Advanced Typography - Task 2/Key Artwork & Collateral

May 14, 2024

Advanced Typography - Task 2/Key Artwork & Collateral

15.05.2024 - 05.06.2024 / Week 4 - Week 7

Siang Huey Yee / 0369549

Advanced Typography / Bachelor of Design (Honours) in Creative Media

Task 2: Key Artwork & Collateral

OUTLINE

LECTURES

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Week 5

Class Summary (Week 5 - 22/5/2024)

Although it's a public holiday, Mr. Vinod still held a short online Zoom meeting to provide feedback on our Task 2(A) - Key Artwork.
Mr. Vinod suggested that after completing the key artwork design and receiving approval, we should choose a suitable colour palette for our key artwork using the recommended website Color Hunt.

Lecture Video 5: AdTypo-5 ~ Perception And Organisation

Perception And Organisation

Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form, and organisation of the content
Content can be visual, graphical or in the form of colour

Contrast - to make design work and meaning pop out clearly and unambiguously

Figure 5.1 Contrast

Contrast / Size - A contrast of size provides a point to which the reader's attention is drawn which the size was commonly used in making a title or heading noticeably bigger than the body text

Figure 5.2 Contrast of Size

Contrast / Weight - Weight describes how bold type can stand out in the middle of lighter type of the same style. Other than using bold, using rules, spot, squares is also provide a 'heavy area' for a powerful point of visual attraction or emphasis.

Figure 5.3 Contrast of Weight

Contrast / Form - the distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, condensed and expanded versions of typeface

Figure 5.4 Contrast of Form

Contrast / Structure - Structure means the different letterforms of different kinds of typefaces.

Figure 5.5 Contrast of Structure

Contrast / Texture - Texture refers to the way the lines of type look of as a whole up close and from a distance which this depends partly on the letterforms themselves and partly on how they're arranged.

Figure 5.6 Contrast of Texture

Contrast / Direction - the opposite between vertical and horizontal, and the angles in between, for example, turning one word on its side can have dramatic effect on a layout.

Figure 5.7 Contrast of Direction

Contrast / Colour - The use of colour is suggested that a second colour is often less emphatic in values than plain black on white. Therefore, it is important to give thought to which element needs to be emphasized and to pay attention to the tonal values of the colours that are used.

Figure 5.8 Contrast of Colour

Form

to the overall look and feel of the elements that make up the typographic composition
the part that plays a role in visual impact and first impressions
a good form in typography tends to be visually intriguing to the eye
leads the eye from point to point
entertains the mind and is most often memorable

Figure 5.9 Form

the interplay of meaning and form brings a balanced harmony both in terms of function and expression
When a typeface perceived as a form, it no longer reads as a letter because it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.

Figure 5.10 Form - Example 1

Figure 5.11 Form - Example 2

Organisation / Gestalt

'Gestalt' is a german word meaning the way a thing has been "placed" or "put together"
Gestalt Psychology is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions
emphasizes that the whole of anything is greater than its parts - this is based on the idea that we experienced things as unified whole
In design (read: Typographic Layouts), the components/ elements that make up the design is only as good as its overall visual form
While each component may be functional at an elemental level, the sum of its part is not greater than the whole or the overall form

Organisation / Gestalt: Perceptual Organisation / Groupings

Figure 5.12 Gestalt Principles

Law of Similarity - states that elements that are similar to each other tend to be perceived as a unified group (including colour, orientation, size or indeed motion)

Law of Proximity - states that elements that are closed together tend to be perceived as a unified group and states that items close to each other tend to be grouped together, while items further apart are less likely to be grouped together

Figure 5.13 Similarity and Proximity

Law of Closure - refers to the mind's tendency to see complete figures or forms even if a picture is incomplete, partially hidden by other objects, or if part of the information needed to make a complete picture in our minds is missing

Law of (Good) Continuation - holds that human tends to perceive each of two or more objects as different, singular, and uninterrupted object even when they intersect

Figure 5.14 Closure and Continuation

Law of Symmetry

Law of Praganz

Week 6

Class Summary (Week 6 - 29/5/2024)

Mr. Vinod asked us to proceed to Task 2(B) after completing Task 2(A). In Task 2(B), we should transform our key artwork into a brand by selecting three collaterals, such as a T-shirt, Hat, Hoodie, Cap, Tote bag, etc., and expand our key artwork to create mock-ups on the chosen collaterals.

Week 7

Class Summary (Week 7 - 5/6/2024)

Mr. Vinod advised us to complete Task 2(A) and Task 2(B) and quickly move on to Task 3. We should prepare a Task 3 proposal presentation to explain and showcase our three ideas on presentation slides.

INSTRUCTIONS

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Module Information Booklet

Task 2(A) - Key Artwork

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In Task 2(A) - Key Artwork, students must create a key artwork, which is a word mark or lettering used to identify a person and can also serve as an artwork that might adorn a label pin, T-shirt, or poster (Collateral). Therefore, students should explore and create many combinations of their own name in the form of a word mark or lettering. The final key artwork must be elegant, well-balanced, and composed, providing a simple and clear solution to ensure it is functional and communicable. This key artwork will subsequently be used in Task 2(B) collateral.

1) Research

I have done some research on the task by searching for reference images online to get some inspiration.

Figure 1.1 Research 1, Week 4 (15/05/2024)

Figure 1.2 Research 2, Week 4 (15/05/2024)

2) Sketches

I have taken different approaches for this task, experimenting with various ideas using my name 'HUEY'.

Figure 1.3 Word mark Sketches, Week 5 (18/05/2024)

3) Digitisation

I have chosen 1(ii), 1(iv), 2(ii) as my top 3 picks for proceeding to digitisation.

Figure 1.4 Word mark Digitisation, Week 5 (20/05/2024)

After receiving feedback from my lecturer, Mr. Vinod, during the Week 5 online session, he suggested that I explore more unique designs for the smiley face characteristics in my word mark since many people have done common designs.

Therefore, I proceeded with digitizing word mark 2(ii) and made some modifications because it was commented that it had too many graphic elements.

Figure 1.5 Word mark Digitisation (Modified), Week 5 (22/05/2024)

After receiving feedback from my lecturer, Mr. Vinod, he mentioned that the key artwork was not quite right and not good enough. Therefore, I created a new design for my key artwork based on Mr. Vinod's feedback and made several modifications to improve it.

4) Modification

Figure 1.6 New Word mark Digitisation (Modification Process), Week 6 (29/05/2024)

The figure shown below is my first attempt at redesigning my word mark based on my lecturer's feedback.

Figure 1.7 New Word mark Digitisation (Version 1), Week 6 (29/05/2024)

I was not satisfied with Version 1, so I created Version 2, where I adjusted the 'U' to have a more circular shape and modified its width to match that of the 'H' and 'E'.

Figure 1.8 New Word mark Digitisation (Version 2), Week 6 (29/05/2024)

I still think that Version 2 lacks consistency in width. Therefore, I have modified the width of the 'y' to align with that of the 'H' and 'E' to ensure the consistency of the word mark.

Figure 1.9 New Word mark Digitisation (Version 3), Week 6 (29/05/2024)

I considered adjusting the 'U' to align at the front of the 'H' and 'E', so I created another version with the 'U' aligned at the front.

Figure 1.10 New Word mark Digitisation (Version 4), Week 6 (29/05/2024)

Figure 1.11 Final Key artwork, Week 6 (29/05/2024)

After finalizing our key artwork, Mr. Vinod instructed us to print out our word mark in two sizes: 1024 x 1024 mm and 15 x 15 mm on the top left corner.

Figure 1.12 Printout, Week 6 (29/05/2024)

Task 2(B) - Collateral

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For Task 2(B) - Collateral exercise, we were tasked with designing various collateral items (such as a T-shirt or lapel pin and other items), creating animated key artwork, and setting up an Instagram account to transform the key artwork into a brand.

1) Colour Palette

I used the Color Hunt website to search for a suitable colour palette for my key artwork, aiming for bright colours that radiate joy, happiness, and cheerfulness.

Figure 2.1 Colour Palette, Week 7 (05/06/2024)

Figure 2.2 Key Artwork with Colour Palette, Week 7 (05/06/2024)

2) Expansion

After deciding on the colour palette, we were tasked with expanding our key artwork and creating a series of visual identities. I expanded my key artwork in two different ways.

First, I spread out 'H', 'U', 'E', and 'Y', adding two square boxes on top of each letter to represent different expressions. Additionally, I focused on the letter 'y' for another expansion, as it most symbolizes a smiley face.

Figure 2.3 Expansion 1, Week 7 (05/06/2024)

Figure 2.4 Expansion 2, Week 7 (05/06/2024)

3) Mock-up Items

Cushion
Tote Bag
Beanie Hat

I have chosen a cushion, tote bag, and beanie hat as my final mock-up items. I used the recommended website, Mockey, to upload my design onto these mock-up items.

Figure 2.5 My Mock-up Attempts, Week 7 (05/06/2024)

Figure 2.6 Cushion Mock-up, Week 7 (05/06/2024)

Figure 2.7 Tote Bag Mock-up, Week 7 (05/06/2024)

Figure 2.8 Beanie Hat Mock-up, Week 7 (05/06/2024)

4) Instagram Layout

Figure 2.9 Instagram Post Design Layout, Week 7 (05/06/2024)

I have created a new Instagram account to upload all my designs to that specific account.

Figure 2.10 Screenshot of Instagram Account Page, Week 7 (05/06/2024)

5) Animation

Figure 2.11 Word mark Animation Progress (in Adobe After Effects), Week 7 (05/06/2024)

Figure 2.12 My Word mark Animation - GIF, Week 7 (05/06/2024)

Final Outcome Task 2(A) - Key Artwork

Figure 3.1 Black Word mark on White Background, Week 7 (05/06/2024)

Figure 3.2 White Word mark on Black Background, Week 7 (05/06/2024)

Figure 3.3 Colour Palette, Week 7 (05/06/2024)

Figure 3.4 Word mark in actual colours on lightest shade of colour palette, Week 7 (05/06/2024)

Figure 3.5 Word mark in lightest shade of colour palette on darkest shade of colour palette, Week 7 (05/06/2024)

Figure 3.6 Word mark Animation - GIF, Week 7 (05/06/2024)

Final Outcome Task 2(B) - Collateral

Figure 3.7 Collateral 1 - Cushion, Week 7 (05/06/2024)

Figure 3.8 Collateral 2 - Tote Bag, Week 7 (05/06/2024)

Figure 3.9 Collateral 3 - Beanie Hat , Week 7 (05/06/2024)

Figure 3.10 Instagram Link, Week 7 (05/06/2024)

IG Link: https://www.instagram.com/huey_smile?igsh=MTFocDFuM2J2a3l6bg==

Figure 3.11 Instagram Post Layout Page Screenshot , Week 7 (05/06/2024)

Figure 3.12 Task 2 Final Outcome - PDF, Week 7 (05/06/2024)

FEEDBACK

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Week 5: Task 2 - Key Artwork (Sketch and First Digitisation)

Specific Feedback:

Mr.Vinod recommended that I explore various methods to emphasize the smiley face or happy characteristics in my key artwork, considering that many students are pursuing similar concepts.

General Feedback:

Mr. Vinod suggested that we use positive representations of our key artwork, which is the logo with type created from our name. He recommended that we avoid using negative representations such as "grumpy" or "stubborn" as characteristics in our self-representation, as these traits are not typically associated with any specific brands.

Week 6: Task 2 - Key Artwork (Digitisation)

Specific Feedback:

After several feedback and modification sessions from Mr. Vinod, he said that I am almost there. He also suggested that I adjust the width of all the letters to ensure they are consistent, maintaining uniformity throughout my key artwork.

General Feedback:

Mr. Vinod asked us to ensure the readability of our key artwork, as it is the most important criterion for completing this task.

Week 7: Task 2(B) - Collateral

Specific Feedback:

Mr. Vinod suggested that I should not use too many of the same type of collateral, as I have previously used hats repetitively. Additionally, I have been asked to discover and explore more aspects of my identity expansion after completing my case study on 'Pentagram'

General Feedback:

Mr. Vinod asked all of us to do a case study on the website 'Pentagram' to better understand the expansion of the key artwork identity. Additionally, Mr. Vinod strictly allowed us to use only photos of ourselves with a white background to show more professionalism

REFLECTIONS

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Experience

Through this Task 2 exercises, I had the chance to create and design my own word mark. I encountered quite a big challenge in completing this task, as it required me to design a word mark that would be used on a series of mock-up designs. Additionally, I faced challenges in creating a unique word mark, as I chose a common topic—a smiley face representing joy and happiness. Consequently, I had a hard time figuring out what would make my design unique and memorable.

Observations

While completing Task 2(A) - Key Artwork exercise, I had the chance to explore myself further. I discovered which perspective of myself I wanted to show to others—I aimed to spread positivity and created a word mark with a smiley face to remind people to keep smiling and think positively anytime and anywhere. Additionally, I found myself becoming more sensitive to colour choices when selecting colour palettes, realizing that colours could actually represent emotions or convey an image.

Findings

Throughout Task 2 exercises, I discovered that my initial key artwork had too many graphical elements. I needed to find a balance in conveying my creative expression by focusing more on using the letters themselves rather than graphical elements for my word mark. Furthermore, I realized that the word mark should have its own unique point to make it interesting and memorable to people. Therefore, balancing my creative expression with practical application is crucial to effectively convey my word mark to the public, ensuring readability and legibility.

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Siang Huey Yee (0369549)