Advanced Typography | Task 2

22 May 2024 - 12 Jun 2024 | (Week 5  - Week 8)
Chan Xiang Lam | 0358400 
Advanced Typography  | Bachelor of Design (Honours) in Creative Media 
Task 2 | 2A & 2B
Table Content 
     
        1. Lectures
        2. Instructions
        3. Task 2 | 2A & 2B
             - 2A : Key Artwork
             - 2B : Collateral
        4. Feedbacks
        5. Reflections
        6. Further Readings

Lectures

Lectures 1 to 6 completed in Task 1


Week 5 Lecture 5 | Perception & Organisation

Perception
  • Definition: Perception is how something is regarded, understood, or interpreted. In typography, it involves visual navigation and interpretation via contrast, form, and organization of content.
  • Focus: Typography deals with how textual, visual, graphical, and color elements are perceived and understood.
Contrast
  • Size: Large elements draw attention first, such as a big letter standing out against smaller letters. Commonly used to make titles or headings more prominent than body text.
Fig.5.1 Contrast of size
  • Weight: Bold type can stand out amidst lighter type of the same style. Other methods include using rules, spots, and squares to create heavy areas for visual emphasis.

Fig.5.2 Contrast of  Weight
  • Form: Distinction between different letter forms like capitals and lowercase, roman and italic, condensed and expanded versions of a typeface.
Fig.5.3 Contrast of  Form
  • Structure: Different letterforms of various typefaces, such as monoline sans serif versus traditional serif, or italic versus blackletter.
Fig.5.4 Contrast of  Structure
  • Texture: Combination of size, weight, form, and structure applied to a block of text. Texture refers to the overall look of lines of type both up close and from a distance.

Fig.5.4 Contrast of Texture
  • Direction: Opposition between vertical and horizontal, and angles in between. For example, turning a word on its side or mixing wide blocks with tall columns.

Fig.5.5 Contrast of  Direction

  • Color: Use of color to create emphasis. Consider tonal values to ensure important elements stand out appropriately.
Fig.5.6 Contrast of  Color

Form
  • Definition: Form in typography refers to the overall look and feel of the typographic elements, playing a crucial role in visual impact and first impressions.
  • Functions: Typography serves to represent concepts visually, providing unique characteristics and abstract presentations of letterforms.
  • Interplay: Balancing meaning and form to create harmony in function and expression. Manipulated forms through distortion, texture, enlargement, etc., can transform letters into shapes that are no longer readable as letters.
Organization / Gestalt
  • Definition: Gestalt is the German word for the way something is "placed" or "put together." Gestalt psychology aims to understand the laws of meaningful perception.
  • Principles: Gestalt principles predict perceptual grouping, emphasizing that the whole is greater than the sum of its parts. Design components are evaluated based on overall visual form rather than individual elements.

Perceptual Organization / Groupings
  • Law of Similarity: Similar elements (color, orientation, size, motion) are perceived as a unified group.
  • Law of Proximity: Elements close together are seen as a unified group.
  • Law of Closure: The mind completes incomplete figures or forms, filling in gaps.
  • Law of Continuation: Humans perceive intersecting objects as distinct, uninterrupted objects, influenced by their alignment.
  • Law of Symmetry: Symmetrical elements are perceived as unified groups.
  • Law of Simplicity (Prägnanz): Elements are perceived in the simplest form possible.
Fig.5.7 Gestalt's principle of grouping
Instructions
Task 2 

2A : Key Artwork

Create a key artwork that combines your name as a wordmark/lettering, serving both as an identifier and a piece of art for various items (lapel pins, T-shirts, posters).

Instructions:
  • Experiment with different permutations and combinations of your name.
  • Ensure the final design is elegant, well-balanced, and clear.
  • The artwork should be versatile, allowing it to form vibrant patterns while maintaining its visual identity.
The key artwork will be used in future tasks, especially in Task 2(B), where it will be applied to various collateral items. The goal is to have a visually striking and functional design that adapts well across different applications.

Progress

    1. Ideation and sketches
 I looked for inspiration and references on Pinterest, collecting various ideas and design elements. After studying these references, I created several sketches on paper, exploring different styles and concepts. This process helped me come up with initial design ideas and prepared me for the next steps in digital work.
Fig.2.1.1 Reference from Pinterest

Fig.2.1.2 Sketches


    2. Digitalisation 
After finishing the sketches, I digitalized each one using Adobe Illustrator. This involved tracing and refining each sketch to improve their details in a digital format.

Fig.2.1.3 Process of Digitalisation #1

Fig.2.1.4  Digitizing  Drafts

After carefully considering all the digital versions, I decided that Draft 3 would be the final design. I chose Draft 3 because it best captured the elegance, balance, and clarity I aimed for in my key artwork. The digitalization process allowed me to refine the intricate details and ensure that the design was versatile enough for various applications, such as lapel pins, T-shirts, and posters. 

Fig.2.1.5 Process of Digitalisation #2

Next, we were asked to print our key artwork on paper to see how it looks. Mine looked good, so I can move on to choosing color schemes.

Fig.2.1.6 Tested in Box (175mmx175mm) & (15mmx15mm) 

Fig.2.1.7 Animation process

Final KeyArtwork

Fig.2.1.8 Black wordmark on White background | Week 7 (6/6/2024)

Fig.2.1.9 White wordmark on Black background | Week 7 (6/6/2024)

Fig.2.1.10 Colour palette | Week 7 (6/6/2024)

Fig.2.1.11 Wordmark in actual colours on lightest shade of colour palette | Week 7 (6/6/2024)

Fig.2.1.12 Wordmark in lightest shade of colour palette on darkest shade of colour palette | Week 7 (6/6/2024)

Fig.2.1.13 Animation | Week 7 (6/6/2024)

Fig.2.1.12 Final Outcome - pdf | Week 7 (6/6/2024)


2B : Collateral

For Task 2B, we need to apply our key artwork on 3 collateral and create mockups to showcase a consistent and attractive brand look. Additionally, to include an Instagram link and a high-resolution screen grab of the Instagram profile.  Mockey

Progress 

    1. Collateral
The three chosen collaterals for this task are a Jacket, Tote Bag, and Mug. First, I accessed the Mockey website to utilize its mockup creation tools. i uploaded the wordmark to each template, adjusting its size and position for optimal visibility and aesthetic appeal.

Fig.2.2.1  Attempts to place the logo on various products

Fig.2.2.2 Process #1

Fig.2.2.3 Process #2


Final Outcome 

Fig.2.2.4 Collateral 1 | Week 8 (13/6/2024)

Fig.2.2.5 Collateral 2 | Week 8 (13/6/2024)

Fig.2.2.6 Collateral 3 | Week 8 (13/6/2024)

Instagram link: cchan.co

Fig.2.2.7 Instagram Page Profile | Week 8 (13/6/2024)

Fig.2.2.8 Final Outcome - pdf | Week 8 (13/6/2024)
Feedbacks 

Week 5 (22/5/24):
Ensure the artwork is easy to read for everyone. Start designing in black and white to focus on the basic layout and readability before adding colors. Use fewer graphic elements to keep the design simple and clear, avoiding clutter that can distract from the main message.

Week 6 (29/5/24)：
Print the logo using the provided format to find and fix errors more easily. Ensure the artwork is easy to read and unique, adding special elements that make it stand out. Check that the key artwork stays clear and recognizable even when it's small.

Week 7 (5/6/24):
Keep designs simple with fewer colors for a cleaner look. Using monochrome colors can help create a balanced and appealing design. Represent the product with three different items to show its versatility and application in various contexts.

Week 8 (12/6/24):
Independent Learning Week 
Reflections 

Experience:
This task was both challenging and a creative journey. I explored different designs of my name, "Chan," as a wordmark or lettering. Extending this design to various items, including an animated version, a T-shirt, a cup, and an Instagram account, required careful adaptation to different formats.

Observations:
Through this project, I learned that typography can be art as well as functional. The key artwork's success depended on how well the image and type worked together. Consistency and playful elements helped make the key artwork stand out. Small adjustments, like refining negative spaces and ensuring even spacing, greatly improved the design.

Findings:
These tasks improved my understanding of typographic communication and how to create a cohesive, adaptable visual identity. The experience was both challenging and rewarding, providing valuable insights into design principles and applications.
Further Readings

Refer to Task 1
QUICK LINK














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