YOU NEVER YOU NEVER KNOW WHAT KNOW WHAT MAY BE BE YOUR YOUR MAY NEXT NEXT DESTINATION. DESTINATION. SO FIND OUT SO FIND OUT AND GO GO BOLD, BOLD, AND OR GO GO HOME. HOME. OR S e le c t e d Wo r k
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S i mon Ton g
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CONTENTS CONTENTS
BFA PORTFOLIO
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W h at ’s Ne x t?
85
Su m me r t i me i n a B owl
05
P i n s t r ip e d B a r c o de
101
Sl a n g u a ge
21
Upg r a de d Tr a d it ion
113
Ne x t G e ne r at ion
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Tr a it s of D ic t at o r s
127
B l a c kbi r d F ly
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He a d s Up
14 3
S eve nt y i s t he New Fo r t y
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Neue Pol lut ion
207
S e le c t e d L ogo m a r k s
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0 0 W h at ’s Ne x t?
Obje c t ive The School of Graphic Design’s BFA program integrates practice, theory, and inquiry, while refining and encouraging innovation, critical thinking, visual literacy and conceptual problem solving. Students learn to influence marketing strategies, raise awareness of critical issues, and facilitate cultural change.
Ap p r oa c h I have earned my diploma in Graphic Design and Digital Media with hard work and perseverance. It was challenging at times. Many projects were not simple. AAU changed my view on a lot of things for the better, Honed my skills and gave me opportunity to connect with other talent people. I’m looking forward to what’s next.
O ve r v iew B o o k Tit le What’s Nex t?
D e s i g ne r Simon Tong
Semester Spring 201 8
Class Senior Por t folio
I n s t r uc t o r Mar y Scot t
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IICHANGE CHANGEMY MY STYLE STYLEMAYBE MAYBE EVERY EVERYMONTH. MONTH I’M, I’M,LIKE, LIKE,PUNK PUNK ONE ONEMONTH, MONTH GHETTO GHETTOFAB FAB THE THENEXT, NEXT CLASSY CLASSYTHE THE NEXT. NEXT.I’M I’MJUST JUST YOUNG YOUNGAND AND FINDING FINDINGOUT OUT Kyl ie Je n ne r
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P i n s t r ip e d B a r c o de
Obje c t ive Come up with a concept for a line of sustainable powdermixed latex house paints for both interior and exterior use. Develop and design paint package. Select or develop a possible brand, package structure, and graphics to define a clear target group.
Ap p r oa c h 6
Create a new product line for ‘Paul Smith’ environmentally friendly paint packaging. Draw on the signature logo of the pin-striped bar code for the branding and packaging s h a p e to a p p ea l to t h e ta rge t m a r ke t of h o m e ow n e rs who appreciate luxur y brands and beauty both inside and outside.
O ve r v iew S u b je c t Sustainable Powder Mixed House Paints
Categor y Branding and Packaging
Semester Fall 2016
Class Packaging Design 2
I n s t r uc t o r Thomas McNult y
PINSTRIPED BARCODE
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NEUE POLLUTION
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PINSTRIPED BARCODE
TALENT TALENTWITHOUT WITHOUT EFFORT EFFORTIS ISWASTED WASTED TALENT. TALENT.AND AND WHILE WHILEEFFORT EFFORTIS IS THE THEONE ONETHING THING YOU YOUCAN CAN CONTROL CONTROLIN INYOUR YOUR LIFE, LIFE,APPLYING APPLYING THAT THATEFFORT EFFORT INTELLIGENTLY INTELLIGENTLYIS IS NEXT NEXTON ONTHE THELIST. LIST M a r k Cuba n
DD
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RR
S T.T. .
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0 2 Upg r a de d Tr a d it ion
Obje c t ive Create a new identity, application system and graphic standards manual for a cab service.
Ap p r oa c h Luxor ta xi ser vice is the oldest cab company in San Francisco. I rebranded their identity to make the brand more professional, trustworthy and recognizable in the marketplace. Design of an original cab interior makes Luxor unique. I strengthened brand equity by creating new rich markets such as branded giveaways to week Luxor taxi top of mind.
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O ve r v iew S u b je c t Luxor taxi ser vice rebranding
Categor y Branding
Semester Summer 2017
Class Strategies for Branding
I n s t r uc t o r Thomas McNult y
NEW TRADITIONAL
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NEUE POLLUTION
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NEW TRADITIONAL
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NEW TRADITIONAL
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NEW TRADITIONAL
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WHEN A THING WHEN A THING IS IS DONE, DONE, IT'S IT'S DONE. DON'T DONE. DON'T LOOK BACK. LOOK BACK. LOOK FORWARD LOOK FORWARD TO TO YOUR YOUR NEXT NEXT OBJECTIVE. OBJECTIVE. G e o r ge C . M a r s h a l l
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BFA PORTFOLIO
0 3 Tr a it s of D ic t at o r s
Obje c t ive Design a brochure that accompanies a single topic, aimed towards an audience between 18-50 years old. Generate a concept that appropriately educates the audience.
Ap p r oa c h Who hasn’t dreamed of one day ruling their own country? Along with great power comes unlimited influence, control, admiration, and often wealth. I designed a tongue-in-cheek guide to becoming a dictator, Based on the outrageous, sca n d a l o u s, a n d excess i ve b e h av i o r of d i c ta to rs pa st and present.
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O ve r v iew S u b je c t Traits of Dictators
Categor y Printing
Semester Spring 2017
Class Visual Systems 1
I n s t r uc t o r Megumi Kiyama
TRAITS OF DICTATORS
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TRAITS OF DICTATORS
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TRAITS OF DICTATORS
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TRAITS OF DICTATORS
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TRAITS OF DICTATORS
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TRAITS OF DICTATORS
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PROJECT
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TRAITS OF DICTATORS
II AM IAM AMLOOKING LOOKING LOOKING FORWARD FORWARD FORWARD TO TO TOMY MY MYNEXT NEXT NEXT RACE. RACE. RACE.WHAT WHAT WHAT COMES, COMES, COMES,COMES. COMES. COMES. S he l ly-A n n Fr a s e r - P r yc e
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He a d s Up
Obje c t ive To create a new product and promote it through a parent company. Design an integrated system of materials.
Ap p r oa c h I chose parent company Triumph Motorcycles Ltd. This revolutionary smart helmet that solves r eal-world challenges with high-tech solutions to c reate the optimal riding environment for the open r oad. The coolest BELL BULLITT helmet shell has a b uilt-in invisible pro-quality GoPro camera, with a SENA built-in Bluetooth modular communication s ystem to keep riders calm, smart, and in style, no m atter what the conditions.
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O ve r v iew S u b je c t 20/20 Rider Branding
Categor y Branding and Printing
Semester Summer 2016
Class Graphic Design 2
I n s t r uc t o r David Hake
HEADS UP
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Option
20 20
20 20
20 20
DIN 1451 Engschrift
DIN 1451 Engschrift
DIN 1451 Engschrift
RIDER
RIDER
Germany road signs example
RIDER
Slogan fonts display:
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RIDER
RIDER
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20/20 Rider, Revolutionary Helmet.
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20/20 Rider,
RIDER
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Revolutionary Helmet
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20/20 Rider, Revolutionary Helmet.
RIDER
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20 20 RIDER
PROJECT
20/20 Rider, Revolutionary Helmet.
20 20
20/20 Rider, Revolutionary Helmet.
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20 20 RIDER
The Revolutionary Helmet
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HEADS UP
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NEUE POLLUTION
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HEADS UP
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HEADS UP
YOU YOUMUST MUST ALWAYS ALWAYS BE BEABLE ABLETO TO PREDICT PREDICTWHAT’S WHAT’S NEXT NEXTAND ANDTHEN THEN HAVE HAVETHE THE FLEXIBILITY FLEXIBILITY TO TOEVOLVE. EVOLVE M a r c B e n iof f
BFA PORTFOLIO
0 5 Neue Pol lut ion
Obje c t ive Reinforce principles of visual communication via typographic usage. Create a typographic cardset, introducing a unique typeface and its family. The set needs to be informative, educational, fun and original.
Ap p r oa c h 72
Helvetica Neue is one of the most popular typefaces in the world. Similarly, air pollution in China is well-known. I used graphic design language to combine Helvetica Neue with air pollution in China to create an original typeface for the cardset.
O ve r v iew S u b je c t Helvetica Neue with air pollution
Categor y Print
Semester Spring 2016
Class Typography 2
I n s t r uc t o r David Hake
NEUE POLLUTION
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NEUE POLLUTION
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NEUE POLLUTION
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NEUE POLLUTION
YOU YOU WILL WILL NEVER NEVER DO DO ANYTHING ANYTHING IN IN THIS THIS WORLD WORLD WITHOUT WITHOUT COURAGE. COURAGE. IT IT IS IS THE THE GREATEST GREATEST QUALITY QUALITY OF OF THE THE MIND MIND NEXT NEXT TO TO HONOR. HONOR. A r i s t ot le
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BFA PORTFOLIO
0 6 Su m me r t i me i n a B owl
Obje c t ive Design a collector edition conceptual cookbook. Select f ro m fo o d o r b eve ra ge a s a t h e m e to i n te r p re t a n ew concept. Explore the beauty of text and setting type in a highly original design, Visually create the pleasure of taste in the visual system of the book.
Ap p r oa c h 86 I chose to design a cookbook about fruit soups, a delicious summer treat. High-quality images were chosen to evoke the feel of summertime; each chapter introduces different types of fruit soup.
O ve r v iew S u b je c t Fruit soup cookbook
Categor y Print
Semester Fall 2016
Class Typography 3
I n s t r uc t o r Ariel Grey
SUMMERTIME IN A BOWL
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SUM MER TIME here comes BFA PORTFOLIO
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SUMMERTIME IN A BOWL
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SUMMERTIME IN A BOWL
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SUMMERTIME IN A BOWL
BUT GOD BUT GOD CAN CAN ONLY ONLY SMILE SMILE BECAUSE BECAUSE ONLY GOD ONLY GOD CAN KNOW CAN KNOW WHAT WHAT IS IS COMING COMING NEXT. NEXT. Desm ond Tutu
BFA PORTFOLIO
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Sl a n g u a ge
Obje c t ive Choose an issue or topic and design an app. Define interactions of communication with a service’s touchpoints, to facilitate the actions users want to take with a system. Develop the visual language and system that enables the user to engage with service touchpoints successfully.
Ap p r oa c h 102
The Slanguage app is for ESL students and native speakers looking to e xpand their slang words, neologisms, chat a cronym vocabulary and more. Improve understanding of popular internet lingo vocabulary by daily providing new words and definitions.
O ve r v iew S u b je c t Slang App design
Categor y App
Semester Spring 2017
Class Graphic Design 3
I n s t r uc t o r Shadi Kashefi-Zadeh
NEUE POLLUTION
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SLANGUAGE
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SLANGUAGE
I’VE I’VE ALWAYS ALWAYS BEEN BEEN ASKED, ASKED, ‘WHAT ‘WHAT IS IS MY MY FAVORITE FAVORITE CAR?’ CAR?’ AND AND I’VE I’VE ALWAYS ALWAYS SAID SAID ‘THE ‘THE NEXT NEXT ONE.’ ONE.’ C a r roll Shelby
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BFA PORTFOLIO
0 8 Ne x t G e ne r at ion
Obje c t ive The corporate sponsor, GM provided a project brief. The team produced design proposals based on the sponsor’s project brief and made adjustments based on sponsor feedback. Emphasis was placed on concept, research, re f i n e m e n t , d e l i ve ra b l e s , p re s e n t a t i o n , a n d m e e t i n g project objectives.
Ap p r oa c h 114 My teammates and I developed an identity for Buick with millenials as the target market. The new generation look refernced the Buick heritage. Branding includes new logos, new vehicles for 2025, wordmarks for each vehicle, and a branding book.
O ve r v iew S u b je c t GM Buick Branding
Categor y Branding
Semester Fall 2017
Class Corporate sponsored project: GM
I n s t r uc t o r Antonio Borja
NEXT GENERATION
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ascender
cap
x
body width
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baseline
BFA PORTFOLIO
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NEXT GENERATION
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Bu ic k E mble m The Buick emblem is a recognizable logomark with three shields representing Lesable, Invicta, and Electra. A strong heritage of luxury vehicles backs this logomark. Its rebranding is meant to retain the emblem’s strong recognizability among consumers, while opening the door to a younger persona that values simplicity and minimalism.
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Ve l it e Wo r d m a r k The wide, geometric forms create visual stability while the extended ligatures of the E represents the connection between Buick’s rich heritage and the progressive future introduced in the Velite brand.
NEXT GENERATION
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NEXT GENERATION
II ALWAYS ALWAYS WANTED WANTED TO TO BE BE SOMEONE SOMEONE BETTER BETTER THE THE NEXT NEXT DAY DAY THAN THAN II WAS WAS THE THE DAY DAY BEFORE. BEFORE. S id ney Poit ie r
BUICK VELIET
BFA PORTFOLIO
0 9 B l a c kbi r d F ly
Obje c t ive Create a new packaging system for an existing winery which includes high and low price-point wine. Consider the direction of the brand’s future development and revolution.
Ap p r oa c h I chose B lackb i rd Vi neyard s, an ar tisa na l p rod u ce r of Po me ro l - i nsp i re d w i nes i n N a pa Va l l ey. T h e c h a l l e n ge included differentiating the tiers of wine through the label design. I used different blackbird feathers to represent each different type of wine.
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O ve r v iew S u b je c t Blackbird wine label design
Categor y Packaging
Semester Summer 2017
Class Packaging Design 3
I n s t r uc t o r Thomas McNult y
BLACKBIRD FLY
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BLACKBIRD FLY
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BLACKBIRD FLY
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BLACKBIRD FLY
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BLACKBIRD FLY
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THERE’S THERE’S THERE’S ALWAYS ALWAYS ALWAYS REASONS REASONS REASONS TO TO TOMAKE MAKE MAKE MISTAKES. MISTAKES. MISTAKES. BECAUSE BECAUSE BECAUSETHEN THEN THEN YOU YOU YOUDO DO DONEW NEW NEW MISTAKES MISTAKES MISTAKES NEXT NEXT NEXTTIME. TIME. TIME. SO SO SOTHEY’RE THEY’RE THEY’RE BEAUTIFUL BEAUTIFUL BEAUTIFUL Vi l le Va lo
BFA PORTFOLIO
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S eve nt y i s t he New Fo r t y
Obje c t ive Create a retail store experience with packaged goods under dedicated sub-brands. Research a chosen target group and investigate their needs and wants to develop a diverse range of branded products for the store.
Ap p r oa c h My teammates and I developed an identity for a retail store called Grand Sterling aimed at a senior demographic. We envisioned a range of products that would cater to their lifestyle, including healthcare, fitness, travel, hobbyies and entertainment. The sub-brand Golly carried indoor, outdoor, and premium wooden game products. That seniors can play with friends or grandkids. Bright color and large typeface add to readability.
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Te a m Me mb e r s Dominique Gio, Celina Oh, Yvonne Anaya, Yi Jun Lin, and Simon Tong
O ve r v iew S u b je c t Multi-product Packaging
Categor y Branding and Packaging
Semester Fall 2017
Class Packaging Design 4
I n s t r uc t o r Thomas McNult y
SEVENTY IS THE NEW FORTY
WHAT’S NEXT
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S u b - B r a nd
We e nv i s i o n e d a m u l t i b ra n d re ta i l co n ce p t carrying various lines of consumer packaged goods for a specific audience. Each product brand, along with its packaging and store experience, is carefully considered and thoughtfully designed to cater to the needs and wants of our chosen demographic.
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Hobb ie s
Fit ne s s
S u b - B r a nd
S u b - B r a nd
Finesse
Pulse
P r o duc t L i ne
P r o duc t L i ne
Hobby Kits Kitchen Papercraf t Garden
Equipment Apparel Recover y Nutrition
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H e a lt h
C o m f o r t Tr ave l
E nt e r t a i n m e nt
S u b - B r a nd
S u b - B r a nd
S u b - B r a nd
U plus
Pulse
Golly!
P r o duc t L i ne
P r o duc t L i ne
P r o duc t L i ne
Health Relaxation & Pain Relief Nutrition
In-Flight Comfor t Travel Bags Pet Travel
Indoor Enter tainment Outdoor Activit y Wooden Games
SEVENTY IS THE NEW FORTY
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SEVENTY IS THE NEW FORTY
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167
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168
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169
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170
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171
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172
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174
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176
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180
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181
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182
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184
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185
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186
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187
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188
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190
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192
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195
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196
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197
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198
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200
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DOUBLE 9 COLOR DOMINOES
201
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11
Selected Logoma rks
Objective A logo is an identity of a company. The simpler it is, the easier it is to create an impression on consumers. A logo, or rather a company, is said to be successful if the mere sight of its logo is capable of reminding the consumer about the company name and products within a fraction of a second.
Over view 208
Subject Logo collection
Category Branding
Semester 2014 – 201 8
SELECTED LOGOMARKS
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SELECTED LOGOMARKS
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212
SELECTED LOGOMARKS
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213
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SELECTED LOGOMARKS
THANK THANKYOU YOUALL ALL FOR FORYOUR YOURLOVE LOVE AND ANDSUPPORT. SUPPORT. IIAM AMGRATEFUL GRATEFUL FOR FORMY MYPAST, PAST, AND ANDLOOK LOOK FORWARD FORWARDTO TO WHAT’S WHAT’SNEXT. NEXT. S i mon Ton g
BFA PORTFOLIO
Specia l Thanks
Lord Lord, words do not express my thankfulness. For Your mighty power is at work in me, transforming me, renewing my mind. To You, Lord, belong thanks eternal.
M a m a & Papa I have let so many years pass without thanking you both. But you haven’t let a single second pass without loving me unconditionally. Success is in my stride, because I have parents like you by my side. Thanks for everything.
Wi fe A good wife makes a good husband. Thank you, God, for this lovely and special person you’ve created. I love you, Yutong Cai.
I n s t r uc t o r s My future is brighter because of you. Thank you Mary Scott, Thomas McNulty, David Hake, Megumi Kiyama, Antonio Borja, Bob Slote, Amy Broadbent, and Doris Harrison. Thank you for creating an environment of enthusiasm for learning, appreciation for growing, and room for making mistakes along the way. I am grateful to have you as guides, leading by example.
Fr ie nd s Few people have the privilege of having such supportive and giving friends. I am beyond lucky to have you in my life. I appreciate you all.
218
C olophon D e s i g ne r Simon Tong 951 .729.0893 design@ tongsimon.com tongsimon.com
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C opyright © 201 8 by Simon Tong All right reser ved. No par t of this public ation may be reproduced without express writ ten permission from the author, Simon Tong.