Advanced Typography - Task 2: Key Artwork & Collateral
13.04.2024 - 21.06.2024 | Week 4 - Week 8
Teo Mei Hui / 0358315
Advanced Typography / Bachelors of Design (Honors) in Creative Media / Taylor's University
Task 2(A) & 2(B): Key Artwork & Collateral
CONTENTS
LECTURES
AdTypo_5_Perception And Organization
Contrast
Without contrast, the readers may face difficulty separating different
information.
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| Figure 1.1 Methods in typography to create contrast by Rudi Ruegg |
Contrast / Size
- Provides a point to which reader's attention is drawn
- Such as making title or header bigger than bogy text
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| Figure 1.2 Contrast of size |
Contrast / 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
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| Figure 1.3 Contrast of weight |
Contrast / Form
- Distinction between a capital letter and its lowercase equivalent, or a Roman letter and its italic variant, condensed and expanded versions of the typeface
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| Figure 1.4 Contrast of form |
Contrast / Structure
- Different letter forms of different kinds of typefaces
- A monoline sans serif and a traditional serif, or an italic and a blackletter
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| Figure 1.5 Contrast of structure |
Contrast / Texture
- By putting together the contrasts of size, weight, form, and structure, and applying them to a block of text on a page
- Refers to the way the lines of type look as a whole up close and from a distance
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| Figure 1.6 Contrast of texture |
Contrast / Direction
- The opposition between vertical and horizontal, and the angles in between
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| Figure 1.7 Contrast of direction |
Contrast / Color
- The use of color suggests that a second color 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 colors that are used
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| Figure 1.8 Contrast of color |
Form
- Refers to the overall look and feel of the elements that make up the typographic composition
- 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
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| Figure 1.9 Combination of form and communication |
Organization / Gestalt
The first attempt at refining was still a bit rough. On the second attempt,
I paid much more attention to detail to make sure the strokes were smoother
and balanced.
Task 2(B): Collateral
Then, I adjusted the expansion and exported it so that I can make mockups of collateral using the Mockey website.
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| Figure 1.10 Gestalt Principles |
1. Law of Similarity
- Elements that are similar to each other tend to be perceived as a unified group
- Such as number of features, including color, 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
INSTRUCTIONS
TASK
Task 2(A):Key Artwork
Using our name or pseudonym, we are required to create a key artwork that
is a wordmark/lettering, but also an artwork. As a wordmark/lettering it
is used to identify a person whereas as an artwork it is used to adorn
collaterals such as T-shirts, tote bag, posters.
Ideation
At first, I thought of many keywords that can be used to describe myself
or the way I wish to be, such as imaginative, easygoing, playful, happy,
perfectionist. At first I wanted to focus on the keyword imaginative by
utilizing the star element, but it was discouraged as it's too common.
Other than that I didn't really have an idea of how I wanted my wordmark
to look like, so I just kept looking at references and sketching. I
realized there were a certain style that I liked so I worked towards it.
Then I decided that the final keywords and phrase that can be used for my
wordmark's identity is:
- Go with the flow
- Serenity / Tranquility
- Compassion
Sketches
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| Figure 2.1 Brainstorming sketches, Week 5 (20/05/2024) |
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| Figure 2.2 Potential wordmark sketch, Week 5 (20/05/2024) |
Process
After finally having 2 sketches that I was satisfied with, I digitized
them by tracing the sketch in Adobe Illustrator. Both wordmark were
approved so I decided to go the the top one.
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Figure 2.3 Digitization of the sketches, Week 6 (27/05/2024) |
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| Figure 2.4 Printed version, Week 6 (27/05/20240 |
After showing the printed version to Mr. Vinod, he drew out the
suggestions on where to refine the wordmark. He advised me to cut of the pointy
edges as well as join the strokes of m, h and u. Other than that I felt like the strokes were too rough and imbalanced, so I re-digitized it
and refined the wordmark.
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Figure 2.4 Refinement process of wordmark, week 6 (27/05/2024)
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Color Considerations
After researching, the colors I liked and thought were suitable are:
Blue: symbolizing calmness, which relates to serenity, tranquility.
Pink: symbolizing compassion, inner-peace and love.
Orange: symbolizing optimism.
Task 2(B): Collateral
We are required to transform the key artwork into a brand, then
demonstrate proper expansion of the identity of the brand. Design
collaterals such as T-shirts, lapel pins, an animated GIF and create an
Instagram account.
Process
I started exploring different ways to expand the key artwork by using the
strokes and the elements making up 'e'. I also decided on the final color
palette throughout this process. In the end, I used the elements in 'e' to make a flower logo and pattern.
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| Figure 2.6 Expansion attempts, Week 8 (10/06/2024) |
The flower logo took too much focus away from the wordmark, so I reduced it to just the elements in 'e'. I also made the flower pattern less cluttered so that there is more negative space.
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| Figure 2.7 Final expansion, Week 8 (10/06/2024) |
Then, I adjusted the expansion and exported it so that I can make mockups of collateral using the Mockey website.
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| Figure 2.8 Exported assets for collateral mockup, Week 8 (10/06/2024) |
GIF Animation
I animated the gif using Adobe After Effects. Since one of the key phrase for my wordmark is going with the flow and tranquility/serenity, I immediately thought of a flower petal falling on water, creating a small ripple. I initially wanted to create ripple illustration for the brand identity expansion but it did not look nice in static so I animated it instead.
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| Figure 2.9 Animating gif in Adobe After Effects, Week 8 (14/10/2024) |
Final Submission
Task 2(A):
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| Figure 3.1 Black wordmark on white background |
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| Figure 3.2 White wordmark on black background |
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| Figure 3.3 Color Palette |
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| Figure 3.4 Darkest color against lightest color |
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| Figure 3.5 Lightest color against darkest color |
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| Figure 3.6 Key Artwork Animated GIF |
Task 2(B):
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| Figure 3.7 Collateral #1 |
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| Figure 3.8 Collateral #2 |
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| Figure 3.9 Collateral #3 |
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Figure 3.10 Instagram Link: |
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| Figure 3.11 Instagram Screengrab |
FEEDBACK
Week 5
Specific Feedback
My keyword was imaginative, the presented sketch don't really represent
that. Star element is too common so try to think of an alternative. Maybe
get inspiration from something like clouds or those personality anagrams
where everyone identify different things, something that lets you
'imagine'. Start from a more abstract form then make it into the letters.
Try looking for brand marks that I personally like.
General Feedback
Ensure wordmark is readable, and legible at small sizes. White space is the
enemy, ensure the white space does not overpower the design. Our wordmark
has to represent something, when we explain it simply, people can understand
and see it immediately.
Week 6
Specific Feedback
Both design works, it's up to you.
Connect the strokes for the single letters, and cut off the edges of the
stroke so that it's not so pointy.
General Feedback
Make sure the design is balanced, all letters should have same weight
and size.
Week 7
General Feedback
Avoid using individual letters only unless there's a special meaning. Don't
overuse repetition. Color contrast is an important principle, don't use dull
colors for your wordmark, it does not stand out. Don't take away focus from
the key art in the collateral. We are recommended to look through the
Pentagram website with many examples of brand identities and their
expansions.
REFLECTIONS
Experience
This task was quite challenging for me, I was stuck multiple times which prolonged the work progress. I found it difficult to create a wordmark that looked like an artwork but is still highly readable, and has be a valid meaning behind the design too. Through this process I was able to practice the ability to balance the aesthetics and functionality in typographic design. When designing the collateral and Instagram posts, I saw many possibilities in using the elements in the key artwork to create expansions for the brand identity, it was an interesting experience. Creating the gif animation was fun and i felt accomplished with making a gif that resonates with my wordmark.
Observation
A well-designed wordmark should be able to convey it's meaning without much explanation. It is also important for a brand to have an eye-catching wordmark that represents their identity. There is many considerations and attention to detail behind designing a successful wordmark and expansion for a brand identity, such as the visual design, the functionality, readability, color, meaning as well as the unity of the expansions to the wordmark.
Findings
When expanding the brand identity, I was exploring many new designs and possibilities, but I realized that I got carried away, the collaterals should not take away the focus from the key artwork. Besides that, in order to make an impact on viewers, we must be careful when choosing colors, that being said color contrast is an important principle and we should not use dull colors for a brand.
FURTHER READING
Pentagram
Through this website I was able to see many great examples of excellent expansions of brand identity, observing how they utilize the elements of identity of their wordmark to design various collaterals. Going through this website gave me a better idea on how to expand my own wordmark.
Typography Referenced
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| Figure 4.1 Typography Referenced |
Typographic Principles by Jason Tselentis
Free Placements
- Freely positioning elements in a format can create dynamic and exciting compositions.
- It is also beneficial when a photography or illustration is the primary element.
The Grid
- The grid is a tool that allows a designer to create compositions with some semblance of unity and variety.
- Grid Types:
Book & Manuscript grid - have the fewest complexities, but constructing them takes time and forethought, because books are usable, highly interactive pieces of design.
Columnar grid - can have any number of vertical divisions across the format, with as few as one per page. Though fewer horizontal lines across each page make columnar grids less flexible, the decision-making and layout processes become much easier for the designer.
Modular grid - a series of horizontally and vertically aligned modules create the structure on which text and image can reside.
Hierarchy
- Refers to the level of importance expressed by a piece of text in its environment, whether print-based or on screen.
- A variety of factors may indicate hierarchy: letterform size, letterform weight, letterform design characteristics, text color, text contrast with the background, text position and orientation on the page or screen, and general mass.
- These factors exist in relation to each other and also in relation to images, margin space, and space between lines on the page.
- For motion-based screen text, animation characteristics—how long the element is visible, how it moves into, off of, and around the screen—also affect hierarchy.
- The viewers take cues from all of the above factors as they scan the text, making split-second decisions about what to read and in which order
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