Advanced Typography / Task 2A & 2B

on

13/05/24 - 10/06/24 Week 4 - Week 8

Sheren Princessa Davon / 0362134

Advanced Typography / Bachelor of Design (Hons) in Creative Media / Taylor's University

Task 2

LECTURES

Week 5: Perception & Organization

Contrast
  • a method of organizing content
  • to make design work & its meaning pop out clearly with flair

Fig 1.2 Different methods of adding contrast

Carl Dair's Seven Typo Contrasts
  • Size
    • to draw readers' attention to a certain point
Fig 1.3 Size contrast
  • Weight
    • it describes how bold type can stand out in lighter type of the same style
    • helps in creating a power point in a composition
Fig 1.4 Weight contrast
  • Form
    • the distinction between capital & lowercase letters / roman & italic variant / condensed & expanded
Fig 1.5 Form contrast
  • Texture
    • different contrasts of size, weight, form & structure
    • it refers to the way lines of type look up close & from a distance
Fig 1.6 Texture contrast
  • Direction
    • the opposition of vertical & horizontal, utilizing different angles
Fig 1.7 Direction contrast
  • Color
    • helps highlight certain information that is in color as compared to plain bnw
Fig 1.8 Color contrast

Form
  • it is the overall look & feel of elements in a typographic composition
  • plays a role in visual impact, it leads the eye from point to point
Fig 1.9 Form

Fig 1.20 Form 
Gestalt
  • German word meaning the way a thing has been placed/put together
  • Gestalt Theory: emphasizes the entirety of anything is greater than its parts
  • basically means in a design composition, the components of it is not greater than its overall form
  • Law of Similarity: elements that are similar tend to be perceived as a group
  • Law of Proximity: elements placed close together tend to be perceived as a unified group
  • Law of Closure: the mind's tendency to complete forms/pictures even when they're incomplete/hidden
  • Law of (Good) Continuation: people tend to perceive 2 or more objects as different, singular & uninterrupted even when they intercept
Fig 1.21 Examples of the different laws

INSTRUCTIONS

Task 2A: Key Artwork

For this task, we are required to create a key artwork based on our first name/last name/pet name/ pseudonym of our name. I chose to use the first 4 letters of my name "SHER".  

Mind Map
Firstly, I created a mind map representing myself, some ideas, color schemes and keywords that both represent me and represent who I aspire to be.

Fig 2.1

Sketches
Then, I began sketching different ideas. I explored serif styles, and also "flowy" and bold styles. 

Fig 2.2 Sketches

I liked #2 as I felt it was a creative twist to include the r and e together. I also drafted #4 as I liked how the letters flowed together, representing my keywords flow and easy-going.

Digitization
Then, I started to digitize the letters on Adobe Illustrator. 

Fig 2.3 Digitization #1
I started Sketch #2 with the font Campaign Serif to use as my guide. However, upon digitizing I realized that it just looks like a capital R instead, so I temporarily scrapped the idea and tried to digitize sketch #4.

Fig 2.4 Digitization #2
Fig 2.5 Key Artwork Draft

I did several options and finally ended up with Fig 2.5 in which I submitted in class in Week 6 for feedback. 

Attempt #2
After the feedback session in class, I completely scrapped this idea and got a new idea to create my brand based on who I aspire to be instead. 

Fig 2.6 Sketches #2
I chose the keywords bold, playful, quirky. I envisioned myself as a much bolder, more chill and fun person and brainstormed a new sketch for my key artwork. I also kept sketch #1 from my previous attempt.

Digitization

Fig 2.7 Digitization 2.0

I liked the original S design I made, but after I put them all together, I realized that they don't look too cohesive together so I decided to change it up a little. I also used the same downwards stroke in the e and R. 

I realized that the 'e' looks like the side profile of a little creature opening its mouth, so I created the swipe on the R to make it seem like the 'e' is "eating" the R. Then, I noticed the S has a similar opening which served as a perfect opportunity for me to "pull" the H into the S, making my final key artwork more balanced. I thought this added a fun, playful element, representing the keywords I aspire to be, both bold yet playful.

Color palette 
Fig 2.8 Colors on the key artwork

I wanted light colors yet not too strong, so I opted for a light green-blue color palette and one neutral and dark color to balance it out. This way, the colors are professional yet still give off a sense of quirkiness and also softness, to still incorporate who I am currently into my artwork (soft, shy person).

 Final Task 2A: Key Artwork 

Fig 2.9 Key Artwork black on white - JPG. Week 7

Fig 2.10 Key Artwork white on black - JPG. Week 7

Fig 2.11 Color Palette - JPG. Week 7

Fig 2.12 Key Artwork colors on lightest color - JPG. Week 7

Fig 2.13 Key Artwork colors on darkest color - JPG. Week 7

Fig 2.14 Key Artwork - PDF. Week 7

 Task 2B: Key Artwork & Collateral 

For Part B of this task, we are tasked to expand our key artworks and apply them to 3 necessary collaterals. At the end, we are also to create an Instagram account with 9 grids to showcase our brand.

Expansion
I started to expand my key artwork and my main idea was to create patterns using the e and R as that was the part I wanted to highlight the most. 

Fig 2.15 Expansion of Key Artwork

Hence, pattern #1 was created. I took the e and R, duplicated a bunch and created rows of it, alternating it by flipping it horizontally as well as alternating the colors in my color palette. Next I used the upper half of my wordmark (S, H) to create pattern #2. I condensed the S and cut the H into half, duplicated it, flipped it both horizontally and vertically, and alternated the colors, to finally create the pattern.

I also utilized the strokes/shapes used in the e and R to create a simple flower like pattern to act as a small background for a logo I made (SR). I also utilized the same strokes/shapes to create a simple flower vector to utilize for stickers. 

I wanted to emphasize the e to act as a mascot/character for my brand, thus I highlighted this and added a flower (also created with the strokes) to show even more characterization.

Fig 2.16 Portrait
I took a portrait, edited it to BnW and placed it against pattern #2, I tried to incorporate it into the picture and let some of the elements overlap onto my portrait.

Collateral
Collateral ideas I had was:
- t-shirt/hoodie
- tote bag
- sketchbook
- stickers
- washi tape
 
Fig 2.17 Collateral Drafts

I decided I wanted pattern #1 on a tote bag instead of a hoodie and removed the business card because the other collaterals were more interesting and relevant.

Fig 2.18 Final Collaterals

Final collaterals I ended up with are tote bag, stickers, washi tape, and hoodie. I feel this best represents myself as a designer who loves to collect stationery and comfortable clothing.

Instagram Layout
Fig 2.19 Layout drafts

Finally, I had to create a layout to showcase my designs and collaterals. I took some time rearranging the layouts, figuring out which ones looked best next to each other to create a cohesive layout. 

Fig 2.20 Final Instagram Layout

Final Task 2B: Key Artwork & Collateral


Fig 3.1 Instagram Screenshot. PNG - Week 8 (10/06/24)

Fig 3.2 Instagram Post #1. JPG - Week 8 (10/06/24)

Fig 3.3 Instagram Post #2. JPG - Week 8 (10/06/24)

Fig 3.4 Instagram Post #3. JPG - Week 8 (10/06/24)

Fig 3.5 Instagram Post #4. JPG - Week 8 (10/06/24)

Fig 3.6 Instagram Post #5. JPG - Week 8 (10/06/24)

Fig 3.7 Instagram Post #5. JPG - Week 8 (10/06/24)

Fig 3.8 Instagram Post #6. JPG - Week 8 (10/06/24)

Fig 3.9 Instagram Post #7. JPG - Week 8 (10/06/24)

Fig 3.10 Instagram Post #8. JPG - Week 8 (10/06/24)

Fig 3.4 Task 2B Compilation. PDF - Week 8 (10/06/24)

FEEDBACK

Week 5
General Feedback
  • type must be legible even in small size
  • must reflect keywords to represent urself, the core values of our design
  • too much white space is a no
Week 6
General Feedback
  • properly understand the keywords and what you truly want to express in your design
  • wordmark has to match the keywords
Specific Feedback
  • ok but not that readable
  • reduce size of s
  • bring down height of r
  • unnecessary 'flicks' on the S and R
  • try to explore another idea
Week 7
General Feedback
  • choose the right collaterals, make it interesting
  • expand your identities more, utilize elements in your key artwork to help
  • do some research and look at inspirations of how people expand their identities 

REFLECTION

This task challenged me in many ways. It was quite difficult to brand myself at first, I struggled with coming up with a wordmark/key artwork due to a lack of direction. What I should've done at the start was carefully identifying keywords and fully understanding them, having a clear direction of how I want to represent myself. This has taught me that research is key in design, one must know the meaning of their design to fulfill its highest potential. 

I am grateful that I got a first experience of branding, giving me an idea as to what I can look forward to in my future studies and career. 

FURTHER READING

Mr. Vinod shared an article about Reddit's branding and encouraged us to read it to help with our own brand identity expansions.

In 2023, Pentagram worked with Reddit to evaluate its brand positioning with fresh eyes and create a cohesive set of brand methodologies for the future—all while preserving the company’s signature sense of conviviality and joy.

Fig 4.1 Reddit Branding

 







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