Advanced Typography: Task 2A & 2B

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13/5/2024 - 3/6/2024 (Week 4 - Week 7) 

Lim Yu Xuen / 0359676 

Advanced Typography / Bachelors of Design (Hons) in Creative Media / Taylor's University

Task 2: Key Artwork & Collateral

LECTURES

All lectures are completed in Task 1: Exercise 1&2

TASK 2A: KEY ARTWORK

Task To Do:
  • A key artwork is a work mark or lettering used for identification
  • It also serves as an artistic design for items like label pins, T-Shirts, and Posters
  • The task involves creating various permutations and combinations of our name in word mark or lettering form to develop a final artwork
Mindmap and Inspo

Before starting to digitise anything, I created a mind map about myself in Canva, to do some soul searching and to understand myself better.

Figure 3.1.1 Mind Map

I was looking for Inspiration from Pinterest. I have a bubbly and outgoing personality. Hence, I decided to use 'NOLS' - my nickname, and a bubbly design, for my key artwork.

Figure 3.1.2 Inspo

Sketching

After looking through inspiration photos and and brainstorming, I started to sketch my ideas on paper.  I decided to use lower case to digitise my key artwork.

Figure 3.1.3 Sketches

Digitisation

Firstly, I imported my sketch image to Illustrator and started tracing the shapes. After that, I use the shape tool to make a circle, and then shaped it into an oval using the Direct Selection Tool. After that, I used the same circle as a guide to shape all my other letters n, o, l, s.

I made sure to use rulers as a guide for the height of my letters. This makes sure the size is consistent.

Figure 3.1.4 Digitisation (Making letters)

During the physical class, we are tasked to print the key artwork out on a A4 size paper.
Figure 3.1.5 Printed out key artwork
    TASK 2B: COLLATERAL

    To Do:
    • Create an animated version of our key artwork design
    • Expand key artwork design and apply it onto relevant collateral
    • Create an Instagram account to showcase our brand
    Inspiration

    Before I start to digitise the key collateral, I first went on Pinterest to look for inspiration. I tried to search up any key collateral that reflects my key artwork.

    Figure 4.1.1 Inspiration

    Expansions
    #1 Colour Palette

    Figure 4.2.1 Colour Palette

    I decided on a colour palette consisting of 5 colours that are complementary and striking. After that, I applied these colours on my key artwork.

    Figure 4.2.2 Ket artwork colour combination

    After deciding the colour palette, we are also tasked to complete a few combinations as listed below:
    1. Black wordmark on white background
    2. White wordmark on black background
    3. Wordmark on lightest shade of colour palette
    4. Wordmark in lightest shades on dark shade of colour palette

    Black word mark on white background

    Figure 4.2.3 Black wordmark on white background

    White word mark on black background

    Figure 4.2.4 White wordmark on black background

    Wordmark on lightest shade of colour palette

    Figure 4.2.5 Wordmark on lightest shade of colour palette

    Wordmark in lightest shade on dark shade of colour palette

    Figure 4.2.6 Wordmark in lightest shade on dark shade of colour palette

    Collateral / Branding

    After deciding on colour palettes, I moved on to branding. My wordmark is inspired by clouds and a bubbly, happy personality. Hence I decided to implement a cloud shape as the main pattern for the brand. This cloud is made by using the same droplet element that was used as a guide to create my letters.

    Figure 4.3.1 Cloud Shape

    Figure 4.3.2 Black Wordmark on White Background

    Figure 4.3.3 White Wordmark on Black Background

    Mock-Up 

    Since my branding was to focus on cloudy, bubbly personality. My inspiration for the mock ups would be soft items. This includes mattresses, pillows, clothing pieces, etc.

    #1 Puffer Bag

    Figure 4.4.1 Mock up for puffer bag

    #2 Pillow

    Figure 4.4.2 Mock up for pillow

    #3 Hoodie

    Figure 4.4.5 Mock up for hoodie

    Instagram
    After finishing the mock ups, it was time to plan and create my Instagram profile. In this section, I wanted to include:
    1. Self portrait
    2. Key artwork (x2)
    3. Mock up (x3)
    4. Fillers (x3)
    After deciding the images I wanted to include, I started designing in Illustrator. The process is attached below.

    Figure 4.5.1 Process of creating images

    After multiple tries, I have my final images that will be uploaded into my Instagram.

    Figure 4.5.2 Image 1

    Figure 4.5.3 Image 2

    Figure 4.5.4 Image 3

    Figure 4.5.5 Image 4

    Figure 4.5.6 Image 5

    Figure 4.5.7 Image 6

    Figure 4.5.8 Image 7

    Figure 4.5.9 Image 8

    Figure 4.5.10 Image 9

    Screengrab of Instagram

    Figure 4.5.11 Instagram Page

    Link to Instagram: Click HERE

    Animation

    I started to create the gif of my wordmark.  I added a "pop" in effect and made the letter 'O' spin, which is the key element of my wordmark.

    Figure 4.6.1 wordmark GIF

    Final Submission (JPEG)

    Final Key Art (Black on White)

    Figure 4.7.1 Final Key Art (Black on White), (JPEG)

    Final Key Art (White on Black)

    Figure 4.7.2 Final Key Art (White on Black), (JPEG)

    Final Key Art (Colour-Palette)

    Figure 4.7.3 Final Key Art (Colour-Palette), (JPEG)

    Final Key Art (Colour against the lightest background)

    Figure 4.7.4 Final Key Art (Colour against the lightest background), (JPEG)

    Final Key Art (Colour against the darkest background)

    Figure 4.7.5 Final Key Art (Colour against the darkest background), (JPEG)

    Final Selected Colour Palette
    Figure 4.7.6 Final Selected Colour Palette (JPEG)

    Final Key Art Animation
    Figure 4.7.7 Final Key Art Animation (GIF)

    Mock-Up 1 (Puffer Bag)

    Figure 4.7.8 Mock up for puffer bag (JPEG)

    Mock-Up 2 (Pillow)

    Figure 4.7.9 Mock up for pillow (JPEG)

    Mock-Up 3 (Hoodie)

    Figure 4.7.10 Mock up for hoodie (JPEG)

    Instagram (Screengrab)

    Link to Instagram: Click HERE

    Figure 4.7.11 Instagram Page (JPEG)

    Final Submission (PDF)

    Figure 4.8.1 Final Submission (PDF)

    FEEDBACK

    Week 5
    General Feedback:
    At least 4 characters from our name, ensure the style reflects our personality.

    Week 6
    General Feedback:
    Work in B&W currently, in the end before submission, it is recommended to use primary colours (no pastel colours). A good colour scheme should be vibrant and contrast. When designing our letterform, try not to implement common elements like gems and diamonds. BE SPECIAL, NOT COMMON. The more colours you have in your letterform, the less impactful it become.
    Week 7
    General Feedback:
    Our profile picture in the Instagram layout must be a white background. It is advisable to study on colours that are suitable to our design.

      REFLECTION

      The task gave me a valuable learning experience. I learnt to create mock-ups, to planning Instagram layouts, and creating a font that represents my personality. I love doing brand identity, so I really enjoyed the process of this task. At first, I struggled with coming up with ideas for the mock-ups, but with a little guidance given, I was able to complete this task with satisfaction. Overall, the task provided me with a basic understanding of brand identity, graphic design, as well as creating mock-ups which I think can be improved later on when completing task 3.

      FURTHER READING

      To continue the previous book I have selected to do further reading during the completion of Task 1.

      Typographic Systems
      by Kimberly Elam
      Figure 5.1 Typographic Systems by Kimberly Elam

      Chapter 02: Project Elements and Process
      This chapter introduces the 8 types of Typographic systems and explain their characteristics.

      Figure 5.2 8 Types of Typographic systems

      1. Axial: This system arranges elements along a central axis, creating a sense of balance and symmetry.
      2. Radial: Elements are organized around a central point, radiating outward, often creating a dynamic and energetic composition.
      3. Dilatation: Elements expand outward in concentric circles or spirals, often creating a sense of growth or motion.
      4. Random: This system places elements in an arbitrary or seemingly haphazard manner, generating a spontaneous and unpredictable design.
      5. Grid: A structured system that uses horizontal and vertical lines to create a uniform layout, promoting clarity and order.
      6. Transitional: Elements are arranged in a fluid manner, often creating a sense of movement or progression from one point to another.
      7. Modular: Uses a series of consistent, repeatable units or modules to build the design, allowing for flexibility and variety within a structured framework.
      8. Bilateral: Elements are arranged symmetrically on either side of a central axis, creating a balanced and harmonious composition.


      Chapter 03: Constrains and Options
      The limitations and choices can vary in terms of line breaks, indentation, and spacing between words and letters.

      Line Breaks

      • Text can be split into multiple lines, affecting how the text is grouped and read.
      • A method for managing long lines in a small format is to break them. This helps to group related lines of text, enhancing the composition and readability.

      Leading

      • Leading can be adjusted to change the position and texture, from tightly packed and overlapping to spacious and airy.

      Word and Letter Space

      • Changing word and letter spacing affects the texture and tone of the text. Increasing letter spacing necessitates a corresponding increase in word spacing to avoid confusion.


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