Archived — Jihea Gu

AGD ARCHIVED GRAPHIC DESIG N 740.71 JIHEA GU DEC 2017

710.714 JIHEA, GU. Archived: Collected Works, 2014-2017 School of Graphic Design, Academy of Art University --San Francisco :c 2017 1 v. Plates 172 p. ; 22.5 cm.

I. Title.

Archived

KEEP THIS BOOK CLEAN DO NOT TURN DOWN THE LEAVES Borrowers finding this book pencil marked, written upon, mutilated of unwarrantably defaced, are expected to report it to the librarian.

DATE DUE

BORROWER'S NAME

ACADEMY OF ART UNIVERSITY. SCHOOL OF DESIGN GRAPHIC

JIHEA GU

4

Where we’ve been, where we are, where we’re going.

Clarity by numbers begin with a story. Things that find themselves on a page expanding into a catalyst for momentum. Knowledge that has lived throughout all the centuries and exists for any and all to find.

The common language of understanding is numeric, and when paired with intent becomes a place holder in history.

The number system reminds me of the librarian whose role is not to live in the past but rather, to understand, contextualize, and leverage experiences to see the future. Living in the past where people see their lives unfolding as a process, is not just how to cope with the present but also how to reach the future.

The library has been the basis for seeking out endless answers and encouraging more questions. Each timeless category has enabled a new found tidiness to the halls of defined education. Reading, browsing, discovering, thinking and designing. All of which resides in between Numbers 000-990 thanks to the Dewey Decimal System.

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PREFACE

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CONTENTS.

PAGE.

740.6 Wine Labeling; Duckhorn Winery, Small Brand Identity.

Graphic design, illustration and Commercial art GR370: Package Design 3. 2015.

11

I. Title.

Duckhorn Wine Labeling

613.7 Instructional Application; Flow Yoga & Mat, Digital Communication.

Condition physique-Yoga. GR360: Graphic Design 3. 2016

31

I. Title.

Flow App

720.4 New Brand Design Guideline; Yellow Cab, Business Communication.

Iconography of graphic arts. GR365: Strategies for Branding.

2016 1 v. Plates. 130 p.

47

I. Title.

Yellow Cab Brand Guideline

640.41 Recipe Collection; Tofu, Design Communication.

Helpful hints and miscellaneous recipes. GR330: Typography 3.

2016 1 v. Plates. 94 p.

73

I. Title.

Tofu

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CONTENTS.

PAGE.

089

659.152 Curated Exhibition Catalogue ; Sanaa Architecture, 2015-2017 Design Communication. Exhibitions and shows. GR327: Graphic Design 2. 2016 1 v. Plates. 46 p.

I. Title.

Sanaa Architecture

658.8 Conceptual Store; Ethos, Large Brand Identity.

Management of marketing. GR426: Packaging Design 4. 2017

103

I. Title.

Ethos

710.0 Designing a Dissertation Book; The Scholar’s Garden as a Model for Spatial Governance, Design Communication. Urban Planning.

Architectural Association School of Architecture, --London, UK : c 2016 2 v. Plates. 86 p.

141

I. Title.

The Scholar’s Garden as a Model for Spatial Governance

658.827 Selected Logomarks, 2015-2017 Brand Identity.

Use of brands and trademarks.

159

I. Title.

Selected Logo

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CONTENTS LIST

7

400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS 520 ASTRONOMY 530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

CODE 90809 D05523

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING LOCATION D.V40389D

670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES

690

BUILDING & CONSTRUCTION

700 ARTS 710

LANDSCAPING & AREA PLANNING

720 ARCHITECTURE 730

SCULPTURE, CERAMICS & METALWORK

740

GRAPHIC ARTS & DECORATIVE ARTS

750 PAINTING 760 GRAPHIC ARTS 770

PHOTOGRAPHY & COMPUTER ART

PCK VINO 740.6 os342

Wine Labeling; Duckhorn Winery,

: Graphic Design- Commercial Art. / Branding / Packaging

I. Objective.

Design labels and packaging for a line of wine products including a 40th anniversary special edition.

II. Category.

Small Brand Identity Instructor : Thomas McNulty Course : Pacakging Design 2 Duration : 4 weeks Deliberies: Merlot 750ml 130$

Merlot 750ml 25$

Chardonnay 750ml 15$ Keywords Artful Upscale Soft Elegant -

PCK VINO 740.6 os342

901121 csf A* 90 — B16495 89- 103995

90809 D05523

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WINE LABELING

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APPROACH

Duckhorn has spent almost 40 years of establishing itself as one of North America’s premier producers of Napa Valley Merlot wines. I approached the branding and packaging design by creating an unique character wine that could be enjoyed.

The challenge included studying the tiers of wine for better differentiation, creating a character each of the packaging. Also publishing a special edition premium wine package to celebrate the 40th anniversary.

Size:

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WINE LABELING

Bordeaux Style Bottle 750ml Chardonnay Bottle 750ml

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VISAUL SYSTEM

01,02: Logotype

03: 04: 05: 06: 07: 08:

Pantone Solid 9018C Pantone Solid 6028C Pantone Solid 7032C Silver Foil Duckhorn Icon Duchhorn Feather Pattern

09: 40th Anniversary Emblem

10: Typography

Primary Clarendon Text Pro Foundry:

Aa Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Secondary Font: FreightDisp Pro Foundry:

Aa Aa ARCHIVED.

WINE LABELING

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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WINE LABELING

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WINE LABELING

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WINE LABELING

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WINE LABELING

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WINE LABELING

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WINE LABELING

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250

CHRISTIAN ORDERS & LOCAL CHURCH

260

SOCIAL & ECCLESIASTICAL THEOLOGY

270

HISTORY OF CHRISTIANITY

280 CHRISTIAN DENOMINATIONS 290 OTHER RELIGIONS 300

SOCIAL SCIENCES, SOCIOLOGY & ANTHROPOLOGY

310 STATISTICS 320 POLITICAL SCIENCE 340 LAW 350

PUBLIC ADMINISTRATION & MILITARY SCIENCE

370 EDUCATION 380

COMMERCE, COMMUNICATIONS & TRANSPORTATION

390

CUSTOMS, ETIQUETTE & FOLKLORE

400 LANGUAGE

CODE 901100 D000323

410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490

OTHER LANGUAGES 500 SCIENCE

510 MATHEMATICS 520 ASTRONOMY 530 PHYSICS

LOCATION D.V40389D

540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

APP DEL 613.70 e39d

Instructional Application; Flow,

: Condition Physique- Yoga. / User Experience / User Interface

I. Objective.

Flow yoga training app and smart yoga mat provides a variety of lessons based on body composition or preference. The smart yoga mat can help correct posture and alignment also check the body condition so that the users can fine-tune their exercises.

II. Category.

User Experience & User Interface Instructor : Shadi KashefiZadeh Course : Graphic Design 3 Duration : 14 weeks Deliberies: Wireframe Assets Application Keywords Balanced Calm Flexible -

APP DEL 613.70 e39d

901121 csf A* 90 — B16495 89- 103995

901100 D000323

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INSTRUCTIONAL APPLICATION

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APPROACH

People who have difficulty doing yoga and don’t know the correct yoga positions. Those who want to practice at their own pace on the comfort of their own home.

The concept of the Flow app guides users through different exercises like Yoga and Mat Pilates, all with varying degrees of difficulty. Sensors register any pressure exerted on the smart mat, enabling accurate detection of the user’s body. An intuitive app explains how to perform the exercises correctly on the mat, while sensors record the data, which is subsequently analyzed with the app. The training data can also be shared with a personal trainer in social media.

The circular shape of the smart mat is designed to accommodate the natural radius of human motion during exercise, making transitions between poses and keeping up the flow of the practice easier.

Size: 750px × 1334px (Portrait dimensions) Source: IOS Human Interface Guidelines Prototype: http://invis.io/k574pa8eb

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INSTRUCTIONAL APPLICATION

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USER JOURNEY

AWARE

• • • • •

See See See See See

in retails a post on socials in gym on magazine in the app store

INITIATE

FIRST USES

• • • • • • • •

• • • • • •

Get flow yoga mat Download flow apps Opens app Tutorials Scans app/ functions Pair with the yoga mat Confim your profie Explore

Scale your body weight Test your alignment Auto-adjustment Check your level Set a goal Start your session

>>>>>>>>>>>>>>>>>

REVIEW & UPGRADE

FULLY ADOPTED

• • • • •

•

Review Evaluate data Get feedback Next workout Adjust level

• • • • • •

Check your body condition Set notification Adjustment level Practice with the app Recommend and review Share on socials Technical issues

APP SECTION ELEMENTS

DASHBOARD

PROFILE

SETTING

• •

• •

• • • • • • • •

• •

Weekly summary Check your body condition Check your level Quick start session

Personal info Review last session

Profile edit Set multiple reminder Pairing yoga mat Ask technical issues Sound effect Social media push Send Feedback Sign out

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DURING SESSION

AFTER SESSION

• • •

• • • •

Session realtime training Start/stop/pause

Results Reward Share data Review

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USER FLOW- 01

SET A PROGRAM

TASK GOAL: CREATE NEW OR CONTINUE WORKOUT PROGRAM.

START A SESSION

IF YOU WANT TRY

HOME

ENTER PERSONAL DATA

TEST AND ADJUSTMENT OWN LEVEL

SET A GOAL

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CREATE PERSONAL PROGRAM

SELECT A PROGRAM

OUTCOMES: KEEP THE USERS TO BROWSE THE YOGA SESSIONS.

USER FLOW- 02

SELTECT SECTION

TASK GOAL: TRACK AND MONITOR PROGRESS

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END A SESSION

IF YOU WANT STOP

HOME

START YOGA SESSION

SKIP OR STOP

RESUME SESSION

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

INSTRUCTIONAL APPLICATION

SEE RESULTS AND REVIEW

SHARE ON SOCIALS

OUTCOMES: ENABLES USER TO GET THE VITUAL PERSONAL TRAINING EXPERIENCE AND DATA.

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flows

flows

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01,02: Logo

VISAUL SYSTEM

03: 04: 05: 06:

r217, r218, r194, r239,

g224, g198, g198, g224,

b206 b184 b192 b236

#d9e0ce #dac6b8 #c2c6c0 #eff1eb

07: Typogrpahy Primary:

Aa

Reader_ Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

GRAPHIC ASSETS

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INSTRUCTIONAL APPLICATION

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Connect

Turn on the Bluetooth on your iphone.

You need to pair with Flows Yoga Mat for tracing your movement.

Connect

Connect

Just a second...

Let’s wake your Flows Mat

You need to pair with Flows Yoga Mat for tracing your movement.

Stand on the mat for 5 seconds.

You will see a yellow flash.

Swipe up to open controls…

Next

Thank You

Connect

Link Success!

Your flows mat should spread a blue light.

Enjoy Your customized yoga sessions.

Ok

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9:41 AM

Let’s Start!

Pillars & Posture

Pillars & Posture

30min 103 cals

34 min Level of difficulty

Continue

This session will streghten your legs and stomatch muscles.

Only 10min left 67 cals you burned

Alignment Balance

End Session

Pose

Start

30:00

9:41 AM

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INSTRUCTIONAL APPLICATION

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INSTRUCTIONAL APPLICATION

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INSTRUCTIONAL APPLICATION

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INSTRUCTIONAL APPLICATION

41

410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS 520 ASTRONOMY 530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

CODE 901122 D000323

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING LOCATION D.V40389D

670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES

690

BUILDING & CONSTRUCTION

700 ARTS 710

LANDSCAPING & AREA PLANNING

720 ARCHITECTURE 730

SCULPTURE, CERAMICS & METALWORK

740

GRAPHIC ARTS & DECORATIVE ARTS

750 PAINTING 760 GRAPHIC ARTS 770

PHOTOGRAPHY & COMPUTER ART

DESIGN GL 740.04 ot9j New Brand Design Guideline; Yellow Cab,

: Iconography of Graphic Arts. / Identity / Publishing

I. Objective.

Yellow Cab brand guideline book helps explain the corporate values and that help to create recognition of the Yellow Cab company.

II. Category.

Business Communication Instructor : Thomas McNulty Course : Strategies for Branding Duration : 14 weeks Deliberies: Brand Identifier Typeface Business System Stationery Applications Keywords Iconic Dynamic -

DESIGN GL 740.04 ot9j

901121 csf A* 90 — B16495 89- 103995

901122 D000323

(Cont’d on next page)

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NEW BRAND IDENTITY GUIDE

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APPROACH

With the rise of ride sharing companies like Uber and Lyft, Yellow Cab should clarify brand marketing to be consistent and appropriate. These Brand Design Guidelines have been created to help Yellow Cab properly communicate its message through type, color and images. It speaks to who Yellow Cab is, its values and its positioning. By using these elements correctly, it can build a strong brand awareness.

It is also an important concept that Yellow Cab sees the diversity of its communities reflected in all that it does; their commitment to those communities, to its environment and to a diverse society is absolutely central to who Yellow Cab is.

With well-managed, careful and consistent use of these design guidelines, Yellow Cab will be a more powerful, unified and confident brand, without compromising on any of its highly creative individual characteristics. This new brand guideline book will assist everyone in Yellow Cab to design and produce compelling communications.

Size: 8.5 Ă— 11.5 inch Pages: 65 Copies: 2 Binding: Hard Cover

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NEW BRAND IDENTITY GUIDE

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VISAUL SYSTEM

01,02: Logotype

03: 04: 05: 06:

Pantone Pantone Pantone Pantone

Solid Solid Solid Solid

7404 C 7 C 7408 C 9 C

07: Typography

Primary:

Aa

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NEW BRAND IDENTITY GUIDE

Univers LT Std_ 65/ 55

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Secondary:

Univers LT Std_ Light

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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NEW BRAND IDENTITY GUIDE

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290 OTHER RELIGIONS 300

SOCIAL SCIENCES, SOCIOLOGY & ANTHROPOLOGY

310 STATISTICS 320 POLITICAL SCIENCE 340 LAW 350

PUBLIC ADMINISTRATION & MILITARY SCIENCE

370 EDUCATION 380

COMMERCE, COMMUNICATIONS & TRANSPORTATION

390

CUSTOMS, ETIQUETTE & FOLKLORE

400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS

LOCATION D.V40389D

CODE 901122 D000323

520 ASTRONOMY 530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING 670 MANUFACTURING

RECIPE PUB 640.41 et0q

Recipe Collection; Tofu,

: Helpful Hints and Miscellaneous Recipes. / Publishing /User Interface

I. Objective.

TOFU is a recipe book with hopes to inspire healthy eating, especially in our hectic daily life where fast and unhealthy food is so prevalent. This is an exploration into the relationship of healthier lifestyle through Tofu; based upon the central concepts of white and emptiness, or “wu”, which can be traced to Zen Buddhism and Taoism.

II. Category.

Design communication Instructor : Ariel Grey Course : Typography 3 Duration : 14 weeks Deliberies: CookBook Website Keywords: Minimal Purity Peaceful Instructional -

RECIPE PUB 640.41 et0q

901121 csf A* 90 — B16495 89- 103995

901122 D000323

(Cont’d on next page)

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RECIPE COLLECTION

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APPROACH

White addresses the notion of “purity”, which resonates both the aspect of tofu’s natural color as well as a healthier diet. Emptiness represents the meditative process of returning to the most fundamental aspects physically (body) and spiritually (mind). Retuning our body back to “purity” and “peace” requires space.

In order to do so, everything is stripped down to the most essential elements. Tofu is not merely a healthier ingredient but can also viewed as a way of life.

Size: 8.5 × 11 inch Pages: 94 Copies: 2 Binding: Hard Cover Typeface: Helvetica Neue Light/ Ultra Light

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RECIPE COLLECTION

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RECIPE COLLECTION

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RECIPE COLLECTION

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RECIPE COLLECTION

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RECIPE COLLECTION

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RECIPE COLLECTION

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RECIPE COLLECTION

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290 OTHER RELIGIONS 300

SOCIAL SCIENCES, SOCIOLOGY & ANTHROPOLOGY

310 STATISTICS 320 POLITICAL SCIENCE 340 LAW 350

PUBLIC ADMINISTRATION & MILITARY SCIENCE

370 EDUCATION 380 COMMERCE, COMMUNICATIONS & TRANSPORTATION 390

CUSTOMS, ETIQUETTE & FOLKLORE

400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490

OTHER LANGUAGES 500 SCIENCE

510 MATHEMATICS 520 ASTRONOMY

CODE 901122 D000323

530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

LOCATION D.V40389D

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING 670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES

EXHIB ARCH 659.152 odk809

Curated Exhibition Catalogue ; Sanaa,

: Exhibitions and Shows. / Publishing

I. Objective.

This architecture catalogue which accompanied a SFMOMA exhibition, looks at Sanna architectural philosophy. Featuring a complete presentation of 15 years of the Sanaa works, their process from sketch to finished architecture.

II. Category.

Design Communication Instructor : John Nettleton Course : Graphic Design 2 Duration : 7 weeks Deliberies: 1 Catalogue Keywords Transparent Reflect -

EXHIB ARCH 659.152 odk809

901121 csf A* 90 — B16495 89- 103995

901122 D000323

(Cont’d on next page)

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CURATED EXHIBITION CATALOGUE

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APPROACH

The whole idea of the exhibition is focused on transparency in architecture, not just the idea but the physical structures. I reflected about the mood of the architecture and wanted to give the reader the same intimacy as walking around and experiencing the buildings.

The cover wrapped is in a vellum sheeting and I used a graphic that had a blue gradation in every spread that resembled glass architectural forms.

Size: 6 x 8 inch Pages: 46 Copies: 2 Binding: Settle Stitches Typeface: Calibri_ Bold/ Regular

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CURATED EXHIBITION CATALOGUE

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CURATED EXHIBITION CATALOGUE

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CURATED EXHIBITION CATALOGUE

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CURATED EXHIBITION CATALOGUE

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CURATED EXHIBITION CATALOGUE

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CURATED EXHIBITION CATALOGUE

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300

SOCIAL SCIENCES, SOCIOLOGY & ANTHROPOLOGY

310 STATISTICS 320 POLITICAL SCIENCE 340 LAW 350

PUBLIC ADMINISTRATION & MILITARY SCIENCE

370 EDUCATION 380

COMMERCE, COMMUNICATIONS & TRANSPORTATION

390

CUSTOMS, ETIQUETTE & FOLKLORE

400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS 520 ASTRONOMY

CODE 901122 D000323

530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

LOCATION D.V40389D

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING 670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES870 99

DESIGN MRK 658.8 sd404j

Conceptual Store; Ethos,

: Management of Marketing. / Identity / Packaging

I. Objective.

To create a retail store that specializes in products for any home. Naming, identity and packaging for a new retail store that provides a carefully curated brand.

II. Category.

Large Brand Identity Instructor : Michael Osborne Course : Package Design 4 Duration : 14 weeks Group Members: Mark Mangayayam Elizabeth Khuu Hyunjin Yoon Jihea Gu Deliberies: Brand Architecture 45 + Products_ per brand line Keywords Mindful Humble -

DESIGN MRK 658.8 sd404j

901121 csf A* 90 — B16495 89- 103995

901122 D000323

(Cont’d on next page)

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CONCEPTUAL STORE

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MISSION

Ethos provides our guests with quality products that live where passion and purpose come together.

We are mindful of how everyday life can affect the environment.

CORE VALUE

Mindful / Practical We see what is happening around us to create practical products.

Humble / Confident We listen to build confidence in what we make.

Innovative / Realistic We create a new way to see sustainability in our world today.

TARGET AUDIENCE

The selection of a range of products represents the target market, how customers needs can be satisfied and the product differentiation regarding its competitors. The target market of Ethos is the majority both of the late millennial (28-40 years old age group) to generation-x (41-60 years old age group). Middle and top-line items for middle and upper-income shoppers.

By separating brand’s segments can provide a wide variety of items designed to appeal to each customer’s tastes, interests in home fashion trends and improving the lifestyle with affordable prices.

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Our brand is about creating products that will encourage others to think differently and preserve what we have been surrounded by for centuries—the environment. Our mission is to design and create products that are innovative and sustainable. By doing this, we are allowing ourselves to see what is happening, listening to the world around us, and creating for daily improvement.

BRAND MATRIX

STORE LABEL: ETHOS

ETHOS LIVE

ETHOS PREP

ETHOS CLEAN

Type:

Home Décor

Tableware

Cleaning Supplies

Product:

Vase Lamp Candle Holders Bookends Clocks Devorative Tray s

Cutlery Tablecloths Serving dishes Bowls Cups Coasters

Towel Sponge Cleaning Spray Toilet Brush Cleaning Brush Carpet Roller Gloves

FILED

HINT

Type:

Home Gardening

Gourmet Selection

Product:

Seeds Trowel Scissor

Salt & pepper Vinegar Olive Oil Spices &Herbs Rubs

PRIVATE LABEL

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Product:

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Type: Home DĂŠcor

Ethos Live

Keywords: Modern

Space

Functional

Ethos Live decor line is the core of the store striving to make good contemporary design available through a curated selection of timeless and functional products that evoke affection.

An integral part in the development of the visual system was to create a flexible packaging system that focuses on materials and interior circumstances.

The solution was to show both way, the product itself and the interior along with the product which helps the brands image. This enabled us to bring the components together into a cohesive system of interior and product photography, a low-key color coding, and concise typography. The result is a package design honoring the product while telling its own unique story with clarity and honesty.

Product: Vase Lamp Candle Holders Bookends Clocks Devorative Tray s

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Ethos Prep

Type: Tableware Keywords: Modern

Space

Functional

Ethos Prep is a brand of high quality tableware products, that is responsible during production, and environmentally conscious.

An integral part in the development of the visual system was to create a flexible packaging system that focuses on materials and interior circumstances.

The solution was to show both way, the product itself and the interior along with the product which helps the brands image. This enabled us to bring the components together into a cohesive system of product, a pared down color coding, and concise typography.

The result is a package design honoring the product while telling its own unique story.

Products: Cutlery Tablecloths Serving dishes Bowls Cups Coasters

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Ethos Prep

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Type: Home DĂŠcor

Ethos Clean

Keywords: Clean

Functional Simple

While all Ethos products are made to last, the purpose of the cleaning care line is to ensure that the products work for both the home and the environment.

The product line offers a wide range of cleaning equipment such as spray, wood, marbles, steel, that are all, biodegradable and safe for the planet.

The packaging design system applied different hierarchy of information, first we want people to easily recognize and useda generic naming system based on the purpose of the cleaning product such as the product name, purpose, sourced by, which is different from other Ethos brand line. This labeling system was created to give a professional cleaning and intuitive experience for the consumer.

The diagonal forms the white and transparent elements that reflect the aesthetic. It provides the packaging with a sense of trust and cleanliness.

P r o d u c t s: To w e l S p o n g e C l e a n i n g S p r a y To i l e t B r u s h C a r p e t R o l l e r Gl o v e s

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Type: Home Garden Ethos Private line

Keywords: Vibrate Educational Functional

Field is an Ethos’ private brand of home gardening supplies, from seeds and soil to tools. As a private brand it helps to address the Ethos philosophy.

It is important to use sustainability practices that will support our environment. The idea approaches the encyclopedia as a form. Our packaging conveys information that not only informs customers how to garden, but also how to use their plants once harvested.

We carefully chose to focus more on the sustainable qualities of gardening and to re-think what an environmentally friendly package is. We were inspired by origami and principals for the packing design.

Accenting environmental protection, all the materials are either recycled.

Products: Wood Planters Seeds Plant labels Tools

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Ethos Private line

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Type: Gourmet Selection Ethos Private Line

Keywords: Authentic Refined Minimal

Driven by our desire to provide the best gourmet food for everyday living, our aim is to inspire and excite the imagination of all food lovers. With the products sourced and selected from around the globe, HINT is a private label of Ethos focused on providing natural ingredients produced by artisan suppliers.

The importance of the idea of Hint is signified by the packaging system, showing a hint of each product.

Contrasting the raw nature sources and emphasizing the quality of the products, each package centers on the materials, with simple layers and a delicate typography. The sense of honesty and integrity is carried on throughout the identity by the use of a simple yet concise typographic system.

Products: Salt & Pepper Vinegar Olive Oil Spices & Herbs Rubs

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370 EDUCATION 380

COMMERCE, COMMUNICATIONS & TRANSPORTATION

390

CUSTOMS, ETIQUETTE & FOLKLORE

400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS 520 ASTRONOMY 530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

580 PLANTS (BOTANY)

CODE 901122 D000323

590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING

LOCATION D.V40389D

630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING 670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES

690

BUILDING & CONSTRUCTION

700 ARTS 710

LANDSCAPING & AREA PLANNING

720 ARCHITECTURE 730 740

SCULPTURE, CERAMICS & METALWORK

GRAPHIC ARTS & DECORATIVE ARTS

DISS ATD 710.01 id401

Designing a Dissertation Book; AA,

: Area Planning & Landscape Architecture. / Publishing / Illustration

I. Objective.

This dissertation book is part of a graduate program publication of the Architecture Association School of Architectures, in London.

II. Category.

Design Communication Client: Architecture Association School

of Architectures, in London Course : Internship Duration : 7 weeks Deliberies: A dissertation book Keywords Informative Refined Tranquility -

DISS ATD 710.01 id401

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APPROACH

The project is aimed at addressing the challenges of contemporary nation and city making and the alternative way of the city planning, (a New Administrative of Sejong), South Korea, called ‘Experiment in Landscape and Urbanism’. The project is based on an analysis of the Korean Scholars Garden and its spatial framing of ethical norms and actions that form a rule of collective living and learning and translate the analysis for a contemporary city making. The ancient gardens propose a similar spatial construction for the different intimate domestic spaces that define an alternative way of living and learning in Sejong.

This book is trying not to be a traditional type of dissertation book with full of text, yet it contains art pieces of drawings and a study of information graphics of urban design. My intention in designing the look of the dissertation is to tie in the overall graphics and story tellings, in which the viewer flips through the pages easily. In this way, a visually narrative and eye catching dissertation makes people understand and convey it’s ideas without difficulty.

Size: 10 × 12 inch Pages: 132 Copies: 3 Binding: Hard Cover & Coptic Binding Typogrpahy: Proxima Nova, FreightDisp Pro

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Archive

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300

SOCIAL SCIENCES, SOCIOLOGY & ANTHROPOLOGY

310 STATISTICS 320 POLITICAL SCIENCE 340 LAW 350

SOCIAL PROBLEMS & SOCIAL SERVICES

360

PUBLIC ADMINISTRATION & MILITARY SCIENCE

370 EDUCATION 380

COMMERCE, COMMUNICATIONS & TRANSPORTATION

390 CUSTOMS, ETIQUETTE & FOLKLORE 400 LANGUAGE 410 LINGUISTICS 420

ENGLISH & OLD ENGLISH LANGUAGES

430

GERMAN & RELATED LANGUAGES

440

FRENCH & RELATED LANGUAGES

450

ITALIAN, ROMANIAN & RELATED LANGUAGES

460

SPANISH & PORTUGUESE LANGUAGES

470

LATIN & ITALIC LANGUAGES

480

CLASSICAL & MODERN GREEK LANGUAGES

490 OTHER LANGUAGES 500 SCIENCE 510 MATHEMATICS 520 ASTRONOMY

CODE 901122 D000323

530 PHYSICS 540 CHEMISTRY 550

EARTH SCIENCES & GEOLOGY

560

FOSSILS & PREHISTORIC LIFE

570

LIFE SCIENCES; BIOLOGY

LOCATION D.V40389D

580 PLANTS (BOTANY) 590 ANIMALS (ZOOLOGY) 600 TECHNOLOGY 610

MEDICINE & HEALTH

620 ENGINEERING 630 AGRICULTURE 640

HOME & FAMILY MANAGEMENT

650

MANAGEMENT & PUBLIC RELATIONS

660 CHEMICAL ENGINEERING 670 MANUFACTURING 680

MANUFACTURE FOR SPECIFIC USES

GR LOGO 658.827 ot127

Selected Logo Marks ; Brand Forces,

:Use of Brands and Trademarks. / Identity

I. Objective.

My best collection of final brand identifiers for various projects that were completed white at the Academy of Art University.

II. Category.

Design Communication Instructor : Various Course : GR Variable Duration : 4 Years Project: Viruous Deliberies: Logotype Word Mark Symbol Pictorial Mark Keywords Project Specific -

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Yellow Cab Co./ 2016 Taxi Company

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Ethos/ 2017 Conceptual Store

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Hint/ 2016 Gourmet Store

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Duckhorn/ 2016 Wine Company/ The 40th Anniversary

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International Flavors and Fragrances/ 2015 American Corporation

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Honolulu Coffee/ 2014 Coffe Store

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serious cut

serious cut Serious Cut/ 2016 Pop-up Retails

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Sanho/ 2016 Burcher Shop

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flows

flows Flows/ 2016 Yoga Application

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ACKNOWLEDGEMENTS

I would like to thank everyone who supported me during the production of this book.

Mary Scott Michael Osborne Thomas McNulty Ariel Grey Dennis Peterson Shadi KashefiZadeh Mary Jane Dustin Soriano Ji Yoon Gu Weon Hyo Lee Dave Park Kieth Benedict Seo Hee Jang Min Sun Oh Sang Lee Daniel Kang Seo Ryong jaw Hee Young Lee Christine Lee Christopher Nardi -

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COLOPHON

Booktitle: Archived Designer: Jihea Gu Editor: Jihea Gu Photography: Jihea Gu Dustin Soriano Typeface: GT Pressura Pro Mono Prodcution: Graphic imagery The Key Printing & Binding SOFTWARE: Adobe Creative Suite CC

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Thank you to all.