Angela Heath Portfolio

A N G E L A H E A T H D E S I G N E R - A T H L E T E2 / P A G E

W H A T I S A D E S I G N E R A T H L E T E ?

G R A P H I C D E S I G N E R A C A D E M Y O F A R T

1 2 3 4 5 6 7 8P R O J E C T /

P A G E / 3

Design can be art.Design can be aesthetics. Design is so simple, that’s why it is so complicated. – Paul Rand

“

When I first heard that I had the opportunity to play Volleyball at an art school, I wasn’t sure if I was the victim of a cruel joke. I just wasn’t sure about an art school having an athletic department. Despite my initial thoughts, I signed my letter of intent to play for The Academy of Art. Since the start of my collegiate career, I have found seemingly endless similarites between my studies behind a computer screen, and my performances on the court.

Right at the start it became apparent that with Design I would have to put in countless hours to create something that I could be proud of. Years of Volleyball seven days a week either practicing or playing, prepared me for the late nights and constantly shrinking deadlines that would follow. For the five years I’ve been a Student-Athlete at the Academy of Art, the same passion and drive that nurtured my skills as an athlete, helped to ease me into the graphic design world, giving me the determination I needed to take my abilities as a Designer to the next level. I am an artist, on and off the court.

A N A R T I S T / On & Off the court.

Da+43

D E S I G N E R - A T H L E T E

0 4 0 3 . 9 9 0

A N G E L A H E A T H D E S I G N E R - A T H L E T E6 / P A G E


1

Da+43

D E S I G N E R - A T H L E T E

0 4 0 3 . 9 9 0

Fo+F O U N D A T I O N

2 0 1 2

2

Si +3

S I M P L I C I T Y

2 0 1 2

Sp+1

S P A C E

2 0 1 2

Cn+4

C O M P O S I T I O N

2 0 1 2

Fs+5

F O C U S

2 0 1 2


1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 7

Co+6

C O N S I S T E N C Y

2 0 1 1

Tw+7

T E A M W O R K

2 0 1 1

CaId

+

+

8

9

C O A C H - A B L E

2 0 1 1

I d e n t i t y

0 0 0 0

S p 1 / pg 8Project Nations Print Design

F o 2 / pg 34Mount Gay Rum Package Design

S i 3 / pg 44AOTO Identity Design

C n 4 / pg 58Tower of Tomorrow Typography

F s 5 / pg 72Autopsy Package Design

C o 6 / pg 82Crane Wine Package Design

Tw 7 / pg 92ADDIT Package Design

C a 8 / pg 116Musician Tour book Print

I d 9 / pg 126Logos

T A B L E O F / Selected elements.

8 / P A G E

P A G E / 9

P R O J E C T 1 / Space Awareness.T

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1 2 3 4 5 6 7 8P R O J E C T /

Being aware of my surroundings, especially the space that I’m in charge of defending helps me to make better decisions when I’m playing Volleyball. Knowing every inch of the court gives me the ability to know when to let balls drop out of bounds and when to dive after them when to everyone else they appear over the line. Knowing the space I had to work with and how to function with it gave me a deeper sense of what it meant to use the space in Design. Just like being on the court, every inch had to be accounted for. I have to play the field.

This project combined space awareness and teamwork to produced a concept that challenged the question, “How can we use space to inflict change?” In a conversation between Jaime Patino-calvo and I, culture was a huge aspect of our lives and with cultural ignorance between people still being an issue today we sought out how to break the boundaries of ignorance by using color.

Sp+1

S P A C E

2 0 1 2

A N G E L A H E A T H D E S I G N E R - A T H L E T ED / P A G E

U N I T E D B Y O N E

AfghanistanPMS 355

Antigua & Barbuda PMS 186

Argentina PMS 284

Brunei PMS yellow

Costa Rica PMS 186

Ivory Coast PMS 151

Finland PMS 294

Ghana PMS 349

Israel PMS 281

Italy PMS 349

Jamaica PMS 354

Iceland PMS 287

India PMS 348

Indonesia PMS 186

Iran PMS 355

Iraq PMS 186

Ireland PMS 347

France PMS Red 032

Gabon PMS 347

Georgia PMS 185

Germany PMS 7405

The Gambia PMS Reflex Blue

Fiji PMS 298

Ethiopia PMS Yellow

Croatia PMS 199

Cuba PMS 281

Cyprus PMS 356

Czech Republic PMS 185

Denmark PMS 185

Republic of the Congo PMS 354

Democratic Republic of the Congo

PMS 279

Bhutan PMS 143

Bulgaria PMS 348

Burundi PMS 361

Burkina Faso

PMS 356

Bolivia PMS 356

Bosnia & Herzegovina PMS reflex Blue

Botswana PMS 284

Brazil PMS 355

Armenia PMS 1235

Australia PMS 280

Albania PMS 485

Algeria PMS 356

Andorra PMS 109

Angola PMS 186

Laos PMS Reflex Blue

Latvia PMS 1807

Lebanon PMS warm red

Lesotho PMS 347

Liberia PMS 199

Libya PMS 335

Liechtenstein PMS 186

Myanmar PMS 116

Lithuania PMS 349

Mexico PMS 186

Mozambique PMS 328

Philippines PMS 122

Sierra Leone PMS 279

Switzerland PMS 286

Tonga PMS 186

Tunisia PMS186

Trinidad and Tobago

PMS 186

Syria PMS 186

Taiwan PMS warm red

Tajikistan PMS 192

Tanzania PMS 355

Thailand PMS 186

Togo PMS 354

Swaziland PMS 293

Sweden PMS 301

Singapore PMS red 032

Saudi Arabia PMS 347

Senegal PMS 354

Serbia PMS 192

Seychelles PMS 1795

Poland PMS 1795

Portugal PMS 349

Pakistan PMS 330

Palau PMS 279

Panama PMS 300

Papua new guinea

PMS 186Paraguay

PMS 286Peru

PMS 186

Micronesia PMS 292

Moldova PMS 186

Monaco PMS 186

Montenegro PMS Red 032

Morocco PMS Red 199

Mongolia PMS Red 032

Luxembourg PMS 299

P R I N T D E S I G N I N S T R U C T O R / T O M S E I U

1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 1 1

The Bahamas PMS 312

Benin PMS 354

Cameroon PMS 186

China PMS 186

Equatorial Guinea PMS 287

Dominica PMS 349

Eritrea PMS 361

Guinea PMS 115

Hungary PMS 348

Jordan PMS 186

Vatican PMS Yellow

Honduras PMS 293

Guyana PMS 186

Haiti PMS 186

Guinea Bissau PMS 115

Guatemala PMS 292

Grenada PMS Warm Red

Estonia PMS 285

Timor Lester PMS 485

Ecuador PMS 114

Egypt PMS 103

Dominican Republic PMS 294

Colombia PMS 109

Comoros PMS 363

Canada PMS 199

Cape Verde PMS 287

Chad PMS 186

Chile PMS 287

Central Africa

Republic PMS 116

Bahrain PMS 485

Bangladesh PMS 336

Barbados PMS reflex Blue

Belarus PMS 3405

Belgium PMS 114

Belize PMS 294

Azerbaijan PMS 313

El Salvador PMS reflex Blue

Kazakhstan PMS 3125

Kenya PMS 180

Kiribati PMS 186

North Korea PMS 199

South Korea PMS 186

Kuwait PMS 361

Kyrgyzstan PMS 185

Kosovo PMS Reflex Blue

Maldives PMS 186

Nicaragua PMS 300

Oman PMS warm red

Russia PMS 293

Samoa PMS 186

South Sudan PMS 286

Uganda PMS 186

Vanuatu PMS 347

England PMS 187

Scotland PMS 280

USA PMS 187

Ukraine PMS yellow 012

United Arab Nations PMS 187

Turkmenistan PMS 342

Tuvalu PMS 284

Spain PMS 116

Sri Lanka PMS 116

Sudan PMS 356

Suriname PMS 186

Slovenia PMS 293

Solomon Islands PMS 300

Somalia PMS 299

South Africa PMS 349

San Marino PMS 2915

Sao Tome and Principe

PMS 361

Rwanda PMS 3005

Saints Kitts and Nevis

PMS 348

Saints Lucia PMS 291

Saints Vincent and Grenadines

PMS 122

Romania PMS 186

Niger PMS 151

Nigeria PMS 348

Norway PMS Red 032

Nauru PMS 280

Nepal PMS 186

Netherlands PMS 186

New Zealand PMS 280

Mali PMS 354

Malta PMS 186

Mauritania PMS 354

Mauritius PMS yellow 012

Marshall Islands PMS 287

Madagascar PMS 348

Malawi PMS 485

MalaysiaPMS 282




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 1 3




1 2 3 4 5 6 7 8P R O J E C T /

P A G E / 1 5




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 1 7




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 1 9



14 COLOR IN ACTION

> LOGO DEVELOPMENTOur logo was inspired by our research and final outcome of the simplification process of the flags. The most important finding was that the color black means “people” in African culture, and when we mix the four color palettes together we get black.

22 countries

72 countries

49 countries

53 countries

ONE

MAIN LOGO / BREAK DOWN SECONDARY LOGO WITH SLOGAN

UNITED BY COLOR


1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 2 1

ONE

ONE UNITED BY COLOR

ONE




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 2 3

A N G E L A H E A T H D E S I G N E R - A T H L E T E2 4 / P A G E

T O W E R O F T O M O R R O W

T Y P O G R A P H Y I N S T R U C T O R / A R I E L G R E Y

1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 2 5




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 2 7



BRINGING ALL COLORS TOGETHER TO CREATE ONE LANGUAGE OF RACE

BRAZIL PMS 355 ONE UNITED BY COLOR


1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 2 9

ONE UNITED BY COLOR

BRINGING ALL COLORS TOGETHER TO CREATE ONE LANGUAGE OF RACE

BRAZIL PMS 355



UNITED BY COLOR

ONE

FIGHT FOR UNITYWITH THE VOICE OF YOUR COLOR


1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 3 1

HUMAN CHARACTERISTICS /Black hair / Dark brown eyes / Light brown skin/ Rounded features of the face/ Semi thick lips

SHARE YOUR CHARACTERISTICS

USA PMS 187

SEARCH

Miriam Miranda

USA PMS 187HISTORYHERITAGEPROGRESS DYNAMISMPEOPLEUNITYFREEDOMTRADITIONRELIGIONLANDBRAVERYBLOODENERGYGENEROSITYREVOLUTIONENTHUSIASMLOVECOURAGEHEROESVICTORYSTRUGGLE

WHAT DOES THIS COLOR MEANS TO YOU?

HUMAN CHARACTERISTICS

WHERE ARE YOU FROM?

TELLS US ABOUT YOURSELF USA PMS 187



ONE UNITED BY COLOR

All of this colors have meanings that break the boundaries of countries and unites us all in one single race. This meanings are what brings us together.

IN AFRICAN CULTURE

THE COLOR BLACK REPRESENTS

PEOPLE


1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 3 3

ONE UNITED BY COLOR

The personal connection is the most important. We start to learn that we are unique in our own way but not so different, we share all share Different human characteristics

3 4 / P A G E

P A G E / 3 5

P R O J E C T 2 / Never crumble.T

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1 2 3 4 5 6 7 8P R O J E C T /

When you play a sport, the foundation of your body and the way you establish a solid technique can carry you far in the game. Never taking these things seriously could be detrimental down the line. Day in and day out, nailing down and perfecting my fundamentals is still a part of my Volleyball regimen, and the same goes for Design. Having a good foundation to build upon and grow from can bring success down the road. Even the 10,000 hours rule can apply to the world of Design. A solid foundation never crumbles.

When a brand has a solid foundation that makes their brand what it is, it is important that you play that up. It makes the brand recognizable and personal to the consumer. For Mount Gay Rum, their branding is based on the rich history of Barbados and their trading over the seas. The first bottle is a facelift to the pre-excisting bottle that highlights the brand name and makes it recognizable on the shelf by being bold and grabbing your attention. The revolutionary bottle takes the rich history of Barbados and brings it to the forground reminding the consumer why this brand is something to be remembered.

FoF O U N D A T I O N

2 0 1 2

+2


M O U N T G A Y R U M / E V O L U T I O N A R Y R E V O L U T I O N A R Y

P A C K A G E D E S I G N I N S T R U C T O R / T O M M C N U L T Y

1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 3 7




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 3 9




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 4 1


_ A N G E L A H E A T H _ D E S I G N E R - A T H L E T E4 2 _ P A G E

1 2 3 4 5 6 7 8 9P R O J E C T /

_ P A C K A G E D E S I G N _ I N S T R U C T O R T O M M C N U LT Y P A G E _ 4 3

4 4 / P A G E

P A G E / 4 5

P R O J E C T 3 / Stay Simple.T

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1 2 3 4 5 6 7 8P R O J E C T /

One thing that resonates most when I’m on the court is the simpler I make my moves the better the outcome. When I see higher level players playing on TV they made the sport look absolutely beautiful. Why? It was because they had become masters of making the sport as simple as possible. As far as Design is concerned, simpler may not always be better but simple designs are always considered to be beautiful as well as revered. The simpler the better.

Art of the Olympians is a unique museum in a way that they can appeal to a wide audience for bringing a unique blend of Art and Athletics to the table. From this foundation they strive to pass on the lessons they learned in the Olympics through their art for many generations to experience first hand. In sports, simplicity is what makes watching athletes enjoyable and awe inspiring. Simple precise movements are key to mastery of any sport. In art, simplicity can also be beautiful and moving. By using this concept to convey both sides, I strove to use this to bring about a strong brand identity.

Si +3

S I M P L I C I T Y

2 0 1 2


A R T O F T H E O L Y M P I A N S

I D E N T I T Y D E S I G N I N S T R U C T O R / T O M M C N U L T Y

1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 4 7




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 4 9




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 5 1




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 5 3




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 5 5




1 2 3 4 5 6 7 8 9P R O J E C T /

P A G E / 5 7

5 8 / P A G E

P A G E / 5 9

P R O J E C T 4 / Beautifully Arranged.T

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1 2 3 4 5 6 7 8P R O J E C T /

Lack of arrangement on the court can cause a lot of problems. Players are not able to do their jobs correctly. If the players are arranged as they should be the crowd can witness a beautiful game of volleyball where the team functions as a unit and moves like one. It makes playing on the court more fluid and enjoyable as well.

Experimental typography challenges a designer to take something other than a photo and arrange type in a creative way that activates the negative space on a page while producing a well composed piece of design. The elements must all work together.

Cn+4

C O M P O S I T I O N

2 0 1 2




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 6 1




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 6 3




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 6 5




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 6 7




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 6 9




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 7 1

7 2 / P A G E

P A G E / 7 3

P R O J E C T 5 / Zero Distractions.T

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1 2 3 4 5 6 7 8P R O J E C T /

In the heat of battle on the court, the first team to lose focus, generally finds themselves losing the game. One of the more challenging things to do while playing a sport is staying engaged the entire time that you are on the court. With zero distractions I can bring my “A” game to the table.

Autopsy is a spin off of Operation but with a more adult like twist. With CSI and forensics being a huge hit on television, this game targets the young adult crowd by bringing back a nostalgic feeling with a classic board game, keeping the target generation engaged.

Fs +5

F O C U S

2 0 1 2


A U T O P S Y

P A C K A G E D E S I G N I N S T R U C T O R / C H R I S T I N E G E O R G E

1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 7 5


A U T O P S Y


1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 7 7


A U T O P S Y


1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 7 9


A U T O P S Y


1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 8 1

8 2 / P A G E

P A G E / 8 3

P R O J E C T 6 / Stay Identical.T

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1 2 3 4 5 6 7 8P R O J E C T /

If you want to be good at something, you have to be consistent. And if you want to be really good at something then you’ll produce quality results consistently. I can’t count how many countless hours I’ve spent perfecting a technique for consistency. Staying identical while playing the sport I love spoke loudly for me off the court as well.

Packaging calls for consistency more often than not. Everything to the smallest detail must help the objects refer back to each other so that they relate. In this wine bottle system, working with different bottle shapes was a challenge that I thoroughly accepted. By working closely with the bottle shapes and my designs, I was able to create a consistent label that worked across the board for this brand of wine.

Co+6

C O N S I S T E N C Y

2 0 1 1


C R A N E F A M I L Y V I N E Y A R D S


1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 8 5




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 8 7




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 8 9




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 9 1

9 2 / P A G E

P A G E / 9 3

P R O J E C T 7 / Effectively Together.T

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1 2 3 4 5 6 7 8P R O J E C T /

Tw+7

T E A M W O R K

2 0 1 1

From a visual standpoint, another element of playing sports that you must know how to do well is working as a team. Even individual sports require you to work well with a coach or a mentor. And not only must you work well together, you must effectively reach the ultimate goal together.

My group and I came up with the idea of creating a store dedicated to the modern day geek. With technology rapidly becoming the normal household item, we believed that everyone in their own right was becoming “geeky.” We wanted to focus on keeping our customers engaged through our design and the way we presented the products. We created ADDIT as the main brand for the store with four sub-brands and 3 private labels all with the same look and feel. By working effectively together we produced a solid line of packaged items.


A D D I T - B R A N D


1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 9 5




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 9 7




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 9 9

A N G E L A H E A T H D E S I G N E R - A T H L E T E1 0 0 / P A G E



1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 1 0 1




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 0 3




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 0 5




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 1 0 7




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 0 9




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 1 1




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 1 3




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 1 5

1 1 6 / P A G E

P A G E / 1 1 7

P R O J E C T 8 / Easily Trainable.T

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1 2 3 4 5 6 7 8P R O J E C T /

When I’m picking a team in a try out, I’ve taken from the multitude of coaches that I’ve had, that coach-ability in a player can go a long way. A quality about myself that I was proud of was that I was quick and eager to learn. As I started out in Graphic Design, there was a lot of things that I needed to learn quickly in order to evolve and progress as a designer.

For this project we had to choose an artist and embody them in order to create printed collateral for a tour. With only limited knowledge of Damien Marley, I had to dig deep and discover him on a personal level. Per experience, this was part of the design process. Being able to learn about whatever the project calls for and learning everything about it well enough. Being able to be easily trainable.

Ca+8

C O A C H - A B L E

2 0 1 1


D A M I E N M A R L E Y T O U R

P R I N T D E S I G N I N S T R U C T O R / T R O Y A L D E R S

1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 1 9




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 2 1




1 2 3 4 5 6 7 8 P R O J E C T /

P A G E / 1 2 3




1 2 3 4 5 6 7 8 9 P R O J E C T /

P A G E / 1 2 5

1 2 6 / P A G E

P A G E / 1 2 7

M A R K S / Own Identity.T

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Ad

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Making your own identity is to become someone or something memorable. So far in my journey I have met people who have shaped me, and given me memories that I will hold forever. I have created myself, through my passions and experiences. When I create a logo for someone or something, my ultimate goal is to make it memorable.

The next couple pages are a logos that have been used throughout this portfolio as well as logos I have done outside of the classroom.

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I D E N T I T Y

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L O G O M A R K S

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L O G O M A R K S

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www.angelakaidesign.com




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To all of my instructors, Mary Scott, Thomas McNulty, Ariel Grey, Christine George, David Hake, and Troy Alders. To my Papa Laz, for being supportive and encouraging to every aspect of my life and being an ear that I could go to. To my loving and supporting coaches Ed and Alanna Jackson. Even though they were only in my life for a short amount of time, they had made the biggest impact on my career than any other coach I’ve had at the academy. To my club coach, Debby Yee, who’s never stopped being a supporter since I met her and has become a second mother to me.

But most of all this is dedicated to my biggest supporter, my dad. Never once letting me falter or give up. Always pushing me the hardest to do what I need to and being just as dedicated as I am to persueing my dreams. I love you so much. Thanks for being the most amazing Father any daughter anyone could ask for. Sorry for being such a butthead all these years.

M A H A L O N U I L O A / Never Forget.

Whether you pushed me or pulled me, drained me or feuled me, love me or left me, hurt me or helped me, you are a part of my growth and no kidding, I “thank you”!

“



A n g e l a K a i H e a t h / 8 0 8 . 2 5 5 . 8 7 2 3contact me: [email protected]

T I T L E O F B O O K : Designer - Athlete

A C A D E M Y O F A R T U N I V E R S I T YSchool of Graphic Design79 New Mongomery, San Francisco, CACourse: Senior PorfolioInstructor: Mary Scott

B O O K S P E C I F I C A T I O N S Cover Stock: Davey BoardText Stock: Finch Fine IDPrinter: Giant Horse, South San Francisco, CABook Bindery: The Key Bindery, Oakland, CA

Typefaces: Verlag, ArcherSoftware: Adobe CS6 Creative SuiteCamera: Digital EOS Rebel T2i DSLRPhotography: Angela Heath, Meg Williams, Jaime Patino- Calvo, Tuan Bui

C O L O P H O N / Copyright© 2013 All rights reserved.NO PART OF THIS PUBLICATION MAY BE REPRODUCED, STORED IN A RETRIEVAL SYSTEM

OR TRANSMITTED IN ANY FORM OR BY ANY MEANS WITHOUT ExPRESS PERMISSION OF

ANGELA HEATH


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Angela Heath Portfolio

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