Advanced Typography - TASK 2

13/9/2023 - 11/10/2023 (Week 3 - Week 7)
Katelyn Tan Kye Ling (0354148)
Bachelor Of Design In Creative Media (Advanced Typography)
TASK 2 - Key Artwork

LECTURES

Lecture notes 1-3 are here: Advanced Typography - Exercises

WEEK 4 - Lecture 4 (20/9/2023)

In today's class Mr. Vinod started off by giving a talk about our specialisations. He talked mostly about graphic design. Next, he asked us all to display our posters on our computers and asked everyone to walk around and take a look. He then went into the feedbacks sessions for our key artwork sketches.

Lecture 4: AdTypo_4_Designing Type

Why design another typeface?

Type design carries a social responsibility so one must continue to improve its legibility.
Type design is a form of artistic expression.

General Process of Type Design:

1. Research

Understand type history, type anatomy, type conventions and terminologies.
Determine the type’s purpose or what it would be used for, what different applications it will be used in.
Examine existing fonts that are presently being used for inspiration/ideas/reference/context/usage pattern/etc

2. Sketching:

Some designers sketch their typeface using the traditional tool set (brushes/ pens, ink and paper) then scan them for the purpose of digitization.
Some designers sketch their typeface using digital tool sets, such as Wacom directly into a font design software (much quicker, persistent, and consistent)

3. Digitalization:

There are professional software that are used in the digitization of typefaces, amongst the leading software are: FontLab and Glyphs App.
There are designers that also use Adobe Illustrator to design or craft the letterforms and then introduce it into the specialized font apps.

4. Testing:

Testing is part of the process of refining and correcting aspects of the typeface. Prototyping is also part of the testing process and leads to important feedback.
Depending on the typeface category the readability and legibility of the the typeface becomes an important consideration. However it is not as crucial if the typeface is a display type, where expression of the form takes a little more precedence.

5. Deploy

Even after deploying a completed typeface there are always teething problems that did not come to the fore during the prototyping and testing phases. Thus, the task of revision doesn’t end upon deployment. The rigour of the testing is important in so that the teething issue remain minor.

Type Construction:

Using grids (with circular forms) can facilitate the construction of a letterforms and is a possible method to build/create/design your letterform.

Fig. 1.1 Construction grid for roman capitals (8 x 8 cells)

Construction and considerations:

Many different forms and constructions must be taken into account when designing a new type. An important visual correction is the extrusion of curved (and protruding) forms past the baseline and cap line. This also applies to vertical alignment between curved and straight forms.

Fitting the type: A visual correction is also needed for the distance between letters. It is not possible to simply place letters next to each other with equal spacing between them. The letters must be altered to a uniform ‘visual’ white space. This means that the white space between the letters should appear the same.

WEEK 5 - Lecture 5 (26/9/2023)

Today we mainly focused on project 2. We first uploaded our digitalised wordmark into the comment section on Facebook. Then we were asked to put our work onto a black t-shirt alongside with the original wordmark and a smaller version. Then Mr. Vinod told us to print it out and get consultation from him 1 by 1. Lastly, all we had to do was continue correcting our work and get feedback from Mr. Vinod to finalise our wordmark.

Fig. 1.2 What was asked to be printed (27/9/2023)

Fig. 1.2 Print out work + Feedback by Mr. Vinod (27/9/2023)

Lecture 5: AdTypo_4_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. Content can be textual, visual, graphical or in the form of colour.

Contrast:

- It is important to create contrast to create distinction or differentiation between information.

Fig. 1.3 Example of Contrast

Size: A contrast of size provides a point to which the reader’s attention is drawn.

Fig. 1.4 Example of Contrast for size

Weight: Other than using bold, rules, spot, squares it is also to provide a “heavy area” for a powerful point of visual attraction or emphasis, therefore not only types of varying weight.

Fig. 1.5 Example of Contrast for weight

Form: Is the distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, condensed and expanded versions of typeface are also included under the contrast of form.

Fig. 1.6 Example of Contrast for form

Structure: The different letterforms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif, or an italic and a blackletter.

Fig. 1.7 Example of Contrast for structure

Texture: By putting together the contrasts of size, weight, form, and structure, and applying them to a block of text on a page, you come to the contrast of texture.

Fig. 1.8 Example of Contrast for texture

Direction: Contrast of direction is the opposition between vertical and horizontal, and the angles in between.

Fig. 1.9 Example of Contrast for direction

Color: The use of color is suggested that a second color is often less emphatic in values than plain black on white. However using too much colour can sometimes be counter productive.

Fig. 1.10 Example of Contrast for color

Form:
Form: Refers to the overall look and feel of the elements that make up the typographic composition. It is the part that plays a role in visual impact and first impressions.

-When a typeface is perceived as a form, it no longer reads as a letter because it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.

Organisation/Gestalt:

Gestalt is a German word meaning the way a thing has been “placed” or “put together”. Gestalt Psychology is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions.

Fig. 1.11 Gestalt's principle of grouping

WEEK 6 - Lecture 6 (5/10/2023)

At the start of the class, we started off with something fun today. Mr. Vinod create a music playlist so everyone could recommend songs to play for during class. After that we did the usual which was sharing our progress in the Facebook comment section. After feedback we worked on our wordmark collaterals throughout the class while letting Mr. Vinod check our work from time to time. Lastly, we were asked to make a social media page for our wordmark.

WEEK 7 - Lecture 7 (11/10/2023)

At the start of the class, we shared our Instagram page where we posted our brand collaterals, posters, etc. After we each got feedback from Mr. Vinod, he gave us an hour to work on our page and correcting the layout of it. Lastly, Mr. Vinod ended the class by briefing us about task 3.

INSTRUCTION

TASK 2: Key Artwork

For this task, we are to create a key artwork using our own name or pseudonym. We are to explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2(B) collateral.

SKETCH:

In my first sketch I decided to use my dog's name(Luna) to create the key artwork. Luna sounds like the word lunar which means moon therefore I made a few designs related to the moon. (All sketches were drawn on Procreate.)

Fig. 2.1 Sketch 1 (18/9/2023)

After feedback from Mr. Vinod, I decided to scrap off some of the sketches and added new ones.

Meaning of wordmark: There's only one moon and one kind of my dog on earth which is why she is so special to me. The moon is associated with the word beauty and I also believe that my dog is really beautiful. Furthermore I want to empower others and help them be more confident. (All sketches were drawn on Procreate.)

Fig. 2.2 Sketch 2 (23/9/2023)

DIGITALISATION:

I digitalised 2 wordmarks on illustrator because I couldn't decided between them, but Mr. Vinod said he liked the second one and it's much more interesting.

Fig. 2.3 Digitalised Wordmark #1

Fig. 2.4 Digitalised Wordmark #2

Chosen Wordmark:

Fig. 2.5 Week 5 Chosen Wordmark (Week 5 - 27/9/2023)

Refined Wordmark:

After feedback, I made the moon into a full moon but left the word as a crescent shape.

Fig. 2.6 Refined Wordmark #1 (Week 5 - 27/9/2023)

After a second round of feedback, I added texture to the moon to cancel out the blank black areas.

Fig. 2.7 Refined Wordmark #2 (Week 5 - 28/9/2023)

Final Wordmark:

In week 6 when I showed my collaterals, Mr. Vinod said that the lines on the wordmark were placed awkwardly and spacing is too neat. So I finalised it once more.

Fig. 2.8 Final Wordmark (Week 6 - 4/10/2023)

COLLATERAL:

WEEK 5 PROGRESS:

I chose this colour palette for my brand's identity.

Fig. 3.1 Brand's Colour Palette

Fig. 3.2 Brand Collateral (Week 5 - 31/9/2023)

Fig. 3.3 Brand Collateral (Week 5 - 1/10/2023)

Fig. 3.4 Brand Collateral (Week 5 - 1/10/2023)

WEEK 6 PROGRESS:

I had to do everything all over again because I redid my wordmark and also didn't do a good job on the collaterals. I had to expand my identity as well and make it more unique and interesting.

Fig. 3.5 New Colour Palette (10/4/2023)

New & Refined Collaterals:

Fig. 3.6 New Key Artwork with colours

Fig. 3.7 Tote Bag (4/10/2023)

Fig. 3.8 Coffee Cup (5/10/2023)

Fig. 3.9 Card (7/10/2023)

Fig. 3.10 Brand Collateral (9/10/2023)

WORDMARK ANIMATION:

I used after effects for the animation.

Fig. 4.1 Wordmark Animation (9/10/2023)

INSTAGRAM PAGE:

In my Instagram's page, I wanted to include my colour palette and also include the main keywords which my brand represents and the message it wants to carry out. I included quotes, as well as the face of the brand which is my dog.

Fig. 5.1 1st attempt (9/10/2023)

After feedback from Mr. Vinod, I switched up some things and also thought about what could be put for the second picture in some posts. (Empty box is for the wordmark animation)

Fig. 5.2 Final Layout (11/10/2023)

FINAL TASK 2 SUBMISSION:

1. Key Artwork

B&W:

Fig. 6.1 B&W Wordmark

Colour:

Fig. 6.2 Coloured Version

2. Key Artwork Animation:

Fig. 6.2 GIF Animation

3. Final Key Artwork:

Colour Palette:

Fig. 6.3 Colour Palette

Fig. 6.4 Coloured Key Artwork

Collaterals: (1024x1024)

Fig. 6.5 Tote Bag

Fig. 6.6 Coffee Cup

Fig. 6.7 Card

Fig. 6.8 Brand Collateral

4. Instagram page:

IG Handle: @luun._.aa

Link: https://instagram.com/luun._.aa?igshid=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr

5. Screengrab of IG page:

Fig. 6.9 Ig Page Screen Grab

PDF of the image covers of each post from first post at the bottom of the IG page and last post at the top of the IG page.

(Excluding animation)

Fig. 6.10 PDF IG Page

FEEDBACK

Week 4: TASK 2 (Key Artwork)

General Feedback: Some of these don't work. Should have more meaning in the designs.

Specific Feedback: Each of the design should have a selling point and has to make sense, I have to describe what others cannot see in the design in order to "sell" well. I cannot just try to "sell" an artwork just because of it visuals. Create artworks with a story/meaning behind it.

Week 5: TASK 2 (Key Artwork)

General Feedback: Second wordmark is much more interesting but needs some refining done to it.

Specific Feedback: Can extend the black background of the moon to a round shape. The black outline between and around the words have to be balanced. Can add texture to the black part of the moon.

Week 6: TASK 2 (Key Artwork)

General Feedback: Colour contrast, expand more.

Specific Feedback: The colour of some of the wordmarks are ok, however some don't have good contrast. Can add white outlines if background is black as it won't work on dark backgrounds. Don't just "slap" the wordmark on top of the item, expand it, make it an identity (can add texture).

Week 7: TASK 2 (Key Artwork - IG Page)

General Feedback: Overall is ok, colour scheme is nice. Nice patterns made for the pictures. However, few things can be altered and can be made better.

Specific Feedback: Don't cover your face, that particular post needs more work. Can try to show a sneak peak of each of the brand collaterals instead of a whole picture, then reveal the whole thing in the next picture. Also think of the next pictures after the main picture for each post to show more meaning of it and to make it more interesting.

RELFECTION

Experience

This task was a bit challenging for me as we had to come up with a meaning behind the artwork and also had to sell it. It was my first time designing something like a logo so it took me quite sometime to come up with ideas. However after some thought and time put into sketching it, I got an idea of what I could do. Throughout the digitalisation part, I struggled as well but with the help and feedback from Mr. Vinod, I was able to pull through it. Overall, this experience was pretty fun and a new one for me.

Observation

It is very clear after this task that colour contrast it extremely important. Both or multiple colours should compliment each other without clashing or not being able to see when background is there. I also learned that a logo should work on both white and black background for it to be "good to go". Lastly, I also learned that placement of different elements is extremely important as well, be it a stroke or a letter.

Findings

I find myself looking at different logos more differently now, like how it was designed, why it was made this way etc. I start to appreciate logos more as I know that the process takes many weeks, from sketching to digitalisation as well as it getting rejected many times before succeeding. Creating a single logo/wordmark takes lots of time and effort.

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Katelyn Tan Kye Ling (0354148)

Advanced Typography - TASK 2

Lecture 4: AdTypo_4_Designing Type

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