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Advanced Typography | Task 2: Key Artwork & Collateral

13.05.2025 - 10.06.2025 

FEILYCIA JOY KURNIAWAN / 0373400 

Advanced Typography / Bachelor of Design (Honors) in Creative Media 

Advanced Typography: Task 2 Key Artwork & Collateral

LECTURES

Click here to Refer to 1-3 lectures.

WEEK 4 - Designing Type 

Xavier Dupre (2007) suggested 2 reasons for designing a typeface:

  • It caries a social responsibility 
  • It is a form of artistic expression 
Considerations / Limitations:
  • Needs to be recognized even in poor light conditions 
  • Needs to be recognized even when the reader was moving quickly past the sign 
General Process of Type Design:
  • Research - understand the type history, anatomy, conventions, and terminologies. We need to understand the different applications it will be used. 
  • Sketching - can be done traditionally or digitally, and both methods have its pros and cons.
  • Digitization - can be done in Fontlab, Glyphs, and Adobe Illustrator. And the readability of the typeface is dependent in this stage.
  • Testing - Prototyping is a part of the testing process and leads to important feedback. Other than a display typeface, it needs to be readable and legible.
  • Deploy - even after deploying, there are always teething problems that did not show during the testing phase. 
Typeface Construction:
  • Roman capitals - the grid consist of a square and inside it is a circle and withing the square (middle) there is a rectangle. 
Fig. 1.1 Roman Capital Constructions (week 4) 

Constructions and considerations :
  • the extrusion of curved (and protruding) past the baseline and capline.
  • distances between letters - the white space between the letter should appear the same, this is called "fitting" the type.
WEEK 5 - Perception & Organization

Perception: the way in which something is regarded, understood, or interpreted. In typography, it deals with the visual navigation and interpretation of the reader via contrast, form, and organization of the content. 

So how can we make contrast?

Fig. 1.2. Methods to make contrast (week 4)

Form: refers to the overall look and feel of the elements that make up the typographic component. A part of a  role in visual impact and first impressions. 

Typography - Greek: Typo (form), Graphics (writing)
    2 functions in typography : to represent a concept & to do so in a visual form. 

Organization / Gestalt 

Gestalt: a German word meaning the way a thing has to be "placed"
The Gestalt Theory - emphasizes that the whole of anything is greater than its parts. 

Therefore, in design the components/elements that make up the design is only as good as its overall visual form. 



- human brains is wired to see pattern, logic, structure
- "gestalt" = shape / form (german)
- rules that describe how the human eye perceives visual elements 
- aim to show how complex scenes can be reduced to more simple shapes, and how the eyes perceive shapes as a single, united form
  • principle of similarity - craft a link between elements of a similar nature
  • principle of continuation - follow paths, line & curves of a design, (prefers to see a continuous flow)
  • principle of closure - complete shapes by filling in missing visual information
  • principle of proximity - ensuring related design elements are placed together
  • principle of figure/ground - objects perceived in foreground or background
  • law of symmetry & order - symmetrical elements perceived as a unified group
  • Extra : Law of Uniform Connectedness, Law of Pragnanz, Law of Common Fate
INSTRUCTION

<iframe src="https://drive.google.com/file/d/1bw_piZP0pNPP62UgXN5tuZZFDDqHSsIZ/preview" width="640" height="480" allow="autoplay"></iframe>

>Task 2A  | Key Artwork >

Ideation

For task 2 we were asked to design a word mark that describes / how you want to be describe as. So I decided to make a self map to make it easier. 

Fig. 3.1. Self Map, Week 5 (20/05/2025)

From this self map, I decided to settle on 3 keywords : explore, playful, curious. 

Then I made a moodboard of how I want my wordmark to look like. I was aiming for something that looks playful and whimsical.

Fig. 3.2. Moodboard, Week 5 (20/05/2025)

And from this moodboard I developed a few sketches to show Mr. Vinod. After showing hum the sketches, he liked the idea of some of them, but said that I need to digitize it first to see how it looks like. 


Fig. 3.3. Rough sketches, Week 5 (20/05/2025)

From these I decided to digitize the 3 sketches from the right. 

Fig. 3.4. Digitized sketches, Week 6 (27/05/2025)

Mr. Vinod approved 2 sketches which is the one one the left and the middle with some feedbacks for each, even though Mr. Vinod likes the middle one better, I decided to go with the left one cause I feel that one describes me better. 

The feedback Mr. Vinod gave for the left sketch is to change one of the letters to outline only to match the "y" and he asked to change 1 letter with an existing font. 

Fig. 3.5. Changes after feedback, Week 6 (27/05/2025)

After some trials and errors I finally settled with the finalized version (bottom, Fig. 3.5.)

Fig. 3.6. Experimenting with colors, Week 6 (27/05/2025)

I then browsed trough Adobe colors, colorhunt, and pinterest to find my color palette. Out of the 5 my favorite was the 3rd and 5th one, however for the 5th color palette, they have more colors and not monotone + complementary, so I ditched that color palette. 

Fig. 3.7. Chosen color palette, Week 6 (27/05/2025)


Fig. 3.8. Color application on design, Week 6 (27/05/2025)

Key Artwork Animation 

For the animation I used Adobe After Effects. 

Fig. 3.9.  Animation process in Adobe AE, Week 7 (03/06/2025)


TASK 2A FINAL OUTCOME



Fig. 3.10. Black wordmark on white background, Week 6 (27/05/2025)

Fig. 3.11. White wordmark on black background, Week 6 (27/05/2025) 

Fig. 3.12. Lightest color wordmark on the darked color background, Week 6 (27/05/2025)

Fig. 3.13. Darkest color wordmark on the lightest color background, Week 6 (27/05/2025)

Fig. 3.14. Key artwork animation, GIF, Week 7 (03/06/2025)

Fig. 3.15. Task 2A PDF compilation, Week 6 (30/05/2025)

>Task 2B | Collateral

For the expansion, I decided to do something that is colorful and fun following the feel of the wordmark itself. 

Fig. 4.1. Expansion #1, Week 7 (03/06/2025)

For the first part of the expansion, I wanted to include a pattern into my expansion. Since my wordmark has a mix of elements, sharp, rounded and has a whimsical feel, I ended up making a pattern with that mix of elements. 

Then I wanted to use my actual motto in life which is "say yes & figure it out later!". I replaced some of the letters with the letters I made for my wordmark and added some elements from my pattern so it looks more coherent with the rest of my expansions. 
Lastly, the self portrait was straightforward, I played with the letters, fill, and outline. 

Fig. 4.2. Expansion #2, Week 7 (03/06/2025)

First thing that came in my mind for the mockups is to make stickers. So I created these 4 design for my stickers (Fig. 4.2.) which includes 2 of my wordmark with different variation of colors, and 2 variations of my pattern. 

I changed my stickers into PNGs and put it into my mockups, I mainly used canva and photoshop to edit my mockups 

Fig. 4.3. Mockups, Week 7 (03/06/2025)

#1 Tote bag - I really like how it turns out so I used it for my mockup
#2 Locker with stickers - this is what I was aiming for and I am satisfied with how it turned out
#3 Paper bag - My intention was to show the shopping bag if you shop at this store
#4 Stickers (DISCARDED) - I ended up not using this because I thought I already have too much stickers
#5 Clipboard (DISCARDED) - I also ended up not using this cause I thought the overall design was too busy

IG POST 

Fig. 4.4. Ig post attempt, Week 8 (10/06/2025)

On week 8 I showed the IG feed on the left and Mr. Vinod said it's good. But I feel it is a bit too crowded, so I decided to do minor changes to a few of the posts. 


TASK 2B FINAL OUTCOME

Fig. 4.5. Collateral #1, Week 8 (10/06/2025)

Fig. 4.6. Collateral #2, Week 8 (10/06/2025)

Fig. 4.7. Collateral #3, Week 8 (10/06/2025)


Fig. 4.8. Instagram feed design layout, Week 8 (10/06/2024)

Instagram Link : 
https://www.instagram.com/n0teline?igsh=MWs0MW13bDEzMHMxeA==

Fig. 4.9. Screenshot of instagram page, Week 8 (10/06/2025)

Fig. 4.10. Task 2B PDF compilation, Week 8 (11/06/2025)

FEEDBACK 

WEEK 5

General Feedback - Mr. Vinod went trough the sketches and gave comments

Specific Feedback - He likes some of the ideas of my sketches but since it was still messy, he said it needs more formatting and organizing. A few of my sketches he asked to change some of the letters inside it. 

WEEK 6

General Feedback -  Went trough the digitized sketches, one of the most comments were to make sure the strokes are all uniformed and coherent.

Specific Feedback - Approved 2 of my digitized sketches but with some little changes in each. One I need to pay attention to the stroke sizes and the other one I needed to change some of the letters. 

WEEK 7

General Feedback - gave feedbacks for our collateral, he often remind us to do more exploration. He also told us to do the animation. 

Specific Feedback - proceed with the collateral

WEEK 8 (online)

General Feedback - online consultation, most of the comments for our collateral was to do more exploration. 

Specific Feedback - Mr. Vinod liked my expansion and collateral and he said it was good. I also showed him my animation which he approved. 

REFLECTIONS 

Experience - I enjoyed this task very much. One of my favorite things is to look at brand identities and see how they achieve it by using visuals/graphic design. Through out this task I was debating to finalize which sketch since Mr. Vinod likes the one I hate, but I followed my gut and tried to develop the sketch I like until Mr. Vinod approves. Developing the wordmark into the collateral was challenging yet fun at the same time. Overall, I enjoyed this task because it aligns with what I want to do, hopefully this task and the feedbacks will help me to be a better designer. 

Observations - As I mentioned, I was debating between to finalized the sketch Mr. Vinod likes or the one I liked better, after some consideration and brainstorming, I ended up with a wordmark that I really like and got approved by Mr. Vinod. During the feedbacks, I also observed my peer's work and see how creative the made their works. It is insightful and interesting to see my friend's work and to hear what Mr. Vinod thinks about it. 

Findings - After 9 weeks of advanced typography, I learn how to develop an identity using letters. Which if you asked me before entering this major, might sound boring. However, during this task, I learnt how to see the correlation between one's identity and how to build it using design and branding. 

FURTHER READING


Fig. 7.1 Vignelli Cannon on Design

Vignelli Canonn on Design
by Massimo Vignelli

     Part 1 Intangibles - Timelessness & Equity (28 & 32)

> Timelessness

Use primary shapes and primary colors due to their timeless formal values. Approach is Typography that transcends subjectivity and look for objective values, something beyond times, and does not follow trends. Strive for a design that is centered on the message instead of the visual titillation. 

Fig. 7.2. Timelessness



> Equity

considered established logos something to be equally protected. There was no reason to dispose of logos that had seventy years of exposure, and were rooted in people’s consciousness with a set of respectable connotations. What is new is NOT a graphic form but a way of thinking, a way of showing respect for history in a context that usually has no understanding for these values.

Fig. 7.3. Equity







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