Culturati I like to think I wear my culture on my sleeve everyday, because it’s tattooed there. I’m a blend of Hawaiian and Filipino heritage with a dash of Spanish. Growing up with a large family in Southeast San Diego, my life changed dramatically when my parents split up in sixth grade. I learned the significance of friends and family, held them close but never forgot it was a tough world out there. This mentality stuck with me for as long as I can remember. During high school I was a wrestler and discovered that a slight shift of weight was the difference between winning or being pinned. I learned to do whatever it took to stay off my back, on my feet with my head to the sky. I took pride in my background yet quickly learned to recognize the slight distinctions and tints of meaning that separate and unite cultures. I’ve always been fascinated the different layers of culture and respect the relevance they bring to interaction. Being immersed in distinct worlds I tuned into the nuances of color, traditions, proverbs, food and relationships. At a young age, Aristotle’s theory of the Golden Mean fascinated me, and I’ve always used it as a model for my lifestyle. The desirable middle between two extremes; a balance is what I am after.
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01 Kupono Surf Wax Category
Instructor
Class
Deliverables
Branding
Candice Lopez
Logo and
Logo
Packaging
Packaged Items
Packaging Identity Manual
Identity Manual
Objective Kupono is an all-natural surf company featuring traditional Hawaiian aumakua and Polynesian tribal symbols. Aumakua are spirit animals that reflect values like strength, security, and wisdom. Connecting to 15 to 30-year old male and female surfers seeking a deeper understanding of the wave riding culture. A set of surf wax targets yearlong riders who dare to explore many oceans and temperatures. Each wrapper reveals the unique history and symbolism of an animal totem. Wax is separately packaged by water type, and branded items include a rash guard for surf sessions and wood-hewn wax combs. Solution According to ancient Hawaiian history, surfers would tattoo the niho mano, or shark tooth, on their bodies to protect themselves from harm while age vibe with sepia-toned photography and shades of brown. The script logo nods to the undulation of waves and use of natural materials like wood reference the richness of surf traditions.
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Kupono rash guard | Sandals
Kupono Surf Wax
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Travel surf bag | Wax comb | Environmental advertisement
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Kupono Surf Wax
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Limbo Music Festival
02 Limbo Music Festival Category
Instructor
Class
Branding
Lisa Starace
Process and
Web Design
Production
Deliverables Logo Website Mobile App
Objective Limbo is a unique reggae music festival that focuses on both Jamaican and Rastafarian cultures. The event speaks to soulful reggae lovers with festival fever, ages 18 to 35. To highlight the night entertainment, a holographic representation of Bob Marley, the most famous Rasta, will rise and perform a collaborative set with The Wailers. Part of Rasta culture is their belief in “Life Everliving,” that the life they are currently living is the ideal state and that life will never have an end. This references back to the theory of limbo, described as a state between Heaven and Hell where souls await judgment. Solution The logo feels mysterious and ambiguous with hints to white noise. The same language is seen throughout the brand including festival wristbands, mobile app and website. Other applications include festival necessities such as banners and flags. The color palette consists of black and deep red, green and yellow playing off of traditional Rastafarian colors. Coachella 2012 inspired the hologram, with the genius idea of bringing hip-hop legend Tupac back to life to perform. During Limbo, when Bob Marley hits the stage, fans will connect to the “Life Everliving.”
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Concert line up banner | Music festival mobile app
Project 2
Limbo Music Festival
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Music festival homepage | Website subpages
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Limbo Music Festival
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03 Centennial Apparel Category
Instructor
Class
Deliverables
Apparel
Candice Lopez
Travel By
Apparel
Sean Bacon
Design
Ephemera
Objective In 2014, San Diego City College is celebrating its centennial and marked this milestone with a new identity and apparel. Designed to spark interest and awareness, a plethora of graphics were created for new apparel with school spirit. I led a team of student designers who wanted to appeal primarily to current students ages 18-30. A secondary design was directed toward staff and administration to get everyone on board with this celebration. MiresBall provided us with a well-designed logo, and it was up to us to create graphics that our classmates would be proud to wear. Solution Pulling inspiration from hard-hitting brands on the market we focused on creative placement, color combinations, and unique designs while staying within project parameters. Strategically categorizing our whole student body gave us the chance to design according to gender, club affiliations, sports teams and staff members alike. Brainstorming other applications led to head wear, which emphasized the Latino culture City College takes great pride in. The customized bills give an extra flare to the limited edition hats and ultimately boost school spirit.
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City College Centennial men’s t-shirt and lanyard | Women’s pocket t-shirt
Project 3
Centennial Apparel
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Assorted men’s and women’s apparel.
Project 3
Centennial Apparel
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Sweater graphics | Centennial sandals | Hat design | Phone case options
Project 3
Centennial Apparel
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Centennial Apparel
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Project 4
Half Nelson
04 Half Nelson Category Environmental Layout
Instructor
Amy Becraft
Class Typography
Deliverables Poster Environmental
Objective The Half Nelson wrestling event brings awareness and raises funds for the Wiggle Your Toes foundation. The tournament honors Anthony Robles, an amputee born with one leg, who never gave up his goal to win an NCAA Wrestling Championship. The Half Nelson tournament is open to any wrestling program that wants to support the cause and compete with the goal of having fun. A quarter of the proceeds is donated to the Wiggle Your Toes foundation providing prosthetics to those in need. The tournament is focused on the Greco-Roman style of wrestling, paying tribute to the ancient Greek Olympics. Solution I pulled heavy inspiration from Greek pottery and the color palette consists of earthy orange and black with gold accents. I fused crutches into an ionic column playing with the familiar in an unfamiliar setting. The geometric typography hints to the traditional Greek meander, a decorative border made from a single line representing a winding river. Inspired by early Greek and Roman art, friezes are implemented within the poster. The brand language is applied to wrestling mats and judge tables, offering a twist to an iconic time period.
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Branded singlet and headgear | Poster
Project 4
Half Nelson
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Event medals | Branded table skirts and wrestling mat | Score sheet
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05 Optix Eyewear Category
Instructor
Class
Branding
Candice Lopez
Portfolio
Packaging
Sean Bacon
Building
Web Design
Deliverables Packaged Items Web Store Logo
Objective Optix is a socially conscious eyewear brand for women. With each pair of frames purchased, another pair is donated to an individual in need from another country. The target audience is forward thinking, stylish upper middle-income women 20-35 who want to make a difference. The buy one, gift one incentive engages customers in the cause by including a customized thank you note. The duotone ethnic packaging features a pattern representing the geographic region where the companion frames will be delivered. Solution The hand drawn brush script logo communicates the personality of the brand. A vibrant color palette of violet, sea foam green and coral orange, complements the duotone photography in a playful way. Simplicity and authenticity play a key role in this brand providing clarity about the market, positioning, value and competitive difference. The layout of the web component is reductive and sophisticated, to match the packaging. Other components include a beautifully patterned carrying case to reinforce the vision and value of the brand.
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Environmental advertisement | Detail logo on frame arm | Glasses bag set
Project 5
Optix Eyewear
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Optix Eyewear
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Project 6
Gastronaut Magazine
06 Gastronaut Magazine Category
Instructor
Class
Multi-page
Candice Lopez
Portfolio
Sean Bacon
Deliverables Logo Magazine
Objective Gastronaut magazine is a weekly publication that highlights Australian cuisine. The magazine is known to appeal to the people with keen appreciation for food. The primary target audience is travelers who are visiting the country looking for the best culinary experience. The secondary target audience is locals who are also looking to discover new and upcoming restaurants. While vacationing, aside from tourist events, there always is the food factor. Gastronaut provides all the hot spots and inside information in the culinary field.
Solution Each cover gives a glimpse of the feature story, whether it’s a five-star restaurant on the rise, or the latest news on gastronomy. The vertical banner highlights the Australian abbreviation and teases what the issue will consist of. In this particular issue, the feature article focuses on the “Prized Brekkie,” which is Aussie slang for breakfast. Throughout the magazine, there will be touches of local lingo. The modular layouts throughout the magazine spreads organize information from location, price point, and editor’s suggestions on dishes.
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Gastronaut Magazine
Albert St Food & Wine’s famous breakfast pizza. Photo by Thomas Anderson.
Albert St Food & Wine Must try:
Truffle Oil Scramble with prosciutto-wrapped asparagus oasted bruschetta and salad - $16
Favorite Dish: Breakfast Pizza
Portobello hash -$6 and R&B pancakes - $8
This pizza for one has everything you need when having pizza for breakfast: a slightly bready, chewy crust, rich tomato passata, crisp pancetta, mushrooms, bocconcini and fresh basil with an egg on top, the yolk left slightly runny. The best way to eat it? Cut it in half, then roll it up, gyros-style. Whatever time zone you wake up in, the best breakfasts will brighten your mood, fortify you for the day, give you a taste of daily life in the destination. Our
Location: Sydney Road
“Best brekkie sammies in all of Oz”
Price: $
Lump-crab hash and eggs comes with toast or silver-dollar pancakes - $14
short list of memorable breakfasts, part of T+L’s coverage of the Best Places to Eat Like a Local, includes a Formerly Janice a Bistro, this 12-year-old neighborhood favorite has a new look reflecting chef/owner Janice Tinari’s upscale menu and clientele. Each was chosen not just for its standout food, but also for being a part of its Australia’s cultural fabric. Mystery writer Harlan Coben, a regular, often taps away on his laptop while waiting for the Goat Cheese and Truffle Oil Scramble. Albert St Food & Wine’s conserve and scone. Photo by Thomas Anderson.
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Favorite Dish: The Big Brekky
Big Brekky Must try:
Truffle Oil Scramble with prosciutto-wrapped asparagus oasted bruschetta and salad - $16
Whatever time zone you wake up in, the best breakfasts will brighten your mood, fortify you for the day, and give you a taste of daily life in that destination. Our short list of memorable breakfasts, part of T+L’s coverage of the Best Places to Eat Like a Local, includes a Formerly Janice a Bistro, this 12-year-old neighborhood favorite has a new look reflecting chef/owner Janice Tinari’s upscale menu and clientele. Mystery writer Harlan Coben, a regular,
Location: Stanmore Road
Portobello hash -$6 and R&B pancakes - $8
Price: $
Lump-crab hash and eggs comes with toast or silver-dollar pancakes - $14
often taps away on his laptop while waiting for the Goat Cheese and Truffle Oil Scramble with prosciuttowrapped asparagus oasted bruschetta and salad ($16). Each was chosen not just for its standout food, but also for being a part of its Australia’s cultural fabric. So don’t settle for the hotel buffet; these breakfast joints are worth the trip. Opened in West Orange in 1996, this casual spot moved to Livingston in 2012.
Big Brekky’s signature dish- The Big Brekky. Photo by Andy Thomas.
Ambar Cafe & Bar in action. Photo by Andy Thomas.
Ambar Cafe & Bar Favorite Dish: Bacon /Sausage and Egg Roll Location: MLC Centre
Price: $$
Must try:
Smoked-salmon Benny with spinach and Hollandaise sauce - $18 Lump-crab hash and eggs comes with toast or silver-dollar pancakes - $15
Breakfast at one of the white-clothed tables by the lace-curtained windows gives you a taste of the namesake rosy life. Since she bought the café three years ago, Maureen Heller has expanded breakfast well beyond the original egg salad on croissant. Now choices range from house-made granola with milk ($5) to yogurt parfait ($7), herbes-de-Provence scrambled eggs with toast ($5; with home fries, $7; with
cheddar or Gruyère, $7.50) and breakfast panini with mascarpone, fresh pears and apples ($9.50). Downtown’s restaurant renaissance began here, across from City Hall, in 2001. The breakfast menu reflects owner Ralph Rodriguez’s Iberian roots: The vegetable omelet includes Manchego and red peppers ($10), and pan-fried eggs and Parmacotto ham comes with melted Brie or shaved Manchego over a croissant.
“Each restaurant was chosen not just for its standout food, but also for being a part of its Australia’s cultural fabric.” 19
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Feature opening spread | Digital magazine layouts
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Gastronaut Magazine
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07 Ke’Aloha Hotel Category
Instructor
Class
Branding
Candice Lopez
Logo and
Packaging
Packaging
Deliverables Logo Stationery Branded Items
Objective Ke’Aloha is a San Diego based Hawaiian themed hotel that brings the island experience to middle-class families seeking affordable adventure without hopping on a plane. Traditional carved wood and rattan furnishings, tropical flowers and thatched roof pavilions surround the pool and waterfalls. Hotel guests are encouraged to join family paddle out sessions with instructors for an authentic experience. Weekend’s feature traditional luaus on the beach where pigs are roasted over the umu, an underground fire pit, and entertainment includes hula and fire knife dancing. Solution The hotel’s brand language is inviting with family friendly typography and playful patterning. Flower petal motifs are applied to the descenders of the logo as a cultural reference. A plumeria and starfish are fused to give flavor to the combination mark. Also included is a beach toy kit and tote for the keiki, or children, that speaks to the brand. Another feature of the hotel is the scavenger hunt that the keiki are encouraged to participate in. Tying the name into the culture and vibe of the hotel, is simply put Ke’Aloha- “the love.’
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Hotel stationery | Scavenger hunt map
Ke’Aloha Hotel
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Custom typeface
Ke’Aloha Hotel
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Ke’Aloha Hotel
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Project 8
Dokutoku Kendama
08 Dokutoku Kendama Category
Instructor
Class
Branding
Candice Lopez
Portfolio
Packaging
Sean Bacon
Deliverables Logo Packaged Items
Objective Dokutoku is a kendama company, which harnesses the vibrancy of Japanese pop culture. The game itself tests hand-eye coordination, focus, patience and balance. The traditional skill toy is targeted towards 10 to 25-year old players of all skill levels. The brand also has a leather belt holster to store each kendama, and a wall-mount display to hang beautiful collections. The name dokutoku translates to original, rare and characteristic, and these concepts embody the brand language. Each toy is hand painted and carefully crafted to ensure a fun and enduring experience for the user. Solution Influenced by Japanese fashion and entertainment, the energetic colors are hard to miss. The overall brand language combines of the lively nightlife scene and traditional reductive Japanese design. Condensed typography and the stacked logo reference to the verticality of Japanese writing styles kanji and kana. The pattern contains intricate line work and geometry that references the iconic rising sun. The form of the packaging, also vertical, reveals vivid patterning inside.
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Pattern detail on packaging | Kendama holster
Project 8
Dokutoku Kendama
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Dokutoku Kendama
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09 Gallery 1313 Category
Instructor
Class
Branding
Candice Lopez
Travel by
Sean Bacon
Design
Deliverables Logo Identity Manual Website
Objective Gallery 1313 is a new gallery opening at San Diego City College. Bradford and I collaborated on the identity for the establishment. The goal was to set 1313 aside from all San Diego campus and professional galleries. This project was designed to appeal to the students of San Diego City College, and secondarily to staff and local public. We wanted the branding to be edgy and clean to spark interest and curiosity for the upcoming gallery. Our vision was to invite Shepard Fairey as our opening guest and create a buzz throughout San Diego for the gallery. In efforts to get the renowned artist to show, we created a set of 13 Russian nesting dolls covered in Fairey’s signature work. Solution We developed a systematic lock up for the gallery’s logo and future uses, and played with an architectural motif within the building, that featured narrow vertical windows. The vertical rule is used to separate information such as names, dates and exhibition titles. While sticking to the very strict lock up, the vision behind the branding is to pass it onto the art department in an easy to use system. Included with the branding basics is the style guide, showcasing all the key components of the brand.
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Invitation delivery and details
Gallery 1313
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Gallery 1313
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DOKUんけ 玉
Personal Identity
Kendama Packaging
Eyewear Company
Play Logo
Wrestling Event
Educational Books
Music Festival
Surf Wax
Boutique Hotel
Logo Spread
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Thank You To my family and friends who have been my support system since day one, I dedicate this book to you all. I am thankful for your patience and understanding of me pursuing my dreams. Sean and Candice, you two have been the most influential and inspiring instructors anyone can ask for. Always forcing me to think outside the box, and more than willing to lend a helping hand. I am truly grateful for everything you both have done for all of us. My brothers and sisters in design arms, we’ve come a long way through the program and it’s amazing what we have accomplished. Justine Breen, thank you for capturing the beauty of my projects through your photography. You, Brendon and Poncho helped give my book that extra flair. Don Manlongat and Carla Ferrer, your photos and modeling came in clutch and came out exactly as I imagined. Thank you both. Jan Sales, thank you for allowing me to use your equipment, my project wouldn’t have been the same without your contribution. Marvin and Kendama SD, I appreciate you guys for allowing me to use product for my shoot and projects. #spikehardcatchlow To all my vendors: Thi at Bespoke Cut and Sew, Jeremy at Merlin Embroidery, Clyde and Michael at Inscriptu, Rebecca from Diego and Son, Jim at Ready Stamps- I appreciate everything you all have done to push my projects to the next level. Stock photography credits: Dollar Photo Club and Flickr