Thesis process book by Biayna Ohanyan

FINAL DELIVERABLES

A Thesis Project by B i a y n a O h a n y a n

Archistories is a non governmental organization that uses

de Young

federal grants and philanthropy to provide preservation and restoration programs for historically essential structures F I N E A R T S MUSEUMS O F S A N F RA N C I S C O

i n t h e U n i t e d St at e s .

M FA T h e s i s

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

CONTENTS

007

THE ISSUE

017

DESIGN RESEARCH

051

DESIGN PROCESS

085

FINAL DELIVERABLES

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

Preservation is making opportunities to contact with our shared heritage, and that is the glue that holds us together. â&#x20AC;&#x201D;Richard Moe, President of the National Trust

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

The Issue The Origins of Archistories The Problem Defined

Protecting Americaâ&#x20AC;&#x2122;s Heritage Brick by Brick

THE ISSUE

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The Origin of Archisotries

The first thing that caught my eye when Iâ&#x20AC;&#x2122;ve first came to San Francisco was a unique architectural environment. Itâ&#x20AC;&#x2122;s a quality that I always notice considering my cultural background. Iâ&#x20AC;&#x2122;ve started taking photos and learning about the Victorian history and influence and furthermore my interest extended to the entire state and the country. Architecture being one of defining characters of our identity makes you realize the importance of protecting and preserving it. Preservation is good for the environment. Preservation is an ultimate recycling. Construction waste is highly toxic. Preservation saves the embodied energy of the materials used to construct the building. Much energy was required to excavate, manufacture, transport, and assemble the bricks, glass, steel, wood, and so on used in that building. Preservation reuses existing infrastructure and buildings, and decreases urban sprawl. Preservation is good for the economy. Cultural and heritage tourism is a rapidly growing industr y. Restoration brings more jobs and dollars to the local economy. Restoration of a building is more labor intensive than is new construction, and also demands more skilled labor, thus resulting in higher wages.

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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â&#x20AC;&#x153; Historic Architecture is an Ultimate Storytelling. Architectural Environment tells a story about the society, our liberty and human condition. Preserving it means protecting our identity. â&#x20AC;&#x201D;Irving Kristol

Tourism and growth of population are one of the main issues of architectural preservation in San Francisco. Rapid growth of new constructions and the reconstruction of old buildings often have fatal effect on historic structures. Lack of historic surveys, documentation and the deterioration of wood are also serious problems.

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THE ISSUE

What is the problem?

The three main causes of preservation concerns are tourism, old material and environment. The environmental issues are global warming, earthquakes and fires. The material problems are erosion and deterioration. And the last issue is tourism and growth of population, which is one of the main issues in San Francisco. Home to roughly 800 thousand people itâ&#x20AC;&#x2122;s expected growth in 1 million residents by 2035. Rapid growth of new constructions and reconstruction of old ones become one of the main preservation issues. Lack of historic surveys and documentation is another serious problem. Deterioration of wood is another serious issue. In my research Iâ&#x20AC;&#x2122;ve also found out that the residents knowledge of architectural landscape of the city is mostly superficial.

1million expected growth

Preserved

2035 Historic Structures

Not Preserved

in SF

800.000 people

2012

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

Design Research Data and Insights Sur veys Target Audience

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN RESEARCH

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Beginning Research

In the first lab, I researched books, preser vation articles and architectural magazines to understand and learn about the topic. Also, I chose five words that are associated with my topic, which are conversion, crime, development, impression and solicitude to gain insights and give myself the freedom to play with them and put them in different situations, to create new ideas. It was an interesting experiment, since I came up with ideas that I had never thought about before.

I did a lot of primary research talking to individual architects, art historians and doing online surveys. I also explored keywords to generate new ideas.

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN RESEARCH

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN RESEARCH

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Questions to Gain Insights and Connect Ideas

This lab project involves asking questions that are related to my topic to gain deeper insights. The questions formulated fell within in each of six categories which were questions for clarification, questions that probe assumptions, questions that probe reasons and evidence, questions about viewpoints and perspectives, questions that probe implications and consequences and the questions about the issue. The final design was a booklet that represents the questions. It contains 50 to 80 questions and images and answers for six questions that I felt were important. Moreover, the cover has a statement that describes my topic.

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN RESEARCH

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN RESEARCH

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Group Discussions and Interviews

For this lab I organized a group meeting to discuss my topic. The members include people that live or work in San Francisco. I made a list of questions related to the history of architecture, preservations issues around the world, new constructions in how our architectural environment affect our life and our psychology. It is a fact that the urban environment we live in is a great part of out life and shapes our daily affairs in many ways that we might not even fully recognize. My goal was to gain a broader insights about residentâ&#x20AC;&#x2122;s viewpoints and expectation, as well as concerns and discussants about architectural heritage of the city and the country in general. It has been mentioned several times that architectural milieu is one of the main characteristics of the city and is what mainly distinguishes it from others, by making it unique and different. I was glad to see enthusiasm in people to learn more about architecture and contribute to it preservation and restoration. This process helped me to see more clearly what issues should i focus on, what are the problems that design can address and how it can be accomplished.

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

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MFA THESIS ARCHISTORIES

ARTHUR ARTHUR MURADYAN MURADYAN

I’m I’m 38 38 years years old. old. I’m I’m aa documentadocumenta-

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artist artist with with aa degree degree in in Psychology Psychology

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Web Developer. Currently I’m

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California.

A L E X E Y A N TO N I T S I N

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

The meeting and interviews were very helpful to gain insights and observe other opinions and angles from people who live in the US.

DESIGN RESEARCH

p/37

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

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d i a n S t a t e o f Pu n j a b . M a s t e r i n

from the South West of England.

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A L E X E Y A N TO N I T S I N

dat abase

How well familiar are you with the architectural (structures) legacy of San Francisco?

Not Familiar

Slightly Familiar 10%

Familiar

60%

25%

Strongly Agree

40%

Agree 45%

Disagree

Neither Disagree Nor Agree

Do you agree that the architectural environment you live in affects your emotional and psychological state?

DESIGN RESEARCH

p/41

Would you be interested to contribute to the architectural heritage of the city you live in?

Not Interested

Slightly Interested

20% 10%

Strongly Interested

Interested

20% 50%

Which of these factors in your opinion make San Francisco unique, compelling and distinctive?

55%

Geographical location

35%

Build environment

70%

Historic structures

20%

Castro district

30%

Hippie movement in the late 1950s

Quotes From Group Discussion

The people I spoke to had wide range of ages, lifestyles and occupations. They all had a unique voice and brought something new to the table

Architecture is concentrated knowledge and is vital for the future generations. Preservation is utility and comfort versus historical values.

Architecture is the face and the pride of the nation. Historic structures are one of the most efficient ways of storytelling about the achievements of the past and dreams of the future.

Architectural heritage connects people, it creates cross-cultural bridges between nation and the world in general.

Johann Wolfgang von Goethe said architecture is frozen music. As any other form of art it must be understood appreciated and thoroughly protected.

Victorian Architecture is a distinctive quality of San Francisco. Itâ&#x20AC;&#x2122;s one of the things we are known for.

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

Insights, Strategies and Deliverables

TOPIC AREA Preser vation of Architectural Heritage

OUTCOMES Raise money for the documentation and preservation of historically significant structures in the US and increase the quality of our built environment.

AUDIENCE Particular city residents including philanthropists,

entrepreneurs, etc.

FINAL DELIVERABLES

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D ELIVERAB LE S S TRAT EG Y C H A RT PATTERNS OF ARCHITECTURE

INSIGHTS

STRATEGIES

DELIVERABLES & DESCRIPTION

Architectural aesthetics

Once being told of the

Physical and emotional well-

are the reflection of

importance of the architectural

being of residents of the city is

cultural norms, and the

environment people become

tightly connected with the urban

human condition

really inspired and interested in

and architectural environment

learning more

they live in

Making historic architectural

Presenting and revealing

Analyze architectural patterns

patterns of the city more

architectural patterns

and explain their connections

accessible, understandable

as distinctive characteristics

with cultural tendencies and

and useful

of San Francisco

human condition

Series of books with extensive

Posters and Infographics

data and infographics

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

Material Matrix

Iâ&#x20AC;&#x2122;ve created a strategy for my design solutions to work together as a system. My solutions includes exhibit, marketing campaign, social media mediums and print materials. These will change peopleâ&#x20AC;&#x2122;s understanding of their architectural heritage, provide deeper analysis of complex architectural data that is hard to come by on daily basis and even harder to understand on endless sheets of archive documents and professionally specific architectural articles. This will increase peopleâ&#x20AC;&#x2122;s knowledge about the topic, which leads to a much deeper appreciation and allows to contribute to better quality of there built environment. All the deliverables work in harmony and are connected to each other which allows the participant to navigate through the process, learn about the

organization, visit the exhibits and make donations.

FINAL DELIVERABLES

Exhibit

Ad Campaign

Website

Campaign Pamphlets

NGO Brochures

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

Target Audience

Individuals that are 35-75 years old, mainly philanthropists, patrons, business owners, entrepreneurs and the city residents who are interested in preser vation. My research, surveys and group discussions show that residents of particular city are interested in the preser vation of their architectural heritage but many are not actually engaged in any way to contribute to this cause. My project targets people who are in certain stage in their life when they allow themselves to donate money to cultural causes and such things as the preservation and restoration programs. Also people who may not be able to support financially

but can have an opportunity to learn more about their heritage.

DESIGN RESEARCH

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

Design Process Name Development Logo Development Exhibit Development Visual System Development

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

Naming and Logo Development

The name must convey the meaning of the project in an abstract, unique and emotional way. In my case, after excessive research I came up with the name that is combination of two words, which are “Architecture + Stories”. As mentioned in the beginning architecture is an ultimate storytelling. Consequently, I’m using this idea in my logo, which basically mean stories that architecture tells.

TAG LINE Preserving America’s heritage brick by brick.

KEYWORDS Solicitude Understanding Protection Appreciation Stories

Knowledge

Archi

STO R I ES

ARCHI

STO R I E S

ARCHI

STORIES

ARCHI STORIES

Archistories

Story Structures

STORIES

PATTERNS OF ARCHITECTURE

Archistories

D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

FINAL DELIVERABLES

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D E S I G N E D B Y B I AY N A O H A N YA N

MFA THESIS ARCHISTORIES

DESIGN PROCESS

ARCHISTORIES

ARCHI TORIES S

ARCH STOR ES ARCH STOR ES ARCCHISTORRIIESS ARRCCHISSTTORRI IESS AR H STO E A H O E

ARCH STOR ES ARCH STOR ES ARCH STORIES ARCH STORIES

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D E S I G N E D B Y B I AY N A O H A N YA N

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Exhibit Development and Sizes

The hypothetical exhibit presents Victorian Architecture of the19th century in San Fransisco as one of the main characteristics of the city. Iâ&#x20AC;&#x2122;ve started my exhibit design development with narrowing down my research of San Francisco heritage to five main historic districts to present in my exhibit. My next step was deciding where the hypothetical exhibit will take place and taking measurements and photos of that space. According to those I created the measurements of my exhibit plan, including the temporary walls. I also started working on my exhibit title, curatorial statement, typographic choices and the style of graphic panels. And finally I started doing photography of the historical structures that the exhibit presents.

Liberty Hill The Liberty-Hill Historic District encompasses a significant representation of 19th century middle class housing and developmental practices. Since the fire following the 1906 earthquake was stopped at the 20th Street boundary of the District, the District contains examples of all architectural styles prevalent during the developmental period. It is one of the earliest residential "suburbs" to be developed in San Francisco, the quality that is retained to this day. It is enhanced by extensive street tree plantings and the very low number of commercial establishments in the area. The District is significant in its representation of San Francisco development modes of the period. The initial residents in the Liberty-Hill Historic District comprised a mix of professionals, laborers and small scale entrepreneurs, but there have been a number of famous residents and visitors to the District.

The 70% of all the buildings in the District are Victorian, with 42% being Italianate, 20% Stick and 8% Queen Anne. Approximately one third of the buildings in the District are architect designed. Over half of all buildings (overall 163) are classified as contributing (building that fully contributes to the historic character of the district) to the Victorian character of the District, while 74 are potentially contributing.

DESIGN PROCESS

Liberty Hill Since the fire following the 1906 earthquake was stopped at the 20th Street boundary of the District, the District contains examples of all architectural styles prevalent during the developmental period. It is one of the earliest residential "suburbs" to be developed in San Francisco, the quality that is retained to this day. It is enhanced by extensive street tree plantings and the very low number of commercial establishments in the area. The 70% of all the buildings in the District are Victorian, with 42% being Italianate, 20% Stick and 8% Queen Anne. Approximately one third of the buildings in the District are architect designed. Over half of all buildings (overall 163) are classified as contributing (building that fully contributes to the historic character of the district) to the Victorian character of the District, while 74 are potentially contributing.

The Liberty-Hill Historic District encompasses a significant representation of 19th century middle class housing and developmental practices

Liberty Hill The Liberty-Hill Historic District encompasses a significant representation of 19th century middle class housing and developmental practices. Since the fire following the 1906 earthquake was stopped at the 20th Street boundary of the District, the District contains examples of all architectural styles prevalent during the developmental period. It is one of the earliest residential "suburbs" to be developed in San Francisco, the quality that is retained to this day. It is enhanced by extensive street tree plantings and the very low number of commercial establishments in the area. The initial residents in the Liberty-Hill Historic District comprised a mix of professionals, laborers and small scale entrepreneurs, but there have been a number of famous residents and visitors to the District. The 70% of all the buildings in the District are Victorian, with 42% being Italianate, 20% Stick and 8% Queen Anne. Approximately one third of the buildings in the District are architect designed. Over half of all buildings (overall 163) are classified as contributing (building that fully contributes to the historic character of the district) to the Victorian character of the District, while 74 are potentially contributing.

The District is significant in its representation of San Francisco development modes of the period. The initial residents in the Liberty-Hill Historic District comprised a mix of professionals, laborers and small scale entrepreneurs, but there have been a number of famous residents and visitors to the District.

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DESIGN PROCESS

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EXHIBIT TITLE DEVELOPMENT AND BODY TEXT The title of the exhibit must convey the content of the project in a catchy, abstract and emotional way. In my case, I chose to connect the title to the Queen Victoria herself after whom the Victorian Era was named in a playful and fun kind of way.

Victorian Exuberant Architecture Victorian Era in North America Victorian revival Queen Victoria Look through the Bay Windows Gold Rush and Victorian Charms

A UEEN COMES TO THE BAY A UEEN COMES TO THE BAY A UEEN COMES TO THE BAY

Gold Rush and Victorian Posh Gold Rush and Victorian Lush Gold Rush and Victorian Plush Victorian Exuberance Eclectic Revival of Victorian Era

Ornamented stories of San Francisco Ravishing Victorian Era Rapture Victorian Posh Spatial Victorian Chic Victorian Exuberance of Forms

A Queen Comes to the Bay

between 1849 and 1915 and many were painted in bright colors. As one newspaper critic noted in 1885, "...red, yellow, chocolate, orange, everything that is loud is in fashion...if the upper stories are not of red or blue... they are painted up into uncouth panels of yellow and brown. While many of the mansions of Nob Hill were destroyed by the 1906 San Francisco Earthquake, thousands of the mass-produced, more modest houses survived in the western and southern neighborhoods of the city. Painted Ladies in the Lower Haight, San Francisco, California During World War I and World War II, many of these houses were painted battleship gray with war-surplus Navy paint. Another sixteen thousand were demolished, and many others had the Victorian decor stripped off or covered with tarpaper, brick, stucco, or aluminum siding.

About 48,000 houses in the Victorian and Edwardian styles were built in San Francisco between 1849 and 1915 and many were painted in bright colors. As one newspaper critic noted in 1885, "...red, yellow, chocolate, orange, everything that is loud is in fashion...if the upper stories are not of red or blue... they are painted up into uncouth panels of yellow and brown. While many of the mansions of Nob Hill were destroyed by the 1906 San Francisco Earthquake, thousands of the mass-produced, more modest houses survived in the western and southern neighborhoods of the city. Painted Ladies in the Lower Haight, San Francisco, California During World War I and World War II, many of these houses were painted battleship gray with war-surplus Navy paint. Another sixteen thousand were demolished, and many others had the Victorian decor stripped off or covered with tarpaper, brick, stucco, or aluminum siding.

About 48,000 houses in the Victorian and Edwardian styles were built in San Francisco between 1849 and 1915 and many were painted in bright colors. As one newspaper critic noted in 1885,

A COMES UEEN TO THE BAY A UEEN COMES TO THE BAY

Exuberant, charming ravishing Fanciful, feminine and flourish

About 48,000 houses in the Victorian and Edwardian styles were built in San Francisco

A UEEN COMES TO THE BAY

"...red, yellow, chocolate, orange, everything that is loud is in fashion...if the upper stories are not of red or blue... they are painted up into uncouth panels of yellow and brown. While many of the mansions of Nob Hill were destroyed by the 1906 San Francisco Earthquake, thousands of the mass-produced, more modest houses survived in the western city. During World War I and World War II, many of these houses were painted battleship gray with war-surplus Navy paint. Another sixteen thousand were demolished, and many others had the Victorian decor stripped off or covered with tarpaper, brick, stucco, or aluminum siding.

About 48,000 houses in the Victorian and Edwardian styles were built in San Francisco between 1849 and 1915 and many were painted in bright colors. As one newspaper critic noted in 1885, "...red, yellow, chocolate, orange, everything that is loud is in fashion...if the upper stories are not of red or blue... they are painted up into uncouth panels of yellow and brown. While many of the mansions of Nob Hill were destroyed by the 1906 San Francisco Earthquake, thousands of the mass-produced, more modest houses survived in the western city. During World War I and World War II, many of these houses were painted battleship gray with war-surplus Navy paint. Another sixteen thousand were demolished, and many others had the Victorian decor stripped off or covered with tarpaper, brick, stucco, or aluminum siding.

DESIGN PROCESS

EXHIBIT COLOR SCHEME The colors of the exhibit come from the cityâ&#x20AC;&#x2122;s Victorian buildings themselves. While doing photos I was able to capture this beautiful building on warm daylight or golden sunset colors that affected the photography and the final color scheme.

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Final Identity Standards

The visual style of the brand identity, especially the logo mimics the style of architectural sketches or blueprints. With the choice of color scheme and typefaces I tried to achieve the sense of safety, energy, liveliness and elegance. This are the qualities that in my opinion are important for the NGO that deals with preservation concerns, collaborates with companies such as SF Heritage, National Trust For Historic Preservation, SPUR | Historic Preservation in San Francisco and others.

TAG LINE Preserving Americaâ&#x20AC;&#x2122;s heritage brick by brick.

KEYWORDS Preservation Restoration

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Perspective Angle 45°

THE CONCEPT The concept of the logo is based on the visual style of architecture blueprints, elegant thin lines with clean shapes create the sense of dimensionality on the page, resembling a building sketch. The name is a combination of two words meaning stories of architecture.

THE CLEAR SPACE A clear space is a certain space of negative area that must be always kept the same when using the logo. It differentiates the logo from other objects on the

space and makes it readable as a stand alone piece. The clear space is measured

by the twice of the size of the length of a “T” letter shape.

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LOGO DO’S AND DON’TS 1. Use white logo on the brand blue 2. Use on 60% black or darker 3. Use on dark color backgrounds 4. Don’t use with light backgrounds 5. Don’t rotate

6. Don’t stretch

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DESIGN PROCESS

SIZING AND STYLES Depending on the art piece and purpose the logo can be used on different mediums from digital to print materials. Which is why itâ&#x20AC;&#x2122;s important to know the smallest legible size of the logo to use and the standard most preferable size, especially if used with the tag line .

1in

Minimum Size

1.75in

Standard Size

Protecting Americaâ&#x20AC;&#x2122;s Heritage Brick by Brick

65%

If Used With Tag line

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BRAND COLORS The combination of deep blue with elegant greys brings the sense of harmony, balance, gravity and energy, that refers to the topic and displays the importance of the cause. 1. Deep Blue 2. Hues of grey

Navy Deep Blue

Dark Grey

Pantone 111-16C, 108-8U

Pantone 179-11C, 179-12U

C:90

M:64

Y:45

C:0

R:25

G:70

B:90

04 03

M:0

Y:0

G:90

K:80

B:90

HEX 565656

Medium Grey

Light Grey

Pantone 179-6C, 179-6U

Pantone 179-2C, 179-4U

C:0

M:0

Y:0

G:170

HEX 878787

R:90

HEX 1f3d7a

R:170

K:34

K:45 B:172

R:220

M:0

Y:0

G:220

HEX c5c5c5

K:15 B:220

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BRAND TYPEFACE As a geometric sans-serif Futura works perfectly for the theme of architecture, its basic geometr y refers to the structured and well balanced way of architecture. It also has a sense of elegance and simplicity that is highly desirable for the topic that refers to the idea of preservation, compassion and contributions.

A BCDEFGH I JK L M N OP QR ST UVWX YZ 1 2 3 456789 0 # &* Futura Std Light Use the Light Weight for body text, subtitles and quotes

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#&* Futura Std Medium Use the Medium Weight for headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#&* Soho Std _Medium Use the Medium for the callouts

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Archistories NGO Funding

Iâ&#x20AC;&#x2122;ve created a strategy chart to display how the organization funding process works. Archistories NGO uses federal grants and philanthropy to provide preservation and restoration programs for historically essential structures in the United States. To achieve this goal as one of their main activities Archistories organizes exhibits that present particular style in certain city in order to raise money and

contribute to preservation programs.

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Federal Grants

Preser vation Programs

Philanthropy

Exhibitions

Restoration Programs

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EXHIBIT FINAL PHOTOGRAPHY

The photography captures the vibrant and colorful Victorian architecture, sharp angles and close-ups bring the sense of movement and energy, the panoramic shots show the entire rows of buildings. I tried to show all the branches of

Victorian style in San Francisco with warm colors and soft hues of sunlight.

DESIGN PROCESS

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DESIGN PROCESS

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Final Deliverables The Campaign The Exhibit User Test Brochures and Pamphlets Promotional Materials Web and Social Media

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The Campaign

My marketing campaign has 3 creatives. I use The Queen Victoria’s portrait as a reference to the origins of Victorian Era dressed with San Francisco’s architectural details. Using humor in my messages I’m trying to make a little fun of her quite dour expression that hopefully will make people stop and smile. I also understand that this is for San Francisco audience and probably would not work in other cities. Here you can see it on the bus, on street banners, underground, bus stop, outdoor, magazine ads, web and mobile ads inviting you to the exhibit.

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WEB ADS WEB ADS

leaderboard (728×90)

A UEEN

banner (468×60)

COMES TO THE BAY

Victorian Exuberant Architecture in San Francisco, 1825-1900

button (125×125)

medium rectangle

square (250×250)

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A UEEN

COMES TO THE BAY

Victorian Exuberant Architecture in San Francisco, 1825-1900

button (125×125)

A UEEN

COMES TO THE BAY

San Francisco’s Victorian Architecture of the 19th century

A UEEN

San Francisco’s Victorian Architecture of the 19th century

NOW ON VIEW

COMES TO THE BAY

NOW ON VIEW

vertical banner

wide skyscraper (160×600)

skyscraper (120×600)

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The Exhibit

â&#x20AC;&#x153;A Queen Comes to the Bayâ&#x20AC;? is the current exhibit that presents Victorian architecture of the 19th century in San Francisco. The Exhibit is potentially held in the first floor of de Young Museum of Fine Arts. The name that you see at the entrance refers to the Queen Victorian and the influence of Victorian Era in San Francisco. The five districts presented are Alamo Square, Duboce Park, Telegraph Hill, Liberty Hill and Bush Street-Cottage Row. This districts stand out by incredible amount of buildings of different Victorian house styles. Each district is presented by L shaped walls designed by both sides. All the photography you see used in the graphic panels are done by me.

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Width 11m / 36ft

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h gt

Le th

ng 1m ft

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27cm

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7.5”

6”

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A UEEN

COMES TO THE BAY

December 18, 2015–April 2, 2016

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27cm

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Join us in this fascinating journey of beauty, knowledge, preservation and embrace a new look to your city and it’s future. One of the great charms of San Francisco is the wonderful variety of architectural styles that grace our streets. It’s not

Archistories is determened to educate the residents of the city about unique and pricesless architectural heritage

unusual to see a half a dozen distinct types of architecture on a single block. Here we explore and present 70 years of Victorian and Edwardian eras of home architecture of San Francsico. These residential buildings built from 1845

they are serounded with. We also raise funding to make donation to Spur’s restoration programs of historic districts. We urge you to join us in this fascinating journey of beauty, knowledge, preservation and embrace a new look to your city

to 1920s are one of the disctinctive qualities of the city with which it’s most identified with.

and it’s future.

San Francsico as metropolitan becomes more heavily populous year after year. Rapid growth of new constructions and reconstruction of old ones create many preservartion

This Exhibit is presented by Archistories, non governmental organization (NGO). Archistories uses philanthropy and federal grants to provide preservation and restoration programs of historically significant structures in the United States.

issues for historic heritage. We should create future without destorying achievements of the past. Which is why it’s vital to understand it, appreciate it, and preserve it.

Entrance right 1:08 scale title=200pt body=96pt

13”

6”

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structures in the United States.

13â&#x20AC;?

6â&#x20AC;?

27cm

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COMES TO THE BAY

Legion of Honor

$20.00

A D M I T

O N E

$20.00

COMES TO THE BAY

Legion of Honor

02:15 PM Visa

A D M I T

O N E

A UEEN

COMES TO THE BAY

$20.00

A D M I T

50 Hagiwara Tea Garden Dr, San Francisco, CA 94118 (415) 750-3600

02:15 PM Visa

A D M AI TD MO I NT E O N E

18/01/2016 Adult

de Young

A UEEN

50 Hagiwara Tea Garden Dr, San Francisco, CA 94118 (415) 750-3600

18/01/2016 Adult

de Young

O N E

A UEEN

50 Hagiwara Tea Garden Dr, San Francisco, CA 94118 (415) 750-3600

02:15 PM Visa

Legion of Honor

A D M I T

18/01/2016 Adult

de Young

COMES TO THE BAY

A UEEN

COMES TO THE BAY

A UEEN A UEEN

COMES TO THE BAY

A UEEN

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O N E

A D M

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EXHIBIT BROCHURES

Here you can see the brochures that you get in the Exhibit with more information about the exhibit and the preservation. I’m using my photography and each cover presents different style and has it’s specific cut. There is also a map inside that

guides you through the exhibit.

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ARCHISTORIES NGO BOOKLETS AND T-SHIRTS This are the booklets that provide more information about the organization, donation and membership. It also provides link to the organization website and

other social links. The T-shirts are brand blue or other dark colors with the logo.

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uses philanthropy to provide preserion programs of hisstructures in the US. orates with local tion organizations testimony to help nvironment that e United States. As ctivities we organize nt particular style in ntributes to preser-

PROTECTING AMERICAâ&#x20AC;&#x2122;S HERITAGE BRICK BY BRICK

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SOCIAL MEDIA

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UniBank Joint Stock Company (JTC) Member of Board of Directors

Ararat D Ghukasyan, Age 50, Russia

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User Response

I did my user test with my target audience that includes art patrons, business owners, high rank government officials and entrepreneurs. I was happy to see that all those people expressed a lot interest in the topic and really liked the visual style of the exhibit. The infographics received a high praise and were considered informative and appealing. Some, even expressed a desire to fund this sort of exhibit.

I find it very important to transfer the material values and aesthetic solutions of our ancestors to new generations, I would be glad to financially support this project for the success of it’s cause. — Ararat Ghukasyan Russia, UniBank Joint Stock Company (JTC) Member of Board of Directors,

I would gladly attend the following exhibit. The photos, graphics and the exhibit design is executed delicately and elegantly. The information is complete, attractive and clear — Vrezh Aramyan, Armenia Unichem LLC Founder and Shareholder

I am sure this kind of exhibitions allows people not only to realize the importance of preservation, but also to make more tangible steps in a form of donations. This issue is important not only for separate nations, cities, people, but also for humanity as a whole. This practice should have been continued and extended to other countries. — Nona Poghosyan, Armenia, ES Co-Owner of one of the largest Dentist Centers in Armenia

I will gladly participate in the exhibition of architectural heritage. The works is complete, beautiful and informative. I would make a generous donation to preserve a national heritage that is a part of our identity. — Rene, Riben,Spain International LTD Company, Founder and Shareholder

I would really happy to be a participant and donate because I am interested in architecture, especially preservation the national and old heritage. The purpose and expectations are clear and justified. — Mr,Sayyah, Iran Ranktab Company, Director and co-owner

I would like to donate for preservation and restoration purposes as it improves publics awareness on the necessity of preserving architectural values. In the current world, the identity of our cities will make them a better place to live and work and this is an important element of our everyday life. — Aram Saroyan, Armenia Board of Directors member at HSBC Bank

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The Future

The concept of the Archistories NGO is that it organizes exhibits in certain cities presenting and contributing to the architectural styles that are among the dominant ones. Consequently, I see the future of the organization in the organizing new exhibits in other cities of the United States. For example, the international style in Chicago or the colonial style in San Juan. The preservation issues mentioned in the book are present in every city, informative and engaging exhibits can be held in many of them in educational purposes, to celebrate the loveliness of the heritage and make donations.

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Bibliography

BOOK S,M,L,XL by Rem Koolhaas and Bruce Mau How Architecture works by Witold Rybczynski Architectural Presentation Techniques by Wilson William Atkin The Architecture of Happiness by Alain de Botton Hisotric Preservaton in San Francisco by SPUR

ONLINE American Legal Publishing Corporation | Planning Codes Architecture and the City Victorian Architecture Vocabular y National Register of Historic Places in San Francisco, California SF Planning Department California Historic Landmarks San Francisco Historic Landmarks and Districts San Francisco genealogy Paragon Real Estate Group | Victorian-Edwardian Architecture in San Francisco Preser vation Buffalo Niagara | Why Preser ve Buildings A Guide to San Francisco Architecture | The Bold Italic Noehill in San Francisco James Dixen Architect SPUR | Historic Preser vation in San Francisco National Trust For Historic Preser vation

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THANK YOU To my professors, husband, family and friendsâ&#x20AC;&#x201D;thank you for being the support I need to succeed in this profession. Thank you for inspiring me and believing in me all this years in school and beyond. You taught me to let go of my fears and never give up regardless of all the challenges. I could have never found my passion in design if it wasnâ&#x20AC;&#x2122;t for your care, love and wisdom. Thank you again to all my instructors, you all bring out better me.

MFA Thesis Designed and Written by Biayna Ohanyan biaynaohanyan.com 415 994 2808 Academy of Art University School of Graphic Design 79 New Montgomery Street, San Francisco, CA 94105

INSTRUCTORS Phil Hamlett, Dave Gottwald, Carolina De Bartolo, Sandra Isla BOOKBINDERY Cardoza & James TYPEFACES Futura Std PHOTOGRAPHY Biayna Ohanyan SOFTWARE Adobe Illustrator, Photoshop, InDesign

This thesis project is a hypothetical project and is made for educational purposes. © 2016 Biayna Ohanyan. All Rights Reserved. No part of this publication can be reproduced without express permission from Biayna Ohanyan