Letterform Archive – Designing Identity Systems


Designing Identity Systems

Designing Identity Systems
with Richard Danne, Alejandro Chavetta, Leslie Cheng, Kate Long

Panel Discussion & Pop-up Exhibit at Astro Studios
Tue, Jul 24, 2018
5:30pm–7:30pm PT
Astro Studios
348 6th Street
San Francisco, CA 94103

Join us for a panel discussion with special guest Richard Danne on designing brand systems at Astro Studios. Danne is well known for his collaboration with Bruce Blackburn on the NASA identity manual. He will be joined by Leslie Cheng, Lead Brand Designer at Honor, and Alejandro Chavetta, Creative Director at Astro. The Archive’s Kate Long will moderate.

Identity manuals — guidelines that establish the look and feel of some of the world's best-known corporations — are not only crucial tools for preserving the integrity of a brand, but are markers of an important era in design history. The panel will discuss how these old school binders inspire the brand systems being creating today.

The talk begins at 6:30pm, but come early for a meet and greet — and a chance to flip through Letterform Archive’s collection of original manuals from brands like NASA, Coca-Cola, IBM, and Olivetti. Doors open at 5:30pm.

About Richard Danne
Photo: AIGA

“[Danne] displayed a rare gift for convincing clients to trust a creative process that ultimately yielded beautiful, award-winning pieces. His longtime clients included household names — AT&T, Bristol-Myers, Pratt & Whitney, Bell Labs, NASA, the Fashion Institute of Technology, the South Street Seaport Museum, Memorial Sloan-Kettering Cancer Center and Harvard Business School. He has won national and international awards, including three U.S. Presidential Awards for Design Excellence.” — Margarethe P. Laurenzi for AIGA

About Alejandro Chavetta

After Alejandro Chavetta earned his degree in Visual Communications and Graphic design from San Francisco State University, he spent many years in the artistic trenches of publishing. Alejandro brings this experience to Astro Studios to fortify their brand communications team and articulate client’s stories. He thrives in lacing together our disparate fortes, tying product into brand and UIUX back to product. Alejandro is also an accomplished collage artist whose pieces end up on album covers, gallery walls, and in client decks.

About Leslie Cheng

Leslie Cheng is a Brand Designer specializing in defining and evolving brand experiences in the health and wellness industry. A passionate advocate for the use of design and technology for social good, she enjoys work that empowers people to make a positive change within and for those around them. Currently, she is the Lead Brand Designer at Honor, a start-up focused on improving access to quality home care for older adults. Prior to Honor, she worked at Clover Health, a data-driven Medicare start-up, and Benefit Cosmetics, an LVMH global beauty brand. As an avid lover of print and all things analog, she volunteers at the Letterform Archive, collaborates with artists for her zine publication "Shift," and illustrates her own line of enamel pins. She holds a double B.A. in Design and International Relations from UC Davis.

About Kate Long
Kate Long

Kate Long, Letterform Archive’s librarian, has a profound interest in book arts, typography, and concrete poetry, stemming from high school where she made art with abandoned Letraset, and later as the editor of a literary magazine where she enjoyed working with designers, artists, and writers. She also gained an appreciation for 20th-century graphic design while at the award-winning studio, Office. Kate earned her MLIS through Drexel University, which will serve her well as she helps to preserve and catalog the collection. She relishes helping people access the things that interest them.

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