ADVANCED TYPOGRAPHY TASK 2: KEY ARTWORK & COLLATERAL

13.05.2024 - 10.06.2024  / Week 4-Week 8

Emily Goh Jin Yee / 0357722 / Bachelor of Design (Honours) in Creative Media 

Advanced Typography / GCD61004 / Section 03

Task 2: 2A-Key Artwork & 2B-Collateral

TABLE OF CONTENTS

1. LECTURES

2. INSTRUCTIONS

3. TASKS

4. FEEDBACK 

5. REFLECTION 

6. FURTHER READING

LECTURES


LECTURE 5: AdTypo_5_Perception & Organisation

Contrast

Fig 1.1 Size

Fig 1.2 Weight

Fig 1.3 Form 

Fig 1.4 Structure


Fig 1.5 Texture

Fig 1.6 Direction

Fig 1.7 Colour

Form: The overall look and feel of the elements that make up the typographic composition. It visually represents a concept, balancing meaning and form to achieve harmony in both function and expression.

Gestalt: A German term that describes how elements are placed together, aiming to understand the laws behind our ability to acquire and maintain meaningful perceptions.


Fig 1.8 Gestalt Principles



INSTRUCTIONS


TASKS

KEY ARTWORK & COLLATERAL

TASK 2A: KEY ARTWORK

For this exercise, we were tasked to create a mind-map, create a moodboard or an inspo, determine a direction and decipher it in words. Produce explorations of possible wordmark/lettering of your name (first name or pet name or pseudonym) with a minimum of at least 4-5 characters. Showcase sketches leading to a digitized artwork.


Before sketching, I created a mind map about myself to better understand my interests and decide on the type of key artwork I wanted to create. This mind map was originally made for CCTS during my foundation year, but I have since remade it to be simpler.

Fig T2.1 mind map

From the mind map, I believe I'm an adventurous, enthusiastic, fun, and curious person based on the activities I like or do. At the same time, I believe a calm, easy-going personality fits me well as I enjoy chill activities and appreciate the small things in life. I realize I tend to enjoy music-related activities like playing the piano and listening to music. For sports, my favorite is running, which fits my personality of being consistent and dedicated. I also noticed a strong inclination towards creativity and self-expression, evident in my interests in drawing and photography. These hobbies allow me to explore and communicate my thoughts and emotions visually. Additionally, I value learning and personal growth, which is reflected in my curiosity and eagerness to try new things.


1. DIRECTIONS TO CONSIDER

Adventurous and Enthusiastic

  • bold, dynamic typography evoking movement and energy
  • arrows, trails, or paths symbolize exploration
  • bright, vibrant colors reflect enthusiasm and fun

Calm and Chill

  • clean, minimalist, elegant typeface
  • soft, muted colors and smooth lines

Creative and Expressive

  • artistic, unique typeface
  • hand-drawn or illustrative letters


2. INSPIRATIONS/REFERENCES

 
 
Fig T2.2 References

While browsing Pinterest, I came across many captivating images and decided to save those that might be useful for my design. The design of the letters and the use of colors in these images closely related to my vision for my key artwork. With so many options, I chose to focus on fun-looking fonts. These references stood out as playful and informal, characterized by their rounded shapes and abundant curves, rather than straight lines.


3. SKETCHES

I decided to sketch a few ideas to see which feels the most authentic and visually appealing. Unsure of the direction I wanted to take, I drew several sketches, some inspired by fonts I found on Pinterest.

sketch #1= This was a cursive writing for a "smooth" look, representing calmness and with the ribbon element, I wasn't sure what that means to this design. Ultimately, I quickly eliminated this sketch because cursive writing was not allowed, as it is unsuitable for branding purposes.

sketch #2= This sketch had a "bubbly" feel, with curvy letters and rounded tips. It conveyed a sense of fun due to the slightly messy placement of letters. The 'm,' 'i,' and 'l' leaned upwards, adding to its playful appearance.

sketch #3= This design aimed for an elegant look with straight, thin letters.

sketch #4= This font was inspired by the fonts that have gaps in the letters, this design appeared unclear and may not be immediately legible, making it unsuitable to select for further digitization.

sketch #5= This sketch referenced a font commonly seen in food brands for cookies. Although I didn't know the font's name, I sketched it to achieve a bold look.

sketch #6= Similar to Sketch #2, this design was neater, with letters facing downwards. It featured thicker letters to create a bold appearance.

Fig T2.3 Sketches


DIGITIZATION

I have chosen two sketches, Sketch #2 and Sketch #6, to combine. For the initial attempt, I used Sketch #2 as a template in Adobe Illustrator and traced it with the pen tool. This attempt was not very successful because many small details were not carefully refined, making the final product appear untidy upon close inspection.

In week 6, everyone had to print their digitized key artwork. We placed the artwork in both a larger box and a smaller box to check if our digitized work was visible and easily recognizable, even at a very small size.

Fig T2.4 First attempt in digitizing, Week 6 (27/05/2024)

Mr Vinod checked on the printed out paper (Fig T2.4) and sketched on the paper for adjustments that can be done to improve the design.

Fig T2.5 sketch on printed out paper, Week 6 (27/05/2024)


After that, I decided to sketch again on my IPad based on the given feedback. The sketch represented my easy-going personality and adding a playful touch with the letters being curvy, having a rounded tip and having a slight movement.
Fig T2.6 final sketch on ipad, Week 6 (27/05/2024)



REFINEMENTS
Fig T2.7 attempts and refinement, Week 6 (27/05/2024)


COLOUR SELECTION

After trying out the colours, I preferred the group of colours: brown(#5b4b39), purple(#bbb3d9), cream(#fefbec) and olive green(#8f7c3b). 

Fig T2.8 key artwork colour scheme, Week 6 (29/05/2024)

Fig T2.9 chosen colour scheme, Week 6 (29/05/2024)



EXPANSION EXPLORATION

Fig T2.10 exploration for wordmark expansion, Week 6 (29/05/2024)


LAYOUT PLANNING
Fig T2.11 process, Week 6 (29/05/2024)

Fig T2.12 Final layout, Week 6 (29/05/2024)


FINAL OUTCOME

Fig T2.13 Black wordmark on white background, Week 7 (07/06/2024)

Fig T2.14 White wordmark on black background, Week 7 (07/06/2024)

Fig T2.15 Colour Pallette, Week 7 (07/06/2024)

Fig T2.16 Actual colour against lightest colour, Week 7 (07/06/2024)

Fig T2.17 Lightest colour against darkest colour, Week 7 (07/06/2024)

Fig T2.18 Final submission for task 2A, Week 7 (07/06/2024)


TASK 2B: COLLATERAL ARTWORK

I selected products such as a cap, a hoodie and a tote bag. These items are simple and essential, they are fashion related and I found them suitable as my expansion pattern looked like a brand pattern.

I used the website, Mockey for the mockup design since it's more simpler and straightforward to use. I could easily just apply the image and just make minor adjustments.

Fig T2.19 Collateral 1, Week 8 (14/06/2024)

Fig T2.20 Collateral 2, Week 8 (14/06/2024)

Fig T2.21 Collateral 3, Week 8 (14/06/2024)

Fig T2.22 Collaterals in PDF, Week 8 (14/06/2024)

Fig T2.23 all Instagram posts in PDF, Week 9 (21/06/2024)

Fig T2.24 Final Instagram page screengrab with good resolution(phone), Week 9 (21/06/2024)

Fig T2.25 Final Instagram page screengrab with good resolution(laptop), Week 9 (21/06/2024)


Fig T2.26 Final Instagram page screengrab with good resolution, Week 9 (21/06/2024)


Instagram link here



FEEDBACK


WEEK 5

General Feedback 

  • good font is memorable, impact, bold
  • must explore more so that there's more chance of creating a good design
  • check if your font is good: minimize to check, if its still visible means its good
  • avoid too much negative space
  • the more complicated the design is, the more harder to be remembered
  • straightforward, clear, simple 

Specific Feedback 

    • don't do cursive letters, this is not a signature 
    • too many personality choices, not possible to fit all in one design

    WEEK 6

    General Feedback

    • ensure the chosen keywords can easily be seen solely based on the designed letters
    • consider what kind of products that can be used for your design
    • plan the Instagram layout 

    Specific Feedback 

      • refine letters
      • make everything more balanced

      WEEK 7

      General Feedback

      • check out the works from provided websites to understand how others make them appealing and meaningful/related to their concepts
      • use bold/vibrant colours, that can bring a strike of contrast,  to catch more attention
      • avoid using muted colours as it may be difficult to look at
      • products should be from the same theme (e.g. F&B- food, drinks packaging, merchandise like cup/bag ; fashion- accessories, t-shirt, cap, etc.) 
      • avoid applying the brand on very unrelatable products. for example, a cup, a computer mouse and a towel (all are from totally different groups)

      WEEK 8

      independent learning week


      REFLECTION

      Experience

      This task requires self observation and understanding, we have to create a 'brand' based on our personality and traits. It was challenging to create a key artwork and wordmark yet fun to explore more things about myself. Since I was unsure on which direction I wanted to go with. Through sketching out the sketches made me decide to go for an easy-going personality, based on the selections.

      Observation

      Throughout the task, I observed that a good wordmark should often be recognizable easily and eye-catching. Therefore, they shouldn't look too complicated.

      Findings

      A good artwork should be easily recognized and make viewers easily tell what they present. 


      FURTHER READING

      Week 5: Arts & Culture (pentagram.com) 

      In this website, we could look at how others produced their Brand Identity/designs. The works were inspiring and shows good examples of what were needed for the clients and the purpose of the designs. Through reading on their description of the works, I understood more about the concept and purpose on how the designs came up.



      QUICK LINKS


      TASK 1: EXERCISES

      TASK 2: KEY FRAME & COLLATERAL

      TASK 3: EXPLORATION & APPLICATION

      FINAL COMPILATION & REFLECTION




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