERSITY TIGERS
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Logo - Elements Pieces of the Tiger logo may be used as design elements as long as the images are not manipulated or distorted. However, only two optional pieces are available. The two pieces may also be used in conjunction with the word mark logo as long as it does not cover “Carlsbad State University� or any entire letter of TIGERS.
4 color
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All black
ASHLEY JONAS | SENIOR PROJECT | 2010
Additional Logos Most all athletic publications must include the California Collegiate Athletic Association logo as well as the NCAA Division II logo. The options are shown below.
For the California Collegiate Athletic Association, I had to re-create the logo. I took a jpeg of the logo and brought it into Illustrator and did a live trace. I had to take the direct selection tool and edit it a little, but it turned out okay.
MSUM has the NCAA logos in their files.
CARLSBAD STATE UNIVERSITY TIGERS
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Stationery Package Description: The purpose is for athletic faculty, staff and coaches to professionally promote themselves when communicating with prospective students or other potential clients. The design is very clean and professional looking. The stationery package includes: 1. Business Card 2. Letterhead 3. Envelope
6400 Jefferson Street Carlsbad, California 92008 www.csutigers.com 720.434.4631
Jerry Jonas Track Coach 3743 Jefferson St. Carlsbad, CA 92008 www.csutigers.edu
office: 720.434.4631 Cell: 218.298.1285 jonasas@carlsbad.edu
3743 Jefferson Street Carlsbad, Calif. 92008
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ASHLEY JONAS | SENIOR PROJECT | 2010
Business Card Specifications 3.5 x 2 inches 2-color With .125 in. bleeds Two sided
Description: I wanted the business card to be simple. I tried quite a few variations and received opinions from peers of which one was the best. After this first project, I scratched the “wave” element since it doesn’t match my logo as much as I wanted it to.
Jerry Jonas Track Coach 3743 Jefferson St. Carlsbad, CA 92008 www.csutigers.com
office: 720.434.4631 Cell: 218.298.1285 jonas@carlsbad.edu
Front
Back
Other Options:
CARLSBAD STATE UNIVERSITY TIGERS
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Letterhead Specifications 8.5 x 11 inches 2-color No bleeds
Description: The letterhead is simple, just like the business card. I had two variations to choose from. I went with the logo in the upper left corner with the all black logo at 15% opacity in the background.
3743 Jefferson Street Carlsbad, California 92008 www.csutigers.com 720.434.4631
Other Option:
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ASHLEY JONAS | SENIOR PROJECT | 2010
Envelope Specifications Any size envelope White 2-color No bleeds
Description: Again, I wanted to keep this very simple. For the envelope, I decided that the logo from the letterhead looked the best. The paw graphic adds some interest and the address is actually my old elementary school in Carlsbad.
Other Options:
CARLSBAD STATE UNIVERSITY TIGERS
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Tickets Specifications 5.5 x 2 in 4 color process With 125 in. bleeds Two sided Perforated
Description: I created the tickets primarily in Photoshop. The image on the next page shows how I came to the final background. Each sporting event’s ticket will have a different graphic placed in the top left corner. The volleyball and soccer ball both have a multiply effect applied so the black is transparent. The track shoe does not since it has a little more black in the graphic.
Back - All blue
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ASHLEY JONAS | SENIOR PROJECT | 2010
Photo Editing: Original Image
Change Hue/Saturation 50% opacity on black
Image with outer glow effect
Previous Designs:
CARLSBAD STATE UNIVERSITY TIGERS
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Photo Manipulation Before moving on to the next pieces in my project, I must discuss some of the photo editing techniques that occurred to create the images you will see. A major part of my project included taking red jersey Moorhead athletes and turning them into blue jersey Carlsbad superstars (as seen on the next few pages).
This photo is often seen as the background for CSU publications. It is on the schedule card, schedule magnet, schedule poster, media guide, program, flyer, ...
When the wave graphic is placed, many times there is the word “CARLSBAD� placed in the background. This is done in Photoshop. It is actually black filled type with the multiply effect and a white outer glow around it.
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ASHLEY JONAS | SENIOR PROJECT | 2010
Before:
After: For both the media guide and program, I needed to add mug shots of the athletes. Since I didn’t have athletes with blue jerseys, I had to change each photo in Photoshop to create the effect of a CSU school color from the red. To select the red color, I used the Select > Color Range tool from the top menu. After, I selected any red that wasn’t grabbed in the color range process and set a Hue/Saturation layer onto the selected color. I changed the hue range to about -154 (depending on the photo). I tried to go the easy way and make the photos grayscale, but it didn’t go well with the colorful background. The look was all wrong. I changed the jersey color on about 63 mug shot images (men’s track, women’s track, and women’s basketball). For each of the images, I made sure the “Dragons” or MSUM logos were not showing in the final placement. Most of the photos were very high resolution so I had to resample them to the appropriate size. In the end, I converted all the images to CMYK.
Step 1: Select Color Range
Step 2: Change Hue
CARLSBAD STATE UNIVERSITY TIGERS
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Photo Manipulation cont... Many of my projects include athletes in an action shot. These projects include: schedule card, schedule magnet, schedule poster, program, media guide, website, billboard and calendar. Normally, I would just be able to crop out the image and color correct only minimally to achieve the desired photograph for publication. Since I was working with MSUM athletes, I needed to do a little bit more. 1. First, I cropped out the image by creating a mask around the selected figure using the lasso and brush tool. 2. Next, I changed the jersey color. I used the same process mentioned on the previous page with the mug shots - select the red jersey color by any means necessary and create a layer mask for the new blue hue. 3. Next comes the trickiest part, which was changing the jersey’s name to “Carlsbad” instead of “Minnesota” or “Tigers” instead of “Dragons. a. First, in this process, I used the clone tool on a new layer to clone over any letters saying Minnesota or Dragons. b. Second, I created a new text layer with a similar font and new words. Then I rasterized the type so I could manipulate it onto the jersey. c. Next, I used either the warp transform tool or a displace map to create an on-the-jersey look. d. Finally, by adding some noise, creating a slight blur, and decreasing the opacity, I was able to achieve a similar color to that of the other words on the jersey. e. If necessary, I also used the burn tool to create some shadows in the words so it looked like it was part of the folds.
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ASHLEY JONAS | SENIOR PROJECT | 2010
Before:
After:
CARLSBAD STATE UNIVERSITY TIGERS
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Schedules Description: The CSU athletic department requires the promotion of each varsity sport’s event schedule in a variety of ways. 1. Poster 2. Folded Card 3. Magnet
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ASHLEY JONAS | SENIOR PROJECT | 2010
Schedule Card Specifications 10 x 3.75 inches Folded to 2.5 x 3.75 in. 4 color process With 125 in. bleeds Two sided Scored and folded
Description: The schedule handout card displays schedules for the fall season sports. Another would be made for the winter and spring seasons in the same type of format. The card folds so it becomes wallet size and easily accessible.
CARLSBAD STATE UNIVERSITY TIGERS
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Schedule Poster Specifications 17 x 11 inches 4 color process With .125 in. bleeds
Description: The schedule poster displays one or more sporting events in an 11x17 poster. They will be hung around the university for students to view. I made the cross country poster.
Description: The first thing I did was create the people images. I used the same process described on page 20 on photo manipulation.
Problem: I had trouble with finding images that go together. Solution: Search hard to find a new photos.
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ASHLEY JONAS | SENIOR PROJECT | 2010
Schedule Magnet Specifications 6 x 6 in 4 color process With .125 in. bleeds
Problem: Volleyball player’s number 3 is backwards since I flipped the photo. Solution: Clone stamp in Photoshop to make 3 into an 8. I wouldn’t do this for an actual college; that would be wrong. I would find a new photo.
CARLSBAD STATE UNIVERSITY TIGERS
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PLANNER Specifications 7 x 7 inches 4-color cover and back Black inside pages With .125 in. bleeds 100 pages Spiral Bound
Front
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Description: The planners will be given out to studentathletes to help them organize their time. Athletes are busy people. The university wants to help them with their time management skills. Most of the middle pages are exactly the same with changing months and days.
Back
ASHLEY JONAS | SENIOR PROJECT | 2010
This exact information is also found in the media guide.
Inside pages 6-100 look like the above images.
CARLSBAD STATE UNIVERSITY TIGERS
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Calendar Specifications 8 x 8 inches 4 color With .125 in. bleeds Spiral Bound
Note: One of the most difficult tasks was finding photos for the calendar. I ended up doing an every-other sequence with athletes and normal photos.
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Description: The calendars will be given out for free to students and community members to promote athletics. Photos of student-athletes, as well as CSU facilities, are displayed in the 12-month calendar.
To make the cropped out photos mesh a little better with the bold blue background, I added a drop shadow.
ASHLEY JONAS | SENIOR PROJECT | 2010
CARLSBAD STATE UNIVERSITY TIGERS
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Flyers Specifications 8.5 x 11 in 4 color process With .125 in. bleeds
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Description: The flyers will be hung around the college campus for students to view and hopefully drive them to take action. These specific posters are promoting events that raise money for the athletic department. Other flyers may be made to promote a specific sporting event.
ASHLEY JONAS | SENIOR PROJECT | 2010
Description: For the first flyer, the volleyball photo came from my own camera from a trip to San Diego. I added a texture by laying the second photo over the first, decreasing the saturation of the top photo, setting it to “multiply� and decreasing the opacity to 82%
Description: The second flyer is essentially the same as the first one, however, I also had to decrease some of the texture by brushing some shades of gray into the layer mask as seen in the screen shot. The surf sign photo came from my trip to California in 2005.
CARLSBAD STATE UNIVERSITY TIGERS
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Program Specifications 17 x 11 inches Folded to 8.5 x 11 in 4-color cover Black inside With .125 in. bleeds Scored and folded
Description: Programs will be given out or sold at all of the home events. They are used to show facts and statistics about the home team and opponent. The inside of the program is all black since that would be less expensive to print in high quantities.
Front
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ASHLEY JONAS | SENIOR PROJECT | 2010
Inside
Back
CARLSBAD STATE UNIVERSITY TIGERS
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media guide Specifications 17 x 11 inches Folded to 8.5 x 11 4 color process With .125 in. bleeds 12 pages Saddle Stitched
Front
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Description: The media guide is a marketing piece to recruit potential athletes and sponsors for the specific team. I made the media guide for the CSU track team. The inside pages give information on the college, community, coaches and athletes. The covers were very fun to create, while the insides were a little more difficult. With more information and facts, I could have added many more pages.
Back
ASHLEY JONAS | SENIOR PROJECT | 2010
Page 3
Page 7
Page 4
Page 5
Page 6
Page 8
Page 9
Page 10
Note: The middle page with the logo over the track photo can be used as a tearout poster since it is in the middle. Also, I used the clone stamp in Photoshop to get rid of the ugly shadow in the middle spread as seen in the red circles.
Page 11
Page 12
CARLSBAD STATE UNIVERSITY TIGERS
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WEBSITE Specifications 900 x 600 px
Description: The website is used to display any information about the Tigers athletics that people want to know – events, rosters, news and even advertisements. I designed only the home page in Photoshop. Initially, this piece was not going to be in my project. However, I realized that websites for athletic teams are crucial. I have it hosted on my website, ashleyjonas.com, as one image just for display purposes.
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ASHLEY JONAS | SENIOR PROJECT | 2010
Billboard Specifications 48 x 14 ft. 4 color process
Description: Promote athletics off-campus to community to people driving on the highway. People only get about 2 seconds to look at a billboard so the message had to be simple. Since I obviously cannot print a billboard, I had Jody in the graphics department print me a banner.
Description: This image was changed to a duotone of Pantone 300 and black. Then, I placed it as the background for the billboard image. I found the font “California by Dirt2� on dafont.com and thought it looked like an appropriate font for a headline in California. The girl was edited the same as mentioned on page 20, however, I also duplicated the enter layer and added a heavy motion blur for the background for the effect of movement.
CARLSBAD STATE UNIVERSITY TIGERS
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t-shirts Specifications S - XXL
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Description: These T-shirts each serve a specific purpose. The Championship T-shirt would be given to members of the specific team after winning a national championship. The other would be something you could buy at the university bookstore to promote athletics. I printed these at vistaprint.com.
ASHLEY JONAS | SENIOR PROJECT | 2010
additional items Items: T-shirt Key chain Pen
Description: These additional items are for promoting Tiger athletics by simply getting our name and logo seen. Pens and key chains will be given out at events, as well as simple white T-shirts with our official logo on the front. These items made up my very first order at vistaprint.com.
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What I learned This project has enhanced my creative thinking, technical design skills and my ability to problem solve. I used Adobe Photoshop, Illustrator, and InDesign throughout the process and enhanced my skills in all of those programs. Illustrator can be very tricky, especially when it comes to the correct color. On some of the logos, I wanted 100% black for color, but instead got a rich black. I had to figure out why this what happening and how to fix it. Before this project, I didn’t use much of the color selection tool in Photoshop. With all the athlete images I had to color correct, I got tons of practice. I also hadn’t worked much with manipulation text on images, but after a few times of switching “Dragons” with “Tigers” on the athlete jerseys, I got the hang of it. I was able to receive feedback from other students and use their critiques to improve my project. I realize that the process involves much more than just designing. Exact specifications have to be in place before sending to print. The proofing and editing process is probably the worst, but it might be the most important. No one wants typos or incorrect colors in their final pieces.
Future Outlook In the future, I would love to do a project like this again. However, next time, I’d like to work with a real client. I appreciate feedback and critiques, but it is difficult when I am the one who makes the ultimate decisions. Somday, I would like to work at an advertising agency or as an in-house designer for a company. Eventually, I want to work my way up to creative director so that I can manage creative projects in a larger scale. No matter where I am, I will continue to educate myself in the design industry, and not just print design. I am finding that web and multimedia is becoming more interesting as technology advances, and I would like experience in all aspects of design.
CARLSBAD STATE UNIVERSITY TIGERS
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SPEciAL THANKS GCOM Final Project Students Trista Conzemius MSUM Marketing Department Jerry Nygard Jody Bendel Jerry Jonas Kari Gulseth
file Sources MSUM Dragonmedia server MSUM Athletics sxc.hu dafont.com UCSDtritons.com Google Images (for a few logo pictures) My own photography: 2005 trip to San Diego 2009 spring break in San Diego 2010 spring break in San Diego
Printing Unless otherwise noted, every item was printed by Jerry Nygard at the MSUM Print Shop MSUM University Graphics MSUM Marketing Department www.vistaprint.com
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ASHLEY JONAS | SENIOR PROJECT | 2010
ashley Jonas Graphic Communications Digital Design and Production Senior Project December 10, 2010