Advanced Typography: Task 2

20/9/23-18/10/23 // W4-W8
Mercy Chong HuiZiun // 0360929

Advanced Typography // BDCM
Task 2: Key Artwork + Collaterals

Lists

Task 2(A)
Task 2(B)

Feedbacks
Reflections
Further Reading

Lectures
Refer to Exercises
Instructions
Fig 1.0 Module information booklet
Task 2(A): Key Artwork

[Task To-do]
  • To create a wordmark/lettering of your name in a logo form.
  • Minimum 4-5 characters.
Research + Sketches
Fig 2.1 reference pictures
Fig 2.2 reference pictures

Fig 2.3 reference pictures


Digitization Process
Software used: AI

> Found this image of a typography font on Pinterest. Will be using this as a reference for my wordmark.

Fig 2.4 Fleshy font by Remi Bordet found in Pinterest

I then did some sketches on how I want my key artwork to look like while referring to some of the Pinterest references.
Fig 2.5 Key artwork Sketches 


> I started off with curved rectangular shapes and tried to form the letterforms.
Fig 2.6 Creating shapes for letterforms

Fig 2.7 Key artwork attempts

Feedback from sir: Ensure the vertical lines of the letters are in the same thickness. Maybe try stretching the "Y" letter closer to the "C" because there's an obvious gap on top.

Final Outcome
Key Artwork
Fig 2.8 Final Key Artwork
Task 2(B): Collateral

[Task To-do]
  • Pick a color palette for your brand's identity here
  • Identify at least 3 collaterals (tote bags, shirts..)
  • Key Artwork expansion for branding
  • Create an animation for the key artwork
  • Create an IG account 
Process
Color Palette 
Fig 3.1 Color Hunt(ing) #1

> I chose this color palette and added some yellows/orange tones to my palette as well.

Fig 3.2 First color palette

> Feedback from sir: The color looks dead. Needs to be more vibrant.

So I went to Color Hunt and searched for some more vibrant palettes.

What I have found:
Fig 3.3 Color Hunt(ing) #2


Added more warm toned colors and this will be my final color palette for my collaterals.

Fig 3.4 Second color palette (chosen)

Mockups
Went to this site to find some mockups for my collaterals.  
Fig 3.5 Unblast website 

Mockup #1
Masking tape
Progress 
> Imported the mockup PSD file into Photoshop and started working on the design.  
Fig 4.1 placing key artwork on mockup design

Working on the design section by sections of the tape mockup as shown below of the WIP.
Fig 4.2 collateral #1 WIP

Fig 4.3 Masking tape collateral WIP

This is what it looks like after the designs have been placed in each section of the tape. Adjusted the background color and highlights of the mockup to my liking. 

Fig 4.4 Final look of the masking tape mockup 
(before feedback)

Specific Feedback(when showing sir my first color palette [fig 2.8]): The color looks dead, make it more vibrant.

And indeed I went to Color Hunt again and find some *vibrant* colors hence color palette #2 was chosen. I wanted a more warm-toned color palette so I still tried to stick with my old color palette but improvised with the colors a little more vibrant instead of muted pastels.

Redid the tape mockup with the same process but another set of colors.
Fig 4.5 Final outcome of masking tape (after feedback)

The dark mode version of the tape :0 Honestly I prefer the first final mockup of this masking tape but the colors need to POP out hence this was created. It still looks good in it's own way. 

Mockup #2
Badge Pin

Went to the same site to get the mockups PSD file to work on as above. 

My first design of the badge pin. Tried to apply different colors on the design and a "+" symbol from the letter R so it won't look boring/ fill up the empty space.
Fig 4.6 Badge pin first draft

Specific feedback: It looks like you just slapped on your key artwork into the mockup. A suggestion is that you can maybe use the "+" symbol as a background for example? Make the design stand out and not just placing the words into the product and call it a day. 
+ You should expand your key artwork more!

So then I went for the second draft of the badge pin design. Tried to play around with the letters like enlarging one of them bigger than other letters because the main issue right now is my key artwork and I needed to do some expansion to it.
Fig 4.7 Key artwork expansion-ing

Spent quite some time experimenting different key artwork expansions.
Fig 4.8 Second draft of pin mockup 

Fig 4.9 Third? draft of pin mockup 

Did the key artwork expansion in AI and applied them in Photoshop. Definitely a lot of experimenting and brainstorming going on here.
Fig 4.10 More Key artwork expansion-ing (Illustrator)

This is the fourth? draft of the key artwork expansion. Thought that this looked quite cool and I'm satisfied with how it turned out. One downside of this is that the rest of the letters are crowded on the bottom so others can find it hard to read?
Fig 4.11 Nth badge pin draft after some K.A expansion done

Fig 4.12 Another badge pin draft mockup look

Decided to tweak the colors of the letters because they looked dull, especially with this background color. (Got to be vibrant!) Also removed one "+" element between the letters C and Y so it won't look messy.

Fig 4.13 Final draft look of badge pin mockup

Fig 4.14 Final outcome of Badge pin mockup


Mockup #3
Bucket Hat

For this bucket hat, I decided to play around with the colors on the letters for them to stand out. 

Fig 4.15 Bucket hat first draft WIP

Specific Feedback: Same feedback as my first draft of the badge pin, the collaterals looked like it was just simply slapped on and call it as a "product design". Needs some K.A expansion.

Worked together with the badge pins at the same time so I have used one of the key artwork expansions that I've done in Illustrator for my bucket hat mockup.

For this key artwork expansion it is actually the same as my badge pin key artwork but I removed the remaining letters "RCY" so it's just the letters M and E in it to indicate that it is "MY" design (the letters ME), like my own identity of this design. 
Fig 4.16 Another draft of bucket hat mockup

Fig 4.17 First bucket hat mockup draft (before feedback)

Added a few "+" elements on the sides of the key artwork so it's not looking too empty.
Fig 4.18 Final outcome of bucket hat mockup (after feedback)

I removed the background and exported it as a PNG file for my Instagram layout which I'll be doing in Illustrator after I am done with the mockups.

Mockup #4
Vinyl Record

The last but not least is this vinyl record mockup. I had fun designing the mockup for this because there are quite a few options to choose from my key artwork expansion.
Fig 4.19 First WIP draft of vinyl record mockup 

Fig 4.20 More WIP drafts

Fig 4.21 Final outcome of vinyl record mockup

Removed the background and exported as PNG file to plan for my Instagram layout after I'm done with all the mockups.

Key Artwork Animation

Storyboard sketch
Fig 5.1 Storyboard for K.A animation 

From this sketch above, I started to proceed the animation in After Effects. The animation process was a bit tedious but I enjoyed the process of animating the letters.
Using my final key artwork PNG as a reference for accurate placements of the animation.
Fig 5.2 Animation WIP

For the letters, I used shape layers to form each of the letters and tried to make it as similar as the actual key artwork like adding round corners, same colors etc.

Fig 5.3 Animation WIP #2

Fig 5.4 Added background color

The expanded list of the animation elements, still a WIP though.
Fig 5.5 Project structure lists

Fig 5.6 Animation draft #1

As from the video, it looked small/blurry here. It's because I have messed up with the composition and so I need to redo this animation (not from scratch thankfully)

Adjusted the composition size to 1:1/ square, and then experimenting around the background elements to see if it goes well with the whole animation.
Fig 5.7 Second animation draft WIP


Fig 5.8 Final Key artwork animation (MP4)

Instagram Layout

Pre-posting progress
Planned out how my collaterals, self portrait, key artwork, and animation in Illustrator by placing them as an "Instagram post" before actually posting them on Instagram.
 
Fig 6.1 Instagram layout draft

Fig 6.2 Instagram layout draft(s)

The overall look of the whole project file. Everything's all over the place but trust the process!

Fig 6.3 Illustrator project file Task 2

Now onto the actual posting in my Instagram account. This is how it looked like overall on Instagram.

Fig 6.4 Instagram layout

Instagram link:https://www.instagram.com/__m3r.cy/

Final Works

Fig 7.1 Final Color Palette
Fig 7.2 Key Artwork (B&W)

Fig 7.3 Key Artwork (Coloured)

Fig 7.4 Key Artwork (Lightest BG to darkest K.A)

Fig 7.5 Key Artwork (Darkest BG, lightest K.A)

Fig 7.6 Key Artwork Animation (GIF)


Fig 7.7 Masking tape Mockup

Fig 7.8 Badge pin Mockup

Fig 7.9 Vinyl record Mockup 
Fig 7.10 Bucket hat Mockup
Instagram Profile link: https://www.instagram.com/__m3r.cy/


Fig 7.11 Instagram layout screengrab from phone 

Fig 7.12 Instagram layout screengrab from web

Fig 7.13 Final Key Artwork + Collaterals (PDF)

Feedbacks

W5 (Specific Feedback)
: The vertical lines of a letter should be having the same thickness as others. Try to adjust the size of the vertical line 'C'to match with others. Spacing gap between letters isn't consistent as much so need to work on that as well.

W6 (General Feedback)
:Pastel colors are a hit or miss. It is better to use vibrant colors.

W7 (Specific Feedback)
:Your key artwork needs some expansion. The mockups looks like you're just slapping the letters on the products.

W8 (ILW)
Reflections

Experience
The overall experience in this whole task is quite experimental especially when it comes to the key artwork expansion. It was an enjoyable experience despite having to rush through and finish the task sooner but it has also enabled me to be able to express my own identity more through the key artwork and making my own branding from the mockups/collaterals that I've chosen. 

Observation
From what I have observed, colors are definitely one of the crucial parts to have a good design. If you want your design to stand out, vibrant colors are encouraged, or color tones that blend well with other colors so it gives a sense of balance and harmony. Next is that the expansion of a key artwork is relatively important as well for your design to stand out and also create your own brand identity for it.

Findings
My findings for this task is that having a clear and consistent ideation on how you want to execute your key artwork + collaterals to look like plays an important role as well. 


Further Reading

Fig 8.1 Role of Typography in web design

Key factors needed to consider in web typography
  1. Readability text to attract readers
  2. Good consistency
  3. Contrast to enhance your elements
  4. A responsive design
  5. Alignment & spacing
  6. Branding and personality
Best practices of typography for developing amazing web design
  • Select appropriate typefaces
  • Establish a hierarchy
  • Use white space
  • Consider responsive typography
    Ensuring text adjusts appropriately according to certain screen sizes
  • Maintain consistency
  • Test for accessibility
    Eg: Verify color contrast ratios, allow users to adjust the font sizes if needed
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