Advanced Typography - Task 2: Key Artwork & Collateral



28 September 2022 - 4 November 2022 / Week 05 - Week 10

Lim Wei Xian / 0342559
Typography / Bachelor's of Mass Communication (HONS) (Advertising and Brand Management) / Taylor's University
Task 2: Key Artwork & Collateral

LECTURES

All lecture notes can be found in Task 1's blog: 



INSTRUCTIONS

Task 2A: Key Artwork (Week 05)

For this task, we need to create a key artwork that is a word mark/ lettering. It should be used to identify an event/ person, but also adorning onto collaterals. 

I went onto Pinterest to get inspiration of the works that were done by other people. 

Research




Figure 1.1 Some Key Artwork inspirations from Pinterest


I have two types of 'personality' that I would like to imply onto my key artwork: 'Going with the flow', and also 'Organised'. It two may sound totally different from each other, but that's how I am sometimes in real life.

The top 2 artworks would inspire my 'going with the flow' thinking process, while the bottom 2 would inspire my 'organised' mindset.


Progress


Key Artwork - 'lim' (my surname)

'Going with the flow'



Figure 1.2 Started off with a typeface

Inspired by the research that I've done, in order to showcase 'going with the flow' to represent me, I've decided to link up the letters with curves in between them.


Figure 1.3 Red highlights on the curves to show the uniformed and consistent design. Two red blocks in between letters to show kerning.


'Organised mindset'



Figure 1.3 Using 'Impact' as my font

Inspired by the Japanese and Chinese words from my research, the main concept of this was to make the letters look organised. I am somehow organised in a lot of stuff, therefore I explored this way of making every letters to have some sort of organised shape.


Figure 1.4 Extending the dot on the "i"


Figure 1.5 Covering up the curves of the "m" to make it look uniform and organised



Figure 1.6 Explored 4 different key artworks


After receiving feedback from Mr Vinod, he advised me to focus on one type of style/ personality that will influence my design. He also mentioned that the word 'lim' couldn't be seen clearly. 

In the end, I've decided to focus on the 'organised' personality I have to influence my key artwork. 



Figure 1.7 Using the same weight of the 'l' to cover up the top of 'm'


Figure 1.8 Extending the dot from 'I'


I then realised that in order to really put my key artwork into the impression of 'organised', the spacing of everything should be uniformed as well.


Figure 1.9 Red highlights to show the kerning and spacing between each letters/ elements of the key artwork



Figure 1.10 Fixing the kerning


Figure 1.11 Final touchups to make the negative space in 'm' the same as the kerning between the letters

Final Submission Task 2A: Key Artwork (Week 07)



Figure 2.1 Task 2A: Key Artwork Final Submission (JPEG) 18/10/2022



Figure 2.2 Task 2A: Key Artwork Final Submission (PDF) 18/10/2022


Task 2B: Collateral (Week 07)

Continuing from Task 2A, as the nature of my logo resembles organising, I figured to create a brand image of something simple and not complex. I've figured to put 'lim' as a store that sells products that helps people to organise basic stuff. 

Here are the 4 collaterals that will be designed around 'lim':

1. Notebook
2. Photo frame
3. Desk organiser
4. Folder

Progress


Below will be photos I found on the internet to work on. I will turn these using Adobe Illustrator and Adobe Photoshop to suit the brand identity of 'lim'.




Figure 3.1 Collaterals to work on


My initial ideas were to utilise the 'lim' mark and use that as a base for the collaterals. I distorted the mark and used it as designs throughout my collaterals.


Figure 3.2 Using the 'lim' mark and applying it on collaterals

Instagram

For our Instagram account consisting of our mark and collaterals, I also worked on a simple GIF animation of the mark.


Figure 3.3 Frame by frame animation with Photoshop



Figure 3.4 'lim' animation


Below will be a screenshot of the Instagram feed for 'lim'.


Figure 3.5 lim's Instagram feed


During Week 9's feedback session in class, Mr. Vinod suggests to not distort the mark. He also mentioned that the designs could be simpler and it would look so much nicer if I would just make use of simple lines for the collaterals. As the brand identity of 'lim' is organised, a simple and minimal approach would work best.


Figure 3.6 Utilising the lines from the mark, implementing it throughout the design


Figure 3.7 Free transform tool for the different perspectives on collaterals


I also used a photo of mine and placed the mark onto my mask. I've decided to make the whole picture black and white to make the Instagram feed look uniformed.



Figure 3.8 Will be placing the mark onto the mask


Figure 3.9 Removed the original logo on the mask and placed the 'lim' mark

Instagram Feed



Figure 3.10 lim's Instagram feed


Final Submission Task 2B: Collateral (Week 10)

Instagram handle: @lim_1ted

Some key notes:

- The final GIF Animation will be presented with the first frame of the animation in the PDF file.

- The 4th, 5th, and 6th post in the Instagram page would only show the full design/ panel on a mobile phone.



Figure 3.11 Final Submission Task 2B: Collateral (Mark on myself) (JPEG) 3/11/2022


Figure 3.12 Final Submission Task 2B: Collateral (Notebook) (JPEG) 3/11/2022


Figure 3.13 Final Submission Task 2B: Collateral (Photo Frame) (JPEG) 3/11/2022


Figure 3.14 Final Submission Task 2B: Collateral (Desk Organiser) (JPEG) 3/11/2022


Figure 3.15 Final Submission Task 2B: Collateral (Folder) (JPEG) 3/11/2022


Figure 3.16 Final Submission Task 2B: Collateral (IG Post 4, 5, & 6) (JPEG) 3/11/2022


Figure 3.17 Final Submission Task 2B: Collateral (Mark Animation) (GIF) 3/11/2022



(PDF Submissions will be the collaterals featured on each Instagram post of 'lim'.)



Figure 3.18 Final Submission Task 2B: Collateral (All 9 Instagram Posts) (PDF) 3/11/2022



Instagram handle: @lim_1ted

FEEDBACK


Week 06


General Feedback: Choose one 'personality' to focus on to influence the design.

Specific Feedback: The composition of the words can't really see the word 'lim' clearly.


Week 07


General Feedback: Looks good, continue the work for Task 2B Collateral.


Week 09


Specific Feedback: The patterns/ designs of the collaterals can be simpler. There is no need to distort the mark.


REFLECTION

Experience

The overall experience was an interesting one for me. I got to really make a key artwork that represents me, as well as applying it onto collaterals. The designing part of the assignment wasn't too difficult, however, it requires some trial and error in order to produce the right key artwork. I did struggle a bit when it comes to Adobe Photoshop work by placing/ designing the collaterals, but the simple and organised nature of my key artwork helped a bit when it comes to the designs. 

Observations

While deciding which style I would like on my key artwork, the experience of researching and getting inspiration is important. As my style of work was to be 'organised', simple and uniformed shapes to form the key artwork was crucial. Every small details within the key artwork should be taken into consideration so that it will truly represent the whole 'organised' style of the artwork.

Findings

I've also realised the importance of relevancy and 'brand identity' of my key artwork together with my collaterals. The designs of the collaterals doesn't necessarily need the distortion of the key artwork, but something that represents or is relevant to the key artwork. I've found out that the collaterals, designs, and key artwork should all be related to one another to give off a strong and clear impression.

FURTHER READING


WHY FONTS MATTER: A MULTISENSORY ANALYSIS OF TYPOGRAPHY AND ITS INFLUENCE
by Sarah Hyndman




Figure 5.1 Cover of 'WHY FONTS MATTER: A Multisensory Analysis of Typography and its Influence'

This book through the influence of type, the altering perceptions type can do to an individual or group, etc.



Figure 4.2 How do fonts influence you?

The book mentions about the influence of type on people. Type gives each word a backstory, and it is a tool to showcase personalities as well. It will also appear for readers/ audiences to see clearly. A well-set type is designed for people to 'look past' the typeface and focus on the words themselves.




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