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Copyright Š 2012. All rights reserved. No part of this book may be reproduced, stored in a retrieval or transmitted in any form or by any means, without the written consent of the designer Jordan Leal. Academy of Art University School of Graphic Design 79 New Montgomery San Francisco, Ca 94114
Mom, thank you for eveything.
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DREAMS DEFERRED LAGUNITAS PACWEST aids awareness 02 \ 024–045
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brookfeild GRAVITY
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INTRO RED WING 00 \ 008–009
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mod seven\ten current AESTHETICA 08 \ 108–119
09 \ 120–129
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10 \ 130–155
IDENTITY ILLUSTRATIONS 11 \ 156–165
colophon \ 182
jordanleal.com
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I am not one graphic designer, I am two. They are in constant gridlock and opposition. One has devoted himself to harmony and the other to dischord. One destroys what the other builds and rebuilds from his rubble until the latter destroys and repeats.
the beautiful struggle
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They’re constantly questioning everything I see and do. Projects are never finished, only abandoned. But the struggle brings with it truth and growth. With it’s grit it reduces my work down to it’s essential form. There is beauty in the unrefined. There is poetry in the low-fi. So I welcome the struggle. I run out to meet it with a smile pasted onto my face. Going against the grain is my process. All my work has been cut cross grain.
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001 \ red wing skin care \ package design 3 \ Tom mcnulty \ 8 weeks
Objective \ Introduce a line of skin care products for a brand unknown to the cosmetic industry.
working in wood is therapeutic for me. The stuff is fussy and imperfect, but so forgiving.
Solution \ Chosen brand: Red Wing Shoes. Concept: Capturing Red Wings’ patriotic propaganda style origins in honor of Norman Rockwell and the original work boot.
collateral \ revitalized brand mark \ point of purchase display \ canister and tin package designs \ label and dispenser design
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Tags \ package design \ skin care \ purchase display
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002 \ dreams deferred \ print 2 \ eszter clark \ 15 WEEKS
Objective \ Create an awareness and information package for a non-profit group.
do your research right. believe in what you do. aim high and work low. Dream but don’t sleep.
tags \ print \ typography \ book \ web \ poster \
collateral \ 50 page promotional book \ 20 page specimen book \ slip case \ web site \ 24" x 36" poster \ kinetic video
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Solution \ Chosen group: Eye Writer Initiative. Concept: biographical journal of former graffiti master Tempt1 who was diagnosed with ALS and uses open source software to generate artwork using only his eyes.
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003 \ lagunitas \ package design 3 \ Tom mcnulty \ 7 weeks
hemingway said,“write drunk, edit sober.� I’ve come to believe his wisdom may be Multidisciplinary.
tags \ package design \ beer \ typography \ illustration \ spirits \ lagunitas
Objective \ re-brand and design a packaging system for a local brewery.
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Solution \ Brewery: Lagunitas Brewing Co. concept: distilling and revitalizing brand while maintaining historical equity.
collateral \ new identity system \ bottle design for a featured draft\ bottle design for light version \ shipping case \ tall can
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004 \ the pacwest \ identity design 2 \ darrell hayden \ 10 weeks
Objective \ NCAA’s Division II Conference know as The PacWest was in need of an updated identity system. Three student systems were voted on and presented to the board of directors in Hawai’i. The following system was one of the selected finalists.
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Solution \ A mark was produced that would contain the four basic elements that defined the The PacWest: the Pacific Ocean, the Southwestern deserts, the Rocky Mountains, and a typographic form that simultaneously represented the initials P and W.
tags \ identity system \ print \ the pacwest \ sports \ logo design
collateral \ new logo mark \ new identity system \ soft good deliverables \ signage \ merchandise deliverables
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005 \ aids awareness \ pRINT 1 \ troy alders \ 4 weeks
Graphic design is a big fuckin’ club with spikes in it, and I wanna wield it — James Victore
Objective \ Create a poster design for an AIDS awareness campaign.
Solution \ In an effort to veer away from the (all too familiar) ‘condom’ path, the poster was designed to challenge the viewer’s lack of interest.
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tags \ poster \ non-profit \ print \ aids awareness \ social \ political
24" x 36" poster design\ environmental imposition
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project \ aids awareness
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006 \ BROOKFIELD \ package design 4 \ Tom mcnulty \ 15 weeks
big, bold, brutalist, busted up & bleeding sans-serif type always brightens up my day.
Objective \ Create a house brand identity and product line for Kohl’s Department Stores. Solution \ Under the home improvement category, Brookfield was created to cater to the needs of smaller scale home projects.
collateral \ identity system \ various product package designs \ blister pack \ label design
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tags \ package design\ kohl’s \ typography \ home improvement \ tools \ paint
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007 \ gravity skateboards \ Graphic design 3 \ Jenny ji \ 5 WEEKS
skateboard culture and art will always be my grimy subversive little pool of inspiration.
Objective \ Design a sitelet for a brand or company of your choosing in which a customer can customize a featured product. Solution \ Chosen company: Gravity Skateboards. The sitelet allows a user to build a completely customized skateboard.
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tags \ web \ typography \ layout \ editorial \ photography \ illustration \ skateboarding
landing page\ home page \ roll over story boards \ 2 product pages
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p r o j e c t \ g r a v i ty
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008 \ mod \ package design 4 \ tom mcnulty \ 15 WEEKS
Objective \ Create a house brand identify and product line for Kohl’s Department Stores.
they say you’ve got to know the rules before you can break them. But That’s kind of a rule right?
Solution \ Under the home decor category, Mod was created to cater to the needs of younger home furnishers that might be on a tighter budget than those who have settled into a permanent residence.
collateral \ identity system \ various product package designs
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tags \ package design \ kohl’s \ typography \ home decor \ clock \ vase
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009 \ seven/ten current \ print 1 \ Troy Alders \ 4 weeks
If it reduces your carbon footprint or saves a whale, then it’s blueish or greenish. I hate that.
Objective \ Produce an identity and an awareness newsletter for an environmental organization of your choosing.
Solution \ Chosen organization: IUCN, International Union for Conservation of Nature. Concept: Don’t use any green or blue or leaves.
collateral \ single fold newsletter \ fold out poster \ information graphics
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tags \ newsletter \ periodical \ typography \ info graphic \ environmental
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010 \ Aesthetica \ typography 4 \ ARIEL GREY \ 15 WEEKS
intricacy for its own sake is Idle. I need something deeper than that. I need the struggle.
Objective \ Design a promotional print package for a typeface or foundry.
Solution \ Chosen typeface: United by House Industries. Concept: a self-reflexive analysis of modern art, surrealism and semiotics.
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tags \ print \ typography \ book \ layout \ editorial \ web \ poster \ photography \ illustration
collateral \ 50 page promotional book \ 20 page specimen book \ slip case \ web site \ 24" x 36" poster \ kinetic video
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project number \ title \ course \ instructor \ project duration
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011 \ identity \ n/a \ n/a \ many moons
if my portfolio was a mansion, this would be the hunting room with all the heads on wall mounts.
tags \ identity \ logos \ marks \ logotype \ brand
Enter sappy, overthought, definition of brand identity and logo design here >
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Oops, did I forget to edit that out?
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012 \ illustrations \ n/a \ n/a \ many many moons
There’s an illustrator in my heart that wants to get out, but i drown him in typography and he stays down. tags \ drawings \ illustrations \ sketches
identity system \ various product package designs \ blister pack \ label design
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I’ve always wrestled with the idea of becoming an illustrator instead of a graphic designer, but the designer won every time. He’d climb onto the turnbuckle and right before he leapt off, he would shout “Illustrators don’t make money!”
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Jordan Le al
cl ass
bfa p ortfolio
instructor
mary sc ot t
semester
spring 2012
book title
cross gr ain
cover
c oated chip
te x t stock
finch fine te x t
end sheets
canson black
printer
giant horse
binder
the ke y
pl atform
macbo ok / cs5
t ypefaces
tr ade gothic
dimensions
8.75" x 11.25"
no. of pages
18 4
photogr aphy
jordan Le al
camer a
canon rebel x t 18 2
s ele c ted w o r k o f j o r d a n le a l
design
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all of my love and gratitude \
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To my mother Marylou for always supporting me and for making this possible \ to my Grandma Medina for giving so much with no thought of repayment \ to my dad Joe for all of his sound advice and aid \ Gabe my little brother \ Simon \ Grandpa Medina we all miss you \ Grandma and Grandpa Leal \ to Sam \ to Mary Scott \ to Rimsoo \ to Beau, Elliot, Pat, Nate and all of my classmates \ to Ben Wong for being a brother to me \ to all my friends and family that have been there for me along the way \
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