Wong Khye Qing / 0361000
Advanced Typography / Bachelor of Design (Hons) in Creative Media
Exercises 2
Links:
Lectures
Week 5 - Lecture 5
Advanced Typography: Perception & Organization
Perception is “the way in which something is regarded, understood, or interpreted”. It deals with the visual navigation and interpretation of the reader via contrast, form and organization of the content.
Rudi Ruegg developed a number of techniques to add contrast to typography:
- Size
- Weight
- Form
- Structure
- Texture
- Direction
- Color
- Form
Fig. 1.0 Size
Fig. 1.1 Weight
Fig. 1.2 Form
Fig. 1.3 Structure
Fig. 1.4 Texture
Fig. 1.5 Direction
Fig. 1.6 Color
Fig. 1.7 Form
Form refers to the overall look and feel of the elements that make up the typographic composition. It is the part that plays a role in visual impact and first impressions.
The interplay of meaning and form brings a balanced harmony both in terms of function and expression.
Fig. 1.8 Gestalt theory for organization
Gestalt theory for organization emphasizes that the whole of anything is greater than its parts—this is based on the idea that we experience things as unified whole: Instead of breaking down thoughts and behavior to their smallest elements, the gestalt psychologists believed that you must look at the whole of experience.
- Law of Similarity
- Law of Proximity
- Law of Closure
- Law of Continuation
- Law of Symmetry
- Law of Praganz
- Law of Simplicity
Instructions
Task 2: Exercise 2A - Key Artwork
This assignment requires us to create a key artwork that is able to represent ourselves and work as wordmark for our brand identity to promote ourselves. There are a few guidelines for us to follow in creating the key artwork:
- Does the key artwork symbolically/creatively represent the person?
- Is the key artwork readable and legible?
- Does the key artwork look well crafted (lines/shapes)?
- Does the key artwork look like a logo—is it free standing (w/background)?
- Is there a good balance between negative and positive space?
- Is there unnecessary use of non-objective elements?
1. Ideas and sketches
Brainstorm for Ideas
We are suppose a wordmark that is able to represent ourselves, which is why we needed to integrate part of ourselves into the style and look of the wordmark. Personality, dreams, goals, interests, hobbies and many more could be integrated into the wordmark. As for me here are something about me:
Personality: Quiet, introverted, curious, enthusiastic.
Hopes: Keep moving forward and try my best.
Font Type: Sans Serif (modern and clean)
Styles: Negative positive, blocky fonts.
Key artwork Concept
"Hidden but more to be discovered"
The concept was to represent me which is introverted, hidden and quiet; but there are more to be discovered by me or others about me. Besides, I would also like arrows as one of my elements, which are my hopes to keep moving forward.
Research Ideas
Fig. 2.0 Research Ideas
I would like my wordmark to be formed by geometric shapes with the integration of negative space. Which is why I have researched on some pictures above, which have given me some ideas to draw some sketching.
Further research Ideas...
Fig. 2.1 Further research Ideas
Besides the negative positive style can also represent myself as an introvert which is quiet and hidden at some point, but there will be more to be discovered by me or about me to others. The positives in the text can also act as the way to how that there are some details about me that only can be noticed if someone put some effort to look or discover it.
Sketching
Fig. 2.2 Initial sketching, Week 5 (03/05/2023)
Fig. 2.3 Sketching attempt #2, Week 5 (05-06/05/2023)
I tried to stray away from the previous idea that I have and tried to make shapes out of the "H" letter. I have also tried to sketch the letters with thicker fonts to have a bolder appearance to my key artwork. Unfortunately, this sketching was dropped yet again as it was not good enough for the negative positive idea that I have.
Fig. 2.4 Initial sketching, Week 6 (08-09/05/2023)
Finally, I have sketched the key artwork with bold font weight, the letter "H" and "Y" were designed the same but just rotated 180 degrees. I also tried to combined the letters together but after that I have decided to just go with the regular words appearance and integrate it with negative space style.
2. Digitalization
Fig. 3.0 Idea digitalization #1 & #2, Week 5 (06/05/2023)
This is the digitalization of my first and second sketching, here I am trying out if my ideas do work out, but I turned out failing to create what I wanted. As mentioned, the first sketching was boring and bland so it does not work out well. As for the second sketching, the letter "H" just does not work out for me. That letter ended up not easily spotted by the audience and the key artwork might be read as "KYE" instead of "KHYE".
Fig. 3.1 Idea digitalization Attempt #3, Week 6 (10-11/05/2023)
I ended up working on the third sketching that I have after that. In the Phase 1, I mirrored the letter upright to make it look more interesting. The letter "y" is the inverted "h". I also started changing the color of the letters to black and white and started integrating the negative positive style.
Besides, I also tried to make the cap height of the letters lower and make continuation of the ascender of "k" behind the positive "h" to make the "h" more visible.
Fig. 3.2 Idea digitalization Attempt #4, Week 7 (13-17/05/2023)
At this stage I started feeling that my key artwork is a bit boring. I started switching the negatives and positives of the letters to make the readability more effective. In Phase 2, I integrated arrow elements to represent myself that is hoping to keep moving forward and so the arrow will remain at the back to show the positive texts in front. I also tried experimenting on the "slash" behind the "y" to provide readability to the text as well as making it key artwork look more dynamic. I also started adding a counter for the "e" to make it more obvious that it is that letter.
In Phase 3, I continued to explore with the letter "e" in order to make it blend in with other letters as the first few attempts has made it looked "out of place" and strange when compared to other letters. Soon, I made the shape of the "e" to be more of a normal style and try it behind and front of the other texts to show the negative positive style.
In Phase 5 and 6, I have removed the negative block behind letter "e" to make it looked naturally blended with the letter "y". At last, the counter for "e" was removed to be compatible with other letters that does not have the counter, so that it will not distract the viewers with the counter. Besides, I also moved the position of the "e" lower in order to make the cap height as same as "y". The position also enable the base of "e" to be in between the baseline and descender line to bring balance for the "slash" behind "y".
One of the letters that have significant changes was "e", I have made several changes to it. It started of as a letter with a flat base without counter from Attempt #1 to #2. The shape of it was also slowly changed from a blocky text towards a round text. Reasons for my earlier blocky design is because I wanted the it to look like the "h" and "y", but it clearly did not work well.
I ended up changing the letter to a round "e" that was easily recognized by others and removed the counter of it to not distract the viewers and blend it with other letters.
Fig. 3.4 Overall compiled workflow of the key artwork, Week 5-7 (05-18/05/2023)
Fig. 4.0 Final Key Artwork (Black & White), JPG, Week 7 (18/05/2023)
Fig. 4.1 Final Key Artwork (Colored), JPG, Week 7 (18/05/2023)
Fig. 4.2 Final Key Artwork, PDF, Week 7 (18/05/2023)
Task 2: Exercise 2B - Collateral
This is a continuation from the previous key artwork task, we were required to create an Instagram account to promote our own key artwork as brand. We were required to create an animated key artwork as well as collateral objects to represent ourselves with branding that we were doing.
1. Animations Key Artwork
I would like my animations to be involving with the flow of the text as well as motion for the arrows elements which aligned with the concept of the key artwork of keep moving forward. Some texts in the key artwork also need to match with the background to make the negative positive style being presented.
- Text flowing according to the sequence of writing stroke
- Arrows involved with motion
- Motion blur to show effective motion.
- Switch of color to spice up the negative positive style
- Clean transition that enables the animation to be looped
Fig. 5.0 Animation Key Artwork process, Week 8 (19-20/05/2023)
I have worked on my animation key artwork in Adobe After Effects after transferring the vector files into the program. Motion blur has been added as shown in picture on the left in order to show moving elements more natural due to our vision also be seeing some blur of moving objects in real life.
Trim paths was added for the "h" and "y" letters to show the sequence of writing strokes which looks better as if the letter was written out. I have also used Graph Editor in order to make the elements to move smoother by easing in and out.
Besides, the color of the key artwork will be changed after a few frames to act as a transition and refresh of new colors for the animation.
Final Animations Key Artwork
Fig. 5.1 Final Animation Key Artwork, GIF, 1024x800px, Week 8 (21/05/2023)
Fig. 5.2 Final Animation Key Artwork (Instagram version), GIF, 1920x1920px, Week 8 (21/05/2023)
2. Collateral
Initial collateral colors and brand identity...
Fig. 6.1 Initial collateral colors, Attempt #1, Week 7 (17/05/2023)
I have pieced up an initial branding identity during the class. It consisted of Dark Blue (#284898) and orange (#EE731B). I have also experimental on the layouts of how to present my key artwork, I played with the blending modes to have the tint of dark blue overlay on the picture.
Switching up the game (colors)
Fig. 6.2 Color changes made, Week 7-8 (17-22/05/2023)
The initial color for the collaterals will be the mentioned Dark blue and orange, but I have changed it at the earlier stages of designing and creating the collaterals. I wanted a brighter color for my collaterals to produce higher contrast towards them.
Which is why I changed the colors to Bright Blue (#246AFF) as the primary color, Bright yellow (#FFE948) and faint yellow (#FFFEF0) on the second picture. This would make the collaterals even more striking and lively.
After that, I added a Darker blue (#143AC4) and made it as the primary instead of another blue (#0659FF), which could be a higher contrast towards the yellow that I have chosen. With a higher contrast, it would be suitable for my negative positive style that needed a strong contrast.
Process of the Collaterals
Fig. 6.3 Attempts on the collaterals, Week 7-9 (18/05/-02/06/2023)
The attempts throughout the assignment were made in order to show breaking between the graphics as well as not make it too flat and repetitive. The colors of the collaterals became more and have variations after each attempts, this does made them looked more interesting and attractive.
The cap could act as a good merchandise especially in hot days to get some shades under the sun. The first attempt as obviously not effective with just one logo and some elements around.
In the second attempt, I have added a simplified logo of the key artwork on the left side of the hat as well as added the arrow element towards the tongue of the hat. This could increase the visual as well pointing the the arrow to the front signaling to move forward.
Fig. 6.5 Attempts on the name cards
The first attempt to the name card was too flat and more amendments could be done to it, which I have added the arrow elements into the second attempt name cards in order to show that there are movements towards the design as well as adding layering to the design of the card.
Fig. 6.6 Attempts on the middle section of the posts
I have made a few attempts on this part as the first two parts looked to flat and repeated with the same elements. Although the design was quite interesting, but it was still a vector at the end of the day, which mean that it would be flat regardless. Which was why I integrated my photo and some elements to make it less flat and repetitive as other panels.
The collaterals
1. Notebook
Fig. 6.7 Collateral 1 - Notebook
2. Animated Key Artwork
Fig. 6.8 Collateral 2 - Animated Key Artwork
3. Name Card
Fig. 6.9 Collateral 3 - Name Card
4. Name Card
Fig. 6.10 Collateral 7 - Stickers
5. T-Shirt
Fig. 6.11 Collateral 8 - T-shirt
6. Cap
Fig. 6.12 Collateral 9 - Cap
Instagram Account
Fig. 6.13 Layout changes of Instagram throughout the assignment, Week 7-9 (18/05/-02/06/2023)
An Instagram account was made with my bio being "hidden but more to be explored" to represent myself as a quiet person but there are more to be discovered by me or to others about me. It also reflected on the style of my key artwork which is negative positive. The account has been arranged to have a 3 x 3 layout to present 9 posts to promote the key artwork as my own branding.
Final Task 2 Submission:
Link to Instagram @khye.assign : https://www.instagram.com/khye.assign/
Fig. 7.0 Final Key Artwork (Black and White), JPG, Week 9 (03/06/2023)
Fig. 7.1 Final Key Artwork (Colorized), JPG, Week 9 (03/06/2023)
Fig. 7.2 Final Collateral 1: Notebook, JPG, Week 9 (03/06/2023)
Fig. 7.3 Final Collateral 2: Animated Key Artwork, GIF, Week 9 (03/06/2023)
Fig. 7.4 Final Collateral 3: Name cards, JPG, Week 9 (03/06/2023)
Fig. 7.5 Final Collateral 4-6: Self-portrait, JPG, Week 9 (03/06/2023)
Fig. 7.6 Final Collateral 7: Branding Stickers, JPG, Week 9 (03/06/2023)
Fig. 7.7 Final Collateral 8: T-Shirt, JPG, Week 9 (03/06/2023)
Fig. 7.8 Final Collateral 9: Cap, JPG, Week 9 (03/06/2023)
Fig. 7.9 Final Task 2, PDF, Week 9 (03/06/2023)
Feedbacks
Week 9
the yellow color added is complementing and it suits. There's no breaking between the graphics, there are still repetition for the artworks, which makes the artworks looked flat unless zoomed in.
Week 8
Lacking another 3 tiles also, the visual identity is starting to look a little monotonous,.. so you need to be weary of that and introduce images and what not to break the potential staleness.
That said I like the top row, the bottom on the other hand... the cap need a little more exploration in design while the badges might need an intro of another colour from your pallete. Proabably better to avoid the blue in the second row (like i.e. go all white in the bground). Overall its on the right track, i like the book BUT why a book? Nothing more exciting? a car?😃
Week 7
Please identify the color scheme of your branding. The counter for "E" can be left out as it is out of the place.
Week 6
The concept of the key artwork is clear, they "E" looks chopped and out of place.
Week 5
The wordmark needs style that connects with personality and able to convey yourself. A negative space wordmark requires a balanced positive and negative space.
Reflections
Experience
I have experienced the steps of creating my personal key artwork, which is one of the important things for a designer, as it represents who we are through that one small key artwork. I can to experience developing my own concept and key artwork style and refine it until it aligned with me. I have also experienced making the animated motion graphic for my key artwork as I got to introduce motion to the graphic elements of my key artwork. By having multiple attempts on refining the key artwork and collateral has made me experienced and learned that what matters is the process instead of just having a stagnant process, with the failures, one get to improve and produce better designs.
Observation
I have observed that although vectors are good for graphical designs, but too much of it without the mixture of real life images might make it too flat. Without the breaking of between the graphics, the design will seemed to look to consistent and repetitive. Which is why at times, real life images or texture will be needed to be introduced in order to make the design stand out and become more lively.
Findings
I have found that by doing the collaterals for the key artwork, we get to make sure that the artwork works and relevant on a lot of materials. Instead of just designing, we needed to make prototype or mockups in order to really see will they really work on other mediums. This assignment is also a good one to prepare us for the next task 3 which will require us to design to be able to be applied to usage. With the process from working on key artwork to collaterals, I found that design wasn't just fully on the visuals but also needed to be able to have its purpose and usages.
Further reading
Fig. 8.0 Letter Fountain by Joep Pohlen
Fig. 8.1 Visual correction
Through some reading about the visual correction it has led me to understand that sometimes computer accuracy might not be always the solution when creating letters and fonts. Although the oval might adhere to the grids for having the same width as the square, but at the end it does not look visually the same as the square. Which is why Visual correction might come in handy in making minor correction towards making the proportions visually accurate.
Fig. 8.2 The structure of rounded letters with stems
Though the letter "b", "p" and "d" might look the same as rounded letters with stems that were just mirrored or inverted, different characteristics could be added into respective letters to make them ever slightly different or not look exactly like the mirrored version of each other.
Fig. 8.0 Proportions and curve thickness
The letter "c", "e" or "o" could also be used as reference for each other while bearing in mind of the proportions of it as well as minding the curve and stem thickness. This might able to achieve a in creating consistent letters with the similar proportions and curves.