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
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7
011//012
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
project 0 1 2 3 4 5 6 7 8
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
02//03
%
%,5% project 0 1 2 3 4 5 6 7 8
details// madhuri putta
3D Typography
3D Typography
branding guidelines for ikea
011//012
project 0 1 2 3 4 5 6 7
details// madhuri putta
X
5X
branding guidelines for ikea
013//014
2X
2X
X
X
2X
project 0 1 2 3 4 5 6 7
branding
13//14
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%
project 0 1 2 3 4 5 6 7
017//018
Absolute Zero (Crayola)
details// madhuri putta
branding guidelines for ikea
019//020
nrettaP project 0 1 2 3 4 5 6 7 8
details// madhuri putta
branding guidelines for ikea
021//022
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
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
023//024
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
project 0 1 2 3 4 5 6 7
JENNIFER HUNTER Location Manager
details// madhuri putta
branding guidelines for ikea
025//026
branding guidelines for ikea
027//028
details// madhuri putta
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
029//030
Where the wonderful everyday starts
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7 8
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
%
rebranding bath & body
035//036
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
rebranding bath & body
037//038
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
visual systems 2
02//03
project 0 1 2 3 4 5 6 7
details// madhuri putta
rebranding bath & body
041//042
project 0 1 2 3 4 5 6 7
details// madhuri putta
details// madhuri putta
rebranding bath & body
045//046
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
rebranding bath & body
02//03
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7 8
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
051//052
project 0 1 2 3 4 5 6 7
details// madhuri putta
parcar mobile app
053//054
project 0 1 2 3 4 5 6 7
USER JOURNEY
details// madhuri putta
parcar mobile app
057//058
project 0 1 2 3 4 5 6 7
details// madhuri putta
parcar mobile app
059//060
project 0 1 2 3 4 5 6 7
details// madhuri putta
parcar mobile app
061//062
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
parcar mobile app
063//064
project 0 1 2 3 4 5 6 7
details// madhuri putta
parcar mobile app
065//066
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7 8
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
AVENIR
TYPE BEYOND MOTION
typographic cardset
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071//072
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project 0 1 2 3 4 5 6 7
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details// madhuri putta
typographic cardset
073//074
project 0 1 2 3 4 5 6 7
details// madhuri putta
typographic cardset
COUNTERS
ebpoqdg
075//076
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
project 0 1 2 3 4 5 6 7
ANDRIAN FRUTIGER/LINOTYPE
Linear Motion The movement of an object along the straight line is called linear motion, and
details// madhuri putta
typographic cardset
077//078
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7
247,148,29
39,190,6
0%,49%,99%,0%
75%,0%,100%,0%
#f7941d
#27be06
details// madhuri putta
cuesa non-profit organization
083//084
project 0 1 2 3 4 5 6 7
details// madhuri putta
cuesa non-profit organization
085//086
project 0 1 2 3 4 5 6 7
details// madhuri putta
cuesa non-profit organization
089//090
project 0 1 2 3 4 5 6 7
details// madhuri putta
cuesa non-profit organization
091//092
project 0 1 2 3 4 5 6 7
details// madhuri putta
cuesa non-profit organization
093//094
project 0 1 2 3 4 5 6 7
details// madhuri putta
cuesa non-profit organization
02//03
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7 8
details// madhuri putta
interpret conference
101//102
project 0 1 2 3 4 5 6 7
details// madhuri putta
interpret conference
02//03
project 0 1 2 3 4 5 6 7
details// madhuri putta
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project 0 1 2 3 4 5 6 7
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105//106
c c
details// madhuri putta
interpret conference
107//108
project 0 1 2 3 4 5 6 7
details// madhuri putta
interpret conference
109//110
project 0 1 2 3 4 5 6 7
details// madhuri putta
interpret conference
111//112
project 0 1 2 3 4 5 6 7
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
project 0 1 2 3 4 5 6 7
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
details// madhuri putta
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.
various other projects
117//118
project 0 1 2 3 4 5 6 7
details// madhuri putta
various other projects
119//120
project 0 1 2 3 4 5 6 7
details// madhuri putta
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.
various other projects
123//124
project 0 1 2 3 4 5 6 7
details// madhuri putta
various other projects
125//126
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.
project 0 1 2 3 4 5 6 7
details// madhuri putta
various other projects
127//128
project 0 1 2 3 4 5 6 7
details// madhuri putta
Ghirardelli CHOCOL ATES
CROWN
various other projects
CROWN
project 0 1 2 3 4 5 6 7
131//132
CHOCOL ATES
details// madhuri putta
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
details// madhuri putta
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.
project 0 1 2 3 4 5 6 7
135//136
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