Download - Johnny sha portfolio
World ofWorld ofWorld ofWorld ofWorld of
Noteworthy • Stationery store • Logo development
Vela • Real estate • Logo development
KCRW • Public radio • Logo development
World of Coca-Cola • Corporate museum • Branding
Rohm and Haas • 100 year anniversary • Branding
Administrator • E-mail icon • Logo development
NAT (Natural History Museum of Los Angeles County) • Natural history museum
• Rebranding
Nokia Sanyo • Consumer electronics
• Branding joint venture
Options for Life • Green house care products • Co-branding
LogosDesign for...
client: Player’s
industry: Tobacco
program: Event and promotional, website, posters
art director: Pablo Pineda
Question:
• How to advertise when nearly all advertising is illegal?
Approach:
• Created program materials for a documentary that promotes the bartending culture & community in a town in Canada
• Designed invite, giveaways, website, and event materials
Design for... Dark market
client: Mt. Fuji
industry: Confectionery
program: Branding, package
Question:
• How to market Asian products to mainstream consumers?
Approach:
• Leveraged fun colors and shapes
• Packaging that maximize the showcase of the product
Design for... To Go Mainstream
Don’t let us fade away on DISH Network—go to ilovefoodnetwork.com and ilovehgtv.com or call
1-888-WE-LUVFOOD (588-3663) or 1-877-90-LUVHGTV (588-4488). Demand that DISH Network keep HGTV and Food Network
on the air and tell your friends and family to do the same!
Vern YipHGTV
Kim MylesHGTV
Candice OlsonHGTV
Alton BrownFood Network
Guy FieriFood Network
Paula DeenFood Network
DISH Network, your TV service provider, may very soon drop HGTV and Food Network from its channel lineup. What does this mean to you?
It means you won't able to see your favorite HGTV shows like House Hunters, Designed to Sell and Design Star or learn about HGTV's Dream Home Giveaway. And if you’re a Food Network fan, you'll miss must-see TV like the New Iron Chef, Rachael Ray's 30 Minute Meals, Throw Down with Bobby Flay, Guy Fieri's Diners, Drive-Ins & Dives and Paula's Home Cooking.
ATTENTIONDISH Network Customers:
client: Scripps Networks
industry: Broadcast media
program: Branding, advertisement, website
Question:
• How to show the value of HGTV and Food Network during fee negotiation with networks?
Approach:
• Designed logos for HGTV and Food Network to tap into the emotional ties among viewers and fans
• Launched two websites, ilovefoodnetwork.com and ilovehgtv.com, to gather support, to coordinate action, and to distribute information
• Prepared advertisements when programming is about to be pulled off networks
Design for... Better Negotiation
A) The Asterisk
B) The Smart Aleck
C) The Brainiac
D) Mr Pea-Brain E) The Wise Guy F) The Ramen Brain
client: Cengage Learning
industry: Academic publisher
program: Avatar/Spokesperson and widget
Question:
• How to expand upon the unique selling point of “geek chic” to the Millennial Generation and the Net Generation?
Approach:
• Expanded the characteristic to include “frat boy” & “dumb jock” which resonate better with the college crowd
Design for... Millennials
BrandSquared
™LTD Enterprises ™LTD Enterprises
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BrandSquared
BrandSquared
BrandSquared
client: Brand2Squared
industry: Licensing
program: Branding
Question:
• How to have an animated logo be more than just a motion graphic exercise?
Approach:
• Made the animation function in a larger program that includes presentations and case studies
client: LTD. Enterprises Inc
industry: Licensing
program: Branding, apparel, collateral
Question:
• Which of Yogi Berra’s sayings gets incorporated into the logo design?
Approach:
• Created a flexible system of interchangeable design elements that could be customized so all Yogi’s sayings could be utilized
Design for... Logos in Motion
reusable spray bottle 16 fl oz (0.47 liters) made in usa
glass & window cleaner
loca
lly b
lend
ed, bo t t l ed and di st ributed
client: options for life
industry: Green house care cleaning product
program: Rebranding, co-branding, packaging
Question:
• How to structure two brands together and have a flexible system to accommodate future expansion?
Approach:
• Created a solid color area that could move up or down to accommodate co-brander’s logo.
• Created an branded icon to identity option for life as manufacturer
Design for... Spreading a Good Idea by Co-Branding
client: Player’s
industry: Tobacco
program: Event and promotional, pop, brochure
art director: Pablo Pineda
Question:
• How to have a strong, consistent, focused communication among the internal, retailer, and consumer audience?
Approach:
• Created a family of three visual languages that addresses each audience while still maintaining an uniform feel in the design approach and layout
Design for... 360° Marketing
GUARANTEED ANALYSISMagnesium (Mg) Not Less Than 57.50%
MagnesiumOxide
! TO BE USED IN ANIMAL FEEDS ONLY !
Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015
Net Weight 50 lb (22.68kg)
Shamrock Products“Intentionally Better”
Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015
FOLD FOLD
Mag
nesi
um O
xide
Magnesium
Oxide
MagnesiumOxide
Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015
Net Weight 50 lb (22.68kg)
GUARANTEED ANALYSISMagnesium (Mg) Not Less Than 57.50%
! TO BE USED IN ANIMAL FEEDS ONLY !
Shamrock Products“Intentionally Better”
FOLD FOLD
Salt
Salt Salt
Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015
Net Weight 50 lb (22.68kg)
Salt (NaCl) Min 99.00%Salt (NaCl) Max 99.90%
! TO BE USED IN ANIMAL FEEDS ONLY !
Shamrock Products“Intentionally Better”
GUARANTEED ANALYSIS
At Wilbur-Ellis, we’re proud of our history but never
Introducing Wilbur-Ellis’ Branding and Visual Identity Standards.
As a company whose greatest assets are its people, we wanted to
This will be a corporate-wide initiative that will enable us to
In this preview booklet, you’ll see how we’ve brought to life our philosophy of “three divisions, one company.” You’ll notice
the divisions, while reinforcing the positioning of the company as a whole. You’ll also see how these graphic elements will be applied across a range of channels.
The Wilbur-Ellis visual identity system is scheduled to be implemented shortly throughout our global communications. We hope you’re as excited about this fresh visual identity as we are.
stop looking ahead.
Pers on’s NameJob Title Goes Here
te
123. [email protected]
123 Street Address, Suite 123
City Name, Province, ZipcodeCountry Name
345 California St, 27th Fl, San Francisco, CA 94104 t 415.772.4000 f 415.772.4011 www.wilburellis.com
Our Worldwide Branding System
client: Wilbur-Ellis
industry: Agribusiness
program: Rebranding, intranet, packaging
Question:
• How to structure a coherent and robust branding system to support a $2.5 billion business with three divisions that consistently making acquisitions?
Approach:
• Analyzed and overhauled the branding system by revising the corporate logo, creating three divisional logos, and developing a new brand guideline
• Created a whole program for both the internal and external communication on the rebranding
• Advised procedural protocols for the in-house design department
• Ongoing support to implement the new brand guideline
Design for... R e b ra n d i n g a 9 0-y ea r-o ld c o m pa n y
21.07.2010
8.2.1
8.2.1
8.0 Applications
These are examples only. They are not meant to represent approved items with specific dimensions or models.
• Use white Wilbur-Ellis Corporate Idenitifier with Wilbur-Ellis Green background color
• Use Arial Bold for text, black color, center text
Wilbur-Ellis Corporate Identifier
Color White
Background
Color PMS 3305 C
Field Sign
FOLI-GROZINC 7%
FOLI-GROZINC 7%
21.07.2010
7.2.3
Go to WEconnect to download assets
7.2.3
7.0 Design Templates
Shown in 35% scale
PowerPoint Presentation Covers with Images
Presentation Title
Typeface Arial BoldTitle Case
Size 24 pt font28 pt leading
Color Wilbur-Ellis Green
Presentation Sub-title
Typeface Arial RegularTitle Case
Size 24 pt font28 pt leading
Color Wilbur-Ellis Green
Presentation Date
Typeface Arial RegularTitle Case
Size 12 pt font14 pt leading
Color 75% Black
Photograph Format
Size 648 px wide x231 px high
DPI 92 dpi – 150 dpiColor RGBFile Type png or jpg
PowerPoint
continues
January 1, 2010
Sub-title Goes Here in Arial Regular Title Case
If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size
January 1, 2010
Sub-title Goes Here in Arial Regular Title Case
If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size
January 1, 2010
Sub-title Goes Here in Arial Regular Title Case
If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size
If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size
Sub-title Goes Here in Arial Regular Title Case
January 1, 2010
21.07.2010
2.2.2
Go to WEconnect to download assets
2.2.2
2.0 Corporate Branding Elements
Iconography: The Wilbur-Ellis Corporate Identifier and Divisional Identifier System
The Divisional Identifier(s) must always appear with the Wilbur-Ellis Corporate Identifier.
In addition to complementing the Wilbur-Ellis Corporate Identifier, the Divisional Identifiers display the core element of each division.
Wilbur-Ellis Corporate Identifier System
Wilb
ur-E
llis
Co
rpor
ate
Iden
tifier
Wilbur-Ellis Corporate Identifier
Div
isio
nal I
dent
ifier
s
Divisional Identifiers
Wilb
ur-E
llis
Corp
orat
e Id
entifi
er S
yste
mW
ilbur
-Elli
s Co
rpor
ate
Iden
tifier
Sys
tem
Pers on’s NameJob Title Goes Here
te
123. [email protected]
123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name
Pers on’s NameJob Title Goes Here
te
123. [email protected]
123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name
Pers on’s NameJob Title Goes Here
te
123. [email protected]
123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name
What truly distinguishes Wilbur-Ellis is our creative thinking and ideas in all areas of business—such as cultivating new markets, offering innovative products, creating an entrepreneurial atmosphere, and providing clients with products and services that help them expand their business.
Our company-wide slogan:
21.07.2010
Branding & Identity Standards
Wilbur-Ellis Overview
Connell Brothers Specialty Chemicals & Ingredients Division
Design Templates
Corporate Branding Elements
Feed Division
Applications
Agribusiness Division
Imagery
Additional Information
client: Wilbur-Ellis
industry: Agribusiness
program: Rebranding, intranet, packaging
Design for... R e b ra n d i n g a 9 0-y ea r-o ld c o m pa n y
CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS
REGULARREGULAR
REPERTOIREREPERTOIRE
TRIALTRIAL
AWARENESSAWARENESS
PASSIVE MESSAGINGPASSIVE MESSAGING
IntrigueIntrigue EducationEducation
ParticipationParticipation
CollaborationCollaborationDialogueDialogue
Repeat PurchaseRepeat Purchase
Trusted FriendTrusted Friend
CONSIDERATIONCONSIDERATION
ACTIVE ENGAGEMENTACTIVE ENGAGEMENT
Television Television PrintPrintRadioRadio EventsEvents
PRPR Customer ServiceCustomer Service
InternetInternet RetailRetail
LOYALTYLOYALTY
client: Slim•Fast
industry: Weight loss/diet
program: Print, web, pop
Question:
• How to condense a whole campaign into diagrams that could quickly illustrate the strategy for sustained weight loss?
Approach:
• Designed a custom set of icons
• Combined both the stages of consumer experience cycle and types of messaging into one diagram
Design for... Infographics
11
acceptable usesPower of the roofIn addition to changes in the Master Logo, the Pizza Hut Red Roof icon will break away from the traditional stacked format and exist as its own entity for the first time. Limited use of the Red Roof icon without the Wordmark next to it allows us to establish recognition of the stand-alone icon by customers . The separation of the symbol moves Pizza Hut’s image into new realms of modernity and style.
NOTE: The Red Roof icon should always be used with its black stroke around it, and on the approved Deep Red background. The only exception to this rule is when it is used on menu items to indicate a “signature” or “chef’s special” item. Under these circumstances the Minimum size 2 should be used, and can be placed on a light color background as long as the maximum and minimum size specifications are followed.
NOTE: Never use Wordmark and Red Roof icon separately on the same surface. Whenever both Wordmark and Red Roof icon appear on the same surface/page, they must be contained within the bounding box of the Master Logo.
When used with a photograph it must be placed as a containing color layer as shown on Corporate communication .
Please refer to the right for examples of acceptable applications usage for Red Roof Icon.
NOTE: When the “Red Roof Icon” is used, the background must be red, except when used as a menu icon (please see Minimum size 2).
1.05 Red Roof Icon
Color standard
background colors
Brand manifesto layout
Restaurant environment
Uniforms / merchandise
Pen / merchandise
Corporate communication Menu
SPOT COLOR
PMS 485C/485UAB Process Black
0C 95M 100Y 0KAB 0C 0M 0Y 100K
237R 28G 46BAB 0R 0G 0B
xxxxxxxAB 000000
CMYK RGB HTML
PIZZA HUT DEEP RED1
Generally, the Red Roof icon may not be reproduced smaller than 0.8 cm in width. All applications of 0.8 cm in width and larger must have a solid black outline as shown on Minimum size 1.
Exceptions: The Red Roof icon may be used on the menu to indicate “signature” or ‘chef special’ Pizza Hut dishes. In this application, the size of the icon may be anywhere from 0.5 to 0.7 cm in width, and black outline is not required. See Minimum size 2.
Clear space is the area around the icon where nothing is to be placed on top of it. By giving the icon “breathing room,” we will ensure its visibility and legibility. As a matter of practice, nothing should touch or cover any part of the Red Roof icon.
11
Clear space Minimum size 1
0.8 cm
Minimum size 2
0.5 cm
8°X
½ X
½ X
½ X ½ X
TM
™™
© 2008 Yum Restaurants International
inviting & heartfeltold photographic style new photographic style
19
Unapproachable image
Shocking colors or patterns
Unfamiliar environments
Black and white imagesClose up of expressions
Artistically taken photographs Friendly social interaction Over posed models
People and environment photographyWith a new image comes the opportunity to use new photography. When using photography containing people and environments, one of the main goals is to portray food as the hero, bringing people together and creating lasting memories. The old images display models in unnatural, overly-staged scenes that were much less inviting.
When choosing and directing photographic style, look for:
· sociability
· black and white and color photos
· warmth
· close ups on facial expressions
· artistically taken photographs
Natural-looking scenes seemingly captured at just the right moment are extensions of the richness and warmth of the Pizza Hut experience.
Note: Examples of correct photographic style, as shown in Brand Identity Guidelines, have not been acquired for use in advertising. Please contact Yum Restaurants International marketing team in Dallas if you wish to purchase any of these images for local market use.
2.03 PhotographicStyle
© 2008 Yum Restaurants International
22
1.00 Master Logo3.02 Stationary
Every element of communication needs to convey the same look and feel of the brand in order to maintain brand consistency. Each envelope, business card, and piece of stationery will have the master logo at the top and use the standard Avenir font for all text except the employee name, in which case the Eye Catching font should be used.
business envelopesize: 28.0 cm x 12.0 cmdynamic information: address
business cardsize: 8.9 cm x 5.1 cmdynamic information: name, title, personal information, address
name tagsize: 8.9 cm x 5.1 cmdynamic information: name, title
business letterheadsize: 21.6 cm x 27.9 cmdynamic information: address
Make it personal
3.01 Stationery
John Smithpizza hut international14841 north dallas parkway. dallas, tx 75254tel 123·456·789 | fax 123·456·[email protected]
district manager
John Smithpizza hut international14841 north dallas parkway. dallas, tx 75254tel 123·456·789 | fax 123·456·[email protected]
district manager
pizza hut international14841 north dallas parkway. dallas, tx 75254 | tel 123·456·789 | fax 123·456·789 | www.yum.com
Dear Mr. Anderson.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis eget urna. Praesent nisl velit, laoreet ac,
iaculis eu, porttitor at, libero. Vestibulum eget nisl vitae eros dapibus feugiat. Etiam sed risus. Praesent
quis quam in odio pellentesque facilisis. Curabitur ac magna. Suspendisse sodales quam lacinia nisl.
Morbi dapibus ipsum non tellus facilisis tristique. Pellentesque habitant morbi tristique senectus et
netus et malesuada fames ac turpis egestas. Etiam commodo velit eget dolor. Maecenas at tortor.
Pellentesque non diam. Phasellus cursus. Duis at mauris. Pellentesque ac elit.
Integer malesuada sem et metus. Pellentesque lectus. Sed aliquam. Fusce vel magna nec turpis gravida
pretium. Duis non leo nec dolor venenatis euismod. Aliquam et tellus. Donec varius vehicula dui.
Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Quisque quam.
Etiam at tortor. Nunc eu ante eu elit commodo hendrerit. Phasellus in ante eget eros sollicitudin biben-
dum. Integer faucibus. Curabitur auctor vulputate quam. Praesent vel elit ut enim bibendum sagittis.
Aenean ante lorem, facilisis non, molestie non, blandit sit amet, tellus. Morbi vel neque. Sed fermentum
auctor orci. Vestibulum volutpat interdum diam.
Nullam enim lectus, semper eget, sodales a, bibendum eget, felis. Aenean nisi. Duis consequat augue et
pede venenatis dignissim. Phasellus massa. Ut vel urna. Etiam sollicitudin libero sed arcu. Quisque
tempus commodo nisl. Pellentesque congue accumsan nibh. Donec condimentum lacus auctor pede
placerat condimentum. Proin diam dolor, auctor sit amet, porta ac, porttitor quis, odio. Praesent pellen-
tesque ipsum a dolor. Aenean urna sem, iaculis non, posuere id, iaculis nec, tellus. Vestibulum sed lacus
a orci fringilla ultricies. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia
Curae; Duis bibendum adipiscing lacus. Phasellus in eros ut nisi porta dictum. Pellentesque habitant
morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nunc pede nunc, consectetuer
non, tincidunt ac, varius id, nunc. Donec convallis lobortis lectus.
Sincerely,
John Smith
pizza hut international 14841 north dallas parkway. dallas, tx 75254
John Smithdistrict manager
name tagbusiness cards
business envelopes business letterhead
© 2008 Yum Restaurants International
4.0 cm
2.9 cm
6.0 cm
8.9 cm
21.6 cm
3.7 cm
2.8 cm
4.4 cm
1.4 cm
2.7 cm
2.1 cm
1.6 cm
1.5 cm
2.5 cm
2.5 cm
2.2 cm
3.5 cm
8.9 cm
4.0 cm
28.0 cm
0.4 cm1.9 cm 1.2 cm
3.2 cm
21.6 cm
1.5 cm
0.2 cm1.0 cm
5.1 cm 5.1 cm
5.1 cm
0.4 cm
0.4 cm
1.1 cm
1.8 cm
1.7 cm
0.7 cm
1.6 cm
1.2 cm
1.4 cm
1.7 cm
0.65 cm0.15 cm
0.7 cm
1.0 cm0.4 cm
12.0 cm
27.9 cm
3.9 cm 6.3 cm 6.7 cm 11.1 cm 2.9 cm 5.6 cm 13.1 cm
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The Master Logo can be used for any brand applications. It is a requirement that the Master logo must be used whenever a logo is intended to appear in consumer-oriented print communications (e.g. print advertising, direct mail, street banners, carry-out packaging, etc.) This logo must be your first and default choice for any application.
Please note that colors of logo element and background, including the shape of the background (two-color bounding box) may not be changed. You may refer to section 1.02 to determine the correct color usage when production process limits color reproduction capability.
Master Logo consists of three elements: Red Roof icon (see to the right) Bounding box (see to the right) Wordmark (see to the right)
These elements may be used separately from the Master Logo ONLY for the following applications:
1. Menu covers2. Team member uniforms3. Merchandise available for sale in
the restaurants4. Stationery and name tags5. Internal RSC and field communications
The new stacked logo (see to the right) is permitted only for pole signs outside the restaurant. It can not be used for any other applications.
Use of the Master Logo, Wordmark and Red Roof icon in a variety of applications is explained in detail on the following pages. On this page, you will see a few examples of correct usage of Master Logo in the context of photographic and solid color backgrounds.
The Master Logo should always be placed over images and colors that will provide a comfortable level of contrast.
There will be instances in which this desirable level of contrast cannot be achieved or when desirable backgrounds will not be available. For these instances, an outline of 1 pt in thickness is to be used regardless of the size of the entire Master Logo. Please refer to Exhibit A and Exhibit B to the right. (illustrate white keyline and label as such.)
Decorative line art is available for use over proper photography that falls within the new photography guidelines. We encourage the use of line art elements over photography as it elevates and softens the image, while establishing a signature look for Pizza Hut. The line art should have enough transparency to see the photography through it. Please refer to section 2.02 Graphic Style guide for instructions on proper usage.
Logoorder Do’s
1.01 Master Logo 1.01 Master Logo
The Spirit of Sharing
Poster
Brand manifesto layout
acceptable uses
Line art can be foundIn section 2.02 Graphic style guide
*As a reminder, the old stacked logo and cloud sign may only be used for delivery and express units.
®
™
Icon WordmarkBounding box
primary
secondary
Wordmark Pole signage application
For pole signs only and shouldnot be used in marketing materials.
Master logo
Red roof icon
5 © 2008 Yum Restaurants International
client: Pizza Hut International
industry: Quick-service restaurant
program: Logo redesign and brand guideline
art director: Pablo Pineda
Question:
• How to position a fast-food restaurant into an upscale dine-in experience?
Approach:
• Create a new design language that includes reconfiguring existing logo, wordmark, photographic style, design elements, restaurant artwork, and layout.
Design for... position for an upscale market
client: Mt. Fuji
industry: Confectionery
program: Branding, package, infographics
Question:
• How to convince distributors that a new product is viable among diverse Asian consumers?
Approach:
• Leveraged Japanese iconography to connotate quality
• Packaging that maximize the showcase of the product
• Developed the “mini 3 pack” nomenclature and logo
• Instructions for POP that is easily understood without words
• POP that is flexible with either a wide or a deep footprint
Design for... POP
A
A B
CB
C
client: Teenage Mutant Ninja Turtle
industry: Entertainment
program: Event and promotional e-mail blast and video
Question:
• How to combine the unique features of the web with the cartoon genre?
Approach:
• A very long e-mail blast that takes the form of a comic strip to allow viewers to experience the descent into the sewer, to build suspense, and to tell a story
Design for... Infinite Space