Advanced Typography - Task 2
15/05/2024 - 21/06/2024 ( Week 4 - Week 9)
A contrast size provides a point to which the reader's attention is drawn. The big letter would obviously seen before the small. The most common use of size is in making a title of heading noticeably bigger than the body text.
The distinction between a capital letter and its lowercase equivalent, or a R oman letter and its italic variant, condensed and expanded versions of the typeface are also included in the contrast of form.
Different letterforms of different kinds of typefaces.
The use of color is suggested that a second word 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 are used.
After multiple trial ideas, I finally got this idea approved by Mr.Vinod but he thought that the flower icon was too complex, he recommended me use the inner part as the icon would be better.
For my further reading, I choose to look at the Reddit case study as Mr.Vinod provided it. Reddit brand expansion has been a good example to learn.
It uses a simple colour palette and motion design principles contributing to a more streamlined and engaging user experience. The conversation bubble symbolizes Reddit's community discussions. Integrated into the custom typeface Reddit Display, it enhanced brand cohesion and made the design more distinctive.
Chong Wee Han / 0368863
Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 2 - Key Artwork
JUMPLINK
Lecture
LECTURE
Week 5 - Lecture5
Perception and Organisation
Contrast
Size
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| Figure 1.1 Size (Week 5) 26/05/2024 |
Weight
Weight describes how bold type can stand out in the middle of the lighter type of the same style. Using rules, spot, squares also provide a "heavy area" for a powerful point of visual attraction or emphasis.
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| Figure 1.2 Weight (Week 5) 26/05/2024 |
Form
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| Figure 1.3 Form (Week 5) 26/05/2024 |
Structure
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| Figure 1.4 Form (Week 5) 26/05/2024 |
Texture
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| Figure 1.5 Structure (Week 5) 26/05/2024 By putting together the contrasts of size, weight, form and structure and applying them to a block of text on a page. It refers to the way the lines of type look as a whole up close and from a distance. This depends partly on the letterforms themselves and partly how they're arranged. Direction
Color |
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| Figure 1.7 Color (Week 5) 26/05/2024 |
Form
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| Figure1.8 Form (Week 5) 26/05/2024 |
The overall look and feel of the elements that make up the typographic composition. Good form in typography tends to be visually intriguing to the eye.
Typography can be seen as having 2 functions:
- To represent a concept.
- To do so in a visual form.
The interplay of meaning and form brings a balanced harmony both in terms of function and expression.
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.
Organisation / Gestalt
Gestalt Theory
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| Figure 1.9 Gestalt Theory (Week 5) 26/05/2024 |
- Law of Similarity
- Law of Proximity
- Law of Closure
- Law of Continuation
- Law of Symmetry
- Law of Simplicity (Praganz)
Elements that are similar to each other tend to be perceived as a unified group.
Law of Proximity
Elements that are close together tend to be perceived as a unified group.
Law of Closure
Mind's tendency to see complete figures or forms even if a picture is incomplete.
Law of (Good) Continuation:
Humans tend to perceive each of two or more objects as different, singular and uninterrupted object even when they intersect.
INSTRUCTIONS
<iframe src="https://drive.google.com/file/d/1YhL_LStJp9Mw26LzxOZHfqnR8RUi1WIk/preview" width="640" height="480" allow="autoplay"></iframe>
Task 2(A) - Key Artwork
Task 2 we are required to do a key artwork that identifies ourselves by using our first name or pseudonym (minimum 4 letters). Key artwork can be disassembled into constituent shapes to form vibrant patterns that maintain and expand its visual identity. Use 1024px x 1024px size frame and primary colour as the colour palette, do not use a pastel colour palette.
Ideas
I have decided to use the four letters "CHAN" as my key artwork. "C" is the first letter of my surname, Chong, and "HAN" is my pseudonym. I believe these two parts represent me the best. My personality is quite easygoing and I speak gently, so I use rounded corners to express my key artwork. Each piece of my key artwork has a missing corner, which signifies that one should not let their life have regrets. If you don’t strive to complete what you set out to do, it’s difficult to achieve perfect results. I enjoy the vintage feel, so I researched vintage works for my key artwork and chose a colour palette that is also vintage. I also love flowers, so my icon comprises petals, with each petal forming my key artwork.
Sketches and Digitalisation
First Attempt
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| Figure 2.1 First Attempt (Week 4) 17/05/2024 |
Second Attempt
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| Figure 2.2 Second Attempt (Week 5) 20/05/2024 |
Third Attempt
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| Figure 2.3 Third Attempt (Week 5) 22/05/2024 |
Fourth Attempt
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| Figure 2.4 Progress (Week 5) 26/05/2024 |
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| Figure 2.5 Fourth Attempt (Week 5) 26/05/2024 |
After Revised
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| Figure 2.6 After revised (Week 6) 29/05/2024 |
Then I started applying colours through Color Hunt. I choose a more vintage colour to apply to my key artwork.
Animation
I also attempted a few designs but ended up satisfied with the mosaic effect in my t-shirt design to enhance the interest.
For the phone case, I attempted 2 different designs, one with a 3D effect and the other one is a blurry effect. I liked these 2 designs but I chose the 3D one as my final phone case outcome and I applied my key artwork with a simple design on my coffee cupholder because I want the brand clearly seen by others. For the coffee cup, I also added my icon with a blurry effect on half of the cup deisgn.
I changed multiple times of the layout of my Instagram page and chose the most satisfied one.
Instagram Link: https://www.instagram.com/c_han.project/
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| Figure 2.7 Choice of colour palette (Week 6) 31/05/2024 |
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| Figure 2.8 Outcome (Week 6) 31/05/2024 |
Animation
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| Figure 2.9 Animation progress (Week 8) 10/05/2024 |
I used Adobe Photoshop to complete my animation by using 24 clips. I first used Adobe Illustrator to do the clips and then imported them to Photoshop to make them animated. I also adjusted the timeline to make the animation smooth.
Final Task 2(A) - Key Artwork
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| Figure 3.1 Black wordmark on white background (Week 6) 31/05/2024 |
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| Figure 3.2 White wordmark on black background (Week 6) 31/05/2024 |
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| Figure 3.3 Colour palette (Week 6) 31/05/2024 |
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| Figure 3.4 Wordmark in actual colours on lightest shade of colour palette (Week 6) 31/05/2024 |
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| Figure 3.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette (Week 6) 31/05/2024 |
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| Figure 3.6 Wordmark animation (GIF) (Week 8) 10/06/2024 |
Figure 3.7 Final Task 2(B), PDF (Week 8) 10/06/2024
Task 2(B) - Collateral
Task 2(B) is required to design a t-shirt, label pin, and an instagram account transforming the key artwork into a brand. After deciding which colour palette I wanted, I started to do with my 3 collateral. The first collateral I chose is a shirt, the second is coffee packaging and the last is a phone case. These 3 items are mostly relatable to my life and I want to include in my brand products.
Progress
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| Figure 4.1 Progression of t-shirt (Week 7) 09/06/2024 |
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Figure 4.2 Progression of coffee packaging and phone case (Week 7) 09/06/2024
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| Figure 4.4 3 Collateral outcome (Week 7) 09/06/2024 |
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| Figure 4.3 Instagram layout (Week 8) 10/06/2024 |
Final Task 2(B) - Collateral
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| Figure 4.1 Collateral 1 (Week 7) 09/06/2024 |
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| Figure 4.2 Collateral 2 (Week 7) 09/06/2024 |
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| Figure 4.3 Collateral 3 (Week 7) 09/06/2024 |
Instagram Link: https://www.instagram.com/c_han.project/
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| Figure 4.4 IG screen grab (Week 8) 10/06/2024 |
Figure 4.5 Final Task 2(B), PDF (Week 8) 10/06/2024
FEEDBACK
Week 5
General Feedback: The key artwork has to represent yourself and show in positive ways, the client did not want to see a negative design.
Specific Feedback: Too many white spaces, try out more sketches and designs.
Week 6
General Feedback: Readability is important, avoid using trendy elements and pastel colour palettes.
Specific Feedback: Do not be obsessed with one design, these designs are not suitable for key artwork, so try on a new one.
Week 7
General Feedback: Mr. Vinod suggested us check on the sources that he provided, can check on Pentagram to see how to expand our identity. Choose a white background to film the self-portrait picture.
Specific Feedback: The icon is too complex, you can use the inner part instead. Mr. Vinod liked the "N" word design.
Week 8 - Independent Learning Week
Week 9
General Feedback: Choose one with what you want to do the most. Figure out what is special about your idea instead of other existing fonts. Time is running out, next week has to show the whole uppercase design.
REFLECTION
Experience: Throughout this task, I explored the process of creating a key artwork that represented me and establishing a brand on my Instagram page, It's a whole new experience for me. The experience is great and really interesting but I think I have to do better in time management. Furthermore, I learned that effective time management is crucial for handling the complexity of the design process and achieving the desired outcomes.
Observations: I observed that combining personal elements into graphic design makes the artwork more meaningful and engaging. It creates a more unique and interesting result that resonates on a deeper level with the viewers. I also observed that expansion is very important when doing design, it enhances the versatility and coherence of design, I will do a further study on it.
Findings: I found out that creating unique and presentable branding is difficult. Overall, this experience has enhanced the importance of thoughtful and intentional design choices in creating impactful graphic art.
FURTHER READING
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| Figure 5.1 Reddit |
For my further reading, I choose to look at the Reddit case study as Mr.Vinod provided it. Reddit brand expansion has been a good example to learn.
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| Figure 5.2 Expansion of identity |
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| Figure 5.3 Expansion of identity |
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