Advanced Typography GCD61004 | Task 2 : Key Artwork & Collateral
13/05/2024 - 10/06/2024 / Week 4 - Week 8
Eng Yan Ling
Bachelor's Degree in Creative Media (Hons) - (Taylor's University)
Advanced Typography GCD61004 | Task 2 : Key Artwork & Collateral
TABLE CONTENT
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1. Instructions
2. Lectures
3. Exercises
4. Feedback
5. Reflection
7. Quick Links
INSTRUCTIONS
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LECTURES
Week 4 / Design Typeface
Why Design Typeface?
-
type design carries social responsibility - improve its legibilIty
- a problem to be solved
- artistic expression
Consideration/Limitation
- objective must be clear, ex. purpose of the the type etc
- using blurred typeface to test typefaces
- commonly confused - i j l
General Process of Type Design (5)
1. Research- understand type history (context, perspective) anatomy (understand different parts), conventions (unwritten rules)
- terminologies , side bearings metrics hinting
- examine existing - inspirating etc
- purpose? (why or how; exploring similar typeface with the same purpose) use? application on?
- traditional → scan ; better control
- digital - consistency but >natural stroke from hands
- form & counter form is important = legibility and readability
- results of testing is process of refining
- more rigorous = less problem
- understand pros and cons, how it behaves in its environment
- feedback is important
Typeface Construction
- using grids to facilitate constructions
- ex. black letter
Construction & Consideration
-
depending of form letters can be categorized
- lowercase, uppercase, 2 storied, open sides, wide, medium, narrow, ascenders/descenders etc
- some aspects can be applicable to other similar letterforms
- extrusion of curves and protruding forms passing the baseline/capline
- distance between letters; alter to uniform white space by creating a rhythm between the letterforms
Understand Motivation (2)
-
intrinsic
- inexplicable need/driven by a interest to design
- identify gap/problem to design
- comes from within
- extrinsic
- commission/task to complete a task involving design
Week 5 / Perception & Organization
Perception
- way it is regarded and interpreted
- visual navigation and interpretation by contrast form and organization
- textual, visual, graphical color
Contrast
- 2 principles by Carl Dair - texture & direction
7 Types of Contras
1. size- a point that draws reader’s attention
- bold; stands out from the lighter weight
- or creating a weighted area with rules spot squares
- distinction between capital and lowercase / roman & italic / condensed and expanded
- different letterforms/typeface; contrast from structure of letterform
- different sizes = texture; way the lines of type looks as a whole & distance
- second color = less empathetic in value > black white
- which element needs to be emphasized, tonal values used is important
- too much color may cause confusion; only when it creates harmony with each other can be used
- opposition and angle of vertical and horizontal
- mixing long lines and short lines also creates contrast
Form
- overall look anf feel of element that make up a typographic composition
- creates most visual impact & first impression
- originates from greek, typos (form) and “graphis”
- function
- represent concept
- do so in visual form
- interplay of meaning and form = balance harmony in function and expression
- perceived as form = not read as letter from distortion, texture, enlargement, etc
Organization/Gestalt
- gestalt - way things has been placed or put together
- whole or anything is greater than its part - experience things as a unified whole than breaking down its parts; experience = whole
Organization/Gestalt : Perceptual Organization/Groupings/Principle :
- law of similarity
- elements that are similar unified into a grouping
- law of proximity
- elements that are close to each other are grouped into a unified group
- law of closure
- mind tendency to see a closed form even though it is incomplete
- important in logo design
- law of continuation
- perceive >2 objects as a different, singular, uninterrupted even when intersect
- alignment of object/form plays a major role
- law of symmetry
- law of simplicity
EXERCISES
TASK 2A
Week 4 - 13/05/2024
1. Research
Figure 2.1 Research (Source : Pinterest)
Exploring "About Me"
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Figure 2.2 Exploring "About Me" Breakdown (Week 4, 13/05/2024)
2. Sketches
Figure 2.3 Sketch #1(Week 4, 13/05/2024)
Keyword & Explanation :
1. Things I Enjoy - Music, Baking, Nature
2. Things that describe/represents me - Invincible, Social Battery, Confined/Reserved/Private, Star
3. Digitization
Figure 2.4 1st Exploration (Week 4, 13/04/2024)
Keywords used - Confined, Private, Invincible
Week 5 - 20/05/2024
1. Sketch
Keyword - Things that describes me: Nature, Order, Peace, Stars
Figure 2.6 Sketch #2 (Week 5, 20/05/2024)
2. Digitization
Option 1 - Peace
Figure 2.7 Peace Sign (Week 5, 20/05/2024)
Using the peace sign to directly reflect the meaning behind "peace", I extract the letterforms from the symbol itself as seen in Figure 2.7.
Figure 2.8 "Peace" (Week 5, 20/05/2024)
Option 2 - Order
Figure 2.9 Base Shapes (Week 5, 20/05/2024)
Shapes used in "order" keyword design where the obvious geometric shapes that shows order within the design.
Figure 2.10 "Order" (Week 5, 20/05/2024)
Option 3 - Stars
Figure 2.11 Process - Star (Week 5, 20/05/2024)
Using the existing typeface, "ITC Garamond Std Bold Condensed", the strokes of the typeface is adjusted based on my sketch that has a more narrow weight of stroke. Figure 2.7 shows the process from the referenced typeface until the desired typeface with different options of the "E" either stretching out or with a star, the S with the star shape on the stroke or the within the "S" and the height of the lowercase "i".
Figure 2.12 Start Exploration (Week 5, 20/05/2024)
Based on the idea sketch, I explore several potential outcomes that best suits the meaning behind my design.
Option 4 - Nature
Figure 2.13 Process - Nature (Week 5, 20/05/2024)
Referenced typeface - Univers LT Std 57 Condensed
Figure 2.14 Nature Exploration (Week 5, 20/05/2024)
Figure 2.15 Choice of Logo (Week 5, 20/05/2024)
3. Color Palette
Figure 2.16 Color Palette 1 (Week 5, 20/05/2024)
Color palette generated through Adobe Colors.
Figure 2.17 Color Testing (Week 5, 20/05/2024)
Testing the colors by pairing each color with the rest of the colors in the palette to see how all the colors can fit together.
4. Week 5 Progress
Figure 2.18 Week 5 Progress - Compiled (Week 5, 20/05/2024)
Week 6 - 27/05/2024
1, Progression
Figure 2.19 Week 6 Progression (Week 6 - 27/05/2024)
Based on the feedback received, the design of my logo is more simple in comparison to my first attempt using the keyword "stars". Most of the elements are reduced/removed and adjusted to a more simple and consistent form.
Figure 2.21 Final Progression (Week 6 - 27/05/2024)
Minor adjustments made to design to achieve a clean and consistent logo.
Figure 2.22 Color Test (Week 6 - 27/05/2024)
Comparing between the selected shades of orange and blue, I have tested it on each color combination of my logo to see which fits best to this color palette.
Figure 2.23 Reassembled Color Palette (Week 6 - 27/05/2024)
Figure 2.24 Final Palette Combinations (Week 6 - 27/05/2024)
Each color is tested against all the colors in the palette to compare to select the best few combinations which will help in my identity expansion.
3. Final
Figure 2.25 Final Color Palette & Logo - Approved (Week 6 - 27/05/2024)
Final identity in different combinations of colors from the color palette.
FINAL SUBMISSION
TASK 2A
Figure 2.26 White Against Black (Week 6 - 27/05/2024)
Figure 2.27 Black Against White (Week 6 - 27/05/2024)
Figure 2.28 Identity Color Palette (Week 6 - 27/05/2024)
Figure 2.29 Light against Dark in Color Palette (Week 6 - 27/05/2024)
Figure 2.30 Dark against Light in Color Palette (Week 6 - 27/05/2024)
TASK 2B
Week 6 - 27/05/2024
1. IG Feed Layout Draft
Figure 2.31 Identity Expansion & IG Feed (Week 6, 27/05/2024)
2. Potential Collaterals
Figure 2.32 Potential Collaterals (Week 6 - 27/05/2024)
Collaterals mockup created using the identity expansion patterns onto the collaterals. The reason behind my choice of collaterals is providing daily essentials such as bags, notebooks or an umbrella in life with minimal aesthetic to its design.
Week 7 - 03/06/2024 - Week 8 - 10/06/2024
1. Identity Expansion - Attempts/Progression
Figure 2.33 Identity Expansion 1 (Week 7, 03/06/2024)
In exploration 1, it is a galaxy with a constellation that connects into the shape of my logo. The meaning behind this galaxy is somewhere in the galaxy, you are shining. Figure 2.33 are my attempts in creating the galaxy where right (3) is my final galaxy.
Figure 2.34 Identity Expansion 2 (Week 7, 03/06/2024)
Exploration 2 is a zoom in to the star in my logo. The reason behind this identity expansion is similar to exploration 1. The purpose behind the 3 colors in the alphabets represent the different color everyone has but either way, you are who you are that shines. Figure 2.34 is my several attempts at finding the correct size and position.
Figure 2.35 Identity Expansion 3 (Week 7, 03/06/2024)
In exploration 3, the elements are extracted from the star and the middle stroke that expands to my E. The overall shape/combination of these elements is a shooting star.
Figure 2.35 is the attempts on creating a repetitive pattern of these elements. Among all the attempts, right (4) is my final choice in the repetition pattern in expanding my identity.
2. Collaterals
a) Designs
Figure 2.36 (Week 8, 10/06/2024)
Designs for respective collaterals :
1. Tote bag
2. Umbrella
3. Notebook
Except the repetitive patterns, the top of the umbrella only has my logo design on one side.
Figure 2.37 Final Collateral Mock-ups (Week 8, 10/06/2024)
Final Mockup designs of selected collaterals.
3. GIF/Animation
a) Idea
My idea for my identity animation is a shooting star that shoots across the name. The whole GIF is on loop where the first and last frames will be the same.
Figure 2.38 GIF Panels (Week 8, 10/06/2024)
Draft designs of intro & outro transitions. Before arranging in the order of the GIF, it is arranged in one sequence that connects to create a looping effect on the GIF.
b) Frames
Figure 2.39 Intro Frames (Week 8, 10/06/2024)
Figure 2.40 Shooting Star Frames (Week 8, 10/06/2024)
Figure 2.41 Outro Frames (Week 8, 10/06/2024)
Once the frames are positioned, the sequence is arranged by this order :
Intro (Figure 2.39) - Stars the shoots out like an opening
Middle (Figure 2.40) - Shooting star within the logo identity
Outro (Figure 3.41) - Stars shooting in to close of the animation
Figure 2.42 Frame Animation (Week 8, 10/06/2024)
Frames arranged accordingly in Photoshop to create a Frame Animation of my logo. Compiling the frames and inserting one by one, it is constantly replayed to check the smoothness and consistency of the animation. Inconsistencies are realigned and readjusted in Illustrator to achieve a desired result of the animation.
c) Final
Figure 2.43 Final GIF Animation (Week 8, 10/06/2024)
With several attempts to achieve a smooth and consistent animation, Figure 2.43 shows the result of the final GIF animation.
4. IG Feed
a) Draft
Figure 2.44 IG Feed Draft Layout (Week 8, 10/06/2024)
b) Final View in Instagram
Instagram Account - @el1s3.tds
Figure 2.45 Final IG Feed (Week 8, 10/06/2024)
FINAL SUBMISSION
TASK 2B
Figure 2.46 Final Logo (Week 8, 10/06/2024)
Figure 2.47 Final Collateral 1 (Week 8, 10/06/2024)
Figure 2.48 Final Collateral 2 (Week 8, 10/06/2024)
Figure 2.49 Final Collateral 3 (Week 8, 10/06/2024)
Instagram Account - @el1s3.tds
Figure 2.50 Final IG Feed Layout (Week 8, 10/06/2024)
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FEEDBACK
Week 5 (20/05/2024)
General Feedback :
Incorporating something that means it rather than including something that you just like. Meaning is paramount in design, design without meaning is soulless. Design is not just about you but talking to other people an impactful design that looks different, never seen before. Positioning yourself in a certain way to communicate yourself.
Loosing objectivity throughout the process. Readability must give a feeling/sense from your keyword. Liking something does not mean your clients will like it; put yourself in your client position and introduce elements in a minimal way that allows room to maneuver. Too much white space reduces the impact of a design.
Specific Feedback :
Negative keywords does not sell but you can consider making a negative keyword into a positive outcome. Create a wordmark that conveys a positive communication.
1 - Arguable it is readable but not entirely
2 - Spaces between becomes 1, reducing readability
3 - Not readable at all
4 - Looks more like a stamp than being confined
5 - When reduced to smaller might be an issue cause might be totally invincible
Week 6 - 27/05/2024
General Feedback :
A good mark/logo when reduced looses some amount of character - designing a mark that looses very little, even at small size it'll still be visible - consider the fact that it will be reduced.
Specific Feedback :
F1 - Complicated; E L E looks fine but S i is problematic; color scheme acceptable lighten the pershian blue / delete the black and add another color.
F2 - Looks better but cut off the pointed parts within the logo, completely fine to make the strokes thicker.
F3 - Remove the stars, make the pointed adjustment larger and consistent.
Week 7 (03/06/2024)
General Feedback :
- Collaterals combination has to be something that connects its purpose/point with each other.
- Do not focus on a letter if it doesn’t have a special meaning to it.
- It confuses branding if you don't have a set way of how it looks like.
- Contrast is the fundamental principle in any design; do not choose dull colors because it doesn’t stand out.
Specific Feedback :
Expansion - Make it a cluster of stars or a galaxy instead of putting so few in one tile. Importance is with your name, stars appears to be focus of attention which gives no point.
Collateral - Tote bag is fine but poor choice of mockup & does not set off against background. All collaterals focus towards the star over your logo.
KA - Make it all blue star orange because it does not create a strong word mark for so many colors. For E to be highlighted, it has to be a reason/stronger reason why it is colored in different color. It creates imbalance in terms of color contrast strong vs incompatible with the green = weak mark. Yellow stroke is weak when against white.
REFLECTION
Experience
Throughout my experience in Week 5 was quite challenging in trying to design a logo/visual identity that reflects a meaning that is creative and unique while considering its readability as mention by Mr Vinod. In Week 6, it was also another challenging experience to improve my logo that is suitable/sellable while considering the do's and don'ts in creating an identity. What may not seem complicated to me, may seem complicated to others, likewise I may understand of the design, but my design may not be understood by others which comes to an important point is to design while being in the shoe of your audience. In Week 7, it was a challenging experience in expanding my identity while remaining the elements of my logo.
Observation
My observation in Week 5 is that without realizing I have actually selected some keywords that mainly reflects negatively when pointed out by Mr Vinod. It has made me realize that design is sensitive and expressing a brand name should never carry any negativity with it that might unintentionally spread negativity. Observing my progress throughout Week 6, it was challenging to refine/recreate a logo that does not reflect negativity which I was able to overcome. However, the reduce the complicity of my design was also another challenge but with Mr Vinod's feedback, I was able to complete the final outcome of my logo. My observation of Week 7 is the challenge of expanding the identity as the feedback I received is that there was no expansion in identity and the expansion does not reflect my brand name but rather focus on other elements.
Findings
My findings from Week 5 is the knowledge in design a brand name that does not reflect negativity but something that reflects positivity and also considering the readability of the typography within the design. Additionally, I have gained this chance to reflect deeper on myself in order to select a keyword to express my brand name which challenged me to push myself further to improve as a designer. My findings in Week 6 is importance of a logo that represents your brand which includes the consideration of its size, elements included and more. In Week 7, I learned the importance of identity expansion that is able to reflect the identity and without a purpose of the expansion, it should not focus on the element without a purpose.
FURTHER READING
1. "Just My Type : A Book About Fonts"
Figure 3.1 "Just My Type : A Book About Fonts" by Simon Garfield
Reference :
S. Garfield (2010), Just My Type : A Book About Fonts, Profile Books
Next choice of book : "Just My Type : A Book About Fonts" by Simon Garfield
Week 4 - 13/05/2024
Chapter 1 - We don't serve your type
In this chapter, the author discuss on the amount of existing typefaces yet we only go for the same few such as Times New Roman, Helvetica and more. Therefore, what purpose do the rest of the typefaces serve? As I dive deep into this chapter, it talks about the history of Comic Sans, how or why it was designed and how it became to the world's favorite font to receiving hateful remarks towards the font. In the end, this chapter points out that regardless of what people say about Comic Sans, we tend to end up choosing this very font due to the sense of familiarity or "warmth" it gives us. As mention in this chapter, "If you love Comic Sans, you don't know much about Typography. If you hate it, you really don't know much about Typography. To wrap up my summary of this chapter, this chapter mentions joke at the end. "Comic Sans walks into the bar and the bartender says, "We don't serve your type".
2. " What is a visual identity for a brand?"
Figure 3.2 "What is a visual identity for a brand" by Stripe
Week 5 - 20/05/2024
Reference : Stripe (2024), "What is a visual identity for a brand?"
This article discusses the key elements in a visual identity in terms of its logo, typography, imagery, layout & composition, color palette, graphical elements and digital presence which contributes to a well-crafted logo/visual identity that makes people recognize and remember. Additionally, this article talks about the benefits of a visual identity and consideration to take in such as cultural sensitivity, story telling and many more. Furthermore, it also elaborates more on how to create a well-crafted visual identity with points that emphasizes on testing and receiving feedback which allows a visual identity to evolve into one that reflects its business or message.
3. "Typography: the Constant Vector of Dynamic Logos"
Week 6 - 27/06/2024
Reference : Lelis, C., Leitão, S., Mealha, Ó., & Dunning, B. (2022). Typography: the constant vector of dynamic logos. Visual Communication, 21(1), 146-170.
This journal discusses the purposes of Typography in an identity and the importance it gives. It also elaborates on different categories defined by several people, these identities can be categorized in conventional, non-conventional, dynamic identities and more. Besides a graphical element in an identity, typographic elements such as its typeface is as important in identifying your own logo without the graphical elements as typography is the window in communicating your identity to your audience.
4. "Lettering & Type"
Figure 3.3 Lettering & Type by Willan, B. & Strals, N.
Reference : Willan, B, Strals, N. (2009), Lettering & Type, Princeton Architectural Press
Week 7 - 03/06/2024
Chapter 1 - Context
In the first chapter of Lettering & Type, it talks about the history of typefaces form and how typefaces has developed its forms and shapes from the influences over the years. From handwritten scripts to digitized typefaces with different functions for the usage of these typefaces but throughout this chapter, majority of typefaces were created for the purpose of reading. Before printing press are invented, the Christians have created typefaces specially for the words of Gospel and even typefaces that are hard to read and mainly for visual purposes. As more and more typefaces are created, many different types of elements such as cursive forms are implemented into creating these typefaces.
Week 8 - 10/06/2024
Chapter 2 - System & Type-ologies
The following chapter of this book further discusses on the typographic system as in grids and guidelines used to construct new typefaces. Type and lettering all starts with a concept regardless if its straightforward or elaborated. This chapter also deconstruct the structure of a letter form in roman, italics and even different types of serifs with its name.
QUICK LINK
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