bfa portfolio
DESCRIPTION
BFA Senior PortfolioTRANSCRIPT
yash-an-yuGraphic Designer
isolatingHyphenation is
integratingand
“the more connections that can be
made in the brain, the more
integrated the experience
is within memory.”
–don campbell
06Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
07Title Categoryselected works design portfolio
01 Droog
02 Raising & Falling
03 Fat Tires
04 One Day On Earth
05 The Cells
06 Glō Hotel
07 Björk
08 Purity
09 Kohl’s Rebranding & Packaging
Surface
Market Square
Twinkle
Villa collection
Blue Ribbon
10 Logos
Thank you
08
28
44
58
70
84
98
110
120
124
132
142
154
158
162
172
relax into eco-principles
luxurious –Sustainability Design Champion –
challenge Droog is a famous conceptual design company started in Amsterdam in 1993. It represents the idea of Dutch Design. It ushers sustainable design and designers into the spotlight and it’s primary focusis to provide a platform for green design. Droog is also aware that the furniture should have sustainable use-value, including durable, recyclable or reusable materials and other functions.
results Inorder to constrain this conceptual design, understand a luxury of con-tent and experience that change perspective on daily life. My design showcase how to solve design problems with green solutions. Reues printed materials on three dimensional items. It puts on display a variety of green materials and eco-friendly processes. It’s possible to make sustainability fun and innovative.
01deliverablescourse
BrochurePosterMatchesCalendarShopping Bag
ChaletGaramond
typefacesDroog
Project
Graphic Design 2
instrctor
Laura Milton
Spring 2009d
ate
typography
identity
package
branding
web
Conceptual
Modern
Sustainable
Thoughtful
Emotional
Minimal
design attributes
1
3
5
2
4
6
1
3
5
2
4
6
1
3
5
2
4
6
1
3
5
2
4
6
1
3
5
2
4
6
1
3
5
2
4
6
7
9
11
8
10
12
7
9
11
8
10
12
7
9
11
8
10
12
7
9
11
8
10
12
7
9
11
8
10
12
7
9
11
8
10
12
13
15
14
16
13
15
14
16
13
15
14
16
10Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
11Title Catrgorydroog print, identity, branding, package
co
nce
ptu
al
furn
itu
re d
esi
gn
/ d
roo
g.c
om
a
luxu
ry o
f co
nte
nt r
ath
er
tha
n lu
xuri
ou
s m
ate
ria
ls
16Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
co
nce
ptu
al
furn
itu
re d
esi
gn
/ d
roo
g.c
om
a
luxu
ry o
f co
nte
nt r
ath
er
tha
n lu
xuri
ou
s m
ate
ria
ls
17Title Catrgorydroog print, identity, branding, package
18Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
19Title Catrgorydroog print, identity, branding, package
20Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
21Title Catrgorydroog print, identity, branding, package
a luxury of content rather than luxurious materials
what do we do?how do we do it?
We see post industrial cotton trim mings transforming into new yarns and finished goods like denim wovens, knits, apparel, home furnishings. Reducing dye use, eliminating toxic chemicals and sparing landfillst.
We see leather scraps transforminginto new leather goods like automotive seating, book covers, shoes, furniture, and accessories. Saving herds and increasing animal welfare, preserving lands and restoring habitats.
We see t-shirt clippings transforming into new nonwoven substrates like disposable wipes for personal care, baby and household markets. Conserv-ing fields, saving water, and eliminating toxic chemicals.
We see shipping pallet scraps trans-forming into new wood products like cabinetry, fixtures, display, flooring, paneling and interiors. Preserving forests, wildlife, natural habitats, and landscapes.
We see carpet waste transforming intoa moldable composite for numerous markets like flooring, automotive and transportation, as well as the home furnishings. Reducing a large waste component going into landfills, eliminate toxic chemicals and saving energy.
We see waste from our own patented processes transforming into value added packaging and paper products. Repurposing waste, preserving forests and reducing textile waste in landfills.
cotton wastefrom factory
leather wastefrom factory
fabraic wastefrom factory
wood wastefrom factory
carpet wastefrom factory
paper wastefrom factory
re-generator
concepts//// //////////// ////
1110
paperclothesbottleragsmagnetglassspongetapespapercotton ropes siliconerubberresinclothes hangerwire
{ }droog +
20 21
concepts//// //////////// ////
What can you do with waste paper apart from filling up your dustbin? One Day Paper Waste is a table, obtained by taking shredded confi-dential documents, mixing them with resin and compressing them into a strong mould. A new interesting object that has the strength of wood.
201612841
table of contents//////////// //// ////
furn
iture
in
du
stry
urb
an
wo
od
wa
ste
ab
ou
t d
roo
g
clo
the
s &
ra
gs
do
cu
me
nt
milk
bo
ttle
15
The Droog Rag Chair by Dutch “green” designer, Tejo Remy, is a one
of a kind, fully customizable chair made up of old clothing. The chair
is the idea of Tejo Remy and is designed for Droog. You can send
in your clothes for the design or you can allow the company to use
their own. The chair weighs about 55 pounds and is held together
with metal straps. The dimensions are 60 x 60 x 100cm and will ship
in 8 to 12 weeks. We love the idea of recycling and reclaiming lost
objects to be reused in creative ways.
On the same subject, The Guardian’s “Observer”, Stephen Bayley,
in his January 1 1th post, perfectly points out how past times of
constraint have triggered progress in design and architecture. He
lists Raymond Loewy, Henry Dreyfuss, and Norman Geddes among
the innovators who were able to persuade consumers to want
more from less, working with what was available. With the smooth,
undecorated, and streamlined objects arrived an impression of
life unfettered and less consumptive, disguising the budding of
purchasing power.
Innovation of material re-combination and new alloys contributed to
less costly methods and new perspectives on what design should
do. It ’s important to remember how historically low economic times
have brought about great, new ideas. Although times are difficult
and challenging, all chins can be lif ted by the resurgence of making
the most with what is handy, reinventing the old. It ’s time to get back
to the drawing boards, search the thrif t shops, toil at computer
screens, and hunt through storage containers and even dumpsters
to find inspiration that will entice the nation.
tie up clothes and rags for high style
14
concepts//////////// //// ////
Strong concept
Materials
Rag chair by Tejo RemyThe chair is layered from the contents of 15 bags of rags. It arrives ready made but the user has the option to recycle their own discarded clothers to be included in the design.
5
Urban wood waste is the portion of the wood waste stream that
can include sawn lumber, pruned branches, stumps, and whole
trees from street and park maintenance. The primary constituents
of urban wood waste are used lumber, trim, shipping pallets, trees,
branches, and other wood debris from construction and demolition
clearing and grubbing activities.
The disposal of wastes generated from construction and demolition
activities represents a significant portion of operating expenses in
addition to consuming valuable landfill space. C&D waste represents
a significant part of the solid waste steam, with current estimates
at 28 percent of the total tonnage. It is reduction will help meet the
State-mandated diversion goal of 50 percent by 2000.
There are around 300 furniture recycling projects throughout the US
and it is estimated that these projects redistribute over 13 million
of furniture every year. This does not include second hand dealers
or charity shops that sell to the general public. Furniture recycling
projects accept unwanted furniture which is donated by the general
public, normally collected free of charge by local projects and
sold on to people on low-incomes. Most of the Furniture Recycling
groups limit their supply to people in need through a system of
referral from welfare agencies.
Unlike many other recycled materials that faced a problem of not
having an end market, furniture recycling charities are attempting
to satisfy a massive demand for furniture from people on very low
incomes. Many groups report that demand exceeds supply by up to
50%. So if you have an item of furniture at home that you no-longer
need consider donating it to your nearest Furniture Reuse Group, or
if you are looking for low-priced second hand furniture contact your
local group, some also sell to the general public.
don’t waste wood with new furniture
4
wood waste//////////// //// ////
Urban wood waste
Due to the environmental issues, more and more furniture companies sell products made from recycled wood materials. Furniture made with the environment in mind may cost more, but it is usually more durable. Sustainability can be mean social responsibility used of non-polluting technologies, certified materials, employment fairness and more. The term sustainability can be difficult to define for the contemporary furniture manufacturer. It need to be responsible for the production cycle from raw material acquisition through to manu-facture, end use and final disposal.
1
wood industry//////////// //// ////
documentclothesbottleragsmagnetglassspongetapespapercotton ropes siliconerubberresinhangerwire
{ }droog +
12 13
concepts//////////// //// ////
This chair is layered from the contents of 15 bags of rags and old clothes. It arrives ready made but the user has the option to recycle its own discarded clothes to be included in the design. Each piece is unique; a treasure-chest of memories.
build structure with your documents
Paper table by Jens Praet’sEvery document tells a story. By shred-ding confidential documents, part of its information remains mysteriously visible. One Day Paper Waste gives new life to these documents, that’s the real beauty
of this product.
22
This table is a second edition of the One Day Paper Waste cabinet
concept. Initially asked to design a table/console in limited edition
for EatDrinkDesign and shown during the Dutch Design Week 2007
in Eindhoven (The Netherlands), One Day Paper Waste table has
been launched at Droog Design’s exhibition during the Salone del
Mobile 2008 and is now in their permanent collection.
One Day Paper Waste is a little table, obtained by taking shredded
confidential documents, mixing them with resin and compressing
them into a strong mould. End result: a new interesting object that
has the strength of the wood waste.
Droog Design may have unleashed the most TreeHugger design
we’ve ever seen on the world, but they’re turning over a new leaf,
starting with their contribution to this year’s Salone del Mobile in
Milan. A Touch of Green is an interesting collection that recognizes
that there isn’t one absolute answer to sustainability, and provides
examples from all kinds of angles. bove is One day paper waste, a
table that shows one days’ paper waste in a more static form. Does
it help the environment to recycle a one day gathering of paper
waste from the office into a resin treated piece of furniture? Maybe
it is not literally, but the intention to limit waste is in a right direction.
23
concepts //// //////////// ////
201612841
table of contents//////////// //// ////fu
rnitu
re i
nd
ust
ry
urb
an
wo
od
wa
ste
ab
ou
t d
roo
g
clo
the
s &
ra
gs
do
cu
me
nt
milk
bo
ttle
15
The Droog Rag Chair by Dutch “green” designer, Tejo Remy, is a one
of a kind, fully customizable chair made up of old clothing. The chair
is the idea of Tejo Remy and is designed for Droog. You can send
in your clothes for the design or you can allow the company to use
their own. The chair weighs about 55 pounds and is held together
with metal straps. The dimensions are 60 x 60 x 100cm and will ship
in 8 to 12 weeks. We love the idea of recycling and reclaiming lost
objects to be reused in creative ways.
On the same subject, The Guardian’s “Observer”, Stephen Bayley,
in his January 1 1th post, perfectly points out how past times of
constraint have triggered progress in design and architecture. He
lists Raymond Loewy, Henry Dreyfuss, and Norman Geddes among
the innovators who were able to persuade consumers to want
more from less, working with what was available. With the smooth,
undecorated, and streamlined objects arrived an impression of
life unfettered and less consumptive, disguising the budding of
purchasing power.
Innovation of material re-combination and new alloys contributed to
less costly methods and new perspectives on what design should
do. It ’s important to remember how historically low economic times
have brought about great, new ideas. Although times are difficult
and challenging, all chins can be lif ted by the resurgence of making
the most with what is handy, reinventing the old. It ’s time to get back
to the drawing boards, search the thrif t shops, toil at computer
screens, and hunt through storage containers and even dumpsters
to find inspiration that will entice the nation.
tie up clothes and rags for high style
14
concepts//////////// //// ////
Strong concept
Materials
Rag chair by Tejo RemyThe chair is layered from the contents of 15 bags of rags. It arrives ready made but the user has the option to recycle their own discarded clothers to be included in the design.
5
Urban wood waste is the portion of the wood waste stream that
can include sawn lumber, pruned branches, stumps, and whole
trees from street and park maintenance. The primary constituents
of urban wood waste are used lumber, trim, shipping pallets, trees,
branches, and other wood debris from construction and demolition
clearing and grubbing activities.
The disposal of wastes generated from construction and demolition
activities represents a significant portion of operating expenses in
addition to consuming valuable landfill space. C&D waste represents
a significant part of the solid waste steam, with current estimates
at 28 percent of the total tonnage. It is reduction will help meet the
State-mandated diversion goal of 50 percent by 2000.
There are around 300 furniture recycling projects throughout the US
and it is estimated that these projects redistribute over 13 million
of furniture every year. This does not include second hand dealers
or charity shops that sell to the general public. Furniture recycling
projects accept unwanted furniture which is donated by the general
public, normally collected free of charge by local projects and
sold on to people on low-incomes. Most of the Furniture Recycling
groups limit their supply to people in need through a system of
referral from welfare agencies.
Unlike many other recycled materials that faced a problem of not
having an end market, furniture recycling charities are attempting
to satisfy a massive demand for furniture from people on very low
incomes. Many groups report that demand exceeds supply by up to
50%. So if you have an item of furniture at home that you no-longer
need consider donating it to your nearest Furniture Reuse Group, or
if you are looking for low-priced second hand furniture contact your
local group, some also sell to the general public.
don’t waste wood with new furniture
4
wood waste//////////// //// ////
Urban wood waste
Due to the environmental issues, more and more furniture companies sell products made from recycled wood materials. Furniture made with the environment in mind may cost more, but it is usually more durable. Sustainability can be mean social responsibility used of non-polluting technologies, certified materials, employment fairness and more. The term sustainability can be difficult to define for the contemporary furniture manufacturer. It need to be responsible for the production cycle from raw material acquisition through to manu-facture, end use and final disposal.
1
wood industry//////////// //// ////
documentclothesbottleragsmagnetglassspongetapespapercotton ropes siliconerubberresinhangerwire
{ }droog +
12 13
concepts//////////// //// ////
This chair is layered from the contents of 15 bags of rags and old clothes. It arrives ready made but the user has the option to recycle its own discarded clothes to be included in the design. Each piece is unique; a treasure-chest of memories.
build structure with your documents
Paper table by Jens Praet’sEvery document tells a story. By shred-ding confidential documents, part of its information remains mysteriously visible. One Day Paper Waste gives new life to these documents, that’s the real beauty
of this product.
22
This table is a second edition of the One Day Paper Waste cabinet
concept. Initially asked to design a table/console in limited edition
for EatDrinkDesign and shown during the Dutch Design Week 2007
in Eindhoven (The Netherlands), One Day Paper Waste table has
been launched at Droog Design’s exhibition during the Salone del
Mobile 2008 and is now in their permanent collection.
One Day Paper Waste is a little table, obtained by taking shredded
confidential documents, mixing them with resin and compressing
them into a strong mould. End result: a new interesting object that
has the strength of the wood waste.
Droog Design may have unleashed the most TreeHugger design
we’ve ever seen on the world, but they’re turning over a new leaf,
starting with their contribution to this year’s Salone del Mobile in
Milan. A Touch of Green is an interesting collection that recognizes
that there isn’t one absolute answer to sustainability, and provides
examples from all kinds of angles. bove is One day paper waste, a
table that shows one days’ paper waste in a more static form. Does
it help the environment to recycle a one day gathering of paper
waste from the office into a resin treated piece of furniture? Maybe
it is not literally, but the intention to limit waste is in a right direction.
23
concepts //// //////////// ////
251.3MILLION
3.8MILLION
3.8 million tons of wood waste are generated throughout the state
California every year.
251.3 million tons of municipal solid waste
were generated in United State in 2008.
279.2MILLION
279.2 million tons of paper and allied products has been wasted per year
in United State.
Wood waste is, the largest portion of the waste stream generated
from construction and demolition activities. As such, this fact sheet
is geared toward contractors and local governments considering
alternatives to disposal. Based on information compiled from local
waste generation studies (1990), the California Integrated Waste
Management Board estimates that approximately 3.8 million tons
of wood waste are generated throughout the state and enter the
municipal waste stream in California every year. Of the 3.8 million
tons generated, approximately 3.35 million tons are disposed of in
permitted disposal facilities and the remaining 450,000 tons are
diverted from landfilling.
A considerable amount of wood waste is also consumed by the
biomass industry for boiler fuel to produce electricity, and steam
in some cases. Based on figures supplied by the biomass industry,
it currently consumes approximately 1.3 million tons of urban wood
waste. This is above and beyond the 3.8 million tons quantified in
the previous paragraph. The biomass industry’s fuel consumption is
decreasing due to closures and curtailment of operations of private
and public plants contracted to sell power to utilities in the state.
6 7
wood waste//////////// /// /////
Quantities
With bottles arranged in four rows of three to mimic old Dutch milk
crates, the Milk Bottle Chandelier is a remarkable piece of modern
design. Tejo Remy has taken an ordinary object and used it in an
incongruous manner to create a striking contemporary light fixture.
Combining elegance and levity, the Milk Bottle Chandelier will draw
the admiration of design aficionados and casual passers-by alike.
Celebrated Dutch design collective Droog design pushed a green
design ideas to the forefront this year with the ‘A Touch of Green’
presentation in Milan. Droog, is an innovative design enterprise
based in Amsterdam. Set up in 1993 as a statement on design, it
has developed the Droog mentality: creating innovative concepts
in lighting, furnishing and accessories that change perspective.
Droog designs connect with the individual, the user. They deal with
slowness, memories, nostalgia, re-use, craftsmanship, nature. Droog
lighting, furniture and accessories generate experience, interaction,
participation. They are products that are easy to comprehend, have
meaning, tell stories; products that are meant to be cherished and
not discarded without thought.
18 19
concepts//// //////////// ////
! turn on your milk bottles
Dutch design
Milk bottle light by Tejo Remy1993 for droog design, this milk bottle light is the quintessential example ofartistic, designer contemporary lighting. Milk Bottle Chandelier, made up of 12 frosted glass milk bottles in rows of three by four, is inspired by the dutch milk crates from the old days.
9
{ }droog + ?
Droog started in 1993, as a statement on design, a no-nonsense,
down to earth design mentality opposed to the high style and
form based world of design. In contrast, Droog has proposed a
highly conceptual approach, one captured by the Dutch word
‘droog’ meaning ‘dry’ or ‘wry’. This mentality has defined Droog as
a conceptual design company over the last 16 years, and to a large
extent, has defined Dutch design internationally.
Droog values what it means to be human, with subjectivity, notions
of beauty and meaning, and desire for high quality experiences at
its core. Droog stands for a luxury of content rather than luxurious
materials. Whether it ’s authenticity, humour, affordability, or nature,
the abundance of what is scarce has always been our luxury.
Droog at home is Amsterdam, home to our flagship store and office,
including Factory and outlet, Creative agency and the Lab. From
this base we operate worldwide with partners, clients, manufacturers
and designers to develop products, projects, and presentations and
events that change perspective on daily life, informed by the local
context, yet in relation to urgencies on a global scale.
About droog
Our values
What we do
8
background//////////// /// /////
24Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
25Title Catrgorydroog print, identity, branding, package
26Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
27Title Catrgorydroog print, identity, branding, package
touch the univers
and feel the space
–The Complete Manual of Typography–
challenge To design a luscious manual of Typography celebrating univers with beautifully designed and richly illustrated contents. The text was taken from a variety of sources, then reconstructed to tell a unique visual story for anyone who works with type: Artists, designers, print production professionals.
results As an exercise in the art of precision in typography, I chose space as my concept. By combining the text with expressive typography and bold abstract illustrations, I worked to illustrate the complexity and characteristics of univers, through the concept of the universal raising and falling of the space. I used a muted colour palette with blue communicating with the concept of space.
02deliverablescourse
da
te
Manual Book Univers AdobeGaramond
typefacesRaising &
Falling
Project
Typography
instrctor
Sammi Saaud
Spring 2009
typography
identity
package
branding
web
Experimental
Harmonious
Complex
Abstract
Expressive
Detailed
design attributes
32Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
33Title Catrgoryraising and falling typography
hyphenation
26 25
Function of the Hyphen. The point of the hyphen is to avoid ambiguity for the reader. If a temporary compound is used as an adjective before a noun, it may be unclear what words are modifying what: is a free form sculpture a sculpture that is free, or a sculpture that is free in its form? If the latter, adding the hyphen between free and form makes the meaning instantly clear. The ambiguity occurs because we expect a noun to follow free, and form is a noun, but in this particular case free and form constitute an adjective describing sculpture. (In this particular case, the adjective free-form precedes the noun. When the temporary adjective follows the noun, there is no need for a hyphen. The most common use of the hyphen is to divide words that do not fit on a justified line of type. Most computerized typesetters have internal dictionaries that will automatically hyphenate. If you are working on a system that shows how words will break when type is justified, you should check word breaks and make sure the hyphens are in the proper place.
raising and falling
34Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
hyphenation
26 25
Function of the Hyphen. The point of the hyphen is to avoid ambiguity for the reader. If a temporary compound is used as an adjective before a noun, it may be unclear what words are modifying what: is a free form sculpture a sculpture that is free, or a sculpture that is free in its form? If the latter, adding the hyphen between free and form makes the meaning instantly clear. The ambiguity occurs because we expect a noun to follow free, and form is a noun, but in this particular case free and form constitute an adjective describing sculpture. (In this particular case, the adjective free-form precedes the noun. When the temporary adjective follows the noun, there is no need for a hyphen. The most common use of the hyphen is to divide words that do not fit on a justified line of type. Most computerized typesetters have internal dictionaries that will automatically hyphenate. If you are working on a system that shows how words will break when type is justified, you should check word breaks and make sure the hyphens are in the proper place.
raising and falling
35Title Catrgoryraising and falling typography
36Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
37Title Catrgoryraising and falling typography
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
a a
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
aa
Hyphenation is the process of breaking words between lines to smooth out the right edge of the text, called the rag. For right-aligned text, the left edge is the rag. For most people, hyphenation is something that your word processor does automatically set it and forget it. But there are a few options worth considering. First, do you even need hyphenation? Hyphenation doesn not improve text legibility, so other things being equal, you should turn it off. Hyphenation is necessary for justified text but not for left-aligned text, because left-aligned text will have an irregular rag no matter what.
Hyphenation is also less necessary for wider text blocks, because awkward line breaks are less likely. (Newspapers have to take hyphenation seriously because most newspaper text is set in a narrow column and justified.) If you do use automatic hyphenation, take a moment to adjust the hyphenation options. The hyphenation in Word and WP is “dumb” in the sense that it simply looks at the end of each line and decides whether a hyphenated word will fit in. It does not consider what has gone before or after, e.g. whether this is the eighth line in a row with a hyphen. The hyphenation options in both programs will let you control the hyphenation zone (smaller hyphenation =zoneless hyphenation). Word also allows you to set the maximum number of consecutive hyphens. True hyphenation enthusiasts can investigate the manual-hyphenation options in Word or WP, but for legal documents, manual hyphenation is overkill.
hyphenation
24 23
raising and falling
40Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
Hyphenation is the process of breaking words between lines to smooth out the right edge of the text, called the rag. For right-aligned text, the left edge is the rag. For most people, hyphenation is something that your word processor does automatically set it and forget it. But there are a few options worth considering. First, do you even need hyphenation? Hyphenation doesn not improve text legibility, so other things being equal, you should turn it off. Hyphenation is necessary for justified text but not for left-aligned text, because left-aligned text will have an irregular rag no matter what.
Hyphenation is also less necessary for wider text blocks, because awkward line breaks are less likely. (Newspapers have to take hyphenation seriously because most newspaper text is set in a narrow column and justified.) If you do use automatic hyphenation, take a moment to adjust the hyphenation options. The hyphenation in Word and WP is “dumb” in the sense that it simply looks at the end of each line and decides whether a hyphenated word will fit in. It does not consider what has gone before or after, e.g. whether this is the eighth line in a row with a hyphen. The hyphenation options in both programs will let you control the hyphenation zone (smaller hyphenation =zoneless hyphenation). Word also allows you to set the maximum number of consecutive hyphens. True hyphenation enthusiasts can investigate the manual-hyphenation options in Word or WP, but for legal documents, manual hyphenation is overkill.
hyphenation
24 23
raising and falling
41Title Catrgoryraising and falling typography
dfffsAliquis ent nulla cor ilit aute feuis t nis niam, sim vullam, sed magna adit venisi exer si er in volummy nim acipit iril digniamcore eu feuisci li
ssi.Iril
in volorperos e
r seq
uipit ali
t am in
hen
it, ve
l et a
d do
lore
r illa
con
ulla
m a
t vol
endr
e di
am v
ent
vend
igna
fac
cum
ius
cili
t, q
uis
dolo
r si
t al
it w
isis
mod
min
cip
enim
ip
erc i
dui
tati
e m
agni
si.I
p et
eu
feum
san
ent
alit
, qu
atue
min
eui
p et
at,
qui
s ad
mod
olor
eet,
con
heni
s nul
pute
vel
iqua
t inis
essis
l dolo
re min
g er ad
io dolor susciduis a
d dolore magniat aliquatum ametue veliquat, quat, sectet praessit prat niat iri l iquis alisi te min ute min henis erit lutpat velent in henit, quisl dipissi.Unt augue vent iurem volorer sum velismod elit landre dolorperiure veriuscil iurerci l ismod te tat. Duisi eum
molenibh exerit nibh eugaitdds dsU
ptat do dolobortinim zzri liqui eu feu facinci liquam
et lum verosti e feui blam
et praesse quisi.Feuis adionsed exer senim zzriliquat, veros alisl iriure eu feuguer irit ad er irit wis eu feds fpsum
irillaore magna feuisci blamet, quisi.Dunt adip et nulla faccum zzrit praesed ex essecte consed et
t p r a e s s i t p ra t ni a t i ri liquis alisi te m
in ute m
in henis erit lutpat velent in henit, quisl dipissi.Unt augue vent iurem
voloree veriuscil smod te tat. Duisi eummolenibh exerit nibh eugaitdds dsxscsIgna commy nulla adffmet verosDuis non henim quipit, commy nummolore min ulla commy niam ing el iliqui b
laor iure ti
n utat nulla
n eugait nib
h er c
onsed m
agnim
do
od t
et p
raes
ent
ulla
orpL
issi
bla
m,
quat
ill
a fa
ccum
my
nisc
illa
m a
cili
s n
im n
ibh
elis
isim
ve l
do l
ort i
o eu
mm
y n
onse
c tem
ni s
ad i
p is
num
al i
qua t
e do
lore
mod
es e
c tem
inc
idun
t p r
a es t
r ud t a
t ad i g
na ad
t at l
ao r al i q
ua t ni s
do od i t a l i s e r i r i t a
ug i am do conu l l a amcorem ve rc idu ip i t l
information
0
raising and falling
table of contents
3
7
15
21
page
page
page
page
how to pick a font
line length and
margin
quatation marks
hyphenation
as iachuid
eff
ress
ent
erit
il h
oripse tum auctus st videtiqEm
ter
cemo et ommodinatua deo hosus
deo
in te
, temqua post iqui se
T
ypography is
always im
portant b
ecause presentation is always im
portant. Just lik
e a gesture can punctuate a point in court, good typography can reinforce the meaning of your text. Good typography helps your read
er
mov
e jhg
beyo
nd your
ty
pography is always im
porta
nt b
ecau
se p
rese
ntat
ion
is a
lway
s
’’
’’
Question marks and exclamation points go inside the quotation marks if they are part of the quotation. I read somewhere that Charlton Heston’s favorite song is “Whoomp! There it is!” Any changes in or additions to direct quotations must be made in brackets. Brackets [ ] are to direct quotations what parentheses are to your own sentences.
Ellipsis marks, three spaced periods, are used to indicate omissions from direct quotation marks. Use the spaced periods only when you are quoting a complete sentence; they are not necessary for a phrase or a dependent clause. If you omit words at the ends of sentences, use four spaced periods, one for the period and three for the ellipsis. Usually you do not need to use ellipsis marks at the beginning of a quotation marks.
quatation marks
19 20
raising and falling
Am, sed magnim d
olum
san
ve n
t xc x
vu l d o s d a s d t r a s a l o
r t i e s
pv
df
Am
, sed magnim d
olum
san
ve n
t xc x
vu l d o s d a s d t r a s a l o
r t i e s
pv
df
Am, s
ed m
agn
im d
olumsand tras
Liq
ue tus se, noveresterit g et; nondam su in dictata num
ia audescr estabem inat
, co
ent
il
i
be
suli buntemus igilisNoste a
pe
rf e
c t u s u l i a
s ! S
e r ma
nd
ac et q
uiin se, quam dum
A
m, s
ed m
agnim dolumsan
ma
gn
do l u m s a n
Tabissen duconfessua nes iaet
duc
terib
em publis vis horunce
s
Pul urae, sulinatis et
puO
cure
cid
ituid
em,P
ul u
rae,
M
aris
, n
on
sit i
s. e
t f a
ce
sse
Unte cultora vem paridem nequis.
Ili
cure
s, nit
forius in si prid ad Caturnum nostres estato estraes?
Dac
cioc
c hu
itis,
non
ta co
ntium tebut publinguli, sendesid
ius, f
uiu
mai
octa
tum
igitu
sque
m pris fac
obulintestum ad more, quo tu cono. Habunum cena,
Vatilin E
tr
i s n
o
s , c a e q u o n s ce
Epse aud a m, nondest cut verrita, ut acto
i nti
l hor
un
t? Orsulos se tus aud
empl
icul
to u
num
diu
et
gr a
t er u
m t a t u i s e d
Catuam, autellemus crum, que m
ai
o n sus caperra vatua voctante
m d
ius
est
Axim ideliu consum essid
nesid
et ro
rbiti
n de
m d
eatis
, opu
blin
at, quid ne pubit; etis-
Ex nihilla quas inprare steris iu int.Avenatus iamquit.
Nossum
e na
tife
r un
tiae
t ;P
erat
quis
.
Me atis. Imum cla publib
us a
uc f
ac-
Etraris etiem confex se, dientim
pre
cus,
n
esim
is co
nve, strum faces! Gulvius pecivit
Si fauc octus hos e
s
Estem Rommoreds sd
Es s
i . L
u ta t
i nim n o n s e d d o l o r s e d m
a gn i m augait, sis nonsenim dolortie faCudf
dfa
ss
magnim augait, sis nonsenim
dolortieonsenim dolortieo
nds
Natque patus es actam
tuus
nih
icem
plie
ri p
ublis
alin
den
dam re furit; i
am quidicit, quam nos, que et vit,
non
vil
cote
, nos
, str
umO
vilin
se
Pessum a
ddum
in
t.
At
p
o e r o p u b l i n t e r u nte
nonc
res s
ulab
estr
um d
ees!
Ifec
um p
rae
mod
ienSD
DD
dii cle o a pe
rn
xz
xa
iu
r
oximpe
Ahacieniqui prorati listre, qu
e inte c
riam
dSitC
erum
et
di p
ublis
S
Ibus
pub
lius.
Equ
id i
n E
trat
. Eps
edet
gra Si prarit,
Ibus
pub
lius.
Equ
id in
Etr
at. E
psed
et gra Si
Solus pat gratiam hil condi
pes
t? N
otiu
s A
hae
non
vid
C. M
a, prat
um quitiss e
stri
t e r
nihi
, se o
c, ca;
nos, conves escerum et obse vid consulv ilictui timperferes! Odiciis coFertur, audees ina clut et? Nam omnenius, num ad Castort intili
c aed
etiam
te
men
til c
ero
cre
nem
.Pot
icis
omnis
mei sat
rorRos numzxzc M
et u
tat.
Tue
mol
ore
conu
llu m
sandre min ulla feugait lam
z
zrit ut wisi blan heniat.Ectet at lorper iriustie minciM
ag-
E l i c i v i d e o e t o r t i l i , f u r b i t a , Ti . It il hum
publin ternihilicaMuressil
hici
pse
cone
rma n
um a
c t
am
Pit alis
im d
olor
ed
nim qu
i
co
m m o d i t l or
a
ugue volutatum nis nim inim
vele
sse
a commy nit in ea
Am, se
d m
ag
ni m
do l u m s a n v e n t v
ul l a
or e dosda
Am, sed mag
nim
do
l um s a n v e n t v
ulld
Pis
i tem
qui
blae up
tatu
mm
y non
sectet
lorem et, cor si te tat, quis. Tuerci exerciduis num xsvdfdfa sad
Am, sed mag
nim
d
o l u m s a n v e nt x
cx
Am
, s
ed
m
a g n i m d o l um
sa
nsdfdfad
Am, se
d m
ag
ni m
do l u m s a n v e n t v
ul l a
or e dosda
Am, sed mag
nim
do
l um s a n v e n t v
ulld A
m, sed ma
gn
i m
d o l u m
s an
Num
mod
dipsum do exeratet ero odo odipis
nit n
ostru
d exero
s no
n
vends
m a g ni
m
au
ga
it, sis nonsen
im
d
ol
o
r t i e o n
Utem
augait nit vel del illuptat vullam
, con
henissim diatio dolore min h
ent n
os n
os a
d
dolutpds et, quis acincipit nis nim adip esedRud tem
Sum velismo lestis nos esse
niat i
ncili
quat
. U
stio delisisl utat niscin ut inibhia
t
ms
df
R a t e t l a
fa
ct
, co
mm
odol
os
dsddsdre ve l ismolor ius cili quiss
im ing elit ut
e fac
Am, sed magnim
do
lum
s a
n v e n t v u l l a o r e d
osd
a
Am
, sed magnim
do
lum
sa
n
ve n t v u l l d
Am
, sed magnim d
ol u
m s a n
Od
io
do consectes d m a g ni
sm
od
d
u
nt vorr ng ex exsd Sandi
gn
a fe
Ed tem ing eum nis del ipit wisit praessiscip erciliquat prat lo
r i
n cin ullan ver
ipis
n u t in ve augait iure
exe
rat.
Lutet vel iuscipi siscidunt lor il ut w
i si
Ex
nihi
lla quas inprare steris iu int.A
ven Me
atis.
Imum cla publibus auctt
Ex
nihi
lla q
uas i
nprare steris iu int.Aven
Ex nihilla quas iasfd sdgsdddf sdfdfa Ex nihilla quas iasfdsdds
El utpatumm
od d
o lum
vul
lupt at at.L
a faccummy nibh et nonseq uat venis e g u e r i l i s d v
Onum
accum dolum
modo commod ese magna faccum erostrud modoles
tisit
nulp
ut w
is n
onse
d es
equi
p isi
si.
Am
, se
d m
ag n i m d o l u m
s a n v
en
t vulld
Qu
at .
At
au
giat. Lorem acing
eu
ga
i t, vullan he
niam
ad
era t am
, consed eu feuismo doluptat
nul
lut
e du
nt
adio od m
ing et nibh et inci bla alisim nonsectet atis adit amconulla consectet at. Hent nullaore tat
Dipismolore
conu
m v
er se
nim
zz
rilisi et
ea facilla consequat, sum esectem doluptatem velenim niam iureet et vull um
in utation eugue vo
lorti
o od
olores
s type
Essi.
Lu
tat
i n
im n o n s e d d o
l or a
sa
Essi. Lutat inim nons
ed d
oloa
ssadar
Essi. L
utat inimass cd
ass
faa
Lisim
in er sum zzrilit wis autat veliquam
, qua
m d
unt
Raesent lum
aut ad doloborpero delenis e
rost
rud
eri
lgfs
S as
ds
Raesent lum
aut ad doloborpero delenis erostrud
eril
gfsS
asd
s d
ark
nig
s
Raesent lum
aut ad doloborpero delenis erot
Feum incilis nos nia magna fa
ccum
ero
str u
d m
nul
pu
Ectet, co
rtio
n ve
lsdc
Od
du
nt a l i q
ui
s
deusd
a
Su
ms
an
e
u
m zzril e t , c
on
se
m
o
d m
od
Inim do endiam ea facipsum zzriliquamet velis et at. L
ore voloreet, sum exercing esequi blamet praessent ea adigna faciliquatie exerate feu
m zzr
illa
cons
equa
t, sit lum zzritasddsd sd
Up malesf sfasfart
malesf sfasfaTat
Ore faccums and
malesf sfasfaTat
Giam
core ea am iriure feuissit
Agna at illum
xcsd
Ul
la
c o n s e q u i s
Type grow
ing
ad
magnim augait, sis n
onsen
im d
olor
tieon
sen
im dolortieonds senim
Am, sed
mag
nim dolumsan A
m
, sed m
agn
im d
o l u m s a n
Ad deliqui
ssi.
Bor
e etcsc,
hyphenation
27
raising and falling
42Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
Q
uotation m
arks typography is always im
portant because presentation is always important. Just like a gesture can punctuate a point in court, good typography can reinforce the meaning of your t
ext.
good
beyonwords typography is always important beca
use
good typography can reinforce the meaning of ygood typography can reinforce
11
Tifex spioc, esin vivius ia? An detio, nim
um desim
ai ors
ulegili
a di
senat
um h
orum
st
pror
tam
res
ci c
ula
vid
ium
pli
i ci
det
fac
iest
a, q
uam
in
su
lti l
i na ,
Ca t
i li c
tu
s qu
i t.
As d
a ci
pr o
eg o
in
a ti d
i is
c on t
emo v
i d p
r a m
e e s
! S i m
u n t es
o r te c
o n l oc t u
r n i um p u b l i c
a t u s , d e s t r e p a t i , f e c t a t u m o c u p p l i n a t e m p o p o n h o r i s c o n d e n a t o r u m s e n a m e i n s u e x m o d i o , o h o s , d e m d i i s . C o n l o c t e m a u d e l i n t e c o n i m p e r e b a t u Ho r e s f d f E d d i t n o s n i m
i p s u s t o e x e r o c o mm
od
o l o
r t i nc i l l u
pt a t l a o
rtis no
stio o
do
lend
ip en
isit alis dolore ea facincin et nonsequisse estionsecdd
a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o
line length and page margin
12
raising and falling
The line length is the average number of characters per line in a text block. The page margins control the overall size of the text block, and thus have the most greatest effect on line length, of course, font choice and font size also affect line length, though more finely. As the page margins are increased, the line lengt are decreases. Shorter lines are more comfort able to read than longer lines. As line length increases, your eye has to travel farther from the end of one line to the beginning of the next, making it harder to keep your place vertically. That’s why newspaper columns are so narrow news paper columns are tall and thus it is important to make vertical tracking as easy as possible to read. While there is no blackletter rule, aim for a line length of fifty to ninth characters (including spaces). You can check the line length of a sample text using the word count function of your word processor: select a series of lines and use word count to show the number of characters in each.You can also use the easy “alphabet test” to set line length: type every lowercase letter from a to z. You should be able to fit 2 to 3 alphabets on your line, like so .
Elicivideo etortili, furbi t
a,Ti.
It
il h
um p
ubl i
n t e
r ni h
i li c
aMu r e s s
i l hi c i p s e c o n e r m a n u m a c t am
Rae
sent l
um aut a
d doloborpero delenis erot
Inim
do e
ndiam ea facipsum zzriliquamet ve
lis et
at.
Lor
e volo
reet, sum exercing eseq
ui bla
met
pra
essen
t ea a
digna
facil
iqua
tie exerate feum zzrilla consequat, sit lu
m zzr
itasd
dsd sd
malesf sfasfaTat
Am, sed m
agnim dolumsan
Am
, s e
d m a g n i m d ol u
ms
an
vent vulld
Am
,
s e d m a g n i m d o l u ms a n
ve
ntxcx vul dosdasd trasalo
rtie
sp
vd
f
Am, sed magn
im dolum
sand tras
A m , s ed
ma
gn
im dolumsan
ve
nt
vu
l ld
Qu
at. A
t a u g i a t . L o r e m
ac
i ng
eu
ga
it
ull
an he
niam ad era t am, consed eu feu olup
tat
nullu
t e
dun
t ad
io
o
d m
ing e
t nibh et
inci bla alisim nonsectet atis
adi
t am
co
nulla
consectet
R u d d f
Si fauc octus hos es
L i q u e t u s s e , n o v e re s
t er i
t g
et; nondam su in dicta
ta n
um ia
aud
es
cr estabem inat, co
e n ti
l i be s u l i b u n t e m
u s i gi l i s N o s t e a
pe
rf
ec tusulia s!
Ser
man
dac
et
qu
i in
se ,
qu a m d
u m
Essi. L
utat inim nonsed dolor sed m
agni
m a
ugai
t , s
i s n
ons e n
im d o l o r t i e f a C u d f d f a s s
Natque patus es actam tuus nihicem
plieri publis alin dendam
re furit; iam quidicit, quam nos, que et vit, non vil cote, nos, strumO
vilin se
Pessum addum in
t.
A
t poeropu blinterunte nonc res sulabestrum
dees! Ifecum prae m
odienSD
DD
d i i c l e o aper
nx
zx
ai
u
ro
xi m p e
Ahacieniqui prorati listre, que inte criam dSitC
erum et di publisS
Ibus publius. Equid in E
trat. Epsedet gra Si prarit,
Ibus publius. Equid in E
trat. Epsedet gra Si
Elicivideo etortili, fu
rbi
ta,T
i. I
t i l
hum
pu b
l i n t e
r n i h i l i c a M u r e s s i l h i c i p s e c o n e r manum
actam
Pit alisim dolored
co
mmodit lo
r a
ugue
vol
utat
um nis nim inim velesse
a
commy nit in ea
A m , s e d m
ag
nim
d
olumsan vent vu
lla
or
e d o s d a
Am , s e d m
a gn
i m d
olum
san vent vu
lld
Pisi tem qui blae
uptatumm
y nonsectet lorem et, cor si te t
at, qu
isi
. Tuerci exerciduis num xsvdf
dfa sa
d
A m, s
ed
magnim dolu
ms
an
s df d
f a d
Num
mod dipsum do exerat
et ero
odo odipis nit nostrud exeros
no
n vend s
A
m, s e d m a g n i m
do
l um
sa
n vent vullaor
e
do
sd
a
Am
, s e
d m a g n i m d
olu
msan
ma
gn
d
olumsan
Od
io
d
o c o n s e c t e s dmag
ni
sm
od
d
u n t v o r r ng ex e
xsd
Sandig
na fe
Ed tem ing eum
nis
del
ipit
wis
it pra
essiscip erciliquat prat lor i n cin ullan ver ipis n
u t in
ve a
ugait iure exerat. Lutet vel iuscipi sisc
idun
t lo
r il
ut w
isi
Ex nihilla quas inprare steris iu in
t.Ave
n
Me atis. Imum cla publibus au
ctt
Ex nihilla quas inprare steris iu int.Aven
Ex nih
illa
quas
iasf
d sd
gsdd
df s
dfdf
a
Ex n
ihill
a qu
as ia
sfds
dds
E s s i . Lu
t at inim
nonsed dolora
sa
Ess
i. L
ut
at inim nonsed doloassadar
Ess
i. L
utat
inimass cd assfaa
Lis
im in
er s
um zzrilit wis autat veliquam, quam
dunt
Rae
sent l
um aut ad doloborpero delenis erostrud
erilgfsS asd
s
Rae
sent l
um aut ad doloborpero delenis erostrud erilgfsS asd
s dark n
igs
Ectet, cortion velsdc
Od
du
ntaliq
ui
s
d
eu s d a
Su
ms
an
e
u
m z z r i l et, c
on
se
m
od
m o dUp malesf sfa
sfart
Ore
faccums and
malesf sfasfaTat
type falling apart
Mol
ortio
odiam,zx
mag
nim au
gait, sis nonsenim dolortieonsenim dolortieonds senim
Am, sed magnim dolumsan
A
m,
s e d m a gn
i m d
olumsan malesf sfasfUt verostrud dolorem exer illum quisci eu feugiat
is ad
iat
augiatum venis erosto od tis nit prat, quisi tet vent nis n
ullum zzri
The first step in breaking away from the tyranny of Times New Roman is simply to pick another font. “But I can’t tell the difference between fonts. How will I ever pick a new one?” Don not panic. Can you tell the difference between these fonts? If yes, then you can do this. Trust me. Make a document for testing fonts. Take two recent documents you have made perhaps a short motion and a letter to client that have a variety of font styles in them (bold, italic, etc.) and use a mix of characters. Print out these documents and set them aside as your “control” set. Review the fonts on your system. Purists may hate me for recommending this, but hey. While you shouldn’t use the operating system fonts, most software packages these days (including Word and WordPerfect) come with a giant pile of fonts that get istalled with the software. Many of them are dreck, but some of them are good. So if you haven’t recently, take a moment to go through your font menu and see what is lurking there.
For any font that seems reasonably promising, and apply it to all the text in your test document and print it out a set (but don’t make any other tweaks or adjustments.Compare the new documents to your control set. Now you have a set of test documents are showing the different fonts. At least a few will be obviously wrong, like the shade of orange that looked great on the paint chip but not great on your whole dining room. Throw those out immediately. Work it down to maybe three or four samples you like.
how to pick a font
4 3
adiat a
ugiatum venisExer auguerit vulla feu feugait ercid
raising and falling
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a aa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
e magnisi er se magniat alit autatem in hendre
rilisi eat fea facilla consequat, som esectem dolupta
tem
velen
im n
gnisi er se magniat a
lit a
utat
em ii
am iu
gree
t et vullum in utation eugue volor typographic growing and falling
Use each one for a week. Resist the urge after step 3 to pick the font you like best and go with it. �at’s risky, because sometimes a font you like on Monday gets tiresome by Wednesday. If you commit to using it for a week, you’re more likely to discover whether you have the potential for a long term relationship. Once you send that memo to everyone in the o�ce saying that “From now on, Olde Noisome Roman is our o�cial text font”, it is even harder to do this unwind. Pick the one you like best. �ere is no right answer. If you’ve compared a number of options and given them a chance to sink in, you’ve done your due diligence. But if you still don’t like any of them, keep reading.
Find a font you like and try that. Find a book or magazine whose font you like. (Not a newspaper, newspaper fonts are optimized for setting dense blocks of text and don’t look so great in normal legal documents.) Scan the page and upload it to What�eFont. What �e Font is a terri�c free service from “My Fonts” that will analyze your sample and automatically �gure out what font it is. Buy the font and try it out. Buy it and install it, apply it to your test document. If you don’t like it, repeat step 6. OK, you’ll be spending a little money, but it will be worth. Can’t I just go to a font website and start browsing around? Sure, but it’s not a great idea. �ere are thousands of fonts available these days and honestly, even I can not tell the di�erence between a lot of them. If you are not a professional designer, it is more likely you’ll only come away bewildered by choices. But if you are undaunted, here are some sites that carry a wide selection of text fonts.
how to pick a font
6 5
raising and falling
Don not use the same page margins on all sides. For best appearance, size page margins progressively from smallest to largest: inside margins, top margin, outside margin, bottom margin. Make inside margins smaller than outside margins. When setting margins for facing pages, make the inside margin half the size of the outside margin. If the insideUse a larger bottom margin. Make the top margin half the size of the bottom margin. Page numbers and footers generally appear outside the margins which balances out the larger bottom margin. Make the inside margins smaller than the bottom margin. The inside margins of facing pages would be one-third of the bottom margin. Use the same left and right margin on single pages. With a standalone page, the side margins would be equal, both at two-thirds of the bottom margin. Use these formulas as guides. Tweak your margins. After acheiving the perfect proportions, make any necessary adjustments to the page margins to fit the desired look and feel of the piece, to accommodate binding, and to fit any other page layout requirements.
White space is important in design. It gives the text and graphics breathing room. The most prominent white space in a design is the margins all around the page. This space full of nothing is an important element of the overall page layout. Margins can convey a specific tone, make the page easier or harder to hold or read, and margins can affect the cost of the printed piece as well. The margin top, bottom, or either side is that usually empty space between the trim (where the page is cut) and the live printing area of the page. Sometimes headers or footers may be placed within the margin area.
line length and page margin
10 9
raising and falling
’’
’’
Question marks and exclamation points go inside the quotation marks if they are part of the quotation. I read somewhere that Charlton Heston’s favorite song is “Whoomp! There it is!” Any changes in or additions to direct quotations must be made in brackets. Brackets [ ] are to direct quotations what parentheses are to your own sentences.
Ellipsis marks, three spaced periods, are used to indicate omissions from direct quotation marks. Use the spaced periods only when you are quoting a complete sentence; they are not necessary for a phrase or a dependent clause. If you omit words at the ends of sentences, use four spaced periods, one for the period and three for the ellipsis. Usually you do not need to use ellipsis marks at the beginning of a quotation marks.
quatation marks
19 20
raising and falling
quam
hor qui ponsul huit dit L. Latuas iachuid effress enteritil horipse tum auctus st viipse tum au
ctusdeti
quam in
esendin tatem aucio Ut factumum perdicae fress enteritil horipse tum aucdetiquam line length and page margin.
as iachuid effress enteritil horipse tum auctus st videti
i
s
x
f
z
o
s
s
v
a s
s
u
s
p
s
s
s
x
h
j
Am, sed magnim d
olum
san
ve n
t xc x
vu l d o s d a s d t r a s a l o
r t i e s
pv
df
Am
, sed magnim d
olum
san
ve n
t xc x
vu l d o s d a s d t r a s a l o
r t i e s
pv
df
Am, s
ed m
agn
im d
olumsand tras
Liq
ue tus se, noveresterit g et; nondam su in dictata num
ia audescr estabem inat
, co
ent
il
i
be
suli buntemus igilisNoste a
pe
rf e
c t u s u l i a
s ! S
e r ma
nd
ac et q
uiin se, quam dum
A
m, s
ed m
agnim dolumsan
ma
gn
do l u m s a n
Tabissen duconfessua nes iaet
duc
terib
em publis vis horunce
s
Pul urae, sulinatis et
puO
cure
cid
ituid
em,P
ul u
rae,
M
aris
, n
on
sit i
s. e
t f a
ce
sse
Unte cultora vem paridem nequis.
Ili
cure
s, nit
forius in si prid ad Caturnum nostres estato estraes?
Dac
cioc
c hu
itis,
non
ta co
ntium tebut publinguli, sendesid
ius, f
uiu
mai
octa
tum
igitu
sque
m pris fac
obulintestum ad more, quo tu cono. Habunum cena,
Vatilin E
tr
i s n
o
s , c a e q u o n s ce
Epse aud a m, nondest cut verrita, ut acto
i nti
l hor
un
t? Orsulos se tus aud
empl
icul
to u
num
diu
et
gr a
t er u
m t a t u i s e d
Catuam, autellemus crum, que m
ai
o n sus caperra vatua voctante
m d
ius
est
Axim ideliu consum essid
nesid
et ro
rbiti
n de
m d
eatis
, opu
blin
at, quid ne pubit; etis-
Ex nihilla quas inprare steris iu int.Avenatus iamquit.
Nossum
e na
tife
r un
tiae
t ;P
erat
quis
.
Me atis. Imum cla publib
us a
uc f
ac-
Etraris etiem confex se, dientim
pre
cus,
n
esim
is co
nve, strum faces! Gulvius pecivit
Si fauc octus hos e
s
Estem Rommoreds sd
Es s
i . L
u ta t
i nim n o n s e d d o l o r s e d m
a gn i m augait, sis nonsenim dolortie faCudf
dfa
ss
magnim augait, sis nonsenim
dolortieonsenim dolortieo
nds
Natque patus es actam
tuus
nih
icem
plie
ri p
ublis
alin
den
dam re furit; i
am quidicit, quam nos, que et vit,
non
vil
cote
, nos
, str
umO
vilin
se
Pessum a
ddum
in
t.
At
p
o e r o p u b l i n t e r u nte
nonc
res s
ulab
estr
um d
ees!
Ifec
um p
rae
mod
ienSD
DD
dii cle o a pe
rn
xz
xa
iu
r
oximpe
Ahacieniqui prorati listre, qu
e inte c
riam
dSitC
erum
et
di p
ublis
S
Ibus
pub
lius.
Equ
id i
n E
trat
. Eps
edet
gra Si prarit,
Ibus
pub
lius.
Equ
id in
Etr
at. E
psed
et gra Si
Solus pat gratiam hil condi
pes
t? N
otiu
s A
hae
non
vid
C. M
a, prat
um quitiss e
stri
t e r
nihi
, se o
c, ca;
nos, conves escerum et obse vid consulv ilictui timperferes! Odiciis coFertur, audees ina clut et? Nam omnenius, num ad Castort intili
c aed
etiam
te
men
til c
ero
cre
nem
.Pot
icis
omnis
mei sat
rorRos numzxzc M
et u
tat.
Tue
mol
ore
conu
llu m
sandre min ulla feugait lam
z
zrit ut wisi blan heniat.Ectet at lorper iriustie minciM
ag-
E l i c i v i d e o e t o r t i l i , f u r b i t a , Ti . It il hum
publin ternihilicaMuressil
hici
pse
cone
rma n
um a
c t
am
Pit alis
im d
olor
ed
nim qu
i
co
m m o d i t l or
a
ugue volutatum nis nim inim
vele
sse
a commy nit in ea
Am, se
d m
ag
ni m
do l u m s a n v e n t v
ul l a
or e dosda
Am, sed mag
nim
do
l um s a n v e n t v
ulld
Pis
i tem
qui
blae up
tatu
mm
y non
sectet
lorem et, cor si te tat, quis. Tuerci exerciduis num xsvdfdfa sad
Am, sed mag
nim
d
o l u m s a n v e nt x
cx
Am
, s
ed
m
a g n i m d o l um
sa
nsdfdfad
Am, se
d m
ag
ni m
do l u m s a n v e n t v
ul l a
or e dosda
Am, sed mag
nim
do
l um s a n v e n t v
ulld A
m, sed ma
gn
i m
d o l u m
s an
Num
mod
dipsum do exeratet ero odo odipis
nit n
ostru
d exero
s no
n
vends
m a g ni
m
au
ga
it, sis nonsen
im
d
ol
o
r t i e o n
Utem
augait nit vel del illuptat vullam
, con
henissim diatio dolore min h
ent n
os n
os a
d
dolutpds et, quis acincipit nis nim adip esedRud tem
Sum velismo lestis nos esse
niat i
ncili
quat
. U
stio delisisl utat niscin ut inibhia
t
ms
df
R a t e t l a
fa
ct
, co
mm
odol
os
dsddsdre ve l ismolor ius cili quiss
im ing elit ut
e fac
Am, sed magnim
do
lum
s a
n v e n t v u l l a o r e d
osd
a
Am
, sed magnim
do
lum
sa
n
ve n t v u l l d
Am
, sed magnim d
ol u
m s a n
Od
io
do consectes d m a g ni
sm
od
d
u
nt vorr ng ex exsd Sandi
gn
a fe
Ed tem ing eum nis del ipit wisit praessiscip erciliquat prat lo
r i
n cin ullan ver
ipis
n u t in ve augait iure
exe
rat.
Lutet vel iuscipi siscidunt lor il ut w
i si
Ex
nihi
lla quas inprare steris iu int.A
ven Me
atis.
Imum cla publibus auctt
Ex
nihi
lla q
uas i
nprare steris iu int.Aven
Ex nihilla quas iasfd sdgsdddf sdfdfa Ex nihilla quas iasfdsdds
El utpatumm
od d
o lum
vul
lupt at at.L
a faccummy nibh et nonseq uat venis e g u e r i l i s d v
Onum
accum dolum
modo commod ese magna faccum erostrud modoles
tisit
nulp
ut w
is n
onse
d es
equi
p isi
si.
Am
, se
d m
ag n i m d o l u m
s a n v
en
t vulld
Qu
at .
At
au
giat. Lorem acing
eu
ga
i t, vullan he
niam
ad
era t am
, consed eu feuismo doluptat
nul
lut
e du
nt
adio od m
ing et nibh et inci bla alisim nonsectet atis adit amconulla consectet at. Hent nullaore tat
Dipismolore
conu
m v
er se
nim
zz
rilisi et
ea facilla consequat, sum esectem doluptatem velenim niam iureet et vull um
in utation eugue vo
lorti
o od
olores
s type
Essi.
Lu
tat
i n
im n o n s e d d o
l or a
sa
Essi. Lutat inim nons
ed d
oloa
ssadar
Essi. L
utat inimass cd
ass
faa
Lisim
in er sum zzrilit wis autat veliquam
, qua
m d
unt
Raesent lum
aut ad doloborpero delenis e
rost
rud
eri
lgfs
S as
ds
Raesent lum
aut ad doloborpero delenis erostrud
eril
gfsS
asd
s d
ark
nig
s
Raesent lum
aut ad doloborpero delenis erot
Feum incilis nos nia magna fa
ccum
ero
str u
d m
nul
pu
Ectet, co
rtio
n ve
lsdc
Od
du
nt a l i q
ui
s
deusd
a
Su
ms
an
e
u
m zzril e t , c
on
se
m
o
d m
od
Inim do endiam ea facipsum zzriliquamet velis et at. L
ore voloreet, sum exercing esequi blamet praessent ea adigna faciliquatie exerate feu
m zzr
illa
cons
equa
t, sit lum zzritasddsd sd
Up malesf sfasfart
malesf sfasfaTat
Ore faccums and
malesf sfasfaTat
Giam
core ea am iriure feuissit
Agna at illum
xcsd
Ul
la
c o n s e q u i s
Type grow
ing
ad
magnim augait, sis n
onsen
im d
olor
tieon
sen
im dolortieonds senim
Am, sed
mag
nim dolumsan A
m
, sed m
agn
im d
o l u m s a n
Ad deliqui
ssi.
Bor
e etcsc,
hyphenation
27
raising and falling
43Title Catrgoryraising and falling typography
Fat Tire03
deliverablescourse
da
te
Beer BottlesBeer CanShipper
RockwellUnivers
typefaces
Project
Package Design 3
instrctor
Thomas McNulty
Fall 2010
ride amountainbike with
fat tires–New Belgium Brewing Beer Package Design–
challeng To create a brand new beer package design for the New Belgium Brew-ing Company. To bring this real sustainable beer out into the world. To Enhance the brand effect by making the designs striking and powerful in order to carve out a place in the beer market. To give people a fresh look from the packaging.
results By doing research, I learned their remarkable story of how an aspiring young home brewer rode her mountain bike with “fat tires” through European villages famous for beer. I chose a very happy and fun approach to express this most unique and environmentally friendly craft brewing company. My goal was promoting their beer culture and the guaranteed enjoyment of their my idea was to show taste the flavour of happiness from the new design.
typography
identity
package
branding
web
Fun
Happiness
Youthful
Loud
Colorful
Crafty
design attributes
48Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
49Title Catrgoryfat tires package
52Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
53Title Catrgoryfat tires package
56Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
57Title Catrgoryfat tires package
do it nowand
breatheeasier
–One Day on Earth Press Release–
challenge One Day On Earth, A Visual Time Capsule. The goal of creating a unique worldwide media event where thousands of participants would simul-taneously film themselves over a 24-hour period. The idea was to do something good for the earth and see how many other people we could get involved. The challenge was to choose an issue currently facing America and find solutions through alternative approaches using.
Results The topic I chose was air pollution in America, due to the fact that 60 percent of Americans live in areas with unhealthy air pollution levels. As the saying goes, “A picture is worth a thousand words.” No means of communications spells this out more effectively than infographics. The use of huge amounts of
provocative inforgraphics impact people on an emotional level.
One D
ay on Earth
04deliverablescourse
da
te
Event IdentityWebsitePostersE–Newspaper
Univers
typefaces
Project
Print 21
instrctor
Troy Alders
Spring 2011
typography
identity
package
branding
web
Impact
Informative
Serious
Communicative
Hortative
Contrast
design attributes
60Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
// One Day on Earth started in September of 2008 with the goal of creating a unique worldwide media event where thousands of participants would simultaneously film
over a 24-hour period. The idea for the project was conceived while watching musicians from very different regions of the world collaborate on stage at the opening
night of the 2008 World festival of Sacred Music. Their initial attempts to create music together were awkward, and it was clear that they had never collaborated prior
to this moment. Eventually though, over the period of a couple minutes, what was disharmony became harmony, and a beautiful fusion of music came together for the
first time. The moment inspired a similar vision for another universal form of communication cinema.
// Over the last two years, One Day on Earth has grown steadily as a grassroots effort
of international filmmakers dedicated to documenting the 24-hour period of October
10th, 2010. In April 2010, prompted by interest from the United Nations and the in-
ternational educational community, One Day on Earth moved to a social networking
platform that could serve as the eventual sharing site for the entire 10.10.10 event.
// We are excited to see our community grow steadily with new participants everyday,
many of whom are creative professionals, teachers, or employees of a non-profit char-
ity. Together, we are creating the first truly worldwide film, where each contributor
can be publicly acknowledged in an open forum. All are welcome to participate; the
greater the quality and quantity of participation, the greater our impact on society.
There are many exciting developments to share over the next couple months. Stay
tuned; we need your help to make 10.10.10 something that will change the way
we see the world.
OUR HISTORY
OUR MISSION
342 : 19 : 45 : 03days hours mins secs
Thank You For Your Participation! Every Nation, 24 hours, and You.
LEFT TO START YOUR FOOTAGE
Copyright 2006-2008 ONE DAY ON EARTH administration Al l r ights reserved Add: 635 sunst st, San Francisco, Ca 94118
one DAYON EARTH11/11/11
Circle 11/11/11 on your calendar. That’s the date. The place is wherever you live, do something that will help deal with air pullution in your city.
HOME ABOUT NEWS MISSION NETWORK LINK CONTACT
61Title Catrgoryone day on earth print, identity, web
60 Percent Of Americans Affected By Air PollutionPosted on: Wednesday, 29 April 2009, 13:10 CDT
In America today you can murder land for private profit. You can leave the corpse for all to see, and nobody calls the cops. Paul Brooks, The Pursuit of Wilderness, 1971
// The American Lung Association reported Wednesday that despite a
growing trend in ‘going green’ and strict laws aimed at improving air
quality, 60% of Americans live in areas with unhealthy air pollution lev-
els. The group ranked the pollution levels of U.S. cities and counties
based on data collected by the U.S Environmental Protection Agency
from 2005 to 2007. The report indicates that air pollution at times
reaches unhealthy levels in almost every major city, affecting the 186.1
million people abiding in those areas. Last year the number was much
less at 125 million people. This discrepancy can be attributed to the
recent changes in federal ozone standards, which caused more counties
to recognize unhealthy levels of pollution.
// The human health effects of poor air quality are far reaching, primar-
ily affect the body’s respiratory and the cardiovascular system and may
range from subtle biochemical and physiological changes to trouble
breathing, wheezing, coughing, etc. Exposure to pollutants can result in
an increased need for medication, doctor visits, and is a cause of lung
cancer and premature death.
// Janice E. Nolen, the association’s assistant vice president on national
policy and advocacy says, “Six out of 10 Americans right now as we
speak live in areas where the air can be dirty enough to send people to
the emergency room, dirty enough to shape how kids’ lungs develop
and even dirty enough to kill.” The report found that cities including Los
Angeles, New York, Atlanta, Charlotte, Philadelphia, Washington D.C and
Baltimore have made improvements in air quality over the last 10 years.
The Los Angeles-Long Beach-Riverside region of Southern California still
holds its status of metropolitan area with the highest levels of ozone
pollution, as it has in the past 10 reports. Other front-runners of ozone
pollution include Houston-Baytown-Huntsville and Worth in Texas.
Pittsburgh-New Castle, Pa.; and the California areas of Fresno-Madera,
Bakersfield and Los Angeles-Long Beach-Riverside are the areas with
the most short-term (24-hour) particle pollution or soot. The cleanest
metro area in all categories was Fargo, N.D.
// Pittsburgh-New Castle, Pa.; and the California areas of Fresno-Madera,
Bakersfield and Los Angeles-Long Beach-Riverside are the areas with
the most short-term particle pollution or soot. The cleanest metro area
in all categories. The “State of the Air Report” rankings are based on
ozone pollution levels produced when heat and sunlight make contact
with pollutants from power plants, cars, refineries and other sources.
Copyright 2006-2008 ONE DAY ON EARTH administration Al l r ights reserved Add: 635 sunst st, San Francisco, Ca 94118
one DAYON EARTH11/11/11
Circle 11/11/11 on your calendar. That’s the date. The place is wherever you live, do something that will help deal with air pullution in your city.
HOME ABOUT NEWS MISSION NETWORK LINK CONTACT
Most Air Pollution Cities by PM10
The European Commission has set yearly limis from PM10 in the air at 40ug/m3, singificantly lower tha the figures above.
Pm10ug/m3
169
150
128
125
109
101
97
City
Cairo, Egypt
Delhi, India
Kolkata, India
Tianjing, China
Lucknow, India
Shenyang, China
Zenzhou, China
Population(1000s)
11,128
15,048
14,277
7,040
13,215
2,566
2,590
60%
62Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
Copyright 2006-2008 ONE DAY ON EARTH administration Al l r ights reserved Add: 635 sunst st, San Francisco, Ca 94118
// Regulation of Hazardous Air Pollutants (HAPs) in the United
States has been an evolving process beginning as early as 1881
in the cities of Chicago and Cincinnati. The first federal effort at
air pollution regulation began in 1955 with the Air Pollution Control
Act, the precursor to the current Clean Air Act (CAA). The first air
pollution sources regulated were the largest stationary emitters as
well as some vehicle categories. Currently the focus of new regula-
tion is on the smaller but more numerous emitters in the industrial
and commercial sectors termed the “area sources”. Their collec-
tive impact on air pollution is very significant. In order to continue
to improve ambient air quality, these smaller sources must reduce
their hazardous air emissions.
// Carbon dioxide (CO2) is one of the major pollutants in the at-
mosphere. Major sources of CO2 are fossil fuels burning and
deforestation. “The concentrations of CO2 in the air around 1860
before the effects of industrialization were felt, is assumed to have
been about 290 parts per million (ppm). In the hundred years and
more since then, the concentration has increased by about 30 to
35 ppm that is by 10 percent” In 1975, 18 thousand million tons
of carbon dioxide (equivalent to 5 thousand million tons of carbon)
were released into the atmosphere, but the atmosphere showed
an increase of only 8 billion tons (equivalent to 2.2 billion tons of
carbon”. (Breuer 70) The ocean waters contain about sixty times
more CO2 than the atmosphere. If the equilibrium is disturbed by
externally increasing the concentration of CO2 in the air, then the
oceans would absorb more and more CO2. If the oceans can no
longer keep pace, then more CO2 will remain into the atmosphere.
As water warms, its ability to absorb CO2 is reduced.
mobile non road
area source
mobile on road
fires
major sources
27%
30%
16%
7%
20%
N20 (NITROUS OXIDE) AIR POLLUTION SOURCE 2010
Human inputs 6 million tons per year
And19 million tons per year by nature
6,000,000 ton
19,000,000 tonComes from nitrogen based fertilizers, deforestation, and biomass burning.
// Almost 100% of all hospitals fall into the category of being an area source rather than
a major source of air pollution. Currently however, the EPA is drafting an area source
rule that targets hospital EtO emissions. Both the health care and food industries
depend on EtO for sterile products. As of 1994, more than 50% of all sterile medical
devices sold were sterilized using EtO. In 2009, 26% of total EtO emissions were
generated from hospital sterilizers with 34% coming from consumer and products use.
1700
1990
2030
285
PAR
TS
310
PAR
TS
340
PAR
TS
(per billion)
AIR POLLUTION REGULATION
one DAYON EARTH11/11/11
Circle 11/11/11 on your calendar. That’s the date. The place is wherever you live, do something that will help deal with air pullution in your city.
HOME ABOUT NEWS MISSION NETWORK LINK CONTACT
There are more than 400 polluted locations consid-ered high-rish worldwide that affect more than 100 million people
Breathing air pullution in Cairo is the equivalent of smoking 20 cigarette a day
A recent study of found that 40% of worldwide deaths were caused by water, air and soil pollution
Water pollution causes up to 14,000 deaths a day
60% of acute respiratory infections can be linked to environmental facors and kill 2 milliom children every year
63Title Catrgoryone day on earth print, identity, web
66Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
67Title Catrgoryone day on earth print, identity, web
68Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
69Title Catrgoryone day on earth print, identity, web
The C
ells
05deliverablescourse
Science Book Courier New News Gothic
typefaces
Project
Typography 3
Carolina de Bartolo
instrctor
da
teSpring 2010
know thesmallest
unit of life –Biology and Mutation of the Cells–
challenge With the topic of survival, the goal was to design a hundred pages book based on a scientific subject matter. The text was appropriated from a va-riety of sources and reconstructed to tell a unique visual story from typography, infographics and photography.
results As we know cell is the smallest unit of life, I see the cell as a the most beautiful and elegant life in earth. An enormous amount of photography was needed to show the amazing details in a cell. The duo tone photos represent the
scientific subject matter related to the complex infographics.
typography
identity
package
branding
web
Analytic
Scientific
Complete
Sophisticated
Vivid
Organized
design attributes
72Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
73Title Catrgorythe cells typography
74Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
75Title Catrgorythe cells typography
76Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
77Title Catrgorythe cells typography
78Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
cell membrane
golgi bodynucleolus
nucleus
lysosome
vacuole
ribosomes
mitochondrion
cytoplasm
79Title Catrgorythe cells typography
80Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
81Title Catrgorythe cells typography
{ ANATOMY OF CELLS } ChapterONE
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
Cells are small and
complex. It is hard to
see their structure,
hard to discover their
molecular composition,
out how their various
components function. What
we can learn about cells
depends on the tools at
our disposal, and major
advances in cell biology
have frequently sprung
from the introduction
of new techniques. To
understand contemporary
cell biology, therefore,
it is necessary to know
something of its methods.
In this chapter, we
the principal methods in
microscopy used to study
cells. Understanding the
structural organization
Perquisite for understand-
ing how cells function.
Optical microscopy will be
our starting point because
cell biology began with
the light microscope, and
it is an essential tool.
In recent years optical
microscopy has become ever
more important, largely
owing to the development
labeling and imaging of
individual cellular con-
stituents and the recon
struction of their the
dimensional architecture.
An important advantage
of optical microscopy is
that light is relatively
nondestructive. By tagging
protein, we can thus watch
their movements and inter-
actions in living cells
and organisms.
ANATOMY
OF
CELLS
cell membrane
golgi bodynucleolus
nucleus
lysosome
vacuole
ribosomes
mitochondrion
cytoplasm
THE STRUCTURE OF A CELL
54 The CELLS
Neurons are generally
recognized in conventional
histological preparations
areas by their multian-
gular shape, their large
vesicular nuclei, and the
Nissl bodies are in the
cytoplasm. Special stains
and special modes of
show not only the rest
of the cell for only the
these features but also
the other organelles that
are disposed within its
limiting membrane. In our
image of the nerve cell at
the light microscope level
, it is like a collage of
many overlapping views,
patiently accrued during
a century of studying.
Methods that display the
Nissl bodies and nuclei
leave the rest of the cell
uncolored, whereas meth-
ods stain the mitochondria
give only a pale rendi-
tion of the Nissl bodies,
and methods that bring out
neither mitochondria nor
Nissl. The result is an
image put together from
various techniques and
highly dependent on the
methods commonly used for
teaching histology and
neurology. This restricted
image must be reconciled
with the dynamism of the
crowded cytoplasm seen
in the living nerve cell
under cultivation in vitro
and with the even richer,
but unfortunately static
cytoplasm seen in electron
micrographs. These images
are best explained,
in conjunction with the
and stained preparations.
Because of the size and
shape of the nerve cell,
constant cross reference
between the two levels of
microscopy is essential
for orientation. There
fore, in this and the
following chapters, the
description of cytologi-
cal features will relate
possible. The cell body is the globular or the poly-
hedral part of the neuron,
which is the comprises of
the nucleus and the sur-
rounding cytoplasm and
which gives rise to the
processes of the cell. The
portion of the cell body
surrounding the nucleus is
known as the perikaryon.
THE
NEURONAL
CELL
BODY
98 The CELLS
The limited separation
at which two objects can
still be seen as dis-
tinct the so called limit
of resolution depends on
both the wavelength of
the light and the numeri-
cal aperture of the lens
system used. This lat-
ter quantity is a measure
of the width of the entry
pupil of the microscope,
scaled according to its
distance from the object;
the wider the microscope
opens its eye, so to
speak, the more sharply
it can see. Under the best
conditions, with violet
-
erture of 1.4, a limit of
resolution of just under
be obtained in the light
microscope. It resolution
was achieved by the micro-
scope makers at the end
of the nineteenth century
and is only rarely matched
in contemporary, factory-
produced the microscopes.
Although it is possible to
enlarge an image as much
as one wants for example,
by projecting it onto a
screen it’s never possible
to resolve two objects in
the light microscope that
are separated by less than
appear as a single object.
We see next how the in
terference and diffrac-
tion can be exploited to
study unstained cells in
the living state. Later
we discuss how permanent
preparations of cells are
made for viewing in the
light microscope and how
chemical stains are used
to enhance the visibility
of the cell structures in
such preparations.
DIFFERENTIAL
INTERFERENCE
CONTRAST
MICROSCOPE
The possibility that
some components of the
cell might be lost or
distorted during speci-
men preparation has always
challenged microscopists.
The only certain way to
avoid the problem is to
examine cells while they
freezing. This purpose,
light microscopes with
special optical systems
are especially useful.
When light passes through
a living cell, the phase
of the light wave is
changed according to the
cell’s refractive index:
light passing through a
relatively thick or dense
part of the cell, such as
the nucleus, is retarded;
its phase, consequently,
is shifted relative to
light that has passed
through an adjacent thin-
ner region of the cyto-
plasm. The phase contrast
microscope and, in a more
complex way, the differen-
tial interference contrast
microscope, exploit the
interference effects pro-
duced when these two sets
of waves recombine.
5554 The CELLS
A typical animal cell
of the smallest particle
visible to the naked eye.
It was not until good
light microscopes became
available in the early
part of this nineteenth
century that all plant and
animal tissues were dis
covered to be aggregates
of individual cells. The
discovery, proposed as the
cell doctrine by Schleden
and Schwann in 1838, marks
the formal birth of this
cell biology.
Animal cells are not
only tiny, they are also
colorless and translucent.
Consequently, discovery
of their main internal
features depended on the
development, in the lat-
ter part of the nineteenth
century, of a variety of
stains that provided suf-
those features visible.
Similarly, introduction
of the far more powerful
electron microscope in the
early 1940s required the
development of this new
techniques for preserv-
ing and staining cells
before the full complexi-
ties of their internal
to emerge. To this day,
microscopy depends as much
on techniques for prepare
the specimen on the per-
formance of the microscope
itself. In the discussions
that follow, we therefore
consider both instruments
and specimen preparation,
beginning with the light
microscope.
Sizes of cells and
their components are drawn
on a logarithmic scale,
indicating the range of
objects that can be read-
ily resolved by the naked
eye and in the light and
electron microscopes. The
following units of length
are commonly employed in
the microscopy:
CELLS
IN
THE
MICROSCOPE
1 mm 1 mm 100 µm 10 µm 1µm 100 nm 10 nm 1 nm 0.1 nm
plant cell
bacteriumanimal cell
virusribosome
globularportein
smallmolecule
atom
(1 Å)
naked eye
light microscope
electron microscope
RESOLVING POWER
5150 The CELLS
thereby creating image of
the cell’s structure. Both
types of the light micros-
copy are widely used to
visualize living cells. A
simpler way to see some
of the features of a liv-
ing cell is to observe the
light that is scattered
by its various components.
of microscope, the illu-
minating rays of light are
directed from the side so
that only scattered light
enters this microscope
lenses. Consequently, the
cell appears as a bright
object against a dark
background. With a normal
the image is obtained by
the simple transmission
of light through a cell
in culture. Images of the
same cell obtained by four
kinds of light microscopy
are shown.
Phase contrast, dif-
ferential interference-
microscopy can makes it
possible to watch the
movements involved in such
processes as mitosis and
cell migration. Since many
cellular motions are too
slow to be seen in real
time, it is often very
helpful to take time lapse
motion pictures or video
recordings. Here, suc-
cessive frames separated
by a short time delay are
recorded, so that when the
resulting picture series
or videotape is played at
normal speed, and events
appear greatly speeded up.
In recent years electronic
imaging systems and the
associated technology of
image processing have had
a major impact on light
microscopy. They have en
abled certain practical
limitations of microscopes
to be largely overcome.
They have also circumvent-
ed two fundamental limi-
tations of the human eye:
the eye cannot see well in
extremely dim light, and
it cannot perceive small
differences in light in
tensity against a bright
limitation could be over
come by attaching highly
sensitive video cameras
to microscope. It is then
possible to observe cells
for long periods at very
low light levels, thereby
avoiding damaging effects
of prolonged bright light.
Such low light cameras are
especially important for
-
ecules in living cells, as
explained below.
5756 The CELLS
A neuron is an electri-
cally excitable cell that
processes and transmits
information by electro-
chemical signaling, via
connections with other
cells called synapses.
Neurons are the core com
ponents of the nervous
system, which includes the
brain, spinal cord, and
peripheral ganglia. A num-
ber of specialized types
of neurons exist: sensory
neurons respond to touch,
sound, light and numerou
other stimuli affected
cells of sensory organs
that then send signals to
the spinal cord and brain.
Motor neurons receive sig-
nals from the brain and
spinal cord and because
muscle contractions and
affect gland. Interneurons
connect neurons to other
neurons within the same
region of the brain or
spinal cord. A typical
neuron possesses a cell
body (often called soma),
dendrites, and an axon.
protoplasm that extrude
from the cell body, often
extending for hundreds of
microns and branching mul-
tiple times, giving rise
to a complex “dendritic
tree”. An axon is a spe-
that arises from the cell
body at a site called the
axon hillock and travels
through the bodies, often
for a great distance. The
cell body of a neurongives
rise to multiple den-
drites, but never to more
than one axon, although
the axon may branch hun-
dreds of times before it
terminates. At the major-
ity of synapses, signals
are sent from the axon of
one neuron to a dendrite
of another. There are,
however, many exceptions
to these rules: neurons
that lack dendrites, neu-
rons that have no axon,
synapses that connect an
axon to another axon or a
dendrite to another den-
drite, etc. All neurons
are electrically excit-
able, maintaining volt-
age gradients across their
membranes by means of
metabolically driven ion
pumps, which combine with
ion channels embedded in
the membrane to gener-
ate intracellular versus-
extracellular concentra-
tion differences of ions
NEURON:
NEVER
CELL
1716 The CELLS
The thinner with each
branching, and extending
their farthest branches a
few hundred microns from
the soma. The axon leaves
the soma at a swelling
called the axon hillock,
and can extend for great
distance, give rise to
hundreds of branches. Not
like these dendrites, an
axon usually maintains
the same diameter as it
extends. The soma may give
rise to numerous den-
drites, but never to more
than one axon. Synaptic
signals from other neurons
are received by the soma
and dendrites; signals
to any other neurons are
transmitted by the axon. A
typical synapse, then, is
a contact between the axon
of a neuron dendrite or
soma of another. Synaptic
signal may be excitatory
or inhibitory. If this
next excitation received
by a neuron over a short
period of time is large
enough, the neuron gener-
ates a brief pulse called
an action potential, which
originates at the soma
and propagates rapidly
along the axon, activat-
ing synapses onto other
neurons as it goes. Many
schema in every respect,
but there are also excep-
tions to most parts of it.
There are no neurons that
lack a soma, but there are
neurons lack dendrites,
and others that lack an
axon. Furthermore, to the
typical axodendritic and
axosomatic synapses, there
are axoaxonic and dendro-
dendritic synapses.
Some ion channels are
voltage gated, meaning
that they can be switched
between open and closed
states by altering the
voltage difference across
the membrane. Others are
chemically gated, meaning
that they can be switched
between open and closed
states by interactions
with chemicals can diffuse
through the extra cellu-
between ion channels and
2120 The CELLS
ion pumps produce a volt-
age difference across the
membrane, typically a bit
less than 1/10 of a volt
at baseline. This voltage
it provides a power source
for this assortment of
voltage dependent protein
machinery that is embedded
in the membrane; second,
it provides a basis for
electrical signal trans-
mission between differ-
ent parts of the membrane.
Machinery that is embedded
in the membrane; second,
it provides a basis for
electrical signal trans-
connective tissue. It
is opaque and somewhat
sticky. It is more vis-
cous than distilled water
with a viscosity of 4.7
and slightly alkaline in
nature, Oxygenated blood
is bright red while the
deoxygenated blood is
purple coloured. Blood
-
sels due to the pump in
action of the heart. It
forms about 8% of the
body weight and about 35%
of the ECF. Adult humans
contain about 5 litres
of blood. It forms about
60% of the blood volume.
of blood. It contains 90%
water and the remaining
10% is formed of organic
and inorganic substances.
These materials include
proteins, glucose, nitrog-
enous wastes, enzymes,
hormones and minerals.
About 200 to 300 gm of
plasma proteins are pres-
ent in the total volume
of blood. They are serum
albumin, serum globulin,
BLOOD
CORPUSCLES
nucleus
lecocyles
red cells
RED AND WHITE CELLS FROM THE HUMAN BLOOD
2322 The CELLS
mission. The fundamental
process that triggers
synaptic transmission is
the action potential, a
propagating electrical
signal that is generated
by exploiting the electri-
cally excitable membrane
of the neuron. This is
also known as a wave of
depolarization, And usu-
ally cannot be replaced
after being lost, there
are a few known excep-
tions. In the most cases
they are generated by spe-
cial types of stem cells,
although astrocytes have
observed to turn into
the neurons as they are
sometimes pluripotent.
Some of the features that
-
trical excitability and
the presence of synapses,
which are complex membrane
junctions used to transmit
signals cells.
Two key classes of the
regulatory molecules,
cyclins and cyclin depen-
dent kinases, determine a
cell’s progress through
the cell cycle. Leland H.
Hartwell, R. Timothy Hunt,
and the Paul M. Nurse won
the 2001 Nobel Prize in
Physiology or Medicine for
their discovery of these
central molecules. Many of
the genes encoding cyclins
and CDKs are conserved
among all eukaryotes, but
in general more complex
organisms have more elabo-
rate cell cycle control
systems that incorporate
more individual compo-
nents. Many of relevant
-
especially Saccharomyces
cerevisiae; genetic nomen-
clature in yeast dubs many
these genes cdc for “cell
division cycle” followed
by an identifying number,
e.g., cdc25 or cdc20.
Cyclins form the regu-
latory subunits and CDKs
the catalytic subunits of
an activated heterodimer;
cyclins have no catalytic
activity and CDKs are
inactive in the absence
of a partner cyclin. When
activated by the bound
cyclin, CDKs perform this
common biochemical reac-
tion called phosphoryla-
tion that is activates or
inactivates the target
proteins to orchestrate
coordinated entry into
the next phase of the cell
cycle. Different cyclin
CDK combinations determine
the downstream proteins
targeted. CDKs are the
constitutively expressed
in cells whereas cyclins
stages of the cell cycle,
in response to various
molecular signals.
ROLE
OF
CYCLINS
Upon received this
pro mitotic extracellu-
lar signal, G1 cyclin CDK
complexes become active
to prepare the cell for
S phase, promoting the
expression of transcrip-
tion factors that in turn
promote the expression of
S cyclins and of enzymes
required for DNA replica-
tion. The G1 cyclin CDK
complexes also promote the
degradation of molecules
that function as S phase
inhibitors by target them
for ubiquitination. Once
a protein has been ubiq-
uitinated, it is targeted
for proteolytic degrada-
tion by the proteasome.
Active S cyclin CDK com-
plexes phosphorylate
proteins that make up the
pre-replication complexes
assembled during G1 phase
on DNA replication ori-
gins. The phosphorylation
serves two purposes: to
activate each already-
assembled pre-replication
complex, and to prevent
new complexes from this
forming. This ensures
that every portion of the
cell’s genome will be
replicated once and only
once. The reason for this
prevention of gaps rep-
lication is fairly clear,
because daughter cells
that are missing all or
part of crucial genes will
die. or reasons related to
gene copy number effects,
possession of this extra
copies of certain genes
would also prove deleteri-
ous to the daughter cells.
Mitotic cyclin complexes,
which are synthesized but
inactivated during S and
G2 phases, promote the
initiation of mitosis by
stimulating downstream
proteins involved in chro-
mosome condensation and
mitotic spindle assembly.
A critical complex acti-
vated during this process
is a ubiquitin ligase
known as the anaphase
promoting complex (APC),
which promotes degradation
of structural proteins
associated with the chro-
mosomal kinetochore.
6564 The CELLS
A disregulation of the
cell cycle components may
lead to tumor formation.
As mentioned above, some
genes like the cell cycle
inhibitors, when they
mutate, may cause the cell
to multiply uncontrol-
lably, forming a tumor.
Although the duration of
cell cycle in tumor cells
is equal to or longer
than that of normal cell
cycle, the proportion of
cells that are in active
cell division in tumors is
much higher than that in
normal tissue. Thus there
is a net increase in cell
number as the number of
cells that die by apopto-
sis or senescence remains
the same.
The cells which are
actively undergoing cell
cycle are targeted in can-
cer therapy as the DNA is
relatively exposed during
cell division and hence
susceptible to damage by
drugs or radiation. This
fact is made use of in
cancer treatment; by a
process known as debulk-
the tumor is removed which
of the remaining tumor
cells from G0 to G1 phase,
due to increased the
availability of nutrients,
oxygen,factors etc. This
Radiation or chemotherapy
following the debulk-
ing procedure kills these
cells which have newly
entered the cell cycle.
The fastest cycling mamma-
lian cells in culture, and
crypt cells in the intes-
tinal epithelium, have a
cycle time as short as 9
to 10 hours. Stem cells
in resting mouse skin may
have a cycle time of more
than 200 hours.
Most of the difference
is due to varying length
of G1, the most variable
phase of the cycle. M and
S do not vary much. In
general, cells are most
radiosensitive in late
M and G2 phases and most
resistant in late S. For
cells with a longer cell
cycle time and a sig-
there is a second peak
of resistance late in G1.
The pattern of resistance
and sensitivity corre-
lates with the level of
sulfhydryl compounds in
the cell. Sulfhydryls are
natural radio protectors
and tend to be at their
highest levels in S and at
their lowest near mitosis.
ROLE
IN
TUMOR
FORMATION
6766 The CELLS
{ DNA } ChapterSIX
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
How Does Precipita-
understand why nucleic
acids are soluble in
water. Water (H2O) is a
polar molecule that has a
partial negative charge
near the oxygen atom due
the unshared pairs of
electrons, and partial
positive charges near
the hydrogen atoms. Due
to this polar nature of
water, other polar the
molecules such as DNA or
RNA can interact elec-
trostatically with the
water molecules, allowing
them to easily dissolve
in water. Precipitation
breaks this interaction
and creates new ones,
allowing the DNA or RNA
to come out of solution
and be isolated easily.
Salt in the DNA Precipita-
tion. Salt’s role in the
protocol is to neutralize
the charges on the sugar
phosphate backbone of the
nucleic acid whether DNA
or RNA. Commonly used
salts in DNA and RNA are
precipitation include
sodium acetate. In aqeous
solution, sodium acetate
[CH3COO]-. The posi-
tively charged sodium ions
neutralize negatively
charged backbone on the
PO3- groups on the nucleic
acids, making the nucleic
acid molecule far less
hydrophilic, and therefore
less soluble in water.
Ethanol in the DNA Pre-
cipitation Electrostatic
attractions between the
the PO3- ions are dic-
tated by Coulomb’s Law,
which is affected by the
dielectric constant of the
solution. Water has a high
dielectric constant, which
come together. Ethanol on
the other hand has a much
lower dielectric constant,
making it much easier for
PO3-, shield it’s charge
and make the nucleic acid
less hydrophilic, causing
to drop out of solution.
Temperature in the
precipitation. Incuba-
tion of the nucleic acid/
salt/ethanol mixture at
low temperatures is com-
monly cited in protocols
as necessary in protocols.
Nucleic acids however at
concentrations as low as
20ng/mL will precipitate
at 0-4C so incubation for
15-30 minutes on ice is
-
tion Protocol. The goal
of this protocol is to
precipitate DNA, as the
name says. This is usually
coupled with phenol chlo-
roform extraction and is
used as a way of purifying
nucleic acids. This can
also be used as a method
for changing what solution
or buffer your nucleic
acid is in. This protocol
also works for this RNA
precipitation (take care
to us RNAse free materials
in this case).
8180 The CELLS 4746 The CELLS
DIRECTIONS
IN
SPACE
Chemical reactions in
the living cell, unlike
those in the test tube,
commonly have both loca-
tion and orientation in
space. Vectorial trans-
port of electrons and
protons across membranes,
which lies at the heart of
energy transduction was an
early example. The machin-
ery of DNA replication,
and translation has a
direction with respect to
the polynucleotide chains,
which was made visible in
electronic micrographs.
The direction of biochemi-
cal processes ultimately
derives from asymmetric
structure of proteins and
the other macromolecules,
which then assemble into
the polarized complexes,
including the chromosomes,
-
bules, and those motor
proteins that travel those
tracks. To the extent that
directionality is rooted
in molecular structure,
we are still in the orbit
of the genes that encode
those molecules.
Vectorial physiology,
directionality at this
systems level. comes to
the fore when one con-
siders the spatial orga-
nization of the cell as
a whole. Few cells are
spherically symmetri-
cal, and even those must
break symmetry in order
to divide. Growing cells
commonly have a durable
axis, and most are overtly
polarized; Polarity goes
well beyond the visible
differences of form and
function between one end
of the cell and the other.
Rather, it implies that
ultrastructure and physi-
ology are so arranged as
to confer global direction
upon all cellular opera-
tions. Directions in cell
space are rooted in the
asymmetry of molecules
but are established at
a higher level of these
organization, visibly so
in cases where physiologi-
cal vectors arise de novo.
In eukaryotes, at least,
cell polarization normally
(perhaps always) turns
on the construction of a
polarized cytoskeleton.
As discussed in detail
later, tRNA molecules
dimensional architecture
in solution that is cru-
cial in protein synthesis.
Larger rRNA molecules also
in this three dimensional
structures, with more of
Secondary and tertiary
structures also have been
recognized in mRNA, par-
ticularly near the ends of
molecules. These recently
discovered structures
are under active study.
Clearly, RNA molecules are
like proteins in that they
have structured domains
connected by less struc-
The folded domains of
RNA molecules not only
are structurally analogous
strands found in proteins,
but in some cases also
have catalytic capaci-
ties. Such catalytic RNAs,
called ribozymes, can
cut RNA chains. Some RNA
domains also can catalyze
RNA splicing, a remark-
able process in which an
internal RNA sequence, an
intron, is cut and removed
and these two resulting
chains, the exons, are
sealed together. Process
occurs during formation of
the majority of the func-
tional mRNA molecules in
eukaryotic cells, and also
occurs in bacteria and
archaea. The mechanisms of
splicing and self-splicing
are discussed in detail in
Chapter three. As noted
later in this chapter,
rRNA is thought to play
a catalytic role in the
formation of peptide bonds
during protein synthesis.
DNA
PRECIPITATION
DNA precipitation
using salt and ethanol
is a commonly used proto-
col in the lab for con-
centrating nucleic acids
such as DNA and RNA. The
basic method is salt and
ethanol are added to the
aqueous solution, which
forces the nucleic acid to
precipitate out of solu-
tion. Centrifugation of
the precipitated nucleic
acids and washing isolates
the nucleic acid from
the rest of the solution.
The nucleic acid contain-
ing pellet is then washed
with cold 70% ethanol to
remove the salt. Then a
second centrifugation step
is used to isolate the
nucleic acid away from
the ethanol allowing the
ethanol to be removed.
The nucleic acid pellet
is then allowed to dry,
and is then resuspended
in fresh aqueous T (Tris)
buffer or water.
7978 The CELLS
{ MOLECULES INTO CELLS } ChapterTHREE
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
Data seldom speak for
themselves: they are apt
to be unintelligible in
the absence of a concep-
tual framework to put the
information in order. I
have therefore tried to
distill from the litera
ture a set of broad and
comprehensible principles
to explain how molecules
come together into the
cellular systems that’s
spatially organized, func-
tionally coherent, and
competitive in the evolu-
tionary arena and to the
illustrate principles by
examples drawn from this
recent research with both
recent research with both
prokaryotic and eukary
otic microorganisms. This
exercise provides fresh
support for a holistic
point of view diverges
opinions held, at least
conventionally, by many
molecular scientists. Spa-
tial organization is not
written out in the genetic
blueprint; it’s emerges
epigenetically from the
interplay of genetically
of a hierarchy of self-
organizing processes,
constrained by heritable
structures, membranes in
particular. Molecules and
the genes that specify
them remain essential
since they constitute the
material basis of all
biological structures,
but from the perspective
of organized systems they
do not hog the limelight.
Center stage is held by
the whole cell, that’s in
dispensable unit of life,
which molecules are but
parts; the smallest self
that truly organizes them-
self is the cell.
3736 The CELLS
Beyond the genes, in
terms heredity and genet-
ics have become as the
practically synonymous:
features reproduced from
one generation to the next
are said to be hereditary
and assumed to be encoded
in gene sequences. At the
molecular level, the level
of proteins and nucleic
acids, few will quarrel
with this sweeping gener-
alization except to make
room for complexities, but
it is the organization of
the cell as a whole that
brings the point to focus.
Cell form and cytology are
obviously inherited across
thousands of generations.
How much of the architec-
ture of prokaryotic and
eukaryotic cells will be
explicitly spelled out in
their genes?
To make the issue more
concrete, consider what
cell growth and division
-
ment is to duplicate all
of the molecular. These
by the genes, directly or
indirectly, together with
much regulatory machinery
(note, though, that even
here there is room for
ambiguity: only by impli-
cation is the chemical
structure peptido glycan ,
lipopolysaccharide writ-
ten out in the genes that
encode the enzymes which
produce those molecules).
The genetic instructions
often include information
pertinent into the one
localization of product.
Targeting sequences direct
proteins to the plasma
membrane, nucleus, mito-
chondria, or lysosomes.
Certain proteins and mRNAs
are transported individu-
ally to this particular
locations in cell space,
In speaking of these
matters, I have sometimes
encountered the objection
that many mutations are
known to alter the form
and spatial organization
of cells. Does that not
demonstrate that cellular
architecture comes under
the genes’ writ? Well, yes
and also no. If a pro-
tein deleted or altered by
mutation plays a role in
morphogenesis. The exam-
ples from both prokaryotes
and eukaryotes run into
the hundreds.
THE
HIERARCHY
OF
ORDER
3938 The CELLS
and this localization
depends on having a one
appropriate sequence.
membranes, such as the
Golgi, vacuole, or plasma
membrane, with the aid
of SNARE proteins. But
there is much more to
growth and division than
manufacturing the parts.
A rod-shaped cell must
also elongate with a con
stant diameter, construct
partition its chromosomes,
locate its midpoint, lay
down a septum, and under-
cells, targeted vesicle
fusion requires. Both a
delivery system and the
secretory apparatus. For
the many genomes now on
record apparently contain
no genes that specify cel-
lular forms and patterns.
82Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
The axons of vertebrate
neurons are unique pro-
cesses. They can project
locally, they can extend
from one part of nervous
system to another, for
they are the processes
that link the arbitrarily
nervous system, central,
peripheral, and autonomic
divisions. Usually axons
which project locally,
axons of Golgi type II
neurons, often called the
local circuit neurons, are
unmyelinated. Consequent-
ly, they can been visual-
ized by Golgi impregnation
methods. But axons that
pass from one portion of
the nervous system to the
others, the axons of Golgi
type I neurons or this
projection neurons, are
usually myelinated and so
usually impregnate only
as far as the beginning
of their myelin sheaths,
so that impregnation is’n
a useful way to visualize
them. The trajectories,
or the end points, in the
pathways of projection
neurons, can be the traced
by using horseradish per-
oxidase as a retrograde
tracer, or labeled amino
acids as anterograde trac-
ers, but the best way to
examine an entire axonal
projection is by cellular
injection of the kinds of
horseradish peroxidase.
Then, all parts of the
axonal tree can become
both light and electron
microscopy. This technique
shows axonal projections
to be much more complex
and extensive than had
previously been imagined.
The results are spectacu-
lar. It was, therefore,
proposed that technique
would render all other
axon tracing methods su
proven to be the case,
for the method is tech-
nically complicated and
requirescooperation of
physiologists and anato-
mists, a marriage that’s
number of axons can be
relatively few studies so
far have published using
in tracellular injections
of horseradish peroxidase.
THE
AXON
1110 The CELLS
axon
cell
NEURON
As discussed in detail
later, tRNA molecules
dimensional architecture
in solution that is cru-
cial in protein synthesis.
Larger rRNA molecules also
in this three dimensional
structures, with more of
Secondary and tertiary
structures also have been
recognized in mRNA, par-
ticularly near the ends of
molecules. These recently
discovered structures
are under active study.
Clearly, RNA molecules are
like proteins in that they
have structured domains
connected by less struc-
The folded domains of
RNA molecules not only
are structurally analogous
strands found in proteins,
but in some cases also
have catalytic capaci-
ties. Such catalytic RNAs,
called ribozymes, can
cut RNA chains. Some RNA
domains also can catalyze
RNA splicing, a remark-
able process in which an
internal RNA sequence, an
intron, is cut and removed
and these two resulting
chains, the exons, are
sealed together. Process
occurs during formation of
the majority of the func-
tional mRNA molecules in
eukaryotic cells, and also
occurs in bacteria and
archaea. The mechanisms of
splicing and self-splicing
are discussed in detail in
Chapter three. As noted
later in this chapter,
rRNA is thought to play
a catalytic role in the
formation of peptide bonds
during protein synthesis.
DNA
PRECIPITATION
DNA precipitation
using salt and ethanol
is a commonly used proto-
col in the lab for con-
centrating nucleic acids
such as DNA and RNA. The
basic method is salt and
ethanol are added to the
aqueous solution, which
forces the nucleic acid to
precipitate out of solu-
tion. Centrifugation of
the precipitated nucleic
acids and washing isolates
the nucleic acid from
the rest of the solution.
The nucleic acid contain-
ing pellet is then washed
with cold 70% ethanol to
remove the salt. Then a
second centrifugation step
is used to isolate the
nucleic acid away from
the ethanol allowing the
ethanol to be removed.
The nucleic acid pellet
is then allowed to dry,
and is then resuspended
in fresh aqueous T (Tris)
buffer or water.
7978 The CELLS
{ NEURON }
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
ChapterTWO
{ CELL CYCLE } ChapterFIVE
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
G1 PHASE: Metabolic
changes prepare the cell
for division. At a certain
point, cell is committed
to division and moves into
the S phase.
S PHASE: DNA synthesis
replicates the genetic
material. Each of the
chromosome now consists
of two sister chromatids.
G2 PHASE: Metabolic
changes assemble the
cytoplasmic materials
necessary for mitosis
and cytokinesis.
M PHASE: A nuclear
division (mitosis)
followed by a cell
division (cytokinesis).
G1S
G2
M
The cell cycle, or
called cell division
cycle, is the series of
events that takes place
in a cell leading to its
division and duplica-
tion (replication). In
cells without a nucleus
(prokaryotic), the cell
cycle occurs via a pro-
In cells with a nucleus
(eukaryotes), the cell
cycle can be divided in
two brief periods: inter-
phase—during which the
cell grows, accumulating
nutrients needed for this
mitosis and duplicating
its DNA—and the mitosis
(M) phase, during which
the cell splits itself
into two distinct cells,
often called “daughter
cells”. The cell-division
cycle is a vital process
by which a single celled
fertilized egg develops
into a mature organism,
as well as the process by
which hair, skin, blood
cells, and some internal
organs are renewed.
THE
CELL
CYCLE
For all living eukary-
otic organisms it’s the
essential that different
phases of the cell cycle
are precisely coordinated.
The phases must follow in
correct order, and one
phase must be completed
before the next phase can
begin. Errors in this
coordination may lead to
chromosomal alterations.
Chromosomes or parts of
chromosomes may be lost,
rearranged or distributed
unequally between the two
daughter cells. This type
of chromosome alteration
is seen in cancer cells.
6160 The CELLS
The cell cycle consists
of several phases. In the
grows and becomes larger.
When it has reached a cer-
tain size it enters the
next phase (S), in which
DNA-synthesis takes place.
The cell duplicates its
hereditary material (DNA
replication) and a copy of
each chromosome is formed.
During the next phase (G2)
the cell checks that DNA
replication is completed
and prepares for the cell
division. The chromosomes
are separated (mitosis,
M) and the cell divides
into two daughter cells.
Through this mechanism the
daughter cells receive
the identical chromosome
set ups. After division,
the cells are back in (G1)
and the cell cycle is
completed. The duration
of the cell cycle var-
ies between different cell
types. In most mammalian
cells it lasts between
10 and 30 hours. Cells in
(G1) donnot always con-
tinue through the cycle.
Instead they can exit from
the cell cycle and enter a
resting stage (G0).
MITOSIST
PROPHASE: It occupies
over half of mitosis. This
nuclear membrane breaks
down to form a number of
small vesicles and the
nucleolus disintegrates.
PROMETAPHASE: The chromo-
somes, led by centromeres,
migrate to these equato-
rial plane in the midline
of cell at right angles
to the axis formed by the
centrosomes. This region
of these mitotic spindle
is known as the metaphase
bind to a structure asso-
ciated with the centromere
of each chromosome called
a kinetochore.
NAPHASE: It is the short-
est stage of the mitosis.
The centromeres divide,
and the sister chromatids
of each chromosome are
pulled apart, or disjoin
and move to the opposite
ends of the cell, pulled
to kinetochore regions.
2
3
1 METAPHASE: The chromo-
somes align themselves
along the metaphase plate
of the spindle apparatus.
TELOPHASE:
stage of mitosis, and a
reversal of many of the
processes observed dur-
ing prophase. The nuclear
membrane reforms around
the chromosomes grouped
at either pole of the
cell, the chromosomes
uncoil and become dif-
fuse, and the spindle
CYTOKINESIS:
cellular division to form
two new cells. In plants
a cell plate forms along
the line of the meta-
phase plate; in animals
there is a constriction
of cytoplasm. The cell
enters interphas interval
between mitotic divisions.
6
5
4
G1
S
G2
M
1
2
3
4
5
6
6362 The CELLS
Neuropil, a term given
to the portions of the
central nervous system
that contain a feltwork
of intermingled and in
rerconnected processes
of neurons. It’s in the
neuropil that most of the
synapt interaction occur.
-
mingling of the axons and
dendrites appears to be
random, but more careful
study shows that the func-
tional connections between
these neuronal processes
-
cise. This organization
would be anticipated from
our knowledge of the ex-
act manner in which the
nervous system functions.
Moreover, the precision
of these connections is
electron microscopic study
that have been carried
out into the neuropil of
different regions of the
central nervous system.
The electron micro-
scopic analysis of the
neuropil is not an easy
task. Not only is it nec-
essary to identify the
axons sectioned in vari-
ous planes, but also it
is necessary to recognize
the neuroglial processes
that pass between them.
As a result of investiga-
tions in which the same
types of process have been
studied in the different
areas of the central ner-
vous system, criteria have
been established for the
of dendrites, for example,
subtle variations from
the typical always exist.
These variations depend
upon such factors as the
distance of the dendrite
from the parent cell body,
the sizes of dendrites
arising from different
neurons, and the functions
of the part of the cen-
tral nervous system under
consideration. Consequent,
although this kind typical
features of a certain kind
of process, either neuro-
nal or neuroglial, can be
described, it must not be
expected that any particu-
lar process will exhibit
all of these features.
Neither must it be expect-
ed that the features will
remain constant even from
one portion to another of
the same process. In other
words, it is not possible
to generalize completely.
A full analysis of elec-
tron micrographs from a
given area of neuropil
can only be expected after
some familiarity has been
established with the orga-
nization of the region.
THE
NEUROPIL
2726 The CELLS
These variations depend
upon such factors as the
distance of the dendrite
from the parent cell body,
the sizes of dendrites
arising from different
neurons, and the functions
of the part of the cen-
tral nervous system under
consideration. Consequent,
although this kind typical
features of a certain kind
of process, either neuro-
nal or neuroglial, can be
described, it must not be
expected that any particu-
lar process will exhibit
all of these features.
Neither must it be expect-
ed that the features will
remain constant even from
one portion to another of
the same process. In other
words, it is not possible
to generalize completely.
The thinness of the
sections and the small
amount of material that
can be the effecquently,
in almost every case the
results of an electron
microscopic study have to
support all data obtained
from other techniques. The
electronic microscopist,
the most interested and
connections of the central
nervous system. The elec-
tron microscopic analysis
of the ropil is not an
easy task. Not only is it
necessary to identify the
axons sectioned in vari-
ous planes, but also it
is necessary to recognize
the neuroglial processes
that pass between them.
Detailed and useful analy-
ses of neuropil involve of
many hundreds of electron
microscopic sections. Gen-
in itself. The thinness
of the sections and the
small amount of material
that can be effecquently,
in almost every case of
the results of microscopic
study have to be support-
ed by data obtained from
other techniques.
2928 The CELLS
Vacuole is important
as a homeostatic device,
enabling plant cells to
withstand wide variations
in their environment. When
the pH in the environment
drops, for example, the
-
sol is balanced, at least
in part, by an increased
vacuole to keep the pH
in the cytosol constant.
Similarly, many plant
cells maintain an almost
constant the turgor pres-
sure in the face of large
changes in the tonicity
environment. They do so
by changing the osmotic
pressure of the cytosol
and vacuole in part by the
controlled breakdown and
resynthesis of polymers,
such as polyphosphate, in
the vacuole, and in part
by altering the transport
rates of sugars and the
pressure controls these
activities of the distinct
sets of transporters in
each membrane.
PLANT
CELLS
nucleus
strands of cytoplasm
vacuole
plasma membrance
cell wall
A large increase
in cell volume can be
achieved without increase
the volume of the cytosol.
Localized weakening of the
cell wall orients a turgor
driven cell of enlarge-
ment that accompanies the
uptake of water into an
expanding vacuole. The
cytosol is eventually con-
layer, which is connected
to the nuclear region by
strands of cytosol, which
are stabilized by bundles
THE ROLE OF THE VACUOLE IN CONTROLLING THE SIZE OF PLANT CELLS Substances stored in
plant vacuoles are of-
ten harvested for human
use: in different species,
these range from rubber
the garlic. Many stored
products have a metabolic
function. Proteins, for
example, can be preserved
for years in the vacuoles
of the storage cells of
many seeds, such as those
of peas and beans. When
the seeds germinate, these
proteins are hydrolyzed
and the resulting amino
acids provide a food sup-
ply for developing embryo.
Most plant and fungal
cells (including yeasts)
contain one or several
vesicles called vacuoles.
They typically occupy
more than 30% of the cell
volume, and as much as
90% in some cell types.
Vacuoles are related to
the lysosomes of animal
cells, containing a vari-
ety of hydrolytic enzymes,
but their functions are
remarkably diverse. The
plant vacuole can act as
a storage organelle for
both nutrients and waste
products, as the degrada-
tive compartment, as an
economical way of increas
cell size, and as control-
ler of turgor pressure.
3130 The CELLS
The GC content of DNA
on its Tm. The higher a
DNA’s GC content, the
higher its Tm. Why should
this be? One of the forces
holding the two strands
of DNA together is hydro-
gen bonding. Also G and C
pairs form three hydrogen
bonds, whereas A-T pairs
have only two. It stands
to the reason, then that
two strands of DNA rich in
G and C will hold to each
other more tightly than
those of AT rich DNA.
Heating is not the
only way to denature DNA.
Organic solvents such as
dimethyl sulfoxide and
formamide, or high pH,
disrupt the hydrogen bond-
ing between DNA strands
and promote denaturation.
Lowering of the salt
concentration of the DNA
solution also aids dena-
turation by removing the
ions that shield negative
charges on the two strands
from one another. At low
ionic strength, the mutu-
ally repulsive forces of
the negative charges are
strong enough to denature
the DNA ar a relatively
low temperature.
temperature
ab
sorp
tion
of
26
0n
m l
igh
t
double stranded DNA
0.5
0.75
1.0
8075 85 90
Tm
single stranded DNA
LIGHT ABSORPTION AND TEMPERATURE IN DNA DENATURATION
Melting of doubled
stranded DNA can be moni-
tored by the absorption of
ultraviolet light at 260
nm. As regions of doubled
stranded DNA unpair, the
absorption of light by
those regions increases
almost twofold. The tem-
perature at which half the
bases in a double stranded
DNA sample havedenatured
is denoted Tm (for temper-
ature of melting). Light
absorption by the single
stranded DNA changes much
less as the temperature
is increased. The Tm is a
function of the G and C
content of the DNA; the
higher the G percentage,
the greater the Tm.
7574 The CELLS
An important function
of many checkpoints is to
assess DNA damage, which
is detected by sensor
mechanisms. When damage
is found, the checkpoint
uses a signal mechanism
to either stall the cell
cycle until repairs are
made or, if repairs can’t
be made, to target the
cell for destruction via
apoptosis (effector mecha-
nism). All the checkpoints
that assess DNA damage
appear to utilize the same
sensor signal effector
mechanism. The cell cycle
according to Temple and
Raff, 1986, was meant to
function as a clock, but
if this was the case it
would be expected that the
stages of the cell cycle
must function according
to some sort of internal
clock, that will determine
how long a phase should
take. Contradictorily, the
cell cycle is now depicted
like the falling dominoes,
the preceding phase has
to “fall” before the next
phase can take place. The
cell cycle checkpoints are
therefore made up of com-
posites of protein kinases
and adaptor proteins which
is all play salient roles
in the maintenance of the
integrity of the division.
Checkpoints are now
accepted to exist at
every single point in the
cell cycle. The DNA dam-
age checkpoint is always
active. Nonetheless, most
human cells for example
are terminally differen-
tiated and must exit the
cell cycle. There is a
phase late in G1 phase
called the restriction
point; cells that should
cease division exit the
cell cycle and enter G0.
Cells that continually
divide in the adult human
include hematopoietic stem
cells and gut epithelial
cells. The entrant into
the cell cycle is there-
fore only possible by
overcoming the RP. This
is achieved by the growth
factor induced expres-
sion of cyclin D proteins.
These then overcome the G0
barrier and are able to
enter the cell cycle.
CELL
CYCLE
CHECKPOINT
6968 The CELLS
CIRCULAR
DNA
MOLECULES
Many DNA Molecules Are
Circular. All prokary-
otic genomic DNAs and many
viral DNAs are circular
molecules. Circular DNA
molecules also occur in
mitochondria, which are
present in almost all
eukaryotic cells, and in
chloroplasts, which are
present in plant and some
unicellular eukaryotes.
Each of the two strands in
a circular DNA molecule
forms a closed structure
without free ends. Just
as is the case for linear
DNA, elevated temperatures
or alkaline pH destroy
the hydrogen bonds and
other interactions that
stabilize double helical
circular DNA molecules.
Unlike linear DNA, how-
ever, the two strands of
circular DNA cannot unwind
and separate; attempts to
melt such DNA result in an
interlocked, tangled mass
of single stranded DNA.
Only if a native circu-
lar DNA is nicked, will
the two strands unwind and
the two strands unwind and
separate when the mol-
ecule is denatured. One of
thea separated strands is
circular, and the other
is linear. The study of
circular DNA molecules
uncovered complicated
geometric shape changes
that the double stranded
DNA molecule must undergo
when the strands are not
free to separate. As the
noted earlier, the pri-
mary structure of RNA is
generally similar to that
of DNA; however, the sugar
component (ribose) of RNA
has an additional hydroxyl
and thymine in DNA is
replaced by uracil in RNA.
The hydroxyl group on C2
The hydroxyl group on
C2 of ribose makes RNA
more chemically labile
than DNA and provides a
chemically reactive group
that takes part in RNA
mediated enzymatic events.
As a result of this labil-
ity, RNA is cleaved into
mono nucleotides by alka
line solution, whereas DNA
is not. Like DNA, RNA is a
long polynucleotide that
can be double-stranded or
single-stranded, linear or
circular. It can also par-
ticipate in a hybrid helix
composed of one RNA strand
and one DNA strand; this
hybrid has a slightly dif-
ferent conformation than
the common B form of DNA.
Unlike DNA, which
exists primarily in a
single, very long three
dimensional structure, the
double helix, the vari-
ous types of RNA exhibit
different conformations.
The differences in the
sizes and conformations
of the various types of
RNA permit them to carry
cell. The simplest second-
ary structures in single
stranded RNAs are formed
by pairing of complemen-
tary bases. “Hairpins” are
formed by pairing of bases
within eight nucleotides
of each other, and “stem-
loops” by pairing of bases
to several hundred nucleo-
tides These simple folds
can cooperate to form
more complicated tertiary
structures, one of which
is termed a “pseudoknot”.
7776 The CELLS
0.5
1
0
0 -20 -60 -80 -100 -120 -140
oocyte pronucleus
sperm pronucleus
time (seconds)
8382 The CELLS
The site of sperm entry
-
rior (Goldstein and Hird,
1996). As the pronuclei
become more visible by the
DIC, the sperm derived
pronucleus, and the asso-
ciated centrosomes sit on
the posterior cortex. The
oocyte derived pronucleus
forms following two rounds
of meiotic chromosome seg-
regation, typically in the
embryo anterior. The two
pronuclei migrate towards
each other coincident with
this chromosome conden-
mitotic prophase.
Pronuclear migration
consists of movement of
the oocyte pronucleus
towards sperm pronucleus
and movement of the sperm
pronucleus away from the
cortex towards the embryo
center. Initially, the
oocyte pronucleus moves
-
rior at a slow rate (3.5
this sperm pronucleus,
the oocyte pronucleus are
accelerates, moving an
5-10 times its initial
rate. The sperm pronucleus
begins its migration later
than its female counter-
part and travels at a slow
meets oocyte pronucleus
near the embryo center.
In addition to this migra-
tion of female pronucleus
towards to male pro-
nucleus, migration and
the centration of the
male pronucleus within
the embryo has also been
analyzed to distinguish
between this two possible
models: (1) a “pushing
mechanism,” in which the
male pronucleus is pushed
away from the cortex by
the polymerization of
astral microtubules and,
(2) a “pulling mechanism”
in which male pronucleus
is pulled by minus en
directed motors anchored
throughout the cytoplasm.
PRONUCLEAR
MIGRATION
POSISTION ALONG THE ANTERIOR POSTERIOR AXIS
nu
mb
er
of
em
bry
o
Timelapse DIC sequences
of 20 wild type and 16
gamma tubulin depleted
embryos were collected.
The average position of
the oocyte derived and
sperm derived pronuclei
along the anterior pos-
terior axis of the embryo
is plotted (y-axis) as a
function of time (x-axis).
Times are with respect to
pronuclear meeting. The
sperm pronucleus moves
towards to the embryo
anterior at uniform slow
rate. The oocyte pro-
nucleus initially moves
towards the embryo pos-
terior at a similar slow
rate, but then speeds up
prior to nuclear meeting.
The CELLS
INDEX
D
division 9, 14, 34
DNA 12, 14, 35, 48
depolarization 76, 78
distance 27, 72, 81
dendrity 34, 46
dendritic tree 34, 71
E
eukaryotic 67, 88
enzymes 46, 49
eumetazoa 3, 34, 68, 84
F
framework 23, 48
9, 82
G
genes 4, 45, 57, 69
generations 9, 15, 39, 48
gradient 25, 33, 65
H
hierarchy 36, 56
human 27,49, 56, 87
horseradish 21, 50, 89
A
axons 18, 45, 46
amacrine 9, 21, 24
architecture 46, 80, 81
accompany 67, 78
assembly 12, 22, 34, 36
arctic 6, 8, 24, 26
axoaxonic 77, 79
astrocytes 24,48
B
biology 4, 14, 67
birth 5, 8, 45
bilayers 22, 43
brain 4, 45
blood 45, 68, 69
branch 2, 6, 34
C
cellular 24, 89
coherent 24, 47, 78
chemical 4, 32, 36, 89
cytoplasmic 32, 44
cooperation 45, 86, 90
cytoplasm 14, 46
conjunction 43, 78, 79
I
inheritance 87, 91, 93, 94
intracellular 24, 25, 65
ion 4, 12, 45, 48, 87
interneurons 66, 67
J
jar 63, 76, 77
jerne 24, 67, 78
jobs 4, 65, 88
junctions 5, 16, 27
K
killer 26, 41, 45, 56
kinase 12, 25, 27, 47,95
krebs 36, 65, 89
L
lscl 58, 76, 77
lactose 57, 66
literature 22, 56, 78
lymphocyte 79
lysyl cycle 90
M
macomolecule 42, 51, 55, 56
major 6, 45, 63, 69
malate 33, 56, 66
molecular 24, 36
N
networks 26, 47, 50, 52
neuropil 14, 34, 35, 46
numerous 64, 53, 55
nerve cell 67, 78, 79 ,92
neuroanatomy 33, 84, 86
O
organism 34, 66, 68
order 24, 48, 64
P
protein 27, 42, 56, 34, 78
peptidoglycan 34, 48, 87, 88
prokaryotic 78
physical forces 53
pattern 78, 80, 82
protoplasm 12, 34
peroxidase 67, 68, 70
Q
q band 77
quantitative 28, 45, 62
quiescent 23, 24, 53, 65, 78
quinone 35, 67, 68, 76
R
redistribution 24, 48
reborn 6, 67, 89, 92
red 61, 64, 83,85
S
structure 16, 18, 24, 48
Self organization 23, 26
synonymous 65, 66, 87, 88
spinal 45, 68
schema 23, 35, 43, 54
synaptic 65, 74, 76
silhouette 56, 72, 78
T
template 45, 48
terminal 27, 40, 53
terms 54, 69
tubulin 45, 49, 63, 77
tyrosine 22, 34, 35, 67
V
vaccinia 34, 45, 67
vesicle 32, 40, 41, 43
voltage 36, 38, 64, 58
W
wave 48, 49, 53, 55, 76
weight 5, 48, 78, 79
working 8, 45
woese 8, 9, 12
wohler 5, 26, 56
X
xenobioty 68, 69, 71
xylem 6, 11, 86, 91
Y
yeast cell 32, 34, 36
Z
zonulae occludentes 34, 48
zincndinger 84, 89
zwitterion 39, 50, 53, 73
zymogen 36, 39, 42, 44
The CELLS
A more realistic frame
the genesis of biolog-
ical organization and
morphology is sketched
in Fig. The hierarchy of
order envisages a nested
succession of this stages,
beginning with the trans-
lation of genetic infor-
mation into functional
proteins. Various kinds
of self-assembly give rise
to subcellular structures
and devices. Next come the
localized and vectorial
processes of physiology,
all subordinated to the
structure of the cell as
a whole, which generate
spatial patterns on a
scale orders of magnitude
above the molecular.
The hierarchy of this
culminates with the gener-
ation and the application
of mechanical forces that
actually shape the whole
cell or microorganism.
Organisms are notoriously
diverse, and they have
invented a host of ways
to shape themselves. If
unity can be discerned, it
revolves around the kinds
of processes that prog-
ress sively build up this
structures, organization,
and global form. The word
to conjure with nowadays
is self-organization.
The two monocyclic bases
shown here are classi-
the two bicyclic bases are
purines. Each has at least
one N and H site at which
an organic substituent may
be attached. They are all
polyfunctional bases, and
may exist in this tauto-
meric forms.
Base on the catalyzed
hydrolysis of DNA gave
four nucleoside products,
which proved to be N gly-
cosides of 2’ deoxyribose
combined with the hetero-
cyclic amines. The base
components are colored
green, and the sugar is
black. As noted in the 2’
deoxycytidine structure on
the left, the numbering
of the sugar carbons makes
use of primed numbers to
distinguish them from the
heterocyclic base sites.
N
H
H
O
O
H3C 4
5
6 12
3
N N
NN
H
NH2
17
9 28
3
4
5 6
N
N
N
N
H
H
O
NH2
17
9 28
3
4
5 6
ON
N
H
NH2
45
61
2
3
2
Cytosine C
PYRIMIDINE BASES PURINE BASES
Thymine T Adenine A Guanine G
The corresponding N glyco-
sides of the common sugar
ribose are the building
blocks of RNA, and are
named adenosine, cytidine,
guanosine and uridine.
From this evidence, nucle-
ic acids may be formulated
as alternating copolymers
of phosphoric acid (P) and
nucleosides (N), as shown:
P – N – P – N’– P – N’’– P – N’’’– P – N
4342 The CELLS
Travelers in alpine and
arctic regions sometimes
pass through the puzzling
landscapes known as “pat-
terned ground”: numberless
stones neatly arranged in
rows, circles, or polygons
that may extend for miles.
It is not human hands that
have put these stones in
order, but physical forces
alone. Kessler and Wer-
ner have developed into
this numerical models that
account for this landform
by the interplay of two
forces: pressure generated
by freezing and thawing
of the soil, coupled with
redistribution of the up
heaved stones by gravity.
The spontaneous emergence
of macroscopic patterns,
in the absence of this
directive or design, con-
tradicts our well founded
prejudice that, when left
to themselves, things are
more likely to fall apart
than to put themselves in
order. Self organization
is nevertheless widespread
in nature and is observed
on all scales. We have
galaxies and hurricanes,
crystals and chemical
waves, and a growing ros-
ter of synthetic objects
and materials shaped by
self assembly . Biologists
emphasize the role of self
organization into this
the way termites construct
those astonishing mud tow-
And one could make it into
a strong case for assign-
ing self organization a
major role in generating
spatial order into the
cellular scale.
SELF
ORGANIZATION
For the purposes of
self organization as the
emergence of the supra-
molecular order from the
interactions among of the
numerous molecules that
obey only local rules,
without reference to an
external template or
-
offered by Camazine and
Misteli’s in omitting any
reference to function. The
cludes order imposed by an
external template, wheth-
er physical or genetic.
Examples of self orga-
nization have long been
familiar to biochemists
under the heading of self
assembly. Ribosomes, the
-
ments, virus particles,
and lipid bilayers come
to mind; even the folding
of the nascent polypeptide
chain into its three di-
mensional form can be put
into this category. The
hallmark of self assem-
bly is that, at least in
principle, it’s requires
no the in put of either
information or energy:
self-assembly proceeds
down to the thermodynamic
hill towards equilibrium,
or at least towards a free
energy minimum.
Examples of self orga-
nization have long been
familiar to biochemists
under the heading of self-
assembly. Microtubules,
-
ticles, and lipid bilay-
ers come to mind; even
the folding of a nascent
polypeptide chain into its
three dimensional form can
be put into this category.
The hallmark of self as-
sembly is that, at least
in principle, it requires
no input of either infor-
mation or energy: self-
assembly proceeds down
the thermodynamic hill
towards equilibrium, or
at least towards a free
energy minimum. There is
often room to quibble
over the details, but the
principle is useful. The
structure of the self as
sembled complex is speci-
its parts and is there
fore implicit in the genes
that specify those parts:
natural selection crafted
those genes to specify
parts that assemble into a
functional complex.
4544 The CELLS
{ MICROSCOPE } ChapterFOUR
C-CH-C-N-O-N-N-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C-N-O-N-CO-OH-N-O-
C N - H - O - C - H O - C - N -
CO-N-O-H-N-O-C-H-
O-C-H-C-N-O-N-O-H-
N - O - C - H - O - C - H - C -
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
C O - H - N - O - C O - H - O -
C-OH-C-N-O-N-O-H-
N-O-CH-H-O-C-H-C-
N - O - N - O - H - N - O - C -
H - O - C - H - C - N - O - N -
O - C H - N - O - C O - H - O -
C-CH-C-N-O-N-N-O-
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-O-H-N-O-CO-H-O-
C - O H - C - N - O - N - O -
H - N - O - C H - H - O - C -
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
C - N - O - N - O - H - N - O -
C - H - O - C - H - C - N - O -
N - H O - H - N - O - C H - H -
C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C - N - O - N - O - H - N - O -
CO-H-N-O-CO-H-O-C-
OH-C-N-O-N-O-H-N-
O-CH-H-O-C-H-C-N-
O-N-O-H-N-O-C-H-O-
C-H-C-N-O-N-O-CH-
N - O - C O - H - O - C - C H -
C - N - O - N - C O - O H - N -
O - C N - H - O - C - H O - C -
N-CO-N-O-H-N-O-C-
H-O-C-H-C-N-O-N-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O-H-N-O-C-H-O-C-H-
C-N-O-N-O-H-N-O-O-
H-N-O-C-H-O-C-H-C-
N-O-N-HO-H-N-O-CH-
H - C O - C - H - C - N - O - N
O - H - N - O - C - H - O - C -
H - C - N - O - N - O - H - N -
O - C O - H - N - O - C O - H -
O-C-OH-C-N-O-N-O-
H-N-O-CH-H-O-C-H-
C-N-O-O-H-N-O-CO-
H-O-C-OH-C-N-O-N-
O-H-N-O-CH-H-O-C-
H - C - N - O - N - O - H - N -
O - C - H - O - C - H - C - N -
O - N - O - C H - N - O - C O -
H-O-C-CH-C-N-O-N-
CO-OH-N-O-CN-H-O-
C - H O - C - N - C O - N - O -
H - N - O - C - H - O - C - H -
83Title Catrgorythe cells typography
have genuineelegance
immersedwith spirit
–Glō Hotel Identity and Branding–
challenge Glō Horel is a fabulous boutique property that offers a perfect fusion of comtanpory and surrealistic design. Located in the heart of Berlin, Germany nexus for art, fashion, entertainment, and business. By introducing the brand new iden-tity at the grand opening 2010, Glō Hotel wanted to draw upon the city’s strong artistic and literary root, re-writing the story of boutique hotels along the way.
results The new identity design influence the Glō Hotel with a dark spirit which is relaxing yet holds a sense of energy, while maintaining the brand’s celebrated cosmopolitan edge. Design transcends expectation, to bring elegant sense of sur-realism to the world of accommodation and creating an unforgettable experi-
ence for discerning travellers.
Glō H
otel
06deliverablescourse
da
te
Identity MarkStaionery Applications
Chalet
typefaces
Project
Identity 1
Matt
instrctor
Fall 2009
typography
identity
package
branding
web
Atmospheric
Luxury
Dark
Emotional
Quite
Exclusive
design attributes
86Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
87Title Catrgoryglo hotel identity
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
x
x
x
x
x=
Height of
Logotype
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Symbol–only
This is the format for some
narrow or vertical material
Logotype–only
This is the format for materials
that hard to print patterns on.
G LoHOTEL
Solid logo
This is the format for some eco-
nomic printing, or some special
print materials.
G LoHOTEL
Business card template
tT
w: www.glohotel.coma: Rosa Luxemburg Strasse 9-13 10178 Berlin Germanyp: 000.000000f : 000.000000
YOUR NAME . TITLE
GLo
HOTEL
Glo Hotel Logotype
Glo hotel logotype color: White
Font: (Glo) Chalet, ParisNineteenSeventy
19pt, 185 Tracking, Color: White.
(HOTEL) Chalet, ParisNineteenSeventy
12pt, 1 10 Tracking, Color: White
Name
Font: Chalet,LondonNineteenSixty, All cap
5.5pt, 50 Tracking, Color: White
Title
Font: Chalet,LondonNineteenSixty,
4.5pt, 70 Tracking, Color: White
Website, Phone, Fax, Address
Font: Chalet,LondonNineteenSixty,
6.5pt, 70 Tracking, Color: White
Mailing label template
Glo Hotel Logotype
Glo hotel logotype color: White
Font: (Glo) Chalet, ParisNineteenSeventy
12pt, 185 Tracking, Color: White.
(HOTEL) Chalet, ParisNineteenSeventy
7.5pt, 1 10 Tracking, Color: White
Address
Font: Chalet,LondonNineteenSixty,
6.5pt, 70 Tracking, Color: Grey
To:
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Rosa Luxemburg Strasse 9-13 10178 Berlin Germany
G LoHOTEL
G LoHOTEL
G LoHOTELG Lo
HOTELG LoHOTEL
G LoHOTEL
G L oH O T E L
G L oH O T E L
G L oH O T E L
G L oH O T E L
g l oH O T E L
g l oh o t e l
G L oH O T E L
G L oH O T E L
G L oH O T E L
G L oH O T E L
g l o h o t e lg l o h o t e l
g l o h o t e l
g l o h o t e l
g l o h o t e l g l o h o t e l
g l o h o t e lG L o H OT E L
G L o H O T E L
G L o H O T E L
Chalet
Gill sans
Helvetica Neue
Univers
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Don’t rectreate the logo-
type in another typeface
Don’t scale the logo
unproportionallyDon’t rearrange logo
elements
Sep 23, 2009
Mason Scoot
1510 Fillmore Street
San Francisco, CA 94115
Dear Mr Scoot,
Glo Hotel officially opened its new hotel tower February 12 at 5 p.m. EST, officials an-
nounced. The 30 story, 400 room tower offers a modern and contemporary design
accented by luminescent blue glass windows.
“We are excited and proud of the new hotel tower,” said Randall A. Fine, The Fine Point
Group Managing Director and recently appointed (subject to regulatory approvals) Chief
Executive Officer of Greektown Casino-Hotel. “Greektown Casino-Hotel was a great
property before this new addition, but now we have even more to offer our patrons,
from luxurious accommodations to fine dining, and outstanding meeting and conven-
tion space. I offer special thanks to the Minister of Tourism and his staff for the leader-
ship exhibited in helping to make this happen. At more than 420,000 square feet, space
for amenities abound. The hotel lobby itself is a work of art, boasting an immense
hand-blown glass chandelier in the image of a torch flame. Dutch metal gold leaf cov-
ers the lobby walls as well as enormous concrete decorative elements with curves that
compliment the linear planes of the retro-chic modern decor.
We live in new and testing times Barbados will therefore have to look to new, ingenious
and imaginative ways to extract progress from an increasingly challenging environment.
The old order that was so comforting for so long in Agriculture, and which especially
supported a culture of production centred around a sugar industry is slowly being
eroded by the loss of traditional markets and guaranteed price.
Sincerely,
Yashanyu Qi
President
G LoHOTEL
G LoHOTEL
G LoHOTEL
a: Rosa Luxemburg Strasse 9-13 10178 Berlin Germany f : 030.9362560 w: www.glohotel.com
GL
oH
OT
EL
tT
w: www.glohotel.coma: Rosa Luxemburg Strasse 9-13 10178 Berlin Germanyp: 030.9362800f : 030.9362560
YASHANYU QI . President
Rosa Luxemburg Strasse 9-13 10178 Berlin Germany
G LoHOTEL
G LoHOTEL
G LoHOTEL
www.glohotel.com
To:
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Rosa Luxemburg Strasse 9-13 10178 Berlin Germany
x=
Height of
Logotype
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Sep 23, 2009
Mason Scoot
1510 Fillmore Street
San Francisco, CA 94115
Dear Mr Scoot,
Glo Hotel officially opened its new hotel tower February 12 at 5 p.m. EST, officials an-
nounced. The 30 story, 400 room tower offers a modern and contemporary design
accented by luminescent blue glass windows.
“We are excited and proud of the new hotel tower,” said Randall A. Fine, The Fine Point
Group Managing Director and recently appointed (subject to regulatory approvals) Chief
Executive Officer of Greektown Casino-Hotel. “Greektown Casino-Hotel was a great
property before this new addition, but now we have even more to offer our patrons,
from luxurious accommodations to fine dining, and outstanding meeting and conven-
tion space. I offer special thanks to the Minister of Tourism and his staff for the leader-
ship exhibited in helping to make this happen. At more than 420,000 square feet, space
for amenities abound. The hotel lobby itself is a work of art, boasting an immense
hand-blown glass chandelier in the image of a torch flame. Dutch metal gold leaf cov-
ers the lobby walls as well as enormous concrete decorative elements with curves that compliment the linear planes of the retro-chic modern decor.
We live in new and testing times Barbados will therefore have to look to new, ingenious
and imaginative ways to extract progress from an increasingly challenging environment.
The old order that was so comforting for so long in Agriculture, and which especially
supported a culture of production centred around a sugar industry is slowly being
eroded by the loss of traditional markets and guaranteed price.
Sincerely,
Yashanyu Qi
President
G LoHOTEL
G LoHOTEL
G LoHOTEL
a: Rosa Luxemburg Strasse 9-13 10178 Berlin Germany f : 030.9362560 w: www.glohotel.com
Ro
sa Lu
xem
bu
rg S
trasse
9-13
10178
Be
rlin G
erm
an
yG
Lo
HO
TE
LG
Lo
HO
TE
L
GL
oH
OT
EL
ww
w.g
loh
ote
l.co
m
Glo Hotel Logotype
Glo hotel logotype color: White
Font: (Glo) Chalet, ParisNineteenSeventy
12pt, 185 Tracking, Color: White.
(HOTEL) Chalet, ParisNineteenSeventy
7.5pt, 1 10 Tracking, Color: White
Bodycopy
Font: (Glo) Chalet, ParisNineteenSeventy
7.5pt, 55 Tracking, Color: White.
Website, Phone, Address
Font: Chalet,LondonNineteenSixty,
6.5pt, 70 Tracking, Color: White
Letterhead template
1.3”
2.6”
Letter start
Glo Hotel Logotype
Glo hotel logotype color: White
Font: (Glo) Chalet, ParisNineteenSeventy
12pt, 185 Tracking, Color: White.
(HOTEL) Chalet,ParisNineteenSeventy
7.5pt, 1 10 Tracking, Color: White
Se
p 2
3, 2
00
9
Ma
son
Sc
oo
t
1510
Fill
mo
re S
tre
et
Sa
n F
ran
cis
co
, CA
941
15
De
ar
Mr
Sc
oo
t,
Glo
Ho
tel
off
icia
lly o
pe
ne
d i
ts n
ew
ho
tel
tow
er
Fe
bru
ary
12
at
5 p
.m. E
ST,
off
icia
ls a
n-
no
un
ce
d. T
he
30
sto
ry, 4
00
ro
om
to
we
r o
ffe
rs a
mo
de
rn a
nd
co
nte
mp
ora
ry d
esi
gn
ac
ce
nte
d b
y lu
min
esc
en
t b
lue
gla
ss w
ind
ow
s.
“We
are
exc
ited
an
d p
rou
d o
f th
e n
ew
ho
tel
tow
er,”
sa
id R
an
da
ll A
. Fin
e, T
he
Fin
e P
oin
t
Gro
up
Ma
na
gin
g D
ire
cto
r a
nd
re
ce
ntly
ap
po
inte
d (
sub
jec
t to
re
gu
lato
ry a
pp
rova
ls)
Ch
ief
Exe
cu
tive
Off
ice
r o
f G
ree
kto
wn
Ca
sin
o-H
ote
l. “G
ree
kto
wn
Ca
sin
o-H
ote
l w
as
a g
rea
t
pro
pe
rty
be
fore
th
is n
ew
ad
diti
on
, bu
t n
ow
we
ha
ve e
ven
mo
re t
o o
ffe
r o
ur
pa
tro
ns,
fro
m l
uxu
rio
us
ac
co
mm
od
atio
ns
to f
ine
din
ing
, an
d o
uts
tan
din
g m
ee
ting
an
d c
on
ven
-
tion
sp
ac
e. I
off
er
spe
cia
l th
an
ks t
o t
he
Min
iste
r o
f To
uri
sm a
nd
his
sta
ff f
or
the
le
ad
er-
ship
exh
ibite
d i
n h
elp
ing
to
ma
ke t
his
ha
pp
en
. At
mo
re t
ha
n 4
20,0
00
sq
ua
re f
ee
t, sp
ac
e
for
am
en
itie
s a
bo
un
d. T
he
ho
tel
lob
by
itse
lf is
a w
ork
of
art
, bo
ast
ing
an
im
me
nse
ha
nd
-blo
wn
gla
ss c
ha
nd
elie
r in
th
e i
ma
ge
of
a t
orc
h f
lam
e. D
utc
h m
eta
l g
old
le
af
co
v-
ers
th
e l
ob
by
wa
lls a
s w
ell
as
en
orm
ou
s c
on
cre
te d
ec
ora
tive
ele
me
nts
with
cu
rve
s th
at
co
mp
lime
nt
the
lin
ea
r p
lan
es
of
the
re
tro
-ch
ic m
od
ern
de
co
r.
We
liv
e i
n n
ew
an
d t
est
ing
tim
es
Ba
rba
do
s w
ill t
he
refo
re h
ave
to
lo
ok
to n
ew
, in
ge
nio
us
an
d i
ma
gin
ativ
e w
ays
to
ext
rac
t p
rog
ress
fro
m a
n i
nc
rea
sin
gly
ch
alle
ng
ing
en
viro
nm
en
t.
The
old
ord
er
tha
t w
as
so c
om
fort
ing
fo
r so
lo
ng
in
Ag
ric
ultu
re, a
nd
wh
ich
esp
ec
ially
sup
po
rte
d a
cu
lture
of
pro
du
ctio
n c
en
tre
d a
rou
nd
a s
ug
ar
ind
ust
ry i
s sl
ow
ly b
ein
g
ero
de
d b
y th
e l
oss
of
tra
diti
on
al
ma
rke
ts a
nd
gu
ara
nte
ed
pri
ce
.
Sin
ce
rely
,
Yash
an
yu Q
i
Pre
sid
en
t
GL
oH
OT
EL
GL
oH
OT
EL
GL
oH
OT
EL
a:
Ro
sa L
uxe
mb
urg
Str
ass
e 9
-13
10
178
Be
rlin
Ge
rma
ny
f:
03
0.9
36
25
60
w:
ww
w.g
loh
ote
l.co
m
Rosa Luxemburg Strasse 9-13 10178 Berlin Germany
G LoHOTEL
G LoHOTEL
G LoHOTEL
www.glohotel.com
Website, Address
Font: Chalet,LondonNineteenSixty,
6.5pt, 70 Tracking, Color: Grey
G LoHOTEL
symbol
logotype
G LoHOTEL
G LoHOTEL
G LoHOTEL
75 pixels
24 pixe
ls
Web
Minimum size for screen applications
G LoHOTEL
G LoHOTEL
G LoHOTEL
1.5”
Minimum size for print applications
0.4”
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Don’t fill in the random pat-
terns into logo.
Don’t rectreate the logo in
less lines.
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
Sample: iPhone app icon
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
www.glohotel.com
G LoHOTEL
G LoHOTEL
G LoHOTEL
92Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
93Title Catrgoryglo hotel identity
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GL
oH
OT
EL
GL
oH
OT
EL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GL
oH
OT
EL
GL
oH
OT
EL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
GLo
HOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
94Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
GLoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
www.glohotel.com
G LoHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
www.glohotel.com
G LoHOTEL
G LoHOTEL
G LoHOTEL
GLo
G LoHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
G LoHOTEL
G LoHOTEL
G L oHOTEL
www.glohotel.com
G LoHOTEL
G LoHOTEL
G LoHOTEL
95Title Catrgoryglo hotel identity
96Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
97Title Catrgoryglo hotel identity
feelde
mayhen–Björk Tour Book 2011–
challenge Design Björk tour book 2011. Björk Gudmundsdottir was born in Rey-kjavik, Iceland. Having grown up in a highly musical household, Björk released her first album of traditional Icelandic folk songs when she was only evelven. She is one of the wildest vocalists in all of popular music, she has spent most of her life creating artful, experimental music that defies classification. Her song serves as a testimony to the chaos of not only her dream, but that particular region’s reality. Björk brings chaos to earth.
results Design chaos may be the antithesis of classic design ideas and principles or it may be one of the most important elements of all. Emotions are by nature chaotic and perhaps a design that successfully touches emotion has to embrace a certain amount of chaos. This tour book portrays the emotions of chaos, impa-tience and urgency, important to Björk’s work.
Björk07
deliverablescourse
da
te
Event IdentityWebsitePostersE Newspaper
Univers
typefaces
Project
Print 1
instrctor
Troy Alders
Spring 2011
typography
identity
package
branding
web
Experimental
Chaotic
Innovative
Loud
Heavy
Spiritual
design attributes
102Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
103Title Catrgorybjörk print
106Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
107Title Catrgorybjörk print
purepurelypurity
–Evian Skincare Package Design–
challenge A French nobleman discovered that a particular spring’s water cured his ailments. Now that water from the Alps is used for drinking and bathing to promote health and a youthful body and mind. Evian water originates from a spring in the French Alps that was a hundred million years in the making. This project was about creating an line of skin care products for Evian. By under-standing this company’s rich background, brand equity, and image, the goal was to create compelling packaging for the retail market and a cohesive product extension with an in-store display.
results I want to create a brand that is not just luscious and memorable, but also captures Evian’s long rich history. Water is often calm and beautiful, gentle and healing. Since my theme was about purity. Water is century of Evian, so I used all see-through materials with actual water in the display. The colour palette was from the original logo which is aqua blue and magenta red. Every effort was taken in order to make the typography the hero of the design along with water.
Purity08
deliverablescourse
da
te
Event IdentityWebsitePostersE Newspaper
Univers
typefaces
Project
Print 1
instrctor
Troy
typography
identity
package
branding
web
Fresh
Clean
Sheer
Nature
Delicate
Beauty
design attributes
112Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
113Title Catrgorypurity package
114Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
115Title Catrgorypurity package
118Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
119Title Catrgorypurity package
expect the unexpected
–Kohl’s Private Lable Rebranding–
mission statement In order to better compete with major retailers, such as Tar-get and Macy’s department store, Kohl’s will introduce higher quality private-brand products paired with improved packaging design. This strategy will in-troduce private labels into its brand, its encouraging sales within its already established higher-tier items that currently represent 16% of its overall sales.
design strategy Kohl’s current tag line is “Expect Great Things.” The package designs will focus on the expectation of what the customer is buying and also add unexpected elements to make the packaging more interactive and fun. Since none of Kohl’s current private brands are positioned in the “better” or “best” catego-ries in terms of quality, one main goal will be to expand their merchandise into these “luxury” categories through design.
09deliverablescourse
da
te
Private Labelfor Kolh’s.various products
Various
typefacesKO
HL’S
Project
Package 4
instrctor
Thomas McNulty
Sring 2011
typography
identity
package
branding
web
Promising
Exciting
Unexpected
Quality [
Interactive
Welcoming
design attributes
122Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
market square
surface
twinkle
villa collection
blue ribbon
prodect line
prodect line
prodect line
prodect line
prodect line
key words
key words
key words
key words
key words
Dry Packaged Foods by Kohl’s
Kitchen Appliances by Kohl’s
Baby Products by Kohl’s
Bathroom Decor by Kohl’s
Orgainc Pet’s Food by Kohl’s
Coffee, cereal, jam, spices, dry mix, pasta, juice.
Glassware, Dishes, Pots, Pans, Knives, Cutting Boards, Serving Dishes, Salad Bowl, Utensils and Dining set.
Clothes, Socks, Diapers, Wipes, Powder, Shampoo, Lotion, Bottles, Pacifiers and Baby Food.
Towels, Hand Towels, Washcloths, Curtain Rings, Rug, Wastebasket, Soap Pump Soap Dish, Toothbrush Holder, Candle and Spary.
Car Dry Food and Can Food, Dog Dry Food and Can Food.
Appetizing, Health, Gourmet.
Modern, Bright, Bold, Upbeat.
Hand Craft, Care, Fun, Quirky and Colorful
Highend, Luxury, Romantic, Classic
Natural, Health, Fresh, Friendly
123Title Catrgorykohl’s package, identity
market square
prodect line
key words
Dry Packaged Foods by Kohl’s
Coffee, cereal, jam, spices, dry mix, pasta, juice.
Appetizing, Health, Gourmet.
128Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
129Title Catrgorymarket square package, identity
130Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
131Title Catrgorymarket square package, identity
surface
prodect line
key words
Kitchen Appliances by Kohl’s
Glassware, Dishes, Pots, Pans, Knives, Cutting Boards, Serving Dishes, Salad Bowl, Utensils and Dining set.
Modern, Bright, Bold, Upbeat.
139Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
139Title Catrgorysurface package, identity
140Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
141Title Catrgorysurface package, identity
twinkle
prodect line
key words
Baby Products by Kohl’s
Clothes, Socks, Diapers, Wipes, Powder, Shampoo, Lotion, Bottles, Pacifiers and Baby Food.
Hand Craft, Care, Fun, Quirky and Colorful
0-6 m
SIZE
size
527+ lbs
Product by KOLH’S Product by KOLH’S
2 y
12+ m
0-6 m
3 y
1 y
6-12 m
PARENT’S CHOICE
size
110 bls
size
210-14 lbs
size
314-22 lbs
size
422-27 lbs
size
527+ lbs
size
635+ lbs
KOHL’S.com/twinkle
SHAMPOOBaby
by twinkleDIAPERSBaby
by twinkle
Natural Babycare
6-12 m
GRIPTABS
size
527+ lbs
0-6 m
SIZE
size
527+ lbs
Perfect Comfort Fit
Flexible fit for better leakage protection
Umbilical cord cutout for added comfort
Soft, cloth-like cover
Ultra absorbent core
25 Jumbo Pack
KOHL’S.com/twinkle
DIAPERSBaby
by twinkle
Help make potty training easier with Twinkle Natural babycare. Twinkle Natural babycare train without the mess during the day and help protect against leaks at night. The Feel ‘n Learn Liner helps your little girl learn to stay dry. Pampers Easy Ups Trainers hold approxi-mately 25% more liquid than the leading Huggies Training Pants.
Twinkle Easy Ups Training Pants:* HELPS MAKE POTTY TRAINING EASIER* PROTECTS AGAINST LEAKS AT NIGHT* HOLDS APPROXIMATELY 25% MORE THAN THE LEADING TRAINING PANTS* DESIGNED FOR CHILD TO WEAR THROUGHOUT THE NIGHT* FEEL ‘N LEARN LINER HELPS YOUR LITTLE GIRL LEARN TO STAY DRY* FEATURES DORA THE EXPLORER GRAPHICS
6-12 m
GRIPTABS
size
527+ lbs
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
25 Jumbo Pack
Natural Babycare
KOHL’S.com/twinkle
Lightly Scented 350 Counts Soft cloth for skin
Hypoallergenic Free of dyes and fragrances
WIPESBaby
by twinkle
Natural Babycare
all age
CHLORINE FREE
WIPESBaby
by twinkle
Only the best for your baby! Our fragrance free, hypoallergenic wipes clean baby’s bottom with plant-derived ingredients. Whitened without chemicals containing chlorine, these soft cloth wipes do not contain alcohol, synthetic cleaners, dyes or fragrances. They’re a safe and soft choice that cleans with power of nature to help keep your baby’s skin pure and clean.
Product Features:* ALCOHOL-FREE* SOFT CLOTH FOR BABY’S SKIN * COMFORTING, BABY POWDER SCENT* WHITENED WITHOUT CHEMICALS
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
all age
CHLORINE FREE
KOHL’S.com/twinkleProduct by KOLH’S
350 Counts
all age
CHLORINE FREE
Product by KOLH’S
350 Counts
all age
CHLORINE FREE
350 Counts
all age
CHLORINE FREE
Natural Babycare
0-6 m
SIZE
size
527+ lbs
Product by KOLH’S Product by KOLH’S
2 y
12+ m
0-6 m
3 y
1 y
6-12 m
PARENT’S CHOICE
size
110 bls
size
210-14 lbs
size
314-22 lbs
size
422-27 lbs
size
527+ lbs
size
635+ lbs
KOHL’S.com/twinkle
SHAMPOOBaby
by twinkleDIAPERSBaby
by twinkle
Natural Babycare
6-12 m
GRIPTABS
size
527+ lbs
0-6 m
SIZE
size
527+ lbs
Perfect Comfort Fit
Flexible fit for better leakage protection
Umbilical cord cutout for added comfort
Soft, cloth-like cover
Ultra absorbent core
25 Jumbo Pack
KOHL’S.com/twinkle
DIAPERSBaby
by twinkle
Help make potty training easier with Twinkle Natural babycare. Twinkle Natural babycare train without the mess during the day and help protect against leaks at night. The Feel ‘n Learn Liner helps your little girl learn to stay dry. Pampers Easy Ups Trainers hold approxi-mately 25% more liquid than the leading Huggies Training Pants.
Twinkle Easy Ups Training Pants:* HELPS MAKE POTTY TRAINING EASIER* PROTECTS AGAINST LEAKS AT NIGHT* HOLDS APPROXIMATELY 25% MORE THAN THE LEADING TRAINING PANTS* DESIGNED FOR CHILD TO WEAR THROUGHOUT THE NIGHT* FEEL ‘N LEARN LINER HELPS YOUR LITTLE GIRL LEARN TO STAY DRY* FEATURES DORA THE EXPLORER GRAPHICS
6-12 m
GRIPTABS
size
527+ lbs
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
25 Jumbo Pack
Natural Babycare
KOHL’S.com/twinkle
Lightly Scented 350 Counts Soft cloth for skin
Hypoallergenic Free of dyes and fragrances
WIPESBaby
by twinkle
Natural Babycare
all age
CHLORINE FREE
WIPESBaby
by twinkle
Only the best for your baby! Our fragrance free, hypoallergenic wipes clean baby’s bottom with plant-derived ingredients. Whitened without chemicals containing chlorine, these soft cloth wipes do not contain alcohol, synthetic cleaners, dyes or fragrances. They’re a safe and soft choice that cleans with power of nature to help keep your baby’s skin pure and clean.
Product Features:* ALCOHOL-FREE* SOFT CLOTH FOR BABY’S SKIN * COMFORTING, BABY POWDER SCENT* WHITENED WITHOUT CHEMICALS
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
all age
CHLORINE FREE
KOHL’S.com/twinkleProduct by KOLH’S
350 Counts
all age
CHLORINE FREE
Product by KOLH’S
350 Counts
all age
CHLORINE FREE
350 Counts
all age
CHLORINE FREE
Natural Babycare
148Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
149Title Catrgorytwinkle package, identity
kolh’s.com/twinkle.comkolh’s.com/twinkle.comproduct by KOLH’S 5oz PES Bottle BPM Free
oz00
20
40
110
60
120
80
130
100
140
150
1
2
3
4
5
ml
0-3 m
Twinkle Natural Feeding Bottles are clinically proven to reduce fussiness,
especially during night time, and colic in infants two weeks of age versus feeding with a conventional bottle.
* BPA FREE
* EASY TO COMBINE BREAST AND BOTTLE FEEDING
* HIGHLY DURABLE AND EASY TO CLEANSLOW
FLOW
MEDIUMFLOW
FASTFLOW
0-3 m
3-6 m
6+ m
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
CUSTOM FLOW
BOTTLEBaby
by twinkle
Glass Vidrio
152Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
0-12 m
PROTECT PLUSNutrition Facts
Serving Size 8.9 gServings Per Container
Amount Per Serving
Calories 100
% Daily Value*
Sodium 27mg
27mg
Potassium 108mg 2.2g
Vitamin A 300IUVitamin C 12mgVitamin D 60IUVitamin E 2IUVitamin K 8mcgThiamin 100mcgVitamin B6 75 mcgVitamin B12 0.33mcgBiotin 4.4mcgPantothenic Acid 450mcgZinc 0.8mgSelenium 3mcgManganese 7mgChloride 65mg
(-) Information is currently not available for this nutrient.
* Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:**
** Percent Daily Values listed below are intended for adults and children over 4 years of age. Foods represented or purported to be for use by infants, children less than 4 years of age, pregnant women, or lactating women shall use the RDI’s that are specified for the intended group provided by the FDA.
Calories: 2,000 2,500
Total Fat Less than 65g 80g
Sat. Fat Less than 20g 25g
Cholesterol Less than 300mg 300mg
Sodium Less than 2400mg 2400mg
Potassium 3500mg 3500mg
Total Carbohydrate 300mg 375mg
Dietary Fiber 25mg 30mg
Calories per gram:
Fat 9 · Carbohydrate 4 · Protein 4
Product by KOLH’S NET WT 23.2 oz 658g
**Average amont perm100 ml made up formula1 Litre=127g of powder + 900ml of waterScoop Weight=4.3g
Infant Formula
Complete Nutrition
POWDER FORMULA
Gentle
by twinkle
with Iron
*Partially broken down whey protein
*Milk Based Formula
*Added DHA and ARA
153Title Catrgorykohl’s package, identity
0-12 m
PROTECT PLUS
Advance Powder Formula Product by KOLH’S
POWDER FORMULA
Gentle
by twinkle
with Iron
MANUFACTURER: BRISTOL MYERS NUTRITIONAL. Enfamil Enfacare Lipil Milk Based Infant Formula Powder, Iron Fortified Enfamil Enfacare is scientifically formulated to support the growth and develop-ment of growing babies born prematurely or with low birth weight. High-quality nourishment for growing babies born prematurely. INGREDIENTS: Per 100 Calories (4. 5 Fl. Oz. ): Protein 2. 8 g; Fat 5. 3 g; Carbohydrate 10. 4 g; Water 120 g; Linoleic Acid 950 mg; Vitamin A 450 IU; Vitamin D 80 IU; Vitamin E 4 IU; Vitamin K 8 mcg; Thiamin (Vitamin B1) 200 mcg; Riboflavin (Vitamin B2) 200 mcg; Vitamin B6 100 mcg; Vitamin B12 0. 3 mcg; Niacin 2000 mcg; Folic Acid (Folacin) 26 mcg; Pantothenic Acid 850 mcg; Biotin 6 mcg prepared formula should be fed within 24 hours or discarded. WARNINGS: Do not use a microwave oven to warm formula. Serious burns may result.
BY
Kohl’s® and Kohl’s brand names are trademarks of Kohl’s in Illinois.
Complete Nutrition
POWDER FORMULA
by twinkle
*Partially broken down whey protein
*Milk Based Formula
*Added DHA and ARA
Infant Formula
villa collection
prodect line
key words
Bathroom Decor by Kohl’s
Towels, Hand Towels, Washcloths, Curtain Rings, Rug, Wastebasket, Soap Pump Soap Dish, Toothbrush Holder, Candle and Spary.
Highend, Luxury, Romantic, Classic
Rustica
Inclueds 1 Bath Towel 2 Hand Towel 1 Washcloth Textile Material 100 % Cotton
BATHROOM TOWELSf
BATHROOM TOWELS
Royal BathBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
f
Villa Collection’s Rustica spa-quality towels are made of 100% sustainable resources, so they are as gentle on the earth as on the skin. Made exclusively for Kohl’s, these luxuriously soft and absorbent towels are 75% Bamboo Rayon and 25% Certified Organic Cotton, softly colored with low-impact organic dyes.
Bathroom Decorf
Bathroom Decorf
Care and cleaning: Antimicrobial Resistant to mold and mildew Machine wash cold
Inclueds 1 Bath Towel 2 Hand Towel 1 Washcloth
Rustica
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler Material Metal
BRONZE BATHROOM SETf
Villa Collection’s Rustica powdered bronze bathroom set features two coordinating bathroom necessities with a bold bronze look. Crafted from powdered bronze, this set features a unique profile that will compliment any bathroom decor.
BRONZE BATHROOM SET
Bathroom Decorf
f
Powdered BronzBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
Bathroom Decorf
Care and cleaning: Not dishwasher safe Wipe clean with soap and water
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Rustica
Material Porcelain
CERAMIC BATHROOM SETf
Villa Collection’s Rustica powdered bronze bathroom set features two coordinating bathroom necessities with a bold bronze look. Crafted from powdered bronze, this set features a unique profile that will compliment any bathroom decor.
CERAMIC BATHROOM SET
Bathroom Decorf
White CeramicBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
Bathroom Decorf
f
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Care and cleaning: Not dishwasher safe Wipe clean with soap and water
Rustica
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler Material Metal
BRONZE BATHROOM SETf
Villa Collection’s Rustica powdered bronze bathroom set features two coordinating bathroom necessities with a bold bronze look. Crafted from powdered bronze, this set features a unique profile that will compliment any bathroom decor.
BRONZE BATHROOM SET
Bathroom Decorf
f
Powdered BronzBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
Bathroom Decorf
Care and cleaning: Not dishwasher safe Wipe clean with soap and water
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Rustica
Material Porcelain
CERAMIC BATHROOM SETf
Villa Collection’s Rustica powdered bronze bathroom set features two coordinating bathroom necessities with a bold bronze look. Crafted from powdered bronze, this set features a unique profile that will compliment any bathroom decor.
CERAMIC BATHROOM SET
Bathroom Decorf
White CeramicBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
Bathroom Decorf
f
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Includes 1 Soap Dish 1 Liquid Soap Lotion Dispenser 1 Bathroom Tumbler
Care and cleaning: Not dishwasher safe Wipe clean with soap and water
156Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
Rustica
Inclueds 1 Bath Towel 2 Hand Towel 1 Washcloth Textile Material 100 % Cotton
BATHROOM TOWELSf
BATHROOM TOWELS
Royal BathBYPlease Visit us online at: KOHL’S.comKohl’s® and Kohl’s brand names are trademarks of Kohl’s Illinois.
f
Villa Collection’s Rustica spa-quality towels are made of 100% sustainable resources, so they are as gentle on the earth as on the skin. Made exclusively for Kohl’s, these luxuriously soft and absorbent towels are 75% Bamboo Rayon and 25% Certified Organic Cotton, softly colored with low-impact organic dyes.
Bathroom Decorf
Bathroom Decorf
Care and cleaning: Antimicrobial Resistant to mold and mildew Machine wash cold
Inclueds 1 Bath Towel 2 Hand Towel 1 Washcloth
157Title Catrgoryvilla collection package, identity
blue ribbon
prodect line
key words
Orgainc Pet’s Food by Kohl’s
Car Dry Food and Can Food, Dog Dry Food and Can Food.
Natural, Health, Fresh, Friendly
160Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0
161Title Catrgoryblue ribbon package, identity
logos
06Design Portfolio Project yash-an-yu 0 1 2 3 4 5 6 7 8 9 1 0 1 1
typography
identity
package
branding
web
NAsomatto
NAsomatto
one DAYON EARTH
ve r i z N
G LoHOTEL
MASSERIEdiSant’Eramo
11/11/11
one DAYON EARTH
ve r i z N
G LoHOTEL
MASSERIEdiSant’Eramo
11/11/11
cebee
cebee
I would like to thanks all my family, friends and instructors. I would like to give my special thanks to my mum Ying Wang for encouraging me and supporting me. Thanks to my boyfriend Zhiran Chen for believing in me. Thanks to my roommates also best friends Chen Chen and Mengyue Qiu, all the crazy thing we did , will be the best memories. Thanks to my friends for being me with me, Li Wang, Sa Nguyen, Haoji Zhou, Wei Dai.
I would like to thanks all my instroctors for insporing me. Mary Acott, Thomas McNulty, Sammi Saaud, Laura Milton, Carolina de Bartolo, Scot Crisp, Christine George, Tory Alders.
thank you
Design Portfolio yash-an-yu
Phone 415.590.8491
Email [email protected]
Web www.yashanyuqi.com
School academy of art university
Art director mary scott
Class senior portfolio
Design yashanyu qi
Writing yashanyu qi
Photography yashanyu qi, haoji zhou, phill wang
Cover materials mohark
Text stock Ensheets paper source
Printer prepress
Bindnery the key printing and binding
Typefaces chalet, didot
Software adobe indesign, photoshop, illustrator
Copyright © 2011. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, transmitted in any form or by any means without the prior written permission of Yashanyu Qi.