Advanced Typography / Task 2: Key Artwork & Collateral

22.05.2024 - 21.06.2024 (Week 5 - Week 9)

Gunn Joey / 0366122

Advance Typography / Bachelor of Design (Honours) in Creative Media

Task 2: Key Artwork & Collateral

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TABLE OF CONTENTS

1. Lectures 

2. Module Information Booklet

3. Task 2: Ket Artwork & Collateral

               2A: Key Artwork

               2B: Collateral

4. Feedback

5. Reflection

6. Further Reading 

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LECTURES

Week 5 - Lecture 5

Perception & Organisation

Perception

• Definition: Perception is how something is regarded, understood, or interpreted. In typography, it involves visual navigation and interpretation via contrast, form, and organization of content.

• Focus: Typography deals with how textual, visual, graphical, and color elements are perceived and understood.

Contrast

Size: Large elements draw attention first, such as a big letter standing out against smaller letters. Commonly used to make titles or headings more prominent than body text.

Figure 1.1: Contrast of size

Weight: Bold type can stand out amidst lighter type of the same style. Other methods include using rules, spots, and squares to create heavy areas for visual emphasis.

Figure 1.2: Contrast of Weight

Form: Distinction between different letter forms like capitals and lowercase, roman and italic, condensed and expanded versions of a typeface.

Figure 1.3: Contrast of  Form

Structure: Different letterforms of various typefaces, such as monoline sans serif versus traditional serif, or italic versus blackletter.

Figure 1.4 Contrast of  Structure

Texture: Combination of size, weight, form, and structure applied to a block of text. Texture refers to the overall look of lines of type both up close and from a distance.

Figure 1.5: Contrast of Texture

Direction: Opposition between vertical and horizontal, and angles in between. For example, turning a word on its side or mixing wide blocks with tall columns.

Figure 1.6 :Contrast of  Direction

Colour: Use of color to create emphasis. Consider tonal values to ensure important elements stand out appropriately.

Figure 1.7: Contrast of Colour

Form

• Definition: Form in typography refers to the overall look and feel of the typographic elements, playing a crucial role in visual impact and first impressions.

• Functions: Typography serves to represent concepts visually, providing unique characteristics and abstract presentations of letterforms.

• Interplay: Balancing meaning and form to create harmony in function and expression. Manipulated forms through distortion, texture, enlargement, etc., can transform letters into shapes that are no longer readable as letters.

Organization / Gestalt

• Definition: Gestalt is the German word for the way something is "placed" or "put together." Gestalt psychology aims to understand the laws of meaningful perception.

• Principles: Gestalt principles predict perceptual grouping, emphasizing that the whole is greater than the sum of its parts. Design components are evaluated based on overall visual form rather than individual elements.

Perceptual Organization / Groupings

• Law of Similarity: Similar elements (color, orientation, size, motion) are perceived as a unified group.

• Law of Proximity: Elements close together are seen as a unified group.

• Law of Closure: The mind completes incomplete figures or forms, filling in gaps.

• Law of Continuation: Humans perceive intersecting objects as distinct, uninterrupted objects, influenced by their alignment.

• Law of Symmetry: Symmetrical elements are perceived as unified groups.

• Law of Simplicity (Prägnanz): Elements are perceived in the simplest form possible.

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MODULE INFORMATION BOOKLET

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PART A: KEY ARWORK

Progress

Figure 2.1: Visual Reference

I browse through Pinterest for fonts. I like these styles of fonts. After studying these references, I started sketch my ideas out.

1. Sketches:

Figure 3.1: Sketches

Figure 3.2: Sketches

Figure 3.3: Sketches

2. Digitalisation:

After finishing the sketches, I try to digitalise in Adobe Illustrator.

Figure 4.1: Progress of digitalisation

I decided to use the third sketch as my final design. I like it because of its cheerful look.

Figure 4.2: Progress of digitalisation

I adjust the spacing and make it more rounded to look smooth.

Figure 4.3: Tested in box (175mm x 175mm)&(15mm x 15mm)

Mr Vinod asked us to print our final design on paper to make sure it still look clear in a smaller size. After that, I started looking for contrast colour palette for the key artwork.

Figure 4.4: Colour palette 

Figure 4.5: Colour palette

Figure 4.6: Final Colour palette

I decided to use this set of contrast colour to start moving on animation.

Animation:

Figure 4.7: Animation process

FINAL KEY ARTWORK:

Figure 5.1: Black wordmark on White background (Week 7)

Figure 5.2: White wordmark on Black background (Week 7)

Figure 5.3:Colour palette (Week 7)

Figure 5.4:Wordmark in actual colours on lightest shade of colour palette (Week 7)

Figure 5.5:Wordmark in lightest shade of colour palette on darkest shade of colour palette (Week 7)

Figure 5.6: Final Animation (Week 9)

Figure 5.7: Final Outcome - PDF (Week 7)

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PART B: COLLATERAL

For Task 2B, we need to use our main artwork across three different collateral items and create mockups that display a cohesive and appealing brand appearance. Additionally, we should incorporate an Instagram link and provide a high-resolution screenshot of the Instagram profile.

Progress

The three collateral for this task are mug, tote bag and phone case. I use the website link given by Mr Vinod to find for suitable template. 

Figure 6.1: Progress 1

Figure 6.2: Progress 2

Final Outcome: 

Figure 6.3: Collateral 1 (Week 9)

Figure 6.4: Collateral 2 (Week9)

Figure 6.5: Collateral 3 (Week 9)

Instagram link: https://www.instagram.com/joeyydesign.co/

Figure 6.6: Instagram Page Profile (Week 9)

Figure 6.7: Final Outcome - PDF (Week 9)

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FEEDBACK

Week 8: Independent learning week

Week 7 : Contrast in colour is crucial. Applying a single colour palette can enhance visual appeal. Additionally, the product should have three mockup. Illustrate the product across three different items to highlight its adaptability and how it can be applied in various scenarios.

Week 6 : Mr Vinod said there is no readability in my design. Read the brief and do it again. Make sure the design is clear in smaller size and print out the logo. Ensure that the design is not only legible but also incorporates unique features that make it distinctive. 

Week 5 : Begin by creating design in black and white. Limit the use of graphic elements to maintain simplicity and avoid unnecessary clutter. Ensure the design is readable.

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REFLECTION

Experience:

This task was a rewarding journey where I explored various typographic styles and compositions. It was a creative challenge to find the right balance between expressing my personality and ensuring the design's practicality across different applications. Experimenting with different fonts, colours, and layouts allowed me to craft an artwork that not only represented my identity but also had visual appeal and functionality.

Observations:

Throughout the design process, I observed firsthand the significant impact of typography on visual identity and brand recognition. I also observed that consistency is very important in the design process.

Findings:

I improved by learning how typography affects how people see a brand. Trying different styles helped me understand how to balance design and readability. I also got better at making designs work well on different things like pins and shirts. Getting feedback and making changes made my design stronger. Now, I know more about making designs that look good and communicate well.

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FURTHER READING

Refer to task 1

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