Advanced Typography / Task 2: Key Artworks & Collateral
26.4.2023 - 9.6.2023 (Week 4 - Week 10)
Sheryl Pang Pui San / 0349746
Advanced
Typography / Bachelor of Design (HONS) in Creative Media
Task 2A & 2B
/ Key Artwork & Collateral
LECTURES
All lectures notes are documented on Task 1: https://sheryldesignblog.blogspot.com/2023/04/advanced-typography-task-1-exercises.html
INSTRUCTIONS
Figure 1.0 Advanced Typography Module Information
TASK 2A - KEY ARTWORK
Visual Research / Inspirations
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I browse through Pinterest and Behance to find some inspiration to design my key artwork.
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I browse through Pinterest and Behance to find some inspiration to design my key artwork.
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| Figure 1.1 Design by Lucas Matheus from Behance (Week 4, 25/4/2023) |
Custom font design with connecting lines with the letters
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| Figure 1.2 Aura typeface display font designed by Studio Nari with Margot Lévêque from Behance (Week 4, 25/4/2023 |
"The typeface was created to hold symbols in the counters of the characters
as well as have hidden graphic motifs embedded in the character builds. Soft
and sharp shapes juxtapose to create a sense of movement and elegance within
each character."
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| Figure 1.3 Faglia, serif typeface by Natalia Timea from Pinterest |
"Faglia is a modern, futuristic, display, serif typeface by Natalia Timea.
Each letterform looks as though it were almost sparking, and the shapes are
unique yet completely readable."
Mindmapping
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After viewing some of our sketches and initial digitalisation of work, Mr. Vinod ask us to mind map to generate ideas or keywords for our key artwork.
Above is mind mapping of ideas of myself, and below is mind mapping of ideas
of my pseudonym "Haven". I wrote down things that I associate to myself and
words that I think relate to what I wanted in my key artwork design.
After viewing some of our sketches and initial digitalisation of work, Mr. Vinod ask us to mind map to generate ideas or keywords for our key artwork.
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Figure 1.4 Mind mapping ideas (Week 4, 26/4/2023) |
Some questions to think about when designing the key artwork:
1. Does the key artwork symbolically/creatively represent the person?
2. Is the key artwork readable and legible?
2. Does the key artwork look well crafted (lines/shapes)?
3. Does the key artwork look like a logo—is it free standing
(w/background)?
4. Is there a good balance between negative and positive space?
5. Is there unnecessary use of non-objective elements?
5. Is there unnecessary use of non-objective elements?
Sketches
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Initially I was exploring with my own name but decided to work on my
pseudonym "Haven" which is a word I really like and uses it in my social
media account as a nickname. It means a place where anyone could be safe and
happy.
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| Figure 1.5 Initial sketches for my name (Week 4, 25/4/2023) |
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| Figure 1.6 Initial sketch for my pseudonym (Week 4, 26/4/2023) |
Developing the ideas - Digitalization
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Figure 1.7 Compilation of the design process (Week 7,
16/5/2023) At first, I chose a font and replaced the "V" with a star drawn, then, after receiving feedback, I removed the lines and made the word align to each other, changing the font by adding connecting lines between "A" and "E" and stars element in the font. I then tilt the letters a bit and adjust the size of the wavy lines.
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| Figure 1.9 Final B&W key artwork (Week 7, 17/5/2023) |
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Figure 1.10 & 1.11 Final key artwork under light & dark
background (Week 7, 17/5/2023)
TASK 2B - COLLATERAL
Animation
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Figure 2.1 Animation in After Effects (Week 10, 6/6/2023)
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Figure 2.2 Final GIF animation outcome (Week 10, 6/6/2023)
Poster
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| Figure 2.3 Poster exploration (Week 8, 23/5/2023) |
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| Figure 2.4 Final Poster with pattern (Week 9, 31/5/2023) |
Self Portrait
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| Figure 2.5 Self portrait with key artwork variation (Week 8, 23/5/2023) |
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| Figure 2.6 Final self portrait key artwork (Week 8, 27/5/2023) |
Collateral Mockups
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items chosen: t-shirt, tote bag, wax seal & letter
.png)
Figure 2.7, Figure 2.8, Figure 2.9
Figure 2.10 & Figure 2.11
Figure 2.7-2.11 Mock Up Collateral (Week 8, 23/5/2023 & Week 10,
6/6/2023)
I did mock ups of tote bag and t-shirt, wax seal with letter and paper
card embossment.
T-shirt design was compulsory for our collateral task.
I decided to do tote bag design because it is an item that I regularly
used in my daily life and it is really useful. I also decided to go for
wax seal because it is a type of stationery for sealing up a letter,
which I am a person who like to collect stationery like wax seal and
also like to write letters.
I did the emboss of key artwork on paper to look at the texture of it.
Visual research
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Pentagram: A website with lots of example of good brand identity and presentation of collateral of different brands and works.
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Pentagram: A website with lots of example of good brand identity and presentation of collateral of different brands and works.
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| Figure 3.1 Phenology Branding from Pentagram (Week 8, 22/5/2023) |
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| Figure 3.2 Moholy-Nagy Foundation from Pentagram (Week 8, 23/5/2023) |
Instagram Layout
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Link to my instagram account:
@_haven5201
We were to create a new instagram layout to present our key artwork and
collateral creatively. I choose the user name of @_haven5201, similar to
my main personal instagram with "_", my name and a number that
represents my birthday. My birthdate is 25th of Oct, which 5201 is
backwards of 1025.
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| Figure 4.1 Initial Instagram Layout (Week 8, 23/5/2023) |
After receiving the feedback, I was told that the application was too
repetitive and lack of creativity, so I decided to explore on creating a
pattern from elements derived from key artwork which is the diamond star
and wavy connecting lines.
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| Figure 4.2 Pattern exploring (Week 9, 30/5/2023) |
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| Figure 4.3 Pattern Layout on canvas (Week 9, 30/5/2023) |
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| Figure 4.4 Combination of collateral (Week 10, 6/6/2023) |
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| Figure 4.5 Final Instagram Layout (Week 10, 6/6/2023) |
FINAL TASK 2 SUBMISSION
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KEY ARTWORK & COLLATERAL
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| Figure 5.6 Collateral #1 T-shirt (Week 10, 6/6/2023) |
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| Figure 5.7 Collateral #2 Letter with wax seal (Week 10, 6/6/2023) |
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Figure 5.8 Collateral #3 Black totebag (Week 8, 23/5/2023) IG Handle & Link: @_haven5201 https://www.instagram.com/_haven5201/ |
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| Figure 5.9 Final Instagram layout (Week 10, 6/6/2023) |
FEEDBACK
WEEK 5
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General FeedbackMind mapping to help with generating ideas, artwork needs to be legible, easy to remember
Week 6
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Specific Feedback
take note on the symmetry and remove the lines
Specific Feedback
take note on the symmetry and remove the lines
Week 7
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Specific Feedback
thin strokes of key artwork are a bit problematic, but shouldn't be too crinkly, colour palette should have complimentary colours in it.
Specific Feedback
thin strokes of key artwork are a bit problematic, but shouldn't be too crinkly, colour palette should have complimentary colours in it.
Week 8
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Specific Feedback
Collateral design is overly repetitive, need to exercise some creative.
Specific Feedback
Collateral design is overly repetitive, need to exercise some creative.
Week 9
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General Feedback
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General Feedback
Explain the collateral chosen in e-portfolio, how does it benefits your
branding.
Specific Feedback
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Expand the identity with more creativity.
REFLECTION
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Expand the identity with more creativity.
REFLECTION
Experience
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I find that I need to do some research before starting to design the
artwork. Doing visual design research and analyzing it is very crucial
in the design process. Mind mapping helps to generate ideas by thinking
of keywords associating to the main topic or theme of the subject. I
find that its really annoying when I was to finalize the artwork and
adjusting the little details because I kept missing on some small
details and have to be really careful not to change what I do not want
to. After changing several times and experiment with different ideas,
looking at it at a further distance and zooming in to ensure all the
details are visible, it all still worked out.
Observations
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Little details matter, lines that are too thin might not be visible at
smaller size or at a further distance.
I should not only find inspiration on Pinterest, but on other design
website like Behance, Dribble, Pentagram or Instagram. I should also not
rely too much on the visual reference but should experiment with my
ideas too. I could even get inspiration when looking at real life
objects like shop front logo, architecture shape, daily life objects,
etc.
Findings
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I found that branding requires good application of key artwork,
expansion of the identity with the artwork, good colour palette
combination with complimentary colours. In this task, I need to
constantly coming out with different ideas of sketches then worked on
them in Illustrator, I found that it is hard for me to generate the same
look of the digitalisation of work as what I intended to do on my
sketches.
FURTHER READING
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Figure 6.1 "How To" https://www.pentagram.com/work/how-to/story Pentagram’s Michael Bierut shares over three decades of his work in How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world. featuring 36 case studies that cover the creation of all types of work, from identity, logos and branding to environmental graphics, packaging, books and websites, many times all in one project. |
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Figure 6.2 How to design two dozen logo at once - MIT Media Lab A logo that combines the traditions of timelessness and flexibility, the solution came after many false starts. "Complexity & Dynamism were not only made possible by new technology, but inescapably came to symbolize it." |
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