Details by Madhuri Putta

selected works of madhuri putta

01

Brand Guidelines for ikea

02

Bath & Body

03

Parcar Mobile App

04

Typographic Cardset

05

cuesa Non-Profit Organization

06

Interpret Conference

07

Various Other Projects

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02//03

Details

Details

01

Brand Guidelines for ikea

02

Bath & Body

03

Parcar Mobile App

04

Typographic Cardset

05

cuesa Non-Profit Organization

06

Interpret Conference

07

Various Other Projects

copyright Š 2019 All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, and other electronic or mechanical methods, without the prior written permission of the publisher, except for case of brief quotations embodied in critical reviews and certain other noncommercial uses only permitted by the copyright law. Some images and text have been exclusively for inspiration and educational purpose only.

Details Design is in the details. It takes time, inspiration, and imagination.

The goal of embracing details is to get the critical thinking and present the best possible a design can be right from round one. A design should be useful, simple, and straightforward where details of the complexity shine through via simplicity.

As a designer, I always focus on details to make the design purposeful to reach the audience. I believe that each and every big picture is derived from a detail and there lies the beauty of design. Here are the selected works produced during my Bachelor’s program.

details// madhuri putta

table of contents

Brand Guidelines for

031

Rebranding Bath & Body

050

Parcar Mobile App

072

Typographic Cardset

084

cuesa

104

Interpret Conference

120

Various Other Projects

ikea

Non-Profit Organization

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007

branding guidelines for ikea

Ikea is a life store. It celebrates good design, economy and quick assembly. Furniture for the people.

To research a company or a brand and improvise the design stratergies including their business systems which elevate the brand’s position in the market. Design a logo which tells the story and strongly holds the quality of the chosen company.

Solution

The company to rebrand was ikea. The design was a geometrical approach which reveals the personality strongly by using an isometric grid, keeping the heritage of its history with colors to create an impact on target audience. Through the research, the goal was to elevate its flavour with a remarkable design strategy.

The system carries the functionality of the design of the company throughout the systems.

Class

Strategies for Branding Instructor

David John Scott Key Words

Comfort, Durable, Inspiring, Original Deliverables

Logo, Brand guidelines, Stationery Software

Adobe Creative Cloud

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02//03

Objective

215,185,48 18%,23%,97%,0 #d7b930

31,86,167 93%,73%,0%,0 #1f56a7

251,218,22

27,67,130

3%,10%,98%,0

100%,84%,20%

#fbda16

#1b4382

cook book

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%

%,5% project 0 1 2 3 4 5 6 7 8

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3D Typography

3D Typography

branding guidelines for ikea

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X

5X

branding guidelines for ikea

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2X

2X

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2X

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branding

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ro (Crayola)

6) %, 0%, 0%

47) %, 97%, 0%

details// madhuri putta

branding guidelines for ikea

Metallic Yellow Hex: #FFDA1A RGB: (255, 218, 26) CMYK: 2%, 11%, 96%, 0%

Hex: #0051BA RGB: (0, 81, 186) CMYK: 92%, 74%, 0%, 0% Hex: #1E4381 RGB: (30, 67, 129) CMYK: 100%, 85%, 20%, 6%

Hex: #D6B82F RGB: (214, 184, 47) CMYK: 18%, 23%, 97%, 0%

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Absolute Zero (Crayola)

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branding guidelines for ikea

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To, John Doe, Chairman, Furnishing industries, Redwood city, California

Hi partner, To create a better everyday life for the many people�, this is the IKEA vision. Our business idea is to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them�. We work hard to achieve quality at affordable prices for our customers through optimising our entire value chain, by building long-term supplier relationships, investing in highly automated production and producing large volumes. Our vision also goes beyond home furnishing. We want to create a better everyday for all people impacted by our business.

To create a better everyday life for the many people, this is the IKEA vision. The main financial principle of the IKEA Group is to grow by using our own resources. In other words, we earn our money before we spend it.

This makes it possible for us to make long-term investments for the future. The IKEA vision is the foundation for our growth. We want to make sure that IKEA is accessible, so that more people can create a better everyday life at home. We re-invest a majority of our profits in existing and new IKEA stores, as well as in product development, sustainable solutions and by continuously lowering prices to our customers.

The IKEA Group of companies (Ingka Holding B.V. and its controlled entities) has an ownership structure that ensures independence and a long-term approach. Stichting Ingka Foundation in the Netherlands is our owner, and its funds can be used in only two ways: it can be reinvested in the IKEA Group or donated for charitable purposes through the Stichting IKEA Foundation. Every year we renew our range, launching approximately 2,500 new products, designed by our in-house and contracted designers.

Yours sincerely, Jennifer Hunter Location Manager Emeryville, California

(888) 888-4532 |

jenniferhunter_ikea@gmail.com

4400 Shellmound St, Emeryville, CA 94608

branding guidelines for ikea

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Sam Josh

Senior Manager

RASHEED SYED Chief Executive JENNIFER HUNTER Location Manager

(888) 888-4532 jenniferhunter_ikea@gmail.com

4400 Shellmound St, Emeryville, CA 94608

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JENNIFER HUNTER Location Manager

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branding guidelines for ikea

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branding guidelines for ikea

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Where the wonderful everyday starts Why waste your time looking for the keys? With the right hallway furniture, you can create a well-organized space for finding what you need. And smoother entries and exits mean you can focus on the fun parts – like the we’ll miss you smooches and welcome home hugs.

branding guidelines for ikea

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Where the wonderful everyday starts

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rebranding bath & body

In the world of bath and body, natural sense is being balanced to resort the aesthetic of the very nature.

Objective

To reimagine a brand identity and design a system which emphasizes type, composition and meaningful images to create integrated communication.

Solution

The project is a rebrand of products from Bath and Body, a popular beauty and wellness brand. It repositioned them into a new look by creating a unisex color scheme. Then the photography was replaced with original botanical illustrations to lift the brand.

This framework carried over to the packaging and the visual systems to make the brand more cohesive.

Class

Visual Systems 2 Instructor

Tom Sieu Key Words

Soothing, Elegant, Intensify Deliverables

Logo, Stationery System, Brand guidelines Software

Adobe Creative Cloud

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76,75,76 65%,59%,56%,38% #4c4b4c

255,255,255 0%,0%,0%,0% #ffffff

246,238,237 2%,5%,4%,0% #f6eeed

74, 82,164

152,154,155

82%,77%,0%,0%

43%,34%,34%,1%

#4a52a4

#989a9b

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rebranding bath & body

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rebranding bath & body

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visual systems 2

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rebranding bath & body

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rebranding bath & body

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rebranding bath & body

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parcar mobile app

In growing cities, parking challenges require creative solutions. Parcar is a mobile application which helps users in finding a convinent parking spot.

Objective

To create a problem solving user interface and experience design for a purpose through an application design. Analyse the task by taking interviews and introduce an innovative possibility for users.

Solution

Parcar is an application design which is designed to solve the parking issues in crowded cities. The logo structure is inspired by the location pin securing the initial of the app title. The design focuses on the informative aspects of the parking locations around the city in an elegant and trendy way.

Class

Graphic Design 3 Instructor

Jasmine Friedl Key Words

Flexible, Trustworthy, Accurate Deliverables

User journey, App Logo, App design, Process Site Software

Adobe Creative Cloud

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121,58,63 38%,80%,64%,34% #793a3f

250,207,138 1%,19%,52%,0% #facf8a

35,103,179 88%,61%,0%,0% #2367b3

249,168,57

91,168,252

0%,39%,87%,0%

57%,26%,0%,0%

#f9a839

#5ba8fc

parcar mobile app

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parcar mobile app

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USER JOURNEY

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parcar mobile app

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parcar mobile app

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parcar mobile app

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parcar mobile app

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parcar mobile app

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typographic cardset

Typographic expressions creates a visually engaging communications that highlight and amplify meaning.

Objective

To design a typographic card set showcasing features of the typeface from the Vox classification using two spot colors.

Solution

The typeface Avenir, a geometric san-serif display typeface belonging to Humanist classification. Considering the charecteristics of this typeface, it is designed based on the concept of physical dynamics to create interesting types of motions using all the weights and sizes of the typeface.

Class

Typography 2 Instructor

John Nettleton Key Words

Movement, Structure, Expressive type Deliverables

Typographic Cardset Software

Adobe Creative Cloud

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243,244,245 2%,1%,1%,1% #f3f4f5

0,91,170

240,111,47

100%,70%,0%,0%

1%,70%,91%,0%

#005baa

#f06f2f

details// madhuri putta

ANDRIAN FRUTIGER / LINOTYPE

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TYPE BEYOND MOTION

typographic cardset

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typographic cardset

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typographic cardset

COUNTERS

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can therefore be described mathematically using only one spatial dimension.

Linear motion is the most basic of all motion. According to Newton's first law of motion, objects that do not experience any net force will continue to move in a straight line with a constant velocity until they are subjected to a net force.

AV E N I R • T Y P E B E Y O N D M O T I O N 6

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ANDRIAN FRUTIGER/LINOTYPE

Linear Motion The movement of an object along the straight line is called linear motion, and

details// madhuri putta

typographic cardset

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cuesa non-profit organization

Envisioning a healthy world nourished by environmentally sound, humane, economically viable food systems.

Objective

To redesign a brand identity for a non-profit organization and to establish a strategy that allows the organization to be expressed in a new way. To revise its branding solution better fits into a modern context

Solution

CUESA is a non-profit organization which is in need of rebrand its visual systems and brand identity. The brand is an acronym stands for Center for urban education for sustainable argriculture.

The objective was to elevate the branding standards through rich imagery, colors and typography.

Class

Branding Principles Instructor

Dean Wilcox Key Words

Exceptional, Dedicated, Sustainable Deliverables

Logo, Indoor and Outdoor Merchandising Software

Adobe Creative Cloud

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247,148,29

39,190,6

0%,49%,99%,0%

75%,0%,100%,0%

#f7941d

#27be06

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cuesa non-profit organization

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cuesa non-profit organization

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cuesa non-profit organization

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cuesa non-profit organization

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cuesa non-profit organization

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cuesa non-profit organization

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interpret conference

Typographic elements enhance the visual appearance of the words and meaning of the word itself.

Objective

The goal of this project is to give target audience a new dimension to look at visual meaning of the words and typography. To design a promotional conference package.

Solution

Interpret is a type conference where it discusses about semiotics and semantics, how the typeface enhances the meaning in a creative way.

The goal is to convey the meaning of the word with the combination of type, image and illustrations.

Class

Typography 4 Instructor

Ariel Grey Key Words

Metaphor Deliverables

Conference App, Promotional book Software

Adobe Creative Cloud

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53,79,90 81%,59%,49%,31% #354f5a

233,141,36

253,206,7

6%,52%,100%,0%

1%,18%,100%,0%

#e98d24

#fdce07

non-profit organization

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interpret conference

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interpret conference

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c c

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interpret conference

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interpret conference

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interpret conference

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various other projects

Experience brings out different thoughts and perspectives on things. I just want to be constantly evolving.

Objective

To exhibit thoughts of various perspectives using digital tools and showcase my ideas which truly are out of my interest. To explore various ways to use softwares and photography and imagery.

Approach

The following chapter consists of image composing, logo type, logo design, color study of self potrait, mandala and atmospheric perspective.

Designer

Madhuri Putta Year

2016-2019 Deliverables

Image Composing, Logo Design, Mandala, Atmospheric Perspective, and Self Potrait Software

Adobe Creative Cloud

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236,184,73 7%,28%,83%,0% #ecb849

161,42,33

71,59,102

24%,95%,100%,20%

81%,84%,33%,21%

#a12a21

#473b66

200,203,36 24%,11%,60%,0% #c8cc83

53,79,90

240,179,209

81%,59%,49%,31%

2%,36%,0%,0%

#354f5a

#f0b3d1

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Surrealism is all about fantasic dreams. As a dreamer, I like to put those dreams to life by using design tools, especially Photoshop. The thought shown on the left is about the kindness of the wild.

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Apart from traditional painting, working digitally allows me to be more creative and make more vivid artwork. The thought shown here is about the wonder of the wild where the little mushroom’s beauty in the forest signifies good luck and the wolf has the ability to make quick and firm emotional attachments. Wolves act through their own instincts. They are a symbol of gaurdianship and loyalty.

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To study the foreground, middleground and the background of a landscape or a waterscape, the above atmospheric perspective artwork is a color study of the Backwaters of Kerala, India. Getting the reflections right was a challenging task.

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various other projects

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Ghirardelli CHOCOL ATES

CROWN

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CROWN

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CHOCOL ATES

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COMPLETE SALON

COMPLETE SALON

COMPLETE SALON

ParCar ParCar

various other projects

COMPLETE SALON 133//134

COMPLETE SALON

COMPLETE SALON

ParCar ParCar project 0 1 2 3 4 5 6 7

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dedication

Thank you all for your support and encouragement which lead me to this moment. I appreciate you all.

To my mom, dad, sister, brothers and cousins for your endless love.

I wouldn’t be where I am without your support. Thank you for always being there for me and with me.

Friends

Thanks to all my friends and roommates for believing in me and inspiring me constantly.

Instructors/ Mentor

I am grateful to all my instructors at the Academy, as well as my other teachers and gurus.

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Family

Contacts

Madhuri Putta Graphic Designer +1 510 378 4373 madhuri.finearts30@gmail.com madhuriputta.com

School

Academy of Art University, School of Graphic Design & Digital Media Fonts

Roboto Cardo Materials

Hardcover Imagewrap Proline Uncoated (100# text, eggshell texture) Printing and Binding

Blurb Copyright

Š2019 Madhuri Putta All rights reserved

madhuriputta.com