Advance Typography Task 2: Key Artwork and Collateral
Week 5 - Week 9
03/05/2023 - 31/05/2023
Name: Joan Chiam Zi Woei
Student ID: 0350211
Advanced Typography
Task 2: Key Artwork and Collateral
Instructions:
Module Information Booklet
Process of Task 2
I started off by trying to figure out what I wanted to put into my key artwork
to better represent that as mine. I thought about adding in moon because I
like the nighttime. I used the initial of my name which is J and C then change
the C to look like a moon. I tried to add in my first name for the first
sketch to make it look like stars but it did not work so I gave up on that
idea.
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| Fig. 1.1 Initial sketches of my key artwork (02/05/23) |
After further feedback, I was supposed to have more than two letters for the key artwork so I started exploring more. Other than the moon, I'm also a cat lover so I thought about adding cat elements into my key artwork. I decided to use my first name which is Joan to play around with different designs.
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| Fig. 1.2 More sketches for my key artwork (03/05/23) |
I came out with this design whereas the letter 'J' is made out of a cat while the letter 'a' is also in a form cat playing the letter 'o' as a ball.
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| Fig. 1.3 Further ideation of the key artwork (09/05/23) |
I was quite fond of the design but after receiving feedback, the design was too complicated and hard to recognized as 'Joan'. So I had to think of another design.
Upon the feedback I received, I decided to look through my previous sketches
again to create a more simple design. In the end, I took a letter 'O' design
from one of my sketch and decided to work with it.
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| Fig. 1.4 collecting elements from previous sketches (11/05/23) |
After choosing the element I wanted to work with, I digitized it so that I
can add in further details.
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| Fig. 1.5vectorised version of letter 'O' (09/05/23) |
To better match my key artwork with the simplistic vibe I'm going for so I
used Futura Std Book to type out my name while replacing the letter 'O'
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| Fig. 1.6 Refined sketch of my key artwork (14/05/22) |
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Fig. 1.7 Final key artwork in JPEG format (16/05/23) |
Fig. 1.8 Final key artwork in PDF format (16/05/23)
Process of Task 2B: Collateral
On the second part of this task, we needed to create a brand based off our key artwork. The first part of the task was to choose a colour scheme from Color Hunt. I couldn't decide which colour scheme to go for so I played around with the colour palette that I found on Color Hunt.
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| Fig. 2.1 Colour scheme chosen from Color Hunt (17/05/23) |
After exploring and playing around with the colour, I went with the rose pink colour to go with my brand.
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| Fig. 2.2 Colour palette chosen (17/05/23) |
Fig. 2.3 Exploration of the integration of the key artwork with my image (17/05/23)
With the colour chosen in mind, I also briefly experimented to see which image works with the colour scheme and the placement of key artwork.
I didn't like how the first image turn out so I went with another image and tried to make my key artwork look like a brand instead of just some random word on a black and white image.
Fig. 2.4 Final version of key artwork (19/05/23)
Keeping my idea in mind, I created an interesting way to display my key artwork as well as the final version of my image.
I used Adobe After Effects to animate the key artwork. I saved the animation as a GIF and video.
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| Fig. 2.5 Animating process of key artwork (25/05/23) |
Fig. 2.6 Animated key artwork in MP4 format. (25/05/23)
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| Fig. 3.1 Final layout for my Instagram page (26/05/23) |
With that I'm done with my mock-up products and layout for Instagram.
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| Fig. 3.2 Final paper bags mock-up |
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| Fig. 3.3 Final jewelry box mock-up |
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| Fig. 3.4 Final jewelry in box mock-up |
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| Fig. 3.5 Final packaging mock-up |
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| Fig. 3.6 Final image of self with key artwork |
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| Fig. 3.7 Final thank you card mock-up |
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| Fig. 3.8 Final ring mock-up |
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| Fig. 3.9 Final price tag mock-up |
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| Fig. 3.10 Final jewelry mock-up |
Fig. 3.11 All final collateral in PDF format (31/05/23)
Feedback
Week 5
General Feedback:
- For my key artwork, the design choices I made isn't as visible for other people, I should make it simple and clear.
Specific Feedback:
- I should add the characteristic from me into the key artwork so that it will represent me more and show more specialty in it.
Week 6
General Feedback:
- There's supposed to be 3 or more letters in the key artwork.
Specific Feedback:
- I only have 2 letters in the key artwork so I will have to add in/ redesign a new key artwork.
Week 7
General Feedback:
- The key artwork looks too complicated, remove the features that are not necessary.
Specific Feedback:
- Simplify the key artwork cause it have too much to look at. Look back at my sketches for my ideas.
Week 8
General Feedback:
- Independent learning week so no feedback given
Week 9
General Feedback :
- For ideation for final project; All the ideas were not approve due to being too general/ not an issue necessary to be fix.
Specific Feedback :
- The first idea had been done a lot from previous students so it is rejected. The second idea is an issue that foes not affect others much therefore not approve. Idea 3 was approved after further discussion with sir after class.
Week 10
General Feedback:
- Do more experiment on the cut on different surfaces, tools and technique.
Specific Feedbacks:
- Study the stroke, extract what I see instead of try to just mimic typefaces that have cuts on it.
Reflections
Experience
- Throughout this task, I've learned about how to develop brand identities. We had the opportunity to create our own brand by making a key artwork that represent us. Additionally, I get to explore what is suited to represent my brand while also learning the process of choosing colour scheme in brand design. I get to choose my own products to show off my brand.
Observation
- Through the process of creating the key artwork, I gained a deeper understanding of the purpose of this task. As a designer, it is unavoidable for me to create my own brand identity in the future, so I found this task a very great opportunity for me to learn about how to create my own key artwork. I get to learn about how the choice of colours, typography, imagery, and other design elements all contribute to the overall impact and message conveyed by the artwork.
Finding
- The main finding I have for this task is how hard it is to create a key artwork that best represent myself while having to attract the viewers' attention along with making it easy for them to understand what it is representing.
Further Reading
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| Fig. 4.0 Typographic design: Form and communication (2015) |
Week 5
Verbal/Visual Equations
- Typography serves as a dynamic form of visual language that aims to effectively communicate messages. Its purpose is fulfilled when the intended recipient can clearly and accurately understand the thoughts and ideas of the sender. However, in today's saturated typographic landscape, many messages go unnoticed or are disregarded. The messages that do capture attention possess qualities that are both visually appealing and relevant to the needs of both sender and recipient.
Week 6
Function And Expression
- The elemental shape and sequence of letters are important in a typeface.
- Expressionism is an approach to typography that achieves its goal through intricate design and decorative elements, resulting in a strong visual impact.
- In some situations, it is suitable to explore experimental and expressive possibilities, incorporating ornamental details. Ornamentation serves practical purposes by identifying and associating with the object it accompanies, while expressive and ornamental typographic forms convey the object's purpose, reveal its historical context, and clarify its structure.
Week 7
The Evolution of Typographic Technology
- The invention of typography started the Industrial Revolution, representing the first mechanization of a craft: hand-lettering in books. Typographic design has been closely intertwined with technological advancements, as the capabilities and limitations of typesetting systems have influenced the design process. This has presented creative challenges to designers, who have strived to push the boundaries of the available systems and define the aesthetic and communicative possibilities of typography.
Week 8
Hand Composition
- The traditional method of setting foundry type by hand is similar to the method used by Gutenberg when he invented movable type in 1450.
- Type was set letter by letter, line by line, until the desired setting was achieved. When it was necessary to justify a line, additional spaces were created in the line by inserting metal spacing material between words.
- Hand composition was tedious and time consuming.
Week 9
Machine Composition
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| Fig. 4.1 Linotype machine |
- Started from 1880s to 1960s.
- Linotype machine was created. The operation of the Linotype was based on the principle of a circulating matrix. Each time a key was pressed, a single brass matrix was released from an overhead magazine, divided into ninety vertical channels, each containing matrices for one character.
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