Advanced Typography - Task 2: Key Artwork & Collateral
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26.5.2025 - 13.6.2025 / Week 6 - Week 8
Aw Wen Chia / 0368828
Advanced Typography / Bachelor of Design (Honours) in Creative Media
Task 2: Key Artwork & Collateral
Aw Wen Chia / 0368828
Advanced Typography / Bachelor of Design (Honours) in Creative Media
Task 2: Key Artwork & Collateral
1. LECTURES
Week 5:
Advanced Typography: Perception & Organisation
Perception is "the way in which something is regarded, understood or interpreted". So, is perception what you see, therefore understand, or what you are manipulated into seeing and understanding?
Perception is the visual navigation and interpretation of the reader via contrast, form and organisation of content.
Contrast
There are several methods in typography to create contrast like:
- Light / Bold
- Condense / Extended
- Organic / Machined
- Roman / Italic
- Small / Large
- Negative / Positive
- Serif / San Serif
- Ornate / Simple
- Red / Blue
Size: It provides a point to which the readers' attention is drawn. If you have a big and a small letter, the big letter will be seen first before the small.
Weight: Describes how bold type can stand out in the middle of lighter type of the same style.
Form: It's the distinction between a capital letter and its lowercase, roman letter, italic, condensed and expanded equivalent.
Structure: The different letterforms of different kinds of typefaces.
Texture: By putting the contrasts of size, weight, form and structure and applying them to a block of text together, you get a contrast of texture.
Direction: Is the opposition between vertical and horizontal, and the angles in between them.
Colour: It is suggested that a second colour is often less emphatic in values than plain black and white. So, it is important to give the colours and text thought.
Form:
Refers to the overall look and feel of the elements that make up the typographic composition.
- To represent a concept
- to do so in a visual form
The interplay of meaning and form brings harmony both in terms of function and expression.
Organisation, Gestalt:
Gesalt is a German word meaning the way a thing has been "placed" or "put together".
- Law of Similarity
- Law of Proximity
- Law of Closure
- Law of Continuation
- Law of Symmetry
- Law of Simplicity (Praganz)
Principle of Similarity: The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated. Our brain crafts a link between elements of a similar nature.
Principle of Continuation: The human eye follows the path, line, and curve of a design, and prefers to see a continuous flow of visual elements.
Principle of Closure: The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in the missing visual information.
Principle of Proximity: Related design elements are placed together. Any unrelated items should be spaced apart. Close proximity indicated that items are connected.
2. INSTRUCTIONS
3. EXERCISE
Part A: Key Artwork
For this task, we first had to make a mind map of ourselves, like our names,
and keywords about our lives.
Mine looked like this.
Fig 3.1, Mind map Sketch (19.5.2025)
Then I started working on my mood board, and I didn't know what to do, so I took a lot of references in hopes of gaining inspiration.
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Fig 3.2, Name Sketch (19.5.2025)
I went with Avery, as that is the name I am most known by. Then, I started
sketching. At first, I started sketching randomly to motivate myself. Then I
looked back at the design I made and reworked some of it to see if I could
expand on it. After trying out different styles and designs, I picked a few
that I liked.
Fig 3.3, Name Sketch (19.5.2025)
After thinking about it for quite some time, I chose a sketch that was simple.
I decided for my design to be as simple as it can, personally draws my attention, and it is adaptable to a multitude of media.
Fig 3.4, Name Sketch (21.5.2025)
I already had a vision in mind when I made the sketch, so I immediately
started working on it in Illustrator.
Fig 3.5, Digitisation (24.5.2025)
My tutor approved it, so I made the final digitisation and the colour palette.
Fig 3.6, Colour
Palette (27.5.2025) Fig 3.7, Progress (27.5.2025)
I chose the colours as I really like the colour pink, green as the
complementary colour, a dark reddish colour and lighter colours that are more
neutral.
Animation:
I then started with the animation. I made mine in Premiere Pro for a smoother
effect.
Fig 3.8, Animation Progress (6.6.2025)
Part A; Final Outcome:
Fig 3.9, Black wordmark on white background (2.6.2025)
Fig 3.10, White wordmark on black background (2.6.2025)
Fig 3.11, Colour Palette (2.6.2025)
Fig 3.12, Wordmark in actual colours on lightest shade of colour
palette (2.6.2025)
Fig 3.13, Wordmark in lightest shade of colour palette on darkest shade of
colour palette (2.6.2025)
Fig 3.14, Wordmark animation (7.6.2025)
Fig 3.15, Task 2A PDF Compilation (2.6.2025)
Part B: Collateral
I went to
mockups-design.com and
downloaded my collateral, which was a shirt, bottle, and coffee cup.
Then I used my design and colour palette to design my collateral.
Fig 3.16, Progress (2.6.2025)
I then took a picture of myself, made it black and white and added my
design.
Fig 3.17, Progress (2.6.2025)
Fig 3.18, Progress (2.6.2025)
Spread layout:
Fig 3.19, Spread Layout (2.6.2025)
TASK 2 FINAL COMPILATION:
Fig 4.1, Black wordmark on white background (2.6.2025)
Fig 4.2, White wordmark on black background (2.6.2025)
Fig 4.3, Colour Palette (2.6.2025)
Fig 4.4, Wordmark in actual colours on lightest shade of colour
palette (2.6.2025)
Fig 4.5, Wordmark in lightest shade of colour palette on darkest shade
of colour palette (2.6.2025)
Fig 4.6, Wordmark animation (7.6.2025)
Fig 4.7, Task 2A PDF Compilation (2.6.2025)
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Fig 4.8, Chosen Grid Layout (2.6.2025)
Fig 4.9, Colatteral 1 (2.6.2025)
Fig 4.10, Colatteral 2 (2.6.2025)
Fig 4.11, Colatteral 3 (2.6.2025)
Fig 4.12, Screenshot of Instagram page (2.6.2025)
Fig 4.13 (2.6.2025)
4. FEEDBACK
Week 5:
General Feedback: My tutor said to explore more.
Specific Feedback: The words have no correlation to one of my
keywords (independence). I should avoid the literal translation of the
keywords and keep exploring the keywords.
Week 6:
General Feedback: I needed to explore more
Specific Feedback: I needed to explore my options more
Week 7:
General Feedback: All looks good, proceed
Specific Feedback: It was good, my tutor liked a few of
the posts, like the one where my name was stacked on top of each
other.
Week 8:
General Feedback: It was alright
Specific Feedback: There was no problem with it, I could
proceed
5. REFLECTION
Experience
My experience with this task was quite eventful, as it was quite difficult to make a wordmark that blends the things I want, as the word mark is about me. Thinking of the keywords and trying to embed them into the design is difficult. However, I am pretty happy with the outcome.
Observations
I have observed the way my coursemates blended their names and keywords into a cohesive design. It was motivating seeing their designs come to life. It was also fun seeing how they incorporate their design. It really motivated me to make my own nice as well.
Findings
My findings during this task were how difficult it was to incorporate my design and keywords in a cohesive manner; however, I did see how to not overthink it and to go for it. Sometimes we need to look at it from a different angle.
6. FURTHER READING
For Task 2, I read "Typographic Design: Form and Communication."
Fig 6.1, Typographic Design: Form and Communication (2015)
I read page 34 onwards just to gain inspiration for my Task 2, while it might not be much, I just read it to gain inspiration.
Fig 6.2, Typographic Design: Form and Communication (2015), page 34
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