NILS-ERIK AMADEUS KEMPEPORTFOLIO

MIN PORTFOLIODET HÄR DOKUMENTET SAMMANFATTAR LITE AV DET JAG GJORT DE SENASTE ÅREN, VILKET ÄR LITE AV VARJE. ALLTSAMMANS ÄR UPPDELAT I GRAFISK FORMGIVNING, ILLUSTRATION OCH FOTOGRAFI. IBLAND HAR JAG LITE BESKRIVNINGAR AV PROJEKTEN, OFTA PÅ ENGELSKA. ANLEDNINGEN TILL DETTA ÄR ATT JAG UNDER VÅREN 2012 PLUGGADE EN TERMIN I PERTH, AUSTRALIEN. JAG HAR HELT ENKELT VALT ATT BEHÅLLA DEN URSPRUNGLIGA BESKRIVNINGEN

FÖR ATT INGEN TANKE SKA GLÖMMAS BORT I ÖVERSÄTTNINGEN.

VI HÖRS!

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GRAFISK FORM

MOMENTUMSom ett delmoment i kursen Graphic Design så tog jag fram ett koncept för ett livsstilsmagasin. I briefen står det att tidningen ska attrahera såväl kvinnor som män. Den ska innehålla reportage inom resor, musik, mode och teknik. Samtliga fotografier är tagna av mig själv. Nedan följer en engelsk beskrivning av mitt tillvägagångssätt:

The overall look is sophisticated and minimalistic, yet fun and exciting through fonts and colors. Momentum’s uniqueness is exciting colors, attractive fonts and great pictures. There should be a lot of pictures and white space. It should be clean and tidy around pictures, headlines and body. I did not want to commit myself to any particular font for the newspaper. Instead, I wanted to find unique fonts for each article, giving the magazine more variation and playfulness. I have chosen to base the newspaper’s body in two column and three column, which I think works best for a clean layout. The brief also gives me the opportunity to go even further and use large and cool headlines accompanied by photos.

TypefacesI chose to use the font family Omnes, because of the rich variety of form and shapes. Omnes comes with a number of different variations that can be used in the magazine for a rich variety. It is used in both body text as sub-headings. For headings, I have chosen different fonts for each article. This has caused some problem when it comes to uniformity. The problem is solved by consistent colors and graphics throughout the whole magazine.

ColoursIt is important that the colours match well together. I have seen papers that use specific colors for different items. It’s neat. However, because the briefing gave me the opportunity to go even further, I have chosen to combine four different colors throughout the whole paper. It looks uniform in appearance, yet it’s fun and stylish. I also believe that the colours chosen are unisex, which was important according to the brief.

ImagesThe images have been selected with care to fit in with the articles. Luckily, I have done a lot of photography in the past, which is helpful for this assignment. All images are color-matched to work with each spread. For it all to become more coherent, I have chosen to round off the edges of all images. This is made to compensate the variety of fonts, for a more uniform look.

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Graphic design 371 – Assignment 1: bar & bistro /// 2012-03-28 /// Nils-erik kempe (16093575)

Hey good looking!

You look good today!

Rememberme?

Have I met youbefore?

Can I have your number?

How you doin’?

CHARTREUSSDetta är resultatet av en fiktiv brief jag gjorde i som ett delmoment i kursen Graphic Design. Nedan följer en närmare beskrivning av tanken bakom designen, skriven på engelska:

When looking at the brief, the bar offers “a relaxed atmosphere with a variety of live music acts of offer ranging from blues and jazz, to mellow acoustic – never anything heavy.” I decided to dig further into the culture of jazz and blues. I wanted to find a variety of shapes that I could use in my design. Instruments such as guitars, trumpets and saxophones have really beautiful and simple shapes. The shapes of these instruments are quite often similar to the shape of a human body, which I also was looking for. As explained in the brief, the tone of voice was set to be relaxed and classy. I wanted to express this tone in the typeface, in the graphics and in the colours. I also wanted to implement the characteristics of jazz and blues, which besides associations such as relaxed and classy, also includes playfulness, humour and sexiness. Please see the attached ideation and development document for more comments.

The LogotypeI wanted the logotype to associate with acoustic music. I played around with the shapes to find a solution that’s not the most obvious one. I found the side of the body of the guitar to be very beautiful and playful to work with. I also found that certain shape to be classy and relaxing, almost like the shape of a wave or the wings of a bird. I learned from the feedback that was quite heavy, and that I needed to find a solution for the logotype to work in symbiosis with a typeface. This is when I decided to add the black square with rounded corners to the logotype. This square would allow me to minimize the restaurant’s name, and to place it in the bottom right corner instead of in the centre.

The Graphic ElementsWhen I finally had the logotype, I wanted to add something different, but at the same time connected to the idea of the logotype. I felt that I needed to come up with something playful but yet minimalistic and classy. I went back to my research and brought some other shapes to life, which could be associated with acoustic music, live performance, yet with a playful and humoristic touch. I wanted to have an acoustic touch to it, and the solution was to illustrate different acoustic elements with help from the strings of a guitar. This added a consistent, yet playful touch to the design solution, which I was looking for.

MESQUITESom en del av kursen Brand Identity var min uppgift att ta fram ett varumärke för en restaurangkedja. Resultatet blev en amerikansk grill med Texas-tema. Allt från logotyp till meny, brevpapper, visitkort, hemsida, uniformer samt exteriör och interiör design olika moment. Jag tog också fram en brand manual med riktlinjer för hur varumärket får och inte får användas.

Don’t think too much.

Do somethingnew, every day. Stay foolish

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JOSÄnnu en uppgift i Graphic Design för en fiktiv kund. Tog fram ett koncept för en juicebar som är tänkt att vara belägen i Stockholm. Mer om mina tankar kring projektet går att läsa på engelska här nedanför:

The brandmarkMy client was from the beginning interested in having a guy, a character, as part of the brandmark. So I started developing a lot of different characters that would communicate the tone of voice that we were looking for. I wanted him to look stylish and grown up, but at the same time mystique. I tried different angles of the character that would communicate that he is on his way, in a hurry. I also wanted to apply a glass of juice into the brandmark, because it is necessary to communicate what the bar is all about. Finally, my client decided the final character that is somewhere in between all the ideas: A confident and stylish guy with a glass of juice in his hand. I didn’t want the glass of juice to be too obvious. You might not see it the first time, but when you do, it would deepen the overall experience of the bar even further.

The circlesThe circle shape is a huge part of the brand and the graphic elements. The goal is that the circles would be associated with JOS. It is a common element used for cafés, bars and brands, which involves drinks. The circles are a very common shape when it comes to drinks. The shape of bubbles, the shape of the glass you drink from, the shape of the straw

are all the shape of a circle. This is why I decided to incorporate the circle from the start with the brand and its elements. The simplicity of the circles is also good for my client in terms of expanding the menu and other applications further. If my client would like to add coffee to the menu, for example, it would be easy to add another circle to the menu.

The coloursThe colours were very difficult, which you could see in the development document. It was difficult because I wanted to combine retro and masculine with the freshness of fruits and juices. I finally went with orange, yellow and green, which I believe is something in between, without having to choose either.

Spot varnish on the red area.

KINGDOM BOURBONSom ett delmoment i kursen Graphic Design skulle jag ta fram ett varumärke för en ny bourbon. Till vänster är etiketterna för flaskorna och förpackningarna nedanför. Nedan finns en beskrivning på engelska:

Tone of voiceFrom the research I did, I realized that most bourbon brands look similar. There are old typography, and up market colours like gold. The story behind is important. How and when they started, as well as how many prices they have received for their great bourbon. I wanted to do something different. Since I chose the name “Kingdom Bourbon”, I wanted to play on the name and associations of “Kingdom”. It is a new brand, while kingdom is an old and prestigious word. I want the brand to attract young adults that usually don’t drink bourbon or whisky. To do that, I felt I couldn’t compete with the widely famous and prestigious existing brands on the market. I had to choose another approach. I wanted the tone of voice to be mysterious, like you really don’t know what to believe when you read on the label. At the same time, I wanted the brand to have an ironic touch. It looks serious and cool when looking at the colours, the copy and the shapes, but with an underlying ironic touch. I also wanted to play on the fact that the competing brands are so serious in their approach. For example by looking just as serious, but with a fun undertone.

The coloursThe colours are not common within the bourbon or whisky business. I had that in mind when I chose them. I wanted the label and the bottle to stand out from all the others. Since the name of the brand is “Kingdom Bourbon”, the most obvious colours would be dark red, gold and maybe dark blue. I tried them, but got bored by doing the most predictable. I started out with the illustration, which is a grey scale character. When adding the cape, I felt I wanted it to stand out from the rest. I wanted him to look like a king, and not like some random dude. I found the colours at an early stage in my ideation, which was quite disturbing since I was so happy with them. They colours are quite calm and retro. Not retro as in boring, like the other bourbon brands. I believe that the colours chosen attract the young adults that I want to buy the bourbon.

The logoThe logo is an illustration. Since most bourbon brands use typography and their old and well-known name as their brand, I felt I couldn’t compete with that. Certainly not when creating a new bourbon brand from Australia. For the last brief, the juice bar, I experimented a lot with illustrations of characters. One of them was really interesting, but didn’t work for the juice bar. But I really thought it could work with this assignment. The first visual element I did was the crown. It took me ages to make a crown that was unique enough to work for the brand. From the crown, I build a fun character, which I wanted to look like a king. I had a hard time working out what a king have in his hands, but finally came up with a solution: A sword that communicate strength, and a mace that communicate power. Then I added the cape, which definitely was the icing over the cake. He communicates the playfulness and mysteriousness I wanted with the brand.

Visual elementsThe visual elements I added are based on the king character. The typography is clean and, as far as I’ve seen, never used for any bourbon brand. That was important to me. The circle shape around the logo was definitely something I wanted to explore further, but not so it get too repetitive and boring. When I combined text boxes with the circles and the stripes, I believe I found a playful layout that would communicate the tone of voice I chose. These elements are used in different ways depending on what they are attached to. This is because I wanted all the applications to look consistent, but at the same time playful and sophisticated.

HÅRT VATTENHårt vatten är resultatet av en kurs i marknadskommunikation. Uppgiften var att ta fram ett varumärke för ett mineralvatten. Vi ville göra det annorlunda och gå ifrån de upptrampade stigarna av superlativ och påhittade historier om hur det hela uppstod. Vi ville skapa ett mineralvatten som inte påstod sig vara något speciellt. Bara ett helt vanligt vatten. Jag stod för utformandet av logotypen och etiketterna.

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HÅRT VATTEN ÄR VANLIGT KOLSYR AT MINER ALVATTEN SOM SL ÄCKER DIN TÖRST. DEN SMAKLÖSA SMAKEN TAR FR AM JUST DEN DÄR OSPECIELL A KÄNSL AN SOM DU INTE ENS L ÄGGER MÄRKE TILL. DETTA VATTEN UPPFYLLER INGA AV DINA DRÖMMAR OCH GER DIG INGA EXTR AORDINÄR A UPPLEVELSER. VATTEN ÄR TROTS ALLT BAR A VATTEN.

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HÅRT VATTEN ÄR VANLIGT KOLSYR AT MINER ALVATTEN SOM SL ÄCKER DIN TÖRST. PÄRONSMAKEN ÄR TILL FÖR DIG SOM INTE GILL AR ÖVERR ASKNINGAR, DU VET VAD DU FÅR OCH DEN LEVERER AR ALLTID. DETTA VATTEN UPPFYLLER INGA AV DINA DRÖMMAR OCH GER DIG INGA EXTR AORDINÄR A UPPLEVELSER. VATTEN ÄR TROTS ALLT BAR A VATTEN.P Ä R O N

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HÅRT VATTEN ÄR ETT VANLIGT KOLSYR AT MINER ALVATTEN SOM SL ÄCKER DIN TÖRST. CITRUS SMAKEN KAN UPPFATTAS SOM EN ANINGEN SUR. TA DET INTE PERSONLIGT, DET ÄR BAR A SÅN DEN ÄR. DETTA VATTEN UPPFYLLER INGA AV DINA DRÖMMAR OCH GER DIG INGA EXTR AORDINÄR A UPPLEVELSER. VATTEN ÄR TROTS ALLT BAR A VATTEN.

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HÅRT VATTEN ÄR VANLIGT KOLSYR AT MINER ALVATTEN SOM SL ÄCKER DIN TÖRST. PASSIONSMAKEN VÄCKER TROLIGT VIS INTE ETT HÄFTIGT BEGÄR, EN SPECIELL GLÖD ELLER KÄRLEK TILL NÅGOT I DITT LIV SOM DU INTE REDAN HAR. EN FÖRKL ARING TILL DETTA SKULLE KUNNA VAR A ATT SMAKEN KOMMER FR ÅN EN LITEN BRUNLIL A FRUKT SOM ÄNNU INTE BEVISAT SIG BESITTA NÅGR A ÖVERNATURLIGA KR AFTER. DETTA VATTEN UPPFYLLER INGA AV DINA DRÖMMAR OCH GER DIG INGA EXTR AORDINÄR A UPPLEVELSER. VATTEN ÄR TROTS ALLT BAR A VATTEN.

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FOTOGRAFI

PERTH MARATHONEn serie fotografier jag tog för en uppgift i Design Photography. Målet var att marknadsföra Perth Marathon som hålls varje år.

TIME IS PRECIOUSThe look is sophisticated and minimalistic, yet fun and exciting through fonts and colors. Momentum’s uniqueness is exciting colors, attractive fonts and great images. It should be clean and tidy around images, headlines and body. I did not want to commit myself to any particular font for the newspaper. Instead, I wanted to find unique fonts for each article, giving the magazine more variation and playfulness. I have chosen to base the newspaper’s body in two column and three column, which I think works best for a clean layout. The brief also gave me the opportunity to go even further and use large and cool headlines accompanied by images.

ILLUSTRATIONER

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