ADVANCED TYPOGRAPHY / TASK 2 (A&B) : KEY ARTWORK AND COLLATERAL

November 07, 2023

ADVANCED TYPOGRAPHY / TASK 2 (A&B) : KEY ARTWORK AND COLLATERAL

20/09/2023 - 07/11/2023 (Week 4 - Week 11)

Agnes Fadhyllah / 0360503

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

ADVANCED TYPOGRAPHY TASK 2 (A&B) / KEY ARTWORK AND COLLATERAL

Lectures

WEEK 5 : [27/09/2023]

Summary

On the 5th week we had a whole day full of designing our branding, finalizing the logo, we also had a feedback session with Mr.Vinod, we were also tasked to look for color palette that we want to choose for our keyartwork.

Lecture 5 : Perception & Organisation

Perception in Typography

Perception is all about how we see and understand stuff when we're reading or looking at things. It applies to text, pictures, graphics, and colors.

Contrast According to Rudi Ruegg's Theory :

Fig 1.0 Contrast by Rudi Ruegg

Contrast According to Carl Dair's Theory, there are seven tricks to make text stand out:

1. Size: Big letters catch your eye first, like when you see a headline in a larger font compared to regular text.

Fig 1.1 Contrast in Size

2. Weight: This is about making text bold to give it emphasis. Think of it as making things heavier or using rules, spots, or squares to make them pop.

Fig 1.2 Contrast in Weight

3. Form: It's about noticing the differences between capital and lowercase letters, regular and italic fonts, or stretched and squeezed letters.

Fig 1.3 Contrast in Form

4. Structure: This means noticing the different shapes of letters in various fonts, like the clean and simple sans-serif versus the more traditional serif fonts.

Fig 1.4 Contrast in Structure

5. Texture: It's about how the lines of text look, whether they're up close or from a distance. It depends on the shape of the letters and how they're placed.

Fig 1.5 Contrast in Texture

6. Direction: This one is all about playing with the angles of the text. You can turn a word sideways, mix up wide blocks of text with tall columns, or have text going up and down or side to side.

Fig 1.6 Contrast in Direction

7. Color: Using a second color (other than black on white) can help emphasize stuff. Pay attention to the different shades of color you use.

Fig 1.7 Contrast in Color

Also, sometimes you can get creative and change text into a unique form by messing with its size, texture, and shape (forms).

Fig 1.8 Forms

Organization in Typography

Now, when it comes to organizing text, there are a few easy-to-understand rules

Perceptual Organisation in Gestalt

Fig 1.9 Gestalt Theory

The Law of Similarity: Things that look alike (like the same color, size, or style) tend to go together in our heads.
The Law of Proximity: Stuff that's close together feels related, and things far apart seem not-so-related.
The Law of Closure: Our minds tend to fill in the gaps and see complete shapes, even if they're not entirely there.

Fig 1.10 The Law of Closure
The Law of Continuation: If things line up and seem to flow nicely, we see them as one smooth thing, even if they cross over.

Fig 1.11 The Law of Continuation
The Law of Symmetry (Law of Prägnanz): Symmetrical stuff, like mirror images, naturally sticks together.

These principles help designers put content together in a way that's easy to read and makes sense. They're all about understanding that sometimes the whole design is more significant than its individual parts. It's like using these tricks to make your work look cool and tell a clear story.

Instructions

Module Information Booklet

Task 2: A - Key Artwork

Visual Research

After getting briefed in class i start looking for inspiration and references for my Key Artwork, i have an idea in mind already, im thinking of going for game/space theme.

Fig 2.0 Visual research (Source : Pinterest)

Sketches

After getting some inspiration from Pinterest i started sketching on my notebook.

Fig 2.1 Key Artwork Sketch [Week 4 (20/09/2023)]

According to Mr.Vinod most of these have alot of things going on, He said that the key artwork are allowed to have graphic elements however the key artwork have to be the main attention, not the graphical elements, he said to also make sure that the key artwork is balanced, and the keyartwork needs to have a meaning, on why its designed like that, since im going for a game concept im going to pick the one with pixels concept, cause it reminded me of old pokemon game.

Afterwards i make a mindmap of my key artwork.

Fig 2.2 Mindmap [Week 4 (20/09/2023)]

Digitalization

After picking the concept and making a mindmap out of it, i started digitalizing the Key artwork, the goal is to make a Pixel Logo, that symbolizes playful and cheerful, and also nostalgia from playing old pixel games.

Fig 2.3 First and Second Attempt [Week 4 (23/09/2023)]

I start from making the word by using a small cube and just copy paste it all over to make a word. at first i wanna experiment how it look if i just rotate the cube into a prism shape, however after trying it, it does not look like a pixel word so try again further

Fig 2.4 Third and Fourth Attempt [Week 4 (23/09/2023)]

for the third attempt i flipped the prism shape into a cube (on the letter E, N, O) and i noticed it made a space on each small cubes so i tried to see how it would look if it had spaces, and turns out it doesn't look as good either and it is not showing a pixel word at all.

on the fourth attempt i tried to just leave it without space, and tried thickening the X and N, and its starting to look like a Pixel word now, however, i noticed the E and O kind of look out of place so i tried thickening it too

Fig 2.5 Fifth attempt [Week 4 (23/09/2023)]

on the fifth attempt, it started to look like a pixel font, so i decided to go with this, however i realized the X looked weird and out of place , and it is not balanced just like the others so i started refining it until im satisfied with it.

Fig 2.6 Refinement 1,2,3 [Week 4 (23/09/2023)]

after refining, i noticed that the first refinement it looks too rectangular, so i changed it a bit, i also deleted some of the boxes and leave some spaces, and at the end i chose the second refinement cause it looked more balanced in my opinion

Fig 2.7 Final Key Artwork [Week 4 (23/09/2023)]

for the final result i added a small tiny smile inside the O, just to fill the white space and also it also gives the key artwork more personality! :]

After making the key artwork Mr.Vinod asked us to put the key artwork in a collateral, like a tshirt, and then after making it he told us to print the result in an A4 paper.

Fig 2.8 Key Artwork and Collateral [Week 4 (23/09/2023)]

Final Key Artwork

Fig 2.9 Final Key Artwork [Week 4 (23/09/2023)]

This Key artwork concept is "Playful Meets Nostaliga"! , Because i am a strange person sometimes however im actually a very bright and playful person, and i love playing games too, games has always been in my life ever since i was very small and my big brother introduced me into the world of games and i have always love them ever since

Task 2: B - Collateral

Color Palette/Expansion

After finishing the key artwork we were told to expand our brand, and the first thing to do is to find a color palette that will be our brand, and i started researching on which color palette i found interesting.

Fig 3.0 Color Palette Research

Afterwards i asked him if the color palette were acceptable , and he said the color palette should have 3 different types of color, a solid color, a light color, and a dark one, and make sure the colors arent all the same, i liked both of the color scheme so i tried to combine it and found a better color palette

Fig 3.1 Final Color Palette

Fig 3.2 Trying all color combination [Week 6 04/10/2023)]

Fig 3.3 Colour Combination in Keyartwork [Week 6 04/10/2023)]

Collateral / Branding

After choosing color palette i stard expanding my brand into various of designs and play with it so that i could get the most out of it and this is what i come up with

Fig 3.4 Expanding Brand [Week 7 09/10/2023)]

Afterwards i started making collateral of three items that i like to use in my daily life, and started researching for mockups, and i found some on the web called unblast, after finding what i want i started designing on the collaterals.

#1 Skateboard

When making this collateral i was thinking of simplifying the collateral into a smaller logo to make it even better so i choose this expansion to put into the skateboard

Fig 3.5 Logo Front [Week 8 17/10/2023)]

Fig 3.6 Logo Back [Week 8 17/10/2023)]

I designed the skateboard color and pattern cause i wanted to make the skateboard as cool as possible and i dont want it to be bland and too basic

Fig 3.7 Design Front [Week 7 09/10/2023)]

Fig 3.8 Design Back [Week 7 09/10/2023)]

Fig 3.9 Skateboard Collateral [Week 8 17/10/2023)]

#2 Shirt

I definitely need to make as tshirt i felt like its not complete without a shirt, so i chose two design for the front and the back.,

Fig 3.10 Design Front [Week 8 17/10/2023)]

Fig 3.11 Design Back [Week 8 17/10/2023)]

Fig 3.12 Shirt Collateral [Week 8 17/10/2023)]

#3 Bucket Hat

Bucket hat is a must when it comes to my vibe and street fashion so i made one for my collateral, i decide to use a simple and cute design for my hat.

Fig 3.13 Design Front [Week 8 17/10/2023)]

Fig 3.14 Bucket Hat Collateral [Week 8 17/10/2023)]

Instagram

after making the collaterals i started making the Instagram account, i named it xenostreet cause its a street theme :], afterwards i started making the feed in Adobe illustrator, to see what i should add and how to arrange it in an instagram feed.

Fig 3.15 Instagram Feed [Week 8 17/10/2023)]

After making the example i started editing it to make it more tidier

Fig 3.16 Instagram Feed Progress [Week 8 17/10/2023)]

Fig 3.17 Instagram Feed View [Computer] [Week 8 17/10/2023)]

Fig 3.18 Instagram Feed View [Phone] [Week 8 17/10/2023)]

Instagram

Mr.Vinod told us that we have to have at least one animation post in our instagram of our own logo, so i started making one for the logo animation, i watched a few tutorials in youtube and found this glitch animation tutorial and decided to implement it into my logo animation.

Fig 3.19 Animation Progress [Week 10 01/11/2023)]

Fig 3.20 Keyframes [Week 10 01/11/2023)]

Final Work

Instagram link: Xeno Street (@xenostr33t)

Fig 4.1 Final Key Art B&W [Week 10 01/11/2023)]

Fig 4.2 Final Key Art Colour(main) [Week 10 01/11/2023)]

Fig 4.3 Final Key Art Colour (against the darkest background) [Week 10 01/11/2023)]

Fig 4.4 Key Art Animation [Week 8 17/10/2023)]

Fig 4.5 Colour Pallate [Week 10 01/11/2023)]

Fig 4.6 T-Shirt (collateral #1) [Week 10 01/11/2023)]

Fig 4.7 Bucket Hat (collateral #2) [Week 10 01/11/2023)]

Fig 4.8 Skateboard (collateral #3) Week 10 01/11/2023)]

Fig 4.9 Desktop screengrab [Week 10 01/11/2023)]

Fig 4.10 Close up of Instagram page [Week 10 01/11/2023)]

Fig 4.11 PDF of final work[Week 10 01/11/2023)]

Feedback

Week 4 :

Specific Feedback : make sure the name is balanced, make sure theres not alot of things going on so minimalize the elements.

Week 5 :

General Feedback : color palette is good but too generic, can use but could be better.

Week 6 :

General Feedback : Use ur keyartwork on something you would like to use, and dont just copy paste ur key artwork into it, expand your branding, so its not just the same thing over and over again

Week 7 :

General Feedback : Make sure the collaterals are shown on the instagram page, and make something that will attract people into clicking the post, post a reel into the instagram containing the animation , and also include your black and white picture inside the instagram

Reflection

Experience : Surprisingly this time the assignment is really fun to do, we get to do a personal branding, making our own product, making a logo, making a concept and making a mindmap. is basically like a character design but typography
Observations : from this assignment i learn more about how a key artwork does not only need a cute and cool fun design, it has to have a meaning to it, and i have to make sure that my key artwork is connected to the products that i would like to make, its like making a concept basically
Findings : Making a brand is not easy, you have to make a concept, and afterwards not only you have to design your products, you also need to expand your branding and your key artwork so that it wont be boring and repeating over and over again

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AGNES FADHYLLAH (0360503)