Chuah Kwai Pin / 0348376
Advanced Typography / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: Key Artwork and Collateral
LECTURES:
All lectures 1 - 5 completed in
Advanced Typography- Task 1:Exercises
INSTRUCTIONS:
TASKS
Task 2A: Key Artwork
This key artwork is a wordmark/lettering that is used to identify an
event or person but also used as an artwork that might adorn on a
lapel pin/T-shirt/poster (collateral). For this task, we are required
to use our first name, pet name or initials of our name.
- Explore and compose as many possibilities and combinations
- Final artwork must be an elegant solution
- Not complicated or confusing that leads to a functional and
communicable key artwork
- Create a key artwork that excites you and is memorable
1) Ideation
To start off with the overall look and style of my key artwork, I
wanted it to reflect who I am as a person, my own identity. To get to
know myself better, I made a mindmap with different categories and
just wrote anything off the top of my head. Of course, some of the
things I wrote cannot be translated onto my key artwork, so I chose to
focus more on the bigger picture, which is a mark that looks sweet,
bubbly and loving.
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| Fig. 1.1 Mindmap about me, Week 6 (4/10/2022) |
Moving on to inspirations, I find that script handwritings usually give off a more bubbly, elegant and carefree impression to others. Since script handwritings are usually common in signatures using first names or pet names, I have decided to go with my nickname "Tiffany".
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| Fig 1.2 Script key artworks sourced from Pinterest, Week 6 (4/10/2022) |
2) Sketches
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| Fig 1.3 Sketches, Week 6 (4/10/2022) |
Attempt #1: Thin and narrow cursives. Looks sharp and bold, giving a more confident feel.
Attempt #2: Elegant cursive, longer and more widespread between
letters
Attempt #3: Rounded cursive, looks fun and bubbly
Attempt #4: Simple and clean strokes, short in length
Attempt #5: Experimenting outside cursive options, more friendly
looking but may be read differently
After the feedback given on Week 6, I was told to have a clear reason
or rationale behind my mark. Following the mindmap that I have made
above, I felt that Attempt #3 was the closest to how I wanted my key
artwork to look which was sweet, bubbly and loving.
2) Digitalisation
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| Fig 2.1 Testing out brush pressure, Week 7 (11/10/2022) |
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Fig 2.2 Brush settings, Week 7 (11/10/2022) |
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| Fig. 2.3 Making adjustments to the individual letters, Week 7 (11/10/2022) |
Although this was a script lettering which would mean one continuous writing, I had to break up the letters to make some minor adjustments to make sure each letter connect well and the overall strokes are consistent.
In this final outcome, the mark is slightly tilted instead of it
being straight because I followed the nature of my handwriting. Since
this mark is all about my identity, I wanted it to reflect my personal
writing as well. When I write on paper, I tend to tilt it slightly to
allow better grip and flow of the tool that I am using. However, while
doing the lettering on my graphic tablet, it will appear tilted
because I am writing at an angle while the tablet is straight.
For the slanted stroke and dot at the bottom of my mark, it was a
final touch that I have decided to add because it is quite commonly
seen in signatures. In fact, I include it as well in my personal
signature. Without it, it just felt like the counter space towards the
bottom is not well balanced and the mark seem like it is floating away
rather than sitting on a line.
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| Fig. 2.4 Responsive logo, Week 7 (11/10/2022) |
During the feedback session, we were also introduced to what a responsive logo is and how it works. Based on my own understanding, a responsive logo should have easy scalable variations by keeping only the main primary logo that can uniquely tell a logo from others. With that being said, I tried to reduce my mark to see if I can properly achieve a responsive logo. While doing that, I discovered that when the double "f" is connected with the heart, it takes the shape of leaves and a heart emerging from it. From there, I had an idea that it could be a great pattern for wrapping papers or wallpapers.
Task 2B: Collateral
3) Animation
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| Fig. 3.1 Animation sketch board, Week 8 (18/10/2022) |
When I saw the final outcome of my mark, I wanted to emphasise on the loving and bubbly side of the mark more in the animation. I did some simple gif research online on Pinterest and I did found some very interesting ones that were quite bouncy. Hence, I tried to incorporate some sort of bouncing movement into my mark as well. I made use of the circular dot on the letter "i" and played around with it to make it fun.
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Fig. 3.2 Animation attempt, Week 8 (18/10/2022) |
I imagined the slanted line to be somewhat like a little booster to
create momentum for the dot to be tossed into the air, and then bounce
on the curved side of the heart and then let it land smoothly back in
the letter "i". To make a goofier ending, I also made the dot jump up
and down in its place, almost like a child-like giggle after having done
something fun.
4) Mock-ups
4) Mock-ups
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Fig. 4.1 Mock-up tryouts, Week 8 (18/10/2022) |
Moving on with the mockups, I had decided that my main colour would be pink since it reflects the loving, sweet and bubbly image well and the rest of the colours would be very neutral tones to keep it simple and clean. I have tried out different mockups such as stamps, bags, notebooks, phone case and packing tape which all seems like a personal branding kind of product.
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| Fig. 4.2 Final Chosen Collateral, Week 8 (18/10/2022) |
Items chosen: Phone Case, Rubber Stamp, Packing Tape and
Notebook
After some consideration between all of the mock-up tryouts, I have decided to pick this 4 mainly because the main colours and neutral tones are well presented and the grey background seem to work well with all 4 of the mock-ups. I also really liked the notebook and packing tape mock-up because it looked really personalised for myself.
5) Instagram Feed
After some consideration between all of the mock-up tryouts, I have decided to pick this 4 mainly because the main colours and neutral tones are well presented and the grey background seem to work well with all 4 of the mock-ups. I also really liked the notebook and packing tape mock-up because it looked really personalised for myself.
5) Instagram Feed
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| Fig. 5.3 Final IG Feed Layout, Week 8 (20/10/2022) |
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FINAL OUTCOMES:
Task 2A: Key Artwork
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| Fig. 6.1 Final Key Artwork (B&W), Week 10 (1/11/2022) |
Task 2B: Collateral
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| Fig. 6.2 Final Animated Key Artwork (GIF), Week 10 (1/11/2022) |
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Fig. 6.3 Chosen Collaterals, Week 10 (1/11/2022) |
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| Fig. 6.4 My Self-Portrait, Week 10 (1/11/2022) |
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| Fig. 6.5 IG Feed Final Layout, Week 10 (1/11/2022) |
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Fig. 6.6 Instagram Feed Layout Screenshot, Week 10
(1/11/2022) |
Fig. 6.7 Final Outcomes (PDF), Week 10 (1/11/2022)
FEEDBACK
Week 6
Specific Feedback: Make sure to have a rationale or meaning for your mark.
General Feedback: Make sure the form of the mark dominates the counterspace.
Week 7
Specific Feedback: Find a specific characteristic that can be used as a responsive logo.
General Feedback: Can see that it is working, to be used in original works like personal branding or signature.
Week 8
(Independent Learning Week)
REFLECTION
Experience
I think I genuinely enjoyed doing this task. That doesn't seem to sound convincing haha... but I really did enjoy doing script lettering after so long. It brings me back to the time when I used to scribble on my notebook for hours to try and finalise my own personal signature that I use to sign off any documents. It was also my first time doing mock-ups for the collaterals, and I find it so cool how my own mark can appear on a product and make it look like it actually exists. I really enjoyed brainstorming for the animation of my mark as well. I was really worried about the animation because all of the script lettering logo animations look very complicated to execute. However, I just went with what I thought I could manage with my (inadequate) After Effects skills.
Observation
I realise the look of a mark can really change the way how people perceive an identity. While doing the sketches on a paper, I find myself sketching my nickname "Tiffany" over and over again, but every time I sketch a new idea, it just feels like I am introducing a different character to the name. Some of it looks so bold and confident, some elegant, some playful and some simple, but all of it still reads "Tiffany" at the end of the day. It's just so fascinating to me that one word can look so similar, yet feel so different at the same time.
Findings
While completing Task 2B, I realise that the Instagram layout also needs some sort of planning when it comes to designing for it. As easy as it may sound to just post it on Instagram, the strategic placements, colours, typography and compositions also plays a big part in making the layout look balanced and aesthetically pleasing to the eye.
FURTHER READING
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| Fig. 7.1 The Vignelli Canon |
Notes that I took from this book about design:
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- A good Design is always an expression of creative strength bringing forward clear concepts expressed in beautiful form and colour
- It is essential that a design has good visual strength and unique presence to achieve its purpose.
- Visual strength is an expression of intellectual elegance, and should not be confused with just visual impact (most of the time an expression of visual vulgarity and obstrusiveness).
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| Fig. 7.3 Screenshot from book about grids, margins, columns and modules |
- Grid is the basic structure of graphic design which helps to organise the content, provides consistency and gives an orderly look.
- When designing a grid, we want to have outside margins small enough to provide a certain tension between the edges of the page and the content.
- Columns provide only one kind of consistency, but a horizontal frame of reference is also needed to assure certain levels of continuity throughout the publication.
- The information will be placed in the grid in such a way that the clarity of the message will be enhanced by the placement of the text on the grid.
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| Fig. 7.4 Screenshot from book Colour |
- Most of the time, colour is used as a Signifier or as an Identifier but not in a pictorial manner. Primary palette of Red, Blue and Yellow is commonly used.
- The entire spectrum of colours is used to express moods, feelings, passions, connotations and more.
- Colour is a very important element, but for typefaces, we have limited and articulated our palette to express the message in the clearest and most understandable way.
- Appropiateness is important when choosing colours as we have to know how effective it can be to use the right colour at the right time.
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