Advanced Typography - Task 2 Key Artwork & Collateral
Lim Pei Jiun (0372548) / Bachelor of Design (Hons) in Creative Media
Advanced Typography
Task 2：Exercises
TABLE OF CONTENTS
1. Lectures
2. Instruction
4. Feedback
5. Reflection
LECTURES
Week 5 : Perception & Organisation
Fig 1.1 Contrast
Carl Dair adds a two more principles into a mix : texture and direction "to make design work and meaning pop out --- clearly and unambiguously, and with flair." via the use of contrast in typography.
Dair posits 7 kinds of contrast:
1. Size
A contrast of size provides a point to which the reader's attention is drawn. The most common use of size is in making a tittle or heading noticeably bigger than the body text.
Fig 1.2 Size
2. Weight
Weight describes how bold type can stand out in the middle of lighter type of the same style. Other then using bold, using rules, spot, squares is also provide a "heavy area" for a powerful point of visual attraction or emphasis, therefore not only types of varying weight.
Fig 1.3 Weight
3. Contrast of form
It is the distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant, condensed and expanded versions of typeface are also included under the cotrast of form.
Fig 1.4 Form
4. Contrast of structure
Structure means the different letterform of different kinds of typefaces
5. Contrast of texture
By putting together the contrast of size, weight, form and structure, and applying them to a black of text on a page, you come to the contrast of texture. Texture refers to the way the lines of type look as a whole up close and form a distance.
Fig 1.6 Texture
6. Contrast of colour
The use of color is suggested that a second color is often less emphatic in values than plain black on white. Therefore it is important to give thought to which element needs to be emphasized and to play attention to the tonal values of the colors that are used.
Fig 1.7 Clour
7. Contrast of direction
It is the opposition between vertical and horizontal, and the angles in between. Turning one word its side can have a dramatic effect on a layout. Text blocks also have their vertical or horizontal aspects of direction. Mixing wide blocks of long lines with tall columns of short line can also create a contrast.
Fig 1.8 Direction
Typography can be seen as having two functions:
- to represent a concept
- to do so in a visual form
Gestalt: meaning the way a thing has been "placed" or "put together". It emphasizes that the whaole of anything is greater than its parts. Therefore in design, the components/ elements that make up the design is only as good as its overall visual form.
Fig 1.9 Gestalt Principles of Grouping
The Law of Similarity: States that elements that are similar to each other tend to be perceived as a unified group
The Law of Proximity: States that elements that are close together tend to be perceived as a unified group
Fig 1.10 Similarity and Proximity
The Law of Closure: It refers to the mind's tendency to see complete figures or forms even if a picture is incomplete, partially hidden by other objects, or if part of the information needed to make a complete picture in our minds is missing.
The Law of (Good) Continuation: It holds that humans tend to perceive each of two or more objects as different, singular, and uninterrupted object even when they intersect. The alignment of the objects or forms plays a major role for this principle to take effect.
Fig 1.11 Closure and Continuation
INSTRUCTION
TASK 2: EXERCISES
Task 2A - Key Artwork
For Task 2A, we need to make a mind-map (of who we are or like to be), create a mood-board or an inspo. For direction and produce sketches of possible wordmark/lettering of our name (first name or pet name or pseudonym — minimum 4-5 characters).
Fig1.1 Mind-map of myself, Week 5 (22/10/2024)
After doing mind-map, I start to do my sketches. I first create some sketches.
Fig1.2 keyword with sketches, Week 5 (22/10/2024)
I decided to use fish bone elements in the design because of my online name is related to fish and it also used to show that I like food. I search the photo of fish bone on the internet as my reference.
Fig1.3 reference of fish bone, Week 5 (22/10/2024)
Fig1.4 final sketch, Week 5 (22/10/2024)
Fig1.5 process of digitized, Week 5 (22/10/2024)
Fig1.6 Digitized Week 5, (22/10/2024)
For Mr.vinod suggestion, 'J' looks more like 'a', so I made some changes. This is my final digitalize.
Fig1.7 Final Digitalize, Week 6 (29/10/2024)
Final Outcome
Fig1.8 Black wordmark on white background, Week 6 (29/10/2024)
Fig1.9 White wordmark on black background, Week 6 (29/10/2024)
Fig1.10 colour palette, Week 6 (29/10/2024)
Fig1.11 Wordmark in actual colours on lightest shade of colour palette, Week 6 (29/10/2024)
Fig1.12 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (29/10/2024)
Fig1.13 Task 2A PDF compilation, Week 6 (29/10/2024)
Fig1.14 animation, Week 6 (29/10/2024)
Fig1.15 animation PDF, Week 6 (29/10/2024)
Task 2B - Collateral
I used Mr. Mockup to find some mockup to create the mockup.
Fig1.16 T-shirt mockup, Week 7 (5/11/2024)
Fig1.20 cream jar mockup, Week 7 (5/11/2024)
Fig1.22 screenshot of Instagram page, Week 7 (5/11/2024)
Fig1.23 final Task2 PDF, Week 7 (5/11/2024)
FEEDBACK
Week 5 (Absent)
Week 6
General Feedback
Complete Task 2A by this week, do wordmark animation (Gif format)
Specific Feedback
The 'J' looks more like 'A', colour palette need to add one more neutral colour
Week 7
General Feedback
Review Task 1 e-portfolio and if updates are made remark as "(Updated)" in black.
Specific Feedback
The pattern under the T-shirt can not be produced by the manufacturer and need to be deleted.
REFELCTION
Experience:
This exercise is very complex, I revised it many times. But because of this, I learned about my shortcomings and how to make my work better. Besides, this is my first time coming into contact with mockup. I have learned a lot of new knowledge and how to use Adobe Photoshop to create mockup. Additionally, I learned how to match colour and the importance of the neutral colour. This exercise also allowed me to understand myself better. The key artworks design according to myself can make us more aware of everything about ourselves.
Observation:
I observed that key artwork also have identities. The key artwork must retain the character of the original letters while pursuing creativity. People must be able to recognize the alphabet. This is also the difficult part of this exercise. The color palette also needs to have dark, light and neutral colors, it can't just consist of dark or light colors. For the mockup, we need to use elements related to ourselves to design pattern.
Findings:
I discovered the fun of key artwork. You can design artwork in all kinds of ways, just use your imagination, but no matter how you design them, they must all be able to read the original alphabet. The collision between the bizarre and the original alphabet is both contradictory and harmonious, which I find interesting. Through this exercise, I have fully improve myself and can get started with those software more quickly.
FURTHER READING
Fig1.23 Typography Reference, Week 7 (5/11/2024)
This book reflects on the historical and contemporary importance of typography. It highlights how typography has evolved from a niche craft to a widely appreciated art form, thanks to technological advancements and the internet.
Besides, it delves into the history of typography, the technical aspects of typeface construction, and guidelines for effective typographic design. It emphasizes typographic hierarchy, alignment, spacing, and readability, providing valuable tips for both print and digital mediums. Additionally, it includes case studies and visual examples, making it a helpful resource for designers seeking to enhance their typographic skills and understanding.
This book suitable for beginners seeking to understand the basics as well as seasoned designers looking to deepen their expertise. By detailing the art and complexity of typography, the book fosters a deeper appreciation for type design, helping readers see it as an essential component of effective communication and artistic expression.
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