MAGD Thesis Documentation

Verayouth Chotivanich
Fall 2015 Thesis Documentation
The New England School of Art & Design @ Suffolk University
©2015Verayouth Chotivanich.All right reserved.
Documentation book final.indd 1 12/17/15 9:43 AM

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Verayouth Chotivanich
Thesis Documentation
Fall 2015
Asvisors: Rita Daly, Minko Dimov, Eike Wintzer, Keith Kitz
The New England School of Art & Design @ Suffolk University
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,
mylandlordwhoI admirehimlikemyreal
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
wasin afirst 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.
©2015Verayouth Chotivanich.All right reserved. ©2015Verayouth Chotivanich.All right reserved.

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A
s 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,LIVERPOOLthatismyfirstlove
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 makesThai 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 firstAfrican 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
topicinthepoliticalarenafor
decades. As an international
studentintheUnitedStates,
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 UnityGetting 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;theyareANTS.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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Logo
Explorations
In 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
Are The Sa
m
e
FO
U
N D A T I
O
N
We
Are The Sa
m
e
FO
U
N D A T I
O
N
We
Are The Sa
m
e
FO
U
N D A T I
O
N
e ease
ungers
e
e a e
e
r
S
er
r
a
We Are U
We Are U
e ease
ungers
S
er
r
a
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 Logo
Evolution
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
Home
Uniform
Away
Uniform

23
Team
Identity
Stationary

25
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 Website
HOME 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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Thesis
Exhi-
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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