Advanced Typography / Task 2A & 2B: Key Artwork & Collateral
25.4.2022 - 23.5.2022 (Week 5 - Week 9)
Adeline Wong Chyn Nee / 0344017 / Mr.Vinod N
Advanced Typography
Task 2A & 2B
LECTURES
Week 05- Lecture 5 (28/03/2022): Perception & Organisation
Perception
Starting with the week five lecture, we looked at the contrast methods by Rudi Ruegg with an image. It is known from the lecture that there are multiple approaches to creating contrast in Typography, the font weight, colors, size, and style of a typeface can be changed to do so.
Fig. 1.1 Contrast by Rudi Ruegg (Source: Lecture slides)
Next, according to Canadian graphic designer, Carl Dair, there can be two more principles to approach contrast in typography, and they are texture and direction. In total, there are 7 approaches from Carl Dair, and they are contrast in size, weight, form, structure, texture, direction, and color.
Fig. 1.2 Contrast by Carl Dair (Source: Lecture slides)
1. Contrast in size
- A size contrast draws the reader's attention to a particular point. Like how headers grab the attention of readers first which bigger font size.
2. Contrast in weight
- A weight contrast draws the reader's attention to a particular point. The bold type can stand out compared to a lighter type of the same style.
3. Contrast in form
- A form contrast draws the reader's attention to a particular point. The distinction between capital letters and lowercase letters creates distinction.
4. Contrast in structure
- A structure contrast draws the reader's attention to a particular point. The letter forms of different typeface create contrast.
5. Contrast in texture
- A texture contrast draws the reader's attention to a particular point. Putting together contrasts of different sizes, weights, forms, and structures, and applying them to a block of text on a page, will create contrast.
6. Contrast in direction
- A direction contrast draws the reader's attention to a particular point. The opposition between verticle and horizontal angles in between the typeface alignment creates a dramatic effect.
7. Contrast in color
- A color contrast draws the reader's attention to a particular point. Careful usage of color while constructing a typeface will create contrast.
Fig. 1.3 Contrast in form (Source: Lecture slides)
8. Contrast in form
- A form contrast draws the reader's attention to a particular point. The overall look and feel of the elements that make up the composition can be made impactful and memorable
Organization
Gestalt:
The second part of the lecture talks about organization or Gestalt, which is a German word that emphasizes that the whole of anything is greater than its parts. Gestalt can come together intuitively as one understands them well.
The law of similarity, proximity, closure, continuation, symmetry, and Pragnanz is then touched on to explain the perceptual organization of Gestalt.
Fig. 1.4 Laws of Similarity & Proximity (Source: Lecture slides)
1. Law of Similarity
- Similar elements tend to be perceived as a unified group. That refers to anything from color to the size of the elements.
2. Law of Proximity
- Elements that are close to each other tend to be perceived as a unified group.
Fig. 1.5 Laws of Closure & Continuation (Source: Lecture slides)
3. Law of Closure
- It shows the mind's tendency to complete a figure or form even if the picture is incomplete.
4. Law of (good) Continuation
- It shows how humans tend to each of two or more objects as different when they intersect.
Fig. 1.6 Laws of Symmetry (Source: FlowMapp)
5. Law of Pragnanz
- It shows how humans see images as the way it is (form) and as simple as possible rather than seeing them as complex and incomplete.
INSTRUCTION:
Task 2A: (2, May 2022)
For this task, we are required to design a key artwork, the key artwork which is the first part of the task (task 2A) will then be further developed into posters, animated invites, and collaterals (task 2B) for an event of our idea.
Upon hearing the name of this task, I had a few seconds to guess the context of the task before I gave up and looked at the MIB. In the context of this task from the MIB, the key artwork behaves like a logo but is also an artwork. As a logo, it is used to identify an event/person but it is also used as artwork, adorned on a poster (collateral) or disassembled into constituent shapes to form vibrant patterns that continue to maintain its visual identity and relationship with the key artwork from which it is derived from.
1. Ideas and Sketches
From there, I ventured off to Pinterest and looked up some ideas. At first, I had no luck finding ideas from searching "key artwork", so I used an alternative name after understanding the task from the MIB, I typed "Two letter monogram initials" and finally, I was seeing some things.
Fig. 1.7 Saved pin ideas (Source: Dribbble.com)
I first started off by playing with some shapes by disconnecting and connecting them, joining the letters on parts that can be connected. At this point, I still was not sure of what my design direction is and will become, so I just played around, hoping to make something useful. This is what I got from my first experimenting session.
Fig. 1.8 Idea #1, week 5 (8/5/22)
Fig. 1.9 Idea #2, week 5 (8/5/22)
Both of the outcomes had opposite design directions, I tried to use 4pt thick lines to create both uppercase and lowercase design ideas for variety, I then went with a different approach on my second trial, I attempted a squiggly and blobby style this time.
I saw that the second idea could be further developed by tweaking the rotation and adjusting the placement. From there, 3 more variations of idea 2 were made.
Fig. 1.10 More of idea #2, week 5 (8/5/22)
Looking at Fig. 1.1, I personally was leaning more towards the first variation as it had better form and overall a better look at first sight. However, I do think that I could incorporate some geometric elements into it to balance out to "squiggliness", and so from there, 2 more ideas were made.
Fig. 1.11 Idea #3, week 5 (8/5/22)
In this final experimenting session, I ended up with something with a combination of hardness and organic shapes incorporated into one. I first thought hard about how to incorporate the letter 'A' in the first 'W' and figured why not have it upsidedown on the right side of the letterform.
Some extra things:
Fig. 1.12 experimenting with '3D and Materials', week 5 (8/5/22)
Fig. 1.13 outcome from experimenting with '3D and Materials', week 5 (8/5/22)
2. Further development (after feedback)
After a feedback session with Mr. Vinod, I worked on developing idea 3 and achieved two finalists to become my key artwork. At this time, my heart still hasn't decided on which.
Fig. 2.1 Development after feedback, week 6 (9/5/22)
Fig. 2.2 Development after feedback, week 6 (9/5/22)
From the feedback, a very important message is to focus on an occupation when creating the key artwork. After much figuring out, I have decided on the final occupation of ideas 1 and 2.
Occupation #1: Molecular Biologist
Fig. 2.3 Molecular Biologist
Fig. 2.4 images of 'Molecular Biologist' (Source: Google)
Occupation #2: Speleologist (cave scientist)
Fig. 2.5 Speleologist
Fig. 2.6 images of 'Speleologist' (Source: Google)
Task 2B: (16, May 2022)
In part 2 of our task, we are required to design a poster, an animated invite, and three other collateral items of your choosing, using the key artwork developed in Task 2(A). Knowing I need ideas and inspiration, I head to my homeland, Pinterest, again.
1. Inspirations
Fig. 3.1 Converse's Push by Converse
Fig. 3.2 Dark side of typography by Andren
Fig. 3.3 JoeFarr Collectif by Émilie Génovèse (2015)
From my inspiration, I've decided on a mainly black and white style, with an addition of a harsh element. It would probably also be nice to include the information of my event in a box and if not, just randomly, maybe horizontally.
Connecting Key Artwork to part B of the task
In order to connect my key artwork to the second part of the task (the posters, animated invite, and collateral). I broke down the elements in my selected key artwork to incorporate them into task 2B.
Fig. 3.4 Breakdown of key artwork, week 6 (15/5/22)
Some elements to think about when creating the second part of my task are:
1. the cave walls (rough textures)
2. stairs (man-made) leading to water in the cave (nature) (geometry and organic shapes)
3. greenish-blue waters (color pallette idea)
2. Development of poster
I started with my first idea on my 'elements to think about' list which is the cave walls, it could be interpreted into design elements like textures. So, I thought of creating a gradient mesh of 20 by 20 and added cave wall-inspired colors as well as s bumpy/ sharp textures.
Fig. 4.1 Creating gradient mesh, week 7 (21/5/22)
Fig. 4.2 Final gradient mesh texture, week 7 (21/5/22)
With that, I set a color palette to maintain consistency throughout task 2B. Since I wanted a black and white theme and style but would like a harsh element to represent caves in this case, I decided on the harshest color one could think of, neon green.
Fig. 4.3 Developing the poster, week 7 (21/5/22)
Fig. 4.4 Final 3 posters, week 7 (21/5/22)
Second attempt after feedback:
After the feedback session with Mr. Vinod, some changes are made in order to make the key artwork more of a centerpiece of the poster. To do that, the key artwork is scaled up and the rest of the information is placed strategically around it.
Fig. 5.1 Development of poster after feedback, week 10 (28/5/22)
Fig. 5.2 Attempt #1 after feedback, week 10 (28/5/22)
This is my first attempt after the feedback, I felt that the placement of key artwork is better than last time, and the text overlapping it would then appear distorted. However, this created a new problem of having an empty space in the right corner of the poster.
Fig. 5.3 Attempt #3 after feedback, week 10 (28/5/22)
The location and date are both moved out from the side to fill in the space, however, I felt that the placement could be better, perhaps rotating it vertically as it is.
Fig. 5.4 Attempt #3 after feedback, week 10 (28/5/22)
I feel that this attempt by combining the initial attempt with the second one, this way, the space gets occupied without feeling out of place (like attempt 2). I've decided to go with this as my final poster design.
3. Development of animated invite
My third idea on my 'elements to think about' list is the greenish-blue waters in a Cenote, it could be interpreted into design elements like textures/ shapes. So, I thought of creating a design element to represent it.
Fig. 5.1 Image of greenish-blue water cenote from Google, week 7 (21/5/22)
Fig. 5.2 Design element inspired by the idea, week 7 (21/5/22)
I've decided to still follow the color palette while creating these 2 textures for consistency in all designs of task 2B.
Fig. 5.3 Mock-ups before separating as layers, week 7 (21/5/22)
Fig. 5.4 Layers separated in another Ai file, week 7 (21/5/22)
Fig. 5.5 Layers separated in another Ai file, week 7 (21/5/22)
Fig. 5.6 Animation process, week 7 (21/5/22)
Fig. 5.7 Effects settings under' green texture' layer, week 7 (21/5/22)
Fig. 5.8 Animated Invite, week 7 (21/5/22)
Second attempt after feedback:
After the feedback session with Mr. Vinod, some changes are made in order to make the key artwork more of a centerpiece of the poster. To do that, I created an effect surrounding the key artwork as the start of the animated invite, then the information comes after.
Fig. 5.9 Compilation of 2 exported clips in Premiere Pro, week 11 (3/6/22)
Fig. 5.10 Final animated invite, week 11 (3/6/22)
Fig. 5.11 Final GIF animated invite, week 11 (3/6/22)
3. Development of Collaterals
I started this process by creating a base design which I will be incorporating into mugs, cards, and books. I used the existing texture from the animated invite for this design as well.
Fig. 6.1 Variations of the developing collateral base design, week 7 (21/5/22)
Fig. 6.2 Two preferred ones, week 7 (21/5/22)
Fig. 6.3 Collateral for mugs, week 7 (21/5/22)
Fig. 6.4 Collateral for cards, week 7 (21/5/22)
Fig. 6.5 Collateral for books, week 7 (21/5/22)
Second attempt after feedback:
After the feedback session with Mr. Vinod, some changes are made in order to make the key artwork more of a centerpiece of the collateral, just like the poster. To do that, a design is created with the key artwork being the main element, with that I incorporated the design onto collaterals like cups, cards, and books. In order for the design to fit into different mock-up sizes, I made 3 designs in different sizes.
Fig. 6.6 Development of collateral design after feedback, week 10 (28/5/22)
Fig. 6.7 First collateral design, week 10 (28/5/22)
Fig. 6.8 Second collateral design, week 10 (28/5/22)
Fig. 6.9 Third collateral design, week 10 (28/5/22)
After compiling the designs, I head to Photoshop to create using mock-ups I found on on https://www.mockupworld.co/. Multiple attempts were made to create mock-ups, however, in the end, I went with the cups mock-up, I feel like the result worked out better than the rest.
Fig. 6.10 Cup as collateral (chosen), week 10 (28/5/22)
Fig. 6.11 Cards as collateral, week 10 (28/5/22)
Fig. 6.12 Book cover as collateral, week 10 (28/5/22)
Final Outcome of Task 2A & 2B
A. Key Artwork (BW & Colour) 1024 px (JPG & PDF):
Fig. 7.1 Final Key Artwork (B&W), week 11 (3/6/22)
Fig. 7.2 Final Key Artwork (Coloured), week 11 (3/6/22)
Fig. 7.3 Final Key Artwork PDF (B&W and Coloured), week 11 (3/6/22)
B. Poster (A3) (1 artwork, 1 simulation) (JPG & PDF):
Fig. 7.4 Final A3 poster, week 11 (3/6/22)
Fig. 7.5 Final A3 poster simulation, week 11 (3/6/22)
Fig. 7.6 Final A3 poster PDF (poster & simulation), week 11 (3/6/22)
C. Animated Gif invite (1024 px)
Fig. 7.7 GIF Final animated invite, week 11 (3/6/22)
D. Collateral (own choice) (JPG & PDF)
Fig. 7.8 Final Collateral, week 11 (3/6/22)
Fig. 7.9 Final Collateral PDF, week 11 (3/6/22)
FEEDBACK:
Week 7
General Feedback: Think of occupation for this exercise. It’s either think about the form first and then the occupation, or you could also think of the occupation and then create the form. It’s important to think of occupation so that your forms follow the idea and will eventually be used in your posters or maybe in an exhibition. Develop your sensitivity to the craft of form, because if it sits well, it will look good. You need to see whether there is a good balance between the black and white of the form. Avoid using pastel and light colors on your key artwork, the color needs to be solid and must have little few colors as possible. 2047x2048 pixels for final key artwork.
Specific Feedback: Increase the size of the A, A doesn't have to be upside down and also doesn’t have to touch the other side. Looking at your first design, it reminds me of a molecular biologist, but the calligrapher is good too. The 3D version is good too, please make a video on how you did it and I’ll send it to the typography students.
Week 9
General Feedback: The key artwork should be used as a centerpiece in your poster, as well as the animated invite
Specific Feedback: For this poster, it is recommended by Mr. Vinod to scale up the key artwork and place it so that the information can be shown effectively, can make some go to the back and some to the front of the key artwork. Overall it's a nice poster, just needs more exploration.
REFLECTION:
WEEK 8:
Experience
Finishing this task was surely a challenging one, but the number of things learned made up for it, this module constantly test my ability and helped me to actually learn a ton. The tasks tested my limits and allowed me to break my boundaries in order to touch on something even deeper than just 'design'. It helped me develop my skills in paying more attention to details when constructing any design and I've grown to become more critical of the designs I made and also others.
Observations
Halfway through this task, I observed the importance of connecting my previous progress to my new ones, basically, not forgetting that I made a specific design choice last week and bringing that into my new progress. I realized that changed a lot in my progress, there are more consistency and noticeable improvements in my weekly progress ever since I adapted this habit.
Findings
I've discovered that during the whole entire process of task 2, I felt more confident in what I am supposed to do, compared to the first semester when I was so lost and could not find myself to design confidently with my own style and preference. Not only that, but each day, I find it more and more important and crucial to save my work as I go, or I will lose everything including my soul. To solve this anxiety of mine, I've decided to make it a habit to save my work onto the cloud (cloud saves every 4 minutes for me), I can say easily that this changed my design process drastically (in a positive way).
FURTHER READING:
Fig 8.1 The Vignelli Canon on Design by Massimo Vignelli
C. Focused content for further reading: Identity and Diversity
Fig 8.2 Identify and Diversity, page 90
In this topic, the diversity of a brand's identity is brought up. It is said that enough diversity must be provided to avoid sameness and to increase attention. However, at the same time, it is also important to tone down the diversity in a brand's identity as it causes fragmentation (a very common disease of badly designed communication).
To avoid perceptive redundancy and lack retention, one should know when the balance in creating an identity and achieve the proper balance.
For example:
Fig 8.3 Comic page sample (Source: Behance)
Comic books: A book series where the basic identifiers are constant and the specific illustration changes from cover to cover.
Fig 8.4 Ikea chairs (Source: Ikea.com)
Ikea chairs: 2 similar chairs with the same identity
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