Advanced Typography - Task 2: Key Artwork and Collateral

03/05/2023 - 09/06/2023 / Week 5 - Week 10

Hayato Saito / 0350466

Advanced Typography / Bachelor of Design in Creative Media

Task 2: Key Artwork and Collateral

---

LECTURE

Task 1: Exercises

---

INSTRUCTION

Task 2 (A): Key Artwork

For Task 2 (A) 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 a type
- Explore options - compositions etc
- Almost monogram-ish
- Certain level of simplicity
- Elegant solution, visual communication
- Artwork needs to be scalable

1. Ideation and sketches

Fig.1.1 Sketches 1 (03/05/2023)

I straight started working digitally because I found it easier. In the left design, I distorted the letter H and create a negative space that looks like the letter S. In the middle design, I changed the shape of the letter H to make it look like the letter A and also H and I added the same thickness line between the lines on the bottom so that it also can create the letter Y and also, I put small gaps in the middle of the logo to make the letter Y more readable. Lastly, I put a rounded rectangle around it so it gives the letter O to this logo. In the right design, I changed the shape of the letter H to make it also look like the letter S and I also added the gaps to make the letter S more standout. But I got feedback that I have to use at least 3 letters from my name so the design on the right and the left wasn't acceptable I also got feedback that the design in the middle isn't readable and I didn't think I could make it better so I gave up all first sketches.

Fig.1.2 Inspirations

I decided to do more research about the directions that I wanted to go so I went to Pinterest and search lazy font since that's the word I wanted to use I got the font on the left but the font itself didn't look like it represent the lazy vibe, so I decided to just take the structure of this design. The design in the middle and on the right is the other inspirations of the same structure as the first picture.

Fig.1.3 Sketches 2 (10/05/2023)

The designs on the left are the designs that were inspired by my inspiration. I explored the rounded version and sharp edge version. The words that represent me for this design are neat and organized. In the designs, I tried to describe the person waking up in bed in the morning with the letters O (sun) Y (person) H (bed), and T (wall and ceiling). But I got feedback that the designs on the right don't reflect the words and I should add the roughness to the design on the right bottom to make it a bit imperfect.

Fig.1.4 First attempt for final design (10/05/2023)

Based on the feedback I got, I added the roughness to my key artwork. But Mr. Vinod said I added too much roughness. Since I did sketches digitally, I didn't have to digitalize it so It was easy to make a change.

Fig.1.5 Final Key Artwork (17/05/2023)

This is my final key artwork after reducing the roughness.

The words that reflect me in this Key Artwork are Neat and Organized

Task (B): Collateral

We are tasked to make an Instagram account and make at least 9 posts including; Key Artwork, Animated Key Artwork, and product mock-ups.

Week 7 Exercise 

Fig.2.1 Picture of myself for exercise (17/05/2023)

During class, we were asked to take a black and white picture for the exercise, and this is the picture I took and chose.

Fig.2.2 Exercise #1 (17/05/2023)

After taking pictures, we were asked to make a design with using the image of ourselves we took and our key artwork. 

Fig.2.3 Exercise #2 Color Palette (17/05/2023)

After that, we were asked to pick the color palette and the picture above is the one that I chose because my favorite color is orange and I liked the classic vibes that this color palette has.

Fig2.4 Exercise #3 (17/05/2023)

After deciding the color palette, we were told to try out with the colors to see if the colors are really suitable for our key artwork. I really liked hoe it turned out. I liked the contrast between dark green and orange.

Fig.2.5 Exercise #4 (17/05/2023)

After that, we were told to do the same thing in Fig.2.2 but with the color this time. I tried to make it fit in the box perfectly to enhance the meaning of the words neat and organized.

Fig.2.6 Explorations (26/05/2023)

I wanted to make a pattern out of my key artwork for product mock-ups so I cut the letter A in my key artwork, and then used only upper part of it and created a pattern. the picture on the right is the pattern I made. I also explored the designs to create my visual identity. I used the letter T and 2 of O from my key artwork and made a face looking visual identity. I made it face looking because I wanted to make it related to me and my face and I made it fit in a box shape because I wanted to keep the meaning of the words I chose in the digital identity too.

Animation

Fig.2.7 Animation process (26/05/2023)

I used affter affects to create my animation. I texted HAYATO with "impact" font and turn the texts into shapes and distorted the shapes of the letters t make them fit in my key artwork. I kept it simple as I told and I wanted to make it move and fits really satisfyingly to enhance the meaning of neat and organized.

Mock-Ups

Fig.2.8 unblast.com 

For the mock-ups, I used this website called unblast (https://unblast.com/mockups/). And I chose whatever I thought it'll be cool with my key artwork and visual identity which are matches, T-shirt, rug mat, record, phone case, and key chain. For all mock-ups, I used same background color to make the products outstand by creating the contrast between them and background and to make it really simple.

Instagram Layout

Fig.2.9 Instagram Layout #1 (30/05/2023)

I put most ditructing image in the middle to make it balanced and I put my key artwork and animation in the middle low to create a good balance.

Fig.2.10 Instagram layout #2 (30/05/2023)

This is how it actually look like in instagram. I liked it and sir liked it too but he said it can be better. 

Final submission - Final Task 2: Key Artwork & Collateral

Instagram link: https://instagram.com/hayat0._.official?igshid=OGQ5ZDc2ODk2ZA==

Fig.3.1 Final Key Artwork - black and white (17/05/2023)

Fig.3.2 Final Key Artwork - colored (17/05/2023)

Fig.3.3 Final Animation (GIF) (26/05/2023)

Fig.3.4 Final phone case mock-up (30/05/2023)

Fig.3.5 Final matches mock-up (30/05/2023)

Fig.3.6 Final keychain mock-up (30/05/2023)

Fig.3.7 Final rug mat mock-up (30/05/2023)

Fig.3.8 Final T-shirt mock-up (30/05/2023)

Fig.3.9 Final record mock-up (30/05/2023)

Fig.3.10 Final Instagram Page (30/05/2023)

Fig.3.11 Final Task 2 - PDF (08/06/2023)

---

FEEDBACKS

Week 5 

General Feedback: 

1. Does the key artwork symbolically/creatively represent the person? 

2. Is the key artwork readable and legible? 

3. Does the key artwork look well crafted (lines/shapes)? 

4. Does the key artwork look like a logo—is it free-standing (w/background)? 

5. Is there a good balance between negative and positive space? 

6. Is there unnecessary use of non-objective elements? 

Specific Feedback: Two of them I did was only 2 letters so I have to use at least 3 letters, and the one of them I did wasn't readable.

Week 6

Specific Feedback: I can't use the word "Simple" One of my designs didn't reflect the keywords that I chose and for the other design I should make the letter imperfect by adding the roughness or making the corners rounded. 

Week 7 

General Feedback: the color palette should have analogous coclors and complementary colors.

Specific Feedback: He liked the design of my key artwork and my face image.

Week 8 *Independent Learning week

---

REFLECTIONS

Experiences

Engaging in the key artwork and collateral design assignments has been a fascinating and enjoyable experience. It allowed me to explore typography, express my identity, and understand the creative process of branding.

Observations

Throughout the assignments, I observed that the careful selection of the typefaces and styles is really important when we create something that represent something because we won't be able to tell what we wanna tell in the artwork if the fonts or styles and the messages or story have different vibes, viewer won't be able to understand and be atrracted to the artwork.

Findings

I found that carefully selecting fonts, creating simplicity, and choosing a suitable color palette are crucial in designing effective key artwork. I also found the making pattern is really easy and fun to do and it creates really unique and interesting pattern.

---

FURTHER READING

Fig.4.1 Typographic design: Form and communication (2015)

Reference:

Carter, R., Day, B., Meggs, P. B., Maxa, S., & Sanders, M.

(2015). Typographic design: Form and communication.

Hoboken, New Jersey: John Wiley & Sons, Inc

 

Fig.4.2 The Typographic Message (P. 114, 117)

In this pages, the author is talking about typographic communication.

From this page I learned;

1. Effective typographic messages: The sentence is discussing the creation of effective typographic messages.

2. Combination of logic and intuitive judgment: The author suggests that effective typographic messages are the result of combining both logic and intuitive judgment.

3. Balance between the two extremes: The sentence states that achieving a balance between intuition and logic is important in creating effective typographic messages.

4. Functional verbal/visual vocabulary: The author mentions the need for a vocabulary that can effectively address a wide range of typographic communication.