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Ayers Saint Gross Graphic Design Studio Book
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Graphic Design at Ayers Saint GrossTHE POWER OF VISUAL COMMUNICATION
2
INTRODUCTION TO THE FIRM 2
VISUAL COMMUNICATION 4
FIRST IMPRESSION, LASTING IMPACT 6
A SUCCESSFUL APPROACH 8
PRINT, IDENTITY & INFORMATION 10
ENVIRONMENTS & WAYFINDING 26
SELECT CLIENTS 52
1
Visual Communication has the power to
EDUCATEMOTIVATEINSPIRE &INFORM
2
Introduction to the FirmAyers Saint Gross is an internationally recognized, employee-owned design
firm with expertise in architecture, planning, landscape architecture, visual
communication and space analytics. At over 150 professionals, our firm
is organized into a series of studios specialized by practice area, each
supported by expertise in various disciplines. Since the founding of our
practice in 1912, Ayers Saint Gross has built a reputation for designing
environments of enduring value. We are unique among our peers in
that more than 85 percent of our work is for colleges, universities and
cultural facilities, having worked on over 500 projects for more than 140
institutions. Our design is driven by a critical and analytical discourse, a
respect for past wisdom, a mind to future potential and a belief that we
have an obligation to leave places better than we found them.
AYERS SAINT GROSS QUICK FACTS
3
PROJECTS
FOUNDED
STAFF
OFFICE LOCATIONS
FIRM PHILOSOPHY
TempeBaltimore
D.C.
BALTIMORE
1040 Hull StreetSuite 100Baltimore, MD 21230
WASHINGTON D.C.
1100 First Street NESuite 800Washington, DC 20001
TEMPE
60 E. Rio Salado Pkwy.Suite 701Tempe, AZ 85281
1912
500+ 140+
150
85%of our work is for higher education
facilities
Projects Completed Institutional Clients
Professional Staff Members
of our Staff Members are LEED Accredited
“ We engage people and places to create designs that enrich our world.”75%
4
Visual Communication
COMPONENTS OF VISUAL COMMUNICATION
Visual communication is a powerful tool. It informs and educates.
It motivates and inspires. Ayers Saint Gross specializes in the design of
visual communication systems that shape relationships between people
and places. Our expertise includes design for environments, publications
and brands. We specialize in information design and identity design,
environmental graphic design, signage and wayfinding, as well as marketing
and fundraising collateral. Drawing on our firm’s cross-disciplinary expertise
in master planning, landscape architecture and architecture, we engage these
specialized resources for projects in and about the built environment. Through
visual communication, we endeavor to create lasting value for our clients.
5
VISUAL COMMUNICATION
6
First ImpressionLasting Impact
CREATING A LASTING FIRST IMPRESSION
The quality of design connotes the quality of an institution; it is critical
to making a positive impact in an increasingly visual society. Today,
colleges, corporations, non-profits and cultural organizations compete in a
sophisticated visual climate shaped not just by conventional peers, but also
by outside influences including entertainment, hospitality, retail and online
experiences. Visual literacy isn’t constrained by demographics. People of
all ages and backgrounds judge you by the effectiveness of your graphic
messages. Successful visual communication is a valuable asset. Fortunately,
good design is a high yield investment. It is a low-cost way to form positive
and lasting impressions.
7
LASTING FIRST IMPRESSION
Build Confidence
Motivate Action
Create Brand Recognition
Inspire Imagination
Recruit & Retain
Achieve a Competitive Edge
Bolster Perception
Improve Accessibility
Visualize Data
Inform
Demonstrate Sustainability
VISUAL COMMUNICATION
High Im
pact
Low Cost Reflect Mission & Culture
8
A SuccessfulApproachVisual communication is a language system that people use to learn about
and evaluate you. It influences decisions—by default or by design. When well
researched and thoughtfully designed, it can build confidence and inspire
loyalty. When poorly executed, it can be a deterrent.
Successful projects begins with strategy and structure. We are skilled at
creating designs that resonate with people. We begin by listening to you and
working together to identify your goals, your audiences and the competitive
landscape. Then we devise a process to achieve your functional and creative
goals. Together, we transform ideas into powerful visual form.
THINGS TO KEEP IN MIND
9
BEGIN WITH THE
END IN MIND
KEEP THE ENVIRONMENT
IN MIND
YOU CAN DO A LOT
WITH A LITTLE
MAKE IT MEMORABLE
LESS IS MORE
THINK AHEAD
KNOW YOUR AUDIENCE
CONSIDERTHE
CONTEXT
STAY TRUE TO
YOUR MISSION
DESIGNATE A POINT PERSON
10
Print, Identity & Information
Pratt Campaign for Central Library Renovations
Enoch Pratt Free LibraryBaltimore, Maryland
Ayers Saint Gross specializes in information design and identity design for
publications and brands. From simple diagrams to complex reports, logos
to style guides, we shape brands and translate complex information into
meaningful stories. The projects highlighted on the following pages – logos,
brand guidelines, brochures, publications and marketing collateral – converse
with audiences and help our clients educate, motivate, inspire and inform.
11
PRINT & IDENTITY12
Pratt Campaign for Central Library Renovations Enoch Pratt Free LibraryBaltimore, Maryland
Since its founding, the Enoch Pratt Free Library has been an ambassador for knowledge and education for all Marylanders. Today the 1930s-era Central Library needs costly renovations to advance its mission. The graphic theme for The Pratt Campaign for Central Library Renovations derives from the historic ironwork in the building’s iconic entrance. Significant for its street level location, this welcoming architectural gesture was pioneering for its time. It is a distinguishing feature of the library and a metaphor for its culture and spirit.
13THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY14
Sustainability Action Plan BrochureAyers Saint Gross Baltimore, Maryland
Take Action, Ayers Saint Gross’ Sustainable Action Plan, is an illustrated call-to-action for responsible and sustainable corporate behavior. Through projects, deeds, professional practice and research initiatives, Ayers Saint Gross strives to minimize its footprint and encourages others to do the same. This booklet was responsibly produced using a local printer, two colors of ultraviolet light-curable inks and 100% post-consumer recycled paper.
15THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY16
Identity Mark & Promotional View BookSt Elizabeths EastWashington D.C.
St. Elizabeths East is a developer-driven project in Southeast Washington that envisions a vibrant, mixed-use development of offices, apartments, retail and civic amenities on the site of a former mental hospital. The site’s legacy presented a branding challenge— what the property was as a contrast to what it could become. Recognizing the inherent sensitivities of the task, the team worked with the Washington D.C. Deputy Mayor’s Office of Economic Development to brand the redevelopment initiative. The identity mark is central to the effort. It invokes the beauty of the site’s architectural heritage and the promise of renewal. A branded view book describes the development opportunity and solicits potential development partners.
17THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY18
Visualizing Sustainability PosterAyers Saint GrossBaltimore, Maryland
Effective data visualization balances intrigue with understanding. Data becomes useful when we tell a story with it. This poster, designed for the Associations for the Advancement of Sustainability in Higher Education (AASHE) conference, is a guide to creating compelling graphic communication to make an institution’s sustainability initiatives more relatable. Spreadsheets may deliver statistical proof, but they don’t readily inspire behavior. Pairing succinct information with graphic visualization compels students, faculty and administrators to become more engaged with sustainable topics.
John & Frances Angelos Law Center
Concrete Slab Detail
19THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY20
Identity & BrandingHoffberger Moving ServicesBaltimore, Maryland
Hoffberger Moving Services has gained recognition as a specialist in the relocation of offices, research and fine arts facilities, and hospitals. A fleet of strikingly branded trucks promotes the company and distinguishes it from the competition. The complete identity program also includes the corporate wordmark and logo, color palette, stationery system, apparel applications and packaging.
21THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY22
Identity & Style GuideVertex Student ApartmentsTempe, Arizona
Vertex is a vibrant residential and mixed-use community offering well-managed student housing in downtown Tempe, Arizona. The Vertex identity and name champion the brand’s vibrant and healthy spirit. Both are inspired by the signature architectural feature at the vertex of a primary intersection. The Vertex palette conveys a youthful, natural and energetic tone that resonates with active, education-oriented residents. The Vertex style guide governs the consistent use of the Vertex logotype, colors, and typefaces in applications ranging from business cards to promotional items.
23THE POWER OF VISUAL COMMUNICATION
John Smiths e n i o r d i r e c t o r
1050 Terrace Road Tempe, Arizona 01010
e [email protected] 404 505 6060 c 404 606 7070
Peak Campus Management, LLC www.vertexapartments.com
PRINT & IDENTITY24
Comparing Campuses PostersAyers Saint GrossBaltimore, Maryland
The Society for College and University Planning (SCUP) is a “community of senior, higher education leaders who are responsible for, or are involved in, the integration of planning on their campuses and for the professionals who support them.” Every year, Ayers Saint Gross designs an informative poster for distribution to SCUP conference participants. Graphic depictions illustrate data and trends in higher education in a visually compelling and concise way. Posters are printed locally using 100% post-consumer recycled paper with quick drying UV inks.
25THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING26
Environments & Wayfinding
Environmental Campus SignageCollege of Charleston
Charleston, South Carolina
Environmental graphic design and signage connect people with places.
Well-designed signs and wayfinding systems enhance the appearance of a place
and help users understand and relate to the physical setting by communicating
information that offers guidance, assurance and confidence. Successful,
integrated environmental graphic and signage programs are visible, powerful
and cost-effective. Visual communication within the built environment has the
power to impart lasting impressions and shapes experiences.
27THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING28
29THE POWER OF VISUAL COMMUNICATION
Environmental Campus SignageCollege of CharlestonCharleston, South Carolina
The College of Charleston’s four-mile nature trail winds through 800-acres of a former plantation on the banks of the Stono River in Charleston County, South Carolina. Interpretive way stations punctuate the trail with stories of the site’s history, culture and ecology. The sign system, which also includes wayfinding, uses trail markers emblazoned with symbols representing distinct landscapes to supply visitors with visual cues to their whereabouts. Signs complement their natural surroundings with thin and arcing elements inspired by swaying grasses, migratory birds and wildlife.
ENVIRONMENTS & WAYFINDING30
Visitor Center & Smith Education Center Signage & WayfindingThomas Jefferson FoundationCharlottesville, Virginia
The Visitor Center and Smith Education Center serves as a threshold to Monticello, the mountaintop home designed and inhabited by Thomas Jefferson. It is the only historic home in the United States to be designated a UNESCO World Heritage site. Situated at the base of the mountain, the visitor and education center welcomes more than 500,000 visitors from around the world on an annual basis. The signage system pairs quiet sophistication with informational clarity to enhance the facility and aid navigation to an assortment of amenities including transportation, ticketing, theater, classrooms, a store and café.
31THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING32
33THE POWER OF VISUAL COMMUNICATION
Skyline Signage & LightingSilo PointBaltimore, Maryland
Once a grain terminal for the B&O Railroad, Silo Point is now home to 228 luxury condominiums on the Baltimore waterfront. Skyline signage and facade lighting create visibility and presence for this recycled industrial structure. On the harbor-facing side, the illuminated identification sign bears the signature colors and typography. Up-lights on the south towers seen from Interstate 95 dramatically spotlight the architecture of the building’s three elevator towers.
PRINT & IDENTITY34
Signage & Wayfinding Master Plan & ImplementationUniversity of ScrantonScranton, Pennsylvania
The University’s signage and wayfinding system improves the campus aesthetic in a manner befitting its academic mission and quality. The signage and wayfinding master plan provides a methodology to guide the University through planned expansion and to develop its character as an urban campus with a clear identity. The design incorporates an infinity motif echoing a significant architectural detail and reinforcing the University’s Jesuit ethos of reflection and lifelong learning.
35THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING36
Signage & Wayfinding Master Plan & ImplementationUniversity of ScrantonScranton, Pennsylvania
37THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING38
39THE POWER OF VISUAL COMMUNICATION
Branded EnvironmentFinancial Services Corporate HeadquartersBaltimore, Maryland
The corporate executive suite of this financial services firm offers a fresh perspective on the spirit of the company. Graphic elements begin in the lobby and thread through the two-story space. Two metaphors – connected waterways and streaming information – are expressed through sculptural wall surfaces, typography, imagery and corporate identity. The design celebrates corporate affiliates and global reach, and culminates in a feature stair where thought leadership from around the firm and around the globe is translated into dimensional type.
ENVIRONMENTS & WAYFINDING40
Cafeteria Renovation & Poster SeriesBaltimore Design SchoolBaltimore, Maryland
The renovated 1950s cafeteria of the Baltimore Design School inspires sixth- and seventh-graders about future careers in graphic design, architecture and fashion. Working pro bono and on a tight deadline, the design team achieved a low-cost but sweeping transformation through fresh, bold hues and stenciled lettering. Graphic posters and hand-painted illustrations relate food to the art and science of design and demonstrate the possibilities of color, imagery and typography to the students. The vibrant environment literally creates food for thought in a space where students gather and interact on a daily basis.
41THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING42
Signage & Wayfinding Master Plan & ImplementationHoward Community CollegeColumbia, Maryland
The signage and wayfinding program for Howard Community College refines the campus image and addresses the needs of a dynamic and rapidly expanding institution. The system is flexible enough to accommodate the College in ten years, but also addresses today’s challenges including widely dispersed parking and facilities and complex regulatory and accessibility messages. Signs feature a custom edge profile evocative of an open book—a subtle celebration of discovery and knowledge and an identifiable visual signature unique to the school. Cast-stone bases anchor the signs and complement the architectural character of campus.
43THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING44
45THE POWER OF VISUAL COMMUNICATION
Branded Environment & SignageMaryland House Travel PlazaHarford County, Maryland
Bright, bold and thematic graphics are integrated into the architecture of the newly designed and reopened Maryland House Travel Plaza on Interstate 95 (also by Ayers Saint Gross) with abstractions of the state flag and typographic compositions celebrating the state’s diverse amenities. The project, from structure to signage, reinvents a long-standing American tradition, the highway travel plaza, creating a modern building and environment reflective of the unique culture of Maryland.
ENVIRONMENTS & WAYFINDING46
Branded Environment & SignageMaryland House Travel PlazaHarford County, Maryland
47
ENVIRONMENTS & WAYFINDING48
Branded Environment & SignageChesapeake House Travel PlazaCecil County, Maryland
The new Chesapeake House Travel Plaza replaces its outdated predecessor with a gracious and environmentally sensitive respite for travelers. Chesapeake House shares graphic and signage characteristics with Maryland House, its neighbor to the south, but with a bold typographic palette that draws inspiration from the largest estuary in the country, the Chesapeake Bay. Here, nautical themes are expressed in natural hues with glassy transparencies reminiscent of daylight and water. Visitors appreciate their relationship to the Chesapeake Bay Watershed and its inhabitants of myriad species.
49THE POWER OF VISUAL COMMUNICATION
ENVIRONMENTS & WAYFINDING50
Branded Environment & SignageChesapeake House Travel PlazaCecil County, Maryland
51THE POWER OF VISUAL COMMUNICATION
PRINT & IDENTITY52
Select ClientsThe American Revolution Center
AREAS
Arizona State University
The College at Brockport
The Bronx Zoo
The Bryn Mawr School
College of Charleston
Community College of Baltimore County
DePauw University
Downtown Development Corporation
Downtown Partnership of Baltimore
Eckerd College
Enoch Pratt Free Library
Fairfield University
Franklin & Marshall College
Frederick Community College
Gettysburg College
Harbor Point
Harvard University
Hershey Center for Applied Research
Historic City of Atturaif, Addiriyah
Hoffberger Moving Services
Howard Community College
Johns Hopkins University
Lafayette College
Loyola University Maryland
Moravian College
Millsaps College
Minnesota State University Mankato
Nazareth College
National Aquarium in Baltimore
New Jersey Institute of Technology
Northern Arizona University
Peak Campus Development
Ringling College of Art and Design
Rutgers University
Simpson College
The Thomas Jefferson Foundation
University of Arizona
University of Baltimore
University of Chicago
University of Maryland System
University of North Florida
University of Richmond
University of Scranton
University of Wisconsin
Wake Forest University
Washington College
53THE POWER OF VISUAL COMMUNICATION
SEE SOMETHING YOU LIKE?
The graphic design studio at Ayers Saint Gross is always on the look-out for new and interesting collaborations. Engage our studio to help you with your next environmental, wayfinding, print, promotional or identity project.
PLEASE CONTACT:
Jamie Barnett, Creative Directorphone 410 347 8500email [email protected]
An employee-owned design firm.
1040 Hull Street, Suite 100Baltimore, Maryland 21230410 347 8500 (office)www.asg-architects.com