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LETTER
-
PERFECT
Purely Typographic Solutions
No less complex than approaches that integrate imag-
ery, this selection of projects explores the possibilities
of letters and text alone—whether casual and light,
strong and simple, or rich and textural. The projects
here present type’s fascinating design potential as a
visual image unto itself, the perfect way to round out
a varied and nuanced selection of design approaches.
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Projects in This Section
...............................................................
cover design
MARKETING BROCHURE
...............................................................
packaging system
LIGHTING HARDWARE
...............................................................
poster/ad campaign
TOURISM
...............................................................
simple website
HOME PAGE
...............................................................
editorial pages
ANNUAL REPORT
MESSAGING SECTION
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A rich red fi eld creates a backdrop for
the three-dimensional typographic
treatment of the title on this book cover.
THINK STUDIO
NEW YORK, NY
|
UNITED STATES
This series of fi nancial books is “packaged” under
a gigantic visual device
—
an ampersand cropped
across the covers. Contrasting the continuity
of the punctuation mark, the color of each cover
changes, as does the linear, geometric pattern
that creates the ampersand.
FORM LONDON
|
UNITED KINGDOM
228
COVER DESIGN
MARKETING BROCHURE
Real Estate Marketing
Project Communication Brief
.........................................................
Establish a connection between the heritage of a
historic building, located close to
New York City’s Grand Central Terminal,
and its contemporary renovation.
Convey the upscale nature of the property.
Evoke the energy of the urban environment and of
the train station itself.
Promote the signifi cance of the new architecture.
Invite prospective buyers to participate in
a prestigious lifestyle.
Text Element Translations
.........................................................
Property Name
The Vanderbilt
At the Grand Central Complex
Luxury Condominiums
Address
120 Park Avenue South
At 41st Street
Tagline
Timeless style in the heart of the city
GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
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PROJECT STRATEGIES
LETTER-PERFECT
PICTO
01053 41
17002 72
CHROMA
29014 98
TYPO
37009 116
38048 119
SPATIAL
49004 142
49010 142
PICTO
12069 63
CHROMA
25002 90
TYPO
33007 108
37028 117
38046 119
45007 132
SPATIAL
49009 142
PICTO
NA
CHROMA
26002 92
TYPO
34035 111
35007 112
37028 117
38032 119
SPATIAL
49002 142
49011 142
VISUAL PROFILE Aggressive
4
Challenging
4
Majestic
4
Classical
4
Luxury
4
Confi dence
4
Urban Canyon Allusion
4
Privileged
VISUAL PROFILE Bold
4
Architectural
Allusion
4
Geometric
4
Progressive
4
Vibrant
4
Cultured
4
Integrated
VISUAL PROFILE Classical
4
Exclusive
4
Majestic
4
Sharp
4
Historic
4
Precise
4
Timeless
PICTO
17052 73
CHROMA
21030 83
25002 90
TYPO
34002 110
37024 116
38046 119
39024 121
SPATIAL
49002 142
49049 143
PICTO
02089 43
18025 74
CHROMA
26016 92
TYPO
33016 108
37040 117
38038 119
SPATIAL
49011 142
49019 142
PICTO
NA
CHROMA
25015 90
TYPO
37002 108
37026 117
38017 118
38043 119
SPATIAL
49008 142
49049 143
PICTO
10001 58
CHROMA
29023 99
TYPO
33007 108
37028 117
38024 118
38043 119
SPATIAL
49012 142
49033 142
PICTO
01001 40
01015 40
01068 41
17037 73
17069 73
18046 75
CHROMA
19017 78
25002 90
TYPO
34034 111
37030 117
38007 118
38023 118
41009 124
SPATIAL
50021 144
PICTO
01068 41
01069 41
CHROMA
19003 78
19067 79
TYPO
37023 116
38041 119
SPATIAL
49007 142
50004 144
VISUAL PROFILE Expressive
4
Gestural
4
Urban
4
Architectural Detail
4
Historic
4
Aesthetic
Quality
4
Decorative
VISUAL PROFILE Muted
4
Reserved
4
Elegant
4
Nostalgic
4
Geometric
4
Historic
4
Contemplative
VISUAL PROFILE Collage
4
City Allusions
4
Multilayered
4
Expressive
4
Artsy
4
Spontaneous
VISUAL PROFILE Iconic
4
Transit Heritage
4
Historic
4
Urban Culture
4
Detailed
4
Metaphorica
4
Ambiguous Space
VISUAL PROFILE Skyline Allusion
4
Visionary
4
Sophisticated
4
Pictorial Metaphor
4
Architectural
4
Expansive
4
Aspirational
VISUAL PROFILE Rhythmic
4
Columnar
4
Structural
4
Grandiose
4
Eclectic
4
Transit
4
Rush-Hour
4
Movement
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Large-scale, elegant serif type against crisp, white
backgrounds brings a refreshing, no-nonsense appeal
to the packaging of these day-to-day bath products.
KYI SUN LEE NEW YORK, NY
|
UNITED STATES
GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
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