GRAPHIC DESIGNER
Ty p o g r a p h y
P r i n t
P a c k a g e D e s i g n
I d e n t i t y
We b D e s i g n
PORTFOLIO OF YI XU ›
Breaking it Down
GRAPHIC DESIGNER
Ty p o g r a p h y
P r i n t
P a c k a g e D e s i g n
I d e n t i t y
We b D e s i g n
PORTFOLIO OF YI XU ›
Breaking it Down
COPYRIGHT © 2012 BY YI XU
ALL RIGHTS RESERVED.
No portion of this book may be used or reproduced in any manner
without written consent of Yi Xu. Al l respective work shown has
been appropriately identif ied and credited. Any omissions found
wil l be noted and corrected in subsequent edit ions.
Written, designed and produced by
Yi Xu › y ixu610@gmai l .com
Academy of Art University
79 New Montgomer y Street
San Francisco, Cal i fornia 94105
School of Graphic Design
Department Chair › Mary Scott
PORTFOLIO OF YI XU › Breaking it Down
00 › Colophon
PAPER ›
Cougar Opaque Smooth 100LB Text
PRINTER ›
Plotnet , San Francisco
PRESS ›
Xerox 700 Digital Press
BINDERY ›
The Key Binding and Printing, Oakland
DESIGN ›
Bobo Yi Xu
CAMERA ›
Canon 5D
SOFTWARE ›
Adobe Photoshop CS6, Adobe I l lustrator CS6, Adobe InDesign CS6
TYPEFACE ›
Calluna Regular, Whitney Book, Whitney Book Ital ic
The detail are not the detail. They make the design.
— CHARLES EAMES
0 0 ›
PORTFOLIO OF YI XU › Breaking it Down
CONTENT
0 0 ›
01 › Joie de Vivre P › 0 8
02 › Back to Nature P › 2 0
03 › Food as Art P › 26
0 4 › Build in Luxury P › 3 6
0 5 › Under the Light P › 5 0
0 6 › Matter of Time P › 6 0
07 › See it All P › 72
0 8 › Child of Mine P › 9 6
0 9 › Hit the Mark P › 1 22
P › 09
Typography is in every fiber of our fast moving society. Its potential is often
overlooked in the design of communication. By creating a conference that
centers around experimental typography, we can inspire designers around
the world to become instruments of change and spread information. The
key words to focus on are: experimentation, discovery, change, future,
deep. To design of a book based on typographic communication with the
topic of survival. The final book is about the history, development and the
mixed culture of traditional Japanese fashion all coming together to form
Japanese Street Art.
Experimental Book
Two Side Poster
Mail Piece
Joie de Vivre
EXPERIMENTAL Fashion
Environment
Architecture
Culture
History
Style
Traditional
Pattern
Japanese
Asia
Mixed
Japanese Street Art
Japanese Cosplay
Japanese Geisha
7" by 9"
Perfect Bound
P ROJ ECT 01 ›
COURSE › Typography 3 INSTRUCTOR › Ariel Grey
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
01 › Joie de Vivire
P › 10
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 11
COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de VivireCOURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire
P › 12
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 13
COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de VivireCOURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire
P › 14
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 15
COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de VivireCOURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 16
PORTFOLIO OF YI XU › Breaking it Down › 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 17
COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de VivireCOURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 18
PORTFOLIO OF YI XU › Breaking it Down
P › 19
COURSE › Typography 3 INSTRUCTOR › Ariel Grey 01 › Joie de Vivire
Six Buttons
Gift Packaging
BUTTON DESIGN Circle Shape Tree
Flower
Plant
Animal
View
Environment
Natural
Geometry
Growth Rings
Leaves
Tree Types
1" Buttons
Mail Gift
P › 21
This goal of this project was to design a button gift pack. A button is
a small fastener, most commonly made of plastic, but also frequently
of seashell, which secures two pieces of fabric together. In applied arts
and crafts, a button can be an example of folk art, studio craft, or even
a miniature work of art. Buttons are most often attached to articles
of clothing but can also be used on containers such as wallets and
bags. However, buttons may be sewn onto garments and similar items
exclusively for purposes of ornamentation. The button gift pack includes
six different looking buttons.
Back to NatureP ROJ ECT 02 ›
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
02 › Back to Nature
P › 22
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 23
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 02 › Back to Nature
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 24
PORTFOLIO OF YI XU › Breaking it Down
P › 25
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 02 › Back to Nature
Logo
Website
Five Applicat ions
HARAJUKU CREPE Modern
Friendly
Young Age
Colorful
Shape
Layer
Overlapping
Circle
Curve
Simple
Playful
Shape of Crepe
Color from Fruits
Simple Icon
13" by 19"
Process Spreads
P › 27
This goal of this project was to choose a small, locally owned business
to redesign. We focused our thinking on a solution that would be cost
effective for a small businesses. We created a new business direction
and concept for redesign. Examples: cafes, laundromats, restaurants,
bookstores, bars, salons, donut shops, and delis. All the applications
needed to go beyond simply applying the logo to separate pieces. The
graphic identity was extended to give personality and communicate the
services of a business.
Food as ArtP ROJ ECT 03 ›
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
03 › Food as Art
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 28
PORTFOLIO OF YI XU › Breaking it Down
HARAJUKUCREPE
P › 29
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 03 › Food as Art
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 30
PORTFOLIO OF YI XU › Breaking it Down
P › 31
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 03 › Food as Art
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 32
PORTFOLIO OF YI XU › Breaking it Down
P › 33
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 03 › Food as Art
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 34
PORTFOLIO OF YI XU › Breaking it Down
P › 35
COURSE › Graphic Design 2 INSTRUCTOR › Johnson Andrew 03 › Food as Art
1540 Eddy Street. San Francisco CA94115Phone: 415 3853946www.harajukucrepe.com
HOME
ABOUT US
MENU
LOCATION
CONTACT US
HARAJUKUCREPE
HOME
ABOUT US
MENU
LOCATION
CONTACT US
HARAJUKUCREPE
Pick 1 batter and as many ingredients as you want!
Customized Crepes
CREPE BATTER: $3OriginalBuckwheatGreen TeaEarl Grey
Main Topping: $1BananaStarwberryKiwiAppleAzuki (Red Beans)Real Mochi
Cream: $0.50Homemade Cream
Sauce: $0.50NutellaChocolate SauceCaramel SauceJamPeanut Butter
Ice Cream: $0.50VanillaChololateGreen TeaBlack Sesame
Other Crepes:Ham Salad
Turkey Salad
Tuna Salad
Spinah Salad
Ham+ Egg+ Cheese
Egg+ Cheese+ Spinach+ Tomato
Butter+ Cinnamon+ Sugar
Butter+ Sugar
Sides:Organic Fruit Cup
Chips
Teas:Green Tea
Green Tea with Roasted Rice
Roasted Green Tea
Barley Tea
Jasimne Oolong Tea
Rose Green Tea
Earl Grey White Green Tea
Blueberry Pomegranate White Tea
Rosehip Rooibos Tea
Tropival Black Tea
Price:$6.50
$6.50
$6.50
$6.50
$6.50
$6.50
$3.50
$3.50
$6.00
$1.20
Hot or Cold: Regular: $2.50
Large: $3.00
Harajuku-style crepes are always rolled
into an easy-to-handle cone shape. The
sweet crepes are filled with fresh-cut
fruit, homemade whipped cream, and
often ice cream. At Harajuku Crepe we
use fresh, mostly organic ingredients for
an even healthier snack or meal, from
breakfast to an after-dinner dessert.
HOME
ABOUT US
MENU
LOCATION
CONTACT US
Five Boxes
Process Book
ROLLS ROYCE Expensive
Limited
Technology
Unique
High-end
Rich
Handmade
Style
Decently
Creative
Business
Luxury
Quality
Professional
11" by 17"
Process Book
P › 37
This project's goal was to take an existing company outside the market
of home ware and imagine them breaking into a new market. The first
step was to choose a company. The next was to decide what products
they would sell if they were to carry home ware, and pick five items to
be packaged. The final step was to create a concept for the line, and then
design packaging that fit the aesthetic of the company bearing in mind,
and catering towards, their target audience. The company that I chose
was Rolls Royce, and the name of the new line was ‘Ecstasy.' Rolls-Royce
Motor Cars is a British manufacturer of luxury automobiles based at the
Goodwood plant in West Sussex, England. The factory is located across
from the historic Goodwood Circuit in Goodwood, West Sussex, England.
Build in LuxuryP ROJ ECT 0 4 ›
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
04 › Build in Luxury
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 40
PORTFOLIO OF YI XU › Breaking it Down
P › 41
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 42
PORTFOLIO OF YI XU › Breaking it Down
P › 43
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 44
PORTFOLIO OF YI XU › Breaking it Down
P › 45
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 46
PORTFOLIO OF YI XU › Breaking it Down
P › 47
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 48
PORTFOLIO OF YI XU › Breaking it Down
ECSTASY CLASSIC CIETERErgonomic Handle | Premium Stainless Steel | Perfectly Balanced
Rolls-Royce Motor Cars is a British manu-facturer of luxury automobiles based at the Goodwood plant in West Sussex, England. It is the current producer of Rolls-Royce branded automobiles, whose historical pro-duction dates back to 1904. The factory is located across from the historic Goodwood Circuit in Goodwood, West Sussex, England.
Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy must be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.
ECSTASY ROLLS ROYCE H O M E A P P L I A N C ES O F RO LLS ROYC ES
A gracefully curved ergonomic stainless steel han-dle makes for a comfortable grip and easy pour-ing while staying cool on the stovetop. Corrosion proof premium stainless steel construction. The solid weight of this stainless kettle plus a grac-esful stainless steel handle offers the perfect bal-ance for effortless pouring. The traditional finish of
stainless is an invitation to come in, relax, share a meal, a perfect reflection of its heritage, the leg-endary kitchens of France. A kettle is one life’s basic needs. This classic stainless version boils up to two quarts of water. Stainless steel interior is non-reactive and corrosion proof, guaranteeing years of service. Corrosion-proof construction. Gas, electric, glass ceramic and halogen safe.
2011071400012 3
Rolls-Royce Motor Cars is a British manu-facturer of luxury automobiles based at the Goodwood plant in West Sussex, England. It is the current producer of Rolls-Royce branded automobiles, whose historical pro-duction dates back to 1904. The factory is located across from the historic Goodwood Circuit in Goodwood, West Sussex, England.
Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy must be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.
ECSTASY ROLLS ROYCE H O M E A P P L IA N C ES O F RO LLS ROYC ES
Ergonomic Handle
Premium Stainless Steel
Perfectly Balanced
Classic Looks
ECSTASY CLASSIC CIETER
ECSTASY ROLLS ROYCE HOME APPLIANCES OF ROLLS ROYCES
P › 49
COURSE › Package Design 3 INSTRUCTOR › Thomas McNulty 04 › Build in Luxury
Rolls-Royce Motor Cars is a British manu-facturer of luxury automobiles based at the Goodwood plant in West Sussex, England. It is the current producer of Rolls-Royce branded automobiles, whose historical pro-duction dates back to 1904. The factory is located across from the historic Goodwood Circuit in Goodwood, West Sussex, England.
Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy muct be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.
ECSTASY ROLLS ROYCE HOME APPLIANCES OF ROLLS ROYCES
ECSTASY ROLLS ROYCE Home Appliances of Rolls Royces
ECSTASY SILK TABLE LAMP
The table lamp has an anodized aluminum hourglass shaped body. The ivory shaped silk cylinder shape has self-trim and is anchored by a matching aluminum finial. With its modern shape and smooth lines this lamp is sure to bring chic style to your home. ECSTASY’s wide range of prod-ucts allows them to cater to a variety of
styles and tastes to ensure that the cus-tomer will always find the style they are looking for. Anodized aluminum hourglass shaped body; Ivory silk cylinder shape has self trim; Matching aluminum finial; Line switch.Dimensions of base: 16’’ H x 6.5’’x 2.25’’ Dimensions of shade: 18’’ H x 7.25’’Total Weight: 13 Lbs.
ECSTASY SILK TABLE LAMPModern and Contemporary | Ivory Silk l | Hourglass Shaped
2011071400012 3
Rolls-Royce Motor Cars is a British manu-facturer of luxury automobiles based at the Goodwood plant in West Sussex, England. It is the current producer of Rolls-Royce branded automobiles, whose historical pro-duction dates back to 1904. The factory is located across from the historic Goodwood Circuit in Goodwood, West Sussex, England.
Ecstasy is a new home appliances lines of Rolls Royce. As the Rolls Royce prod-ucts, Ecstasy is one of the most luxury home appliances lines all over the world. All of our Ecstasy products have used the best quality materials during the process. Every Ecstasy muct be 100% perfect. So each item goes through a stringent series of test before it is ready for delivery.
ECSTASY ROLLS ROYCE HOME APPLIANCES OF ROLLS ROYCES
Premium Stainless Steel
Hourglass Shaped
Modern and Contemporary
vory Silk cylinder shape
P › 51
The purpose of this project was to re-brand and market a sustainable
company. Make Up For Ever is a professional cosmetics brand founded
in 1984 by artist Dany Sanz. Originally a painter and sculptor working in
Parisian cabarets and theaters in the 1980s, Sanz sought to develop an all
encompassing makeup line for fashion and show-business professionals
that contained every kind of product, texture and color needed to achieve
any effect a makeup artist could desire. Color is a big aspect of a makeup
company, so I used crushed mineral makeup in my breaker spreads to
show the vast color range. The result was a playful, interesting design that
focused on the beauty of a professional cosmetics brand.
Business Card
Stationer y
Guidel ine Book
Under the Light
MAKE UP FOR EVER Fashion
Professional
Artist
Make Up
Eye Shadow
Style
Personal
Color Bar
Playful
Drawing
Simple
Colorful
Mask
Products
BC: 3 .5" by 2"
Letterhead: 8 .5" by 11"
P ROJ ECT 0 5 ›
COURSE › Identity 1 INSTRUCTOR › Darrell Hayden
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
05 › Under the Light
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 52
PORTFOLIO OF YI XU › Breaking it Down
P › 53
COURSE › Identity 1 INSTRUCTOR › Darrell Hayden 05 › Under the Light
MAKE UP FOR EVER
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 54
PORTFOLIO OF YI XU › Breaking it Down
MAKE UP FOR EVER
Introductio n
MAKE UP FOR EVER was f ounded b y Dany SANZ in 1984. Her goal was
to respond to the needs of professional mak eup ar tists by creating
products adapted to all ma keup styles, from the most traditional to th e
most e xtravagant .
Today, Dany SANZ is the brand’ s Ar tistic Dir ector. Its products ar e
prominently featu red in SEPHORA sto res in Europe and the United
States, as well as in de partment sto res in Asia and the Middle East,
where the brand has been highly successful. MAKE UP FOR EVER also
has a network of 17 professional boutiques wher e makeup ar tists ca n
procur e all the 1,400 product r eferences the rang e of fers.
The range includes f oundations, eye shad ows, lipsticks, gloss, bod y
makeup, eyeliner pencils, loose po wders, mak eup removers, brushes,
false eyelashes, glitter and mo re, in addition to a rt istic products an d
makeup for special effects .
1
6.5X
5.5X
X
X
MAKE UP FOR EVER
3
Clear Space
Clear space is the ar ea around the signatur e that must be fr ee of all other lo gos, symbols, te xt or other graphic elements .
Clear Space is Defined by the distance of “x” as a unit o f measure-ment surrounding each side of the signtur e. The distance of “x” equa l the height of two colored cir cularities in MAKE UP FOR EVER sybmol. A minimum clear space r equir ment has been estab lished to ensur e the prominent and clarit y of the MAKE UP FOR EVER. It is essential that the signatur e clear space r emain fr ee of all graphics, identites, photog -raphy and typo graphy for maximum brand recognition.
Clear Space
Clear space is the ar ea around the signatur e that must be fr ee of all other lo gos, symbols, te xt or other graphic elements .
Clear Space is Defined by the distance of “x” as a unit o f measure-ment surrounding each side of the signtur e. The distance of “x” equa l the height of two colored cir cularities in MAKE UP FOR EVER sybmol. A minimum clear space r equir ment has been estab lished to ensur e the prominent and clarit y of the MAKE UP FOR EVER. It is essential that the signatur e clear space r emain fr ee of all graphics, identites, photog -raphy and typo graphy for maximum brand recognition.
MAKE UP FOR EVER
x
x
x
x
x x
5
-
-
5
Minimum Size
Minimum size refers to the smallest size at which the MAKE UP FOR EVER signature may be reproduced and still maintain legibility.
To ensure its legibility, the minimum reproduction size of the MAKE UP FOR EVER signature is .25 ” in height for print applications and 3/8” in height for web and electronic media. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.
Minimum size for print applications
MAKE UP FOR EVER
.25” .25”
MAKE UP FOR EVER
Minimum size for screen applications
MAKE UP FOR EVER
3/8”
6
Signature Colors
When reproducing the signature under some cirumstances, challenges may be anise. To procide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. There is only one signature with multipe color variations.
Whenever possible use full-color dimensional version of the signature. It is provided in 10-color process (CMYK for print applications) and RGB for electronic use.
MAKE UP FOR EVER
MAKE UP FOR EVER
1 color positive signatur e
10-color process dimensional signatur e
Application Examples
Stationery System
Our visual identity: most important marketing tools-extends to all our stationery items, maintaining a unified representation of our company. Our stationery system is simple and functional .
12
37 rue de Liè ge 75008 P aris France
P: 0033 153059343
F: 0033 153059342Dear Make-Up Forever Customer:
BOUTIQUE OPENING IN JAKARTA
Make-Up Forever brings to Jakarta its first uplifted exclusive boutique conc ept worldwide!
This new boutiqu e, with its backst age studio design embodies M ake-Up Forever's ambition to p rove
itself as the “g o-to” ma keup brand that cap tivates so m any and offers mo re than 1,200 produc ts.
Actually, it’s much more about shopping experience, sharing tips and k nowledge than me rely buying
makeup. Education is d eeply rooted in the brand DNA. To answering the expressed needs of thou-
sands of women asking for makeup course s, Make-Up Forever has focused one-one m akeup lessons.
Your personal t rainer will use a tou ch-enabled “Smart Board” to help you visualize the topic at han d.
Grand Opening pa rty is slotted for November 5th, 2010.
hopefully , you can come to the Opening pa rty and enj oy the par ty time with u s!
Sincerely,
Make-Up Forever Customer S ervice
MAKE UP FOR EVER
Mélanie Teixeira Assistant
37 rue de Liège 75008 Paris France
P: 0033 153059343 F: 0033 153059342
MAKE UP FOR EVER
37 rue de Liè ge 75008 Paris France
MAKE UP FOR EVER
P › 55
COURSE › Identity 1 INSTRUCTOR › Darrell Hayden 05 › Under the Light
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 56
PORTFOLIO OF YI XU › Breaking it Down
Make-Up Forever
Make-Up Forever
Make-Up Forever
Make-Up Forever
Make-U
p Forever
Make-Up Forever
Make-U
p Forever
Make-U
p Forever
Make-Up Forever
Make-Up Forever
Ma
Make-Up Forever
Make-Up Forever
Make-Up Forever
P › 57
COURSE › Identity 1 INSTRUCTOR › Darrell Hayden 05 › Under the Light
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›
P › 58
PORTFOLIO OF YI XU › Breaking it Down
P › 59
COURSE › Identity 1 INSTRUCTOR › Darrell Hayden 05 › Under the Light
P › 61
The purpose of this project was to design a table or wall clock for a
sustainable company. Post-it Notes were created by accident, solving a
problem without intending to. Dr. Spencer Sliver invented a glue that
didn't seem to succeed, but it found a new use. Put on paper, it could be
reusable. Today, the Post-it Brand boasts more than 4,000 unique products
and has become one of the most well-know and beloved brands in the
world. The Post-it Clock is a table clock that combines all characteristics
and advantages from Post-it Notes. The Post-it Clock includes a magnetic
clock base, four magnetic color blocks, four magnetic transfer blocks, and
four magnetic pattern blocks in a box. The Post-it Magnetic Clock allows
you to create your own visual clock for customers.
Post It Clock
Clock Packaging
Magnet Set
Matter of Time
POST IT CLOCK Creative
Playful
Colorful
Post-it
Notes
Writing
Useful
Ideas
Popular
Design
Daily
Movable
Changeable
Reusable
8" by 8" Clock Four Pieces Magnets
P ROJ ECT 0 6 ›
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
12
9 3
6
..
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 64
12
9 3
6
P › 65
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 66
P › 67
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 68
P › 69
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time
colorful visualmoveable magnets
personal design
Clock
12
9 3
6
..
Clock
12
9 3
6
..
magnetic clock base
colorful visual
moveable magnets
magnetic color blocks
personal design
all ages people
A Post-it note is a piece of stationery with a re-aherable strip of adhesive on the back, designed for temporarily attaching notes to documents and other surfaces form Post-it Brand.
As the custom printed products, Post-it Clock is a new product that has combine with all characteristics and advantages form post-it notes. The Post-it Clock include a Magnetic clock base, 4 magnetic color blocks, 4 magnetic transfor blocks and 4 magnetic pattern blocks in box.
The magnetic clock give the chance for creative your own visual clock. One Clock with different looking, addtional magnetic blocks are avalible at each Post-it store and online store.
Additional Blocks Set
20110714000123
Post-it® Brand: 3360 North San Fernando RoadLos Angeles, CA 90065
© 3M 2011. All Rights Reserved.
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 70
colorful visualmoveable magnets
personal design
Clock
12
9 3
6
..
Clock
12
9 3
6
..
magnetic clock base
colorful visual
moveable magnets
magnetic color blocks
personal design
all ages people
A Post-it note is a piece of stationery with a re-aherable strip of adhesive on the back, designed for temporarily attaching notes to documents and other surfaces form Post-it Brand.
As the custom printed products, Post-it Clock is a new product that has combine with all characteristics and advantages form post-it notes. The Post-it Clock include a Magnetic clock base, 4 magnetic color blocks, 4 magnetic transfor blocks and 4 magnetic pattern blocks in box.
The magnetic clock give the chance for creative your own visual clock. One Clock with different looking, addtional magnetic blocks are avalible at each Post-it store and online store.
Additional Blocks Set
20110714000123
Post-it® Brand: 3360 North San Fernando RoadLos Angeles, CA 90065
© 3M 2011. All Rights Reserved.
P › 71
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 06 › Matter of Time
The purpose of this project was to design a promotional gift package that
one would receive from a type foundry upon purchase of the typeface.
The job was to design a package of typefaces with one main typeface
and its family to develop a concept form. A type study was done for the
main typeface and its family and various styles to develop a description
word that best represented that characteristic of the chosen face. I chose
a slab-serif typeface with a nice direction called CALLUNA. I used eye
movement as a concept to develop the typography promotional gift
package. The gift package includes a promo book, specimen book, poster,
website and typography kinetic video.
Promo Book
Specimen Book
Poster
Kinetic Videos
See it All
CALLUNA Slab-serif
Display Qualities
Eye Direction
Human Mind
Human Emotion
Human Brain
Reading
Movement
Memory
Record
Emotion Effects
Visual Memory
Mind's Eye
Eye Function
Poster: 24" by 36"
Book: 8" by 10"
Video: 24 Stor yboard Frames
Perfect Bound
P ROJ ECT 07 ›
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 73
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 74
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 75
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 76
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 77
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 78
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 79
‹ ‹ ‹ ‹ ‹
‹‹‹ ‹‹
~C all un a~
Font Family
FoundryUnique face
Glyphs
a
∫
<<< <<CAP HEIGHT
calluna regular_⁵⁹⁰pt/²⁵.
CAP HEIGHT
calluna light_⁴⁸pt/⁵.
LOWERCASE
calluna bold_⁶⁰pt/⁰.
LOWERCASE
calluna italic_⁷²pt/⁵.
CAP HEIGHT
calluna black_⁶⁰pt/⁰.
LOWERCASE
calluna semibold_³⁶pt/⁰.
<<< <<
Font Family
FoundryUnique face
Glyphs
a
∫
<<< <<
| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
slab serif test on MUSEO
some sort of direction
02 11 308 0 4
calluna “N” flipped verti-cally to see the direc-tions better
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 80
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 81
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 82
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 83
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 84
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 85
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 86
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 87
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 88
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 89
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 90
<<< <<
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 91
OU r m
| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
eye dircection
visual experience
visual memory
photographic memory
mind’s eye
objectspeople
places
touch
anger
0_00
‹ ‹ ‹ ‹ ‹
memory
happiness
sadness
<<< <<
visual memory
photographic memory
our mind’s eye
objects
people
places
touch
anger
‹ ‹ ‹ ‹ ‹
memory
happiness
sadness
<<< <<
our mind’s eyetouch
anger
happiness
<<< <<
Ca llu na~‹‹‹ ‹‹
02 11 308 0 4
~Ca llu na~
‹ ‹ ‹ ‹ ‹
// Calluna Regular
1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
02 11 308 0 4
~Ca llu na~
‹‹‹ ‹‹
exljbrics
font foundry
02 11 308 0 4
~Ca llu na~
// Calluna Regular 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Bold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Semibold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ // Calluna Semibold 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
‹ ‹ ‹ ‹ ‹02 11 308 0 4
CAP HEIGHT
calluna regular_²²⁰pt/²⁵.
OU r m ind ’S ey e LOWERCASE
calluna italic_⁷²pt/⁵.
CAP HEIGHT
calluna black_⁶⁰pt/⁰.
CAP HEIGHT
calluna light_⁵⁴pt/⁵⁰.
LOWERCASE
calluna bold_⁶⁷pt/⁰. | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
slab serif test on MUSEO
some sort of direction
02 11 308 0 4
calluna “N” flipped vertically to see the directions better
02 11 308 0 4
~Ca llu na~‹ ‹ ‹ ‹ ‹
ˆ̂ˆ
// f_01
ˆ̂ˆ
// f_02
ˆ̂ˆ
// f_03
ˆ̂ˆ
// f_04
ˆ̂ˆ
// f_05
ˆ̂ˆ
// f_06
ˆ̂ˆ
// f_07
ˆ̂ˆ
// f_09
ˆ̂ˆ
// f_10
ˆ̂ˆ
// f_11
ˆ̂ˆ
// f_08
ˆ̂ˆ
// f_12
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 92
‹ ‹ ‹ ‹ ‹
<<< <<
C all un a
02 11 308 0 4
A slab serif text face with a nice direction by Jos Buivenga. exljbris Font Foundry
exljbricsfont foundry
// Calluna Regular _⁸pt/²⁵.
1234567890abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
‹ ‹ ‹ ‹ ‹
<<< <<
02 11 308 0 4
C all un a
02 11 308 0 4
‹ ‹ ‹ ‹ ‹
<<< <<
C all un a
Calluna
eye direction~
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0
MLOWERCASE
calluna semibold_³⁰⁶pt/¹⁵⁸.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0
MLOWERCASE
calluna semibold_³⁰⁶pt/¹⁵⁸.
calluna light_¹⁴pt/ ²⁰. ~ calluna regular_¹⁴pt/ ²⁰. ~ calluna semibold_¹⁴pt/ ²⁰. ~ calluna bold_¹⁴pt/ ²⁰. ~ calluna black_¹⁴pt/ ²⁰.
calluna italic_¹⁴pt/ ²⁰. ~ calluna semibold italic_¹⁴pt/ ²⁰. ~ calluna bold italic_¹⁴pt/²⁰.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 a
calluna light_¹⁴pt/ ²⁰. ~ calluna regular_¹⁴pt/ ²⁰. ~ calluna semibold_¹⁴pt/ ²⁰. ~ calluna bold_¹⁴pt/ ²⁰. ~ calluna black_¹⁴pt/ ²⁰.
calluna italic_¹⁴pt/ ²⁰. ~ calluna semibold italic_¹⁴pt/ ²⁰. ~ calluna bold italic_¹⁴pt/²⁰.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0
calluna light_¹⁴pt/ ²⁰. ~ calluna regular_¹⁴pt/ ²⁰. ~ calluna semibold_¹⁴pt/ ²⁰. ~ calluna bold_¹⁴pt/ ²⁰. ~ calluna black_¹⁴pt/ ²⁰.
calluna italic_¹⁴pt/ ²⁰. ~ calluna semibold italic_¹⁴pt/ ²⁰. ~ calluna bold italic_¹⁴pt/²⁰.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Xx Yy Zz 0 aM M
COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 93
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 94
Vis
ual
Mem
ory
is p
art
of m
emor
y pr
eser
vin
g so
me
char
acte
rist
ics
of o
ur s
ense
s pe
rtai
nin
g to
vis
ual
expe
rien
ce. W
e ar
e ab
le t
o pl
ace
in m
emor
y in
form
atio
n t
hat
rese
mbl
es o
bjec
ts, p
lace
s, a
nim
als
or p
eopl
e in
sor
t of
a m
enta
l im
age.
Som
e au
thor
s re
fer
to t
his
expe
rien
ce a
s an
"ou
r m
ind'
s ey
e" t
hrou
gh w
hich
we
can
ret
riev
e fr
om o
ur m
emor
y a
men
tal i
mag
e of
th
e or
igin
al
obje
ct,
pl
ace,
an
imal
or
pe
rson
.
Cal
lun
a is
a t
ext
face
wit
h di
spla
y qu
alit
ies.
A s
lab-
seri
f ty
pefa
ce w
ith
a n
ice
dire
ctio
n. T
his
type
face
was
bo
rn m
ore
or l
ess
by a
ccid
ent
whe
n Jo
s B
uive
nga
desi
gnin
g M
useo
. Jos
Bui
veng
a en
ded
up w
ith
usin
g th
e id
ea f
or s
omet
hing
he
alw
ays
wan
ted
to d
o. A
–rat
her
seri
ous–
text
fac
e. Jo
s us
ed t
he d
irec
tion
idea
to
shap
e th
e ch
arac
ters
. He
thou
ght
that
may
be i
t co
uld
help
the
eye
a b
it t
o m
ove
easi
er i
n th
e di
rect
ion
in w
hich
on
e re
ads.
In
the
end
it a
ll ca
me
dow
n to
find
ing
the
bala
nce
in a
typ
efac
e be
twee
n ro
bust
ness
to
func
tion
as
a t
ext
face
tex
t an
d ha
ving
eno
ugh
refin
emen
t to
look
goo
d as
dis
play
font
.
Vis
ual
Mem
ory
…
A
star
tin
g po
int
for
Cal
lun
a.
06 1
0 1
98 8
//
Cal
lun
a.
<<< <<
~
Vi s
ua ll
y
re
call
you
r
expe
rie
n c
e~
ˆ̂ ˆ̂ ˆ̂ ˆ̂
12
34
56
78
90
¹²
³⁴
⁵⁶
⁷⁸
⁹⁰
12
34
56
78
90
¹²
³⁴
⁵⁶
⁷⁸
⁹⁰
12
34
56
78
9⁰
¹²
³⁴
⁵⁶
⁷⁸
⁹⁰
:ca
lluna
ital
ic_¹
²pt/
³⁰⁰
& ca
lluna
bol
d ita
lic_⁸
pt/⁵
⁰⁰ &
callu
na li
ght_
¹²pt
/³⁰⁰
& ca
lluna
sem
ibol
d ita
lic_¹
²pt/
³⁰⁰.
Aa
Bb
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj K
k L
l M
m N
n O
o P
p Q
q R
r S
s T
t U
u V
v W
w X
x Y
y Z
z:c
allu
na r
egul
ar_¹
⁸pt/
²⁰⁰
}Ă
ĀĄ
Ǻă
āą
ǻǼ
ǽĆ
ČĈ
Ċć
čĉ
ċĎ
Đď
đĔ
ĚĖ
ĒĘ
ĕě
ėē
ęĞ
ĜĢ
Ġğ
ĝģ
ĤĦ
ĥħ
Ĭİ
ĪĮ
Ĩĭ
īį
ĩIJ
ijĴ
ĵĶ
ķĸ
ĹĻ
ĿĽ
ĺļ
ŀľ
ŃŇ
Ņń
ňņ
Ŋŋ
ʼn
ŎŐ
Ōŏ
őō
Ǿǿ
ŔŘ
Ŗŕ
řŗ
ŚŞ
ŜȘ
śş
ŝŢ
ŤȚ
Ŧţ
ťț
ŧŬ
ŰŪ
ŲŮ
Ũŭ
űū
ųů
ũẂ
ŴẄ
Ẁẃ
ŵẅ
ŶỲ
ŷỳ
Źź
:ca
lluna
bol
d gl
yphs
_¹⁰
pt/⁶
⁰⁰.
ab
cd
ef
gh
ij
kl
mn
op
qi
st
uv
wx
yz
:ca
lluna
sem
ibol
d_⁸p
t/⁵⁰
⁰.
� �
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allu
na b
lack
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pt/²
⁰⁰
a_01
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02.1
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~~
~~
~~
~~
~~
~~
~~
~~
~~
~~
~~
~~
~~
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{
0_03
.1
Vis
ual
Mem
ory
is p
art
of m
emor
y pr
eser
vin
g so
me
char
acte
rist
ics
of o
ur s
ense
s pe
rtai
nin
g to
vis
ual
expe
rien
ce. W
e ar
e ab
le t
o pl
ace
in m
emor
y in
form
atio
n t
hat
rese
mbl
es o
bjec
ts, p
lace
s, a
nim
als
or p
eopl
e in
sor
t of
a m
enta
l im
age.
Som
e au
thor
s re
fer
to t
his
expe
rien
ce a
s an
"ou
r m
ind'
s ey
e" t
hrou
gh w
hich
we
can
ret
riev
e fr
om o
ur m
emor
y a
men
tal i
mag
e of
th
e or
igin
al
obje
ct,
pl
ace,
an
imal
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pe
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COURSE › Typography 4 INSTRUCTOR › Ariel Grey 07 › See it All
P › 95
The purpose of this project was to develop and design packaging for a new
series of baby brands to redefine the image of the Sears department store.
This line of package design is one of ten that were developed by myself
and my group of four other students as a series of baby brands directed
at creating this new consumer image of Sears. Once the top department
store in the country, Sears is seen in today's marketplace as a cheap and
inconsistent solution for one-step shopping. Most of its focus is now on
baby supplies. The baby product line we developed includes baby bath,
baby home, baby care and baby toys.
Package Boxes
Product Labels
Store Hanger Labels
Child of Mine
ELEMENOPEA Quality
Professional
Friendly
Simple
Color
Style
Useful
Clear
Playful
Shape
Vivid
20 Items
Five Boxes
P ROJ ECT 0 8 ›
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
Bright Colors
Easy to Remember
Clear Function
P › 97
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 100
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 101
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 102
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 103
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 104
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 105
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 106
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 107
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 108
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 109
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 110
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 111
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 112
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 113
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 114
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 115
3 yrs+wooden non-toxic baby gym
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
wooden non-toxic baby gym
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
For the people who value craftsmanship, quality and enjoyment,
every one of our toys is carefully crafted with non-toxic paint,
child safe design and most are imported from Europe or made
domestically in the US. We guarantee the quality of our toys.
Wood Workers Toy lets you share treasured moments with your
child that will be remembered forever.
Toddle Wagon and WalkerBaby Gym
Stacking RingsBaby Hammering Block Toy
Baby Mula Abacus
�� ����� ������
Features a sturdy design structure to optimize child safety. Under the Green Concept Design selects only materials and manufacturers utilizing a minimal waste concept. This long-term commitment to social programs promotes healthy child development and environmental protection. All toys are made using chemical free, kiln-dried recycled rubberwood and designed with water based non-toxic colors as accent. A small wooden playthings can produce big change.
reaching out for toys stimulates a baby's development of hand-eye coordination.
3yr+
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
Toddle wagon and walk er
Award winning Walker Wagon aids children in moving. Includes a seat to push their favorite plush toy or doll and convenient pocket for toy storage. Strength of brake can be adapted to suit user. Sturdy construction, rubber tires on steel rims. The walker wagon aids children in moving. The seat allows brother and sister to ride along.
tires on steel rims.
For the people who value craftsmanship, quality and
from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys. Wood Workers Toy lets you share treasured moments with your child that will be remembered forever.
Toddle Wagon and WalkerBaby Gym
Stacking RingsBaby Hammering Block Toy
Baby Mula Abacus
by sears $10.99
the casters can be set to roll
the child walks more steadily.
the handle can be moun ted
upright it pr ovides be st support for a beginner .
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
Toddle wagon and walk er
3y rs+classic wooden abacu s
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
classic wooden abacu s
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
collection of wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys.
Toddle Wagon and Walker | Baby Gym | Stacking RingsBaby Hammering Block Toy | Baby Mula Abacus
by sears $9.99
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 116
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
plan toy stacking ring
12M+
ALL NATURAL ORGANIC RECYCLED RUBBER WOOD
baby wooden plan toys
For the people who value craftsmanship, quality
wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys. Wood Workers Toy lets you share treasured moments with your child that will be remembered forever.
Toddle Wagon and WalkerBaby Gym
Stacking RingsBaby Hammering Block Toy
Baby Mula Abacus
by sears $5.99
honors a tradition with this beautiful version of the classic stacking rings
our toys and play sets have real world functionality which encourages creative play in a positive learning environment
explore counting color and size while playing with this toy as a safety precaution the central rod is collapsible
Plan Toy Stacking Ring honors a tradition with this beautiful version of the classic stacking rings. This "old world" styled rendition reminds us that there is virtue in simplicity. Stack the colored rings in any order on the wooden pole. The child discovers basic math concepts and learns about color, counting and size while playing. The pole will collapse if the rings aren't on the pole.
18M+
ALL NATURAL ORGANIC RECYCLED RUBBER WOO D
ba by hammering block t oy
Incredible value and superior craftsmanship make this toy a childhood favorite. Pound the eight wooden pegs into the wooden bench, then flip it over to repeat again and again! Wooden hammer included.
brightly colored, smooth-sanded pieces help build early shape,
wooden Hammer included, recommended Age Rating is 18 months and up
ALL NATURAL ORGANIC RECYCLED RUBBER WOO D
ba by w ooden plan t oy
collection of wooden toys from Sears. Each and every one of our toys is carefully crafted with non-toxic paint, child safe design and most are imported from Europe or made domestically in the US. We guarantee the quality of our toys.
Toddle Wagon and Walker | Baby Gym | Stacking RingsBaby Hammering Block Toy | Baby Mula Abacus
by sears $6.99
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 117
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 118
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 119
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 120
COURSE › Package Design 4 INSTRUCTOR › Thomas McNulty 08 › Child of Mine
P › 121
To create brand identity through product research. These are some of the
logos that I have worked on over the past few years. The logos are designed
through the process of research, thumbnails, refined versions, black and
white variations, color studies and final designs. In the following pages
you will see the various iterations of the logos that I have created.
Color Visual
Black and White Visual
Hit the Mark
LOGOS Sketch
Research
Thumbnails
Creative
Digital Visual
Style
Unique
Color Bar
Simple
Strong
Clear
Logos: 2 .5" by 2"
P ROJ ECT 0 9 ›
OBJECTIVE ›
CONCEPT ›
LUGGAGE › SPECS ›
VISUAL IDEA ›
09 › Hit the Mark
Usable
Powerful
Interesting
P › 123
HARAJUKUCREPE
HARAJUKUCREPE
MAKE UP FOR EVER
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 124
HARAJUKUCREPE
HARAJUKUCREPE
MAKE UP FOR EVER
09 › Hit the Mark
P › 125
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 126
09 › Hit the Mark
P › 127
Castle House
› 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 ›PORTFOLIO OF YI XU › Breaking it Down
P › 128
09 › Hit the Mark
P › 129
PORTFOLIO OF YI XU › Breaking it Down
FAMILY ›
To my mother Xuelan Xu, father Chuansheng Liu, brother Zhenghan
Xu, s ister in law Yingpin Wang, nephew Lawrence Liu, my loving
dog Jojo Xu, and rabbit Lucas Xu.
FACULTY ›
To Mar y Scott , Tom McNulty, Ariel Grey, Darrel l Hayden, Andrew
Johnson, Harrison Doris , Brown Jul ia , Carol ina De Bartolo, Chris
Scott , Andrea Pimentel , and Andrea Pino.
FRIENDS ›
To Qianqian Meng, Angie Zhou, Dong Yan, Ken Zheng, Yin Bo,
and Rachael Huang, Bingxin Xie , Dee Shin, El l iott Tran, Lauren
Hunziker, and Shawn Daut.
SERVICES ›
To The Key Printing and Binder y, Cal i fornia Model , Alexanders
Book Store, Patr icks & Co. , Amazon, Flax, Kel ly Paper, Paper
Source, Copy Center San Francisco and Plotnet .
Thank You