Advanced Typography: Task 2 Key Artwork & Collateral

 Week 1 - 4 (23/9/2024 - 18/10/2024)
SUNG J XIN/ 0370139/ Bachelor of Design (Hons) in Creative Media
GCD 61004  ADVANCED TYPOGRAPHY
Task 1 Exercises

Lectures

Week 4: Designing Type

Type design carries a social responsibility so one must continue to improve its legibility and also acts as a form of artistic expression.

General process of Type Design:

1. Research

2. Sketching

3. Digitization

4. Testing

5. Deploy

Typeface Construction:

Using grids with circular forms can facilitate the construction of a letterform.

Construction and Considerations:

An important visual correction is the extrusion of curved forms past the baseline and cap line.

Another visual correction is for the distance between letters.

Week 5: Perception & Organisation

Perception in typography deals with visual navigation and interpretation of the reader via contrast, form and organisation of the content.

CONTRAST

Size

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

Weight

Weight describes how bold type can stand out in the middle of lighter type of the same style.

Form

Contrast of form is the distinction between 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.

Structure

Structure means the different letterforms of different kinds of typefaces.

Texture

Texture refers to the way the lines of type look as a whole up close and from a distance.

Colour

The use of colour is suggested that a second colour is often less emphatic in values than plain black on white so it is important to give thought to which element needs to me emphasized and to pay attention to the tonal values of the colours that are used.

ORGANISATION

Gestalt

For Gestalt theory in design, the components that make up the design is only as good as its overall visual form. While each component may be functional at an elemental level, the sum of its parts is not greater than the whole or the overall form.

Instructions

TASK 2(A) EXERCISE: Key Artwork

Process Work

I started by sketching some potential ideas that could possibly define me as a character. I didn't have much in mind as I drew some designs. I just know that I wanted my key artwork to be simple but still somewhat interesting.

Initial Sketches

I decided to go with the blocky logo as I liked the simplicity and fun look of it. I took inspiration from some Japanese media titles that usually have the signature blocky looking titles that I enjoyed and decided to incorporate that as part of my identity.

Chosen Sketch

I drew out my key artwork by using simple shapes and making adjustments to the edges to make it look less sharp. I also chose a colour palette that is not that saturated and fits my usual aesthetic. I had a colour palette planned before using the in the final artwork but I thought the colours didn't look as good.

Final Work

Black wordmark on white background

White wordmark on black background

Colour Palette

Wordmark in actual colours on the lightest shade of your colour palette

Wordmark in the lightest shade of your colour 
palette on the darkest shade of the colour palette

 Wordmark Animation GIF

TASK 2(B) EXERCISE: Collateral

Final Work

Mockups were taken from mrmockup.com.

 Collateral 1

 Collateral 2

Collateral 3

Instagram screen grab

Instagram link: https://www.instagram.com/jxxin0139/profilecard/?igsh=MXQ0YTc5MWd2OTgwYg==

Feedback

Week 6:

Make the font more readable.

Week 7:

(No Feedback)

Week 8: ILW

Week 9:

(No Feedback)

Week 10:

Font is acceptable, but use grids to ensure that all letters have the same height and width.

Reflection

Experience

Initially I had trouble finding inspiration for what key artwork can truly describe me. I looked back on the last thing I was interested in which was fictional Japanese media where the titles are written in a blocky style and stuck with that idea. After that I was free to do whatever I felt like doing in my key artwork, from making small adjustments in the text to finding a suitable colour palette.

I didn't want to do anything flashy with my key artwork, so I kept it relatively simple. The collateral was the easiest part for this task since we just had to apply our key artwork or logo on any commercial product as if we were actually starting a business.

Observation

It took some brainstorming to figure out what I wanted to do with my key artwork since it would be part of our identity. I went scrolling on Pinterest and sketched out whatever I thought could work for me. There were a lot of interesting looking fonts while I was doing that, and it gave me a bit of ideas on what I wanted to accomplish.

Findings

Making a key artwork is basically like designing a logo for your own company if you were to run one. You needed to make it identifiable and make it look like it was associated with you in some way. Applying the finished key artwork allows us to really see how buyers would look at our products.

Further Readings

• Identifying and Selecting a Font: Deciding what size to use can be easier with an understanding of the things that affect readability.

• Special Styles: Using computers offers the opportunity to apply many special effects to type that years ago would have cost thousands of dollars from a typesetting house.