PALIMPSEST

© 2011 Debbie Ladas. All rights reserved. No portion of this book may be used or repro-duced in any manner without written consent of Debbie Ladas. All respective work shown has been appropriately identified and cred-ited. Any omissions found will be noted and corrected in subsequent editions. Written, designed, and produced by Debbie Ladas. Academy of Art University, School of Graphic Design, Department Chair, Mary Scott. Con-tact details: 79 New Montgomery Street, San Francisco, CA 94105. (800) 544 2787. Contact information to reach Debbie Ladas 650.283.0475 email:debbieladas@mac.com, website www.debbieladasdesign.com

Palimpsest is for Finn and Moss, my best works.

A palimpsest is something reused or altered that still bears visible traces of its earlier form. It is a manuscript page from a scroll or book from which the text has been scraped off and which can be used again. Re-purposed. ¶ This book is a collection of works by Debbie Ladas, completed at the Academy of Art University, San Francisco, CA, and Chen Design Associates, San Francisco, CA between 2007-2011.

PALIMPSEST_DEBBIE LADAS( fo reword)

PALIMPSEST_DEBBIE LADAS FOREWORD

There is something special about a book. The physical weight in your hands; the touch, feel, and smell of the paper. How it fans out from the spine as you flick through it with your thumb. We are read to as children, and books weave into the fabric of our lives. Books with pictures, books with words, books you can scratch and sniff. ¶ I grew up in a house full of books. I buy my two young children more books than we know what to do with. I remember the delight I felt when first reading Ivan Chermayeff and Tom Geismar’s, “Watching Words Move” and marvelling at the fun one can have with simple wit and typography. ¶ Alan Fletcher’s spirited and witty design compelled me to, “give it a go.” So you could say that books led me to typography and graphic design. Love of reading became a love of the format in which the words are printed, love of the type that becomes these words, of the paper that carries them, of the page layouts that give form to words and image, and ultimately the overarch-ing craft that becomes a book’s essential nature. ¶ Designer Tibor Kalman said that design is about, “making something different from what it truly is.” Graphic design is a coded visual language, with multiple layers of meaning that we manipulate. Design is distilling a thing to its core and rebuilding it in new and unexpected ways. Creating new connections, new meanings, and new ways to set someone’s attention on fire. ¶ Graphic design is a living palimpsest, a journey, a collection of ideas superimposed on one another to create something unique, a history of layers that resonate through time and through us, ultimately changing us as we change it.

DESIGN IS A SERIES OF PATHS(pælˇmpˇs˜s t )

for the love of books / (my) defn: 1

Love of reading became love of the format in which the words are printed, of the type that become these words, of the paper that carries them, of the page layouts that give form to words and image, of the covers and bindings that hold these stories together, and ultimately the overarching craft that becomes a book’s essential nature.

DESIGN IS A SERIES OF PATHS (pælˇmpˇs˜s t )

palimpsest / pálimpsest (n) defn:

Design is a living palimpsest, a collection of ideas superimposed on one another to create something unique, a history of layers that resonate through time and through us, ultimately changing us as we change it. Re-present.

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PALIMPSEST_DEBBIE LADAS

let us take o u r j o u r n e y

let us go and I will go before you

FOREWORD

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SUBJECTS COVERED IN A BOOK

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A list of the parts of a book organized in the order in which the parts appear. Something that is contained. A variety of different flavors that add up to one. A monograph is a work of writing upon a single subject, usually by a single author. It may be released in the manner of a book or journal article. It is by definition a single document that forms a complete text in itself. An author may therefore declare her or his own work to be a monograph by intent, or a reader or critic might define a given text as a monograph for the purpose of review or analysis. The following monograph is a selection of projects com-pleted at the Academy of Art University between 2007-2010 and Chen Design Associates between 2010-2011 in San Francisco, CA. ¶ Here is the table of contents 01 spaghetti grows on trees p13 02 tell tale preserve company p33 03 you can tell a lot by a man's shoes p49 04 despedida de soltera p73 05 cinema is truth, 24 frames per second p85 06 little bauhaus on the prairie p105 07 know thyself, the enlightenment show p125 08 A440: from primal scream to swan song p137 09 logo, web and poster gallery p157.

TABLE OF CONTENTSt.o.c. (abr)

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( chapte r one)SPAGHET TI GROWS ON TREES

School was invented to arm us with tools to make us creative, to do wonderful things, to care for us. However it hasn’t evolved to deal with the escalating health catastrophes facing children today. Children aren’t being taught about food, nutrition and the importance of healthy eating in school. Children have little idea of where food comes from and sadly, cooking and eating around the family dinner table isn’t happening in the home anymore either. This could be the generation of children that needs to teach their parents how to cook. ¶ School should be the place where an edible education occurs, as a child spends on average 180 days per year there. Do you know what’s on the menu? Chefs Alice Waters and Jamie Oliver have both made this cause a driving force in their lives and this book highlights some of their key strat-egies in addressing this issue. ¶ Project type advocacy, print class print 1 instructor Max Spector format bound book concept food education as a uni-versal ideal, a manifesto for children’s health, a new food revolution gathering pace inspiration war-time cook books, 1940s ration books and coupons, the Dig For Victory campaign, Future Farmers of America.

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( chapte r two)TELL TALE PRESERVE COMPANY

Tell Tale Preserve Company— a nod to both Edgar Allen Poe's, “Tell Tale Heart” and the preservation of culinary craftsmanship is the latest venture from pastry chef William Werner, who has worked at Quince, Spruce, and the Ritz-Carlton in Half Moon Bay. Werner is modeling his enterprise after refined European pâtisseries, melding his classic technique with the best product available. Tell Tale is an old fashioned bake shop for modern times. ¶

Project type identity, branding, print class internship, Chen Design Associates, San Francisco, Joshua Chen, creative director, Laurie Carrigan, art director, Max Spector, art director, designer, society bag tags, stationery, Debbie Ladas, logo design and trunk show visual toolbox elements concept nature plus sci-ence, unique blends, rock'n'roll meets formal Parisian baking traditions, rebel craftsman breaking the mold inspiration apothecary, turn of the century curi-osities, Paxton Gate, vintage Parisian signage, Joseph Cornell, Piero Fornasetti, victorian medical plates awards Type Director's Club Award 2010, Typography 32, Communication Arts magazine online exhibit for Tell Tale Heart Valen-tine's day packaging, February 2011, HOW International Design Annual 2011. Graphis Branding USA 4 for the brand development.

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PALIMPSEST_DEBBIE LADAS

you have to start somewhere

better now than a year from now

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( chapte r three)YOU CAN TELL A LOT BY A MAN’S SHOES

Welcome to our first issue of Paul Smith World. Despite lots of “doom and gloom” messages in the media, design is very much alive and this magazine is an introduction to showcase what inspires the folks at Paul Smith. We wanted a quarterly magazine to send out and have available for sale in our stores as a beautiful collector's item that will supplement our blog and offer a hand-crafted, more long lasting piece of Paul Smith design. All of the stores showcase art and design as well as clothing collections and this first issue looks at the connections between our London base and our store recently opened in Los Angeles. In conjunction with the launch of the magazine, we launched a travel collection of healthy botanical drinks and beauty products that you can pack in hand-luggage. ¶ Project type editorial, print, packaging class print 2 instructor Ezster Clark format magazine with poster dust jacket and pull-out printed acetates as a visual pun to invite the readers to look into a “Paul Smith World” concept ‘classic with a twist’, pinstriped grid precision, punctuated with unexpected elements. Eclectic. A hand-luggage friendly bo-tanicals collection, “+8” soothes the jet set as they migrate between LHR and LAX inspiration Paul Smith collections, David Hockney, LA sunset color scheme of pinks and turquoise, pop art, Dieter Rams, Ed Ruscha.03

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( chapte r four)DESPEDIDA DE SOLTERA

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(translation: goodbye to singlehood) On a sunny afternoon in September 2005, at Battery Plaza in downtown San Francisco, they met for the first time. Fashionably late, and fashionably dressed, he found her charm irresist-ible. He still does. Throughout their courtship, San Francisco has been the setting for their story together. This fall, with love and support of family and friends, they start a new chapter. ¶ Project type print, wedding collateral: save the date, invite, and day of materials design agency Chen Design As-sociates, Joshua Chen, creative director, designer, Max Spector art director, designer, Debbie Ladas, designer client Alison Events, Alison Hotchkiss, wed-ding planner concept the bride's family is from the Philippines and the groom and family are multi-generational San Franciscans, so the concept centered around Filipino culture melding with barbary coast San Francisco inspira-tion Filipino textures, flora and fauna, fabrics, barongs, cable cars, vintage San Francisco ephemera, certificates, gold rush imagery, old maps, signage production french fold custom sewn booklet with a die cut window to reveal a hand stamped linen opening page. Letterpress typefaces Cg Woodblock and Davison Americana, Pointedly Mad, Freebooter Script, AT Sackers Roman, Indicia, Sentinel, Custom.

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( chapte r f ive)CINEMA IS TRUTH, 24 FRAMES PER SECOND

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The Festival de Cannes has updated its corporate identity system. 2011 is the 50th anniversary of Jean Luc Godard’s, “À Bout De Souffle” and the identity has been redesigned to celebrate his achievements and the influence of the director in filmmaking. Evoking a sense of the French New Wave, with a modern twist, the new logo speaks of cut film, the process of film-making and the spirit of competition at Cannes. ¶ Project type identity, print class identity 2 instructor Gordon Mortensen format book, posters concept the glamor of the 1960s French Riviera is reinvented for the 50th anniversary of “À Bout De Souffle.” Strong sans serif type, a simple color palette, and black and white photography evoke a European new wave feel mixed with classi-cal Hollywood cinema inspiration French new wave cinema, Vilbrequim 2011 editorial photography, Emil Ruder, François Truffaut, Henri Cartier-Bresson, Catherine Deneuve, Jean Seberg.

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—Jean-Luc Godard

—Jean-Luc Godard

PALIMPSEST_DEBBIE LADAS

and don't be afraid to make it weirdzig when everyone else zags

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( chapte r s ix)LIT TLE BAUHAUS ON THE PRAIRIE

Like many gems, Marfa’s allure lies beneath the surface. It is remote and requires a three hour car journey from El Paso. Established in 1882 as a railroad stop it now boasts more than twelve permanent galleries and a na-tionally acclaimed bookstore where you can get a cappuccino and The New York Times. On the edge of nowhere, in this small one stoplight ranching town, people see funny lights in the sky and have seen its transformation into a mecca for contemporary art. Striking sculptures are inextricably linked to the desert landscape. It is home to the Chinati Foundation, the brainchild of sculptor Donald Judd. ¶ Project type identity, print class identity 1 in-structor Hunter Wimmer format book, poster production french fold news-print typefaces minion, knockout concept European modernism meets Texan Americana. Little bauhaus on the prairie inspiration Ettorre Sottsass, De Stijl, Liz Lambert, El Cosmico, The Thunderbird Lodge.06

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( chapte r seven)KNOW THYSELF, THE ENLIGHTENMENT SHOW

07

The Enlightenment Show is a paper promotion event sponsored by Mohawk paper. The event is a turn of the century, world–fair inspired party to cel-ebrate our knowledge of the natural world, mysticism and magic. The event showcases natural curiosities and innovations from the Victorian era to the present day. The featured guest at the event is the Great Constantin Mudava of Romania: a mystic and healer who will be receiving guests throughout the evening for consultation and diagnosis of ailments. Other lighthearted and fun events include a phrenology booth, palmistry, fortune telling and tarot in a Victorian style parlor. Mohawk Paper is displaying a history of the paper and printing industry since Gutenberg’s day, with antique samples of flyers and other ephemera from the Victorian era. ¶ Project type promotion, print class graphic design 2 instructor Max Spector concept turn of the century, world fair curiosity of the natural world and medicine. The primary palette is set to black with magenta highlights to enable the lighter elements to visually depict the word “enlightenment” and old fashioned elements are presented in a modern layout and typographic format inspiration Martin Venezky, 826 Valencia, Dave Eggers’ writing center & pirate store, antique books uncovered at flea markets, and Victorian era ephemera from medical plates, posters, tobacco tins, stamps, passports and old money.

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PALIMPSEST_DEBBIE LADAS

erase a boundary in your mind

nothing is impossible

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( chapte r e ight)FROM PRIMAL SCREAM TO SWAN SONG

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The story of your brain on music is the story of an exquisite symphony of brain regions, involving both the oldest and the newest parts of the brain and involves a precision choreography of neurochemical release and uptake between logical prediction systems and emotional reward systems. The book is a paper promotion for Synergy paper and aims to highlight the degree to which music is an integral part of what it means to be human. ¶ Project type

promotion, print class type 3 instructor Ariel Grey concept the title A440 is the frequency of note A above middle C and serves as a general tuning standard for musical pitch. From Primal Scream to Swan Song expresses how music is a fundamental part of what it means to be human from birth until death. Rather than traditional chapters, the book format mimics that of a song and begins with verses which are relatively quiet and builds to a visual chorus in the middle and back out through the verses. The type itself is ex-pressive of music: to display the crucial aspect of “tension and resolve” that occurs in musical composition, the body copy blocks are at strong tangents with the paper margins to pull you forward through the piece.

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( chapte r n ine)LOGO AND POSTER FEATURE GALLERY

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Miscellaneous. Made up of a variety of parts or ingredients. Collection. The photo opposite was taken in Lecce, the capitol of Puglia, Italy on my sum-mer vacation 2011, and highlights that letterforms can appear anywhere if you keep your eyes open. The first four logos featured were designed at Chen Design Associates, Joshua Chen, creative director (all), Laurie Carrigan, art director (Bitter+Sweet, Tell Tale Preserve Co, Masonic Center for Youth and Families) and Max Spector, art director (Blue Skies, Tell Tale Preserve Co). The remainder were designed at the Academy of Art University. Online cover stories for the Bold Italic were designed at Chen Design Associates, creative director, Joshua Chen. The Alexander Girard Poster was designed in graphic design 1, instructor Scott Rankin and the Why Be Normal poster was designed in print 2, instructor Max Spector. The "Who's That Girl" bi-ble palimpsest project in the outro section was created in graphic design 1, instructor Scott Rankin.

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(www.thebo ld i ta l i c . com)THE BOLD ITALIC COVER STORY DESIGNS

Reinventing community journalism online with hip, hyper-local coverage, The Bold Italic, is a departure from the current crop of “social media” sites. It represents the best of old and new media, pairing carefully crafted editorial content with a diverse set of voices. The Bold Italic encourages San Francisco citizens to become better locals by inspiring new ways to interact with the city. Publishing a cover story everyday, The Bold Italic delivers new intel on San Francisco by a team of savvy residents and compels readers through its highly visual design to delve into its contents and return later for more. Work completed at Chen Design Associates. Joshua Chen, creative director.

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PALIMPSEST_DEBBIE LADAS ACKNOWLEDGEMENT

I began my studies at the Academy of Art in San Francisco with a passion for design but no formal training in the profession. I owe a huge amount to the in-credible teachers that have helped me begin this new chapter in my life, and who have opened my eyes to what design can do, how it can set someone's attention on fire, and solve problems in new and creative ways. Firstly, thank-you Mary Scott, your vision, support and friendship has guided me through this program, and your commitment to, and encyclopaedic knowledge of all things design, is a true inspiration. Max Spector, you came into my life and opened up my brain to what design can do when you aren't afraid to, "make it weird." You are a master of your craft. Scott Rankin, your artistic vision and love of dada made ours a match made in heaven from the first semester. Thanks to Joshua Chen for giving me an opportunity to contribute to the team at Chen Design Associates and take the skills I learned in school into the profession. ¶ To my family you are the foundation upon which all this makes sense. Suzanne, Finn and Moss, we are on an incredible journey together, and I am deeply grateful everyday for your love. Chris, your love and friendship across the years, miles, and twists and turns of life reminds me that some-times love does conquer all. To my Scottish family, you have been with me every step of the way during this process and I thank you for being such an integral part of my journey.

WITH DEEPEST THANKS TO (grat i tude)

fin / (my) defn: 1 Closure. The final chapter of this book. An end-

ing and a beginning. The completion of a course of study. A suggestion of things to come. A jumping off point to a career in graphic design. A mighty fine time was had completing all these projects shown here

WITH DEEPEST THANKS TO YOU ( f in)

PALIMPSEST_DEBBIE LADAS OUTRO

THE COLOPHON(pælˇmpˇs˜s t )

This book was designed by Debbie Ladas in San Francisco, CA in 2011. Photography by Debbie Ladas, Wes Mitchell and Donald Fel-ton. It was printed by Plotnet, San Francisco and signature bound by The Key, Oakland. The primary text face is Benton Sans, designed by Tobias Frere-Jones in 1995, and expanded by Cyrus Highsmith of Font Bu-reau. It is a reworked version of Benton Gothic. Display type is Akkurat by the foundry, Lineto, and Bembo, designed by Stanley Morison for the Monotype Corporation in 1929 based on the humanist typeface cut by Francesco Griffo around 1495. The paper is Neenah Environment Text 100lb.

PALIMPSEST_DEBBIE LADAS THE END