ERASMUS
INDEX
1
LOGO RESTYLING
PHOTOS
08 - 29
32 - 41
Brand identity
3
2
Photography
4
TYPE COPOSITIONS
SMARTPHONE ICONS
44 - 49
52 - 55
Typography
5
ILLUSTR ATIONS Leyout 58 - 65
Illustrator
BRAND IDENTITY
Chapter Logo restyling
08
T
he sports club Jokerit ry of Helsinki celebrates its official birthday on October 10. On that same date in 1967, the constitutive meeting of the club was held and building contractor Aimo Mäkinen and painters Eino Syrjänen and Reino Vilen signed the charter. The new association was based on an existing ice hockey team, Töölön Vesa, because of the requirements in the Helsinki ice hockey activities at the time. According to the news item, economic difficulties had forced Töölön Vesa to close down its ice hockey section, Aimo Mäkinen had settled Vesa’s debts and all former Vesa players led by star player Timo Turunen had been transferred to Jokerit, the new ice hockey club.
Brand identity
Logo restyling
09
The
CHOICE BRIEF
Select a category among “sport“, “food“, “transportation” and make a restyling of one logo you consider not effective. Get to what you consider a better solution.
ICE HOCKEY
I selected Jokerit’s logo, one ice hockey team playing in the Finnish League. I believe that the team’s logo is not really connected to the sport (you can’t really understand it’s an ice hockey related logo) and that the drawing style needs to be modernized as well.
Brand identity
10
OLD STYLE
STATIC
CHILDISH
CUTE
MOOD BOARDS
Logo restyling
OLD LOGO
11
PASSION
BRAIN
TEAM PLAY
DETERMINATION
The old logo gives me contrasting feelings, it doesn’t really match with ice hockey and its “aggressiveness“ For example the way the mouth is drawn it reminds me of a teddy bear’s mouth and the wink doesn’t intimidate the opponents. The logo’s style is pretty static.
NEW LOGO
The goal of the restyle is to give to the logo a fresh and lively look that better match with the sport and the team it represents. I started reasoning about what are the qualities of a good team: “dedication“, to fight ‘till the end of the game; “collaboration“, the team play is crucial; “brain“; “passion“ that unites people.
Brand identity
12
THE STUDY OF THE LOGO In order to draw a new logo I started from identifying all the joker’s stereotypes and got to the typical hat and collar and to the mocking facial expression.
Logo restyling
THE
PROP OSALS
13
To get to the final proposal, I got through 3 restyling stages. In the first one I redesigned the main elements: the hat, the collar and the expression. In the second stage I integrated the team name trying to make it match with the Joker. In the tirth stage I introduced the Joker’s body, giving a little movement to the logo and connected the elements with a circle.
First restyling stage
Second restyiling stage
HELSINKI
HELSINKI
14
Brand identity
Tirth restyling stage
HELSINKI 1967
Logo restyling
HELSINKI 1967
15
16
Brand identity
HELSINKI 1967
Logo restyling
HELSINKI 1967
17
Brand identity
18
H
H
HELSINKI
H
1967
H
Logo’s respect area
Logo restyling
HELSINKI
19
HELSINKI 1967
1967
4 cm
3 cm
Logo’s legibility: minimum size
Brand identity
20
CO LO RS C
M
26
C
Y
I kept the original colors because they’re obviously in the team’s history and tradition, but I wanted to add some new tones like the white (refering to the ice) and the light black (refering to the rocky environment of Helsinki). I used the Finnish flag’s blue as well, even if I didn’t introduced it as a strong element of the logo.
K
R
G
100 84
25
24
34 153
M
K
R
G
15 100 90
10
190
22 33
C
M
Y
K
R
2
34
85
0
246 179 51
Y
B
G
#
B
B
K
R
G
B
#
90
60
60
59
3C3C3B
K
R
G
B
#
20
218 218 217
991823
# BE1621
# F9B233
DADAD9
C
M
Y
K
R
G
B
97
74
13
2
49
76
138
#
Logo restyling
NIAGARA SOLID
ABCDEFGHIKJLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 CARATTERI DI SERVIZIO
FRANKLIN GOTHIC HEAVY ABCDEFGHIKJLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 regular
ABCDEFGHIKJLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 italc
FRANKLIN GOTHIC HEAVY ABCDEFGHIKJLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 regular
ABCDEFGHIKJLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 italc
FONT
I redesigned the “JOKERIT“ sign with a stronger and sharper shape that goes along good with the new logo and the new fresh appearance of the team. I used Niagara Solid for “Helsinki“ and “1967“
21
Brand identity
22
12
12
10 5 50
HELSINKI 1967
200
20
30 Puh: 0204 1990| Fax: 0204 1992 / jokerit@jokerit.com Areenankuja 100240 Helsinki | Finland
6
6
6 A4 PAGE SIZE
Logo restyling
23
324 cm
HELSINKI 1967
229 cm
Mr. Smith Jokerit hockey club Laivansillankatu (Helsinki), FI 20094
Puh: 0204 1990| Fax: 0204 1992 / jokerit@jokerit.com Areenankuja 100240 Helsinki | Finland
85 mm
JOKERIT HOCKEY CLUB OY
55 mm
Alessia Crupi
HELSINKI 1967
graphic designer
HELSINKI 1967
Puh: 0204 1990 Fax: 0204 1992 jokerit@jokerit.com www.jo kerit.co m
Areenankuja 100240 Helsinki | Finland
24
Brand identity
BE A
JOKERIT
Logo restyling
25
Once I defined the new logo and its features and graphic rules I started to integrate it in practical purposes. I designed team’s gadgets, team’s uniforms and all those things that let the people recognise the events related to the team.
Brand identity
26
1967
7691
IKNISLEH
GO JOKERIT !
HELSINKI
WEAR THE PASSION
Logo restyling
27
Home uniform
7
7
7
7
7
7
7
7
7 Reebok
MÄKI
7
HELSINKI 1967
7
HELSINKI 1967
Away uniform
7
Reebok
HELSINKI 1967
7
HELSINKI 1967
7
7
7
7
7
7
7
7
MÄKI
7
Brand identity
28
How to join
THE TEAM
A
B
# 91
303 301
106
107
304
305
109
108
110
112
104
113 HELSINKI
103
114 115
102 101 317
120 316
0 0 2 A
LL
A
A
H
TW
R
A
R
N EE
. l p
D
# 91
307
111
105
119
118 315
YOU ARE HERE
117
116
308
309
310
311
313
314
C
Logo restyling
# 91
negozio di dolci
ascensore
team store #91
sala relax
bar
prelievo soldi
pizzeria
centro informazioni
fast food
birreria
29
INDEX
HELSINKI 1967
gelateria
ristorante
caffetteria
wc
sala giochi
A
B
# 91
303 301
106
107
304
305
109
108
110
105
112
104 HELSINKI
103
1967
101
120 316
119
118 315
117
116
308
113
309
114
310
115
102 317
307
111
311
313
314
D
STADIUM MAP
C HELSINKI 1967
32
Venezia | 2012 - 2013
Photography
Analogic camera (Olympus om10)
photos of cities
33
PHOTOS OF CITIES Photography is a passion that I’ve been carrying on at the same time of my studies. I like taking pictures of cities, of their small alleys, plazas, the old and the new buindings that coexist. Everytime I visit a city, I try to capture a particular that will always remind me of that specific moment. I use my mobile phone’s camera, my Canon EOS 550 D and an old Olympus om10, together with timeless paper and pencil.
34
Photography
Venezia I used an Olympus om10 to take pictures of what I consider one of the most beautiful city in the world: Venezia. The B/W film helps exalting the light and shades of the alleys and the water and giving a nostalgic feeling.
Photos of cities
35
36
Photography
Photos of cities
37
38
Photography
Helsinki I visited Helsinki in September 2012 and I fell in love with the city. I love the way the nature and the built space are existing together in harmony, one inside the other; I love the sky and the lights you can find only in the Northen Europe. I used my phone’s camera and a Canon EOS 550D.
44
Typography
DON’T TRY TO BE ORIGINAL, JUST TRY TO BE
GOOD.
Type compositions
45
A ITALIAN
MUSTACHE ! The handwriting art is almost completely lost today, together with its elegancy and harmony. We are exposed to digital texts instead, that are not always good examples of visual design and lettering. After attending a typography workshop, I learnt to recognize the wrong and the right use of fonts and of what is connected to lettering.
I learnt how using a specific font instead of another is crucial for the correct communication; I experimented and dealt with different instruments as well. The following works are from the workshop and from my personal research and interest. I dealt with different goals: creating a lettering that matches with a movie’s title (I choosed Alien by Ridley Scott) and
put it in the movie’s poster; create a composition with the alphabet; make a 16 pages magazine out of a designer’s biography and works (I choosed Cyrus Highsmith, American designer).
THIS TIME, IT’S WAR ...
A RIDLEY
SCOTT FILM
type compositions
47
48
Typography
Jun 23, 2014
HISTORY
n째1
and the new typefaces
52
R
ROAR !!! ! ! ! OAR ROAR !!!
ROAR !!!
53
LITTLE MONSTERS BRIEF
Starting from a research on the smart phone’s app’s icons, develope a graphic concept that comprends clear graphic language, a proper use of colors and shapes, and design app’s icons that are easy to recognize and understand.
THE IDEA
Ugly face, three or four eyes, big mouth and sharp theet: monsters under the bed and inside the wardrobe are a part of everybody childhood. Starting from my own experience and immagination, I overturned the monsters in little cute harmless app’s icons, playing on different monster’s feature and nature. I got inspiration from the Mr. Potato toy and used the same structure: a permanent square to put the app’s funcion in and changing parts that give the icon its own feature. Colors are bright and intense in order to overcome the fright memory connected to a monster.
+ BASE
70 %
70 %
SPECIFIC FEATURES
FINAL APP
Illustrator
54
+
- =
CONTACTS
CALCULATOR
NOTES
GAMES
CALENDAR
CAMERA
PHOTOS
VIDEO
CLOCK
MUSIC
MESSAGGES
PHONE
7
OTT
SETTINGS
70 % MAPS
INTERNET
BATTERY
55
TAKE US WITH
YOU !!
Rain - 2013/2014 - Oil pastle
The soldier - 2013/2014 - Oil pastle
Dante and Virgilio, from the illustrated book “La divina digestione� by Alessia Crupi - 2013/2014 - watercolors
the smoke - 2013/2014 - chalks
Solitude - 2013/2014 - Tempera and pastles
the man - 2013/2014 - chalks
The sea - 2013/2014 - pastles