⭐ 10/6/2024 - 8/7/2024 (Week 8 - Week 12)
🎀 Yan Zhi Xuan | 0369425
💜 Advanced Typography | Bachelor of Design (Hons) in Creative Media | Taylor's University
📚 Task 2: (A) Key Artwork and (B) Collateral
1. LECTURES
WEEK 5 (23/10/2023) - LECTURES
Doc. 2.1 Module Information Booklet of Advanced
Typography.
Task 2A：Key Artwork
• Behaves like a logo and artwork. Use our name or initials.
• This important artwork will then be used in Task 2B on various collateral.
• Not always legible. Typographic artwork. Explore alternatives -
compositions, etc.
• It's almost like a monogram. A certain level of simplicity.
• Elegant solution and visual communication.
• Artwork should be scalable.
Task 2B: Collateral
• Design our Task 2A: Key Artwork in Poster (A2 size) .
• Animated invite (square, 800/1024 px).
3 relevant collaterals (minimum 2 collaterals).
3. TASK 2A: KEY ARTWORK
3.1 WORK PROGRESS
1. Ideation and Sketches
About Me Mind Map
Fig. 3.1.1 The stem and the crossbar of H, Week 5 (22/4/2023).
I started with a mind map for me to start brainstorming
easily. By blending my personalities, Ican create a versatile and unique
brand style that resonates with both my gentle and bold sides,
appealing to a diverse audience in both the fashion or gaming
worlds.
Ideas with References
Fig. 3.1.2 Idea #1, Week 5 (22/4/2023).
Fig. 3.1.3 Idea #2, Week 5 (22/4/2023).
Idea #1: Cybersigilism/Gothic Typeface
Description: I like fashion so one of my
ideas is Cybersigilism/Gothic font. The Cybersigilism/Gothic
typeface is a bold and evocative font that blends the dark, mysterious
elements of Gothic aesthetics with the futuristic and intricate
patterns of cybersigilism. This typeface is perfect for those who
revel in the fusion of ancient and modern design, where each letter
feels like a piece of digital calligraphy.
Fashion: In the realm of fashion, this typeface
embodies the essence of avant-garde and alternative styles. Imagine
your Y2K outfits paired with designs that feature this typeface,
adding an air of mystique and sophistication. Whether it's for
branding, fashion show posters, or edgy apparel graphics, the
Cybersigilism/Gothic typeface makes a statement that is both timeless
and cutting-edge.
Idea #2: Glitch Typeface
Description: I like playing games so one of my
ideas is Glitch font. The Glitch typeface is a dynamic and
eye-catching font inspired by digital errors and distortions. It
embodies the chaotic beauty of technology gone awry, creating a
visually striking effect that is both modern and rebellious. Each
character appears as though it’s been corrupted, giving it a unique
and edgy look.
Gaming: For the gaming world, the Glitch typeface is
a perfect match for titles that delve into cyberpunk, dystopian
futures, or any narrative involving digital worlds and virtual
reality. Its distorted appearance mirrors the excitement and
unpredictability of gaming, making it ideal for game logos, UI
elements, and promotional content. It evokes the thrill of navigating
through glitchy, high-stakes environments, capturing the essence of
your favourite digital adventures.
Sketches
Fig. 3.1.4 Sketches, Week 8 (6/10/2024).
2. Digitalisation
Reference Font
Fig. 3.1.5 Univers LT Std: H, o, g, and b, Week 5
(22/4/2023).
The chosen reference font Univers LT Std (55 Roman). I tried to observe
the characteristics of letters: H, o, g, and b from the family
font. From my observation, there are no ascenders of the letter
b.
Fig. 3.1.6 The stem and the crossbar of H, Week 5 (22/4/2023).
The stem of H, W: 102pt, H: 698pt.
The crossbar of H, W: 521pt, H: 98pt.
Idea #1
Fig. 3.1.7 Idea #1 in outline form, Week 6 (27/5/2023).
Fig. 3.1.8 Idea #1 vectors, Week 6 (27/5/2023).
Fig. 3.1.9 Idea #1 compilations, Week 6 (27/5/2023).
The Colour Scheme I used for Idea #1:
Fig. 3.1.10 Idea #1 colour scheme, Week 6 (27/5/2023).
The colour palette creates a balanced and visually appealing design. The
combination of soft and bold colours reflects a versatile brand identity
that is both approachable and dynamic. The colours used are black, light
blue, light pink and bright pink.
Black: provides a stark and strong contrast.
Light Blue: features a soft colour, adds a calming and serene feel to
the design, often associated with tranquility and trust.
Light Pink: conveys a sense of softness and warmth, often associated
with gentleness, love, and compassion.
Bright Pink: is energetic and lively, often associated with fun,
youthfulness, and excitement.
Idea #2
Fig. 3.1.11 Idea #2 in outline form, Week 6 (27/5/2023).
Fig. 3.1.12 Idea #2 vectors, Week 6 (27/5/2023).
Fig. 3.1.13 Idea #2 compilations, Week 6 (27/5/2023).
The Colour Scheme I used for Idea #2:
Fig. 3.1.14 Idea #2 colour scheme, Week 6 (27/5/2023).
The colour palette features a vibrant and high-contrast colour
palette, which aligns well with the bold and energetic aesthetic of
my brand. The colours used are neon pink, electric blue, deep purple
and black.
Neon Pink: conveys a sense of excitement and energy, associated with
modern, edgy styles and helps capture attention immediately.
Electric Blue: features a striking electric blue, adding a sense of
boldness and intensity.
Deep Purple: brings a sense of mystery and sophistication, a
versatile color that can evoke both luxury and creativity, fitting
well with your brand’s innovative style.
Black: provides a strong contrast, adds a touch of elegance and
strength, grounding the overall design and making the vibrant
colours stand out even more.
Chosen Idea: Idea #2
I chose Idea #2 as I like to play games, and I want to create an
Instagram feed to promote games with my brand "Xuan" involves
developing a cohesive and visually appealing strategy that aligns
with my brand's aesthetic and appeals to my target audience.
Define My Brand Aesthetic:
My brand "Xuan" blends elements of futurism, digital art, and urban
culture. Use vibrant colours (neon pink, electric blue, deep purple,
and black) and glitch effects to create a modern and edgy look.
3. Compiled workflow of Designing the Key Artwork
Fig. 3.1.15 Designs, Week 6 (27/5/2023).
Fig. 3.1.16 Idea #2 Compiled Workflow With Rulers & Without Rulers, Week 6 (27/5/2023).
Fig. 3.1.17 Animation, Week 6 (27/5/2023).
3.2 FINAL OUTCOME - TASK 2A
Black wordmark on white background
Fig. 3.2.1 Black wordmark on white background, Week 6 (27/5/2023).
White wordmark on black background
Fig. 3.2.2 White wordmark on black background, Week 6 (27/5/2023).
Colour palette
Fig. 3.2.3 Colour palette, Week 6 (27/5/2023).
Wordmark in actual colours on lightest shade of colour
palette
Fig. 3.2.4 Wordmark in actual colours on lightest shade of colour
palette, Week 6 (27/5/2023).
Wordmark in lightest shade of colour palette on darkest shade of
colour palette
Fig. 3.2.5 Wordmark in lightest shade of colour palette on darkest shade of
colour palette, Week 6 (27/5/2023).
Wordmark animation
Fig. 3.2.6 Gif #1, Week 6 (27/5/2023).
Fig. 3.2.7 Gif #2, Week 6 (27/5/2023).
4. TASK 2B: COLLATERAL
4.1 WORK PROGRESS
1. Ideas with References
Fig. 4.1.1 References - Instagram Feed, Week 6 (27/5/2023).
Colours Used: The references - Instagram feed
prominently features high-saturation colours, such as neon pinks,
vibrant purples, electric blues, and striking greens. These colours are
contrasted against darker backgrounds, creating a visually stimulating
and edgy aesthetic. The use of these bright and intense colors adds a
futuristic and dynamic feel to the feed, making it visually captivating
and energetic.
The concept in Game Design: In game design, this colour
palette and visual style are reminiscent of cyberpunk and sci-fi themes.
The glitch effects and neon colours evoke a sense of digital disruption
and technological advancement, which are key elements in many modern
games. This concept aligns well with genres like action, adventure, and
sci-fi, creating an immersive and engaging experience for players.
My Brand Concept: The brand concept combines elements
of futurism, digital art, and urban culture. It aims to create a fusion
of technology and style, appealing to a demographic that values both
aesthetics and innovation. The use of glitch effects, digital motifs,
and vibrant colors conveys a sense of modernity and forward-thinking.
This brand concept is perfect for attracting a young, tech-savvy
audience who are enthusiastic about gaming, fashion, and the latest
trends.
Attractiveness: The feed is highly attractive due to
its bold and unique visual style. The use of contrasting colors and
dynamic graphics draws attention and keeps viewers engaged. The cohesive
theme across posts creates a strong brand identity, making it easy for
followers to recognize and connect with the brand. The futuristic and
edgy aesthetic appeals to those who are looking for something different
and exciting, setting the brand apart in a crowded market.
2. Works
Brand Highlights: Feature my brand’s merchandise, collaborations,
and promotions.
Work Progress in Adobe Photoshop
Fig. 4.1.2 Mock-Up, Week 6 (27/5/2023).
I used some mockups in Adobe Photoshop. The following are the
collaterals:
Collateral #1: Game Card
Fig. 4.1.3 Collateral #1: Game Card, Week 6 (27/5/2023).
Game Card
Concept: The game card collateral for "Xuan Xuan" will feature
visually striking designs that align with my brand’s aesthetic,
incorporating elements of futurism, digital art, and urban culture.
These cards can be used for promotional purposes, giveaways, or as
collectable items that fans can trade and share.
Game cards create a tangible connection with my audience, enhancing
their engagement with my brand and games. Visually appealing cards can
be shared on social media, spreading awareness of your brand and
games.
Collateral #2: Branded Items
Fig. 4.1.4 Collateral #2: Branded Items, Week 6 (27/5/2023).
Branded Items
Concept: Creating branded collateral items like headsets, mugs, shoes, and
hats can effectively promote my brand "Xuan" and provide my
audience with tangible merchandise that reflects my unique
style.
Collateral #3: Branded Hoodies
Fig. 4.1.5 Collateral #3: Branded Hoodies, Week 6
(27/5/2023).
Branded Hoodies
Urban-style hoodies that reflect the edgy, futuristic, and
digital aesthetic of your brand "Xuan." These hoodies will be
designed for both comfort and style, making them perfect for
gamers and fashion enthusiasts alike.
Overall Benefits:
Brand Visibility: These items help increase brand
visibility as they are used in daily life and shared on social
media. Community Engagement: Giveaways and
promotions involving these items can boost engagement and
foster a sense of
community. Merchandising: Selling these items
provides an additional revenue stream and allows fans to
support your brand.
Collateral #4: Information Booklet
Fig. 4.1.6 Collateral #4: Information Booklet, Week 6
(27/5/2023).
Information Booklet
Concept: The "Xuan Brand Booklet" is a comprehensive guide
designed to encapsulate the essence, vision, and identity
of the brand "Xuan." This booklet serves as a valuable
resource for internal teams, partners, and collaborators,
ensuring consistency and clarity in all brand
communications and representations. The booklet is
structured to cover key aspects of the brand, from its
visual identity to its voice and collateral items.
Work Progress in Adobe Illustrator
Fig. 4.1.7 Work in AI, Week 7 (3/6/2023).
Fig. 4.1.8 Compiled Work in AI, Week 7 (3/6/2023).
I tried the layouts in Adobe Illustrator.
Fig. 4.1.9 Layout, Week 7 (3/6/2023).
Fig. 4.1.10 Layout, Week 7 (3/6/2023).
Fig. 4.1.11 9 Grid View, Week 7 (3/6/2023).
4.2 FINAL OUTCOME - TASK 2B
Collaterals
Fig. 4.2.1 Final Outcome - Collateral #1: Game Card, Week 6 (27/5/2023).
Fig. 4 .2.2 Final Outcome - Collateral #1: Branded Items, Week 6 (27/5/2023).
Collateral #3: Branded Hoodies
Fig. 4.2.3 Final Outcome - Collateral #3: Branded Hoodies, Week 6
(27/5/2023).
Collateral #4: Information Booklet
Fig. 4.2.4 Final Outcome - Collateral #4: Information Booklet, Week 6
(27/5/2023).
IG Screen Grab
Fig. 4.2.5 Final Outcome - IG Screen Grab, Week 6 (27/5/2023).
Submission - PDF version
Doc. 4.2 Final Outcome - Compiled Work of Task 2A & 2B (PDF), Week 6 (27/5/2023).
5. FEEDBACK
WEEK 5 (22/4/2023)
General Feedback: Mr. Vinod said that complex structure is not particularly
important. Legible in small font size is critical; if the
thin part is too large, it will disappear in small size.
Key communicative words reflect your personality. When
designing typefaces, we must avoid using white
space. Square or blocky designs will provide the
impression of being caged or imprisoned.
Specific Feedback: My chosen style of "cybersigilism" doesn't quite fit my
personolity, and it's not a style that reaches a lot of
people.
WEEK 6 (27/5/2023)
General Feedback: The key artwork should be personal and communicate
effectively with the viewer. Avoid reducing the size of
the artwork, as it can lose detailed expression. Use
appropriate white space for logos, and ensure readability
by allowing quick recognition. Use puzzles as metaphors
for problem-solving and use a star font in design.
Specific Feedback: I need to use a colour scheme that matches with
glitch concept in the platform. I can find
references on Instagram to get inspiration.
WEEK 7 (3/6/2023)
General Feedback: The product should consist of three
items, with a simple colour balance and
a bright colour scheme reflecting the
creator's identity. Monochrome colours
may make the product darker, and
consistency in colour is essential for
brand success.
Specific Feedback: I can try more interesting layouts with the
Instagram feed. The composition determines
whether the product idea can be expressed
directly or not.
EXPERIENCE
I experienced that designing the key artwork and its collateral was a
multifaceted process that involved a blend of creativity and strategic
thinking. The challenge was to create an artwork that not only
represented the brand effectively but also maintained simplicity and
elegance. The process included brainstorming sessions, sketching
various concepts, and refining the chosen design to ensure it met the
criteria of scalability and visual communication. Creating the
collateral items allowed for exploring how the artwork could be
adapted across different formats. Each collateral required careful
consideration of layout, color schemes, and how the artwork interacted
with other design elements. This experience reinforced the importance
of versatility in design, ensuring the artwork remained impactful
regardless of the medium.
OBSERVATION
I observed that The design process revealed the importance of simplicity, ensuring
scalability without losing brand essence, and ensuring versatility
across various collaterals. Testing at various sizes and making
necessary adjustments helped refine the design, resulting in a stronger
visual impact.
FINDINGS
I found that the key
artwork effectively communicated the brand's identity, demonstrated
adaptability across various collateral, and enhanced brand
recognition through its cohesive use across different formats,
demonstrating the importance of simplicity in branding.
7. FURTHER READING
Fig 7.1 Typographic Design: Form and Communication.
Fig 7.2 Chapter 11: Typographic Design Education -
pg199.
I found the examples on this page to be fairly comparable to
what we're doing for Task 2A. The designers designed designs
with letterforms, which make the designs visually appealing.
I especially appreciate Paul Dean's work in the lower right
corner. Despite the fact that the letters may be difficult
to distinguish, the form is highly memorable and effective
as a mark.
I observed that while producing a key artwork (particularly
for this purpose), the designer should aim to strike a
balance between the letter and the form so that it may
function as both a logo and a graphic element.
Fig 7.3 Chapter 11: Typographic Design Education -
pg206.
This page contains some examples of layouts that employ
typographic systems. The examples helped me recall what we
learned in Exercise 1 and inspired me to experiment with the
poster arrangement in Task 2B.
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