ADVANCED TYPOGRAPHY TASK 2: KEY ARTWORK & COLLATERAL

 

||  24/09/24-24/12/24
||  Sun Jia Yi / 0370449
||  Typography / Bachelor of Design (Hons) in Creative Media
||  Task 2: Key Artwork & Collateral

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TABLE OF CONTENTS

1. Lectures 

2. Instructions

3.Process Work 

4. Feedback 

5. Reflection 

6. Further Reading 

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LECTURES 

Week 5: 

AdTypo_5_Preception And Organisation

Perception & Organisation

"The way something is regarded, understood, or interpreted" is what is meant by perception. 

In typography, perception refers to the reader's visual navigation and interpretation of the material through its structure, shape, and content organization.

Contrast

Here is several methods to create contrast (by Rudi Ruegg): 

• Light/ Bold
• Condense/ Extended
• Organic/ Machined
• Roman/ Italic
• Small/ Large
• Negative/ Positive
• Serif/ Sans serif
• Ornate/ Simple
• Red/ Blue

Fig1.1 Type of Contrast, Week 8

1) Size

The reader's attention is brought to a point by the size contrast. For example, it goes without saying that the large letter will appear before the little. Making the title or header larger to increase visibility is a common usage of size.

2) Weight

When surrounded by lighter type of the same design, bold text can stand out. In addition, squares, rules, and spots are utilized as "heavy areas" to provide emphasis or visual appeal.

3) Contrast of form

The difference between the letters is called contrast of form. Form examples include capital, lowercase, roman, italic, condensed, and extended letters. 

4) Contrast of Structure

Structure refers to the many letterforms seen in various fonts. Structure examples include classic serif, monoline sans serif, italic, condensed and expanded. 

5) Contarst of texture

The overall appearance of the type lines both up close and at a distance is known as texture. The layout and letterforms have a role in this.

6) Contarst of direction 

The opposition of vertical, horizontal, and intermediate angles is known as contrast of direction. Contrast may be achieved by alternating tall columns of short lines with broad blocks of long lines.

7) Contrast of color

Compared to basic black on white, a second color is frequently less strong in its values. Therefore, it is crucial to consider which aspect should be highlighted and to consider the tonal values of the colors utilized. Therefore, it's critical to assess which aspects require attention.

Fig1.2 Type of Contrast, Week 8

Form

For describes the general appearance and texture of the components that comprise the typographic composition. It is the component that affects initial impressions and visual impact. 

A well-designed typographic form is usually visually appealing, entertaining, and memorable. It guides the eye from one place to another.

Typography serves two purposes: depict a notion and a graphic representation

A font ceases to read as a letter when it is seen as a shape. Rather, it has been extruded into a space and altered through texture, expansion, and distortion.

Fig1.3 form, Week 8

Fig1.4 form with good communication, Week 8

Gesalt and Organization

Gestalt theory highlights that since we see things as a single, cohesive whole, the whole is greater than the sum of its parts. The total shape is nevertheless more than the sum of its parts, even though each component may be useful at the elemental level.

Fig1.5 Gesalt principles of grouping, Week 8

1) The Law of Similarity

According to this, people often view objects that are near one another as belonging together, and the way visual pieces are arranged affects how we view their relationships and groupings.

2) The Proximity Law

It claims that while objects farther away are less likely to be grouped together, those that are near together are more likely to be seen as a single unit.

3) The Closure Law 

It describes the mind's propensity to see entire figures or shapes even when they are partially obscured by other objects, incomplete, or lack some of the details required to create a whole mental image.

4) The Law of (Good) Suspense 

It asserts that, notwithstanding their intersection, people have a propensity to view two or more items as distinct, separate, and continuous. For this concept to be effective, the objects' or shapes' alignment is crucial. 

5) Symmetry law

It clarifies how symmetrical or predictable patterns in visual aspects cause people to view them as balanced. 

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INSTRUCTIONS

There is the Module Information Booklet for this Module: 

                                            Module information Booklet

Task 2: Key artwork

• Mindmap/Research
• Sketches/ideas 
• Digitization 
• Colour application 
• Animation
• Final outcome
• Expansion
• Collateral

Task 2 Outcome Compilation

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Task 2 (A) - Key Artwork 

Mind Map/Research

Here is my brief mindmap:

Figure 2.1: Mindmap"about me" , Week 8(15 Oct)

For categorizing my inspiration for typography and visual direction, I also made a template. Bold, thick typeface appeals to me personally because I believe it creates a greater impact.

Figure 2.2: Moodboard , Week 8(15 Oct)

In order to guide my artistic direction and gather ideas for my wordmark design, I also made a moodboard. Personally, I believe that designs with bold, hefty typography make a bigger impression. 

Sketches                                                                                                                                                                                                                                                       Figure 2.3: Initial sketches , Week 9(17 Oct)

Chosen keywords: Bold, conflicted(soft and intensive）, geometrical

For my sketch, I decided to use icons with rounded projections and concave tips to represent my keywords.

My original intention was to explore how I could combine and combine two completely different elements to create a unique effect.

Digitization 

Figure 2.4: Digitizing process , Week 9(17 Oct)

I started digitizing the sketch by first creating a square rectangle to standardize my font. And used the pen tool to create my font.

Below is my first attempt at digitizing the text markup:

Figure 2.5: Digitized wordmark attempt #1 , Week 9(17 Oct)

Figure 2.6: Digitized wordmark attempt #1 , Week 9(17 Oct)

There was a lack of consistency and legibility in my initial design and can't very clearly to see the "j" so after the Mr. Vinod advices I made some adjustments to the "j" word. 

I had 7 letters in my name which made it's difficult to maintain the width of both the top and bottom rows, so i tried to explore plenty of variations using different letter designs. 

Figure 2.7: Wordmark variation explorations , Week 10(17 Oct)

Below is my finalized choice of my workmark design with adjustment process. During the adjustment process I reduced the space between the letters that it's seemed a whole things. 

       Attempt 1                                Attempt 2           

                               Figure 2.8: Digitizing process , Week 10(21 Oct)

    Figure 2.9: Final digitized wordmark , Week 10(21 Oct)

Colour Application

I used the Adobe colours  and Colour Hunt .In regards to color palettes, I used several websites, such as Colour Hunt and Coolors, to find color combinations that I liked. After choosing several color palettes, I put them together and compared how the colors actually looked when applied to my text logo.

Of all the choices, I liked palettes #1 and #3 the best. However, when putting all the colors together one by one, there was not enough contrast between them. I wanted the contrast to be consistent across all the colors, so I decided to use palette #1.

    Figure 2.10: Colour palette exploration , Week 10(21 Oct)

Below is the finalized version of my colour palette.

Figure 2.11: Final choice of colour palette , Week 10(21 Oct)

Key Artwork Animation

For animation, I used Adobe Effects(AE) to edit the keyframes of each letter. 

    Figure 2.12: Animation process on AE(Adobe Effects), Week 10(21 Oct)

Figure 2.13: Finalized Animation, Week 10(21 Oct)

Task 2A Final Outcome

    Figure 2.14: Black wordmark on white background, Week 10(21 Oct)

    Figure 2.15: White wordmark on black background, Week 10(21 Oct)

    Figure 2.16: Colour Palette, Week 10(21 Oct)

  Figure 2.17: Workamrk in actual colours on lightest shade of colour palette, Week 10(21 Oct)

  Figure 2.17: Workamrk in actual colours on darkest shade of colour palette, Week 10(21 Oct)

  Figure 2.18: Key Artwork Animation, Week 10(21 Oct)

 Figure 2.19: Task 2 A PDF Compilation, Week 10(21 Oct)

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Task 2B - Collateral

Collateral 

Below are the link to the Websites I used for mockups: 

• Unblast  https://unblast.com/
• Mockups Design https://mockups-design.com/

I picked various types of materials based on my mind map, especially about one of my strengths, “Contrariness”. I also wanted to choose items that were easily accessible, such as stickers and mugs. Therefore, I chose stickers,mugs and canvas bags.

All the models were created in Adobe Photoshop and the patterns and design layouts were created in Illustrator.

Collateral #1 Sticker 

I started with a sticker as my model. I originally made a number of sticker designs and attempted to combine them to see which one would work best after locating the ideal model for my concept.

I first wanted to make them stand out as distinct designs, but I gave up on that notion in order to maintain the logo's coherence and harmony. Instead, I utilized various colors to make the designs easier to spot at a glance.

 Figure 3.1: Sticker layout designs, Week 10(21 Oct)

Collateral #2 Water Cup 

The second collateral I chose was a disposable water cup. In this model I used four different colors for the interpretation.

 Figure 3.2: 4 colours ,Week 10(21 Oct)

 Figure 3.3: Collateral #2 Water cup ,Week 10(21 Oct)

 Figure 3.4: Collateral #2 Water cup ,Week 10(21 Oct)

Collateral #3 Canvas bag

The second collateral I chose was a canvas bag. In this model I used two different colors for the interpretation.

 Figure 3.5: Collateral #3 Canvas Bag ,Week 10(21 Oct)

 Figure 3.6: Collateral #3 Canvas Bag ,Week 10(21 Oct)

After finalizing, I cropped the mockup images to fit the ins grid:

Identity Expansion & Instagram Design 

1. Initial Developments

Colour Palette Exploration 

 Figure 3.7: Colour Palette,Week 10(21 Oct)

First, I applied a blur effect to the color palette. Changed the angle of the four colors. After changing the angles, I used the blur tool to add some blurring effects to the color palette. But the result was not good and I used the Blur tool again to achieve a better result.

Black & White Photograph

 Figure 3.8: Original photo,Week 10(21 Oct)

 Figure 3.9: Edited photo,Week 10(21 Oct)

Pattern Expansion

 Figure 3.10: Pattern exploration 1,Week 10(21 Oct)

 Figure 3.11: Pattern exploration 2,Week 10(21 Oct)

In the pattern extension I tried four different extensions, I utilized the basic circle and used the pucker and bloat in the twist and distort tools of the effect. four effects were created using this effect.

Below is my first attempt at ins feed layout design: 

 Figure 3.12: Attempt #1 of instagram feed layout ,Week 10(21 Oct)

Below is my finalized version of the instagram feed layout:

 Figure 3.13:Instagram Feed design Layout ,Week 10(21 Oct)

Task 2B Final Outcome

                               

                                                                                             

          Figure 3.14: Collateral 1 ,Week 10(21 Oct)

 

               Figure 3.15: Collateral 2 ,Week 10(21 Oct)

 

               Figure 3.16: Collateral 3 ,Week 10(21 Oct)

 Figure 3.17: Instagram Feed design layout ,Week 10(21 Oct)

  Instagram Link: https://www.instagram.com/sunjiay1/

                                     

      Figure 3.18: Screenshot of Instagram Page ,Week 10(21 Oct)

                                                         

             Figure 3.19: Task 2 B PDF Compilation ,Week 10(21 Oct)

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Task 2 Outcome Compilation 

    Figure 2.14: Black wordmark on white background, Week 10(21 Oct)

    Figure 2.15: White wordmark on black background, Week 10(21 Oct)

    Figure 2.16: Colour Palette, Week 10(21 Oct)

  Figure 2.17: Workamrk in actual colours on lightest shade of colour palette, Week 10(21 Oct)

  Figure 2.17: Workamrk in actual colours on darkest shade of colour palette, Week 10(21 Oct)

  Figure 2.18: Key Artwork Animation, Week 10(21 Oct)

 Figure 2.19: Task 2 A PDF Compilation, Week 10(21 Oct)

                                                                                                                                                                                                                                                                                                                           

          Figure 3.14: Collateral 1 ,Week 10(21 Oct)

   

               Figure 3.15: Collateral 2 ,Week 10(21 Oct)

 

               Figure 3.16: Collateral 3 ,Week 10(21 Oct)

     

      Figure 3.17: Instagram Feed design layout ,Week 10(21 Oct)

         Instagram Link: https://www.instagram.com/sunjiay1/

       

   

    Figure 3.18: Screenshot of Instagram Page ,Week 10(21 Oct)

    

   Figure 3.19: Task 2 B PDF Compilation ,Week 10(21 Oct)

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FEEDBACK

Week 5: 

General Feedback: The feedback session held online. 

Specific Feedback:-

Week 6:

General Feedback:

• When printing the logo, please print it using the format given to better detect flaws.

Specific feedback: Change the “j” to make the j more recognizable and consistent.

Try making the gaps between the glyphs closer together, then compare it to the current version

Compare with the current version, as the gap now looks large.

Week 7:

General Feedback: Read the website about the study the identity expansion.

Specific feedback: try to edit the photograph with black and white. 

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REFLECTION 

Experience

I find it really difficult to design a key artwork or wordmark, especially on my first attempt. In order to create a distinctive and striking wordmark, I have experimented with several ideas and designs. In order to combine the concepts into a straightforward text and visual format, the approach required ingenuity. I was challenged by this work to improve my abilities to visually convey brand identity while keeping an eye-catching design.

Observation

A successful wordmark, in my opinion, possesses the qualities of simplicity and broad accessibility for a diverse audience. Simple designs are more likely to be resonant, making them instantly identifiable and adaptable to a wide range of uses.  Additionally, a well-designed wordmark balances functionality and aesthetics, making it adaptable and used in a variety of contexts. Additionally, getting feedback from the audience or viewer is a smart method to identify the design's advantages and disadvantages.  

Findings 

After looking over the reference material that Mr. Vinod provided. I learned a lot about how to display a wordmark and merchandise. A excellent wordmark showcase portfolio should have a color scheme that is both eye-catching and adaptable. As an illustration, consider the primary color, light color, and dark color. This guarantees that the wordmark is readable in a variety of settings, including lighting conditions and different mockup items.

A good wordmark must include the brand's identity and concept in addition to its appearance and visual appeal. 

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FUTHER READING

                                   

   Figure 3. 20: Grid System in Typography ,Week 10(21 Oct)

The creation of the type area

The designer should sketch small dimensions as accurately as possible. It is quite common to make unrealistic text line drawings, usually with lines labeled too faintly. When converting to 1:1 format, the text might not show up at the proper size. The best approach for the designer is to draw the type as close to size as possible.

The width of the margins and the form of the page dictate the size of the font area.

Make sure your small-scale ideas are accurate while drawing at 1:1 size to avoid fit problems.

Try to maintain fonts as close to size as possible while creating text lines.

Each design grid must be made especially to meet the requirements of a certain.