13/5/2024 - 24/6/2024 (Week 4 - Week 10)
Advanced Typography / Bachelor of Design (Hons) in Creative Media
Task 2: Key Artwork and Collateral
Lectures 1 to 4 completed in Task 1 - Exercise 1 & 2
Lecture 5 - Designing Type
Fig. 1.1 Typographic Contrast
Perception is "the way in which something is regarded, understood, or interpreted".
Direction
- Involves opposition between vertical and horizontal elements and angles.
- Changing the orientation of text or layout elements can have a dramatic impact.
Color
- Consider the tonal values of colors and choose them thoughtfully to emphasize specific elements on the page.
Texture
- Combining size, weight, form, and structure contrasts to create the overall look and feel of a block of text.
- Involves opposition between vertical and horizontal elements and angles.
- Changing the orientation of text or layout elements can have a dramatic impact.
Color
- Consider the tonal values of colors and choose them thoughtfully to emphasize specific elements on the page.
Texture
- Combining size, weight, form, and structure contrasts to create the overall look and feel of a block of text.
- Texture depends on how letterforms are arranged and viewed up close and from a distance.
Structure
- Refers to differences in letterforms between typefaces.
Structure
- Refers to differences in letterforms between typefaces.
- Contrasting typefaces, such as sans serif and serif, or italic and blackletter, create structural contrast.
Size
- Using varying letter sizes to direct the reader's attention.
Size
- Using varying letter sizes to direct the reader's attention.
- Larger letters draw the eye first, often used for titles and headings.
Form
- Contrast in form involves differences in letter case (capital and lowercase), style (roman and italic), and variations in typeface width (condensed and expanded).
Weight
- Using bold type to stand out in comparison to lighter type of the same style.
Form
- Contrast in form involves differences in letter case (capital and lowercase), style (roman and italic), and variations in typeface width (condensed and expanded).
Weight
- Using bold type to stand out in comparison to lighter type of the same style.
- Alternatives to bold include rules, spots, and squares to create visual emphasis.
Balancing meaning and form are important for function and expression. When a typeface is seen as a shape, it undergoes modifications such as expansion, roughness, distortion, and extrusion, which lessen its resemblance to a typical letter.
Gestalt Psychology: It's about how we see and understand things as a whole, not just individual parts.
Gestalt Laws: These are principles that explain how we naturally group elements to make sense of what we see.
In design, the overall visual form is more important than individual elements.
- Law of Similarity: Similar elements are perceived as a unified group, whether they share color, orientation, size, or motion.
- Law of Proximity: Elements that are close together are seen as a unified group, while those further apart are not.
- Law of Closure: Our minds tend to see complete figures even when they're partially hidden or incomplete.
- Law of Continuation: When objects intersect, we perceive them as distinct and uninterrupted if they align correctly.
INSTRUCTIONS
<iframe src="https://drive.google.com/file/d/1pPuoGajk6dVXriwgBpZpSc0ISAOk7JoV/preview" width="640" height="480" allow="autoplay"></iframe>
Task 2A: Key Artwork
For Task 2A, we need to design a key artwork that functions both as a logo and a piece of art. We are to use our names or initials for this design. This key artwork will then be used in Task 2B on various collateral materials.
- Simplicity
- Not necessarily legible- Artwork made from type
- Artwork needs to be scalable- Explore options - compositions etc.- Elegant solution, visual communication
INSTRUCTIONS
<iframe src="https://drive.google.com/file/d/1pPuoGajk6dVXriwgBpZpSc0ISAOk7JoV/preview" width="640" height="480" allow="autoplay"></iframe>
For Task 2A, we need to design a key artwork that functions both as a logo and a piece of art. We are to use our names or initials for this design. This key artwork will then be used in Task 2B on various collateral materials.
- Simplicity
- Not necessarily legible
- Not necessarily legible
- Artwork made from type
- Artwork needs to be scalable
- Artwork needs to be scalable
- Explore options - compositions etc.
- Elegant solution, visual communication
1. Ideation and Sketch
Fig. 2.1 My personality mind map & Sketches
I created a mind map to explore my personality, preferences, and personal traits, focusing on how I perceive myself in order to design my own wordmark. The image on the right shows my initial hand sketches. As a shape enthusiast, I used various shapes to create my wordmark.
2. Digitalization
Fig. 2.1 My personality mind map & Sketches
I created a mind map to explore my personality, preferences, and personal traits, focusing on how I perceive myself in order to design my own wordmark. The image on the right shows my initial hand sketches. As a shape enthusiast, I used various shapes to create my wordmark.
Fig. 2.2 Digital sketch & References with Final - attempt #1, Week 4 (16-18/5/24)
Then, I digitized my sketches using Adobe Illustrator. Instead of choosing a specific font as a reference, I drew inspiration from my favorite styles found on Pinterest. As a shape lover, I wanted my wordmark to be created with shapes. However, using too many different shapes made the design look odd. After numerous attempts, I finally decided to refine it using only circles and rectangles until it achieved my desired look.
Fig. 2.3 Digital sketch & References with Final - attempt #2, Week 5 (23-25/5/24)
I felt that my previous design visually resembled Cartoon Network's a bit. Although it was formed of shapes, it never quite achieved the effect I wanted. It felt too boring and didn't distinctly represent me. So, I revisited my keywords and studied again the references. I realized that designing with two different shapes would be more effective. Thus, I refined and focused my design. The idea behind this design, like before, is to express what kind of designer I am.
I believe an oval shape directly represents me well. It grows from curves to sharp angles mirrors the design process: starting with wild ideas and narrowing them down to a focused concept. Placing the oval on top of a cube perfectly created the font style I wanted. The open sections reflect my inclusive nature. Additionally, the open design adds a touch of sophistication to the overall look.
Since my design and color was approved earlier, I have more time on figuring out how to expand my key artwork.
Then, I digitized my sketches using Adobe Illustrator. Instead of choosing a specific font as a reference, I drew inspiration from my favorite styles found on Pinterest. As a shape lover, I wanted my wordmark to be created with shapes. However, using too many different shapes made the design look odd. After numerous attempts, I finally decided to refine it using only circles and rectangles until it achieved my desired look.
Fig. 2.3 Digital sketch & References with Final - attempt #2, Week 5 (23-25/5/24)
Fig. 2.3 Digital sketch & References with Final - attempt #2, Week 5 (23-25/5/24)
I felt that my previous design visually resembled Cartoon Network's a bit. Although it was formed of shapes, it never quite achieved the effect I wanted. It felt too boring and didn't distinctly represent me. So, I revisited my keywords and studied again the references. I realized that designing with two different shapes would be more effective. Thus, I refined and focused my design. The idea behind this design, like before, is to express what kind of designer I am.
I believe an oval shape directly represents me well. It grows from curves to sharp angles mirrors the design process: starting with wild ideas and narrowing them down to a focused concept. Placing the oval on top of a cube perfectly created the font style I wanted. The open sections reflect my inclusive nature. Additionally, the open design adds a touch of sophistication to the overall look.
Since my design and color was approved earlier, I have more time on figuring out how to expand my key artwork.
Since my design and color was approved earlier, I have more time on figuring out how to expand my key artwork.
Final Task 2(A) Key Artwork
Fig. 3.1 Black wordmark on white background - JPEG, Week 6 (30/5/24)
Fig. 3.2 White wordmark on black background - JPEG, Week 6 (30/5/24)
Fig. 3.3 Color pallet - JPEG, Week 6 (30/5/24)
Fig. 3.4 Wordmark in actual colors on the lightest shade of the color pallet - JPEG, Week 6 (30/5/24)
Fig. 3.5 Wordmark in lightest shade on the darkest shade of color pallet - JPEG, Week 6 (30/5/24)
<iframe src="https://drive.google.com/file/d/1atTScXLG94Rjl-icR2wAgq2s65MNgO9M/preview" width="640" height="480" allow="autoplay"></iframe>
Final Task 2(A) Key Artwork
Fig. 3.1 Black wordmark on white background - JPEG, Week 6 (30/5/24)
Fig. 3.2 White wordmark on black background - JPEG, Week 6 (30/5/24)
Fig. 3.3 Color pallet - JPEG, Week 6 (30/5/24)
Fig. 3.4 Wordmark in actual colors on the lightest shade of the color pallet - JPEG, Week 6 (30/5/24)
Fig. 3.5 Wordmark in lightest shade on the darkest shade of color pallet - JPEG, Week 6 (30/5/24)
<iframe src="https://drive.google.com/file/d/1atTScXLG94Rjl-icR2wAgq2s65MNgO9M/preview" width="640" height="480" allow="autoplay"></iframe>
Task 2(B): Collateral Our task is to design three collaterals, such as t-shirt, lapel pin, and later need to animate the key artwork, as well as create an Instagram account, all based on the key artwork. The final output should convey the desired message and mood set by the key artwork, both visually and textually. The collateral includes an Animated Key Artwork in GIF format with specific dimensions (800/1024px).
Fig. 4.1 Process refinement, Week 6 (1-3/6/24)
After listening to Mr. Vinod's feedback and continuously exploring the works of famous designers, I started to understand how to proceed. I tried to start from scratch, imagining what elements make up my key artwork. This made my expansion work much easier. I focused on deconstructing a particular shape. As seen in Fig 4.1, I tried to create coherence in all my designs. The light and shadow in the train station are slanted, and the colored blocks are also arranged in a slanted layout.
The reasons for choosing a mug, poster, and tote bag as my collateral items are quite clear. I imagined organizing an art exhibition about shapes, so the poster was the obvious choice. The tote bag and mug are items I believe every designer needs, and they can be given as gifts to the attendees. For more details, please check my Instagram Junndsign.
Fig. 4.2 Process wordmark animation gif, Week 7 (5-6/6/24)
Initially, I wanted to create a very cool animation effect, but when I recalled what I had learned, I realized that a brand's motion presentation isn't about the effect itself. Instead, it's about the meaning conveyed in a short six-second clip. I needed to think about what elements this animation should include to accurately represent my video, rather than adding elements just to make the animation look good. I chose to use a circle as a conduit to transform squares, turning sharp corners into rounded ones. This is really cool because rounded corners play a significant role in my wordmark design. The final segment, where the wordmark is magnified, is an exaggerated leap to convey my hope that my brand will be noticed by the public. And that gaps clearly represents the tiny details on my wordmark.
Fig. 4.3 Instagram screen grab version 1 - JPEG, Week 7 (7/6/24)
I get feedback from Mr. Vinod on week 10. Mr. Vinod said all good, but IG composition and items could have been better esp. the 3 top tiles—overly repetitious.
Fig. 4.4 Instagram screen grab version 2 - JPEG, Week 10 (21/6/24)
I then upload the gif file as the introduction of my branding. I chose a frog as the background because I am creating promotional material for an ecological exhibition. You can view more details on my posts caption. The pattern I expanded is based on the frog's appearance, so using an animal as the background highlights an abstract design feel. Compared to the repetitious Mr. Vinod mentioned, I feel this approach is much better.
Our task is to design three collaterals, such as t-shirt, lapel pin, and later need to animate the key artwork, as well as create an Instagram account, all based on the key artwork. The final output should convey the desired message and mood set by the key artwork, both visually and textually. The collateral includes an Animated Key Artwork in GIF format with specific dimensions (800/1024px).
Fig. 4.1 Process refinement, Week 6 (1-3/6/24)
Fig. 4.2 Process wordmark animation gif, Week 7 (5-6/6/24)
After listening to Mr. Vinod's feedback and continuously exploring the works of famous designers, I started to understand how to proceed. I tried to start from scratch, imagining what elements make up my key artwork. This made my expansion work much easier. I focused on deconstructing a particular shape. As seen in Fig 4.1, I tried to create coherence in all my designs. The light and shadow in the train station are slanted, and the colored blocks are also arranged in a slanted layout.
The reasons for choosing a mug, poster, and tote bag as my collateral items are quite clear. I imagined organizing an art exhibition about shapes, so the poster was the obvious choice. The tote bag and mug are items I believe every designer needs, and they can be given as gifts to the attendees. For more details, please check my Instagram Junndsign.
Fig. 4.2 Process wordmark animation gif, Week 7 (5-6/6/24)
Initially, I wanted to create a very cool animation effect, but when I recalled what I had learned, I realized that a brand's motion presentation isn't about the effect itself. Instead, it's about the meaning conveyed in a short six-second clip. I needed to think about what elements this animation should include to accurately represent my video, rather than adding elements just to make the animation look good. I chose to use a circle as a conduit to transform squares, turning sharp corners into rounded ones. This is really cool because rounded corners play a significant role in my wordmark design. The final segment, where the wordmark is magnified, is an exaggerated leap to convey my hope that my brand will be noticed by the public. And that gaps clearly represents the tiny details on my wordmark.
Fig. 4.3 Instagram screen grab version 1 - JPEG, Week 7 (7/6/24)
I get feedback from Mr. Vinod on week 10. Mr. Vinod said all good, but IG composition and items could have been better esp. the 3 top tiles—overly repetitious.
Fig. 4.4 Instagram screen grab version 2 - JPEG, Week 10 (21/6/24)
I then upload the gif file as the introduction of my branding. I chose a frog as the background because I am creating promotional material for an ecological exhibition. You can view more details on my posts caption. The pattern I expanded is based on the frog's appearance, so using an animal as the background highlights an abstract design feel. Compared to the repetitious Mr. Vinod mentioned, I feel this approach is much better.
Final Task 2(B): Collateral
Fig. 5.1 Collateral 1 (Tote Bag) - JPEG, Week 7 (5/6/24)
Fig. 5.2 Collateral 2 (Mug) - JPEG, Week 7 (5/6/24)
Fig. 5.3 Collateral 3 (Poster Sign) - JPEG, Week 7 (5/6/24)
Fig. 5.5 Instagram screen grab - JPEG, Week 10 (21/6/24)
Fig. 5.6 Animated Gif 800 x 1024px - JPEG, Week 7 (7/6/24)
<iframe src="https://drive.google.com/file/d/1CxzGb8_EAoBR2hnQn0sxRJM2Yhr8TcYP/preview" width="640" height="480" allow="autoplay"></iframe>
Fig. 5.2 Collateral 2 (Mug) - JPEG, Week 7 (5/6/24)
Fig. 5.6 Animated Gif 800 x 1024px - JPEG, Week 7 (7/6/24)
FEEDBACK
Week 5 - Task 2(A): Key Artwork
General
- Key Artwork must be readability, design a thing that meaningful.
General
- Key Artwork must be readability, design a thing that meaningful.
Specific
- Try to bring out some meaning, the latest design is not readable, a bit too much on it.
Week 6 - Task 2(A): Key Artwork
General
- Good color scheme will have dark tone, midtone, highlight and neutral color.
- Shape of logo need to be in a stable shape (oval, circle square, etc.).
- Mind the gap in between, think about how it looks when the logo size is reduced.
- Once confirm the key artwork, proceed the collateral task.
Week 7 - Task 2(B): Collateral
General- Collaterals combination has to be something that connects its purpose/point with each other.
- Do not focus on a letter if it doesn’t have a special meaning to it.
Week 10 - Task 2(B): Collateral
Specific- All good, but IG composition and items could have been better esp. the 3 top tiles—overly repetitious.
REFLECTION ExperienceThis isn't the first time I've created a personal wordmark, so I feel somewhat familiar with the process. It has been quite challenging. When I completed my second draft, I received some valuable feedback. Compared to my previous attempts, I've made some progress, but I still haven't been able to break through a certain barrier. I still can't directly convey a meaning through my wordmark. Mr. Vinod often reminds us that a personal wordmark needs to carry some meaning. I thought for a long time and looked through many books, articles, and online resources to understand the stories behind big brands. I discovered that they leave a deep impression on people. I'm not sure if this is marketing brainwashing or if their wordmarks truly possess the characteristics of a "good wordmark." Throughout the process of creating my own wordmark, I gained a better understanding of myself as a designer. I think I'm gradually moving towards a more professional direction.
ObservationsWhen you don't understand yourself well enough, you can't create a truly personal wordmark because it won't reflect who you are. Similarly, if you're not clear about the customer's needs, you won't be able to create the design they want.
FindingsThis task made me realize that creating a wordmark is simple, but effectively using lines, shapes, letters, and space is a deep pool of knowledge. While it may appear to be just simple lines or shapes to the buyer, if the arrangement of these elements is unique and meaningful, it becomes a product that the customer is willing to pay for. Moreover, promoting your own wordmark is something to be very proud of.
FURTHER READING
Week 6 - Task 2(A): Key Artwork
General
- Good color scheme will have dark tone, midtone, highlight and neutral color.
- Shape of logo need to be in a stable shape (oval, circle square, etc.).
- Mind the gap in between, think about how it looks when the logo size is reduced.
- Once confirm the key artwork, proceed the collateral task.
Week 7 - Task 2(B): Collateral
General
General
- Collaterals combination has to be something that connects its purpose/point with each other.
- Do not focus on a letter if it doesn’t have a special meaning to it.
Week 10 - Task 2(B): Collateral
Specific
- All good, but IG composition and items could have been better esp. the 3 top tiles—overly repetitious.
REFLECTION
Experience
This isn't the first time I've created a personal wordmark, so I feel somewhat familiar with the process. It has been quite challenging. When I completed my second draft, I received some valuable feedback. Compared to my previous attempts, I've made some progress, but I still haven't been able to break through a certain barrier. I still can't directly convey a meaning through my wordmark. Mr. Vinod often reminds us that a personal wordmark needs to carry some meaning. I thought for a long time and looked through many books, articles, and online resources to understand the stories behind big brands. I discovered that they leave a deep impression on people. I'm not sure if this is marketing brainwashing or if their wordmarks truly possess the characteristics of a "good wordmark." Throughout the process of creating my own wordmark, I gained a better understanding of myself as a designer. I think I'm gradually moving towards a more professional direction.
Observations
When you don't understand yourself well enough, you can't create a truly personal wordmark because it won't reflect who you are. Similarly, if you're not clear about the customer's needs, you won't be able to create the design they want.
Findings
This task made me realize that creating a wordmark is simple, but effectively using lines, shapes, letters, and space is a deep pool of knowledge. While it may appear to be just simple lines or shapes to the buyer, if the arrangement of these elements is unique and meaningful, it becomes a product that the customer is willing to pay for. Moreover, promoting your own wordmark is something to be very proud of.
Wordmarks, Letter marks, Brandmarks, Combination Marks, Emblems
Wordmark: Uses stylized typography with the brand's name as the main visual element. Examples: Coca-Cola, FedEx.
Letter mark: Utilizes initials or individual letters, ideal for lengthy or hard-to-pronounce names. Examples: IBM, HBO.
Brandmark: Relies on a distinct symbol or icon, often without text, for global recognition. Examples: Nike, Apple.
Combination Mark: Combines text and symbols/icons, offering flexibility and memorability. Examples: Burger King, Doritos.
Emblem: Features a symbol or icon enclosed within a shape, often with text, evoking a traditional feel. Examples: Harley-Davidson, Starbucks.
Learning from other's artwork pieces
Santh-Barber-Shop
Saut-Hermes-2022
The-Logo Motion
Wordmark: Uses stylized typography with the brand's name as the main visual element. Examples: Coca-Cola, FedEx.
Letter mark: Utilizes initials or individual letters, ideal for lengthy or hard-to-pronounce names. Examples: IBM, HBO.
Brandmark: Relies on a distinct symbol or icon, often without text, for global recognition. Examples: Nike, Apple.
Combination Mark: Combines text and symbols/icons, offering flexibility and memorability. Examples: Burger King, Doritos.
Emblem: Features a symbol or icon enclosed within a shape, often with text, evoking a traditional feel. Examples: Harley-Davidson, Starbucks.
Santh-Barber-Shop
Saut-Hermes-2022
The-Logo Motion