Advanced Typography / Task 2: Key Artwork & Collateral

2024.05.15-2024.06.12 Week 4 - Week 8

Teh Ming En/0364908

Advanced Typography-Bachelor of Design (Honours) in Creative Media--Taylors University

Task 2: Key Artwork & Collateral

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Lectures

Week 5:Perception & Organisation

Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organization of content. The content can be textual, visual, graphical or in the form of colour.

Fig 1.1 Contrast

Carl Dair posits 7 kinds of contrast that are: size, weight, contrast of form, contrast of structure, contrast of texture, contrast of colour and contrast of direction.

1. Size

A contrast of size provides a point to which the reader’s attention is drawn. The most common use of size is in making a title or heading noticeably bigger than the body text.

2. Weight

Weight describes how bold type can stand out in the middle of the lighter type of the same style. Using bold, rules, spots, and squares also provides a “heavy area” for a powerful point of visual attraction or emphasis.

3. Contsrat of Form

Contrast of form is the distinction between a capital letter and its lowercase equivalent, or a Roman letter and its italic variant, condensed and expanded versions of the typeface are also included under the contrast of form.

4. Contrast of Structure

The structure means different letter forms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif, or an italic and a blackletter.

5. Contrast of Texture

By putting together the contrasts of size, weight, form, and structure, and applying them to a block of text on a page. Texture refers to the way the lines of type look as a whole up close and from a distance. 

6. Contrast of Colour

The contrast of direction is the opposition between vertical and horizontal, and the angles in between.

7. Contrast of Direction

The use of colour suggests that a second colour is often less emphatic in values than plain black on white. 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.

Form: 

Fig 1.2  Form In Typography

Form 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 of typography tends to be visually intriguing to the eye.

When a typeface is 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.

Organisation / Gestalt:

Fig 1.3 Gestalt Principles Of Grouping

1. Law of Similarity

Elements that are similar to each other tend to be perceived as a unified group. Similarity can refer to any number of features, including colour, orientation, size, or indeed motion.

2. Law of Proximity

Elements that are in close together tend to be perceived as a unified group.

3. Law of Closure

Refers to the mind’s tendency to see complete figures or forms even if a picture is incomplete, or partially hidden by other objects.

4. Law of Continuation

The law of continuation holds that humans tend to perceive each of two or more objects as a different, singular, and uninterrupted object even when they intersect.

5. Law of Symmetry

6. Law of Praganz 

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Instructions

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Task 2 (A): Key Artwork

For task 2(a), we have to create a key artwork using our name or pseudonym. We need to explore and compose as many permutations and combinations of our name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. 

About Me: 

I have defined several keywords about myself that are:

• freedom
• cheerful
• playful
• like cats
• soft
• and light.

After that, I went to Pinterest for some visual reference.

Fig 2.1 Visual Reference, Week 5 (20/05/2024)

According to the visual reference, I come out with several sketches.

Fig 2.2 Sketches image, Week 5 (20/05/2024)

Fig 2.3 Digitization, Week 5 (21/05/2024)

In this part, I started digitizing my sketches. I selected two of my sketches to digitize and created a digitization on the soft keyword directly in Adobe Illustrator.

Fig 2.4 Process of Digitization, Week 6 (26-29/05/2024)

Fig 2.5 Try to apply the color to the work, Week 6 (26-29/05/2024)

I chose to use the first sketch on the upper left to continue my design. I first tried to continue the vertical design of the draft, but the length of the work was too long, which affected the visual experience, so I had to change it.

Then, I changed it to a horizontal display design, which was much better. I integrated cheerful and playful keywords into my design, then optimized and simplified it step by step.

Fig 2.6 Adjusting the gaps between letters, Week 6 (29/05/2024)

I designed the letter G to look like a bubble, and the eyes were finally simplified into circles on the letter G. This was also to emphasize the letter G and make it stand out and catch the eye in the design. In addition to this, the spacing between letters is particularly important in my design. According to Mr. Vinod's guidance, I carefully control their spacing.

Fig 2.6 Final Design, Week 6 (29/05/2024)

Task 2 (B): Key Collateral

In task 2(B), we were tasked to design 3 collaterals (T-Shirt, Tote Bag, etc.) Expand our key artworks identity into our chosen collateral and transform them into a brand. Finally we need to post them on an Instagram account. On the Instagram, we have to post 9 posts including 3 key collaterals, black and white self-portrait and the design of the key artworks.

Fig 3.1 Process of picking the color, Week 7 (03-06/06/2024)

First, I went to Color Hunt to pick out the color palette. I struggled with the selection of brand color palettes. I have tried a variety of different color combinations but was not happy with them because they don't look matching with my design. 

Fig 3.2 References, Week 7 (04/06/2024)

Hence, I referred to the logo color combinations of some well-known brands such as Maxis, McDonald's, and Maybank. I found that they mostly used bright, simple and memorable colors. This not only increases recognition, but also makes it easier for the public to remember them.

Fig 3.3 Color Palette, Week 7 (06/06/2024)

I chose to use this color palette for my design. It has both bright and dark colors, which also fits my design concept - cheerful and playful.

Fig 3.4 Creating word animatiom in Adobe Illustrator, Week 7 (07/06/2024)

Fig 3.4 Timeline of the Gif in Adobe Photoshop, Week 7 (07/06/2024)

For the word animation, I first design the movement process of the word animation in Illustrator. I made the letters move, separate, line up, and then fall down. Finally, the iconic letter G ends the screen. The Gif presents a fun, playful feel.

Last, I imported them into Photoshop to adjust the delay time between animations. The delay time has different lengths of the seconds, and the displayed results are also different. If the animation plays quickly but some seconds are too long, it will look like it is lag. This is interesting for me.

Fig 3.4 Collaterals, Week 7 (06-08/06/2024)

Moving on, I came to the mockup stage. I positioned my brand as an apparel brand, so I chose cap, jacket and tote bag samples as my 3 key collaterals. Some of the above collaterals are drafts that I tried when choosing color palettes.

Fig 3.5 Applying on the jacket in Photoshop, Week 8 (10/06/2024)

I designed the key artwork on the collar and cuffs of the jacket, which I rarely see on clothing styles like this. It is simple but not monotonous. The bold color scheme, collar and cuff design add interest and show the wearer's personality.

Fig 3.6 Mockup using Mockey, Week 8 (10/06/2024)

For the cap, I used the letter G as the brand logo and put it in the middle of the cap. Next, I designed the complete key artwork on the brim. Since we can't upload multiple designs to mockup samples on the Mockey website at the same time, I downloaded the picture and used Adobe Photoshop to continue the next part.

Fig 3.7 Mockup in Photoshop, Week 8 (10/06/2024)

I used the object selection tool to select the brim that I wanted to put the key artwork on. Then, created a layer mask and placed the key artwork. Last, I selected the key artwork and warped it to match the brim.

Fig 3.8 Making patterns, Week 8 (10/06/2024)

In here, I was making patterns for the tote bag. I am also going to post these two patterns on Instagram. The top and bottom are a little transparent, in order to emphasize the brand name in the middle and make the tote bag less monotonous. I chose the pattern on the left and applied it to the tote bag because the light color is more comfortable.

Fig 3.9 Self-Portrait, Week 8 (11/06/2024)

For my self-portrait, the first photo I tried didn’t look professional enough, so I re-shot it and adjusted the contrast to enhance it. I put the key artworks in a different color on the right part to make me in the photo look interactive with them.

Fig 3.10 Instagram mockup template, Week 8 (11/06/2024)

I experimented with Instagram layout design and adjusted the layout of some photos in the template. Through the template, I can simulate and know the order and layout of the pictures that are posted on Instagram.

Final Submission

Task 2(A): Key Artwork

Fig 4.1 Final Key Artwork - Black & White, Week 6 (29/05/2024)

Fig 4.2 Final Key Artwork - White & Black, Week 6 (29/05/2024)

Fig 4.3 Key Artwork Print Out, Week 6 (29/05/2024)

Fig 4.4 Color Palette, Week 7 (06/06/2024)

Fig 4.5 Final Key Artwork - Actual Colors On Lightest Shade Of Color Palette,
Week 7 (07/06/2024)

Fig 4.6 Final Key Artwork - Lightest Shade On Darker Shade Of Color Palette,
Week 7 (07/06/2024)

Fig 4.7 Final GIF, Week 7 (08/06/2024)

Fig 4.8 Final PDF, Week 7 (08/06/2024)

Task 2(B): Key Artwork & Collateral

Fig 4.8 Collateral 1 - Totebag, Week 8 (10/06/2024)

Fig 4.9 Collateral 2 - Jacket, Week 8 (10/06/2024)

Fig 4.10 Collateral 3 - Cap, Week 8 (10/06/2024)

Fig 4.11 Instagram Screen Grab, Week 8 (11/06/2024)

Fig 4.12 Instagram Link, Week 8 (11/06/2024)

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

Fig 4.13 Final PDF, Week 8 (11/06/2024)

Feedback

Week 5

General Feedback: Try to avoid using negative keywords for your design, which are not very popular in the market.

Specific Feedback: All of my digitizations look weird, horrible, and interesting. The second digitization needs to make it look more professional if I want to choose it as the final artwork

Week 6

General Feedback: The design should be easy to identify. Be careful when selecting colors, use bright and memorable colors.

Specific Feedback: My design is not readable at the letter ‘i’ and the overall design is too long.

Week 7

General Feedback: We should do more research on the case study- Pentagram website which could help us to explore how to expand our design.

Specific Feedback: My self-portrait that was posted on Instagram was not professional, I needed to re-shoot and design it. Additionally, the color palette also needs to be re-pick.

Reflection

Experiences

Working on the advanced typography project was both challenging but worth it. At first, the task 2(a) of creating a name-based wordmark seemed straightforward, but it quickly became challenges because I have to achieve the right balance between creativity and readability. I need to spend more time to complete it. For task 2(b), I have experimented with the various design and created the concepts. This is important to me because it exercises my patience and persistence.

Observations

Through the project, I observed that the importance of color palette matching to a brand. This is important because people usually remember each brand’s logo color in addition to the brand name. The small changes in font and color selection also can affect the overall aesthetic and visual impact of the wordmark.

Findings

Through the project I find that there a several key for deisgn a logo, such as readability, selection of the color, and keywords. All of them are significant no matter what kind of deisgn. They can easily affect the perception and appeal of the design especially keywords. The keywords show the main ideas and messages of the logo. I think the design should align with the keywords to create a meaningful logo.

Further Reading

Typography Systems Book

Random System, Repetition

Repetition is one of the traits of the random system. excessive repetition of type elements in pursuit of an interesting textural composition rapidly leads to loss of communication. Another strategy that preserves communication, employed in the composition opposite on the bottom, is the enlarged repetition of the message, enhanced with color change and the use of upper case text.

Grid System, Introduction

Grid system is a vertical and horizontal divisions that organize and create relationships between elements. Grid system arrangements are usually formal and intended to create visual order and economy in production. It frequently used in publication design and web design as it guides information hierarchies and promotes visual rhythm and consistency among multiple pages or screens.

Grid System, Grid Frameworks

Grid frameworks need to be flexible because information is variable and subject to viewer selection. The issues of navigation and changes in the volume of text make design problematic.