Advanced Typography_Task 2: Key Artwork & Collateral

October 19, 2024

Advanced Typography_Task 2: Key Artwork & Collateral

15 October 2024 - 11 November 2024

CHONG CHENG TAO (0371072)

Advanced Typography | Bachelor of Design in Creative Media | Taylor's University

Task 2: Key Artwork

List

LECTURES

Week 5

AdTypo_5_Preception And Organisation

Perception & Organisation

Perception is “the way in which something isregarded, understood, or interpreted.”

Preception in typography deals with the visual navigation and interpretation of a reader via contarst, form and organisation of the content.

Contrast

There 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

Fig 1.5.1 Type of Contrast (by Rudi Ruegg)

Besides, Carl Dair adds two more principle:

1) Size

Contrast in size provides a point for reader’s attention to be drawn. For instance, we will obviously see the big letter first before the small. Some commomn use of size is the make the title or heading bigger to be more noticible.

2) Weight

Weight is bold type can stand out in the middle of lighter type of the same style. Besides, rules, spots, squares are used as “heavy area” for a visual attraction or emphasis.

3) Contrast of Form

Contrast of form is the distinction between letters. Example of forms: Capital letter, lowercase letter, roman letter, italic, condensed and expanded.

4) Contarst of Structure

Structure means the different letterforms of different kinds of typefaces. Example of structure: monoline sans serif, traditional serif, italic and blackletter.

5) Contarst of Texture

Texture is the way the lines of type look as a whole up close and from a distance. This depends partly on the letterforms and the arrangement.

6) Contarst of Direction

Contrast of direction is the opposition between vertical, horizontal, and the angles in between. Mixing wide blocks of long lines with tall columns of short line can create contrast roo.

7) Contrast of Color

A second color 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 colors that are used. Thus, it is important to evaluate which elements that need to be pay attention.

Fig 1.5.2 Type of Contrast (by Carl Dair)

Form

For refers to the overall look and feel of the elements that make up the typographic composition. It is 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; it leads the eye from point to point, it entertains the mind and is most often memorable.

Typography can be seen in 2 function: Represent a concept and a visual form

When a typeface is perceived as a form, it no longer reads as a letter. Instead, it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.

Examples of Form

Fig 1.5.3 Form with good communication

Organisation and Gesalt

Gestalt theory emphasizes that the whole of anything is greater than its parts as we experience things as unified whole. Although each element may be functional at an elemental level, the overall form is till greater than the sum of its part.

Fig 1.5.4 Gesalt Principles of Grouping

1) Law of Similarity

It states that humans tend to perceive elements that are close to each other as belonging together, spatial arrangement of visual elements influences our perspective of their relationship and grouping

2) Law of Proximity

It states that elements that are close together tend to be perceived as a unified group whereas items further apart are less likely to be grouped together.

3) The Law of Closure

It 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

4)Law of (Good) Continuation

It states that humans tend to perceive each of two or more objects as different, singular, and uninterrupted object even when they intersect. The alignment of the objects or forms plays a major role for this principle to take effect.

5) Law of symmetry

It explains how humans perceive visual elements as balanced when they are arranged in symmetrical or follow a predictable pattern.

INSTRUCTIONS

This is the Module Information Booklet for this module:

Task 2: Key Artwork

Mindmap / Research
Idea / Sketches
Wordmark Aniamtion
Expansion
Collateral
Final Submission

Mindmap / Research

Before the sketches, we are instructed to do a mindmap about ourself. We will need to find keyword that represent ourself. It can be the present "me", or a person I look forward to become.

Fig 2.1.1 Mindmap_About Me (16/10/2024, week 4)

Ideas / Sketches

1) Keyword: Expand. /Explore.

I’m a person eager for more creativity ideas in my life and sensitive on interpersonal relationship with others.

The spikes represent both of my personalities:

Eager to find and experiment with different direction in my art.
Sensitivity to interpersonal relationship. (Rose spine)

Fig 2.2.1 Sketch 1(22/10/2024, week 5)

2) Keyword: OVERSATURATED.

Inspired by Shoegaze music and topographic map. I try to capture the “dense”, “dreamy” and “oversaturated” feeling I get from Shoegaze music. Topographic map gives me the same feeling, but visually.

Fig 2.2.2 Creating thoughts_Sketch 2(22/10/2024, week 5)

Fig 2.2.3 Sketch 2 (22/10/2024, week 5)

3) Keyword: Growth. / Roots.

My creating process is like roots, it branches out and entangle together.

Fig 2.2.4 Sketch 3 (22/10/2024, week 5)

Fig 2.2.5 Key Artwork Sketches & Ideas (22/10/2024, week 5)

After the feedback session, I would like to continue the idea of keyword "Explore". Mr. Vinod instructed me to develop more sketches with different form stonger readability.

I try to use arrow as my main elements for the design. I'm satisfied with the first version.

Fig 2.2.6 Key Artwork Ideas (29/10/2024, week 6)

Following is the refined version:

Fig 2.2.7 Final Wordmark Design (29/10/2024, week 6)

Wordmark with color palette:

Fig 2.2.8 Wordmark with Color Palette (29/10/2024, week 6)

Wordmark Animation

I try to utilize the "arrow" elements in the animation. These are my brief idea:

First wordmark (white) appear with the path animation.
Color palette showcase.
Second wordmark (blue) appear.

Fig 2.3.1 Wordmark Animation_First attempt (5/11/2024, week 7)

Fig 2.3.2 Wordmark Animation_Second attempt (11/11/2024, week 8)

In the second phrase of development, I try to use the expansion element in the animation.

Expansion

My expansion of the wordmark will be the arrow symbol.

Fig 2.4.1 Wordmark expansion (5/11/2024, week 7)

I shift the color of one arrow to be green with dark blue.

Fig 2.4.2 Expansion pattern(5/11/2024, week 7)

Collateral

My main ideas for the brand identity will be a sport brand.

These are my ideas for the mockup:

T-shirt (Compulsory)
Totebag(Compulsory)
Soda can
Stickers

Fig 2.5.1 Mockup (5/11/2024, week 7)

Catch phrase:

"LEADING DIRECTION, MOVING FORWARD"

Fig 2.5.2 Instagram collateral_First attempt (5/11/2024, week 7)

After the feedback session, I think this version still has big room of improvement. Following are my thoughts:

Grid 3: The design is not interesting enough.
The overall designi is too clutter and lack of clear visual direction.

Fig 2.5.3 Instagram collateral_Second attempt (10/11/2024, week 7)

In this version, I try to:

Apply more visual direction, by adjusting the placing of items and additional text.
Gradient to create a modern vibe.

<back to top>

Final Submission

Wordmark

Fig 2.6.1 Black wordmark with white background (29/10/2024, week 6)

Fig 2.6.2 White wordmark with black background (29/10/2024, week 6)

Fig 2.6.3 Color Palette (29/10/2024, week 6)

Fig 2.6.4 Wordmark in actual color (29/10/2024, week 6)

Fig 2.6.5 Wordmark with darkest background (29/10/2024, week 6)

Wordmark Animation

Fig 2.6.6 Wordmark animation (11/11/2024, week 8)

Collateral

Fig 2.6.7 Collateral 1 (11/11/2024, week 8)

Fig 2.6.8 Collateral 2 (11/11/2024, week 8)

Fig 2.6.9 Collateral 3 (11/11/2024, week 8)

Fig 2.6.10 Collateral 4 (11/11/2024, week 8)

Instagram (Link to Instagram)

Fig 2.6.11 IG screen grab (11/11/2024, week 8)

FEEDBACK

Week 5

General Feedback:

Keyword is important to find a direction in design the wordmark.
We can find keyword that is simple so it is more easily to convey to the audience.
We need to define clearly who is our target audience of the wordmark.
Our design direction will attracted audience and clients with the same aesthetic

Specific Feedback:

Try to come out with other sketch with different direction for the keyword "Explore".
Concern more on the readability while designing.
Delete the asterisk symbol before coming out a meaning and reason of it.

Week 6

General Feedback:

Usually, regular people don't know what they want. So the designer choice is important.
When choosing colors, we need to have neutral color, strong color and dark color.

Specific Feedback:

Reconstruct the wordmark, consider the negative spaces of the letters.
Usually, the thickness of the lines/ strokes share the same size as the negative space.
The letter "T" is not legible enough.
Clean up and reduce unnecessary anchor point.

Week 7

General Feedback:

Word / Font application is important as a big part of typeface designing.
Expansion of the wordmark should be a thing that can reflect the brand and make people remind of your brand while looking at it.

Specific Feedback:

When doing mockup, avoid strong lighting to take more spotlight than the mockup itself.

REFLECTIONS

Experience

Designing a key artwork/wordmark is truly challenging for me especially for this first trying. I have explored a lot of sketches and direction just to develop a memorable and eye-catching wordmark. The process required the sense of creativity in fusing the ideas into a simple form of words and graphic. This task pushed me to enhance my ability to communicate brand identity visually while maintaining a interesting design.

Observation

I observed that a successful wordmark contains characteristic of simplicity and wide accessibility by a wide range of audience. Designs with minimalistic characteristics tend to resonate more, ensuring that they are easily recognizable and versatile across various applications. Besides, a good wordmark strikes a balance between aesthetics and practicality, making it adaptive and accessible to different context. Besides, seeking opinion from viewer/audience is a good way to acknowledge the strengths and weakness of the design.

Findings

By studying the reference work given by Mr. Vinod. I gained valuable insight on how to showcasing a wordmark and products. A good wordmark showcase portfolio should feature versatile and eye-catching color palette. For example, main color, dark tone color, and light tone color. This ensure the wordmark is accessible in different situation, such as various mockup products and ligthing condition.

A good wordmark not just about the aesthetic and appearence, but need to consist the brand's identity and concept.

Search This Blog

CHONG CHENG TAO (0371072)