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Academic Level at Time of Creation
Senior
Date of Creation
Fall 12-5-2018
Artist Statement
The way I design is visually representative of the way I understand the world. Clean typography and strong layout are accented by texture, line and illustration to become understandable. There is no “because I said so” in my work, it all has a purpose and is meant to be calm, clear, and conscious of the viewer. To me rock climbing and graphic design are similar, both require focus, accuracy and awareness.
The architecture of an artificial wall is geometric and modern unlike the organic age-old beauty of a natural cliff. Zenvertigo is a climbing gym based in Anchorage, Alaska that visually merges the outdoor with the indoor by using modern typography and clean lines with organic textures and images. I used pieces of imagery around Anchorage to build the foundation of the brand; navy blue mimics the midnight sky, light greens reference Chugach State Park, round neon-style type signals the Aurora Borealis and the complex texture comes from the granite that creates Mount Denali. The logo is a response to the feeling of vertigo, moving vertically while being signaled directionally by the chevron symbol. David Carson’s experimental typography, strong dominant type from the late great Massimo Vignelli, and the incorporation of personality by Stefan Sagmeister helped to shape the foundation of the brand.
Advisor/Mentor
James Bryant, Sarah Martin, Nicole Hand, Timothy Martin
Description
mug packages 4x4x3in craft paper
waterbottle packaging 4x4x10in craft paper
10x business cards 2x3.5in craft paper
letterhead 8.5x11in craft paper
6x banners 24x60in banner paper
website mockup 16x32.5in paper mounted on foam core
grades and rules poster 24x36in paper mounted on foam core
various wall mounted vinyl 12x60in words and chevron pattern
3x t-shirts
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Moore, Jason, "Zenvertigo" (2018). B.F.A. Practicum Exhibition (ART 498). 33.
https://digitalcommons.murraystate.edu/art498/33