MAN DO P O P S M FA TH ESIS _ B Y VIVI F E I -T I N G H S U
MAN DO P O P S M FA TH ESIS _ B Y VIVI F E I -T I N G H S U
VIVI FE I -TI N G H S U P 41 5 - 9 9 4 - 9 17 7 W f thsu .co m M f thsu 9 24 @ g m ail .co m _ Ac a d e my of Ar t U nive rsit y, S ch o ol of G ra p hic D e sig n 79 N ew M o ntg o m e r y Stre et , S F, C A 9 41 0 5 _ I N S T R U C TO R S P hil H a mlet t , J e re my Sto ut , C a rolin a d ’ B a r tolo a n d Anth o ny J a g o d a B O O K B I N D E R Y B lu r b.co m P R I N TI N G B lu r b.co m P H OTO C R E D ITS la child re nsch o r us .o rg 01 5 , C hin e asy 02 8 , N in ch a n e se 02 9 T Y P E FAC E S G oth a m Ro u n d e d S O F T WAR E Ad o b e P h otosh o p, I n D e sig n , I llus trato r _ Š 2 01 5 Vivi Fe i -Tin g H su . All rig ht s re se r ve d . N o p o r tio n of this b o o k m ay b e use d o r re p ro d u ce d in a ny m at te r with o ut a ny writ te n co nse nt of Vivi Fe i -Tin g H su . All re sp e c tive wo r k sh own h as b e e n a p p ro p riate ly n ote d , id e ntif ie d , a n d cre dite d . Any o mis sio ns fo u n d will b e f ixe d a n d co r re c te d in su bse q u e nt e ditio n .
L E A R N M A N DA R I N THROUGH MUSIC
MANDOPOPS _
VIVI F E I -T I N G H S U
CONTENTS _
CHAPTER ONE
P R E FAC E 0 02 B ackground, problem , strategy & goal CHAPTER TWO
R ES E A R C H 01 6 Personas , literatures , competitors & inter views CHAPTER THREE
D ES I G N E XP LO R AT I O N S 03 8 Ideation , timeline, visual inspirations , identit y, stor yboards & wiref rames CHAPTER FOUR
R E A L IZ AT I O N 0 6 4 B uilding the brand, identit y system , ads & deliverables CHAPTER FIVE
MOVING FORWARD 1 0 0 Feedback & acknowledgments
M FA T H E S I S _
CONTENTS
PAG E _ 0 0 2
01 PREFACE WHAT’S GOING ON _ The challenge for graphic design MFA thesis was to define a problem, come up with a unique point of view, and use typography, composition, illustration, and photography to solve a problem. The design solutions will reach the audience on multiple levels and across multiple design platforms.
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M FA T H E S I S _
PR E FACE
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MANDOPOPS _
VIVI F E I -T I N G H S U
BACKGROUND _ The idea that children should learn Chinese has firmly taken hold in the United States. There are more than 50,000 students now studying Mandarin in elementary and secondary schools in the U.S. PAG E _ 0 0 5
OV E R V I E W
THE BIG PICTURE
It is not a new trend that kids should learn
Mandarin is the first language of 867
Mandarin. American parents want to provide
million people and the second language of
their kids with a key competitive advantage
another 178 million, for a total of about 1
for a better future. What is currently lacking
billion speakers worldwide. It is the national
in this area is the consideration that parents
language of China, Taiwan, Hong Kong
are helpless at home and they can’t speak
and Singapore. It is considered an important
Mandarin; in addition, they also don’t have
“world language” by the United States State
time to learn a new language. After doing
Dept. and Dept. of Defense, both of which
research and interviews, I found that what
fund Chinese language programs at primary,
parents need is tools that they can use with
secondary and graduate schools around
their kids. Moreover, it ’s important to keep
the United States with the aim of increasing
kids interested. This is where I saw the op-
the number of fully bilingual, biliterate and
portunities for my thesis to fill.
bicultural Americans. In addition, China is a country of growing global importance, with rapidly increasing trade, manufacturing and cultural links to the rest of the world.
M FA T H E S I S _
PR E FACE
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TRADING PARTNER
AMERICAN LEARNERS
China is currently the second largest economy in the world that has strong economic ties with world powerhouses such as the U.S., EU and etc. In 2014 China’s biggest trading partners are the U.S. at $521 billion.
There are over 60,000 Americans are learning Mandarin now.
60,000 CHINESE PROGRAMS Today, there are Chinese programs in more than 550 elementary, junior high and senior high schools, a 100% increase in two years.
$521 billion MANDOPOPS _
+100% VIVI F E I -T I N G H S U
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NATIVE SPEAKERS Chinese native speakers are twice more than English native speakers.
ENGLISH
328 MILLION
CHINESE
GLOBAL POPUL ATION China has over 5000 years of history and has 1.28 billion people, which equates to approximately one fifth of the global population.
1/5
845 MILLION
THE LOSS “American companies lose $2 billion each year because they lack cross-cultural skills.” — Council on Economic Development
-$2billion M FA T H E S I S _
PR E FACE
PROBLEM _
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What is currently lacking in this area is the consideration that parents are helpless at home, because they can’t speak Mandarin.
CURRENT CHALLENGES For better learning, schools, students and parents should putting effort together. However, American parents can’t speak Mandarin, they have no idea how to help there kids’ Mandarin lessons. Even though, school instructions come in two languages, the parents still feel helpless. They can not participate in their kids learning. There is a gap between parents and school.
MANDOPOPS _
VIVI F E I -T I N G H S U
— Juliet Kletz, American mom
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PR E FACE
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“MY HUSBAND AND I FELT STRONGLY THAT OUR CHILDREN SHOULD BE RAISED BILINGUALLY. HOW CAN I HELP MY KIDS TO LEARN MANDARIN?”
STRATEGY & GOAL _
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Our goal is to help kids to speak Mandarin better by providing parents handy & interesting tools that they can enjoy learning Mandarin with their kids.
UNIQUE POINT OF VIEW
A LWAY S T H I N K B I G
Supply handy and fun Mandarin learning
The goal is to getting Mandarin in
tools for American kids and parents can
kid’s life and help kids to speak Mandarin
easily with their kids everyday. Non-Chinese
better. The earlier a child is introduced
speaking families have to make a concerted
to a language, the greater the likelihood
effort to find their kids Mandarin videos,
they will become truly proficient in it.
books and games. Moreover, it ’s important
Children’s brains are naturally programmed
to keep kids interested. There’s some value
to learn any language they are suf ficiently
to routine and repetition, especially with
exposed to perfectly and without accent.
younger kids. But variety within that routine
This ability declines with age, disappearing
is important.
by high school.
MANDOPOPS _
VIVI F E I -T I N G H S U
PAG E _ 01 1
M FA T H E S I S _
PR E FACE
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02 RESEARCH WHAT’S OUT THERE _ To come up with a unique point of view, the design research process include defining the audience, researching literature, understanding competitors, interviewing.
MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
RESEARCH
PERSONAS _
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Personas are archetypes built af ter an exhaustive observation of the potential users.
WHO IS THE PROJ ECT FOR The target audience will be American kids, 6 to 9 years old, and their parents. Each persona is based on a fictional character whose profile gathers up the features of an existing social group. In this way the personas assume the attributes of the groups they represent: from their social and demographic characteristics, to their own needs, desires, habits and cultural backgrounds.
PUBLIC SCHOOL KIDS 8 -Y E A R - O L D , A M E R I C A N FA M I LY, W I L L I N G TO L E A R N N E W T H I N G S . “I have learned French for one years, I would like to choose Chinese as my second language class for next semester, my parents will support my decision.�
MANDOPOPS _
VIVI F E I -T I N G H S U
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S P O I L E D B R AT
D O U B L E I N C O M E PA R E N T S
W E A LT H Y FA M I LY, F U T U R E I V Y L E AG U E
T WO KIDS , EVENT PL ANNER , DOESN ’T
S T U D E N T, T H E O N LY K I D S I N FA M I LY
H AV E A VAC AT I O N F O R A LO N G T I M E
“My family is doing international
“I want to spent more time with my kids;
business with China, what I learn the
however, I have to work hard to let them
most is it ’s important to have good
have better future.”
relationship with Chinese.”
M FA T H E S I S _
RESEARCH
PAG E _ 01 6
AMERICAN BORN CHINESE G E N E R AT I O N 2 . 5 , G R E W U P W I T H N A N N Y, I N D E P E N D E N T “My parents can’t speak chinese well, but my grand parents can’t speak English fluently, I hope I can have chance to talk to them more.”
MANDOPOPS _
VIVI F E I -T I N G H S U
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M A N DA R I N T E AC H E R
B AC K PAC K E R
E N J OY S M E E T I N G F O R E I G N E R S ,
J U S T G R A D UAT E D F R O M
P L AY G U I TA R W E L L
C O L L E G E , W I L L I N G TO C H A N G E ,
“I can speak French, Spanish, Chinese, Japanese well, and I also like to music, too.
LOV E A DV E N T U R E “I have seen many Chinese movies, I am
Language and music both have rhythm,
Planning a trip in China next year, if I can
meter, and intonation.”
speak Chinese that would be awesome.”
M FA T H E S I S _
RESEARCH
PAG E _ 01 8
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VIVI F E I -T I N G H S U
LITERATURES _ To fully understand the learning Mandarin field for young kids, narrow down the problem, and establish a theoretical framework and methodological focus. PAG E _ 01 9
Books
Websites
Langlang Chinese Elementary
BBC School
2012 by Yes! Chinese
www.bbc.co.uk/schools/
The Michel Thomas Method
Muzzy
Speak Mandarin Chinese For Beginners
www.early-advantage.com
2008 by Dr. Harold Goodman Chineasy: The New Way to Read Chinese 2014 by ShaoLan Easy Peasy Chinese: Mandarin Chinese for Beginners 2007 by Elinor Greenwood Thesis Schools at Home: Parental Support for Learning Mandarin as a Second or Foreign Language 2012 by Chung, Yu-Chiao. Doctoral thesis, Goldsmiths, University of London Article How to Get More Mandarin in Your Child’s Life
FluentU www.fluentu.com Daily Noodles www.dailynoodles.com Chineasy chineasy.org Chinese for Kids chinese4kids.net About Education www.about.com/education/ Quibly quib.ly Fluent in 3 Months www.fluentin3months.com
Oct31, 2012 by Elizabeth Weise
M FA T H E S I S _
RESEARCH
PAG E _ 0 2 0
HELPING KIDS TO LEARN MANDARIN IS NOT IMPOSSIBLE. GETTING MANDARIN INTO CHILDREN’S LIVES IS ALSO WORK. G E T M O R E M A N DA R I N I N TO YO U R C H I L D R E N ’ S L I F E _ Offer children “authentic” Mandarin experiences. The Mandarin Immersion Parents Council does a lot of work finding videos, books and events that help bring more Mandarin into kids’ lives. Getting Mandarin in children’s life can mean watching Taiwanese variety shows on TV on Saturday night, tuning in to the Mandarin
Seek out Chinese speakers Go outside of your comfort zone. Look for local businesses with Mandarin-speaking staff. Then when you go in for a haircut or for dinner, ask the staff to only speak to your child in Mandarin. Attend Chinese cultural events
pop music station (KSJO, 92.3 in San Fran-
There are many cultural events that
cisco) or wandering around on the Chinese
happen across the country, especially
version of YouTube to find Mandarin car-
around the Autumn Festival and Chinese
toons, printing out book lists for the librarian
New Years. Keep your eyes open and
at your public library and taking part in the
share with other families in your school.
active playground round-robin at both Starr
Baby sitters
King and JOES in Mandarin-dubbed Star Wars videos. As kids get older and begin to read in Chinese it means telling them they have to read 15 minutes a day in Mandarin before they can go back to Harry Potter. Again, none of it is impossible, but it does require a commitment on the part of families.
Consider hiring a Mandarin speaking baby sitter who will help reinforce vocabulary and might even be able to help with homework. Often local community colleges have English as a Second Language programs, you can post notices there looking for baby sitters.
Here are some ideas, gathered from parents at immersion programs across the country.
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Radio
Online Bookstores
Find the local Mandarin language radio
NanHai (nanhaibooks.com)
stations and set your car radio to them. Ask
This is a good Chinese bookstore with
families or teachers in your program what
lots of kids books in simplified characters
stations are good.
and lots of books with CDs for kids.
Television
Little Monkey and Mouse
Find out if you get any Mandarin language programing on television where you live. Again, ask families who speak Mandarin what shows are good. For example, there’s a Taiwanese kids’ show called Fruity Pie that airs in some areas. There are also lots of kung-fu movies, historical dramas and even old-fashioned variety shows. Books with CDS
(blog.littlemonkeyandmouse.com) This is an on-line bookstore that’s got a nice blog attached which tells you about new books, CDs and games that might be of interest to parents. The owner works with several Mandarin immersion schools, so she has a good sense of what the kids need and what level they can read at. ChinaSprout (chinasprout.com) They have a very broad selection, with lots
Lots of Chinese storybooks come with
of storybooks, graded readers and an excel-
attached CDs that read the story aloud.
lent video section.
Look for them online and in your local bookstores. Some books also come with links to the story read online.
M FA T H E S I S _
RESEARCH
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TO ACQUIRE A NEW LANGUAGE, LEARNING FREQUENCY IS MORE IMPORTANT THAN LENGTH OF EXPOSURE.
H O W YO U N G K I D S L E A R N B E S T _ Nonlinear-learning Methods Transition from linear learning to nonlinear learning. Video games are a great metaphor for nonlinear learning. Kids make choices that affect outcomes; they face challenges that make them think; they problem-solve to reach the next level; and they advance to new levels and start all over again. And in any moment, everything can change. Today’s kids want choice, discoveries, variety, and the ability to create their own path to learning.
about Mandarin with movement. If they want to keep changing activities, they can do that. If they’d prefer to go in-depth in one area, they can spend the entire time on that one thing. Keep It Interesting There is some value to routine and repetition, especially with younger kids. But variety within that routine is important. And especially since kids’ attention spans are growing shorter each year.
Give Kids Choices
Make Kids Think
The nonlinear method has structure, but provides kids choices within it. Maybe they choose how to complete a task. Or give them several options to choose from. It will increase kids motivations.
In nonlinear learning, kids think critically. Because they are making choices and moving at their own pace, they are engaged, which means they are thinking about things. And that means they are going to remember what they’ve learned better. They’ve thought about it more
Meet Individual Needs Kids learn in different ways and at different
deeply and discovered it for themselves.
paces. If they learn best by moving around, they can choose options that help them learn
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VIVI F E I -T I N G H S U
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Learn With All Five Senses Young children love hands-on activities and they have a lot of fun when they can use all their senses to encounter something new. When you introduce the word “flower” to them, for example, you can show your child pictures of flowers and say the word “flower” in Chinese. You can also show her real flowers and let her smell and touch the flowers. Af ter that, she can water the flowers, arrange the flowers, and sor t the flowers and work on a craf t project with a flower theme.
M FA T H E S I S _
RESEARCH
MANDOPOPS _
VIVI F E I -T I N G H S U
M FA T H E S I S _
RESEARCH
COMPETITORS _
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Knowing competitors, and what they are offering, can help to make products, services and marketing stand out.
CHINEASY The Chinese language is traditionally taught through a series of between roughly 180 and 215 radicals. These radicals are then used to form the characters of the Chinese language. Chineasy has broken down this collection of characters into their most basic and recurring forms, allowing students to learn fewer and simpler radicals that we have termed building blocks. INSIGHTS Chineasy successfully makes Mandarin words easy to learn, the illustrators are colorful and appealing. However, for better learning kids need immersive learning tools, it’s difficult to remember the words without practical using it.
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NINCHANESE Ninchanese is a engaging and fast-paced Chinese learning app. It is designed for Mandarin learners of all levels, from total beginners up to advanced learners. Practice reading and speaking Mandarin through playing games. INSIGHTS Kids love games, research has proved efficient learning only happens when you’re enjoying yourself. But the parents will still be helpless in this learning process, they can’t get involved in their kids learning.
M FA T H E S I S _
RESEARCH
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MANDOPOPS _
VIVI F E I -T I N G H S U
INTERVIEWS _ Conversations between two or more people to get more insights about how to help kids learn Mandarin better.
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PRELIMINARY QUESTIONS 1. Why you/them choose to learn Mandarin? 2. What ’s the difficulty? 3. What would help?
“ T H E M O S T D I F F I C U LT PA R T I S W R I T I N G , A N D A L S O P R O N U N C I AT I O N . E V E R Y T H I N G I S H A R D .” — Ka m a l a, 4 t h g r a d e r, M a n d a r i n b e g i n n e r
M FA T H E S I S _
RESEARCH
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“ I T E AC H T H E M A P O P U L A R
“THERE ARE SINGING, AND SOME
SONG IN CHINESE & I DID A LITTLE
PA I N T I N G . I K N O W S H E TO O K H O M E
C H A N G E TO T H E LY R I C S .”
S O M E C A L L I G R A P H Y, T H E R E D PA P E R
— M s . P o a n g , M a n d a r i n te a c h e r
A N D B L AC K PA I N T S . ”
“ I W O U L D R E A L LY H A P P Y TO U S E S O M E T H I N G T H AT H E L P I F I T ’ S A P P R O P R I AT E , I F T H E R E ’ S A N A P P, N O R A G A M E O N I PA D O R S O M E T H I N G L I K E T H AT, H E LOV E S T H AT.” “ W H E N H E TAU G H T M E H O W TO S AY S O M E T H I N G , I T R I E D TO S AY I T, H E C O R R E C T E D M Y P R O N U N C I AT I O N . ” — S u s a n Wa l ke r, A m e r i c a n m o m w h o h a s 1 kids is learning Mandarin in Kindergarten
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VIVI F E I -T I N G H S U
“ I T H I N K S H E S A I D 2 I N M A N DA R I N L A S T N I G H T. I D O N ’ T K N O W W H AT S H E ’ S L E A R N I N G , B U T S H E I S O N LY L I K E H A D T H R E E C L A S S E S S O FA R . ” — J u l i e t K l e t z, A m e r i c a n m o m w h o h a s 1 kids is learning Mandarin in Kindergarten “ T H E K E Y TO L E A R N M A N DA R I N I S T E AC H E R S , PA R E N T S , A N D S T U D E N T S M A K I N G E F F O R T TO G E T H E R . ” — V i c k y S h i h, M a n d a r i n t u to r
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M FA T H E S I S _
RESEARCH
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MANDOPOPS _
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M FA T H E S I S _
RESEARCH
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03 DESIGN EXPLORATIONS HERE WE GO _ Based on the research, develop a idealize solution and make a timeline. Exploring different kinds of visual style, color palettes, typefaces, graphic elements, photography and multiple design platforms.
MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
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MANDOPOPS _
VIVI F E I -T I N G H S U
D E S I G N E X P LO R AT I O N S
IDEATION _
M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
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Learn Mandarin in a fun way. Singing is a wonderful method to meet a new language. Learn the words of the songs, create unique learning materials, watch music videos and sing along. Young kids love hands-on activities. They have a lot of fun when they use their own art craft to encounter something new.
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FLASHCARDS Learn the basic Mandarin words of the songs from the flashcards.
MANDOPOPS _
VIVI F E I -T I N G H S U
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DRAWING BOOKS Learn to write the Mandarin words by drawing and coloring.
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D E S I G N E X P LO R AT I O N S
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TABLET APP Watch music videos and sing Mandarin songs along.
MANDOPOPS _
VIVI F E I -T I N G H S U
— Gary Tang, Mandarin teacher
M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
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“FOR BEGINNERS, IT’S IMPORTANT TO BRING UP THEIR INTEREST.”
TIMELINE _
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To organize and complete the project in a timely, quality and financially responsible manner.
SP14 FEB
MAY
GR801 Thesis Concept
Process Journal
Keep journal & document in th
Flashcards Booklets
App
Advertisements
VIVI F E I -T I N G H S U
APR
School Course
Branding Identity
MANDOPOPS _
MAR
Start development: research and sketches
Wk Wk Wk
Wk Wk Wk Wk
JUN
FA14 JUL
AUG
SEP
SP15 OCT
NOV
DEC
GR802 Thesis Summer GR614 Nature Identity GR8 0 0 Packaging2 Exploration Break GR8 0 0 U s e r E x p e r i e n c e
hesis website
JAN
Winter Break
FEB
MAR
APR
MAY
GR803 Thesis Refine. GR800 Portfolio GLA676 Pro. Practice
(On going) Design the process journal and update website
Final Review
Final printing
k1-2 Finalize visual systems k3 Stakeholder maps k4 Storyboards
k1 Research: Mandarin songs k2 Sketches k3 Computer comps k4 Refinments
Keep developing new cards/booklets
W8 Final Printing
W2 Recording songs W3 Edit
Wk2 Flow chart Wk3 Sketches Wk4-6 Computer comps Wk7 Finalize mockup
W9 Refinement
W3 Video story board W4 Video rough cut W5 Video finalize
W6 Posters W7 Web wireframe W8 Web finalize W9 Audience feedback & refinements W10 Live and refine website M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
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SU14
VISUAL INSPIRATIONS _
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Explore and get inspired by different kinds of color palettes, typography, photography, graphic elements and visual style through different kinds of material platforms.
MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
CONCEPT
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MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
CONCEPT
VISUAL EXPLORATIONS _
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Explore different kinds of color palettes, typography and graphic elements.
MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
IDENTIT Y DEVELOPMENT _
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To target the audience, the design direction focuses on joy, clear and enthusiasm. The logo is the combination of music, play and Mandarin.
MANDOPOPS _
VIVI F E I -T I N G H S U
M FA T H E S I S _
CONCEPT
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MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
WIREFRAMES _
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The wireframes for tablet app. The app has three main features: flashcards, drawing books & videos.
MANDOPOPS _
VIVI F E I -T I N G H S U
Flow Chart Log in screen sing-to-pop videos
video select list
video
read-to-pop flashcards
create-to-pop
video full screen
drawing
about
about
lyrics with details
flashcards
flashcards
flashcards
drawing
coloring
snap shot
drawing
coloring
snap shot
drawing
coloring
snap shot
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lyrics
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M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
PRINTOUT DEVELOPMENT _
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The primary color has switched from yellow to red to capture the image of Chinese culture.
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M FA T H E S I S _
D E S I G N E X P LO R AT I O N S
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04 REALIZATION TIME TO POP _
After the visual explorations, next step is to build the brand by creating the identity system, flashcards, drawing books and the tablet app.
MANDOPOPS _
VIVI F E I -T I N G H S U
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M FA T H E S I S _
R E A L I Z AT I O N
BUILDING THE BRAND _
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Mandopops is a handy supplement for parents and kids to learn Mandarin through singing. The learning process will include Read-to-Pop, Create-to-Pop and Sing-to-Pop.
MANDOPOPS _
VIVI F E I -T I N G H S U
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SING-TO-POP
CREATE-TO-POP
READ-TO-POP
M FA T H E S I S _
R E A L I Z AT I O N
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IDENTIT Y SYSTEM _ The fundamental part of the brand and it represents entire brand, externally and internally. The design structure of the symbol is designed to fit a variety of sizes, from large billboards to business cards.
The logo is to be created in a thickness of 1/5X. The distance from the icon to the logo type is 1.5X. When we say the logomark, that is this type of combination. The logomark should always have clear spaces which is at least the size of 1X.
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VIVI F E I -T I N G H S U
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30°
6X
3/4X
1.5X
X
9X
The minimum size of production is 1”.
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Logo is the core of the brand, it can stand alone and easy to recognize.
W H AT W E D O The logomark has several variations to suit any application. The mark has text and icon layout and the icon can be used on it ’s own. The primary logo should be used as much as possible in an effort to keep the branding and images consistent across all in and out of house communications. The logomark has been created to be a stand alone symbol that is easy to recognize and reproduce.
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LO G O M A R K S I N G L E C O LO R / M O N O C O LO R The logomark can be used without the supporting text, but only when placed on a product with other markings and branding or with in a publication along side supporting text.
PRIMARY S I N G L E C O LO R / M O N O C O LO R The logomark can be used without the supporting text, but only when placed on a product with other markings and branding or with in a publication along side supporting text.
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W H AT W E D O N ’ T The use of logomark should always be correct to maintain a consistent visual presentation. Therefore, the way it is displayed needs careful attention. For example, do not change the typeface, type size, colors, orientation, proportion of the signature. And it should not be combined with other patterns or colors which are not specific to our visual style.
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Do not rotate the icon
Do not use lower case Do not alter the color palette
mandopops
Do not scale the icon
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Do not use outlines
Do not use outlines
Do not shift the icon
Do not add tagline
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Do not shift the icon
Learn through Music
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Gotham Rounded is a technical letter that goes from friendly to high-tech to cheeky with ease.
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G OT H A M R O U N D E D B O L D A B C D E FG H I J K L M NOPQRSTUVWXYZ a b c d ef g h i j k l m n o p q r s t u v w x y z ~ ! @ # $%^&*( ) _+ { }|: ”<>? - = [ ]\ ; ’, . / 02
G OT H A M R O U N D E D M E D I U M A B C D E FG H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s tuv w x y z ~ ! @ # $%^&*( ) _+ { }|: ”<>?-= [ ]\ ; ’, . / 03
G OT H A M R O U N D E D L I G H T A B C D E FG H I J K L M NOPQRSTUVWXYZ a b cd efg h ij kl m n o p q r s t uv w x y z ~ ! @ # $ %^&*( ) _+ { }|: ”<>? - = [ ] \ ; ’, . /
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0 1 Use for headline and display for print, quote or subtitles and on-screen promotional materials. 0 2 , 0 3 Use for body text and all other copy. Gotham Rounded inspired by signs on buildings, celebrates the workmanlike “draftsman’s alphabet” at a monumental scale. Similarly unadorned, but at a more intimate size, is the lettering of engineering: the marks on precision instruments, blueprints, stencils and templates.
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Color can communicate a significant value, mood, energetic, and power.
PANTO N E COATE D 032C PANTO N E U N COATE D 1788U CMYK 0, 90, 90, 0 RG B 240, 65, 50
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PANTO N E COATE D 108C
PANTO N E COATE D 297C
PANTO N E U N COATE D Ywellow2XU
PANTO N E U N COATE D 305U
CMYK 0, 0, 100, 0
CMYK 40,0, 0, 5
RG B 255, 240, 0
RG B 135, 205, 235
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MANDOPOPS PROVIDE PARENTS THE OPPORTUNITY TO JOIN THEIR KIDS TO LEARN THE MANDARIN WORDS, CREATE UNIQUE MATERIALS & SING THE MANDARIN SONGS.
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04 MOVING FORWARD 謝謝你，妳和您 _ User feedback and acknowledgements.
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Take a step back, find out what users think, and make Mandopops better.
W H AT U S E R S T H I N K I sent out my learning app and kits to American parents, kids and Mandarin teachers for feedback. Parents and kids are really excited about the app, parents are happy even though they canâ&#x20AC;&#x2122;t speak the language, they still can participate in their kids learning. Kids are interested in creating their own art craft. Mandarin teachers are glad to see there tools that kids can use both in school and home.
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“ I T ’ S J U S T S E E M S C O O L TO M E .” — J a c ki e , 6 ye a r s o l d , M a n d a r i n b e g i n n e r “ I WA N T TO TA K E D O G P H OTO ! ” — R y a n, 7 ye a r s o l d , M a n d a r i n b e g i n n e r “ I C A N D R AW A C O O L D O G .” — P e te r, 6 ye a r s o l d , M a n d a r i n b e g i n n e r “ W H E R E C A N I D O W N LOA D T H E A P P ? ” — M a r y, A m e r i c a n m o m “ I LOV E I T. I ’ M G L A D I C A N U S E W I T H M Y K I D .”
“ M Y T E AC H I N G G OA L I S U S I N G G A M E A N D M U S I C TO L E T A L L M Y S T U D E N T S TO L E A R N T H R O U G H P L AY. I T H I N K YO U R A P P D O E S H AV E TH E SAM E M E THOD.” — S o n i a, M a n d a r i n te a c h e r “IT’S NICE IT HAS MANY OPTIONS, LIKE D R AW I N G O R C O LO R I N G .” — To m, A m e r i c a n d a d “ I W O U L D B U Y O N E I F I T S R E A L LY O N M Y A P P S TO R E ” — G a r y, M a n d a r i n te a c h e r
— Joan, American mom
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“ T H E A P P I S G R E AT F O R PA R E N T S TO U S E A N D P R AC T I C E W I T H K I D S .” — S o n i a, M a n d a r i n te a c h e r “ I C A N T E AC H M Y M O M ! ” — M o l l y, 6 ye a r s o l d , M a n d a r i n b e g i n n e r “I WOULD USE WITH MY KIDS IF THERE’S ONE ” — G a r y, M a n d a r i n te a c h e r
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ACKNOWLEDGEMENTS _
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Thank you, thank you and thank you.
I R E A L LY A P P R E C I AT E I T. I want to thank all of the instructors that have ever taught me through out the years I have spent in Academy of Art University, especially to Phil Hamlett, Mary Scott, Michael Osborne, Hunter Wimmer, Stanley Zienka, Carolina dâ&#x20AC;&#x2122;Bartolo , Anthony Jagoda and Brian Toth. It was through all of your training and teaching that made me a good designer as I am now. I also want to thank to my family, colleagues and friends Sean Chan, Ginger Shiue, Gary Tang, Yao Hsieh, Yung Hung, Paige Hsu, Ziv Tsau, Pear Weerawong, Shaily Shah, Valerie Huang, Jolin Tsai and Vanessa Lin. I was lucky to meet and work with all of you, and have your love and support all the time. I thank you all.
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MY DEEPEST GRATITUDE GOES OUT TO ALL THOSE THAT HAVE BEEN WITH ME THROUGHOUT THIS WHOLE JOURNEY, FROM MY FAMILY IN TAIWAN TO MY SECOND HOME IN SAN FRANCISCO.
VIVI FE I -TI N G H S U P 41 5 - 9 9 4 - 9 17 7 W f thsu .co m M f thsu 9 24 @ g m ail .co m Š 2 01 5 Vivi Fe i -Tin g H su . All rig ht s re se r ve d .
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