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Advanced Typography: Task2 Key Artwork & Collateral

22/10/2024 - 12/11/2024 (Week5-Week8)

Amber Tan Jing Jing (0372746)

GCD61004 / Advanced Typography / Bachelor of Design in Creative Media 

Task2  

TABLE OF CONTENTS

               - Part B/Collateral
               - Task2 Final Compilation


LECTURES

Lectures have been completed in Task1.


INSTRUCTIONS



TASK

Task 2A: Key Artwork

In this task, we are to create a key artwork that represents personal identity, using first name or pseudonym. Explore and compose as many permutations and combinations of our name in the form of a wordmark/lettering.

Before I started to create my key artwork, I created a mind map about myself.

Figure 1.1 Mind Map 'About Me', Week4 (16/10/2024)

I found some references on Pinterest which fonts that match my serious, cute, easygoing, nervous, etc.

Figure 1.2 References, Week4 (16/10/2024)

I decided to use my first name, 'AMBER,' to create the sketch. What this design wants to express is the keywords"cute","warm","easy-going".

Figure 1.3 Sketch, Week4 (17/10/2024)
Figure 1.4 Digitized, Week4 (17/10/2024)

Then, Mr Vinod want me to create more sketches to explore ideas because one is not enough. So, I work on additional sketches that align with my identity.

Figure 1.5 Sketches, Week5 (25/10/2024)

After completing my sketches, I asked my best friends which one they felt matched me the most. Most of them chose sketch#1. So I decided to go with it.

Figure 1.6 Sketch#1, Week5 (25/10/2024)

Figure 1.7 Sketch#1 Digitized Week5 (25/10/2024)


After that, I try many different colours to match my identity.

Figure 1.8 Color exploration, Week5 (25/10/2024)

Figure 1.9 Colour Palette, Week5 (25/10/2024)

Figure 1.10 Key Artwork in colour and in reverse, Week5 (25/10/2024)

The color palette above cannot be used because it contains only one dark color and the rest are light colors. We need to find a color palette that includes five colors: two light colors, two dark colors, neutral color, contrasting color and complementary color. In class, I spent about three hours searching for a suitable palette because I did not understand the structure and it is difficult to find color palette are nice and include above conditions. So, I only found three colors in the color palette and I matched the other two colors myself which are black and orange. 

Figure 1.11 Final Colour Palette, Week6 (29/10/2024)


Figure 1.12 Wordmark in actual colours on lightest shade of colour palette, Week6 (29/10/2024)

Figure 1.13 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week6 (29/10/2024)

I found that the letter 'A' could expand into a flower shape, which I feel represents my key artwork.

Figure 1.14 Letter 'A' expand into a flower shape, Week6 (29/10/2024)

Figure 1.15 Animation Process in After Effects, Week6 (29/10/2024)

Figure 1.16 Animated Key Artwork Gif , Week6 (29/10/2024)
Task 2A Final Outcome

Figure 1.17 Black wordmark on white background, Week 6 (29/10/2024)

Figure 1.18 White wordmark on black background, Week 6 (29/10/2024)

Figure 1.19 Colour Palette, Week 6 (29/10/2024)

Figure 1.20 Wordmark in actual colours on lightest shade of colour palette, Week6 (29/10/2024)

Figure 1.21 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week6 (29/10/2024)

Figure 1.22 Animated Key Artwork Gif , Week6 (29/10/2024)

Figure 1.23 Task 2A PDF Compilation, Week 6 (29/10/2024)

Task 2B: Collateral

Bellow is the link that I used for mockups.

I chose these mockups based on my personal style and identity, which reflects a 'cute', 'warm', and 'easy-going' vibe. So, I selected square fluffy case mockups, notebook mockups, and women's t-shirt mockup to match them.

Collateral #1 Square Fluffy Case Mockups

I chose this mockup because it was fluffy that represents my identity which are 'cute' and 'warm'. The soft touch and cozy feel further enhanced the warmth I wanted to convey.

Figure 2.1 Square Fluffy Case Mockups, Week7 (5/11/2024)

I first use Adobe Illustrator to design the graphic. Then, I paste it in Adobe Photoshop. 

Figure 2.2 Square fluffy case mockups layout designs, Week7 (5/11/2024)

Figure 2.3 Collateral #1 Square Fluffy Case Mockups, Week7 (5/11/2024)


Collateral #2 Note Book Mockups

I chose notebook mockups because I think the notebook is a relaxing and casual tool that allows us to write or draw freely without any restrictions, which reflects my 'easy-going' personality.

Figure 2.4 Note Book Mockups, Week7 (5/11/2024)

Figure 2.5 Note Book mockups layout designs, Week7 (5/11/2024)

Figure 2.6 Collateral #2 Note Book Mockups, Week7 (5/11/2024)


Collateral #3 Woman T-Shirt Mockup

Figure 2.3 Woman T-Shirt Mockup, Week7 (5/11/2024)

Figure 2.4 Layout first try of woman t-shirt mockup design, Week7 (5/11/2024)

However, I am not satisfied with the design, so I try to create again.

Figure 2.4 Final layout of woman t-shirt mockup design, Week7 (5/11/2024)

Figure 2.6 Collateral #3 Woman T-Shirt Mockup, Week7 (5/11/2024)

Identity Expansion & Instagram Tile Design 

I first come out with first row of my instagram tile design.

Figure 2.7 Try out first row instagram tile design, Week7 (5/11/2024)

However,  the image of the square fluffy case mockup was too small. Mr. Vinod suggested that I didn't need to include the entire image, but only a part of it. To make the visuals look consistent and balanced, Mr. Vinod suggested that I enlarge the letter to be as big as the orange case.

Figure 2.8 Final first row instagram tile design, Week7 (5/11/2024)

Black & White Photograph

I used Photoshop to adjust the brightness and contrast of the photo.

Figure 2.9 Adjusting bright and contrast on Photoshop, Week7 (5/11/2024)

Figure 2.10 Final Black and White Photo, Week7 (5/11/2024)

In order to match my overall color scheme, Mr. Vinod suggested that I add transparent pink to the black and white photo.

Figure 2.11 Self portrait after transparent, Week7 (5/11/2024)

Below is my first attempt of Instagram layout.

Figure 2.12 Instagram Layout, Week7 (5/11/2024)

Figure 2.13 Attempt#1 of Instagram Design Layout, Week7 (5/11/2024)

I felt that the design in the third row was imbalanced, especially in the center, which looked empty. So, I decided to rearrange it. 

I changed the design in the second column of the third row to a cute expression. The three flower patterns above resemble two big eyes and a nose, while the 'AMBER' text at the bottom looks like a smiling mouth, creating a cute and friendly feel. This match my identity too.

Figure 2.14 Rearrange the design in the second column of the third row, Week7 (5/11/2024)

After my rearrange, I feel the layout is more balance now. 

Figure 2.15 Final Instagram Feed Design Layout, Week7 (5/11/2024)

Task 2B Final Outcome

Figure 2.16 Collateral #1, Week7 (5/11/2024)

Figure 2.17 Collateral #2, Week7 (5/11/2024)

Figure 2.18 Collateral #3, Week7 (5/11/2024)

Figure 2.19 Instagram Feed Design Layout, Week7 (5/11/2024)

Instagram link: https://www.instagram.com/amber.t_jj/

Figure 2.20 Instagram Screenshot, Week7 (5/11/2024)

Figure 2.21 Task 2B PDF Compilation, Week7 (5/11/2024)


Task 2 Final Compilation

Figure 3.1 Black wordmark on white background, Week 6 (29/10/2024)

Figure 3.2 White wordmark on black background, Week 6 (29/10/2024)

Figure 3.3 Colour Palette, Week 6 (29/10/2024)

Figure 3.4 Wordmark in actual colours on lightest shade of colour palette, Week6 (29/10/2024)

Figure 3.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week6 (29/10/2024)

Figure 3.6 Animated Key Artwork Gif , Week6 (29/10/2024)

Figure 3.7 Task 2A PDF Compilation, Week 6 (29/10/2024)

Figure 3.8 Collateral #1, Week7 (5/11/2024)

Figure 3.9 Collateral #2, Week7 (5/11/2024)

Figure 3.10 Collateral #3, Week7 (5/11/2024)

Figure 3.11 Instagram Feed Design Layout, Week7 (5/11/2024)

Instagram link: https://www.instagram.com/amber.t_jj/

Figure 3.12 Instagram Screenshot, Week7 (5/11/2024)

Figure 3.13 Task 2B PDF Compilation, Week7 (5/11/2024)


FEEDBACK

Week 5
General feedback: Make more sketches.
Specific feedback: Make more sketches to find ideas. This is not enough.

Week 6
General feedback: Need to find a color palette that includes five colors.
Specific feedback: Need to find a color palette that includes five colors: two light colors, two dark colors, neutral color, contrasting color and complementary color.

Week 7
General feedback: View Pentagram site and study how identities are expanded.
Specific feedback: Don't need to include the entire image, but only a part of it. To make the visuals look consistent and balanced, Mr. Vinod suggested that I enlarge the letter to be as big as the orange case. Add transparent pink to the black and white photo.


REFLECTION

Experience
Through this task, I learned how to design my key artwork based on my identity and expand upon it. Before I started expanding the key artwork, I reviewed Pentagram which Mr Vinod suggested us to read. This was very helpful for me in expanding my key artwork. Besides, I hadn’t used Adobe After Effects in a while, so I spent some time getting familiar with it again. Since I wasn't familiar with it, I searched for tutorials on YouTube to learn how to animate and I progressed slowly. In the tutorials, I also learned how to use tools I had never tried before, such as how to rotate the flower.
 
Observation
When I first designed my Instagram layout, I didn’t think about the overall coordination at all. I just added all the pictures randomly. After receiving Mr Vinod's feedback, I noticed the difference. The visual effect after the modifications was much better. I realized that a more balanced layout would create a stronger visual impact. So, I started to carefully arrange the images, ensuring that they complemented each other in terms of color, placement, and size.

Findings
Through this task, I found that a few tweaks can make a big difference to the overall effect. The feedback I received from Mr Vinod helped me understand and improve my work. This ultimately improved my design.


FURTHER READING

Typography Design Form and Communication

Figure 4.1 Typography Design Form and Communication

Legibility

The most legible typefaces are those timeless examples characterized by three qualities upon which legibility is dependent: contrast, simplicity, and proportion.

Letters can be clustered into four groups, according to their contrasting properties. These are letterforms with strokes that are vertical, curved, a combination of vertical and curved, or oblique (Fig. 3.2). From these groupings, one notices not only that letters are similar in many ways but also that there are some important differences. Obviously, letters with similar characteristics are more likely to be confused, while letters with distinct qualities provide contrast within a word. Letters within a word are most legible when they are taken, in equal number, from each group. 

Figure 4.2 Four groupings show the structural relationships of all letters in the alphabet

The most frequently used letters, such as the vowels a e i o u, are among the most illegible, and c g s x are easily missed in reading. Other letters that often cause confusion and are mistaken for one another are f i j l t. For example, the words fail, tail, and jail each begin with letters of similar shape and could easily be misread. The eye could possibly perceive f as t, or t as j (Fig. 3.3) 

Figure 4.3 Letters that often cause confusion 

The maximum line length for text type with a small x-height, used without interline spacing, is about sixty-five characters. When text type with a large x-height is used without interline spacing, legibility is diminished when line length exceeds about fifty-two characters. 

The optimum sizes of text type (9, 10, 11, and 12 point), 1 to 4 points of interline spacing can be effectively added between lines to increase legibility.  

Appropriate contrast between type and its background requires that designers carefully weigh the three basic color properties of hue, value, and saturation. By definition, hue and tone are simply more specific names for color. Value refers to the lightness or darkness of a color, and saturationis the relative brightness of a color. 








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