Advanced Typography Task 2 / Key Artwork and Collateral

15 Sep 2023 - 15 Oct 2023 / Week 4 - Week 7
Leem Sejin / 0362419
Advanced Typography / Bachelor of Design (Honour) in Creative Media
Task 2 - Key Artwork and Collateral

LECTURE

Refer to Exercise

INSTRUCTION

Task 2A Key artwork

Week 3

For this task, we have to use 4-5 letters from our names to create a logo. Fortunately, my name is just 5 letters, so I decided to use "S","E","J","I","N".

Before I start, I did some research in the pinterest to find out how do actual professional designers create the logo. The keyword for the research was cursive because I find that cursive design is the most common in the logo design.

Fig 1.2 Idea sketch Ver 1 (18/9/2023)

While I sketching the ideas, all the designs are not represent myself, hence I start with mindmap, to listed out my characteristic

Fig 1.3 MindMap (18/9/2023)

When I write down my personality, I like two key points; overthinking, like to listen music, and get puzzled whenever I start with new project.

Fig 1.3 Idea sketch Ver 2 (18/9/2023)

Overthinking : Infinite logo to describe endless thinking
Music Note : Describe my love in music
Puzzle pieces : Puzzled mindset

I did further research on the typeface design. This time , my key word is angular and rectangular shape logo

Personally, I like the puzzle piece idea, because it is direct and easily recognised by the viewer. In Adobe Illustrator, I did rough digitalisation. I used the font Futura Std as a reference because this font does not have any contrast in width.

Week 4

Mr Vinod said I could play with the letters as the solution of completing the puzzle pieces.

I explored puzzle designs in two ways:

Create the letters from the square
Develop the existing font into puzzle pieces

Fig 1.4 Idea Exploration 1 (22/9/2023)

For the first exploration, the overall design looks like puzzle pieces and the size of the letters are same, however, the readability of the letter 'N' is poor. Hence, I decided to refine the existing font.

Fig 1.5 Idea Exploration 2 (22/9/2023)

For the second exploration, I used Futra Std as a reference because the font is straight and consistent.

Fig 1.6 Idea Exploration 3 (22/9/2023)

Using the two explorations,

Out of four ideas, I decided to work on second layout.

Fig. 1.4 Placement of the font (22/9/2023)

For the reference font, I used Titilium Web Block font because the font is block and ideal for puzzle pieces. I tested it out by placing the letters into

Fig. 1.5(22/9/2023)

Fig. 1.6 Extracted Puzzle pieces (22/9/2023)

Fig. 1.7 Extracted Puzzle pieces (22/9/2023)

Fig. 1.8 Extracted Puzzle pieces (22/9/2023)

Fig. 1.9 Extracted Puzzle pieces (22/9/2023)

Week 5

During the class, we were tasked to place our key artworks on the tshirt, to check the overall outlook. I need to refine the edges of curved line more smoother.

Fig. 1.10 Extracted Puzzle pieces (4/10/2023)

After refinement, I had to do further exploration for collateral. I research on the puzzle pieces and studied their placement. For the colour, I want to find Red and its contrast colours because red is primary colour and commonly found in puzzle logos.

Fig 1.11 Expansion First Attempt (6/10/2023)

However, when I placed random puzzle pieces around the key artwork, I find that it is messy and unable to focus on the artwork

Fig 1.12 Expansion Second Attempt (6/10/2023)

Fig 1.13 Expansion Third Attempt (6/10/2023)

For the second and third attempts, I ignored mini puzzle pieces. I make the key artworks into single puzzle pieces and duplicate them to form a huge puzzle

Fig 1.14 Expansion Fourth Attempt (6/10/2023)

This is the final expansion of the key artwork. I choose yellow for the duplicated puzzle pieces because the key artwork is outstanding,

Using the expansion, we have to create the mock designs such as tote bag or t-shirt and uploaded onto Instagram account.

For the mock designs, I choose Keychain, Tote Bag and Phone cases.

Fig 1.15 Mock Up Ver 1 (7/10/2023)

After finishing the collateral designs, I create multiple layout for instagram posts.

I want to make my self-portrait into puzzle pieces, hence I cut them down into 4 pieces and placed 'S' 'JI' 'N' separately. Since letter 'E' represents my confusion and solution, I explored in two different style ;

1. Transform letter E to my portrait

2. Cut the letter E from the portrait.

Fig 1.16 Instagram layout exploration (7/10/2023)

After the feedback session, I develop the collateral designs by playing with the sizes and adding extra mock up designs.

Fig 1.17 Phone case mock up (13/10/2023)

Phone case, I explored by adding extra phone cases by side or aligned them diagonally. Personally, I find that first and second designs seems confusing due to the pattern of the phone cases, hence, I decided to stick with third layout.

Fig 1.18 Tote bag mock up (13/10/2023)

For the tote bags, I lied down the tote bag and duplicate the images.

Fig 1.19 key chain mock up Ver 1 (13/10/2023)

Fig 1.20 key chain mock up Ver 2 (13/10/2023)

For the keychains, I duplicate and aligned them side by side. But I think that it is distracting the attention and the layout is similar to tote bag and phone case, hence, I just place the keychain in the middle, add small pieces of puzzles and apply gaussian blur.

Fig 1.21 Instagram layout exploration 2 (13/10/2023)

I also did further exploration for alignment of the collateral images. As my theme is puzzle. I decided to to make the image into the puzzle pieces.

Fig 1.22 Screen shot of Instagram (13/10/2023)

Key artwork Animation

For the first attempt, I just slide in the all letters to form into a single puzzle.

Fig 1.23 Key Animation Ver 1 (15/10/2023)

However, I find that the animation seems boring and not impactful.

After doing some research, I found that the most of the puzzle animations are dropping the puzzle pieces from the top.Hence, I decided to animate letter 'S' and 'JIN' by dropping them from the top.

Fig 1.24 Key Animation Ver 2 (15/10/2023)

I animate them by playing the scale and opacity

Fig 1.25 Key Animation Ver 2 (15/10/2023)

For second attempt, I was satisfied with the drop down animation, but I find that I can play with letter 'E' to give more interesting and impactful animations.

Since 'E' represents my confusion and solutions, I animate it by popping out from outside, and being kicked by letter 'S'.

Fig 1.25 Key Animation Ver 3 (15/10/2023)

Fig 1.26 Key Animation Ver 3 (15/10/2023)

Also remind to hold 2-3 second at the end to avoid loop the animation too fast

Final Submission

Instagram link : https://www.instagram.com/s_jin.puzzle/

Fig 2.1 Key Artwork - Black and White jpeg (20/10/2023)

Fig 2.2 Key Artwork - Colour jpeg (20/10/2023)

Fig 2.3 Key Artwork - Reverse Colour jpeg (20/10/2023)

Fig 2.4 Key Artwork - Animation gif (20/10/2023)

Fig 2.4 Key Artwork - Colour Palette (20/10/2023)

Fig 2.5 Key Artwork - Expansion 1 (20/10/2023)

Fig 2.6 Key Artwork - Expansion 2 (20/10/2023)

Fig 2.7 Key Artwork - Expansion 3 (20/10/2023)

Fig 2.8 Collateral - Key Chain (20/10/2023)

Fig 2.9 Collateral - Phone case (20/10/2023)

Fig 2.10 Collateral - Tote bag (20/10/2023)

Fig 2.11 Screen shot of Instagram (20/10/2023)

Fig 2.12 Tiles 1 (20/10/2023)

Fig 2.13 Tiles 2 (20/10/2023)

Fig 2.14 Tiles 3 (20/10/2023)

Fig 2.15 Tiles 4 (20/10/2023)

Fig 2.16 Tiles 5 (20/10/2023)

Fig 2.17 Tiles 6 (20/10/2023)

Fig 2.18 Tiles 7 (20/10/2023)

Fig 2.19 Tiles 8 (20/10/2023)

Fig 2.20 Task 2 Submission pdf (20/10/2023)

FEEDBACK

Week 4

General Feedback: recognize the typeface to make it not too cluttered and more readable.

Specific Feedback : Acceptable, but when I use the 'puzzled' personality, try to provide suggestion to solve the puzzle

Week 5

Specific feedback : make the curved for letter S edges more smoother, move letter E slightly to the left, closer on the S

Week 6

General Feedback : Need to expend the design, not just pasting key artwork. Use the colour that easily recognise and outstanding, not pale colour

Specific Feedback : Colour script is okay, but for the mock design, think what you want to sell.

Week 7

General Feedback : For the collateral design, we can add more dynamic angles rather than placing one single image, for the self-portrait photo, we need to shoot professional and be creative when design the layout for instagram.

Specific Feedback : Layout is okay, but need improve on collateral because the layout seems boring.

REFLECTION

Experience

I enjoyed this task but challenging in designing process, especially mock up designs. At first, it was hard to find my identity and create unique designs that different from other students. However, when I confirm my topic, the process was smooth and fun.

Observation

During the collateral and design the layout for the instagram, I just placed the mock up images center because I think that it is clean and catch the attention. However, I realised that it looks boring and there are various placement that I can experiment on. By changing the position, it produced different mood. Also, even though I duplicate multiple mock images, I can still make the object focus by adjusting the direction.

Findings

When I create the key art works, I need to present well about my thoughts to appeal the audience. Hence, I need to understand my designs well and dissolve the idea into the design. Presenting my ideas was quit difficult