Advanced Typography - Task 2: Key Artwork & Collateral
Samuel Keane / 0376236
Task 2: Key Artwork & Collateral
JUMPLINKS
3. TASK
LECTURES
Lecture 5: AdTypo_5_PerceptionAndOrganisation
Contrast
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Fig. 2.1, Contrast between letterforms by Rudi Ruegg, Week 6, (29/05/2025) |
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.Structure refers to the difference of letterforms and typefaces.
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Fig. 2.2, Seven Typographical Contrast by Carl Dair, Week 6, (29/05/2025) |
Gestalt theory emphasizes that anything should be perceived as a whole. In design, it should be seen as a whole instead of parts.
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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.
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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.
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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.
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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.
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Fig. 3.4. Process, Week 4, (17/05/2025) |
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Fig, 3,5. First attempt, Week 4, (17/05/2025) |
Another feedback received. Mr. Vinod said I need to make all the diagonals parallel.
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Fig, 3,6. Process 2, Week 5, (23/05/2025) |
Here is the final result.
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Fig, 3,7. Final Result, Week 5, (23/05/2025) |
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.
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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.
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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.
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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.
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Fig, 3,11. Collaterals, Week 6, (30/05/2025) |
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.
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Fig, 3,12. Portrait, Week 6, (30/05/2025) |
Instagram Page
I tried to make it as if it is a clothing brand/store.
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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.
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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.
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