Advanced Typography - Task 2: Key Artwork & Collateral

-
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
4. FEEDBACKS

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."





image





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)

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)

Click here to access the Instagram page

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

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.

REFLECTIONS


FURTHER READING


Comments

Post a Comment

Popular posts from this blog

Typography - Task 1: Exercise 1 & 2

-
Image
24/09/24-22/10/24 (Week 1-Week 5) Samuel Keane / 0376236 Typography / Bachelors of Design (Honors) in Creative Media / Taylor's University Task 1: Exercise 1 & 2 JUMPLINKS 1. LECTURES 2. INSTRUCTIONS 3. TASK 4. FEEDBACKS 5. REFLECTIONS 6.  FURTHER READING LECTURES Lecture 1: Typo_0_Introduction What I generally get from Mr. Vinod's on this lecture is the definition of typography, some of the origins and the terminologies within typography. Typography is the act of making and creating letters which can be interpreted as the creation of typefaces. Furthermore, Mr. Vinod stated that typography came in many forms from digital images to physical objects. For example, animations, website designs, apps, signs, products, posters, books, essentially everywhere. In conclusion, typography is a very ...
Read more

Design Principles - Task 1: Exploration

-
Image
3/2/25-17/2/25 (Week 1-Week 3) Samuel Keane / 0376236 Design Principles / Bachelors of Design (Honors) in Creative Media / Taylor's University Task 1: Exploration JUMPLINKS 1. INSTRUCTIONS (MIB) 2. TASK 3. FEEDBACK INSTRUCTIONS TASK 1. Gestalt Theory The word "gestalt" originated from German, which means "shape" or "form". Gestalt theory is a rule that give details the way human eye perceive visual elements. This principle is meant to show how the eye perceive shapes as a single form rather than separate simpler elements. These are 5 types of principles in gestalt theory. Principle of similarity is when eyes perceive similar elements as a whole picture, even when all elements are separate. Principle of continuation is when the eye follows the paths, design and curves of a design as a continuous flow. Principle of closure is when the eye fills in missing visual information to perceive a complete...
Read more

Typography - Task 3: Type Design & Communication

-
Image
12/11/24-23/12/24  (Week 8-Week 13) Samuel Keane / 0376236 Typography / Bachelors of Design (Honors) in Creative Media Task 3: Type Design & Communication JUMPLINKS 1.  LECTURES 2.  INSTRUCTIONS 3. TASK 4.  FEEDBACKS 5.  REFLECTIONS 6.  FURTHER READING LECTURES There are no lectures. INSTRUCTIONS TASK Week 7 Task 3: Type Design & Communication 1. Dissecting Letters On this task, we were instructed to dissect the letter H, o, g, b from the selected 10 fonts provided. In my case, I chose to dissect the font Serifa Std 45 Light. Fig. 2.1.1, H, o, g, b dissection, (05/11/24) ...
Read more