Portfolio by Ying-Ching Chen

think

communicate

Ying-Ching Chen

make

think | communicate | make

Ying-Ching Chen

2-3

think | communicate | make

Ying-Ching Chen

Think. Communicate. Make.

The most difficult part of creating a graphic design is establishing the basic concepts. Because there are numerous possibilities a design can take, it is vital for a graphic designer to begin gathering and think

focusing ideas immediately in order to find a creative solution. All design projects start with nothing. A designer has to figure out what to communicate to the target audience. A successful graphic designer is not afraid to think outside the box.

Designers should be able to solve visual communication problems and challenges. Graphic designers must generate potential approaches aimed at solving a problem. The approach to a communication problem communicate

is developed in the context of an audience and a media channel. Graphic designers must understand the social and cultural norms of the audience in order to develop visual solutions that are perceived as relevant, understandable and effective.

A graphic designerâ&#x20AC;&#x2122;s job is to come up with a creative, eyecatching way to design a page. One of the most important lessons that I have learned is there is more staying power in simplicity. make

Graphic designers work on many projects ranging from logos, stationery, catalogues, packaging, books, brochures, posters, and magazines, to advertisements and websites. All of these products would be impossible without focused thought and communication.

4-5

think | communicate | make

Ying-Ching Chen

Selected Projects

01. Creating a whole new brand

8-39

02. Sound waves make brain waves

40-55

03. Organic, collective, green, and handcrafted beer

56-69

04. Americaâ&#x20AC;&#x2122;s most reliable wireless network

70-91

05. A journey through the history of chocolate

92-103

06. Recycling beverage containers is not a new idea

104-117

07. A rich imagination that could be worth millions

118-127

08. Identity

128-142

think

communicate

make

course

think | communicate | make

Ying-Ching Chen

8-9

typeface Archer; Gotham ¯ paper Epson Ultra Premium ¯ Presentation Matte;

Package Design 4 ¯ instructor Michael Osborne ¯ > client Target ¯ > project Aero Concept Store ¯ >

Moab Entrada Rag Bright

course

think | communicate | make

Ying-Ching Chen

10-11

typeface Archer; Gotham ¯ paper Epson Ultra Premium ¯ Presentation Matte;

Package Design 4 ¯ instructor Michael Osborne ¯ > client Target ¯ > project Aero Concept Store ¯ >

Moab Entrada Rag Bright

01. Creating a whole new brand

Target is looking to take market share from Williams-Sonoma and Crate & Barrel by creating a new brand and store named Aero. Like its sister store Target, Aero will cater to every type of person. think

Aeroâ&#x20AC;&#x2122;s main goal is to bring warmth and comfort back into the home. The concept alludes to true ambiance. I worked with three other designers as a team to conceive of and complete this project. Moreover, it was our great honor to attend the FUSE conference in April 2009 where we won a prize in the student competition. Each of us will be given a free pass to FUSE 2010. This is a generous gift from the Institute for International Research.

Each category of products was given an ambient look. We created a labeling system that reinforced brand identity and tied the product lines together. There were some differences in the labels, but communicate

guidelines were devised to carry throughout the project to maintain them as a family of products. We tried appeal to the end user and also attract children. We wanted them to be able to visualize themselves using the products in their own home. We are mainly aiming at mothers, professionals, and children.

make

Food Line

Dinnerware

Kitchenware

Kids Line

Aeroâ&#x20AC;&#x2122;s purpose is to provide

Core Line

all essential elements to create that true ambiance. Be it in your kitchen, dining room, for cocktails.

Kids Line

AJ alludes to the ambiance of family time. Having the kids actively involved in preparation of the food, while having fun, in stills healthy values and lifestyles.

12-13

think | communicate | make

Ying-Ching Chen

Food Line

Dinnerware

Kitchenware

Kids Line

Chocolate

Pasta

Pasta Sauce

Olive Oil

Balsamic Vinegar

Spices

Sea Salt

Tea

Coffee

Cupcakes Mix

Dinner Plates

Dinner Bowls

Fine Silverware

Champagne Flutes

Thermo-Glasses

Cookware Set

Flour / Rice Dispenser

Cheese Grater

Cutting Board

Santoku Knife

Pop-out Muffin Pan

Cutting Board

Whisk

Measuring Cups

Apron

14-15

think | communicate | make

Ying-Ching Chen

Aero Packaging Aero is all about warmth, individuality and pleasure. ÂŻ The design focus for Aero packaging was to produce an effective design direction that would encompass all those qualities while still being simple and clean. Each product needs to feel like home.

16-17

think | communicate | make

Ying-Ching Chen

18-19

think | communicate | make

Ying-Ching Chen

20-21

think | communicate | make

Ying-Ching Chen

22-23

think | communicate | make

Ying-Ching Chen

24-25

think | communicate | make

Ying-Ching Chen

26-27

think | communicate | make

Ying-Ching Chen

28-29

think | communicate | make

Ying-Ching Chen

30-31

think | communicate | make

Ying-Ching Chen

Aero Identity

The main objective was to create a new logotype ÂŻ that embodies friendliness and familiarity. Three directions were taken, each one focusing on a single word: warm, rustic and atmosphere. One direction was chosen after combining these all directions.

Aero Junior Identity

Aero Junior was created specifically for ÂŻ children. For its identity, we knew it had to be very cheerful, child-like and fun. The hand-drawn approach was brought in to express a look like childrenâ&#x20AC;&#x2122;s art. The font chosen was Archer, which directly ties in with the Aero brand.

32-33

think | communicate | make

Ying-Ching Chen

Aero Junior Packaging

Aero Junior’s objective was to bring fun ¯ into the kitchen for both parents and children. We wanted to capture that fun and excitement seen in children’s faces and put it into each design direction. By using bright colors and photography, we are able to capture those precious moments in the design.

34-35

think | communicate | make

Ying-Ching Chen

36-37

think | communicate | make

Ying-Ching Chen

38-39

think | communicate | make

Ying-Ching Chen

Team Ambiance

> > > >

40-41

course Typography 3 ¯ instructor Ariel Grey ¯ client Gmund Paper ¯ project Paper Promotional ¯

think | communicate | make

typeface Scala; Swiss 721 ¯ paper Gmund Shining White Myth; ¯ Inkpress Rag Warm Tone > >

Ying-Ching Chen

> > > >

42-43

course Typography 3 ¯ instructor Ariel Grey ¯ client Gmund Paper ¯ project Paper Promotional ¯

think | communicate | make

typeface Scala; Swiss 721 ¯ paper Gmund Shining White Myth; ¯ Inkpress Rag Warm Tone > >

Ying-Ching Chen

02. Sound waves make brain waves

This project is conducted as an experimental typography assignment. It is to promote the “Vibe” paper collection from Gmund. I have to come up with a concept and a story to use for this paper promotion. think

The visual vocabulary of “Vibe”, after an exhaustive research, contains the meanings of vibration, beating, fluctuation, resonance and wave, just like music. Music is an art of sound in time that expresses ideas and emotions in significant forms through the elements of rhythm, melody, harmony, and color.

Have you ever put on music to get psyched up for an important presentation or exam; relax after a hectic day; exercise; set a romantic mood; think through a difficult problem; or celebrate a communicate

personal victory? Chances are, the answer is yes. Science findings have proven that music can be a tool for better performance and health. Typeface “FF Scala”, designed from the Vredenburg Music Center in Utrecht, is a prefect choice for this concept as it is an old-styled, neohumanist, and serif typeface. And by utilizing “Vibe” paper for the promotional print can help it to manifest the concept even more.

make

Promotional Book

Promotional Cards

Poster

44-45

think | communicate | make

Ying-Ching Chen

46-47

think | communicate | make

Ying-Ching Chen

48-49

think | communicate | make

Ying-Ching Chen

50-51

think | communicate | make

Ying-Ching Chen

52-53

think | communicate | make

Ying-Ching Chen

54-55

think | communicate | make

Ying-Ching Chen

Package Design 3 ¯ instructor Paul Kagiwada ¯ > client Wolaver’s Organic Beer ¯ > project Evolutionary and ¯ Revolutionary Redesign

think | communicate | make

Ying-Ching Chen

56-57

course

typeface Bodoni; Shababa ¯ paper Epson Somerset Velvet ¯

Package Design 3 ¯ instructor Paul Kagiwada ¯ > client Wolaver’s Organic Beer ¯ > project Evolutionary and ¯ Revolutionary Redesign

think | communicate | make

Ying-Ching Chen

58-59

course

typeface Bodoni; Shababa ¯ paper Epson Somerset Velvet ¯

03. Organic, collective, green, and handcrafted beer

The ideology behind this assignment is for me to choose a client from the beer industry for a development of an evolutionary and revolutionary packaging redesign. I chose the Wolaver’s Beer because think

it provides me with an opportunity to make a statement for one of the nation’s top ten original certified organic breweries. Wolaver’s has been a pioneer in sustainable brewing since we had our start in 1997.

Being one of the first certified organic breweries in the

nation, Wolaver’s quickly solidified its role as the premier organic brewing company. Wolaver’s is committed to produce the best beer in the most ecologically sound way.

Their craft ales are brewed using the finest organic malts, hops, our special house yeast, and pure Vermont water. Every beer they brew is a manifestation of their commitment to the welfare of the communicate

environment, the welfare of the farming landscape, and the welfare of the consumer. They believe these three core components should be seen not as distinct pieces, but as one integrated whole with each blending imperceptibly into the next. Vermont is also famous for its spectacular autumn foliage. To express this, I have used leaves to go along with oil paintings of Vermont landscape as important elements of my main design.

make

Evolutionary Packaging

Revolutionary Packaging

60-61

think | communicate | make

Ying-Ching Chen

62-63

think | communicate | make

Ying-Ching Chen

64-65

think | communicate | make

Ying-Ching Chen

66-67

think | communicate | make

Ying-Ching Chen

68-69

think | communicate | make

Ying-Ching Chen

Identity 2 ¯ instructor Todd Hedgpeth ¯ > client Verizon ¯ > project Corporate Identity ¯ Redesign and Guideline Manual

think | communicate | make

Ying-Ching Chen

70-71

course

typeface Swiss 721 ¯ paper Moab Lasal Photo Matte ¯

Identity 2 ¯ instructor Todd Hedgpeth ¯ > client Verizon ¯ > project Corporate Identity ¯ Redesign and Guideline Manual

think | communicate | make

Ying-Ching Chen

72-73

course

typeface Swiss 721 ¯ paper Moab Lasal Photo Matte ¯

04. America’s most reliable wireless network

This project came together from the nationally known corporation identity redesigning and identity guideline manual. Base on my research and audit, I set out to give Verizon a brand new look. The think

Verizon brand was formed in the year 2000. The word itself stems from the combination of “veritas” and “horizon”. Veritas is the Latin word for truth. Therefore, Verizon implies truth on the horizon. There is something wrong with the logo by design. The awkward check mark looks as if it was added as a group-thought compromise during the design process. It really doesn’t fit anywhere.

The design for the company is based on grey, red and white. I picked grey for the word mark. Grey is a classic and dignified color that represents knowledge. It suggests authority and signifies the quality communicate

and reliable service provided by Verizon. The red emblem represents the network’s around-the-world service. Red catches attention and implies newness and heat. White represents cleanliness and truth, showing consumers that the company operates with integrity.

make

Identity Guideline Manual

Stationery

Application Pieces

74-75

think | communicate | make

Ying-Ching Chen

76-77

think | communicate | make

Ying-Ching Chen

78-79

think | communicate | make

Ying-Ching Chen

1.0 CORPOR ATE COMMUNICATION 1.1 Company Profile

Verizon Communications Inc., headquartered in New York, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America’s most reliable wireless network, ser ving 63.7 million customers nationwide. Verizon’s Wireline operations include Verizon Business, which delivers innovative and seamless business solutions to customers around the world, and Verizon Telecom, which brings customers the benefits of converged communications, information and entertainment services over the nation’s most advanced fiber-optic network. A Dow 30 company, Verizon has a diverse workforce of nearly 238,000 and last year generated consolidated operating revenues of more than $88 billion.

4.0 T YPOGR APHY 4.1 Primar y Type

1.2 Unique Selling Point 1.3 Competitors

5.0 SUPPORT SYSTEM 5.1 Tagline

2.0 IDENTIT Y 2.1 Primar y Identity

5.2 Secondar y Graphics 5.3 Photography

2.2 Horizontal Identity 2.3 Using Legal Marks 2.4 Integrity

6.0 WEBSITE 6.1 Home Page 6.2 Interior Pages

3.0 COLOR 3.1 PMS Color

DESIGN GUIDELINES

7.0 APPLICATIONS

3.2 Process Color Breakdowns

7.1 Stationery

3.3 Identity on Color Background

7.2 Environment

3.4 Identity on Photo Backgrounds

7.3 Industr y Specific

3.5 Color Variations

1.0 CORPOR ATE COMMUNICATION

1.1 Company Profile

1.3 Competitors

1.2 Unique Selling Point

1.1 Company Profile | a. history

1.0 CORPOR ATE COMMUNICATION

1.1 Company Profile

1.3 Competitors

1.2 Unique Selling Point

1.2 Unique Selling Point |

Verizon Communications Inc. was formed on June 30, 2000, with the merger of Bell Atlantic Corp. and GTE Corp. Verizon began trading on the New York Stock Exchange (NYSE) under the VZ symbol on Monday, July 3, 2000.

We trying to establish a unique selling proposition, it is crucial to find ways to differentiate and distinguish our business from our competitors, place emphasis on the positive differences between others in the marketplace.

The genesis of the company name: veritas, the Latin word connoting certainty and reliability, and horizon, signifying forward-looking and visionary. While Verizon is truly a 21st centur y company, the mergers that formed Verizon were many years in the making, involving companies with roots that can be traced to the beginnings of the telephone business in the late 19th centur y.

What We Do. Verizon serves customers by building great networks. It’s what we do. We design networks, invest in technology to deploy them to customers’ homes and businesses, maintain them, and upgrade them for the future. Our networks give us a platform for innovating and delivering the great products, services, applications and content that customers want.

1.1 Company Profile | b. CEO

You will not experience dropped calls or spotty coverage if you use our services.

Seidenberg began his career in telecommunications as a lineman’s assistant straight from high school, and is one of the few Fortune 500 CEOs to have worked his way from the very bottom to the very top. He served a tour of duty in the Vietnam War as a tail gunner. He studied part-time and is a graduate of Lehman College of the City University of New York (1972), earning a B.A. in mathematics, and received his MBA in Marketing from Pace University (1981). In 2006 Mr. Seidenberg donated $15 million dollars to Pace University. Pace’s School of Computer Science and Information Systems was officially renamed the Ivan G. Seidenberg School of Computer Science and Information Systems. Mr. Seidenberg serves on the board of directors/trustees of Honeywell, the Museum of Television and Radio, The New York Hall of Science, Pace University, Verizon Foundation, and Wyeth. Mr. Seidenberg has a second residence in Palm Beach Gardens, Florida (Old Marsh Golf Club)

1.0 CORPORATE COMMUNICATION

80-81

think | communicate | make

1.1 Company Profile

1.3 Competitors

1.2 Unique Selling Point

1.3 Competitors | Cellular service

Ying-Ching Chen

Television

Alltel

Comcast

AT&T

DirecTV

MetroPCS

Time Warner Cable

Sprint Nextel

Dish Network

T-Mobile

Charter Communications

Cox Communications

Broadband

Government regulation largely shaped the evolution of the industr y throughout most of the 20th centur y. Then, with the signing of the Telecommunications Act on Feb. 8, 1996, federal law directed a shift to more market-based policies. This promise of a new competitive marketplace was a driving force behind Verizon’s formation.

Ivan G. Seidenberg (born Dec 10, 1946) is the chairman and chief executive officer of Verizon Communications. He formerly Bell Atlantic and previously NYNEX, Seidenberg steered those companies through two of the largest telecommunications mergers in history: the merger of Bell Atlantic and NYNEX in 1997 and the Bell Atlantic merger with GTE in 2000. He also led efforts in September 1999 to form Verizon Wireless, the nation’s largest (at the time) wireless communications business composed of the wireless assets of Bell Atlantic, GTE and Vodafone Airtouch. In 2005, his total compensation was $19.4m and in 2006 it was estimated at $23.6m.

1.0 CORPOR ATE COMMUNICATION

AT&T

Cablevision

RCN

Comcast

Embarq

Qwest

RCN

Time Warner Cable

Charter Communications

Insight Communications

2.0 IDENTIT Y

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.0 IDENTIT Y

2.1 Primary Identity |

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.0 IDENTIT Y

2.2 Horizontal Identity |

This is the Verizon primary identity to be used in most applications. The identity consists of elements that can be used in several ways. The following pages demonstrate the various ways. It is pictured here in full color.

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.3 Using Legal Marks |

This is the Verizon horizontal identity to be used when a one-line application is needed. It is pictured here in full color.

You may use legal marks with Verizon Identity. Legal marks are the property of their respective owners.

FiOS Verizon’s fiber-based FiOS Internet service of fers customers ultra-fast broadband connections with current download speeds up to 50 Mbps – the fastest in the market today. In addition, FiOS provides the fastest available upload speeds, allowing customers to send photos, videos and other large files.

2.0 IDENTITY

2.0 IDENTIT Y

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.0 IDENTIT Y

2.4 Integrity | a. x height

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.0 IDENTIT Y

2.4 Integrity | b. clear space

The “ x ” is based on the x height of the Verizon Identity. It is used as a comparable measurement tool on the following pages of this book.

2.3 Using Legal Marks 2.4 Integrity

2.0 IDENTIT Y

2.4 Integrity | c. minimum size Nothing looks as bad as a crowded logo. Balancing is an essential feature of good design. Graphics, imagery, and text must all be balanced on the page so that each element is able to speak clearly. If you give the logo a distinct presence in the design, it will have greater impact and won’t distract from other messages you wish to communicate.

1.25 X

Primary Identity >>

2.1 Primar y Identity 2.2 Horizontal Identity

2.1 Primar y Identity

2.3 Using Legal Marks

2.2 Horizontal Identity

2.4 Integrity

2.4 Integrity | d. unacceptable usages The logo has been created for maximum readability. The minimum acceptable size of each component is shown below. Please do not attempt to re-create or adjust the size or configuration of any of these components.

Using the official logo correctly will maintain consistency and respect for the Verizon logo. Please do not attempt to re-create any components of their design, or alter their position or configuration in relation to one another. Please follow the Usage Guidelines for all versions of the logo. The examples below show unacceptable usses of the logo. If you have any questions about the logo usage, please contact the Verizon Media Center.

Primary Identity >>

0.75 X

< the identity should not to be any smaller than 0.75 X.

0.75 X

X Horizontal Identity >>

0.375 X

< the identity should not to be any smaller than 0.375 x in width.

< do not alter the proportion of the logo

< do not add a drop shadow to the logo

< do not tilt the logo

< do not skew the logo

0.75 X

82-83

think | communicate | make

Ying-Ching Chen

3.0 COLOR

3.1 PMS Color

3.3 Identity on Color Background

3.2 Process Color Breakdowns

3.4 Identity on Photo Backgrounds

3.5 Color Variations

3.1 PMS Color |

3.0 COLOR

3.1 PMS Color

3.3 Identity on Color Background

3.2 Process Color Breakdowns

3.4 Identity on Photo Backgrounds

3.2 Process Color Breakdowns |

Color is essential to brand strategy. It helps to establish and maintain the look and character of our brand. The use of color in every application of the Verizon brand must appear consistent throughout all production and fabrication mediums. Outlined below is the Pantone Matching System® (PMS) color palette. It should be used as a reference when choosing colors for printed media. < do not resize the emblem of the logo

< do not reproduce the logo using another typeface

< do not re-align emblem of the logo

< do not separate the emblem from the wordmark

When printing in full color it will be necessary to achieve Pantone 1795 and Pantone 431 with 4-color process inks. In this process, all colors are created from varying percentages of Yellow, Magenta, Cyan and Black inks. We have provided a CMYK breakdown which should be as close a match to the identity colors as possible. It is rarely possible to exactly match a special color, but is essential that as close a match as possible is achieved. The color breakdown must be as follows:

Whenever possible, the Verizon corporate identity should be presented in its corporate-color version (Pantone 1795 and Pantone Cool Gray 11).

cyan 0 magenta 94 yellow 100 black 0

pantone 1795

< do not outline the logo

cyan 0 magenta 2 yellow 0 black 68

pantone 431

< do not use the logo as a pattern

Wireless The wireless industry continues to be one of the most dynamic growth sectors in the global economy. In nearly every measure – from market share to network reliability to customer loyalty – Verizon Wireless delivered another year of superior results in 2006. < do not place the logo on the busy background

< do not add a containing shape to the logo

3.0 COLOR

3.1 PMS Color

3.3 Identity on Color Background

3.2 Process Color Breakdowns

3.4 Identity on Photo Backgrounds

3.5 Color Variations

3.3 Identity on Color Backgrounds |

3.0 COLOR

3.1 PMS Color

3.3 Identity on Color Backgrounds

3.2 Process Color Breakdowns

3.4 Identity on Photo Backgrounds

3.5 Color Variations

3.4 Identity on Photo Backgrounds |

The black Verizon logo must only print positive against a light background. For values that on the dark background, only the reversed white version of the logo is acceptable. When it is necessary for the Verizon corporate identity to appear reversed out of a solid color background use the all white version of the logo. Please use discretion when placing the logo over textured, or toned backgrounds. The Logo may reverse out to the substrate providing sufficient contrast.

3.0 COLOR

3.1 PMS Color

3.3 Identity on Color Background

3.2 Process Color Breakdowns

3.4 Identity on Photo Backgrounds

3.5 Color Variations

3.5 Color Variations | To be flexible so that it stands out just as effectively in black and white, reversed and color on black field. The certain color solutions were more successful than others. A bad choice of color could obscure the identity of the logo altogether.

If the logo is to be used with photography, please place a solid color (all black or all white) version of the logo in an area of the photo containing the least amount of tonal change.

< black and white

Wireless Data From text messaging and music downloads to GPS navigation and Internet access, Verizon Wireless had another strong year of growth in data services. For the third consecutive year, wireless data revenues doubled over the previous year, contributing $4.5 billion in revenues in 2006. < all white version over solid dark color background

< single color use 70% of the black for the emblem

< place logo in a solid area

< all black version over solid light color background

< reversed

4.0 TYPOGRAPHY

84-85

think | communicate | make

Ying-Ching Chen

3.5 Color Variations

4.0 T YPOGR APHY

4.1 Primar y Type

5.0 SUPPORT SYSTEM

5.1 Tagline

5.3 Photography

5.2 Secondar y Graphics

4.1 Primary Type |

5.1 Tagline |

Verizon typographic identity takes many forms, encompassing company publications, all environmental and wayfinding graphics, vehicles, clothing, and all applications including electronic media, that visually represent the campus.

5.1 Tagline

5.0 SUPPORT SYSTEM

5.2 Secondary Graphics |

Along with our name, a tagline can be an important part of our business identity. A tagline is a word or phrase that helps people readily identify with what we do or what we sell. A tagline is part of our unique business identity and is meant to be used for a very long time.

The fonts listed provide an overview of typographic presence for Verizon. Alternate fonts can be employed in publications for design applications; however, use of the recommended fonts in key areas of a publication will contribute to successful and effective implementation of the Verizon identity system. This section is intended to identify typography considered primary to Verizon’s identity.

5.3 Photography

5.2 Secondar y Graphics

Secondary graphics are visual elements that support the brand identity. These following secondary graphics can be used in publication banners, brochure covers and other publications.

Business Services abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 1234567890 (&$@#%/.,:;!?’”“-*)

abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X YZ 1234567890 (&$@#%/.,:;!?’”“-*)

abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X Y Z 1234567890 (&$@#%/.,:;!?’”“-*)

Verizon Business, created in 2006 following the merger with MCI, of fers large business customers advanced IP ser vices, vir tual private networks and managed network ser vices. Verizon provides local-

< verizon light

to-global reach over its secure global IP network to 94 percent of Fortune 500 companies. We also provide managed network ser vices to nearly every U.S. federal government agency from the civilian and defense communities.

< cross lines

It’s Your Network!

< verizon roman

< gray squares

< wave lines

< verizon 721 bold

5.0 SUPPORT SYSTEM

5.1 Tagline

5.3 Photography

6.0 WEBSITE

5.2 Secondar y Graphics

5.3 Photography |

6.1 Home Page 6.2 Interior Pages

6.1 Home Page |

Photographs and other images are a key element of the identity management system. They should be chosen with care and used appropriately in all communications material to convey that the company is:

In order to strengthen the company brand the Verizon Media Center is responsible for the consistant, high quality look and navigation of the official Verizon website. The guidelines here are offered in order to help maintain that consistency across the entire Verizon website. The examples below illustrate the position of information fields to appear on the home page and interior pages.

• Committed to excellence in all aspects of its work • Modern and future focussed • Dynamic and leading edge • Inspiring • Accessible and inclusive • Professional and customer-focussed • Alive and real

Corporate Responsibility Verizon uses the power of networks to enrich people’s lives. We believe deeply in the ability of communications to empower, teach, entertain and connect. That’s why Verizon is committed to improving literacy in America and preparing students for success in the 21st century workplace. We also put our technologies to work by helping victims of domestic violence, improving the quality of health care in the U.S., and educating children and parents about online safety.

About US Residential Small Business Medium Business Large Business

“We have the best network because we have the best people and the best technology.” “Can You Hear Me Now” is more than just a slogan. It reflects our commitment to deliver the most reliable wireless network in America. According to national surveys by organizations such as JD Powers and Consumer Reports, our Network regularly stands out as the best in America. And it’s not just our Network that earns praise. We have been identified as one of the best run companies in America. Many industry analysts consider us the standard by which other wireless companies are measured.

Wireless

Business Transformation Verizon’s strategic investments and focus on new growth opportunities have transformed our company and strengthened our position in the growth segments of the communications, information and entertainment industry.

6.0 WEBSITE

7.0 APPLICATIONS

86-87

think | communicate | make

Ying-Ching Chen

t s ou

88-89

think | communicate | make

et o

Ying-Ching Chen

90-91

think | communicate | make

Ying-Ching Chen

course Graphic Design 3 ¯ instructor Laura Milton ¯ > client The Field Museum ¯ > project Exhibition Print System ¯

think | communicate | make

Ying-Ching Chen

92-93

typeface Be Lucian; Goudy; ¯ Akzidenz Grotesk paper Lumijet White Velvet ¯

course Graphic Design 3 ¯ instructor Laura Milton ¯ > client The Field Museum ¯ > project Exhibition Print System ¯

think | communicate | make

Ying-Ching Chen

94-95

typeface Be Lucian; Goudy; ¯ Akzidenz Grotesk paper Lumijet White Velvet ¯

05. A journey through the history of chocolate

A gift for the gods. A symbol of wealth and luxury. An economic livelihood. A sinful pleasure that is also good for your health. Some say chocolate has the ability to lift low spirits, while others think think

it’s just plain good. From rainforest treasure to luscious treat — immerse yourself in the story of chocolate. Journey through history to get the complete story behind the tasty treat that we crave in Chocolate, an exciting new exhibition developed by The Field Museum.

In this exhibition audience can discover the botanical source of chocolate; explore the ecological connections between people, plants, insects and other animals; investigate cultural interactions communicate

and cultural roles of cacao and chocolate in local and global economies over time. Chocolate is textural in both look and flavor. Like the food itself, the history of chocolate is rich, varied, and never boring. With this core message in mind, I used various lush images as well as textured paper. The typefaces are classical and elegant, like Be Lucian, Goudy and Akzidenz Grotesk, to express chocolate’s rich history.

make

Exhibition Ticket

Exhibition Poster

A book about the History Chocolate

Street Banner

Chocolate Bar

96-97

think | communicate | make

Ying-Ching Chen

98-99

think | communicate | make

Ying-Ching Chen

100-101

think | communicate | make

Ying-Ching Chen

102-103

think | communicate | make

Ying-Ching Chen

course Print 1 ¯ instructor Christopher Morlan ¯ > client State of California ¯ > project Beverage Container ¯ Recycling Conference

think | communicate | make

Ying-Ching Chen

> >

104-105

typeface Avant Garde Gothic; ¯ Scotch Roman MT paper Inkpress Rag Warm Tone ¯

course Print 1 ¯ instructor Christopher Morlan ¯ > client State of California ¯ > project Beverage Container ¯ Recycling Conference

think | communicate | make

Ying-Ching Chen

> >

106-107

typeface Avant Garde Gothic; ¯ Scotch Roman MT paper Inkpress Rag Warm Tone ¯

06. Recycling beverage containers is not a new idea

We live in a world of limited resources. As fellow beings on this plant, we must do a better job of taking responsibility for the environment. Most people donâ&#x20AC;&#x2122;t realize that beverage container think

recycling has a direct impact on climate change and energy security. If all of the beverage containers that were wasted last year had been recycled, the emission of 15.6 million metric tons of greenhouse gases would have been avoided.

Americans go through 2.5 million plastic bottles every hour. Recycling one ton of plastic containers can save 1-2 thousands gallons of gas and 7.4 cubic yards of landfill space. The goal for this conference communicate

is to increase awareness and educate the public that these beverage containers are recyclable. To express this message, I used a 100% recyclable material to print and bind the brochures. I believe taking on innovative recycling efforts is the right thing to do for our communities in California and beyond.

Poster

Postcard

Conference Brochure

make

Mailing Brochure

108-109

think | communicate | make

Ying-Ching Chen

110-111

think | communicate | make

Ying-Ching Chen

112-113

think | communicate | make

Ying-Ching Chen

114-115

think | communicate | make

Ying-Ching Chen

help me

protect me

save me

The environment is being consumed by beverage

containers at a prodigious rate. This increasing mass of

waste can be eliminated or reduced simply by making

the effort to properly dispose of used containers.

The cup of kindness is recyclable.

The environment is being consumed by beverage

containers at a prodigious rate. This increasing mass of waste can be eliminated or reduced simply by making

116-117

think | communicate | make

Ying-Ching Chen

118-119

course Print 1 ¯ instructor Jeremy Stout ¯ > client P.M.A ¯ > project Imagination Product ¯

typeface Courier; Shababa ¯ paper Inkpress Duo Matte ¯

think | communicate | make

Ying-Ching Chen

120-121

course Print 1 ¯ instructor Jeremy Stout ¯ > client P.M.A ¯ > project Imagination Product ¯

typeface Courier; Shababa ¯ paper Inkpress Duo Matte ¯

think | communicate | make

Ying-Ching Chen

07. A rich imagination that could be worth millions

Computer scientists often bat ideas around for decades, and sometimes technology is able to realize what they dream up. Do you ever forget appointments with your doctor, meetings with your boss, or items on think

your shopping list? Our brains donâ&#x20AC;&#x2122;t record everything for us, but now remembering things could be as easy as playing as mp3. There is a new device called p.m.a. that is so light and small you can hold it in your palm. People of every age can use it to organize their personal contacts or to maintain a schedule.

PDAs and pocket PCs have become common nowadays. Do you ever still forget to bring them or have a hard time to figuring out how to use them? p.m.a is your new ideal choice now. It is a unique handheld communicate

memory device. You just need to hold the p.m.a. and think, and it will automatically remember things for you in its chips. Itâ&#x20AC;&#x2122;s like bringing your notebook with you. To show this core concept, handwriting became my first design element because it had a more human, organic feel. You record your notes in this device just like you write in your notebook.

make

Product

Packaging

Poster

Product Menu

122-123

think | communicate | make

Ying-Ching Chen

In the river plains of Mesopotamia, where writing first develops, clay is an easily available commodity. It becomes the writing material of the temple scribes. Their implement is a piece of reed cut to form a rectangular end. These two ingredients define the first script. Characters are formed from the wedge shaped marks which a corner of the reed makes when pressed into the damp clay â&#x20AC;&#x201C; a style of writing known as cuneiform.

The discovery of an easily portable substance to write on is almost as old as writing itself. Around 3000 BC, in Egypt, people begin making a flexible smooth surface, which will accept and retain ink without blur or smudge. It will remain in regular use longer than any other material in the history of written documents. The papyrus is a form of rush which grows by the Nile. To make a scroll, strips are cut down the length of the plant. The broader ones are laid side by side to form a rectangle, and others are then laid across at right angles. By a process of wetting and pressure, sometimes with added adhesive, the two layers bind. They are then hammered flat and dried in the sun, after which the upper side is polished smooth with a piece of ivory or a shell.

Clay tablets, dried hard in the sun, make an almost indestructible temple archive. But they are not very convenient for sending messages.

Almost every book in the ancient civilizations of Egypt, Greece and Rome is a papyrus scroll of this type. The material has been one of the most important elements in the history of writing.

An indigenous plant in China, the bamboo, proves as convenient a writing material as papyrus in Egypt. Chinese characters at this early period are written in vertical columns, so a thin strip of bamboo is ideal for a single column. To create a longer document, two lines of thread link each bamboo strip to its neighbour. The modern Chinese character for a book evolves from a pictogram of bamboo strips threaded together.

In many parts of the ancient world people carry renewable notebooks. They are small tablets with a waxed surface. After being written on, the wax can be warmed and smoothed over for use on another occasion. Scribes, in all civilizations, are adept at making use of local materials. Palm trees provide the leaves of documents in parts of India. The earliest known Buddhist texts are on strips of birch bark. When the Romans are in Britain, far from their usual supplies of papyrus, they make thin veneer-like tablets from English trees for their correspondence. Many have been found in the region of Hadrian's Wall, including a birthday invitation from a woman to her sister.

Bamboo books survive from as early as about 400 BC. The records indicate that they were in use at least 1000 years earlier, in the Shang dynasty.

124-125

think | communicate | make

Ying-Ching Chen

Tradition credits its invention to Eumenes II, who rules in Pergamum on the west coast of Turkey from 197 to 159 BC. The substance is parchment (the word derives from a variation of Pergamum). It is a form of leather. For the most expensive books a softer and finer version is often used, known as vellum and made from the hides of young or sometimes unborn calves, kids and lambs. Parchment is strong and flexible enough for separate pages of a manuscript to be sewn together down one side, to form the spine of a book. This shape, whether in a manuscript codex or printed book, represents a massive advance in the efficiency of written com munication.

Chinese tradition attributes one of the most wide-reaching of inventions to a eunuch at the imperial court, by the name of Cai Lun, in the year AD 105. Cai Lun may merely have presented the emperor with a report on the new substance, but certainly paper is produced in China in the second century AD. Fragments of it survive, made from rags and the fibres of mulberry, laurel and Chinese grass. To make a sheet of paper these substances are repeatedly soaked, pounded, washed, boiled, strained and bleached. The mush is left to drain in a mesh frame and then dried. The result is thinner and more flexible than papyrus or parchment, and much more adaptable to methods of large-scale production. This desirable secret takes 1000 years to reach Europe.

The computer as we know it today had its beginning with a 19th century English mathematics professor name Charles Babbage. He designed the Analytical Engine and it was this design that the basic framework of the computers of today are based on. The invention of integrated circuit brought us the third generation of computers. With this invention computers became smaller, more powerful more reliable and they are able to run many different programs at the same time. In 1980 Microsoft Disk Operating System was born and in 1981 IBM introduced the personal computer for home and office use. Three years later Apple gave us the Macintosh computer with its icon driven interface and the 90s gave us Windows operating system. As a result of the various improvements to the development of the computer we have seen the computer being used in all areas of life. It is a very useful tool that will continue to experience new development as time passes.

p.m.a is a very light small electronic device that you can hold within your palms. Anybody can use it to organize his personal contacts or to maintain the schedules. In fact this has small chips inside which act as intelligently as a tiny memory and make your life pretty easy. The general features of a p.m.a include, date books, memo lists, task lists and address book. These are basically the features that you can find in a mobile as well but it’s a lot easier to use. You just need to hold and think, it will automatically remember things for you in the chips. When you forgot something, you just need to hold on p.m.a again, those things have been memorise will pup out in your mind. p.m.a come in different shape, people who take public transportation can choose credit card shape so you can put it with your ticket. You can choose a key chain shape so you can put it with your key. If you always have your watch on your hand, you can pick the circle shape so you can stick under your watch. p.m.a is the genius technics that you don’t want to skip.

Computer scientists have batted the idea around for decades, but the technology was never really up to the task. Now that the mobile phone seems to be capable of so many tasks, but you have to figure out how to use it first. Forgetting appointment with your doctor, meeting with your boss, taking your blood medicine or doesn’t remember your shopping list? Our brains don’t record everything for us but now remember things could be easy for you. Few years back when someone used to buy a high-tech mobile phone or a desktop, all the friends and family members used to feel extremely jealous about him. But with the advancement of technology PDAs and pocket PCs have become common stuffs now-a-days. Do you ever still forget to bring them or have hard time to figure out how to use them? Be it a trend conscious youngster or the busiest business person, p.m.a is your new ideal choose now. p.m.a is a handheld memory device. p.m.a is for your personal or professional use.

Do you frequently feel overwhelmed by the amount of work you have to do? Do you face a constant barrage of looming deadlines? Or do you sometimes just forget to do something important, so that people have to chase you to get work done? p.m.a. is your lifesaver.

126-127

think | communicate | make

Ying-Ching Chen

128-129

think | communicate | make

Ying-Ching Chen

08. Identity

A company’s or an organization’s logo is the best way of attracting customers and getting them to remember you. Great design of a logo is what sets a company apart from the competition at first glance. think

It provides the customer or client a clue in regards to what their line of business is about and what their company environment and operation philosophies are, while evoking a positive emotional response. Design decisions are of paramount importance, but designing a logo for your company or business can be challenging.

If the logo needs to be explained to each viewer, it’s not an effective logo. The first thing I do to design an identity is researching. I learn everything I can about the company such as the communicate

company’s main function, its intended direction, focused audience, and style of operation. A logo should be designed to fit in multiple environments and work well in different sizes. Logo typeface is important because it reinforces the company’s image. I believe the most important concept for identity design is to keep it simple.

make

Pottery Barn Kids

Verizon

Advance

Music Cafe

Noah’s Bagel

Aloha Festivals

Toyland

Hotel Parisi

The Factory

Ecoland

Cup of Kindness Crusade

Aero

P.M.A.

Aero Junior

Chocolate Exhibition

130-131

Pottery Barn Kids

Advance

Noahâ&#x20AC;&#x2122;s Bagel

think | communicate | make

Ying-Ching Chen

132-133

Toyland

The Factory

Cup of Kindness Crusade

think | communicate | make

Ying-Ching Chen

134-135

P.M.A.

Chocolate Exhibition

Verizon

think | communicate | make

Ying-Ching Chen

136-137

Music Cafe

Aloha Festivals

Hotel Parisi

think | communicate | make

Ying-Ching Chen

138-139

Ecoland

Aero

Aero Junior

think | communicate | make

Ying-Ching Chen

Photography

01. Creating a whole new brand Ying-Ching Chen & Dennis Dannehl ¯ 02. Sound waves make brain waves Ying-Ching Chen ¯ 03. Organic, collective, green, and handcrafted beer Ying-Ching Chen ¯ 04. America’s most reliable wireless network Ying-Ching Chen ¯ 05. A journey through the history of chocolate Ying-Ching Chen ¯ 06. Recycling beverage containers is not a new idea Ying-Ching Chen ¯ 07. A rich imagination that could be worth millions Ying-Ching Chen ¯

Colophon

school Academy of Art University, School of Graphic Design ¯ student Ying-Ching Chen ¯ > telephone 619.916.9176 ¯ > website thebearchen.com ¯ > e-mail thebearchen @ gmail.com ¯ > instructor Mary Scott ¯ > bookbindery The Key Printing and Binding ¯ 5849 Ocean View Drive, Oakland, CA 94618 > >

510.595.3311 photography Ying-Ching Chen & Dennis Dannehl ¯ camera Canon EOS Rebel T1i ¯ > title of book Think. Communicate. Make. ¯ > cover stock Bazzill Chipoard ¯ > text stock Moab Kayenta Photo Matte 205 ¯ > press Epson Stylus Pro 3800 ¯ > Ink Type Epson UltraChrome K3™ ¯ 9-color (C, Lc, M, Lm, Y, Lk, LLk and MK) > >

scanner Canon CanoScan 8400F ¯ font Adobe Letter Gothic; Emigre Mrs. Eaves ¯ > software Adobe Photoshop CS4, Illustrator CS4, Indesign CS4 ¯ > >

© 2009 All right reserved. No part of this publication can be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without express permission in writing from Ying-Ching Chen.

Acknowledgements

During the five years at Academy of Art University, I have not only learned the essence of graphic design, but also experienced first hand how difficult life can be for a non-native speaker studying in America. My journey from student to designer would not have been possible without the support and faith from my families, friends and all my instructors. I want to thank my supportive parents, who have provided me the chance to study in America; my friends, who have always helped me each step of the way; and my instructors, Coco Qui, Jeremy Stout, Ariel Grey, Paul Kagiwada, Todd Hedgpeth, Laura Milton, Sami Saaud, Christopher Morlan, Tom McNulty and Michael Osborne, who have given far more than they have received. They taught more about professionalism and integrity everyday than many people have learned in a lifetime. I especially thank Mary Scott for teaching me to notice the subtle and unwavering belief, for all her encouragements, and help on designing the “Think. Communicate. Make.” Her keen eye compassion and dedication are the very heart of the Academy’s Graphic Design department.