perception depth
perception depth
Portfolio of Sarah Howard
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D e pt h Pe r c e pt i o n
002
003
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D e pt h Pe r c e pt i o n
004
005
and your ear to the ground keep your eye to the sky
CONCEPT
Take the cues to the depths Human beings have the ability to see in three dimensions, otherwise known as depth perception. It is a crucial part of vision that allows us to navigate through space and time. Designers have depth perception of a different nature. They have a trained eye to percieve potential in images, typography and objects. They can see clarity in chaos, and meaning in everything. With careful eyes, designers bring the depth that we don’t see into a useful reality.
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D e pt h Pe r c e pt i o n
006
007
contents table of 008 026 048 064 080 096 110 126 148
025
French Paper Promotion
047
Vintage Fashion Expo
063
Alpha Omega Wine
079
Placebo Lecture Materials
095
Barbie Skin Care
109
Louder Than Bombs
125
Kohl’s Packaging System
147
Typeface Promotion
157
Identity Work
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D e pt h Pe r c e pt i o n
of personality a cult
01
PROJECT
PROJECT OVERVIEW
Promotional Materials Paper is a crucial, yet highly underrated aspect of design with thousands of options to choose from. While budget influences many paper choices, a well-designed set of promotional materials can be the catalyst to turn a good project into a great project. In order to design appropriate promotional materials, a specific paper line was chosen to develop a detailed concept derived from the name and paper qualities. This concept was then expanded into a promotional book, poster, and swatch card set aimed at distribution among professional graphic designers. SOLUTION
Construction of Personality Construction is a line of durable paper offered by the French Paper Company. The name led to an exploration of how people are constructed of many traits that make a complete personality. Socionics studies these traits, and has attempted to create a system of symbols to simplify this complex set of ideas. The final pieces illustrate the symbol system of socionics as well as how different personalities act and react to each other.
008
009
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
D e pt h Pe r c e pt i o n
010
011
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
012
013
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
014
015
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
RESEARCH
Socionics By using four symbols (square, triangle, circle, and L-shape), psychologists have labeled and classified major personality traits that are common among most people. The dominant idea of this classification method is that everyone has certain traits that are dominant (labeled as extroverted) and subservient (labeled as introverted). The four symbols can be further combined to form sixteen different personality types that everyone can identify with. These personalities and their traits are crucial to interpersonal relationships, with suitable matches for each individual that will create the most rewarding relationship between two parties. On the other hand, there are combinations of personalities that are detrimental to each person, thus forming a relationship that will fail. The relations are specific to each personality type and their compatibility with others, but relationships can be generalized and placed into fourteen categories. The knowledge of a person’s personality and the personalities surrounding them can be beneficial for understanding their situations in life. Throughout the book, these symbols’ meanings are explained along with the major personality traits for each type. The overall concept relies on the color coding of extroversion and introversion for further classification. The information is presented simply, with some types given a more in-depth study to convey the large amounts of information regarding this system. Also included are brief descriptions of the types of relationships one could find themselves involved in, and the best intertype relations to be involved in based on degree of comfort within one’s own personality type.
018
019
pORTFOLIO
Depth Perception
Swatch Cards Final Size 3" x 5"
020
021
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
022
023
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
024
025
CLASS
Ty po g r a ph y 3
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Fre nch Pa pe r Promoti on
pORTFOLIO
Depth Perception
in with the old out with the new
02
PROJECT
PROJECT OVERVIEW
Exposition Collateral Development Numerous expositions and conferences are held annually all over the world, with each specializing in very specific areas of interest. Developing a visual system introduces not only the products or services but gives a face and personality to those that attend. In this case, an existing or hypothetical event was chosen to develop a graphic system that would promote and encourage attendance. SOLUTION
Layers of History The Vintage Fashion Expo is held annually in San Francisco and promotes the exchange of vintage fashions between specialty vendors, fashion professionals, and the public. To promote the vast amount of fashions and accessories that are made available at the expo, a system of patterned layers and colors were used behind the silhouettes of iconic fashion designs. This visually shows the ten decades of fashions available without placing importance on any specific time period.
026
027
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
028
029
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
030
031
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
PROJECT TITLE
Nic ol e Fl ore s
Vinta ge Fa s hion Ex po
RESEARCH
Exposition History Founded in 1988, the Vintage Fashion Exposition began as a consolidation of vintage clothing dealers and buyers due to growing interest in older fashions and accessories. One year later it had grown to be the largest vintage clothing show in the nation. It continues today as one of the nation’s largest and most varied vintage fashion shows, and the longest running, two-day vintage fashion show in the country. Each expo includes 75 to 100 dealers from across the country showcasing clothing, textiles, jewelry, shoes and accessories covering a span of more than 125 years. K E Y A DJ EC T I V E S
Feminine Luxurious Retro Nostalgic Sophisticated Historic Multifaceted
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Depth Perception
Poster Series Final Size 36" x 24"
032
033
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
034
035
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
036
037
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
038
039
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
042
043
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
PROJECT TITLE
Nic ol e Fl ore s
Vinta ge Fa s hion Ex po
Staff Name:
Vendor Name:
$20.00
Early Buyer Pass Good only on Saturday March 20
pORTFOLIO
Depth Perception
044
045
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
046
047
CLASS
G r a ph i c D e s ig n 3
INSTRUCTOR
Nic ol e Fl ore s
PROJECT TITLE
Vinta ge Fa s hion Ex po
pORTFOLIO
Depth Perception
elixir magical
03
PROJECT
PROJECT OVERVIEW
Wine Brand Packaging System Alcohol packaging can be a difficult undertaking due to the fact that there are thousands of different brands out in stores. While many liquors have obvious differences that can be used to separate themselves from each other, wines have overwhelming similarities that can present a challenge when designing. Because of this, concept, history, and storytelling become necessary devices for the designer to use when creating distinctive packaging for the wine market. For this project, an existing Napa Valley winery was selected to create a new packaging system for both low and high priced wines. SOLUTION
Alchemy and Alcohol Alpha Omega is a unique Napa Valley winery that uses “old world� techniques in the production of their wines. For their new label design they propose a revival of alchemy for the year 2010. This ancient practice of elemental transformation led to the discovery of many chemicals and processes used today in the making and preservation of wine and the distillation of other alcohols.
048
049
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
050
051
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
052
053
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
054
055
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
RESEARCH
Alpha Omega Alpha Omega was established in July 2006, when co-owners Robin Baggett and Erik Sklar purchased a 12-acre property with a winery in the geographic heart of Napa Valley in Rutherford, California. With the goal of creating world-class, elegant wines that combine the Old World’s European balanced style with the New World’s powerful fruit and tannins found in Napa Valley. Their winemaking process is more labor-intensive than most wineries, in part because the wines are naturally fermented in the barrel using their native yeast, barrel-aged, unfiltered and unrefined. From beginning to end, Alpha Omega wines are handcrafted to the highest possible quality with an average annual production reaching 8,000 cases. K E Y A DJ EC T I V E S
Boutique Rare Luxury Handcrafted Rustic Old World Lavish Unique Exclusive Masculine Distinctive Sophisticated
056
057
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
PROJECT TITLE
Th o ma s McNul ty
Al pha Ome ga Wi n e
P ro • 750 ML •
duced & Bottled By • Contains Sulfites •
Rutherford, California www.aowinery.com
GOVERNMENT WARNING:
(1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.
pORTFOLIO
Depth Perception
058
059
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
060
061
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
062
063
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Al pha Ome ga Wi n e
pORTFOLIO
Depth Perception
is believing seeing
04
PROJECT
PROJECT OVERVIEW
Lecture Promotional Materials TED is a nonprofit organization dedicated to spreading ideas about Technology, Entertainment and Design. Each year, conferences are held to allow forward-thinking individuals to explain and discuss a multitude of topics ranging from video game design to medical technologies. A lecture featuring a specific topic and speaker known throughout their field of study was chosen to develop a graphic system of materials to encourage attendance as well as provide extra information for those interested in further study of the topic. SOLUTION
Mind Over Matter Sugar pills, injections of nothing—studies show that more often than you’d expect, placebos really work. At TEDMED, magician Eric Mead demonstrates that even when you know something’s not real, you can still react a powerfully as if it is. The placebo effect seems to be growing stronger throughout the world, and its influence can be seen in the design and marketing of prescription drugs.
064
065
CLASS
P r i nt 1
INSTRUCTOR
Meg umi Kiy a ma
PROJECT TITLE
Pl a ce bo Le cture Ma te ri a l s
pORTFOLIO
Depth Perception
066
067
pORTFOLIO
Depth Perception
068
069
CLASS
P r i nt 1
Poster Series Final Size 12" x 18"
INSTRUCTOR
Meg umi Kiy a ma
PROJECT TITLE
Pl a ce bo Le cture Ma te ri a l s
pORTFOLIO
Depth Perception
070
071
CLASS
P r i nt 1
INSTRUCTOR
PROJECT TITLE
Meg umi Kiy a ma
Pl a ce bo Le cture Ma te ri a l s
CONCEPT
The Illusion of Relief Our minds are powerful and greatly influenced by our vision. In fact, a majority of the nuances of pharmaceutical development are in the size, shape, and color of pills. In order to use this idea of vision influencing such a strange phenomenon, simple patterns from optical illusions were integrated into the typography of this project. The result creates a dizzying visual that furthers the idea of the confusing nature of placebos. The popular expression “mind over body” is deeply connected to the placebo effect in that our minds can overpower physical reality. By replacing the word ‘body’ with physical ailments, the many facets of the placebo effect can be shown. K E Y A DJ EC T I V E S
Scientific Logical Humanistic Unusual Confusing
pORTFOLIO
Depth Perception
072
073
CLASS
P r i nt 1
INSTRUCTOR
Meg umi Kiy a ma
PROJECT TITLE
Pl a ce bo Le cture Ma te ri a l s
pORTFOLIO
Depth Perception
074
075
CLASS
P r i nt 1
INSTRUCTOR
Meg umi Kiy a ma
PROJECT TITLE
Pl a ce bo Le cture Ma te ri a l s
pORTFOLIO
Depth Perception
078
079
CLASS
P r i nt 1
INSTRUCTOR
Meg umi Kiy a ma
PROJECT TITLE
Pl a ce bo Le cture Ma te ri a l s
pORTFOLIO
Depth Perception
fantastic plastic
05
PROJECT
PROJECT OVERVIEW
Skin Care Packaging Development The retail world of cosmetics and skin care is constantly expanding with new brands entering the market on a daily basis. Established brands are making attempts to enter this market with the intention of appealing to the lifestyle already established through other products. In this instance, a company with no product experience in cosmetics was chosen to introduce a new skin care line embodying their brand personality. SOLUTION
Forever Young Barbie has been a well-known beauty figure for over 50 years. Her glitz and glamour have made a lasting impact on popular culture, with fans ranging from young to old. To reach the thousands of older collectors, Barbie will introduce her own skin care line for her fans that have aged alongside her. The objective of the final design was to create a sophisticated skin care system that could be found on display in Barbie’s own Boudoir.
080
081
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
082
083
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
084
085
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
PROJECT TITLE
Th o ma s McNul ty
Ba rbie S k in Ca r e
RESEARCH
Brand History Barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. Barbie has been an important part of the toy fashion doll market for over fifty years, and has been the subject of numerous controversies and lawsuits-often involving parodies of the doll and her lifestyle. The first Barbie doll made her debut at the American International Toy Fair in New York on March 9, 1959. Barbie was one of the first toys to have a marketing strategy based extensively on television advertising. It is estimated that over a billion Barbie dolls have been sold worldwide in 150 countries, with three Barbie dolls being sold every second. Barbie dolls are extremely collectible, with 90% of collectors being women with an average age of 40. The doll and its image are now established as a toy and cultural icon. K E Y A DJ EC T I V E S
Fun Feminine Fantasy Youth Fashionable Historic Ironic Cross-Generational Romantic Nostalgic Classic
pORTFOLIO
Depth Perception
086
087
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
088
089
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
090
091
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
092
093
CLASS
Pa c k a g e D e s ig n 3
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Ba rbie S k in Ca r e
pORTFOLIO
Depth Perception
094
095
pORTFOLIO
Depth Perception
not bombs bass lines
06
PROJECT
PROJECT OVERVIEW
Experimental Typography Book We now live in a world where a multitude of social and political issues are constantly developing and changing. In order to arouse awareness and general interest, one specific issue was chosen to develop an experimental typography book that illustrates the complexity and social impact of what is happening in the world today. SOLUTION
Music As a Weapon Music has long been associated with all aspects of life—including war. Louder than bombs takes a look at the tradition of anti-war songs and their lyrics. While all are written about different wars from different time periods, it is interesting to see that much of the same attitudes and ideas are still being expressed today through song.
096
097
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
098
099
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
100
101
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
102
103
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
104
105
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
106
107
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
108
109
CLASS
Ty po g r a ph y 2
INSTRUCTOR
Jen nife r S te rl ing
PROJECT TITLE
Loude r Tha n Bombs
pORTFOLIO
Depth Perception
great things expect
07
PROJECT
PROJECT OVERVIEW
Kohl’s Packaging Group Project Kohl’s mission is to better know their customer’s expectations in order to give them more than they ask for. Whether it is through products, packaging, or the in-store experience, customers of Kohl’s can truly expect the greatest things. CONCEPT
Expect the Unexpected Kohl’s current tag line is “Expect Great Things.” Our package designs will focus on the expectation of what the customer is buying and also adding unexpected elements to make the packaging more interactive. D E S I G N S T R AT EGY
Luxuriously Green Since none of Kohl’s current private brands are positioned in the “better” or “best” categories in terms of quality, one main goal will be to expand their merchandise into these or “luxury” categories through design. Kohl’s is very environmentally conscious in the building and operation of their stores. Expanding their focus on the environment and fair labor practices with their products and packaging will further their message of high “green” standards. Their current documented recycled items that the customer directly interacts with are gift boxes, restroom papers, merchandise bags, online shipping cartons, and promotional papers. GROUP MEMBERS
Sarah Howard, Lily Wang, Yashanyu Qi
110
111
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
112
113
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
MARKET RESEARCH
Established Consumer Lifestyles Classic - A Traditional, timeless look that is smart, put together and always in style. Consists of 37% of merchandise sales. Modern Classic - A modern classic look that is rooted in layering unique trend pieces. Consists of 40% of merchandise sales. Contemporary - A modern fashion forward, contemporary look that incorporates the latest trends. Consists of 23% of merchandise sales.
Demographics Kohl’s Shopper - Typically working women from 30 to 40 years old, with a family. Annual household income of $40 - 70,000 per year. Vs. Target Shopper - 81% Female with a median age of 42. 33% have children at home. 51% have completed college. Annual household income of $60,000 per year. K E Y A DJ EC T I V E S
Quality Family Higher-Margins Environment Replinishment Associate Interaction Competitive Prices Consistency Versatility Stylish Trendy Clarity
114
115
pORTFOLIO
Depth Perception
Brand Matrix
P R I VAT E B R A N D N A M E
P R I VAT E B R A N D N A M E
Surface
Market Square
Kitchen Appliances
Dry, Packaged Foods
K E Y A DJ EC T I V E S
K E Y A DJ EC T I V E S
Modern
Modern Organic
Contemporary
Contemporary
Bright
Appetising
High Tech
Healthy
Simple
Specialty
Clean
Quality Ingredients Gourmet
116
117
CLASS
INSTRUCTOR
Pa c k a g e D e s ig n 4
PROJECT TITLE
Th o ma s McNul ty
P R I VAT E B R A N D N A M E
Kohl ’s Pa ck a ging S ys t em
P R I VAT E B R A N D N A M E
Villa Collection
Blue Ribbon
Bathroom Decor
Pet Food and Supplies
K E Y A DJ EC T I V E S
K E Y A DJ EC T I V E S
Luxury
Quality
Classic
Ingredients
Bold
Organic
Dark
Friendly
Neutral
Modern Classic
Comfortable
Specialty
Quality Relaxing
pORTFOLIO
Depth Perception
118
119
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
120
121
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
122
123
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
124
125
CLASS
Pa c k a g e D e s ig n 4
INSTRUCTOR
Th o ma s McNul ty
PROJECT TITLE
Kohl ’s Pa ck a ging S ys t em
pORTFOLIO
Depth Perception
then they build us first we build the tools
08
PROJECT
PROJECT OVERVIEW
Typeface Promotional Materials Digital typefaces are a dime a dozen, especially with the ease and speed of the internet. In order to appeal to professional designers and separate themselves from the numerous low-quality free online fonts, a new quality typeface needs the appropriate materials to prove its worth. For this project, a new typeface from an online foundry was chosen to develop a promotional system using a concept derived from the typeface itself. SOLUTION
The Impact of Singularity Netto: A Danish/Norwegian/German word meaning “net�, as in something that exists after deductions. FF Netto is exactly that. It is the typeface that exists after all historical attributes and nuances are gone. It is strictly technical and simplistic to allow for clarity and to maximize the amount of information presented. A separate set of symbols accompany each weight to illustrate complex ideas in the simplest way possible. It is the typeface for the digital future where an enormous amount of information will need to be housed in the smallest of places. It is the typeface for the Singularity.
126
127
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
128
129
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
130
131
CLASS
Ty po g r a ph y 4
INSTRUCTOR
PROJECT TITLE
Ar ie l Gre y
Type f a ce Promoti on
TYPEFACE
FF Netto FOUNDRY
FontFont TYPE DESIGNER
Daniel Utz YEAR DESIGNED
2008 C L A S S I F I C AT I O N
Geometric Sans-Serif
pORTFOLIO
Depth Perception
134
135
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
RESEARCH
The Singularity The Singularity will allow us to transcend these limitations of our biological bodies and brains. We will gain power over our fates. Our mortality will be in our own hands. We will be able to live as long as we want (a subtly different statement from saying we will live forever). We will fully understand human thinking and will vastly extend and expand its reach. By the end of this century, the nonbiological portion of our intelligence will be trillions of trillions of times more powerful than unaided human intelligence. We are now in the early stages of this transition. The acceleration of paradigm shift (the rate at which we change fundamental technical approaches) as well as the exponential growth of the capacity of information technology are both beginning to reach the “knee of the curve,” which is the stage at which an exponential trend becomes noticeable. Before the middle of this century, the growth rates of our technology-which will be indistinguishable from ourselves-will be so steep as to appear essentially vertical. From a strictly mathematical perspective, the growth rates will still be finite but so extreme that the changes they bring about will appear to rupture the fabric of human history. The Singularity will represent the culmination of the merger of our biological thinking and existence with our technology, resulting in a world that is still human but that transcends our biological roots. There will be no distinction, post-Singularity, between human and machine or between physical and virtual reality. If you wonder what will remain unequivocally human in such a world, it’s simply this quality: ours is the species that inherently seeks to extend its physical and mental reach beyond current limitations.
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137
pORTFOLIO
Depth Perception
138
139
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
140
141
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
142
143
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
144
145
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
146
147
CLASS
Ty po g r a ph y 4
INSTRUCTOR
Ar ie l Gre y
PROJECT TITLE
Type f a ce Promoti on
pORTFOLIO
Depth Perception
work identity
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thanks special B AC K AT H O M E
Texas Folks I’d like to thank everyone who supported and encouraged me to keep going and do something great. It has been the hardest thing i’ve ever done, and it has been worth it. Thank you Mom, Dad & Jake. I always get a good laugh from talking to you everyday. I love you. Thank you Grandma, Lee Ann, Doug and the entire Potter family, and Aunt Cathy along with her entourage. I always miss the insanity, but it’s a good miss. And thanks to Jennifer for being a great friend for such a long time. We’re grownups now.
CALIFORNIA CHAPTER
The On-location Cast & Crew Thank you to all my instructors at the Academy of Art University. I went from knowing absolutley nothing about design, to knowing what is necessary to keep learning. Thanks Mary Scott, Thomas McNulty, Ariel Grey, Nicole Flores, Megumi Kiyama, and countless others for teaching me about good design. Thank you to all my fellow students that I have come to know and collaborate with. I look forward to hearing stories of your success in the future, and being able to say “I went to school with them!”.
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this book about DESIGNED BY
Sarah Howard E-MAIL ADDRESS
smh8527@yahoo.com DAT E
Fall 2011 CLASS
GR 460 - Senior Portfolio INSTRUCTOR
Mary Scott TEXT STOCK
Mohawk Superfine Eggshell Ultrawhite PRINTER & BINDER
Blurb.com CAMERA
Canon Powershot SX10IS PHOTOGRAPHY
Sarah Howard, Robin Golata S P EC I A L A S S I S TA N T
Robin Golata TYPEFACES
Filosofia Verlag Light
SCHOOL
Academy of Art University 79 New Montgomery San Francisco, CA 94106
COPYRIGHT
Š 2011. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or any means without the written permission of Sarah Howard.