ADVANCED TYPOGRAPHY
19 September 2023
19.09.2023- 17.10.2023/Week 4 - Week 8
Nur Fariha Binti Mohd Rodzuan/0351242
Advanced Typography/Bachelors(Hons) in
Creative Media
Task 2/Key Artwork and Collateral
Lists
Lectures
Introduction
LECTURES
INTRODUCTION
Module Information Booklet
TASK 2A- KEY ARTWORK
What needs to be done?
-create a key artwork that represents personal identity by using initials,
first names or nicknames.
-experiment and compose some artwork ideas with a few letters in your name
(not more than 4-5)
-use elements that can represent you the most (personalities, interests, etc)
and choose one that would be fit for personal branding
-The artwork will be used in 2B
-Size: 1024 x 1024px
1. Ideation & Sketches
-I plan to use the name I've been used to call since high school which
is 'Farih' and the usual 'a' at the back isn't usually pronounced since it
drags the name longer. Because my name lacked the possibility of a nickname,
they decided to name me Farih instead.
-For the concept, I thought of choosing some of my interests as a way to
create the key artwork.
fig 2 Sketches on different ideas for the key artwork week
I thought exploring the idea of what kind of key artwork I like based on my
interest would look like. For the minimal and vintage look (#1), I explored
different variations for that particular style since I find it quite
minimalistic and structured.
1.2 Visual references:
-It's kind of weird to be finding visual references before getting any ideas
but bear with me, I was lost on what to portray in my own key artwork. I
realised that the minimalistic version would be something I don't mind
using. So I began researching styles that are similar to the one I
preferred.
fig 3 Visual references that I found on Pinterest.
1.3 Digitization of Key Artwork
fig 6 More exploration of key artwork week
fig 6 Refinement process of chosen key artwork week
After getting feedback from Mr Vinod, I decided to get rid of the period
at the end of the artwork since it looks a bit out of place, in
addition, I also thickened the stroke of the box so that it's clearer
from a far view.
fig 7 Outline view of key artwork 'Farih'
Applying colours:
In this stage I decided to experiment on a few colours that would suit
key artwork.
fig 8 Experimenting on different color palette week
During class, we received feedback to not use pastel colours since they
won't pop out as much for people to see.
fig 9 Chosen color palette for the key artwork.
For the colour scheme, I plan to use the whole colour palette in Task
2B-Key collateral.
Final Submission:
fig 10 Final Key artwork-Black & White(JPEG) week
fig 11 Final Key artwork with color 1-JPEG (outline version)
week
fig 12 Final Key artwork with color 1-JPEG (filled version)
week
fig 13 Final Key artwork with color 2-JPEG (outline version)
week
fig 13 Final Key artwork with color 2-JPEG (filled version)
week
Final Task 2A- Key Artwork-PDF
TASK 2B- KEY COLLATERAL
-Apply the key artwork on collateral (t-shirts, badges, tote bags etc)
-Expand key artwork with suitable designs
-size is 1024x1024px
-Make an Instagram account and post collaterals as well as plan the layout.
fig 14 Failed attempts of collateral week 7
As for the chosen collateral, I wasn't sure what kind of brand I was
trying to sell so I experimented with various types of collateral. After
getting feedback from my peers, they told me that it is best to take this
collateral as someone who's going to start a brand to sell something.
Because I'm a coffee lover unconsciously most of the collaterals I chose
were heavily based on selling packaging for coffee. So that's what I'm going
for.
fig 15 Failed attempts of collateral pattern exploration week 7
-I wonder if I was drunk on something when I was making this because of how
terrible it looks. I wanted to emphasise the use of colour to bring out the
vibrant combination but oh boy did it backfire.
-I look back at my key artwork and the collaterals I've chosen, the box that
surrounds my signature reminds me of a periodic table:
fig 16 Coloured Periodic table for references
fig 17 Periodic table elements black and white
Refinement of exploration:
-Looking at the references by seniors and my fellow classmates, I decided to
focus mainly on three colours for the background and text, while using the
other colours as accents.
fig 18 Refined Collateral week
Animation:
fig 19 Screengrab of animating key artwork in Adobe After effects
fig 20 Animated key artwork
Instagram:
fig 21 Final Layout of Instagram posts
Final Submission:
fig 22 Final Instagram post layout
fig 23 Instagram icon
fig 24 Instagram post 1: Key Artwork logo
fig 25 Instagram post 2: Collateral #1
fig 26 Instagram post 3: Key Artwork logo
fig 27 Instagram post 4: Instagram layout decoration
fig 28 Instagram post 5: Self-Potrait
fig 29 Instagram post 6: Instagram layout decoration
fig 30 Instagram post 7: Collateral 2
fig 31 Instagram post 8: Collateral 3
fig 32 Final Task 2B- PDF
FEEDBACK
Week 4
General:
-Don't use words like 'elegant' when selling your design -Create
something visually memorable
-Concept is a derivative of an idea, so propose more than one idea
Specific:
-Have one/specific reason when considering making the watermark
-Don't make a watermark based on only what you particularly like.
-Make sure it is readable. -Don't crowd the watermark with too much
information or interpretation at once.
Week 5
General:
-Create an artboard with an artboard size of 210mm x 297mm.
-Put our wordmark on a black t-shirt and save it as a PDF.
Specific:
-Structure is too inconsistent
-Use the anchor point tool to make rounded points
-Look into the courier font for the structure of the wording
-Ge the period on the end of the watermark out.
Week 6
General feedback:
-thicker outline or solid color to bring out the wordmark has to be
strong -No gradient as it decreases readability -don't just take the
original work and stick it on the mockup -use parts of the watermark
to make it less noisy
Specific feedback:
-avoid pastel shade as it is light
Week 7
General Feedback:
-Don't put repetitive wordmarks in Instagram posts -work on
designing photos differently -upload animation GIF into Instagram
post -more exploration and don't be stuck to only collateral
Specific feedback:
-make the collateral more interesting instead of putting it in one
shot.
REFLECTION
Experience
Task 2A was fun to go through since it explores our identity and designs a
key artwork that represents ourselves. I can't say the same for Task 2B
since finding a suitable colour palette was quite difficult, especially
since I think that my key artwork looked much better in black and white.
However, going through task 2A was quite an interesting topic since I had
never considered portraying my personality through visuals. I did stumble
upon difficulties during type expansion since my key artwork was fairly
minimal and to keep the elements to the key artwork only caused a lot of
delay in creating the collateral.
Observation
I became aware of how crucial design expansion is for the main artwork
while creating the collateral. Browsing through the website Mr Vinod
provided browse does show me how important expansion impacts one's
brand. I have to study and explore before creating the collateral, and
their creations really inspire me. The variety of the collateral from
these websites teaches me a lot, and I find the playfulness and harmony
of the typeface and illustration to be fascinating.
Findings
The task has taught me how important it is the process of creating a
brand that expresses the reason or message within visual communication.
Each process always brings out new ideas on how to portray the key artwork
and being able to incorporate those brands into collaterals that we could
potentially sell in the future. It is crucial to know that having a solid
keyword or meaning before designing a brand is crucial so that the
direction is clear.
FURTHER READING
The Language of Type
Serif, Sans Serif, and Script Typefaces:
Serif Fonts:
These typefaces feature small ornamental elements at the ends of
character strokes, initially used when carving into stone. Serif
fonts are usually associated with a classic, elegant,
trustworthy, and vintage feel.
-
Sans Serif Fonts:
In contrast, sans serif fonts lack these decorative elements,
providing a cleaner, simpler, and more modern appearance. They
are preferred for digital displays due to their legibility on
pixel-based screens.
-
Script Fonts:
Script typefaces mimic the look of handwritten or calligraphic
text, adding a personal and authentic touch. They are typically
used selectively and combined with other typefaces for various
design purposes.
Typeface Anatomy:
-
X-Height:
The height of lowercase letters without ascenders or descenders
varies between serif and sans serif fonts. Serif fonts tend to
have a smaller x-height.
-
Ascenders and Descenders:
Ascenders extend above the x-height, while descenders go below
the baseline. The length of these elements can differ between
typefaces.
-
Cap Height:
The cap height, representing the height of capital letters, is
generally shorter than the length of ascenders in serif
fonts.
-
Baseline and Letter "o":
The baseline is where characters sit, and some typefaces may
have the letter "o" slightly dipping below this line for
aesthetic reasons.
Alignment:
-
Left Alignment:
The most common and easily readable alignment, where text is
flush with the left margin.
-
Justified Alignment:
This alignment spans both left and right margins, offering a
formal appearance but sometimes causing uneven spacing.
-
Centred Alignment:
Commonly used for minimal amounts of text, such as in wedding
invitations or advertisements, creating a balanced, artistic
look.
-
Right Alignment:
Right-aligned text is used sparingly as it can be less
comfortable to read in Western cultures where reading progresses
from left to right. However, it can convey a sense of edginess
or forward thinking.
Line Length:
Proper line length is crucial for readability. Lines that are
excessively long force readers to move their heads, causing discomfort
and potentially leading to skipped or repeated lines.
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