Advanced Typography | Task 2: Key Artwork & Collateral

23/10/2024 - 20/11/2024 / Week 5 - Week 9

Rio Sato / 0360530
Key Artwork & Collateral
Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylors University

LECTURES

WEEK 5 - LECTURE 5

Advanced Typography: Perception and Organisation

Contrast

Fig. 1.1 Size (by Carl Dair)

Fig. 1.2 Weight

Fig. 1.3 Form

Fig. 1.4 Structure

Fig. 1.5 Texture

Fig. 1.6 Direction (by Carl Dair)

Fig. 1.7 Colour

Fig. 1.8 Form

Form: The overall look and feel of the elements that make up the typographic composition. To represent a concept by doing so in a visual form. The interplay of meaning and form brings a balanced harmony both in terms of function and expression.

When a typeface is perceived as a form, it no longer reads as a letter because it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.

Fig. 1.9 Gestalt theory for organisation

INSTRUCTIONS

Fig. 2.1 Module Information Booklet - Advanced Typography 2024

Task 2A: Key Artwork & Collateral

For Task 2A we are to design a key artwork, which behaves as a logo and artwork. We are to use our name/initials. This key artwork will subsequently be used in Task 2B on various collateral.

- Not necessarily legible

- Artwork made from type

- Explore options - compositions etc

- Almost monogram-ish

- Certain level of simplicity

- Elegant solution, visual communication

- Artwork needs to be scalable

Task 2B: Collateral

We are tasked to design the following with our key artwork in Task 2A:

- Poster (A2)

- Animated invite (square, 800/1024 px)

- 3 relevant collaterals (minimum 2 collaterals)

PROCESS WORK

1.1 Mind-Map

Fig. 3.2 Mind-Map, Week 5 (23/10/2024)

In this step, I've identified several key aspects of my identity and aspirations. This visual representation has helped me explore various facets of my personality, interests, and goals. By organizing these thoughts graphically, I've gained a clearer understanding of who I am and who I want to become.

1.2 Mood-Board

Fig. 3.3 Mood-Board, Week 5 (23/10/2024)

The mood board I've created reflects the key elements that are related to my identity and aspirations. It incorporates visual elements that represent my interests in arts, culture, activity, and creativity. The

imagery chosen aligns with my style and the professional image I aim to project.

1.3 Sketches

Fig. 3.4 Sketches, Week 5 (23/10/2024)

These sketches represent initial ideas for my key artwork and collateral materials. They explore different 4 elements, layouts, and compositions that align with the themes identified in my mind map and mood board. The sketches were created by some references.

Fig. 3.5 Sketches after feedback session, Week 6 (30/10/2024)

After the Week 5 feedback session, I created sketches #5 and #6 based on Mr. Vinod's advice to "Make it readable." This guidance helped me refine my designs for better clarity and legibility.

Digitalisation

Attempt #1

Fig. 4.1 Attempt #1, Week 6 (30/10/2024)

For this attempt, I focused on creating a circular design that incorporates my initials.

2.1 References

Fig. 4.2 References, Week 6 (30/10/2024)

2.2 Circle

Fig. 4.3 Circle, Week 6 (30/10/2024)

In this circular design, I incorporated my initials "A" and "R" by intertwining them within the circular shape. The "A" forms the left side of the circle, while the "R" completes the right side, creating a harmonious and balanced composition. This approach not only maintains the circular motif but also enhances the legibility of my initials, striking a balance between artistic expression and clarity.

2.3 Shapes

Fig. 4.4 Attempt #1 Sketch #5 "A", Week 6 (30/10/2024)

Fig. 4.5 Attempt #1 Sketch #5 "R", Week 6 (30/10/2024)

2.4 Attempt #2

Fig. 4.6 Attempt #2, Week 6 (30/10/2024)

I changed the parts from attempt #1 aiming to create a more cohesive and balanced design. The "A" and "R" now flow more seamlessly within the circle, creating a more harmonious composition.

2.5 Adjustment

Fig. 4.7 Shape Adjustment, Week 6 (30/10/2024)

In this iteration, I focused on refining the shape and improving the integration of my initials. The circular form was adjusted to create a more balanced and symmetrical appearance. By carefully modifying the curves and angles, I achieved a smoother flow between the "A" and "R", resulting in a more cohesive design. This version maintains the core concept while enhancing its visual appeal and legibility.

2.6 Attempt #3

Fig. 4.8 Attempt #3, Week 6 (30/10/2024)

For this attempt, I explored a more abstract and dynamic approach to incorporating my initials. I created a design that intertwines the 'A' and 'R' in a fluid, almost calligraphic style. The resulting form suggests movement and creativity, while still maintaining a level of readability.

Attempt #4 (Sketch #6)

3.1 References

Fig. 5.1 References

3.2 Reference Font

Fig. 5.2 Reference Font, Week 6 (30/10/2024)

I chose Futura as my reference font. Its geometric shapes and clean lines align perfectly with what I'm aiming for in my artwork. Futura's bold yet elegant character serves as an excellent foundation for creating a distinctive monogram that balances readability with artistic flair.

3.4 Attempt #4

Fig. 5.3 Attempt #4, Week 6 (30/10/2024)

In this iteration, I aimed to create a more balanced and harmonious design incorporating "RIO" and "CAMO" in a unique way. Drawing inspiration from Futura's geometric shapes, I crafted a monogram that intertwines the letters while striving for clarity and legibility. Despite these efforts, the resulting design proved difficult to read and lacked the clean aesthetic I was aiming for.

3.5 Symbol

Fig. 5.4 Symbol - RIO, Week 6 (30/10/2024)

This symbol represents my name "RIO. "By refining the letterforms and adjusting the spacing, I've created a more balanced composition that retains the essence of my personal brand.

3.6 Attempt #5

Fig. 5.5 Attempt #5, Week 6 (30/10/2024)

For this attempt, I experimented with a more fluid and organic approach to creating my monogram. Using the brush tool in Adobe Illustrator, I crafted a design that combines my name "RIO" in a dynamic, calligraphic style. This technique allowed me to infuse the design with a sense of personality, while still difficult to maintain a level of readability.

4.1 Feedback Session

I chose attempt #3 to explore further. Mr. Vinod provided feedback, noting, "The 'R' resembles an 'A,' so modify the 'R' to make it more distinct. Adjust the sizes of the letters 'M' and 'O' for better balance." Based on this guidance, I refined the design to create a more finalized version.

Additionally, my initial attempt appeared too simplistic to effectively convey the intended themes of flow and movement in my artwork. To address this, I incorporated brush-like shapes, adding a Japanese-inspired style and a sense of motion to the design.

Fig. 5.6 After Feedback Session, Week 7 (06/11/2024)

FINAL OUTCOME

Task 2(A) Key Artwork

Fig. 6.1 Black wordmark on white background, Week 7 (06/11/2024)

Fig. 6.2 White wordmark on black background, Week 7 (06/11/2024)

Fig. 6.3 Colour palette, Week 7 (06/11/2024)

Fig. 6.4 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 7 (06/11/2024)

Fig. 6.5 Wordmark in actual colours on lightest shade of colour palette, Week 7 (06/11/2024)

Fig. 6.6 Wordmark animation (GIF format), Week 9 (20/11/2024)

Fig. 6.7 Final Outcome - Task 2(A) Key Artwork, Week 9 (20/11/2024)

PROCESS WORK

5.1 Trade Mark

Fig. 7.1 After Feedback Session, Week 7 (06/11/2024)

To create a mark representing the brand image, I incorporated the brush symbol from the artwork. When combined, this symbol also evokes the appearance of a flower.

Mock-Up

6.1 References

I gathered reference images from Pinterest. These references are based on products that I use in daily life.

6.2 Attempts: Instagram Posts

For my Instagram posts, I explored different ways to showcase my brand identity while maintaining visual consistency. The posts feature a combination of my key artwork, typography experiments, and mock-up works. Each post is carefully composed to reflect the Japanese-inspired aesthetic and flowing elements that characterize my brand.

Fig. 7.4 Instagram Posts, Week 7 (06/11/2024)

Fig. 7.4 Instagram Posts, Week 9 (20/11/2024)

FINAL OUTCOME

Task 2(B) Key Artwork & Collateral

Fig. 8.1 Collateral #1, Week 7 (06/11/2024)

Fig. 8.2 Collateral #2, Week 7 (06/11/2024)

Fig. 8.3 Collateral #3, Week 7 (06/11/2024)

Fig. 8.4 Instagram Posts, Week 9 (20/11/2024)

Fig. 8.5 Instagram link, Week 9 (20/11/2024)

Fig. 8.6 Instagram, Week 9 (20/11/2024)

Fig. 8.7 Final Outcome - Task 2(B) Key Artwork & Collateral, Week 9 (20/11/2024)

FINAL OUTCOME

Task 2: Key Artwork & Collateral

Fig. 9.1 Black wordmark on white background, Week 7 (06/11/2024)

Fig. 9.2 White wordmark on black background, Week 7 (06/11/2024)

Fig. 9.3 Colour palette, Week 7 (06/11/2024)

Fig. 9.4 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 7 (06/11/2024)

Fig. 9.5 Wordmark in actual colours on lightest shade of colour palette, Week 7 (06/11/2024)

Fig. 9.6 Wordmark animation (GIF format), Week 9 (20/11/2024)

Fig. 9.7 Collateral #1, Week 7 (06/11/2024)

Fig. 9.8 Collateral #2, Week 7 (06/11/2024)

Fig. 9.9 Collateral #3, Week 7 (06/11/2024)

Fig. 9.10 Instagram Posts, Week 9 (20/11/2024)

Fig. 9.11 Instagram link, Week 9 (20/11/2024)

Fig. 9.12 Instagram, Week 9 (20/11/2024)

Fig. 9.13 Final Outcome - Task 2: Key Artwork & Collateral, Week 9 (20/11/2024)

FEEDBACK

Week 5

General Feedback: Ensure the artwork's meaning is clear at a glance.

Prioritize text readability.

Specific Feedback: Incorporate the stipple brush technique.

Week 6

General Feedback: Prioritize text readability.

Specific Feedback: The "R" resembles an "A," so modify the "R" to make it more distinct. Adjust the sizes of the letters "M" and "O" for better balance.

Week 7

General Feedback: The collateral has to be related to daily use.

Specific Feedback: Need a reason for each collateral.

Week 9

General Feedback: Post animation in GIF to e-portfolio, MP4 to Instagram.

Specific Feedback: All good.

REFLECTION

Experience

This Task 2 assignment has been a fresh experience in brand identity and design development. Through creating a personal brand mark and exploring various design iterations, I've gained a deeper understanding of how visual elements can effectively communicate brand values. The process of developing and refining the brand mark was challenging, requiring careful consideration of balance, legibility, and visual impact.

Observations

The typography design process proved invaluable in developing my identity. Each attempt provided new perspectives and improvements. Initially, I decided to focus on themes of "flow" and "creativity," but after receiving feedback from Mr. Vinod, I discovered I could incorporate my Japanese identity into the design. The feedback sessions were crucial in refining my design direction. Adding Japanese-inspired brush elements was a key development that significantly enhanced the brand's unique character and visual appeal.

Findings

This assignment has strengthened both my technical design skills and my understanding of brand identity development. It has demonstrated how personal elements can be transformed into meaningful brand representations.

Overall, this exercise has shown that effective trademark and typography design goes beyond mere visual appeal - it's about creating a cohesive identity that tells a story(identity) and resonates with its intended audience while maintaining functionality across various applications.

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Rio Sato (0360530)