Advanced Typography / Task 2
26.4.2023 - 31.5.2023 (Week 4 - Week 9)
Loke Yan Ling / 0344602
Advanced Typography / Bachelor of Design in Creative Media
Task 2: Key Artwork and Collateral
Task 2 (A): Key Artwork
Sketch
Fig 1.1 Digitize sketch 1, Week 5 (1.5.2023)
Fig 1.2 Digitize sketch 2, Week 5 (1.5.2023)
Fig 1.3 Digitize sketch 3, Week 5 (1.5.2023)
The sketches are sketched on the book first, then digitize in Illustrator. The words in key artwork are Loke, my last name and Cookie, a nickname picked by myself. For the first and the second, the ideas were developed from a polygon form in organic chemistry, it also can be seen as a honeycomb too. The polygon shape is used to connect those elements together. The third idea comes from the letterform "&" in ITC Garamond Std Italic.
Mindmap
Fig 1.4 Mind Mapping
Mr Vinod points out that most of our key artworks do not represent our characteristics which can be solved by using mind mapping. Then, I realized I just sketch some possible forms for the key artworks but did not show who am I or what I want to show others. So, I do mind mapping to explore myself with 2 aspects based on literature and feelings. Literature can be the meaning of the words or the appearance and the feelings to show what kind of way you want to show others, such as positive, objective,
Digitization
Fig 1.5 Sketch, Week 5 (3.5.2023)
Fig 1.6 Digitize, Week 5 (3.5.2023)
After mind mapping, I have sketched some draft. Mr Vinod suggest maybe I can explore my key artwork in circular shape.
Fig 1.7 Exploration, Week 5 (6.5.2023)
Fig 1.8 Constructing, Week 5 (6.5.2023)
Fig 1.9 Exploration and Finalization, Week 5 (6.5.2023)
I reconstruct again for the previous key artwork have been made based on the feedbacks. The left hand side key artwork present the best but not in a final form shape, the thickness of the cookie is not even with the others. The leterform 'K' also can be improved.
Fig 1.10 Progression, Week 5 (6.5.2023)
After finalizing the key artwork, I placed it in horizontal way to make sure it looks good in both ways. The letterform 'K' let me feel unsatisfied because it does not looks like K, itt looks like 'LOCKE'. So, I jump out of the box. not too limited to the circular shape.
Final Task 2 (A)
Fig 1.11 Compiled workflow of key artwork, JPEG, Week 6 (6.5.2023)
Fig 1.11 Final Key Artwork, JPEG, Week 6 (6.5.2023)
Task 2 (B): Collateral
We are tasked to design the following with our key artwork in Task 2A:
- Image of self captured with your key artwork
- Color scheme
- Animated invite (square, 800/1024 px)
- Relevant collaterals (minimum 3 collaterals)
- IG handle
- Expand your key artwork into an visual identity
1. Image self captured
Fig 2.1 Arrangement, Week 7 (17.5.2023)
2. Color Scheme
Fig 2.2 Color Scheme, Week 7 (17.5.2023)
Fig 2.3 Color Scheme Exploration, Week 7 (17.5.2023)
The maximum colour scheme allowed are 5. My main piece is mainly lively and fun, so I wanted to go for a more saturated colour. Also, I wanted to bring out a sweetness, so the main colour was pink. Although I have picked my color scheme, but I still want to explore by adding blue color to see how it will go. After exploration, adding color blue will take away the main style that I want bring out. Blue color is abandoned from the color scheme.
3. Animation
Fig 2.4 First Draft, Week 6 (12.6.2023)
Fig 2.5 Second Draft, Week 6 (12.6.2023)
This two animation are make before selecting the colour scheme. However, I agree with Mr Vinod said that the animation should should related to your key artwork.. For instance, there is a bite on the cookies in my key artwork, then there should be an animation of biting the cookies. Both of this animation is made from Adobe Illustrator and Photoshop.
Fig 2.6 Third Draft, Week 8 (24.5.2023)
I give up on using 3d effect for the animation because it takes hours to do. Then, I make the animation simple by using Illustrator. and Photoshop. But, the animation is too quick and takes time to redo. So, I create a new file and import the Illustrator file into After Effect to do it.
Fig 2.7 Final Animated Key Artwork, Week 8 (24.5.2023)
3. Visual Identity
Fig 2.8 Visual Identity Draft, Week 8 (25.5.2023)
I choose the significant visual element as my logo, then start with duplicate the visual element, dots that appears to explore my visual identity. Because of using the same colours, the dots are distracting.
Fig 2.9 Final Visual Identity, Week 8 (25.5.2023)
I think maybe using different colours and elements would be better, and the description of my key artwork playful let me recognize of party.
4. Collateral
The selected mock up items are:
- cardboard box
- metal box
- shopping bag
- container
- badge
I choose these mock up as my collateral because my key artworks contains cookie and color scheme I picked feels that my cookie are strawberry flavoured. Thus, packaging and souvenirs or gift are my choices of collateral.
Fig 2.10 Compilation Progress for key collateral, Week 8 (25.5.2023)
Fig 2.11 Final Key Collateral - Container, Week 8 (27.5.2023)
Fig 2.12 Final Key Collateral - Cardboard box, Week 8 (27.5.2023)
Fig 2.13 Final Key Collateral - Shopping bag, Week 8 (27.5.2023)
Fig 2.14 Final Key Collateral - Metal Box, Week 8 (27.5.2023)
Fig 2.15 Final Key Collateral - Badge, Week 8 (27.5.2023)
5. IG layout
Instagram link: https://instagram.com/loke___y?igshid=MjEwN2IyYWYwYw==
Bio:
- Bringing Sweet Designs 🍪
- Captivating Gift & Food Packaging✨
Fig 2.16 IG Layout #1, Week 9 (28.5.2023)
Fig 2.17 IG Layout #2, Week 9 (31.5.2023)
Fig 2.18 Final IG Layout, Week 9 (31.5.2023)
Final Task 2 (B)
Fig 2.19 Final Key Artwork, JPG, Week 6 (6.5.2023)
Fig 2.20 Final Key Artwork -coloured #1, JPG
Fig 2.21 Final Key Artwork -coloured #2, JPG
Fig 2.22 Final Animated Key Artwork, GIF, Week 8 (24.5.2023)
Fig 2.23 Colour Scheme, Week 7 (17.5.2023)
Fig 2.24 Final Collateral #1 - Container, JPG, Week 8 (27.5.2023)
Fig 2.25 Final Collateral #2 - Cardboard Box, JPG, Week 8 (27.5.2023)
Fig 2.26 Final Collateral #3 - Metal Box, JPG, Week 8 (27.5.2023)
Fig 2.27 Final Collateral #4 - Badge, JPG, Week 8 (27.5.2023)
Fig 2.28 Final Collateral #5 - Shopping Bag, JPG, Week 8 (27.5.2023)
IG Handle Link: https://instagram.com/loke___y
Fig 2.29 Final IG Layout, JPG, Week 9 (31.5.2023)
Fig 2.30 Final Task 2 Submission, PDF, Week 9 (1.6.2023)
Feedback
Week 5
General Feedback: Look through the key artwork based on the question given. Most student key artworks lack of meaning and inability to show the core of yourself. Mind mapping could help. There are two types of meaning that come through from typography, one is literal, and one is the feeling represented by the key artwork. Finalize Task 1 e-portfolio before 9th May.
Specific Feedback:
1. Does the key artwork symbolically/creatively represent the person?
Creative but not symbolic.
2. Is the key artwork readable and legible?
Except for the 2nd key artwork. (the letterform "I")
2. Does the key artwork look well crafted (lines/shapes)?
yes
3. Does the key artwork look like a logo—is it free-standing (w/background)?
Yes, still need development
4. Is there a good balance between negative and positive space?
Yes
5. Is there unnecessary use of non-objective elements?
Too many lines in the 2nd key artwork.
Maybe try to develop the letterform into a circular shape.
Week 6
General Feedback:
There are many form in key artwork, don't just focus on one type. The key artwork should be readable and memorable.
Specific Feedback:
The key artwork of letterform 'o' in cookie shape is not in final form, the letterform 'o' is not in complete circular shape. The honeycomb shape key artwork is not readable.
Week 7
General Feedback:
It is not a learning process if someone give you instruction directly on your design. The animated key artwork must be simple and the color choose have to be prove first. Label pin is optional, t-shirt and instagram account are mandatory. Take a picture of you against a clean and tidy backdrop with three steps to allow for a seperated background. Planing the tiles in the Instagram, minimum 9 tiles. Key features and whole key artwork cannot appear together, either one of them appear. Gif should be in colour, contrast should be seen.
Specific Feedback:
Task 1 Part 2: The type and image logos use fashion branding logo would better.
Task 2 Part 2: The animation should related to the expression from the key artwork. The colour scheme could be 4 or 5. However the more colour scheme used, the more complexity it is, the challenging part will be the variety.
Week 8: Independent Learning Week
Week 9
Specific Feedback:
Balanced have being used in the IG layout. Have a specific description of what your application is on bio. Interesting elements have been used abide by the style of the key artwork. The image of that 3D logo has a difficulty in giving people an idea of what it is.
Reflections
Experience
I feel lucky that I have guided to the right path when I was in Task 2A, finally found a way to express who am I (or the way want to show to others) on key artwork by the mind mapping . Although collaterals are fun, but the packed timing is not. I think our class waste too much of time on Task 2A and causes a big rush on Task 2B. I really enjoy in the progression of this task and brings a sense of accomplishment.
Observation
Colors plays an important role of the branding. It is necessary to have a good grounding in the foundations (key artwork) in order to express the character of it through colour. Balance always the main key of designing.
Findings
How you evoke an emotion or convey a message through a design is really challenging because this is how visual communication works.
Further Reading
Fig 3.1 Artifact Journal Page 1
Beier, S. (2015, July 16). The Design Process Seen Through the Eyes of a Type Designer. Artifact, 3(4), 8.4-8.8. https://doi.org/10.14434/artifact.v3i4.6199
The Design Process
Ann Heylighen and her colleagues built upon John Searle's concept of "direction of fit" to explain how the design process shifts between imagination and evaluation. They emphasized that design should balance the designer's idea of the world (inward focus) with how the idea fits into the world (outward focus). By alternating the direction of fit, designers ensure their products are both valid and relevant. Various models exist for the design process, with differing emphasis on prototyping, evaluation, and teaching approaches. This paper follows Beier's division into four stages: Specification, Analysis, Creating, and Form Making.
Stage 1: Specification
In the initial stage of design, the focus is on understanding and defining the problem, identifying the existing situation that requires a change. Design problems are often ill-defined and require a method that embraces uncertainty. John Baskerville, aiming for a new printing type, sought to create a typeface with high contrast and clarity.
Stage 2: Analysis
During the analysis stage, the designer shifts focus from personal experiences to how the project fits into the world. Audience research, including surveys, observation, and participatory methods, helps inform the project's objectives. Effective implementation of research findings enhances project success. Structuring gathered information, identifying patterns, and evaluating relevance are crucial. John Baskerville's analysis drew inspiration from calligraphic writing and printed books, without relying on modern audience research. Despite facing criticism from British printers, he pursued his goal of excelling in the art of printing.
Fig Baskerville was inspired by this calligraphic style of writing from around 1715 (by the writing-master George Shelley).
Stage 3: Creating
During the exploration stage, designers rely on their imagination to generate responses to defined problems. Thinking techniques, such as shifting perspectives through divergent thinking and conceptual blending, promote creative thinking. Uncertainty plays a significant role, fostering coping strategies that lead to innovative combinations. Hand sketching facilitates critical evaluation and idea validation, enabling designers to navigate complexity. John Baskerville's inspiration came from conceptual blending, combining calligraphy and printing type, utilizing the pointed nib pen for sketching letter shapes.
Stage 4: Form Making
During the Form Making stage, the designer focuses on creating beautiful and harmonious shapes and forms. Craft skills are crucial, as successful form making requires mastery of trade-specific knowledge and techniques. Tacit knowledge gained through practice and learning from experienced practitioners plays a significant role. In the case of John Baskerville, his background in calligraphy influenced his refinement process, likely involving writing the letters as calligraphic sketches for his punch-cutter to interpret and produce trial-punches. The Creating and Form Making stages are interconnected in the design process.
Practical Implications of the Model
The design process varies for each designer, becoming more intuitive with experience. It involves shifting between stages, with return loops and rapid transitions. Specifying intentions, understanding the world, exploring alternatives, and mastering the craft are crucial. John Baskerville followed these stages instinctively, achieving success through hard work. Reflecting on his process highlights the effectiveness of a modern design approach in reaching satisfactory results more quickly.
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