PROCESS BOOK

Introduction
On day one, Christopher introduced us to the concept of design thinking. Through a series of related exercised, he laid out the methodology and the rationale for it. 1. Wallet excersize, first concepts. Notes on my partner (Winnie)s requirements. 2. Sketches of wallets for my partner, plus refinements. 3. Comment on Christophers blog.

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Defining the Client

ten attributes to convey: - mobile - nomad - minimalistic - forward-thinking - orderly - open - brand-loyal - modern - bold - paperless - neat - orderly - trendy Rule of thirds investor media entrepreneur money where my mouth is Divide in categories, and try some from each Symbol, mascot, logotype, etc come up with more Color, flags, patterns, stamps, tattoos, texture / material Uniforms, decals, seal, voices, language, slogans, jingle Shape, signatures, faces, expressions, products, architecture, landmarks, Brands, characters, tags, labels, packaging, application, art, religious symbols Badges, insignia, math, music
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Our first assignment for the project was to select ten attributes, bring in a selection of objects from our life, and arrange them in a way that would convey the chosen attributes. 1. Notes to myself. Attributes chosen, plan of what to bring, and what attributes mentionned in the crit that stood out. 2. List of things that may constitute a brand identity. 3. Full list of attributes mentionned by classmates. 4. Items I selected.

things to bring: mbp iphone starbucks card

geometric Obsessed Lazy Selective Devote Sleek Consumer Design Liar Spender

techy, apple boy, coffee, simple, obsessed apple lover, forgetful, lazy, coffee lover, techy, minimal simple, very selective, technological, starbucks, determined, clean consumer, loyalty, narrow, preference, specific, minimal, devoted, absence of hand, sleek consume, digital, off, unusual, city, plastic modern, modern, simple, nerd, tech dependent, elitist, snobby, workload, fanboy, rich, off balance srarbucks gold vip member, technological, clean, simple geometric, minimal, design organization, apple products, specific arrogant, pompous, boyish, contrived, forced, conservative, privileged, entitled, bad taste, immature, disconnected, closed off, empty, obsessive, teenage, boring, voyeur, sterile, confined, simple connected,simple, engaged, caffeinated, consumer, addict, technophile, straight-forward, minimal, brand-loyal, starbucks, apple shallow, minimalist, apple freak, caffeinated, simple, to-the-point, technology, procrastinator, favorite, digital, privileged, difficult security, tech, mac fan, protection, computer, serious person, simple, consumer tech-savvy, minimal, spender, social, clean, simple, apple, empty, digital focused, boring, sleek, minimal, standard, watcher, content-whore, obsessed, design lover, consumer simple, macbook, apple, consumer, trendy, spends lots of cash, plain, nerdy, organized

caffeinated nomad

1. process book, project 1, gd2 with christopher simmons

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Logo SketchesBreadth
By this point, I was set on the two words caffeinated nomad. First step was to get down as many ideas as possibleor, ideate, in design thinking jargon. Using the list of different type of brandings, I sketched as many different types of ideas as I could come up with.

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Logo SketchesDepth
Nomad is about less about traveling associated with homeless moving around Gypsy, contemporary nomad Tribal patterns to portray Energy in general rather than caffeinated, vibrations, movement Mongolian nomad with Starbucks Tools of nomad, Giant wagon with coffee or as a cup Top view coffee cup, latte art Jittery Feeling Quality to way it's rendered evoking feeling of a caffeinated person Original meaning of nomad? Do the symbols interest viewers? What captures the quality you want to express Nomadic life is very romantic Leverage against what we expect coffee in a knapsack Against conventional and traditional American values (settle down, buy a home) Somewhat of a romantic idea
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By the next class, I refined some of the more successful sketches. Ideas included a knapsack, to convey nomadism, as well as various other travel imagery (arrows, suitcases, luggage tags, etc.) A recurring icon was the coffee bean. 1.
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Notes on previous crit, inspiration for this round of sketches.

2.10. Sketches.

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Logo SketchesDepth (cont.)

Simultaneously, I moved to the computer and explored some of the various other ideas in vector form. In crit, 7, 8 and 10 stood out. 1.10. Vector sketches.

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Refinements
I then went on to refine my quick vector logo sketches. I tried bringing in a luggage tag, and I spent some time refining the coffee-bean shape. 1. 2. 3.8.
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Tag. Coffee-bean shape tests. Combining coffee stamp and tag.

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Refinements (cont.), Introduction of Letterhead & Business Cards

I tried applying the tag concept as a whole stationary system. I also thought of postage stamps and tried to see what that would look like. Unfortunately, I came to realize that the tag imagery was not working, and that I would have to ditch it.
Kenneth Ballenegger
CEO & Co-Founder kballenegger@cn.com (415) 713-0430

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In dapibus, eros sit amet iaculis tristique, purus lacus porttitor nisi, eu interdum augue tortor eu mi. Morbi mattis, arcu at laoreet dapibus, felis leo blandit turpis, sit amet malesuada quam nisl ut leo. Fusce eget risus et felis molestie tempor. Quisque eu elit eros, faucibus gravida nibh. Nam luctus elementum sapien et scelerisque. Yours sincerely, Kenneth Ballenegger
Caffeinated Nomad, Inc. 650 Delancey St., San Francisco, CA-94107 www.cn.com

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Caffeinated Nomad, Inc. 650 Delancey St., San Francisco, CA-94107 www.cn.com

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Coffee bean is looking like hamburger We read positive before negatives Play on luggage tag works well Too complex might work, Maybe not as logo Passport stamps Luggage tag Travel stickers (vintage) Funny piggy
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Taylor, Inc. 694 Rockstar Lane Durham, NC 27708 Dear Mr. Ballenegger Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent ut quam in diam mattis dapibus at vitae sapien. Aenean lobortis porttitor felis, in ultricies purus consequat eget. Quisque suscipit vestibulum vestibulum. In dapibus, eros sit amet iaculis tristique, purus lacus porttitor nisi, eu interdum augue tortor eu mi. Morbi mattis, arcu at laoreet dapibus, felis leo blandit turpis, sit amet malesuada quam nisl ut leo. Fusce eget risus et felis molestie tempor. Quisque eu elit eros, faucibus gravida nibh. Nam luctus elementum sapien et scelerisque. Sed placerat nunc vel massa laoreet auctor. Sed non justo ut urna interdum placerat. Vestibulum interdum urna pellentesque dui elementum sed vulputate enim rhoncus. In a purus vel ipsum pretium vestibulum. Mauris quam libero, iaculis at tincidunt vitae, scelerisque id magna. Donec consectetur consectetur tortor. Fusce fringilla neque quis eros elementum quis condimentum tortor placerat. Nam magna libero, condimentum eget aliquam a, malesuada ac felis. Vestibulum ut pretium massa. Morbi eget est nibh, et volutpat dolor. Donec quis nibh vehicula augue varius suscipit id in metus.

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Further Refinements
Having seen the postage stamp idea, Christopher then mentioned postage cancellation imagery (striped stamp). I tried that idea using a few of my circular logos. This is when I started toying around with the idea of having the logo turned into a real, physical rubber stamp.

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Kenneth Ballenegger
CEO & Co-Founder kballenegger@cn.com (415) 713-0430

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caffeinated nomad

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Caffeinated Nomad, Inc 650 Delancey St., San Francisco, CA-94107 www.cn.com

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Tag letterheads too crowded Stamp layout works best Try horizontal tag size of stamp Curvy stripes in stamp
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Logo Refinements
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I then realized that I needed to refine the cirular mark itself. It needed to convey more travel, and less coffee. Being that I would have a coffee-themed color scheme, and that the outer ring with the text is reminiscent of a coffee shop such as Starbucks, I had to replace the inner coffee bean with something travel-related. At first, I thought that the globe icon would not work because it was such an overdone clich, but once I saw it used in context, I kind of liked it.

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Logo Finalization, Color Palette, Custom Stamp

Further refinements were done to the logo were done, the color palette was finalized, and a custom stamp was ordered.

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Finalization of Stationary System

Inspired by luggage tags, and a rendition of a tag made by designer Louise Fili for the Metrazur restaurant (2.), I chose to use it as a basis for my business card design. I also started finalizing the stationary system, adding a note-card, a cup-holder design and an envelope.

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Phone numbers on letterhead On envelope, use stamp as seal on flap Spaces for phone number Adders on business card Move envelope addy, and crop marks on note Use cream paper, dont fake it Letterhead note white Envelope like paper bag Business card yellow paper like tag cupholder: make it more of an engagement. dont just stamp it on, but think of putting a story on it, a poem, a quote, something related to travel bring in the idea of caffeinated noma;
Kenneth Ballenegger 2. 3.

Robert Frost

try a quote / poem / etc on the notecard too

CEO & Co-Founder 650 Delancey St., San Francisco, CA-94107 kballenegger@cn.com 415 713 0430

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Timelog and Expenses

Timelog
Date Jan 19, 2011 Class Jan 24, 2011 Class Jan 26, 2011 Class Jan 31, 2011 Class Feb 2, 2011 Class Feb 7, 2011 Class Feb 9, 2011 Class
Jan 23, 2011 Homework Jan 23, 2011 Homework Jan 26, 2011 Homework Jan 30, 2011 Homework Feb 1, 2011 Homework Feb 1, 2011 Homework Feb 1, 2011 Homework Feb 1, 2011 Homework Feb 2, 2011 Homework Feb 2, 2011 Homework Feb 2, 2011 Homework Feb 6, 2011 Homework Feb 6, 2011 Homework Feb 6, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework

Timelog
Duration 3h 0m 3h 0m 3h 0m 3h 0m 3h 0m 3h 0m 3h 0m
0h 12m 0h 6m 1h 0m 3h 0m 0h 15m 1h 12m 0h 31m 0h 10m 0h 24m 0h 33m 0h 13m 0h 41m 0h 30m 1h 9m 0h 18m 0h 13m 0h 14m 0h 0m 1h 0m

Expenses
Duration
0h 40m 0h 6m 2h 30m 0h 5m 0h 11m 0h 16m 0h 15m 0h 12m 0h 26m 0h 11m 0h 13m 1h 12m 0h 4m 0h 34m 0h 10m 0h 24m 0h 50m 0h 0m 0h 10m 0h 10m 2h 0m 0h 15m 0h 27m 3h 43m 1h 30m 0h 43m

Description

Date

Description

Date Feb 8, 2011 Ink Pad

Description $ $ $ $ $ $ $

Expense 36.00 6.56 18.37 22.38 2.92 1.40 16.80

Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 7, 2011 Homework Feb 8, 2011 Homework Feb 8, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 9, 2011 Homework Feb 10, 2011 Homework Feb 10, 2011 Homework Feb 13, 2011 Homework Feb 13, 2011 Homework

Feb 9, 2011 Test prints Feb 9, 2011 Blicks -- supplies Feb 9, 2011 City Stamp & Sign Feb 9, 2011 Kinkos Feb 13, 2011 CCA Printers Feb 13, 2011 Final Process Book

49h 57m

104.43

process book, project 1, gd2 with christopher simmons

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Final Product

process book, project 1, gd2 with christopher simmons

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