Advanced Typography - Task 2 (A) & Task 2 (B): Key Artwork & Collateral

26.04.2023 - 09.06.2023 / Week 4 - Week 10
Lim Rui Ying / 0358986
Advanced Typography / Bachelors of Design (Hons) in Creative Media
Task 2 (A) & Task 2 (B): Key Artwork & Collateral

LIST

Task 2 (A): Key Artwork

Task 2 (B): Collateral

Feedback

Reflection

LECTURES

All lectures completed in Task 1: Exercises 1 & 2

INSTRUCTIONS

TASK 2 (A): Key Artwork

We were required to create a key artwork using our first name or pseudonym. In the context of this task, the key artwork serves as both a wordmark/lettering and an artwork. A wordmark/lettering is used to identify a person but it is also used as an artwork that might adorn a lapel pin/T-shirt/poster (collateral).

We should explore and design various permutations and combinations of our names in the form of a wordmark/lettering. The final key artwork should be in black and white and it must be elegant, well-balanced, and composed, avoiding complexity and confusion to ensure functionality and effective communication.

WEEK 4 | Preliminary Ideas

Sketches

I created 5 sketches of the letters "r" and "y" for the key artwork. I intended to create a clean and simple monogram by combining two letters together.

Fig. 1.1 Sketches, Week 4 (25/4/2023)

Draft digitisation

I digitised sketches #4 and #5 in Adobe Illustrator. For sketch #4, I used the rounded brush tool to trace out the one-line monogram and adjusted the width of certain parts to achieve thin and thin strokes within the monogram. I constructed sketch #5 by referencing the Bodoni font.

Fig. 1.2 Draft digitisation of sketches #4 and #5, Week 4 (25/4/2023)

Letters: ry

Style: simple and clean

However, the outcome was unsatisfying as it was not well constructed. I realised that utilising an existing font to construct a wordmark or monogram was not a good option as the font has shapes and forms that were well-designed and constructed. We may encounter some constraints when modifying the font and the outcome may not be desirable.

At that time, I did not think of the meaning to be conveyed in the monogram. When I looked at the sketches now, I had no idea what the sketches were to do as they were designed with no purpose.

WEEK 5 | Idea Development

Digitisation

During Week 5 class, I proceeded with the initial sketch #5 and give a meaning of adaptability which I hope to achieve in the future. I maintained the same word and style but crafted the monogram by utilising grids, lines, and rectangular and circular shapes. Nevertheless, the monogram was lack of readability and legibility, along with the imbalance in negative and positive spaces.

Fig. 2.1 Digitisation of sketch #5 - 2nd attempt, Week 5 (3/5/2023)

Letters: ry

Style: clean and simple

Meaning/keyword: adaptability

Besides, I developed another idea of two-sided personality and imperfection. Apart from the conventional understanding of "two-sided" suggesting deceit or insincerity, my intention was to highlight the notion that each individual possesses a hidden facet that is seldom revealed to others. The sketch (sketch #6) was the inverted uppercase letters of "r" and "y", with the elimination of the main vertical strokes.

Fig. 2.2 Digitisation of sketch #6, Week 5 (5/5/2023)

Letters: RY

Style: clean and simple

Meaning/keywords: imperfection and two-sided

After receiving feedback from Mr Vinod during week 6, I realised that my sketches did not perform well to express and convey the meaning. I had to carefully consider the message I wanted to convey through my key artwork and generate fresh ideas by exploring various approaches to represent my name or initials.

WEEK 6 | New Concept Ideas and Development

I explored myself and my personality through a mindmap to infuse a clear meaning into my key artwork that represents myself. Through the mind map, I identified my main weaknesses and insecurities: a lack of confidence and a constant struggle for perfectionism. Hence, my aspiration is to become a calm and adaptable individual who is capable of facing various pressures, challenges, and changes, while also striving to find a harmonious balance in life. I developed two directions as the ideas for my key artwork:

Direction 1: Wabi-Sabi

When exploring to infuse the meaning into the key artwork, I delved into the wabi-sabi philosophy by chance. Basically, wabi-sabi is a worldview based on the acceptance of imperfection and impermanence. I like the concept of wabi-sabi and its philosophy of accepting imperfection, which I have struggled with all the time.

Fig. 3.1 Mood board of wabi-sabi, Week 6 (14/5/2023)

I developed some idea sketches based on some characteristics of wabi-sabi (organic shapes, asymmetry, rough edges, cracks, etc.). However, I found it difficult to conduct a detailed sketch that reflects the wabi-sabi philosophy.

Fig. 3.2 Sketches for direction 1, Week 6 (14/5/2023)

Direction 2: Flexibility, Adaptability and Calmness

In this direction, I intended to express the concept of flexibility and adaptability, and also evoke a sense of calmness and relaxation, striving for a balance and positive inner self. In the sketch, I used my first name "Rui Ying" but I only included "rui" and the letter "y".

Fig. 3.3 Sketch for direction 2, Week 6 (14/5/2023)

Letters: ruiy

Meaning/keywords: flexibility and adaptability with a sense of calmness

In the rough sketch, the letters were curvily aligned, instead of being aligned on a baseline. This design aimed to symbolise the hope for flexibility and resilience in navigating life's ups and downs or unforeseen obstacles.

Digitisation

In the digitisation of my key artwork, I first worked on the letters "r" and "u". I utilised rectangular and circular shapes in constructing the letterforms. From the first attempts at the construction of the letters "r" and "u", I noticed some minor issues in the letterforms. The curve strokes connected in between were too thin. It would be better if the strokes were slightly thicker.

Fig. 3.4 Construction of letters "r" and "u", Week 6 (14/5/2023)

In the construction of the letter "y", it was derived from the final letter "u". The right vertical stroke of the letter "y" was too long in the first attempt, so I shorten it a bit.

When I reviewed my key artwork after the task was completed, the descender of the letter "y" was slightly narrower than the width of the letter "u". It was not designed intentionally and I realised it was a mistake to design in that way.

Fig. 3.5 Construction of letter "y", Week 6 (14/5/2023)

The unique element that I intended to create was a curved stroke extending from the left vertical stroke of the letter "y" towards the upper left, merging with the dot of the letter "i".

To construct the unique element, I created a horizontal stroke that had the same width as the vertical stroke and positioned it above the x-height of the letter "r". Then I rounded the corners to be curved. However, the outcome (attempt #1) was not visually appealing as I found the horizontal stroke was quite thick and the gaps were not consistent.

Fig. 3.6 Construction of the unique element in the letter "y", Week 6 (14/5/2023)

I remained unsatisfied with the result of my initial attempt. Thus, I opted to align the letters along a baseline for my second attempt, making the letter "r" slightly taller than the x-height. Upon assessing the two attempts, I found that the alignment and position of the letterforms in attempt #2 were better than in attempt #1. As a result, I made the decision to finalise attempt #2 as the preferred outcome.

Fig. 3.7 Attempts #1 and #2, Week 6 (14/5/2023)

When finalising my key artwork, I incorporated rounded edges into the original sharp design (Fig. 3.8 top) to create a more friendly and softer appearance. To ensure readability and form, I tested the rounded version (Fig. 3.8 bottom) at a smaller size. I found that it was legible and visually pleasing in the reduced size, so I decided to keep the rounded edges.

Fig. 3.8 Finalising key artwork, Week 6 (15/5/2023)

Colour palette

In the colour palette, I decided to choose blue as the primary colour as blue is known to evoke a sense of calmness and also aligns well with the concept of flexibility. To create contrast within the colour palette, I introduced a secondary colour attempting with the tint variation of salmon pink. I noticed that the colours appeared dull and did not successfully convey the desired sense of the brand. Thus, I enhanced the colour palette by increasing its saturation.

Fig. 3.9 Explorations on colour palette, Week 7 (20/5/2023)

Final Task 2 (A): Key Artwork

Fig. 4.1 Final Task 2 (A): Key Artwork (b&w) - JPEG, Week 7 (17/5/2023)

Fig. 4.2 Final Task 2 (A): Key Artwork (colourised) - JPEG, Week 7 (20/5/2023)

Fig. 4.3 Final Task 2 (A): Key Artwork - PDF, Week 7 (20/5/2023)

TASK 2 (B): Collateral

Upon finalising the key artwork, we were tasked to design a t-shirt, lapel pin, an animated key artwork and an Instagram account, transforming the key artwork into a brand. The outcome must communicate both visually and textually the desired message and mood set by the key artwork and its function.

WEEK 7 - WEEK 8 | Animated Key Artwork, Explorations on Collateral & Instagram Layout

A) Animated key artwork

To reflect the message of flexibility, I intended to create a bending effect in the letter "r" and make the remaining letters appear smoothly according to the path of the letterforms.

Fig. 5.1 Animation planning #1, Week 7 (20/5/2023)

I animated the key artwork in After Effects. The bending effect was animated using the bending property in AE. Then, I used the shape layer to animate the remaining letters to make them appear according to their paths of the letterforms.

Fig. 5.2 Bending effect (top); Animation path of letters "u", "i" and "y" (bottom), Week 7 (20/5/2023)

Fig. 5.3 Attempt #1, Week 8 (27/5/2023)

During week 8, I reviewed the animation attempt #1 and I was unsatisfied with the animation. Thus, I planned on the second animation. I intended to include the logo as the flow in the animation. Fig. 5.4 shows the animation path of the logo, moving in and out with rotation, reflecting the concept of flexibility and the limitless potential to break boundaries.

Fig. 5.4 Animation planning #2, Week 9 (28/5/2023)

I created a mask shape using the Pen tool to make the key artwork appear according the to curvy shapes that the logo has.

Fig. 5.5 Animation path of the logo in AE (left); The mask shape (right), Week (28/5/2023)

Fig. 5.6 Attempt #2, Week 9 (28/5/2023)

Final Animated Key Artwork

Fig. 6.1 Final Animated Key Artwork - GIF, Week 10 (9/6/2023)

B) Collateral

1. Self-portrait

In week 7's class, we were instructed to capture a b&w portrait of ourselves that reflects our identity. We had to incorporate the key artwork creatively into the chosen portrait to convey our personality and align with the brand's message.

Fig. 7.1 Attempts at incorporating key artwork into the portrait, Week 7 (17/5/2023)

In the attempts shown in the bottom left corner, I made the mistake of separating the letters in the key artwork. It is important to note that a brand needs to be cohesive and unified in order to be memorable to people.

2. Collateral and mockups

In the expansion of my key artwork, I developed some variations by trying different arrangements of the key artwork and extracting the unique element from the letter "y". The linking and intertwining kind of symbols were more visually appealing and communicated more effectively.

Fig. 7.2 Expansions of key artwork, Week 8 (27/5/2023)

The linked symbol was chosen as a variation of my key artwork, as well as the unique letter "y".

Fig. 7.3 Variation of key artwork, Week 8 (27/5/2023)

I had a t-shirt, lapel pin, mug and tote bag for the collateral. I made several attempts at each collateral by trying different colour combinations. I realised that the purpose of the key artwork could not be examined until it was applied to the applications in collateral.

Fig. 7.4 Explorations on collateral #1 - t-shirt, lapel pin, tote bag, mug & bottle, Week 8 (27/5/2023)

C) Instagram Layouts

I made many attempts at the Instagram layouts, using different versions of collateral and mockups. This was the most difficult part for me and I felt frustrated in achieving the best outcome for the brand. In the layouts I had explored, the visuals looked chaotic and did not successfully convey the brand's message. I had many struggled times with it, which I believe were primarily due to a lack of clear direction for the brand and insufficient research.

Fig. 7.5 Explorations on Instagram layout, Week 8 (27/5/2023)

The layout at the bottom right was chosen to view the effect and overall outcome of posting on Instagram.

Fig. 7.6 Instagram profile page, Week 8 (27/5/2023)

WEEK 9 - WEEK 10 | Finalising Collateral

During the week 9 class, we were advised to think about whether the collateral reflects our brand. When I reviewed the collateral again, I decided to create a fitness brand, especially for yoga. Thus, I decided to include a yoga mat and business card in the collateral, and remove the mug from the collateral.

Fig. 8.1 Explorations on collateral #2 - yoga mat & business card, Week 9 (3/6/2023)

Mr Vinod suggested exploring more on the variation I had developed from my key artwork (Fig. 7.3 Logo) to better stand with it. I made attempts at developing patterns from the logo. The final developed pattern is shown in Fig. 8.3 and applied to the collateral.

Fig. 8.2 Explorations on patterns, Week 9 (4/6/2023)

Fig. 8.3 Final pattern and its application, Week 9 (4/6/2023)

Final Task 2 Submission

Fig. 9.1 Final Key Artwork (b&w) - JPEG, Week 10 (9/6/2023)

Fig. 9.2 Final Key Artwork (colourised) - JPEG, Week 10 (9/6/2023)

Fig. 9.3 Final Key Artwork (colourised in reverse) - JPEG, Week 10 (9/6/2023)

Fig. 9.4 Final Animated Key Artwork - GIF, Week 10 (9/6/2023)

Fig. 9.5 Final Colour Palette - JPEG, Week 10 (9/6/2023)

Fig. 9.6 Final Collateral 1: Tote bag - JPEG, Week 10 (9/6/2023)

Fig. 9.7 Final Collateral 2: T-shirt - JPEG, Week 10 (9/6/2023)

Fig. 9.8 Final Collateral 3: Business card - JPEG, Week 10 (9/6/2023)

Fig. 9.9 Final Collateral 4: Bottle - JPEG, Week 10 (9/6/2023)

Fig. 9.10 Final Collateral 5: Lapel pin - JPEG, Week 10 (9/6/2023)

Fig. 9.11 Final Collateral 6: Yoga mat - JPEG, Week 10 (9/6/2023)

Instagram account: ruiyy__ https://www.instagram.com/ruiyy__/

Fig. 9.12 Instagram profile screenshot - PNG, Week 10 (9/6/2023)

Fig. 9.13 Final Task 2 - PDF, Week 10 (9/6/2023)

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FEEDBACK

WEEK 5

Task 2 (A): Key Artwork (Fig. 1.1 Week 4 sketches)

General feedback

Mr Vinod commented that our key artwork lack of meaning and the form consists of too many things, in which the key artwork is not designed objectively and representatively. He suggested creating a mindmap might help in which it can relate to the keywords and visuals that represent us. Our key artwork should be designed either to express a literary meaning or a feeling that represents us.

When receiving feedback from my classmates, I noticed that five sketches of my key artwork are combined ineffectively and that affects the readability of the key artwork.

Classmates' feedback

#1 is cool and simple but the letter Y is not noticeable in the key artwork. #2 is simple and nice with a dot at the end. #5 is quite interesting but has an issue with the balance between the form and the counter form. I might have to consider adjusting the thickness of the strokes.

WEEK 6

General feedback

When looking at a wordmark, we look at its aesthetics and the message conveyed through the aesthetics. It is important to search for meaning and effectively convey it through the wordmark design. A monogram should not be limited to just two or three letters. We should consider creating a wordmark that incorporates more letterforms, like our first name or full name. It is also essential to ensure that our wordmark is easily readable and legible.

Specific feedback

Week 5 progress

According to the feedback provided by Mr Vinod, I need to revise my monogram by incorporating a minimum of three letterforms instead of just two. Currently, my monogram lacks stability and legibility. The term "simple" that I used to describe my monogram is not appropriate in this context. In this context, "simple" refers to having fewer features and characteristics. If I want to achieve simplicity, I might have to consider using sans-serif letterforms instead of serif letterforms. I will need to come up with a new wordmark that effectively communicates a message, readable and visually attractive.

WEEK 7

General feedback

A wordmark should not be separated in any form of usage. We could utilise the unique elements from the wordmark but refrain from placing them together with the full wordmark. The selection of the colour palette for the wordmark should serve the purpose of effectively conveying the feeling and meaning associated with the wordmark. It is advisable to include complementary colours within the colour palette to enhance the prominence of the wordmark. For the Instagram layout, we could experiment with various collateral photos including the wordmark, mockups, and our own image. Be creative with it instead of using the centre layout that positions our image in the middle.

Week 8

General feedback

Avoid repetitive use of key artwork in the IG layout. Explore more variations of the key artwork in the application of collateral.

WEEK 9

Task 2 (B): Collateral (Fig. 7.6 Week 8 progress - IG profile page)

Specific feedback

The combination of the unique elements seems to be like a logo. I should explore more with it so that it could stand with my key artwork.

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REFLECTION

Experience

I faced many challenges during the tasks due to my lack of confidence in expressing myself. In the creation of the key artwork, I had no idea what represents me the best and leaked a clear message to convey through it. As a result, I spend a lot of time on it and finally had the finalised key artwork by week 7. The process of exploring collateral was enjoyable as I experimented with various combinations and arrangements, but also challenging in selecting the appropriate collateral and integrating it into the IG layout to achieve visual balance in the aesthetics.

Observation

When looking at seniors' key artwork, I noticed their incorporation of playful and unique elements, which they further developed into graphical elements, including patterns and relevant graphics. I found this approach interesting and it can help create an amazing impression on people.

I could notice that I was creating the key artwork without aim and intention, causing excessive time consumption. Besides, I could observe that the key artwork lacked refinement, resulting in an immature design. I should focus more on the details when crafting the key artwork to ensure consistency and a well-constructed overall design of the key artwork. During the exploration of collateral, observation and visual research are very important. I observed how the logo and visual design of a brand worked in real-life scenarios to get some ideas and inspiration.

Findings

The tasks made me realize the importance of having a clear purpose and objective when producing creative work. It is crucial to have a deep understanding of oneself and the intended meaning to be conveyed through the key artwork. It is the creation of a brand for yourself, expressing your identity and personality.

Choosing a suitable colour palette for the key artwork and collateral is one of the biggest challenges. I discovered that colours have a significant impact on the perception and emotions associated with a brand when people viewed it. If the final presentation of the brand on Instagram lacks visual appeal and fails to effectively communicate the brand's message, it is necessary to review and reconsider the design of key artwork, selection of colour palette and collateral

Although I had a frustrating experience with the tasks, it was a learning process. Sometimes we would not be able to achieve the desired outcome but we still learn something from it. The acquired knowledge and skills can be valuable and applied to future assignments or design work. In fact, I found myself being overly rigid in adhering to certain rules that can guide me to achieve the desired outcome. It opposed the message I wanted to convey in my brand. How ironic. ˙ ͜ʟ˙In conclusion, I learned a lot from the tasks, making me more observant and thoughtful when looking at creative works and contemplating the reasons and purpose behind them.

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