Design for...

Johnny Sha

Johnny Sha 917-775 - 2616 917-775 - 2616

johnnysha@gmail.com johnnycsha@hotmail.com
Design for... Logos
Noteworthy
• Stationery store
• Logo development

Vela
• Real estate
• Logo development

KCRW
• Public radio
• Logo development

World of Coca-Cola
• Corporate museum
• Branding

Rohm and Haas World of

• 100 year anniversary
• Branding

Administrator
• E-mail icon
• Logo development

NAT (Natural History Museum of

Los Angeles County)
• Natural history museum
• Rebranding

Nokia Sanyo
• Consumer electronics
• Branding joint venture

Options for Life

• Green house care products
• Co-branding
Design for... Dark market
client:
Player’s
i n d u s t ry :

Tobacco
p r o g r a m :
Event and promotional, website,
posters
a rt d i r e c to r :
Pablo Pineda

Question:

•• How to advertise when nearly all

advertising is illegal?

Approach:
•• Created program materials for a
documentary that promotes the
bartending culture & community
in a town in Canada

•• Designed invite, giveaways,

website, and event materials
Design for... To Go Mainstream
client:
Mt. Fuji
i n d u s t ry :

Confectionery
p r o g r a m :
Branding, package

Question:

•• How to market Asian products to

mainstream consumers?

Approach:
•• Leveraged fun colors and shapes

•• Packaging that maximize the

showcase of the product
Design for... Better Negotiation
client:
Scripps Networks
i n d u s t ry :

Broadcast media
p r o g r a m :
Branding, advertisement, website

Question:

•• How to show the value of

HGTV and Food Network during
fee negotiation with networks?

Approach:

•• Designed logos for HGTV and

Food Network to tap into the
emotional ties among viewers

ATTENTION
and fans

•• Launched two websites,

DISH Network Customers:
ilovefoodnetwork.com and
ilovehgtv.com, to gather support,
to coordinate action, and to
distribute information Candice Olson Kim Myles Vern Yip
HGTV HGTV HGTV

•• Prepared advertisements when

programming is about to be
pulled off networks

Alton Brown Paula Deen Guy Fieri

Food Network Food Network Food Network

DISH Network, your TV service provider, may very

soon drop HGTV and Food Network from its channel
lineup. What does this mean to you?
It means you won't able to see your favorite HGTV shows like House Hunters, Designed to Sell and Design Star or learn about HGTV's Dream
Home Giveaway. And if you’re a Food Network fan, you'll miss must-see TV like the New Iron Chef, Rachael Ray's 30 Minute Meals, Throw
Down with Bobby Flay, Guy Fieri's Diners, Drive-Ins & Dives and Paula's Home Cooking.

Don’t let us fade away on DISH Network—go to ilovefoodnetwork.com and ilovehgtv.com or call
1-888-WE-LUVFOOD (588-3663) or 1-877-90-LUVHGTV (588-4488). Demand that DISH Network keep HGTV and Food Network
on the air and tell your friends and family to do the same!
Design for... Millennials
client:

Cengage Learning
i n d u s t ry :

Academic publisher
p r o g r a m :
Avatar/Spokesperson and widget

Question:

•• How to expand upon the unique

selling point of “geek chic” to
the Millennial Generation and
the Net Generation?

Approach:
•• Expanded the characteristic to
include “frat boy” & “dumb jock”
which resonate better with the
college crowd

A) The Asterisk B) The Smart Aleck C) The Brainiac

D) Mr Pea-Brain E) The Wise Guy F) The Ramen Brain

Design for... Logos in Motion
client:
Brand2Squared
i n d u s t ry :

Brand
Licensing Squared
program:
Branding

Question:

•• How to have an animated logo

be more than just a motion
graphic exercise?

Approach:
•• Made the animation function Brand Brand Brand
in a larger program that includes Squared Squared Squared
presentations and case studies

client:
LTD. Enterprises Inc
i n d u s t ry :

Licensing
p r o g r a m :
Branding, apparel, collateral
If you dgoot a
n’t

n’ t
got
Question: a you
you c him ,

•• Which of Yogi Berra’s sayings If

don’
t
him

gets incorporated into the logo

design?

Approach:
•• Created a flexible system of
interchangeable design elements
that could be customized so all ™LTD Enterprises
™LTD Enterprises

Yogi’s sayings could be utilized

Design for... Spreading a Good Idea by Co-Branding
client:
options for life
i n d u s t ry :
Green house care cleaning product
glass & window
p r o g r a m :
cleaner
Rebranding, co-branding,
, bottled an
packaging ed

a ll y blend

dd
istributed
Question:

loc
•• How to structure two brands
together and have a flexible
system to accommodate future
expansion?

Approach:
•• Created a solid color area that
could move up or down to
accommodate co-brander’s logo.

•• Created an branded icon to

identity option for life as reusable spray bottle
manufacturer 16 fl oz ( 0.47 liters) made in usa
Design for... 360° Marketing
client:
Player’s
i n d u s t ry :

Tobacco
p r o g r a m :
Event and promotional, pop,
brochure
a rt d i r e c to r :
Pablo Pineda

Question:

•• How to have a strong, consistent,

focused communication
among the internal, retailer, and
consumer audience?

Approach:
•• Created a family of three visual
languages that addresses each
audience while still maintaining
an uniform feel in the design
approach and layout
Design for... Re b ran d i n g a 9 0-y ear-o ld c o m pan y
client:
Wilbur-Ellis
i n d u s t ry : Shamrock Products

Magnesium Oxide
Magnesium Oxide
Agribusiness
“Intentionally Better”

Magnesium
p r o g r a m : Oxide

Rebranding, intranet, packaging ! TO BE USED IN ANIMAL FEEDS ONLY !

GUARANTEED ANALYSIS
Magnesium (Mg) Not Less Than 57.50%

Net Weight 50 lb (22.68kg)

Wilbur-Ellis, Feed Division, Animal Nutrition

Question:
Clackamas, OR 97015
FOLD FOLD

Shamrock Products
•• How to structure a coherent “Intentionally Better”

and robust branding system

to support a $2.5 billion business
with three divisions that
Magnesium
Shamrock Products
“Intentionally Better”

consistently making acquisitions? Salt

Salt
Salt
Approach: Oxide ! TO BE USED IN ANIMAL FEEDS ONLY !
GUARANTEED ANALYSIS
Salt (NaCl) Min
Salt (NaCl) Max
99.00%
99.90%

Net Weight 50 lb (22.68kg)

•• Analyzed and overhauled the

Wilbur-Ellis, Feed Division, Animal Nutrition
Clackamas, OR 97015
FOLD FOLD

! TO BE USED IN ANIMAL FEEDS ONLY !

branding system by revising the
GUARANTEED ANALYSIS
corporate logo, creating three Magnesium (Mg) Not Less Than 57.50%

divisional logos, and developing

a new brand guideline Net Weight 50 lb (22.68kg)

•• Created a whole program for

both the internal and external
Wilbur-Ellis, Feed Division, Animal Nutrition
communication on the rebranding Clackamas, OR 97015
Wilbur-Ellis, Feed Division, Animal Nutrition
Clackamas, OR 97015

•• Advised procedural protocols for

the in-house design department

•• Ongoing support to implement

the new brand guideline

At Wilbur-Ellis, we’re proud of our history but never stop looking ahead. Our Worldwide Branding System

Introducing Wilbur-Ellis’ Branding and Visual Pers on’s Name

Job Title Goes Here
123 Street Address, Suite 123
City Name, Province, Zipcode
Identity Standards. Country Name
t 123. 456.7890
e name@wilburellis.com

As a company whose greatest assets are its people, we wanted to

This will be a corporate-wide initiative that will enable us to

In this preview booklet, you’ll see how we’ve brought to life

our philosophy of “three divisions, one company.” You’ll notice

the divisions, while reinforcing the positioning of the company

as a whole. You’ll also see how these graphic elements will be
applied across a range of channels.

The Wilbur-Ellis visual identity system is scheduled to be

implemented shortly throughout our global communications. We
345 California St, 27th Fl, San Francisco, CA 94104 t 415. 772. 4000 f 415.772.4011 www.wilburellis.com

hope you’re as excited about this fresh visual identity as we are.

Design for... Re b ran d i n g a 9 0-y ear-o ld c o m pan y
client:
Wilbur-Ellis
i n d u s t ry :
Agribusiness 8.0
8.2.1
Applications
Field Sign

p r o g r a m :
Rebranding, intranet, packaging Branding &
7.0
7.2.3
Design Templates
PowerPoint
These are examples only.
They are not meant to
Identity represent approved items
Standards with specific dimensions
or models.
2.0 Corporate Branding Elements PowerPoint
• Use white Wilbur-Ellis
2.2.2 Wilbur-Ellis Corporate Identifier System
Presentation Covers
with Images Corporate Idenitifier
with Wilbur-Ellis Green
background color
January 1, 2010
Presentation Title
Iconography: Typeface Arial Bold
• Use Arial Bold for text, black
Title Case If You Choose to Have a Cover Page With an Image,

FOLI-GRO
The Wilbur-Ellis Corporate color, center textHere in Arial Bold in 24pt Type Size
Title Goes
Size 24 pt font
Identifier and Divisional 28 pt leading

Corporate Identifier
Sub-title
Wilbur-Ellis Goes
Corporate Here in Arial Regular Title Case
Identifier
Identifier System
ZINC 7%
Color Wilbur-Ellis Green

Wilbur-Ellis
Color White
Presentation Sub-title

Wilbur-Ellis Corporate Identifier System

Corporate Branding The Divisional Identifier(s) Background
January 1, 2010

Wilbur-Ellis Overview Elements Agribusiness Division Typeface Arial Regular

must always appear with the Color PMS 3305 C
Title Case
Wilbur-Ellis Corporate Identifier. Size 24 pt font If You Choose to Have a Cover Page With an Image,
28 pt leading Title Goes Here in Arial Bold in 24pt Type Size
In addition to complementing Color Wilbur-Ellis Green Sub-title Goes Here in Arial Regular Title Case
the Wilbur-Ellis Corporate
Presentation Date

Divisional Identifiers
Identifier, the Divisional
Typeface Arial Regular
Identifiers display the core January 1, 2010

Title Case
element of each division. Size 12 pt font
14 pt leading If You Choose to Have a Cover Page With an Image,
Connell Brothers Title Goes Here in Arial Bold in 24pt Type Size
Color 75% Black
Specialty Chemicals &
Sub-title Goes Here in Arial Regular Title Case
Ingredients Division Feed Division Imagery Photograph Format
Size 648 px wide x
231 px high January 1, 2010

DPI 92 dpi – 150 dpi

Color RGB
If You Choose to Have a Cover Page With an Image,
File Type png or jpgWilbur-Ellis Title Goes Here in Arial Bold in 24pt Type Size
Corporate Identifier
FOLI-GRO

Wilbur-Ellis Corporate Identifier System

Sub-title Goes Here in Arial Regular Title Case

ZINC 7%
Design Templates Applications Additional Information

21.07.2010 Divisional Identifiers

Shown in 35% scale

8.2.1
21.07.2010

Go to WEconnect
to download assets continues

7.2.3
21.07.2010

Go to WEconnect
to download assets

2.2.2
21.07.2010

Our company-wide slogan:

What truly distinguishes Wilbur-Ellis is our creative thinking
and ideas in all areas of business—such as cultivating new
markets, offering innovative products, creating an entrepreneurial
Pers on’s Name
Job Title Goes Here
123 Street Address, Suite 123
City Name, Province, Zipcode
atmosphere, and providing clients with products and services
Countr y Name
t 123. 456.7890
that help them expand their business.
e name@wilburellis.com

Pers on’s Name 123 Street Address, Suite 123

Job Title Goes Here City Name, Province, Zipcode
Countr y Name
t 123. 456.7890
e name@wilburellis.com

Pers on’s Name 123 Street Address, Suite 123

Job Title Goes Here City Name, Province, Zipcode
Countr y Name
t 123. 456.7890
e name@wilburellis.com
Design for... Infographics
client:
Slim•Fast
i n d u s t ry :

Weight loss/diet
p r o g r a m :
Print, web, pop

Question:

•• How to condense a whole

campaign into diagrams that
could quickly illustrate
the strategy for sustained
weight loss?

Approach:
•• Designed a custom set of icons

•• Combined both the stages of

consumer experience cycle
and types of messaging into CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS
one diagram

PASSIVE MESSAGING ACTIVE ENGAGEMENT

AWARENESS CONSIDERATION
Intrigue Education

TRIAL
Participation

REGULAR LOYALTY

Trusted Friend

Repeat Purchase

Dialogue Collaboration

REPERTOIRE

Television  Radio Print Events

PR Customer  Internet Retail
Service
Design for... position for an upscale market
client:
Pizza Hut International
i n d u s t ry :

Quick-service restaurant
p r o g r a m : background colors

Logo redesign and brand guideline 1 PIZZA HUT DEEP RED

a rt d i r e c to r : 1.05 Red Roof Icon

Pablo Pineda TM

acceptable uses
Question: Power of
the roof
•• How to position a fast-food In addition to changes in the Master Logo, the
Pizza Hut Red Roof icon will break away from
restaurant into an upscale dine-in the traditional stacked format and exist as its
own entity for the first time. Limited use of the
Red Roof icon without the Wordmark next
experience? to it allows us to establish recognition of the
stand-alone icon by customers . The separation
of the symbol moves Pizza Hut’s image into new
realms of modernity and style. Restaurant environment Pen / merchandise
NOTE: The Red Roof icon should always be
Approach: used with its black stroke around it, and on
the approved Deep Red background. The
only exception to this rule is when it is used
on menu items to indicate a “signature” or
•• Create a new design language “chef’s special” item. Under these circumstances
the Minimum size 2 should be used, and can
Color standard SPOT COLOR CMYK RGB HTML
be placed on a light color background as
that includes reconfiguring long as the maximum and minimum size
specifications are followed.
A PMS 485C/485U
B Process Black
A 0C 95M 100Y
B 0C 0M
0K
0Y 100K
A 237R 28G 46B
B 0R 0G 0B
A xxxxxxx
B 000000

existing logo, wordmark,

NOTE: Never use Wordmark and Red Roof
icon separately on the same surface.
Whenever both Wordmark and Red Roof ½X ½X
Brand manifesto layout Uniforms / merchandise Clear space Minimum size 1 Generally, the Red Roof icon may not be
photographic style, design
icon appear on the same surface/page, they
reproduced smaller than 0.8 cm in width.
must be contained within the bounding box ½X 0.8 cm All applications of 0.8 cm in width and larger
of the Master Logo. ™
must have a solid black outline as shown on
elements, restaurant artwork,
™
When used with a photograph it must be X Minimum size 1.
placed as a containing color layer as shown 8°
on Corporate communication .

and layout. Please refer to the right for examples

of acceptable applications usage
½X Minimum size 2 Exceptions: The Red Roof icon may be used
on the menu to indicate “signature” or ‘chef
for Red Roof Icon. Clear space is the area around the icon where nothing is to be 0.5 cm special’ Pizza Hut dishes. In this application,
placed on top of it. By giving the icon “breathing room,” we the size of the icon may be anywhere from
NOTE: When the “Red Roof Icon” is used, the will ensure its visibility and legibility. As a matter of practice, 0.5 to 0.7 cm in width, and black outline is not
background must be red, except when used nothing should touch or cover any part of the Red Roof icon. required. See Minimum size 2.
as a menu icon (please see Minimum size 2).
© 2008 Yum Restaurants International Corporate communication Menu
11

business envelopes business letterhead

inviting & heartfelt

old photographic style new photographic style
primary acceptable uses 3.9 cm 6.3 cm 6.7 cm 11.1 cm 2.9 cm 5.6 cm 13.1 cm

Master Logo Master Logo PhotographicStyle

3.02 Stationary 0.4 cm
1.01 Icon Bounding box Wordmark
1.01 2.03 3.01
1.00 Stationery
Master Logo 1.9 cm
0.4 cm
0.4 cm
1.2 cm

pizza hut international 14841 north dallas parkway. dallas, tx 75254

4.0 cm 3.2 cm
XvzxzCum digna faciliscil il ullan ut vel ul-
lutpatet, verostrud molesequis autat. Vulput People and
Logo environment Make it
Dear Mr. Anderson.
velit augue vel in hent pratet luptatie facidunt 12.0 cm
nit praesed enismodo et ipsuscillut loborpero

order Do’s photography

dolobortio odo core modignibh et prate deli-

personal
qua mconsen dipsumsan henim dunt esecte
Master logo Unfamiliar environments Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis eget urna. Praesent nisl velit, laoreet ac,
iaculis eu, porttitor at, libero. Vestibulum eget nisl vitae eros dapibus feugiat. Etiam sed risus. Praesent
vullaore miniam veliscilit, vera
quis quam in odio pellentesque facilisis. Curabitur ac magna. Suspendisse sodales quam lacinia nisl.
Morbi dapibus ipsum non tellus facilisis tristique. Pellentesque habitant morbi tristique senectus et
netus et malesuada fames ac turpis egestas. Etiam commodo velit eget dolor. Maecenas at tortor.
The Master Logo can be used for any Use of the Master Logo, Wordmark and With a new image comes the opportunity Every element of communication needs Pellentesque non diam. Phasellus cursus. Duis at mauris. Pellentesque ac elit.
brand applications. It is a requirement Red Roof icon in a variety of applications to use new photography. When using to convey the same look and feel of
that the Master logo must be used is explained in detail on the following photography containing people and the brand in order to maintain brand Integer malesuada sem et metus. Pellentesque lectus. Sed aliquam. Fusce vel magna nec turpis gravida

whenever a logo is intended to appear in
consumer-oriented print communications
(e.g. print advertising, direct mail, street
banners, carry-out packaging, etc.)
This logo must be your first and default
choice for any application.
Please note that colors of logo element
and background, including the shape of
the background (two-color bounding
box) may not be changed. You may refer
to section 1.02 to determine the correct
color usage when production process
secondary pages. On this page, you will see a few
examples of correct usage of Master
Logo in the context of photographic
and solid color backgrounds.
The Master Logo should always be
® much less inviting.
placed over images and colors that will
provide a comfortable level of contrast.
Line art can be found
Wordmark Pole signage application In section 2.02 Graphic There will be instances in which this
style guide desirable level of contrast cannot be
achieved or when desirable
For pole signs only and should
backgrounds will not be available.
not be used in marketing materials.
environments, one of the main goals is to consistency. Each envelope, business
portray food as the hero, bringing people card, and piece of stationery will have
together and creating lasting memories. the master logo at the top and use the
The old images display models in standard Avenir font for all text except
unnatural, overly-staged scenes that were Close up of expressions Black and white images the employee name, in which case the business cards
Eye Catching font should be used.
Shocking colors or patterns
When choosing and directing
photographic style, look for: business envelope
size: 28.0 cm x 12.0 cm
· sociability dynamic information: address 0.2 cm
1.0 cm
· black and white and color photos
business card
1.1 cm
28.0 cm pretium. Duis non leo nec dolor venenatis euismod. Aliquam et tellus. Donec varius vehicula dui.
Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Quisque quam.
Etiam at tortor. Nunc eu ante eu elit commodo hendrerit. Phasellus in ante eget eros sollicitudin biben-
dum. Integer faucibus. Curabitur auctor vulputate quam. Praesent vel elit ut enim bibendum sagittis.
Aenean ante lorem, facilisis non, molestie non, blandit sit amet, tellus. Morbi vel neque. Sed fermentum
name tag 21.6 cm
auctor orci. Vestibulum volutpat interdum diam.
27.9 cm
Nullam enim lectus, semper eget, sodales a, bibendum eget, felis. Aenean nisi. Duis consequat augue et
pede venenatis dignissim. Phasellus massa. Ut vel urna. Etiam sollicitudin libero sed arcu. Quisque
2.1 cm 4.0 cm 2.8 cm 1.5 cm 6.0 cm 1.4 cm
tempus commodo nisl. Pellentesque congue accumsan nibh. Donec condimentum lacus auctor pede
placerat condimentum. Proin diam dolor, auctor sit amet, porta ac, porttitor quis, odio. Praesent pellen-
tesque ipsum a dolor. Aenean urna sem, iaculis non, posuere id, iaculis nec, tellus. Vestibulum sed lacus
1.7 cm
a orci fringilla ultricies. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia
Curae; Duis bibendum adipiscing lacus. Phasellus in eros ut nisi porta dictum. Pellentesque habitant

limits color reproduction capability.

Master Logo consists of three elements:
ŘRed Roof icon (see to the right)
Poster
For these instances, an outline of 1 pt
in thickness is to be used regardless of
the size of the entire Master Logo.
· warmth
· close ups on facial expressions
size: 8.9 cm x 5.1 cm
dynamic information: name, title,
personal information, address
0.7 cm
0.7 cm
2.2 cm
John Smith
district manager
5.1 cm
1.2 cm

1.4 cm
John Smith district manager
3.5 cm
5.1 cm
morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nunc pede nunc, consectetuer
non, tincidunt ac, varius id, nunc. Donec convallis lobortis lectus.

Please refer to Exhibit A and Exhibit B to · artistically taken photographs pizza hut international
14841 north dallas parkway. dallas, tx 75254
Sincerely,
ŘBounding box (see to the right)
1.0 cm tel 123·456·789 | fax 123·456·789 0.15 cm
the right. (illustrate white keyline name tag john.smith@yum.com
Natural-looking scenes seemingly 0.4 cm 0.65 cm
ŘWordmark (see to the right) and label as such.)
captured at just the right moment are
size: 8.9 cm x 5.1 cm John Smith
district manager
These elements may be used separately
™
Decorative line art is available for use Unapproachable image dynamic information: name, title John Smith
extensions of the richness and warmth 2.5 cm pizza hut international 1.6 cm 2.9 cm 4.4 cm
from the Master Logo ONLY for the over proper photography that falls of the Pizza Hut experience. 14841 north dallas parkway. dallas, tx 75254
tel 123·456·789 | fax 123·456·789
following applications: within the new photography guidelines. business letterhead john.smith@yum.com

1. Menu covers
2. Team member uniforms
3. Merchandise available for sale in
the restaurants
4. Stationery and name tags
5. Internal RSC and field communications
The new stacked logo (see to the right)
is permitted only for pole signs outside
the restaurant. It can not be used for
any other applications.
*As a reminder, the old stacked logo and cloud sign may only be used for delivery and express units.
© 2008 Yum Restaurants International
Note: Examples of correct photographic size: 21.6 cm x 27.9 cm 2.5 cm 3.7 cm 2.7 cm
We encourage the use of line art 8.9 cm
elements over photography as it style, as shown in Brand Identity dynamic information: address
elevates and softens the image, while Guidelines, have not been acquired for
pizza hut international
Red roof icon establishing a signature look for use in advertising. Please contact Yum 1.8 cm 14841 north dallas parkway. dallas, tx 75254 | tel 123·456·789 | fax 123·456·789 | www.yum.com
1.5 cm
Pizza Hut. The line art should have Restaurants International marketing
enough transparency to see the team in Dallas if you wish to purchase
1.6 cm 5.1 cm
photography through it. Please refer to any of these images for local market use.
21.6 cm
section 2.02 Graphic Style guide for
1.7 cm
The Spirit of Sharing instructions on proper usage.
Over posed models
Artistically taken photographs Friendly social interaction
Brand manifesto layout
© 2008 Yum Restaurants International
8.9 cm
© 2008 Yum Restaurants International

5 19 22
Design for... POP
client:
Mt. Fuji
i n d u s t ry :

Confectionery
p r o g r a m :
Branding, package, infographics

Question:

•• How to convince distributors that

a new product is viable among
diverse Asian consumers?

Approach:
•• Leveraged Japanese iconography
to connotate quality

•• Packaging that maximize the

showcase of the product

•• Developed the “mini 3 pack”

nomenclature and logo

•• Instructions for POP that is

easily understood without words

•• POP that is flexible with either

a wide or a deep footprint
Design for... Infinite Space
client:
Teenage Mutant Ninja Turtle
i n d u s t ry :

Entertainment
p r o g r a m :
Event and promotional e-mail blast
and video

Question:

•• How to combine the unique

features of the web with the
cartoon genre?

Approach:
•• A very long e-mail blast that
takes the form of a comic strip
to allow viewers to experience
the descent into the sewer,
to build suspense, and to tell A

a story

A B
C