Advanced Typography/ Task 2: Key Artwork & Collateral

22nd May 2024 - 21st June 2024 (Week 5 - Week 9)
Natalie Chu Jing Xuan/ 0354589

Advanced Typography/ Bachelor of Design (Honours) in Creative Media

Task 2: Key Artwork & Collateral

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Table of Content

1. Lectures (All lectures documented in Task 1)
2. Instructions (MIB)
3. Task 2
• 2A: Key Artwork
• 2B: Collateral
4. Final Outcome
5. Feedbacks
6. Reflection

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Instructions (MIB)

Module Information Booklet

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Task 2

Part A - Key Artwork

Fig.1.1 Visual References for Key Artwork

I browsed through Pinterest and collected some of my visual references before I start with my sketches. 

Fig.1.2 Sketches

I decided to try out Sketch#1, Sketch#2 and Sketch#9 in Illustrator to see which one works better. 

Fig.1.3 Process

The three keywords for my wordmark are:

1. Exploration
2. Mystery
3. Adventure

I started with digitalizing Sketch#1 and #2 which have the star elements. 

The star fits perfectly because it stands for exploration, like discovering new places in the universe. It also has that mysterious vibe since it's so far away and unknown. Moreover, stars guide adventurers on their journeys, capturing the spirit of adventure.

Mr Vinod said that the start element is too common. Therefore, I decided to change to Sketch#9 which is inspired by the shape of maze. 

In my opinion, the maze is a perfect symbol for life, representing exploration as we navigate its complex paths and unexpected turns. It embodies mystery, with each twist hiding the unknown and keeping us curious. Life itself is an adventure, much like a maze, filled with challenges, discoveries, and the thrill of finding our own way.

Fig.1.3 Printing of Initial Wordmark

Fig.1.3 I was my original design, but when I tested it in printing sizes of 15mm x 15mm and 175mm x 175mm, it was barely visible on the smaller size. When I look at it from a distance, I think it looks like a black block. So I decided to thin the strokes. 

Fig.1.4 Refinement of Wordmark

Fig.1.4 shows the refinement of my wordmark. I rounded the edges from the left version to the right one to make it look less boring.

Fig.1.5 Construction of Final Wordmark

Fig.1.6 Printing of Final Wordmark

In this final version, the wordmark is visible clearly in both printing sizes. 

Part B - Collateral

In order to turn the key artwork into a brand, we will be creating t-shirts, lapel pins, and other items, animation, as well as an Instagram account in this task. 

Animation

Fig.2.1 Animation process in Illustrator (top) and Photoshop (bottom)

Fig.2.2 Animation

Collateral

First, I tried out many different colour palettes:

Fig.2.3 Colour palettes

I decided to go with the yellow, green, and black colour palette. Therefore, I came out with the collaterals and layout as below:

Fig.2.4 Initial colour palette, collaterals and layout

After consulting with Mr.Vinod, he asked me to change the collaterals, and the colour was to dim. So, I tried more different colours. 

Fig.2.5 Colour palettes, collaterals and layouts

I decided to go with the last colour palettes, and I choose to make tote bag, t-shirt, and cups for the collaterals. I uses https://mockups-design.com/ to find the mockup items.

The reason why I added green into my colour scheme is when I made the mockups for the blue and black colour scheme, I feel like it was dim: 

Fig.2.6 Collateral progression in Photoshop

And this is my final progression of the collaterals:

Fig.2.7 Collateral progression in Photoshop with final colour scheme

Final Outcome

Fig.3.1 Black wordmark on white background

Fig.3.2 White wordmark on black background

Fig.3.3 Colour palette 

Fig.3.4  Wordmark in main colour 

Fig.3.5 Wordmark in main colour (reversed)

Fig.3.6 Animation

Fig.3.7 Collateral#1

Fig.3.8 Collateral#2

Fig.3.9 Collateral#3

Instagram link: https://www.instagram.com/nata1y.04/

Instagram Screen grab: 

Fig.4.0 IG screen grab

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Feedbacks

Week 8: ILW

Week 7

General Feedback:  Use vibrant colours, expansion of wordmark should be clear and easily recognized, it should not be over-used as it will replace the original design.

Specific Feedback: Dull colour scheme, change item, be more creative in designing item.

Week 6

General Feedback: Readable is important

Specific Feedback: Ensure artwork remains clear and visible even at small sizes

Week 5

General Feedback: Utilise the white spaces, don’t make it too small or too big.

Specific Feedback: - 

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Reflection

In this task, I was tasked with designing key artwork in the form of a wordmark/lettering for a brand's visual identity, as well as creating related collateral. The key artwork had to serve two functions: as an identifiable wordmark and as a design suitable for items such as cups, t-shirts, and tote bags. 

I experimented with different variations and combinations of my name, aiming to create a key artwork that represent myself with three keywords: exploration, mystery, and adventure. This process honed my skills in typography and typographic systems, requiring me to combine knowledge gained from various modules such as Typographic Systems and Type and Play. The challenge was to create a design that was not only functional but also interesting and memorable.

In addition, I learned how to mock up objects, allowing me to visualise and present designs in real-world applications. This step was critical in determining the practical impact of the artwork and ensuring consistency across all brand materials. 

Overall, this assignment broadened my knowledge of brand identity design, typographic communication, and the importance of a consistent visual language.

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