Advanced Typography - Task 2: Key Artwork & Collateral

on
26/4/2023 - 24/5/2023 (Week4 - Week8)
Teoh Gim Khoon (0361563)
Bachelor of Design (Hons) in Creative Media
Advance Typography - Task 2
Key Artwork & Collateral


LECTURES

All Lectures 1 to 5 were completed in Task 1 - Exercise 1 & 2


INSTRUCTION


TASK

Task 2(A): Key artwork
In this advanced typography task, our objective is to design a captivating wordmark using the letters from our own name. Through this creative process, we will explore how our personal name can serve as a means of self-expression and reflection of our identity. The resulting key artwork wordmark will not only convey our individuality but also possess the potential to be incorporated into various collateral as an artistic element.

Week 4
Research and Ideation

Fig. 1.1 Research and Inspiration Source

Art Style 1
Chinese religious symbolism
Inspiration from Chinese calligraphy strokes
Depicting letters, words, and artistic elements using these strokes
Represent: My culture and religions

Art Style 2
Inverted style derived from Chinese symbolism design
Typography appears squeezed and overlaid on top of each other
Complex and visually intriguing design
Legible typography despite its intricate nature
Create a captivating and thought-provoking design
Represent: My personal modernity

Art Style 3
Fun and flexible design approach
Using circles as a prominent element, with letters formed by surrounding and incorporating
Unique and playful look for the lettering, adding a sense of vibrancy and visual interest to the overall design
Bring a dynamic and energetic feel to the composition
Represent: I'm a fun, flexible, casual person

Sketches
Rough sketch
Fig. 1.2 Rough Ideas Sketches

Fig. 1.3 Idea 1

Idea #1
I have chosen to use the initials "T," "G," and "K" from my name to create a distinctive key artwork wordmark. By focusing on these three letters, I aim to craft a visually compelling design that represents my personal identity. Through thoughtful typography and creative composition, I will develop a wordmark that captures attention and communicates my unique style and presence.

Fig. 1.4 Idea 2

Idea #2
In my initial sketch, I aimed to incorporate a Chinese design style into the wordmark. Inspired by chop seals, I created a draft sketch featuring a square shape with the letter placed on top. To add a personal touch and represent my love for mixed drinks, I included a cocktail glass at the bottom of the square. This combination of traditional Chinese elements and a symbol of my passion creates a unique and meaningful representation of my identity within the wordmark design.

Fig. 1.5 Idea 3

Idea #3
In the second sketch, I explored a different approach by incorporating overlapping letters to create a combined effect within the wordmark design. The letters are intertwined and layered, resulting in a visually dynamic composition. To enhance the overall aesthetic, I opted for a fluffy font design, adding a sense of playfulness and uniqueness to the arrangement. Similar to the first sketch, this design is also contained within a square shape, reminiscent of a chop seal, further emphasizing the integration of Chinese design elements into the wordmark.

In the third design, I embraced a modern approach. Inspired by the concept of the "16 dots map," I incorporated this reference into the typography to create a contemporary letter design. Initially, I applied this design idea to the letters "G" and "K." However, when attempting to integrate the letter "T" as the central focus, the composition took on an older logo design aesthetic, which did not align with the modern style I desired. 

Week 5
Digitization (Idea #3)

Fig. 1.6 Idea 3 Digitalize

Fig. 1.7 Letters Digitalize

I choose Idea 3 because the design resonated with me on a deeper level and conveyed the essence of who I am as an individual. The combination of the overlapping letters, inspired by the "9 dots map," and the modern typography, created a unique and visually striking representation of my personal identity.

2nd attempt

Fig. 1.8 Letter "T" refinement

For the letter "T" to ensure consistency with the overall design, I achieved a sense of visual harmony and coherence.

Fig. 1.9 Letter "G" refinement


For the letter "G" by ensuring it had a uniform thickness and rounded corners. This adjustment harmonizes the overall visual appeal of the wordmark, creating a cohesive and modern aesthetic that aligns with my vision.

Week 6
3rd attempt
After refining the designs of the individual letters, I merged the letters "T," "G," and "K" to create a cohesive key artwork or logo. The combination was carefully arranged to form a visually captivating composition that represents my personal identity. Through strategic placement and artistic exploration, I aimed to achieve a balanced and visually appealing design that conveys a meaningful message.

Fig. 1.10 Key artwork refinement

During the refinement process of the key artwork, I merged the letters "T" and "K" by positioning the "T" on top, in the middle of the combined "G" and "K." This arrangement created a stronger connection and transformed it into a logo key artwork. To enhance the design, I initially edited the top horizontal line of the "T" to be full-width, but I felt it wasn't quite right. Additionally, I applied a gap line between the combination to add visual distinction and aesthetic appeal.
Fig. 1.11 Key artwork "TGK" - B&W version

Color Palette

Fig. 1.12 Color Palette

For creating the color palette of my key artwork, I chose dark blue and beige inspired colors because they effectively represent a modern and high-contrast aesthetic. Dark blue signifies sophistication and depth, while the beige inspired hues bring a sense of freshness and vibrancy. Combining these colors creates a striking contrast that adds visual impact to the key artwork.

Final Outcome (Key Artwork)

Fig. 1.13 Wordmark with Primary color

Fig. 1.14 Wordmark with the secondary color

Fig.1.15 Final Wordmark

Task 2(B): Key collateral
In Part B of the project, our objective is to expand the key artwork we've created into a comprehensive visual identity, which includes designing key collateral, an Instagram handle post and key artwork animation.

Week 7
Animation Key artwork

Animation Idea #1
Fig.  2.0 Animation Progress in AE - Idea 1

I conceived the idea of creating a logo animation that featured a merging graphic effect achieved through a slide-in motion from the sides and top. However, upon further consideration, I found this approach to be too simplistic and not effectively highlight the animation potential of the key artwork.

Fig. 2.1 Logo animation - Idea 1

Week 8
Animation Idea #2
Fig. 2.2 Animation Progress in AE - Idea 2

Fig. 2.3 Animation Progress - Turbulent Liquid Effect

I propose incorporating a turbulent liquid effect that interacts with the key artwork. The design of the letters in the key artwork exhibits a fluid and liquid-like form, which presents an exciting opportunity for animation.

Fig. 2.4 Final Logo animation - Idea 2

Week 9
Key Collateral Progress

Fig. 2.5 Compilation Progress for key collateral

The key collateral maintains color consistency with the key artwork by incorporating shades of blue and beach-inspired hues. This deliberate choice ensures a cohesive visual identity throughout the collateral materials. By aligning the color palette of the collateral with the key artwork, a harmonious and unified brand aesthetic is achieved.

Fig. 2.6 Compilation Progress for IG handle

For the Instagram handle, I have experimented with various types of posts and styles to maximize engagement and enhance visual appeal. By incorporating various design elements, such as eye-catching visuals and creative layouts to make the posts more attractive and attention-grabbing. 

The goal is to create an engaging Instagram feed that reflects the brand's unique identity and captivates the target audience, fostering a strong connection and encouraging interaction.

Handle #1:
  • Tried representing logo creation with letter posts
  • Found it to be flat and simple
  • Planning to enhance visuals and add depth

Handle #2:
  • Removed letter posts
  • Introduced pattern posts for a variety
  • Aim to create a visually stimulating feed

Handle #3:
  • Added new collateral posts
  • Enhancing visual appeal
  • Attracting more engagement and followers
Week 10
Final Outcome


Fig. 2.7 IG Profile screenshot

Fig. 2.8 IG Post - Logomark

Fig. 2.9 IG Post - Vinyl

Fig. 2.10 IG Post - Vinyl 2

Fig. 2.11 IG Post - Embossed card

Fig. 2.12 IG Post - Hoodie

Fig. 2.13 IG Post - Hoodie 2

Fig. 2.14 IG Post - String Bag

Fig. 2.15 IG Post - Pattern 1

Fig. 2.16 IG Post - Pattern 2

Fig. 2.17 IG Post - Self-Portrait

Fig. 2.18 Final Task 2 Submission
FEEDBACK

Week 10
For task 3, the idea I have is acceptable, but I should shift my focus toward refining the display type instead of attempting to improve the paragraph text.

Week 9 
The overall design of the Instagram post is effective, with a well-arranged layout and a pleasing color scheme. However, there is still room for improvement in terms of reducing repetition within the collateral.

Week 8
Independent learning week!

Week 7
The color selection for the key artwork is characterized by strong contrast, and each color complements the others harmoniously.

Week 6
General feedback:
The logo is readable. The elements are clear and discernible, allowing for easy recognition.

Specific feedback
-Design demonstrates a commendable execution of the letter K. It showcases a well-thought-out approach and attention to detail.
-Letter G, some additional modifications are needed to align it more closely with the design of the letter K.
-The goal of achieving a modern look and feel is evident in your presentation, but the design itself falls slightly short of capturing the true essence of modern typography. I encourage you to explore further refinements to fully embody the desired contemporary aesthetic.

Week 5
The design appears to be overly complex or cluttered and would benefit from decreased readability and legibility. Additionally, the white space balance could be improved.
REFLECTION

Experience
The task of producing a significant piece of art under my own name was exhilarating and difficult. I was resolved to give my all from the start, and I'm glad to announce that Task 2 was successfully done above and above my own expectations. Throughout the process, I found that Task 2B, which gave me the chance to develop my main artwork into a visual identity and produce an Instagram handle post, was something I actually enjoyed doing. I was able to fully express myself and develop my own creativity thanks to this work.

Observation
During the creative process, I noticed a recurring pattern within myself. I have a tendency to be self-critical and often find myself dissatisfied with my designs after a few weeks. But I've come to understand that my ongoing need to surpass myself is what motivates me to keep becoming better and look for fresh approaches to finding contentment in my profession. Furthermore, I have seen firsthand how effective logos are in capturing the soul of a brand. Using well-chosen hues and distinctive lettering, logos may convey a brand's personality and make a big visual impact.

Finding
I've always found typography to be an enthralling component of design, and this project just strengthened that feeling. I have a lot of fun coming up with answers to issues using typography. I am aware of my propensity to want excellence in every aspect, though, and it may occasionally be difficult. Overall, working on this project has been an invaluable learning opportunity that has pushed me to explore my own personality and express myself creatively. It has taught me the value of persistence and the effectiveness of visual components in capturing the spirit of a brand.

FURTHER STUDY


Properties including stroke weight and direction, stress, form repetition, and intersection help to create unity in typographic designs. Finding form and comprehending its meaning are both important steps in the typographic design process since changes in form can lead to changes in meaning.

Key ideas
  • Stroke weight, direction, stress, form repetition, and intersection all work together to create unity in typographic design.
  • The search for form and comprehension of its significance are key steps in the typographic design process.
  • Effective sketchbooks and process journals are priceless tools for capturing concepts and thinking through solutions to problems.
  • Techniques like mind mapping and brainstorming can help you produce ideas and see how thoughts relate to one another.
  • The creation of novel notions is encouraged by word lists and interaction matrix designs.
  • Expression and exploration of design concepts are aided by visual notations and comprehensives.
  • By manipulating the spacing, location, rhythmic sequencing, and color of letterforms, metaphorical thinking enables the suggestion of other objects, sounds, and visuals.
  • The book offers insights on handling typographic problems, assisting designers in honing their abilities to produce coherent and aesthetically pleasing compositions.

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