Advanced Typography: Task 2 Key Artwork & Collateral

|| 10/22/2024 - 11/27/2024 (Week 5 - Week 9)

|| Bertrand Alden Gani / 0370471

|| Advanced Typography

|| Bachelor Of Design In Creative Media

|| Task 2 / Exercises: Key Artwork & Collateral

TABLE OF CONTENTS

1. Lectures

2. Instructions

3. Task 2

4. Feedback

5. Reflection

6. Further Reading

LECTURES

Week 5 - Lecture 5

Advanced Typography: Perception & Organisation

Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organisation of the content. Content can be textual, visual, graphical or in the form of colour.

Fig 1.0 Contrast by Rudi Ruegg

Carl Dair on the other hand adds two more principles into the mix: texture and direction. Dair posits 7 kind of contrast:

• Size: a contrast of size provides a point to which the reader's attention is drawn.

Fig 1.1 Contrast / Size

• Weight: weight describes how bold type can stand out in the middle of lighter type of the same style. Other than bold, using rules, spot, squares also provide a "heavy area".

Fig 1.2 Contrast / Weight

• Form: contrast of form is the distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, or a condensed and expanded versions of typeface.

Fig 1.3 Contrast / Form

• Structure: structure means the different letterforms of different kind of typefaces.

Fig 1.4 Contrast / Size

• Texture: texture refers to the way the lines of type look as a whole up close and from a distance.

Fig 1.5 Contrast / Texture

• Direction: contrast of direction is the opposition between vertical and horizontal, and the angles in between.

Fig 1.6 Contrast / Direction

• Colour: the use of colour is suggested that a second color is often less empathic in values than plain black and white.

Fig 1.7 Contrast / Colour

Form

Form refers to the overall look and feel of the elements that make up the typographic composition. A good form in typography tends to be visually intriguing to the eye; it leads the eye from point to point, it entertains the mind and is most often memorable.

Fig 1.8 Form

The word typography originated from the Greek words 'typos' (form) and 'graphis' (writing), which means to write in accordance with the form. 

Typography can be seen as having 2 functions:

    1. To represent a concept

    2. To represent a concept in a visual form

Organisation / Gestalt

Gestalt theory emphasizes that the whole of anything is greater than its parts-this is based on the idea that we experience things as unified whole: Instead of breaking down thoughts and behavior to their smallest elements, the gestalt pyschologists believed that you must lookat the whole of experience.

Perceptual Organisation / Groupings

Fig 1.9 Gestalt Laws

1. The Law of Similarity is the gestalt grouping law that states that elements are similar to each other tend to be perceived as a unified group.
2. The Law of Proximity is the gestalt grouping law that states elements that are close together tend to be perceived as a unified group
3. The Law of Closure refers to the mind's tendency to see complete figures or forms even if a picture is incomplete.
4. Law of (Good) Continuation holds that human tend to perceive each of two or more objects as different, singular, and uninterrupted object even when they intersect.
5. The Law of Symmetry states that the mind perceives objects as being symmetrical and forming around a center point.
6. Law of Praganz states that people will perceive and interpret complex images in the simplest form possible.

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INSTRUCTIONS

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TASK 2

Task 2A: Key Artwork

We were instructed to make a mind-map (of who we are or like to be), create a mood-board or inspiration for direction and produce sketches of possible wordmark/lettering of our name (first name or pet name or pseudonym — minimum 4-5 characters). We need to document the process in Task 2 eportfolio. 

We are required to submit:

• Black wordmark on white background
• White wordmark on black background
• Colour palette
• Wordmark in actual colours on lightest shade of colour palette
• Wordmark in lightest shade of colour palette on darkest shade of colour palette
• Wordmark animation

Mind mapping / Inspirations

I began by creating a mindmap about myself. Here is the mindmap:

Fig 2.0 Mindmap

After that, I began to search for inspiration and reference for my design. I mainly used Pinterest as my source. Here is a couple of moodboard that I created after compiling all the reference that I found:

Fig 2.1 Moodboard/Reference

Sketches

I create some sketches using Procreate. I didn't have a fix design idea yet so I tried to make as many design as I can, with various different style. Here are my first set of sketch:

Fig 2.2 Sketch 1

Then I create a second set of sketch:

Fig 2.3 Sketch 2

Among the sketches, I decided to go with last one. Here is the final sketch:

Fig 2.4 Final Sketch

The keywords are clumsy, anxious, indecisive, creative, adventurous/bold.

Digitisation

I digitize my sketch in Adobe Illustrator using the pen tool to trace the sketch. I decided to keep the roughness/bumps as part of the design because it represent the "anxious" keyword.

I showed my design to Mr. Vinod and get approval.

Colour Application

For the colour palette, at first I used Colour Hunt to look for palette that I like. Then after selecting several colour palettes, I applied the colours to my wordmark to see how it looks like:

I showed the selected colour palettes to Mr. Vinod, but he said they were too monochrome. I need to find colour palette that has strong contrasting colours. So because most of the colour palettes that I found in Colour Hunt were monochrome, I decided to look for more colour palettes in Pinterest. After I selected, I applied them to my wordmark. Here's how they look like:

After some consideration, I chose my final colour palette that I will be using for my wordmark. Here is the final colour palette:

Fig 2.5 Final Colour Palette

Fig 2.6 Colour Application

Key Artwork Animation

For the animation, I used Procreate because I am more familiar with the app. I began by thinking how do I want the animation to look like. After I got the idea, I proceed by separating each letter to different layer. Then I did some arrangement and adjustment to the size, rotation and shape.

Fig 2.7 Animating process

Here is the result:

Fig 2.8 Animating result

Final Task 2A : Key Artwork

Fig 2.9 Black wordmark on white background

Fig 3.0 White wordmark on black background

Fig 3.1 Colour Palette

Fig 3.2 Wordmark in actual colours on the lightest shade

Fig 3.3 Wordmark in the lightest shade on the darkest shade

Task 2B: Collateral

Using the wordmark that we created from task 2A, we were instructed to expand the visual identity and apply its idea/ design to chosen collaterals. This also included creating a layout design for my own Instagram page. 

What we need to submit:

• Collateral 1, 2, 3
• Instagram link
• IG screen grab with good resolution

I found all the products on Unblast and I downloaded the provided PSD files. Here are the products that I chose:

Fig 3.4 Phonecase mockup

Fig 3.5 Skateboard mockup

Fig 3.6 Sweatshirt mockup

#1 Collateral - Phone case

I started to think what pattern should I make. The first idea is to duplicate the wordmark and then cover up the entire case with them.

Fig 3.7 First pattern

I showed the pattern to Mr. Vinod but he said that the pattern has too much thing going on and I should just take some parts of the wordmark instead of the entire wordmark. So, I did some adjustment and here is what I came up with:

Fig 3.8 Second pattern

Fig 3.9 Final phonecase mockup

#2 Collateral - Skate board

I used the same pattern as the phone case collateral but I arrange it to look like waves.

Fig 4.0 Arranging pattern

Fig 4.1 Wave pattern

Then I added the wordmark on the centre.

Fig 4.2 Final skateboard mockup

#3 Collateral - Sweat shirt

I tried to make another pattern and came up with this:

Fig 4.3 Third pattern

Then I combined it with the previous wave pattern.

Fig 4.4 Final sweatshirt mockup

Self portrait

I took a photo in front of a white wall as instructed.

Fig 4.5 Self portrait in front of white wall

Then I removed the background and edited it in Adobe Photoshop. I also added Pixelate effect.

Fig 4.6 Final Self portrait

Instagram Layout

I created a layout for the instagram posts in Adobe Illustrator before I posted them, so I know how it would looks like.

Fig 4.7 Layout in adobe illustrator

Final Task 2B : Collateral

Fig 4.8 Final phonecase mockup

Fig 4.9 Final skateboard mockup

Fig 5.0 Final sweatshirt mockup

Instagram link: https://www.instagram.com/vespr._/

Instagram screengrab:

Fig 5.1 Instagram screengrab

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FEEDBACK

Week 5:

General feedback: Think more and create designs that better representing who you are / want to be.

Special feedback:

- The first design is more suitable for rock or metal musician.

- The second design is fine but the keywords doesn't match with the design.

- The third design is better one out of the three because the design match with the keywords. 

Week 6:

General feedback: Mr. Vinod approved my black & white key artwork design.

Special feedback: Find color palettes that are not monochrome, with minimal 2 colours contrasting with the other colours.

Week 7:

General feedback: The chosen color palette is fine.

Special feedback: Try to make other pattern using part of your word mark because the current one has too much thing going on.

Week 8: (Independent Learning Week)

Week 9:

General feedback: Start to do Task 3 and make the proposal.

Special feedback: 

- The "V" letter looks more like "Y" instead of "V". Try to adjust it.

- The collaterals are okay.

- Need to see your idea for Task 3 in proposal to understand it better.

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REFLECTION

Experience : 

It was a really nice first time experience making my own wordmark. I learned a lot especially about designing wordmark, how to portray yourself and your character in a typeface. Coming up with ideas of wordmark design was also really fun.

Observations :

After learning and creating wordmarks and collateral, I've observed how crucial typography is in shaping a brand's identity and message. The process of designing a wordmark has shown me that even the smallest details such as letter spacing, font choice, and the balance of shapes can greatly impact how a brand is perceived. A well-designed wordmark can convey the personality and values of a brand instantly.

Findings :

I find it fascinating that different combination and formation of shapes could form variety of wordmarks or key artworks, each with different personality and value depending on the design.

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FURTHER READING

"Type Matters!" by Jim Williams

Typography is more than just a design element. It's a key tool for communication. The way type is used can affect readability, convey tone, and even influence emotions. The book emphasizes how crucial typography is in delivering clear, effective messages.

Williams provides an overview of the history of type, from early letterforms and the invention of the printing press to modern-day typefaces. This background helps readers understand how typography has evolved and why certain design principles exist. 

The book also covers essential principles for choosing typefaces, stressing the importance of pairing complementary fonts that work well together. It includes tips for selecting fonts based on the purpose of the design, whether it's for a book, website, or logo.

"Designing Brand Identity" by Alina Wheeler

The book serves as a comprehensive, step-by-step guide to creating and managing a brand's identity. It covers the entire branding process from research and strategy to the final implementation. The book outlines a clear, structured process for designing brand identity. This includes research, strategy, design, implementation and management.

Wheeler stresses that a brand’s identity must be consistent across all channels and materials. This consistency helps to build trust, recognition, and loyalty with the audience.

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