Advanced Typography Task 2: Key Artwork & Collateral

22.10.2024 - 24.11.2024 (Week 5 - Week 9 )

Kiew Ting Yi (Nicole) / 0361143 / Bachelor of Design (Honours) in Creative Media
Advanced Typography
Task 2 : Key Artwork & Collateral

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Table of Contents:

1. Lectures
2. Instructions

3. Task 2: Key Artwork & Collateral 

Task 2 A: Key Artwork

• Ideation
• Digitising 

Task 2 B: Collaterals

• Collaterals
• Animation
• Final Outcome

4. Feedbacks

5. Reflection
6. Further Reading

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LECTURES

Lecture Playlist: https://www.youtube.com/playlist?list=PLZk01iRkmnlWiFq7epH05A-lMt_bHmGQk

Week 5 

Perception in Typography

Perception in typography involves how readers interpret and navigate through text based on contrast, form, and organization. The way text and graphical elements are arranged on a page impacts how the content is understood and processed visually.

7 Types of Contrast in Typography

Size: Larger text elements, such as headings, catch more attention than smaller body text, establishing a clear visual hierarchy.

Fig 1.0 Size Contrast

Weight: Bold text contrasts with lighter text, emphasizing specific content. Additional emphasis can be achieved with lines or spots.

Fig 1.1 Weight Contrast

Form: Differences in letterforms (e.g., uppercase vs. lowercase, or roman vs. italic) help distinguish various text elements.

Fig 1.2 Form Contrast

Structure: Typeface contrasts, such as between monoline sans serif and serif fonts, create structural differences.

Fig 1.3 Structure Contrast

Texture: Texture is the overall appearance of the type, created by combining size, weight, and form contrasts. This affects how text is perceived both up close and from afar.

Fig 1.4 Texture Contrast

Direction: Variations in text orientation, like vertical, horizontal, or angled layouts, can significantly impact the overall composition.

Fig 1.5 Direction Contrast

Color: Color contrasts highlight specific elements, but it’s essential to balance tonal values to maintain clarity and legibility.

Fig 1.6 Color Contrast

Form in Typography

Form pertains to the visual design of text and how it influences first impressions. Typography transcends readability by conveying meaning through visual elements. When text is manipulated through distortion, scaling, or enlarging, it transitions from mere communication to visual impact.

Organization & Gestalt Theory

Gestalt theory explains how we perceive groups of elements as a unified whole, not just individual parts. Important principles include:

Law of Similarity: Elements that look alike are perceived as belonging together.

Law of Proximity: Objects that are close to one another are viewed as a group.

Law of Closure: The mind fills in missing parts to perceive a complete shape.

Law of Continuation: We see intersecting elements as continuous, uninterrupted lines or shapes.

Law of Symmetry: Symmetrical elements bring a sense of balance and harmony to the design.

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INSTRUCTIONS

<iframe allow="autoplay" height="480" src="https://drive.google.com/file/d/10GrEmGJywcV9HMAGKbcNw5yjp6eSNuiO/preview" width="640"></iframe>

TASK 2 - A + B ( KEY ARTWORK & COLLATERAL )

Deadline: Week 9

Task 2 A - Key Artwork

Come up with a pseudonym that represents you, and create a word mark from it.
Submission requirements:

- 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

Task 2 B - Collateral

From the results of Task 2A, we need to create an expansion for the visual identity and apply it to the ideas/collaterals. 
Submission requirements:

- 3 Collaterals

- Instagram Link
- Instagram Screenshot 

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EXERCISE 2A: KEY ARTWORK

IDEATION/MINDMAP/MOODBOARD

Every process starts from a mindmap. So, here's mine!

Fig 1.7 Mindmap of me, Nicole, Week 5 (22.10.24)

For my moodboard, once again I wanted to research more about rounded fonts, (as I did with my last semester from Typography module), I really find myself enjoy rounded fonts for its robustness.

Fig 1.8 Moodboard of typefaces I like, Week 5 (22.10.24)

SKETCHES

I started exploring some sketches for the name "niqo.""niqo." is actually my stage name for my entertainment gigs, as my name is Nicole Kiew (Kiew pronounced like the letter 'Q.'), and combined with the name Nicole, I got rid of the 'le' in Nicole and replaced the 'c' from Nico to Niqo. The '.' after the name is a reminder that I will always be a showstopper, and I will always face obstacles yet be forever growing. 

Fig 1.9 Sketches of "niqo.", Week 5 (22.10.24)

I explored some without '.', but found that the period after the name is still befitting.

DIGITISATION

Fig 1.10 Digitised version of "niqo.", Week 6 (29.10.24)

I ended up choosing this sketch as the planned digitised version with the keyword of "All-Rounder", but I realised I didn't consider its anatomy at all. As Mr Vinod expresses his disappointment towards this outcome, I tried to quickly come with an "acceptable" one, and these are the drafts:

Fig 1.11 Variations of "niqo.", Week 6 (29.10.24)

Fig 1.12 Final Variations of "niqo.", Week 6 (29.10.24)

After Mr Vinod's approval, I also checked with him on a color scheme. He suggested to add an addtional color to have better contrast. 

Fig 1.13 Color Scheme Chosen, Week 6 (29.10.24)

I didn't hesitate and started to experiment with my wordmark with the colors. 

TASK 2A KEY ARTWORK FINAL OUTCOME

Fig 1.14 White wordmark in black background, Week 6 (29.10.24)

Fig 1.15 Black wordmark in white background, Week 6 (29.10.24)

Fig 1.16 Color Palette, Week 6 (29.10.24)

Fig 1.16 Wordmark in darkest shade of colour palette on lightest shade of colour palette, Week 6 (29.10.2024)

Fig 1.17 Wordmark in lightest shade of colour palette on darkest shade of colour palette, Week 6 (29.10.2024)

Fig 1.18 Task 2A PDF Compilation, Week 6 (29.10.2024)

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EXERCISE 2B: COLLATERALS

I used Adobe Stock Photos, Mr.Mockup for this process and also Unblast for this, it was quite fun!

I initially picked a totebag, t-shirt and pin buttons, but there's a big switch towards the final outcome as I imagined more of my brand identity. Here are the drafts:

Fig 1.19 Totebag, photo by Adobe Stock Photos, Week 7 (5.11.2024)

Fig 1.20 Tshirt, photo by Adobe Stock Photos, Week 7 (5.11.2024)

Fig 1.21 Pin up buttons, photo by Adobe Stock Photos, Week 7 (5.11.2024)

As I explored more websites and pages, I came up with better photos and collaterals, and figured out that my brand revolves around playful, childish colors, I decided to redo my collaterals.

Fig 1.22 Cap in the sand, photo by Mr.Mockup, Week 7 (5.11.2024)

For the socks, I actually also included my own sock design. I used the '.' from my wordmark and made a pair of polkadot socks. Personally, I could actually see myself wearing them! This was one of the fun thing I did for this task.

Fig 1.23 Sock design, Week 7 (5.11.2024)

Fig 1.24 Socks, photo by Mr.Mockup, Week 7 (5.11.2024)

Fig 1.25 Totebag, photo by Mr.Mockup, Week 7 (5.11.2024)

For this specific totebag, Mr Vinod mentioned how the sweater colors took away from my color palette, so I switched it into another collateral that I found something more fitting instead: DOG IN A HOODIE.

Fig 1.26 Dog Hoodie, photo by Unblast, Week 7 (5.11.2024)

Who doesn't like a good doggo in a hoodie???

For portrait wise, I chose this picture of myself as I currently have short hair:

Fig 1.27 Self-portrait,  Week 7 (5.11.2024)

I changed it and edited in Photoshop to play with my wordmark a little bit more, and this is the result:

Fig 1.28 Self-portrait with "niqo.",  Week 7 (5.11.2024)

Fig 1.29 Self-portrait with "niqo." with slight changes,  Week 7 (5.11.2024)

I wanted it to have some of my face, but it cheapens the branding, so I decided to add some halftone.

Fig 1.30 Self-portrait with "niqo." with halftone from Photoshop,  Week 7 (5.11.2024)

I decided to change the hue of the background, to further enhance the cohesiveness of the branding.

Fig 1.31 Final Self-portrait with "niqo.",  Week 7 (5.11.2024)

EXPANSION

For expansion, I wanted to keep it a bit more simple and just focus on my '.' and the roundness of the name. Here are the results:

Fig 1.32 Expansion, Polkadots from the '.',  Week 7 (5.11.2024)

Fig 1.33 Expansion, Rings from 'o',  Week 7 (5.11.2024)

ANIMATION

I used the 'o' from my name to create an effect to introduce my 'niqo.'

Fig 1.34 Final Animation with wordmark,  Week 8 (12.11.2024)

TASK 2B COLLATERAL FINAL OUTCOME

Fig. 1.35 Collateral 1: Cap, Week 7 (5.11.24) 

Fig. 1.36 Collateral 2: Dog Hoodie, Week 7 (5.11.24) 

Fig. 1.37 Collateral 3:Socks, Week 7 (5.11.24) 

Fig. 1.38 Final IG Layout, Week 8 (12.11.24) 

Fig. 1.39 IG Screengrab, Week 8 (12.11.24) 

Fig. 1.40 Task 2B Collateral Compilation PDF, Week 8 (12.11.24) 

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FEEDBACKS

Week 5
General Feedback: Make sure the keywords are well received, it should be an impression that matches the keywords
Specific Feedback:  All-rounder is okay, but it's just okay.

Week 6
General Feedback: Read instructions carefully
Specific Feedback: Be careful of the strokes and vertices

Week 7 
General Feedback: Animation can be done at the end but make sure to get the branding consistent
Specific Feedback: Mockup is okay but think more on expansion. More work needs to be done

Week 8 (Independent Learning Week)

General Feedback: 
Specific Feedback:

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REFLECTIONS

EXPERIENCES 
In this assignment, I experienced a deep existential crisis with my passion for design, especially when it came to typography. Maybe I'm just not designing "effectively" as others, but it truly gave me a lesson on questioning my thoughts on design, specifically on graphics. Other than that, I also found the result truly humorous, as I never thought my branding would fit into more of a "playful, fun and active" personality. I posted my works on Instagram, and actually got a lot of good feedbacks! (Probably the one silver lining from this assignment) One thing to note however: my pseudonym "niqo." was often mistaken as the derogatory slur "n-word", which was the humorous part- it also made me rethink about my typography and legibility. Overall, it was a rollercoaster ride but I do not regret the final outcome one bit.

OBSERVATION
I could see myself constantly questioning my direction in this assignment, as I'm seriously someone who likes sans serif more than serifs and scripture typefaces, but it always felt like I'm not as "creative" as my peers who does crazy things to achieve their end results. In having these conflicts, I tend to be hesitant about my processes and it really made things worse. Once I let the worries subside and like what Mr Vinod said "Don't overthink it just get it done", I locked in (gen alpha slang for focus) and started to find fun in it. I think I'm someone who really can't work well in intense settings, and it will often be my main demise. I think I need to be more active in my learning on typography and not assume that things would get better. I hope to see better results each time I work on typography!

FINDINGS

I found that in a sea of creatives, Swiss/minimalistic styles would often feel like a cheap way out or a safe way and I need to get that out of my head! But in honor of Swiss designs, "Form follows Function" and I think I might not have reflected that in my branding which can cause legibility issues and it did not hit the target what Swiss styles or minimalistic styles has always achieved- simple, yet very much functional. If my branding is being perceived as the "n-word", that means my form definitely did not follow its function. I will work harder in becoming a better designer in this aspect. 

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FURTHER READING

Fig 2.0, A Type Primer, by John Kane, Week 6 (29.10.24)

From reading John Kane’s A Type Primer, I’ve gained a solid understanding of the fundamental principles of typography and how they apply to design, particularly when creating key artworks, collaterals, and developing brand identity. Kane’s book taught me how typography plays a pivotal role in shaping the perception of a brand. It’s not just about selecting fonts that look good but about how type communicates the brand’s voice and tone. For example, using a bold sans-serif font can project a sense of modernity and innovation, while serif fonts might evoke feelings of tradition and reliability.

Kane also dives deep into the concept of visual hierarchy, which is crucial for organizing text in a way that directs the viewer’s attention. This was particularly helpful in understanding how to structure content in marketing materials or brand assets, ensuring the most important information (like headlines or calls-to-action) stands out while maintaining balance with body text. Learning how to use size, weight, and spacing effectively allows me to create a sense of flow in my designs, making them more engaging and readable.

Furthermore, I’ve come to appreciate how typography can be a design element in itself, beyond just text. Kane discusses how manipulating type—whether through distortion, arrangement, or alignment—can enhance the visual aesthetics of an artwork or collateral, making it an integral part of the brand’s creative expression.

Overall, A Type Primer has equipped me with the tools to not only choose typefaces that fit a brand’s identity but to use typography as a powerful medium to convey meaning, organize content, and create visually compelling designs that reinforce the brand’s message across all platforms.