Advanced Typography Task 2: Key Artwork & Collateral
21.5.2024 - 22.6.2024 / Week4-8
Angel Tan Xin Kei / 0356117
Interactive Design / Bachelor of Design (Hons) in Creative Media
Advanced Typography Task 2: Key Artwork Collateral
⋆ ˚｡⋆୨୧˚ Index ˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚ Lecture ˚୨୧⋆ ˚｡⋆
- Week 1 Advanced Typography : Typographic Systems
- Week 2 Typographic Composition
- Week 3 Context & Creativity
- Week 4 Context & Creativity
- Week 5 Perception and Organisation
⋆ ˚｡⋆୨୧˚ Instruction ˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚ Practical ˚୨୧⋆ ˚｡⋆
Task 2A : Key Artwork
A Key Artwork is a primary visual element that serves both as a
wordmark/lettering and as a piece of artwork. It is used to identify a
person while also functioning as a decorative piece for items like
lapel pins, T-shirts, or posters (collateral). The Key Artwork can be
broken down into its basic shapes, allowing for the creation of
vibrant patterns that enhance and extend its visual identity.
A. Research
Before embarking on any word mark, I took the time to create a
detailed mind map of myself. This exercise was a form of
soul-searching, allowing me to delve deep into my personality,
characteristic, and interests. By visualizing different aspects of my
value, I aimed to gain a comprehensive understanding of who I am. This
self-reflective process was essential in identifying what truly
matters to me and what I want to express in my creative projects. It
provided clarity and direction, ensuring that my ideas are not only
authentic but also aligned with my personal goal that I wish to become
towards.
For example, I am a person who likes elegant and minimalist thing also
Mr. Vinod said it is essential to impose a good image to customers
when comes to word mark so I am a grumpy person and wish to become
more bubbly and vibrating positive vibes.
Figure 1.1 Mindmap About Me
Moving forwards, I've found certain word marks on Pinterest
that I really like. All of them share similar design traits,
exuding a contemporary elegance. Most of them feature bold
letterforms, creating a strong and striking visual impact. My
word mark, in particular, is most likely to be elegant, bubbly,
and script type.
Figure 1.2 Research on Pinterest
B. Ideation & Sketches
I have chosen my nickname : ANZA as the letters for my work mark
because it sounds more unique.
I found it kind of difficult for me to digitise out the letters that I
want it script and elegant so I tried to draft out other kinds of fonts
then realised can develop some new ideas which is can have some emojis (
emoticons), butterfly and flower.
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Figure 1.3 Ideation Sketches
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C. Digitisation
I began sketching some ideas and have been contemplating how to refine them as I select my preferred designs. The figure (1.3) below is the initial draft I showed Mr. Vinod.
Figure 2.1 First Digitisation
Unfortunately, only the elegant one that Mr.Vinod like and as Mr.
Vinod commented that they appeared difficult readability and lacked
consistency. He suggested that I should aim to express my elegant
words and tried to work out and keep on developing more.Also, it is
important that to show positive words like I am a grumpy person and
wish to become more elegant and the significant of understand market
better to promote to target audience!
Thus, I focus more my "elegant" design and keep developing more on my
word mark then also attach with some benchmark and also the colour
scheme.
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Figure 2.2 Second Improvisation of Wordmark
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However, Mr.Vinod said that avoid using monochrome ( analogous )
colours but primary and complementary colours in colour wheel to
craft out a vibrant and long lasting impact of word mark logo to
audience such as red with green , blue with orange , yellow and
purple.In addition, he told me not to add too much of pictorial into
the word mark and the second one would be the best.
Therefore,I have adjusted my colour scheme again into mainly
orange and blue and pink of course with B&W.He liked the
colour scheme better and taught me how to readjust my stroke to
make it more consistency.
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However, in the meantime, my watermark still need some refinement in
terms of the smoothness and thickness of the strokes especially in
between the letter " A" and "N".
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Figure 2.3 Re-adjustment of Stroke
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Throughout crafting my work mark. I realised it get better without
pictorial elements and improvise to become a better version.
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Moving onto the colour palette, I have attempted to implement all
colours in my improvised and finalised word mark to try and error
the composition.
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Figure 2.5 Word Mark in All colour Scheme |
Final Key artwork
| Figure 3.1 Final Attempt on Key ArtWork in Black Background (png) |
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Figure 3.2 Final Attempt on Key ArtWork in White Background
(png) |
-45.jpg)
Figure 3.3 Word mark
in actual colours on the lightest shade in jpeg
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Figure 3.5 Colour Palette |
| Figure 3.6 Final Key Artwork in PDF |
Task 2B : Collateral
First Attempt of Collateral
I've chosen a top, phone case, and beanie as my collaterals because
these are things that I like and my expansions suit these designs
well. I found mockups with link provided by Mr.Vinod the
mockeymockey websites for these items. Additionally, we need a black
and white photo against the white studio wall for Instagram, with
the word mark behind my back. To enhance visual interest, I arranged
the items in a pattern where colour background not directly up or
down continuous to create a cohesive and connected look.
I have tried using another colour scheme first that Mr.Vinod said
nice which is this as my collateral product first.
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Figure 4.2 First Attempt of Collateral |
After that,I was told to expand more and develop more on the
word "N" or curve then I have came up with some other ideas and
Mr.Vinod said can used with the below one as it is easier to
recognise and will leave a long lasting impact to audience.Then
I have chosen a more to try one it.
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After all,I have chosen benchmark extracted from the letter "N"
but duplicated it side to side to construct it into
arrow kind of v shape.
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| Figure 4.4 Refinement of Expansion |
More than that, with the benchmark, I have applied some effects with repetition on radial , mirror and some shadows to make it more appealing and looks like floral patterns.
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Mockup
I decided to revert to my original color palette as it better suits the elegant style with the latest benchmark. I then reselected a tote bag, a beanie and same goes for my phone case, name card with a coffee mug.
1. Tote bag
2. Beanie
3. Phone Case , Coffee Mug and Name Tag
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| Figure 4.6 Benchmark input on Beanie using monkey.ai |
Besides that,I also utilized the benchmark as a foundation to
create a GIF, using After Effects.
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| Figure 5.1 Animation of my Benchmark.gif |
Final Attempt of Collateral
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| Figure 6.1 Color Palette in jpeg |
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| Figure 6.2 Watermark in 2nd tile in jpeg |
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| Figure 6.3 Benchmark on tote bag in jpeg |
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| Figure 6.4 Benchmark on beanie in jpeg |
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| Figure 6.5 Benchmark on hair like crown in jpeg |
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-54.jpg) Figure 6.8 Watermark on eighth tile in jpeg -53.jpg)
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| Figure 6.9 Benchmark on various design 9th tile in jpeg |
Figure 6.10 Final Collateral in PDF
Instagram Page: https://www.instagram.com/anza_a.co/
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Fig 6.12 Final Collateral in JPEG |
⋆ ˚｡⋆୨୧˚ Feedback ˚୨୧⋆ ˚｡⋆
Week 7
General Feedback:
Mr. Vinod recommended that the self-portrait be taken against a white wall
background to achieve a more professional look. He also directed us to a
reference link ( Pentagram ) that outlines how to expand our word mark
effectively for branding purposes.
Specific Feedback:
Mr.Vinod initially recommended further development on my benchmark as it
is too difficult to leave a long lasting impression towards target
audience. After reviewing the improved version extracted from "N" word, it
was better overall and can move on with expansion.
Week 6
General Feedback:
Ensure the wordmark is readable and not common and include the special
element characteristic that can be showcase in our design later on. The
colour palette should not be monochrome but having a contrast colour for
more impactful impression
Specific Feedback:
All the alphabet strokes must be constant and same weight, the
colour could be more vibrant and opposite of the colour wheel.The circle
can be more round and smooth but overall is fine and elegant.
Week 5
General Feedback:
Based on our research, brainstorm a logo concept that aligns with the
identified keywords and trends of our ownself but at the meantime consider
how our concept canbe promoted or capitalize on an opportunity in client
market.Try to avoid negative phrase or term.
Specific Feedback:
Mr.Vinod liked my serif typefaces and should be more developed.The
butterflies and flowers concepts are good but ensure the counterform and
avoid flipping the letter as make a confusion in readability.
⋆ ˚｡⋆୨୧˚ Further Reading ˚୨୧⋆ ˚｡⋆
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| Letterhead + Logo Design 12 by Oxide Design Co |
This book provides various of logo designs that were created by
different method. Building images with ideal type for graphic
designers, branding professionals, design students, and anyone
interested in the art of creating compelling and effective visual
identities. It's a valuable resource for both inspiration and
practical insights into the world of design.
Content Highlights:
1. Diverse Range of Styles: The book features a wide array of
design styles, from minimalist and modern to intricate and
traditional. This variety illustrates the versatility and
creativity in the field of branding and identity design.
2. Global Contributions: Contributions from designers and agencies
around the world provide a global perspective on design trends and
cultural influences.
3. Case Studies: Each featured design is accompanied by insights
into the creative process, including conceptual development,
client interaction, and technical execution. These case studies
offer valuable learning opportunities for readers.
4. Visual Inspiration: High-quality images and detailed close-ups
allow readers to appreciate the fine details and craftsmanship of
each design. The visual presentation is intended to spark
creativity and inspire new design ideas.
5.Expert Commentary: Commentary from the designers themselves, as
well as industry experts, adds depth and context to the featured
works. These insights shed light on the strategic thinking behind
successful branding and identity projects.
6.Design Trends: The book highlights current trends in letterhead
and logo design, making it a useful resource for staying
up-to-date with the latest developments in the industry.
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| Fig 3.2. Des Moines Playhouse |
Others good examples provided by the book:
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| Typographic Logo Designs |
Brand identity samples:
⋆ ˚｡⋆୨୧˚ Reflection ˚୨୧⋆ ˚｡⋆
Experience
Designing my own word mark and crafting branding collaterals has been an
emotionally charged journey. It was, at times, a stressful process,
requiring significant time and introspection. I dedicated hours to
pondering my personality, values, and the deeper thought of my life using
this mind map. This reflective journey often pushed me out of my comfort
zone, challenging me to translate these complex emotions into visual
elements. However, this emotional investment added depth and authenticity
to the resulting word mark and branding. Despite receiving a lot of
feedback and making constant changes from Mr.Vinod, I learnt that crafting
a logo mark for customer or target audience does not require creativity
only but to have value and understand marketing strategy to satisfy
customers. Overall, I am satisfied with my word mark.
Observations
I observed that design significantly impacts brand identity. Maintaining
consistency across brand collaterals is crucial for boosting recognition.
It is also essential to use a vibrant and striking color tone that leaves
a lasting impact on others. Avoid using monochrome ( analogous ) colours
but primary and complementary colours in colour wheel especially like how
famous brand Google and H&M , Rolex and Dominos.
Findings
I discovered the rough concept of branding and the evident impact of
design on brand identity. During this process, I began observing famous
brand designs in shopping malls. A unique and well-designed logo enhances
audience interactions and makes them more likely to remember the brand.
Conversely, poor product design makes a brand less competitive compared to
others.
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