ADVANCED TYPOGRAPHY / TASK 2: KEY ARTWORK & COLLATERAL

╎Week 4 - Week 8

╎Gwendalyn Firly Bong / 0374580

╎Bachelor of Design (Honours) in Creative Media

╎Task 2: Key Artwork (A) & Collateral (B)

I. Instructions

II. Lectures

III. Task 2

IV. Feedback

V. Reflection

VI. Further Reading

I. INSTRUCTIONS

II. LECTURES

Week 5: AdTypo_5_Perception And Organisation

Perception

The way in which something is regarded, understood, or interpreted
Deals with the visual navigation and interpretation of the reading using contrast, form and organization

Contrast

Figure 1.1: Several Methods to Create Contrast

Carl Dair adds two more principles, texture and direction, to make design work and meaning stand out clearly
Size: Provides a point to catch the reader's attention
Weight: Weight describes how bold type can stand out in the middle of lighter type of the same style
Form: The distinction between a capital letter and its lowercase/roman/italic/condensed/expanded variant
Structure: The different letterforms of different kinds of typefaces
Texture: By putting together the contrasts of size, weight, form and structure. Texture refers to the way the lines of type look as a whole up close and from a distance
Direction: The opposition between vertical and horizontal, and the angles between
Color: A second color is used often less emphatic in vaues than plain black and white

Form

The overall look and feel of the elements that make up the typographic composition
Plays a role in visual impact and first impressions
Originates from the Greek words "typos" and "graphis", meaning to write in accordance with form

Organisation/Gestalt

Gestalt is a german word meaning the way a thing has been placed or put together
It emphasizes that the whole of anything is greater than its parts, therefore in typography, the components making up the design is only as good as its overall visual form
Groupings:

Law of Similarity: Elements that are similar tend to be seen as a unified group
Law of Proximity: Elements that are close to each other tend to be perceived as a unified group
Law of Closure: Refers to the mind's tendency to see complete figures or forms even if a picture is incomplete
Law of Continuation: Humans tend to perceive each or two or more objects as different even when they intersect
Law of Symmetry
Law of Simplicity (Praganz)

III. TASK 2

PART A - KEY ARTWORK

Wordmark Process

Figure 2.1: My Mindmap (Week 4)

To start, I made a personal mind map to spark ideas. Inspired by my interest in astronomy, I decided to go with a star-themed concept. I then went to Pinterest to find ideas.

Figure 2.2: Moodboard from Pinterest (Week 4)

Figure 2.3: Early sketches (Week 5)

During the first consultation, Mr. Vinod approved my initial idea of using star imagery in the wordmark, but encouraged me to explore the concept further.

Figure 2.4: Experimenting with Fonts (Week 5)

Next, I explored pre-built fonts to achieve a more minimalist style. From there, I began adding star elements directly into the letterforms

Figure 2.5: Experimenting (Week 5)

During a consultation with Mr. Vinod, he approved of the idea. He advised removing small details for better legibility at a distance and suggested refining the star's interaction with the first "e" to improve visual flow. After applying all those changes, I felt the wordmark needed something more, so I decided to add another star element to the "e."

Figure 2.6: Final Digitalization (Week 5)

After finalizing the wordmark, I turned to Pinterest for more inspiration for the color palettes. I was immediately drawn to the more vibrant, fun-looking color palettes. Since my favorite color is pink, I made sure to incorporate that into my color palette.

Figure 2.7: Ideas from Pinterest (Week 5)

Figure 2.8: Color Palette Options (Week 5)

Figure 2.9: Final Color Palette (Week 5)

Animation Process

I used After Effects to animate my wordmark. I wanted to focus on making it dynamic yet simple.

Figure 2.10: Animation Progress (Week 6)

Figure 2.11: Animation (Week 6)

Task 2A Final Results

Figure 2.12: Black Wordmark on White Background (Week 6)

Figure 2.13: White wordmark on Black Background (Week 6)

Figure 2.14: Color Palette (Week 6)

Figure 2.15: Wordmark in Actual Colors on Lightest Shade of Color Palette (Week 6)

Figure 2.16: Wordmark in Lightest Shade of Color Palette on Darkest Shade of Color Palette (Week 6)

Figure 2.17: Final Wordmark Animation (Week 6)

Figure 2.18: Task 2A Compilation PDF (Week 6)

PART B - COLLATERAL

For the next part of this task, we were told to use our wordmark on 3 collaterals and expand on the brand.

Figure 3.1: Initial Collaterals (Week 7)

After showing this in class, Mr. Vinod advised against simply applying the wordmark to generic items. Instead, he encouraged me to first explore and expand upon the brand's identity. So, I decided to develop the patterns and other brand elements before direct application.

Figure 3.2: Pattern Trials (Week 7)

Inspired by picnic blankets, Japanese star candies, and shooting stars, I created these patterns. I decided that the star-related patterns would complement my theme and brand better. I then decided on the top left design.

While creating the patterns, I also got an idea to create a brand "mascot" of some sort.

Figure 3.3: Evolution of Brand Mascot (Week 7)

Building on my wordmark's "e," I developed a small character. After refining its form, I combined it with a picnic blanket motif, adding several playful variants to enhance the design's overall sense of fun.

Figure 3.4: Color Palette + Logo (Week 7)

Following Mr Vinod's example, I added this tile to showcase my color palette.

Figure 3.5: Original Photo

I also added a tile to show a photo of myself. I added several elements from earlier to create some kind of scrapbook effect.

Figure 3.6: Me!

After completing all these elements, I went on to work on the collateral design again. This time, I thought about the theme/feeling I wanted my brand to give off. I decided on a bright, vibrant, and summery brand identity.

Figure 3.7: Mockup

Figure 3.8: Mockup

Figure 3.9: Mockup

Task 2B Final Results

Figure 3.10: Collateral 1 (Week 8)

Figure 3.11: Collateral 2 (Week 8)

Figure 3.12: Collateral 3 (Week 8)

Figure 3.13: Final Instagram Layout

Instagram Link: Here!

Figure 3.14: Instagram Page

Figure 3.14: Task 2B Final PDF

TASK 2 FINAL OUTCOME COMPILATION

Figure 4.1: Black Wordmark on White Background (Week 6)

Figure 4.2: White wordmark on Black Background (Week 6)

Figure 4.3: Color Palette (Week 6)

Figure 4.4: Wordmark in Actual Colors on Lightest Shade of Color Palette (Week 6)

Figure 4.5: Wordmark in Lightest Shade of Color Palette on Darkest Shade of Color Palette (Week 6)

Figure 4..6: Final Wordmark Animation (Week 6)

Figure 4.7: Task 2A Compilation PDF (Week 6)

Figure 4.8: Collateral 1 (Week 8)

Figure 4.9: Collateral 2 (Week 8)

Figure 4.10: Collateral 3 (Week 8)

Figure 4.11: Final Instagram Layout

Instagram Link: Here!

Figure 4.12: Instagram Page

Figure 4.13: Task 2B Final PDF

IV. FEEDBACK

Week 5:

General Feedback: Feedback on initial sketches

Specific Feedback: Good start, should explore more of the "star" theme

Week 6:

General Feedback: Feedback on wordmark

Specific Feedback: Good, maybe remove some of the extra strokes as it won't be visible if minimized

Week 7:

General Feedback: Feedback on Instagram layout

Specific Feedback: Good progress, adjust a bit of the wordmark again, and be more creative with the exploration for the brand

Week 8:

General Feedback: This week's class was conducted online

Specific Feedback: Keep working on the animation, change collateral to be more specific to my "brand."

V. REFLECTION

Experience

I had much difficulty translating my personality into my whole "brand". Initially, my wordmark didn't feel so much like me. But after expanding on the brand identity and playing with its color scheme, I got a satisfactory result. I also had trouble finding the different collaterals to make. I didn't want to pick basic items, and wanted something to fit my brand more. In the end, I had to do lots of brainstorming and research.

Observation

Simple doesn't mean bad, as long as it has a good structure and a standout point. Additionally, I found out that observation and analysis is really important when trying to come up with more ideas.

Findings

When stuck in an art block, browsing through Pinterest or other creative outlets may help to jump-start our brains. It was especially helpful for me during the brand identity expansion and collateral-making process

VI . FURTHER READING

Figure 5: Typographic design: FORM AND COMMUNICATION (Week 8)

Typographic design: FORM AND COMMUNICATION

Legibility

Typographic legibility is often misunderstood and neglected by designers, but it is essential for effective communication. Legibility is achieved when the inherent qualities of typography are controlled, making text readable and easily comprehensible, minimizing reader effort. Designers have a responsibility to communicate as clearly and appropriately as possible, a sentiment echoed by Henry David Thoreau's view of the written word as an intimate and universal art

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Gwendalyn Firly Bong (0374580)