Advanced Typography / Task 2: Key Artwork and Collateral
Week 05-Week 09
Jennifer Huang / 0352990
Bachelor of Design in Creative Media
Advanced Typography - Key Artwork and Collateral
INSTRUCTIONS
Task 2A : Key Artwork (10%)
Use your first name or pseudonym. Explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2B collateral.
Learning Goals:
1) To demonstrate an enhanced use of grids, layouts and page flow for effective typographic communication.
2) To develop ability to recognize and create a symbiotic relationship between image and type and to devise methods to enhance interplay between the two.
Use your first name or pseudonym. Explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2B collateral.
Learning Goals:
1) To demonstrate an enhanced use of grids, layouts and page flow for effective typographic communication.
2) To develop ability to recognize and create a symbiotic relationship between image and type and to devise methods to enhance interplay between the two.
3) To conceptually communicate.
Deadline : Week 6
Task 2B: Collateral (20%)
Task 2B: Collateral (20%)
You are tasked to design a t-shirt, label pin, an animated key artwork and an instagram account (or as instructed in class) transforming the key artwork into a brand. Students will work on the animated key artwork first and fine-rune the outcomes before going on to the and other collateral material: t-shirt, label pin and finally an instagram account. The output must result from in-depth exploration and must communicate both visually and textually the desired message and mood set by the key artwork and its function.
Collateral: Animated key Artwork (800/1024px, height and width; Gif format), use mock-ups to simulate the printing of the collateral. If instructed, you will be requited to print the collateral.
Learning Goals:
1) To demonstrate an enhanced use of grids, layouts and page flow for
effective typographic communication.
2) To develop ability to recognize and create a symbiotic relationship between
image and type and to devise methods to enhance interplay between the
two.
3) To interpret and adapt the designs in various media formats whilst trying to maintain the overall identity.
3) To interpret and adapt the designs in various media formats whilst trying to maintain the overall identity.
Deadline : Week 8
TASK 2A: KEY ARTWORK (10%)
For The next task, we were asked to use our first name or pseudonym. Explore
and compose as many permutations and combinations of our name in the form of a
wordmark/lettering.
Figure. 1 First Sketch Attempt 01/05/23
Above there is the first attempt of my key artwork sketch. I decided to go
manually since it was meant to be a rough sketch. As you can see, I'm still
not so sure what letters should I use and the concept I'll be using.
Figure. 2 Second Sketch Attempt. 03/05/23
Here I've moved on to digitized version of the sketch, on the previous sketch
I used 'jennifer' but now I tired using my last name 'Huang' and in the second
attempt of sketching, I decided to make a monogram. The first try (top left)
is a major fail because I failed to create the 'huang' monogram, instead it
became 'hung'.
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Figure. 3 Third Sketch Attempt. 4/05/23
Since I'm still not satisfied with the sketches that I've made, I made another
one but this time I make the digitized version of 'jennifer' too. I was quite
happy with how they turned out although some wasn't really nice but it's
progress and I'm glad I did as many exploration as I can so that I have many
choices for the final key artwork.
Figure. 4 Final Key Artwork. 24/05/23
Figure. 5 Primary Color Key Artwork. 14/06/23
Figure. 6 Second Color Key Artwork. 14/06/23
Figure. 5 Primary Color Key Artwork. 14/06/23
And Here we got the final key artwork. The concept of this artwork is
flexibility and bold which represents me as a person. You can clearly see how
the artwork itself that flows from left to right.
Figure. 7 Final Key Artwork PDF. 24/05/23
TASK 2B: COLLATERAL (20%)
In this next task, we were tasked to design a t-shirt, label pin, an animated
key artwork and an instagram account (or as instructed in class) transforming
the key artwork into a brand
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Figure. 8 First Collateral Draft. 31/05/23
This first draft was done together with Mr. Vinod and the others during
class. Firstly we were asked to take a picture for out branding. Then we
were asked to choose certain color palette that suits our key artwork. After
that search up some items such as t-shirt/book/bottles and others to make a
mockup with our key artwork attach on it.
The first attempt of doing collateral, I used my previous key artwork that
sadly didn't end up to be the end because I had a sudden change of mind with
the concept I'll be doing. The previous key artwork 'jennifer' was inspired
by transformers and a maze since I love the transformers and maze runner
series. But yeah, after trying to make it into a collateral, I figured that
it'll be too imbalanced somehow and I don't like how it turned out..
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Figure. 9 Final Collateral Draft. 03/06/23
So here, I made another draft of collateral. I ended up changing my color
palette into a more calm and neutral colors (Green, beige, yellow, white) I
also change my key artwork into 'huang' and judging by the looks of it in the
end, I love how the key artwork matches the vibe with the color palette. The
images for mockups that I use was mostly picked on freepik and pinterest then
I modified the colors into my color palette on photoshop. Final items that I
use for the mockups are greeting cards, water bottle, notebook, makeup kit,
tote bag/shopping bag, album cover, and music player. For the design itself,
At first I wanted to make my key artwork fully colored. But it turned out
weird and I personally don't really like it. So then I decided to use the outlines only.
Figure. 10
This is one of the example, I mean it doesn't look that bad but I wanted to go with something more different. So then I decided to use only outlines for my collateral.
FINAL COLLATERAL SUBMISSION
PDF of Final Collateral Design.
Figure. 11
And here are the final collateral posts posted on instagram.
Go visit and look it for yourself :"3
FEEDBACK
Week 5
Overall, my key artwork symbolically and creatively represent myself as
a simplistic, bold and friendly person cuz my design has rounded edges instead
of sharp edges and designed with bold font. From all the sketches I've made,
both 'huang' and 'jennifer' was professionally made and well crafted. It also
has a suitable design for a logo and it's free standing even without
background. Balance is also implemented in my designs. Each and every design
has a great component with no unnecessary use of non-objective elements. Mr.
Vinod Suggested for sketch, it's better to use various type of
pencil/pen/paper/tools to make the result textured and also creates variation
of thickness. If you base your sketch on one pencil, then your design will be
stuck in that one type, not enough exploration
Week 6
Everyone has the same concept its either simplicity or minimalistic which
indicates no creativity from us as designers at all.
Week 7
Some of the designs can't be read / be misread. The design look simple and
neat, Mr. Vinod Confirmed that my key artwork does look like a logo.
Week 8
Independent Learning Week
Week 9
Letterform must be recreated in a unique way that hasn't been used before. Its
suggested to do a little bit more exploration on how to create the best
design.
REFLECTION
Experience - From this task, I experienced opportunities for
artistic expression in the key artwork and collateral design. I get to use a
variety of typography, color schemes, and imagery to translate thoughts and
concepts into aesthetically appealing designs that I love. It was a great
task, I had fun making half of this haha.
Observations - After this task, I observe how essential pieces
of visual content and collateral designs can be adapted and used in a variety
of media and platforms. They also evaluate the design's ability to be scaled,
modified, or translated for various marketing channels and printing needs.
Another thing that I've been observing the whole time while doing this task
are the component of collateral design, such as readability, information
clarity, and general usability. Also the layout, typography, and visual
components that I can use in order to improve user interaction and
comprehension.
Findings - I definitely came up with some fresh concepts, make
improvements based on the feedbacks given by my friends and also Mr. Vinod, do
more research and exploration.
FURTHER READING
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The Elements of Logo Design: Design Thinking, Branding, Making Marks."
Not to mention, by reading this book I learnt about the numerous aspects of
good logo design, including shape, color, typography, and composition. Those
are the aspects that analyze the psychological and emotional effects plus how
to employ them successfully.
Another thing that I notice is that its crucial to develop a cohesive brand
identity through consistent visual elements.
To sum up, The book 'The Elements of Logo Design: Design Thinking, Branding,
Making Marks' provides readers/designers with the theoretical understanding
and practical know-how needed to produce memorable logos that successfully
convey brand messages to audiences. It serves as an extensive manual for
designers wishing to improve their skills with logo design, ,whether they are
novices or seasoned experts.
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