Advanced Typography | Task 2 :Key Artwork and Collateral
26.09.2022 - 17.10.2022 | Week 5 - Week 8
Yap Sze Ying | 0349172
Bachelor of Mass Communication (Hons) Digital Media Production
Advanced Typography | Task 2 :Key Artwork and Collateral
LECTURES
All lectures 1-5 completed in Task 1 :Exercises 1 & 2
INSTRUCTIONS
Task 02 (A): Key Artwork
In this Task 2(A), we're tasked to design a key artwork that is a wordmark/lettering, but is also an artwork. We're to use our initials/first/pet names to explore and compose as many permutations and combinations. This key artwork will subsequently be used in Task 2(B) collateral.
Ideation and Sketches
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Figure 1.1.1 Inspiration sourced from Pinterest (28th Sep 2022) |
Key artwork ideas that inspired by personality and sense of style
- Alphabet Monogram: A decorative design consisting of two to more alphabetic letters combined to interlaced, commonly one's initials. Represents my simple and straightforward personality.
I thought it would be better to choose the identity with which I most closely identify for this task. Thus, I decided to create this key artwork using initial letter of my name. At first, I drew sketches of the letters S and Y in an attempt to combine them into one form. I incorporated my key artwork ideas mentioned above into these sketches with the thin strokes and rounded typefaces. Then, I combine the letters S and Y in different ways to show which goes better with a simple and straightforward personality.
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| Figure 1.1.2 Sketches (28th Sep 2022) |
Digitisation
Among the preceding sketches, I prefer option three that appear natural, simple and straightforward of the combination of letter S and Y. Therefore, I came up with four different S and Y combinations using thin and wavy strokes. I added a wavy and sharpness to the letter S's stroke ends. I've shortened the straight strokes the letter Y, and I applied the same method with the letter S, leading in curly, sharpness strokes on one side.
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| Figure 1.1.3 Digitisation (28th Sep 2022) |
Mr Vinod commented that simple and straightforward are quite difficult to express because the notion of simplicity can be very unsophisticated. It's a challenge to make it distinctive but also straightforward, unique but also simple. The key is to simply alter it by using different combination of s and y. It must be distinctive without being overly decorative or expressive.
Therefore, I decided to use the Futura Std typefaces as a reference and alter them to create the combination of letter S and Y. Below are the first attempt I created. To create the space between these two letters, I placed the letter Y beneath the letter S, gave the letterforms more roughness, and removed parts of the centre of the letter S.
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| Figure 1.1.4 Attempt #1 (5th Oct 2022) |
In my next attempt, I lengthened the ends of the letter Y and removed another centre parts of the letter S to create the distinction between the two letter more visible. Below are the second attempt of my key artwork and I decided to make it as my final outcomes.
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| Figure 1.1.5 Attempt #2 (5th Oct 2022) |
Below are the final outcomes of Key Artwork:
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| Figure 1.1.6 Final Key Artwork -JPEG (5th Oct 2022) |
Task 02 (B): Collateral
We're tasked to design a t-shirt, laden pin, an animated key artwork and an Instagram account transforming the key artwork into a brand. Collateral: Animated Key Artwork (800/1024 px, height and width), use mock-ups to simulate the printing of the collateral.
Animated Key Artwork
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| Figure 2.1.1 Frames created in Adobe Illustrator (12th Oct 2022) |
To create the animation I used the frame by frame method. I created these frames in separate layers in Illustrator then imported them into After Effects.
In After Effects, I placed the accordingly created frame and edited the keyframes's motion to add more dynamic movement by adjusting the transform's position, opacity, rotation and scale. To make the animation more fluid, I used the Ease In keyframe assistant to starts slowly and accelerates. With this animated key artwork, I wanted to emphasis simplicity. In order to demonstrate the finished animation and enhance the theme, I emphasised the sequence of the letters S and Y throughout the entire animation.
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| Figure 2.1.2 & 2.1.3 WIP in Adobe After Effects (12th Oct 2022) |
Below are the final outcomes of Animated Key Artwork:
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| Figure 2.1.4 Final Animated Key Artwork (12th Oct 2022) |
Collateral
For my collateral, I decided to design them in a simple style. I selected the colours Dark Brown #403835 and Light Brown #C3B7A1 as my theme colours. Below are several collateral I created:
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| Figure 2.1.5 T-Shirt (12th Oct 2022) |
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| Figure 2.1.6 Laden Pin (12th Oct 2022) |
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| Figure 2.1.7 Tote Bag (12th Oct 2022) |
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| Figure 2.1.8 Sticker (12th Oct 2022) |
Instagram Posts
Following that, I posted the collaterals to the Instagram Account. The Instagram account I've made are shown below:
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| Figure 2.1.9 Instagram Posts (12th Oct 2022) |
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| Figure 2.1.10 Flat Lay of Task 2 (12th Oct 2022) |
Final Submission
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| Figure 3.1.1 Final Key Artwork -JPEG (19th Oct 2022) |
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| Figure 3.1.2 Final Animated Key Artwork -GIF (19th Oct 2022) |
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| Figure 3.1.3 Final Collateral #1: T-shirt -JPEG (19th Oct 2022) |
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| Figure 3.1.6 Final Collateral #4: Sticker -JPEG (19th Oct 2022) |
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| Figure 3.1.7 Instagram Posts -JPEG (19th Oct 2022) |
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| Figure 3.1.8 Flat Lay of Task 2 -JPEG (19th Oct 2022) |
-Final Task 2: Key Artwork and Collateral -PDF (19th Oct 2022)-
Week 6
General Feedback:
It needs redesigned.
Specific Feedback:
Require more research that represent myself.
General Feedback:
It needs redesigned.
Specific Feedback:
Require more research that represent myself.
Week 7:
General Feedback:
Simple and straightforward are quite difficult to express because the notion of simplicity can be very unsophisticated.
Specific Feedback:
One of the criteria for a mark is being distinct and unique. It's a challenge to make it distinctive but also straightforward, unique but also simple. The key is to simply alter it by using different combination of s and y. It must be distinctive without being overly decorative or expressive.
W11, T2: Key art is corporate looking. The collateral is well chosen and clean. The expansion of the identity lacks a little imagination but overall its relatively good. Competency level: Mastering.
REFLECTIONS
Experience
Throughout the entire process of completing task 2, it was enjoyable and challenging at the same time. I was struggle in the beginning parts of this task when we used initials to develop ideas that reflect personality and sense of style. As task A and B are a continuation, the key artwork is crucial in helping us decide on a particular design direction and style. Besides, I was able to see the various possibilities that letterforms could create as personalisation allows for better connection.
Observations
In this task, I observed that a simpler form often leaves a more lasting impression as we tend to remember and comprehend simplicity more than complexity. Consistency in style and hierarchy is essential for reflecting a design concept. Furthermore, it was helpful to obtain inspiration by reading additional resources and exploring the design's website. Observing other references or others' good artwork sparks my inspiration to choose the type and style that I prefer.
Findings
From this task, I realised how significance of visual communication in design. Personally, I found this task to be more than just a Typography task, but find out more about myself. I was able to discover what I like and how it makes me feel when completing this task. It also enables us to adapt to a 'real' design world and offer a design concept and direction to effectively represent a brand. In addition to this, it's critical to manage our time with multiple tasks to produce high-quality work.
FURTHER READING
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| Figure 1.1.1 Typographic Design: Form and Communication -Rob Carter, Ben Day etc (7th Oct 2022) |
Precise visual communication requires first-rate typography skills.
Typography is the comprehensive design of type, encompassing selection, placement, manipulation, and communication. Typographic Design provides insight, information, and practical instruction for every step in the process, from concept to execution.
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| Figure 1.1.2 Simplicity (7th Oct 2022) |
Simplicity
Typefaces possessing elemental shapes translate more effectively into the domain of pixels than do typefaces with ornamental and adorned shapes, or typefaces with extreme stroke-to-stroke contrasts.
Intricate forms lose detail when translated. Elaborate typefaces may gain in legibility when presented at larger sizes, but this gain in visual fidelity may not compensate for how they can potentially detract from the content and message. If used, they must be employed as part of a strategic communicative plan. Many typefaces have simple yet distinctive letterform shapes that render well on screens of various resolutions.
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