Tiffany’s Content Typographic Zoo 2016: Red Fox 2 Typography Poster 2016: Adobe Garamond Pro 3 Magazine Spread: Autobiography of Milton Glaser 4 Greeting Card: December 2015 5 Restaurant Rebranding Campaign: Ellis and Keele -Menu 6 Restaurant Rebranding Campaign: Ellis and Keele -Coaster 7 Restaurant Rebranding Campaign: Ellis and Keele -Pomegranate Juice 8 Photography Unit: Low Aperture 9
Typographic Zoo 2016: Red Fox As suggested by its title, this image is created by manipulating different typographic elements. To be specific, the shape of the Oldstyle typeface was altered and repeatedly placed to filll in the silhouette of a jumping red fox. The stark contrast of the black figure against the white background was intended to creata a strong visual impact and a clear emphasis on the typeface gracing across the page. Made with Adobe InDesign CC 2015 and printed on an HP 750 Laser Printer.
Designed by: Tiffany Liu GCM230 (Typography) Student Fall 2016
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Typography Poster 2016: Adobe Garamond Pro
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ADOBE GARAMOND PRO
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This is a poster promoting the typeface: Adobe Garamond Pro. Due to its subtle serifs and well-balanced stroke weight, Adobe Garamond Pro is often regarded as one of the serif typefaces with great readability. Like the Garamond typeface, Adobe Garamond Pro is commonly seen in projects containing a large amount of text, which includes books, poetries or business-related content. In fact, it was one of the typefaces used in the first six books of the Harry Potter series. The simple elegance of this typeface particularly stood out to me among all the typefaces. Hence, this typeface was selected for this project. Four colour job designed with Adobe InDesign CC 2015 and Printed on an HP 750 Laser Printer.
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Made with Adobe InDesign CC 2015 and Printed on an HP750 Laser Printer.
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Aside from making significant contributions to the publication industry, it should be noted that Glaser was equally active in creating different forms of art. Milton Glaser had held a number of exhibitions at prestigious art museums such as the Museum of Modern Art in New York and Centre Georges Pompidou in Paris (Milton Glaser: History, n.d.). Today, many of Glaser’s works are still sitting in art museums as part of permanent collections. Milton Glaser’s dedication to create art is simply remarkable. Therefore, it made sense that he became the first graphic designer honored with the National Medal of the Arts award.
Glaser’s extensive knowledge of art and design from a young age undoubtedly benefited him in his future collaborations with artists. Throughout his career, Glaser formed numerous partnerships with other designers (Milton Glaser: Biography, n.d.). In 1954, the Push Pin Studios was founded by the artist, Reyonld Ruffins, Seymour Chwast and Edward Sorel; in 1968, Glaser and Clay Felker founded New York Magazine; and in 1983, Walter Bernard and Glaser teamed up to form WBWG, a publication design firm at New York City. WBWG, in particular, was influential to the designs of magazine publications in the 20th century. Eventually, in 1974, the artist established his own design firm, Milton Glaser, Inc. In Milton Glaser’s self-established firm, there was a variety of design jobs that ranges from designing brand identities, making interior designs and creating packaging designs (Milton Glaser: History, n.d.).
To people in the graphic arts industry, Glaser alone could represent American graphic design in the late 20th century (Milton Glaser: Biography, n.d.). But before rising to fame, Glaser was just an ordinary person like you and me. Okay, perhaps not so ordinary. Born in 1929, Milton Glaser received his secondary education at the High School of Music and Art at Manhattan and the Cooper Union art school at New York (Milton Glaser: Biography, n.d.). Even then, Glaser’s talents were recognized in the form of receiving a scholarship that allowed him to further his studies at the Academy of Fine Arts in Bologna, Italy.
Career Path
Message of the day: Keep a small notebook with you at all times. You’ll never know when the next big idea strikes!
During the 1970s, New York City was experiencing financial difficulties and social instability (S, 2013). As a result, tourists were reluctant to visit New York. Hence, the Department for Economic Development in NYC recruited graphic designers, including Milton Glaser, to create a logo that promotes the city. While taking the cab home and doodling on a piece of scrap paper, Glaser came up with the logo that we know today. The idea was then further developed by the group of graphic designers (S, 2013).
Do you know the creation story behind the famous “ I heart New York” Logo?
rounded slab serif
What’s your opinion on this issue? Share your thoughts with us using #MyThoughtsGCM on Facebook/Twitter!
To a large extent, Glaser’s argument is valid. It raises a reasonable concern that people might be able to get away with rushing through the design process by using digital tools to polish their “artworks”. In a way, Glaser was suggesting that people are relying too much on computers as designing tools and forgetting the fundamentals of creating designs (Schneider, 2014). To change this attitude towards creating designs, it is essential for users to understand that computer are merely tools that helps executing ideas precisely. To create a truly effective and appealing design, the first step is to learn how to make a design work!
Obviously, many would disagree with Glaser’s opinion by saying how digital designing tools is more eco-friendly (FYI that is not entirely true. The energy that a screen uses per minute is not so eco-friendly) or more efficient than using paper and pencils. In an interview, Glaser has explained his viewpoint by describing how the use of digital designing tools made people overlook the important process of developing a clear idea before executing it (Shalat, n.d.). Glaser believes that the use of computers as a primary designing tool accounts for the increasing number of weak ideas that are well developed on screen.
With the advancement in technology, many designers have switched to computers when they create designs. The availability of drawing software such as Adobe Illustrator slowly reduces the need to create drawings by hand. Undeniably, the use of computer software improves the precision and quality of illustrations by a large degree. However, Glaser strongly opposes the idea of computer as a primary idea-sketching tool (Shalat, n.d.).
Glaser’s sketches for the logo of the Rubin Museum of Art (via miltonglaser.com)
Digital Work VS Hand-drawn Designs
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Glaser was born in New York City in 1929. Like any cities during World War II, there was an intense atmosphere in the community (Wack, 2014). Posters in the neighbourhood were mostly used for propaganda campaigns . Even at a young age, Glaser despised the use of designs to manipulate minds (Wack, 2014). Believing that graphic designs should be utilized in a way that promotes positivity within a community, Glaser began taking an interest in exploring the art of graphic design, which evolved into his career later.
(Ten Things I have Learned, 2001)
10. Tell the truth. This is a rule that designers should keep in mind at all times. Rules of ethics are set up to protect the designers as well as consumers. Thus, designers must not deceive consumers by including misleading information in their designs.
9. Learn to let go of mistakes. In doing so, you’ll gain more wisdom.
8. Doubt is better than certainty. A fixed mindset blocks the flow of creativity.
7. Personal lifestyle and attitude towards life can change your brain.
6.There is no need to fixate on one particular style. Develop your own identity and make adaptations according to the change in consumer preferences.
5. Less doesn’t always mean more. Sometimes it takes more to complete the aesthetic of a design.
4. Professionalism is not enough. Having the courage to step out of comfort zones and experiment with new ideas are qualities that a good designer should have.
3. Identify people who enrich your life and distance yourself from those who drain your energy.
2. Build your own career and stop relying on others to give you a job. After all, a job can be taken away any time.
1. Maintain a positive relationship with people whom you’re working with. Leaving a good impression is always beneficial to one’s career.
10 Lessons You Need to Learn from Milton Glaser
MILTON GLASER
The Designers Issue
American Typewriter
Magazine Spread: Autobiography of Milton Glaser Glaser being interviewed by Wack, A. (picture accessed from http://hyperallergic.com/118140/getting-to-know-milton-glaser-the-godfather-of-modern-design/)
Logo of Milton Glaser accessed from miltonglaser.com
The Start of Everything
References Milton Glaser: Biography. (n.d.). Retrieved from http://www.miltonglaser.com/ milton/c;biography/ on November 23, 2015 Milton Glaser: History. (n.d.). Retrieved from http://www.miltonglaser.com/ milton/c;history/ on November 25, 2015 S, A. (October 24, 2013). A Brief History of the “I Love New York” Logo. Retrieved from http://www.logoworks.com/ blog/a-brief-history-of-the-i-love-new-york-logo/ on November 25, 2015 Schneider, S. (January 23, 2014). Was Milton Glaser Right about Computers Destroying Design? Retrieved from http:// www.webdesignerdepot.com/2014/01/was-milton-glaser-right-about-computers-destroying-design/ Shalat, A. (n.d.). Designer’s Dilemma: To Compute or Not to Compute? Macworld. Retrieved from http://www. macworld.com/article/1001986/28glaser.html on November 27, 2015 Ten Things I have Learned. (November 22, 2001). Retreived from http://www.miltonglaser.com/milton/c:essays/#3 on November 25, 2015 Wack, A. (April 2, 2014). Getting to Know Milton Glaser, the Godfather of modern Design. Retrieved from http://hyperallergic.com/118140/getting-to-know-milton-glaser-the-godfather-of-modern-design/ on November 23, 2015
Screenshot of TED Talk-Spearker: Milton Claser from https://www. ted.com/speakers/milton_glaser
www.ted.com/speakers/milton_glaser
Want to learn more about Glaser? Check out this video!
Pictures of Milton Glaser’s artworks accessed from miltonglaser.com
Works of Art
modernism with a touch of renaissance
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his person had held one-man shows at numerous art museums. This man was the first graphic designer to receive the National Medal of the Arts award. Till this day, this man is one of the most renowned individual in the arts and design industry. Who is he? He’s Milton Glaser.
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This magazine spread is a project from a first year Graphic Communications Management course. It is presented as a visual biography of the famous “I heart NY” designer, Milton Glaser. This magazine has a total of fourteen pages which featured Glaser’s story to fame and his impressive works of art. In terms of textual content, this magazine included some of Glaser’s graphic design tips and his insight on various industry practices and technologies as well. “To design is to communicate clearly by whatever means you can control or master.” -Milton Glaser
GCM 110
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Greeting Card: December 2015 This is a greeting card made for a Graphic Communications Management course in first year. This card is drafted and colored using the software Adobe Illustrator. On the front, there is a cartoon figure snacking on junk food and the words “So, you’re saying it’s December already?” On the other side. On the back of this card, there is a little remark on how people always write the wrong year after the new year begins. This card is meant to be a humorous New Year’s message showing how time flies by and that the new year is approaching. Ten copies of this were printed on card stock paper and folded horizontally as the final product. Made with Adobe Illustrator CC 2015 and Printed on an HP750 Laser Printer.
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Designed by: Tiffany Liu
Looking forward to months of writing the wrong year on every single assignment.
Restaurant Rebranding Campaign: Ellis and Keele -Menu This menu is part of the restaurant project created for the first design and layout course in GCM. Using the knowledge and typesetting techniques from lab sessions, the menu items were neatly organized and listed on the sheet. Selection of sans serif typeface, font sizes and colors were all made with consideration to users’ needs as the targeted audience may include elderly who may have sight problems. By taking a closer look at the menu, viewers can easily see that the menu background was constructed using repeated prints of the restaurant logo. This design is used as it is an effective way to show the restaurant’s brand identity. Made with Adobe Illustrator CC 2015 and Printed on an HP750 Laser Printer.
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Ellis & Keele
25 High Park Avenue, Toronto, ON T.L. Tiffany Liu
Quesadillas Soup of the Day Cup • • • • • • Bowl • • • • • • Fried Mozzarella Sticks • • • • Sweet Potato Fries Fried Clam Strips Fried Onion Rings
Chicken Fingers • • Cheese Fries • • • • Hot Buffalo Wings • Tossed Salad • • • • Chilled Fruit Salad Munchies Sampler of Mozzarella Sticks, Onion Rings,
$3 $5 $6 $5 $5 $5
Falafel & Hummus Sandwich • Served on a Bed of Pita Bread, Lettuce & Tomatoes Grenadier Pond Eggplant Parmesan Samosas • • • • • • Tuna Melt • • • • • Fresh Tuna Salad • • • • w/ American Cheese on Grilled Rye Bread Served w/ French Fries Hot Open Faced Turkey • • on White Bread Hot Open Faced Roast Beef • on White Bread Tuna Salad Sandwich • • • on White Toast w/ Lettuce & Mayonnaise Turkey or Roast Beef • • • on White Toast w/ Lettuce & Mayonnaise
$12
$11 $7 $9 $14
$10 $10 $8
$8
• $8 • $5 • $8 $4 • $4
Cheese Quesadilla $8 Veggie Quesadilla $8 Chicken Quesadilla $9 Beef Quesadilla $9
Salads
Fried Tilapia • • • • $9 w/ Lettuce & Tomato on a Kaiser Roll Grilled Cheese • • • • $4 w/ Ham, Bacon or Tomatoes • $6 Beef Hot Dog • • • • • $5 Fried Crab Cake Sandwich • • $11 w/ Lettuce & Tomato on a Kaiser Roll Cheesesteak Platter • • • $13 w/ Sautéed Onions Served w/ French Fries Chicken Cheesesteak Platter • $13 w/ Sautéed Onions Served w/ French Fries Club Sandwich • • • • $9 w/ Your Choice of Roast Beef, Turkey , Ham, or Tuna Salad w/ Cheese, Lettuce, Tomato & Mayo
House • • • • Chicken Caesar • Greek • • • •
$7 $9 $8
Sides
French Fries $4 Sweet Potato Fries $5 Eggplant Fries $5 Fried Onion Rings $5 Loaded Potato $5 Rice $4 Green Salad $4
Drinks
Soft Drinks $2 Pomegranate Juice $3 Tea • • • $2 Coffee • • $2
Lasagnas
Classic Italian Beef $12 Lasagna Vegetarian Lasagna $11 Turkey Lasagna $12
All dinners include choice of two sides: French Fries, Mashed Potatoes, Rice, Soup, or Salad Baked ½ Roast Chicken Over Filling, w/ Chicken Gravy Honey Dipped Fried Chicken Fried Chicken Fingers w/ BBQ sauce Homemade Chicken Croquettes Over Filling w/ Gravy Marinated Grilled Twin Boneless Chicken Breasts
Burgers $15 $15 $15 $15 $15
Hamburger • • $6 Cheeseburger • $7 Veggie Burger • $5 Royal York Burger Deluxe $8 w/ Sautéed Mushrooms, Sweet Peppers, and Swiss Cheese
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Restaurant Rebranding Campaign: Ellis and Keele -Coaster This is a coaster specifically designed as part of the rebranding project for the restaurant Ellis and Keele. Refreshing colors such as aqua and pink were used as the main colors as they give a modern touch to the traditional brand image. The restaurant name was written in a script like typeface as it gives a laid-back style to the restaurant. The background of the coaster is merely a suggestive map to the restaurant as its actual address has been included in text. Created with Adobe Illustrator CC 2015 and Printed on an HP750 Laser Printer.
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Restaurant Rebranding Campaign: Ellis and Keele -Pomegranate Juice
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What’s Inside: Freshly Squeezed Pomegranate Juice• All Natural•Vegan• No Preservatives• No Sugar Added• Excellent Source of Vitamin C and Antioxidants•
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Juiced and Bottled In-House by Ellis & Keele• Keep Refrigerated•Product of Ontario• 450 ml•
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Made with Adobe Illustrator CC 2015 and Printed on an HP 750 Laser Printer.
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The pomegranate juice label is another part of the restaurant rebranding campaign. As shown by the illustration, an outline of the logo is placed at the front while an illustration of a large pomegranate showing is at the back. This design allows for consumers to see how much product is left in the bottle as they drink from it.
Ellis & Keele
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Photography Unit: Low Aperture This photograph is part of the photography unit assignment in first year. The project required us to manually set up the DSLR camera and take a series of photos using different settings. For the picture on the left, it is taken with the aperture setting set to low. Photograph Resized in Adobe Photoshop CC 2015.
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