S JC
SAN JO S E
San Jose, sometimes spelled San José, is the third-largest city by population in California, the tenth-largest by population in the United States,and the county seat of Santa Clara County. San Jose is the largest city within the Bay Area and the largest city in Northern California. After more than 150 years as a small farming community, the San Jose area in the mid-20th century contained some of the last undeveloped land near San Francisco Bay. It then began to experience rapid population growth, much of it coming from veterans returning from World War II. San Jose then continued its aggressive expansion during the 1950s and 1960s by annexing more land area. The rapid growth of the high-technology and electronics industries further accelerated the transition from an agricultural center to an urbanized metropolitan area. By the 1990s, San Jose’s location within the booming local high tech industry earned the city the nickname “Capital of Silicon Valley”.
D E V E LO P M E N T I chose to create a mark that would represent the whole of San Jose. It is known as the capital of Silicon Valley, and is a leader of the technological world. My mark is supposed to reflect the highways that flow through the city as well as the binary code, by simplifying the letters and utilizing their curves.
LETTERMARK
Each letter is curved and condensed to their simplest form while still being legible. It is meant to represent the curvature of the highway system throughout San Jose as well as show the technological influence.
T Y P E FAC E I picked Gotham because it is clean and current which complements the idea of San Jose and its mark. Even though both the mark and the complementary typeface are sans serif, they have vastly different attributes.
S A N
J O S E
PRIMARY—GREEN BLUE [88C, 40M, 43Y, 12K]
C O LO R S
C
I chose these colors for their attachment to the san
T
Jose Sharks color scheme. I wanted to include some
g
outside life of San Jose into the airport mark. I think the
th
repitition of green makes it clean, it shows the affluence
th
of San Jose, it stands for progress and balance, which complements this city.
SECONDARY—SOFT GREEN [37C, 12M, 17Y, 0K], TEAL [69C, 26M, 34Y, 1K]
TO U C H P O I N T S
This text should restate what you’re communicating—perhaps use just a few keyword adjectives.
This text should restate what you’re communicating—perhaps use just a few keyword adjectives.
C H LO E H U B L E R for visual communication 202 at the university of kansas. in the fall semester of 2015, with michael e kidwell, professor.