VISUAL STANDARDS GUIDE
Visual Standards Guide
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Table of Contents
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Overview Brand Overview Standards Inspiration Visual Standards
Overview 8 10 Visual Standards
Our New Logo
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Logo Anatomy
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Alternate Versions
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Sizing & Scale
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Clear Space
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Color Palette
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Typography
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Incorrect Uses
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Business system
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The Future
The Future
Cross Borders Community
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Brand Extensions
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Overview
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Brand Overview Standards Inspiration
8 10
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Brand Overview
The new Borders helps to create a community that connects people to knowledge sharing.
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The Brand Description: Borders Group was an international book and music retailer based in Ann Arbor, Michigan. The Borders Group, Inc. was a publicly held bookstore chain that closed its doors on September 2011. After Barnes & Noble, it was the second-largest bricks-and-mortar US bookstore chain, known for the innovation of creating the first superstore. The group included Borders superstores, Waldenbooks, Borders Express and Borders airport stores. Where many booksellers — even other publicly-held bookstore chains — are closely identified with one owner, the Borders Group came together through corporate acquisitions.
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Standards Inspiration
We got various inspirations for our new standards guide from many great examples of brands around.
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New Identity
Logo colors
introduction
Logo Anatomy
Logo Don’ts
Type Specs
Alternate versions of the logo
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Visual Standards
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Our New Logo
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Logo Anatomy
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Alternate Versions
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Sizing & Scale
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Clear Space
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Color Palette
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Typography
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Incorrect Uses
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Business System
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Our New Logo
Our new logo was inspired by the letter form of B and the connection between people and knowledge.
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Logo Anatomy
To keep our logo simple and clear, it made with many circles and squares of different scales.
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3X 3X X 3X
10X
3X
4X
3X
7X
4X
4X
30X
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Alternate Versions
Symbol Signature
Logotype
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Sizing & Scale
Our sizing chart is showing how to use the logo in different situation.
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Hight
Vertical Signature
Horizontal Signature
Symbol
Wordmark
5”
1”
1⁄ 2”
The minimum height is 0.25 inches.
1⁄4”
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Clear Space
Using proper proportions clear space around the logotype for maximum legibility and impact.
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X
9.25X
X X
X
X
7.5X
X
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Color Palette
Our color palette is a generous help to our personality. It gives us a feeling of energy and knowledge.
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PMS 433C
PMS 432C
PMS 639C
PMS 7466C
PMS 4757C
R 038 G 042 B 051
R 057 G 060 B 074
R 069 G 151 B 210
R 081 G 180 B 197
R 201 G 228 B 228
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
081 070 056 064
079 070 049 043
084 023 001 000
082 000 024 000
024 000 010 000
PMS 213C
PMS 2726C
PMS 115C
PMS 715C
PMS 021C
R 205 G 049 B 133
R 066 G 082 B 159
R 247 G 215 B 069
R 221 G 134 B 046
R 208 G 077 B 045
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
000 094 008 000
089 078 000 000
000 013 090 000
000 057 100 000
000 086 097 000
Keep them inspirational and friendly This standards is the color combination represent the connection between people through knowledge sharing in our community.
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Typography
This classic and friendly typeface help to express our message of sharing, community and connection.
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Aa Helvetica Light Helvetica Bold Cooper Black Helvetica light is the bodycopy typeface and is best suited for paragraphs, captions, and small text. Helvetica bold is a good choice for bodycopy highlights and headline typeface. Cooper black works best as a subheadline.
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Incorrect Uses
To make our brand consistent, it’s important to use the logo as described in this guide.
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DO NOT drop shadow.
DO NOT stretch it.
DO NOT skew it.
DO NOT outline it.
DO NOT rotate it.
DO NOT mix the logo.
DO NOT overlap it.
DO NOT change the composition.
DO NOT use gradient.
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Business System
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The Future
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Cross Borders Community
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Brand Extensions
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En2
Pr1
Ex1
Connect
Se1
Ev2 Ev1
En3
Ex2
Ed1
Se2 Pr2
Ed2
Explore
Ex3
Learn
Pr3
Ev3
En1
Ed3
Se3
Crossing Borders Community
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Connect Products Pr1 – Borders Community App Pr2 – Borders Knowledge Bank Pr3 – Cross-Borders Kit Services Se1 – Crossing Borders Tours Se2 – Borders Q&A Se3 – My Mentor Environments En1 – Doers Workshop En2 – Borderless Workspace En3 – Borders Gallery Experiences Ex1 – Cross-Borders Family Ex2 – The Journey of A Book Ex3 – Borders Study Tour Educational Ed1 – Borders Park Ed2 – Culture Sharing Club Ed3 – Borders Learning Center Events Ev1 – Borders Exhibition Ev2 – No Borders Talk Ev3 – Borders Pop-up Store
Explore
Learn
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Ed3–Environments
Borders Gallery Borders Gallery targets people who enjoy artwork and want communicate with artists about their creative thinking. The borders gallery is an interactive space that allows people can communicate with different artists about their stories and creative processes. This public space creates an engaging community for different cultures comes together, and also creates a great chance to encourage people to understand different cultures.
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The borders gallery reinforces our mission of creating a community that connects people to knowledge sharing by sharing artists’ knowledge and experience to inspire people. Like: MoMA, de Young, Pro Arts Gallery But: The borders gallery is about connecting people for knowledge sharing in an interactive environment. People can watch artist creating artwork onsite.
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Pr3–Product
Cross-Borders Kit Cross-Borders Kit give the kids in your family a fun learning experience with our family based interactive learning tools and guides. Our Cross-Borders Kit provides science, culture, and art learning opportunities that encourage kids to explore about unknown space while exercising their creative and hands craft. We have a different kit design for the different age groups. It is an excellent product for kids learning resources. The Cross-Borders Kit reinforces our mission of creating a community that connects people to knowledge sharing by providing children with vibrant and culturally diverse learning opportunities through a play-based learning approach and craftily designed surfaces.
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Like: KiwiCo, K’NEX 70 Model Building Set But: The Cross-Borders Kit provides children with vibrant and culturally diverse learning opportunities through a play-based learning approach and craftily designed surfaces. It will improve and enhance children’s learning ability.
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Se3–Services
My Mentor My Mentor provides online face-to-face education services, and people can participate in online discussion groups and offline workshops. My Mentor offers online education to people of all ages, educational backgrounds, and career needs. Our online community breaks down geographic borders to help people from all over the world get an exceptional educational experience with cutting-edge educational ideas from all disciplines. My Mentor underscores our commitment to creating a community that connects people to knowledge sharing by providing online faceto-face education services, and people can participate in online discussion groups and offline workshops.
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Like: Growing Stars, Tutor Room But: What separates it is we provide a multilingual educational environment that encourages access to the best learning resources in the relevant fields across linguistic and cultural borders.
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En1–Environments
Doers Workshop Doers Workshop gives you a chance to dive into new disciplines, trends, and technologies. Doers Workshop provides field trips that range from visit to local studios, learning how vegetables are grown on a farm, to visiting industrial spaces to observe and learn the way things work in the real world. We inspire people to discover the method of learning by DIY sessions and hands-on workshops. Doers Workshop underscores our commitment to creating a community that connects people to knowledge sharing by inspiring people to discover the method of learning with DIY sessions, hands-on workshops, and field trips that range from industrial spaces to local studios.
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Like: DIY Workshop, Studios But: Doers Workshop encourages people to discover new things and the method of learning. We also provide focus groups to help spark new ideas. It equips people with creative skills, including creativity, collaboration, communication, and critical thinking.
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Ev2–Events
No Borders Talk No Borders Talk will hold twice a year for people to share their stories, experiences, and knowledge. To strengthen the connecting between online and offline. No Borders Talk provides a platform to share your discoveries and innovations with the world, and promote the pleasures and benefits of our community. We trust passionately in the power of our brighter mind to change attitudes, lives, and knowledge. Culture Sharing club underscores our commitment to creating a community that connects people to knowledge sharing by producing more opportunities to enable people to make friends and learn about different cultures.
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Like: TED, Big Think But: No Borders Talk encourages people to share their stories, experiences, and knowledge in small groups so that everyone can participate. We also provide online talks that viewers can interact with speakers everywhere.
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Ed3–Educational
Borders Learning Center Build the future and bridge the understanding of multiculturalism. Borders Learning Center is an educational research center that aims to promote intercultural communication and understanding while fostering a teaching and learning community. The focus of interdisciplinary cultural studies includes language, art, history, literature, design, mathematics, and science. We provide tutorial services, specialized training, and multiple educational programs for all groups of age. Borders Learning Center reinforces our mission of creating a community that connects people to knowledge sharing by promoting intercultural communication and understanding while fostering a teaching and learning community.
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Like: UC Learning Center But: Borders Learning Center includes hundreds of excellent instructors from a wide variety of cultures and our online and offline learning communities. Here you can find any resources that you need for your future education and career.
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Ev1–Events
Borders Exhibition The exhibition creates a community where people can communicate with the creators from various fields about their creative processes and experiences. The borders exhibition creates an inspiring community of activists from all walks of life. It brings a collaborative learning environment to encourage the development of new media literacies, critical and systems thinking, interpersonal, and self-directional skills to people. It also promotes the collision and fusion of various cultures. Borders Exhibition reinforces our mission of creating a community that connects people to knowledge sharing by creating a community where people can communicate with the creators from various fields about their creative processes and experiences.
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Like: RSA Conference, aiga But: We pay more attention to the construction of community culture and encourage people to participate. And help people to carry out crossfield cooperation and exchange.
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Se1–Services
Crossing Borders Tours Crossing Borders Tours provides people a better travel experience through connecting people to explore different culture. Crossing Borders Tours is a travel service that connects people who want to explore different local cultures, customs, and people. It creates a positive impact by connecting people with different cultures for deepening cultural understanding. Crossing Borders Tours underscores our commitment to creating a community that connects people to knowledge sharing by inspiring people to explore the new cultures and connect with people different from themselves.
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Like: Golden Tours, CityPASS But: What separates it with Golden Tours and CityPASS is our core mission of connecting people together to promote different local cultures and customs, also encouraging people to participate in local activities for deeply experiencing different cultures.
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En2–Environments
Borderless Workspace Borders create a community for people to connect creators in different fields to work together, helping them communicate and collaborate. Borderless Workspace is not only an open, shared and serviced offices, coworking spaces, business lounges, and it also is a community place for knowledge sharing. More inspirations and experience would be shared here, so that helps people connect knowledge and ideas that are outside their field. Borderless Workspace reinforces our mission of creating a community that connects people to knowledge sharing by providing an open, shared and serviced offices, coworking spaces, business lounges encourage people to share their inspirations and experience from different background.
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Like: IWG plc, Wework But: Borderless Workspace encourage people from similar but different fields of work to move into our workspace, and we also hold events from time to time to promote cultural interaction and collision. It equips people with creative skills, including creativity, collaboration, communication, and critical thinking.
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Pr1–Product
Pr2–Product
Borders Community App
Borders Knowledge Bank
Borders Community App brings people
Borders knowledge bank is a community has
together to share knowledge with their neigh-
both online and onsite with easy to follow
bourhoods. It encourages people to explore
categories to help people find what they need.
groups in their community and keeps conversation going.
has both online and onsite. We will curate infor-
Borders Community is an app that lets people
mation from the best sources on various topics
from different cities and countries to share their
and encourage people to share their culture
knowledge and different perspective. The com-
products, and we categorize these in our knowl-
munity environment is excellent for those who
edge bank to help people find what they need.
want to explore and learn more different from their local culture that helps them learn more about the world.
Borders Knowledge Bank underscores our commitment to creating a community that connects people to knowledge sharing by curating infor-
Borders Community reinforces our mission of
mation from the best sources on various topics
creating a community that connects people
and encourage people to share their culture
to knowledge sharing by inspiring people to
products, and we categorize these in our knowl-
explore the world by connecting people who
edge bank to help people find what they need.
have different cultures and customs. It encourages people to get more meaningful and inspiring thinking though communications. Like: Facebook, Meetup
Like: Book Exchange, BookCrossing But: Unlike Book Exchange and BookCrossing, you can explore many culture products from the best sources on various topics like video, music,
But: Unlike Facebook and Meetup, you can
articles and more, not just books, and we pro-
explore many culture products like video, music,
vide awards to encourage people to share more.
articles and more, also learn some new from a genuine perspective.
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Borders knowledge bank is a community that
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Se2–Services
Ex1–Experiences
Borders Q&A
Cross-Borders Family
Borders Q&A is a Question-and-Answer
Cross-Borders Family enables people to
platform that encourages people to share
explore different family cultures by sharing
knowledge and experience from different per-
their available rooms.
spectives and fields.
Cross-Borders Family is a room sharing program
Questions empower people to share and
that allows people to have the opportunity to
increase the world’s knowledge. People come
experience a different family culture. Whether
to the Borders Q&A to ask questions about any
it’s a family from the same town or a family in
topic, read personalized and relevant high-qual-
another country, it helps people create a com-
ity information, and share knowledge with others.
munity with a deeper connection that dissolves
Borders Q&A reinforces our mission of creating a community that connects people to knowledge sharing by encouraging people to ask questions about any topic, read personalized and relevant
the culture barriers. By sharing available rooms opportunity, people from different family cultures get to know each other for a brief but impactful moment in time.
high-quality information, and share knowledge
Cross-Borders Family underscores our com-
with others.
mitment to creating a community that connects
Like: Quora But: We invite professionals to answer questions, and to categorize different fields encourages people to answer questions in their areas of
people to knowledge sharing by sharing their available rooms for the purpose of encouraging people to explore different family cultures. Like: Airbnb, AFS Intercultural Programs
expertise. Also, we will organize relevant interest
But: Cross-Borders Family connects people for
groups to communicate online and offline.
the purpose of sharing available rooms worldwide to promote community building through a shared experience.
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Ex2–Experiences
Ex3–Experiences
The Journey of A Book
Borders Study Tour
The Journey of A Book is an activity about
Borders Study Tour enables people to
knowledge relay, through which people in
explore their dream schools, colleges, and
Borders community can deepen their under-
universities across the world.
standing and promote communication.
It offers a wide range of customizable programs
We will recommend a book to the Borders com-
designed to meet the people’s dream schools,
munity every quarter. People don’t need to pay
colleges, and universities across the world, and
anything for the book, as long as you click the
the student will be arranged to communicate
like button, the book will be passed on to the
with professors and graduates. Moreover, we
people who like it. Everyone who receives and
also offer to visit local museums and experi-
reads it can share their own experiences and
ence the local culture and arts. The experience
feelings in our online community.
helps inspire students’ enthusiasm for learning
The Journey of A Book reinforces our mission of
through travel.
creating a community that connects people to
Borders Study Tour underscores our commit-
knowledge sharing by the experience of passing
ment to creating a community that connects
on a book deepen their understanding and pro-
people to knowledge sharing by encouraging
mote communication.
people to explore their dream schools, colleges,
Like: Books On The Underground But: Compared to Books On The Underground,
and universities across the world. Like: EF College Study Tours
we like to have a book journey within our mem-
But: We provide housing primarily through our
bership. We will select a book for our members
Borders community, comprised of caring fam-
every quarter. Through the experience of pass-
ilies we vetted and maintained long-standing
ing on this book, people in our community can
relationships. With many loving homestay hosts
deepen their understanding and communication.
all over the world, we provide students with a truly immersive experience.
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Ed1–Educational
Ed2–Educational
Borders Park
Culture Sharing Club
Borders park aims to contribute to the
Culture Sharing club enables people to
enlightenment of contemporary youth edu-
make friends and learn different culture and
cation and to promote the development of
new languages.
community programs for the healthy growth of youth.
Culture Sharing club gathers people to learn about culture and languages worldwide. We
Bringing the local community together for enact-
organize events and many activities in different
ments of historical significance, plays, and
places to attract people from different cultures
other performances that makes the experience
to join our Culture Sharing Club. Our community
of knowledge fun and interactive for kids and
will lead to discussions that will open up one’s
teens, and also provide games based education
mind to various perspectives.
programs bringing the youth together in a fun, collaborative environment.
Culture Sharing club underscores our commitment to creating a community that connects
The Borders Park reinforces our mission of
people to knowledge sharing by producing
creating a community that connects people to
more opportunities to enable people to make
knowledge sharing by attracting local talent,
friends and learn about different cultures.
capacities and skills among youth, including promoting the development of community programs for the healthy growth of youth. Like: urban sustainability exchange
Like: AFS Intercultural Programs But: What separates it is our core mission of creating a community that connects people to knowledge sharing. We produce more oppor-
But: Our educational programs that are being
tunities to enable people to make friends and
developed are designed to promote science,
learn different culture and new languages.
technology, research and innovation, connectivity and entrepreneurship, as well as arts and culture. Not replacing formal school systems, the Borders Park are designed to attract local talent, capacities and skills among youth, including promoting a culture for peace and civic values.
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Ev3–Events
Borders Pop-up Store Borders pop-up Store will cooperate with brands and creators in different fields to connect people to experience knowledge sharing. Borders pop-up Store is committed to the construction of cultural communities. This store may suddenly appear one day, then disappear from one day to a few weeks later. We will cooperate with brands and creators in different fields to connect people to experience cultural sharing through the form of the pop-up Store. It is also a significant form for us to launch new products, generate awareness, move inventory, introduce collaborations, increase the ‘cool’ factor. Borders Pop-up Store reinforces our mission of creating a community that connects people to knowledge sharing by creating pop-up stores with different story scenes where connect people to experience cultural sharing. Like: Candytopia, Amazon pop-up But: Borders Pop-up Store will focus on different story scenes with different brands or creators. We want to focus on culture communication with creative, interested, and designed products.
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For more information, get online and visit: sharingknowledge.club
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Credit: unspash.com graphicpear.com elements.envato.com wikipedia.org stock.adobe.com
Copyright @ 2019 Jiahua Han All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission. Student project at Academy of Art University 80
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