ADVANCED TYPOGRAPHY / Task2 A&B
13 May 2024 - 9 June 2024 (Week4-7)
Kaho Yamaya / 0364278
Advanced Typography / Creative Media / Taylor’s University
Task2- Key Artwork (A) & Collateral (B)
JUMP LINK
・Submissions
LECTURES
Past lectures(1-4) are in Task1: Exercise1&2
Week5 (20/5/2024 - 26/5/2024): AdTypo_5_PerceptionAndOrganisation
Fig 1.1 Carl Dair’s seven Typographical Contrast
Form
The overall look and feel of the elements that make up the typographic composition. A good form in typography tends to be visually intriguing ti the eye; it leads the eye from point to point, it entertains the mind and is most often memorable.
Typography can be seen as having two functions:
1. to represent a concept
2. to do so in a visual form
Fig 1.2 Continuation and Closure
Law of (Good) Continuation
It holds that humans tend to perceive each of two or more objects as different, singular, and uninterrupted object even they intersect. The alignment of the objects or forms plays a major role for this principles to take effect.
The law of Closure
It refers to the mind’s tendency to see complete figures or forms even if a picture is incomplete., partially hidden by other objects, or it part of the information needed to make a complete picture in our minds is missing.
The organisation of information and how it is perceived should be considered by designers as a social responsibility - crucial for effective communication, transfer of knowledge and for under - standing to occur. -Vinod. J. Nair
INSTRUCTIONS
Fig 2.1 Instructions for this task, (page9-10)
SUBMISSIONS
Task2A: Key Artwork
Make a mind-map, create a moodboard or an inspo, determine a direction and decipher it in words. Produce explorations of possible wordmark/lettering of your name (first name or pet name or pseudonym) with a minimum of at least 4-5 characters.
・Elegant solution in the typeface
WEEK4
Fig 3.1 My Mind map, Week4 (16/5/2024)
Before start thinking about the typeface, I made mind map for dig myself more deeper. And I found myself as mentally unstable and love simple, strong contrast more than detail-things.
Fig 3.2 Visual References, Week4 (16/5/2024)
From my mind map, I searched inspo which has strong boldness and thickness in its visual because I want to make super strong contrast between thin part and bold part. It is because I like simple and clear contrast in design and I am not mentally stable, so I want to make unstable design.
Fig 3.3 Rough sketch before start digitisation, Week4 (16/5/2024)
These are rough sketch before starting digitisation. Strong contrast between boldness and thickness is my main theme and also I try to made their shape looks like one group object. I made four main pattern on the right and start digitalise to see how it looks like on the screen.
Fig 3.4 Digitalise process, Week4 (16/5/2024)
The process route is up to down. To make super strong contrast, I chose two design that has super thin part. However, the letter O has too mush counter space and it will break the whole balance, so I also made letter O that has opposite amount of counter space.
Fig 3.5 working process, Week4 (16/5/2024)
This is the example of what I pay attention in the typefaces. I want a sense of unity in the whole visuals, so I made their shape fits each other.
WEEK5
From Week5 feedback, I need to remake the typefaces for more appropriate visual. I made super thin part in the past visual, but it will lose readability if I decrease the size of letters. I need to make a typeface that have strong contract and still keeping readability and legibility.
Fig 3.6 Another attempt, Week5 (20/5/2024)
From week5 feedback, I need to adjust the shape to get more readability and legibility. The key word is “Strong contrast with unstable shape”. The attempt in above is try to make more sharpness and readability in its visual, and the attempt in right below is for get boldness and unique visual. I showed the right below visual for Mr. Vinod but the letter still has less legibility.
Fig 3.7 Letter K transition, Week5 (23/5/2024)
In Week4 attempt, letter K has strong contrast with super thin line (2pt) and bold part. However, it will loose readability when we lose size of letters, so I fix the thin part.
Fig 3.8 Letter A transition, Week5 (23/5/2024)
I like the unique shape of A in previous attempt, but it is too unique and I try to get more sweet place for clear readability. From week4 visual reference, the letter has a notch in its visual and it is suit for my idea.
Fig 3.9 Letter H transition, Week5 (23/5/2024)
In letter H, I don’t want to do difficult things in the visual and I just made strong contrast in stem and bold part. I changed cross bar from centre point to more lower point to break the viewer’s rhythm of reading.
Fig 3.10 Letter O transition, Week5 (23/5/2024)
Letter O has a danger of miss-reading as letter D or Q or C. To avoid miss-reading, I can’t add a notch or too much counter space.
Fig 3.11 Week5 Final letterform, Week5 (25/5/2024)
WEEK6
Fig 3.12 Printed letterform, Week6 (27/6/2024)
Fig 3.13 Fixing process, Week6 (27/6/2024)
From printing exercise, I found the logo was loose its readability. So I add some counter space and white space in it. Then, I fixed the thickness in several parts.
Fig 3.14 Fixed wordmark, Week6 (27/6/2024)
Task2B: Collateral
Fig 4.1 My B&W Portrait with white wall, Week6 (27/5/2024)
As Mr. Vinod mentioned in the class, I took my portrait with white wall where placed in front of the classroom.
Fig 4.2 Colour Working Process, Week6 (28/5/2024)
Fig 4.3 B&W balance check, Week6 (28/5/2024)
In this process, I placed my logo with B&W to see its balance before put colour palette in it.
Fig 4.4 Portrait with logo process, Week6 (28/5/2024)
After checking the balance, I coloured the logo. I’ve struggled with the layout because I want to make strong contrast and unstable visual in it.
Fig 4.5 Mockup elements website, Week6 (29/5/2024)
To make collateral, I need to get mockup from internet. I use unblast.com to get free mockup images. I chose a paint can, a perfume, and business cards because these are change its form depends on the person.
Fig 4.6 First tiled pictures, Week6 (2/6/2024)
WEEK7
Fig 4.7 Re-choosing collateral, Week7 (4/6/2024)
From Week7 feedback, I need to choose collaterals one more time because they don’t have strong relations. I want to set the concept as cider maker, so I choose crown caps, a cider bin, and a light banner.
Fig 4.8 Working Screen in After Effects, Week7 (5/6/2024)
For key artwork animation, I use After Effects for editing. I want to make dizzy and unstable visual because the main concept is "contrasted and unstable" and the key word is "Your shape, your colour, your life."
Fig 4.9 Second tiled pictures, Week7 (8/6/2024)
From Week6 Feedback, I need to rethink about the whole layouts and individual elements to make them with more creativity. I placed key artwork (animation) in the middle and move mockups to left side. In first layout, I was missing the colour palette and placed two logos in it. However, the logo appears many times, so I fixed that in this layout. In other student’s work, he manage the whole colour balance well and they have consistency. To make consistency, I use blue in every picture and make it as dominant colour.
Fig 4.10 IG layouts, Week7 (9/6/2024)
FINAL TASK2A: KEY ARTWORK
Fig 4.11 Black wordmark on white background, JPEG, Week7 (9/6/2024)
Fig 4.12 White wordmark on black background, JPEG, Week7 (9/6/2024)
Fig 4.13 Colour palette, JPEG, Week7 (9/6/2024)
Fig 4.14 Wordmark in actual colours on lightest shade of
colour palette, JPEG, Week7 (9/6/2024)
Fig 4.15 Wordmark in lightest shade of colour palette on darkest shade of
colour palette, JPEG, Week7 (9/6/2024)
Fig 4.16 Wordmark animation, GIF, Week7 (9/6/2024)
Fig 4.17 Final Task2A: Key Artwork, PDF, Week7 (9/6/2024)
FINAL TASK2B: COLLATERAL
Fig 4.18 Collateral 1, JPEG, Week7 (9/6/2024)
Fig 4.19 Collateral 2, JPEG, Week7 (9/6/2024)
Fig 4.20 Collateral 3, JPEG, Week7 (9/6/2024)
Fig 4.21 IG screen grab with good resolution, JPEG, Week7 (9/6/2024)
Fig 4.22 Final Task2B: Collateral, PDF, Week7 (9/6/2024)
FEEDBACK
Week5 (20/5/2024)
Specific Feedback... You need to find the sweet place to make one appropriate design. First make extreme two side of design such as super simple but boring, or super interesting but not readable. Negative point can be turns into positive point, so you need to find the positive key word. The high-contrasted work will give powerful impact for viewer. Think about your persona that will attracted by your logo. Your typeface has less readability but the visual is interesting. Distill your idea in the one word.
General Feedback... Complex structure is not so important. Legible in the small font size is important, if the thin part is too much, it will disappear in the small size. Key communicable word showing your personality. White space is your enemy when you create typefaces. Control your white space to control your weak point in design. Package yourself is same as the marketing logos. Control your urge to make clear visual that has readability and legible. The content make you stop the scroll is need to be analyse. Square/ blocky design will give a feeling of trapped or in jail. “Would you buy the stuff that has your logo in it?” This is the question for ask yourself.
Week6 (27/5/2024)
Specific Feedback... Letter A still hard to read. Having too much artistic characters and loosing readability. The letters have less whitespace and it will loose readability when you reduce the size. You can see the letters in small size loosing its shape and less legibility. Letter H is beautiful because of the centre bar.
General Feedback... Think about what viewers get from your key artwork. The purpose of key artwork is too personal, the communication between viewer and designer is loose. The sharp point needs to be ended in the artwork because it needs to be end in somewhere because if you set it freely, people can search endpoint with zooming endless. The detailed expression is going to be lost when you reduce the sizes, so you should avoid it. If you try to make square with the logo, you should see appropriate white space in it. Read in seconds, took no time for recognise is really important for keep readability. Puzzle is a metaphor for a person who can solve the problem. The font has star in its visual is common in these days design.
Week7 (3/6/2024)
Specific Feedback... No sense for the choosing perfume as a collateral. The mug is fine, but you need to emphasise your logo instead pouring photo. Utilise your visual idea to your collateral. Too small information in business card is not good. If you want to put information, make it more bigger. Keyword is no need to follow Mr. Vinod’s example. Show more creativity in the design, also tiled photo in one. You should show the colour you chose in your content. Business card is not make sense and uncomfortable because it is not joyful stuff. Choose enjoyable stuff for your collateral. Make constancy in the chosen collateral.
General Feedback... The product is should be three items. If the expansion of idea is poor, the brand is not working. The bag should be more simple colour balance, not do the design like chess board. Word mark colour should not be dull colour because it reflects creator’s identity and personality. Use more blight colour to get more clear idea of creator. The monochrome colours make products more darker. Make a connection with you and your collateral. The constancy of colour is working and good attempt, but it needs more expansion.
REFLECTIONS
Experience... In this task2, I need to focus on analyse myself before make myself as a brand. I analysed myself as "contrasted and mentally unstable" person. However Mr.Vinod said the weak points can be changed as the strong point. I think this idea also can be use in branding. I replaced the word to "Your shape, your colour, your life" because my weak point is can be said I can change myself into any forms.
Observations... I learned from my classmates that making consistency by using similar colour is good way, but it will cause assimilation and loose its visibility. To solve this problem, I set dominant colour (blue) and use it in every pictures.
Findings... In the collateral part, I could learn how designers make their product pictures attractive. I’ve searching some professional work and their product pages for study because my week6 layout is poor. It is because my collaterals having no relation and the colours were not united.
FURTHER READING
Fig 5.1 Typographic design: Form and Communication by
This book is providing a comprehensive introduction to the visual word.
Fig 5.2 Provided Visuals (pp.116-117)
These are provided visuals that have clear solution for individual goals. I choose random two page that have interesting works, however every pages explain the visual shortly and showing works as a main theme in whole pages.
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