Jeff Jen Design for X 2017—2019
00
SELECTED WORKS 17—19
2017—2019
Jeff Jen Design for X 2017—2019
To all Creators,
01—The Glass Set 02—The System 03—The House Paint 04—The Rebrand 05—The Boardgame 06—The Cookbook 07— The Beer Set 08—The Card Set 09—The Collab
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
06
Project— Feel Glass Course— Packaging Design 2 Instructor— Thomas McNulty Semester— Spring 2018
07
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
08
Engage your five distinct senses— Create packaging and branding of a set of four to six glasses for appropriate audiences. The packaging must offer ease of use and adequate protection of glass.
The Approach Feel Glass is a conceptual glass company, that provides only high quality drink-ware glass. Feel Glass was inspirationally driven on the five sense of the human body, which are
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
09
seeing, hearing, tasting, smelling and touching. Feel glass believes that glass use to drink can elevate the quality of life and the mood of a home.
into the design. Looking at the package, Hearing when you pull the box slide, Tasting the glass, Smelling the wood,
JEFF JEN
I thought about how to package the five human senses
the whole box is the entire of the experience I would like to share. I approached this package with a very simplistic and minimal way to bring out the high end mood. Remind the target audience that glassware can be very high-end and luxurious and that we cannot live without glass, that drinkware is worth spending money on.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 10
1 1
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
F g
S E L EC T E D WO R KS 1 7—1 9
FE EL
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 12
F L
13
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
14
Typography & Color
Gotham Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
P R O J E C T S 01 02 03 04 05 06 07 08 09
abcdefghijklnmopqrstuvwxyz 0123456789
Gotham Medium
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
JEFF JEN
abcdefghijklnmopqrstuvwxyz 0123456789
Gotham Book
S E L EC T E D WO R KS 1 7—1 9
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 0123456789
Pantone White
C 5 / M 62 / Y 66 / K 50
Pantone Black
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 16
17
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 18
19
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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21
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
28
Project— Major Conspiracies Course— Visual System 2 Instructor— Megumi Kiyama Semester— Spring 2019
29
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
30
Which side is telling the truth— Find an unknown a problem, address it through visual systems, educating suitable target audiences. The problem should be interesting, like eye candy.
The Approach Conspiracy thories surround our everyday lives. Some people choose to take a different route in thinking. Is the news really always telling us the truth? What is hidden in all
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
31
these major conspiracies? How many of these conspiracy theories do you believe? People believe in conspiracy theories without tools educate the origins, the social consequences, and the psychological nature of widespread conspiracy ideations,
JEFF JEN
and solid evidence. This news piece is targeted to inform,
to call attention to the news.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 32
33
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
34
Typography & Color
Berthold Akzidenz Grotesk Bold
Aa
AB C D E F G H I J K L M N O P Q R ST U V W XY Z
P R O J E C T S 01 02 03 04 05 06 07 08 09
ab c defghi j kl nmo p q r st u v w xy z 0123 45 678 9
Berthold Akzidenz Grotesk Medium
Aa
A B C D E F G H IJ K LM N O P Q R S T U V W XY Z
JEFF JEN
abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9
Berthold Akzidenz Grotesk Regular
S E L EC T E D WO R KS 1 7—1 9
Aa
AB C D E FG H IJ K LM N O P QR STUVWXYZ abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9
C 1 / M 96 / Y 95 / K 0
Pantone White
Pantone Black
C 100 / M 0 / Y 0 / K 0
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
48
Project— Greenway Paint Course— Packaging Design 2 Instructor— Thomas McNulty Semester— Spring 2018
49
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
50
It’s time for a greener change— Create a packaging line of eco-friendly, non-toxic powdered interior and exterior paints. Design a brand system that will function as a series of paint, accessories while creating differentiation between all products.
The Approach Greenway is a new start up company that promotes and advertises sustainable powdered house paints. Greenway also presents, all powdered house products
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
51
are recyclable and biodegradable material. It is nonharmful and environmental friendly house paints. Using only environmental friendly materials to create the look and feel that promotes recycling. Giving this brand a clean, green and organic look would show off the relation-
JEFF JEN
‘reduce reuse and recycle’ idea with a green eco friendly
ship this brand has with nature. Since Greenway is the only company in the industry that is beginning with 100% recyclable materials and sustainable powdered house paint, It reinforces the sustainability principles.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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G
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
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Typography & Color
Berthold Akzidenz Grotesk Bold
Aa
AB C D E F G H I J K L M N O P Q R ST U V W XY Z
P R O J E C T S 01 02 03 04 05 06 07 08 09
ab c defghi j kl nmo p q r st u v w xy z 0123 45 678 9
Berthold Akzidenz Grotesk Medium
Aa
A B C D E F G H IJ K LM N O P Q R S T U V W XY Z
JEFF JEN
abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9
Berthold Akzidenz Grotesk Regular
S E L EC T E D WO R KS 1 7—1 9
Aa
AB C D E FG H IJ K LM N O P QR STUVWXYZ abcdefghijklnmopqrstuvwxyz 0 1 2 3 4 5 678 9
Craft Paper Texture
C 0 / M 10 / Y 95 / K 0
C 50 / M 0 / Y 100 / K 0
C 69 / M 44 / Y 0 / K 0
Interior Latex Powder Mix Pa int
We Reduce Reuse & Recycle
r 3
Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.
G
Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.
Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.
100% Eco Friendly
FFD-E17
Interior Latex Powder Mix Pa int
T: +1 415 624 4582
W: greenway.com
G
690 Long Bridge Street San Francisco CA 94158
We Reduce Reuse & Recycle
r 3
Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.
G
Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California
CAUTION! DO NOT EAT .
Makes Up To 1 Quart NET WT 8.OZ(226g)
Greenway Eco Green AFE-2FA Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.
Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.
100% Eco Friendly
AFE-2FA
Makes Up To 1 Quart
CAUTION! DO NOT EAT .
Makes Up To 1 Quart
G
Greenway Whale Blue 74C-FEB Nature Friendly Powder Mix Pain t Add water to mix along to bring out its color Pour out the powerder to mix in a bucket. As the powder and the water is being mixed Apply a gentle stur for power to mix fully. Enjoy our safe powdered paint product, The paint will dry up within 24 hours.
Why Us? Our vision is to keep our customers healthy, Our powder ingredients are made from nature. Safe to mix and apply to your home.
100% Eco Friendly
74C-FEB
Whale Blue
We Reduce Reuse & Recycle
Interior Latex Powder Mix Pa int
r 3
Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.
G
Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California
CAUTION! DO NOT EAT .
Eco Green
NET WT 8.OZ(226g)
Greenway Sunlight Yellow FFD-E17
Organic Non-toxic powdered house paint. All materials made of 100% recyclable bottles Every bottle sell, we plant a tree in California T: +1 415 624 4582
W: greenway.com
690 Long Bridge Street San Francisco CA 94158
G
G
8.5’’/219.5M M Eco Friendly Recycable Rollers For excellent leveling and smoothing Made with 100% recycable material Made in USA
Eco Friendly Paint Brush
3
r
For excellent leveling and smoothing Made with 100% recycable material Made in USA
2’’/50M M
100% Eco Friendly
For excellent leveling and smoothing, Made from 100% recycable material. Made in USA.
T: +1 415 624 4582 W: greenway.com 690 Long Bridge Street San Francisco CA 94158
G
Our vision is to keep our customers healthy, Our powder ingredients are made from nature. It is safe to mix and apply to your home.
Why Us?
3
r
Reducing, Reusing and Recycling helps the community and the environment by saving money, energy and natural resources.
We Reduce Reuse & Recycle
Eco Friendly Recycable Rollers
Greenway
G
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 60
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 62
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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Project— Uber Rebrand Course— Identity Design 2 Instructor— Thomas McNulty Semester— Spring 2019
69
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
70
Experience utopia in black— Choose an existing taxi service and develop a new identity system, consider the target audience and develop the concept based on your marketing research.
The Approach Uber’s vision: Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job op-
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
72
portunities and higher incomes for drivers. Uber’s vision is a utopian idea of the “smart city”, where people and things move around efficiently and seamlessly is still the goal. No getting stuck in traffic, no excessively waiting at a red light. that meeting across town in time.
JEFF JEN
No need to think about how you’re going to get to
Embracing the black in its current form, I would like to bring in the look of the actual “smart city” Utopia to life. Bring in more younger generations, by setting the brand more friendly and easy to engage. Uber’s logo should look distinctive and hold its own personality built from its past brand icon and experience. The black should be kept.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
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Typography & Color
Moon Bold
Aa
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
P R O J E C T S 01 02 03 04 05 06 07 08 09
a bcdefgh ij klnmopqrstuvwxyz 0123456789
Moon Medium
Aa
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z
JEFF JEN
a bcdefgh ij klnmopqrstuvwxyz 0123456789
S E L EC T E D WO R KS 1 7—1 9
Moon Light
Aa
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a bcdefgh ij klnmopqrstuvwxyz 0123456789
Pantone White
Pantone Black
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
86
Project— High Noon Course— Package Design 3 Instructor— Christine George Semester— Fall 2018
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P R O J E C T S 01 02 03 04 05 06 07 08 09
JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
88
Watch out for the outlaws— Originate or redesign a new board game. The game has to function graphically and logically. Consider the target audience age group in the concept.
The Approach It is 1880, A secret rumor of a hidden treasure in the wild west has been revealed. Word has gone out that the hidden treasure chest can be opened with four main ob-
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
89
jects. The three most vicious and experienced robbers has already begun searching for these four keys, and the sheriff in town is set to shut down their plan. Will he succeed?
imaginations of all who see or hear of them. It was a time of lawlessness and perseverance, of incredible heartbreak
JEFF JEN
The stories and tales of the Old West still capture the
and amazing opportunities for thousands of families. While that time might be long gone, the tales of those who lived are still lingering. This design is set to take players through an old wild west tale journey, I want to invite players to experience the chase.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 90
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09
JEFF JEN
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09
TURN TURN TURN
JEFF JEN
TURNS TURNS TURNS
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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Project— Language of Noodle Course— Type Design 3 Instructor— Ariel Grey Semester— Summer 2018
105
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
106
Noodles soften, we bleed— Design a conceptual cookbook around a chosen topic. Research the topic and structure of the concept, including recipies, a bookmark, website and paper textures.
The Approach This noodle cookbook is focused on people from all around the world, it implies that although humans share different cultures and backgrounds, we are still the same,
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
107
from one family. One ingredient of food can also share different backgrounds but share a common humanity. Noodles appear in different shapes and sizes as do we. They to show how different humans should be treated equally, just as we treat the different noodles with the same respect.
JEFF JEN
soften the same just as we bleed the same. I want this book
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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109
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
110
Typography & Color
Adobe Garamond Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
P R O J E C T S 01 02 03 04 05 06 07 08 09
abcdefghijklnmopqrstuvwxyz 0123456789
Adobe Garamond Medium
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
JEFF JEN
abcdefghijklnmopqrstuvwxyz 0123456789
Adobe Garamond Light
S E L EC T E D WO R KS 1 7—1 9
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 0123456789
Pantone White
C 11 / M 11 / Y 14 / K 0
C 8 / M 49 / Y 100 / K 0
113
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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Project— Shakers Beer Course— Package Design 3 Instructor— Christine George Semester— Fall 2018
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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Dinosaurs seen near hawaii— Create packaging and branding of a six pack of beer or for the appropriate audience. The packaging must reflect your concept and bring pleasing aesthetic visuals.
The Approach Once upon a time, 200 million years ago, imagine that the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
125
earth would shake every step the dinosaurs took, people called them earth shakers. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected. Many might be killed or injured attempteggs? It is for you to find out.
JEFF JEN
ing to retrieve these eggs. But why insist on using dinosaur
With graphic treatments and illutrations, the origin story of Earthshakers will be transformed on the label. The brand and products have an inviting tone that invites relaxation. The design style is planned to bring out a unique side of beer that tells the story. To emphasize on the story and the temptation of flavor, the use of metallic paper bring out a feeling of refreshing beer.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 126
127
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09 128
EarthShakers 7”
BORN IN HAWAII
White ipa
9 147 EST
19.5”
ORGIN STORY Once upon a time, 200 million years ago, the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The earth would shake every step the dinosaurs took, people called them ‘earth shakers’. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected, and the only way to retreve these eggs are when the volcanoes erupt. Many maybe killed or injured severely attempting to retrieve these eggs. But why insist on using dinosaur eggs?
EarthShakers White ipa
—It is for you to find out.
12 FL.OZ.
BORN IN HAWAII
7.0% ALC./VOL
12 FL.OZ.
7.0% ALC./VOL
B orn in Hawaii White ipa
OR G I N STORY
ES T
Once upon a time, 200 million years ago, the oldest and most widely consumed way of brewing beer and drinking beer was through the use of dinosaur eggs. The earth would shake every step the dinosaurs took, people called them ‘earth shakers’. The earth shakers were mighty and furious, some would even attack the villages at their most unexpected, and the only way to retreve these eggs are when the volcanoes erupt. Many maybe killed or injured severely attempting to retrieve these eggs. But why insist on using dinosaur eggs?
14 79
—It is for you to find out. 7”
White ipa 19.5”
12 FL.OZ.
B ORN IN HAWAII
7.0% ALC./VOL
12 FL.OZ.
7.0% ALC./VOL
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
136
Project— Gotham Gravity Course— Type Design 2 Instructor— John Nettleton Semester— Fall 2017
137
P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
138
See a typeface set in motion— Create a conceptual cardset that could to be sold at SFMOMA, with a concept. Select a typeface and create a postcard set giving tribute and value to this typeface.
The Approach Gotham has an extremely large font family and is very legible from a distance due to its wide width and geometric body. Its playful geometric structure inspired me to give
P R O J E C T S 01 02 03 04 05 06 07 08 09
The Objective
139
this font family a new perspective when it is applied in zero gravity, with a strong warm yellow color palette. I want the cards to feel dynamic and consistence at the colored the sides of the cards with a yellow marker to give it more personality. Gotham has really helped me understand
JEFF JEN
same time show off the beauty of Gotham typeface. I
and see the potential of a typeface, It is limitless.
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
P R O J E C T S 01 02 03 04 05 06 07 08 09
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
142
Typography & Color
Gotham Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Gotham Medium
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JEFF JEN
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Gotham Book
S E L EC T E D WO R KS 1 7—1 9
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Pantone White
C 5 / M 6 / Y 100 / K 0
Pantone Black
Gotham.
2000
hand-painted letters seen around New York City.
Geometrical
Black
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Ultra
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Book
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Bold
Medium
Hoefler & Co.
Hoefler & Co.
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Gotham Gravity Tobias Frere-Jones
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Horizontal
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
V A
Hoefler & Co.
Hoefler & Co.
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Extended Descender
gotham
Gotham was born in 2000, when men’s fashion magazine GQ commissioned New York-based Hoefler & Frere-Jones to create a new typeface for use in their publication. Type designer Tobias Frere-Jones drew influences from post-war building signage and
S E L EC T E D WO R KS 1 7—1 9
Tobias Frere-Jones
ITY Vertical Stem
Horizontal Stem
Mini Spur
03 Gotham Gravity
Gotham Gravity Tobias Frere-Jones
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Horizontal Crossbar
Hoefler & Co.
Conjoined Arm
01 Gotham Gravity Tobias Frere-Jones
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Gravity.
Geometric Counter
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"Because there is a law such as gravity, the universe can and will create itself from nothing."
—Stephen Hawking
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every other object in the universe.
9 4
Hoefler & Co.
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9/12pt Gotham Book
Hoefler & Co.
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GRAVITATIONAL gravitational GRAVITATIONAL gravitational
GRAVITATIONAL gravitational Gotham Gravity Tobias Frere-Jones
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Gravitation, is a natural phenomenon by which all things with mass are brought toward or gravitate toward one another, including planets, stars and galaxies, and other physical objects. Since energy and mass are equivalent, all forms of energy including light cause gravitation and are under the influence of it. On Earth, gravity gives weight to physical objects, and causes the ocean tides. Gotham Gravity Tobias Frere-Jones
13/16pt Gotham Book
Gravity, or gravitation, is a natural phenomenon by which all things
with mass are brought toward or gravitate toward one another, in-
cluding planets, stars and galaxies, and other physical objects. Since
energy and mass are equivalent, all forms of energy including light
cause gravitation and are under the influence of it. On Earth, gravity
gives weight to physical objects, and causes the ocean tides.
GOTHAM
BOLD ITALIC
10 PT
0 TRACKING
GOTHAM
MEDIUM
10 PT
0 TRACKING
GOTHAM
BOOK ITALIC
10 PT
GRAVITATIONAL gravitational
JEFF JEN
Hoefler & Co.
F = Gm1m2/r2
every object in the universe attracts
object A & B
Newton's Universal Law of Gravitation
r - Distance between
is the gravitational force. According to
Gravitation, is a natural phenomenon by which all things with mass are brought toward or gravitate toward one another, including planets, stars and galaxies, and other physical objects. Since energy and mass are equivalent, all forms of energy including light cause gravitation and are under the influence of it. On Earth, gravity gives weight to physical objects, and causes the ocean tides.
01
m - Mass of object B
The first force that causes attraction
M- Mass of object A
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Hoefler & Co.
1
6
G - Gravitational Constant
2
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F - Force of gravity
not close to or touching each other.
3
EQUATION
together, even if those objects are
Gotham Gravity Tobias Frere-Jones
Tobias Frere-Jones
Hoefler & Co.
GRAVITATIONAL gravitational
force that causes objects to come
GRAVITATIONAL gravitational
A force of attraction is any type of
GRAVITATIONAL gravitational
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0 TRACKING
GOTHAM
LIGHT
GRAVITATIONAL gravitational
GRAVITATIONAL gravitational
Tobias Frere-Jones
7/10pt Gotham Book
0 08 Gotham Gravity
10 PT
0 TRACKING
GOTHAM
THIN ITALIC
10 PT
0 TRACKING
GRAVITATIONAL gravitational
07 Gotham Gravity
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S E L E C T E D W O R K S 1 7— 1 9
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
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Project— Toolbar Course— Package Design 4 Instructor— Thomas McNulty Semester— Summer 2019
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S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
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A collaboration summer project— As a group collaborative project, create a retail store experience with packaged goods under several original sub-brands. Develop a diverse range of branded products for the store and consider the overall experience.
The Approach Working in a collabrative group, we have orginated a retail store named “Toolbar” for designers, opening in SOHO, New York. It is a store for any profession designer to enjoy.
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The Objective
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We want designers from all ages and experiences to come in to this store to take a break, enjoy our coffee while shopping for tools that they will find highly useful in their daily ing four main sub-brands in our store. Our sub-brands are, Take Break, Zesty, Urban Form and Pause. Ranging from
JEFF JEN
lives and professional environments. Toolbar will be provid-
food, vitamins, stationery and equipments, to home goods and audio goods.
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S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
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Retail Store—Parent Brand
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Design Team—Team Toolbar Jeff Jen—Team Lead Designer YunJo Wu— Designer Shermy Chou—Designer
Flagship Location—Soho, New York SoHo, is a neighborhood in Lower Manhattan, New York City. which in recent history came to the public’s attention for being the location of many artists’ lofts and art galleries, but is now better known for its variety of shops ranging from trendy upscale boutiques to national and international chain store outlets.
S E L EC T E D WO R KS 1 7—1 9
JEFF JEN
Soho’s history is an archetypal example of inner-city regeneration and gentrification, cultural, political, and artistic developments. An ideal location to open our main store.
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In-Store Cafe Section Coffee Machine Coffee Beans Filter Paper Coffee Grinder
Vitamins Refreshments Juices Energy Drinks
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Energy & Supplements
JEFF JEN
Artist & Stationery Tools Box Paper Printer Color Pencils Set Pencil Set
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Personal Homegoods Utencils Dishes Home Speaker Candles
Meet our brands,
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
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P R O J E C T S 01 02 03 04 05 06 07 08 09 JEFF JEN
S E L EC T E D WO R KS 1 7—1 9
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S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
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S E L EC T E D WO R KS 1 7—1 9
S E L EC T E D WO R KS 1 7—1 9 JEFF JEN
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Special Thanks—
Mom & Dad My Family My Friends Tom McNulty Ariel Grey Amy Broadbent John Nettleton Megumi Kiyama Christine George Mary Scott
Colophon— The Designer— Jeff Jen jeffjen818@gmail.com—510 579 1520 jeffjendesign.co
The Instructor— Mary Scott — Senior Portfolio 2019
The Photographers— Jeff Jen Star Yuan Khoi Ly Mikhail Averyaskin
The Paper— Mohawk— Super Fine Smooth Finish #100
The Printing— Graphic Imagery, South San Francisco ,CA
The Binding— The Key Printing and Binding, Oakland, CA
The School— Copyright © 2019 by Jeff Jen
Academy of Art University,
All rights reserved. No part of this publication
School of Graphic Design & Digital Media
may be reproduced without express written
79 New Montgomery Street
permissioon from the author, Jeff Jen.
San Francsico, CA 94105
oom