MAGD Thesis Documentation

Verayouth ChotivanichFall 2015 Thesis Documentation

The New England School of Art & Design @ Suffolk University©2015 Verayouth Chotivanich. All right reserved.

Documentation book final.indd 1 12/17/15 9:43 AM


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Verayouth ChotivanichThesis Documentation

Fall 2015

Asvisors: Rita Daly, Minko Dimov, Eike Wintzer, Keith KitzThe New England School of Art & Design @ Suffolk University

©2015 Verayouth Chotivanich. All right reserved.

This book is dedicated to people who believe in an Endeavor.

Effort never lets you down.


T h e N e w E n g l a n d S c h o o l o f A r t & D e s i g n @ S u f f o l k U n i v e r s i t y

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N E S A D M A G D T h e s i s D o c u m e n t a t i o n S u m m e r 2 0 1 5

Without you,Without me.Thank You

Abstract:

First of all, I would love to thank my parents who believe in and allow me to study in a field I love. Also, for always supporting and being beside me during the very challenging grad school life. Plus, my landlord who I admire him like my real brother—Vittawat Sinprasertwong. Thank you so much for all of your help since I moved to Boston.

Next, million thanks to my advisors; Rita Daly who has been so kind to me since we first met. Minko Dimov, thank you so much Minko for many good idea not only for my thesis but also during your brain hurting classes. I will always remember the word “ If you feel pain in your brain in my class, that’s good because it means you use it for what I’m teaching you and I really appreciate it!” Eike Wintzer, thank you for all information and idea you gave me in thesis research and studio. For me, you are like an encyclopidia. Last but not least, Keith Kitz, words can not describe how glad I am to have you as my professor! From the first project I worked with you in your class since the last day you helped me on my thesis show, I have learned a lot from you and your experiences that you use to teach me. Please keep uploading your poster design on FB. I’m your big fan!

Moreover, for my chinese friends and classmates who always support and

Soccer is always about my passion, my life, and my soul. In other words, soccer means everything to me. I fell in love with soccer when I was 13 years old. A very first sport I played was Basketball, and I thought at that time it was my only one love in sports. Actually, I was wrong. My friend introduced me to soccer when I was in a first year of my junior high school.

Soccer had some how a very powerful to me that made me loves this kind of sports easily. I love playing and watching soccer after then. 90 minutes of soccer game has a lot of things going on that make times go by very rapidly. I have to say that I’m not a morning person, but every time that in any mornings have a big match of soccer, a powerful of soccer will always wakes me up and brings me to a sofa to watch it even though I had slept less than 2 hours before that.

Having said that, this is why I chose to work on soccer as a subject in my thesis. My love and passion in soccer have brought me to another level of it in term of building a concrete image by using skills as a graphic designer in a grad school. Hopefully, you will love soccer as I do after you saw this book.

“Success is no accident. It is hard work, perseverance, learning, studying, sacrifice and most of all, love of what you are doing.”

— Pele, The Brazilian soccer player, considered possibly world’s greatest.

bring me from a black hole when I gave up; Mingshan Shao, Jiani Liu and especially, my f***ing best friend at NESAD Mr. Shenyi Zhang who helps me so many times and NEVER SAYS NO when I ask him for help. Also, thank you to all professors, friends and classmates in NESAD both grad and under grad student. Without you guys, I will not go this far!

“”to those people who I met in my school life

since the first day at NESAD. All folks who support me, cheer me up on tough days.

©2015 Verayouth Chotivanich. All right reserved. ©2015 Verayouth Chotivanich. All right reserved.



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As a Thai and a person who has a strong passion for soccer, one thing that seems ridiculous to me is my nation,

THAILAND has never had a team go to the WORLD CUP. If that is the case, why do I have such a strong passion for soccer? It started with a soccer club from England, LIVERPOOL that is my first love of soccer. As I became more interested in the game, I later became a fan of my national team.From that time I have felt little by little that soccer has a powerful movement that drives people to feel hate or love for each other very easily. To be more clear, Thailand has a complicated political problem; there are two sides of supporters one supports and believes in a King, they are called yellow shirts. The other supports and believes in the ex-prime minister Thaksin Shinawatra, and are called red shirts. Both have been fighting for their ideologies for almost 10 years. They have separated themselves into two groups and hate the opposite with very strong feelings. Believe it or not, there is one thing that has totally broken that division and allowed red shirts and yellow shirts to embrace each other, it has even made them wear shirts without any thought about politics; it is soccer. The Thai national soccer team makes Thai people

love each other cheer and support our nation. I saw a picture of my friend who has a strong believe in his politics. He is a yellow shirt, and since Thailand has had this issue of separated beliefs, I have never seen him put on any red clothing. But, he posted some pictures in which he wore a Thai soccer jersey in red (on that day Thailand had a big match with Malaysia and the Thai team wore its away jerseys which are red). I also watched this game, and I got awas

surprised during the game when I saw Thai fans in the stadium hugging each other when the Thai team scored and again when a referee blew a whistle to end the game. It was a uniting event. I was pretty sure that some of them didn’t know each other and might support different political views, but they hugged each other and seem to be extremely happy with the same color shirts that they wore on that day. Was it because soccer melted all of their egos

and hatred then fused them with love? This is the potential power of soccer it can change people by directing their passion in an unbelievable way. The reason I presented the example of Thailand is because it’s close to my life and my society and therefore very meaningful. This feeling of soccer does not happen just in Thailand. In Franklin Foer’s How Soccer Explains the World, he explains that national teams create a tribal sense of nationalism amongst fans. This nationalism is shown in wearing football shirts, scarves and flying flags to express pride. When tournaments such as the

My Passionate in Soccer

FIFA World Cup, the African Cup of Nations and the UEFA European Championship bring in supporters from nations around the world, this national pride is a part of globalism. This complex system is all a part of the global community of football. Football brings players, fans, coaches and clubs together from every part of the world. A prime example of the unifying power of football is the African nation of Ghana. It gained independence from British imperial rule in 1957 and used football to unite the nation. The Black Stars as the national team became known as, hosted the first African Cup of Nations. Ghana has become one of the most passionate footballing nations in both Africa and the world, thanks the unifying power of the sport. A passionate of soccer it’s all around the world, it can make people cry, smile celebrate, etc. From passionate of soccer, it has been developing itself to be as a CULTURE that people agree to live with around our world.




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Immigration has been a hot topic in the political arena for decades. As an international student in the United States, this issue is especially important to me because I care about my relationships with all the people in my daily life. The link between these two areas led to the

idea of creating a soccer team and a movement to support the immigration discourse. The team is called THE KICKING ANTS.The Kicking Ants soccer team plays venues to raise awareness and build support for immigration issues. The events bring together people from across the nation who share a passion for soccer and immigration. There is no fixed, permanent set of players -- teams form ad hoc at the venue and anyone can sign up and play. Famous soccer stars are invited to take part in the games to raise money and further support the immigration issue.

ANTS T H E K I C K I N G

I’ve had a love and passion for soccer since I was young. My thesis project at The New England School of Art & Design looks at this sport as more than just a game that entertains people at stadiums and in their homes. It communicates the global power of soccer through graphic design.

After two challenging semesters in Graphic Design Thesis Research and Thesis Studio classes, I was faced with the problem of translating this passion into design. What is the connection between soccer and people in the U.S.? After a long and frustrating effort, I finally realized that there was another issue I’m passionate about; it’s an immigration.

From My Love to My Thesis




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The Ant Unity Getting a hard time to find a thing to represent as a logo of the soccer team and also stand for immigrants, finally, I found a bridge to bring those together nicely; they are ANTS. Immigrants can be called a very weak and quite group of people because they have to hide themselves for the reason that most of them are illegal in the USA.

Immigrants have no power to protect themselves because they are scared to do an action that can spotlight them from a shadow. A way to have a power they have {to get together like ants. An

ant has nothing to protect itself from being killed. It is weak, but when they are together, they become a one of the strongest insects in the world. Immigrants and ants also work hard for their aims. From all of those reasons, ants was picked to be a logo of my soccer team.




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LogoExplorationsIn the very first step of my thesis studio class, my idea was to build a foundation that uses soccer to address problems around the world such as hunger education immigration and racism. However, my advisers Minko Dimov and Eike Wintzer told me that to address all those issues was too wide. They gave me an idea that I should go with one problem and be more narrow than do all of those problem. From all of those, immigration is the problem that fits perfectly to what I would love to help because soccer is a sport that brings immigrant to join and have fun together on their free time. From this point, I explored and experimented logos that could be used for my foundation.

Ads campaign to advertise the foundation based on my belief of soccer is the most easiest game to play because:

The sub-organization ideas that are managed by We Are The Same FOUNDATION. Theses organization are aimed to address issues more specifically.

Hopefully to get partnerships like these kinds of ideas such as clubs, brands, others sort of sports (american football, baseball, basketball, and ice hocky).

We A

re The Same

FO

U N D A T I ON

We A

re The Same

FO

U N D A T I ON

We A

re The Same

FO

U N D A T I ON

eease ungers

�

e �e a � e � � � � e r �

S� � � er �� r � � � � a��

We Are U�

We Are U�

eease ungers

S� � � er �� r � � � � a��

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e �e a � e � � � � e r �{ Thesis Studio DP2




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It was a long process and took me for an entire semester to work on an appropriate name for my team. I played around with drawing an ant face for the logo when Minko was watching it. Suddenly, he said that that face looks like it is going to kick someone ass—The Kicking Ass!!! But, because it’s about ants and soccer, so it should be called The Kicking Ants!

For the logo, I was experimenting a lot of typefaces, but no one fit perfectly to the face of the ant. After using and downloading more than 15 typefaces, I found it.It is Modern Plate typeface. However, it doesn’t have italic version, which I wanted to do for making it more slanted mimic a movement of soccer players when they slide the ball to defend the team in soccer game.

Name & Logo




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The LogoEvolution

Logo experiments during Thesis Studio class

The first logo. This logo used in my thesis studio presentation [DP3].

The logo was used in my thesis show. The final of The Kicking logo.




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Color InspirationsBrand Standards

Color Palettes

Traditional soccer ball pattern

Immigation An ant

100% White

C84% M6% Y100% K0%#OB983A

C16% M32% Y82% K5%#CO9339

100% White

To ensure integrity and legibility, The Kicking Ants logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clear space. Whenever possible, maintain more clear space around the logo than the minimum specified. The minimum clear space for the logo is X, where the value of X is derived from the height of the outline “S” in the word “ANTS.”




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The Kicking Ants Uniform

HomeUniform

AwayUniform




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Team IdentityStationary





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Ads Cam-paign

These series of “To Play Soccer” ad campaign will be released in the first phase of the advertisement to convey and convince people who barely know about soccer to know how easy to play soccer.

Because soccer is very easy to play, what you need to enjoy are Friends, Space, and a Ball




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Ads Cam-paign

After release To Play Soccer campaign, now, it’s time to get people to join the team! The “Fill Ants on The Field” campaign will be released in the second phase to convince peo-

ple who are interested inThe Kicking Ants team to join and play soccer together. :)

Let’s play soccer together. Let’s make it happens. Let’s fill ants (us) on the fill.




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SPACE

Web Ads Campaign


T h e N e w E n g l a n d S c h o o l o f A r t & D e s i g n @ S u f f o l k U n i v e r s i t y N E S A D M A G D T h e s i s D o c u m e n t a t i o n S u m m e r 2 0 1 5

The Kicking Ants WebsiteHOME ABOUT PARTICIPATE DONATE CONTACT US HOME ABOUT PARTICIPATE DONATE CONTACT US

* First Name

* Last Name

* E-mail

* Comment

Submit



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This is the way we

advertise our team!

These t-shirts with the kicking ants logo will be worn by famous soccer plyers to spread the team to people.

The ants will go everywhere to promote the idea and gather folks to join the team and play soccer togeher.

There will be a lot of questions of what does that ant means?Why many soccer celebrities wear garments with that logo on?After that, they will find an answer and know what the kicking

ants works for. What do we want to help?Why do we want to help?

Why people should be parts of the team! Why you should be part of the team!



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ThesisExhi-bition

NESAD, thank you for awesome three-year experienc-es!

It was a big question in my mind of what I wanted to set up for my show. Luckily, after I have attended several MAGD thesis shows (It’s highly recommended to attend once, and I would encourage MAGD students to do attend once if you have chance. It’s so useful when you have your show), and feel familiar with a place that the show would take. My Idea of the

show was a booth or a kios that I could advertise and get people to participate to The Kicking Ants team. In the booth, there were an iMac to show what the team is about. The Kicking Ants pins for take away, and t-shirt with the team logo for people who sign to be part of the team. On the floor, I put Artificial Grass to make my space looked like a soccer field. It was a long process of my thesis, and finally I finished it with my thesis show, :)



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