multiform

Growing up in a household of hippies, creativity was

always encouraged. As a child, my mother and father

did everything they could to fuel my desire to keep

making and learning. We spent a lot of time outdoors

drawing or imagining. I was curious about everything

and asked a lot of questions. This explains why my

problem solving skills developed at a very early age.

My grandmother still has those drawings we did. I

look at them and see self-portraits of my future self,

illustrated with a large backpack in a foreign country.

As time passed I realized that these drawings

were accurate. I’ve always had the itch to travel and

soak in multicultural influences. My work is all about

authentic, high-spirited graphics, patterns and colors.

I’m inspired by nature and the magical feeing that

comes from being lost in a new place. My personal

experiences traveling have allowed me to evolve as

a designer and given me the ability to cross borders

and design with a unique point of view.

01 WorldBeat .......................... 02

02 ecrú ...................................... 16

03 logged out ........................ 26

04 el Nido ................................. 34

05 au Film Festival ................ 44

06 urBaN NigHts .................... 52

07 Norsk ost ........................... 60

08 moloko ................................ 64

09 totem ................................... 72

Worldbeat the World Beat center is an afrocentric non-profit organization very

dedicated to healing the world through art, music, culture, and even

technology. through raising consciousness, the World Beat center aims

to promote peace within the san diego community by providing many

programs and services that nurture the spirit of children, the elderly and

everyone in between. their main goal is to create unity within diversity.

this rebranding aimed to achieve that goal by encompassing the

feelings of being dynamic, exciting, visionary, fresh, fun, creative, and

expressive. the color palette was selected to keep the afrocentric vibe

of the organization. circular graphics and traditional patterns were a big

part of the project, ensuring that the brand stays true to its roots while

also giving it just enough of a commercial appearance to appeal to the

masses. When paired with the photography style, the WorldBeat center

was given a completely different look, one that feels just as spiritual as it

does warm and sincere.

FoNts used:

GILL SANS/GOUDY

colors:

title REBRANDING WBC

keY adJectives DYNAMIC/SPIRITUAL

course ART 541 BRANDING

iNstructor MIN CHOI

art director CANDICE LOPEZ

0809 MULTIfORM | WORLDBEAT CENTER | leanna Jones

12131212 MULTIfORM | MOLOKO HOTEL AND CASINO | leanna Jones

brand guidelines

22 multiform | MOLOKO HOTEL AND CASINO | Leanna Jones

2

1.1 LOGO

The brand’s logo is intended to look ethnic to reflect the World Beat Center’s afrocentric feel. It was also designed with the founder’s “signature” pattern, and placed stacked on the top and bottom of the words to look like a drum. The word beat is also emphasized, and the smaller circles within the counter of the letters in WORLD and CENTER create a visual rhythm.

Custom letterforms are combined in a

stacked, and almost uniformed manner

Duotone colors help create the logo’s rhythm and provide hierarchy in the mark

Pattern gives an authentic, ethnic tone

brand guidelines

3

1”

An all white logo is the ONLY acceptable way to use one solid color. If the logo is not applied directly over a photo (as long as the photo is not too busy) and set in white, then it is best that is used reversed out over a palette color background.

MINIMUM SIZE USAGE

With the logo, a minimum amount of space around the brand mark ensures that it is always clear and legible. In this case, the minimum amount of space required around the logo at all times should be propor-tional to 1/4” when the logo is scaled at it’s minimum size. Be-cause of the logo’s busy pattern, it is best that no other graphic elements or words are closer than this amount of space.

The logo can be reduced to about 1” in height before the smaller details of the pattern begin to disappear.


2.2 COLOR

Color is a huge part of the World Beat Center’s branding. The warm colors were chosen based on the afrocentric look and feel the center reflects. The color palette chosen for the brand also represent rhythm and energy, which are also key.

In contrast, the secondary colors are all very neutral. This is so that the bright, energetic colors can really stand out.

26

brand guidelines

PA NTONE 7583 C

PA NTONE Warm Gray 11C

PA NTONE 109 CP

PA NTONE 7506 C

PA NTONE 7589 C

PA NTONE 7569 C

C: 0 M: 69 Y: 98 K : 12

C: 26 M: 36 Y: 38 K : 68

C: 0 M: 9 Y: 100 K : 0

C: 0 M: 7 Y: 25 K : 1

C: 30 M: 67 Y: 65 K : 74

C: 0 M: 45 Y: 100 K : 6

PRIMARY

SECONDARY

27


double bass drum beat

STACCATODowntempo Beat

CRESCENDOThirty-second Note Tempo

COWbellLATIN DRUMMINGMOZAMBIQUE STYLE

2.3 TYPOGRAPHY

GILL SANS BOLD

GOUDY OLDSTYLE

GILL SANS

GOUDY OLDSTYLE ITALIC

GOUDY OLDSTYLE BOLD

GILL SANS BOLD

GOUDY OLDSTYLE

GILL SANS ITALIC

28

brand guidelines

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 !@#$%^&*()<>?


abcdefghijk lmnopqrstuvwxyz

1234567890 !@#$%^&*()<>?



1234567890 !@#$%^&*()<>?



1234567890 !@#$%^&*()<>?



1234567890 !@#$%^&*()<>?

abCdeFgHiJKlMnOPQrsTuVWXYZ


1234567890 !@#$%^&*( )<>?



1234567890 !@#$%^&*()<>?



1234567890 !@#$%^&*()<>?



1234567890 !@#$%^&*()<>?

Goudy Old Style

Gill Sans Light

Goudy Old Style Bold

Gill Sans Regular Gil l Sans Ital ic

gill sans bold Gill Sans Bold Italic

Goudy Old Style Italic

Gill Sans L ight Italic

GOUDY OLDSTYLE FAMILY

GILL SANS FAMILY

29

1415 MULTIfORM | WORLDBEAT CENTER | leanna Jones

18191819 MULTIfORM | MOLOKO HOTEL AND CASINO | leanna Jones02

Ecrúecru is a typeface designed specifically for a multicultural fashion

and lifestyle magazine. Henna tattoos have played a large role in the

development of the typeface as well as inspiration from floral patterns

found in southeast asia. the font is meant to embody the beauty of this

culture by incorporating these motifs within each letter. as an all caps

display type, ecru was designed with high contrast for a more modern

look and feel. the magazine is targeted towards women with an interest

in multicultural lifestyles, ages 15-30, and living in southern asia.

ecru is also the name of the monthly publication, which refers to the

unbleached state of fine silk or linen. Women within the demographic are

very familiar with ecru due to the popularity of fabric design as a trade.

the magazine has a modern, vibrant feel to it in order to appeal to the

audience by bringing relevant articles unlike foreign magazines of the

west. rich, colorful photos, bold typography, and minimal layouts create

a simple, yet effective statement, allowing the reader to fully grasp the

cultural perspective within each article.

FoNts used:

ECRU/NEWZALD

colors:

title ECRU TYPE AND MAGAZINE

keY adJectives CULTURAL/fLORAL/RICH

course ARTG 149 STUDIO PRACTICES

iNstructor CANDICE LOPEZ/SEAN BACON

art director SEAN BACON

2223

FESTIVAL OF COLORS

44 45ECRU // FALL 2012HOLI SEASON IS HERE // By Jahnabi Barooah

Hiranyakashipu and PrahladHiranyakashipu, the terrible King of the demons, seeking immortality, undertook a long and arduous penance to attain the grace of Brahma. When Brahma appeared before him, he requested him to grant this boon. However, Brahma stated that anything that was born had to die, and asked him to state another wish. Accordingly, Hiranyakashipu demanded that he should not be killed “dur-ing day or night; inside his home or outside; neither by man nor animal; neither on earth nor in the sky; and neither by ordinary or supernatural weapons”.

Brahma granted him the boon, after which, Hiranyakashipu grew extremely con-ceited and arrogant, in the knowledge that no one could ever cause him harm. He con-stantly attacked the earth and the heavens, demanding that people stop praying to God and instead, start worshipping only him.

Hiranyakashipu had a young and hand-some son, Prahlad, who was a staunch bhak-ta (devotee) of Vishnu. Though the former repeatedly warned the latter and threatened him with dire consequences if he should con-tinue to worship Vishnu, Prahlad continued with his daily prayers. Hiranyakashipu tried to poison the boy, but with the grace of the Lord, the poison turned to sweet, nourish-ing, nectar! The demon King then ordered that the boy be trampled on by elephants, but Prahlad came out of it unharmed. He was safe even after being locked up in a room filled with poisonous snakes.

Frustrated by the all the foiled attempts at killing his son, he ordered Prahlad to go seat himself on a pyre, in the lap of Holika, Hiranyakashipu’s equally demonic sister. Holika had a boon that she would never be burned by fire and so, they lit a pyre on her. Prahlad prayed to Vishnu for his grace and meekly accepted his father’s orders. To the surprise of everyone present there, Holika burned to death and Prahlad came out of the pyre without as much as a scratch. Holi is celebrated in remembrance of the evil Holika’s death and Prahlad’s salvation. This is also the reason why the effigy of a witch is burned during this spring festival. Here, the festival is celebrated for 16 days, until the day of Rangpanchami, the fifth day of the full moon. The festivities officially usher in spring, which is regarded as the divine season for love.

Origins of Holi

While Holi indicates the onset of spring, it is also celebrated as the season of harvest. This is the time the dreary winter ends, giving rise to multiple colors of spring, bringing in rich abundance of flora and fauna. Though this is celebrated as a religious event, this is probably the most vibrant among all rituals held all over the world. During this occasion, revelers cre-ate a bonfire, throw colored water and/or powder at each other, and celebrate with great fervor and enthusiasm.

Holi falls on the last full moon day of the lunar month of Phalguna (February/March), that is, on the Phalguna Poornima day. In most regions, Holi is celebrated for two days. During this time, all social are relaxed and people mingle freely with each other, irrespective of age, caste, creed, gen-der, social status and so on. Men and women

enjoy this day together; singing and dancing and cheering everywhere they go. There are very early records of a festival similar

to Holi called Ratnavali, where people sprayed col-ored water on each other with the help of bamboo syringes. However, the modern origins of the festival can be traced back to ancient Bengal, at the time of a Gaudiya Vaish-nava festival. During this

time, devotees visited Krishna temples and applied red Gulal (color powder) on the idol, also distributing the same to their family and friends, along with offering them Abir and the sweet Malpua, as Prasad (religious offering). Incidentally, the color red signifies the color of passion, as also Lord Krishna, who is the King of passion. This ritual, at that time, also signified that devotees should divert their earthly passions in order to at-tain the divine ecstasy of Krishna’s grace.

Ritual and Rites Associated with Holi Holi is celebrated in different ways in dif-ferent regions of India. While some view it merely as an entertainment, Holi is a seri-ous religious occasion for some others. Let us now see how this festival is celebrated in the major states of India.

Jammu & KashmirJammu and Kashmir are equally concen-trated with people from both the Hindu and the Muslim communities. In these states,

both these communities celebrate the festival with great joy and verve. This is a high-spirited festival to celebrate the onset of spring and the season of harvest. People throw colored water and powder on each other, then dancing, singing and feasting to-gether. The whole region comes alive during this time of the year, forgetting old rivalries and focusing on being together, celebrating this vibrant Festival of Color.

UttarakhandThe Kumaoni Holi, celebrated in the Kumaon region of Uttarakhand, is another ritual

worth the mention. The specialty of this fes-tival lies in the fact that it is a massive musi-cal affair. This comes in various forms, such as the the Khari Holi, Baithki Holi and the Mahila Holi. The Khari Holi and the Baithki Holi are songs with great melody. This type of Holi commences from the premises of temples, where Holi singers, or Holiyars, as they are referred to, gather together to start singing these songs to instrumental and per-cussive accompaniment. Based on classical Ragas, they are enjoyable, while also being spiritual in nature. Incidentally, the Baithki Holi is also known as Nirvan Ki Holi (the Holi of Liberation). Kumaonis are very particular to sing the Ragas as per the time of the day prescribed for them. Each Indian raga has a prescribed timeframe it has to be sung in and these artists strictly adhere to those rules.

As against the Baithki Holi, the Khari Holi is mostly celebrated in the rural areas and this, therefore, reflects on the way it is celebrated. The people here wear traditional white churidar kurtas. They sing simple songs and dance in abandon, to the tune of simple rural musical accompaniments such as the Dhol and the Hurka.

There are many

legends that

are related to

Holi festival.

Here, we bring

you major

instances in

mythology,

This is a

high-spirited

festival to

celebrate the

onset of spring

and the season

of harvest.

“Holi has always been

celebrated in high spirit

without any distinction

of cast, creed, color, race,

status, sex or gender.”

FESTIVAL OF COLORS

46 47ECRU // FALL 2012HOLI SEASON IS HERE // By Jahnabi Barooah

The Holika or bonfire prepared in traditional fashion is referred to as the Cheer Bandhan. This is prepared 15 days before the Dulhendi. This bonfire consists of a green Paiya tree placed in the middle. This Cheer is carefully guarded by the community, as all of the rival groups try to steal the Cheer.

Uttar PradeshWhile the women are busy trying to shoo away the men with lathis or sticks, the males give them a fitting answer as well. The men of the group sing provocative songs in a bid to invite the attention of women, all the time trying to protect themselves with shields.

In Vrindavan too, this day is celebrated with a special puja dedicated to Lord Krishna. The festival in this region lasts for sixteen days.

In Kanpur, this festival is celebrated for an entire week with color and also by setting up a grand fair called Ganga Mela or the Holi Mela. Revelers play Holi at various Ghats along the banks of River Ganga in Kanpur. The Ganga Mela is one of the most ancient of festivities and is over 150 years old. There is no bar on caste, creed, religion, or gender and people from all walks of life come together to take part in this massive congregation.

Most offices, shops and courts are usually closed on the eve of the Ganga Mela and even political lead-ers join in the general fun. This event also marks the official end of the Festival of Colors in Kanpur. In Gorakhpur, which lies in northeast Uttar Pradesh,

this day is celebrated with great fervor. The day begins with a special puja in the morning of Holi. The “Holi Milan” encourages unity and a feeling of brotherhood and people visit others’ houses and sing Holi songs, also applying Gulal on each other. During the evening, people get together to prepare for the coming year, planning their major activities as per the Hindu almanac or the Panchang.

In the Dhampur region of Uttar Pradesh, the Holi Hawas Jaloos is organized. This procession has been conducted since the past 60 years. Tens of thousands of people participate in this Jaloos, along with many bands and Jhakhi involving themselves too. The community is filled with cheer until the week eventu-ally comes to an end.

Madhya Pradesh and RajasthanHoli in Madhya Pradesh is fascinating, especially in regions such as Indore, where this festival is cel-ebrated for five days, the last day being referred to as the Pancham Holi. It is believed that the Maratha Halkars, who had seized the state in the past, had cast their own influence of celebrating Rangpan-chami, on the state.

In Western Madhya Pradesh, the Bhil tribesmen celebrate the festival in their own special way. This community still adheres to ancient, pre-Hindu ways of life and this reflects on their celebrations as well.

In Rajasthan too, Holi is a veritable sight for the Gods. There is much feasting, dancing, singing and merry-making on this day. In the Jaisalmer town of Rajasthan, artists continue to play melodious music as clouds of colors fill the environment.

BiharBihar too being in North India, Holi is celebrated with great fervor here as well. This occasion is referred to as Phagwa in the local Bhojpuri dialect. The above-mentioned lore of Holika predominantly features in this region as well. Similar to the other regions of North India, people light bonfires on the eve of Phalgun Poornima. In order to create the bonfire, they add in dung cakes, wood of the Araad or Redi tree and also the Holika tree, grains from the fresh harvest and unwanted and dried leaves.

Everyone gathers in front of the Holika and the eldest member or a purohit initiates the lighting of the bonfire. He then smears others with Gulal. Start-ing early the next morning, the festival is celebrated with gusto in the morning, along with people throw-ing colored water and powder at each other, also singing and dancing away till lunch time.

Folk songs are often sung at high pitch and people dance to the tune of dholak. One star feature

THE COLORS OF UNITY AND “BROTHERHOOD” Holi festival celebrates the opportunity to forget all differences and indulge in unadulterated fun.

“The spirit of Holi remains the

same throughout the country

and even across the globe.”

Holi 2013: When Does this Day Fall?

This year, Holi falls on Wednesday, March 27. Holi celebrations will hence continue for two days, that is, until Thursday, March 28, 2013.

Enjoy the Festival of Colors to the hilt this year and all the years ahead. May you have a safe Holi and may Lord Krishna bestow His grace upon you and your family. Wish you a very Happy Holi!

(continued on page 77)

MULTIfORM | ECRÚ TYPE AND MAGAZINE | leanna Jones

2425 MULTIfORM | ECRÚ TYPE AND MAGAZINE | leanna Jones

PORTLAND ALL-STARS

50 51ECRU // FALL 2012WHERE TO EAT AND DRINK IN PORTLAND // By Andrew Knowlton

We’re going to assume that you got the memo about Portland--you know, the city that has more than three times as many food carts as garbage trucks, a seemingly limit-less supply of bicycling baristas, and a TV series dedicated to spoofing its residents. In America’s buzziest food city, great chefs are hunt-ing for tasty authentic ethnic drinks and eats. But Portland’s home-grown food trends aren’t the only culinary game in town: We spent a week exploring its incredible ethnic offerings, from chef-driven riffs on global cuisines to the delicious authentic spots that truly inspire them.

“In America’s

buzziest food city,

great chefs are

hunting for tasty

authentic ethnic

drinks and eats.”

Eat AsiaYou can watch chef Johanna Ware prepare almost every dish at Smallwares from a counter-side seat, while the Barwares room in back promotes a “drink while you eat” approach. Not every-thing on the menu is a hit, but since half of the items are $10 or less, we found room for forgiveness. Among the winners: a refined take on spicy mapo dofu; and the scary-addictive tempura kale, studded with bacon. These dishes are a must have, and are pretty much guaranteed to change your life.

PORTLAND ALL-STARS: The Foodist revisits his favorites

PORTLAND ALL-STARS

52 53ECRU // FALL 2012WHERE TO EAT AND DRINK IN PORTLAND // By Andrew Knowlton

Mumbai Goes WestIf you've been to India, it's possible you were hesitant to try the street food. Luckily, Chez Panisse alum Troy MacLarty wasn't, and he's put together a menu at Bollywood Theater to prove it. Who needs utensils when you've got spicy fried okra, papri chaat (crack-ers under a saucy mix of yogurt, chickpeas, and tamarind chutney), and kati rolls (paneer cheese and pickled onion wrapped in pleasantly greasy paratha flatbreads)? Wash them down with a perfect Pimm's Cup or a quenching ginger-lime soda.

New VietnameseLocals pack into Luc Lac Vietnamese Kitchen, a casual, modern spot down-town, for the owners' renditions of their grandmother's dishes like a crisp, vibrant chicken salad and juicy grilled steak rolls. Happy hour here is huge—$2 and $3 versions of items from the full menu pair up with cocktails like the Sassy Sour, a bourbon and sweet tea drink.

Chinese-Thai ChickenIn a city with 700 food carts, you've got to wonder what it takes to rise to the top. While we waited in the perpetual line at Nong's Khao Man Gai, it was obvi-

ous that whatever that is, this downtown spot has it. With unflagging, infectious enthusiasm, Nong Poon-sukwattana serves a Thai riff on Hainanese chicken: a mound of tender, perfectly poached chicken on jasmine rice that's been simmered in the meat's fla-vorful cooking liquid. Splash the gingery sauce over everything, and sip from a sidecar of broth that's both hearty and vegetal thanks to pickled mustard leaves. Nong has added a second cart and a store-front, evidence that an empire could be built on this great dish alone.

Real-Deal TacosIn Portland, "far" means it takes more than 15 min-utes by car to get there (which equals "instantaneous" for other city dwellers). Even so, the authentic menu at Taqueria Santa Cruz is worth the trip over the beautiful St. Johns Bridge to a mellow, almost quaint neighborhood--the kind realtors like to describe as "undiscovered." At the back of the sprawling grocery, you'll see regulars, families, and budget-stretched students ordering inexpensive burritos, tortas, and tacos (try the meaty chorizo). You’ll find that every-thing is just as authentic as it is delicious.

Pho RealBowls of genuine pho are what draw Pok Pok chef Andy Ricker here four days a week—and what sell out by noon. So scoot past the men sipping Vietnam-ese iced coffee in front of Ha & VL and order off the daily-special soup menu. Spike your noodle-filled broth with herbs, bean sprouts, lettuce, and lime juice, along with ginger and hot sauces. Be sure to (a) get there early, and (b) ask for some of that iced cof-fee: Ricker swears it's the best in the world.

Kitschy CarnitasThe tacos at Robo Taco, a kitschy, gringo-run place, are dangerously good, especially the fatty carnitas taco, filled with crisp-edged pieces of pork shoul-der. The torta milanesa, a sandwich layered with a crunchy pork cutlet, shredded lettuce, black beans, and avocado, is just as seductive at breakfast as it is late at night.

Little ArgentinaLast winter, husband-and-wife team Gabrielle Qui-ñónez Denton and Greg Denton left Portland's Me-trovino to open Ox in the Northeast neighborhood.

(continued on page 104) Skirt Steak and Ox

“Scoot past the men

sipping Vietnamese

coffee and order off

the daily-special

soup menu.”

the log out step out campaign for kids is designed to counter excessive

technology usage among youth. children used to participate in outdoor

activities after their school day and on weekends, but because of today’s

recent technological devices they are more apt to turn to online fun rather

than physical activities. it is startling to learn that today’s youth spend an

average of seven hours a day logged on to a computer or cellular device.

the excessive usage of these devices during adolescence can negatively

alter physical and social development.

this campaign brings awareness to the community and also helps

encourage children to get moving and participate with others in outdoor

activities. log out step out will be branded on children’s accessories

including water bottles, hats, yo-yos, Frisbees, and even on playgrounds.

the bright, energetic patterns and graphics will create a strong sense of

fun and imagination, giving kids the desire to spend more time outdoors

having run and staying healthy.

Logged Out

FoNts used:

ARCHER

colors:

title LOG OUT STEP OUT

keY adJectives WHIMSICAL/PLAYfUL

course ART 541 BRANDING

iNstructor MIN CHOI

art director MIN CHOI/SEAN BACON

2929292903

3233 MULTIfORM | LOG OUT STEP OUT | leanna Jones

36373637 MULTIfORM | MOLOKO HOTEL AND CASINO | leanna Jones04

El Nidoel Nido is a fun, hip neighborhood café that spotlights latin american

culture with its playful design. the spanish name translates to “the

Nest” reinforcing the comfort and tranquility of the brand. a simple

list of traditional latin cuisine with an emphasis on many classic café

beverages and pastries is provided on the playful menu, written in both

spanish and english.

the casual ambience of the establishment and the relaxed décor

creates a stress free environment, an ideal place for a young professional

crowd and families. the modern twist on a café with traditional latin

themes is geared towards college students and young professionals ages

25-35. owls are incorporated into the design and illustration to reinforce

the name. each icon is rendered very loosely and often placed next to

hand-rendered typography to further convey its fresh, lively vibe.

FoNts used:

GOTHAM

colors:

title EL NIDO (“THE NEST”) CAfE

keY adJectives COZY/WARMING/LIVELY


iNstructor LISA STARACE

art director CANDICE LOPEZ/SEAN BACON

4041 MULTIfORM | EL NIDO CAFÉ | leanna Jones

4243

SOPAS/SOUPS

Caldo Gallego spanish vegetable soup $3.50

Sopa de Pollo cuban style chicken soup $4.50

Garbanzos chick pea soup $3.50

Alverjas split pea soup $3.50

Frijoles Negros o Rojos black or red beans $3.50

BEBIDAS DE CAFE/COFFEE DRINKS

Cafe Americano, Sanka o Te coffe, sanka, or tea $1.95

Cafe Cubano espresso $2.75/$3.50

Tetero espresso and hot milk $2.75

Cafe Con Leche coffee with milk $2.25

Chocolate Caliente hot chocolate $2.25

Leche Fria cold milk $1.75

POSTRES/DESSERTS

Tres Leches sponge cake with 3 milks topped with merengue $3.95

Flan (De Leche, De Queso o De Coco) caramel, cheese, or coconut $3.50

Arroz Con Leche rice pudding $2.75

Dulce De Leche sweet milk dessert $2.75

Coco Rallado grated coconut in syrup $1.95

Helados ice cream (2 scoops) $2.95

Pasteles assorted pastries $2.50

REFRESCOS/SODAS

Coke, Diet Coke Can $1.95

Limonada lemonade $1.75

Materva, Diet Materva Can mate soft drink $1.95

Malta wheat soda $1.95

Perrier $2.00

Agua Embotellada bottled water $2.00

JUGOS/JUICES

Naranja Fresco fresh orange juice $3.50

Manzana apple juice $2.50

Pera pear juice $2.50

Melocoton peach juice $2.50

Toronja grapefruit juice $2.50

ENSALADAS/SALADS

de la Casa lettuce, tomato, cucumber, balsamic dressing $5.00

Picante mixed greens, roasted corn, black bean salsa, pico de gallo,

chipotle ranch dressing $7.00

de rúcula y piña arugula, winter squash, red onions, cotija cheese, toasted

walnuts, roasted pineapple vinaigrette $.800

Especial carmelized beets, mixed greens, goat cheese, avocado, walnuts,

citrus honey dressing $7.00

TORTAS/SANDWICHES

El Cubano fresh roasted pork, swiss cheese, pickles, mustard $7.50

Pan con Bistec steak, sauteed onions $8.95

Jamon y Queso ham, swiss cheese $6.95

Pan con Bistec de Pollo chicken, lettuce, tomato $8.95

Pan con Chorizo spanish sausage, lettuce, tomato $7.95

Vegetariano lettuce, tomato, cheese, avocado, bell pepper, olives $7.50

Menu front and back

MULTIfORM | EL NIDO CAFÉ | leanna Jones

4646

AustralianFilm Festthe australian Film Festival located in New south Wales is an important

and popular event celebrating the rich australian culture and history of

the country. While rebranding the event i turned to aboriginal culture and

mixed it with common themes related to film and photography in order to

achieve a fun, authentic look and feel.

traditional aboriginal art has a graphic, stylized tone using solid

outlines and strings of dots. the title of the festival used this same

theme to create the image of a filmstrip within the logo. the evolving

nature of australian film was represented through a variety of indigenous

australian animals, allowing for the logo to change form when applied

on different applications. the film festival’s brand has many marks,

incorporating three animals paired with type that changes position. each

creature is rendered in the style of aboriginal art to magnify the cultural

references. the type and colors paired with duotone photography help

capture the vibrant energy one can expect to experience at such an

exciting and dynamic festival.

FoNts used:

GIRARD SLAB

colors:

title AUSTRALIAN fILM fESTIVAL

keY adJectives ABORIGINAL/STYLIZED




474705

4849 MULTIfORM | AUSTRALIAN FILM FESTIVAL | leanna Jones

5051 MULTIfORM | AUSTRALIAN FILM FESTIVAL | leanna Jones

545506

to create collateral pieces for the 2011 urban discovery academy gala

“urban Nights,” i drew inspiration from old Hollywood. relevant graphic

prints and icons were created and applied to each piece. the look and

feel was then applied to an environment within ucsd’s great Hall that

simulated the transition from day to night. iconic silhouettes, black and

white retro patterns and bold lines were merged together giving new life

to an otherwise dated “old Hollywood” theme.

the design language includes exaggerated scale stripes and polka

dots, graphic print lantern centerpieces, super-sized chandeliers, martini

glasses and dancing couple silhouettes, which help complete the vision

of an upscale soiree. the overall look and feel of the design captures

themes of mystery and luxury often related to Hollywood. the primary

target audience is the families and parents of students from the urban

discovery academy. the design and décor allowed the event to retain its

family-friendly mood, yet still successfully incorporated tones of a friendly,

yet upscale environment.

title URBAN HOLLYWOOD

keY adJectives URBAN/GLAMOUR/RETRO

art director MAELIN LEVINE

Urban Nights

FoNts used:

fUTURA

colors:

5859

Table centerpieces and environmental graphics

MULTIfORM | URBAN NIGHTS | leanna Jones

Handverker Norsk, translating to Norwegian craftsman (or artisan) is a

Norwegian brand of cheeses and cheese accessories. the cheese slicer,

invented by Norwegian designer thor Bjorklund, is recognized as one of

the most innovative inventions to come from Norway. originally packaged

as a souvenir item, the brand was expanded to cheeses themselves, giving

a very practical use to each piece.

each item is packaged using a lot of black and white. the design

itself relies heavily on beautiful black and white photography taken of

Norwegian landscapes, paying tribute to the minimal, sleek and modern

design Norway is well known for. the upscale brand targets an audience

of intellectuals in their thirties, who generally have a more refined palate.

title HÅNDVERKER NORSK

keY adJectives SCANDINAVIAN/MINIMAL

course ART 450 PACKAGING

iNstructor ARZU OZKAL

art director SEAN BACON

Norsk Ost

FoNts used:

TIEMPOS/SWEET SANS

colors:

636307

666708

moloko Hotel and casino is a russian resort playing off the themes of

industrialism and constructivism. the design for the hotel and casino

was adapted from stanley kubrick’s film, “a clockwork orange” known

for its rash rendition of russian design. the film takes place in the future

on earth in a dystopian state of society caused by the vast expansion of

space exploration.

the design itself takes on futuristic tones while maintaining a sense

of minimalism. Harsh angles and round gears meet to create a simple, yet

intriguing mechanical pattern and design. although moloko Hotel and

casino will have the impression of a funhouse with themes of fantasy, it

will be directed solely towards an adult audience between the ages of 25

and 40. Fans of both the book and the film will be able to appreciate the

subtleties found around the hotel and casino. all of the elements were

taken directly from the vocabulary, Nadsat, a form of russian-influenced

english, used in the story. this clever design will be successful in bringing

together russian culture and futuristic motifs.

title MOLOKO HOTEL & CASINO

keY adJectives CONSTRUCTIVIST/DYSTOPIAN

course ARTG 133 IDENTITY SYSTEMS

iNstructor MAELIN LEVINE/AMY LEVINE

art director MAELIN LEVINE

Moloko

FoNts used:

KREMLIN

colors:

Casino chips and spa robe


MULTIfORM | MOLOKO HOTEL AND CASINO | leanna Jones

Totemtotem tobacco is a premium brand of pipe tobacco stemming from

strong Native american cultural influences. totem derives character

from the historical aspect of tobacco and pays tribute to the pioneers

who first cultivated it in the Pacific Northwest. the cyclical tin the

tobacco is packaged in feels rustic while keeping the product fresh. the

tobacco varieties are identified with a different totem animal and a brief

cultural reference. accessories include a hand carved pipe and leather

pouch to build nostalgia and also convey the authenticity of the tobacco.

totem is a masculine brand, targeting men ages 35-50, a demographic

that appreciates quality as one would with a fine scotch after a long day.

in recent times, pipe tobacco has become a part of history as more

consumers tend to purchase cigarettes or hand rolled tobacco. totem

stands out by reinventing the memories and ambience that come with

pipe smoking. its muddy colors, vintage typefaces, and illustrations

inspired by the sublime art of the Pacific Northwest give totem a very

rustic and down-to-earth feel, which conveys that this brand provides

uncompromised quality and flavor.

FoNts used:

MUNCIE

colors:

title TOTEM PIPE TOBACCO

keY adJectives RUSTIC/EARTHY/ROBUST




757509

7879

Tobacco pouch and lighter

MULTIfORM | TOTEM TOBACCO | leanna Jones

8081

Matches and tin illustrations

MULTIfORM | TOTEM TOBACCO | leanna Jones

8485 MULTIfORM | LOGOS | leanna Jones

NORSKhåndverker

cultural NoN-ProFit camPaigN For kids

museum eveNt

gPs NavigatioN

iNvestmeNt BaNkiNg

coFFee House

NorWegiaN cHeeses

BarBeQue sauce

Yoga suPPlies

maYaN tHemed restauraNt

valeNtiNes daY Promo

Farmers market

russiaN Hotel aNd casiNo

L VE BUG

8687

NORSKhåndverker

MULTIfORM | LOGOS | leanna Jones

L VE BUG

cultural NoN-ProFit camPaigN For kids

museum eveNt

gPs NavigatioN

iNvestmeNt BaNkiNg

coFFee House

NorWegiaN cHeeses

BarBeQue sauce

Yoga suPPlies

maYaN tHemed restauraNt

valeNtiNes daY Promo

Farmers market

russiaN Hotel aNd casiNo

88 MULTIfORM | ACKNOWLEDGMENTS | leanna Jones

to my dear friends i send special thanks as i am forever indebted to. You

gave me the strength to keep pushing myself and brought many laughs

along the way to keep me sane. making this book would not have been

possible without you: Heber miranda, Norman ramos, etah chen, Zane

Hunker, michael Pasquarelli, and daniel touchet. to everyone else in

class, you know who you are, and you all rock.

to my fabulous friend and coworker Josh White, thank you for never

hesitating to help me out and work for me, even if it meant working three

doubles back-to-back.

Blanche, i couldn’t have asked for a better model. thank you for letting

me take your picture and for being so beautiful.

to my entire family, thank you for all the little things you helped me with

along the way and for always believing in me. i feel incredibly blessed.

Thank Youtim Whitehouse, your photographic skills are amazing. thank you for

making my projects shine. it was a pleasure working with you.

sean Bacon and candice lopez, how can i even begin to thank you two

enough? i have never experienced such dedication in all my years as a

student. You both never gave up on me and from day one nurtured my

point of view. With your guidance i have grown so much as a designer.

You are both truly a blessing, and i am so very thankful and honored to

call you my mentors and friends.

and last, but certainly not least, thank you to Jeremy and kevin at merlin

embroidery, Jim from reddystamp and everyone at inscriptu for helping

me make the necessary choices to give my projects that extra spark.

stock photography: deviantart, istockphoto, flickr.

Film festival photo credit: ryan atkinson

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