Advanced Typography - Task 2: (A) Key Artwork & (B) Collateral

Watch and document summary of 4th lecture in your eportfolio.
View previous student eportfolio examples to see how documentation was carried out for Task 1 Exercises's Eportfolio post.
Update and complete your Task 1 Exercises: lecture, (process & final), feedback, reflection & further reading. Deadline to be set on: (Week 04)
Update the Google Feedback Sheet with Week 3's feedback (general/specific)
Task 2: 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. Showcase sketches leading to a digitised artwork

Week 05

Watch 5th lecture and document summary in E-Portfolio.
Update Google Feedback Sheet with Week 5's feedback (general/specific).
Udpate Task 2 eportfolio (Lecture, process, feedback, reflection and further reading).
Once Key Artwork is complete:

Export JPEG, grayscale, 300ppi (balck and white, in colour and in reverse)
Go to Colour Hunt and pick a colour palette for your identitiy
Take a black and white self-potrait place key artwork on it artistically.

Week 06

Update Task 2 eportfolio (Lecture, process, feedback, reflection, reflection and further reading).
Update Google Feedback Sheet with Week 5's feedback (general/specific).
Begin Task 2B collateral (3 items), expand your key artwork with the knowledge gained.
View Pentagram Site and study how identities expanded.
Plan out your IG design, consider creative ways of displaying your visual identity (collateral).

Week 07

Complete Task 2 (A+B) eportfolio (lecture, process, feedback, reflection and further reading)
Update Google Feedback Sheet with Week 6's feedback (general/specific)
Prepare final Task 3 presentation (Google Slide/PowerPoint) - Explain your intention, show examples, make an attempt (at a design).
Examples: Click HERE

Week 08 (Independant Learning Week)

Independant Leaarning Week.

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2. INSTRUCTIONS

Module Information Booklet (MIB)

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3. TASK 02: (A) KEY ARTWORK

A key artwork is a workmark or lettering used for identification, but it also serves as an artistic design for items like label pins, T-shirts, and posters. The task involves creating various permutations and combinaions of our name in wordmark or lettering form to develop a final artwork.

For this part, we are to:

Create key artwork (wordmark/lettering)

3.1 Mindmap and Inspo

Before starting up to degitize anything, I created a mind map about myself in Canva.

After I created the mind map, I decided to go for my nickname which is "April", for my key artwork.

Figure 3.1 Mind Map - Week 05 (20/05/2024)

While I am uninspired and struggling to figure out how to do this assignment, I saw Mr Vinod's example that he post on Facebook.

Figure 3.2 Mr Vinod's examples on Facebook - Week 05 (20/05/2024)

3.2 Sketching

After sawing Mr Vinod's exmaples I start to sketch some ideas for my key artwork.

Figure 3.3 Sketches - Week 05 (20/05/2024)

I decided to use lower case to digitize my key artwork.

3.3 Digitization

Figure 3.4 Process and evolution of my key artwork - Week 05 (20/05/2024)

Initially, I used the font "Elephant" (A good choice for modern logos and brands) as my font. After that, I use shape tool to make a circle and then cover the hollow place. Then, I start to arrange the sequence and remove the dot of the letter "i".

During the physical class, we are tasked to print the key artwork out on a A4 size paper.

Figure 3.5 Printing - Week 06 (27/05/2024)

After receiving feedback from Mr Vinod, I start to make changes on the letter "l".

Figure 3.6 Final design - Week 06 (27/05/2024)

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4. TASK 02: (B) COLLATERAL

For this part, we are to:

Create an animated version of our key artwork design.
Expand key artwork design and apply it onto relevant collateral.
Create an Instagram account to showcase our brand.

4.1 Inspiration

Before I start to digitize the key collateral, I first went onto Google and senior's eportfolio (Seniors that recomended by Mr Vinod) to look for inspiration. I tried to find some that fit the look of my key art. After some hunting, I managed to refer to:

Senior's E-Portfolio: Click HERE
Senior's E-Portfolio: Click HERE
Polysh: Click HERE

I noticed that some of the senior's branding had the logotype and some form of graphical logo based on the logotype. So, I tried to make one too.

4.2 Expansions

4.2.1 Colour Palette

I began by selecting a colour palette. Mr Vinod suggested that we can explore the website Colour Hunt to discover some colour palette that we found appealing. At first, I was simply perusing the most popular colour palette and sort the keyword to "Spring" because of the name "april", in order to find one palette that appealed to me.

After deciding on several colour palette, I tried to applied them onto my key artwork.

Figure 3.7 Trying out different colour combinations with the key artwork - Week 06 (27/05/2024)

There are 4 set of colour palette. (Sort in column)

Figure 3.8 Different colour combinations of colour palette - Week 06 (27/05/2024)

First row of the artboards are key artworks with respective colour palette.
Second row of the artboards are key artworks against the darkest background colour of respective colour palette.
Third row of the artboards are key artworks with their invert colour of respective colour palette.

After the mix and match session, I have decided the colour palette.

Figure 3.9 Selected colour palette - Week 06 (27/05/2024)

Figure 3.10 Chosen key artwork colour combination - Week 06 (27/05/2024)

After decided the colour palette, I tried to complete what Mr Vinod tasked us to do.

Black wordmark on white background
White wordmark on black background
Wordmark on lightest shade of colour palette
Wordmark in lightest shades on dark shade of colour palette

1. Black wordmark on white background

Figure 3.11 Black wordmark on white background - Week 06 (27/05/2024)

2. White wordmark on black background

Figure 3.12 White wordmark on black background - Week 06 (27/05/2024)

3. Wordmark on lightest shade of colour palette

Figure 3.13 Wordmark on lightest shade of colour palette - Week 06 (27/05/2024)

4. Wordmark in lightest shade on dark shade of colour palette

Figure 3.14 Wordmark in lightest shades on dark shade of colour palette - Week 06 (27/05/2024)

4.2.2. Collateral/Branding

After the colour palette session, I moved on to make some branding for my brand. At first, I wanted to fo a cosmetic line same as the example I refer to, but there's already a cosmetic brand called "april", so I gave up on this and changed to fragrance shop.

The first thing I did was make some patterns/designs (small logo) for my wordmark. Since, April month is count as Spring, the flower blooming season, therefore I tried to make a simple flower pattern for the brand. Next, as sometimes people usually write "April" as "Apr" for shortform, so I remain the letter "Apr" and delete the rest of the letter.

Figure3.15 Logo for brand (Black and White) - Week 06 (27/05/2024)

Figure 3.16 Logo for brand (With colour) - Week 06 (27/05/2024)

4.3 Mock-Up

Since I have decided to go on Fragrance Shop, I have chosen some main items that usually will sell in the fragrance store, which are glass candle, perfume and body wash.

All the mock up are from the website "Mock-Up". (Click HERE)

I have use Adobe Photoshop to make a gradient for the background colour, the colour is also from the colour palette that I have choosen.

4.3.1 Glass Candle

Figure 3.17&3.18 Mock up for glass candle - Week 06 (27/05/2024)

4.3.2 Perfume

Figure 3.19&3.20 Mock up for perfume - Week 06 (27/05/2024)

4.3.3 Body Wash

Figure 3.21&3.22 Mock up for body wash - Week 06 (27/05/2024)

4.4 Instagram

After finnish the mock-up part, I start to go on the Instagram part. But before starting anything, I need to complete my self portrait.

Self potrait

Figure 3.23&3.24 Main self potrait with no wordmark (Left) and with wordmark (Right) - Week 07 (03/06/2024)

While finnished the self-potrait part, I started to think about the 9-box grid of the Instagram post.

Since there are:

Key artwork (x2)
Self Potrait (x1)
3 mock-up (x3)

Therefore, I need to think about, what should I put for the other 3-box. The first thing comes up my mind is poster. (For examples: Poster of Coming Soon, Poster of Grand Opening, etc). Then I started to make poster about it.

Poster

Figure 3.25-3.27 Poster - Week 07 (03/06/2024)

After finnish the poster, I started to think about the arrangement of the Instagram. I have tried to arrange them in Adobe Illustrator before I start to post something on Instagram.

Figure 3.28 Adobe Illustrator - Week 07 (03/06/2024)

When I am arranging the layout, I tried to use "Triangle method" (?)

While arranging, I also have changed the background colour of the key artwork and the logo to make the layout more unify.

Next one is bio. Mr Vinod said that we need to have a bio in our Instagram.

Bio

Figure 3.29 Bio in Instagram - Week 07 (03/06/2024)

Screengrab of Instagram (Laptop)

Figure 3.30 Screengrab of Instagram - Week 07 (03/06/2024)

🔗 Link to Instagram: Click HERE

4.5 Animating

I decided to use Adobe Illustrator and Adobe Photoshop. While I thinking about how to animate the key artwork, I tried to find some references on Pinterest and Youtube, I hope that I can find some interest reference on there.

I found one thing that is really interesting in Youtube, it is called "old film look" or "vintage film look", inside the screen it will show film dust, flashes, stratches and etc.

Video 01 References for animation - Week 07 (03/06/2024)

After that, I start to make artboard of animation in Adobe Illustrator. The animation contains of the process of making the key artwork and colour palette that I chosen for the artwork.

Figure 3.31 Process 01 - Week 07 (03/06/2024)

Figure 3.32 Process 02 - Week 07 (03/06/2024)

After finnish the artboard, I export them into JPEG and import them into Adobe Photoshop to make the GIF animation.

Figure 3.33 Process 03 - Week 07 (03/06/2024)

GIF Animation

Figure 3.34 GIF Animation - Week 07 (03/06/2024)

4.6 Final Submission (JPEG)

4.6.1 Final Key Art (Black and White)

Figure 3.35 Final Key Art (Black and White) - Week 07 (03/06/2024)

4.6.2 Final Key Art (With Colour)

Figure 3.36 Final Key Art (With colour) - Week 07 (03/06/2024)

4.6.3 Final Key Art (Colour against the darkest background)

Figure 3.37 Final Key Art (Colour against the darkest background) - Week 07 (03/06/2024)

4.6.4 Final Key Art (Colour against the lightest background)

Figure 3.38 Final Key Art (Colour against the lightest background) - Week 07 (03/06/2024)

4.6.5 Final Selected Colour Palette

Figure 3.39 Final Selected colour palette - Week 07 (03/06/2024)

4.6.6 Final Key Art Animation

Figure 3.40 Final Key Art Animation - Week 07 (03/06/2024)

4.6.7 Mock-Up (Glass Candle)

Figure 3.41 Mock-Up (Glass Candle) - Week 07 (03/06/2024)

4.6.8 Mock-Up (Perfume)

Figure 3.42 Mock-Up (Perfume) - Week 07 (03/06/2024)

4.6.9 Mock-Up (Body Wash)

Figure 3.43 Mock-Up (Body Wash) - Week 07 (03/06/2024)

4.6.10 Instagram (Screengrab)

🔗 Instagram Link: Click HERE

Figure 3.44 Instagram (Screengrab) - Week 07 (03/06/2024)

4.7 Final Submission (PDF Version)

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5. FEEDBACK

Week 05

General Feedback:

Easy to read.

Words that represent who I am.

Wide space is ENEMY.

Look at the LETTERS.

Less WIDE space.

Find reference fonts.

Showcase personalities.

Week 06

General Feedback:

When creating a design that is personal to a client, it's important to consider their perspective.

Avoid overloading the wordmark with repetitive elements and pay attention to the whitespace around the mark.

Always prioritize readability so that clients can easily read the letters within a second.

Week 07

General Feedback:

Choose 3 items that have personal significance and explain how they relate to each other.

If the design is minimalist, keep the background minimal too.

Use colors that will stand out on a white background.

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6. REFLECTION

The task gave me valuable experience in graphic design, especially in creating a wordmark and brand identity. Through this process, I learned that focusing on a few key elements helps avoid overthinking and makes the design process smoother. I initially struggled with designing the wordmark, but this challenge taught me the importance of keeping the design simple. Overall, the task provided me with a basic understanding of brand design and highlighted areas where I can improve in the future.

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7. FURTHER READING

For Further Reading, I have chosen the book "The Vignelli Canon" by Massimo Vignelli.

Figure 3.45 The Vignelli Canon by Massiomo Vignelli

"The Vignelli Canon" by Massimo Vignelli is a comprehensive guide on design principles and practices, focusing on both tangible and intangible aspects of design. The book is structured into several chapters, each delving into different facets of design.

Part One: The Intangibles

1. Responsibility

Design should be responsible on three levels: to oneself, to the client , and to the public. Emphasis is placed on finding economically appropriate solutions and maintaining integrity throughout the design process.

2. Equity

Vignelli emphasizes the significance of preserving a company's established identity and the cultural importance of logos. He opposes the idea of changing logos just for the sake of change.

Part Two: The Tangibles

1. Paper sizes

Optimizing paper sizes can lead to resource and cost savings. Selecting the appropriate size requires a thorough understanding of the content and the entire production workflow.

2. Grids, Margins, Columns, and Modules

The use of a grid is crucial for arranging data and ensuring uniformity. It offers a framework that improves the coherence of the communication.

3. Typefaces and Typography

The choice of fonts, font sizes, and the organization of text significantly influences the overall design. Effective utilization of empty space is essential for both readability and visual appeal.

4. Identity and Diversity

Design should balance identity and diversity to prevent monotony and fragmentation. It is crucial to maintain flexibility while operating within a strong identity framework.

5. White Space

Whitespace plays a crucial role in design by improving readability and visual appeal. It also aids in defining the organization and importance of information.

Continuously refining a personal design language by evaluating and choosing materials, colors, and shapes. Prioritizing objectivity, systems, and paradox in the design process. "The Vignelli Canon" provides valuable knowledge on the theoretical and practical elements of design, offering guidance on applying these principles to produce thoughtful, unified, and visually appealing designs.

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QUICK LINK

Task 01: Advanced Typography - Task 01: Exercise 1 & 2

Task 02: Advanced Typography - Task 02: (A) Key Artwork & (B) Collateral

Task 03: Advanced Typography - Task 03: Type Exploration and Application

Final Compilation and Reflection