Advanced Typography: Task 2 Key Artwork & Collateral
16/10/2024 - 6/11/2024/ Week 4 - Week 7
Tay Yue Chern / 0373215
Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 2: Key Artwork & Collateral
TABLE OF CONTENTS
1. LECTURES
2. INSTRUCTIONS
3. PROCESS WORK
4. FEEDBACK
5. REFLECTIONS
1. LECTURES
Lectures 1-4 completed in Task 1 Exercises
Lecture 5 / Perception & Organisation
Perception: the way in which something is regarded, understood, or interpreted.
Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organisation of the content.
 |
| Fig 1.1 Contrast |
Types of contrast
 |
| Fig 1.2 Contrast / Size |
 |
| Fig 1.3 Contrast / Weight |
 |
| Fig 1.4 Contrast / Form |
 |
| Fig 1.5 Contrast / Structure |
 |
| Fig 1.6 Contrast / Texture |
 |
| Fig 1.7 Contrast / Direction |
 |
| Fig 1.8 Contrast / Colour |
 |
| Fig 1.9 Form |
1. Law of Similarity
2. Law of Proximity
3. Law of Closure
4. Law of Continuation
5. Law of Symmetry
6. Law of Simplicity (Praganz)
 |
| Fig 1.10 Gestalt Principles |
2. INSTRUCTIONS
3. PROCESS WORK
Task 2(A) - Key Artwork
In task 2(A), we instructed to create a wordmark of our own name / pseudonym, which will be subsequently be used in Task 2(B) collateral.
1. Mindmapping / Inspirations / Sketches
We were instructed to begin by creating a mind map about ourselves.
 |
| Fig 3.1.1 Mindmap 'About Me', Week 4 (16/10/2024) |
 |
| Fig 3.1.2 Moodboard, Week 4 (16/10/2024) |
 |
| Fig 3.1.3 Initial sketches, Week 4 (16/10/2024) |
 |
| Fig 3.1.4 Week 5 progress overview, Week 4 (16/10/2024) |
In Week 5 Feedback session, Mr Vinod suggested to explore more on the two ideas on the left of the digitisation, as they have clearer direction and communicate the ideas better.
 |
| Fig 3.1.5 Exploration sketches, Week 5 (23/10/2024) |
I came up with the sketches above in class, and Mr Vinod suggested to explore more on the counter space of the letters. I took the ideas from my sketches and began digitising while exploring more possibilities.
2. Digitisation
Below are my digitisation attempts, my personal favourite is attempt #3.
 |
| Fig 3.1.6 Digitisation Attempts, Week 5 (23/10/2024) |
I tried to make round corners and edges in attempt #1, but it somehow looks weird as it has awkward small gaps between the letters.
In attempt #2, I used small square as the main design element, wanted to create
In attempt #3, I combined both the ideas and used a negative space to improve the contrast, and this is my favourite design so far.
In attempt #4, I tried to design using lower case letters, as it is more recognisable, but I feel it loses the original meaning I wanted to communicate (many sides, contradiction), so I wasn't really satisfied with this design.
 |
| Fig 3.1.7 Final Digitised Wordmark, Week 5 (23/10/2024) |
3. Colour Application
After getting approval by Mr Vinod for the final key artwork design, I started to explore the colour palette. I did a bit of exploration, and the 5th colour palette (the one on the left) shown in Fig 3.1.8 got chosen to finalise by Mr Vinod.
 |
| Fig 3.1.8 Colour palette exploration, Week 5 (23/10/2024) |
Task 2A Final Outcome
 |
| Fig 3.1.9 Black wordmark on white background, Week 6 (30/10/2024) |
 |
| Fig 3.1.10 White wordmark on black background, Week 6 (30/10/2024) |
 |
| Fig 3.1.11 Colour palette, Week 6 (30/10/2024) |
 |
| Fig 3.1.13 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (30/10/2024) |
 |
| Fig 3.1.14 Keyartwork Animation, Week 6 (30/10/2024) |
Fig 3.1.15 Task 2A PDF Compilation, Week 6 (30/10/2024)
Task 2(B) - Collateral
Collateral #2 Phone case
2. Identity Expansion & Instagram Tile Design
Task 2B Final Outcome
Key artwork approved. Colour palette lack of an actual colour (highlight colour).
Expand your key artworks identity into your chosen collateral.
Mr Vinod has provided us this site: Pentagram site for inspiration view and study how identities are expanded.
Sample identity expansion from Pentagram site :
additional resource on expansion of identity https://www.itsnicethat.com/articles/paula-scher-atlantic-theater-company
After finishing the collateral designs, we need to plan out our IG design.
1. Collateral Design
I began by searching inspiration from the sources provided, and came up with a few possible options:
 |
| Fig 3.2.1 Overall exploration, Week 6 (30/10/2024) |
As my key artwork design style leans toward creating a three-dimensional appearance within two-dimensional designs, I tend to focus on cultural merchandise design.
Collateral #1 Envelope
The first mockup I chose was an envelope. I experimented with several ways to expand my key artwork design and particularly liked the idea of extending it into an arrow style that points towards the envelope's opening.
However, I felt this approach was a bit exaggerate for an envelope design, thus I created a simpler and more minimalist version by repeating and inverting the shape of 'C'.
 |
| Fig 3.2.2 Collateral #1 Envelope, Week 6 (30/10/2024) |
The second collateral was a phone case. I created several designs, mainly exploring interesting ways to expand the key artwork.
My personal favourites were design #2 and #4. In designs #3 and #4, I experimented with creating a 3D appearance by manipulating the placement of the original letters. I found the background letters in design #3 were too eye-catching, so I changed them to outlines in design #4, which I ultimately chose as the final design.
 | |
|
Collateral #3 T-Shirt
For the third collateral, I created a repetitive pattern resembling a chevron design and highlighted the keywords of my key artwork.
 |
| Fig 3.2.4 Collateral #3 T-Shirt, Week 6 (30/10/2024) |
Pattern Expansion
I explored several approaches to the expansion. The main idea was to maintain the edges and shapes of the letters while experimenting with different arrangements to form new shapes.
 |
| Fig 3.2.5 Pattern designs, Week 7 (6/11/2024) |
For the layout design, I attempted to incorporate the 'zig-zag' pattern into the overall design, but it didn't work well in attempt #1.
 |
| Fig 3.2.6 Instagram feed layout attempt #1, Week 7 (6/11/2024) |
So I decided to keep the 'zig-zag' pattern, but make it simpler and follow the pattern of the overall design.
 |
| Fig 3.2.7 Instagram feed design layout, Week 7 (6/11/2024) |
 |
| Fig 3.2.8 Collateral 1, Week 7 (6/11/2024) |
 |
| Fig 3.2.9 Collateral 2, Week 7 (6/11/2024) |
 |
| Fig 3.2.10 Collateral 3, Week 7 (6/11/2024) |
 |
| Fig 3.2.11 Instagram Feed Design Layout, Week 7 (6/11/2024) |
Instagram Link: Click here
 |
| Fig 3.2.12 Screenshot of Instagram Page, Week 7 (6/11/2024) |
Fig 3.2.13 Task 2B PDF Compilation, Week 7 (6/11/2024)
Task 2 Outcome Compilation
|
| Fig 3.3.1 Black wordmark on white background, Week 6 (30/10/2024) |
|
| Fig 3.3.2 White wordmark on black background, Week 6 (30/10/2024) |
|
| Fig 3.3.3 Colour palette, Week 6 (30/10/2024) |
|
| Fig 3.3.4 Wordmark in actual colours on lightest shade of colour palette, Week 6 (30/10/2024) |
 |
| Fig 3.4.5 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (30/10/2024) |
|
| Fig 3.3.6 Keyartwork Animation, Week 6 (30/10/2024) |
Fig 3.3.7 Task 2A PDF Compilation, Week 6 (30/10/2024)
|
| Fig 3.3.8 Collateral 1, Week 7 (6/11/2024) |
|
| Fig 3.3.9 Collateral 2, Week 7 (6/11/2024) |
|
| Fig 3.3.10 Collateral 3, Week 7 (6/11/2024) |
|
| Fig 3.3.11 Instagram Feed Design Layout, Week 7 (6/11/2024) |
Instagram Link: Click here
|
| Fig 3.3.12 Screenshot of Instagram Page, Week 7 (6/11/2024) |
Fig 3.3.13 Task 2B PDF Compilation, Week 7 (6/11/2024)
4. FEEDBACK
Week 5
Specific Feedback
Two sketches on the top right are better, but need to explore more, don't stick to the sketches / the original idea while digitising the work. Explore more on the counter space of the letters.
Week 6
Specific Feedback
Week 7
Specific Feedback
The display of the products can be more interesting, in this case, more is better. Don't be afraid to have 2 or more designs.
5. REFLECTIONS
Experience
Overall, my experience with Task 2 was okay. I found it quite challenging at first, especially when we had to create a key artwork design symbolising our identities. While it was a fun project to work on, I wasn't in the best condition during this task due to the hectic schedule of other modules. As a result, I didn't feel fully satisfied with my work. It was a good experience, but unfortunately the exhaustion took some of the enjoyment out of the process.
Observation
During this task, I created many different versions of my work (mainly for exploration purposes so I didn't include all of them in the process), and struggled to come up with more and more interesting layouts. Through this process, I learned the importance to carefully observing my own work to find new inspiration within it, as I would simply execute whatever ideas I had in mind previously. But now I found it helpful to step back and view my work from a third-person perspective to identify other possibilities. However, one drawback of this approach was that I sometimes felt restricted by a set of rules and found it challenging to think outside the box. As I focused too much on refining my current work, I limited my creativity. I realised it's essential to strike a balance - observe yourself but don't confine yourself.
Findings
While working on this task, I mainly look for inspirations from the websites and the examples of existing brand identity expansions, which I documented in the section below. As Mr Vinod mentioned in the feedback: in this task, more is better. Through the process, I found that the key to successful identity expansion is to experiment as much as possible until you find 'the one'.
6. FURTHER READING
 |
| Fig 6.1 Pentagram |
Before starting to do Task 2B, I read a few articles from Pentagram website, which was recommended by Mr Vinod.
 |
| Fig 6.2 San Antonio Book Festival (Pentagram) |
 |
| Fig 6.3 San Antonio Book Festival (Pentagram) |
The identity includes checkered and step-and-repeat patterns, and the system expands into a spectrum of bold colour combinations inspired by Mexican culture, creating a festive and vibrant quality to branding materials.
 |
| Fig 6.4 Tala (Pentagram) |
 |
| Fig 6.5 Tala (Pentagram) |
This wordmark incorporates geometric shapes inspired by local architecture. The shapes serve dual purposes, functioning as containers for images, typography, and content, as well as forming repeating mosaic patterns as shown in Fig 6.4.
This adaptability allows the identity to extend seamlessly across various digital and physical contexts, including animations.
Comments
Post a Comment