radicI AM_radic

S E L E C T E D W O R K S K Y L E M A N N S C H R E C K _radic

P A R T 1 _

SCHOOL COURSEINSTRUCTOR_

DESIGNERPHONEEMAIL_

BINDERY_

Academy of Art University _Senior Portfolio_Mary Scott

Kyle Mannschreck _(775) 781 5772 _kmmannschreckgmailcom

The Key Printing and Binding Oakland CA (510) 595 3311

radic

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PRINTING_

TITLECONTENTPHOTOGRAPHY_

TYPEFACESSOFTWARE TEXT STOCK_

Giant Horse Printing San Mateo CA (650) 875 7137

I Am A Doer_Kyle Mannschreck _Kyle Mannschreck

Klavika Eidetic Neo _ Adobe Suite CS6 _ Finch 100lb text

radic

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copy 2012 All rights reserved No part of this publication shall be reproduced without express

permission from Kyle Mannschreck

p _ 0 0 1 _radic

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

prodprod

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C Kradicp _ 0 0 2 _

p _ 0 0 3 _radic

CONCEPT_

Stemming back to the dawn of man humans have always been collectors

and gatherers by nature This trait started as a means of survival and

has become a compulsion ingrained in our being Some people collect

books some collect coins others antiquesmdashI collect experiences

Each new experience brings growth and increases our ability to tackle

any problem that is at hand These experiences guide us through our

lives determining who we are and how we react when presented with

problems Graphic designers are no more than problem solvers tasked

with translating experiences into effective and appropriate visual

solutions The more experiences a person has the more effectively they

can tackle any task at hand I am on the constant mission to experience

life first hand and enjoy all it has to offermdashI AM A DOER

mdashKYLE MANNSCHRECK

radic

prodprodi n t r o _ CO N C E P T S U M M A RY

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

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p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

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radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

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radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

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radic02_radic

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prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

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radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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0

1

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4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

SCHOOL COURSEINSTRUCTOR_

DESIGNERPHONEEMAIL_

BINDERY_

Academy of Art University _Senior Portfolio_Mary Scott

Kyle Mannschreck _(775) 781 5772 _kmmannschreckgmailcom

The Key Printing and Binding Oakland CA (510) 595 3311

radic

radic

radic

PRINTING_

TITLECONTENTPHOTOGRAPHY_

TYPEFACESSOFTWARE TEXT STOCK_

Giant Horse Printing San Mateo CA (650) 875 7137

I Am A Doer_Kyle Mannschreck _Kyle Mannschreck

Klavika Eidetic Neo _ Adobe Suite CS6 _ Finch 100lb text

radic

radic

radic

copy 2012 All rights reserved No part of this publication shall be reproduced without express

permission from Kyle Mannschreck

p _ 0 0 1 _radic

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

prodprod

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C Kradicp _ 0 0 2 _

p _ 0 0 3 _radic

CONCEPT_

Stemming back to the dawn of man humans have always been collectors

and gatherers by nature This trait started as a means of survival and

has become a compulsion ingrained in our being Some people collect

books some collect coins others antiquesmdashI collect experiences

Each new experience brings growth and increases our ability to tackle

any problem that is at hand These experiences guide us through our

lives determining who we are and how we react when presented with

problems Graphic designers are no more than problem solvers tasked

with translating experiences into effective and appropriate visual

solutions The more experiences a person has the more effectively they

can tackle any task at hand I am on the constant mission to experience

life first hand and enjoy all it has to offermdashI AM A DOER

mdashKYLE MANNSCHRECK

radic

prodprodi n t r o _ CO N C E P T S U M M A RY

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

radic

radic

radic

radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

p _ 0 0 1 _radic

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

prodprod

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C Kradicp _ 0 0 2 _

p _ 0 0 3 _radic

CONCEPT_

Stemming back to the dawn of man humans have always been collectors

and gatherers by nature This trait started as a means of survival and

has become a compulsion ingrained in our being Some people collect

books some collect coins others antiquesmdashI collect experiences

Each new experience brings growth and increases our ability to tackle

any problem that is at hand These experiences guide us through our

lives determining who we are and how we react when presented with

problems Graphic designers are no more than problem solvers tasked

with translating experiences into effective and appropriate visual

solutions The more experiences a person has the more effectively they

can tackle any task at hand I am on the constant mission to experience

life first hand and enjoy all it has to offermdashI AM A DOER

mdashKYLE MANNSCHRECK

radic

prodprodi n t r o _ CO N C E P T S U M M A RY

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

radic

radic

radic

radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicCONTINUE TO PART 2_radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C Kradicp _ 0 0 2 _

p _ 0 0 3 _radic

CONCEPT_

Stemming back to the dawn of man humans have always been collectors

and gatherers by nature This trait started as a means of survival and

has become a compulsion ingrained in our being Some people collect

books some collect coins others antiquesmdashI collect experiences

Each new experience brings growth and increases our ability to tackle

any problem that is at hand These experiences guide us through our

lives determining who we are and how we react when presented with

problems Graphic designers are no more than problem solvers tasked

with translating experiences into effective and appropriate visual

solutions The more experiences a person has the more effectively they

can tackle any task at hand I am on the constant mission to experience

life first hand and enjoy all it has to offermdashI AM A DOER

mdashKYLE MANNSCHRECK

radic

prodprodi n t r o _ CO N C E P T S U M M A RY

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

radic

radic

radic

radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

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micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

p _ 0 0 3 _radic

CONCEPT_

Stemming back to the dawn of man humans have always been collectors

and gatherers by nature This trait started as a means of survival and

has become a compulsion ingrained in our being Some people collect

books some collect coins others antiquesmdashI collect experiences

Each new experience brings growth and increases our ability to tackle

any problem that is at hand These experiences guide us through our

lives determining who we are and how we react when presented with

problems Graphic designers are no more than problem solvers tasked

with translating experiences into effective and appropriate visual

solutions The more experiences a person has the more effectively they

can tackle any task at hand I am on the constant mission to experience

life first hand and enjoy all it has to offermdashI AM A DOER

mdashKYLE MANNSCHRECK

radic

prodprodi n t r o _ CO N C E P T S U M M A RY

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

radic

radic

radic

radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 0 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

radic00_radic

PROJECT_

Spare Parts

C H A P T E R 0 1 _ p 0 0 6 _ 0 0 7

CLASS_

Print 1

INSTRUCTOR_

Megumi Kiyama

PROJECT_

Makita Skincare

C H A P T E R 0 2 _ p 0 2 0 _ 0 2 1

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

WestJet Branding

C H A P T E R 0 3 _ p 0 3 2 _ 0 3 3

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

REI Packaging

C H A P T E R 0 4 _ p 0 5 0 _ 0 5 1

CLASS_

Packaging 1

INSTRUCTOR_

Chamindri Wijimanne

PROJECT_

Typeface Promotion

C H A P T E R 0 5 _ p 0 6 2 _ 0 6 3

CLASS_

Typography 4

INSTRUCTOR_

Ariel Grey

PROJECT_

Svedka Packaging

C H A P T E R 0 6 _ p 0 7 8 _ 0 7 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

radic

radic

radic

radic

radic

radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

p _ 0 0 5 _radic

PROJECT_

Stress Campaign

C H A P T E R 0 7 _ p 0 9 0 _ 0 9 1

CLASS_

Graphic Design 3

INSTRUCTOR_

Jenny Ji

PROJECT_

Pharmaceuticals

C H A P T E R 0 8 _ p 1 0 2 _ 1 0 3

CLASS_

Packaging 3

INSTRUCTOR_

Thomas McNulty

PROJECT_

Paper Promotion

C H A P T E R 0 9 _ p 1 1 2 _ 1 1 3

CLASS_

Typography 3

INSTRUCTOR_

Ariel Grey

PROJECT_

Ace Identity

C H A P T E R 1 0 _ p 1 3 6 _ 1 3 7

CLASS_

Identity 2

INSTRUCTOR_

Thomas McNulty

PROJECT_

Collective Packaging

C H A P T E R 1 1 _ p 1 4 8 _ 1 4 9

CLASS_

Packaging 4

INSTRUCTOR_

Thomas McNulty

PROJECT_

Various Identities

C H A P T E R 1 2 _ p 1 8 4 _ 1 8 5

CLASS_

Various Classes

INSTRUCTOR_

Various Instructors

prodprodi n t r o _ TA B L E O F CO N T E N T S

radic

radic

radic

radic

radic

radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

radicp _ 0 0 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 7 _radicpro jec t_ S PA R E PA RT S

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 0 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

minus

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

OBJECTIVE_

Create your own TED conference and create an educational brochure

along with a website and poster series to supplement the conference

PROJECT BRIEF_

I chose to create collateral for a TED conference focused on the ever

growing subject of transplantation The book covers the origins of

organ transplantation through the experimental techniques being

developed today My aim was to take the information and present it in

an intriguing and visually grabbing way Most educational material

tends to fall into more of a bland visual category and by making the

information more visual pleasing I feel people could more easily gain

interest I created a series of icons to accompany the graphic style and

carried the established system throughout the website posters and the

educational brochure

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0112

Print 1

Weeks

InnovativeExcitingInformative

PROJECT_

TERM_

DELIVERABLES_

Spare Parts

Fall 2011

BrochureWebsitePoster Series

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Print

Megumi Kiyama

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

StainlessFlama

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic01_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 1 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 1 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 3 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 1 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 5 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 1 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

radicp _ 0 1 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 1 7 _radicp r o j e c t _ S PA R E PA RT S

SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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SPARE PARTS

THERE ARE93000PEOPLE WHONEED ANEW KIDNEYIN THE US16000 WILLGET ONETHIS YEAR

Kidney transplant allows patients with kidney failure to resume life without the need for dialysis greatly improving the quality of life Kidney transplant are not without their drawbacks however as transplant patients must remain on a regimen of medications to prevent rejection some of which cause can cause serious side effects

Benefits of TransplantationDialysis no longer requiredIncrease in energy and overall well-beingReturn to an almost normal lifestyleIncreased independence (no longer depend on a machine)Less or no restrictions of diet or fluid intake

ACCORDING TO THE NATIONAL KIDNEY COUNT THERE ARE ABOUT 400000 PEOPLE IN THE UNITED STATES WITH KIDNEY FAILURE THE LATEST STATISTICS AVAILABLE SHOW THAT IN 1998 THERE WERE MORE THAN 13000 KIDNEY TRANSPLANTS PERFORMED THOUGH THE NUMBER HAS GROWN CONSIDERABLY EVERY YEAR

Responsibilities with TransplantationManaging your transplanted kidney for the life of the kidneyTaking daily medicationsAttending regular clinic visitsHaving lab work often frequently

As you consider the benefits and risks we encourage you to find out all the information you can and to discuss your treatment options with your primary physician

KIDNEY TRANSPLANTS

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 2 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 1 _radicpro jec t_ M A K I TA S K I N C A R E

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

OBJECTIVE_

Pick an existing company unrelated to the health and beauty category

and develop a line of skincare products to increase market-share

PROJECT BRIEF_

The company I chose to bring into the skincare market was Makita

power-tools Makita Corporation is Japanrsquos number one manufacturer and

exporter of electric power tools The company develops and distributes

more than 350 different products across the construction industry I

thought Makita could benefit from a move into the skincare category

using their brand equity Power-tools go hand in hand with hard work and

hard work can take a toll on a persons hands and skin Many construction

workers spend all day in the sun or coming in contact with harsh solvents

that are rough on skin Why not create a skincare line targeted directly

toward the construction industry and dondashitndashyourselfers The line I created

would consist of SPFs to protect from the sun along with moisturizing

lotions to keep skin healthy The bottles even feature an opening at the

top allowing the opportunity to hand them from a tool belt

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0212

Packaging 3

Weeks

Hardworking

Quality

Dependable

PROJECT_

TERM_

DELIVERABLES_

Makita Skincare

Fall 2011

Skincare line

Inndashstore display

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Klavika

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic02_radic

radicp _ 0 2 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

prodprodprodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicp r o j e c t _ S K I N C A R E PA C K A G I N G

radicp _ 0 24 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

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PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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radic

radic

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radic radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

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radicCONTINUE TO PART 2_radic

PANTONE321 C

7rdquo

PEARLSNOWHITE

RECESSEDAREA 132rdquo

6rdquo5 18rdquo

Reveal

1rdquo

1 34rdquo 2rdquo 2 14rdquo

2 14rdquo

Bevels on all sides other than bottom

Bevels on all sides

Two 1rdquo peices cut then

adhered together3rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS12rdquo

THICKNESS34rdquo

THICKNESS1rdquo

THICKNESS2rdquo

THICKNESS1rdquo

FRONT VIEW

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 5 _radicp r o j e c t _ M A K I TA S K I N C A R E

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

COOLING ALOE VER A

Mentho lMenthol aloe vera tha t cools and soothes dr y and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BL OCK

SPF 50Waterproof sunblock thatworks to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

Revitalizin gAn antindashaging f aciallotion that help sdiminish wrinkles

5 fl oz (150ml )

COOLING ALOE VERA

MentholMenthol aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

WATERPROOFSUN BLOCK

SPF 50Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

ANTIndashAGINGLOTION

RevitalizingAn antindashaging f aciallotion that helpsdiminish wrinkles

5 fl oz (150ml )

WASUN BL

Wa

7 fl oz

y

(2

ROOFOCK

)

radicp _ 0 2 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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10 36 17

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicCONTINUE TO PART 2_radic

COOLING ALOE VERA

OriginalOriginal aloe vera that cools and soothes dry and sun damaged skin

6 fl oz (200ml)

works to keep you protected

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml )

SOOTHINGLOTION

MoisturizingA moisturizing lotionthat works to keepskin in top condition

5 fl oz (150ml )

WATERPROOFSUN BLOCK

SPF 30Waterproof sunblock that works to keep you protected from harmful UV rays

7 fl oz (250ml)

e

5 fl oz (150ml )

WATERPSUN BL OCK

7 fl oz (250ml)

MOISTURIZINGBODY BUTTER

Cool MintUltra moisturizing body butterhelps refresh and revitalizeeven the roughest driest skin

5 fl oz (150ml)

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 2 7 _radicp r o j e c t _ M A K I TA S K I N C A R E

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

FRONT VIEW

3 14rdquo

6 12rdquo

2rdquo

1rdquo

14rdquo

15rdquo

16rdquo

5 34rdquo

14rdquo

12rdquo

14rdquo

12rdquo

12rdquo

3rdquo3rdquo

3 14rdquo

RAWWOOD

12rdquo

34rdquo

WOODPLASTIC WITH A

THIN METAL VENIR

radicp _ 0 3 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

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10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 1 _p r o j e c t _ M A K I TA S K I N C A R E radic

radicp _ 0 3 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

I AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 3 _radicpro jec t_ W E S T J E T B R A N D I N G

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIEND

LY

CARING

EFFICIENT

MO

DERN

WO

RLD-CLASS

AFFORD

ABLE

PERSON

ABLE

PROG

RESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

FRIENDLY

CARING

EFFICIENT

MODERN

WORLD-CLASS

AFFORDABLE

PERSONABLE

PROGRESSIVE

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

OBJECTIVE_

Pick an existing airline or taxi company and take the company through

a total rendashbrand including brand guidelines applications and stationery

PROJECT BRIEF_

The airline I chose to rendashbrand was the Canadian airline Westjet WestJet

hold the stern belief that it may be their planes that fly you to your

destinations but it is their people who get you there and make it happen

They are dedicated to providing a world-class guest experience They

have built their corporate culture around caring for you the customer For

the brand-mark I chose to create symbol which represents an abstraction

of the Common Loon the Canadian national bird The Loon are communal

by nature and make frequent trips over long distances I felt these

characteristics made the Loon an appropriate candidate for the mark

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0312

Identity 2

Weeks

Friendly

Affordable

Caring

PROJECT_

TERM_

DELIVERABLES_

WestJet Branding

Fall 2011

Signature

Brand Guidelines

Stationery System

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Identity

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Din

Akzidenz Grotesk

_ part part

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radic03_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 5 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 3 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

minus

micro

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 7 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 3 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

minus

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 3 9 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 4 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 41 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 4 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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_

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 3 _radicp r o j e c t _ W E S T J E T B R A N D I N G

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 4 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprod

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

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6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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micro

micro

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micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 4 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

WestJet

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 4 9 _radicpro jec t_ W E S T J E T B R A N D I N G

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

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micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 5 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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partpart

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micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicI AM_radic

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 1 _radicpro jec t_ R E I PA C K A G I N G prodprod

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

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REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

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radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

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OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

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t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

OBJECTIVE_

Choose an existing retail store and create a new packaging system that

could be implemented throughout the store

PROJECT BRIEF_

I chose create a packaging system for the outdoor and adventure store

REI REI began in the 1930rsquos when the Pacific Northwest mountaineer

Lloyd Anderson began his search for a quality ice axe He had no success

finding one locally and had to order an ice axe all the way from Austria

which at the time was a great undertaking After this debacle Lloyd and

his wife Mary convened with 21 other climbers to establish an outdoor

gear co-op with the goal of making quality products easily accessible to

fellow climbers and outdoor enthusiasts I set out to create packaging

that could bring the adventure and the outdoors into the experience of

purchasing the products To do this I employed a bold graphic outgoing

style and chose to use a substrate that mimicked a wood texture

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0412

Packaging 1

Weeks

Adventurous

Exciting

Outdoorsy

PROJECT_

TERM_

DELIVERABLES_

REI Packaging

Spring 2010

Gift Bag

Gift Box

5 in-store items

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Chamindri Wijimanne

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Akzidenz Grotesk

_ part part

radic04_radic

radic

radicradic

radic

radic

radic

radic

radic

radic

radic radic

radic

radicp _ 0 5 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _p r o j e c t _ R E TA I L PA C K A G I N G radic prodprod

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

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radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 5 4 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

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radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

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micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

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8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

REIREIREI

REIREIREI

REIREIREI

REI REI REI

REI REI REI

REI REI REI

ADVENTURE

category_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 5 _radicpro jec t_ R E I PA C K A G I N G prodprod

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

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minus

minus

micro

micro

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

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radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

REI

REI

EXPLOREEXP

LORE

8rdquo LOOP TOP BOTTLE

w w w r e i c o m

WATER BOTTLE8rdquo Stainless Steel Loop-top

REIw w w r e i c o m

WATER BOTTLE

AD

RE

NA

LIN

E

8rdquo Stainless Steel Loop-top

1 0 0 S A T I S F A C T I O N G U A R A N T E E D

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 5 7 _p r o j e c t _ R E I PA C K A G I N G radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

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10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

radicp _ 0 5 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

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Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

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t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

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minus

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micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

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LUT

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_

radic

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

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EV

OLU

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N_

radic

RE

VO

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_

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 6 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 1 _radicp r o j e c t _ R E I PA C K A G I N G

radicp _ 0 6 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

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Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

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Minion Pro

Kettler

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t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

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N_

radic

RE

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_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

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OLU

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 3 _radicpro jec t_ T Y P E FA C E P RO M O T I O N

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

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t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

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radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

OBJECTIVE_

Pick a Typeface and create promotional material that portrays at least

one characteristic of the typeface in a conceptual and experimental way

The system is to revolve around a conceptual book and specimen book

PROJECT BRIEF_

The typeface I chose to create a promotional system based around the

typeface Minion Pro Minion Pro combines the aesthetic and functional

qualities that make text type highly readable with the versatility of

Open Type digital technology yielding unprecedented flexibility and

typographic control whether for lengthy text or display settings The

quality and lasting potential that the typeface shows got me to thinking

about the drastic drop in quality and craftsmanship shown in America

today After research I discovered the theory of planned obsolescence

Planned obsolescence is the idea that failure should be built into products

to increase revenue I aimed to create a book to bring awareness to the

lack of quality and longevity that has come to plague our planet known as

ldquoplanned obsolescencerdquo which seemed to be widely ignored and under the

radar The book is meant to have the feeling of expiration as it progresses

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0512

Typography 4

Weeks

Fleeting

De-generative

Decaying

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Typeface Promotion

Spring 2012

Book

Specimen Book

Poster

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Typography

Ariel Grey

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Minion Pro

Kettler

_ part part

radic05_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 5 _p r o j e c t _ T Y P E FA C E P RO M OT I O N radic

t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicp _ 0 6 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

part

part

part

minus

minus

micro

micro

micro

minus

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

micro

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

36 28 34

29 57 27

10 36 17

00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

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radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K

MINION PRO

ELEGANT

DEEP KNOWLEDGE

OBSOLESCENCE

(ANTONYM)

PLANNED OBSOLESCENCE

QUALITY

IMPRESSIVE

LASTING

EDUCATED

IGNORANCE

PROFESSIONAL

SPECIALIZED

KNOWLEDGEABLE

PRIVILEGED

HARD WORK

BEAUTIFUL

COMPETENT

USER-FRIENDLY

DEDICATION

FUNCTIONAL

USABLE

DESIRE

WILL POWER

PRIDE

MINION

DEVOTED

LOYALTY

PROUD

RESPECT

READABLE

RELENTLESS

LEGIBLE

DRIVEN

UNDERSTANDABLE

TRUTHFUL

VERSATILE

LONGEVITY

DISPOSABLE

(ANTONYM)

THROW-AWAY SOCIETY

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

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radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

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minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 6 9 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 7 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 1 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 74 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radic prodprodp r o j e c t _ T Y P E P RO M OT I O N

A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

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6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

41 10 52

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

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Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6

6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

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6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

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c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

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prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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radicCONTINUE TO PART 2_radic

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr

larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz

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6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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A A a a a Agrave Agrave Aacute Aacute Acirc Acirc Atilde Atilde Auml Auml Aring Aring AElig AElig agrave agrave aacute aacute acirc acirc atilde atilde auml auml aring aring aelig aelig Ā Ā ā ā Ă Ă ă ă Ą Ą ą ą Ǻ Ǻ ǻ ǻ Ǽ Ǽ ǽ ǽ ά α а Ạ Ạ ạ ạ ạ Ά Ả Ả ả ả Ấ Ấ ấ ấ ấ Ầ Ầ ầ ầ ầ Ẩ Ẩ ẩ ẩ ẩ Ẫ Ẫ ẫ ẫ ẫ Ậ Ậ ậ ậ ậ Ắ Ắ ắ ắ ắ Ằ Ằ ằ ằ ằ Ẳ Ẳ ẳ ẳ ẳ Ẵ Ẵ ẵ ẵ ẵ Ặ Ặ ặ ặ ặ ἀ ἁ ἂ ἃ ἄ ἅ ἆ ἇ Ἀ Ἁ Ἂ Ἃ Ἄ Ἅ Ἆ Ἇ ὰ ά ᾀ ᾁ ᾂ ᾃ ᾄ ᾅ ᾆ ᾇ ᾈ ᾉ ᾉ ᾊ ᾊ ᾋ ᾋ ᾌ ᾌ ᾍ ᾍ ᾎ ᾎ ᾏ ᾏ ᾰ ᾱ ᾲ ᾳ ᾴ ᾶ ᾷ Ᾰ Ᾱ Ὰ Ά ᾼ ᾼ B B b b b Β β в Б ъ ы ь љ szlig њ Ѣ ѣ thorn thorn C C c c Ccedil Ccedil ccedil ccedil Ć Ć ć ć Ĉ Ĉ ĉ ĉ Ċ Ċ ċ ċ Č Č č č ς Ϛ Є С Э Œ Œ œ œ D D d d d ETH ETH eth Ď Ď ď ď Đ Đ đ đ ₫ ₫ E E e e e e Egrave Egrave Eacute Eacute Ecirc Ecirc Euml Euml egrave egrave egrave eacute eacute ecirc ecirc euml euml Ē Ē ē ē Ĕ Ĕ ĕ ĕ Ė Ė ė ė Ę Ę ę ę Ě Ě ě ě ǽ Ε Έ Ξ Σ έ ε ξ Ё Є е з ё є ә Ẹ Ẹ ẹ ẹ ẹ Ẻ Ẻ ẻ ẻ ẻ Ẽ Ẽ ẽ ẽ ẽ Ế Ế ế ế ế Ề Ề ề ề ề Ể Ể ể ể ể Ễ Ễ ễ ễ ễ Ệ Ệ ệ ệ ệ ἐ ἑ ἒ ἓ ἔ ἕ Ἐ Ἑ Ἒ Ἓ Ἔ Ἕ ὲ έ Ὲ Έ F F f f ϝ ₣ ₣ ₣ ſ ƒ ƒ ƒ int G G g g g Ĝ Ĝ ĝ ĝ Ğ Ğ ğ ğ Ġ Ġ ġ ġ Ģ Ģ ģ ģ H H h h h Ĥ Ĥ ĥ ĥ Ħ Ħ ħ ħ Ή Η Њ Џ Д П Н н ш щ њ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ᾘ ᾘ ᾙ ᾙ ᾚ ᾚ ᾛ ᾛ ᾜ ᾜ ᾝ ᾝ ᾞ ᾞ ᾟ ᾟ Ὴ Ή ῌ ῌ Ἠ Ἡ Ἢ Ἣ Ἤ Ἥ Ἦ Ἧ ђ ћ I I i i i i i Igrave Igrave Iacute Iacute Icirc Icirc Iuml Iuml igrave igrave iacute iacute icirc icirc iuml iuml Ĩ Ĩ ĩ ĩ Ī Ī ī ī Ĭ Ĭ ĭ ĭ Į Į į į İ İ і ї ı ı IJ IJ ij ij ΐ Ι Ϊ ί ι ϊ І Ї і ї Ỉ Ỉ ỉ ỉ Ị Ị ị ị ἰ ἱ ἲ ἳ ἴ ἵ ἶ ἷ Ἰ Ἱ Ἲ Ἳ Ἴ Ἵ Ἶ Ἷ ὶ ί ῑ ῐ ῒ ΐ ῖ ῗ Ῐ Ῑ Ὶ Ί J J j j Ĵ Ĵ ĵ ĵ ȷ ȷ Ј ј K K K k k k Ķ ķ ķ ĸ Κ κ ж L L l l l Ĺ Ĺ ĺ ĺ Ļ Ļ ļ ļ Ľ Ľ ľ ľ Ŀ Ŀ ŀ ŀ Ł Ł ł ł pound pound pound M M m m m m М м N N n n n Ń Ń ń ń Ņ Ņ ņ ņ Ň Ň ň ʼn ň Ŋ Ŋ ŋ ŋ Ν η ή и й ἠ ἡ ἢ ἣ ἤ ἥ ἦ ἧ ὴ ή ᾐ ᾑ ᾒ ᾓ ᾔ ᾕ ᾖ ᾗ O O o o o ordm Ograve Ograve Oacute Oacute Ocirc Ocirc Otilde Otilde Ouml Ouml Oslash Oslash eth ograve ograve oacute oacute ocirc ocirc otilde otilde ouml ouml oslash oslash Ō Ō ō ō Ŏ Ŏ ŏ ŏ Ő Ő ő ő Ǿ Ǿ ǿ ǿ Ơ Ơ ơ ơ Θ Ο Φ θ ο σ ό ϕ Ϟ О Ф о Ọ Ọ ọ ọ Ỏ Ỏ ỏ ỏ Ố Ố ố ố Ồ Ồ ồ ồ Ổ Ổ ổ ổ Ỗ Ỗ ỗ ỗ Ộ ộ ộ Ớ Ớ ớ ớ Ờ Ờ ờ ờ Ở Ở ở ở Ỡ Ỡ ỡ ỡ Ợ Ợ ợ ợ ὀ ὁ ὂ ὃ ὄ ὅ Ὀ Ὁ Ὂ Ὃ Ὄ Ὅ ὸ ό Ὸ Ό P P p p thorn thorn Ρ ῤ ῥ ₧ ₧ Ρ Q Q q q ϕ φ R R R r r r r Ŕ Ŕ ŕ ŕ Ŗ Ŗ ŗ ŗ Ř Ř ř ř Я S S s s s Ś Ś ś ś Ŝ Ŝ ŝ ŝ Ş Ş ş ş Š Š š š Ș Ș ș ș ѕ Ѕ T T t t t Ţ Ţ ţ ţ Ť Ť ť ť Ŧ Ŧ ŧ ŧ Ț Ț ț ț Τ τ Ѓ Ћ Ђ Т г т ѓ U U u u micro Ugrave Ugrave Uacute Uacute Ucirc Ucirc Uuml Uuml ugrave ugrave uacute uacute ucirc ucirc uuml uuml Ũ Ũ ũ ũ Ū Ū ū ū Ŭ Ŭ ŭ ŭ Ů Ů ů ů Ű Ű ű ű Ų Ų ų ų Ư Ư ư ư μ ч Ụ Ụ ụ ụ Ủ Ủ ủ ủ Ứ Ứ ứ ứ Ừ Ừ ừ ừ Ử Ử ử ử Ữ Ữ ữ ữ Ự Ự ự ự V V v v ΰ ϋ Ѵ ѵ ῠ ῡ ῢ ΰ ῧ ὐ ὑ ὒ ὓ ὔ ὕ ὖ ὗ W W w w Ŵ Ŵ ŵ ŵ ώ Ẁ Ẁ ẁ ẁ Ẃ Ẃ ẃ ẃ Ẅ Ẅ ẅ ẅ ῲ ῳ ῴ ῶ ῷ ὠ ὡ ὢ ὣ ὤ ὥ ὦ ὧ X X x x Χ χ Ж ж Y Y y y yen yen yen Ŷ Ŷ ŷ ŷ Ÿ Ÿ Ύ Υ Ϋ γ У у ў Ỳ Ỳ ỳ Ỵ Ỵ ỵ ỵ Ỷ Ỷ ỷ Ỹ Ỹ ỹ ỹ Ῠ Ῡ Ὺ Ύ Ȳ ȳ ȳ Z Z z z Ź Ź ź ź Ż Ż ż ż Ž Ž ž ž Ζ з З ᾨ ᾨ ᾩ ᾩ ᾪ ᾪ ᾫ ᾫ ᾬ ᾬ ᾭ ᾭ ᾮ ᾮ ᾯ ᾯ Ὠ Ὡ Ὢ Ὣ Ὤ Ὥ Ὦ Ὧ Ω $ $ $ $ $ amp amp ( ( ( ( ) ) ) ) + - - - - - - - lt = gt [ [ ] ] ^ _ ` ` ` | ~ iexcl iexcl iexcl cent cent cent cent cent cent cent brvbar uml uml uml not macr macr macr deg plusmn acute acute acute middot middot cedil cedil cedil ˆ ˆ ˆ ˇ ˇ ˇ ˉ ˘ ˘ ˘ ˙ ˙ ˙ ˚ ˚ ˚ ˛ ˛ ˛ ˜ ˜ ˜ ˝ ˝ ˝ ʹ ͵ ΄ ΅ ᾽ ι ᾿ ῁ ῍ ῎ ῏ ῝ ῞ ῟ ῾ ‐ ‒ ndash ndash mdash mdash lsquo rsquo rsquo sbquo ldquo rdquo bdquo hellip permil permil lsaquo lsaquo rsaquo rsaquo frasl ₍ ₎ ₡ asymp ne le ge sect copy laquo laquo para dagger Dagger bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull bull trade larr larr larr larr larr larr rarr rarr rarr rarr rarr radic infin ▷ ◁ loz 0 0 0 0 0 0 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 8 8 8 8 8 9 9 9 9 9 ⁰ ⁴ ⁵ ⁶ ⁷ ⁸ ⁹ ₀ ₁ ₂ ₃ ₄ ₅ ₆ ₇ ₈ ₉

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00 00 46

00 00 01

With this discovery I decided to create a book to bring awareness to the decline in quality and the backwards thinking that seemed to be going into the engineering and production of our products to make them fail faster and make people purchase more often rarr rarr rarr The purpose of the book is to uncover this hush-hush process that seems to be swept under the carpet and ignite a reaction in the American people to revive the attributes that we once took pride in such as quality and workmanship The book will begin as a tightly designed seemingly quality book As the book progresses and the story of planned obsolescence unfolds the pages will begin to yellow and the book will begin to seem looser the type and imagery will begin to jumble and seemingly head toward failure to express the state of our products today which were designed with failure in mind rarr rarr rarr The book will be set in the typeface Minion pro which will remain strong and legible despite the fact that the imagery surrounding it and even the format of the paragraphs begin to fall apart around it This book will be put out by the company Myfonts which distributes the typefaces utilized in the book Together we can make a change in the way our products are manufactured

made to break planned obsolescence in americararr rarr rarr Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology yielding unprecedented flexibility and typographic control whether for lengthy text or display settings Overall Minion Pro is a typeface designed with the all the consideration of what makes a typeface of the utmost quality and legibility With this in mind I began to brainstorm ideas for a book topic After countless hours of mind-mapping and discussion there were a series of reoccurring words and themes including longevity and quality rarr rarr rarr From these words I began to think about the current condition of our marketplace and began to wonder where the quality had gone and when the longevity of the products we guy began to take the backburner to price I reminisced to a time where products were built with pride and honor and you would be hard pressed to need a replacement any time soon After doing a little research on the topic I came across an engineering practice called ldquoplanned obsolescencerdquo which seemed to be the culprit behind the decline in quality and longevity in the marketplace With this discovery I decided to create a book to bring awareness

m in ion pro regul ar

other weights and st ylesminion pro italic

minion pro mediumminion pro meduim italic

minion pro semiboldminion pro semibold italic

minion pro bold minion pro b old italic

when did failure become a good thing

micro

part

part

partpart

part

micro

micromicro

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 7 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

c a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 7 _radic prodprodp r o j e c t _ T Y P E FA C E P RO M OT I O N

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 78 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicI AM_radic

prodprodcategory_ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 7 9 _radicpro jec t_ S V E D K A PA C K A G I N G

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

radic

radicradic

radic

radic

radic

radic

radic radic

radic

radic radic

Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

0

1

2

3

4

5

6

7

8

9

10

EV

OLU

TIO

N_

radic

RE

VO

LUT

ION

_

radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

OBJECTIVE_

Pick an existing spirits company and design one evolutionary packaging

system along with one revolutionary packaging system

PROJECT BRIEF_

I chose to re-design the Swedish vodka company Svedka Established

in 1998 Svedka Vodka launched with a brand vision to put fun back

into the vodka category As for the evolutionary move I needed to take

in consideration the existing brand equity if any The solid blue bar

positioned in the top third of the bottle has become very recognizable

to brand followers I chose to retain the Svedka Blue and create a new

graphic still utilizing the brand positioning in the same location I

converted the existing design into an abstraction of the graphic on

the Swedish flag and decided to create a bit more of a premium feeling

without raising the price point by making the bottle white As for the

revolutionary design I branched off the futuristic feel of the famous

Svedka marketing campaign I created a new bottle graphic inspired by

more of a technical and futuristic feeling I also chose to package the

product in a container that takes a more progressive and unique form

CHAPTER_

COURSE_

DURATION_

KEYWORDS_

0612

Packaging 4

Weeks

Futuristic

Technical

Funndashloving

PROJECT_

TERM_

DELIVERABLES_

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Svedka Packaging

Spring 2011

Revolutionary Design

Evolutionary Design

CATEGORY_

INSTRUCTOR_

TYPEFACES_

Packaging

Thomas McNulty

1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5

Morgan

_ part part

radic06_radic

radicp _ 0 8 0 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

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radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 0 9 _radicp r o j e c t _ A LCO H O L PA C K A G I N G

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicp _ 0 8 2 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 3 _radicp r o j e c t _ S V E D K A PA C K A G I N G

750 ml IMPORTEDrsaquorsaquorsaquorsaquoFROM SWEDEN

VODKA

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prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 5 _radicp r o j e c t _ S V E D K A PA C K A G I N G

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

radicp _ 0 8 6 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

prodprodc a t e g o r y _ I D E N T I T Y _ PA C K A G I N G _ P R I N T I N T E R A C T I V E _ T Y P O G R A P H Y p _ 0 8 7 _radicp r o j e c t _ S V E D K A PA C K A G I N G

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radicCONTINUE TO PART 2_radic

radicp _ 0 8 8 _ t i t l e _ I A M A D O E R _ s e l e c t e d w o r k s _ K Y L E M A N N S C H R E C K c h a p t e r _ 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2

radicCONTINUE TO PART 2_radic

radicCONTINUE TO PART 2_radic