29th October 2024 (Week 5) - 19th November 2024 (Week 8)

Insha Thahirah Rajab - 0360671

Advanced Typography - Section 04

Bachelor's Degree in Creative Media (Honors) - Taylors University

Task 2 Key Artwork and Collateral

Task 2

LECTURES

Lecture playlist: Advanced Typography (BDCM) - YouTube

Week 5: Perception and Organisation

(AdTypo_5_PerpectionAndOrganisation)

Perception: visual navigation and interpretation of the reader via contrast, form and organisation of the content.

Content can be textual, visual, graphical or in the form of colour. However, our focus today is on typography.

Figure 1.0 Examples of Methods of Contrast

Contrast: create distinction or differentiation between information.

7 Types of Contrast - Carl Dair


Figure 1.1	7 Types of Contrast - Carl Dair

Size: A contrast of size provides a point to which the reader's attention is drawn. The most common use is making the title/heading more noticeable.

Weight: Describes how bold type can stand out in the middle of lighter type of same style. Using rules/spots/squares also provides a heavy area for an emphasized point of visual attraction.

Form: Using the different weights to create contrast is an important factor. A distinction between the capital letter and it's lower-case equivalent, or a Roman letter and it's Italic variant, condensed/expanded versions.

Contrast: The different letter-forms of different kinds of type-faces; mono-line sans serif and traditional serif/italic and black-letter.

Texture: Created by putting the contrasts of size, weight, form and structure together. It refers to the way the lines of type look as a whole up close and from a distance.

Direction: Opposition between vertical and horizontal, and the angles in between. Turning one word on it's side can create a dramatic effect, text blocks also have their vertical/horizontal aspects of direction.

Colour: The use of color suggests that a second color is often less emphatic in values compared to B&W. It's important to give thought to which elements needs to be emphasized and to pay attention to the tonal values of colors that are used.

Form

Form refers to the overall look and feel of the elements that make up the typographic composition.
Plays a role in visual impact and first impressions.
A good form of typography tends to be visually intriguing to the eye which leads the eye from point to point, entertaining the mind and often memorable.

Figure 1.2 Types of Form Visual Example

INSTRUCTIONS

Figure 1.3 Instructions (PDF)

TASK

Task 2 - Part A: Key Artwork

Create a wordmark/ lettering that doubles as an artwork, but can be used to identify a person and reflect on the personality/ traits they wish to convey. The key artwork can be disassembled into constituent shapes to form vibrant patterns that continue to maintain and expand its visual identity.

Using your name/ nickname, create a suitable, well designed key artwork. This key artwork will subsequently be used in Task 2(B) collateral.

Figure 1.4 Task 2A Sample Screenshot, Week 4

Criteria:

Black wordmark on white background
White wordmark on black background
Colour palette
Wordmark in actual colours on lightest shade of colour palette
Wordmark in lightest shade of colour palette on darkest shade of colour palette
wordmark animation

: research

I started off by making a mind map of my personality. I had this old work I made previously for Foundation in Design, which was slightly outdated but still consisted of the right information about me.

Figure 1.5 Mind map, Week 4 (18/10/24)

Then I moved onto creating a mood board as well as identifying some palettes I liked. I had a rough idea. I wanted my key artwork to reflect a free-flowing and unpredictable nature, much like my personality. I liked simple yet bold colours.

Figure 1.6 Inspiration 1 (Pinterest), Week 4 (20/10/24)

Figure 1.7 Inspiration 2 (Pinterest), Week 4 (20/10/24)

Figure 1.8 Inspiration 3 (Pinterest), Week 4 (20/10/24)

Looking back to the old mind map to the person I am today, I understand that I am a very adaptable person and I tend to let nature take its course whilst taking the time to change myself physically or through the way I express myself.

: sketches

Figure 1.9 Moodboard 1, Week 5 (22/10/24)

Figure 2.0 Moodboard 2 (Pinterest), Week 5 (22/10/24)

These were my first few concepts. Mr Vinod wasn't too happy with them, as he said they felt more like signatures rather than a key artwork. I had to develop my ideas further.

Figure 2.1 First sketches, Week 5 (22/10/24)

Sir appreciated one design that stood out to him. He found it to be the most unique, effectively conveying a powerful and fitting message of free-flowing nature. It resonated with elements of nature and fire, giving it a more artistic, visual quality rather than just a simple signature.

Figure 2.2 Shortlisted design, Week 5 (22/10/24)

I explored different variations of it till I was happy with the weight, sizing, style, and baseline/ cap height. Although a simple sketch, I felt as though the original key artwork wasn't balanced enough and needed an added element of visual interest.

Figure 2.3 Expanded Sketches, Week 5 (25/10/24)

I decided to make the artwork represent the spark of fire and the nature of its motion and symbolism. I played around with the tittle of the lowercase "i" as I felt it could work as a symbol to represent that brand as a whole, and can be dissected into collaterals easily,

Figure 2.4 Final Shortlisted Sketch, Week 5 (26/10/24)

This was my final design. I decided to change the letter "I" completely and polish up the other letters. The final felt more iconic and stood from a regular typeface. The "I" can represent a lot of imagery which can be worked in Task 2(B).

: digitizing

I opened up Illustrator and started digitizing the artwork. I compared against a simple font to understand the baseline and the height of each letter.

Figure 2.5 Process Digitization of Wordmark, Week 5 (26/10/24)

This was my final outline of the wordmark. I was quite happy with it and ready to colour.

Figure 2.6 Completed Digitized Wordmark, Week 5 (26/10/24)

This was my first palette idea. I chose something I found appealing and reflected my personality. I added the green blue for some contrast.

Figure 2.7 First Palette Concept, Week 5(28/10/24)

however, when I showed sir, he wasn't happy with it and said it felt bland, didn't have variations within each other, and didn't represent the message of something "fiery" and "hot".

Figure 2.8 First Palette Concept with Sample Branding, Week 5(28/10/24)

I spent a lot of time changing palettes, even taking inspo from pinterest and Colour Hunt - https://colorhunt.co/

Figure 2.9 Second Palette Concept Week 5(28/10/24)

Figure 3.0 Second Palette Pinterest Inspiration Week 5(28/10/24)

The current palette wasn't working out, so I decided to stick to a warmer tone to represent something more "fiery", I also wanted to add a feminine touch to the pallette.

Figure 3.1 Third Palette Concept Week 5(28/10/24)

Figure 3.2 Third Palette Pinterest Inspiration Week 5(28/10/24)

Figure 3.4 Fourth Palette Concept Week 5(28/10/24)

Figure 3.5 Fifth Palette Concept Week 5(28/10/24)

Mr Vinod said my palettes were good, but lacked some variety as they were too monochromatic which made it boring and difficult to turn into various collateral forms.

Figure 3.6 Gatehring Inspiration from Bunsen Burners, Week 6(29/10/24)

I decided to gather colour inspiration from bunsen burners, to make them more saturated and eye-catching, and the various bunsen burner colours can add that variety to the scheme. Bunsen burners further add to the "fire" element that my name brand needs to reflect.

Figure 3.7 Compilation of Palette ideas, Week 6(29/10/24)

These were some of the palettes I came up with but I finalized one that contained most qualities I was searching for whilst giving it a certain edge.

Figure 3.8 Final Palette , Week 6(4/11/24)

Figure 2.9 Final Palette with sample Branding, Week 6(04/11/24)

Rather than a bright Bunsen burner, it reflected a lot like the brand "Hot Wheels" and I liked its effect.

Figure 4.0 Inspiration for Final Palette , Week 6(4/11/24)

Figure 4.1 Hot Wheels Branding Inspiration , Week 6(04/11/24)

: animation

Using Adobe After Effects, I started on the wordmark animation. I started off using my initial Bunsen burner palette, as I made tweaks the palette with time.

Figure 4.2 Screenshot of Animation Process on Adobe After Effects, Week 6(01/11/24)

This was my first draft animation:

Figure 4.3 First Animation Concept, Week 6(01/11/24)

After making relevant changes to the palette, I decided to make a layer puppet of the letter "i" to give it movement and reflect that of a persona on fire, to further depict on how it may be a personification of myself.

Figure 4.4 Final Animation, Week 7(05/11/24)

This was my final animation. I was really happy with and its simple design. I liked the subtleness of the object puppet.

: final key artwork

This was my final exercise 1 complilation:

Figure 4.5 Black Wordmark on White Background, Week 7(08/11/24)

Figure 4.6 White Wordmark on Black Background, Week 7(08/11/24)

Figure 4.7 Black Wordmark in Actual Colours in the Lightest Shade, Week 7(08/11/24)

Figure 4.8 Black Wordmark in the Lightest Shade of Colour Palette on Darkest Shade of Colour Palette, Week 7(08/11/24)

Figure 4.9 Black Wordmark Animation, Week 7(08/11/24)

Figure 5.0 Final Wordmark Compilation Task 2A (PDF), Week 7(08/11/24)

Task 2 - Part B: Collateral

Design a t-shirt, lapel pin, an animated key artwork and an Instagram account (or as instructed in class) transforming the key artwork into a brand.

The output must result from in-depth exploration and must communicate both visually and textually the desired message and mood set by the key artwork and its function.

Figure 5.1 Task 2B Sample Screenshot, Week 7(05/11/24)

Criteria:

Collateral 1, 2, 3
Instagram handle & link
IG screen grab with good resolution. IG featuring 9 tiles (profile must feature a bio)

: mock-ups

To start off exercise 2, I decided to make the mock-ups. I started off experimenting with certain designs and typography I could use on the products. This was what I came up with before I changed my palette.

Figure 5.2 Sample Branding with Initial Palette, Week 6(02/11/24)

I decided to stick to the basic requirements for the main collateral mock-ups, but liked the idea of including business cards to add some edge to the "poster design" by showcasing multiple variations.

Figure 5.3 Unsblast Screenshot, Week 7(06/11/24)

https://unblast.com/

I used unblast.com for all my mockups as it proved to be the best quality and highly efficient site. I changed the colours of my collateral artworks before importing them onto my product mockups.

Figure 5.4 Sample Branding, Week 7(06/11/24)

These were some rejected designs:

Figure 5.5 Rejected Collateral Designs, Week 7(08/11/24)

: identity expansion

For the second part, we had to take a picture of ourselves and edit it to reflect the brand image. We had to ensure it was a black and white portrait photo of ourselves.

Figure 5.6 Picture Selected for Identity Expansion, Week 7(10/11/24)

I imported it onto Photoshop, cropped it, added the main "HIRA" wordmark and turned it into a B&W image.

Figure 5.7 Screenshot of B&W Photoshop Edited Image, Week 7(10/11/24)

After I was confident with the layout, I decided on the colour palette and added the additional colourful elements.

Figure 5.8 Screenshot of Final Edited Image (Photoshop), Week 7(10/11/24)

: instagram page

The last part of exercise 2 was to create an Instagram page of our brand identity. This is what I came up with:

Figure 5.9 Screenshot of Final Instagram Page (Mobile), Week 7(19/11/24)

Instagram Link: https://www.instagram.com/tha.h1.ra/?igsh=cXhwMXlyenVweHN1

Username: @tha.h1.ra (Instagram Handle)

Figure 6.0 Screen capture of Final Instagram Page (PC), Week 7(19/11/24)

I used this image as the profile picture:

Figure 6.1 Image used for Profile Picture, Week 7(19/11/24)

For one post, I included the animated wordmark, and for another, a carousel post:

Figure 6.2 Screenshot #1 of Carousell Post, Week 7(19/11/24)

Figure 6.3 Screenshot #2 of Carousell Post, Week 7(19/11/24)

Figure 6.4 Screenshot of Animated Key Artwork Post, Week 7(19/11/24)

:collateral compilation

Figure 6.5 Image used for Profile Picture, Week 7(19/11/24)

Figure 6.6 Collateral 1 (First Post), Week 7(19/11/24)

Figure 6.7 Artwork 1 (Second Post), Week 7(19/11/24)

Figure 6.8 Collateral 2, Week 7(19/11/24)

Figure 6.9 Instagram Reel Thumbnail, Week 7(19/11/24)

Figure 7.0 Collateral 3, Week 7(19/11/24)

Figure 7.1 Collateral 3.5, Week 7(19/11/24)

Figure 7.2 Artwork 2 (Seventh Post), Week 7(19/11/24)

Figure 7.3 Artwork 2 (Eighth Post), Week 7(19/11/24)

Figure 7.4 Identity Expansion, Week 7(19/11/24)

Figure 7.5 Collateral 4 (EXTRA), Week 7(19/11/24)

Figure 7.6 Screenshot of Final Instagram Page (Mobile), Week 7(19/11/24)

Figure 7.7 Task 2B Final Compilation, Week 7(19/11/24)

FEEDBACK

Week 5

General Feedback: Go to Colour Hunt and create a suitable colour palette for your brand identity. Take a black and white self-portrait place key artwork on it artistically.

Specific Feedback: Make sure your sketches represent your personality and pick 3 words that describe the traits your work will reflect on. Your designs are not strong yet but expand on the one that looks quite natural and fiery as it is the most unique.

Week 6

General Feedback: Begin Task 2B collateral (3 items), expand your key artwork with the knowledge gained today. Expand your key artworks identity into your chosen collateral. For inspiration view Pentagram site and study how identities are expanded.
Specific Feedback: Your design is very good. But your palette needs work. Focus on the "fiery" and "Spontaneous elements. Although you are drawn to monotonous palettes, note that when displaying your work as a brand. all the colours will feel similar and worn out, making it bland. It isn't eye-catching.

Week 7

General Feedback: Study the reference materials before working on this and make the Instagram page.

Specific Feedback: The colour palette is good, need to move onto collateral fast. Colours signify your brand identity so work carefully.

Week 8

Independent Learning Week (NO CLASS)

REFLECTIONS

Experience: Task 2 was something I have always been interested in and was happy to explore. I love the concept of mockup branding, but it proved to be more tedious than expected. Classes were incredibly helpful regarding feedback, and I found myself rather behind yet motivated with every session. I had to crunch on time in class and outside of it, proving this to be a time consuming yet incredibly interesting exploration.

Observations: I observed that my work improves with continuous updates, primarily on the colour palette. I work better on my own, whilst checking in for feedback every few updates. I observed that looking at examples in class and gathering details and techniques from professionals can help improve my output as well.

Findings: I found myself struggling with colour palettes the most. Through trial and error, finding inspiration from real-life branding can give a sense of direction. I found that I spent the most time on sketches and colours, which are two things I need to strengthen on. I found that feedback on this particular class was crucial and making or breaking a successful brand identity.

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Insha Thahirah Rajab (0360671)

Advanced Typography - Task 2 Key Artwork and Collateral

CONTENTS