14/05/25-15/06/25 (Week 4 - Week 8)
Samuel Keane / 0376236

Advanced Typography / Bachelors of Design (Honors) in Creative Media
Task 2: Key Artwork & Collateral

JUMPLINKS

1. LECTURES

2. INSTRUCTIONS
3. TASK

4. FEEDBACKS

5. REFLECTIONS

6. FURTHER READING

LECTURES

Lecture 5: AdTypo_5_PerceptionAndOrganisation

Perception is the way something is understood or interpreted. In typography, it deals with visual navigation of the reader through contrast, form, and the organization of the content.

Contrast

Fig. 2.1, Contrast between letterforms by Rudi Ruegg, Week 6, (29/05/2025)

Size provides a point to which the reader's attention is drawn. It is commonly used by making a title or heading bigger than the body text.

Weight describes how bold type can stand out between thinner ones. Using rules, bold, spot, and squares also provide a "heavy area."

Form is the distinction between forms of the typeface like capital and lowercase, roman and italic, condensed and expanded, etc.

Texture refers to the way the lines of type look as a whole up close and from a distance.

Structure refers to the difference of letterforms and typefaces.

Fig. 2.2, Seven Typographical Contrast by Carl Dair, Week 6, (29/05/2025)

Form refers to the overall look and feel of the elements that make up the composition.

Gestalt theory emphasizes that anything should be perceived as a whole. In design, it should be seen as a whole instead of parts.

Fig. 2.3, Gestalt theory. Source from demo VIZ, Week 6, (29/05/2025)

Law of Similarity uses elements similar to each other. it is usually perceived as a whole.
Law of Proximity states that elements that are close to each other seem to be perceived as a unified group.
Law of Closure refers to the mind's tendency to see complete figure or forms even when the picture is not complete.
Law of Continuation holds that human tends to see 2 or more objects as different singular object even when they intersect.
Law of Symmetry states that our mind tends to be attracted to something that's balanced.

INSTRUCTIONS

TASK

Task 2A: Key Artwork

I started by creating a mind map about myself to know what I aspect of my life I want to use as the theme for my wordmark.

Fig, 3.1, Mind map, Week 4, (17/05/2025)

I figured that I wanted to make something that related to my love with music, especially the emo post-hardcore/punk genre which shaped my personality and life in high school. So, basically I am going for a more gothic and grungy look on my wordmark. I searched through the internet looking for possible references for me to use. This is how my moodboard turned out.

Fig. 3.2, References from Pinterest, Week 4, (17/05/2025)

I chose my own name as the word I will be using, Samuel, samuel, SAMUEL. My name is a masculine name originated in Hebrew that means "God has heard." So, I tried to add a little bit of masculinity to the design.

Fig. 3.3, Initial sketch, Week 4, (17/05/2025)

After receiving feedbacks from Mr. Vinod, I started exploring further into the keywords. I decided to settle with a sharp look for the characteristics of my wordmark. Here are some of the sketches I came up with. I also changed the letters into "Keane."

Feeling satisfied with the sketch, I started working on the wordmark on Illustrator. I started by lining up 5 rectangles and triangles and duplicate them before combining them using the shape builder tool. Then I trace the lines and turn them into letters. Here's my process.

Fig. 3.4. Process, Week 4, (17/05/2025)

Here is the finished result.

Fig, 3,5. First attempt, Week 4, (17/05/2025)

Another feedback received. Mr. Vinod said I need to make all the diagonals parallel.

Fig, 3,6. Process 2, Week 5, (23/05/2025)

Here is the final result.

Fig, 3,7. Final Result, Week 5, (23/05/2025)

For the next task, we are required to do collaterals and make an Instagram account for it. At first, I wanted to go for a grungy/emo theme for the collateral mockup, but I decided to go full 180 and do something more calm and relaxing.

The theme of my collateral is the first collection of a clothing brand with matcha & coffee themed colors.

Logo

The logo will be in green/pink and cream/brown color.

Fig, 3,8. Logo, Week 6, (30/05/2025)

Color Palette

I have been obsessed with matcha recently. So, I picked the colors that associates with matcha and coffee. I picked pink to complement the green and brown as the darker shade to suit the theme of coffee.

Fig, 3,9. Color Palette, Week 6, (30/05/2025)

Patterns

For the patterns, I found an interesting shape between the "e" and "a" of my wordmark. I used that for my wordmark. Here is what I made. It somehow resembles coffee bean a little now that I see it.

Fig, 3,10. Pattern, Week 6, (30/05/2025)

Task 2B: Collateral

For the collateral, I made a t-shirt design, a paper bag, and another t-shirt design.

Fig, 3,11. Collaterals, Week 6, (30/05/2025)

Portrait

I asked my friend to take a photo of me in his apartment. Firstly, I masked myself from the bg and I just put the logo in between me and the background. I also slap another copy of the logo and applied lighten overlay on it. Here are the layers and the result.

Fig, 3,12. Portrait, Week 6, (30/05/2025)

Instagram Page

I tried to make it as if it is a clothing brand/store.

Fig, 3,13. Instagram screenshot, Week 6, (30/05/2025)

After another feedback was given, I fixed the color pallete post since it looks too distracting. The single pattern, too.

Fig, 3,14. Revision, Week 7, (05/06/2025)

Animation

I kept the animation simple, First I split the word into each letter, K, E, A, N, and E. Then, I make them appear from top and bottom before the combined into the original logo. I also added smears on the impact frames to make the animation appear smoother.

Fig, 3,15. Frames, Week 7, (05/06/2025)

By adjusting the speed graph and adding effects, I made the animation feel more "alive."

Task 2A: Key Artwork (Complete Revision)

Um.. so, that was not a great idea. I was told that my work is okay, but it was still not good enough. So, I thought to myself, what if I make a complete re-do, change everything except the wordmark. That is exactly what I did, without any feedback sessions left, this is a gamble.

Color Palette

This will be the new color palette. I used adobe color to find the color palette, combined with my personal selections. With not much time left, I quickly moved on to the next step.

Fig, 3,16. New color palette. Week 8, (17/06/2025)

Animation

For the animation, I am still going to use the previous. However, I changed the color from brown to red.

Fig, 3,17. Animation revision, Week 8, (17/06/2025)

Final Outcome

Fig, 3,18. Black wordmark on white background, Week 8, (17/06/2025)

Fig, 3,19. White wordmark on black background, Week 8, (17/06/2025)

Fig, 3,20. Wordmark in actual colours on lightest shade of the colour palette, Week 8, (17/06/2025)

Fig, 3,21. Wordmark on lightest shade on darkest shade of the colour palette, Week 8, (17/06/2025)

Fig, 3,22. Color Palette. Week 8, (17/06/2025)

Task 2B: Collateral (Complete Revision)

Pattern 1

The first pattern was pretty simple to make. All I do is take the sharp part of my wordmark and put them on top of each other.

Fig, 3,23. Pattern 1 process. Week 8, (17/06/2025)

Fig, 3,24. Pattern 1, Week 8, (17/06/2025)

Pattern 2

I was struggling to find an idea for pattern 2. I was stressed out. But, I thought combining the spikes and shape them like a ninja star. Still, I am stuck. Until I thought what If the star is thrown, so I used the perspective grid to alter the perspective of the star.

Fig, 3,25. Pattern 2 process, Week 8, (17/06/2025)

In the end, I created a flower since it resembles one. I think it looks beautiful.

Fig, 3,26. Pattern 2, Week 8, (17/06/2025)

Mock-ups

The mock ups I chose were all done on photoshop.

Fig, 3,27. Mock-up process, Week 8, (17/06/2025)

Fig, 3,28. Mock-ups, Week 8, (17/06/2025)

Self-portrait

For the self-portrait, I add noise filter and threshold on it, and change the colors into the cyan and off-white from my palette. Process incoming.

Fig, 3,28. Self-portrait process, Week 8, (17/06/2025)

I also put the text in front and behind myself to achieve this look. the text in front has darker color effect equipped on it.

Fig, 3,29. Self-portrait process 2, Week 8, (17/06/2025)

Fig, 3,30. Self-portrait, Week 8, (17/06/2025)

Final Outcome

Fig, 3,31. Collateral 1, Week 8, (17/06/2025)

Fig, 3,32. Collateral 2, Week 8, (17/06/2025)

Fig, 3,33. Collateral 3, Week 8, (17/06/2025)

https://www.instagram.com/keane.floyd/

Fig, 3,34. Instagram layout, Week 8, (17/06/2025)

Fig, 3,35. Instagram screenshot, Week 8, (17/06/2025)

FEEDBACKS

Week 5

General Feedbacks:

Do not associate your wordmark with negative meanings, clients would not like that. Do not be too literal, Asymmetry is also balanced, just not identical.

Specific Feedbacks:

Mr. Vinod told me to go with the keyword "sharp" and explore more in depth about keane and look into it more.

Week 6

General Feedbacks

Use bright colors for the color pallete if you want people to pay attention to it, dull colors is not eye-catching. Make sure to make everything aligned/balanced.

Specific Feedbacks

Find a middle ground for the diagonals all of them uniform. Also, sharp is not a keyword.

Week 7

General Feedbacks

Equal the amount of thickness, too much space.

Specific Feedbacks

Color pallete looked too distracting. Find a different way to do it.

Week 8

General Feedbacks

Specific Feedbacks

Okay

REFLECTIONS

Experience

This task was very exhausting. Before I switched to the new layout and theme, I think I did a pretty good job until I see my classmates work and received the last feedback from Mr. Vinod. The worst part about all of this is after Mr. Vinod told me that my work is not good enough, I found out that my grandfather had just passed away. This is a pretty hard time for me because I need to re-do all of my layouts and collaterals while taking care of my grandfather's funeral. I was disappointed in myself, while still mourning for my grandfather's death.

After the 3-day funeral has ended, I finally have time to work on the collaterals again. I enjoyed the overall process, but the timing and tension between keeping up the quality and finishing everything before the deadline made me so frustrated.

Observation

When I compared my work to my friend's, I noticed that colors play an insanely huge role in the look of the Instagram page. I would even say that it matters more than the actual post itself. As long as the color are harmonious and connect with the other colors well, bad post can get a pass.

Findings

This task exposed me to so many good free mock-up websites. This can be useful for me in the future for sure.